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KV
Integrated communication solutions in support of
Desperados brand 2013
Realisation
The goal – is to denounce
the audience about the
values of the brand
Avenue of promotion
Series of parties
whi...
Concept
INSIGHT:
There is something real inside each one of us, that we
hide and that is bound to play by the rules of the...
We propose to build up an image interactive Desperados zone on the territory of the shopping
center
The zone - is an islan...
Trade
Draft visual of the zone
Everything that happens inside the Desperados zone can be transmitted on the outer
screens ...
Presents for the purchase:
Trade
Tattoo sleeve
T-shirt with an official top
and wild bottom
T-shirt with the animal print ...
HoReCa
Effective
appearance
Testing Outstanding final
We create a mobile team that is to visit the bars and clubs and crea...
Mobile teams
Our Target audience is to be met not only in the bars one clubs but in many higher educational establishment ...
PR
In order to advertise the event among a wide audience we recommend to use the following
tools:
Announcement in target m...
Announcement in target media
To wide announcement of the event and broadcast the main message The Wildest Night we
recomme...
Announcement in target media
In order to obtain an emotional
connection with the consumer we
recommend organizing a series...
We are to create the WILDEST NIGHT DESPERADOS
ROADSHOW group
All the content gathered within the period of the
campaign wi...
EVENT REALIZATION
• Event main target is to create an atmosphere that is most suitable to rewind guests, positively
provok...
PROJECT KEY COMPONENTS
• Ultra trendy, energetic music background
• Interactive theme spaces for guests
• Total absorption...
VENUES
• Moscow
Gaudi Arena, Totem Hall
St Petersburg
A2, Glavclub
• Nizhnij Novgorod
«Nizhnij Novgorod fair EXPO”,
“Ztop”...
MAIN EVENT DECORATIONS
• General approach: to optimize costs and achieve
maximum visual effect (both aesthetic and by the
...
INTERACTIVE CONTENT
• Interactive photo corners allows guests to
post photos immediately on social networks
that will prov...
INTERACTIVE CONTENT
• VJ-jam session - everyone can take part in
real VJ set, by shooting a video on his
smartphone right ...
INTERACTIVE CONTENT
Dancers inspiring guests with freedom and fun
Animators monitoring the most active guest groups and
of...
«It’s time to be bold” - real and temporary
tattoos of approved design. Choice can be limited
by brand colors.
INTERACTIVE...
Show: 3 stages
• Warming - up and connection with
brand - staged road-show programme
for 1,5 hour with ballet performers o...
Event
Development of the
values of the brand
Product trial
Creating the core target
audience
Modern Trade activity
Trail; ...
Thank you!
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Desperados proposal short_eng_version Slide 1 Desperados proposal short_eng_version Slide 2 Desperados proposal short_eng_version Slide 3 Desperados proposal short_eng_version Slide 4 Desperados proposal short_eng_version Slide 5 Desperados proposal short_eng_version Slide 6 Desperados proposal short_eng_version Slide 7 Desperados proposal short_eng_version Slide 8 Desperados proposal short_eng_version Slide 9 Desperados proposal short_eng_version Slide 10 Desperados proposal short_eng_version Slide 11 Desperados proposal short_eng_version Slide 12 Desperados proposal short_eng_version Slide 13 Desperados proposal short_eng_version Slide 14 Desperados proposal short_eng_version Slide 15 Desperados proposal short_eng_version Slide 16 Desperados proposal short_eng_version Slide 17 Desperados proposal short_eng_version Slide 18 Desperados proposal short_eng_version Slide 19 Desperados proposal short_eng_version Slide 20 Desperados proposal short_eng_version Slide 21 Desperados proposal short_eng_version Slide 22 Desperados proposal short_eng_version Slide 23
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Desperados proposal short_eng_version

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Launch of Desperados in Russia

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Desperados proposal short_eng_version

  1. 1. KV Integrated communication solutions in support of Desperados brand 2013
  2. 2. Realisation The goal – is to denounce the audience about the values of the brand Avenue of promotion Series of parties which become the high point of the Desperados 2013 promo campaign Trade HoReCa Internet Mobile teams PR
  3. 3. Concept INSIGHT: There is something real inside each one of us, that we hide and that is bound to play by the rules of the system You are more then people know of! You are more then you think of yourself! Brake with the routine! Desperados will show you who really are!
  4. 4. We propose to build up an image interactive Desperados zone on the territory of the shopping center The zone - is an island of the clubbing life on the territory of the shop. Here you can try the provocative Desperados bear and wake up your hidden essence. - Bar counter where one get a tasting - A go-go girl - S tattoo master – an opportunity to make a tattoo: a colorful or the one you can only see under the ultraviolet in the club Trade *Референс: http://www.youtube.com/watch?v=3P7cRWugyvM http://www.youtube.com/watch?v=pzB4mIPdm9k&feature=endscreen&NR=1 - Interactive screen - argumented reality technology, using which the customer can change his appearance – he’ll have the animals head on the screen (Lion, iguana, panther ect.)
  5. 5. Trade Draft visual of the zone Everything that happens inside the Desperados zone can be transmitted on the outer screens to get the target audience interested
  6. 6. Presents for the purchase: Trade Tattoo sleeve T-shirt with an official top and wild bottom T-shirt with the animal print on the other side Piercing clip Colorful contact lenses in the shape of the animal eye
  7. 7. HoReCa Effective appearance Testing Outstanding final We create a mobile team that is to visit the bars and clubs and create an immediate flash-mobe that ends with the generous treat – Desperados shots Fiery promo jingle , the team gets into the location and starts the special dance attracting guests attention. While they dance the team “drinks” Desperados and the appearance of the team changes from the boring one to the fancy one Closer to the end all the actors shout “Desperados for everyone”!! out loud By that time the bar tender are already putting the shots on the bar counter where the front row is already poured and the other row is being poured form the bottles of the customer While promo jingle is playing the promo team is giving out the invitations to the closed group in the social network where one will find the way to get in touch with the audience or to be connected with the audience
  8. 8. Mobile teams Our Target audience is to be met not only in the bars one clubs but in many higher educational establishment where the majority of the target audience taking classes at : The mobile teams we launch next to the higher education establishments differ from the habitual contingent: vivid, wearing bright make up, wearing the provocative cloth They are not just announcing the party but motivating people to take desperate measures and attend the party not just wearing jeans and t-shirt but to correspond the,real Desperados image!
  9. 9. PR In order to advertise the event among a wide audience we recommend to use the following tools: Announcement in target media Interactive partnership programs with target media –MTV and 2х2, Nightparty.ru, Rolling Stones
  10. 10. Announcement in target media To wide announcement of the event and broadcast the main message The Wildest Night we recommend to use standard PR mechanisms: 1. Press messages distributing to the target media 2. Media coverage initiating – news, listings, quizzes and etc. 3.Interviews with the headliner initiating 4. Quizzes on radio and in print media 5. News and spots in radio. Recommendation DFM Comments: This PR mechanics will increase the citation of sustainable message of the brand -“ The Wildest Night”, and ensure media coverage about the event. However, these PR activities will not satisfy the objective of getting the brand loyalty which is needed to build a strong emotional connection with the consumer. Therefore we recommend to organize additional partnership interactive programs with 4-5 key popular media. .
  11. 11. Announcement in target media In order to obtain an emotional connection with the consumer we recommend organizing a series of interactive partnership projects with top media : MTV 2х2 Rolling Stones Magazine Web media about the nightlife - Nightparty.ru Mechanics: Photo and video contest “Express yourself” to engage the audience into the creation of images for the party The Wildest Night.
  12. 12. We are to create the WILDEST NIGHT DESPERADOS ROADSHOW group All the content gathered within the period of the campaign will the laid out here: photos of the flash mobe, photos of the customers and the trade etc. As well all up to date info regarding the discos will be loaded here: where, when, dress-code, bonuses for the party It will be the territory full of reckless customers who are to fill the spirit of the brand Internet
  13. 13. EVENT REALIZATION • Event main target is to create an atmosphere that is most suitable to rewind guests, positively provoke them for crazy acts, real emotions and give an unforgettable experience and impressions.
  14. 14. PROJECT KEY COMPONENTS • Ultra trendy, energetic music background • Interactive theme spaces for guests • Total absorption into the atmosphere of the festive party. • Entertainment spaces, united by the concept of various expressions of freedom. • Video content and projection content changing reality of even familiar and popular venues • Maximum feeling of freedom communicated in all parts of the project - from advertising to decorations and scenario.
  15. 15. VENUES • Moscow Gaudi Arena, Totem Hall St Petersburg A2, Glavclub • Nizhnij Novgorod «Nizhnij Novgorod fair EXPO”, “Ztop”, “Milo concert hall” • Ufa «Ufa lights”, “Teatro”, • Perm «Milk” • Yekaterinburg «Tele-club”, “Yekaterinburg -EXPO” • Novosibirsk «Rock city”, “Rest” • Irkutsk «Stratosphere”, “Shark”
  16. 16. MAIN EVENT DECORATIONS • General approach: to optimize costs and achieve maximum visual effect (both aesthetic and by the amount of decorated and branded spaces), projection on different surfaces are mostly used, their image does not depend on the space configuration which allows us to adequately cover any kind of venue. Also this solution enables to partly change the video content depending on the city and use decorative walls during VJ set. Some decorations are destroyable (foam plastic, thick paper) and can be destroyed at the very beginning of the party. • Basic elements: lightning, lasers, projections • Additional elements: RFID booths, Desperados constructions, light boxes of interactive zones and decorative elements (posts, light panels etc.) • Brand-elements: light boxes, branded fridges, posters, product displays
  17. 17. INTERACTIVE CONTENT • Interactive photo corners allows guests to post photos immediately on social networks that will provide us with the statistics and feedback on the event. Everyone who post a photo can get a bottle of Desperados! • At the entrance registered guest get a special RFID bracelet. All information on guest’s movement around event space automatically transferred to their pages in social networks, with photos and comments on the party (optional).
  18. 18. INTERACTIVE CONTENT • VJ-jam session - everyone can take part in real VJ set, by shooting a video on his smartphone right at the event, or providing any existing video to our technical staff. This video with brand presets in brand style and mix video contents is then mixed and displayed on the screen. There is a parallel Internet broadcast of videoset and sound track. • “The wildest night star” - interactive counters with mounted cameras. Taken photos can be immediately processed to social networks with RFID bracelet or with our hostesses assistance
  19. 19. INTERACTIVE CONTENT Dancers inspiring guests with freedom and fun Animators monitoring the most active guest groups and offering them to do something “wild” and funny, something they would never think of themselves, for example: “I know how to get onto the stage through the back door, follow me now and you’ll be able to dance with professional dancers on the stage!” or “There is a switched off projector over there, let’s switch it on and see what will happen!” - all scenarios are to be discussed, but the common meaning for all is “positive provocation”. All prepared provocations can be shot in the format of “viral video” and upon guest permission can be used as video in post -PR activity
  20. 20. «It’s time to be bold” - real and temporary tattoos of approved design. Choice can be limited by brand colors. INTERACTIVE CONTENT “What do you really think of it” - you can write and draw whatever you want by luminiscent paints on T- shirts and false walls (under hostess control!). “WILD Backstage” is a place where models and show participants really change clothes and make up, where they can make up and make crazy hair styles for every guest who`s ready to. “MUSIC BOX” - dances in headphones where everyone has his own music “You are the Super Star!” - V.I.P. LOUNGE. Everyone can become a star of short video clip about the party, as well as give an interview under stage lights.
  21. 21. Show: 3 stages • Warming - up and connection with brand - staged road-show programme for 1,5 hour with ballet performers of ballet-show in format of Cirque du Soleil (work with different surfaces, including heights), visual, music and light effects. With Desperados you’re not a guest, but the main star of the party! • Headliner - Vj set of a European star or a Russian VJ and instrumental musicians. • Finale - performance of local Djs and a large sound and light flashmob with the whole audience of the party *detailed offer can be provided only after confirming exact dates of events SHOW*
  22. 22. Event Development of the values of the brand Product trial Creating the core target audience Modern Trade activity Trail; simulation of the sales Mobile teams in the higher educational establishments Attracting the target audience Mobile team in the clubs Creating an intrigue, Meeting the Target audience with the product
  23. 23. Thank you!

Launch of Desperados in Russia

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