august 25, 2008 melinda cragan lindland vp client services tba global llc 646 445 7097...
TRANSCRIPT
CONCEPTThe End of UnColoring
A teaser campaign introducing the notion that women are inadvertently removing the color from their color-treated hair.
A grassroots movement urging women to stop “UnColoring” their hair.
A web-centric experience to create a positive first encounter for EverPure.
A social media program that gives women the power to spread the message.
An informative conversation about color-treated haircare.
The End of UnColoring
PROGRAM SNAPSHOT
THE EVENTUnder the cover of darkness, hundreds of wild posters will go up on scaffolding throughout the city, posing the same question to every woman that walks by: Do You UnColor Your Hair?
One week later, groupings of large, colorful monoliths will appear overnight in four key locations in New York City. Big, bold, glowing blocks of pure, shimmering blond, red and brown color, with no explanation why they are there.
On the second day they are up, a sudden wash of soapy water will fill the colored areas each hour, then drain away, taking some of the vivid coloring with it.
Each time the color is “washed” throughout the day, a bit of writing will start to become visible underneath the color.
At the end of the day, the colors will have faded to a pale imitation of their former glory, and the writing underneath will finally be visible, posing the same curious question: Do You UnColor Your Hair?
The End of UnColoring
The End of UnColoring
MONOLITHS – Day 1
The End of UnColoring
MONOLITHS – Day 2
The End of UnColoring
MONOLITHS – Day 2
The End of UnColoring
MONOLITHS – Day 2
THE EVENT (continued)As an option on day three, the monoliths can become living billboards that will be more directly tied to your advertising.
On the street, a team of avid EverPurists will urge women passing by to Stop UnColoring Their Hair, and hand them product samples attached to a lenticular card with an image of a woman with a head of lather, then with vibrant colored hair.
The monoliths will disappear as quickly as they appeared, and the wild posters will be replaced with new ones that read: Stop UnColoring Your Hair and direct women to doyouuncolor.com.
The End of UnColoring
THE VIRTUAL EXPERIENCEDoYouUncolor.com will have a kind of homegrown look, like it was put together as a labor of love by the brand’s EverPurists.
In a balanced, humorous tone, EverPurists will explain how something in your haircare — sulfates — may actually be taking the color out of your hair, and how EverPure has rich lather, a wonderful scent, and helps preserve color-treated hair. They will also invite women to share their EverPure experience in online Conversation Circles.
We will invite women to step into the virtual bathroom and experience EverPure for themselves. They can choose a shower or bath, the haircare products, the music, the location, even who they bathe with! All you have to do is upload a picture of your face, and in a few seconds you’ll see a video of yourself having the shampoo of your dreams.
• Women will be able to send a link to their online EverPure dream shampoo video to friends or save it as a widget for their social networking site, and pass along recommendations for their favorite EverPure products.
The End of UnColoring
THE SOCIAL EXPERIENCEThe site will be promoted online via a widget distribution campaign that features our striking monolith video imagery, with the question “Do you UnColor your hair?”
The UnColoring Widget will be placed on targeted consumer sites, giving women a direct link to EverPure’s Dream Shampoo experience, sulfate-free information and Conversation Circles.
Personalized outreach and sampling to Influential Bloggers will spread our thought-provoking message and generate buzz online and off.
For ease of engagement, visitors will be able to enter the EverPure experience through blog mentions, the online promotion widget and through word of mouth from consumers’ embedded social widgets.
Through blog penetration, widget distribution and pass-along, EverPure will be able to quickly create tens of millions of media impressions.
The End of UnColoring
ADDITIONAL ACTIVATIONSAs an option, a kickoff consumer promotion where women have a chance to win trips to the most colorful places in the world: Monet’s Garden in Giverny, the Picasso Museum in Paris, and Carnival in Rio.
Feature virtual shower videos and monolith messaging on video mobile phone displays at shelf
“Leak” news of the activation early to bloggers and beauty press
• Add surprise celebrity dream shampoo videos
Use videos, photos and sound for digital PR announcements, web content and advertising campaigns
The End of UnColoring
Stop uncoloring your hair
Social Media Uncoloring widget; Widget distribution;
Blogs
Teaser Monoliths;
Wild postingsWord of Mouth
Conversation circles;
Shampoo video link; Embedded
social widgets
Live Living billboards;
EverPurists; Sampling; Living billboard Event
Grassroots Blogger outreach;
EverPurists
Education Billboard; Lenticular
card; EverPurists
Web DoYouUncolor.com;
Shampoo of your dreams; Blog penetration; Virtual
bathroom; Targeted consumer sites
Viral Wild postings;
Monoliths; Dream shampoo video
About TBAFounded in 1994, TBA Global, LLC is one of the world's leading producers and marketers of connective brand experiences.
We connect brands and people through a unique combination of events, entertainment, education, and experiences.
We design experiences that inform, influence, entertain and transform your target audience, including your clients and prospects, consumers, employees, business and channel partners, franchisees, investors and analysts.
Our connective strategy integrates experiential marketing, business communications, event marketing, meeting planning, entertainment, and destination management for some of the biggest brands in the world.
About TBA• 2008 Winner of two EX Awards for outstanding
B2B and B2C Experiential Marketing Events• Named a Top 50 Marketing Agencies
by Advertising Age Magazine• On Event Marketer Magazine’s Hot List• Nominated for a 2008 ISES Esprit Award• Ranked in the Top 25 DMCs Worldwide by Special Events Magazine
TBA SUCCESS STORY Kim & Seana
• Series can be viewed on 40+ online channels, including Crackle.com and Kim and Seana's MySpace page
• Over 500,000 full webisode views in early weeks, before a single media buy
• 1,000,000 views within one week of first media buy (www.crackle.com)
• Subsequent 1,000,000 passalong views after removal from crackle.com
• Program debuted as a syndicated program on MYSpace.TV and msn.com
• Featured case study at 2008 Experiential Marketing Summit
TBA SUCCESS STORYMcDonald’s Live
• Positioned McDonald's Live as a long term sustainable Young Adult platform
• Hit market and attendance projections
• Successful artist engagement (7 chart topping artists, 4 with #1 hits)
• Video/content capture and footage delivered to proprietary website
• Successful website development at www.mcdlive.com
• Successful partner negotiations with Yahoo, MTV and local radio stations
• Robust community public relations, owner/operator relations and positive impact on concert date restaurant sales
TBA SUCCESS STORYThe Chivas Life
• A comprehensive, event-centric brand experience that connected with millions of consumers within target audience.
• Perfect, premium blend of live + digital
• The program launched in June of 2007 and has exceeded all expectations:
Live Events: 40,000 people PR: 200 million impressions Advertising: 40 million impressions The Chivas Life Channel (MSN): 1 million+ unique brand emersions of
7-8 minutes per users with 2-3 branded content videos viewed.
Mark Shearon Executive Vice President, Client Services
Mark brings over 25 years of experience to TBA Global and leads the Canada and Eastern US communications business practice out of the full service New York office. A true communications multi-disciplinarian, Mark has successfully led integrated communications and marketing teams in North America and in Europe. Mark oversees solutions to our client's complex business issues by applying insight, strategy and storytelling. He is an innovator in leveraging the power of engaging design, media and technology to clearly communicate brand messages to corporate and consumer audiences.
Throughout his career, Mark has worked extensively on all platforms including event production, exhibitions, retail environments, video, web, and interactive multimedia. A good listener and a great questioner, Mark is curious to an insatiable degree and rigorous in everything he pursues. He particularly values his reputation as a benchmark leader in client service and satisfaction.
Recent clients include Wal-Mart, ExxonMobil, IBM, American Express, Ford, Aston Martin, Mazda, Jaguar, Land Rover and Coca-Cola.
Jordan Schlachter Senior Vice President, TBA DEEP
Having spent 18 years working in the entertainment and sports industries, Jordan Schlachter brings a wealth of experiences to TBA DEEP. He most recently served as the Vice President, New Media Marketing and Content Sales for MTV Networks, where he was responsible for the oversight of all Brand Development and Marketing for Comedy Central, Spike TV, Black Entertainment Television (BET), TV Land, Nick Toons, The N and Country Music Television (CMT).
Prior to that, he served as the head of Marketing for the New York Knicks, responsible for overseeing the entire brand image of the team as it related to advertising and marketing, as well as all business development, ticket sales, sponsorships and promotional efforts. Before joining the Knicks, Jordan was based in Southern California serving as Senior Vice President for Assante Sports and Entertainment, a consortium of sports representation firms with a combined client list of more than 300 athletes. Simultaneously, Schlachter filled the role of Chief operating Officer of the company’s largest firm, Steinberg, Moorad and Dunn.
TBA Team
Melinda Cragan LindlandVice President, Client Services
Melinda was incredibly proud to accept the position of Vice President, Client Services with TBA Global in January 2008. She brings twelve years of experiential marketing expertise to the agency, and a long tenure of working with consumer, beauty and personal care clients.
Prior to TBA, Melinda spent five years as Vice President Sales, and eventually, as SVP Sales & Operations with Caffeine Media. Her contributions with the agency lead to projects and long-term relationships with Redken, John Frieda, L’Oreal Paris, Sephora, Revlon, Estee Lauder, Aramis & Designer Fragrances, Clinique Laboratories, and Coty Inc.
Before making the leap to Caffeine Media, Melinda worked as a business developer for Cubic B’s Productions and Caribiner International, where she lead major communications projects with IBM, Pearson Education, Bayer Consumer Products, Fortis Benefits, Wells Fargo and Ricoh Corporation.
Melinda launched her marketing communications career at J. Walter Thompson as Account Executive on the Visa/PLUS account. She is a 1996 graduate of the University of Notre Dame with a BA in American Studies.
Tim McCordExecutive Vice President, Digital Media
As head of BA Global's digital media practice, Tim McCord helps TBA deliver a robust connective marketing solution by integrating online and offline marketing initiatives to create remarkable brand experiences where consumers live, play, think and buy.
His team leverages emerging channels and technologies--including Web 2.0, Mobile, Social Media and RFID-- to develop and implement digital marketing strategies for brands through custom software tools and rich media solutions that create dialogue and deliver results.
An outstanding industry talent, Tim blends innovative creative ideas with cutting edge technologies. During the past 15 years Tim has provided groundbreaking digital marketing and custom software solutions to leading brands including Absolut, Heineken, Unilever, Gillette, 3M, MLB, Callaway Golf, Nestle Waters and the Campbell Soup Company.
TBA Team
Steven StarkCreative Director
Steven brings a wealth of experience to TBA’s connective marketing initiatives. In his first 10 years in the business he helped concept, write, produce and direct award-winning Live Events, Web Content, Radio, TV, Videos, and Print at agencies in NY, SC and CT. In the next 10 years it’s his goal to create connective experiences that he could have only dreamed about when he started his career.
A true believer in the power of big ideas, Steven has the ability to excite jaded consumers and engage people on a deeper level. He loves his clients and projects equally, but can’t help but cite a few career highlights including: “coaching” Bill Parcells in Cadillac Print, Radio and TV Ads; giving away Jimmy Neutron’s Rocket Ship to one very lucky kid for Dannon XL; bringing Tom Petty & Snoop Dogg together for Heineken’s Amsterjam; and helping The People of California (almost) elect Captain Morgan for Governor.
Steven is an avid observer of popular culture and marketing, and writes frequently about the business for leading industry publications and blogs.
TBA Team
Please contact:Melinda Cragan Lindland
VP Client ServicesTBA Global LLC646 445 7097