This document provides a proposed campaign plan for NCP (National Cat Products) for October-November. The plan includes: 1) Developing promotions and activations for the felix-club.ru website to engage consumers and deliver campaign targets. This includes sticker designs that are highly visible. 2) The target audience is women ages 25-45 with middle incomes who constantly seek taste variety for their cats and want food that looks homemade. 3) The main competitor, Whiskas, focuses on products rather than consumers and doesn't build long-term relationships. Relationship building is a top priority for NCP. 4) The proposed mechanics allow consumers to buy packs with stickers, register codes online

1. NCP

2. Agency task:
To develop NCP campaign for October-November based
on existing Big Idea
Connect NCP with felix-club.ru – propose activations
for felix-club.ru
To develop promo mechanics to deliver campaign
targets and develop stickers design (sticker should be
very visible). Please calculate risks of these mechanics.
There is no opportunity to print code inside the pack
To propose relevant channels for codes registration
To develop relevant prizes
NCP campaign
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3. Women: 25-45, middle income.
IN (Indulgent Nutritionists) consumers are
constantly seeking taste variety to please
their cats.
IN consumers want to provide their cat with a
food that not only tastes good, but looks as
though it’s been homemade (not processed).
Target audience
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4. Whiskas activities are usually focused
on the product and not on a
consumer. This brand also doesn't
build long-term relationships with
customers. That's why building long
relationship and making strong
emotional engagement are top
priority for Felix.
Main competitor -
Whiskas
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5. Creative
concept

6. Феликс — это талант!

7. Concept
We all consider our pets as the most clever,
brave and mishievous. And a combination of
cleverness and mishief is very often a talent
itself.
We all like to watch videos with cats that are
miscievous and full of energy. But are the
same time we are very surprised to know that
these videos have a lot of views because our
own pet is much more talented.
We offer every cat who eats Felix to become
a famous catblogger the whole country will
know about.
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8. Key Visual
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9. Key Visual
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10. Mechanics
Buy packs with stickers
Register on a web site
Collect points
Get prizes
Participate in a creative contest
Upload a video on a promo website
Collect shares
Win a star on Felix «Walk of Cats»
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11. Mechanics collect and get
Buyers purchase promo packs with
stickers and register on felix-club.ru
website where they enter stickers'
promo codes. They earn points and then
change them to prizes. The more points
they get, the more valuable prize they
can choose.
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12. Prizes
Buyers can collect points and change
them to prizes:
10 codes - furminator
30 codes - cat food month's supply
50 codes - comfortable pet carrier
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13. Digital prize
Every buyer who has entered
promo code gets a funny
e-card that he can print or
share in social media.
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14. Website's game
A game is available to registered
users who has entered sticker's
promo code.
Try to take a picture of Felix by
moving camera lens.
Do you really think it's so easy to
catch our mischief?
After winning a user earns few
points that will help him to
choose better prizes.
www.felix-club.ru
УСПЕЙ ПОЙМАТЬ
ФЕЛИКСА В КАДР
ЗА 30 СЕКУНД
Начать
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15. Sticker
We will place a sticker on every
pack (a promo code will be hidden
beneath scratch layer inside the
sticker) so buyers can earn points
on the promo website and change
them to prizes.
АКЦИЯ
felix-club.ru
Призы ждут тебя!
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16. Creative contest
Winners can also participate in a contest
where they will have to upload a video of
their talented pet on the promo website and
post it on their pages in social media. A
video that gets more shares (there are
statistics on a promo website) will take its
cat to «Vecherny Urgant» TV show and gets
him a personal star on Felix «Walk of Cats».
Felix «Walk of Cats» is a walk in one of
Moscow parks that has stars with names of
the most talented cats.
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17. promo website
Buyers can upload their videos on the
promo website.
After publishing a user must place it
on his page in social media (sharing it
from promo website).
On a website there will be a table
where one can see the amount of
reposts (a special robot will collect
this information).
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18. «Vecherny Urgant»
TV show
A video that gets more shares and approver
by Felix jury will get a pet's owner to Ivan
Urgant's TV show and make his pet famous.
The owner will tell about favourite Felix taste
and about making of the video.
On this TV show there will also be a special
broadcast from Felix «Walk of Cats» - a place
where every cat wishes to have a personal star.
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19. Felix «Walk of Cats»
We suggest to open a real Felix
«Walk of Cats» in one of Moscow
parks. Every year the most talented
and mischievous cat liked by the
whole country will get his personal
star there.
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20. CAT YOU SOON