李奥贝纳-Sprite Activation Program.ppt

sprite 2001 activation program prepared by leo burnett 30 october, 2000 objectives support and be in synergy with the new brand positioning to be consistent with the core brand values of sprite to create significant impact and cut- through in the marketplace create other forms of activities apart from the planned sprite music chart and nba road shows new positioning statement 雪碧，解渴够爽；无需花巧 本来简单的事情用不着把它复杂化。喝 汽水也一样，何必太多花巧，道理连篇 。雪碧的柠檬口味，爽劲透心；透明的 外表，晶亮凉快。带来彻底的舒爽感受 。其实喝汽水解渴够爽就好。 sprite brand values straight forward independent trustworthy companion honest confident to make own choice comfortable with who they are sociable sprite intrinsic values refreshing soothing transparent (crystal clear) bubbles thirst quenching lemon lime natural considerations as our creative concept on “ no fuss, straight forward” has not been developed yet, the ideas in this proposal have been developed based on the brands attitude and or the brands intrinsic values. should the campaign feature a celebrity or “famous” achiever or personality it may gretaly affect the choice of program proposed ideas adventure tour loyalty program simple-no fuss home contest indoor ski lucky draw outward bound sprite green campaign proposed ideas adventure tour loyalty program simple-no fuss home contest indoor ski lucky draw outward bound sprite green campaign adventure tour the program overall mechanics nationwide execution three levels of promotion secure media partner to create noise and extend the coverage the tour pre set a starting and ending point provide all basic necessities to the candidates candidates to design how to complete their route the program channel specific recruitment centers at outlets redemption centers during level two conduct mini parties during level three logistics level one: instant win - free sprite recruitment with proof of purchase in target channels mail in self description and how you fit into the tour set up collection boxes at retails to collect level two: premium redemption with proof of purchase candidates selection for the tour logistics level three: adventure tour tv/print coverage mini parties conduct at different channels surprise visit by program mc interactive games on spot loyalty program the program overall mechanics city level execution point accumulation mechanics products for redemption tailor made high quality merchandise based on “no fuss” ideas clothing home essentials bathroom essentials stationary etc farm trip resort trip the program channel specific redemption center display corner roadshow theme parties in night outlets based on transparent theme logistics level one: instant win - free sprite ring pull collection ring pull printed with different values, consumer accumulate ring pull value to redeem their favorite merchandise level two: merchandise redemption merchandise display roadshow simple no fuss home contest the program overall mechanics nationwide execution consumer to sent in their home setting photos invite famous interior designers to judge channel specific retail level sales promotion lucky draw transparent theme parties in night outlets logistics level one: consumer send in their entries with proof of purchase judging process lucky draw level two: advertorial to cover winning work lucky draw prizes home renovation by interior designer furniture coupons indoor ski lucky draw the program overall mechanics nationwide lucky draw theme “ snow ski in hot summer” channel specific retail level sales promotion theme parties in target channels logistics level one: consumer send in their entries with proof of purchase instant win - free sprite level two: lucky draw grand prize a two days indoor ski trip for winning couples other prize outdoor gear outward bound the program overall mechanics city level execution two level promotion channel specific recruitment roadshow redemption logistics level one: consumer present proof of purchase to enter the program instant win - free sprite level two: winners can join the special design outward bound program promotion redemption at channels suggested items survival kits outdoor activities essentials etc. sprite green campaign the program overall mechanics tie in with the “paint the town green” launch ride on the national tree planting day in all target cities theme “tree for your beloved” channel specific retail level sales promotion logistics level one: consumer present proof of purchase to enter the tree plant