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DEXTERS
TEAM
01 02 03 04
08 07 06 05
Campaign
Objective
Brand
Proposition
STP Big Idea
Contingency
Campaign
Measurement
Scheduling
and ...
Campaign Objective
Engagement and emotional
connection with the song and
target market
To make people celebrate with
one s...
Target Audience
TARGET GROUP A TARGET GROUP B
ALL OTHER CRICKET LOVERS
TARGET GROUPS
AGE GROUP 18-35
URBAN PEOPLE RELATE T...
Proposition
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Subject: Song
Objective: Inspiration
Propos...
Proposition
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
জয়ের লয়যে এক সুয়র
জয়ের জন্ে শুধু চিৎকার ন্ে...
THE BIG IDEA
Big IDEA
“To make people celebrate
cricket together with only
ONE song-Robi Cricket
Anthem”
ATL CAMPAIGN STARTS
Sample Creatives
PRINT AD
EASY TO UNDERSTAND
REFLECTS CAMPAIGN MESSAGE
IN MAGAZINES ICE TODAY,
CHUTIR DIN, SHOUT
HAS CALL ...
Sample Creatives
LEAFLETS
EASY TO UNDERSTAND
REFLECTS CAMPAIGN MESSAGE
IN ACTIVATION BOOTHS ,MALLS,
MAGAZINES ICE TODAY, C...
Sample Creatives
IN SHOP POSTER
REFLECTS CAMPAIGN MESSAGE
IN TOP UP, SIM CARD, BKASH
SHOPS IN TARGETED AREAS
EASY TO UNDER...
Sample Creatives
SHOP SIGN
REFLECTS CAMPAIGN MESSAGE
IN ITOP UP, SIM CARD, BKASH
SHOPS IN TARGETED AREAS
EASY TO UNDERSTAND
Aerial Advertisement
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
BUZZ on social media, acts as mobi...
Aerial Advertisement
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
DIRECT REACH
INDIRECT REACH
Hand Fan
•The cricket series are during summer
•Paper hand fans will be provided
•It’s Creative
•Audience will like it
Ana...
RJ Endorsement
•The RJ will deliver a CUE, a set
of words used as a signal
•The Cue will lead to the song
•Listeners get m...
Radio Events
•Beginning of the campaign
•Interaction with audience
•Quiz
•Hence Robi Cricket Anthem
promoted
Analysis Prop...
Press Engagement
Entertainment Page Sports Page
INFOMERCIAL
•Article on Habib Wahid’s latest song
•Provides information ab...
Press Engagement
NEWS PAPER ADS
3 NEWSPAPER PER WEEK
Magazine bookmarks
জ্বলে ওল ো বোাংেোলেশ ববজলের
পতোকো ততোলেো
জ্বলে ওল ো বোাংেোলেশ ববজলের
পতোকো ততোলেো
3 MAGAZINES PER WEEK
...
Bus Ads
Each vehicle has such immense
reach on average, important touch
point
BUSES INSIDE
REACH
BTL CAMPAIGN STARTS
Crowd hunting
ASK THEM TO SING 3-4 LINES
ASK RANDOM CROWD ABOUT ROBI
SONG
Analysis Proposition IMC Budget /Scheduling Eval...
Direct Marketing
PUSH SMS
Buy Internet
packages
Shoot with your
friends in stadium
singing the song
Get 25MB free and
The ...
Gallery Rockers
•Perform the cricket anthem with a
group in the gallery
•Post it on the ROBI page
•Performers of the most ...
THE WOW FACTOR
KARAOKE VAN
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
KARAOKE VAN
Open roof
Projector will play the chorus lines
3 paid scouts with UG musicians
In some areas
People who will s...
Sample Creatives
FREE TSHIRTS TO
PARTICIPANTS
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Sample Creatives
WRIST BANDS
-Appreciated by youth and
will create awareness
MUGS
-Appreciated by youth and
will create aw...
Buzz Agents
•Famous faces from the universities
•Promote the anthem in their
campuses by performing and creating
awareness...
Facebook
01 02
Page: 3 posts per day
-LIVE Match updates
-Audience engagement
quizzes with pictures,
sharing karaoke,
crow...
Facebook
03
Dubsmash with theme
song:
-jersey wearing singing with
paper mic, in roads or
office or home
-Tag 5 others
-Mo...
Facebook
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
DIRECT REACH: 10,000 Approx.
INDIRECT REACH: 3...
Facebook
DIRECT REACH
INDIRECT REACH
Youtube
01 02 03
Sharing
dubs mash
videos
Sharing
crowd
hunting
videos
Sharing
karaoke
videos
Analysis Proposition IMC Bud...
Expected Mindset
One song for cricket!
This is the song we
celebrate with!
We cannot relate to it
OUR TARGETCURRENT MINDSE...
TVC Scheduling
Channel Name Duration Rate Play times in 45
days
Total
Btv 120 sec Tk 60,000 120 Tk 72,00,000
ATN Bangla 12...
Budget
Event Rate Total
TVC Tk 5,22,90,000
Song in radio + Rj endorsement 1) 45*5*8000+ 45000
2) 45*5*6000+ 45000
1) Tk 18...
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Tk 5,94,34,000
TOTAL CAMPAIGN COST
OVERALL EVALUATION
Monitoring
1 Evaluate campaign
marketing efforts:
•Surveys conducted to
measure changes
•Periodic Market Research
2 Evalua...
Monitoring
Primary Target Market
Age Range: 18-35 years
Number of People in the age Range:
5,05,12,481 (approx.)
Pre campa...
Monitoring
DESIRED RESULT
15
DESIRED TOTAL REACH
Cost of reaching
each customer:
Out of
25
3,03,07,488
(approx)
tk 1.96/
p...
Sample questions Survey
1) Have you seen/heard the cricket anthem of ROBI?
2) Do you remember the message/content of the a...
Contingency Plans
Design contingency plan based on the EVALUATION.
Only retain the most effective marketing methods
POSSIB...
Thankyou
Questions?
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IMC Campaign for Robi presents Ad Maker Bangladesh 2015- Team Dexters

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IMC Campaign for Robi presents Ad Maker Bangladesh 2015- Team Dexters

  1. 1. DEXTERS TEAM
  2. 2. 01 02 03 04 08 07 06 05 Campaign Objective Brand Proposition STP Big Idea Contingency Campaign Measurement Scheduling and Budget IMC Presentation Outline Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  3. 3. Campaign Objective Engagement and emotional connection with the song and target market To make people celebrate with one song-Robi Cricket Anthem Unite people with one song-Robi Cricket Anthem Major Goal End Goal Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  4. 4. Target Audience TARGET GROUP A TARGET GROUP B ALL OTHER CRICKET LOVERS TARGET GROUPS AGE GROUP 18-35 URBAN PEOPLE RELATE TO ONE SONG Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  5. 5. Proposition Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Subject: Song Objective: Inspiration Proposition: One song to unite -জয়ের লয়যে এক সুয়র one song-ROBI CRICKET ANTHEM
  6. 6. Proposition Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency জয়ের লয়যে এক সুয়র জয়ের জন্ে শুধু চিৎকার ন্ে, এবার হয়ব গান্ও #জ্বয়ল_ওয় া_বাাংলায়েশ
  7. 7. THE BIG IDEA
  8. 8. Big IDEA “To make people celebrate cricket together with only ONE song-Robi Cricket Anthem”
  9. 9. ATL CAMPAIGN STARTS
  10. 10. Sample Creatives PRINT AD EASY TO UNDERSTAND REFLECTS CAMPAIGN MESSAGE IN MAGAZINES ICE TODAY, CHUTIR DIN, SHOUT HAS CALL FOR ACTION
  11. 11. Sample Creatives LEAFLETS EASY TO UNDERSTAND REFLECTS CAMPAIGN MESSAGE IN ACTIVATION BOOTHS ,MALLS, MAGAZINES ICE TODAY, CHUTIR DIN, SHOUT HAS CALL FOR ACTION
  12. 12. Sample Creatives IN SHOP POSTER REFLECTS CAMPAIGN MESSAGE IN TOP UP, SIM CARD, BKASH SHOPS IN TARGETED AREAS EASY TO UNDERSTAND HAS CALL FOR ACTION
  13. 13. Sample Creatives SHOP SIGN REFLECTS CAMPAIGN MESSAGE IN ITOP UP, SIM CARD, BKASH SHOPS IN TARGETED AREAS EASY TO UNDERSTAND
  14. 14. Aerial Advertisement Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency BUZZ on social media, acts as mobile bill- board First time in Bangladesh Creative and Effective way to target extended audience In the sky of Mirpur stadium during matches
  15. 15. Aerial Advertisement Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency DIRECT REACH INDIRECT REACH
  16. 16. Hand Fan •The cricket series are during summer •Paper hand fans will be provided •It’s Creative •Audience will like it Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  17. 17. RJ Endorsement •The RJ will deliver a CUE, a set of words used as a signal •The Cue will lead to the song •Listeners get more information •Grabs more attention Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  18. 18. Radio Events •Beginning of the campaign •Interaction with audience •Quiz •Hence Robi Cricket Anthem promoted Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  19. 19. Press Engagement Entertainment Page Sports Page INFOMERCIAL •Article on Habib Wahid’s latest song •Provides information about it •Hence the ROBI Cricket Anthem is promoted •Article on the new song for Bangladeshi Cricket •Mentions how ROBI with this new song unites the cricketing nation even more •Hence the ROBI Cricket Anthem is promoted Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  20. 20. Press Engagement NEWS PAPER ADS 3 NEWSPAPER PER WEEK
  21. 21. Magazine bookmarks জ্বলে ওল ো বোাংেোলেশ ববজলের পতোকো ততোলেো জ্বলে ওল ো বোাংেোলেশ ববজলের পতোকো ততোলেো 3 MAGAZINES PER WEEK SHOUT MAGAZINE CHUTIR DINE MAGAZINE
  22. 22. Bus Ads Each vehicle has such immense reach on average, important touch point BUSES INSIDE REACH
  23. 23. BTL CAMPAIGN STARTS
  24. 24. Crowd hunting ASK THEM TO SING 3-4 LINES ASK RANDOM CROWD ABOUT ROBI SONG Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency UPLOAD THEM IN SOCIAL MEDIA MAINLY IN SHAHBAG, BANANI, BISSHO ROADS AND OTHER TOUCH POINTS
  25. 25. Direct Marketing PUSH SMS Buy Internet packages Shoot with your friends in stadium singing the song Get 25MB free and The craziest team- Short interview in TV LBS(LOCATION BASED SERVICE) Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  26. 26. Gallery Rockers •Perform the cricket anthem with a group in the gallery •Post it on the ROBI page •Performers of the most craziest video will be on TV for short interview •Both Online and Offline effects Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  27. 27. THE WOW FACTOR
  28. 28. KARAOKE VAN Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  29. 29. KARAOKE VAN Open roof Projector will play the chorus lines 3 paid scouts with UG musicians In some areas People who will sing will get a Robi t shirt and cap/mug Placed in universities at day and shopping Malls like Jamuna future park, Bashundhara city, TSC, after iftar Huge impact Huge awareness Customer engagement Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  30. 30. Sample Creatives FREE TSHIRTS TO PARTICIPANTS Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  31. 31. Sample Creatives WRIST BANDS -Appreciated by youth and will create awareness MUGS -Appreciated by youth and will create awareness Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  32. 32. Buzz Agents •Famous faces from the universities •Promote the anthem in their campuses by performing and creating awareness •Promote in student communities •Create both Online and Offline Buzz Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency SALMAN MUQTADIR RITU RAJ
  33. 33. Facebook 01 02 Page: 3 posts per day -LIVE Match updates -Audience engagement quizzes with pictures, sharing karaoke, crowd hunting videos -JERSFIE : Audience engagement competition like selfie with tagline #joleuthoBangladesh Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  34. 34. Facebook 03 Dubsmash with theme song: -jersey wearing singing with paper mic, in roads or office or home -Tag 5 others -Most loved one rewarded Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  35. 35. Facebook Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency DIRECT REACH: 10,000 Approx. INDIRECT REACH: 30,000 Approx.
  36. 36. Facebook DIRECT REACH INDIRECT REACH
  37. 37. Youtube 01 02 03 Sharing dubs mash videos Sharing crowd hunting videos Sharing karaoke videos Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  38. 38. Expected Mindset One song for cricket! This is the song we celebrate with! We cannot relate to it OUR TARGETCURRENT MINDSET Change in perception It’s only a song Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  39. 39. TVC Scheduling Channel Name Duration Rate Play times in 45 days Total Btv 120 sec Tk 60,000 120 Tk 72,00,000 ATN Bangla 120 sec Tk 40,000 120 Tk 48,00,000 Maasranga Tv 120 sec Tk 40,000 120 Tk 48,00,000 Ntv 120 sec Tk 52,000 120 Tk 62,40,000 Channel 9 120 sec Tk 50,000 225 Tk 1,12,50,000 Channel I 120 sec Tk 60,000 120 Tk 72,00,000 Gazi Tv 120 sec Tk 48,000 225 Tk 1,08,00,000
  40. 40. Budget Event Rate Total TVC Tk 5,22,90,000 Song in radio + Rj endorsement 1) 45*5*8000+ 45000 2) 45*5*6000+ 45000 1) Tk 18,45,000 2) Tk 13,95,000 Newspaper advertisement 100times*5000 Tk 5,00,000 Hand held fans 18*15000*5 Tk 13,50,000 Large Balloon 3,00,000 Tk 3,00,000 In shop Posters 3,00,000 Tk 3,00,000 Karaoke Van 40,000*5 Tk 2,00,000 Music Van for village with gifts 5000*100 Tk 5,00,000 Social media maintenance 54,000($15/d) Tk 54,000 Magazine bookmark 1,00,000 Tk 1,00,000 Activation booth 30*20,000 Tk 6,00,000 Total Tk 5,94,34,000
  41. 41. Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Tk 5,94,34,000 TOTAL CAMPAIGN COST
  42. 42. OVERALL EVALUATION
  43. 43. Monitoring 1 Evaluate campaign marketing efforts: •Surveys conducted to measure changes •Periodic Market Research 2 Evaluate: •Consumer Perception •TOMA Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  44. 44. Monitoring Primary Target Market Age Range: 18-35 years Number of People in the age Range: 5,05,12,481 (approx.) Pre campaign result: 5 out of 25 random people are aware of the song. Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  45. 45. Monitoring DESIRED RESULT 15 DESIRED TOTAL REACH Cost of reaching each customer: Out of 25 3,03,07,488 (approx) tk 1.96/ person Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  46. 46. Sample questions Survey 1) Have you seen/heard the cricket anthem of ROBI? 2) Do you remember the message/content of the anthem? 3) Were you inspired by the ROBI cricket anthem? 4) Will you celebrate with ROBI cricket anthem? Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  47. 47. Contingency Plans Design contingency plan based on the EVALUATION. Only retain the most effective marketing methods POSSIBLE OUTCOMES CONTIGENCY (AGGRESSIVE) -More research and new activities, more frequency and reach SUCCESS NO CHANGE CONTIGENCY PLANS FAILURE Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  48. 48. Thankyou Questions?

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