Artistry Phantomofthe Opera Case

729 views

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
729
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Artistry Phantomofthe Opera Case

  1. 2. Contents <ul><li>Background </li></ul><ul><li>Objectives </li></ul><ul><li>Solution </li></ul><ul><li>Event Details </li></ul><ul><li>Event Values </li></ul><ul><li>Target Audience </li></ul><ul><li>Strategy </li></ul><ul><li>Results for Artistry </li></ul><ul><li>Insights </li></ul>
  2. 3. Background <ul><li>The Promoter </li></ul><ul><ul><li>Services include securing sponsorship rights to pre-existing events and working with clients to gain maximum marketing value from the sponsorship </li></ul></ul><ul><li>Artistry </li></ul><ul><ul><li>World-class cosmetic brand under Amway </li></ul></ul><ul><ul><li>Sales started in 1989 and brand launch in China market from 2004 </li></ul></ul><ul><ul><li>Leverage brand positioning in art, lifestyle </li></ul></ul>
  3. 4. Objectives Brand Awareness Hospitality Artistry’s Marketing Objectives Drive Sales Build Prestige Image Connect to Customers
  4. 5. Solution <ul><li>The solution: </li></ul>
  5. 6. Rationale <ul><li>Brand Awareness </li></ul><ul><ul><li>Potential of up to 204,000 attendees over 3 months </li></ul></ul><ul><ul><li>Massive media coverage for two months </li></ul></ul><ul><ul><li>Comprehensive media (TV, radio & print) package for two months </li></ul></ul><ul><ul><li>Marketing collateral for 8 months </li></ul></ul><ul><li>Prestige Image </li></ul><ul><ul><li>Phantom, world-wide famous musical with many world rewards premium events in China </li></ul></ul><ul><ul><li>Set in Shanghai Grand Theatre – China’s most prestigious venue </li></ul></ul><ul><li>Connect with customers </li></ul><ul><ul><li>Phantom is romantic and magnificent, and captures the consumers’ emotions </li></ul></ul><ul><ul><li>Phantom provides a platform for consumer’s to connect with brand equity and interact with the products in a emotional way. </li></ul></ul><ul><li>Hospitality </li></ul><ul><ul><li>Can use to entertain government, clients from all China region and drive sales </li></ul></ul><ul><ul><li>Have the privilege to invite the cast for money can not buy experience </li></ul></ul><ul><ul><li>Provide incentives for sales staff and maximize employee motivation and pride </li></ul></ul><ul><li>Drive sales </li></ul><ul><ul><li>Drive sales via Phantom merchandise </li></ul></ul><ul><ul><li>New product launched named “Christine’s Choice” </li></ul></ul><ul><ul><li>Regular lectures with products and musical knowledge </li></ul></ul><ul><ul><li>China wide make-up competition </li></ul></ul>
  6. 7. Event Details <ul><li>Phantom is a Broadway Musical, created by Andrew Lloyd Webber </li></ul><ul><li>First visit to China/Asia </li></ul><ul><li>First time that a musical had a 3 months long season, 96 performances in China </li></ul><ul><li>Shanghai Season exclusive in China: 18 Dec,2004 to 12 March,2005 (Cover a range of festivals) </li></ul><ul><li>Venue: Shanghai Grand Theatre </li></ul>
  7. 8. Event Values <ul><li>Prestige </li></ul><ul><li>International </li></ul><ul><li>Magnificent </li></ul><ul><li>Meaningful </li></ul><ul><li>Romantic </li></ul><ul><li>Long lasting </li></ul>
  8. 9. Target Audience <ul><li>Artistry’s Target consumers </li></ul><ul><ul><li>28-40 years old female </li></ul></ul><ul><ul><li>Middle to Upper class </li></ul></ul><ul><ul><li>Desire for high standard of life </li></ul></ul><ul><li>Phantom attracted: </li></ul><ul><ul><li>Cultured, eager to learn new things and desire for modern life style </li></ul></ul><ul><ul><li>White collar </li></ul></ul><ul><ul><li>Mid to high disposable income </li></ul></ul>
  9. 10. Event Details <ul><li>Production Company: Really Useful Group </li></ul><ul><li>Event Promoter: Shanghai Grand Theatre </li></ul><ul><li>Sponsorship Agency: Frontiers Group </li></ul><ul><li>Title Sponsor: Artistry </li></ul><ul><li>Supporting Sponsor: Shanghai Pudong Development Bank Credit Card Center (SPDBCCC) </li></ul><ul><li>KPMG </li></ul><ul><li>Malaysian Airlines </li></ul>
  10. 11. Event Details Sales promo Marketing rights PR & Media On ground management Branding Merchandising Rights negotiation
  11. 12. Strategy Hospitality Merchandise PR Online Promotion Media Phantom
  12. 13. Strategy – Press conference Press conferences July 04 Oct 04 Dec 04 - First: Title sponsor announcement - Second: New products launch announcement “ Christine ‘s Choice” <ul><li>Third: Presenting products as gifts to all Phantom cast during Shanghai season </li></ul>
  13. 14. Strategy - Media <ul><li>Phantom/Artistry TVC </li></ul><ul><ul><li>30 seconds (10 second Artistry Billboard) </li></ul></ul><ul><ul><li>Aired more than 2000 times across 7 Shanghai stations (including Dragon TV with national coverage) </li></ul></ul><ul><ul><li>Aired 2000 times in major Grade A office building across Shanghai </li></ul></ul><ul><li>Phantom/Artistry Radio Ad </li></ul><ul><ul><li>30 seconds </li></ul></ul><ul><ul><li>Aired above1000 times across 6 Shanghai stations </li></ul></ul>
  14. 15. Strategy - Media <ul><li>PR Push campaign in newspapers and magazines to build event awareness along timeline of the press conference and show marketing focus </li></ul>
  15. 16. Strategy – Significant outdoor billboards Billboards – more than 3 months
  16. 17. Strategy – Outdoor posters
  17. 18. Strategy – Street and high traffic subways Shanghai Street light box Shanghai Subway light box
  18. 19. Strategy – Outdoor and ticket outlets Street Flag Kodak outlet Leaflet in booking office and hotel
  19. 20. Strategy - PR Internal interview published on Artistry magazine for six months with different topic relating to sponsorship
  20. 21. Strategy - PR Regular lectures for public incorporated Phantom performance information with Artistry product knowledge
  21. 22. Strategy - PR Leading cast visit Artistry and meeting with media
  22. 23. Strategy - PR China National Make-up competition
  23. 24. Strategy – On ground at theatre Promotion in Shanghai Grand Theatre
  24. 25. Strategy – consumer interaction Lucky draw promotion relating to product and show through major fashion magazine
  25. 26. Strategy – Sales promotion “ Christine’s Choice” launched
  26. 27. Strategy - Online Phantom Official Website to link to Artistry
  27. 28. Strategy - Online <ul><li>From Amway Website </li></ul>
  28. 29. Strategy - Merchandise
  29. 30. Strategy - Hospitality Cast group photography Leading cast attend Artistry function
  30. 31. Results for Artistry <ul><li>ROI </li></ul><ul><ul><li>-- Based on Media and Collateral value alone, ROI was calculated as 500% </li></ul></ul><ul><li>8-month Sales Promotion platform </li></ul><ul><li>204,000 targeted consumers </li></ul><ul><ul><li>Brand exposure </li></ul></ul><ul><ul><li>Driven sales </li></ul></ul><ul><ul><li>Product linked to event values </li></ul></ul><ul><li>Client relations </li></ul><ul><ul><li>Hospitality program </li></ul></ul><ul><ul><li>Position the brand as a “art oriented” image </li></ul></ul><ul><li>Market Leadership </li></ul><ul><ul><li>Unique and powerful marketing programs </li></ul></ul>
  31. 32. Implications <ul><li>Lead the market </li></ul><ul><li>Link your brand to events that reinforce your brand values </li></ul><ul><li>Cut through the clutter and be differentiated </li></ul><ul><li>Go to where your customers are </li></ul><ul><li>Take advantage of rising industries and untapped space </li></ul><ul><li>Communicate with multiple stakeholders </li></ul><ul><li>Connect with customers at an emotional level </li></ul><ul><li>High media value and high ROI </li></ul>
  32. 33. POWERFUL LEVERAGE PROGRAM Brand Artistry Property Phantom The Power of Event Marketing DEEP AND EMOTIONAL CONNECTION WITH THE TARGETED CONSUMERS

×