Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.
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Transcript of Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.
![Page 1: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/1.jpg)
Kazakhstan Fashion Week (May 14-17, 2008)
Sponsorship report - Nissan KAZ
![Page 2: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/2.jpg)
Content
• Event description
• Sponsorship description
• Pre-event communication
• Event facts
• Post event communication
• Kazakhstan Fashion Week November proposal
![Page 3: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/3.jpg)
Event Description
• Kazakhstan Fashion Week is the biggest Central Asian fashion show
• The core of event is the show of prêt-â-porter clothes collection of Kazakhstan and Western clothes designers
• The main purpose of event is to generate vast attention for the culture of modern fashion by intensive mass media involvement
![Page 4: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/4.jpg)
Sponsorship Description
• Nissan brand - is the main partner of the Event • In every communication the main headline was
dedicated to Nissan – “Official brand of the Fashion Week – Nissan” plus logo
• Nissan presented throughout whole campaign – Key visual– TV Commercial– Venue installations (press wall, Nissan corner, pop up stands,
etc)– Invitations, letterheads, etc
• Product placement and Test drive for guests were organized at the event
![Page 5: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/5.jpg)
Pre-event communication
• Main purpose of pre-event communication to create maximum awareness especially among mass media
• Duration: from April 28th till May 16th
• Main communication tools (media):– Outdoor (billboards, LED Displays, Spreads, etc)– TV (national channels and cable TV)– Radio (national channels)– Press (newspapers and glossy magazines)– Print materials (catalogues, invitations, etc)
![Page 6: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/6.jpg)
Pre-event communication
• Outdoor – 10 LED displays at the city best locations. Total 81 240 airings.– Spread 15m*1.5m
Placement cost $59 180
![Page 7: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/7.jpg)
Pre-event communication
• Outdoor advertising sample (LED Display 3m*6m)
![Page 8: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/8.jpg)
Pre-event communication
• Outdoor advertising sample (LED Display 3m*6m)
![Page 9: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/9.jpg)
Pre-event communication
• Outdoor advertising sample (1,5 m x 15 m wall spread)
![Page 10: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/10.jpg)
Pre-event communication
• TV– National Channels (Kazakhstan TV, Astana TV): 125 airings – Cable TV in Almaty only (Alma TV): 588 airings
Placement cost $142 690
![Page 11: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/11.jpg)
Pre-event communication
• Radio– Radio NS – Total 105 Radio Commercial airings
Placement cost $26 673
![Page 12: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/12.jpg)
Pre-event communication
• Press– Glossy Magazines (1 issue in each)
• Cosmopolitan • Cosmo shopping and beauty • Beauty World• Night Life• Time out • Yapiray
– Newspapers:• Liter (15 issues)• Komsomolskaya Pravda (9 issues)• AiF (4 issues)
Placement cost $103 850
![Page 13: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/13.jpg)
Pre-event communication
• Press issue sample
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Pre-event communication
• Print distribution materials– Catalogues– Invitations– Leaflets– Staff and guest badges
Production and distribution cost $11 900
![Page 15: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/15.jpg)
Pre-event communication
• Catalogue
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Pre-event communication
• Catalogue
![Page 17: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/17.jpg)
Pre-event communication
• Catalogue
![Page 18: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/18.jpg)
Pre-event communication
• Catalogue
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Pre-event communication
• Standard Invitation
![Page 20: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/20.jpg)
Pre-event communication
• VIP Invitation
![Page 21: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/21.jpg)
- Staff and guest badges
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Pre-event communication
• Total cost of communication
• Outdoor (billboards, LED Displays, Spreads, etc) - $59 180• TV (national channels and cable TV) - $142 690• Radio (national channels) - $26 673• Press (newspapers and glossy magazines) - $103 850• Print materials (catalogues, invitations, etc) - $11 900
• Total pre-event communication cost $344 293
![Page 23: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/23.jpg)
Event
• Dates of event: 15th and 16th of May• Attendance:
– 2800 people invited– More than 2500 people attended
• Place: Bakhshasaray Convention Palace • Most famous Kazakhstan celebrities attended event• Honored guest – Alexander Vasilyev, world known art
and fashion historian
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Event press attendance
• Press conference was held on the first day
Media Attended media
TV 12
Radio 2
Press – Magazines 39
Press – Newspapers 18
Others – Internet, press club, news agencies 5
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Nissan as sponsor at the event
• Prominent position for Nissan:– Special product placement at the entrance to the venue– Test drive with dealer consultants during whole event– Nissan corner inside the venue– TV commercial rotation on every available screen at the venue– Branding of KFW press walls– Print materials and premiums distribution in the guest gift set
Total placement cost:- product placement (car exhibition) – $1 350- corner space lease - $1 600- inner branding (incl. print materials distr.) – $8 500
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Nissan as sponsor at the event – Product Placement
• The special theme developed for the Nissan product placement – Car aerographic linked to the latest fashion trends – Nissan Qashqai– Nissan Murano– Nissan Micra
• Car exhibition was supported by fashion promotion models in the special clothes collections from famous Kazakhstan designers
Branding cost: $9 000
![Page 27: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/27.jpg)
Nissan as sponsor at the event – Product Placement
![Page 28: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/28.jpg)
Nissan as sponsor at the event – Product Placement
![Page 29: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/29.jpg)
Nissan as sponsor at the event – Product Placement
![Page 30: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/30.jpg)
• VIP person on fashion cars show
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Nissan as sponsor at the event – Product Placement
Test drive of Nissan cars
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Nissan as sponsor at the event – Inside branding
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Nissan as sponsor at the event – Pre-Party KFW
Press lunch for media and partners
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Nissan as sponsor at the event – Inside branding
![Page 35: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/35.jpg)
Nissan as sponsor at the event – Inside branding
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Nissan as sponsor at the event – Press & Guest walls
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Nissan as sponsor at the event – Press walls
![Page 38: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/38.jpg)
Nissan exhibition stand
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After party event
• A the last day After Party event took place• Location: Heaven Night Club, one of the Kazakhstan’s most famous
clubs• 150 VIP guests and press representatives attended• Sponsors were awarded for the contribution to fashion industry of
Kazakhstan• Nissan’s presence:
– Product placement at the entrance
– POP UP stands
– Press wall
– Print materials distribution
Event cost: $15 000
![Page 40: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/40.jpg)
After party event
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18 media invited18 media invited2323 Articles published Articles published
5 automotive press (Za rulem, Omega, Automir, AutoCruise, Megapolis za rulem)
$90 103 (with 30% discount without VAT)
Total coverage worth
(to be calculated in the final report) USD (all publications)
Nissan Teana Test Drive
5 business press (Vremya, Kaz pravda, NP, Izvestia, AiF)
4 woman press (Cosmopolitan, Domovoy, Mini, Beauty World, Vintage)
3 general interests press (Yapirai, Time Out, Night Life)
1 men’s press (Men’s Health)
![Page 42: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/42.jpg)
“Vintage” monthly magazine, №4, 2008 Circulation: 10 000
2 A4 full pages
Nissan Kazakhstan Fashion Week
SummarySummary
2 A4Worth $4 083(with 30% discount)
Mention of company Nissan as sponsor of event + test drive of Nissan’s cars
![Page 43: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/43.jpg)
“Automir” Automotive weekly magazine, №24, 2008 Circulation: 20 000
¼ A4 full pages
SummarySummary
¼ A4Worth $316(with 30% discount)
Mention of company Nissan as sponsor of event + test drive of Nissan’s cars
![Page 44: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/44.jpg)
“Cosmopolitan” Circulation: 30 000
2 A4 full pages
SummarySummary
2 A4Worth $11 754(with 30% discount)
Mention of company Nissan as sponsor of event
![Page 45: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/45.jpg)
“Beauty World” Circulation: 35 000
A4 Extra full pageMention of company
Nissan as
sponsor of event
A4 ExtraWorth $5 990(with 30% discount)
![Page 46: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/46.jpg)
“Akademiya Stilya” Circulation: 10 000
2 A4 full pages
SummarySummary
2 A4Worth $3 990(with 30% discount)
Mention of company Nissan as sponsor of event
![Page 47: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/47.jpg)
“Time Out” Circulation: 10 000
¼ A4 full pages
SummarySummary
2 A4Worth $4 400(with 30% discount)
Mention of company Nissan as sponsor of event
![Page 48: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/48.jpg)
“Yapirai” monthly magazine, №5, 2008 Circulation: 20 000
4 A4 full page
Summary
4 A4Worth $5 472(with 30% discount)
Mention of company Nissan as sponsor of event
Nissan Kazakhstan Fashion Week
![Page 49: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/49.jpg)
“Faces” monthly magazine, Circulation: 15 000
2 A4 full page
Summary
2 A4Worth $6 150(with 30% discount)
Logo Nissan on the pictures
Nissan Kazakhstan Fashion Week
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“Mini” Monthly magazine, №07, 2008 Circulation: 40 000
1 1/3 A3 full pageSummarySummary
1 1/3 A3Worth $1 410(with 30% discount)
Mention of company Nissan as sponsor of event is absent
Mention of company Nissan
Nissan Kazakhstan Fashion Week
![Page 51: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/51.jpg)
“Omega” Automotive weekly newspaper, №20, 2008 Circulation: 25 000
124 sq. sm.SummarySummary
124 sq. sm.Worth $230(with 30% discount)
Mention of company Nissan as sponsor of event + test drive of Nissan’s cars
Nissan Kazakhstan Fashion Week
![Page 52: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/52.jpg)
“Izvestia Kaz” Weekly newspaper, №89, 2008 Circulation: 48 000
761.25 sq. sm.SummarySummary
761.25 sq. sm.Worth $3 419(with 30% discount)
Mention of company Nissan as sponsor of event is absent in the text
Nissan Kazakhstan Fashion Week
![Page 53: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/53.jpg)
“Vremya” Weekly newspaper, 17.05.2008 Circulation: 40 000
641 sq. sm.
SummarySummary
641 sq. sm.Worth $2 810(with 30% discount)
Mention of company Nissan as sponsor of event is absent in the text
Nissan Kazakhstan Fashion Week
![Page 54: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/54.jpg)
“Kaz pravda” Weekly newspaper, 20.05.2008 Circulation: 114 000
599 sq. sm.
SummarySummary
599 sq. sm.Worth $2 784(with 30% discount)
Mention of company Nissan as official car Nissan Micra of the event
Nissan Kazakhstan Fashion Week
![Page 55: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/55.jpg)
“Novoe pokolenie” Weekly newspaper, №20, 2008 Circulation: 35 000
2000 sq. sm.
SummarySummary
2 000 sq. sm.Worth $8 466(with 30% discount)
Nissan Kazakhstan Fashion Week
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“Argumenty I Facty” Weekly newspaper, №21, 2008 Circulation: 35 000
1 A3 full pageSummarySummary
1 A3Worth $4 048(with 30% discount)
Mention of company Nissan with models Micra, Qashqai and Murano
Nissan Kazakhstan Fashion Week
![Page 57: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/57.jpg)
“Domovoy” Monthly magazine, №3, 2008 Circulation: 10 000
1 A4 full page
SummarySummary
1 A4Worth $3 938(with 30% discount)
Mention of company Nissan
Nissan Kazakhstan Fashion Week
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“Night life” Monthly magazine, №4, 2008 Circulation: 20 000
2 A4 full page
SummarySummary
2 A4Worth $3 704(with 30% discount)
Mention of company Nissan
Nissan Kazakhstan Fashion Week
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“AutoCruise” Automotive weekly magazine, №22, 2008 Circulation: 5 000
240 sq. sm.
SummarySummary
240 sq. sm.Worth $598(with 30% discount)
Mention of company Nissan + photo of models
Nissan Kazakhstan Fashion Week
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“Men’s Health” Monthly magazine, July 2008 Circulation: 15 000
1/3 A4 full pageSummarySummary
1/3 A4ADE = $1 153(with 30% discount)
Mention of company Nissan with models Murano, Qashqai and Micra
Nissan Kazakhstan Fashion Week
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“Za rulem” Automotive monthly magazine, №7, 2008 Circulation: 15 000
6 A4 full page
SummarySummary
6 A4ADE = $5 735(with 30% discount)
Mention of company Nissan with models Murano and Micra
Nissan Kazakhstan Fashion Week
Brief description of Micra and Murano.
Technical data.
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“Megapolis za rulem” Automotive weekly newspaper, №20, 2008 Circulation: 48 000
1 066 sq. sm.
SummarySummary
1 A3ADE = $7 048(with 30% discount)
Nissan Kazakhstan Fashion Week
Test drive Nissan’s cars (Almera, Note, X-Trail, Murano, Pathfinder, Patrol)
Nissan’s cars (Micra, Murano, Qashqai) decorated of the air brash
![Page 63: Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.](https://reader031.fdocuments.net/reader031/viewer/2022012922/5517bd8555034616658b4676/html5/thumbnails/63.jpg)
Project outcome
• Project had very wide pre and post communication • Nissan was most prominent participant of the event, and was mentioned in any post
event communication• Very targeted event participants presented. Auditorium was “Trend Setters”• Project had very strong image connotation – Nissan and Fashion • Total project worth 475 836 $
– Pre-event communication: $ 344 293
– Event: $ 20 450
– After Party: $ 15 000
– Post event communication: $ 96 093
• Taking into consideration that Nissan image, as well as its logo appeared in every communication and Nissan’s part was equal to KFW part, it is assumed that brand appearance was 50%
• Therefore:– Project investment: $113 000
– Project outcome (50%): $237 918
– ROI: 2.11
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KFW November proposal
THANK YOU!