WHAT’S OUR OBJECTIVE?
To engage young working class males through content that letting them know that it is okay to the a good time and not always be serious
RESEARCH
Young working class males often feel pressured by expectations and the need for a job promotion.In order to provide for their future and live up to expectations from their families
TARGET AUDIENCE: Men aged 25-34 years old. Working class.
KEY INSIGHTS:
Work hours are stressful and full of pressure. Their lives revolves around ]work, and often have no time to relax. In addition, young workers love a little humour in their lives, a little comic strip from the local newspapers or websites such as 9gag and buzzfeed
SINGLE MINDED PROPOSITION
To engage male young workers (25-34) to relax with a bottle of Carlton Draught after work.
THE BIG IDEA
Carlton Draught save you from the boring work hours you have.
CREATIVE CAMPAIGN
Campaign: Enjoy a humourous time with Carlton Draught.
Putting comic strips on Facebook, containing humorous jokes about working life or social life, inspired by Dilbert Comics.
Tone
The tone of Carlton Draught is often hilarious and insulting general advertising.
EXECUTIONS
Enjoying humorous time with Carlton Draught.
-Using comic strip, humorous joke about working life.
-Adding hilarious comic strips in the Carlton Draught Facebook content to grab attention.
