1. GET YOUR BEAT
Ad Campaign performed by
ADVERPLUS 1
ADVERPLUS May/2011

2. Introduction 3
4
1. Campaign Objectives
5
2. Target Audience
6
3. Research Results 7
4. Advertising strategy
8
5. Creative strategy
13
6. Media strategy
14
7. Implementation of Advertising strategy
22
8. Budget
Conclusion & Suggestion 23
Team Members 24
Thank You 25
2

3.  Ahead of the first World Cup in Africa, Coca Cola has chosen our
Agency ADVERPLUS to create an awareness campaign for its new
energy drink BEAT in South Africa, especially in Pretoria.
 The objective of the campaign was:
 To launch BEAT in South Africa; and create a brand awareness;
 To increase the energy drink usage and Sales.
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4. 1. Launching BEAT in SA & Creating a brand awareness;
2. Increasing the energy usage and sales;
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5.  All South African workers including students
Demographics Psychographics
 18 to 65 years old (Male & Female)  Full access to services,
 R500-2000  Accessed internet 4 weeks.
 Suburb, Urban areas  Out going and spend a lot
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6. 59% of students confirmed
that they read the university
Newspaper, 65% female buy
Cosmo Magazine once a The majority (65%) of
month, 45% of them have workers have a Facebook
subscribed to student village profile, 74% are on Mxit, and
website 80% of them have access to it
every day
87% of South African workers
have at least an email address,
and Cell phone; 42% have 62% use public transport,
Smart Phone 38% use their own car, and
68% live in big cities, 32% are
township
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7.  Get your BEAT will appear in all the Ads in order to create
and increase an awareness.
Examples:
 Live your life to the fullest Get your BEAT
 Get your BEAT Stand Strong
 For an extra round Get your BEAT
 Get your BEAT have Xtra energy that you need
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8. 5. Creative strategy
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9. Official theme of the BEAT’s campaign
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10.  Outdoor Media (Bus shelter, Billboard, & Transport Media):
is a very flexible medium that enables the Advertiser to
react to changing conditions in the market place
immediately;
 Internet & Social Media (Facebook & Twitter): Internet &
Social Media are powerful media that enable the brand to
engage with its customers, it also enable the Advertiser to
measure exactly how many people used the medium;
 Print Media (Magazine): various magazine options are
available with varying cost and distribution profiles;
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11. 7. Implementation of Advertising Strategy
11
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16.  The budget allocated for this campaign is R 450,000
Personnel Budget
Ad agency & employees R 112,310
Concept & Design Poster R 4,450
Operating Budget
Photo & Rights R 10,000
Print Production R 84,250
Media Magazine R 84,000
Billboard R 50,000
Bus Shelter R 28,000
Transport Media R 42,000
Delivery cost R 3,000
Taxes R18,850
Total expenses Budget
R 436,860 R 450,000
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17. The study “GEAT YOUR BEAT” was carried out on LSM 4-8.
GET YOUR BEAT’s Ad should pup up online website such as
Student village; (www.studentvillage.co.za)
In order to create an awareness with its target audience, the Brand
has to constantly engage with potential customers on Social media
such as Facebook, and Twitter; by creating a community
It can be concluded an excellent way to advertiser is at universities
and Colleges just because most of students are everyday spender at
the canteens.
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18. Manou Molosa, Cedric Nzuvele,
As an Account As an Media
Director Director
Leo Malaba, Mpho Papi,
As a Research As a Creative Director
Director
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19. ADVERPLUS
The Corner Building, 305 York Avenue, Ferdanle
Randburg, 2194; Gauteng/Johannesburg/ South Africa
Contact 1: +27 (0) 795 498 167
Contact 2: +27 (0) 732 781 032
Email: contact@adverplus.com
Website: www.adverplus.com
ADVERPLUS May/2011 19