THE PRIDE & PASSION

THAT UNITES US

ROBI PRESENTS ADMAKER BANGLADESH 2015GRAND FINALETEAM CHALLENGE ACCEPTED

IMC CAMPAIGN: Cricket theme song by Robi

CAMPAIGN LENGTH: 45 days during ODI series with India and entire SA tour

COMMUNICATION OBJECTIVE: Emotional connection with cricket fans

BACKGROUND

TARGET AUDIENCE

PRIMARY SECONDARY

Age: 18-35

Bangladeshis

Cricket lovers

Any Bangladeshi who

watches and

understands cricket

TARGET AUDIENCE

Urban

Male & Female

Trendy &

Tasteful

Upper middle class-

Upper class

Age: 18-40

Looking to relax or

work out of home

THE BIG IDEA

Showing people from different walks of life that

they can be a tiger in their own way

not a mere fan

Establishing a common thread

Making them feel like a bigger part of cricket

POSITIONING

,

CAMPAIGN LOGO & TAGLINE

GRABBING ATTENTION

LAUNCH CONCERT- EVENT DETAILS

Performances by bands famous among

youth like Chirkut, Shunno

Appearances by cricketers &

Official release of the anthem by Habib

EVENT PROMOTIONS

Online event page

Newspaper ads

Posters

PR & PUBLICITY DIRECT MARKETINGDONATION OF PROCEEDS

DIRECT MARKETING

Bulk

Messaging

Near malls, universities, bus stands etc.

In urban and suburban areasInforms & promotes download as caller

tune, welcome tune, ringtone etc.

Leaflet

Distribution

Glow

wristband

distribution

Bearing tagline & logo

Distributed at launch concert

T20 & day-night matches

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BILLBOARD

Mystery theme billboard

3 locations in Dhaka

Falls in route of daily commute

High Traffic

Main billboard

15 urban & suburban locations

High Traffic/Near malls/Busy highways

Office areas/Residential areas

Manik Mia Avenue | Gulshan 2 Circle

Mohakhali Flyover

Dhaka | Sylhet | Comilla

Chittagong | Narayanganj | Khulna

Flexiload shops

Printing & photocopy shops

Convenience stores

Near bus stops

universities and by busy

footpaths

POSTERS

SHOP SIGNS

,

,

JOLE UTHAR SHUR E

NEWSPAPER ACTIVATION

Weekend Series

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1

2

3

Call a robi line and leave a 1-minute

motivational message for players

Best 10 messages will be aired on radio &

shared with players before match

RADIO ACTIVATION12th Man Contest

Contest promotions

Playing anthem verses

Airing winning messages

Show: Dhaka Calling

RJ: Nawaf

Time: 4:00-8:00 pm(Commute hours, high traffic) Conclude with saying

CELEBRATING THE UNSUNG TIGERS

#__

BUZZ

EVENT 1

Volunteers will locate street

cricket hubs

Surprise visits from cricketers

Short matches will be played

And shared on social media with#Cricket_er_ronoshaj

The whole thing will be captured

on video

Street Onlookers

ExposurePR Publicity BUZZ & WOMMOnline ExposureStreet Onlooker Exposure

#__

UNLEASHING THE INNER TIGERSBUZZ

EVENT 2

#SHOLO_KOTIR_HUNKARLOUDEST CROWD ROAR AT A STADIUM GUINNESS WORLD RECORD ATTEMPT

2nd ODI against SA

1st T20 against SA

2nd ODI against India

PR Publicity BUZZ & WOMMOnline Exposure

(Video & Posts)Direct Marketing

PLAY LIKE TIGERS

BUZZ

EVENT 3

#KHELTE_NAMO_AJ

A fast bowling machine

will be set up in various

universities and malls for a

day by rotation

Volunteers will be in the spot

to oversee playing

PR Publicity BUZZ & WOMMOnline Exposure

(Video & Posts)Direct Marketing

Player cutouts for decorations

Posing a challenge

Scope for pictures

TVC AIRING

FACEBOOK PAGE

Event & Microsite promotions

Videos of ground activations

Teaser videos and pictures

Using clicks to form colored

fingerprints in order to complete the

picture of a beloved tiger.

MICROSITE

Items Quantity Average cost (BDT) Calculation Total (BDT)

Making of TVC 1 TVC 6,000,000/TVC 6,000,000 * 1 6,000,000

Airing of TVC 10 channels 1,500,000/month in 1 channel 1,500,000 * 1.5 * 10 22,500,000

Newspaper Ads 5 newspapers 14,500/day 14,500 * 30 * 5 2,175,000

Billboard 15 locations 80,000/month 80,000 * 15 * 1.5 1,800,000

Radio endorsement 1 station 1,000,000/month 1,000,000 * 1 * 1.5 1,500,000

Shop signs 500 shops 3,000/shop 3,000 * 500 1,500,000

Posters 300 locations 2,000/location 2,000 * 300 600,000

Leaflets 50,000 leaflets 10/leaflet 10 * 50,000 500,000

Merchandise 20,000 merchandise 100/merchandise 20,000 * 100 2,000,000

Facebook Page 1 page 100,000/month 100,000 * 1.5 150,000 concert 1 concert 5,000,000/concert 5,000,000 * 1 5,000,000

Campaign 3 activations 500,000/activation 500,000 * 3 1,500,000 Campaign 20 locations 50,000/location 50,000 * 20 1,000,000 Campaign 10 locations 100,000/location 100,000 * 10 1,000,000

Microsite 1 microsite 5,000,000/mircosite 5,000,000 * 1 5,000,000

Promotion on Facebook 30,000 clicks 48/click 48 * 30,000 1,440,000

Online Advertisement 20,000 clicks 35/click 35 * 20,000 700,000

Total Budget 54,365,000

FINANCIAL BREAKDOWN *** ALL FIGURES ARE APPROXIMATE**

Items Reach on avg location/channel Calculation TotalTVC 200,000 200,000 * 10 2,000,000

Newspaper Ads 50,000 50,000 * 5 250,000

Billboard cost 10,000 10,000 * 15 150,000

Radio endorsement 50,000 50,000 * 1 50,000

Shop signs 200 200 * 500 100,000

Posters 1,000 1,000 * 300 300,000

Leaflets 50,000 50,000 * 1 50,000

Merchandise 20,000 20,000 * 1 20,000 concert 5,000 5,000 * 1 5,000

Campaign 20,000 20,000 * 3 60,000Campaign 100 100 * 20 2,000Campaign 30 30 * 10 300

Total 2,987,300

Items Average reach per day Calculation TotalMicrosite 1,000 100 * 30 3,000

Online exposure 3,000 3,000 * 45 135,000

Word of mouth marketing 2,000 2,000 * 3 * 45 270,000

Total 408,000

*** ALL FIGURES ARE APPROXIMATE**

REACH ANALYSIS

Calculation Grand Total

Total Reach 2,987,300 + 408,000 3,395,300

Items Formula Calculation Value(BDT)

Cost per contact (Total Investment/Total people reached) 54,365,000/3,395,300 16.01

Return on investment(ROI) (Total Sales/Total Investment) (3,395,000 * 0.03 * 1,500)/(54,365,000) 2.81

ASSUMING ONLY 3% OF PEOPLE REACHED BECOME SUBSCRIBERS FOR A YEAR AND BUY PRODUCTS & SERVICES WORTH BDT 1500

*** ALL FIGURES ARE APPROXIMATE**

REACH ANALYSIS

CAMPAIGN PROJECTIONS

COST PER

CONTACT

Tk. 16.01

ROI

TK. 2.81

TOTAL REACH

3,395,300

IMPLEMENTATION TIMELINE

WEEKSITEMS 1 2 3 4 5 6 7

TVC

Newspaper Ads

Billboard

Radio endorsement

Shop signs

Posters

Leaflets

Merchandise

Facebook Page

concertCampaign Campaign Campaign Online Exposure

Microsite

Promotion on Facebook

Online Advertisement

Red indicates high frequency, orange indicates medium frequency and yellow indicates low frequency