AgendaA Brief Introduction To CheilOur Thoughts About Costa RicaA Few ExamplesExperiential MarketingOur Approach to MediaOur Five PromisesNext Steps
AgendaJennifer Friedberg General ManagerTimothy Bruns Executive Creative DirectorMichelle Son Experiential MarketingMarc Allen Account PlanningJohanna Rustia Art DirectorChris Boak Business Development
Passion For Ideas:A Brief Introduction To Cheil
What Is Cheil?We are: • A creative agency • An interactive agency • An experiential agency • An international agencyBut in our heart Cheil is an idea agencyWhat defines an idea agency?Many advertising agencies talk about ideas. Big Ideas. Smart Ideas. Engaging IdeasWe believe that today, an idea must create immediate engagement as well as deliver realand lasting valuePut more simply we believe in Ideas that Work
Immersion as Part of How We Workim⋅mer⋅sion /ɪˈmɜrʒən, -ʃən/ [i-mur-zhuhn, -shuhn]–noun• an act or instance of immersing• state of being immersed• state of being deeply engaged or involved; absorption• baptism in which the whole body of the person is submerged in the water• concentrating on one course of instruction, subject, or project to the exclusion of all others for several days or weeks; intensive: an immersion course in conversational French
Advertising TodayCommunicating with a customer … is so much more than tagline… …or an image It’s far more than a website … … or a campaign or the brand itself
It is an entire experienceA panoply of perceptionsA mosaic of mediaWoven together as enlightenment, education…and immersion
Immersing in Our Clients’ Businesses Situation Analysis Consumer Company Strategies Your Channel Competitor Forward Marketing Plan Strategic Implications
We break through the customer’s perception of the brandWe go beneath the surface to what a brand represents to customersOnly by deeply immersing ourselves in our client’s business can we createideas that will build their businessWe harness the power of immersion, the passion of our people and theprecision of an engineer to develop ideas that engage our targets at the rightmoment of contact with the express purpose of changing attitudes andbehavior to help grow our clients’ business
The Path to Purchase for a Vacation in Costa RicaDepending on where the visitor is on their ‘path to purchase’, they will visit multiple touchpoints for different information to base their purchase decision upon Travel Guide Books Travel Portals Hotel Friends Sites Travel & Comparison Family Sites Travel Agencies Travel Search engine Advertising Travel Blogs Destination Websites
cnet is a key destination for people researching electronics. To keep people from leaving cnet (and possibly visit Samsung’s competitors sites) Cheil developed an on-line store within cnet, placing Samsung right at the key decision making point – What is Costa Rica’s ‘cnet’?
Top 10 Travel Sites Among the 11,976 travel sites in the Travel industry there are only a handful of preferred sites for online travelers to obtain information, prices, reviews and purchase vacations fromSource: Hitwise - Top 10 websites in the Travel online industry for the month of December, 2008 based on visits. Results are based on the activity of 10 million US Internet users
Competitive Consumer Company Channel Competitor
According to the ’08 Travel and Tourism Competitive Index, the WTO defines Costa Rica’s competitive set as follows Competitors Visitors (000’s) Share Mexico 21,424 51.1% Brazil 5,026 12.0% Dominican Republic 3,980 9.5% Chile 2,507 6.0% Cuba 2,119 5.1% Costa Rica 1,973 4.7% Jamaica 1,704 4.1% Bahamas 1,528 3.6% Panama 1,103 2.6% Barbados 575 1.4% TOTAL 41,939Source: selected countries from the Caribbean Basin and South America, including eight of the top ten Latin American countries according to the 2008 Travel and Tourism Competitiveness Index
1 Which country do you view as your biggest competitor?2 Which country do you think sees you as their biggest competitor?
Some Thought Starters No pictures of Visitors themselves Consumer Company Evangelists Why? Uncover Defining & Costa Rica’s Channel addressing the Competitor ‘cnet’(s) competitive set
Three Case StudiesWe have selected three case studies to highlight the following themes • Showcasing total integration (Jamaica) • Creating a clean social network (Samsung- Washers and Dryers) • Building Awareness (Samsung Mobile Phones)
Understanding MomsBackgroundSamsung was launching into a new category (Home Appliances) that was crowded andhighly competitiveObjectiveBreak through the clutter with a strong point of view and personalityDeveloping the StrategyWe conducted in-home ethnography to learn how Moms use their home appliancesFindings1) Today’s moms view themselves differently to their own moms2) Hectic lives Looking for their appliances to help them3) Family is the most important4) Women spend a significant time online researching products5) Moms look to connect with other moms
Understanding MomsOur featured Moms and their families were given Samsung Appliances and agreed to befilmed so we can capture deeper understanding and insight. Their stories and their videoswere among the first elements featured on the new Moms Like Us social network.
Word of Mouth Angel Harris August 11, 2008 Barbara September 9, 2008 BU September 11, 2008Reading these reviews makes you these are some dream machines, arentwant to head to Sears RIGHT THIS they?! wow. i need to go sleep, so i canMINUTE! Id love to have a set! keep dreaming about these machines! Just purchased the Samsung washer and LOVE it. I entered the contest to win the washer and dryer for my daughter. William Mondeau Cindy Heather Egbert August 17, 2008 September 13, 2008 August 30, 2008I have finally decided to purchase a front load washer over Ooo. I love the stainless set built in this contest is a great idea no matterthe top load washer. (…). My three sisters have bought front the laundry/clothing closet center in who wins.. both my husband and i areload washers and love’em. I have narrowed it down to either the photo. Every bit of that is perfect. in the military and our training can bepurchasing the LG or Samsung. After visiting a few local Beautiful, soothing, Samsung...youre quite dirty.stores yesterday, I am sold on the Samsung. my domestic bliss. 61
Juke Box HeroBackgroundSamsung was launching a new music phone that was exclusively available throughVerizon (a wireless carrier provider)ObjectiveSamsung wanted to ensure people knew this phone was made by SamsungDeveloping the StrategyWe conducted ‘man on the street’ interviews to gain reactions and insights from the targetFindings1) Surprise and Delight, A sense of “wow, this is so cool”2) Teens drew comparisons to a Juke Box player3) People see their mobile phones as a reflection of self
ResultsSamsung Mobile Awareness increased 17% - Largest increase in awareness since 2004 - Highest increase in brand awareness among all competitorsYouTube video views – 765,855 - 4th most viewed sponsor that monthMicrosite views – 656,8351,195,765,064 online impressions delivered
Experiential MarketingWe focus on creating memorable brand experiencesMessages are brought to life by unique experiences that engage all the senses and theimaginationTruly interact with target to gain valuable insight and build relationships
Why The Samsung Experience?It is difficult, time-consuming and expensive to get people to try your product byconvincing them to love your brand.It is far easier to get them to love your brand by convincing them to try your product.
Why The Samsung Experience?Interactive brand experience space where you can see, hear, touch, imagine and createthe art of the possible in digital lifestyleIt is all about INTERACTIVITY, CREATIVITY, and SENSIBILITYTo engage people to sense, feel, think, act, and relate to the brand
Airport Charging StationsIdea praised as a new trend in advertisingOffers genuine service to travelersMakes existing customers feel good about the brandCurrently at 17+ airports with more than 300 stations providing services to millions ofpeople.Expanding program to Ivy League Universities in 2009 “A classic example of marketing as service, a concept worthy of more attention” Advertising Age May 2008 79
‘Channels’ Have The Most Influence On The Target Audience “I found you, you didn’t find me” Trusted Screened Sources Sources Travel Sites Web Content Online Ads Peers Travel Agents Friends Adventure Seeking Groups TV Programs Travel Seekers Eco-Tourism Advertising Family Influencers PR Travel Reviews & Direct Mail Ratings More relevant, engaging, intimate personal contacts More Mass, broadcast advertising-based contacts
Connecting With Our TargetGoing beyond “reaching consumers” to “connecting with people” Consumer / Channel Consumer / Brand Interaction Relationship ConsumerUncover how travel seekers Connect with travellers toengage with different channels provide value that deliversto learn more about a preferencedestination CONNECTION Channels Brand Channel / Brand Synergy Leverage different channels to enhance the Costa Rican brand essence
How We PartnerCheil prides itself on being media agnosticLikewise we are partner-agnostic as wellFor Samsung we work directly with Starcom for media buying and planningFor Hankook tires we plan, buy and audit the entire media buyIt is our desire to work with our clients in the manner in which they are most comfortable
Our Five PromisesFull immersion from the very beginning into your businessA dedicated account, planning and creative team who are passionate about ideas andenergized to catapult your country beyond expectationsWidespread entree to all of our broad resources and wealth of knowledge at Cheil.Total access to Cheil’s global network with focus on your market prioritiesA partner who believes your success is paramount and will do everything to take you overthe top
Cheil USA. / North America Regional HQ 105 Challenger Road, Ridgefield Park, NJ 07660-0511, U.S.A. Tel +1-201-229-7007 Cheil USA Dallas 1301 East Lookout Drive, Richardson Texas, TX 75082 U.S.A. Tel +1-972-761-7245 Cheil Canada 55 Standish Court, 10th Floor, Mississauga, Ontario, L5R4B2, Canada Tel +1-905-819-5056 Cheil Mexico11570 AV. Presidente Masarik No. 111 Int. 701 Col. Chapultepec Morales, Delegacion Miguel Hidalgo Distrito Federal Mexico Tel +52-55-5747-5100 (ext. 5106)