The document provides details on an integrated national campaign for the BenQ-Siemens EL71 mobile phone. It includes a brief on the product, target audience, competition, campaign timing, goals, and branding. Two creative concepts are proposed: [1] "Create Your Own Reality" which focuses on empowering users to shape their world, and [2] "You'll Achieve More" which emphasizes how the phone projects an image of success. Both propose slogans and 30-second TV ads to bring the concepts to life.

1. BENQ-SIEMENS EL71
INTEGRATED NATIONAL CAMPAIGN
03/03/2006

2. CONTENTS
Brief
Brand positioning
Creative
Strategy

3. BRIEF

4. PRODUCT
• Real metal finish - 16.5 mm thin, brushed aluminum and
magnesium
• Slim and compact slider
• Very bright 262,144 color QVGA display for best
readability both indoors and outdoors
Product Idea
EL71 presents itself in a metal finishing, realized in a slim
slider design. Feel the brilliance in detail of a bright QVGA
display and an extensive feature set.
Target Group
Socio-demographic Data
Gender: Unisex
Age focus: 25 - 35 years
Focus on mid to high income level
Key Competition
Quartz Anthracite Opal Black Samsung D820, Samsung D800, Nokia 6270, Nokia 6111
(First Launch Color) (Second Launch Color)

5. BRIEF
• Campaign timing: June-August
• Target Group:
– Age focus: 25 - 35 years
– Gender: Unisex
– Focus on mid to high income level
– Media: Timing
– TV (promotional TVC)
– Radio (promotional)
– OOH (image+promotional)
– Print (image)
– On-Line (image)
– Roadshow
June July August
Important:
• campaign should stress the key product messages: metal finishing, very bright display and multimedia functions
(layouts previews are not available yet)
• max total budget should be around 3M Eur (incl. Roadshow AtL support costs, NOT incl. Roadshow BtL costs)
• Roadshow concept will be selected on a pitch basis.

6. BRIEF (CONTINUATION)
• Geography
Russia, with key focus on regional cities (Moscow, St. Petersburg, Ekaterinburg, Rostov, Novosibirsk,
Samara, Krasnodar, Vladivostok, Nizhnii Novgorod, Cheljabinsk, Kazan, Ufa, Omsk, Perm, Sochi)
• Key campaign highlights and goals
• To create desire and awareness about the EL71 and BenQ Siemens brand
 Support sales and attract consumers into the POS
• Campaign should be mainly national with the key regional cities focus (10-15 cities)
• Campaign should be integrated and involve all kind of marketing behavior (classical media
advertising, btl promotion, consumer events in the focus cities, PR and roadshow)
• The concept preferred should be targeted to the above mentioned target group and should be
connected with product USPs (metal design, multimedia- MP3, bright display for videos and photos)
• Media: TV can be bought in cooperation with customer. Anyway take into consideration that TVC
will be done in coop and 2 logos will exist in video at the same time. That should be important for
additional costs.
• Agency responsibilities split: media buying is not considered as a pitch basis part and OMD is
responsible for that. All other parts of the project will be considered on a pitch basis.

7. BRAND POSITIONING

9. WHAT SORT OF
BRAND IS IT?

10. BRAND POSITIONING
COMPETITORS
Selebrities or refined Style Art SomethingMOTO Music Photo
office style

12. BRAND CORE
metal
bright cool
innovative status
thin

13. 1. One more step to your success
Man, approx. 28 years old.
Higher education.
Manager, keen on success, career advancement.
Drives a foreign-made car, a used one but looking good,
just short of flashy.
Single, purposeful, sociable, communicative, would like to
look smart and one-step-ahead.
Has a taste for leisure and entertainment. Can mess
around, goes to the cinema, not hostile to nightclubbing.
His personality is still under development – he tastes
everything in his life and has dissenting opinions on many
issues. Likes gizmos.
2. To be cool now and here
About 23 years old.
Student or just graduated.
No car, has to use the family one. Lives with parents.
Buys goods he cannot afford. May spend all his
monthly wage to buy an item of his liking.
Decides easily and quickly. Never admits being wrong,
can defend his view to the end.
Keen on appearance rather than actual achievement.

14. 1. One more step to your success.
RECOMMENDED

15. 2. To be cool now and here
NOT RECOMMENDED

16. EL71 & OUR HERO: SAME FEATURES
=
metal finishing iron nerves
very bright display bright eyes
multimedia functions colorful life

17. CREATIVE

18. CREATE YOUR OWN REALITY
WHY?
BenQ-Siemens is new stylish metallic
slider for successful young people.
CONCEPT #1 CONCEPT CORE:
Based on everybody's desire to improve
one's life and irresistible aspiration to
CREATE achieve success.
YOUR THAT IS THE REASON WHY WE SAY:
You are able to create your own reality
OWN REALITY
that will serve your purpose. You have
potential and a great tool to make your
dream come true – your new BenQ-
Siemens EL71 mobile phone.

19. CREATE YOUR OWN REALITY
SLOGAN:
EL71. Создай свою реальность!
(EL71. Create Your Own Reality)

20. CREATE YOUR OWN REALITY
• Ocean coast
• Ocean is calm. No waves
• Group of surfers – they look upset
• The other group stays. They know better
• One of them, a beautiful girl, takes out her EL71 –
close-up on the phone
……
• Ocean storm
• Frame zooms out – the storm is on EL71 display
• The phone belongs to a young man.
• The man takes a picture of the storm with his phone
and sends out an MMS
……
TV AD 30’’
• The girl receives MMS on her EL71
• Close-up on the phone. Hand moves the slider
• Hand on phone – moves left to right in the frame,
drawing an invisible line over the horizon
• Waves start rolling in, following the hand
• Surfers rush headlong into the waves
• Close-up on EL71

21. CREATE YOUR OWN REALITY
TV PROMO 30’’

22. CREATE YOUR OWN REALITY
Make the World Your Own
• Ocean horizon.
• Hand with phone, EL71 – it moves left to right in
the frame, drawing an invisible line over the
horizon.
TV PROMO • Waves start rolling in. Close-up on the surfer girl.
She smiles.
30’’ • Voice-over – ‘You can make your own world, too’.
• Music-under – Cuban.
• Voice-over – ‘Buy yourself EL71 by BenQ Siemens
and FLY TO CUBA. In your plane. With your rock
group, the Xs. Make the world your own’.
• Scenes of Cuba – ocean, palms, surfers

23. 3x6 BILLBOARD

24. CREATE YOUR OWN REALITY
City Format boards with different pictures depending on viewing angle
Angle one – calm sea and surfer Angle two – surfer on the billow,
on the seashore with open slider aside

25. YOU'LL ACHIEVE MORE
CONCEPT #2 WHY?
The impression made by stylish BenQ-
Siemens EL71 phone is projected on its
WITH BENQ-SIEMENS owner. BenQ-Siemens EL71 will not carve out
a career for yourself, but it will help you to
YOU'LL ACHIEVE MORE make one more step to your success.
CONCEPT CORE:
We show a young ambitious man (our target
group). He is not an accomplished super-
achiever, but hi is on his way to success with
BenQ-Siemens EL71 phone he will succeed.
BenQ-Siemens EL71 has stylish and valuable
look-and-feel, and this impression is projected
to the user.
THAT IS THE REASON WHY WE SAY:
When others look at BenQ-Siemens EL71 in
your hands they think high of your
personality, status, potential and ambitions.

26. YOU'LL ACHIEVE MORE
SLOGAN:
EL71 Скажет о тебе больше!
(EL71 tells more about you)

27. YOU'LL ACHIEVE MORE
• Job interview
• Applicant – young man, in his late 20s
- Owner of EL71. Phone is on the desk
• Interviewer – THE BOSS, imposing and
TV AD 30’’ authoritative
- Boss’ props – top-class business accessories –
rolex-parker-cartier-mtblanc-dupont – all glitzy &
high-style
• EL71 – rings in the middle of the interview
• The Boss grabs the phone, taking it for his own:
- ‘Tom Crown here, will get back to you, but you
can also speak to my secretary until then’
• Then becomes aware of his mistake – and scolds
the Applicant:
• ‘Well, young man, one should switch off one’s
phone at an interview’
• ‘In your candidacy… My colleagues had varying
opinions. But, well, ahm-m, I guess exclusions can
be made… You get the job, my friend. You keen on
golf?!’

28. YOU'LL ACHIEVE MORE
TV PROMO 30’’

29. YOU'LL ACHIEVE MORE
Your Phone Tells More. About You
• Job interview.
• Phone rings up.
• Boss takes the call.
• Voice in the phone – ‘You fly to Cuba!’
TV PROMO • Boss to the Young Man – ‘it’s for you. You fly to Cuba?’
• Change of scene – screenshots of Cuba – ocean, palms,
30’’ surfers
• Voice-over – ‘Are YOU flying to Cuba? Buy yourself a new
BenQ Siemens EL71 metal slider – and make off Cuba. In
your plane. With your rock group, The X-Band’.
• Change of scene – Boss – ‘Do NOT forget you are to
report to the office after that!’

30. YOU'LL ACHIEVE MORE
OOH NON-STANDART

31. YOU'LL ACHIEVE MORE

32. EL71 REFLECTS YOUR LIFE STYLE
WHY?
Show me your phone and I'll tell you who
you are.
BenQ-Siemens EL71 owner is an active
person keen on achievement, keeping up
with fashion and using entertainment
features extensively.
The phone will emphasize your individual
style.
CONCEPT CORE:
To show that new BenQ-Siemens EL71 is a
function-rich phone able to underline its
owner's individual style.
CONCEPT #3
THAT IS THE REASON WHY WE SAY:
EL71 REFLECTS You like music and entertainment? The
phone will stress your preferences. You
adore stylish accessories? The phone will
YOUR LIFE STYLE emphasize your taste for fashion. You're an
active and mobile person? Oh, yes! I can
see it in your phone!

33. EL71 REFLECTS YOUR LIFE STYLE
SLOGAN:
BenQ-Siemens. В твоем стиле!
(BenQ-Siemens is in your style!)

34. EL71 REFLECTS YOUR LIFE STYLE
• Night club
• EL71 on the bar
TV AD 30’’ • EL71 turns into a droplet of silver
• The droplet trickles down – and starts on its
journey across the scene
• It goes to the DJ, turns into a disk, goes into the
slot, and starts the music
• Turns back into droplet, takes the form of
bracelet – and closes with a snap on a woman’s
foot
• Turns back into droplet – and starts leaving the
club
• Goes through the security’s metal detector
• It sets the detector on – it starts ringing
• The droplet makes off – back to the phone’s
owner, and back into the phone’s shape
• The ring is still on, the man picks up the phone,
and starts talking

35. EL71 REFLECTS YOUR LIFE STYLE
TV PROMO 30’’

36. EL71 REFLECTS YOUR LIFE STYLE
Cuba, in Your Style
• Night club.
• The silver droplet turns back into EL71.
• The phone rings.
• The owner picks the call – listens – and looks
TV PROMO around…
30’’ • Change of scene. Same night-club people, same
music, same party – but in the middle of a palm
beach in Cuba!
• Voice-over – ‘Cuba. In your style! Buy yourself a
new BenQ Siemens – and fly to Cuba. In your plane.
With your rock group, The X-Band’.

37. 3x6 BILLBOARD

38. OUTDOOR AND PRESS

40. BUZZ
Internet Seeding / P2P SMS / Blogs / PodCasting / SMS Game / Branded gifts
VIP-sellers
OOH OOH TV sponsorship On-site prize Concerts in 15
Local Dealer
Print Radio Interactive OOH drawing for cities
Radio sponsorship events
On-Line TV buyers +
Launch set The Best BQ
additional prizes Great prize
POS
draw in each
INTERACTIVE CONSUMER TRADE city
IMAGE PROMO ADVERTISING PROMOTION PROMOTION
MEDIA NATIONAL ROAD SHOW WITH LOCAL EVENTS
CREATIVE CONCEPT
PRODUCT AND PACK

41. NATIONAL ROAD SHOW

42. AERO PROMO TOUR
ATL campaign supported by road show
along with a well known band tour
sponsorship generates Advertising
Recall Increase by 180%
Sponsorship of a popular band summer
tour
BenQ-Siemens as a part of the tour brand
name
Sponsorship activation in 15 major cities
Concert Location – airfield open area
Synergy on Local TV, Radio, POS, Internet,
Showbills, Airplane banning, Advertisement
on airplane body,
P2P SMS
Benefit for the brand:
Instant media engine – generates
additional media activity
Close contact with TA representatives
Brand identity increase

43. Pop Rockopop Rock
Glamour/ for show For myself Nonchalance/
and my best friends I rise above it all

44. Rockopop

45. AERO PROMO TOUR
EXPLORE THE SKY
Sky is the closest association to
freedom, success and ambitions
Explore The Sky tour fits each
of the 3 creative concepts:
1. Create Your Own Reality
2. You'll Achieve More
3. In Your Style

46. Tour/concert claim: find generation type
to take part in the the new band clip
shooting
TV&Radio diary of the tour
New clip premiere on BenQ-Siemens
mobile phones display only
Product Placement and clip rotation on
the MTV channel
Internet promo site
SMS-chat with the band offered by the
BenQ-Siemens brand
Blogs
In-pack: special CD-ROM with free
content – games, clips, ringtones, etc.
Concert tickets similar to flight tickets
Promo-girls
Podcasting
etc.

47. EL71 SPECIAL CONTENT
Games
Clips
Ringtones
Melodies
Pictures
Videos
etc.

48. Buzz
Blogs
LiveJournal is an online journal
service with an emphasis on user
interaction.
Podcasting
A method of publishing files to the
Internet, allowing users to subscribe
to a feed and receive new files
automatically.
www.russianpodcasting.ru
? Other

49. ACTIVATION PROGRAM
BEFORE CONCERT AFTER
CONSUMER
• Special price,
special gifts
• Gifts for buyers • Semifinal prize • Your photo on
• Concert distribution the web
announcement • Gifts-sales • Talks
• Bonus • "Seller for a day" • Bonus
• Afterparty (trip to Moscow)
TRADE
• Gifts
• Gifts • Flight tickets
• VIP-zone

50. ANNOUNCEMENT

51. WILL BE YOUR
Internet/SMS vote
Selection of first cities to appear in
Moscow
St. Petersburg
1
2
CITY #1?
Ekaterinburg 3
Rostov-Don 4
Novosibirsk 5 Moscow 101,7 fm 103,7 fm
St. Petersburg 104,0 fm 102,8 fm / 73,82 УКВ
Samara 6 Ekaterinburg 100,4 fm 90,8 fm
Rostov-Don 103,0 fm
Krasnodar 7
Novosibirsk 96,2 fm
Samara 102,1 fm 106,1 fm
Vladivostok 8
Krasnodar 104,7 fm
103,2 fm
Nizhnii Novgorod
Vladivostok
9
Nizhnii Novgorod 100,9 fm 102,4 fm
73.52 УКВ / 103,5 fm
Cheljabinsk 10 Cheljabinsk
Kazan 101,9 fm
107,5 fm
Kazan 11
Ufa
Omsk 102,5 fm
100,0 fm
Ufa 12
Perm
Sochi 105,2 fm
Omsk TOTAL 10 10
13
Other 148 13
Perm 14
Sochi 15 TV: or

52. Special pocks with EL71 mobile Concert tickets similar to flight tickets
phone in city shops Playbills similar to the schedule of planes
Flayers – similar to boarding pass

53. CONSUMER PROMO
Two weeks before
and two weeks after the concert

54. Big-prize:
Private concert in Cuba
15 winners selected in each city on
the concert
15 more winners – in live radio show
(to cover all Russia)
Special charter flight to Cuba
Dealers and BenQ OOO team are
invited too
MTV crew to accompany the party

55. Gift-set for POS
Kite, "Pilot" watch, "Pilot"
aircushion, "Pilot" waterproof
MP case, frizby (total 50 or 100
items + same number of
sweepstake coupons in a box).
Instant sweepstake after
purchase
Same gifts could be purchased
on the band concerts
Give-aways at purchase of
any Benq, Siemens or BenQ-
Siemens phone: mobile phone
strips with special design and
BenQ-Siemens logo

56. PROMO GIRLS
Concert week
POS and near
Concert-day
popular city-places, point of
ticket sales
During the concert
event area
Promo girls: stewardess or
Cuban women

57. THE CONCERT

58. Best mobile
phones only for
the best …
Photo with artist signature
published on promo-site and
phone
Chance to take part in the new Branded balloon to
clip shooting every concert visitor

59. Special offers to concert
visitors when buying
phones in "Euroset"*
distributive network
VIP-zone access for
EL71 owners
*TBD

60. TRADE PROMO
Two weeks before and
two weeks after the concert

61. Uniform for
sellers in
company colors –
violet shirts and
neckerchiefs
Bonus scores for: the new
album, invitations to the VIP-loge,
invitations to the Afterparty, X-
Band as "seller for an hour" in the
best POS

62. TOP BONUS
SCORES AFTER
CONCERT
Invitations to the Concert
in Moscow, back-to-back
air passage to any city of
the Russian Federation, 5
trip to Cuba
AFTERPARTY
Local Dealers and Partners
invited
Presentation organized by
BenQ-Siemens
Short concert
Disco

63. TO REMEMBER IT
FOR YEARS

64. THANK YOU!