Proposal Gold United - final

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Proposal Gold United - final

Transcript of Proposal Gold United - final

  • Jakarta, September 2011, Prepared by Trastas production for BENTOEL , Confidential

  • SEJATI mendapatkan pencapaian yang luar biasa ditahun tahun sebelumnya hingga pertengahan tahun 2011.

    Untuk menjaga kesuksesan SEJATI di 2011 dan mencapai hasil yang mengagumkan di tahun 2012, SEJATI mengeluarkan varian baru yang berbeda untuk market yang berbeda pula.

    SEJATI akan menampilkan sisi yang lebih premium, produk dengan rasa yang lebih halus, tentunya untuk market yang lebih muda dan dinamis

    BACKGROUND

  • OBJECTIVES

    A strong Brand

    awareness for the new product

    Sales

  • THE TARGET

    Male / 22 35 / SES : BC

    Work in urban area

    High Motivation

  • Create awareness for the new product

    THE CHALLENGES

    Deliver the Key Messages

    Direct Engagement >>> Product Sales

  • ACTIVATION SCOPE

    VENUES 6 Jabodetabek Area + Bandung

  • OUR INTERPRETATION

  • About GOLD

  • A tribute for those who appreciate Excellent quality

    Good Quality

  • A dedication for those who seek First Class Values

    Good Value

  • An inscription for those who knows what to choose

    Fine Workmanship

  • A Good Quality

    A Good Value

    A Fine Workmanship

    KEY MESSAGE

  • Our propose activation theme

  • ACTIVATION THEME

    Area reflect a space Festive event or Festival event form

  • A community that suited to be a potential consumer

    An individual target based on SES

    To WHO we transfer the Message..

  • Transfer the Sejati GOLD soul into its potential consumer

    WHY ??..

    Eager them to believe in their Golden potential

    Make the target consumer believe that they could and will achieve more

  • HOW to transfer the Message..

  • PHASES

    PRE EVENT

    Database Optimization Media Publication

    EVENT

    POST EVENT

    Experience Engagement Exhibition & Sales

    Socialization Invitation Community Challenge

    INVITE

    ENGAGE

    AMPLIFY

  • TIMELINE Gold Area ACTIVATION TIMELINE BY CITY

    No ACTIVITY DESCRIPTION Hari

    -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 H H + 1 H >

    1 PRE EVENT

    PUBLICITY

    MOBILE TEAM

    APPROACHMENT & COMMUNITY CHALENGE

    2 EVENT GOLD AREA

    3 POST EVENT AMPLIFICATION

  • EVENT PUBLICITY

    OPEN INVITATION

    MOBILE TEAM

    SELECTED DIRECT

    INVITATION

    ON GROUND GOLD LOUNGE

    GOLD AREA

    ENGAGE AREA

    SALES AREA

    GOLD STAGE

    DATABASE OPTIMIZE

    BAZAAR AREA

    COMMUNITY CHALENGE

  • PRE EVENT ACTIVATION

  • EVENT PUBLICITY

    OPEN INVITATION

    MOBILE TEAM

    SELECTED DIRECT

    INVITATION

    CONTENT

    COMMUNITY CHALENGE

  • EVENT PUBLICITY

    By Bentoel

  • SELECTED DIRECT

    INVITATION

    By an Approaching Team

    1 Team Each City (3 personnel)

    13 Days Activation (start from H 14, finish H - 1)

    Pre event registration & event content Socialization

    Community challenge supervisor

  • SELECTED DIRECT

    INVITATION

    Art community

    Biker community

    Hobbies community

    Travel community

    Graphic design Mural / Installation

    Motorcycle club Modification

    Photography Street Magician / Music

    Backpacker

    Invitee

  • SELECTED DIRECT

    INVITATION

    The Strategy

    Approaching influential person in the community to act as a Brand Ambassador / spoke person to spread the message about the event among their community

    Community challenge : its a given task for communities to collaborate and create something that they can exhibit on GOLD Area

    Sticker Announcement The Channels

    The Output

    Valid member data of approached community (target audience)

    A WOM initiator A common sense of belonging

  • EVENT ACTIVATION

  • ART AREA AUTO AREA HOBBIES AREA ADVENTURE AREA GOLD CHALENGE

    GOLD LOUNGE

    SEJATI GOLD AREA

    ENGAGE AREA

    SALES AREA

    GOLD STAGE

    CONTENT

    BAZAAR AREA

  • LAYOUT

  • GOLD AREA

  • 18 + SCREENING & TUNNEL

    GOLD AREA

  • 18 + SCREENING & TUNNEL

    GOLD AREA

  • GOLD ICONIC

    GOLD iconic to remind the audience about the event The Icon it self will be an object to an engagement

    during the event As an ambience during the GOLD stage session

    GOLD AMBIENT

  • SALES AREA

  • SALES AREA Sales Personnel by ASMO

    Product Sales Only

    SALES BOOTH

  • SALES AREA

    Merchandise Personnel by TRASTAS

    MERCHANDISE BOOTH

  • BAZAAR AREA

    INFORMATION BOOTH

  • BAZAAR AREA

  • BAZAAR AREA

    Food & Beverage Booth

    Light & instant food

    Coffee shop concept

  • ENGAGE AREA

    COMMUNITY AREA

    PERSONAL AREA

  • ENGAGE AREA

    COMMUNITY AREA

  • ENGAGE AREA

    COMMUNITY

    All invitee community will be ask to collaborate in the GOLD CHALLENGE during the Pre event activation

    The Challenge was to Decorate a GOLD MONUMENT that will be exhibit during the event

    A modified knockdown art installation will provide. They will ask to contribute based on their expertise / hobby in the decoration process. The Challenge was meant to build sense of belonging for the event. The Monument will be belong to Bentoel

    GOLD MONUMENT

  • ENGAGE AREA

    COMMUNITY

    GOLD MONUMENT

  • ENGAGE AREA

    COMMUNITY

    GOLD MONUMENT

  • ENGAGE AREA

    COMMUNITY

    GOLD MONUMENT

  • ENGAGE AREA

    All invited community in the 4 area will decide their representative to participate in Community Photography contest.

    Each Area (One Booth) will be represent by 5 person. The Task :

    Take the best picture in each area and answer the question given Photograph Object : GOLD Monument & Each Area Question provide by community (to create curiosity & information sharing

    between community) The winner will be announce on the GOLD Stage session Judge : Organizer

    PHOTO CONTEST

    COMMUNITY

  • ENGAGE AREA

    Community Competition that also create an attraction or fun to watch 8 Groups of Community Representative will compete in the GOLD Challenge 1 Group = 5 person Best Time Win Winner Prize Rp. 1.000.000

    GOLD CHALLENGE

    COMMUNITY

  • ENGAGE AREA

    GOLD CHALLENGE

    BE PREPARE

    Time counting begin when Group member passing the start line Group member must wear the provided vest

    Design alternative 1 Design alternative 2

  • ENGAGE AREA

    GOLD CHALLENGE

    ART SENSE ; Before

    All Members of the Group have to paint the provide pattern on the canvas,

    with short glimpse of the designated pattern. Painting tools will be provided

  • ENGAGE AREA

    GOLD CHALLENGE

    ART SENSE ; After

    After finish the task or games time running out, group can move to the next

    challenge

  • ENGAGE AREA

    GOLD CHALLENGE

    AUTOMOTIVE KNOWLEDGE ; Before

    All Members of the Group have to assemble motorcycle accessories / part

    to its original place and function. Tools will be provided

  • ENGAGE AREA

    GOLD CHALLENGE

    AUTOMOTIVE KNOWLEDGE ; After

    After finish the task or games time running out, group can move to the next

    challenge

  • ENGAGE AREA

    GOLD CHALLENGE

    PHOTO PUZZLE

    All Members of the Group have to match the puzzle to shape a designated

    picture. Picture of the design will be shown before they start After finish the task or games time running out, group can move to the next

    challenge

  • ENGAGE AREA

    GOLD CHALLENGE

    ADVENTURE PASSION ; Before

    All Members of the Group have to pack and fit the whole Mountaineering

    equipment into the Ruck sack until its perfectly closed.

  • ENGAGE AREA

    GOLD CHALLENGE

    ADVENTURE PASSION ; After

    After finish the task or games time running out, the group move to the

    finish line, time counting stop.

  • ENGAGE AREA

    GOLD CHALLENGE

    PHOTO SESSION

    After finish the task or games group will be asked to pose in front of the

    GOLD Monument.

  • ENGAGE AREA

    VISUAL EXAMPLES

  • ENGAGE AREA

    ENGAGEMENT

    PERSONAL AREA

    All interested Audience can participate in Photography contest, they only have to register on information booth.

    The Competition rules will be explain there (information booth) The Competition will be divide to 2 classification :

    Camera Mobile phone camera

    Photograph Object : SAGA Icon & GOLD LOUNGE Jury : Organizer

  • ENGAGE AREA

    The Theme Smart Excitement Games

    UNO STACK PIN BOARD Play Station WII

    The Content

    The Output Winning with style & tactics Intelligent problem solving solution Excitement

    PERSONAL GAMES

    What Where When How Who

    PERSONAL AREA

  • GOLD LOUNGE

  • GOLD LOUNGE

    LOUNGE MECHANISM

    Product knowledge

    Information, experience the Sejati Gold original flavor from on the spot producing

    2 @ 42 Inch LCD TV for playing promotion materials & inspiring Quotes

    2 GOLD Presenter as Sejati GOLD brand presenter

    Sejati GOLD Sales Booth & 1 SPG

    On the spot personal experience at smoking room EXPERIENCE AREA

    An object of audience engagement (photography competition)

  • GOLD LOUNGE

    DESIGN

    EXPERIENCE AREA

  • GOLD LOUNGE

    DESIGN

    EXPERIENCE AREA

  • GOLD LOUNGE

    DESIGN

    EXPERIENCE AREA

  • GOLD LOUNGE

    DESIGN

    EXPERIENCE AREA

  • GOLD STAGE

  • GOLD STAGE

    DESIGN

    More intimate stage concept - more interactive session between performer and audience MC also conducting as a moderator on motivational session Stage measurement : 6 x 6 m Stage design ambience : light design with golden ambience

  • GOLD STAGE

    LAUNCHING PROCESSION :

    TVC Launching Procession :

    Sejati GOLD FP caries a goody bag fills with product and special package bundling One FP will stand in front of the stage and expose the new product

    MC Opening

  • MOTIVATIONAL SESSION

    A new rising motivational speaker will conduct a one hour presentation (including an interactive Q&A session)

    Topics : hot thread in the city mix with business opportunity and self development

    GOLD STAGE

  • ENTERTAINMENT

    Main Entertainment : - Acoustic Pop Band - Community performance (music)

    GOLD STAGE

  • General Rundown :

    - 15.00 15.10 : Opening Gate & Opening Ceremonial - 15.10 17.50 : Activity at Community and other booth - 17.50 18.10 : Break Adzan Maghrib - 18.10 18.35 : All Around Band Activity at Games and other booth - 18.35 18.45 : TVC, Launching Procession MC Opening - 18.45 18.55 : MC present Photography Nominee - 18.55 19.25 : Acoustic Band session 1 - 19.25 19.35 : Community Awarding - 19.35 20.05 : Motivational, Q&A and Sharing session - 20.05 20.15 : GOLD Challenge behind the scene video - 20.15 21.05 : Main Entertainment (Acoustic Band) session 2 - 21.05 21.10 : MC closing

  • Propose Talent Motivational Speaker

    Andre Raditya

    Andre Raditya adalah seorang Penulis, Trainer dan Inspirator Muda yang mencoba untuk memberi manfaat bagi sebanyak-banyak manusia. Dilahirkan dari keluarga yang sangat sederhana, rupanya adalah Tanda dari Tuhan yang diyakininya telah memberinya alasan untuk melakukan yang terbaik di setiap kesempatan. Alhasil, masa remajanya diisi dengan terus belajar dan mengembangkan diri yang pada akhirnya mengantarkannya menuju puncak karir di usia muda dan dengan kecepatan luar biasa. Setelah sukses dalam dunia karir, kini Andre Raditya berusaha untuk memberikan lebih banyak manfaat kepada dunia, khususnya Bangsa Indonesia dengan menjadi seorang Penulis, Trainer dan Public Speaker. Dan melaui karya-karyanya, ia berharap mampu menjadi Inspirator bagi lebih banyak orang.

  • Propose Talent DMoments Band

    DMoments adalah grup band yang berasal dari Jakarta. Mereka cukup sering dipercaya untuk mengisi event promosi brand besar di Indonesia.

  • Talent

    MUSICAL/PERFORMING EXPERIENCES :

    Being a home band and holding some entertainment events in many places : Fame Station, Score

    Bandung, Classic Rock Caf Bandung, Tropicana Caf Bandung, Platinum Bandung, etc. Reguler acoustic performances and events at Ardan Radio, Bale Pare, Caf Arisan, Atmosfir Caf, Chillout

    Room, Caf Bali, Kampung Daun, Plaza Dago, Roemah Nenek, Rumah Keboen, Neo Calista, Medso, M.U caf, Amigos, Gambrinus, Soho Ciwalk, The Cellar, The Grace, Braga City Walk, Novotel, Sheraton Hotel, Preanger Hotel, Horison Hotel, Holliday Inn, Hyatt Hotel, Palais Boutique Hotel, Vue Palace Hotel, Grand Serella Hotel, The Ardjuna Boutique Hotels, Hilton Hotel, etc.

    Accoustic and Band performances events at Birthday & Wedding Celebrations , Ponds BeautyLogy with Bunga Citra Lestari, PVJ 2007, Singer for Final Macth World Champion Bandung 2006, Movie Promo Cinlok with Luna Maya & Tora Sudiro, Ciwalk 2008, Movie Promo Oh, Baby! with Cinta Laura & Randy Pangalila, Ciwalk 2008, Finnalis Indonesian Idol 4 RCTI 2007, Branch Ambassador Ponds, VasseLine 2007, Jakarta Extravaganza Concert with Elfas Jazz and Pop Choir, 2005, Singer for Elvis Night Show with Tantowi Yahya, TVRI 2008, Backing Vocal of Lussy Rachmawaty, Denada, Lia AFI, Irma Darmawangsa, Lets Rock This Country! With Baby Astheria on TVRI episode 1 - till end, 2009, etc.

    Citra n' friends Band

  • Talent Citra n' friends Band songlist :

    1. Superman - five for fighting 2. Faith - George Michael 3. All About the money Meja 4. Torn - Natalie Imbruglia 5. Oughta Know - Alannis Morrisstte 6. Everylittle thing he does is magic - The police 7. This Love - Maroon 5 8. A thousand miles - Vannessa Carltorn 9. I dont wanna miss a thing Aerosmith 10. High and dry - Radiohead

  • VENUE & SCHEDULE

    No Kota ASMO Venue Oktober November

    1 2 8 9 15 16 22 23 29 30 5 6 12 13 19 20 26 27

    1 JAK UT / PUS / BAR Sunter Kemayoran

    2 JAK SEL / TIM Cimanggis Tamini Square

    3 BEKASI Bekasi Lapangan Harapan Indah

    4 DEPOK Bogor Lapangan DTC

    5 SERPONG Tangerang Citra Raya Cikupa

    6 BANDUNG Bandung Lapangan Pajajaran

  • POST EVENT ACTIVATION

  • CONTENT

    DATABASE OPTIMIZE

    Direct email Promotional Campaign Event Documentation

  • THANK YOU Feel free to discuss