2015 CHio Chips

Re-launch campaign

Petr lukes
Ryan stephan
GL Richardson
Jamie lazaroff
Tereza sonkova
Jaroslav dostal
Haley castelvecchi
Katerina dvorakova
Erika hammerschmidt

Table of contents
Introduction.........................................................................02
SWOT Analysis......................................................................02
Research on Chip Consumption.......................................03
Campaign Objectives........................................................04
Campaign Strategy............................................................04
Target Audience.................................................................05
Brand Personification..........................................................05
Primary Target Profile..........................................................06
Secondary Target Profile....................................................07
Research on Night..............................................................08
Campaign Reasoning........................................................09
Packaging............................................................................10
Style Guide...........................................................................11
TV Ad Storyboard................................................................12
City Lights and Posters........................................................14
Skyscraper Ad.....................................................................15
Digital Promotions: Facebook............................................16
Digital Promotions: Twitter...................................................18
Digital Promotions: Instagram............................................19
Digital Promotions: YouTube..............................................20
In Store Communication....................................................21
Promotions...........................................................................22
Main Event...........................................................................24
Microsite...............................................................................27
Press Release.......................................................................28
Media Plan..........................................................................30
Consumer Journey..............................................................31
Conclusion and Campaign Evaluation...........................33

01

Introduction
Our campaign has been designed to increase the selected target audiences
brand awareness of Chio chips. We believe that with our unique positioning of
the Chio brand, we will not only be able to achieve the clients goals, but surpass
them. Our combination of media outlets will give us the strongest potential for a
high reach and frequency, enabling the target audience to build a positive
relationship with the brand.

Strengths

SWOT Analysis

- New kid-on-the-block factor

- Bold, black packaging stands out amongst an aisle of colorful potato
chip packaging
- Nostalgia factor for secondary target audience
- Premium taste and ingredients
Weaknesses
- Potential cannibalization of Bohemia
- Small market share
- Small top-of-mind awareness
Opportunities
- Redefining the brand image
- Creating a new favorite brand for the most desirable age bracket (15-30)
- International recognition of the brand
Threats
- Lays is gaining market share
- Saturated potato chip market
- Healthy lifestyles of primary target audience

02

Research and Analysis

Research Findings about Chip Consumption

We surveyed 162 Czech respondents about their potato chip

consumption habits. Respondents are within the primary
target audience age bracket of 15-30 years old.
92% of respondents eat potato chips in the evening or night rather

than during the day.
The three most common locations to buy potato chips are:

- The supermarket (93.8%)

- Convenience store (44.4%)

- Pub/restaurant (21%)
75.3 % of respondents prefer to eat potato chips in a group setting
rather than alone.
The most common occasion to eat potato chips is when partying with
friends at 76.5%

- the next most popular are while watching TV (60.4%) or in a

pub (35.4%)

92% said flavor is the main factor in selecting chips.

03

Campaign objectives
Main Objective
Our main objective is to reintroduce Chio chips to the market as a
cool and fun snack for consumers that are young or want to feel
young again. Through the bold black packaging, our goal is to create
brand awareness among consumers and entice them to try the product. We want consumers not only to view Chio as a fun brand, but to
also recognize the premium quality of the chip.
Communication Objective
We want our target audience to associate the black packaging with
the feelings of adventure and mystery that arise during the nighttime.
When the consumer opens up a bag of Chio chips, they should
experience the explosive excitement that weve created in our brand
personality.

Campaign Strategy
ROZBAL FAMZN NOC
(UNPACK A LEGENDARY NIGHT)
We want our consumers to break their boundaries and begin their
adventure with a bag of Chio chips, which they will associate with limitless
fun and excitement.
Night is adventurous, mysterious and our target audience enjoys using this
time away from responsibility for the things they enjoy most.
It is also essential that our campaign differentiates Chio chips from Lays
chips. Lays are connected with bright daytime colors. We want our
target audience to experience the contrast of this with their consumption
of Chio chips. We will avoid the cannibalization of Bohemia chips through
focusing on a theme that strays away from the tradition that Bohemia is
associated with. Our product should make our consumers feel ready for an
adventurous night with friends.

04

Target Audience

Primary Target Audience

- Male
- 15-30 years old
- Students preparing to enter the workforce
- Adventure seeking, enjoys excitement
- Indulges in chips socially/ Likes to go out with friends
- Uses social media and mobile devices frequently
Secondary Target Audience
- Male
- 40+ years old
- Married
- Misses the glory days of their youth
- Places value in coming off as cool
- Secretly enjoys taking breaks from responsibility

Who is Chio?

Brand PERSONIFICATION
Every girl wants to date him, every guy wants to be him.
Chio is the new kid. Hes mysterious, dark, and infinitely cool. You want
to be more like him, and you certainly cant get enough of him. Chio
knows hes new and he doesnt care. He sprays paint where he
pleases, drives a little too fast, and makes his own rules. Youre
guaranteed a good time when Chios around, and he knows it.

05

Target PROFILE
PRIMARY TARGET AUDIENCE

Luk
Age: 22
Single
Luk spends most of his time studying economics at the University of
Economics in Prague and working part-time to earn extra spending
money. While he doesnt like to admit it, Luk is not financially independent from his parents. He shares a flat with two close friends and values
his free time. After a stressful day, Luk unwinds at the neighborhood
pub. On the weekends and during the evening, Luk and his friends enjoy doing adventurous activities such as camping, longboarding, and
attending concerts. He also spends a lot of time online, interacting with
friends on Facebook and watching viral videos. Although Luk has an
active lifestyle, he is not particularly health conscious and is more concerned about the experience of consuming food. Luk and his friends
enjoy chips socially and are excited by new and interesting products.

06

Target PROFILE
SECONDARY TARGET AUDIENCE

Tom
Age: 42
Married with 2 Children
Tom lives in a small town and teaches Geography and English at the
local high school. As a teacher, Tom values the youthfulness that surrounds
him every day, trying to emulate his students hip and trendy way of life. He
earns roughly 26,000 CZK per month, supporting his familys middle-class
lifestyle. Although he is a family man, Tom misses the excitement of being
young and commitment-free. He enjoys tagging along his single friends
frequent pub visits, sometimes denying the harsh reality that he is aging and
growing unable to be as adventurous as he was when he was younger. Tom
tries to escape his mundane work life by going to his weekend cottage with
friends. To his health conscious wifes dismay, Tom usually packs unhealthy
foods for the trip, including chips and other salty snacks. Tom associates
chips with youthfulness, fun, and some of his favorite memories with friends.

07

Research and Analysis

Research Findings about Night

In order to validate our big idea, we surveyed 50 respondents within the

target audience about their perceptions of the evening/night.
- 46% said evening is their most favorite time of the day.
Together evening and late night are much more popular than morning
and the afternoon

When asked if they would be excited about the idea of a night out:
- 86% either agreed or strongly agreed with the statement
- 0 respondents disagreed
60% of respondents either often or always associated night with the feeling of happiness.
66% said they prefer to spend evenings with a small group of friends.
The three most popular words associated with night are:

- Excitement (74%)

- Adventure (60%)

- Mystery (18%)
My perfect night is with a small group of my friends at a place where I
can chill, feel fine, and experience new things.

-Anonymous Response to the idea of a perfect night.

08

Campaign Reasoning
The color black is a major component of this campaign that is mentioned
in the brief. Black easily distinguishes Chio from competitors that use bright
packaging, such as Lays. We determined that black is associated with the
feelings of excitement and mystery. We then created surveys to evaluate if
this association was correct.
When respondents were asked what time of the day they are most likely
to eat potato chips, an overwhelming 92% said evening/night is their preferred time for consumption. Night is a time of day that the primary target
audience uses to escape everyday life. We found that associating Chio
with the emotions of night were validated by our primary research.
While some may consider night to be a time of lonely introspection, our
research found that the primary target audience thinks otherwise. When
asked what emotions are brought up by the nighttime, the two most
common words were excitement (74%) and adventure (60%). This is why
we chose the slogan "Rozbal Famzn Noc" ("Open Up a Legendary
Night"), to convey the feelings of excitement and adventure that the
unknown darkness brings.

09

Packaging
We propose a new package design to fully integrate the campaign. We
have also added color into the interior of the bag which corresponds
with flavor. For example, neon blue will be the interior color for the salt
flavor.

* Black exterior & colorful interior where the dominant color is associated
with the chip flavor.
* Special Chio Night Out edition - this bag has hidden drawings revealed
under UV light which will be present at the event.
* This new packaging goes well with our campaign because it will stand
out in the aisle, conveys that it is a premium product and labels Chio as a
brand connected with excitement.
* We attempted to pay homage to the traditional arrow feature which is
prominent on Chio packaging through the prominent blue line.
* The accent color lines (blue in the case of salted chips) would
correspond with the flavor of the chip.
10

Style Guide

CHIO RE-LAUNCH STYLEGUIDE

Aa

Aa

TeX Gyre
Adventor

Moon
abcdefghijklm
nopqrstuvwxyz
1234567890

the quick brown fox jumps

over the lazy dog.
Moon should be used as the
primary font for all
headlines.

AaBbCcDdEeFfGgHhIiJjKkLl
MmNnOoPpQqRrSsTtUuVvW
wXxYyZz
1234567890

The quick brown fox jumps over the lazy dog.

TeX Gyre Adventor should be used
for all body copy.

COLOR
The primary color for this campaign is black. Black is prominent in all visuals
as well as the packaging. The additional 5 colors are used as accents in order to
distinguish different flavor options.

CC3332

F16639

FFCC05

6FBE44

46C7F4

paprika

barbeque

cheddar

wasabi

salt

11

TV Ad

Storyboard
1

A young man is sitting on a couch.

We can see its dark outside his
window and there is only a lamp
lit up on the side of the couch. The
room is dimly lit.

He is visibly bored and indecisively

looks at the remote control at one
side of the couch, and the bag of
Chio chips on the other.

SFX: doorbell rings

He chooses Chio and opens the
bag. At that moment the doorbell
rings. The man looks up, visibly surprised.
5

SFX: music and chips crunching

We see the man and his friends sitting on a couch, about the crunch
into their first Chio chip.

12

SFX: music starts playing

He opens the door to find his friends
who came for an unexpected visit,
and they enthusiastically enter the
apartment.
6

SFX: doorbell rings

Before they manage to eat it, the bell
rings again.

SFX: music and sounds of party get

louder
The group opens the door to find a
number of unknown attractive young
people, who are hyper and storm into
the apartment.
9

A party starts to unfold. People are

dancing, laughing and having fun. We
see people passing Chio chip bags to
each other, and with each new bag
of chips opened, the music gets faster
and the party wilder.
10

Announcer: Rozbal Famzn Noc

A close-up on a bag of Chio chips,
with the on-screen slogan Rozbal
Famzn Noc.

SFX: doorbell rings

A shot at the young man opening the
door one last time.
12

11

Vampire: Are they garlic flavored?

To his surprise, he finds a vampire
standing there. The Vampire speaks
to the young man.

Young man: No.

The Vampire grabs the bag and storms
into the room to start partying.

13

The Vampire grabs the bag and storms

into the room to start partying.

13

City Lights and Posters

This poster will be used for the
OOH advertisements including
citylights and the posters in
public transport stations. The visual
carries the concept of night as the
potato chips represent the lunar
cycle. The text line reads Every
night of the month is legendary
with Chio, which is a double
meaning in the Czech language
because msc refers to both
the Moon and month. The phases
of the moon go around the
glowing Chio logo, which is also
utilized on our proposal of the
package and in the other parts of
our campaign.

The second visual uses a illuminated view of the New York skyline at night. A
Chio chip is depicted as the moon, watching over the city where fun and
adventure unfold at night. The chip is the dominant part of this visual,
accompanied by our slogan Rozbal Famzn Noc, which translates to
Unpack Your Legendary Night. This will be used as a tram cover in bigger
cities as well as for promotion inside of wagons in the Prague metro.

14

Skyscraper Ad

The skyscraper ad promoting the Chio brand, which will be in a .gif

format,will be introduced at numerous web pages with heavy traffic from
our target audience, e.g. sport.cz, seznam.cz and idnes.cz.
Skyscrapers regarding Chio Night Out will be put up at culture related
websites, e.g. protisedi.cz, student web pages like redway.cz,
studenta.cz, etc.

15

Digital Promotions
Facebook
The existing posts on Facebook and Instagram will be deleted so we can
add new content in order to emphasize Chio's re-branding. We want
to enhance our target audience's personal relationship with the brand
by encouraging them to interact with our content. We will keep up with
the current trends, adjusting our communication methods accordingly.
We are setting realistic goals, such as reaching 20,000 page likes on our
Facebook profile in 3 months, which will give us high potential for future rise.
Our Facebook page will also include a simple side-scroll flash game, where
the player is a skateboarder jumping over obstacles to collect Chio chips.

16

Digital Promotions
Facebook

Our Facebook page will include cross promotions with beer and direct
interaction with fans in addition to Chio related news and promotional content.
A simple online game will be a part of our campaign. In it, the players will control
a skateboarder jumping over obstacles while collecting chips. This game is tricky
because a monkey is chasing the player, and if he falls off his skateboard, the
game is over. If users collect 200 chips, they will be awarded a coupon for Chio
chips. Once they collect 250 chips, they beat the game and get a one time
coupon for a free bag of Chio chips. The most important promotional aspect of
this game is that the players can see their friends scores on the side of the screen.
This will increase competition and make people want to play the game over and
over again to beat their friends. We'll also encourage users to share their score
17
with their friends on social media.

Digital Promotions
Twitter

18

Although Twitter is not yet widely used in this market, we believe that
there is a high potential for rising popularity. We want Chio to be
ahead of the game.

Digital Promotions
Instagram

We will utilize a new type of Instagram advertisement called carousel,

where users scroll through a variety of pictures promoting the brand in
an interactive way.

We will use all mentioned social media channels to promote the

events connected to Chio, especially Chio Night Out. These
posts can be compiled and seen under the hashtags
#chionightout and #famozninoc.

19

Digital Promotions
youtube

Most of the primary target audience views video-based ads on websites

such as YouTube rather than television. In this online commercial we
attempted to convey our theme and create awareness for Chio. By
putting Chio inside of a club, we want to show the target audience that
Chio is a fun brand worth knowing about. This video will be 30 seconds
long, with the option to skip after 5 seconds of viewing. Chio would
promote this video on Facebook and it has the potential to be inserted
into television commercial slots and played at the cinema. Youtube can
also be a vehicle for a continuation of our TV ad, with alternate endings
that show different characters coming to the party.

20

In store communication
We have divided our in-store communication into two steps.
We plan to set up branded aisles in various supermarkets, featuring a black
gate and a floor runner. The Chio brand shelf space will glow to attract attention. Chio will use extra POS holders in the beer and soft drink sections
because consumers of these products will also be interested in potato chips.

In addition, we will include in-store sampling with trial-sized Chio bags. The
sample stand will be in a high traffic area of the store such as the butcher
and cheese section.
We will keep the branded Chio aisle for one month to allow Chio to be
visible to repeat shoppers. We realize our secondary target audience
shops in stores for their families, and we aim to remind them of the brand
they once knew and excite them with Chios new image. In addition. The
fronthead of racks will include a glowing POP set-up. Once this first step
of brand awareness is achieved, Chio should move to the second step of
increasing consumer impulse buys. Potato chips are typically an
impulse buy for the consumer. For this reason, we propose using a
secondary stand. The secondary stand will be close to the baked-goods
section, a place where almost everybody visits while grocery shopping. On
the secondary stand well include a visual of the potato chips.
The small trial-sized bags will be placed by the cash register near the
other impulse buy snacks. There are usually no salted snacks in this area,
however not everyone is looking for something sweet. This is a great
21
opportunity for Chio chips to gain market share.

Promotions
Chio Chicks

Chio Chicks will hang around popular areas for night life in large cities in the
Czech Republic, including Prague, Brno, Plze, Olomouc, esk Budjovice,
Hradec Krlov, Liberec, etc. They will hold glowing baskets, handing out mini
sized bags of Chio chips, glow stick bracelets, and other glowing accessories.
Research proves that pubs are a valuable trade channel to reach our target
audience. 35.4% of respondents said they eat chips at pubs, and they are
the third most popular place for our target audience to buy chips. The
primary vehicle will be coasters, which associate pivo and Chio as a love
affair. People often desire a salty snack when drinking, and the visual
reminder of Chio chips will create a desire to satisfy their craving. This
advertisement will also be implemented into our digital strategy.

22

Promotions

light up your night tent

Light Up Your Night Tents will be illuminated and placed outside popular pubs
and festivals, such as Majles, ikovsk noc, United Islands, Rock for People
etc. Pedestrians will have the opportunity to have long exposure photos taken
while they write or draw with lights. They will be encouraged to post the picture
on various forms of social media, along with #chionightout or #famozninoc. The
pictures are free if it is posted online. Chio Chicks will hang around the tents
handing out mini bags of chips and glow bracelets. This is a tactic to increase
shared media.

Chalk Wall
Chalk walls will be placed at urban areas such as skate parks, alleyways and
city squares, where our target audience spends their free time. The walls will
encourage pedestrians to grab provided chalk and share their perception of
a legendary night out.
Chio is here to help you escape your everyday life. Think about what your
perfect night out would look like and share it here with others. #famozninoc
#chionightout.

23

Main Event
Chio Night Out

Chio Night Out will be incomparable to any other event hosted in the Czech
Republic. Our goal is to bring Chio to life, embodying the adventure,
excitement, and mystery that we want the target audience to associate with
the Chio brand.
Chio Night Out will increase brand awareness through word of mouth and
earned media.
Details

One-night-only event happening from dusk until dawn, held on May

20, 2016 at Letn Park, serving as an opening ceremony for the summer
season.

We chose this date because promotions for the event will take place

during the Spring, where consumption of potato chips is typically low in

the Czech Republic. Chio Night Out will help boost awareness and

sales of Chio Chips transitioning into the peak season of summer.

Lights will be placed at the bottom of trees as well as the metronome,

while light fixtures will create a border for the event. The glowing

lights will serve as a promotional tool, drawing attention and igniting

curiosity, since they can be viewed from all over the city.

24

Chio Night Out

Chio Night Out will include different exhibits and actives

that people have not experienced before, including:
Light shows, BLACKminton and a Glow Graffiti Wall
Light Shows

A number of performers will build excitement, participation, and

increase attendance.

Promotions for the Chio Night Out event will be released using the drip-dripdrip method at the start of the year and increasing in frequency as the
event gets closer. We will be using the same tactics as our main campaign
with the addition of free buttons, Chio Night Out flyers, which will be placed
at hotels, hostels and schools, and a microsite that is specific to the event.

25

Chio Night Out

BLACKminton
Speedminton is an obscure sport that will be introduced at Chio Night Out.
Its variation, known as Blackminton, naturally fits within the theme of Chio
Night Out with balls of glowing paint. Through the unfamiliarity of the sport,
we represent something that is new and exciting -an embodiment of the
Chio re-launch.

- Professional players will perform exhibition games, covered in

bright paint that glows under UV light therefore viewers can see the

games in the dark.

- If the tournament proves to be popular, we will host a tournament for

all people in the Czech Republic during the following year.

- The Championship game will then hosted at next years Chio Night

Out.

Graffiti Wall

The graffiti wall will be a replica of chalk wall but rather than chalk,

people will be using glow spray paint to express what a legendary

night means to them.

26

Microsite
We will continue to use the existing www.chiochips.cz webpage and put up the new
content there. We suggest registering the domain www.chio.cz, as this address currently
leads to www.blesk.cz, not Chio chips.
A special microsite for the event Chio Night Out will be set up. The microsite will include
information about the event, links to all digital communication channels and also a
countdown to the time of the event.

27

Press Release

EMBARGO Until March 20, 2016

Contact: Ryan Stephan - Public Relations director.
Haley Castelvecchi - Communications Director
Telephone:
763-486-7182
224-456-4678
Email: ryanstephanthinks@gmail.com hcastelvecchi@gmail.com

CHIO NIGHT OUT WILL HAVE YOU GLOWING

Chio Chips Sponsors Event With Lights, Dancing, Music and Blackminton.
PRAHA, esk Republika (March 20, 2016) - Chio Chips has announced its sponsorship of the light festival Chio
Night Out, a free of admission one-night-event. Attendees can expect to see light show visuals, dancers, live music, a
Blackminton tournament and more.
Chio Night Out will take place on May 20th, 2016 in Letn Park by the illuminated Metronome, from dusk to dawn.
The Chio Light Show will contain dancers using different forms of lighting, such as iLuminate technology, to create a
stunning visual experience. Local musicians to be announced at a later date will provide accompanying music.
Professional International Speed Badminton Organization (ISBO) players will simultaneously play the Blackminton
Open during the Light Show. Blackminton is a variation of Speedminton played in the dark, featuring glowing paint and
UV light. Spectators can show their support with glow-in-the-dark accessories and black clothing.
This event is something that has never been done before in the Czech Republic, Co-Event Coordinator Erika Hammerschmidt said. Chio Night Out, in all its glowing glory, is a celebration of excitement, adventure, and mystery. Its
everything Chio embodies and we want to share it with the public.
The audience will be able to show friends the fun of Chio Night Out via multiple social media platforms. A black graffiti
wall with be available to spray #ChioNightOut in glowing spraypaint. The photo lounge, Light Up Your Night, will connect
users to Facebook and Instagram. Participants can receive a free printed photo by sharing their documented fun of
Chio Night Out via photos posted on social media.
Opportunities for attendees to glow along with the Light Show dancers and Blackminton players will be present
throughout Letn Park. Accessories such as glow sticks, headbands, posters and more will also be for sale at Club
Chio tents. Food and beer will also be available for purchase.
If you want to escape the everyday night, Chio Night Out will definitely be your best chance, Hammerschmidt said.
For additional information on Chio Night Out, please visit Chios Facebook page at https://www.facebook.com/pages/Chio-Chips-CZ. Communication Director Haley Castelvecchi and Public Relations Director Ryan Stephan are also
available for contact at hcastelvecchi@gmail.com or ryanstephanthinks@gmail.com.

###

ABOUT CHIO
(http://www.chiochips.cz/)
Chio is an Intersnack Int. brand dedicated to outstanding products with premium flavors. Chio was first introduced in
1962 and quickly became famous for its innovation in post-war Europe. It is now a force within the European potato
chip market and is rebranding itself in the Czech Republic. Chio offers additional products such as pretzels, popcorners, crispers and more.

28

Press Release

NEZVErEJnOVAT PrED 20. breznem 2016, 19:00

Kontakt: Ryan Stephan - Public Relations director.
Haley Castelvecchi - Communications Director
Telefon:
763-486-7182
224-456-4678
Email: ryanstephanthinks@gmail.com hcastelvecchi@gmail.com

CHIO NIGHT OUT ROZSViTi PRAHU

Chio organizuje unikatni udalost plnou svetel, tance, hudby a blackmintonu
Praha, esk Republika - Spolenost Chio oznmila podn svteln show s nzvem Chio Night Out. Cel
udlost, kter bude nvtvnkm pstupn zcela zdarma, nabdne bohat program vetn iv hudby, tanench
pedstaven, vizuln performance a turnaje v Blackmintonu.
Chio Night Out se uskuten 20. kvtna 2016 v parku u letenskho metronomu, kter bude pro tuto pleitost
speciln nasvcen. Cel akce potrv a do rannch hodin. Specifikem udlosti budou rzn formy nasvcen, vetn
technologie iLuminate, pomoc kter tanenci a performei vytvo ohromujc vystoupen. Line-up doprovodnch
hudebnch vystoupen bude oznmen v nsledujcch tdnech.
Spolu se svtelnou show se uskuten turnaj Blackminton Open, pi kterm hri z profesionln mezinrodn organizace speed badmintonu (ISBO) pedstav eskm divkm blackminton - variaci speedmintonu, kter se hraje
ve tm a jej nedlnou soust jsou zc UV barvy. Divci mohou ukzat svou podporu svtcmi doplky a ernm
odvem.
Takovou udlost esk republika jet nezaila, k koordintorka akce Erika Hammerschmidt. Chio Night Out
bude oslavou dobrodrustv, tajemstv a zbavy. Touto akc chceme veejnosti pedstavit novou tv znaky Chio.
Divci budou mt monost sdlet sv zitky z Chio Night Out pomoc rznch socilnch mdi. V arelu bude k
dispozici ern ze, na n mohou nvtvnci tvoit grafitti svtelnmi spreji a nsledn sdlet sv poiny na sociln
stch s hashtagem #ChioNightOut. Fotostnek propoj udlost s Facebookem a Instagramem - nvtvnci pak obdr vytitn foto, pokud nasdlej sv fotky z Chio Night Out na sociln st.
Host budou moci zit spolu s tanenky a hri. Doplky jako svtc tyinky, elenky a nramky budou ke koupi
v Chio stanech. K dispozici bude tak oberstven.
Pokud se chcete vymanit ze stereotypu nudnch veer, Chio Night Out k tomu bude skvl pleitost., k
Hammerschmidt.
Pro dal informace o Chio Night Out navtivte Facebookovou strnku https://www.facebook.com/pages/ChioChips-CZ. Na e-mailovch adresch hcastelvecchi@gmail.com i ryanstephanthinks@gmail.com lze kontaktovat
editelku komunikace Haley Castelvecchi a manaera pro PR Ryana Stephana.

###
O spolecnosti Chio
(http://www.chiochips.cz/)
Chio je znaka spolenosti Intersnack Int. a vnuje se vrob prmiovch snack a chips. Znaka Chio byla poprv
pedstavena v roce 1962 a rychle se stala znmou dky inovativnmu pstupu v povlen Evrop. Nyn je silnm
hrem na evropskm trhu s chipsy a prochz procesem rebrandingu v esk republice. Chio tak nabz produkty
jako preclky, popcorn a jin vrobky.

29

Media Plan

Our campaigns duration will take place from December 2015 through June 2016
December - January

Goal - Raise Brand Awareness

TV commercial will be prominently featured during the holiday season

Digital Campaign starts

- revision of previous Facebook and Instagram, along with

the introduction of Twitter

- Digital is an essential vehicle for our target audience, so it

will remain at high intensity throughout the campaign

- Chio Chase side-scroller game should be available for app

download, or direct play on Facebook page and microsite.

- YouTube Advertisement appears on videos heavily viewed by

the primary target audience, as well as Facebook.

- Skyscraper Ad appears vertically on high-traffic sites
February - March

Goal - Continue to raise awareness with an integrated voice of the brand in

physical locations

In-Store and Guerrilla Marketing begin to be seen in supermarkets and city
squares

Promotion for Chio Night Out begins slowly via the Drip-Drip-Drip method

- Chio Night Out microsite should debut in February

- Press Release for Chio Night Out to be release on 20/3/16

Chio Chicks travel to pubs in various cities handing out sample bags

Out-Of-Home advertisements begin to appear in metro stations and bus stops
April - May

Goal - the final media push focuses on the main event, Chio Night Out.

- Out-Of-Home Posters and Flyers for Chio Night out increase in

frequency around major cities

This time is essential for weather-dependent promotions

The second television push begins, with the main television advertisement (The
30 Vampire) appearing on multiple channels

Consumer Journey
While waiting for the tram before school, Luk notices a poster advertising Chio chips. The poster shows Chio chips depicting the lunar
cycle, which is a new and fun image that hes never seen before. He
recalls that he has previously heard of Chio chips but wonders why
he doesnt usually notice them in stores. Later at lunch, Luk is scrolling through Facebook when a moving ad for Chio chips pops up on
his news feed. Then, on his walk home from school, he sees people
writing on the wall across the street, sparking his curiosity about Chio
chips. The wall says famzn noc je, kdy, which prompts Luk to remember how excited he is for a party later that night. Before heading
out to the party, he runs to Tesco for a quick snack. He sees a noticeable black set-up for Chio chips, encouraging him to grab a bag to
see what all the hype is about. Since Chio has successfully reached
Luk via several different touch points, he is now more aware of the
brand, leading him to purchase the product.

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Conclusion
We have created this campaign with the target audience and their
values as our highest priority. Our mission is to build awareness, increase
sales and market share, and establish a new image for the Chio brand.
Our strategy, developed after extensive research of the target audience,
is to create an association between the excitement and adventure our
target feels during the nighttime and the Chio brand.

Campaign evaluation
Evaluation: The end goal of this campaign is have Chio reach top-ofmind brand awareness in the key demographic of 15-30 year olds. We
believe the following benchmarks will help up achieve this goal
Digital Media:
Facebook likes double in size from 10,000 existing fans to 20,000
We want our reach on Facebook to be at least 50,000 with the combination of sponsored advertisements, shared posts, and 3,000 shares of
the video game
Chios Instagram followers currently stand at 32, we want Chio to reach
at least 500 previous to the Chio Night Out Event
For Twitter, since we are building the account from the ground up we
expect to have 200 followers by the end of the campaign
Chios YouTube commercial should have 5,000 views
Chio should aim for the commercials to air at least 3 times per day
during high intensity periods on each station. These stations should include Prima COOL, Nova Cinema, and FTV Prima
We expect an attendance turnout of 2000-3500 for the Chio Night Out
Event
Together we hope these goals will increase the Chio market share from
2% to 10%
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