活动-佳洁士10周年公关活动方案2006

1、Prepared by Weber Shandwick Beijing康熙盛典沈阳组委会Prepared by Weber Shandwick Beijingn Brand architecture will be introduced in July, and crest counter will be reorganized according to the brand architecturen Make a buzz for brand architecture introduction as well as Crest 10 year anniversary from July Se

2、ptember, 2006n Enhance Crests image as the oral care expert for Chinese populationn Emphasize the achievement on personal oral care education for Chinese in past 10 yearsPrepared by Weber Shandwick Beijingn Introduce Crest brand architecture and further embed Crests image as the oral care expertn Ag

3、itate the awareness of Crest 10 years contribution to Chinese oral health improvementPrepared by Weber Shandwick Beijingn Engage influencers and stakeholders to further strengthen Crests professional oral care imagen Generate exposure and TOM awareness by leveraging consumer involvement through vari

4、ous communication platformsn Reinforce Crests image as the oral care expert by educating consumers with tangible “brand architecture” instructionn Brand architecture embedding Advocator User Trial AwarenessSpectatorPULL: Brand architecture displayPUSH: Consumer involvement campaignAdoptExciteEngageE

5、ducatePrepared by Weber Shandwick BeijingTarget AudiencesNewspapers General, Lifestyle & Health TV- News, Health, & LifestyleMagazine-Health & Lifestyle Weekly- General and Lifestyle WebsitesMediaStrategic Target Influencer: Government officials, Associations, Renown dentists Consumer: General consu

6、mersTarget AudiencesPrepared by Weber Shandwick BeijingOption1. 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Prepared by Weber Shandwick Beijingn Crest accumulates 10 years experiences of serving the Chinese society into the creation of the brand architecturen Crests newly invented brand architecture helps

7、 consumers to become their own oral care expertsn Crest 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 citizenPrepared by Weber Shandwick Beijing拥有佳洁士 你就是专家Celebration of 10th ann

8、iversary Invites influencers, stake holders & media Elaborate brand architecture Recap contribution to Chinese society“Love Teeth Plan” contest Cooperate 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 family B

9、rand architecture introduction Website launch Advertorial placementsAnniversary Celebration Win stakeholder endorsement Reinforce professional imageCommunicate Crests contributions “Love Teeth Plan” ContestInvolve consumer Excite consumer Interact with consumerPrepared by Weber Shandwick BeijingConc

10、ept PyramidExcite Consumer(TV program)Engage Consumer (Website competition )Educate Consumer(Brand architecture booklet, Newspaper Adv.)Advertorial placement and advertising tag- ons to announce the contest and introduce the brand architectureCrest launches the website as platform of “Love Teeth Pla

11、n” consumer contestConsumers 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)Winners will appear in

12、 Crests next TVC or POS and rewarded a prize of 10,000 RMBThe TV program designed to deliver brand architecture in both educational and fun ways with optimal brand exposureExplore Various Communication ChannelsTVCooperation with the most popular entertainment TV program, i.e. CCTV-2 “Super Winner” (

13、“ 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 participationConcept PyramidSmile of Confidence

14、(brand architecture introduction)Smile of Hope (Community contribution)Smile of Healthiness(Tailor-made high-tech oral care product)Program DetailsWhen: Where: What:Who:Sept. 12., 2006BeijingCrest 10th Anniversary CelebrationRenowned dentists, government officials, association executives, media & P&

15、G executivesProgram 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 abou

16、t their growth with Crest, thus, witness contribution delivered by CrestEach witness brings a performance as a birthday gift for Crest, in return, Crest introduces the newly invented brand architecture as a present for Chinese consumersSmile of HopeSmile of Healthinessn Crest executive introduces Cr

17、est advance technology on oral care productsn Video playing, re-edited Crest previous TVCsn Performancen First lucky drawCrest community program beneficiaries present birthday gifts to CrestPerformance (by Crest beneficiariesSecond lucky drawSmile of ConfidenceCrest returns the favor by introducing

18、the brand architecturen Third lucky drawn Birthday cake cuttingJulyAugustSeptember Announcement via print ADV. Launch Crest website Announce candidates of the TV program TV program shooting Announcement of the lucky winners TV program on air Media invited to Crest 10 years Celebration Media publicity Consumers participate in online contest Consumers learn about brand architecture Consumers compete for entry of the TV program Final contest on TV Appreciation prizes distribution The final winner