r24 power tiller atl & btl campaign
TRANSCRIPT
TECHNICAL PROPOSALFORINTEGRATED MEDIA COMMUNICATION CAMPAIGNAS
RE-BRANDING & REPOSITIONING OF R24
R24 Power Tilleris one of the leading cultivatorproducts in Bangladesh, brought to us by ACI Motors Ltd.
ACI Motors Ltd. is a concern of ACI Family, under ACI Agribusiness and Pioneer in the industry as well as famous for high quality mechanization solution providers of Agriculture sector in Bangladesh.
It has huge product ranges in this category.
INTRODUCTION OF R24
BRIEFING
• NEW LOGO DESIGN as RE-BRANDING• REPOSITIONINGCORE TARGET
• Sales Target Increase• Pull Sales IncreaseRational Target
• Brand Image Building as a Premium Brand.• Best Quality Power Tiller. Emotional Target
CHALLENGES
Rational: One & Only Competitors: SIFENG, Market Share 72%.
3% Share (Current) belong to R24 which is among 18% of ACI Motors
PUSH SalesEmotional: No BRAND Equity & Image, for this No Loyalty
BENEFITS & COMPARISON
Most Powerful
Best Quality
Best Pace for CultivationLucrative
Value for Price
TARGET GROUP
Farmers & RSP – Primary Dealers - Secondary
OBJECTIVES
Establish a Voice over/Word of Mouth among the Farmers
Drive towards Fastest Solution Provider of Cultivation
Build Emotional Bondage with the Product Brand and ACI itself
Finally, RE-BRANDING & REPOSITIONING, i.e., Creating New Image and New Perception
OBJECTIVES (CONT.)
Overall, POSITIVE IMPACT ON SALES VOLUME AND BRAND IMAGE BUILDING
CONSUMER INSIGHT
Insight comes to life whenit’s told in such a captivating way
that makes consumers stop
and say “hmm, I thought I was the only who can get ROI in the quickest way”
CONSUMER INSIGHT (CONT.)
Farmers’ Choice R24 Power TillerR24 Power Tiller Power Tiller Power
UNDERSTANDING & SOLUTION FOR REACHING THE TARGET
New APPEARANCE/LOOK and NEW FASCIA
Emotional and Rational Positioning
A 360 Degree IMC, based on BTL, backed by ATL
Celebrity Endorsement
RATIONALE STRATEGY FOR COMMUNICATION
What do all Power Tillers basically do?Faster Cultivation in less Time Consumption
What does a R24 do?
Fastest Cultivation in least Time Consumption by using more Powerful Technology
RATIONALE STRATEGY FOR COMMUNICATION (CONT.)
Power
Fastest
EMOTIONAL STRATEGY FOR COMMUNICATION
POWER
EMOTIONAL STRATEGY FOR COMMUNICATION (CONT.)
Concept of Happy, Modern and Powerful Living and Lifestyle of Farmers
POWERFUL BONDINGPOWERFUL FARMERS
SET UP THE CREATIVE STRATEGY
Who Do We want to sell to? (Target) What are we selling? (Benefit)Why should they believe us? (Reason To Believe)
What’s the long range feeling the brand evokes (Brand DNA)What most energetic feelings to the TG?
SET UP THE CREATIVE STRATEGY
Who Do We want to sell to? (Target) What are we selling? (Benefit) Why should they believe us? (Reason To Believe)
What’s the long range feeling the brand evokes (Brand DNA)What most powerful feelings to the TG? (Brand Engagement)
THE SOLUTION
R24 is Premium Quality with Premium PriceR24 is saving farmers energy & time and transforming those into POWER
R24 means Action, Force, Pace and as a whole
POWER and finally a POWERFUL BONDING
SO … R24 …
Most desirable Brand R24
Farmers’ Smile New Living & Lifestyle of
Farmers
BRAND NEW LOGO AS REBRANDING (PROPOSED)
BRAND NEW LOGO AS REBRANDING (PROPOSED)
STORYBOARDS
01 02 03 04 05
06 07 08 09 10
11 12 13 14 15
STORYBOARDS
16 17 18 19 20
21 22 23 24 10
11 12 13 15
ROAD SHOW PLAN & MODALITIES
01.
• Reaching Rural areas for Solo Photos with the Farmers (rural areas) those are actually using R24 Power Tiller
02.
• Merchandizing and displaying Shop Sign before Road Show starting (10 Days)
03.
• Announcing at Local Cinema Halls & Miking at the rural areas before Road Show starting (10 Days)
04.
• Screening Audio Visual/s about Product Brand/s at Rail Stations & Bus Stations before Road Show starting (10 Days)
05.
• Displaying Banner, Festoon, etc. before Road Show starting (10 Days)
ROAD SHOW PLAN & MODALITIES
06.
• Main Attraction Gimmick (Power Play): We are planning to place a Power Hammer game that symbolize Power Strength of R24. How to Play? There is a base where a player hit with hammer to get the power score.
CP OFFER & SCRATCH CARD PROGRAM
01.• Farmers will r
eceive a surprise scratch card while purchasing R24.
02.• Poster and
banner for Dealer points and bazaar with prize pictures.
03.• Scratch card
prize announcement during Road Show
04. • How To Win?
Famers will buy a R24 Power Tiller. Dealer will offer him to pick a scratch card. Upon scratching farmers will show the winning prize to dealers.
05.• Dealer will
note down his all info and tell the farmers that he will receive the prize shortly. Dealer will inform ACI Representative to facilitate the winning prize to farmers.
CAMPAIGN DURATION (1ST PHASE)
12 Months (May, 2015 – April, 2016)
COMMUNICATION ENHANCEMENT
Launching Follow Up Engagement
Amplification
FRAMEWORK FOR COMMUNICATION
Phase 1
• Brand Strategy Development and Materials• Creative
Phase 2
• Internal• Communication• Creative• Production• Execution
• Dealer/Trade Conference• Creative• Production• Execution
• Assessment & Feedback
Phase 3
• External Communication:• Creative• Production• Execution
• Evaluation
PHASE 1: COMMUNICATION MATERIALS
BRAND Strategy Development and Materials (Intellectual Property):
Logo
Logo Manual Execution including
Brand Guideline
Pay Off Line/Slogan Brand Story
PHASE 2: COMMUNICATION MATERIALS
Internal Communication
• Bunting• E-Banner• X Banner• Installation• Business Card• Letterhead
Dealer/Trade Conference
• AV• TP Offer• CP Offer• Branded Gift• Concept &
Vision• Creative• Production• Execution
Assessment & Feedback
• Insight Generate for External Communication
PHASE 3: COMMUNICATION MATERIALS
External Communication: BTL
Media• Signboard (Retailer)• Signboard
(Mechanics)• Electric Pole Sign• Festoon• Poster• Leaflet & Flyer• Vehicle Sticker• X Banner• Costume for
Mechanics• Road Show with
various Activities• Farmers Activation• Farmers Photo shoot• Installation at
Mechanics Shop• Sales Promotion• Merchandizing
External Communication: ATL
Media
• TVC• Pop Up• Doggy• Radio Spot• Billboard• Press AD• PR Coverage for
Celebrity
REMARKS & EVEALUATION
• Celebrity Endorsement
• Product Photo Shoot with Model and without Model
• FB Page• Foreign Trip
BIGGER AREAS OF BUDGETARY ALLOCATION
TVC
• 60 Sec (Full) based Jingle TVC, Cut (40, 30, 20 & 10)
• TVC 30 & 20 Sec Rubel
• TVC 10 Sec – L Shape & Pop Up (CG Based)
• RDC (all)• 05. Signature
Tune• BDT 20 Lacs
(min.)
Celebrity Endorsement
• Rubel Hossain• BDT 15 Lacs
(max.)
Electronic Media Buying
• TVC On-Airing at GTV at Cricket Games
• News Channels• Few
Entertainment Channels
• BTV Friday (Bangla Cinema)
• Bangladesh Betar & 2 FMs
• Tablet Sales Force & DVD at the Stores
• YouTube & Facebook
• BDT 60 Lacs
Outdoor, Print & Press
• Newspaper (10 Insertions)
• Billboard (10 Nos. for 06 Months)
• Shop Sign & Merchandizing
• Banner & Festoon
• Poster, Leaflet, Sticker, Bunting, Year End Promotion, etc.
• BDT 40 Lacs (max.
BIGGER AREAS OF BUDGETARY ALLOCATION
Activations & Events
• Road Shows• Farmers
Engagement• Dealer
Conferences• BDT 35 Lacs
(min.)
Sales Promotions
• TP offer• CP offer• Gifts• BDT 30 lacs
(min.)
ROAD MAPM1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
PRESS AD OOH Internet Road Show CPR & TPR SMS Branding Sponsorship POP/POS/POD RDC TVC Other Events Gifts AV for Trade
THANKS