SHANGHAI JET SET 2013 -策略及执行逻辑.pdfVIP

The Jet Set Campaign one experience, multiple fireworks one experience To gather and sustain attention, the experience delivers a consistent message that tells the JetSet story, only in different content types. multiple fireworks: All contents are to live on one common ground, at a frequent and consistent pattern. Every month there is a content highlight that triggers new interests and further delivers JetSet experience [MIRAGE]: Noun (mi-razh’) An optical phenomenon that creates the illusion of water, often with inverted reflections of distant objects, and results from distortion of light by alternate layers of hot and cool air. SHANGHAI JKC Projects the mirage of our JetSet future How? Large LED screen as the “window” that the mirage is projected onto Experience Roadmap Warm Up Campaign Event y r y r a a u h r c l u r i y n b a r a e p a F A M J M #AllAccessKors #AllAccessKors #JetSetGirls #JetSetEvent y l Street Guerrilla Backstage Winner Opening Ceremony r a Attack Interviews Announcement Gala Dinner e JetSet Party d #AllAccessKors #JetSetGirls #J