http://www.scottishpower.co.uk/

The Team

• Emmy Smith- Project Manager

• Sophie Wheeler- Creative

• Denis Van Kemseke- Account Planner

• Ship Cris Tsoi - Media

Background Research

• Moneysupermarket.com

• Main competitors

• Recession

• Scottish Power’s previous advertising

• Scottish Power’s brand values

• Competitor’s advertising

Primary Research

• Brand Awareness Questionnaire

• Mentality Questionnaire

Core Findings

• Low Brand Awareness

+ Fresh start

+ Don’t have to rely on previous ads/bias

- No loyalty

- Will take a long time to create brand awareness

- Difficult to compete with other brands

Target Audience Profile

Theoretical Media

• Newspaper

• Billboard

• Internet

• No TV

• No radio

Applying the media

• Metro

• Billboards

• Halifax

Our total budget: £4,381,920

Blue: Newspaper (Metro)Red: BillboardsGreen: Internet

How we will find out it works

• Sales increase

• Repeat the brand awareness survey on a larger scale and compare the results with the original

http://www.scottishpower.co.uk/