MPOC ActivationActivation Proposal

Presented by

Our UnderstandingBrief Elements

• Create the awareness of Malaysian Palm Oil in Female Audience via on-ground activation and

• utilizing all possible mediums to promote the activities including Existing & New Digital Assets of MPOC

Enhancing the product perception and brand recall in local market

Objective

Our UnderstandingClient concern

• Improve understanding of palm oil

• Uphold the good name of Malaysian Palm Oil 

• Encourage product diversification 

• Set product recall in the mind of End Consumer

University going Very tech savvy!

Wants to try out new thingsAccept challenges

Strive to remain updatedFun Loving

Health & Fitness conscious

Profile

Target AudienceOur Understanding

• Class: A, B+,B

• Consumer: Female

• Age Group: 18 & Above

content

Engagement

Management

Make it Viral

Digital Activation

Lucky Draw

User Generated

Content

Digital Activation• Engage Chefs • Be a Chef – New

talent competition • Arrange cooking

competition on digital platform

Lucky Draw • Food item

photography• Highest votes for

new recipe• Event based activity

poll – Eid-ul-fitar, Eid-ul-Azha, Eid Milad-un-nabi

• Weekly activity: Saturday Special

User generated content• Best Food Decor

competition

Proposed Way Forward Our Understanding

On Ground & Digital Engagement

Proposed Way Forward

Live Cooking Competition

Plan of ActionThe Idea

On Ground Activity will be set for the Target Audience to participate and share its experience gained via various fun-based activities at the point

Creating awareness and recall of MPOC

Creating the awareness of MPO and its Benefits

Idea

Objective

Expected Outcome

Plan of ActionActivation Content

Quiz Competition

Picture Sharing Secondary: Competition

Video UploadsEvent update

Vote MEViral

Song Competition Secondary: competition

Live CookingCompetition

On GroundDigital

Plan of ActionThe Idea

Venue:Top 5 collages of the city

Scope: Lahore KarachiIslamabad

Starting Timeline:September 2013

Plan of ActionThe Idea

The activation would be divided into three phases

Phase 1

• Pre Launch Activity• The PUSH season

Phase 2

• Launch Activity• The PULL Season

Phase 3

• Ending Activity• Season Finale

Pre Launch ActivityConcept

The pre launch activity will define the “SHOE VALUE” of the brand.

We will create a ambiance that will create an impact of the consumer mind

A female Brand Ambassador will be representing B.First in the outlet and that will give the dramatic High profile experience to the Kid

A Royal chair will be placed for the Kid to sit and check the shoes

For Kids moments means a lot. Pleasing moments are what the brand will be providing

Pre Launch ActivityPurpose

The B.first product line along with kids will be treated special for the following reason:

Differencing B.First kid from other shoe buying kids.

Good experiences tend to be a good word of mouth for kids which attracts the non customers.

Pre Launch ActivityActivity Content

A female Brand Ambassador will be representing B.First in the outlet and that will give the dramatic High profile experience to the Kid

Red carpet will be placed in front of the B.First section

A dramatic Bata family picture wall will be placed.

An environment would be presented to the kids that they will be treated as the super kids if they are buying the B.first shoes.

Pre Launch ActivityActivity Content

The activity would start at the outlets of Bata with the following content

• Kiosk setups will be present

• Coupons would be provided i.e. Movie premiere after the purchase of B.First product

• Special Chair present for the B.First kids tryout.

• Shopping Bag printed with the perfect happy smile picture of the kid and his family

Pre Launch ActivityOutcome: Experience

• Amplify kids experience when he walks in the outlet. Treat him like you treat an elder.

• When they buy it they move on to the kiosk for a video testimonial and experience along with that the kid can have his photograph printed on a special bag recycled

• Perfect experience and something to remember.• The BA also hands over the kid a coupon in which theirs a detail that we

record as well as the kid information filled in. The coupon basically is a movie premier experience for the kids, which will be held the next months 4 per month.

The ConceptScope

• Tentative Locations Outlets, Schools

• Targeted Cities Lahore, Karachi, Islamabad

• Hype, Promotion and Satisfaction linking to sales

Malls Outlets Schools Venues

B,First

The concept

Timelines

Phase 1

• Pre Launch Activity• This Activity will be started in stores from July till

Eid.

Phase 2

• Launch Activity• The Activity will start from second week of August

for next 4 weeks for

Phase 3

• Ending Activity• Schools Activity

Activation

Target Audience Analysis

Target Audience Field of Interest.

Games

Movies

Plays

Festivals

Sports

Activation

Concept & TA linkage

• We are Bringing Coupons of Free movie Screening in Every week

• Target Audience will come to see the movie after buying the shoe

• Coupons will recall the brand in the mind of the customer

• Movie premier will be there for the B.First user

ExecutionTarget Reach out

A. Malls Activation

B. School Cluster

C. Recreational Venues

D. Outlets

Execution

Mechanics How do we do this?

Phase 1:

A team of 5 people will enter in the outlet,

We will make Royal Red carpeted Ambiance of B.First Section

Every Customer will be treated as a special one

First kid will be seated on the royal chair with special treatment.

After try out he/ she can have its picture in front of Family wall( portable)

If someone buy shoes his/her picture will be printed on the Shopping Bag

The picture will be uploaded on the face book page as well and they will get it on Bata Shopping Bag.

Every one who buy shoes will get a free coupon of Movie Screening

First Experience

Try out Ending thought

Regular customers

+ +

Non Regular Customers

+ + image

Execution

Mechanics How do we do this?

Phase 2:

With every show pair 2 coupons will be given

If any body want to attend all movies then he / she will get another pair to enter In the venue arena.

A pull strategy will be created to visit our branded store and get free coupons

Buyer Pull strategy

Sale Increase

Regular customers

+ +

Non Regular Customers

+ + image

Execution

Mechanics

In phase 2 we will do movie screenings on different location of the city

Only buyer who have the coupons can enter in the venue

Execution

Mechanics How do we do this?

Phase 3:

In phase 3 we will be entering in the institute and will arrange a fashion show for kids.

In this fashion show we will select a host and a brand ambassador for the complete fashion shows campaign

A Small portable setup with ramp will be made for the show

Only B.First user can come on that ramp for walk

We can Make Barter deals with brand i:e bonanza to give us costume for the show.

2 persons will be selected each institute and that will go into the grand finale

Execution

Time lines Where do we do this?

30 Schools

10 Malls

24 Bata Stores

5 Recreational venues

When do we do this?

We will start out Pre Launch Session in Ramadan

Our Pull session will be one month session after Ramadan in school vacations

Our School Session will start before Eid ul Azha and will end after 2 weeks

Execution

Key Dates & occasions Special Occasions ?

We will have some very important dates during our activation

Chand Raat ( offer Activity)

Eid ul Fitar ( Festivals, Joy Lands)

14 August ( Flag Making and raising Activity)

Pakistan day

Eid ul Azha Vacations

Execution

Contingency Plan and terms Unforeseen

If something change because of any unhealthy activity in the city we will inform brand team one week before

We will suggest the alternative plan for the execution of the plan

We will be placing and facing all the Govt issues in the form of NOC’s

If Any change in the plan from the brand side we will decide it mutually what can be best in that time ( optional according to the situation)

Execution

B.A and profiling

Post ActivationActivities videos and Analysis

We will capture videos of some of the activities for the Digital and viral content.

Activity Analysis and statistics numbers will be given in the videos

Pictures for Viral content will be there.

We can use pictures as Bata family day in the family day

We can places wide screens on Bata flagship stores to show the family pictures.

Thank You