会议活动策划Sprite Activation Program.ppt

CHINA / HONG KONG 会议活动策划 P Sprite 2001 Activation Program Prepared by Leo Burnett 30 October, 2000 上海会议策划公司 / 善达公关 Objectives Support and be in synergy with the new brand positioning To be consistent with the core brand values of Sprite To create significant impact and cut- through in the marketplace Create other forms of activities apart from the planned Sprite Music Chart and NBA road shows New Positioning Statement 雪碧，解渴够爽；无需花巧 本来简单的事情用不着把它复杂化。喝汽水也一样，何必太多花巧，道理连篇。雪碧的柠檬口味，爽劲透心；透明的外表，晶亮凉快。带来彻底的舒爽感受。其实喝汽水解渴够爽就好。 Sprite Brand Values Straight Forward Independent Trustworthy companion Honest Confident to make own choice Comfortable with who they are Sociable Sprite Intrinsic Values 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 brand’s attitude and or the brand’s intrinsic 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 Program 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 all 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 purchase in target channels mail in self description and how you fit into the tour Set up collection boxes at