< 1 >WOVER CREATIVE STUDIOEDUCATION CAMPAIGN JAN 2017PROPOSALBy Reload
< 2 >WOVER CREATIVE STUDIO2BRIEF UNDERSTANDINGKEY TASKCoffee Category Educationvia the coffee book
< 3 >WOVER CREATIVE STUDIO3COFFEE CATEGORY EDUCATIONKEY TASKS-find the right person-deliver the right message-communicate in the right way
< 4 >< 4 >Low-frequency coffee drinkerNon-coffee drinkerCoffee loverW h o i s o u r T Afor the education campaign?
< 5 >< 5 >Intention to share分享积极性Changing difficulty被改变难度18-28StudentsWorkplace Freshmen29-45Workplace ElitesBusiness MenSource:智研数据《2016年国内咖啡消费群体分析报告》•No fixed consumption habits to specificproducts/ brands•Active social network user•More likely to be life-long coffee-drinker•Consumption habits almost fixed•Less active on social network and sharingW h o i s o u r T Afor the education campaign?
< 6 >WOVER CREATIVE STUDIO6COFFEE CATEGORY EDUCATIONKEY TASKS-find the right person-deliver the right message-communicate in the right way
< 7 >< 7 >KEY MESSAGECoffee/ instant coffee is natural and healthy
< 8 >< 8 >Consumption咖啡购买Preference咖啡喜好度Relieve concerns &Build relevanceStage 1Coffee beginnerCoffee lifestyle & Coffee cultureInitial Coffee CommunityCoffee community &Fan economyCoffee is part of my lifeExert my influence on othersDeveloping Coffee CommunityEstablished CoffeeCommunityCoffee is natural and healthyStage 2Coffee userStage 3Coffee ambassadorCoffee Category Education Strategy—STAGE 1—
< 9 >< 9 >Health ConcernIncreasing health awarenessNegative media guides01.Taste DislikeBitter than normal beverages02.Irrelevantnot enough reasonno suitable occasion03.Main Barriers
< 10 >< 10 >ThinkFeelDo•Coffee might be unhealthy•Coffee is irrelevant to my life•Coffee is natural and healthy•Coffee lightens my life •Feel assured that coffee is good for health•Coffee can be as tasty as other beverages•Feel concerned every time they drink coffee•Coffee doesn’t taste good•Never drink coffee•Seldom drink coffee•Drink coffee regularly•Share positive experience to othersO U R G O A LImprove coffee category image (especially instant coffee)
< 11 >< 11 >persuade with knowledge用知识消除疑虑move with emotion用情感建立好感＋S T A G E 1Communication Strategy
< 12 >< 12 >Coffee Drinking Barriers And Solution(highlight instant coffee)
< 13 >< 13 >Barrier 1HEALTH CONCERN
< 14 >< 14 >Source: Mintel, coffee, July 2016／Online survey, sample=500INGREDIENT CONCERNCaffeine is unhealthy
< 15 >< 15 >Source: Mintel, coffee, July 2016／Online survey, sample=500INGREDIENT CONCERNCaffeine is unhealthyModerate intake of caffeine is generally beneficialThe Truth — Misconception
< 16 >< 16 >SIDE EFFECTS• Rapid heartbeat• Sleep disturbance• DehydrationSource: Mintel, coffee, July 2016／Online survey, sample=500
< 17 >< 17 >SIDE EFFECTS• Rapid heartbeat• Sleep disturbance• DehydrationDrink too much／too late / under poor health conditionThe Truth — Wrong Drinking...
