THE BRIEF Re-Launch Rexona Men The Most Advance DEO that will even work in the future WHY??? • The pinnacle of top efficacy • 1 million nano-particles of targeted protection per second • The most advance and powerful Rexona Men Ever!!This has to be proven through certain activations Create Awareness interest to buy loyal customer Fulfill Men’s Eager Induce Product Experience
BACKGROUND CASE Maximize the utilize of the REXOWING – Future Environment Protector MISSION An agent is about to search & train a group of chosen people to maximize the utility of the future machine that will suitable for future challenge HOW???through unconventional activation which represent future technology, design & creativity Future Design & Concept Competition EO TASK Futuristic Exhibition Event
TARGET MARKETMale 20 – 30 y.o. SES; A,B,C+ First Jobber Wants to prove he can be successful in what he’s doing Grooming is important Good taste & style Curious on technology Risk taker but still reasonable When it comes to gadget When it comes to movies
ACTIVATON IDEAFUTURE READY (DEO) PROTECTION Over Engineered, and Dare To Take The Risk CONCEPT
REXTREME REVOLUTION FUTURE PROTOTYPE NEO REXTREME ACTION Pre Event Workshop Mobile Branding Competition1st Leg (16 Dec ’08 – 5 Jan ’09) 2nd Leg (12 Jan - 2 Feb ’09)Registration RegistrationJudging JudgingExhibition 1st Leg : Exhibition 2nd Leg :- 1st Leg Top 10 (National) by judges - 2nd Leg Top 10 (National) by judges- Best of the best Surabaya Participants - Best of the best Bandung Participants Surabaya Event – 10 Jan ‘09 Bandung Event – 7 Feb ‘09 Final Exhibition Judging - 1st leg Top 10 & 2nd leg Top - Best of the best Jakarta Participants Jakarta Event – 14 Feb ‘09
FUTURE PROTOTYPE PRE EVENT Workshop • Educational talkshow at campuses Surabaya : • Technology icon keynote speakers • Comp. promo – December 9th, 2008 • Prototype display • Registration – December 16th, 2008 • Futuristic demo – Robotic Hand • Big bang promo – January 6th, 2009 • Competition promo Alternative Venue : ITS / UNAIR / UBAYA • Competition registration • Big bang promotion • Product sampling Bandung : • Doorprize • Comp. promo – December 10th, 2008 • Registration – January 12th, 2009 • Big bang promo – February 3rd , 2009 Alternative Venue : ITB / Itenas / Univ. Widyatama / Univ. Pasundan Jakarta : • Comp. promo – December 11th, 2008 • Grabbing Gadget Freak Community • Registration – January 19th, 2009Mobile Branding • Competition promo • Big bang promo – February 10th , 2009 • Competition registration Alternative Venue : UPH / Univ. Trisakti / IEU • Big bang promotion / UI
FUTURE PROTOTYPE COMPETITION Theme FRIENDLY FUTUREParticipant Classification • Beginner (below 18 y.o. / High school) • Advance (18 – 30 y.o. / Graduate or Post Graduate) • Public (above 30 y.o. or groups consist of variant age distribution) PERSONAL OR INSTITUTION Prototype Category • Communication, network & entertainment • Fashion & accessories • Body, health & environmental • Transportation Judgment Criteria • Functional • Creativity / Imagination • Design
FUTURE PROTOTYPE COMPETITIONNational Competition Competition will be devided into 2 terms Registration : 1st Leg December 16th, 2008 – January 5th, 20091st Leg is to find the • National Coverage Participants first 10 finalists to • Judge :enter the final round in Jakarta • Functional • Creativity / Imagination • Design] • To Choose top 10 finalists to enter the final round in Jakarta • 1st Leg Top 10 ten prototype will be displayed at SURABAYA EVENT Instead of 10 national finalists, there will also be displayed best of the best Surabaya participants which are voted through the instore activity TO MAXIMIZE AUDIENCE AT THE EVENT & INDUCE INSTORE PARTICIPANTS IN SURABAYA
FUTURE PROTOTYPE COMPETITION National Competition 2nd Leg January 12th, 2009 - February 2nd, 2009 • National Coverage Participants2nd Leg is to find the • Judge :second 10 finalists to • Functionalenter the final round in Jakarta • Creativity / Imagination • Design • To Choose top 10 finalist to enter the final round in Jakarta • 2nd Leg Top 10 ten prototype will be displayed at BANDUNG EVENT Instead of 10 national finalists, there will also be displayed best of the best Bandung participants which are voted through the instore activity TO MAXIMIZE AUDIENCE AT THE EVENT & INDUCE INSTORE PARTICIPANTS IN BANDUNG
FUTURE PROTOTYPE COMPETITIONNational Competition 1ST Leg Finalists 2nd Leg Finalists (10 Participants) (10 Participants) Will be displayed & competed at JAKARTA EVENT 1st Winner 2nd Winner 3rd Winner Instead of 20 national finalists, there will also be displayed best of the best Jakarta participants which are voted through the in store activity TO MAXIMIZE AUDIENCE AT THE EVENT & INDUCE INSTORE PARTICIPANTS IN JAKARTA
FUTURE PROTOTYPE COMPETITION National Competition • 1st Leg Finalist Blackberry + 3 mio • 2nd Leg Finalist Blackberry + 3 mio • 1st Winner 1 unit of Macbook Air + 10 mio • 2nd Winner 1 unit of Macbook + 7,5 mio • 3rd Winner 1 unit of Iphone + 5 mio • 4th – 20th Place 4 mio [each group] Chance to visit 2009 International BEST OF THE BESTTechnology Exhibition • Surabaya Top 20 PSP + 2,5 mio • Bandung Top 20 PSP + 2,5 mio • Jakarta Top 20 PSP + 2,5 mio
FUTURE PROTOTYPE ALTERNATIVE ICONJudges Roy Suryo / Betti Alisjahbana (Presdir IBM Asia Pasifik) / Rizal Mantovani / Arian (FSRD ITB) / Ruang Rupa (Komunitas Seni IKJ)Keynote Speakers Wimar Witoelar / Betti Alisjahbana (Presdir IBM Asia Pasifik) / Arifin Paninggoro / BJ. Habibie / LIPI
NEO REXTREME ACTION FINAL EXHIBITION AREA Communication, networking & Entertainment Site Fashion & Accessories Site Body, Health & Wellbeing Site Transportation Site REXONA CORNER Product Display Selling & SamplingFUTURE CHALLENGE AREA RexoPod RexoWings RexoJet ENTERTAINMENT AREA
NEO REXTREME ACTIONFUTURE CHALLENGE AREA RexoPod • Virtual Pilot • Nintendo Wii RexoJet • Challenge to unplug certain quantity of cable in the right order to start the jet engine. To get the right order, players have to give the correct answer given in the computer. • Challenge to place RexonaMen product to the right slot using remote robotic hand during certain time. RexoWings Challenge to hit moving target using over engineered gun to get points.
NEO REXTREME ACTIONParticipants MechanismAudienceProduct Purchase To induce product selling & product experienceMagnetic Card Purchasers will get magnetic card to play the games on the event by swiping the card through the device in each gamePlay Games Maximum limit of the card is twice round for each game then they have to buy another product in order to get the new magnetic card.
NEO REXTREME ACTION SCHEDULESurabaya Date : Saturday, January 10th, 2009 Time : 10am – 10pm Venue : Parkir Vallet TP 4Bandung Date : Saturday, February 7th, 2009 Time : 10am – 10pm Venue : Plaza Bandung Supermal / Union Square CiwalkJakarta Date : Saturday, February 14th, 2009 Time : 10am – 10pm Venue : Plaza Barat Senayan / Plaza Selatan Senayan / Margocity, Depok
NEO REXTREME ACTION DRAFT RUNDOWN10:00 – 22:00 Exhibition / Booth Activity / Gather Crowd15:00 – 16:00 Stage Performance – Local Band16:00 – 16:30 Exhibition Journey16:30 – 17:00 Dare to Take the Risk Round • MC pick randomly for 2 audiences • Dare one of them to finish all the 3 games in certain minutes • The other one can double dare the challenge by minimizing the time • The fastest time offered will play this round17:00 – 18:00 Stage Performance – Local Band18:00 – 19:00 Break (Booth Activity goes on)19:00 – 19:30 Opening Act19:30 – 20:00 Exhibition Awarding20:00 – 21:00 Stage Performance – Guest Star 121:00 – 22:00 Stage Performance – Guest Star 222:00 – end Closing – DJ Performance
NEO REXTREME ACTION ALTERNATIVE TALENTMC VJ Ben & VJ Marissa / VJ Daniel & VJ CathyStage Performers Nidji / Andra & the Backbone / J Rocks / Goodnight Electric / Rocket Rockers / Mobil Derek
IN STORE ACTIVATION [to be proposed] REXONAMEN MACHINEAudienceProduct Purchase Participate in Instore ActivationBarcode ID Get Barcode ID to gain the productBarcode Sensor Put the barcode in the sensor device to automatically gain the product from the Rexona men MachineVote Vote for the ‘best of the best’ prototype in each city through touchscreen device.