3. Agenda
A Brief Introduction To Cheil
Our Thoughts About Costa Rica
A Few Examples
Experiential Marketing
Our Approach to Media
Our Five Promises
Next Steps
4. Agenda
Jennifer Friedberg General Manager
Timothy Bruns Executive Creative Director
Michelle Son Experiential Marketing
Marc Allen Account Planning
Johanna Rustia Art Director
Chris Boak Business Development
6. What Is Cheil?
We are:
• A creative agency
• An interactive agency
• An experiential agency
• An international agency
But in our heart Cheil is an idea agency
What defines an idea agency?
Many advertising agencies talk about ideas. Big Ideas. Smart Ideas. Engaging Ideas
We believe that today, an idea must create immediate engagement as well as deliver real
and lasting value
Put more simply we believe in Ideas that Work
7. Immersion as Part of How We Work
im⋅mer⋅sion /ɪˈmɜrʒən, -ʃən/ [i-mur-zhuhn, -shuhn]–noun
• an act or instance of immersing
• state of being immersed
• state of being deeply engaged or involved; absorption
• baptism in which the whole body of the person is submerged in the water
• concentrating on one course of instruction, subject, or project to the exclusion of all
others for several days or weeks; intensive: an immersion course in conversational
French
8. Advertising Today
Communicating with a customer …
is so much more than tagline…
…or an image
It’s far more than a website …
… or a campaign or the brand itself
9. It is an entire experience
A panoply of perceptions
A mosaic of media
Woven together as enlightenment, education…and immersion
10. Immersing in Our Clients’ Businesses
Situation Analysis
Consumer Company
Strategies Your
Channel Competitor Forward Marketing Plan
Strategic Implications
11. We break through the customer’s perception of the brand
We go beneath the surface to what a brand represents to customers
Only by deeply immersing ourselves in our client’s business can we create
ideas that will build their business
We harness the power of immersion, the passion of our people and the
precision of an engineer to develop ideas that engage our targets at the right
moment of contact with the express purpose of changing attitudes and
behavior to help grow our clients’ business
13. Cheil Worldwide
Founded in 1973
36 offices across the globe
Over 1,500 employees worldwide
Over 200 awards in world-class creative competitions
Ranked 17 among worldwide ad organizations
22. 80% (family & friends)
vs
40%
(travel books, travel agents, online travel sites)
Source: 2007 survey by the Ypartnership, Most trusted sources of travel planning information
40. The Path to Purchase for a Vacation in Costa Rica
Depending on where the visitor is on their ‘path to purchase’, they will visit multiple touch
points for different information to base their purchase decision upon
Travel
Guide
Books Travel
Portals
Hotel
Friends Sites
Travel
&
Comparison
Family
Sites
Travel
Agencies
Travel
Search engine Advertising
Travel Blogs
Destination
Websites
41. cnet is a key destination for people researching electronics.
To keep people from leaving cnet (and possibly visit Samsung’s
competitors sites) Cheil developed an on-line store within cnet,
placing Samsung right at the key decision making point –
What is Costa Rica’s ‘cnet’?
42. Top 10 Travel Sites
Among the 11,976 travel sites in the Travel industry there are
only a handful of preferred sites for online travelers to obtain
information, prices, reviews and purchase vacations from
Source: Hitwise - Top 10 websites in the 'Travel' online industry for the month of December, 2008 based on visits. Results are based on the activity of 10 million US Internet users
46. According to the ’08 Travel and Tourism Competitive Index,
the WTO defines Costa Rica’s competitive set as follows
Competitors Visitors (000’s) Share
Mexico 21,424 51.1%
Brazil 5,026 12.0%
Dominican Republic 3,980 9.5%
Chile 2,507 6.0%
Cuba 2,119 5.1%
Costa Rica 1,973 4.7%
Jamaica 1,704 4.1%
Bahamas 1,528 3.6%
Panama 1,103 2.6%
Barbados 575 1.4%
TOTAL 41,939
Source: selected countries from the Caribbean Basin and South America, including eight of the top ten Latin American countries according to the 2008 Travel and Tourism Competitiveness Index
47. 1 Which country do you view as your biggest competitor?
2 Which country do you think sees you as their biggest competitor?
51. Some Thought Starters
No pictures of
Visitors themselves
Consumer Company
Evangelists
Why?
Uncover Defining &
Costa Rica’s
Channel addressing the
Competitor
‘cnet’(s) competitive set
52. Three Case Studies
We have selected three case studies to highlight the following themes
• Showcasing total integration (Jamaica)
• Creating a clean social network (Samsung- Washers and Dryers)
• Building Awareness (Samsung Mobile Phones)
58. Understanding Moms
Background
Samsung was launching into a new category (Home Appliances) that was crowded and
highly competitive
Objective
Break through the clutter with a strong point of view and personality
Developing the Strategy
We conducted in-home ethnography to learn how Moms use their home appliances
Findings
1) Today’s moms view themselves differently to their own moms
2) Hectic lives Looking for their appliances to help them
3) Family is the most important
4) Women spend a significant time online researching products
5) Moms look to connect with other moms
59. Understanding Moms
Our featured Moms and their families were given Samsung Appliances and agreed to be
filmed so we can capture deeper understanding and insight. Their stories and their videos
were among the first elements featured on the new Moms Like Us social network.
61. Word of Mouth
Angel Harris
August 11, 2008 Barbara
September 9, 2008 BU
September 11, 2008
Reading these reviews makes you these are some dream machines, aren't
want to head to Sears RIGHT THIS they?! wow. i need to go sleep, so i can
MINUTE! I'd love to have a set! keep dreaming' about these machines! Just purchased the Samsung washer and
LOVE it. I entered the contest to win the
washer and dryer for my daughter.
William Mondeau Cindy Heather Egbert
August 17, 2008 September 13, 2008 August 30, 2008
I have finally decided to purchase a front load washer over Ooo. I love the stainless set built in this contest is a great idea no matter
the top load washer. (…). My three sisters have bought front the laundry/clothing closet center in who wins.. both my husband and i are
load washers and love’em. I have narrowed it down to either the photo. Every bit of that is perfect. in the military and our training can be
purchasing the LG or Samsung. After visiting a few local Beautiful, soothing, Samsung...you're quite dirty.
stores yesterday, I am sold on the Samsung. my domestic bliss.
61
65. Results
The site has generated a sizable audience. Highlights include:
30,000 members
391,146 page views
108,285 visits
Only a 44% bounce rate (below 50% is ideal)
67. Juke Box Hero
Background
Samsung was launching a new music phone that was exclusively available through
Verizon (a wireless carrier provider)
Objective
Samsung wanted to ensure people knew this phone was made by Samsung
Developing the Strategy
We conducted ‘man on the street’ interviews to gain reactions and insights from the target
Findings
1) Surprise and Delight, A sense of “wow, this is so cool”
2) Teens drew comparisons to a Juke Box player
3) People see their mobile phones as a reflection of self
72. Results
Samsung Mobile Awareness increased 17%
- Largest increase in awareness since 2004
- Highest increase in brand awareness among all competitors
YouTube video views – 765,855
- 4th most viewed sponsor that month
Microsite views – 656,835
1,195,765,064 online impressions delivered
74. Experiential Marketing
We focus on creating memorable brand experiences
Messages are brought to life by unique experiences that engage all the senses and the
imagination
Truly interact with target to gain valuable insight and build relationships
75.
76. Why The Samsung Experience?
It is difficult, time-consuming and expensive to get people to try your product by
convincing them to love your brand.
It is far easier to get them to love your brand by convincing them to try your product.
77. Why The Samsung Experience?
Interactive brand experience space where you can see, hear, touch, imagine and create
the art of the possible in digital lifestyle
It is all about INTERACTIVITY, CREATIVITY, and SENSIBILITY
To engage people to sense, feel, think, act, and relate to the brand
79. Airport Charging Stations
Idea praised as a new trend in advertising
Offers genuine service to travelers
Makes existing customers feel good about the brand
Currently at 17+ airports with more than 300 stations providing services to millions of
people.
Expanding program to Ivy League Universities in 2009
“A classic example of marketing as service, a concept worthy of more attention”
Advertising Age May 2008
79
83. ‘Channels’ Have The Most Influence On The Target Audience
“I found you, you didn’t find me”
Trusted Screened
Sources Sources
Travel Sites
Web Content Online Ads
Peers Travel Agents
Friends
Adventure Seeking Groups TV Programs
Travel Seekers
Eco-Tourism Advertising
Family
Influencers PR
Travel Reviews & Direct Mail
Ratings
More relevant, engaging, intimate personal contacts
More Mass, broadcast advertising-based contacts
84. Connecting With Our Target
Going beyond “reaching consumers” to “connecting with people”
Consumer / Channel Consumer / Brand
Interaction Relationship
Consumer
Uncover how travel seekers Connect with travellers to
engage with different channels provide value that delivers
to learn more about a preference
destination
CONNECTION
Channels Brand
Channel / Brand
Synergy
Leverage different channels to
enhance the Costa Rican
brand essence
85. How We Partner
Cheil prides itself on being media agnostic
Likewise we are partner-agnostic as well
For Samsung we work directly with Starcom for media buying and planning
For Hankook tires we plan, buy and audit the entire media buy
It is our desire to work with our clients in the manner in which they are most comfortable
87. Our Five Promises
Full immersion from the very beginning into your business
A dedicated account, planning and creative team who are passionate about ideas and
energized to catapult your country beyond expectations
Widespread entree to all of our broad resources and wealth of knowledge at Cheil.
Total access to Cheil’s global network with focus on your market priorities
A partner who believes your success is paramount and will do everything to take you over
the top
89. Cheil USA. / North America Regional HQ
105 Challenger Road, Ridgefield Park, NJ 07660-0511, U.S.A.
Tel +1-201-229-7007
Cheil USA Dallas
1301 East Lookout Drive, Richardson Texas, TX 75082 U.S.A.
Tel +1-972-761-7245
Cheil Canada
55 Standish Court, 10th Floor, Mississauga, Ontario, L5R4B2, Canada
Tel +1-905-819-5056
Cheil Mexico
11570 AV. Presidente Masarik No. 111 Int. 701 Col. Chapultepec Morales,
Delegacion Miguel Hidalgo Distrito Federal Mexico
Tel +52-55-5747-5100 (ext. 5106)
