Through the Line agency CREDENTIAL


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Through the Line agency CREDENTIAL

  1. 1. THE BRAND THAT SERVES BRANDS Through the Line Agency
  2. 2. CONTENTS through the line | concept | coverage | execution CONCEPT Who we are Why Through the Line Why not Above or Below COVERAGE Clients Services Portfolio of Consumer Engagements Portfolio of Corporate Events Management EXECUTION Best Practices
  3. 3. ESTABLISHMENT through the line | concept | coverage | execution The agency was established on 09.09.09 in Sofia by Yavor Yotov. We cut through the line that connects brands with customers. * team of 5 professionals based in Sofia * over 150 freelancers nationwide * established partnerships with over 30 subcontractors in Sofia and across the country THROUGH THE LINE is the new brand that serves brands. We believe in the fusion of CONCEPT, COVERAGE & EXECUTION.
  4. 4. NETWORK through the line | concept | coverage | execution COMPREHENSIVE NETWORK TO DELIVER IT ALL subcontractors from designers to media coverage, from print to market research nationwide coverage for the campaigns you require. we act locally with the big picture in mind regional expansion in line with your business growth lasting partnerships with trusted experts from the industry
  5. 5. AGENCY TEAM through the line | concept | coverage | execution YAVOR YOTOV managing director MARTIN YONOVSKY teams & logistics North West Coverage NW Central North East Coverage NE Central South West Coverage SW Central South East Coverage SE Central MAGGIE IVANOVA client relations VICTOR ISTERKOV event management MARTI BOYANOVA office & finance CLIENT CONSUMER
  7. 7. Why Through the Line? Why Not Above or Below? through the line | concept | coverage | execution UNIQUE PROPOSITION We get close and personal with your brand, your market & your customers. We create memories through innovative interactive brand engagement. Our ultimate objective is to elevate brands to the minds of customers. Our work is POWERFUL RELEVANT MEMORABLE ACTIONABLE.
  8. 8. MISSION through the line | concept | coverage | execution WE MATERIALISE IDEAS FOR CONSUMERS TO UNIQUELY EXPERIENCE YOUR BRAND. We enhance your brand aesthetics and objectives in line with the overall message and strategy of your brand. We make sure you get seamless flow from start to finish for your campaigns.
  9. 9. VISION & VALUES through the line | concept | coverage | execution We envisage a partnership with you, your brand and your customers! We value … * IDEAS: we twist them around & manifest them. * YOUR VOICE: we listen to you. we hear you. * OUR NAMES: our reputation is on the line. * EXCELLENCE: we are quality maniacs. * PEOPLE POWER: we nurture our relationships. * OPEN-MINDEDNESS: we love to share & enrich.
  10. 10. OUR PROMISE through the line | concept | coverage | execution radical versatile friendly actionable targeted innovative memorable tailor-made cost effective powerful
  11. 11. CLIENTS through the line | concept | coverage | execution
  12. 12. SERVICES through the line | concept | coverage | execution Idea and Strategy Development Events Internal communication programs and direct marketing Opinion leaders and expert communication Loyalty programs (push, pull) Consumer promotion (on/off trade)Market research & competition analyses Mystery clients programs Merchandising activations Publicity coverage
  13. 13. SERVICES through the line | concept | coverage | execution Brand & Market Knowledge Assessment of Client Needs Creative Concept, Planning & Design Execution & Supervision Monitoring & Report Budget Management Warehouse Management Our APPROACH
  14. 14. SERVICES through the line | concept | coverage | execution CREATIVE Design, Graphics, Animation & Entertainment ENGAGEMENTS Samplings, Degustations, Personal Sales, Consumer Interactives, Brand Audit BRAND POPs & POSMs Design, Production & Distribution BRAND SPACES Decoration, Styling & Staging, Catering & Technical Equipment TEAMS Selection & Recruitment, Training, Supervision & Evaluation the ultimate achievement: high brand visibility, consumer engagement & sales increase
  15. 15. Portfolio of Consumer Engagements through the line | concept | coverage | execution •Stores, retail chains, shopping centers, hypermarkets •Bars, clubs, discos, restaurants, cafes, etc. Consumer Activation On/Off Trade Product Launch Campaigns •Targeted markets •Targeted segments •Local coverage Merchandising Activation & Local Market Research
  16. 16. Portfolio of Corporate Events Management through the line | concept | coverage | execution •Social Responsibility events •Grand Premiere Shows •Special days & Concerts •Sponsored competitions Open Air Campaigns & Activities •Opening ceremonies •Trade shows •Road shows •Exhibitions •Conferences •Teambuilding Corporate Events •Hospitality events •Anniversaries & Receptions •Birthdays & Private parties Celebratory Events
  17. 17. Portfolio of Event Management through the line | concept | coverage | execution Corporate Event Management Provision of facilities and services related to the planning and execution of: - Corporate conferences and meetings - Annual company & association summits - Industry exhibitions and trade fairs - Incentive travel - Corporate hospitality events - Open air events: special brand events, launch & themed parties, festivals, music events, road shows, sporting and charity events Services of Event Management - Location selection and accommodation - Event set design and technical equipment - Event entertainment - Catering packages - Design of teambuilding modules - Design and production of event print and multimedia materials - Event hosting and coordination
  18. 18. BEST PRACTICESSignalWhiteNOWCampaign2010 Project Objectives Promote the brand new Signal White NOW toothpaste and the extended product range of the brand. Stimulate sales and reward every purchase. Associate the brand with the concept that Signal defines customers’ personal care and lifestyle. Solution - Samples of Signal White NOW toothpaste distributed at unconventional out-store locations. - BUY & WIN sales approach in-store to encourage and reward sales of the entire portfolio range of Signal. - Attractive promo teams and presentation of Signal to enhance the lifestyle concept . - Guaranteed gifts for each purchase of Signal for complete and instant personal care. Results Attractive brand presentation and engaging promo activities on a massive scale nationwide. Over 100% achievement rate of assigned sampling and sales targets. Massive positive response towards the re- emergence of the extended portfolio of Signal. Recognition of the brand as one of quality and style. 8 promo weeks – 160 promo days – 15 cities across Bulgaria – 100.3% achievement of sales targets.
  19. 19. BEST PRACTICESadidasOriginalsStreetParty Project Objectives Present adidas Originals in an inspiring place. Make a genuine image impact. Empower original connections with the brand. Solution The first open-air street party of adidas Originals in Bulgaria to gather together young people of original lifestyle and expression: - branded space, setting, staging and decoration - adidas shoe-box stands for dancers & pictures - guest DJs, free-style and break dancers - performance demos and audience engagement with skaters, bladers, bikers, free-runners, yo-yo performers and graffiti wall masters. That one-of-a-kind event was communicated to the desired audience exclusively through social media and viral channels of communication. Results Over 1, 200 young people attended the party and actively engaged in all Originals activities. Extraordinary positive response from the audience and interaction with the brand. Raised brand awareness and association of adidas with original experiences. Immediate outreach and bigger potential for the brand to rediscover new consumer profile. Watch the Originals Street Party at: TPs
  20. 20. BEST PRACTICES WINSTONDiscoSensationsParty Project Objectives Offer true pleasurable moments with the brand of WINSTON to young people in an unconventional urban location. Solution WINSTON invited young party-goers to nu disco party in Sofia at the underground parking lot, Debarcader, NDK: - Branded setting, staging and decoration - Provocative promo team engaging consumers in WINSTON coupon draw with instant prizes - Attractive professional dancers with branded urban-style outfit among the party audience - Off-trade sales of WINSTON cigarettes - ‘Branding’ of WINSTON smokers in the audience Results Dominant and diversified brand presence throughout the nu disco event. The brand of WINSTON owned the party. Entertaining interaction between the brand and the target audience. Engaging setting and atmosphere for smokers to associate WINSTON cigarettes brand with modern and premium lifestyle.
  21. 21. BEST PRACTICES Project Objectives Product sampling of Chuden and Bay Mezan private labels simultaneously at 24 outlets in 21 cities across Bulgaria during mid-April weekend 2010. Solution Integrated execution over 2 consecutive days for the sampling activities at each outlet of PLUS: - introduce customers to selected dairy and meat products of Chuden and Bay Mezan labels - branded setting & exquisite presentation - sampling of the selected products for customers to get to know and recognize their tasting features - well-trained and knowledgeable teams at 24 outlets across Bulgaria to boost on-the-spot sales of the sampled products Results - active interaction with customers feeling welcome to sample the presented products - higher customer awareness of these key private labels of PLUS - significantly higher sales of Chuden and Bay Mezan products during and after the execution of the sampling activities PLUS Discount: Private Labels Sampling
  22. 22. BEST PRACTICES CIF & Domestos Spring Cleaning Campaign 2010 Project Objectives Associate the brands of CIF&Domestos with rational and effective home care and relate them to the forthcoming traditional spring cleaning before Easter. Boost sales of both brands. Solution - BUY & WIN sales approach to encourage and reward cross-sales and single sales of CIF/Dom. - Flagship sales proposition including both CIF&Dom products, retail price discount and gift for Easter. - Attractive Easter-themed guaranteed gifts to reward every customer whichever sales proposition they choose to take advantage of. Results Impressive brand visibility and engaging promo activities on a massive scale nationwide. Every THIRD customer we have contacted directly has purchased CIF&Dom products for the traditional spring cleaning. 7 promo weeks – 34 working days – 664 promo days – 30 cities across Bulgaria - 70% sales of total targets of 31, 040 SKUs.
  23. 23. BEST PRACTICES through the line | concept | coverage | execution CAMEL TOP 100 DJ Party Results Dominant brand presence throughout the event. The brand of CAMEL owned the party. Entertaining interaction between the brand and the target audience. Engaging setting and atmosphere for smokers to associate CAMEL cigarettes brand with modern, confident, independent and premium lifestyle. Project Objectives Introduce the new brand image of CAMEL to young people in an unconventional urban location and associate the brand with premium experience, quality lifestyle and iconic genuine taste. Solution CAMEL invited young party-goers to the TOP 100 DJ party in Sofia: - Branded setting, staging and decoration - Provocative promo team engaging consumers in CAMEL coupon draw with instant prizes - Attractive professional dancers with branded urban-style outfit among the party audience - Off-trade sales of CAMEL cigarettes - ‘Branding’ of CAMEL smokers in the audience
  24. 24. BEST PRACTICESJIMBEAMTasteChallenge2009 Project Objectives Active personal contact with the brand of JIM BEAM and focused communication of brand attributes. Solution Blind tasting in bars and corporate offices in Sofia for the duration of 6 weeks: - Blind degustation of JIM BEAM vs. Jack Daniels and engagement of consumers in product dialogue to establish preferences after tasting - Present branded giveaways: brochure and gift - Present special pricing offer on the promotion evening - Engage bar staff in active participation in the blind tasting activity Results Effective communication of the distinctive taste and superior quality of JIM BEAM to consumers. Provocative and confident approach of blind tasting to strengthen brand image. Focus on experiencing and enjoying the product. Consumers tested their drinking taste in an entertaining and educational way. The tasting encouraged sustained interaction with lively discussions between consumers.
  25. 25. BEST PRACTICES PLUSOpeningsinBulgaria Project Objectives PLUS Discount was to officially open 24 outlets in 21 cities in Bulgaria in 2009/2010. Solution Integrated execution over 2 consecutive days for each opening event: - official opening by PLUS management representative and community officials - branded setting, staging & decoration - attractive leaflet distribution in city centres - distribution of branded materials with purchase - welcoming cocktail & sampling with private label products Results - an atmosphere of excitement among customers - feeling of having a special day at the stores - active interaction with customers & giving away promo materials to introduce the brand more personally - community awareness and regional media buzz about PLUS being the first international discount chain entering the Bulgarian market
  26. 26. BEST PRACTICES DRAMBUIE:TheSecretElixirShooterContest Project Objective: Bartenders don’t know what DRAMBUIE stands for and what mixtures to use it in. Consumers in Bulgaria have never heard of DRAMBUIE and have never tried it. Solution: - Introduce bartenders to the product, reveal the mystery, the passion, the risk, the rebellion. - Challenge the bartenders to experiment with the product, to learn about different tastes and types of drinks that can be served with DRAMBUIE. - Reach out to Consumers. Results: Revealed the mystery about DRAMBUIE. Unlocked the hearts of the bartenders. Created curiosity around the brand. Found the successful shooter and ritual to popularize the brand among consumers. Reached out to consumers through bar staff. Built initial brand awareness. Pushed product rotation. Increased sales.
  27. 27. through the line | concept | coverage | execution Thank you for your attention! TTL Agency 15A Krum Kjuliavkov Str., fl. 6, office 12 Sofia 1172 t: +359 2 868 05 66 | f: +359 2 862 95 35 web: We are looking forward to serving your brand!