An on-ground launch activation plan for a new apparel brand

1. LAUNCH
CAMPAIGN PLAN
Nikhita Arora (08) | Nishant Shah (11) | Chintan Buddhadev (71) |
Sneha Ramachandran (94) | Archana Paswan (181) | Ankita Bara (185) |
Nishita Kaushik (237)

2. ABOUT FITSU
 FitsU shirts are a collection of contemporary casual shirts, designed to
complement the tailored ranges, and ideal for modern life.
 Positioned as Cool, Casual, Cotton Shirts.
 Garments at FitsU are created with attention to detail and designs with the
look, fit, feel and performance you can rely on.
 Manufactures exclusive cotton shirts in both traditional and modern types.
 Web: www.FitsU.in

3. THE BRIEF
 Launch Campaign for FitsU Apparels in India.
 To primarily use radio and on-ground mediums (except TV & Newspapers) for
the Launch of FitsU Shirts - Cool Cotton Casual Shirts for Men.
 To focus on promotion via the internet as well.
 To Prepare a Brand Manual for the FitsU Brand.

4. THE ON-GROUND
ACTIVATION

5. CAMPAIGN
CONSTRUCT
• Target Cities - Delhi, Mumbai, Kolkata, Chennai, Bangalore, Pune, Ahmedabad,
Hyderabad, Chandigarh, and Goa.
• Catchment Areas – Gyms (primarily), Internet
• Campaign Duration – 3 weeks per city, 2 months in total (Feb, Mar 2010)
• On Ground – Week 1: 3 days Gym Activation, Week 2: City Finale on Sunday,
Week 3: Fashion Show (Launch)
Pre Hype -
Gym
Activation
City Level
Auditions
Final Launch
via Fashion
Shows

6. PRE HYPE
Gym Activation Plan
 A kiosk setup to be placed in the most famous gyms of each of the 10 target cities.
 3 day activation in all cities – 2 gyms per day in 5 Metros, and 1 gym per day in
other 5 cities.
 A “Hunt for the Perfect Body” will be conducted at these Gyms.
 Promoters to announce the contest at these gyms, and facilitate registrations.
 Males above 18 years of age eligible to apply for the contest – they need to fill up a
form, get a photograph clicked, and submit the same to our promoters in the gym.
 Simultaneous Online and Radio promotion of the contest – Call for Entries.

7. CITY LEVEL
AUDITIONS
 Short Listed Candidates on the basis of their registration forms are called to a
neutral venue for the city audition.
 This includes registrations from the particular city through gym activation, and
online entries.
 The participant goes through various interactive rounds with panel of judges at each
city level. Judges to include one FitsU representative, one physical training expert,
and one city based male model.
 12-15 participants to be shortlisted for every city.
 The selected participants to walk the ramp on the FitsU Launch Fashion Show in
their respective city.

8. THE LAUNCH
Fashion Shows in 10 Cities
 Each city to have a City Launch of the brand through a Fashion Show, with the
shortlisted candidates as the models.
 Selected candidates groomed over a period of 1 week – mentored on physical fitness,
looks, dietary controls, personality grooming, styling makeover, ramp walking and
ramp intelligence.
 A panel of judges to declare the “Perfect Model/Body” for that city at this fashion
show.
 Winners get a Gift Hamper from FitsU, a lifetime premium customer card, and a free
portfolio. They also get a chance to appear on the print collaterals (catalogues,
posters, in store branding) of FitsU over the next one year.

9. THE LAUNCH
Fashion Shows in 10 Cities
TARGET AUDIENCE:
 General Public - Men (18 to 50+)
 Fashion Community- stylists, designers, models, etc
 Stores who will place the brand – Reliance, Pantaloons, Lifestyle, Big Bazaar,
Westside, and others
 Small Time City Retailers and Apparel shop Owners
TIME: 2 Hour Show, followed by High Tea – a chance to network (B2B, Retail, etc)
SHOW FLOW:
 Launch Speech by Owners
 3 Rounds displaying FitsU shirts under various themes - involving city winners,
local celebrities, and models (especially in Metros)
 Announcement of City Winner and Gratification

10. THE LAUNCH
Fashion Shows in 10 Cities
SUGGESTED THEMES: how to segregate the collection display
 Friday Office Wear–simple colours, and black and white, Cream and grey.
Sophisticated and grown up.
 Bold, striking and flamboyant – bright, garish colours, crazy unconventional
make up
 Wild and natural – think greens, browns, Mother Nature and our relationship with
the planet.
 EMO/Goth/Punk – black, red, purple. Dark eyes, loud music.
 Childhood Innocence – pale colours, soft shapes.
 Back to College- fun, Sweatshirts, flip-flops

11. THE LAUNCH
Fashion Shows in 10 Cities
ELEMENTS INVOLVED: (apart from clothes and models)
 Choreographer
 Manpower
 Venue
 Lights and Sound
 Show/ Logistics
BUDGET: 2.5 lacs per city

12. Mon Tue Wed Thu Fri Sat Sun
1 2 3 4 5 6 7
Delhi Delhi Delhi
Chandigarh Chandigarh Chandigarh
8 9 10 11 12 13 14
Mumbai Mumbai Mumbai Goa Goa Goa
Pune Pune Pune Kolkata Kolkata Kolkata
City Finale -
Chandigarh
City Finale - Delhi
15 16 17 18 19 20 21
Hyderabad Hyderabad Hyderabad Bangalore Bangalore Bangalore
Ahmedabad Ahmedabad Ahmedabad Chennai Chennai Chennai
City Finale - Pune City Finale - Mumbai
Fashion Show -
Delhi
Fashion Show -
Chandigarh
22 23 24 25 26 27 28
City Finale - Goa City Finale - Kolkata
Fashion Show -
Pune
Fashion Show -
Mumbai
ACTIVITY PLAN – FEBRUARY 2010

13. Mon Tue Wed Thu Fri Sat Sun
1 2 3 4 5 6 7
City Finale - Hyderabad City Finale -Ahmedabad
Fashion Show - Goa Fashion Show - Kolkata
8 9 10 11 12 13 14
City Finale - Bangalore City Finale - Chennai
Fashion Show - Hyderabad Fashion Show - Ahmedabad
15 16 17 18 19 20 21
Fashion Show - Bangalore Fashion Show - Chennai
ACTIVITY PLAN – MARCH 2010

14. RADIO
PROMOTION

15. ON AIR
INTEGRATION
 The entire campaign to be supported on radio as well.
 On Air promotion of the “FitsU’s Hunt for Perfect Body” – Call for entries through
radio as well.
 Radio to be used to popularize the other means of registration for the hunt – the
microsite link.
 To be used to hype the launch fashion show in the particular city.
 On Air Communication will create an excitement and a buzz in the city about the
entire hunt, and instigate word-of-mouth publicity as well.

16. ON AIR PLAN
 TEASERS
 20 second duration, 3 rotates per day
 For 2 days – before the Gym Activation is to start in the city
 To be centric around Fitness and Perfect Body (targeted at males!!)
 REGISTRATION PROMOS
 30 second duration, 8 rotates per day
 5 days (including the days of Gym Activation)
 To focus on the “Hunt for Perfect Body” Contest, and to give out the microsite
link where people can register.
EG: Calling attention of all you males out there – finally there is something ONLY FOR YOU!! Are you a fitness
freak? Do you think you have the perfect body? If yes, then here is your chance to prove it to the world! FitsU
presents “Hunt for the Perfect Body”!! To register, log on to www.FitsU.com/perfectbody.com and win yourself
a chance to be a model!! Last day to register – _ Feb. Brought to you by: FitsU Apparels- Cool Casual Cotton
Shirts for Men

17. ON AIR PLAN
 RJ MENTIONS
 In the channel’s male RJ show, talking about his interest in fitness, and how he
will send in his photograph and details for participating in the hunt.
 OUTSIDE BROADCASTS
 RJs to go to the Gym Activation site and take bytes from people registering and
working out at the particular gym.
 1 OB every day in each city for 3 days of activation.
 PRE LAUNCH ANNOUNCEMENTS
 Advertisements announcing the launch of FitsU and the fashion show.
 30 seconds
 8 rotates per day
 2 days prior to Fashion Show

18. ONLINE
PROMOTION

19. FITSU WEBSITE
FEATURES:
 Gallery of FitsU Shirts worn by famous models.
 E learning page about the new trends, style statements, designer reviews, the best
looks of the season.
 Online buying options.
 Microsite for registrations & details for the perfect body hunt.

20. PROMOTION
CAMPAIGN
 COMMUNITIES of Fitsu shirts created on online networking
• sites like Facebook & Orkut
 REGULAR POSTS about the model hunt event, finalists, contests, winners.
 Facebook and Orkut WEB THEMES will also be designed for people to customize
their profile.
 VIRAL VIDEOS/ PROMOS and teasers on youtube.com about the model hunt
 Flickr – PHOTOS of the events and model hunt updates
 Slide share - a PRESENTATION about the Fitsu concept, event, cities, fashion show
and details will be posted on slide share

21. PROMOTION
CAMPAIGN
 BANNER ADVERTISING – where space in yahoo, rediff etc has to be bought to
display a pop up banner ad about the model hunt in the ten cities for the brand new
Fits-U collection launch.
 A BLOG with features from designers and testimonials from users and contestants
in the model hunt with updates on what’s new and when the next event is to be held
in which city.
 FITSU STYLE CHECK - an application which would allow users and their friends to
customize Fitsu Shirts on their pictures and a style meter would rate the Fitsu style
check quotient.
 POLLS AND SURVEYS would be conducted online to determine who out of the
shortlisted candidates from each city deserves to be the final face for Fits-U.

22. CORPORATES
PROMOTION
PLAN

23. CORPORATE
CAMPAIGN
 Creating a distinct CORPORATE IDENTITY with - Logo, Tag Line, Brand
Ambassador
 CORPORATE FILM of Fits-U Shirts to be uploaded online and made available on all
social networking communities
 BROCHURES & E-MAILERS to be designed sent to all possible Corporates in the
tem cities announcing the arrival of the event and the new collection of Fits-U
shirts.
 Small TEASER ACTIVITY in Corporates – about the model hunt and about Fits-U

24. FEEDBACK
PLEASE !