Sponsorhip project by Ze Guru / Momentum

1. KARALIŠKA AISTRA
(Royal Passion)
Sponsorship of
House of Julija Žilėnienė
10th year anniversary
Post Campaign Report
Lithuania
2009 03 05

2. Goals of the project
• literally present the new
KARALIŠKAS brand
platform CITY OF PASSION
to our customers in
attractive and engaging
way
• make her understand,
that KARALIŠKAS is a
chocolate made for ones
like HER
• to present KARALIŠKAS
T&R range in attractive
and engaging way
2009-03-05 Vilnius
Ze Guru // Kraft
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Ze Guru // Kraft
2

3. Integration to Events
• 10th year anniversary of
House of Julija Žilėnienė:
– Photo session
ROYAL PASSION
– Exhibition ROYAL PASSION
– Dress rehearsal for family
members and journalists
– The opening night of the
play
– Event for 200 VIP guests and
Media
– 3 additional plays for
regular audience
– Media and PR campaign
Ze Guru // Kraft
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Ze Guru // Kraft
3
2009-03-05 Vilnius

4. Photo session and exhibition
ROYAL PASSION
• Photo session ROYAL PASSION
with new Julija Žilėnienė
collection
• Decorations, colors, emotions
presented all 5 KARALISKAS tastes
and expressed CITY OF PASSION
platform
• Photos can be used for
KARALIŠKAS advertising 1,5 year
• Product sampling during the
opening hours
• Exhibition open from Dec. 13
2008 till Mar. 15, 2009 (planned till
Feb. 5, 2009)
• 21’560 visitors saw an exhibition
Ze Guru // Kraft
44
Ze Guru // Kraft
2009-03-05 Vilnius

5. Play ROYAL PASSION
• Video decorations, scenario of
the play presented new
KARALIŠKAS brand platform
• Light, sweet, chocolate taste
before the show. Journalists
noticed it.
• All people could try chocolate
before and after the show
• During all play, people could
visit ROYAL PASSION exhibition
• Special play show for VIP guests
• Dress rehearsal for friends and
90 journalists
• 3 additional plays for people
• 3 broadcastings on LRytas TV
Ze Guru // Kraft
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Ze Guru // Kraft
2009-03-05 Vilnius

6. Qualitative results
• During all events people will try KARALIŠKAS
chocolate - sampling
• Photo session opening event - 200 VIP guests
and journalists
• Royal passion exhibition (MAŽASIS theatre)
planned 1,5 month – actual from Dec. 13, 2008
till Mar. 15, 2009, almost 3 months.
• Planned ~45 plays = 10’350 visitors, actual ~ 90
plays – 21’560 visitors
• The opening night of the play – 200 VIP guests
and journalists
• 1 additional play, dress rehearsal – 100, and 90
journalists
• 3 additional plays – all tickets sold out. 690
people
• In total there were 97 articles, TV publications
about the project
6
Ze Guru // Kraft
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Ze Guru // Kraft
2009-03-05 Vilnius

7. Actual communication
plan and value
Advertising
PRINT Lrytasgroup Lrytasgroup Lrytasgroup Lrytasgroup
Publications: Stilius, Gyvenimo būdas, TVAntena 3
Format 1 page, cover 1 page, covers 1 page, covers 1 page, covers
Budget 399 932,00 Lt
INTERNET www.lrytas.lt www.lrytas.lt www.lrytas.lt www.lrytas.lt
www.lrytas.lt 2 weeks 2 weeks 2 weeks 2 weeks
Format halfpage halfpage halfpage halfpage
Budget 284 156,00 Lt
TV LrytasTV LrytasTV LrytasTV LrytasTV
LrytasTV 77 75 75 75 75
Duration 20" 1540 20" 20" 20"
Budget 163 080,00 Lt
847 168,00 Lt
40 500,00 Lt
71 039,00 Lt
41 580,00 Lt
71 039,00 Lt
40 500,00 Lt
71 039,00 Lt
40 500,00 Lt
80 294,00 Lt 106 546,00 Lt 106 546,00 Lt106 546,00 Lt
71 039,00 Lt
Stilius, Gyvenimo būdas, TVAntena, Vartai
Planned 550’000 LTL. Actual 847’168 LTL
2009-03-05 Vilnius

8. Sampling during exhibition
with promo teams
• During all exhibition visitors
could try all 5 tastes of
KARALIŠKAS chocolate.
• Every taste had a photo
with associations of that
taste.
• Chocolate was in a
special stand and was
presented as an art work
• Planned samplings
10’800. Actual 21’560
2009-03-05 Vilnius

9. Communication visuals
• Synergy with image of KARALIŠKAS
• Possibility to use the same ads for in Media
for one and a half year additionally.
2009-03-05 Vilnius

10. Thank you!
(further – appendix with
publicity report)

11. Publicity report 1/1

12. Publicity report 2/2