Consumer survey data indicates there is a severe problem with Stan's brand image...
What is Stan?
What does Stan stand for?
Is it just homebrand Netflix?
There Is No Significant Brand Image
Cement a positive brand image, associations and schema into the public conscious
Aussie Content Is Quality
Stan is the home of Aussie Content
Introduce a new belief
Create a new brand association
Families & Young Adults
Targeting affective and cognitive values
Using felt involvement and retrieval cues
WE CELEBRATE AUSTRALIAN SCREEN
Drive awareness through social media and publicity
Multiple activations; Australia Wide
Generate felt involvement
Event- Pop-Up Cinema
Reinforcing message through TV ads, outdoor signage and social media
- Family event
- Brings back the memories of classics
- Australia-Wide Screenings
- High cost but high impact
- Generates earned media
Pop up Cinemas
Post-event Umbrella Campaign
Continuation of the psychological priming effects across platforms
TV ads: Stan: The Home Of Aussie Content
Strong social media presence
Outdoor signage - bus shelters, bus wraps and billboards