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J&B CITY REMIX - PowerPoint PPT Presentation


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J&B CITY REMIX. H 1 report. Key metrics F12. As measured by BTS June 2012 increase Adopters base from 19.4% to 20% BTS November result – 19,7% “Excites me about the possibilities of the night” 5.8% to 9% BTS November results – 11,9%

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Presentation Transcript
slide2

Key metrics F12

  • As measured by BTS June 2012
    • increase Adopters base from 19.4% to 20%
      • BTS November result – 19,7%
    • “Excites me about the possibilities of the night” 5.8% to 9%
      • BTS November results – 11,9%
    • “It’s modern and up-to-date” from 11.9% to 14%
      • BTS November results – 20%
slide3

J&B City Remix H1

strategic approach

  • J&B City Remix
    • objectives:
      • generate campaign awareness on a national level using channels with wide coverage and high reach - TV, OOH, radio and indoor advertising (cinema)
      • cover the media journey of the TG consumer – transport, cinema, radio, Social Networks and Internet, TV, popular hang-out/meeting spots
      • drive traffic to the landing page – FB City Remix App
      • engage consumers with the campaign and encourage them to upload clips
    • campaign mechanics:
      • use main media channels
        • TV
        • OOH
        • Indoor
        • Radio
        • Digital
      • execute weekly sound collecting challenges
      • use prize winning games
slide4

J&BCITY REMIX

INTERNAL LAUNCH

slide5

Internal launch

  • City Remix launch at Avendi
    • City Remix launch event was organized for Avendi employees in front of their office.
    • The event took place in the morning when everybody were arriving for work
    • A J&B team was explaining the campaign to arriving staff members and officers.
    • The on trade City Remix corner was set up and everybody had a chance to get a first hand City Remix experience with the City Remix iPad mechanic and win a J&B prize.
slide12

Media

TV

  • 30’’ TVC

(double-click to play)

slide13

Media

TV

  • non-standard branding/ commercial block cut-ins

3’’ opening cut-in

4’’closing cut-in

(double-click to play)

slide14

Media

Radio

  • Objectives
    • stage 1 /06.10 – 18.11/
      • support of TVC and OOH, generate campaign awareness
      • explain the campaign and communicate the uploading mechanism
    • stage 2 /14.11 – 10.12/
      • generate engagement and stimulate clip uploads with prize winning WSCC (Weekly Sounds Collecting Challenges).
  • Formats
    • stage 1 - 30’’ radio commercials
    • stage 2 - WSCC
      • 20’’ WSCC radio commercial clips
      • repeated call to action announcements by radio hosts from 8:00 - 18:00
slide15

Media

Radio

  • Radio commercial
  • [double-click on the icon to play]
  • [back translation] The city sounds are all around you. Record a clip with the sounds of your city and upload it to cityremix.bg. Join the J&B City Remix and win party prizes.
  • WSCCs
    • Week 1 – Sound from a transportation vehicle
  • [back translation] Participate in J&B and radio N Joy’s game – capture sound from a transportation vehicle, upload it on cityremix.bg and you can win a brand new iPhone 4 and a ticket to the best Christmas party in Bulgaria. Participate in J&B and radio N Joy’s game, join the City Remix now!
    • Week 2 – Sound from construction works
  • [back translation] Your neighbor is drilling into your walls?? Don’t start raging, start recording! Participate in J&B and radio N Joy’s game - captures sound from construction works, upload it on cityremix.bg and you can win brand new iPhone 4 and a ticket to the best Christmas party in Bulgaria. Participate in J&B and radio N Joy’s game, join the City Remix now
slide16

Media

Radio

  • WSCCs (cont.)
    • Week 3 – Sound not typical for your city
  • [back translation] You don’t have to be a talented musician to join the City Remix . Participate in J&B and radio N Joy’s game – capture sound which is not typical for a city, upload it on cityremix.bg and you can win a brand new iPhone 4 and a ticket to the best Christmas party in Bulgaria. Participate in J&B and radio N Joy’s game, join the City Remix now!
    • Week 4 – Sound of emotion
  • [back translation](Heey, come on - drive…) Get moving! Participate in J&B and radio N Joy’s game – capture sounds with the emotions of the people around you, upload them on cityremix.bg and you can win a brand new iPhone 4 and a ticket to the best Christmas party in Bulgaria. Participate in J&B and radio N Joy’s game, join the City Remix now!
slide17

Media

Radio

  • Results/KPIs
    • 267 broadcasts
      • radio commercials105
      • WSCC ads - 162
    • Uploaded clips before WSCC
      • Total – 38 days - 70 clips (~ 1,84 clips per day)
    • Uploaded clips during WSCC
      • Week 1 - 21
      • Week 2 - 35
      • Week 3 - 14
      • Week 4 – 41
      • Total: 28 days – 111 clips (~ 3,96 clips per day)
slide18

Media

OOH – building wrap-up

  • Location - VasilLevski Blvd. – a central city location and a popular TG meeting point
slide19

Media

OOH – building wrap-up

  • Location - Plovdiv
slide20

Media

OOH – scrolling billboard

  • Global key visuals adaptation - central locations in Sofia, Plovdiv and Varna
slide21

Media

OOH – billboard 4 x 3

  • Global key visuals adaptations - central locations in Sofia and Varna
slide22

Media

OOH – city lights

  • Global key visuals adaptation - central locations in Sofia, Plovdiv and Varna
slide23

Media

OOH – bus branding

  • Bus route - “Students Town” – Sofia University (central location)
slide24

Media

OOH – bus branding

slide25

Media

OOH – bus branding

slide26

Media

OOH – guerilla OOH branding

  • Branding of parking bollards
    • remind a key moment from the TVC (hand turning a fire hydrant)
    • visualizing the three most recognizable buttons on a DJ Deck
    • central locations and pedestrian zones

[back translation] Remix the sound of you city with J&B at www.cityremix.bg

slide27

Media

OOH – non standard branding

slide28

Media

Overall OOH

  • Results/ KPIs
    • 1 branded bus: 31.10 – 19.12
    • 2 building wrap-ups:
      • Sofia and Plovdiv
    • scrollers:
      • Sofia – 5 two-side scrollers (31.10 – 27.11)
      • Plovdiv – 5 two-side scrollers (31.10 – 27.11)
      • Varna – 1 two-side scroller (31.10 – 27.11)
    • billboards (4x3):
      • Sofia – 1(31.10 – 27.11) & 1(31.10 – 14.11)
      • Varna – 3(31.10 – 13.11) & 1(14.11 – 27.11)
    • city lights:
      • Sofia – 10 two-side city lights (31.10 – 13.11) & 9 (14.11 – 27.11)
      • Plovdiv - 10 two-side city lights (31.10 – 13.11) & 10 (14.11 – 27.11)
      • Varna - 12 two-side city lights (31.10 – 13.11) & 12 (14.11 – 27.11)
    • guerilla OOH – parking bollards
      • Sofia – sets of 3 branded bollards at 6 central locations
slide29

Media

Indoor/cinema

  • Cinema advertising
  • Period
    • 18.11 – 01.12
  • Format - 30’’ TVC clip
  • Coverage:
    • 5 cities
    • 11 cinema halls
    • 29 585 views (planned 21 000)

(double-click to play)

slide30

Media

Digital

  • Objectives:
    • Stage 1 (07.10 – 12.11)
      • generate total online City Remix awareness using high impact / high frequency formats
    • Stage 2 (14.11 – 11.12) – WSCC challenges
      • encourage clip uploads with iPhone winning initiatives - WSCCs
      • dynamic creative executions - new creative visuals developed for different stages
      • 6 different creative visuals were developed for a period of 2 months
  • Landing page of the web campaign (for both stages):
    • J&B FB page
slide31

Media

Digital

banner 300x250

slide32

Media

Digital

Synchronized presence - Wallpaper branding +TVC banner

slide33

Media

Digital

branded J&B video channel

slide34

Media

Digital

Megaboard banner 720x300

slide35

Media

Digital

Webisode 1 - featured video

Webisode 1 was featured video clip on the home page of the most popular video sharing website in BG

Results:

views - 28 861

comments -135

thumbs up (likes)-1870

slide36

Media

Digital

Synchronized presence:

Wallpaper Branding + banners

slide37

Media

Digital

Branded header

banner 160x600

slide38

Media

Digital

wallpaper+flashmegaboard - new creative executions, communicating the prize-winning game

slide39

Media

Digital

Megaboard 720x300

slide40

Media

Digital

728x90

slide41

Media

Digital

Branded header (new creative communicating prize winning game)

slide42

Media

Digital

branded video channel

slide43

Media

Digital

New creative, communicating every weekly challenge

WSCC 1

slide44

Media

Digital

WSCC 2

slide45

Media

Digital

WSCC 3

slide46

Media

Digital

WSCC 4

WSCC 3

slide47

Media

Digital

WSCC 4

slide48

Media

Digital

City Remix advertising in the iPhone and iPad versions of the most visited sports website in BG.

Ads landing in iTunes website, at the download page of CR iPhone App

slide49

Media

Digital

  • Results – Key KPIs (total for stage 1 and stage 2)
    • Overall campaign impressions - 9 847 165
    • Overall clicks - 46 660
    • Average campaign CTR – 0,47%
    • iPhone App installations - 79 (KPI for the ads in mobile media)
slide50

Media

Digital– Social Media

  • Social media - Facebook
    • Objectives
      • use Facebook page as communication hub/focus communication in FB
      • create traffic towards the landing page of the campaign using FB Ads
      • create buzz about city sounds/excitement about the campaign through interesting and interactive FB page content
        • communicate campaign elements
        • engage FB users with campaign
        • urge users to upload city sounds in the FB app
        • urge users to download CR iPhone app
        • announce weekly challenges
      • prize winning game
slide51

Media

Web – Social Media

  • Formats - FB Standard Ads

[back translations]

Win an iPhone. Record sound of from a transportation vehicle and upload it to J&B City Remix. See how.

J&B challenges you! Record sound from construction works and win an iPhone.

Win an iPhone every month with J&B. Turn your city sounds into music.

slide52

Media

Digital– Social Media

  • Formats - Page Post Ads (important moments throughout the campaign)

[back translations]

Today we are announcing the first J&B City Remix weekly challenge. If you manage to…

For our most loyal fans here in facebook, we would like to set up a special premier of the newest….

This week every drill, power hammer or a neighbor doing repairs is your target…

slide53

Media

Digital– Social Media

  • Formats - Page Post Ads (cont.)

[back translations]

What is City Remix? Find out personally from the global J&B DJ Russ Chimes and the producer Patrick Jean

If you own an iPhone, download the City Remix App and start collecting your city sounds, while you can also remix them in a music track.

Meet the DJ who will create a smashing music track with your city sounds!

slide54

Media

Digital– Social Media

  • Formats - Page Post Ads (cont.)

[back translations]

An usual night. The usual city sounds – car horn, policeman whistle… But what would happen if the sounds form a rhythm? Here’s what!

400 people participated in the second City Remix flash mob in Argentina. Great sound Buenos Aires!

Join the Bulgarian City Remix and let’s show the world that we know how to party, too!

slide55

Media

Digital– Social Media

  • Formats - Page Post Ads (cont.)

[back translations]

For our most loyal fans here in facebook, we would like to set up a special premier of the newest J&B TV commercial. For the first time, only here and now. So, what do you think, do we win your “like”?

slide56

Media

On-trade activities

  • objectives:
    • communicate Join the City Remix and provide city sound/remix experience
    • drive consumers to FB
slide57

Activities

SOLAR Christmas Party

  • J&B is supporting the biggest and most expected party in Bulgaria this winter – SOLAR Christmas Party
  • J&B presence in the advertising campaign of the party
    • TV spot in CITY TV (music TV)
    • Poster campaign
    • Branded bus
    • OOH non standard vinyl banners
slide58

Activities

SOLAR Christmas Party

  • J&B presence at the event
    • branding – key locations
      • entrance, beach surfs, all bars
      • J&B logo projection on the front wall of the venue
      • J&B video clips will be played on the 70m. wide video screens
    • promo activities
      • party starters + MBM will be starting the party with the guests
      • 2 J&B corners will provide City Remix experience to the guests (through the on trade mechanic)
      • party starters will be giving prizes at the bars to pushing J&B sales up
    • photo booth
    • styling zone – fluorescent J&B logo will be painted on guests hands, faces, etc.
    • big disco ball – placed on a platform and party starters will be dancing around it
    • J&B balloons - 1000 balloons will fall from the ceiling during the peak of the party
slide59

Activities

SOLAR Christmas Party

  • video spot
  • Key visual

(double click to play)

slide60

Activities

SOLAR Christmas Party

slide61

Activities

SOLAR Christmas Party

slide62

Activities

SOLAR Christmas Party

slide63

Activities

SOLAR Christmas Party