李奥贝纳-雪碧提案.

1、P Sprite 2001 Activation Program Prepared by Leo Burnett 30 October, 2000 CHINA / HONG KONG 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

2、 activities apart from the planned Sprite Music Chart and NBA road shows CHINA / HONG KONG New Positioning Statement 雪碧，解渴够爽；无需花巧雪碧，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。 CHINA / HONG KONG Sprite Brand Values Straight Forward Independent Trustw

3、orthy companion Honest Confident to make own choice Comfortable with who they are Sociable CHINA / HONG KONG Sprite Intrinsic Values Refreshing Soothing Transparent (crystal clear) Bubbles Thirst quenching Lemon lime Natural CHINA / HONG KONG Considerations As our creative concept on “ No fuss, Stra

4、ight 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 CHINA / HONG KONG Proposed

5、 ideas Adventure Tour Loyalty Program Simple-No Fuss Home Contest Indoor Ski Lucky Draw Outward Bound Sprite Green Campaign CHINA / HONG KONG Proposed ideas Adventure Tour Loyalty Program Simple-No Fuss Home Contest Indoor Ski Lucky Draw Outward Bound Sprite Green Campaign P Adventure Tour CHINA / H

6、ONG KONG 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 CHINA / HON

7、G KONG The Program Channel Specific Recruitment centers at outlets Redemption centers during level two Conduct mini parties during level three CHINA / HONG KONG Logistics Level One: Instant win - free Sprite Recruitment with proof of purchase in target channels mail in self description and how you f

8、it into the tour Set up collection boxes at retails to collect Level Two: Premium redemption with proof of purchase Candidates selection for the tour CHINA / HONG KONG Logistics Level Three: Adventure Tour TV/Print Coverage Mini Parties conduct at different channels surprise visit by program MC inte

9、ractive games on spot P Loyalty Program CHINA / HONG KONG 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

10、 trip CHINA / HONG KONG The Program Channel Specific Redemption center Display corner roadshow Theme parties in night outlets based on transparent theme CHINA / HONG KONG Logistics Level One: Instant win - free Sprite Ring Pull collection ring pull printed with different values, consumer accumulate

11、ring pull value to redeem their favorite merchandise Level Two: Merchandise redemption Merchandise display roadshow P Simple No Fuss Home Contest CHINA / HONG KONG The Program Overall Mechanics Nationwide execution Consumer to sent in their home setting photos Invite famous interior designers to jud

12、ge Channel Specific Retail level sales promotion Lucky draw Transparent theme parties in night outlets CHINA / HONG KONG 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 Renovatio

13、n by interior designer Furniture coupons P Indoor Ski Lucky Draw CHINA / HONG KONG The Program Overall Mechanics Nationwide Lucky Draw Theme “ Snow Ski in Hot Summer” Channel Specific Retail level sales promotion Theme parties in target channels CHINA / HONG KONG Logistics Level One: Consumer send i

14、n 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 P Outward Bound CHINA / HONG KONG The Program Overall Mechanics City level execution Two level promotion Channel Specific Recruit

15、ment Roadshow Redemption CHINA / HONG KONG 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 ess

16、entials etc. P Sprite Green Campaign CHINA / HONG KONG 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 CHINA / HONG KONG Logistics Level One: Consumer present proof of purchase to