1. 1. DEXTERS TEAM
2. 2. 01 02 03 04 08 07 06 05 Campaign Objective Brand Proposition STP Big Idea Contingency Campaign Measurement Scheduling and Budget IMC Presentation Outline Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
3. 3. Campaign Objective Engagement and emotional connection with the song and target market To make people celebrate with one song-Robi Cricket Anthem Unite people with one song-Robi Cricket Anthem Major Goal End Goal Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
4. 4. Target Audience TARGET GROUP A TARGET GROUP B ALL OTHER CRICKET LOVERS TARGET GROUPS AGE GROUP 18-35 URBAN PEOPLE RELATE TO ONE SONG Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
5. 5. Proposition Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Subject: Song Objective: Inspiration Proposition: One song to unite - one song-ROBI CRICKET ANTHEM
6. 6. Proposition Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency , #_ _
7. 7. THE BIG IDEA
8. 8. Big IDEA To make people celebrate cricket together with only ONE song-Robi Cricket Anthem
9. 9. ATL CAMPAIGN STARTS
10. 10. Sample Creatives PRINT AD EASY TO UNDERSTAND REFLECTS CAMPAIGN MESSAGE IN MAGAZINES ICE TODAY, CHUTIR DIN, SHOUT HAS CALL FOR ACTION
11. 11. Sample Creatives LEAFLETS EASY TO UNDERSTAND REFLECTS CAMPAIGN MESSAGE IN ACTIVATION BOOTHS ,MALLS, MAGAZINES ICE TODAY, CHUTIR DIN, SHOUT HAS CALL FOR ACTION
12. 12. Sample Creatives IN SHOP POSTER REFLECTS CAMPAIGN MESSAGE IN TOP UP, SIM CARD, BKASH SHOPS IN TARGETED AREAS EASY TO UNDERSTAND HAS CALL FOR ACTION
13. 13. Sample Creatives SHOP SIGN REFLECTS CAMPAIGN MESSAGE IN ITOP UP, SIM CARD, BKASH SHOPS IN TARGETED AREAS EASY TO UNDERSTAND
14. 14. Aerial Advertisement Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency BUZZ on social media, acts as mobile bill- board First time in Bangladesh Creative and Effective way to target extended audience In the sky of Mirpur stadium during matches
15. 15. Aerial Advertisement Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency DIRECT REACH INDIRECT REACH
16. 16. Hand Fan The cricket series are during summer Paper hand fans will be provided Its Creative Audience will like it Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
17. 17. RJ Endorsement The RJ will deliver a CUE, a set of words used as a signal The Cue will lead to the song Listeners get more information Grabs more attention Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
18. 18. Radio Events Beginning of the campaign Interaction with audience Quiz Hence Robi Cricket Anthem promoted Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
19. 19. Press Engagement Entertainment Page Sports Page INFOMERCIAL Article on Habib Wahids latest song Provides information about it Hence the ROBI Cricket Anthem is promoted Article on the new song for Bangladeshi Cricket Mentions how ROBI with this new song unites the cricketing nation even more Hence the ROBI Cricket Anthem is promoted Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
20. 20. Press Engagement NEWS PAPER ADS 3 NEWSPAPER PER WEEK
21. 21. Magazine bookmarks 3 MAGAZINES PER WEEK SHOUT MAGAZINE CHUTIR DINE MAGAZINE
22. 22. Bus Ads Each vehicle has such immense reach on average, important touch point BUSES INSIDE REACH
23. 23. BTL CAMPAIGN STARTS
24. 24. Crowd hunting ASK THEM TO SING 3-4 LINES ASK RANDOM CROWD ABOUT ROBI SONG Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency UPLOAD THEM IN SOCIAL MEDIA MAINLY IN SHAHBAG, BANANI, BISSHO ROADS AND OTHER TOUCH POINTS
25. 25. Direct Marketing PUSH SMS Buy Internet packages Shoot with your friends in stadium singing the song Get 25MB free and The craziest team- Short interview in TV LBS(LOCATION BASED SERVICE) Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
26. 26. Gallery Rockers Perform the cricket anthem with a group in the gallery Post it on the ROBI page Performers of the most craziest video will be on TV for short interview Both Online and Offline effects Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
27. 27. THE WOW FACTOR
28. 28. KARAOKE VAN Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
29. 29. KARAOKE VAN Open roof Projector will play the chorus lines 3 paid scouts with UG musicians In some areas People who will sing will get a Robi t shirt and cap/mug Placed in universities at day and shopping Malls like Jamuna future park, Bashundhara city, TSC, after iftar Huge impact Huge awareness Customer engagement Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
30. 30. Sample Creatives FREE TSHIRTS TO PARTICIPANTS Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
31. 31. Sample Creatives WRIST BANDS -Appreciated by youth and will create awareness MUGS -Appreciated by youth and will create awareness Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
32. 32. Buzz Agents Famous faces from the universities Promote the anthem in their campuses by performing and creating awareness Promote in student communities Create both Online and Offline Buzz Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency SALMAN MUQTADIR RITU RAJ
33. 33. Facebook 01 02 Page: 3 posts per day -LIVE Match updates -Audience engagement quizzes with pictures, sharing karaoke, crowd hunting videos -JERSFIE : Audience engagement competition like selfie with tagline #joleuthoBangladesh Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
34. 34. Facebook 03 Dubsmash with theme song: -jersey wearing singing with paper mic, in roads or office or home -Tag 5 others -Most loved one rewarded Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
35. 35. Facebook Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency DIRECT REACH: 10,000 Approx. INDIRECT REACH: 30,000 Approx.
36. 36. Facebook DIRECT REACH INDIRECT REACH
37. 37. Youtube 01 02 03 Sharing dubs mash videos Sharing crowd hunting videos Sharing karaoke videos Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
38. 38. Expected Mindset One song for cricket! This is the song we celebrate with! We cannot relate to it OUR TARGETCURRENT MINDSET Change in perception Its only a song Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
39. 39. TVC Scheduling Channel Name Duration Rate Play times in 45 days Total Btv 120 sec Tk 60,000 120 Tk 72,00,000 ATN Bangla 120 sec Tk 40,000 120 Tk 48,00,000 Maasranga Tv 120 sec Tk 40,000 120 Tk 48,00,000 Ntv 120 sec Tk 52,000 120 Tk 62,40,000 Channel 9 120 sec Tk 50,000 225 Tk 1,12,50,000 Channel I 120 sec Tk 60,000 120 Tk 72,00,000 Gazi Tv 120 sec Tk 48,000 225 Tk 1,08,00,000
40. 40. Budget Event Rate Total TVC Tk 5,22,90,000 Song in radio + Rj endorsement 1) 45*5*8000+ 45000 2) 45*5*6000+ 45000 1) Tk 18,45,000 2) Tk 13,95,000 Newspaper advertisement 100times*5000 Tk 5,00,000 Hand held fans 18*15000*5 Tk 13,50,000 Large Balloon 3,00,000 Tk 3,00,000 In shop Posters 3,00,000 Tk 3,00,000 Karaoke Van 40,000*5 Tk 2,00,000 Music Van for village with gifts 5000*100 Tk 5,00,000 Social media maintenance 54,000($15/d) Tk 54,000 Magazine bookmark 1,00,000 Tk 1,00,000 Activation booth 30*20,000 Tk 6,00,000 Total Tk 5,94,34,000
41. 41. Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Tk 5,94,34,000 TOTAL CAMPAIGN COST
42. 42. OVERALL EVALUATION
43. 43. Monitoring 1 Evaluate campaign marketing efforts: Surveys conducted to measure changes Periodic Market Research 2 Evaluate: Consumer Perception TOMA Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
44. 44. Monitoring Primary Target Market Age Range: 18-35 years Number of People in the age Range: 5,05,12,481 (approx.) Pre campaign result: 5 out of 25 random people are aware of the song. Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
45. 45. Monitoring DESIRED RESULT 15 DESIRED TOTAL REACH Cost of reaching each customer: Out of 25 3,03,07,488 (approx) tk 1.96/ person Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
46. 46. Sample questions Survey 1) Have you seen/heard the cricket anthem of ROBI? 2) Do you remember the message/content of the anthem? 3) Were you inspired by the ROBI cricket anthem? 4) Will you celebrate with ROBI cricket anthem? Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
47. 47. Contingency Plans Design contingency plan based on the EVALUATION. Only retain the most effective marketing methods POSSIBLE OUTCOMES CONTIGENCY (AGGRESSIVE) -More research and new activities, more frequency and reach SUCCESS NO CHANGE CONTIGENCY PLANS FAILURE Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
48. 48. Thankyou Questions?