J&B CITY REMIX

J&B CITY REMIX

H1 report

As measured by BTS June 2012 increase Adopters base from 19.4% to 20%

BTS November result – 19,7%

“Excites me about the possibilities of the night” 5.8% to 9%

BTS November results – 11,9%

“It’s modern and up-to-date” from 11.9% to 14% BTS November results – 20%

Key metrics F12

J&B City Remix objectives:

generate campaign awareness on a national level using channels with wide coverage and high reach - TV, OOH, radio and indoor advertising (cinema) cover the media journey of the TG consumer – transport, cinema, radio, Social Networks and Internet, TV, popular hang-out/meeting spots drive traffic to the landing page – FB City Remix App engage consumers with the campaign and encourage them to upload clips

campaign mechanics: use main media channels

TV OOH Indoor Radio Digital

execute weekly sound collecting challenges use prize winning games

J&B City Remix H1strategic approach

J&B CITY REMIXINTERNAL LAUNCH

City Remix launch at Avendi City Remix launch event was organized for Avendi employees in front of their office.

The event took place in the morning when everybody were arriving for work

A J&B team was explaining the campaign to arriving staff members and officers.

The on trade City Remix corner was set up and everybody had a chance to get a first hand City Remix experience with the City Remix iPad mechanic and win a J&B prize.

Internal launch

Internal launch

MediaTV

30’’ TVC

(double-click to play)

MediaTV

3’’ opening cut-in

4’’closing cut-in

non-standard branding/ commercial block cut-ins


MediaRadio

Objectives stage 1 /06.10 – 18.11/

support of TVC and OOH, generate campaign awareness explain the campaign and communicate the uploading mechanism

stage 2 /14.11 – 10.12/

generate engagement and stimulate clip uploads with prize winning WSCC (Weekly Sounds Collecting Challenges).

Formats

stage 1 - 30’’ radio commercials stage 2 - WSCC

20’’ WSCC radio commercial clips repeated call to action announcements by radio hosts from 8:00 - 18:00

MediaRadioRadio commercial

[double-click on the icon to play]

[back translation] The city sounds are all around you. Record a clip with the sounds of your city and upload it to cityremix.bg. Join the J&B City Remix and win party prizes.

WSCCs Week 1 – Sound from a transportation vehicle

[back translation] Participate in J&B and radio N Joy’s game – capture sound from a transportation vehicle, upload it on cityremix.bg and you can win a brand new iPhone 4 and a ticket to the best Christmas party in Bulgaria. Participate in J&B and radio N Joy’s game, join the City Remix now!

Week 2 – Sound from construction works[back translation] Your neighbor is drilling into your walls?? Don’t start raging, start recording! Participate in J&B and radio N Joy’s game - captures sound from construction works, upload it on cityremix.bg and you can win brand new iPhone 4 and a ticket to the best Christmas party in Bulgaria. Participate in J&B and radio N Joy’s game, join the City Remix now

WSCC 1 - Transportation vehicle.mp3

MediaRadio

WSCCs (cont.) Week 3 – Sound not typical for your city

[back translation] You don’t have to be a talented musician to join the City Remix . Participate in J&B and radio N Joy’s game – capture sound which is not typical for a city, upload it on cityremix.bg and you can win a brand new iPhone 4 and a ticket to the best Christmas party in Bulgaria. Participate in J&B and radio N Joy’s game, join the City Remix now!

Week 4 – Sound of emotion [back translation] (Heey, come on - drive…) Get moving! Participate in J&B and radio N Joy’s game – capture sounds with the emotions of the people around you, upload them on cityremix.bg and you can win a brand new iPhone 4 and a ticket to the best Christmas party in Bulgaria. Participate in J&B and radio N Joy’s game, join the City Remix now!

WSCC 3 - Unorthodox city sound.mp3

MediaRadio

Results/KPIs 267 broadcasts

radio commercials105 WSCC ads - 162

Uploaded clips before WSCC Total – 38 days - 70 clips (~ 1,84 clips per day)

Uploaded clips during WSCC Week 1 - 21 Week 2 - 35 Week 3 - 14 Week 4 – 41 Total: 28 days – 111 clips (~ 3,96 clips per day)

MediaOOH – building wrap-up

Location - Vasil Levski Blvd. – a central city location and a popular TG meeting point

MediaOOH – building wrap-up

Location - Plovdiv

MediaOOH – scrolling billboard

Global key visuals adaptation - central locations in Sofia, Plovdiv and Varna

MediaOOH – billboard 4 x 3

Global key visuals adaptations - central locations in Sofia and Varna

MediaOOH – city lights

Global key visuals adaptation - central locations in Sofia, Plovdiv and Varna

MediaOOH – bus branding

Bus route - “Students Town” – Sofia University (central location)

MediaOOH – bus branding

MediaOOH – guerilla OOH branding

Branding of parking bollards remind a key moment from the TVC (hand turning a fire hydrant) visualizing the three most recognizable buttons on a DJ Deck central locations and pedestrian zones

[back translation] Remix the sound of you city with J&B at www.cityremix.bg

http://www.cityremix.bg/

MediaOOH – non standard branding

MediaOverall OOH Results/ KPIs

1 branded bus: 31.10 – 19.12 2 building wrap-ups:

Sofia and Plovdiv

scrollers: Sofia – 5 two-side scrollers (31.10 – 27.11) Plovdiv – 5 two-side scrollers (31.10 – 27.11) Varna – 1 two-side scroller (31.10 – 27.11)

billboards (4x3): Sofia – 1 (31.10 – 27.11) & 1 (31.10 – 14.11) Varna – 3 (31.10 – 13.11) & 1 (14.11 – 27.11)

city lights: Sofia – 10 two-side city lights (31.10 – 13.11) & 9 (14.11 – 27.11) Plovdiv - 10 two-side city lights (31.10 – 13.11) & 10 (14.11 – 27.11) Varna - 12 two-side city lights (31.10 – 13.11) & 12 (14.11 – 27.11)

guerilla OOH – parking bollards Sofia – sets of 3 branded bollards at 6 central locations

MediaIndoor/cinema

Cinema advertising

Period 18.11 – 01.12

Format - 30’’ TVC clip

Coverage: 5 cities 11 cinema halls 29 585 views (planned 21 000)


MediaDigital

Objectives: Stage 1 (07.10 – 12.11)

generate total online City Remix awareness using high impact / high frequency formats

Stage 2 (14.11 – 11.12) – WSCC challenges encourage clip uploads with iPhone winning initiatives - WSCCs dynamic creative executions - new creative visuals developed for different stages 6 different creative visuals were developed for a period of 2 months

Landing page of the web campaign (for both stages): J&B FB page

banner 300x250

MediaDigital

Synchronized presence - Wallpaper branding +TVC banner

MediaDigital

branded J&B video channel

MediaDigital

Megaboard banner 720x300

MediaDigital

Webisode 1 - featured video

MediaDigital

Webisode 1 was featured video clip on the home page of the most popular video sharing website in BG

Results:views - 28 861 comments -135 thumbs up (likes) -1870

Synchronized presence:Wallpaper Branding + banners

MediaDigital

Branded header

banner 160x600

MediaDigital

MediaDigital

wallpaper+flash megaboard - new creative executions, communicating the prize-winning game

Megaboard 720x300

MediaDigital

728x90

MediaDigital

Branded header (new creative communicating prize winning game)

MediaDigital

branded video channel

MediaDigital

WSCC 1

MediaDigital

New creative, communicating every weekly challenge

WSCC 2

MediaDigital

WSCC 3

MediaDigital

WSCC 3

WSCC 4

MediaDigital

WSCC 4

MediaDigital

MediaDigital

City Remix advertising in the iPhone and iPad versions of the most visited sports website in BG. Ads landing in iTunes website, at the download page of CR iPhone App

Results – Key KPIs (total for stage 1 and stage 2)

Overall campaign impressions - 9 847 165 Overall clicks - 46 660 Average campaign CTR – 0,47%iPhone App installations - 79 (KPI for the ads in mobile media)

MediaDigital

Social media - Facebook Objectives

use Facebook page as communication hub/focus communication in FB create traffic towards the landing page of the campaign using FB Ads create buzz about city sounds/excitement about the campaign through interesting and interactive FB page content

• communicate campaign elements• engage FB users with campaign• urge users to upload city sounds in the FB app• urge users to download CR iPhone app• announce weekly challenges

prize winning game

MediaDigital– Social Media

Formats - FB Standard Ads

Win an iPhone. Record sound of from a transportation vehicle and upload it to J&B City Remix. See how.

[back translations]

J&B challenges you! Record sound from construction works and win an iPhone.

Win an iPhone every month with J&B. Turn your city sounds into music.

MediaWeb – Social Media

Formats - Page Post Ads (important moments throughout the campaign)

Today we are announcing the first J&B City Remix weekly challenge. If you manage to…

[back translations]

For our most loyal fans here in facebook, we would like to set up a special premier of the newest….

This week every drill, power hammer or a neighbor doing repairs is your target…


Formats - Page Post Ads (cont.)

What is City Remix? Find out personally from the global J&B DJ Russ Chimes and the producer Patrick Jean

[back translations]

If you own an iPhone, download the City Remix App and start collecting your city sounds, while you can also remix them in a music track.

Meet the DJ who will create a smashing music track with your city sounds!



An usual night. The usual city sounds – car horn, policeman whistle… But what would happen if the sounds form a rhythm? Here’s what!

[back translations]

400 people participated in the second City Remix flash mob in Argentina. Great sound Buenos Aires!Join the Bulgarian City Remix and let’s show the world that we know how to party, too!



For our most loyal fans here in facebook, we would like to set up a special premier of the newest J&B TV commercial. For the first time, only here and now. So, what do you think, do we win your “like”?

[back translations]


MediaOn-trade activities

objectives: communicate Join the City Remix and provide city sound/remix experience drive consumers to FB

ActivitiesSOLAR Christmas Party

J&B is supporting the biggest and most expected party in Bulgaria this winter – SOLAR Christmas Party

J&B presence in the advertising campaign of the party TV spot in CITY TV (music TV) Poster campaign Branded bus OOH non standard vinyl banners


J&B presence at the eventbranding – key locations

entrance, beach surfs, all bars J&B logo projection on the front wall of the venue J&B video clips will be played on the 70m. wide video screens

promo activities party starters + MBM will be starting the party with the guests 2 J&B corners will provide City Remix experience to the guests (through the on trade mechanic) party starters will be giving prizes at the bars to pushing J&B sales up

photo booth styling zone – fluorescent J&B logo will be painted on guests hands, faces, etc. big disco ball – placed on a platform and party starters will be dancing around it J&B balloons - 1000 balloons will fall from the ceiling during the peak of the party


Key visual video spot

(double click to play)

THANK YOU FOR YOUR ATTENTION AND

NEVER STOP STARTING A PARTY NO MATTER WHERE YOU

ARE!

J&B CITY REMIX

Documents

Transcript of J&B CITY REMIX