challange to create perceptual scale arround the store location (mall) and create buzz

1. Crea%ve
strategy
Launching

2. Case
study:
BreadTalk
new
product
launch,
ac%va%on
conducted
every
weekend
in
a
certain
period.
Mechanism:
Give
name
to
a
product
that
will
be
launched
every
weekend,
and
tell
your
unique
experience
with
the
latest
products
BreadTalk,
the
winner
will
get
$400
(programe
every
weekend)
Challage:
how
to
make
viewers
interested
to
join
this
promo,
create
buzz/talk
of
the
town
Crea%ve
strategy:
guirella
marke%ng
/
ambient
ad,
use
mul%ple
contact
points
surounding
mall/store
parameter,
media
colateral
store
inside
stores,
the
possibility
of
using
/
working
with
digital
media
mall
/
install
instore
digital
media

3. AMract:
create
audience
couriousity
every
weekend
there
will
be
a
new
product
that
will
be
contested,
giving
name-­‐voted,
and
share
experience,
via
facebook
or
twiMer

4. AMract:
create
audience
couriousity
Giving
name-­‐voted,
and
share
experience,
via
facebook
or
twiMer
With
given
hashtag
theme
every
twellower
can
share
their
pic
taken
with
ambient
ad/
sharing
their
story
The
best
“produk
name
&
story”
WIN
prices
$400

5. Engage
&
Connect:
Guirella
ad/ambient
Ad

6. Engage
&
Connect:
Guirella
ad/ambient
Ad

7. Engage
&
Connect:
Guirella
ad/ambient
Ad

8. Engage
&
Connect:
Instore
branding:
poster
backlite

9. Engage
&
Connect:
Instore
branding:
poster
backlite
+
hangmob

10. Engage
&
Connect:
Instore
branding:
tray
&
napkin

11. Engage
&
Connect:
Instore
branding:
gimmic

12. Engage
&
Connect:
Instore
branding:
auto
parfume
(breadtalk
smell)
+
s%cker

13. Engage
&
Connect:
Digital
signange/TV:
surounding
mall
parameter