活动-宝洁十周年庆典方案2006

Crest 10th Anniversary PR Campaign Proposal,Prepared by Weber Shandwick Beijing,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Brief,Brand architecture will be introduced in July, and crest counter will be reorganized according to the brand architectureMake a buzz for brand architecture introduction as well as Crest 10 year anniversary from July September, 2006Enhance Crests image as the oral care expert for Chinese populationEmphasize the achievement on personal oral care education for Chinese in past 10 years,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Objectives,Introduce Crest brand architecture and further embed Crests image as the oral care expertAgitate the awareness of Crest 10 years contribution to Chinese oral health improvement,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Strategies,Reinforce Crests image as the oral care expert by educating consumers with tangible “brand architecture” instruction Generate exposure and TOM awareness by leveraging consumer involvement through various communication platforms Engage influencers and stakeholders to further strengthen Crests professional oral care image,Brand architecture embedding,Educate,Engage,Excite,Adopt,Strategic Approach,User,Trial,Spectator,Awareness,Advocator,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Target Audiences,Newspapers General, Lifestyle & Health TV- News, Health, & Lifestyle Magazine-Health & LifestyleWeekly- General and Lifestyle Websites,Influencer: Government officials, Associations, Renown dentistsConsumer: General consumers,Media,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Theme,Option1. 拥有佳洁士 你就是专家Option 2. 十年倾情 佳洁士 你的口腔护理专家,The briefObjectivesStrategiesTarget AudiencesThemeKey MessageProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Key Messages,Crest accumulates 10 years experiences of serving the Chinese society into the creation of the brand architecture Crests newly invented brand architecture helps consumers to become their own oral care expertsCrest will continuously deliver tailor-made products and devices to help improving the oral care status of Chinese, more importantly play the role as a responsible corporate citizen,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Program outline,拥有佳洁士 你就是专家,Celebration of 10th anniversaryInvites influencers, stake holders & mediaElaborate brand architectureRecap contribution to Chinese society,“Love Teeth Plan” contestCooperate with “Super Winner” (超级大赢家) TV program Look for candidates with the most oral care knowledge and well planned love teeth plan for his/her familyBrand architecture introductionWebsite launchAdvertorial placements,We Believe,Why?,“Love Teeth Plan” ContestInvolve consumerExcite consumerInteract with consumer,Anniversary CelebrationWin stakeholder endorsementReinforce professional image Communicate Crests contributions,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Programs “Love Teeth Plan” Consumercampaign,Concept Pyramid,Engage Consumer(Website competition ),Educate Consumer(Brand architecture booklet, Newspaper Adv.),Excite Consumer(TV program),Programs “Love Teeth Plan” consumer campaign,Crest launches the website as platform of “Love Teeth Plan” consumer contest,Consumers logon the website to learn about the brand architecture and design a “Love Teeth Plan”,The candidates who design the best plans will be invited to the final contest on TV (If failed to reach agreement with TV program, goes to the final step directly),The TV program designed to deliver brand architecture in both educational and fun ways with optimal brand exposure,Winners will appear in Crests next TVC or POS and rewarded a prize of 10,000 RMB,Advertorial placement and advertising tag-ons to announce the contest and introduce the brand architecture,Programs “Love Teeth Plan” consumer campaign,Explore Various Communication Channels TVCooperation with the most popular entertainment TV program, i.e. CCTV-2 “Super Winner” (“超级大赢家”), nation-wide TV coverageNewspaperAdvertorial placements on China Television Weekly (中国电视报), with a circulation of 400,000, nation-wide coverageWebsiteCrest established a new website as the major interactive platform to encourage consumer participation,Programs 10th Anniversary Celebration,Concept Pyramid,Smile of Hope(Community contribution),Smile of Healthiness(Tailor-made high-tech oral care product),Smile of Confidence(brand architecture introduction),Programs 10th Anniversary Celebration,Program DetailsWhen:Sept. 12., 2006Where:BeijingWhat:Crest 10th Anniversary CelebrationWho:Renowned dentists, government officials, association executives, media & P&G executives,Programs 10th Anniversary Celebration,Program HighlightsThe Crest 10th anniversary celebration is divided into three episodes around smile, smile of healthiness, smile of hope and smile of confidenceGift giving connects event programsInvite the first beneficiaries of Crest community activities to share with participants about their growth with Crest, thus, witness contribution delivered by Crest Each witness brings a performance as a birthday gift for Crest, in return, Crest introduces the newly invented brand architecture as a present for Chinese consumers,Smile of HealthinessCrest executive introduces Crest advance technology on oral care productsVideo playing, re-edited Crest previous TVCsPerformanceFirst lucky draw,Smile of HopeCrest community program beneficiaries present birthday gifts to CrestPerformance (by Crest beneficiariesSecond lucky draw,Smile of ConfidenceCrest returns the favor by introducing the brand architectureThird lucky drawBirthday cake cutting,Programs 10th Anniversary Celebration,Program Summary,Consumer,Consumers participate in online contest Consumers learn about brand architecture Consumers compete for