1. KAZINA DANCE SCHOOL Presented by: IMELDA AGENCY

2. The client Dance school Kazina, Ljubljana – Slovenija Different kinds of dance courses For all generations Well known by it’s world champions

3. Goal of the campaign Motivate youngsters to join dance courses in Dance school Kazina at the beginning of the school year 2003

4. Goals of the campaign Marketing goal: Get 10% more participants than in 2002 Communication goals: Raise awareness Gain popularity Make Kazina logical choice

5. Client brief Target audience - boys and girls 7 to18 years Fresh and innovative campaign Territory – very local Low budget

6. Solution Forget classical ad campaign! Invent new media tools and places Use www.kazina.siwww.kazina.si Profit from already known visual elements

7. Media strategy Media mix: BTL (bus – sitting pillow, postcards with tattoos, shoe store, cinema multiplex, music shop, cleaning trolley, key holder, mouse pad, bookmark...) ATL (cinema, radio, print)

8. Creative solutions Stick to the location of the school Appear in “pop-up guerilla style” Stay logically connected to the Dance school Kazina

9. First step: Location in the centre of attention Places not more than 50m from the location of the Dance school Kazina

10. Shoe shop Shopping-window of a nearby shoe store “Different shoes, one dance school” Slogan: “Each pair has its own dance course” (sign over individual shoes)

11. poster self-standing poster

14. Library Bookmark with invitation to “dance between the lines” Distributed to the kids in the library not far away from the school

16. Buses Buses in the city centre Covered seats with soft sitting-pillows calling for action, HL: Move me! Branded by Kazina and their web site

18. Second step: Fun connected to the dance in the centre of attention Use of favourite places of young people in Ljubljana

19. Cinema multiplex - Kolosej Package for pop corn printed with Kazina pattern - dancing figures

20. Cinema multiplex - Kolosej Free cards with detachable tattoos are distributed at the cinema Tattoo is used for decoration Card contains questions for participating in the game for rewards

21. tattoo, postcards

22. BOF music store next to the cinema Kolosej Signs positioned over different shelves with CDs are inviting potential buyers to join Kazina (different genres, different slogans) Connection between the music and dance is used

23. headlines above CD shelves

25. BOF music store next to the cinema Kolosej Sitting corner is made more comfortable by pillows carrying the message of Kazina (“Move it”) The promo corner for listening CDs is equipped with additional stickers (“Spin me”)

26. stickers by promo CDs

27. sitting pillow

29. Third step: Targeted gadgets Symbolic gadgets for target population

30. Mouse pad Mouse pad with dancing figures floating in the fluid and moved by the touch of mouse

31. Key holder Popular key holder is intensively distributed among youngsters on the streets “www” address is the key information

32. Fourth step: Use of classic media Small print ads and RA ads as reminders

33. Small print ad Small ads communicating different slogans and web site Ads bind the campaign in a recognisable unit

34. RA ad Short radio ads with slogan and contact (4 x 5 sec; different speakers – child, student, f/m adult tell the slogan with a short invitation)

35. Trolley for cleaning Trolley used by a cleaning-lady has a special note – warning people that “break dance” is possible (not only on wet floor) Trolley is used in the school

37. Results of the campaign Amazing...

38. ... everybody wants gadgets...

39. ...everybody wants to dance...

40. ...client wants more...

41. ... so the dance goes on.

42. IMELDA’S DANCING TEAM Exec. creative director: Ladeja Godina Košir Creative director: Suna Tancig Copywriter: Tadeja Bučar Designer & AD: Andrej Troha Illustrator & AD: Robi Ilovar Media strategist: Lidija Lešnik Account: Mirjana Šaša Assistant: Jasmina Fras