Campaign launch plan

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    15-Apr-2017
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Transcript of Campaign launch plan

1

Launch Plan Vjoy Supreme and Rainbow

Company Confidential - maximus

Partners in progress

1Company Confidential - maximus

Campaign Summary

Target Consumer: Youth - Age Between 18-25 Years (@ 1st smartphone/Upgrade)

Mechanics : Send SMS to Robi - get free Talk Time & Data BundleBuy any maximus Vjoy Supreme or Rainbow smartphones and get the offer below

Key Message: Get your Bonanza offer pack @ Robi.. Maximus Smartphone @ Unbelieveable offer.. Power+

Company Confidential - maximus

Communication:

ATL: Press Advertisements Protho Alo Binodon Page 16 - Quarter Page AdDainik Azadi - Front Page - Quarter Page adDainik Sylhet Er Daak - Front Page -Quarter Page ad

BTL: Stickers, Posters, Danglers, Bundings, Decoration at Selected Outlers, X Stand Banners, Cutouts

SMS Blast Dhk Selected Zones, Ctg Selected Zones By Robi

OOH: Bilboards at high footfall areas Gabtoli (1) Jatrabari (1) Gazipur (1) Ashulia (1)share cost of Robi billboards

Digital: GDN and G&R ads in top 5 websites Prothom Alo, BDnews24.com, Bangladesh24.com, Bdjobs.com, Bikroy.comCompany Confidential - maximus

Key Visuals

Headline: Get Super Smart, Get a Unbelievable Smartphone offer

Sub Head: My Smartphone, My Smart Plan 1 GB RAM, 8 GM ROM with 5 GB data and 1000 min talk time @ 4,999 only

Promo Copy: Buy Vjoy Supreme and get 1000 min free talk time and 5 GB data offer for 30 days

Buy any Vjoy Rainbow and get 750 min of free talk time and 3 GB data offer free for 30 days.

Hero Product: Vjoy SupremeCore Product: Vjoy Rainbow

Note: Visual yet to be finalizedFor illustrations onlyCompany Confidential - maximus

Key Visuals - Sticker

Company Confidential - maximusNote: Visual yet to be finalizedFor illustrations only

Key Visuals Bunting & Danglers

Company Confidential - maximusNote: Visual yet to be finalizedFor illustrations only

In Shop Ambient

Company Confidential - maximusNote: Visual yet to be finalizedFor illustrations only

Execution in 25 Hot Spots

DhakaBashundhara CityRifles Square Suvastu Nazar Valley Rajuk Market Alauddin Tower North TowerShah Ali Plaza Great Wall Market Landview Market Easter Plaza Eastern Mollika Motaleb Plaza Eastern Plus Taltola Cluster Market Shezan Point Stadium Market Metro Shopping MallAyesha Shopping Mall

ChittagongSingapore Bangkok MarketAkteruzzaman Center Sanmar Ocean CityBilkis Supermarket Sylhet & North BengalKarimullah Market TMSS Market Company Confidential - maximusIn Shop Activities to be done in 25 Hot Spots

Press Advertisements

Company Confidential - maximusNote: Visual yet to be finalizedFor illustrations only

Bangladesh Protidin 3rd Page Quarter Page Ad8 October 2015 & 12 October 2015

Dainik Azadi -Front PageQuarter Page ad9 October 2015

Dainik Sylhet Er Daak -Front PageQuarter Page ad9 October 2015

SMS (with support from Team Robi)

Get 1000 min Free Talk Time & 5 GB data with maximus Vjoy Supreme @ BDT 4,999 onlyGet 750 min Free Talk time & 3 GB data with maximus Vjoy Rainbow @ BDT 3,275 onlyCompany Confidential - maximus

Proposed Launch Plan

Pre Sales BuzzSept-OctoberConsumer Launch OctoberCommunicationOctoberPre-sales Press LaunchPress Release

On-ground ActivationAt Markets Key Touch Point Visibility OOHSMS Blast

ATL & BTLCompany Confidential - maximus

Launch Schedule for Vjoy Color handsets

P10W01Press LaunchATL DriveBTL Drive

POSM, In shop OOH starts

Online Product Communication - SMS BlastDigital viral videos

W02-03P11W01P12W04W02W03W04SMS BlastCompany Confidential - maximus

Budget

Description QtyRateCostRemarksBelow-the-line ActivitiesPosters 10,000 BDT 6 BDT 60,000In 25 marketsBunting4,000BDT 20BDT 80,000RetailDanglers10,000BDT 15BDT 150,000RetailCutouts50BDT 3000BDT 150,000Photo Shoot, Model, Photography Charge1BDT 80,000BDT 80,000X Banners18BDT 1000BDT 18,000In selected Robi and maximus storesSticker with fixing20,000 BDT 4BDT 80,000SMS 200,000 sub base500,000BDT 0.050By Robi Dhk & Ctg selected sub base to be focusedAbove the line (ATL) Press Adv3-4BDT 125,000BDT 560,000Half page /Quarter Page/ Stripe ads: Prothom alo, Dainik Azadi, Sylhet Er DaakPress Release15100000BDT 100,000Joint y by Robi and maximusDigital Ads GDN and G&R2-3BDT 200,000BDT 350,000Top 5 local sitesOOH - Billboards4-5BDT 60,000BDT 300,000Jointly -Robi bill boards, cost for 30 days to be sharedBTL Execution 24,000BDT 3BDT 72,000TotalBDT 2,000,000

Company Confidential - maximus

THANKSCompany Confidential - maximus

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Company Confidential - maximus