Oros - Drops Idea & Campaign Mechanics

Working alongside NotPLA, we want to create a snackable (and sustainable) version of the Oros flavours.

The basic construction is made up of an edible and biodegradable pillow that allows us to feature all flavours as small ‘Drops’ that are ready to be consumed as if it was a bucket of amakipkip.

Transcript

1. 1 Ogilvy Experience FIRST DRAFT TIGER BRANDS OROS 0 1 : 0 7 : 2 1 EXPERIENCE
2. 2 Scope 1. The Background a. New positioning b. New Look 2. The Idea a. Consumer Insights b. Brand Insights c. Simplest form of the idea d. The Execution 3. The Campaign (and platform) 4. A summary for discussion
3. 3 Ogilvy Experience The Background
4. 4 The Background N e w P o s i t i o n i n g Oros has repositioned to focus on the intrinsic goodness and fl avour of the product in a consumer-facing way - ‘Just add fun’. It’s also focussed on a growing market of younger millennials and new Gen-Z consumers. Gone are the days of Mom’s and little ones. N e w l o o k The new look focusses on bright (mostly fl at) colours with contemporary and stylised shapes to support the new line.
5. 5 Ogilvy Experience The Background
6. 6 Ogilvy Experience The Idea
7. 7 Ogilvy Experience The Idea Consumer Insights
8. 8 Ogilvy Experience To Gen-Z, Everyone is a VIP. This generation is one of inclusivity. As much as we’re all individuals, that’s what makes us all (collectively) special. C o n s u m e r I n s i g h t s https://www.bizjournals.com/bizjournals/how-to/marketing/2020/12/what-you-should-know-about-marketing-to-millennial.html
9. 9 Ogilvy Experience Give me GUCCI. In contrast, luxury product demand with this market is on the rise, reinforced by us seeing the older (e.g. Retired) markets, being more savvy with their spending. C o n s u m e r I n s i g h t s https:/ /unique-news.info/5-things-to-know-to-win-over-the-luxury-gen-z-consumer.html
10. 10 Ogilvy Experience With a focus on uniqueness… Rarity is sought after. A number of established brands that leverage limited-edition or collectible models have seen huge success with the Gen-Z market. C o n s u m e r I n s i g h t s https://www.ypulse.com/article/2020/02/24/supreme-is-killing-it-with-gen-z-heres-what-brands-can-learn/
11. 11 Ogilvy Experience The Idea Brand Insights
12. 12 Ogilvy Experience Feed my Finsta. With life being lived through a screen, there’s a big opportunity in presenting our colourful range of fl avours in a new format, that’s fi t for newsfeeds. B r a n d I n s i g h t s https://www.businessinsider.com/gen-z-loves-snapchat-instagram-and-youtube-social-media-2019-6?IR=T
13. 13 Ogilvy Experience Shop & Ship adoption. A positive side-effect of the pandemic, has been the mass- adoption of eCommerce. This audience in particular are ready, able and willing to buy online. Gone are the days of walking aisles to get your tasty supplements. B r a n d I n s i g h t s https://www.moneyweb.co.za/moneyweb-opinion/soapbox/covid-19-unleashes-unprecedented-e-commerce-demand/
14. 14 Ogilvy Experience New is a mood. The new positioning of Oros, offers us the opportunity to bring NEW to the table. How else can ‘Just add fun’ come to life with these insights? B r a n d I n s i g h t s
15. 15 Ogilvy Experience The Idea Succinct Expression
16. 16 August 11, 2022 Ogilvy Experience Dropship \ ˈdräpˌship \ | drop-shipped; drop-shipping; drop-ships | transitive verb Dropshipping is a retail ful fi llment method where a store doesn’t keep the products it sells in stock. Instead, when a store sells a product using the dropshipping model, it purchases the item from a third party and has it shipped directly to the customer. As a result, the seller doesn’t have to handle the product directly. S u c c i n c t E x p r e s s i o n
17. 17 Ogilvy Experience Dropship fun. We’re going to create a brand new product that reinvents how our market sees and enjoys Oros. The purchase and delivery of which will be new too. It’s about taking the broad variety and intrinsic properties of Oros and dialling into the zeitgeist of a new market. S u c c i n c t E x p r e s s i o n
18. 18 Ogilvy Experience How will the idea of “Drop-shipping fun” come to life? S u c c i n c t E x p r e s s i o n
19. 19 Ogilvy Experience The Idea Execution
20. 20 Ogilvy Experience https://www.notpla.com/products-2/
21. 21 The Idea S u m m a r y Working alongside NoPLA, we want to create a snackable (and sustainable) version of the Oros fl avours. The basic construction is made up of an edible and biodegradable pillow that allows us to feature all fl avours as small ‘Drops’ that are ready to be consumed as if it was a bucket of amakipkip. N o t e : There are some considerations, when it comes to shelf- life, so we’ve opted to develop the eco-system around the product in order to best support it’s adoption. Execution
22. 22 Ogilvy Experience It’s like popcorn & candy had a juice-baby. T H E T H I R S T Y S N A C K I N A N E W F O R M A T ALSO FREEZABLE
23. 23 August 11, 2022 Ogilvy Experience What’s the stickiness that’ll get everyone “Dropping” Oros? S u c c i n c t E x p r e s s i o n
24. 24 Ogilvy Experience The Idea Campaign
25. 25 The Idea S u m m a r y We need to in fi ltrate the culture of this market, while still owning the limitations of this new offer (e.g. shelf-life and slow rollout/testing). Luckily ‘Drops’ are already a part of this market’s language and purchase behaviour. Campaign
26. 26 Ogilvy Experience Drops in Our market… C a m p a i g n R a t i o n a l e
27. 27 Ogilvy Experience Drops beats Our market… C a m p a i g n R a t i o n a l e
28. 28 Ogilvy Experience Drops pins Our market… C a m p a i g n R a t i o n a l e
29. 29 Ogilvy Experience Drops bars Our market… C a m p a i g n R a t i o n a l e
30. 30 Ogilvy Experience Wants the latest Drop Our market… C a m p a i g n R a t i o n a l e
31. 31 Ogilvy Experience Mic Drops. Our market… C a m p a i g n R a t i o n a l e
32. 32 August 11, 2022 Ogilvy Experience The Oros Drops Shop We’re going to create an inclusive-exclusive club that offers our consumers the opportunity to purchase our new product whenever it drops (Read: Supreme) and register for excitingly spontaneous drops of fun throughout their everyday life (Read: Luckystrike pop-up parties). C a m p a i g n R a t i o n a l e
33. 33 The Idea / Campaign T h e O r o s D r o p s S h o p i s m a d e u p o f t h e f o l l o w i n g : + An e-commerce drop-shipping component + The beginnings of a CRM & Loyalty system + A market research tool + A location-based activation & sampling machine + A direct line to our growth market Note: It would be cool to have an ice-cream van too (with dope beats). Oros Drops Shop
34. 34 August 11, 2022 Ogilvy Experience User-journey O r o s D r o p s S h o p AWARENESS: SOCIAL MEDIA CONTENT CONSIDERATION: MICROSITE DETAIL CONVERSION: ACCOUNT REGISTRATION LAPSED: REMARKETED UPSELL CONTENT BUY: PURCHASE DROPS SAMPLE: POP-UP SOME FUN REFER: DROP SOME FUN 01. 02. 03a. 03b. 04a. 04b. 04c. LOYALTY: EARN DROPS 05.
35. 35 The Idea / Oros Drops Shop A W A R E N E S S : S o c i a l M e d i a C o n t e n t We’ll use our social media channels to introduce our new product and the platform from which it can be purchased. 1 / 5
36. 36 C O N S I D E R A T I O N : M i c r o s i t e D e t a i l The microsite serves as a means of joining the Drop Shop ‘Club’, whereby you’ll be able to both purchase drops whenever they’re launched, but also discover fun everyday disruptions for you and your friends. 2 / 5 The Idea / Oros Drops Shop
37. 37 3 / 5 C O N V E R S I O N : A c c o u n t r e g i s t r a t i o n As part of the registration process, we want to include a ‘Spotify-style’, interest tagging system that will help us get to know the user better, but also surface things that are relevant to them. The Idea / Oros Drops Shop
38. 38 4 / 5 E X P L O R E : A l l t h e o p p o r t u n i t i e s 1. Buy This is the drop-shipping part of the platform. Considering the shelf-life of the product, we’re going to stagger our release of it according to demand and then allow a user to purchase once it’s released. 2. Try This is the most fun part of the shop. User’s are able to choose experiences that interest them and then we’ll bring them to life in a surprise and delight format (e.g. Pop-up Ballpits at their of fi ce / headline bass drop at a party, etc.). 3. Invite An integral part of scaling any system. Similarly to Uber, we’ll allow our users to recommend a friend or invite a partner to an experience. Ultimately building our base and they’ll be rewarded with ‘Drops’, our version of eBucks. The Idea / Oros Drops Shop
39. 39 August 11, 2022 Ogilvy Experience 4 / 5 The Idea / Oros Drops Shop BUY: 1. You’re able to buy a number of ‘Oros Drops’ variants: • 80g • 160g • 320g 2. Flavour speci fi c ones (e.g. Naartjie only). 4. You’re also able to purchase normal Oros products here too: • Squash • Ready-to-drink • Powdered Soft Drink 5. Branded merchandise will live in this area as well. We’ll collab with local creatives to create shirts, phone covers, etc. TRY: In this section of the site, you’re able to spend the ‘drops’ or points that you’ve earned by making purchases. It’s mainly made up of branded experiences that allow us to offer sampling to new users. 1. ¤ 500 Drop a pin - We’ll disrupt and activate in your area with a fun activity. • Pop-up of fi ce ballpits • In fl atable Grass Balls • Headline DJ/MC spot at a party. 2. ¤ 100 Drop a beat - We’ll add some fun content to brighten your day. 4. ¤ 1000 Drop mic - We’ll surprise you with some random and unexpected fun. INVITE: This section is fairly simple. It allows a user to invite a friend to participate in one of the activities / just simply use the app. There will be a referral fee in the form of ‘drops’ or points. Lastly, user’s are able to pool their points in order to ‘purchase’ and experience.
40. 40 5 / 5 L O Y A LT Y : E a r n d r o p s f o r r e t u r n r e d e m p t i o n This is where we can build long-term loyalty. Every purchase and interaction will have our users earning ‘Drops’ that they can then use to purchase merch and more experiences. The Idea / Oros Drops Shop
41. 41 Ogilvy Experience Summary O r o s D r o p s S h o p T h e n e w p r o d u c t I t ’ s s t i c k i n e s s
42. 42 Copyright © 2021 Ogilvy South Africa Propriety Limited (“Operating Company”). All rights are reserved. This document/presentation contains con fi dential and proprietary information and methodology belonging to the Operating Company. No part of this information may be disclosed to others, nor may it be used, reproduced, copied or transmitted in any form or by any means, electronic, mechanical, or otherwise without prior written permission of the Operating Company, and this document/presentation must be returned immediately upon the Operating Company’s request. From with love. EXPERIENCE