Transcript of IMC Campaign for Robi presents Ad Maker Bangladesh 2015- Team Dexters
- 1. DEXTERS TEAM
- 2. 01 02 03 04 08 07 06 05 Campaign Objective Brand Proposition
STP Big Idea Contingency Campaign Measurement Scheduling and Budget
IMC Presentation Outline Analysis Proposition IMC Budget
/Scheduling Evaluation/Contingency
- 3. Campaign Objective Engagement and emotional connection with
the song and target market To make people celebrate with one
song-Robi Cricket Anthem Unite people with one song-Robi Cricket
Anthem Major Goal End Goal Analysis Proposition IMC Budget
/Scheduling Evaluation/Contingency
- 4. Target Audience TARGET GROUP A TARGET GROUP B ALL OTHER
CRICKET LOVERS TARGET GROUPS AGE GROUP 18-35 URBAN PEOPLE RELATE TO
ONE SONG Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency
- 5. Proposition Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency Subject: Song Objective: Inspiration
Proposition: One song to unite - one song-ROBI CRICKET ANTHEM
- 6. Proposition Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency , #_ _
- 7. THE BIG IDEA
- 8. Big IDEA To make people celebrate cricket together with only
ONE song-Robi Cricket Anthem
- 9. ATL CAMPAIGN STARTS
- 10. Sample Creatives PRINT AD EASY TO UNDERSTAND REFLECTS
CAMPAIGN MESSAGE IN MAGAZINES ICE TODAY, CHUTIR DIN, SHOUT HAS CALL
FOR ACTION
- 11. Sample Creatives LEAFLETS EASY TO UNDERSTAND REFLECTS
CAMPAIGN MESSAGE IN ACTIVATION BOOTHS ,MALLS, MAGAZINES ICE TODAY,
CHUTIR DIN, SHOUT HAS CALL FOR ACTION
- 12. Sample Creatives IN SHOP POSTER REFLECTS CAMPAIGN MESSAGE
IN TOP UP, SIM CARD, BKASH SHOPS IN TARGETED AREAS EASY TO
UNDERSTAND HAS CALL FOR ACTION
- 13. Sample Creatives SHOP SIGN REFLECTS CAMPAIGN MESSAGE IN
ITOP UP, SIM CARD, BKASH SHOPS IN TARGETED AREAS EASY TO
UNDERSTAND
- 14. Aerial Advertisement Analysis Proposition IMC Budget
/Scheduling Evaluation/Contingency BUZZ on social media, acts as
mobile bill- board First time in Bangladesh Creative and Effective
way to target extended audience In the sky of Mirpur stadium during
matches
- 15. Aerial Advertisement Analysis Proposition IMC Budget
/Scheduling Evaluation/Contingency DIRECT REACH INDIRECT REACH
- 16. Hand Fan The cricket series are during summer Paper hand
fans will be provided Its Creative Audience will like it Analysis
Proposition IMC Budget /Scheduling Evaluation/Contingency
- 17. RJ Endorsement The RJ will deliver a CUE, a set of words
used as a signal The Cue will lead to the song Listeners get more
information Grabs more attention Analysis Proposition IMC Budget
/Scheduling Evaluation/Contingency
- 18. Radio Events Beginning of the campaign Interaction with
audience Quiz Hence Robi Cricket Anthem promoted Analysis
Proposition IMC Budget /Scheduling Evaluation/Contingency
- 19. Press Engagement Entertainment Page Sports Page INFOMERCIAL
Article on Habib Wahids latest song Provides information about it
Hence the ROBI Cricket Anthem is promoted Article on the new song
for Bangladeshi Cricket Mentions how ROBI with this new song unites
the cricketing nation even more Hence the ROBI Cricket Anthem is
promoted Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency
- 20. Press Engagement NEWS PAPER ADS 3 NEWSPAPER PER WEEK
- 21. Magazine bookmarks 3 MAGAZINES PER WEEK SHOUT MAGAZINE
CHUTIR DINE MAGAZINE
- 22. Bus Ads Each vehicle has such immense reach on average,
important touch point BUSES INSIDE REACH
- 23. BTL CAMPAIGN STARTS
- 24. Crowd hunting ASK THEM TO SING 3-4 LINES ASK RANDOM CROWD
ABOUT ROBI SONG Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency UPLOAD THEM IN SOCIAL MEDIA MAINLY IN
SHAHBAG, BANANI, BISSHO ROADS AND OTHER TOUCH POINTS
- 25. Direct Marketing PUSH SMS Buy Internet packages Shoot with
your friends in stadium singing the song Get 25MB free and The
craziest team- Short interview in TV LBS(LOCATION BASED SERVICE)
Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency
- 26. Gallery Rockers Perform the cricket anthem with a group in
the gallery Post it on the ROBI page Performers of the most
craziest video will be on TV for short interview Both Online and
Offline effects Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency
- 27. THE WOW FACTOR
- 28. KARAOKE VAN Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency
- 29. KARAOKE VAN Open roof Projector will play the chorus lines
3 paid scouts with UG musicians In some areas People who will sing
will get a Robi t shirt and cap/mug Placed in universities at day
and shopping Malls like Jamuna future park, Bashundhara city, TSC,
after iftar Huge impact Huge awareness Customer engagement Analysis
Proposition IMC Budget /Scheduling Evaluation/Contingency
- 30. Sample Creatives FREE TSHIRTS TO PARTICIPANTS Analysis
Proposition IMC Budget /Scheduling Evaluation/Contingency
- 31. Sample Creatives WRIST BANDS -Appreciated by youth and will
create awareness MUGS -Appreciated by youth and will create
awareness Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency
- 32. Buzz Agents Famous faces from the universities Promote the
anthem in their campuses by performing and creating awareness
Promote in student communities Create both Online and Offline Buzz
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
SALMAN MUQTADIR RITU RAJ
- 33. Facebook 01 02 Page: 3 posts per day -LIVE Match updates
-Audience engagement quizzes with pictures, sharing karaoke, crowd
hunting videos -JERSFIE : Audience engagement competition like
selfie with tagline #joleuthoBangladesh Analysis Proposition IMC
Budget /Scheduling Evaluation/Contingency
- 34. Facebook 03 Dubsmash with theme song: -jersey wearing
singing with paper mic, in roads or office or home -Tag 5 others
-Most loved one rewarded Analysis Proposition IMC Budget
/Scheduling Evaluation/Contingency
- 35. Facebook Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency DIRECT REACH: 10,000 Approx. INDIRECT REACH:
30,000 Approx.
- 36. Facebook DIRECT REACH INDIRECT REACH
- 37. Youtube 01 02 03 Sharing dubs mash videos Sharing crowd
hunting videos Sharing karaoke videos Analysis Proposition IMC
Budget /Scheduling Evaluation/Contingency
- 38. Expected Mindset One song for cricket! This is the song we
celebrate with! We cannot relate to it OUR TARGETCURRENT MINDSET
Change in perception Its only a song Analysis Proposition IMC
Budget /Scheduling Evaluation/Contingency
- 39. TVC Scheduling Channel Name Duration Rate Play times in 45
days Total Btv 120 sec Tk 60,000 120 Tk 72,00,000 ATN Bangla 120
sec Tk 40,000 120 Tk 48,00,000 Maasranga Tv 120 sec Tk 40,000 120
Tk 48,00,000 Ntv 120 sec Tk 52,000 120 Tk 62,40,000 Channel 9 120
sec Tk 50,000 225 Tk 1,12,50,000 Channel I 120 sec Tk 60,000 120 Tk
72,00,000 Gazi Tv 120 sec Tk 48,000 225 Tk 1,08,00,000
- 40. Budget Event Rate Total TVC Tk 5,22,90,000 Song in radio +
Rj endorsement 1) 45*5*8000+ 45000 2) 45*5*6000+ 45000 1) Tk
18,45,000 2) Tk 13,95,000 Newspaper advertisement 100times*5000 Tk
5,00,000 Hand held fans 18*15000*5 Tk 13,50,000 Large Balloon
3,00,000 Tk 3,00,000 In shop Posters 3,00,000 Tk 3,00,000 Karaoke
Van 40,000*5 Tk 2,00,000 Music Van for village with gifts 5000*100
Tk 5,00,000 Social media maintenance 54,000($15/d) Tk 54,000
Magazine bookmark 1,00,000 Tk 1,00,000 Activation booth 30*20,000
Tk 6,00,000 Total Tk 5,94,34,000
- 41. Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency Tk 5,94,34,000 TOTAL CAMPAIGN COST
- 42. OVERALL EVALUATION
- 43. Monitoring 1 Evaluate campaign marketing efforts: Surveys
conducted to measure changes Periodic Market Research 2 Evaluate:
Consumer Perception TOMA Analysis Proposition IMC Budget
/Scheduling Evaluation/Contingency
- 44. Monitoring Primary Target Market Age Range: 18-35 years
Number of People in the age Range: 5,05,12,481 (approx.) Pre
campaign result: 5 out of 25 random people are aware of the song.
Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency
- 45. Monitoring DESIRED RESULT 15 DESIRED TOTAL REACH Cost of
reaching each customer: Out of 25 3,03,07,488 (approx) tk 1.96/
person Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency
- 46. Sample questions Survey 1) Have you seen/heard the cricket
anthem of ROBI? 2) Do you remember the message/content of the
anthem? 3) Were you inspired by the ROBI cricket anthem? 4) Will
you celebrate with ROBI cricket anthem? Analysis Proposition IMC
Budget /Scheduling Evaluation/Contingency
- 47. Contingency Plans Design contingency plan based on the
EVALUATION. Only retain the most effective marketing methods
POSSIBLE OUTCOMES CONTIGENCY (AGGRESSIVE) -More research and new
activities, more frequency and reach SUCCESS NO CHANGE CONTIGENCY
PLANS FAILURE Analysis Proposition IMC Budget /Scheduling
Evaluation/Contingency
- 48. Thankyou Questions?