TimTam Activation Proposal
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TimTam Activation Proposal

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  • thanks mate. actually, the happiness concept was already the brand preposition, TimTam here says it brings 'ripples of happiness'. so what i did is merely personified the act of a person on finding happiness as the theme of the activation.
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  • Very nice. I love how you propose the Happiness concept, but wondering is 'Happiness' too generic? Like you can take a random product and put happiness concept to it, would it be much different then? Thank you.
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  • 1. Integrated Communication Proposal
  • 2. Agency Task Create an integrated communication campaign for the 2nd burst of Tim Tam in the year 2012
  • 3. Activation Objective • Strengthen Tim Tam’s Brand Image and Key Brand Message • Create engagement with the consumers • Drive product trial and increase product sales Tim Tam
  • 4. Tim Tam: The Brand • Tim Tam is a delicious chocolate coated biscuits that gives you ripples of happiness in every bite, for the perfect chocolate experience • Tim Tam is for young females who treat and indulge themselves with quality experience that enhance their exciting life • Those women who embrace that little moment of happiness in life
  • 5. What TimTam Have Done • Conveying the message of “Kebahagiaan Kecil Berlapis Coklat”, TimTam has start spreading their Ripples of Happiness in early 2012 • The campaign try to engage the TA through office to office, in-‐store and digital activity Onward, what other Ripples of Happiness can we give to our consumers?
  • 6. The Challenge • How do we leverage the association of TimTam and Happiness and.. • How to create strong relation of the campaign to the life of our target audiences
  • 7. Target Audience• Female, 20-‐30 years Old• College Student, and First Jobber• SES AB, Urban• Full of positive energy, Proactive, Confidence, Radiant upon her surroundings, Spontaneous
  • 8. With the GirlsTA’s World My Happiness are.. Shopping, Shopping Self Pampering & Shopping ChocolateGetting a Present & Treats Exist!
  • 9. The Strategy• Associating TimTam Happiness by the happiness liked by our TA• Establishing TimTam as the Source of that Happiness
  • 10. Create TimTam’s own Ripples of Happiness that allows women of Indonesia to find their happiness with TimTamConcept Idea
  • 11. Campaign Theme A multiple platform activity that will indulge the consumers with TimTam’s Ripples of Happiness in their daily life, by making Tim Tam as the source of happiness
  • 12. Campaign Road Map Provoke Engage Amplify Objectives: Objectives: Objectives:•Intrigue the TA about •Create platform for •Amplify the activity to TimTam’s Happiness Happiness sharing wider audiences•Generating awareness •Induce sales through •Inspire others to start and Buzz about the product experience consuming Campaign Tools: Tools: Tools: •TimTam Happiness •Happiness Moment•TimTam Happiness Place Reward Finder Web Game •Miss Happiness •Media Amplification•TimTam Happiness •TimTam Happiness Spot Spot In-‐Store •Happiness Moment Quiz
  • 13. Provoke
  • 14. Campaign Road Map Provoke Engage Amplify Objectives: Objectives: Objectives:•Intrigue the TA about •Create platform for •Amplify the activity to TimTam’s Happiness Happiness sharing wider audiences•Generating awareness •Induce sales through •Inspire others to start and Buzz about the product experience consuming Campaign Tools: Tools: Tools:•TimTam Happiness •TimTam Happiness •Happiness Moment Finder Web Game Place Reward•TimTam Happiness •Miss Happiness •Media Amplification Spot •TimTam Happiness•Facebook Ad Spot In-‐Store •Happiness Moment Quiz
  • 15. Happiness Finder On-‐line Game• Educates the consumer about finding TimTam happiness, by using interactive on-‐line game that span through multi-‐websites• The game will be put in the digital banners and will be inter-‐connected amongst the stages (different website per stage)• At each stage the audience needs to find the Timtam product to fill the Happiness meter under 60 seconds• Using websites that have high traffic to grab our target audience: Wolipop.com, Detik.com, Kaskus.co.id, Yahoo.co.id, KapanLagi.com• Consumer can start on one of those website by login with their facebook account and like TimTam Facebook Page
  • 16. Log-‐in with Facebook
  • 17. Game Play Idea • Find X number of TimTam product or TimTam Treats before time is up • Find all item, continue to next level, complete all 5 level earn your high score
  • 18. Scene 1: Detik.com
  • 19. Scene 2: Yahoo.co.id
  • 20. Scene 3: KapanLagi.com
  • 21. Scene 4: Wolipop.com
  • 22. Scene 5: Kaskus.co.id
  • 23. High Score Standings Happiness Finder Games Top Score Standings on Facebook
  • 24. Facebook Game Version Auto Generate Status Update with each level completion (Facebook & Website)
  • 25. On-‐line Games Reward :New Year • For lucky 50 participants with that participate in the Happiness Finder Games • Get special New Years TimTam Bouquet delivered to their house
  • 26. Facebook Ad Find Your Happiness Temukan kebahagian kecil TimTam dan menangkan hadiahnya! • 100 clicks per day for 100 days
  • 27. Tim Tam Happiness Spot• Establishing association with the Happiness activity of our Target Audience• Create sampling booth on TA’s places of interest during weekend, where the traffic is high (Saloon, Hang-‐out, Boutique)• Stamping TimTam as the source of happiness• Distribute TimTam Bite of Happiness (a customized sampler of TimTam product)
  • 28. Tim Tam Happiness Spot
  • 29. A Bite of Happiness: Sampling
  • 30. Engage
  • 31. Campaign Road Map Provoke Engage Amplify Objectives: Objectives: Objectives:•Intrigue the TA about •Create platform for •Amplify the activity to TimTam’s Happiness Happiness sharing wider audiences•Generating awareness •Induce sales through •Inspire others to start and Buzz about the product experience consuming Campaign Tools: Tools: Tools:•TimTam Happiness •TimTam Happiness •Happiness Moment Finder Web Game Place Reward•TimTam Happiness •Miss Happiness •Media Amplification Spot •TimTam Happiness•Happiness Talk on Spot In-‐Store social Media •Happiness Moment Quiz
  • 32. Miss Happiness • A Happening Act that portrays an exaggerated Happiness Finder to grab people attentions to come to our activity booth • The beautiful Miss Happiness will be located in area with high traffic and portrayed really enjoys a TimTam without noticing the people around her (Belepotan and with loud Hmmm sound) • She will bears a sign with a copy: “I’m enjoying my Happiness, FIND yours at (Booth Location)”
  • 33. TimTam Happiness Place • Our on ground activity booth that aims to spread Happiness to the Target Audience • A place where they can experience and TASTE the TimTam happiness indulgence in various and exciting forms • Will be located in Office building (weekdays) and Mall (weekends)
  • 34. TimTam Treats TimTam TimTam Truffle TimTam Pops TimTam Cupcake TimTam FingerChocolate CakeTimTam Espresso TimTam Smoothies Tea with TimTam Coffee with TimTam
  • 35. TimTam Treats Engineer Chef Odie Djamil Natasha Kowara from Appetite from Convivium
  • 36. Office 3x3 Booth
  • 37. Office 3x3 Booth
  • 38. Mall 6x3 Booth
  • 39. Mall 6x3 Booth
  • 40. TimTam Happiness On The Go! • Considering limited seating capacity and limited time spent by consumers • Create Tool for consumers can experience the TimTam happiness on the go • So they can take the TimTam Happiness to their office, take home, and share it to others
  • 41. A Cup of Happiness
  • 42. A Cup of Happiness
  • 43. A Cup of Happiness
  • 44. A Slice of Happiness
  • 45. A Bite of Happiness
  • 46. A Bite of Happiness
  • 47. Waitress & Waiter Uniform
  • 48. In Store Activation • To induce product sales through in-‐ store consumer experience • Relating to the happiness experience, adding a TimTam Happiness PhotoBoth • With each purchase, consumers can take a picture in our happiness photo booth • In the photo booth, the consumer can edit their picture with special frames, effect and add TimTam Happiness emoticon! • The result will be printed as giveaways
  • 49. Instore Sampling
  • 50. Instore Sampling
  • 51. Happiness PhotoBooth
  • 52. Sampling Trolley
  • 53. Tim Tam Share Your Happiness • A writing competition for the consumer • Consumer needs to submit their story and photo of their definition of happiness involving their friends and TimTam • Consumer can submit their story through online or at the dropbox provided on our onground activity • Winner gets special TimTam Happiness Moment with their friends
  • 54. Share Your Happiness Moment
  • 55. Amplify
  • 56. Campaign Road Map Provoke Engage Amplify Objectives: Objectives: Objectives:•Intrigue the TA about •Create platform for •Amplify the activity to TimTam’s Happiness Happiness sharing wider audiences•Generating awareness •Induce sales through •Inspire others to start and Buzz about the product experience consuming Campaign Tools: Tools: Tools:•TimTam Happiness •TimTam Happiness •Happiness Moment Finder Web Game Place Reward•TimTam Happiness •Miss Happiness •Media Amplification Spot •TimTam Happiness•Happiness Talk on Spot In-‐Store social Media •Happiness Moment Quiz
  • 57. Happiness Moment:Slumber Party• A special reward for the winners of TimTam Share Your Happiness activity• Winner get to take their friends (max 4 person) to share it with• They will get a weekend getaway with a slumber party at a Villa in Dago Pakar Bandung, the getaway includes: • Alphard pick-‐up • Saloon time • BBQ dinner • One night open bar of TimTam Treats • Shopping Spree at FO
  • 58. Happiness Moment:Bangkok Getaway• On each of our activity, we will ask the consumers to fill their database (link to facebook) and play the Happiness Finder on-‐line games• At the end of the period, we will select 5 people with the highest score on that game• Those 5 (all girls) winners will win a Happiness Moment trip to Bangkok Thailand with TimTam!
  • 59. Media Amplification• Amplifying all activity to larger audience by creating advertorial on selected publication related to our TA• We can also invite the media to participate and make coverage about TimTam Happiness Moment: Bangkok Getaway
  • 60. Happiness Happens!