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Defy Convention …. Brief. Offer Mazda opportunities to reach their intended target audience Target audience: Mixture of creators that defy convention in their field Advertising content must be amplified to wider audience through media partners that embody “Defying convention”

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Presentation Transcript
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Brief

  • Offer Mazda opportunities to reach their intended target audience
  • Target audience: Mixture of creators that defy convention in their field
  • Advertising content must be amplified to wider audience through media partners that embody “Defying convention”
  • Offer media opportunities that exemplify Mazda’s theme – “Defying convention”
  • Communicate in environments that defy convention to create an experience for consumers
  • Ensure that experiences with the brand are unique and original to fit with Mazda’s “emerging original thinkers” target audience

Defy Convention …

ideas
Ideas

Pearl & Dean can defy convention through:

  • Outdoor Pop Up Cinema Experience
  • Battersea Power Station Drive In Cinema
  • Ambassador Theatre Group Experience
slide5

Mazda to become the headline sponsor of the forthcoming outdoor pop up cinema season for Summer 2013

  • A new alternative film experience that allows people to enjoy the very best films in the coolest outdoor locations
  • Reaching an audience through online, on site, on screen, press and social media

Defy Convention …

slide6

Independent, innovative & quirky alternative to traditional cinema, specialising in high quality film screenings in an incredible array of stunning outdoor settings

  • Mazda has the opportunity to break away from tradition and defy convention by creating unforgettable experiences through Nomad
  • The events feature an array of entertainment prior to the screening at sunset including live bands, photo booths, lighting shows + amazing catering services

Defy Convention …

slide7

Overview

  • 2012:13 events at the following venues:
  • House of St Barnabas
  • Queens Park
  • Fulham Palace
  • Roundwood Park
  • Brompton Cemetery
  • Hyde Park Lido
  • Bestival(Festival) – Ambient Forest
  • 2012 admissions - 9,748
  • 2013 dates: August – September
  • Estimated number of events:25 (excluding festivals)
  • Estimated attendance:20,000
  • Ticket price: £12.50
  • E-newsletter – 19.4k
  • Facebook followers – 7k
  • Twitter followers – 5.6k
slide8

Nomad Coverage 2012

  • A mix of printed flyers, banners, Twitter, Facebook, press ads & working with partners such as:
    • The BFI (newsletter – 80k, Facebook – 16.5k & Twitter – 89k)
    • We Got Tickets (multiple dedicated mailshots to 100k exclusively for Nomad)
    • Salt Yard (3 x mailshots to database of 36k, Twitter 4k)
    • Lyric Hammersmith (newsletter 18k, Facebook 3.2km, Twitter 4k)
    • The Royal Parks Facebook (34k likes)
    • Magic FM
nomad timings
Nomad Timings
  • The launch will be across all platforms simultaneously w/c 29 April
    • Press Release
    • Website
    • Newsletter
    • Season flyers/posters
    • Facebook
    • Twitter
    • WeGotTickets mailshot
    • Lexi Cinema mailshot/Facebook/Twitter
    • Reciprocal partner mentions Facebook/Twitter
  • This will be followed up by reminders and venue/season highlights in all following newsletters approx. every 2 weeks, ditto press releases, and continual social media activity.
nomad sponsorship
Nomad Sponsorship
  • Headline Sponsorship for Mazda
    • Gold Spot positioning at all screenings
    • Naming rights & incorporation into logo e.g. The Nomad – Driven by Mazda
    • Branding on all marketing material including mentions on Facebook page and Twitter accounts
    • VIP areas or VIP Seating at screenings
    • Official website presence including potential banner ads
    • Week or month of themed nights to fit with defying convention

TOTAL COST: £55K GROSS

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Holds classic & cult film screenings across London during the summer period, from the top of Shoreditch’s Queen of Hoxton, Nettle House & the glamorous Kensington Roof Gardens

  • Defy convention by experiencing films not in a traditional cinema but rather from the top of a building, on a rooftop
  • Perfect for those wanting a unique and unforgettable film experience
  • Mazda buyers think differently and thrive on unique rather than conventional experiences
  • Rooftop Film Club is the must-see venue of East London

Defy Convention …

slide13

Overview

  • E-newsletter – 16,007
  • Website – 300,000 hits since May 2012
  • Facebook followers – 12,211(25,000 weekly users on average)
  • Twitter followers – 4,490

Estimated 200-250 screenings throughout summer 2013, 5 nights a week

Estimated 30,000 admissions for 2013

Rooftop Film Club is part of an established and respected venue with high visitor numbers daily

Screening every night except Friday & Saturday, May – September 2013

Ticket price: £12

150 tickets available per screening

Mazda can have an allocation of tickets

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Rooftop Coverage 2012

  • Always in the top 10 of ‘Timeout’s top things to do in London’
  • Highly publicised event…. featured articles in Time Out, Metro, The Independent, The Guardian and Evening Standard to name a few
rooftop film club timings
Rooftop Film Club Timings
  • Tickets go on sale next Wednesday 1st May
  • Screenings
    • Roof Gardens 29th April
    • Queen of Hoxton - 5 nights a week from 1st May
    • Netil House - May dates coming soon, 1 or 2 screenings per week
    • Admissions are based on RTFC only. Roof Gardens and Netil house are added value as we cannot guarantee screenings.
rooftop film club sponsorship
Rooftop Film Club Sponsorship
  • Headline Sponsorship for Mazda
    • Gold Spot positioning at all screenings
    • Naming rights & incorporation into logo e.g. The Rooftop Film Club – Driven by Mazda
    • Branding on all marketing material including mentions on Facebook page and Twitter accounts
    • VIP areas or VIP Seating at screenings
    • Official website presence including potential banner ads
    • Week or month of themed nights to fit with defying convention

TOTAL COST: £80K GROSS

for mazda to buy both headline sponsorships with nomad and rooftop film club total cost 96k gross
For Mazda to buy both headline sponsorships with Nomad and Rooftop Film ClubTotal Cost £96k Gross
slide19

Battersea Power Station

Defy Convention …

slide20

Battersea power station

  • One of London’s most Iconic and famous landmarks
  • Battersea will open its doors to 750 000 visitors
  • We will provide 25 weeks of entertainment, live events and unique experiences for 6 months this summer
  • 10 Performances Of Hollywood Blockbusters (new and classics) a week

Defy Convention …

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Drive-in cinema

  • The iconic 50’s and 60’s Drive-in movie experience is coming to London
  • The summer’s biggest blockbusters will be projected onto a large screen in frontof the West Side of the Tower – Backdrop of one of London’s most iconic buildings
  • Sound will be transmitted through audience car radios and food can be orderedand delivered directly to vehicles
  • Perfect for Mazda as a few of the cars can actually be showcased at the drive-in
  • 10 performances a week, 200 cars per performance

Defy Convention …

slide22

Press for Mazda

  • MEDIA:
  • Evening Standard, Capital FM, Timeout (Paper and online), Metro
  • OUTDOOR:
  • London / home counties 6-sheet campaign
  • Underground escalator panels & 4 sheets
  • Online / digital
  • Saturate all What’s on sites with information / competitions to win packages

Defy Convention …

slide23

Press for Mazda

  • SOCIAL MEDIA
  • Facebook page with viral campaign to maximize friends numbers
  • Twitter updates with what’s on message
  • Tweet for seat viral campaign during run
  • Posts with video footage from events
  • Spoof video of drive-in experience on Vine
  • Last min availabilities on Y Plan
  • Leak ‘tech geek speak’ information on Reddit
  • MEMBERSHIPS
  • Create summer membership packages that allow different levels of access to the site/events

Defy Convention …

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OPPORTUNITIES FOR Mazda

  • Naming rights for all Power Station Presents activity during the summer of 2013
  • Venue branding in Key Power Station locations for up to 25 weeks
  • Use of logo, image and trademark in 3D Mapping
  • Branding across key cinema hotspots and other key locations
  • Commercial to run in gold spot positioning before every film at Battersea Drive-In Cinema
  • Can provide up to 20 cars for the VIP cinema experience
  • Drive-In will have menus in each car – space for product branding
  • Branded Pop-up walls (formed by sea containers!) next to giant screen where 2 cars can be placed on top. 30m commuters to and from Victoria station pass this every day.
  • Total Cost £310k Gross

Defy Convention …

the idea explained
The Idea… explained
  • Opportunity to present Mazda in front of a live audience in theatres around the UK by partnering with The Ambassador Theatre Group
  • A fully integrated proposition including a solus projected ‘Diamond spot’ onto the stage curtain at selected venues nationwide
about ambassador theatre group
About Ambassador Theatre Group
  • The UK’s largest operator of theatre & entertainment across 39 venues grossing £300m+ pa which equates to 10m tickets sold
  • ATG operates the UK’s fastest growing ticketing operation reaching 5m households across the UK via atgtickets.com
  • 75,000 active members and 4.9m unique customer records
  • P&D offers an integrated package across 34 key ATG sites nationwide
  • Opportunity to use a unique on-curtain projection in up to 26 theatres
the projection
The Projection
  • This is a unique 90” projection running immediately prior to appropriate theatre performances across a minimum of 20 ATG’s sites at any one time in London and the UK*
  • A completely solus ‘Diamond spot’ - Like the ‘Orange gold spot’ but better
  • The creative uses monochromatic projection on the theatres’ actual curtain or safety curtain, sitting seamlessly within the performance
  • Copy to be changed a minimum of 3 times a year

* This will either run at the beginning of the performance or start of the second half

the theatres
The Theatres
  • Other key regional sites:
  • Aylesbury Waterside Theatre*
  • The New Alexandra Theatre Birmingham*
  • Southport Theatre*
  • Regent Theatre Stoke On Trent*
  • Victoria Hall Stoke On Trent
  • Edinburgh Playhouse*
  • Kings Theatre Glasgow*
  • Theatre Royal Glasgow*
  • Liverpool Empire*
  • Grand Opera House York*
  • Palace Theatre Manchester*
  • Manchester Opera House*
  • Milton Keynes Theatre*
  • New Victoria Theatre Woking*
  • Oxford New Theatre*
  • Theatre Royal Brighton*
  • Bristol Hippodrome*
  • Churchill Theatre Bromley*
  • Sunderland Empire*
  • Princess Theatre Torquay*
  • Folkestone
  • Grimsby Auditorium*
  • London:
  • Apollo Victoria
  • Duke of York’s*
  • The Fortune Theatre
  • Harold Pinter*
  • The Lyceum Theatre
  • Piccadilly
  • Phoenix*
  • The Playhouse*
  • Richmond*
  • The Savoy*
  • Wimbledon Theatre*
  • Wimbledon Studio

34 sites

* Opportunity to show projection in this site

the theatre audience
The Theatre Audience

%

%

72

55

35 plus

female

45

28

Under 35

male

70+

ABC1

London/South bias – Wealthy Urbanites/Professional

source: EDI/ATG 11 based on 31 sites

online promotion
Online - Promotion

Prominent positioning

  • Sponsor to have branding on ATG website
  • A booking confirmation email will also feature branding
  • 13.5 million impressions throughout the year
  • Sponsor’s banner on up to

50 million emails

Website landing page

magazines programmes brochures
Magazines, programmes & brochures
  • ATG magazine – 140,000 circulation, 4 issues per year
  • 9 million Brochures
  • 4 million Programmes
  • Reaching 20% of UK Population

Prominent

positioning – full page

ATG Magazine

ATG programme

the value
The Value
  • 90” sponsors message on curtain, estimated admissions 6,500,000 – £1.95 million
  • ATG magazine 140,000 circulation, 4 issues per year

9 million Brochures – full page

4 million Programmes – full page

- £270,000

  • ambassadorstickets.com - 13.5 million impressions throughout the year - £67,500
  • Sponsor’s banner on up to 50 million emails - £500,000
  • Work with ATG for additional joint marketing opportunities
  • Research (qual & quant) - £20,000
  • Foyer Branding - Posters – 10 million admissions (4 per site) - £100,000

Total Media Value = £2,907,500 pa gross

Required Investment = £500,000 pa gross

*Excludes production