Программа в поддержку выведения нового бренда на рынок «Интерактивная галерея «FIVE» для компании Wrigley. РАПП Москва

Interactive Gallery FIVE Welcome to the Journey to World of New Sensations..

What is 5Gum? FIVE – Stimulate Your Senses 5Gum (FIVE) is a new premium brand of chewing gum, launched in Russia in June 2009 This is a super premium brand, but not“ Luxury” 5Gum is positioned as a Best in class Gum product Special new tastes, special packaging The world of this brand is more emotional than rational “5” is much more than Gum Mint DischargeWatermelon SquallIce Storm

Campaign Objectives: Launch and position “5” as a Best in class Gum product Build brand awareness among the target audience via buzz generation Generate sales

Agency Task: To develop complex 5Gum launch campaign strategy and launch the premium brand. Use Non-standard marketing approach (WoM, premium communication, BTL activations) Cost-efficiency approach to launch design (winning max TA by available budget) To develop all communications and creative for all communication channels Lead the whole launch up process Plan and execute BTL activities

Launch Campaign: Interactive Gallery FIVE Welcome to the Journey to World of New Sensations...

Launch idea Total Idea: Senses Stimulator Creative Execution for BTL phase: Exhibition of sensorial experience stimulation

FIVE Launch Campaign 3 Phases: Buzz Generation Activities Announcement of exhibition Opinion leaders activation Geography: Moscow, Outcome: Effective* BTL contacts: Effective* media contacts: Exhibition Activities: Event with Grand Opening Post-PR Geography: Moscow, National overspill Outcome: Effective* BTL contacts: Effective* media contacts: Wide ATL Activities: ATL non-TV flight Geography: Moscow, St. Pete – focus National overspill Outcome: Effective* media contacts: MayJuneJulyAugustSeptemberOctober November May June JulyAugust September October November DISTRIBUTION ROLL-OUT – In cities with M250+ population SELECTIVE DISTRIBUTION IN KEY ACCOUNTS 1300 outlets

Interactive Exhibition Objective: Create PR-coverage on brand insight and product Concept: Interactive Gallery dedicated to senses stimulation Execution: Exhibition of various interactive technical and art installations showing how senses can be stimulated At well-known art-institute Run for 2 weeks Five inspires Russian artists and celebrities to participate in exhibition creation Partner with 2 rising-stars of art-design Partner with 3 famous celebrities (Grymov, Kutscenko, Simachev) Sensations provided by Five SKUs are the themes of the main installations Launch event serves as main PR-generating point With involvement of celebrities Journalist from affinitive media

Attracted Celebrities

Interactive Gallery – 10 installations M’ARS Gallery, Moscow

How We Did It?

Phase 1: Buzz Generation Objectives: Seed Five launch legend Generate Word Of Mouth Activities: -PR on Exhibition (Free of Charge coverage + Media Partnership) -BTL: -Direct mail invitation to opinion leaders -Targeted Media Support: -OOH -Radio -Internet: banner campaign / Website with Exhibition announcement -Press -M-Partnership (Silver Rain, Time Out) Outcome: Effective BTL contacts: * Effective media contacts: * * All contacts listed in this presentation are against Target Audience

Creative Mailer with Invitation Objectives: Build brand awareness among celebrities, journalists and opinion leaders To generate trials and word of mouth / buzz Invite to the event 600 persons, 25% celebs, other are evenly divided between business tops, culture persons, advertising tops, club hang-out

Invitation design Top celebs and Opinion leaders are invited to the event

Print and OOH Announcement Poster

Street Banners

Media partnership

HoReCa: Added –Value Booklets

Phase 2: Exhibition Objectives: Support Word Of Mouth Generate trial Build brand awareness Activities: Interactive Exhibition -Event with Grand-Opening as PR-case -Post-PR: massive coverage (press, on-line media) -Interactive exhibition on web-site Outcome: Effective BTL contacts: Effective media contacts:

Launch Event – Strategic Choices 1.Inside gallery with less, but refined publics celebrities and opinion leaders on event 3.Subtle performance 4.Full catering 5.One installation and CRM zone are out to give more space for the launch event

Objectives: Build brand awareness Generate sales Activities: -PR: -Advertorials on the brand equities -Media: -OOH: image campaign -Print: non-standard image inserts -Web: banners / web site with Sensory Laboratory TI and CRM base -Cinema: TVcs Outcome: Effective media contacts: Phase 3: Wide ATL

3x6 OOH

3-in-1 print visual

Thank You