Empact! Activation ServicesMajor Activations

A presentation by Empact!

Introduction

Owing its humble beginning in 2005 as a small BTL (Below-the-Line) advertising division of Image Graphic Solutions (Pvt.) Ltd., EMPACT! grew into one of the largest activation agencies in Pakistan and is the fastest growing one.

With offices in all three metros of Pakistan, a branch in Hyderabad, and planned branches in strata 2 cities in the near future, our workforce comprises of the best in the industry. From strategic planning and creative idea generation to production and on-ground execution our team of dedicated professionals are amongst the best in the world!

With the ATL clutter increasing day by day, BTL solutions are fast becoming the most effective, interactive and result yielding choice for brands. EMPACT! solutions can help your Brand create impressions that last!

What we do…

• PROMOTIONS & ACTIVATIONS– Float Production and

Execution– Direct Marketing– Product Sampling– Product Selling– Kiosk Production and

Execution– Display Stalls at

Exhibitions– Citywide or Nationwide

Poster/Banner Placement

– Lucky Draws Schemes– Mobile Games and

Festivals– POS and POP placement

Campaigns– Merchandizing

• EVENT MANAGEMENT– Concerts– Product Launches– Conferences /

Seminars– Exhibitions– Corporate Functions– Festivals

Some Major Rural Activations

Rural Activations - Major

• Gold Flake Mela – 30 mela in 2 years• Gold Flake Jeet Ka Sitara – 35 floats in 52 towns• Motorola Shaam-e-Qalander – 3 day Sufi Concert at

Sehwan 2006• MotoFone Roadshows – Musical Road shows in15

towns • Motobus – A 1 year project covering 143 towns• Pearl Dust Milian Party – started in Q4 2007 – still

operational • Pearl Dust Autak – a consumer contact of 50,000• Energile Floats – Activity in Sind &

Baluchistan• Castrol Clinic & Movie Trailer – A 2 year CSR project• Castrol Branded Zones – Inflatable Product Replicas

& Billboards on Highways

Activation: Gold Flake Melas

• Scope: Rural Sindh & Punjab

• Duration: 2 Years – 2006/2007• Number of Mela: 30

• Activation Type: – Redemption Stall with Lucky Draws– Conversions– Banners– Wall Painting– Shop Sun Shades

Gold Flake Melas - Pictorial

Activation: Gold Flake Jeet Ka Sitara

• Scope: Sindh & Punjab• Duration: 45 days – 2006• Coverage: 125 towns

• Activation Type: – Consumer Promotion– Floats Displaying Gifts, conducting Lucky

Draws and conversion drive

Gold Flake Melas - Pictorial

Activation: Motorola Shaam-e-Qalanadar

• Scope: Sehwan Mela• Duration: 3 days - 2006•• Activation Type:

– Sufi Concert (3 days)– City Branding– Mobile Cell phone Experience Float– Display & Selling Stall.

• Result:

– Over 100,000 people participated per day

Shaam-e-Qalandar - Pictorial

Activation: Pearl Dust Autaq

• Scope: Interior Sindh• Duration: 3 months - 2008

• Activation Type: – Stage Float with projection system– Light Entertainment– Wet Tea Sampling.

• Result:– More than 50000 contacts in deep rural

areas.

Autaq – Pictorial

Activation: Pearl Dust Millan Party

• Scope: Interior Sindh• Duration: 9 months –

2007/2008• Activation Type:

– Tea Party at a selected house with invites to neighboring females.

– Personal Contact with consumers and discussion on family life while having tea.

• Result:– Increased retention of the brand.

Millan Party – Pictorial

Activation: Castrol Mobile Clinic

• Scope: Nationwide – Truck addas

• Duration: 2 year ongoing – 2008

• Activation Type: – CSR Campaign – Mobile Clinic with free

checkup during the day & Cinema at night

• Result:– Service being highly appreciated by truckers.

Makes them feel that Castrol cares.

Castrol – Pictorial

Some Major Urban Activations

Some Urban Activations

• Surf Excelmatic• Marlboro Riders• Lipton on Wheels (ongoing)• Nokia Press Conferences• Minute Maid Pulpy Orange 2008 Launch• Minute Maid Pulpy Orange 2009 • Sony Ericsson Dome 2007-08• Clear – Launch• Knorr Make a Meal Launch• Surf Excel JAWS• Knorr Cubes• Coke Brrr…• Knorr Soups• Cornetto Sparks

Activation: Surf Excelmatic

• Scope: Metros • Duration: 49 days – 2008

• Activation Type: – Machine Replicas – Malls– Interactive Kiosks – Saloons & Garment

Stores– Handheld Movie Players – MTs & IMTs

• Result:– A clutter breaking concept which created

brand awareness and induced trial.

Excelmatic - MALLS

Excelmatic – IMT’s/MTO’s

Excelmatic – DEPT. STORES/SALONS

Activation: MMPO Launch

• Scope: Metros • Duration: 2 months – 2008

• Activation Type: – Sampling & Awareness via Thematic Float

& Kiosks at Malls, MTs, IMTs, Parks, Recreational Areas.

• Result:– Achievement of target consumer contacts

MMPO – Pictorial

Activation: Olwell

• Scope: Metros

• Duration: 2 months – 2 phases - 2007

• Activation Type:– MTOs – Intercepts, Flash Shoppers &

Lucky Draws

• Result:– All set targets were achieved

Olwell – Pictorial

Flash Shoppers

Briefing, Data Collection & Instant

Prizes

Activation: Sony Ericsson Picture Gallery

• Scope: Metros • Duration: Four (3 day) events

– 2008

• Activation Type: – Picture Gallery with experiential areas of

all models & souvenirs.

• Result:– Effective Brand Awareness & Experience

for Consumers.

Sony Ericsson Picture Gallery

Dome

Gallery

Interaction

Auction

Activation: Surf Excel JAWS

• Scope: Metros • Duration: 49 days –

2007

• Activation Type: – Washing Demo Floats & Stalls at GT

Clusters and Residential areas• Result:

– Reinforcement of 10/10 stain removal promise via a physical demo and gaining their trust.

JAWS – Pictorial

Activation: Coke Brrr…

• Scope: Strata 1 & 2 Cities• Duration: 67 days – 2008

• Activation Type: – Brrr… Experience via a well air

conditioned Float & penguin themed Wii game.

• Result:– Talk of the town, creating hype and

supporting the ATL campaign.

Coke Brrr… – Pictorial

Activation: Knorr Mascots

• Scope: Metros• Duration: 2 months – 2008

• Activation Type: – Intercepts by Mascots at MT & Malls. Gifts

and Souvenirs on purchase.

• Result:– Achievement of more than 26,000

contacts (kids)

Knorr Mascot – Pictorial

Activation: Cornetto Sparks

• Scope: Karachi & Lahore• Duration: 1 month – 2008

• Activation Type: – Hype of Cornetto Jal song via Interactive

Song Recording Kiosk and a Karaoke activity.

• Result:– Overwhelming response to the Karaoke

Competition.

Cornetto Sparks – Pictorial

Marlboro Riders

• A DCC activity for 2 months in the metro cities of the country

• Over 90,000 contacts achieved– Taste Trials– Data Collection– Promotional Pack selling

• Very high profile BAs selected, who drove around in Chevy Colorado’s, intercepting members of the TG throughout the city

Activation: Lipton on Wheels

• Scope: Khi, Lhr, Isb, Mux & Fsd

• Duration: 1 month – 2009

• Activation Type: – To create a hype about the current

campaign message “Clear your Mind”– A convoy of 8 bikes & a Vitz going around

town, intercepting TG & briefing them about the brand

Lipton on Wheels – Pictorial

Nokia Press Conferences

• Scope: Khi

• Activation Type: – High profile events held at Marriot &

Sheraton Karachi to launch Nokia phones in Pakistan

– Rural theme for Nokia 1200 series (low-cost phones)

– Music theme, with a catwalk for the Express Music 5800

Nokia Press Conferences

Some Major School Activations

School Activities & Us

• Over the past year Empact! has successfully helped many brands in meeting their objectives by tapping into the once not so explored channel, Schools

• Now after conducting many activities in various schools, Empact! has established cordial relationships with many well known school networks and thus offers its client this advantage, so that they are able to reach their core TG, at the institutes of their choice

Our Achievements

• Some of our highlighted achievements with the brands that have owned the schools as a channel are as follows,

• Blueband• Knorr Noodles• Lifebuoy Handwash• Paddlepop• Minute Maid Pulpy Orange (Coca Cola Co.)• English Biscuits Manufacturers

• Scope : Schools (Class A) in Karachi, Lahore and Islamabad

• Total Schools: – 465

• Activity Overview:• BBM provided the kids and their parents a free

service by measuring the heights & weights of the children at schools and sending them home with the measurement certificates. The kids also availed a chance to win gifts courtesy BBM on wrapper redemption.

• Total Contacts : 133,200+ achieved

The height & weight measurement

A 7’ high covered area, 12’ x 12’ space

Knorr Noodles

• Scope: Karachi

• Total Schools: 80 Schools (A & B) (Grade 1-6)

• Activity Overview:• Knorr Noodles, with the help of Rafi Peer and

Empact! entertained the kids at the schools with an enjoyable puppet show, after which the kids were given free samples of the product. Wrapper redemption was also conducted to which a great response was received

• Total Contacts: 23,000+ kids entertained

Over 200 kids per show!

Free Sampling

Global Handwashing Day ‘08

• Scope:KarachiIslamabadLahore MuzafargarhRahim Yar KhanKasur

• Total Schools: 6 Schools (TCF Schools)• Activity Overview:

LB visited schools to teach kids about germs and how to protect themselves from germs. BA’s helped the kids observe the germs in the germ buster kits, before and after they washed their hands using LB soap.Certificates for participation were distributed to all.All the events were carried out simultaneously and covered by the press.

• Total Contacts: 1200 kids washed their hands with LB

The Germ Buster Tests & Hand washes

The Certificate Distribution

Minute Maid Pulpy Orange 2009

• Scope: A’Levels/Intermediate schools – Universities

• Karachi, Lahore, Islamabad• Gujranwala (Free sampling only)

• Total Institutes: 100 nationwide

• Activity Overview:– Graffiti Activity: Inter-school Freestyle Art contest– Free sampling of Product

• Total Contacts: – 1,920 contest participants (from 60 schools)– 28,000+ students – free sampling– A Facebook community of students that interacted

by viewing/tagging/commenting on activity pictures & winner announcements

Minute Maid Pulpy Orange 2009Nature Freestyle Graffiti Contest

The Team & the Setup

Minute Maid Pulpy Orange 2009Nature Freestyle Graffiti Contest

The Activity

Minute Maid Pulpy Orange 2009Nature Freestyle Graffiti Contest

Winners & Amplification

EBM (Safe Food Awareness) 2008

• Scope: Khi, lhr & Isb

• Total Schools: 33 Schools (A&B)

• Activity Overview: EBM visited several schools as part of their CSR campaign to educate kids about healthy eating habits. Kids were shown a video regarding healthy eating and then asked to submit entries (paintings) on what they learned. Prizes were distributed among the winners

• Total Contacts: 20,000+ kids touched

The Show

Paddle Pop Pyrata

• Scope: Junior Schools in Lahore

• Total Institutes: 30 schools

• Activity Overview:– A Pre-Hype announcing the arrival of the Pyrata

team. Kids were told to bring along wrappers of Paddle Pop to win exciting, thematic prizes on the day of the event.

– At the event, a movie show of the Pyrata animation was held, in a decorated, thematic setting, featuring replicas of exciting elements/props from the movie. Sales & wrapper redemption also a part of the activity.

• Total Contacts: – 13,540 contacts (from 30 schools)– Wrapper redemption: 22,837

Paddle Pop PyrataThe Team & the Setup

Paddle Pop PyrataGames, Wrapper Redemption & Testimonials on TV

Thank you!

Questions? Contact us:

Ali Shahid, Head of Client Servicing (alishahid@empact-pk.com, 0301-828-2861)

Sana’a Durrani, Head of Strategy & Planning(sana@empact-pk.com, 0301-828-7709)