thebigbreakdu proposal-c(incnoor)

BigBreak

great ideas deserve great opportunities

Proposal to for strategic partnership of AMG’s new initiative

great ideas deserve great opportunities!

‘To provide a competition that engages the UAE business minded community, present and future, by providing the opportunity from which to bring life to their ideas’

‘To give someone their Big Break into the world of business and promote the UAEs entrepreneurial strength’

Concept

BigBreak


Add to the quality of life of people living in the UAE

Demonstrate that du brings life to life not only by providing for individuals but also by providing for businesses in the UAE

Prove that the UAE business community can deliver intelligent and sustainable solutions within the global market place

Underline the sophistication and foresight of the UAE business culture

BigBreak


Objectives

To drive awareness of dus business solutions and assist in increasing the competitive advantage in the business marketplace of the UAE by leveraging AMGs media platforms that provide business content

BigBreak


Mission

1

1 2Phase 1Inform everyone Drive response

Phase 2Provoke everyone to interact Discussion of ideas via AMG content

Phase 3Vote for best 5 ideas building up to Grand Finale

BigBreak


How it works

2

1 2…

Headline prize to help launch the winning idea, given by

to build business communication service infrastructure to support company growth

All future in-house AMG advertisements relating to winner will feature dus sponsorship of this competition ‘this idea was brought to life inassociation with …’

Continuous prize opportunities throughout competition

Runner up prizes of related product or services

BigBreak


Prizes

BigBreak


Mechanics

Receive ideas to website and via post

Coverage of ideas in radio, paper and online

Short listing of preferred 5 entrants by audience

Featuring of finalists each day

Grand finale 50% votes & 50% panel

Announcement via live radio broadcast

Coverage of event in paper and online

Stage 1 Stage 2 Stage 3

Using business media content to attract the target audience of 25-55, degree educated professionals

Engage audience for 2 months through updated messaging and content

Increase awareness through community involvement and interaction

Increase participation through incentives

Establish touch points using interactive media e.g. Facebook & SMS

Implementing unique creative strategy to attract specific target audience by developing a tangible concept

BigBreak


Marketing Strategy

Dhs 2,714,600 media invested in radio, print, online, event & outdoor

BigBreak


Marketing Plan

Message

Phase 1

2 weeks October 11th ‒ 22nd

Build awareness & encourage participation

BigBreak


Marketing Plan

Objective

Duration

‘du adds life to life & believes everyone of you can add life to life’

Main communication channels (Dubai Eye, Noor Dubai, Business 24/7, Outdoor, www.business24-7.ae, www.dubaieye.com, SMS, Direct Mail & social media)

Media

Message

Phase 2

October 25th ‒ December 10th

Driving interaction and comment

BigBreak


Marketing Plan

Objective

Duration

‘Send an SMS or go online and share your thoughts on yourfavorite idea and win a Blackberry with 1 year free subscription with du…‘

Main communication channels (Dubai Eye, Noor Dubai,Business 24/7, Outdoor, www.business24-7.ae, www.dubaieye.com, SMS & Direct Mail)

Media

Message

Phase 3

December 13th ‒ December 17th

Hold audience and sustain attention

BigBreak


Marketing Plan

Objective

Duration

‘Vote for your favorite to win at the Grand Finale and win a years free Business Broadband with du and join us at the finale…’

Main communication channels (Dubai Eye, noor Dubai, Business 24/7, Outdoor, www.business24-7.ae, www.dubaieye.com, SMS & Direct Mail)

Media

Media

Phase 3

December 17th + 12 months follow up

BigBreak


Marketing Plan

Duration

Branding

Radio and print tracking of progress over coming 12 months

Message Winner messaging ‘thanks to du, Dubai Eye and Emirates Business 24/7 for making this possible…’

Live radio broadcast from venue on Dubai Eye, EveningBusiness with Richard Dean, at event branding , TV broadcast to be uploaded ondu.ae | youtube.com | facebook | www.business24-7.ae

Finale & post finale

BigBreak


October November

Janu

ary

Febr

uary

Mar

ch

Apr

il

May

June

July

Aug

ust

Sept

embe

r

Oct

ober

Nov

embe

r

Dec

embe

r

Winner Announcement

Build awareness & encourage participation

Driving interaction and comment

25 10 25 10 13-17




‘Send an SMS or go online and share your thoughts on your favorite idea and win a Blackberry with 1 year free subscription with du…‘

‘Vote for your favorite to win at the Grand Finale and win a years free Business Broadband with du and join us at the finale…’


SMSSMS

SMS

Timeline

BigBreak


Media PlanOct Oct Nov Nov Nov Nov Dec Dec Dec Dec

Media Activity Format Detail Cost (AED) 2 3 4 5 6 7 8 9 10 11

Online Business24-7.ae banners banner 500,000 impressions @ 51CPM 25,500Dubai Eye banners banner 500,000 impressions @ 51CPM 25,500

Press

Emarat Al Youm Daily ad horizontal strip 21 days @ 8,800 184,800Emarat Al Youm Daily ad full page 42 days @ 22,000 924,000EB24-7 Daily ad horizontal strip 21 days @ 8,800 184,800EB24-7 Daily ad full page 42 days @ 22,000 924,000

RadioDubai Eye - Teaser 1 15 sec spot 24 spots a day / 4 versions 32,000Dubai Eye - Teaser 2 30 sec spot 12 spots a day / 2 versions 21,000Dubai Eye commercial spots 30 sec spot 5 spots a day / 8 weeks 70,000

Outdoor

Stands in malls / DIFC stands 2x malls tbcUnipoles message unipole 8 / 2 months 70,000Adpoles 'apply now' message adpoles 15 / 2 months 70,000Grand finale Event 60,000

2,591,600AED

WM

As Sponsor of The Big Break, will be included in all promotional activity associated with the campaign

du will receive logo exposure on all above the line activity on Dubai Eye, Business 24/7, www.business24-7.ae, www.dubaieye103.8.com, outdoor, direct and ambient activity

BigBreak


Sponsorship package

Above the line

du will receive logo exposure on all promotional activity inc. flyers, roll up banners and posters etcdu will have branding exposure at the Grand Finale du will be allowed to promote and showcase products and services at the Grand Finale

Below the line

Partner

Joint Sponsor

AED 850,000

AED 550,000

As Sponsor of The Big Break, will be included in all promotional activity associated with the campaign

Du will be allocated a place on the selection jury at the Grand FinaleDu will be allocated a place as one of the interviewed jury on Dubai EyeDu will be allocated a place on the commentary team within Busines 24/7AMG will allocate a dedicated The Big Break team for core competencies 10 invitations to the Grand FinaleProduction of all above the line mediaDedicated sponsored section within Business 24-7Dedicated sponsored microsite30 minute segment within Dubai Eye ‒ 6 weeks30 minute segment within Dubai Eye ‒ 7 days (Finals)Live Broadcast from Grand Finale (2 hours)Branded Grand Finale

BigBreak


Sponsorship package

Added value

Total Print inventory : 126 adsTotal Radio inventory : 76 spotsTotal Outdoor inventory : 8 Unipoles & 15 AdpolesTotal Online inventory : 1 million impressions

BigBreak


Inventory

Helping to reinforce the credibility of du being the leading businesscommunication service provider in the UAE

Interact directly with a business audience

All future in-house AMG advertisements relating to winner will feature dus sponsorship of this competition ‘this idea was brought to life inassociation with du…’

Increase participation through incentives

Showcasing of du business services

BigBreak


Benefits to

Exposure

BigBreak


BigBreak


Media SponsorPartner

Partner

BigBreak

great ideas dese ve gre t oppor unit es

Graet Ideas deserve great opportunities!

BigBreak

great ideas dese ve gre t oppor unit es


TM

Thank You

thebigbreakdu proposal-c(incnoor)

Documents