Kelly's of Cornwall - Alternative Advertising

Brief

To increase the purchase consideration and brand awareness of Kelly's of Cornwall by promoting its Cornish roots and high quality ice cream through non-traditional media.

Target Market

The target markets are those in the ABC1 target market, focusing on professional families with aged 30-50 who have children, live in urban cities and have a preference for locally produced ice cream.

Schedule

Will run for 3 weekends in July, the peak summer month of July. The advertising communications will be placed in Central London.

Location

With idea 1, 2 and 3 they will all be placed in three different high traffic Central London locations: Covent Garden Square, Hyde Park and Green Park. These locations have been chosen as they are popular with the public in Summer months, where the atmosphere is more laid back then in the main retail zones.

Why non-traditional media?

In this current highly competitive Advertising era, Marketers must develop marketing communications which are unique and memorable (Solomon, 2009). Non-traditional media such as Ambient, Guerrilla and Digital outdoor Advertising has become increasingly popular (Dahlen et al, 2009), as they encourage consumer interactivity and engagement, increasing consumer-perceived value of the brand. 

Non traditional advertising has been chosen for Kelly's as Dahlen et al (2009) argue that non-traditional media is most beneficial to small, unestablished companies as the adverts increase the reputation and awareness of the brand.

Ambient Advertising

Firstly, Ambient Advertising are messages placed in unusual outdoor and indoor locations where you wouldn't expect an advert to be placed, catching the consumers 'off guard' (Saren, 2006:65). As a result, ambient advertising increases consumer engagement with the advert and subsequently also increasing brand recall.

Due to its uniqueness, Ambient advertising can generate large amounts of press coverage, enhancing the brand image whilst cutting through masses of advertising clutter (Blythe, 2005:504). According to the ATRN model (Blythe 2005; Blythe 2013), Ambient is most effective at the 'nudging' stage where consumers use the advert in differentiating it to competitors products and also encouraging consumers to visit the convenient point of purchase is nearby. On the other hand, the effect of ambient advertising is difficult to measure. 

Idea 1

The idea for Kelly's Ambient advertising is to cover pavement posts as seen below:

With an artificial stood up ice-cream scooper, scooping a ball of Kelly's ice cream off the ground from a 3D model of Kelly's ice cream tub. By integrating the ice-cream scooper with the post, it creates a physical and eye catching advert, brightening up the sidewalk. It will have a QR code so that passers by receives 20% off their Kelly's purchase and also are informed to go to the beach location to receive a free sample. By also including the 3D realistic sticker will encourage consumers to be interested and engage with the advert. The desired outcome is that there will be an increase in social media activity about Kelly's and also become a more recognizable ice cream brand in nearby point of purchase locations.

Guerrilla Advertising

Secondly, similarly to Ambient advertising, Guerrilla marketing is used to create a buzz and stand out from clutter (CRM, 2007). Guerrilla marketing is used in communicating messages in outside private spaces, for example phone boxes, taxis and buses (MacRury, 2009:104). Unlike Ambient Advertising, Guerrilla advertising is made to be more interactive, improving engagement (Kiley & Robert, 2010). However, Guerrilla advertising can also bring negative connotations to the advert and the brand as some argue that it ruins the appearance and functionality of public spaces (MacRury, 2009). 

Idea 2

A beach scenario will be set up, with beach chairs, parasols, sand and plastic buckets to create a Cornish summer setting. In the plastic buckets, it will be filled with Kelly's of Cornwall sunglasses (UV protected) in a cow print (Cornish colours), encouraging consumers to take a free pair and wear them during the day. Along side the beach setting there will be piles of Kelly's small ice cream pots that are empty with a note on the beach chairs to take a pot and return to the setting by 2pm to receive a free Kelly's sample. By 2pm, a number of Kelly's ice cream bicycles will ride by and those who are at the scene with their empty pots will have their free samples from a choice of flavours. 

The desired outcome is that consumers will have high interaction with the brand and its advert, upload their experiences on social media, by taking pictures of the beach setting and generate press coverage. The free sunglasses will mean that consumers will be walking around London advertising for Kelly's, increasing circulation and word of mouth. As stated above, Guerrilla marketing needs to be engaging, and thus by giving consumers instructions means that they are actively interacting with the brand and its Cornish associations.

Music in the Guerrilla Advert

In the Guerrilla advert there will be music of the sounds of a Cornish beach, of seagulls, the sea and beach sports. Background music will be used as according to Alpert et al (2005), background music has a significant influence over emotional responses of an audience, used as a peripheral cue. Kelly's wants its ice cream to evoke emotive moods and for its ice cream to have associations with Cornwall, quality and fun.

Digital Outdoor Billboard

Thirdly, digital outdoor billboards have experienced significant development (Shimp, 2009:580). Advertising on digital billboards have become more attractive as adverts can be rotated and changed frequently, making it more cost effective. On the other hand, digital billboards are also seen as visually polluting (Saren, 2006) thus an attractive advertisement would sit more positively with consumers.

Idea 3

The digital billboards will be placed in the tube stations of Covent Garden, Hyde Park and Green Park and also in bus stops near these locations. The digital billboard will serve as an interactive vending machine. The billboard will encourage consumers to design their own tub or cone of Kelly's ice cream, from its flavour to its toppings. Once you have designed your ice cream, consumers have to choose which location they are going to pick their free sample of ice cream from, (Covent Garden, Hyde Park and Green Park) and will then be given a code to take to the location where a specialized Kelly's of Cornwall ice cream van will be there to make it. The desired outcome is for the billboard to visually engage with the consumers, by both making it informative but also entertaining. The option to design your own ice cream and receive a free sample will mean that there will be positive connotations with the brand and form brand loyalty. 

References

Alpert M, Alpert J, Maltz, E (2005) Purchase occasion influence on the role of music in advertising. Journal of business research. Journal of Business research. [e-journal] 58 (3) Available from: Sciencedirect [Last accessed 22/04/13]

Blythe, J (2005) Principles and Practice of Marketing. London/GB: Cengage Learning

Blythe (2013) Consumer behaviour. 2^nd edition. London/GB: Sage publications.

CRM Magazine (2007) Guerrilla marketing’s monkey business. [online] Available from: www.destinationcrm.com [Last accessed 20/04/13]

Kiley, D, and Robert, K (2010) Guerrilla Marketing. Brand Week. [e-journal] 51 (39) Avaialble from Ebscohost. [Last accessed 20/04/13]

MacRury, I (2009) Advertising. 1^st edition, London/GB: Taylor Francis Ltd

Saren, M (2006) Marketing Graffiti: A view from the street. Oxford/GB: Taylor & Francis Ltd.

Shimp, T (2009) Advertising promotion and other aspects of integrated marketing. 8^th edition. Mason/US: Cengage Learning