1. Option 2 - THE BREAKTHROUGH IDEA
Take the Activia CHALLENGE and be prepared for summer.
FEEL COMFORTABLE --- ENJOY YOUR SUMMER
Take the Activia CHALLENGE and be prepared for summer.
FEEL COMFORTABLE --- ENJOY YOUR SUMMER

2. Option 2 - THE BREAKTHROUGH IDEA
STEP 1
STEP 2
STEP 3
BTL EVENT (samplings, etc)
ON LOCATION TESTIMONIAL TVCs
ACTIVIA SUMMER GEAR STEP 4
Ambassador
TVC
Activia
team
Engagement
At Home
testimonials
IN STORE
PR & PRINT
Creative OOH
Activia
Cooler

3. THE TIMING
TV W31-50
On line
BTL
FEB MAR APR MAYJAN JUL AVG SEP OCTJUN DECNOV
Health
Affairs
Range
W60+
OOH
360
„baloon“
W20-30
CoreCore baloonbaloon
SeniorSenior baloonbaloon
Yogurts tastingYogurts tasting
& 360 deco& 360 deco
Baloon activationBaloon activation
& prize winning& prize winning
gamegame
CongressesCongresses
KOLsKOLs
Med VisitsMed Visits Health care educational wHealth care educational workshopsorkshops
E-mailE-mail
Print
W20-30
W20-30
TOTAL BRAND ACTIVATION
AMBASADORAMBASADOR
CitylightsCitylights
ACTIVIA BUS:ACTIVIA BUS:
Tasting, samplingTasting, sampling
eventevent
Online testimonialsOnline testimonials
Prize winngingPrize winnging
Drinks: 2 summer flavors
SEO; Community managementSEO; Community management
Post Senior mailingSenior mailingW60+
W31-50
DrinksDrinks
AMBASADORAMBASADOR
CHALLENGECHALLENGE
CoreCore baloonbaloon
SeniorSenior baloonbaloon
Real Testimonials GTReal Testimonials GT
Real TestimonialsReal Testimonials
SeniorsSeniors
Real TestimonialsReal Testimonials
Young targetYoung target
Green CoverGreen Cover
Real TestimonialsReal Testimonials
Part 2Part 2
Real TestimonialsReal Testimonials
Part 2Part 2
Real TestimonialsReal Testimonials
Part 2Part 2
FacebookFacebook
selection ofselection of
AMBASADORAMBASADOR
Tastings, ActiveTastings, Active
SellingSelling
TopperTopper TopperTopper

4. Results – Summer megachallenge 2011