January 10, 2006 Youth Proposition

January 10, 2006

Our Starting Point we should play it safe

Our Starting Point Discussed & deliberated on how to position

What we have today! Brand Proposition Creative orientation Youth Interest

Today we'll not just talk about Advertising! We'll talk about... Youth Experience!

When we talk to segments… We should not be Product Driven We should be Need Driven & Emotionally Engaging

We should redefine Brand Experience… Engaging consumers via their passion and lifestyles. Borrowed Content Owned Content

SPONSORSHIPS We should redefine Brand Experience… ACTIVATION OWN CONTENT & MEDIA Owned Content Borrowed Content MEDIA & ENTERTAINMENT

SPONSORSHIPS

Proposition

Mass driven Price Driven Modern brand Its ME Experience Driven Iconic brand FROM TO For Youth appeal…we will be seen!

Mass driven

Price Driven

Modern brand

Its ME

Experience Driven

Iconic brand

The balancing act! Traditional Lifestyle -------------OR-----------Liberal Lifestyle Eastern Values System --------OR ----------Western Value System Family Orientation ---------------OR --------- Friends Orientation Group Goals ----------------------OR ---------- Individual Goals Local Community -----------------OR ---------- Regional/Global Stage Conformity --------------------------OR ---------- Rebellious Freedom Nationalistic ------------------------ OR ---------- Pan Arabic

Traditional Lifestyle -------------OR-----------Liberal Lifestyle

Eastern Values System --------OR ----------Western Value System

Family Orientation ---------------OR --------- Friends Orientation

Group Goals ----------------------OR ---------- Individual Goals

Local Community -----------------OR ---------- Regional/Global Stage

Conformity --------------------------OR ---------- Rebellious Freedom

Nationalistic ------------------------ OR ---------- Pan Arabic

Youth Icons A rebel with a cause Stylish, fashion icon & socially active An image of modernity, yet still rooted.

SELF EXPRESSION REBEL SELF AFFIRMATION AMBITION ADVENTOUROUS OPTIMISIM CHANGE CONTENT Segment Map Positive, Motivated Bright& Real

Optimism Is a Mindset Ambition Is the fuel that Ignites the will to live & move ahead in life Proposition Hierarchy Positive Change is a desire that acts as a catalyst

Youth Proposition is distinct from any other target group & can be leveraged on all communication channels

Consumer Insight “ My ambitions defines my destiny” The Proposition Enable every Saudi Youth to carve out a destiny that transforms his life Brand Vision

Consumer Insight

“ My ambitions defines my destiny”

360 degrees Brand Experience! Youth Lifestyle & interest TV & RADIO PRESS & OOH CONTENT & OFFERINGS 360 degree Product PACKAGING YOUTH STORE SPORTS MARKETING ACTIVATION IN-STORE EVENTS ROADSHOWS

What’s in a name!

Family Culture Religion Values…! … play an Important Role

Cruising & Socializing Limited Avenues…

Boredom Constrained Innate feeling of…

Yes… they have a Life… & we have to be a part of this life!

Creative !

Creative Executions Ambition Get More Emotionally Engaging & Giving Tangible Benefits! What's Next Taking our Creative further!

Youth Icons - Ambitions

Don’t miss Sportssssssssssssssssss

We are full of life and power

E-Gaming

E - GAMING!!

What’s E-Gaming ? is a scene where it doesn't matter how young you are, how big you are or what you look like... It's all about the skills..! Old Enough To Know How & Young Enough To Dare..!

Thank You!!!