As one of the electronic leader manufacturer industries in the world, SHARP continuously brings many activation event to make people not just buy its products but also to love them. In Indonesia, the SHARP's MATSURI event already held in several cities and gain many benefits because of this activation program. This proposal is a sample of activation program that can be used for learning and studying how to held the similar events and gain benefits for client and its customers.

1. 祭り
Activation Conceptual Proposal
for SHARP INDONESIA

2. EVENT INSIGHTS

3. EVENT
SHARP Festival of Bells 2015
VENUE
Several cities in Indonesia
DATE
November, 2015 (ttbd)
DURATION
8 days per cities
TIME
10:00 AM - 09:00 PM
DETAILEVENT
PUBLICS
User/non user, buyer/non buyer and
every potential persons that can
absorb the message and spread it.
DEALERS
Main inflluencers, product’s
frontliners, important chain link from
SHARP to its customers.
TARGETAUDIENCES
BRIEFS

4. SALES
Increasing sales and revenue
BRAND
Increasing brand image
Empowering brand awareness
Strengthen brand loyalty
CORPORATESIDE
CHANCES
Best price opportunity
Chances to win more prizes
Memorable Entertainment
SERVICE
Get free service
Get spare part discount
COSTUMERSIDE
OBJECTIVES

5. TARGETS
Retail Target
(stores, shops, etc.)
Customer Target
(buyers, end-users, etc.)

6. Dealers, Shop/Store owners, Retailers, Distributors | Businessman / businesswoman |
25-60 years | Urban | A, B+
DEALERS TARGET

7. CUSTOMERS TARGETS
Employees, First Jobbers, Families, Students, Private Sectors, etc. | 25-50 years old |
Urban, Semi Urban | B+, B, C+, C

8. I want sold-out and more income |I want more crowd and customers
I want more promotions |I want more support for my customers
DEALERS’ INSIGHTS

9. CUSTOMERS’ INSIGHTS
I want more discounts and vouchers | I want more gifts and gimmicks | I want more fun
activities and games |I want more entertainment | I want more support services (credit
facilities, product service corner, trade-in, etc.)

10. Event Insight:
This is the very
best moment,
best time,
and
best event
to buy every
SHARP’s product
in
the current area
EVENT ROLES
Event Roles:
Everybody
has the chances
to win
every prizes

11. EVENT IDEAS

12. Is it only refrigerator? Or AC? Displays? Home appliances? Electronics? | High quality
products? Best services? | Can I afford to buy that? Is my money enough for it?
WHAT DO YOU THINK AFTER HEAR

13. • Accommodating every targets’ needs in creative way
• Utilize 2 social segments (potential buyers and potential promoters) to leverage the event
• Utilize social media as event’s digital platform
• Combining snowball & domino effects strategy to attract the crowd
WHAT IS THE BEST SOLUTION?

14. LET’S SELL SHARP MATSURI
IN CREATIVE WAYS

15. EVENT MESSAGES
• SHARP is the best home appliance and electronic based products in the world
• SHARP is well-know and trustable brand for many products such as refrigerator, air
condition, air purifier, LED TV and many others
• SHARP MATSURI is best event to buy SHARP’s products such as LED, refrigerator,
AC, etc. because: it’s not expensive and got many vouchers and discounts

16. Pre Event
For Dealers
For Customers
Inbound Promotion
EVENT JOURNEYS
Event
Post Event

17. PRE EVENT FOR DEALERS
• One Night Event
• Content:
– Thematic Gala Dinner
– Thematic Interactive Entertainment
– Matsuri Event Information
– SHARP’s Product and Presentation

18. • An appreciation moment for all dealers in current region
• Content:
– Invitation
– Foyer Activity (Photo Wall and games)
– Gala Dinner
TEMATIC GALA DINNER

19. 18:00 – 19:00 : Registration & Foyer Activity
19:00 – 20:00 : Gala Dinner
20:00 – 20:05 : Opening by MC
20:05 – 20:10 : Speech & Greeting from SHARP
20:10 – 20:15 : Opening Dance (traditional)
20:15 – 20:20 : Interactive MC Quiz
20:20 – 20:30 : SHARP Multimedia Presentation
20:30 – 20:40 : Top 40 Band (3 songs)
20:40 – 20:45 : Interactive MC Quiz & Door Prizes
20:45 – 20:50 : Closing Dance
20:50 – 21:00 : MC Closing and Top 40 Band plays
This is only a tentative rundown
GALA DINNER RUNDOWN

20. Publications
Promotions
Community Engagements
Digital Engagement
PRE EVENT FOR CUSTOMERS

21. o Radio Ad-Libs (from H-7 to H)
o Radio Quiz with voucher prizes (from H-7 to H)
o Radio Talk Show (on H-3):
• SHARP Head Office Representative
• SHARP Local Head Branch
• Local Public Figure / Tomas (Tokoh Masyarakat)
PUBLICATIONS: ON AIR

22. PUBLICATIONS: OFF AIR

23. Using few trained crews per
group to act as chindonya and
giving flyer with delivering the
SHARP’s Matsuri Event in nearly
days ahead.
They are separated into few area
to creating high impact for the
event.
PROMOTIONS: CHINDONYA PRESENTATION

24. We are using Cosplay Players to act on the street or intersections and while acting they
are flyering and giving message about SHARP’s Matsuri Event.
PROMOTIONS: COSPLAY ON THE STREET ACTION

25. Putting Tear-Up Discount Poster everywhere to increasing the
information and speed it up to everybody within the reach
PROMOTIONS: TEAR-UP POSTER

26. BEFORE
PROMOTIONS: STORE DECORATION CONTESTS
AFTER

27. Sending trained Chindonya into communities, inform
the SHARP’s Matsuri event, giving several questions
with vouchers as prizes then documenting and
uploading the activity on the net.
COMMUNITY ENGAGEMENT : APPROACHING

28. COMMUNITY ENGAGEMENT : CONTESTING
MATSURI Bon Odori Competition
We will challenge all young generations in the area to involve this competition. A week
before event we will picked the best five and will choose the winner to join

29. Cosplay Talent contest
The execution is as same as
Bon Odori Competition.
One month before event we
announce this activity to all
youngsters in the area, and
put their efforts on social
media.
The winners from best five
will be picked one week
before event then asked to
join the Matsuri’s Parade.
COMMUNITY ENGAGEMENT : CONTESTING

30. Chindonya Talent Contest
To deliver the event’s and products’ information more effectively and more precisely, we will challeng all local talents to join
the Chindonya Contest. With the same methods as previous engagement, we will get the best Chindonya for the action.
COMMUNITY ENGAGEMENT : CONTESTING

31. Omikoshi Competition
We inform the
community a month
before event to make a
full omikoshi team with
dummy Aquos inside.
All team will submit
their efforts to social
media. The most
beautiful five will be
pick to join the Matsuri’s
Parade.
COMMUNITY ENGAGEMENT : CONTESTING

32. • All rules, activities, results will be publicizing in social media and
flyers, 6 or 8 weeks before event
• The best big 5 from all contestants will be picked to perform in the
front of jury, 1 week before event
• Result: 1 champion and 2 runner-ups and these best 3 winner will
involved in SHARP Matsuri’s Event Parade
CONTESTING MECHANISM

33. • Certificate of Appreciation from SHARP Indonesia, wrote in Japanese
(kanji/katakana/hiragana). Then signed and stamped by SHARP’s CEO.
• Cash Money (as Creativity Support Fund)
• Free Down Payment for Credit Facility (from SHARP and authorized
leasing companies)
HONORABLE PRIZES

34. • All contestants will put their contest results on social media
• Everyday report and testimonial will be uploaded into social media
• Social media interactive quiz and games will be deploy daily
DIGITAL ENGAGEMENT

35. 祭り
祭り
祭り
祭り
祭り
祭り
祭り 祭り
祭り 祭り 祭り
• Internal promotion in SHARP’s branch in regional or local, peer-to-peer style
• Increasing the effect through Personal Direct Communication (SMS Blasts, BBM Broadcasts, WA Broadcasts,
email marketing, etc.)
INBOUND PROMOTION

36. EVENT SCHEDULE
Tentativetobediscuss

37. EVENT EXECUTION

38. • SHARP Matsuri Convoy
• SHARP Matsuri Parade
• SHARP Matsuri Opening Ceremonial
• SHARP Matsuri Sales Program
EVENT BY DAYS
EVENT
DAY 1 DAY 2 - 8
• SHARP Matsuri Sales Program

39. • Small team members
• Around the town convoy
• Stop at few spots
• Involving community for endorsement (bikers, cars, etc.)
SHARP MATSURI CONVOY

40. SHARP MATSURI PARADE
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41. SHARP MATSURI OPENING CEREMONIAL
BON ODORI TAIKO
DANCE PERFORMANCE
Starting after the parade
Using traditional dance performance
Taiko is using for opening ceremonial

42. EVENT FLOWS
CENTER POINT GAMES BEFORE
TRANSACTIONS
SHARP’s STORE
TRANSACTIONS
GAMES AFTER
TRANSACTIONS
WINNING
PRIZES
LOTTERY
BOX
HELP DESKSHARP’s STORE TRANSACTIONS CENTER POINT
CUSTOMERS

43. SHARP MATSURI SALES PROGRAM
• TAIKO NO TATSUJIN
• KICK SOCCER
GAMES TO GENERATE SALES
GAMES BEFORE
TRANSACTIONS
(GBT)
GAMES AFTER
TRANSACTIONS
(GAT)
• NUT TOWER
• PYRAMID OF GLASS
• SEPARATED THE COLORS

44. GBT: TAIKO NO TATSUJIN (太鼓の達人)
Using fingers as sticks to play taiko and follow the song’s rhythm beat.
The more precise you are, the higher score you will get. A 100 score will get a voucher valued
IDR 100.000 to buy SHARP’s products in every stores around.

45. GBT: KICK SOCCER
As favorite game in Indonesia, soccer is addicting and can make people increasing their
eagerness to win. After winning and get the voucher, it’s just an impulse to buy the products.
A 100 score will get a voucher valued IDR 100.000 to buy SHARP’s products in every stores
around.

46. GAT: PUT THE NUT
For transaction value from IDR 1.000.000 to IDR 4.999.999
Put the 20 nuts to a tower of bolts using the chopstic without touching it in 1 minute. User can
get one practice with 5 bolts. If the tower fals or it takes more than 1 minute, it will be
disqualify.

47. GAT: PYRAMID OF GLASS
For transaction value from IDR 5.000.000 to IDR 9.999.999
Put the 45 plastic glasses into a pyramid in 1 minute. User can get one practice with 10 glasses.
If the pyramid fals or it takes more than 1 minute, it will be disqualify.

48. GAT: SEPARATE THE COLORS
For transaction value from IDR 10.000.000 to UP
Separated 60 marbles using chopsticks in 4 different color in just 1 minute. User can get one
practice with 10 marbles. If one marble fals or it takes more than 1 minute, it will be disqualify.

49. DAILY DOOR PRIZES
Water Purifier (FU Y28Y)
Refrigerator (SJ 17 MK2)
Microwave (R 249IN)
Vacuum Cleaner (EC ST10 S)

50. MEGA DOOR PRIZES
Cub motorcycle
Aquos
Washing Machine
Refrigerator

51. POST EVENT

52. • SHARP Matsuri Customer Endorsement Program
• SHARP Matsuri Customer Loyalty Award
• SHARP Matsuri Customer Birthday Gift Program
• Others
POST EVENT TARGETS
TARGET
OUT IN
• Special Discount Program
• Special Early Bird Program
• Special Bulk Sales Program
• Dealer Endorsement Program
Classified matters

53. DESIGN & TALENTS

54. • SHARP Matsuri Event Logo
• SHARP Matsuri Brochures, Flyers and other POSM
• SHARP Matsuri Rules of the Games, Games coupons, etc.
• SHARP Matsuri Route and Check Points
• Others
DESIGN & PRODUCTION
SPECIAL DESIGN
2D 3D
• Event and Venue Layout
• Tents and parts
• Games equipment
• Photo Wall
• Info desk / help desk
• Gate, omikoshi, and similar properties
• Others
Classified matters

55. • 2nd Grade National Artists
• Several Local Artist (depend
on the cities)
ARTISTS & TALENTS
PERFORMERS
ARTISTS TALENTS
• Local MC
• Local Crew for Activation (Cosplay, etc.)
• Local SPG
• Local Performers
• Local Communities
Tentative to be discuss
Classified matters

56. CONCLUSIONS
To sell products to Indonesian people, one must know 4 major things about the target:
their habitual behaviors, their likes or dislikes, their timeline of buying moments, and last but
not least is their general situation and condition.
After combined with promotion and gimmicks to fill-in their needs of information and
entertainment, all those things are wrapped into a proposal like this to be executed.

57. CREDITS & COPYRIGHTS
All the pictures in this proposal are from the internet and belong to their respective owners
and others that not from the internet are belong to their copyright holders.
These images and text are used here only for the educational purpose of teaching
how to make a conceptual proposal.

58. THANK YOU

59. BEYONDCREATIVE
beyondcreativepeople@gmail.com