Antiquity Activation


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Antiquity Activation

  1. 1. Antiquity Activation By: Siddhartha Sharma (Roll No 225) Neeraj Meena (roll No: 166) SIMC Batch 2010
  2. 2. Brand DNA <ul><li>Brand Values & Personality : Quiet, Intriguing, exclusive, successful, lavish </li></ul><ul><li>Brand Promise : Unforgettable finest experience </li></ul><ul><li>Brand Philosophy : Indulgence is good & makes you feel worth it </li></ul><ul><li>Brand Insight : To indulge makes you feel good about yourself </li></ul><ul><li>TG : People who like to pamper & appreciate themselves </li></ul><ul><li>Brand Strengths: Aesthetic Bottle Shape and exquisite Blend. </li></ul>
  3. 3. Brand Need <ul><li>Large Format Activation in line the Brand DNA and TG. Activation thematic to revolve around Indulgence and Luxury to make the consumer feel the essence of the Brand promise of Unforgettable Finest experience. </li></ul><ul><li>Antiquity Blue faces threat from Haig and is losing the opportunity of getting upgraders from Peter Scot and Blender’s Pride and other premium whisky brands including USL Brands viz Signature and Royal Challenge. </li></ul><ul><li>Antiquity Rare is also losing the opportunity to get upgraders from Prestige segment especially from Brands with large consumer base like Royal Stag, Masterstroke, Aristocrat, Imperial Blue, DYC and Whytehall and USL Brands viz Mc Dowell’s No 1. In the process Blender’s Pride continues to get fresh upgraders from Prestige segment in its fold. </li></ul><ul><li>Large Format Activation for Antiquity Blue and Rare to enhance the imagery needed to be TOM recall for upgraders from Premium Whisky and Prestige Whisky respectively for the 2 brands. </li></ul>
  4. 4. Activation Objective <ul><li>For Antiquity Blue to get upgraders from Premium Whisky into its fold and stall the growth of Haig to continue to dominate the Super Premium Whisky space and increase the size of the segment itself by continuing to get upgraders of Premium Whisky. </li></ul><ul><li>For Antiquity Rare to get upgraders from Prestige Segment using the imagery rub off from Antiquity Blue as being of the same family, the unique blend and aesthetic bottle. </li></ul>
  5. 5. Output Expected <ul><li>To make Antiquity Rare the preferred choice of upgraders of Prestige Whisky to Premium Whisky. </li></ul><ul><li>To make Antiquity Blue the preferred choice of discerning consumers of Premium Whisky to upgrade to the Super Premium Segment. </li></ul>
  6. 6. Guideline for developing Activation Ideas on Antiquity family <ul><li>Very exclusive and classy events using appropriate elements at the right venues to create the appropriate ambience for the same. </li></ul><ul><li>Activation Ideas also need to be in line with the Brand Promise. </li></ul><ul><li>Venues for Activations : Fine Dines, Premium Clubs and Premium Bars. If we are doing activation at say 5 venues 2-3 have to be Fine Dines, 1-2 Premium Clubs and 1 at a Premium Pub Bar with customised plans for each channel. </li></ul>
  7. 7. Guideline for developing Activation Ideas on Antiquity family …..Contd <ul><li>Audience expected : Not more than 300-500 per event/ activation. TG profile to be targeted would be 30-45 yrs old males SEC A Premium Whisky consumers preferably. </li></ul><ul><li>Budget Per Activation : 2-3 Lacs per activation venue. Total 10 Lacs for Delhi & NCR (Gurgaon/Noida) & 2-3 Lacs for Punjab (Ludhiana) </li></ul>
  8. 8. Creatives of Antiquity for Activation Idea Formulation
  9. 9. Creatives of Antiquity for Activation Idea Formulation…..Contd
  10. 10. Brought to you by Antiquity Blue Cassettes and CDs “ By Invitation Only” Party!
  11. 11. <ul><li>Communication of </li></ul><ul><ul><li>Brand philosophy: Indulgence is good & makes you feel worth it </li></ul></ul><ul><ul><li>Brand Insight: To indulge makes you feel good about yourself </li></ul></ul><ul><li>Display of brand strength by showcasing of its aesthetic bottle shape and sampling of the exquisite blend </li></ul><ul><li>Create a visible hype around the brand to make Antiquity the preferred choice of up-graders of Prestige Whisky to Premium Whisky and Premium Whisky to Super-premium whisky </li></ul>Objective of the Activity
  12. 12. Target Group Demographics <ul><li>Antiquity targets the niche segment with an ever-increasing disposable income </li></ul><ul><li>The consumers have an insatiable demand for a luxury lifestyle and its corresponding trends </li></ul><ul><li>The blend has been created for a diverse and affluent individuals aged between 30-45 yrs and belonging to SEC A/A+ </li></ul><ul><li>The majority of the consumers would be male with a taste for arts, fine dining, the world’s booming party scene and much more </li></ul><ul><li>Our TG is essentially a person who likes to pamper & appreciate himself </li></ul>
  13. 13. Concept <ul><li>An exclusive party which is “By Invitation Only”! </li></ul><ul><li>A great luxurious evening at one of the happening places of Delhi wherein the most happening crowd of Delhi will mingle with all the Red FM RJs under one roof </li></ul><ul><li>Ensure top notch guys from big companies as guests in the party thus creating a hype around the brand </li></ul>
  14. 14. Activity Flow <ul><li>On-air elements </li></ul><ul><ul><li>Promos and RJ mentions </li></ul></ul><ul><ul><li>Nominations through SMSes </li></ul></ul><ul><ul><li>Short-listing of nominees for the party on Morning No.1 </li></ul></ul><ul><ul><li>Band (prank) calls of the invited guests </li></ul></ul><ul><li>On-ground </li></ul><ul><ul><li>Party at the venue </li></ul></ul><ul><ul><li>An exclusive Red FM show at the party by Red FM RJs </li></ul></ul>
  15. 15. On-air elements <ul><li>Heavy promotion of the activity calling on people to nominate their bosses through SMSes </li></ul><ul><li>Short-listing of the guests would be based on their profile and via lucky draw </li></ul><ul><li>Establishment of the “By Invitation Only” theme by playing prank calls on the exclusive guests on Morning Show </li></ul>
  16. 16. On the D-day <ul><li>An exclusive Red FM show from a studio shaped in the cut-out of an Antiquity Blue bottle </li></ul><ul><li>Entertainment for the guests by a Dance Troupe and Live Singer </li></ul><ul><li>Food and beverage (Antiquity Rare and Blue Whisky) </li></ul>
  17. 17. Particulars of the Party <ul><li>Antiquity branded stage/backdrop/registration counter/standees at the venue </li></ul><ul><li>Sound and light to set the mood for the party </li></ul><ul><li>Emcee to host the party </li></ul><ul><li>Hostesses to attend to the guests </li></ul><ul><li>Dance troupe and Live singer </li></ul>
  18. 18. Cost <ul><li>INR 15 Lacs Gross (excluding Service Tax) </li></ul>Thank You