Copywriting

London, United Kingdom

London is a great place to visit and because it is the capital of England and the largest city in the United Kingdom it attracts a lot of visitors from all over the world. As of March 2001 it had a population figure of 8,174,100. 

London is home to 43 universities making it the largest concentration of higher education in Europe and it had a student population figure of 412,000 in 2008/2009. Also the London Business School is considered the world’s leading business school so there are many great opportunities for students. It is also home to Heathrow airport which is the largest city airport in the world. London is a very popular tourist city as it has many famous attractions and historic buildings such as the London eye which allows you to view St Paul’s cathedral, Buckingham palace, West minster abbey etc on a clear day. There are also world heritage sites such as; the Tower of London; Kew Gardens; the site comprising the Palace of Westminster, Westminster Abbey, and St Margaret's Church; and the historic settlement of Greenwich so plenty to see if you are interested in the history of the city. These are just some of the great tourist places amongst so many other museums, art galleries and libraries. London has now hosted the summer Olympic Games three times and a new landmark has been built in the Olympic Park called The Orbit, which is a new observation tower. 

London is a leading global city and well-known for its strengths in education, media, entertainment, tourism, fashion and many more. The city is also home to many football clubs and there are many football stadiums that can be visited such as; Wembley, Fulham, Chelsea, Arsenal, West-Ham and Tottenham. Talking of sport the Wimbledon tennis championships is London’s best-known annual sports competition so there is also plenty of sport to go and watch. There are also 40 west end theatres to enjoy regular entertainment and shows. Recently the underground railway network completed 150 years of operation and is also the oldest underground in the world. It is also the third busiest metro system in Europe due to passenger’s numbers at 1.2 billion in 2011/2012. There are many transport methods in London, the underground is well-known for it quick transport to and from many parts of the city making commuting to work and university very easy. Also London’s bus network is very popular with 6 million passenger journeys made every weekday. It is the largest bus network in the world as it runs 24 hours a day with 8,000 buses and 700 bus routes. Travelling around London is relatively easy and the many transport methods benefit work and university.

Entertainment in London can vary from west end shows to film premiers in Leicester Square and it is home to Europe’s busiest shopping area Oxford Street which is the longest shopping street in the United Kingdom which is great if you fancy going shopping somewhere different for the day There is also the famous department store Harrods which is located in Knightsbridge. You will never be short of things to do and see in London, it’s a great place to visit.

Reference List

BBC. (2013). Big Ben. Available [Online]: http://www.bbc.co.uk/archive/bigben/7513.shtml?page=. [Last accessed 10th May 2013].

Dhoot, R. (2012). London Olympics opening ceremony wins special arts award. Available [Online]: http://www.topnews.in/sports/london-olympics-opening-ceremony-wins-special-arts-award-235077. [Last accessed 10th May 2013].

Edvardsen, E. (2012). Anish Kapoor's London 2012 recycled steel Orbit tower a work of art or just twisted metal?. Available [Online]: http://www.hippyshopper.com/2012/08/anish_kapoors_l.html. [Last accessed 10th May 2013].

Europepics. (2011). London City. Available [Online]: http://www.europepics.org/london-city-2.html. [Last accessed 10th May 2013].

Leggatt, H. (2011). Harrods moves to strengthen global brand presence via tech, mobile. Available [Online]: http://www.bizreport.com/2011/08/harrods-moves-to-strengthen-global-brand-presence-via-tech-m.html. [Last accessed 10th May 2013].

Lowe, A. (2012). Entire London transport network to accept NFC by end of 2013. Available [Online]: http://hexus.net/business/news/enterprise/49353-entire-london-transport-network-accept-nfc-end-2013/. [Last accessed 10th May 2013].

MacDonald, M. (2012). Wembley Stadium. Available [Online]: http://www.buildings.mottmac.com/projects/sportsandstadia/wembleystadium/. [Last accessed 10th May 2013].

Reynolds, J. (2012). Wimbledon queue attracts sponsors. Available [Online]: http://www.marketingmagazine.co.uk/article/1136663/Wimbledon-queue-attracts-sponsors. [Last accessed 10th May 2013].

Ross, D. (No date). Photo of London Eye at night. Available [Online]: http://www.britainexpress.com/uk-picture-of-the-day-image.htm?photo=1715. [Last accessed 10th May 2013].

The Telegraph. (2012). London underground staff call three day strike. Available [Online]: http://www.telegraph.co.uk/finance/newsbysector/transport/9208371/London-underground-staff-call-three-day-strike.html. [Last accessed 10th May 2013].

Walker, G. (2012). Chancing my arm. Available [Online]: http://gilly-walker.com/2012/03/chancing-my-arm/. [Last accessed 10th May 2013].

Creativity

Smirnoff

Below are five creative ideas for Smirnoff. The USP for Smirnoff is tied to their target market and is about creativity and standing out from the crowd.  So these designs are creating a different approach in order to stand out. Some of the images are being used to suggest how they can make the product better known.

This design is trying to create a different approach and making the brand more interesting by imprinting the logo onto an ice cube to represent one of Smirnoff’s products. This image is a still image so it could be used on billboards, posters or buses. This would catch people’s attention as it is something different to just seeing a bottle of Smirnoff Ice. This design would appeal to a slightly older age group (25-34) as it is unique and the slightly older generation would appreciate this more so than the younger age group as they may not be as interested in the actual advertising of the brand.

Smirnoff has had previous relationships with James Bond and although they have missed the opportunity to rekindle their relationship for the new James Bond film at the cinema they could still have looked at an advert for the release of the DVD as this would be a great way to promote Smirnoff. A television advert would be a good way to suggest that Smirnoff vodka is a business class drink as well as a party drink. This image could also be good on a billboard, poster or a bus as a still advert. This would appeal to wide range of audiences all ages as 

James Bond is very popular.

This idea comes from the idea that Smirnoff is ten times filtered so it is trying to prove that Smirnoff vodka is pure and is better quality than other vodka’s. This would be very eye catching as it is very different and would grab people’s attention and people would want to know more about it.

The idea of this image is to promote the flavours of Smirnoff Ice and this design would look good if the image showed the grapes shooting out of the bottle which would suggest that the drink was full of fruit juice and flavour.

The flavoured Smirnoff vodka could do with being advertised more as they do not seem to be as well known as the original vodka. The flavoured vodka would be good to advertise in the summer as people will want refreshing alcoholic drinks and a fruity flavour would be appealing and will get the different flavours better known.

Reference List Ghetiu, T. (2011). Like melting ice. Available [Online]: - http://teodorghetiu.wordpress.com/2011/02/03/like-melting-ice/. [Last accessed 23rd Nov 2012]. Goldberg, M. (2011). JAMES BOND 23 Officially Titled SKYFALL;. Available [Online]: http://collider.com/james-bond-23-skyfall-title-movie-details/. [Last accessed 17th Apr 2013]. Haar, P. (2012). James Bond Drinks Beer, Civilization As We Know It Ceases to Exist. Available [Online]: http://blogs.houstonpress.com/artattack/2012/05/james_bond_skyfall_update.php. [Last accessed 17th Apr 2013]. Nguyen, T. (2010). MIPLANET. Available [Online]: http://miplanet.wordpress.com/2010/03/15/coming-to-sa-in-may-smirnoff-experience-mashup-street-with-dj-tiesto/. [Last accessed 17th Apr 2013]. Official PSDS. (2008). Smirnoff Ice logo. Available [Online]: http://ladies.officialpsds.com/Smirnoff-Ice-Logo-PSD78417.html. [Last accessed 23rd Nov 2012]. Renaissance fine wine and spirits. (2012). Smirnoff-Vodka. Available [Online]: - http://www.renvino.com/spirits/Smirnoff-Vodka-w0849410ug. [Last accessed 23rd Nov 2012]. Timeout Sydney. (2012). Smirnoff drinks inspiration. Available [Online]: http://www.au.timeout.com/sydney/iphone/features/144/be-there-article-3. [Last accessed 25th Nov 2012]. MMUK. (2012). Grapes. Available [Online]: http://www.mmuk.co.uk/grapes. [Last accessed 25th Nov 2012]. Types of vodka. (2011). Types of vodka. Available [Online]: http://www.typesofvodka.net/. [Last accessed 27th Nov 2012].

Alternative Advertsing

Advertising brief

Flavoured alcoholic beverages are currently associated with young drinkers and are considered too sweet and not as refreshing as other drinks. The ideas below are therefore aimed at the older consumers aged around 24-35 and the ideas are to advertise VK as being refreshing and each bottle contains a specific fruity flavour in order to cater for everyone’s needs. The adverts below are alternative ways to potentially advertise VK that may not usually be considered. The idea is to make people aware of VK and get them to take another look at the product as it has different qualities to its competitors.

Digital outdoor advertising

Digital billboards displaying images could be used in a shopping centre where a large amount of people would see it. The image is eye catching and digital billboards are equipped with a 3G sim cards so they can be updated easily and quickly. This means that adverts can react to the time of day or certain events. Been as the digital billboards can be animated it will attract a lot of attention and give out a strong message which encourages people to recognise VK. Also the digital billboard screens can move between ads which will also grab audiences’ attention. Digital billboard screens are used in places such as the London underground which carries more than one billion passengers a year (Transport for London). VK could strengthen their message and reach out to large amounts of audiences by using these in largely popular areas and will reach out to all age groups. They could use the digital billboards to promote their new 2013 campaign 'Mix up your VKend' so as more people are aware of VK. 

Social media

At the moment VK do not really take advantage of their Facebook page and this is where competitors have advantage over VK. WKD has over 270,000 likes and Smirnoff ice has over 1.3 million likes whereas VK has just over 8,000 likes. Social media is immensely popular so advertising here would gain a large audience and for instants if someone liked the page all of their friends would see that so Facebook is a great way to get recognised quickly. VK could advertise on their Facebook and twitter page using videos, pictures and messages and it is inexpensive to do because VK could do it themselves. Another good reason for using social media is because people can leave feedback and comments and VK would be able to comment back. Being able to communicate with people would give VK the chance to build up good relationships with consumers and sell their brand more effectively. Using social media would still allow VK to reach out to 24-35 year olds as all age groups using social networking sites for work and socialising. Instead of just advertising the different flavours maybe VK could put comments on Facebook about things other than alcohol e.g. football as this shows that they understand their consumers and will engage more people. Viral marketing could be used on social media sites through the use of discussions.

Digital radio

Digital radio is where radio and online are combined. Radio is used to push the message out to a wide audience and online pulls an audience in as people may go online to find out more about a product. Radio and online are the only media predicted to grow audiences in the future, therefore VK should consider using digital radio in the form of their own radio channel to stay ahead of competitors. On their own radio channel they could promote their range of flavours so as people are more aware of them. Radio is very popular with 90% of the UK’s population tuning in to radio every week (Rajar, 2012). Also two-thirds of web users have surfed the internet and listened to radio at the same time and 45% of the population has tuned in via any digital platform (Rajar, 2012). This would be a great way for VK to gain awareness as radio is very popular and is listened to a lot. Radio is even listened to at work so VK would be able to reach out to audiences everywhere. Using Digital radio would help VK target 24-35 year olds as these people are more likely to listen to the radio at work and whilst travelling. However this way of advertising would still reach out to all age groups as many people go online everyday.

References

Rajar (2012). Rajar Data Release – Quarter 1, 2011, May 2012. Available [Online] at: http://www.rajar.co.uk/content.php?page=listen_market_trends. [Last accessed 1 August 2012].

Transport for London. (No date). London Underground. Available [Online] at: http://www.tfl.gov.uk/corporate/modesoftransport/1574.aspx. [Last accessed 20th Apr 2013].

Radio Adverts

Advertising brief

Flavoured alcoholic beverages are currently associated with young drinkers and are considered too sweet and not as refreshing as other drinks. The ideas below are therefore aimed at the older consumers aged around 24-35 and the ideas are to advertise VK as being refreshing and each bottle contains a specific fruity flavour in order to cater for everyone’s needs. The adverts below are trying to show that VK can be enjoyed sensibly at social gatherings and in the comfort of your own home with friends and not only attract 24-35 year olds but also still reaching out to the current target market as well. The idea is to make people aware of VK and get them to take another look at the product as it has different qualities to its competitors.

Advert One

This advert is saying that VK can be enjoyed sensibly and that it can also be enjoyed by males in places other than pubs and clubs.

The advert starts with the sound of food sizzling on a BBQ

The sound of laughter and male voices can be heard in the background.
They have all brought packs of VK.
'Well VK is the most refreshing drink I have had for a while.' One lad says.
'It's a perfect drink in the summer and theres so many flavours to choose from.' 

‘With summer just around the corner its time to get out the barbeque

Invite a few friends over and crack open a bottle of ice cold VK to brighten the day’

VK, brighten up your day

The sound of glasses clanging together at the end of the advert.

Advert Two

This advert is introducing the newest VK product which is a cocktail in a bottle.

Women are chatting in a pub. A waitress comes over carrying a tray of bottles.

‘We ordered cocktails.’ One woman says.

‘You have to try this, it’s a new cocktail in a bottle and it is amazing.’ Another woman says.

They all have a sip, and voice their approvals.

‘VK Mojito, the newest VK product by Global Brands and the UK’s first cocktail in a bottle.’

There’s a short pause.

‘Now you can enjoy a perfect Mojito every time.’

‘Made with Caribbean rum and real fruit juice.’

Advert Three

This advert is trying to make consumers aware that there are so many flavours to enjoy and that you can purchase a mixed pack of flavours rather than a four pack of just one flavour.

‘Honey I've brought some VK for you.’ A man says bringing in the shopping.

‘Which flavour?’ She asks.

The man shrugs his shoulders.

‘Oh, look there’s an apple flavour.’ The woman says.

‘There’s an apple flavour?’ The man asks suddenly interested.

‘Yes. Try it, you might like it.’

The sound of a bottle opening can be heard. The man takes a sip and nods to show his approval.

‘VK is not just a woman’s drink.’

‘With seven fantastic flavours to choose from which VK flavour will you choose?’

The sound of bottles being opened and liquid bursting out of the bottle.

‘Each bottle is bursting with real fruit juices and is mixed with 4% ABV and with a flavour to suit everyone, nobody needs to miss out.’

‘Available in a mixed pack at most supermarkets so you can enjoy each flavour.’

Slight pause.

‘VK unleash the flavour.’

Advert Four

This advert portrays that VK can be enjoyed in your own home with friends and not just in clubs and pubs. This advert is also promoting the freshness of VK other flavoured alcoholic beverages can be too sweet and not as refreshing.

A woman invites her friends over for a girly night in.

The sound of greetings can be heard when they arrive.

‘I hope you have got something refreshing to drink.’ The one friend says jokingly.

‘Of course, help yourself to a bottle of VK.’

There’s a pause as the friend tries to decide on a flavour.

‘I didn’t know that there were so many flavours.’

‘Try the cheeky Vimto flavour, it taste just like the cheeky Vimto cocktail.’

The sound of the bottle being opened can be heard.

You hear her take a sip.

‘Thank VK for that!’ The friend says.

There’s another pause.

VK, freshness by the bottle load.

Print Adverts

Advertising Brief

Flavoured alcoholic beverages are currently associated with young drinkers and are considered too sweet and not as refreshing as other drinks. The ideas below are therefore aimed at the older consumers aged around 24-35 and the ideas are to advertise VK as being refreshing and each bottle contains a specific fruity flavour in order to cater for everyone’s needs. VK bottles are brightly coloured so the aim is to use images of the bottles to grab people’s attention and not only attract 24-35 year olds but also still reaching out to the current target market as well. The idea is to make people aware of VK and get them to take another look at the product as it has different qualities to its competitors.

                Unleash the Flavour

Source: Scottish licensed trade news. (2012).

This could be used on a billboard as it is very eye catching and would grab people’s attention with the bright colours. It gives the impression that VK drinks are bursting with fruity flavours and it gives VK a unique image that will reach out to more people. This ad is aimed at 24-35 as they seem to want a refreshing drink and this gives the impression that VK drinks are very refreshing. However this image would grab the attention of a large variety of age groups just because of its vibrant colours and unique style which gives the impression that VK can be enjoyed by any age group and will provide refreshing fruity taste mixed with Vodka.

                                                                                                                       .

Source: Revolution. (No date).

This image could be placed in a newspaper with a headline saying ‘Thank VK for that’. The subheading may be ‘Freshness by the bottle load.’ The article to follow would be promoting the refreshing taste and the fruity flavours. Although other flavoured alcoholic beverages do have a variety of flavours, they do not taste of specific fruit as the VK beverages do. This means that VK should appeal to a range of consumers and they can choose their most preferred fruity flavour. There is a good variety of flavours so there is something for everyone to enjoy.This would be a good  way to target older consumers as they are most likely to read newspapers more so than younger consumers.

Source: Quainton, D. (2011).

This image could be used to advertise VK on a bus as buses are easily noticeable and the colourful image would also stand out to people walking and also drivers/passengers. VK ran a campaign in 2012 called ‘What’s your flavour?’ which was hugely successful and VK sales increased in pubs and clubs and it allowed people to vote for a new flavour they would like to see and the most popular answer was used to create a limited edition VK flavour in 2012. This campaign could be run again so advertising on buses would grab people’s attention and can be aimed at all ages. 

                                                                                                                                     

Source: Paskin, B. (2009).

The VK LO could be advertised in food and drinks magazines for consumers who are more health and weight conscious but still want to enjoy an alcoholic beverage. VK LO is aimed at the older consumers aged 25 -34 as this age group tends to be more health and weight conscious than 18-24 year olds. This product would be aimed more so to females as they tend to be more health and weight conscious than men so placing this advert in a female magazine will attract women and will therefore generate more awareness of the VK LO drink.

Reference list

-          Paskin, B. (2009). VK Vodka kick now in low-cal variety. Available [Online]: http://www.bighospitality.co.uk/New-Products/VK-Vodka-Kick-now-in-low-cal-variety. [Last accessed 13th Feb 2013].

-          Quainton, D. (2011). VK and Goldschläger owner brings in ID for experiential brief. Available [Online]: http://www.eventmagazine.co.uk/news/1055402/vk-goldschlager-owner-brings-id-experientail-brief/. [Last accessed 12th Feb 2013].

-          Revolution. (No date). Revolution. Available [Online]: http://www.revolution-bars.co.uk/. [Last accessed 12th Feb 2013].

-          Scottish licensed trade news. (2012). Keep ready to drinks in range. Available [Online]: http://sltn.co.uk/2012/03/11/keep-ready-to-drinks-in-range/. [Last accessed 12th Feb 2013].