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
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