This is our final slides of the IMC Campiagn of Robi presents Ad maker 2015. Our

1. DEXTERS
TEAM

2. 01 02 03 04
08 07 06 05
Campaign
Objective
Brand
Proposition
STP Big Idea
Contingency
Campaign
Measurement
Scheduling
and Budget
IMC
Presentation Outline
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

3. Campaign Objective
Engagement and emotional
connection with the song and
target market
To make people celebrate with
one song-Robi Cricket Anthem
Unite people with one song-Robi
Cricket Anthem
Major Goal End Goal
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

4. Target Audience
TARGET GROUP A TARGET GROUP B
ALL OTHER CRICKET LOVERS
TARGET GROUPS
AGE GROUP 18-35
URBAN PEOPLE RELATE TO ONE SONG
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

5. Proposition
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Subject: Song
Objective: Inspiration
Proposition: One song to unite
-জয়ের লয়যে এক সুয়র
one song-ROBI CRICKET ANTHEM

6. Proposition
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
জয়ের লয়যে এক সুয়র
জয়ের জন্ে শুধু চিৎকার ন্ে,
এবার হয়ব গান্ও
#জ্বয়ল_ওয় া_বাাংলায়েশ

7. THE BIG IDEA

8. Big IDEA
“To make people celebrate
cricket together with only
ONE song-Robi Cricket
Anthem”

9. ATL CAMPAIGN STARTS

10. Sample Creatives
PRINT AD
EASY TO UNDERSTAND
REFLECTS CAMPAIGN MESSAGE
IN MAGAZINES ICE TODAY,
CHUTIR DIN, SHOUT
HAS CALL FOR ACTION

11. Sample Creatives
LEAFLETS
EASY TO UNDERSTAND
REFLECTS CAMPAIGN MESSAGE
IN ACTIVATION BOOTHS ,MALLS,
MAGAZINES ICE TODAY, CHUTIR
DIN, SHOUT
HAS CALL FOR ACTION

12. Sample Creatives
IN SHOP POSTER
REFLECTS CAMPAIGN MESSAGE
IN TOP UP, SIM CARD, BKASH
SHOPS IN TARGETED AREAS
EASY TO UNDERSTAND
HAS CALL FOR ACTION

13. Sample Creatives
SHOP SIGN
REFLECTS CAMPAIGN MESSAGE
IN ITOP UP, SIM CARD, BKASH
SHOPS IN TARGETED AREAS
EASY TO UNDERSTAND

14. Aerial Advertisement
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
BUZZ on social media, acts as mobile bill-
board
First time in
Bangladesh
Creative and Effective way to
target extended audience
In the sky of Mirpur stadium
during matches

15. Aerial Advertisement
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
DIRECT REACH
INDIRECT REACH

16. Hand Fan
•The cricket series are during summer
•Paper hand fans will be provided
•It’s Creative
•Audience will like it
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

17. RJ Endorsement
•The RJ will deliver a CUE, a set
of words used as a signal
•The Cue will lead to the song
•Listeners get more information
•Grabs more attention
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

18. Radio Events
•Beginning of the campaign
•Interaction with audience
•Quiz
•Hence Robi Cricket Anthem
promoted
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

19. Press Engagement
Entertainment Page Sports Page
INFOMERCIAL
•Article on Habib Wahid’s latest song
•Provides information about it
•Hence the ROBI Cricket Anthem is
promoted
•Article on the new song for Bangladeshi
Cricket
•Mentions how ROBI with this new song unites
the cricketing nation even more
•Hence the ROBI Cricket Anthem is
promoted
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

20. Press Engagement
NEWS PAPER ADS
3 NEWSPAPER PER WEEK

21. Magazine bookmarks
জ্বলে ওল ো বোাংেোলেশ ববজলের
পতোকো ততোলেো
জ্বলে ওল ো বোাংেোলেশ ববজলের
পতোকো ততোলেো
3 MAGAZINES PER WEEK
SHOUT MAGAZINE
CHUTIR DINE MAGAZINE

22. Bus Ads
Each vehicle has such immense
reach on average, important touch
point
BUSES INSIDE
REACH

23. BTL CAMPAIGN STARTS

24. Crowd hunting
ASK THEM TO SING 3-4 LINES
ASK RANDOM CROWD ABOUT ROBI
SONG
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
UPLOAD THEM IN SOCIAL MEDIA
MAINLY IN SHAHBAG, BANANI,
BISSHO ROADS AND OTHER TOUCH
POINTS

25. Direct Marketing
PUSH SMS
Buy Internet
packages
Shoot with your
friends in stadium
singing the song
Get 25MB free and
The craziest team-
Short interview in TV
LBS(LOCATION
BASED SERVICE)
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

26. Gallery Rockers
•Perform the cricket anthem with a
group in the gallery
•Post it on the ROBI page
•Performers of the most craziest
video will be on TV for short
interview
•Both Online and Offline effects
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

27. THE WOW FACTOR

28. KARAOKE VAN
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

29. KARAOKE VAN
Open roof
Projector will play the chorus lines
3 paid scouts with UG musicians
In some areas
People who will sing will
get a Robi t shirt and cap/mug
Placed in universities at day
and shopping Malls like
Jamuna future park, Bashundhara city,
TSC, after iftar
Huge impact
Huge awareness
Customer engagement
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

30. Sample Creatives
FREE TSHIRTS TO
PARTICIPANTS
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

31. Sample Creatives
WRIST BANDS
-Appreciated by youth and
will create awareness
MUGS
-Appreciated by youth and
will create awareness
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

32. Buzz Agents
•Famous faces from the universities
•Promote the anthem in their
campuses by performing and creating
awareness
•Promote in student communities
•Create both Online and Offline Buzz
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
SALMAN MUQTADIR RITU RAJ

33. Facebook
01 02
Page: 3 posts per day
-LIVE Match updates
-Audience engagement
quizzes with pictures,
sharing karaoke,
crowd hunting videos
-JERSFIE :
Audience engagement
competition like selfie
with tagline
#joleuthoBangladesh
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

34. Facebook
03
Dubsmash with theme
song:
-jersey wearing singing with
paper mic, in roads or
office or home
-Tag 5 others
-Most loved one rewarded
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

35. Facebook
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
DIRECT REACH: 10,000 Approx.
INDIRECT REACH: 30,000 Approx.

36. Facebook
DIRECT REACH
INDIRECT REACH

37. Youtube
01 02 03
Sharing
dubs mash
videos
Sharing
crowd
hunting
videos
Sharing
karaoke
videos
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

38. Expected Mindset
One song for cricket!
This is the song we
celebrate with!
We cannot relate to it
OUR TARGETCURRENT MINDSET
Change in perception
It’s only a song
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

39. TVC Scheduling
Channel Name Duration Rate Play times in 45
days
Total
Btv 120 sec Tk 60,000 120 Tk 72,00,000
ATN Bangla 120 sec Tk 40,000 120 Tk 48,00,000
Maasranga Tv 120 sec Tk 40,000 120 Tk 48,00,000
Ntv 120 sec Tk 52,000 120 Tk 62,40,000
Channel 9 120 sec Tk 50,000 225 Tk 1,12,50,000
Channel I 120 sec Tk 60,000 120 Tk 72,00,000
Gazi Tv 120 sec Tk 48,000 225 Tk 1,08,00,000

40. Budget
Event Rate Total
TVC Tk 5,22,90,000
Song in radio + Rj endorsement 1) 45*5*8000+ 45000
2) 45*5*6000+ 45000
1) Tk 18,45,000
2) Tk 13,95,000
Newspaper advertisement 100times*5000 Tk 5,00,000
Hand held fans 18*15000*5 Tk 13,50,000
Large Balloon 3,00,000 Tk 3,00,000
In shop Posters 3,00,000 Tk 3,00,000
Karaoke Van 40,000*5 Tk 2,00,000
Music Van for village with gifts 5000*100 Tk 5,00,000
Social media maintenance 54,000($15/d) Tk 54,000
Magazine bookmark 1,00,000 Tk 1,00,000
Activation booth 30*20,000 Tk 6,00,000
Total Tk 5,94,34,000

41. Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Tk 5,94,34,000
TOTAL CAMPAIGN COST

42. OVERALL EVALUATION

43. Monitoring
1 Evaluate campaign
marketing efforts:
•Surveys conducted to
measure changes
•Periodic Market Research
2 Evaluate:
•Consumer Perception
•TOMA
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

44. Monitoring
Primary Target Market
Age Range: 18-35 years
Number of People in the age Range:
5,05,12,481 (approx.)
Pre campaign result: 5 out of
25 random people are
aware of the song.
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

45. Monitoring
DESIRED RESULT
15
DESIRED TOTAL REACH
Cost of reaching
each customer:
Out of
25
3,03,07,488
(approx)
tk 1.96/
person
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

46. Sample questions Survey
1) Have you seen/heard the cricket anthem of ROBI?
2) Do you remember the message/content of the anthem?
3) Were you inspired by the ROBI cricket anthem?
4) Will you celebrate with ROBI cricket anthem?
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

47. Contingency Plans
Design contingency plan based on the EVALUATION.
Only retain the most effective marketing methods
POSSIBLE OUTCOMES
CONTIGENCY (AGGRESSIVE)
-More research and new activities, more
frequency and reach
SUCCESS NO CHANGE
CONTIGENCY PLANS
FAILURE
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

48. Thankyou
Questions?