mpc brand activation
TRANSCRIPT
FACTSABOUTus
on the movein the park shopping at the moviesat events in schools on the job at home
BRANDACTIVATION
Classic advertising communicates the brand claims ‘eliminates 99% of bacteria’, ‘Vitalizes Body and Mind’, etc.
All are really well-known, but it is still advertising.
People think advertising is misleading, so these in their minds claims remain questionable.
Until proven !
A brand activation campaign delivers the proofclaim.
HOWWEWORK
brand activation is the seamlessintegration of all available communicationmeans in a creative platform in order toactivate consumers and shoppers
INTEREST ENGAGEMENT TRIAL LOYALTY
Our work frame for a successful activation is focusing on stimulating
BRAND ACTIVATION FRAMEWORK
So the first thing that a efficient activation needs is gettingthe interest (“attention’’) off your target.
BRAND ACTIVATION FRAMEWORK
New communication means are being introduced everyyear adding to the noise and communication clutter.
BRAND ACTIVATION FRAMEWORK
77% of people aged 18 to 24responded “yes” when asked.
only 10% of those overthe age of 65.
“When nothing is occupying my attention, the first thing I do isreach for my phone.”
BRAND ACTIVATION FRAMEWORK
Whether it is a new product launch, lineextension or established brand, trail of a branddrives up the sales in the day of the eventcompared to non-sampled brands, "Report onIn-store Sampling Effectiveness" conducted byKnowledge Networks-PDI
TRIAL EFFICIENCY
475 % sales lift
BRAND ACTIVATION FRAMEWORK
Perform or deliver beyond your average customer’sexpectations. It could be as small as giving out free coupons orcould be granting an experience that they do not expect. Theirloyalty and faith in your brand replenishes fresh and also cancreate brand advocates
HOWWEWORK
OURSERVICES
brandevents
road shows & caravans
brand activation can take on different forms, some of which include:
in-store retail marketing
corporateevents
online campaigns
educationalprograms
HORECAactivation
in-store retail marketing
Concept & Strategy Design & Art Production
ServicesCopywriting
National coverage
OPERATIONAL CAPABILITIES
ANSPDCP data operator accreditation
National logistic coverage
OURCLIENTS
CASESTUDIESSome of our workOver the following slides, you can find some mini case studies for a range of our clients. It’s just a taster so you can see what we’re all about and some of the results of our work.
Client: Henkel Romania
Timing
20th August – 2nd September 2013: CORA 22th August – 4th September 2013: CARREFOUR
Communication Materials : promo stand, flyers, lucky draw, coupons, base wraps, inserts full pallet, banner up, wobblers, shelf divider, prizes, uniforms
In-store activation mechanics with focus on driving sales
Promo Team : 2 girls & 1 team leader / location
The Brief
PERSILSHOPPERACTIVATION
Communication Materials
PERSILSHOPPERACTIVATION
Results
PERSILSHOPPERACTIVATION
Client: Henkel Romania
Timing
15th November – 25th December 2013: CORA, AUCHAN, BILLA, CARREFOURCommunication Materials : Promo Outfit, Flyers, Wobblers, Neckhangers Deo, Neckhangers
SG, Lama Display
In-store activation mechanics with focus on driving sales
Promo Team : 1 girl & 1 team leader / location
FAINSTOREACTIVATION
The Brief
Communication Materials
FAINSTOREACTIVATION
Results
FAINSTOREACTIVATION
DUREXSUMMERACTIVATION
Period : 2nd of August – 24th of August, 2013Concept : DurexperimenteazaCities:
• Bucharest, • Mamaia, • Costinesti, • Vama Veche
Locations: • Gas Station, • Seaside resorts Clubs, • Beaches
Timing: Friday&Saturday – 7pm – 1 amPeople approached – over 51 000Samples offered – over 41 000Gifts offered - over 4800
DUREXSUMMERACTIVATION
Client: Reckitt Benkiser Romania
Timing
25th July – 7th August 2013: CARREFOUR ( SMS )
1st August – 13th August 2013: MEGA IMAGE ( SMS )
19th June – 2nd July 2013 : AUCHAN
16th July – 29th July 2013 : CORA
30th July – 11th August 2013 : REAL
21st October – 27th October 2013 : KAUFLAD ( SMS )
Communication Materials : promo stand, flyers, lucky draw, coupons, base wraps, inserts full pallet, banner up, wobblers, shelf divider, prizes, uniforms
In-store activation mechanics with focus on driving sales
Promo Team : 2 girls & 1 team leader / location
VANISHSHOPPERACTIVATION
The Brief
Client: Reckitt Benkiser Romania
Timing 25th July – 7th August 2013: CARREFOUR ( SMS ) 1st August – 13th August 2013: MEGA IMAGE ( SMS ) 19th June – 2nd July 2013 : AUCHAN 16th July – 29th July 2013 : CORA 30th July – 11th August 2013 : REAL 21st October – 27th October 2013 : KAUFLAD ( SMS )
Communication Materials : promo stand, flyers, lucky draw, coupons, base wraps, inserts full pallet, banner up, wobblers, shelf divider, prizes, uniforms
In-store activation mechanics with focus on driving salesPromo Team : 2 girls & 1 team leader / location
The Brief
Communication Materials
VANISHSHOPPERACTIVATION
Results
VANISHSHOPPERACTIVATION
Client: Henkel Romania
Project: Multi brand Brand Ambassadors for cosmetic department
Timing• 1st August 2013 – 31st July 2014
Location• National KA&Supermarket: Carrefour, Auchan, Cora & Billa
Human Resources• 16 Brand Ambassadors in 8 cities
Mechanism• Consultancy for the entire range of cosmetics Schwarzkopf & Henkel, achieving a
target of questionnaires and information about current promotions in stores.
HENKELBRAND AMBASSADORS
The Brief
Results
HENKELBRAND AMBASSADORS
Client: Reckitt Benckiser Romania
Brand: Vanish
Project: Vanish Summer Event Microsite Developement
Timing : May - June 2013
http://www.vanish.ro/caravana-vanish
The Brief
VANISHSUMMEREVENTSITE
Results
VANISHSUMMEREVENTSITE
Client: Reckitt Benckiser Romania
Project: Facebook Page Developement
Timing: May 2013 – August 2013
Action Plan:• Development• Management• Maintenance• Strategy• Posting• Uploading
http://www.facebook.com/Vanish
The Brief
VANISHSUMMEREVENT
Results
VANISHSUMMEREVENT
Client: Henkel Romania
Project : Fa & Schauma Restart Conference & Launch Event
Date: 29th June 2013City: BucharestTarget : Henkel Romania employees
• F60%; M40%• 24- 50 y.o.
Integrated concept and implementation for “Fa & Schauma Restart” advertising - marketing materials (Schedule, welcome letters , agenda, Spider , BannerUps );
• BTL – events :• Launch event for all staff • Conference
HENKELINTERNALEVENT
The Brief
Results
HENKELINTERNALEVENT
Client: Coca-Cola HBC Romania
Project: Let’s Eat Together Caravan
Branding: Truck, People Stopper, Promoter’s
Equipment,Flyer
Meals: 420 meals offered
Sampling: 12.000 cans 250 ml
Media Partners: Kiss FM
Communication: Facebook, Twitter, Youtube, 220.ro, coca-cola.ro, Kiss FM, Pro TV, Antena 1, RTV
Audience: over 40.000 persons
The Brief
LET‘SEATTOGETHERCARAVAN
http://www.youtube.com/watch?v=o9RmreHvlTU
Results
LET‘SEATTOGETHERCARAVAN
Client: Reckitt Benckiser Romania
Project: Vanish Truck Show
Branding: Truck, Posters, Promoter’s Equipment,
Flyers, lucky draw urn&coupons, prizes, balloons, flags,
tents, demo stands, scratch cards
Prizes: 1192 pcs offered – caps, t-shirts and Frisbees
Demonstrations: 1529
Media Partners: Radio ZU
Communication: Facebook, vanish.ro, Radio Zu, Antena 1, Antena 3, Carrefour locations
Audience: over 32.000 persons
The Brief
VANISHROADTRUCKSHOW
Results
VANISHROADTRUCKSHOW
