雪碧提案-上?；顒硬邉?ppt

1、New Positioning Statement,雪碧，解渴夠爽；無需花巧 本來簡單的事情用不著把它復(fù)雜化。喝汽水也一樣，何必太多花巧，道理連篇。雪碧的檸檬口味，爽勁透心；透明的外表，晶亮涼快。帶來徹底的舒爽感受。其實喝汽水解渴夠爽就好。,上海會議策劃公司 善達(dá)公關(guān),Sprite Brand Values,Straight Forward Independent Trustworthy companion Honest Confident to make own choice Comfortable with who they are Sociable,Sprite Intrinsic Va

2、lues,Refreshing Soothing Transparent (crystal clear) Bubbles Thirst quenching Lemon lime Natural,Considerations,As our creative concept on “ No fuss, Straight forward” has not been developed yet, the ideas in this proposal have been developed based on the brands attitude and or the brands intrinsic

3、values. Should the campaign feature a celebrity or “famous” achiever or personality it may gretaly affect the choice of program,Proposed ideas,Adventure Tour Loyalty Program Simple-No Fuss Home Contest Indoor Ski Lucky Draw Outward Bound Sprite Green Campaign,Proposed ideas,Adventure Tour Loyalty Pr

4、ogram Simple-No Fuss Home Contest Indoor Ski Lucky Draw Outward Bound Sprite Green Campaign,Adventure Tour,The Program,Overall Mechanics Nationwide execution Three levels of promotion Secure media partner to create noise and extend the coverage The Tour Pre set a starting and ending point Provide al

5、l basic necessities to the candidates Candidates to design how to complete their route,The Program,Channel Specific Recruitment centers at outlets Redemption centers during level two Conduct mini parties during level three,Logistics,Level One: Instant win - free Sprite Recruitment with proof of purc

6、hase in target channels mail in self description and how you fit into the tour Set up collection boxes at retails to collect Level Two: Premium redemption with proof of purchase Candidates selection for the tour,Logistics,Level Three: Adventure Tour TV/Print Coverage Mini Parties conduct at differen

7、t channels surprise visit by program MC interactive games on spot,Loyalty Program,The Program,Overall Mechanics City level execution Point accumulation mechanics Products for redemption Tailor made high quality merchandise based on “NO FUSS” ideas clothing home essentials bathroom essentials station

8、ary etc Farm trip Resort trip,The Program,Channel Specific Redemption center Display corner roadshow Theme parties in night outlets based on transparent theme,Logistics,Level One: Instant win - free Sprite Ring Pull collection ring pull printed with different values, consumer accumulate ring pull va

9、lue to redeem their favorite merchandise Level Two: Merchandise redemption Merchandise display roadshow,Simple No Fuss Home Contest,The Program,Overall Mechanics Nationwide execution Consumer to sent in their home setting photos Invite famous interior designers to judge Channel Specific Retail level

10、 sales promotion Lucky draw Transparent theme parties in night outlets,Logistics,Level One: Consumer send in their entries with proof of purchase Judging process Lucky Draw Level Two: Advertorial to cover winning work Lucky Draw Prizes Home Renovation by interior designer Furniture coupons,Indoor Sk

11、i Lucky Draw,The Program,Overall Mechanics Nationwide Lucky Draw Theme “ Snow Ski in Hot Summer” Channel Specific Retail level sales promotion Theme parties in target channels,Logistics,Level One: Consumer send in their entries with proof of purchase Instant Win - Free Sprite Level Two: Lucky Draw G

12、rand Prize A two days indoor ski trip for winning couples Other Prize outdoor gear,Outward Bound,The Program,Overall Mechanics City level execution Two level promotion Channel Specific Recruitment Roadshow Redemption,Logistics,Level One: Consumer present proof of purchase to enter the program Instan

13、t Win - Free Sprite Level Two: winners can join the special design outward bound program Promotion redemption at channels suggested items survival kits outdoor activities essentials etc.,Sprite Green Campaign,The Program,Overall Mechanics Tie in with the “Paint the town green” launch Ride on the National Tree Planting Day in all target cities Theme “Tree for your beloved” Channel Specific Retail level sales promotion,Logistics,Level One: Consumer present proof of purchase to enter the tree planting activities Ins