士力架2013案例 Snickers P3 Proposal.pdf

Snickers P3 Promotion 1 Agenda Agency Task Objectives Proposed BTL Strategy for Snickers Initial Creative Concepts Discussion / QA 2 Agency Task Objectives 3 Agency Task Objectives *AGENCY BRIEF To develop a BTL campaign as an integrated communications plan fitting with the ATL campaign and overall brand essence Deliver xxx global brand position Bring the xxx ICP direction/theme to life at retail and other touch- points *OBJECTIVES Drive FREQUENCY / BASKET SIZE in Phase 1 Markets Enhance AWARENESS / TRIAL in Phase 2 Markets 4 Proposed BTL Strategy for Snickers 5 Snickers BTL Building Blocks Connect with BLOKES Everyday Everywhere Activate Brand at Multiple Touch Points Get Out-of-Aisle Get Out-of-Store Drive Brand Interaction Bring Exclusive Experience PHASE 1 MARKETS Enhance Awareness Drive Basket Size Frequency PHASE 2 MARKETS Increase Awareness Drive Trial OBJECTIVES BTL STRATEGY BTL SOLUTIONS BRAND PROMOTION ?? Consumer Promotions ?? Online Drive to Purchase ?? Affinity to “BLOKE” Places BRAND ACTIVATION ?? Trial/Sampling ?? Event/Road Show ?? Consumer Promotions ?? Online Brand Image Building 6 awareness retail online event Create Experience Data Capture / Opt In Information Sharing Entice to Try Buy / Drive to Retail Create Experience Reward Behavior Data Capture / Opt In Information Sharing Entice to Buy / Drive to Retail Again Information Sharing Drive Multiple Purchase Reward Redemption Web Data Capture / Opt In Awareness of Brand / Promotion Information Sharing Entice to Buy / Drive to Retail New News / PR Total Path to Purchase 7 2009 Snickers Communication Plan Stage 1 (P3P4) Stage 2 (P7) Stage 3 (P11P12) Brand Integration ?? ATL new TVC ?? In-store activities ?? Online branding supporting ?? Campus Event BTL Activation Driven ?? In-store visibilities ?? Online thematic program ?? PR supporting Total Integrated Campaig