New Road Rules

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Program designed for Best Buy corporate that included a partnership between Best Buy, CBS Radio and the California Highway Patrol.
Objective: to provide consumers with information about the new cell phone driving laws taking effect in the state of California and promote the new product introduction by Jawbone (handsfree Bluetooth device)

Elements: Microsite, radio campaign throughout California, internet banner campaign, e-mail database campaign and public relations.

Published in: Business, Technology
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New Road Rules

  1. 1. Prepared by: CBS Radio Kate Gigli Integrated Client Services CBS Radio/San Francisco Rocky Cosgrove CBS Radio Sales/Interep April 25, 2008
  2. 2. The purpose of this presentation is to recommend a media program for Best Buy that can be used as the template for key California markets. The program will promote the Best Buy as the solution for hands-free use of a cell phone while driving. This hands- free capability is required by California law effective July 1, 2008.
  3. 3. • Background • Overview of the Proposed Program • Objectives • Campaign Elements • Creative Strategy • Why CBS • Local Market Details • Next Steps
  4. 4. July 1, 2008 Adult hands-free Law On that date, California drivers will need to put down their cell phones while driving, and use a ―hands-free‖ product. Hands-free products include Bluetooth headsets, wired headsets, and car kits. Teen cell phone Law Another law – Senate Bill 33 – also goes into effect the same day. It prohibits under- 18 drivers from using ANY wireless device, including ―hands-free‖. Key Details Both new laws impose a $20 fine for a first- time offense and a $50 fine for each additional offense. Becoming ―hands-free‖ means you are talking on your cell phone while driving, yet both of your hands are still on the steering wheel (or one hand is on the steering wheel, but the other is not on a cell phone).
  5. 5. CBS has designed a program that responds to the consumer issues caused by these laws. The program will include radio ads, digital ads/promotion, and CBS’ support developing a customized program that helps maximize the impact on Best Buy’s sales.
  6. 6. Consumer Education • To drive awareness about the new California laws, and the July 1st deadline when all California drivers must be in compliance. • To make Consumers knowledgeable about key details regarding the laws— both Adult and Teen. • To provide Consumers with resources to help answer their questions about the laws. • To know the best brands and products that will solve the Consumer problem— while driving, the need for a hands-free device that will provide quality wireless calls. • To know where to go to purchase. • Once Consumers arrive at a Best Buy to be able to easily find the brand/product they want.
  7. 7. Best Buy Positioning & Sales • To clearly differentiate the Best Buy’s products vs. products being promoted by the competition. • Through the use of radio and affiliated radio station websites and audio streaming—to cut through the clutter and dominate a specific medium. • To help further motivate and educate the Best Buy’s sales force. • To help the sales force sell through product to the consumer in ADVANCE of the law taking effect. • To make the Best Buy’s staff more knowledgeable about the laws, and Best Buy’s products so that they have answers to shopper’s questions.
  8. 8. CHP Partnership • California Highway Patrol will be supporting this program with logo’s, information and links on the custom micro-site. The CHP brand will maximize consumer impact. CBS California Markets • CBS Radio and Digital properties in the largest California markets—Los Angeles, San Francisco, and San Diego. If needed, CBS can expand the program to additional California markets including Sacramento, Fresno and more (and Washington state markets, as well). Microsite – NewRoadRules.com • Information about the laws, exceptions, solutions, links to Best Buy’s site, and a link to the California Highway Patrol site. Radio • :60 second radio ads on CBS stations in Best Buy’s key California markets. • Radio copy educates, and drives Consumers to the microsite and to purchase in-store as well as immediately on-line.
  9. 9. Interactive (on selected stations) • Streaming audio ads and pre-roll ads (may include video, where available). • Banner display ads, e-mail blasts. • Hyperlinks and text links on the home page Sales Force Support • CBS execs available to participate in retail staff training to help explain the media portion of the program and/or the major changes to the law. • Audio messaging, voiced by a CBS personality, available to help deliver information to the Best Buy’s sales associates. • If desired, CBS staff to attend sales meetings or staff event s to help promote and present the program.
  10. 10. POS • CBS will work with you to help create engaging POS materials: Frequent Questions and Answers, a fact sheet, signage that might incorporate station logos ―as heard on‖, etc. Flexibility • Flexibility - to adjust to individual markets. For example: different creative or timing may be utilized in different markets, according to the specific needs of Best Buy and its sales force in each market.
  11. 11. • Educate and soothe the public about the upcoming changes to the traffic laws. Positive and helpful—not preachy, panicky, or condescending. • Three unique :60 second commercials to rotate through the campaign. Within each :60, :45 seconds would be devoted to information about the laws and the issues, from the consumer point-of-view, with the last :15 seconds devoted to Best Buy to direct consumers to take specific purchasing action. Each :45 second segment will also promote the microsite URL, the CHP link, and the timing count down (in three weeks, two weeks…) 1. The first commercial will educate consumers about the new adult hands-free law. 2. The second commercial will educate parents and teens about the teen cell phone law. 3. The third commercial will educate consumers about products that provide a hands-free solution. For example: Bluetooth technology, wired earpieces, or car kits. • To extend reach and enhance cost-effectiveness – additional CBS INET :10 Best Buy announcements, in San Francisco and Los Angeles, driving consumers to the microsite. • Microsite will be educational in tone, as well, and thoroughly populated with information and links useful to consumers.
  12. 12. In addition to the scope of CBS’ properties in California, the CBS team charged with developing and implementing this program for Best Buy is experienced and knowledgeable in marketing program development, research, coordination of the different sponsor and media partners, and day- to-day management of all of the details required for the program’s success. This team includes literally dozens of professionals in San Francisco, Los Angeles, and other California markets, and is supervised by two highly skilled marketing professionals – Kate Gigli and Rocky Cosgrove • Kate Gigli – over 20 years of media, marketing, management and high-tech experience. Some of the top corporations Kate has worked with and marketed for are Apple, Microsoft, Symantec, Target, Pepsi, Nordstrom, Clairol and SuperClubs. • Rocky Cosgrove – over 25 years of media and marketing, experience, including 18 years with CBS and Interep. Interep is a sales division of CBS Radio.
  13. 13. The following pages provide additional details for the Los Angeles, San Francisco, and San Diego markets. Additional California markets (e.g. – Sacramento, Fresno) are available, as well as local customization to fit Best Buy’s requirements.
  14. 14. Campaign Dates June 2st–July 13th San Francisco: Week 1–Week 6 Best Buy will receive: KCBS-AM • (90) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (90) M–Su pre-recorded 6am–12mid prime (ROS) BTA :60 Best Buy spots voiced by local talent • (60) M–F INET traffic adjacencies 5am–8pm • Leaderboard (728x90), Skyscraper (160x600) and Cube (300 x250) • Pre-Roll Video-:15 second video with audio that runs when the user opens the streaming audio player. This spot can not be skipped. • e-mail: 300 x 250 creative with 250 words of clickable text adjacent. Total of (1) e-mail drops (one per station) to our database • Best Buy logo with hyperlink prominently featured on the homepage • Best Buy text link on the homepage • 2 features in Email Blast KLLC-FM • (90) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (90) M–Su pre-recorded 6am–12mid prime (ROS) BTA :60 Best Buy spots voiced by local talent • (60) M–F INET traffic adjacencies 5am–8pm • Leaderboard (728x90), Skyscraper (160x600) and Cube (300 x250) • Pre-Roll Video-:15 second video with audio that runs when the user opens the streaming audio player. This spot can not be skipped. • e-mail: 300 x 250 creative with 250 words of clickable text adjacent. Total of (1) e-mail drops (one per station) to our database • Best Buy logo with hyperlink prominently featured on the homepage • Best Buy text link on the homepage • 2 features in Email Blast KITS-FM • (90) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (90) M–Su pre-recorded 6am–12mid prime (ROS) BTA :60 Best Buy spots voiced by local talent • (60) M–F INET traffic adjacencies 5am–8pm • Leaderboard (728x90), Skyscraper (160x600) and Cube (300 x250) • Pre-Roll Video-:15 second video with audio that runs when the user opens the streaming audio player. This spot can not be skipped. • e-mail: 300 x 250 creative with 250 words of clickable text adjacent. Total of (1) e-mail drops (one per station) to our database • Best Buy logo with hyperlink prominently featured on the homepage • Best Buy text link on the homepage • 2 features in Email Blast
  15. 15. Campaign Dates June 2st–July 13th San Francisco: Week 1–Week 6 Best Buy will receive: KMVQ-FM • (90) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (90) M–Su pre-recorded 6am–12mid prime (ROS) BTA :60 Best Buy spots voiced by local talent • (60) M–F INET traffic adjacencies 5am–8pm • Leaderboard (728x90), Skyscraper (160x600) and Cube (300 x250) • Pre-Roll Video-:15 second video with audio that runs when the user opens the streaming audio player. This spot can not be skipped. • E-mail: 300 x 250 creative with 250 words of clickable text adjacent. Total of (1) e-mail drops (one per station) to our database • Best Buy logo with hyperlink prominently featured on the homepage • Best Buy text link on the homepage • 2 features in Email Blast KFRC-FM • (90) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (90) M–Su pre-recorded 6am–12mid prime (ROS) BTA :60 Best Buy spots voiced by local talent • (60) M–F INET traffic adjacencies 5am–8pm • Leaderboard (728x90), Skyscraper (160x600) and Cube (300 x250) • Pre-Roll Video-:15 second video with audio that runs when the user opens the streaming audio player. This spot can not be skipped. • e-mail: 300 x 250 creative with 250 words of clickable text adjacent. Total of (1) e-mail drops (one per station) to our database • Oakland A’s Baseball (18) Pre-In post rotators • Best Buy logo with hyperlink prominently featured on the homepage • Best Buy text link on the homepage • 2 features in Email Blast
  16. 16. Campaign Dates June 2st–July 13th Los Angeles: Week 1–Week 6 Best Buy will receive: KCBS-FM • (60) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (60) M–Su pre-recorded 6am–12mid (ROS) BTA :60 Best Buy spots voiced by local talent • (150) M-Su pre-recorded 24-hour BTA :60 Best buy streaming spots KNX-AM • (60) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (60) M–Su pre-recorded 6am–12mid (ROS) BTA :60 Best Buy spots voiced by local talent • (60) M–F 5a-8p INET prime time :10s • (150) M-Su pre-recorded 24-hour BTA :60 Best Buy streaming spots KFWB-AM • (60) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (60) M–Su pre-recorded 6am–12mid (ROS) BTA :60 Best Buy spots voiced by local talent • (60) M–F 5a–8p INET prime time :10s • (150) M-Su pre-recorded 24-hour BTA :60 Best Buy streaming spots KROQ-FM (plus online KROQ2 for streaming) • (60) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (60) M–Su pre-recorded 6am–12mid prime (ROS) BTA :60 Best Buy spots voiced by local talent • (150) M-Su pre-recorded 24-hour BTA :60 Best Buy streaming spots • 20% Pre-Roll :15 Audio/Video streaming sponsorships (plays before or after 20% of the station’s total streaming sessions) KRTH-FM • (60) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (60) M–Su pre-recorded 6am–12mid prime (ROS) BTA :60 Best Buy spots voiced by local talent • (150) M-Su pre-recorded 24-hour BTA :60 Best Buy streaming spots KTWV-FM • (60) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (60) M–Su pre-recorded 6am–12mid prime (ROS) BTA :60 Best Buy spots voiced by local talent • (150) M-Su pre-recorded 24-hour BTA :60 Best Buy streaming spots KLSX-FM • (60) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (60) M–Su pre-recorded 6am–12mid prime (ROS) BTA :60 Best Buy spots voiced by local talent • (150) M-Su pre-recorded 24-hour BTA :60 Best Buy streaming spots
  17. 17. Campaign Dates June 2st–July 13th San Diego: Week 1–Week 6 Best Buy will receive: KSON-FM • (60) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (60) M–Su pre-recorded 6am–12mid (ROS) BTA :60 Best Buy spots voiced by local talent KBZT-FM • (60) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (60) M–Su pre-recorded 6am–12mid (ROS) BTA :60 Best Buy spots voiced by local talent KIFM-FM • (60) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (60) M–Su pre-recorded 6am–12mid (ROS) BTA :60 Best Buy spots voiced by local talent KYXY-FM • (60) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (60) M–Su pre-recorded 6am–12mid prime (ROS) BTA :60 Best Buy spots voiced by local talent • (150) M-Su pre-recorded 24-hour BTA :60 Best Buy streaming spots • 20% Pre-Roll :15 Audio/Video streaming sponsorships (plays before or after 20% of the station’s total streaming sessions) KSCF-FM • (60) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent • (60) M–Su pre-recorded 6am–12mid prime (ROS) BTA :60 Best Buy spots voiced by local talent • (150) M-Su pre-recorded 24-hour BTA :60 Best Buy streaming spots • 20% Pre-Roll :15 Audio/Video streaming sponsorships (plays before or after 20% of the station’s total streaming sessions)
  18. 18. Total Net Investment: $986,220 Weekly Net Investment: $164,370
  19. 19. Finalize the Timeline and Strategy Audio Creative/Production Microsite Design/Production/Links POS Materials Sales Force Support Contact Kate Gigli – 415-951-2356 Kate.gigli@cbsradio.com Rocky Cosgrove – 415-268-9201 rocky_cosgrove@interep.com

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