لنوو حامی بازی‌های آنلاین دنت

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co-branding logic for danette brand and Lenovo I prepare and executed the campaign

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لنوو حامی بازی‌های آنلاین دنت

  1. 1. Lenovo CoBranding with Danette By Zeeneo 15 Jan- 15 March 2013 Zeeneo Marketing Manager M.Ghazizadeh Danette kids engagement Campaign : Mhmd_ghazizadeh@yahoo.com : ir.linkedin.com/pub/Mohammad-Ghazizadeh/33/60/9b8/
  2. 2. Table of contents Lenovo+Danone 1.Co-branding Logic Age, Emotional Influence, Behavioral Traits BTL in School, Game Center, Media Expo 2.Danette Campaign Overview 3.Campaign Detail 4.Exposures 5.Appendix Media Exposures Statistics, References
  3. 3. 1.Co-Branding Logic       Best laptop Brands (Laptop Mag.) 2012 Rank: #2 Global Brand Simplicity Index (Siegel gale) 2012 Rank: #16 Operating in 160+ countries 27,000 Employees working in 66 countries A Global Fortune 500 Brand $29B revenues         Best Global Brands(Interbrand) 2012 Rank: # 52 $19+B revenues A Global Fortune 500 Brand Operating in 160+ countries World number 1 in fresh dairy products World number 2 in bottled waters World number 2 in baby nutrition European number 1 in medical nutrition
  4. 4. Idea Target kids as a valuable segment Objective • Engage kids through an integrated, creative and interesting campaign • Amuse them with the tailored offers, fun, exciting on line games • Make them heavy user and heavy prescribers of Danette products • Influence their parents to buy more of the product Plan 2.Danette Campaign Overview • BTL part: school activation, POSM, Print, event • ATL part: on line gaming
  5. 5. ‫‪Campaign slogan and‬‬ ‫‪message‬‬ ‫زمین بازی دنت برای قهرمان شدنت‬
  6. 6. 2.1 Danette Campaign Target overview :Age Babies 0-4 Years Tweens 8-12 Years Lenovo Near Future Doers Kids 4-8 Years Teens 12-17 Years
  7. 7. 2.2 Danette Campaign Target overview : Emotional Influences Babies 0-4 Years Parents Home Toys Televisi on Kids 4-8 Years Lenovo CoBranding with Danette Sport Clubs Friends Hobbies Television Computer Tweens 8-12 Years Friends School Teachers Televisi on Teens 12-17 Years Peers Pop Stars Celebrit ies Televisi on Internet
  8. 8. 2.3 Danette Campaign Target overview :Behavioral Traits Kids Tweens Teens  Growing up with the Internet, mobile phones, laptops, and other electronic devices creates a different market in which parents and companies need to compete to get this generation’s attention  ~20% girls ages 12 and under regularly visit online shopping sites; 13% of girls regularly purchase products online, regardless of their age; and 35% of girls ages 12 and below own a portable gaming device  In a global survey, Gen Z rejected traditional TV over streaming Video-on-Demand (VOD).In addition, PCs (51%) and mobile phones (43%) were ranked more important devices than TVs (3%)  Notebooks and touch screen devices such as iPads appeal to children due to their size and simplicity  Devices which have educational features to enhance children‘s knowledge and skills are favored by kids and parents
  9. 9. 2.3 Danette Campaign Target overview :Behavioral Traits Kids Tweens Teens  Gen Z values constant connectivity with peers through the Internet, instant/text messaging, mobile phones and social networking sites. These peers greatly influence their decisions and provide a broader exposure to cultures, languages, and ideas  According to a global survey of children1, 50% of all tweens (8-12 years) globally are online everyday and 25% interact daily with peer in other countries  Emotional attachment to digital habits sustains high online activity : According to a study, when children were kept away from social networking devices such as laptops and mobile phones, 79% of them displayed symptoms of distress2  This generation prefers communicating through social networks and instant messaging, and considers email “so yesterday”
  10. 10. targe t Generation Z is commonly defined as “people born between the mid 1990s and 2010.” They are also known as ‘Digital Natives’ Behavioral Traits 2.4Behavioral Traits :Tweens + Teens Generation Z is… Comfortable with and even dependent on technology, having grown up in a digital world where technology was ever-present Constantly multitasking with a variety of online products and sophisticated electronic devices, and appreciates simple, interactive designs More socially responsible, due to greater access to a large online information pool they are more acutely aware of modern day challenges such as terrorism and climate change Always connected, communicating through various social networking channels, often across countries and cultures which significantly influences their decision process
  11. 11. 3.Campaign Detail :BTL in School School BTL in School Extra Activities TV/Cartoon Ad on kids movie/home theater
  12. 12. 3.Campaign Detail :BTL in School Communication Material Brochure| detailed game center • Description of game center • How to register • Announcing the Danette games • Collecting point system • Rules and regulations 200 Tehran 1500 kids 50 Mashhad
  13. 13. 3.Campaign Detail :Game Center Web Site, Game Center, Games
  14. 14. 3.Campaign Detail :Media Exposure
  15. 15. 4.Exposure s!
  16. 16. Page View in Campaign period (15 Jan- 15 March 2013) www.Danette-ir.com
  17. 17. Page View in Campaign period (15 Jan- 15 March 2013) www.Danette-ir.com
  18. 18. Page View in Campaign period (15 Jan- 15 March 2013) www.Gamecenter.Danette-ir.com
  19. 19. Page View in Campaign period (15 Jan- 15 March 2013) www.Gamecenter.Danette-ir.com
  20. 20. Media Exposures (15 Jan- 15 March 2013) www.Google.com
  21. 21. Media Exposures (15 Jan- 15 March 2013) www.Itna.ir
  22. 22. Leaflets
  23. 23. Print
  24. 24. In-School
  25. 25. 5.
  26. 26. 5.Appendix: Kids Behavioral Traits Through 5 Years Four- to five-year-old children have a growing interest in computers. Four-year-olds exhibit greater skills with the mouse and can recognize simple icons like ‘page turning’ and ‘quit’ to navigate a program. Although most 4- and 5- year olds are developing their reading abilities, they generally cannot use written directions. Activity games with a physical component are still very popular with this age group. Four- and five-year-olds can use keyboards along with a mouse to navigate, but this is often a slow method of input. They continue to be interested in simple painting and drawing programs, book reading programs, and simple multimedia development. This age group is interested in the creative aspect of computers like drawing or painting, and they are also interested in the fantasy or pretend element in computers, like interacting with story characters. Children at this age have the fine-motor skills and visual discrimination to use simple console and hand held computer games, but they find it difficult to coordinate movement between their two hands; they can focus on only one hand and one aspect at the same time.
  27. 27. 4.Appendix:The first true internet generation
  28. 28. 4.Appendix: Distinct Differences within generations
  29. 29. 5.Appendix: Household and media ownership Sources: Information on young children from Victoria J. Rideout and Elizabeth Hamel, The Media Family: Electronic Media in the Lives of Infants, Toddlers, Preschoolers, and their Parents (Menlo Park, Calif.: Kaiser Family Foundation, 2006); information on older children from Donald F. Roberts, Ulla Foehr, and Victoria Rideout, Generation M: Media in the Lives of 8–18-year-olds (Menlo Park, Calif.: Kaiser Family Foundation, 2005). Data are missing for younger children in the first part of the table because subgroup analyses were not reported and, in the second and third part of the table, because particular questions were not asked of young children.
  30. 30. 5.Appendix: Share of children of various ages with their own media Sources: Information on young children from Victoria J. Rideout and Elizabeth Hamel, The Media Family: Electronic Media in the Lives of Infants, Toddlers, Preschoolers, and their Parents (Menlo Park, Calif.: Kaiser Family Foundation, 2006); information on older children from Donald F. Roberts, Ulla Foehr, and Victoria Rideout, Generation M: Media in the Lives of 8–18-year-olds (Menlo Park, Calif.: Kaiser Family Foundation, 2005). Data are missing for younger children in the first part of the table because subgroup analyses were not reported and, in the second and third part of the table, because particular questions were not asked of young children.
  31. 31. 5.Appendix: Share of children of various ages with their own media
  32. 32. 5.Appendix: Children Daily Exposure to media

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