winning proposal for marlboro december 2010 event


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grand event concept developed in mid-2009 for marlboro's branding initiatives. lack of access to advertisement requires the company to be more creative in their marketing. plans include engagement of bloggers and other social media evangelists.

Published in: Business, Technology
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winning proposal for marlboro december 2010 event

  1. 1. Marlboro XMatchstick Mindscreativecorps
  2. 2. The Marlboro Experience TMX Proposed Event 2010TMX: The Marlboro Experience • Paying homage to the tradition. • Guests are made to feel valued; • Valuing history and learning from • A sense of connection and luxury; the past. • An exclusive and intimate event; • A grand event to meet the first • Held twice: 2008 and 2009. new decade of the millennium and to present the Marlboro Man as he adapts and evolves to meet the challenges of an ever- changing landscape.
  3. 3. Marlboro X: An Evolution of Experience• The evolution of the Marlboro Man.• A Journey - to see how far we have come and how far can we still go.• Evolution is the key to survival and success.
  4. 4. Marlboro Free Running X Labyrinth• Freedom, no limits, ability to • A journey fraught with face and overcome challenging obstacles and opportunities. terrain.• An evolution in movement. • Life is one big obstacle course. • The journey of Marlboro has been one big amazing maze.
  5. 5. Marlboro X The Invitation The Elements • A classy reusable wood veneer packaging hot-stamped with the Marlboro X logo, • A metallic collectible miniature maze, • An invitation with a catchy phrase and cryptic message to intrigue the recipients.
  6. 6. Marlboro X Pick-up Point Tokens• Sexy Marlboro ushers welcome the guests.• A host greets and gives guests a teaser of what to expect.• Guests will be ushered to a sit-down dinner.• Symbolic tokens will be given: casino chips, mug, perfume, lighter, camera.• Guests will be escorted and shuttled to Ground X.
  7. 7. Marlboro Ground X X The LED Labyrinth• Drop off at the red carpet, a few meters away from Ground X
  8. 8. Marlboro X The LED Labyrinth• A simple maze that traces the history and accomplishments of Marlboro.• The maze is intended to be an exhibit of Marlboro through the years.• LED displays of iconic images of Marlboro:• History, past marketing campaigns, popular events/races, influences on pop culture, images of famous smokers, interesting tidbits about Marlboro.
  9. 9. X Rooms Danish Theater Red Windmill• Vegas Theme • Burlesque Theme• Has various types of casino • Performance: Classy and games (slot machine, roulette, elegant pole dancing etc.)• Performance: Vegas Show Girls
  10. 10. X Rooms Virtual Intoxication The Wild West• Theme: Futuristic• Performance: Ledge Dancers, • Theme: Western Saloon Bartenders • Lounge atmosphere• Open bar • Marlboro Museum: Displays on how the cigarette is made, the leaves used to create its unique taste, etc.
  11. 11. Marlboro X Sequence Stage Design • Stage opens with big dance• LED will suddenly display production number. countdown to lights out and • Host introduces presentation. reveal. • AVP: Evolution of the Marlboro• LED walls open up to reveal Man and Evolution of Marlboro viewing area and stage setup. Challenges/Adventures • Reveal of the latert evolution of Marlboro Man with the grand entrance of the Free Runners.
  12. 12. Ground X Floor Plan
  13. 13. Marlboro X The Grand Finale• Free Runners are revealed in a surprise, Michael Jackson-type entrance:• Free Runners will present an exhibition, interacting with the live LED display in a choreographed number;• Exhibition ends with Free Runners seemingly disappearing into the giant LED screen;• Screen blacks out and lights are turned off;• Event ends with massive pyrotechnics and light show.
  14. 14. Marlboro X LED Light Show Mementos • Exclusive pilot with embroidery and serial; • Special edition Swiss Army Knife with USB; • Marlboro Man Action Figure with serial.
  15. 15. The Marlboro XChallengeThe Run of the Urban Cowboys Objectives • The Free Running Competition – symbolic of the • Preserve the tradition of the evolution of the Marlboro Man Marlboro Adventure. • Drumbeat for the grand Marlboro X event. • Redefine the new face of the Marlboro Man. • Establish the concept on the Marlboro Man as someone who transcends the limits of time, space, and culture. • Render him with a personality that can inspire people.
  16. 16. Marlboro X: Free Running Competition Casting Competition• Invite free runners from different • City landmarks will be used as organizations to participate. venues of competition.• Choose 40 participants to be divided • Competition will make use of into 10 teams. natural and artificial landscape.• Teams will compete in 8 key cities. • Each team will prepare a 5-min• One team gets eliminated per city. exhibition and will be judged• Three teams will win 3rd, 2nd, and 1st according to form, difficulty and place. choreography. • Team with lowest score gets eliminated.
  17. 17. Marlboro X Year-long Event• Seminars on Free Running as symbolic of the evolution of the Marlboro Man.• Traveling maze museum of Marlboro.• Smaller versions of the Ground X party.
  18. 18. Matchstick Mindscreativecorps fin