Tribute to the King Micheal Jackson brought POP to the TOP! An

icon for the young an old alike, MJ was an incredible performer who churned out unforgettable music. With this in mind Radio 1 FM 91 has decided to do a nationwide tribute to the king of pop by having The Eternal Moonwalk campaign.

Reason: People of all class and age know Michael

Jackson and recognize his signature move,

“The Moonwalk”

Target Audience:

Overall mutual target audience: SEC: A, B and C AGE: 10 to 45

The Moonwalk Campaign will cater to a specific target SEC: A and B AGE: 17 to However with our MALL activities we will also cater to

a larger demographic

Campaign Mechanics

Digital Participation:

In order to participate listeners will be asked to mirror MJ’s legendary Moonwalk in the most creative way possible, and send in their video entries to Radio 1 Fm91 at moonwalk@fm91.com.pk

Or they will be asked to upload them via our website www.FM91.com.pk

Campaign Mechanics

BTL Activation entries:

For those unable to send videos, Pakistan’s Number 1 Hit Music Station will visit a college/university and mall in each major city.

3 colleges/universities will be visited (Karachi, Lahore and Islamabad) totaling to 9 colleges/universities.

2 malls will be visited in each city (Karachi, Lahore and Islamabad).

Campaign Mechanics Stage 2Once the videos have been posted listeners will be encouraged to for entries.

Participants will be judged on the basis of:

The Number of people who “like” their video on Radio 1 FM 91’s official Facebook fan page.

Comments given on their Facebook Video uploads.

*Terms and conditions will apply to all entries*

BTL Activation Venues Direct Audience engagement via On ground activities at key

locations:

Karachi (1st to 7th March)

Dolmen mall (Tariq Road) Emerald Tower Indus Valley IBA Nixor College Iobm

 

Lahore (26th march to 1st April ) 

Mall of Lahore /Vogue Towers

LUMS University BNU LSE

Islamabad (1st to 10th April ) 

Bahria University Iqra University FAST University Jinnah Super market

Rewards: The top three

participants viewed/voted videos will be the winners of the competition

1. Rs. 100,000

2. Rs. 50,000

3. Rs. 25,000

BrandingOpportunities for Sponsors:

The following mediums will be used to promote this campaign:

On ground Activation

Merchandise / POS

Television

Radio

Digital

Print

BrandingOpportunities

On ground Activity Purpose of going on ground is to engage with the

target audience directly.

By this we will achieve the following:

Reach at university is approx. 2,500+

Reach, Footfall at malls is approx. 5,000+ on weekends (available Saturdays will be chosen)

Immediate interaction for the campaign

Immediate response for the product displayed

BrandingOpportunities

On ground Activity

Every college/university and mall that will have the on ground activity can be branded:

Back Drop

Moonwalk way

Showcasing the Product

Michael Jackson Cutout

Cities:

Karachi

Lahore

Islamabad

On Ground 3D model of space

On Ground 3D model

Laptop Stands to have people LIKE Radio 1 FM 91’s fan page

The MJ cutout holding the product desired to be promoted.

On Ground 3D model

Front image incorporating the entire layout. Total size 12’ x 10’

Right side layout to visualize branding opportunities

BrandingOpportunities

On ground Activity

Back Drop + LED screen

Backdrop size = 6 x 8 feet

On either side will be an LED screen displaying the sponsor’s video.

LED Screen size = 6 x 3 feet (upon sponsor’s additional branding opportunity)

Moonwalk way

A custom made walk way will be designed to strategically display the sponsor’s logo for contestants to perform.

Walkway Size = 4 x 8 feet.

BrandingOpportunities

On ground Activity

Back Drop Logo placement

of sponsor

BrandingOpportunities

On ground Activity

Moon Walkway Layout is tentative, but branding will be similar on the

walkway.

BrandingOpportunities

On ground Activity

Showcasing the Product The product to be promoted will be used during the

execution of the campaign. Either through giveaways, competition, or just displaying the workings of the product.

Michael Jackson Cutout A customized cutout will be made showing Michael

Jackson holding the product where by people can stand and take pictures with.

BrandingOpportunitiesBranded Merchandise Every participant of the Eternal Moonwalk campaign

will receive a goodie bag, courtesy the sponsor.

The customized goodie bag will contain:

T-shirt Mug

ECO Clock (recycled CDs transformed into funky desk clocks)

Any merchandise/promotional material sponsor would like to add.

BrandingOpportunities

Television The following channels

will play our videos:

Tentative channels are:

TV 1

News 1

Oxygene

Play TV

Teaser video:

Duration: 12 second Frequency: Dependant

on minutes available

Complete Video:

Duration: 90 seconds Frequency: Dependant

on minutes available

BrandingOpportunities

Radio RJ Endorsements:

Our top shows and celebrity RJs will endorse the campaign through out the duration of the campaign.

Live Updates: On ground live updates

can be given having it be “brought to you by” the sponsor.

Radio Spots: Full Spot

Duration: 30 seconds Frequency: 20 spots

Adaptation will run through out the campaign.

Adaptation: 20 seconds Frequency: 30 spots

BrandingOpportunitiesDigital Vimeo

Our teaser and complete videos will be uploaded on our Vimeo channel.

Facebook: Total Fans –60,500+and rising Our fan page will focus on this campaign through out the duration. 60+ Status Updates Tab replies / engagement management FB Advertising

Website: Approx. hits per month - 750,000 + Campaign mechanics Video and image banners will be uploaded and

placed. Web banners on websites

Tribune.com.pk Jang.net Daily Times

Branding OpportunitiesPrint / POS Poster:

A specialized artwork will be created to be placed in multiple magazines, schools and public areas. (List to be provided upon confirmation)

3 days prior to each BTL location will have posters.

POS: The Eternal Moonwalk poster will

be placed in various cafés and super markets across Karachi, Lahore and Islamabad including

Karachi Base Rock Café Dolmen Mall (Tariq Road &

Hydri) & Clfiton EBCO, Hyper Star Neco’s

Lahore Mall of Lahore & California

Grill, Ali towers Islamabad

Jinnah Super Market Kingston Mall

Branding OpportunityPrint / POS Leaflets will be placed at

the following places within Karachi, Lahore & Islamabad

Karachi Espresso Agha’s Super Market Paradise Ebco The Second Floor Chase Up Store Mottas Store (khy-e-Rahat,

Boat Basin) Makro

 

Lahore Espresso Mall of Lahore

Islamabad Jinnah Super Illusions Haroons

Moonwalk Promotional Plan

Pre – Hype

Electronic Media Radio:

A hype based radio teaser will go on air at a Frequency of 12 spots per day

Television: A special Teaser video will

be made which will run on the TV Channels at a high frequency

Digital Media Facebook:

Daily updates for the event along with the teaser video will be shared along with Fb advertising

Website & YouTube: The teaser video will also

go on the website of Radio 1 FM 91 along with YouTube

SMS: SMS broadcast and

updates would also be sent

Launch

The Eternal Moon Walk’s launch will be promoted through the following Mediums:

Radio: A customized promo, promoting the event will go on

air at a frequency of 12spots a day The activity will be endorsed by all the RJs during their

shows All legendary Michael Jackson’s songs sponsored by ‘

the sponsor’ will be played on air A customized promo with the name of the school or

college to be visited will go on air

Television: The launch video will be played on different channels

at a high frequency Live coverage will be provided by News One and the

video clippings taken shall be shared in the News updates

Digital Promotion The event will be promoted on Radio 1’s website & on

Facebook Direct E-mailers: Artwork made for the event will be sent to a

data base of over 500,000 Videos taken on the venue will be uploaded there and then

on the Facebook page

Print / POS Media Promotion Posters of the event will be pasted in the participating

colleges Standees & tent cards will be placed at the venue of

our partners present in Lahore, Islamabad & Karachi. Such as California Grill, Neco’s Natural store & Café, Liberty books & etc

Print ad promoting the event will also be placed in highly subscribed magazines and Papers

Post - Launch

Print Media Publicity in Magazines

Digital Promotion Videos taken in all the colleges will be uploaded

High valued prize would be given to the winner of the event

Costing

Over Heads Cost (Rs.)

Air Time 815,100

Digital Promotion 434,900

BTL Activity 800,000

Point of Sale + merchandise 450,000

Total Cost Rs. 2.5Mn + GST

THANK YOU