Engagement Commercial Brief - Wild Wednesdays
Engagement & Commercial Brief: Wild Wednesdays OVERVIEW (READ ONLY) The Engagement & Commercial Brief is a collaborative working document to help facilitate effective communication and planning for our local campaigns. Basics/Mandatories: They express the what, why, where & when the campaign exists. Market Insight and Shareable Opportunities: The strategic thinking that sets the campaign up for success. Highlight the benefit to the consumer and why they care about this product or offer. How does it help them? Campaign Breakdown: The tactical breakdown that gives a holistic view of deliverables, tactics and spend. How is this going to market? Ensure to outline how this campaign is linked to the overall brand message of being simple and putting the customer first and consider key activations/sponsorships happening during the campaign period that maybe link to this promotion. Fill out each section to the best of your ability, and secure approval from your CEO before submitting to DCL's Brand Team to initiate the review process. If you have any questions, please contact a member of the DCL Brand Team. Engagement & Commercial Brief: Wild Wednesdays THE BASICS: WHO, WHAT, WHY, WHERE, HOW & WHEN Campaign Background / Overview Stimulate Recharge, maintain constant growth on LTE penetration & awareness Campaign Objective Stimulate Recharge, maintain constant growth on LTE penetration & awareness Secondary: Increase ARPU by US $2 (7 day LTE users) 1000persons Market Target Demo, interest & psychographic Tactics Execution Budget ($) Media Budget ($) Grenada Age: 18-60 years Gender: Mixed Social/Digital USD $300.00 Dates Market Context – Digicel Market Context – Competitors Commercial Offer(s) KPI’s (COMMERCIAL) September 11th 2019 Messages in Market : Back to school promotion Number Portability New Freedom Plus bundles Flow – Stay Connected (New Prepaid Plans) Back to school Promotion Number Portability Recharge, My Digicel App, LTE Postpaid Freedom Plans & Prepaid LTE plan Prepaid plan – 1000 plans Postpaid - 20 USD 200.00