Brand activation is about integrating communication channels to engage consumers and drive interest, engagement, trial, and loyalty. The document discusses how brand activation works, providing a framework focused on attention, engagement, trial, and loyalty. It also outlines MPC Brand Activation's services and capabilities, and provides case studies of campaigns for clients like Henkel, Reckitt Benckiser, and Coca-Cola that achieved increased sales, samples distributed, and audience reach through in-store, online, and event activations.

3. FACTSABOUTus

4. on the movein the park shopping at the moviesat events in schools on the job at home

5. BRANDACTIVATION
Classic advertising communicates the brand
claims ‘eliminates 99% of bacteria’, ‘Vitalizes
Body and Mind’, etc.
All are really well-known, but it is still
advertising.
People think advertising is misleading, so these in
their minds claims remain questionable.
Until proven !
A brand activation campaign delivers the proof
claim.

6. HOWWEWORK
brand activation is the seamless
integration of all available communication
means in a creative platform in order to
activate consumers and shoppers
INTEREST ENGAGEMENT TRIAL LOYALTY

7. Our work frame for a successful activation is focusing on stimulating
BRAND ACTIVATION FRAMEWORK

8. So the first thing that a efficient activation needs is getting
the interest (“attention’’) off your target.
BRAND ACTIVATION FRAMEWORK
New communication means are being introduced every
year adding to the noise and communication clutter.

9. BRAND ACTIVATION FRAMEWORK
77% of people aged 18 to 24
responded “yes” when asked.
only 10% of those over
the age of 65.
“When nothing is occupying my attention, the first thing I do is
reach for my phone.”

10. BRAND ACTIVATION FRAMEWORK
Whether it is a new product launch, line
extension or established brand, trail of a brand
drives up the sales in the day of the event
compared to non-sampled brands, "Report on
In-store Sampling Effectiveness" conducted by
Knowledge Networks-PDI
TRIAL EFFICIENCY
475 % sales lift

11. BRAND ACTIVATION FRAMEWORK
Perform or deliver beyond your average customer’s
expectations. It could be as small as giving out free coupons or
could be granting an experience that they do not expect. Their
loyalty and faith in your brand replenishes fresh and also can
create brand advocates

12. HOWWEWORK

13. OURSERVICES
brand
events
road shows
& caravans
brand activation can take on different forms, some of which include:
in-store retail
marketing
corporate
events
online
campaigns
educational
programs
HORECA
activation
in-store retail
marketing
Concept &
Strategy
Design & Art
Production
Services
Copywriting

14. National coverage
OPERATIONAL CAPABILITIES
ANSPDCP data operator
accreditation
National logistic coverage

15. OURCLIENTS

16. CASESTUDIES
Some of our work
Over the following slides, you can find some mini case studies for a range of our clients. It’s
just a taster so you can see what we’re all about and some of the results of our work.

18. Client: Henkel Romania
Timing
 20th August – 2nd September 2013: CORA
 22th August – 4th September 2013: CARREFOUR
Communication Materials : promo stand, flyers, lucky draw, coupons, base wraps, inserts full
pallet, banner up, wobblers, shelf divider, prizes, uniforms
In-store activation mechanics with focus on driving sales
Promo Team : 2 girls & 1 team leader / location
The Brief
PERSILSHOPPERACTIVATION

19. Communication Materials
PERSILSHOPPERACTIVATION

20. Results
PERSILSHOPPERACTIVATION

22. Client: Henkel Romania
Timing
 15th November – 25th December 2013: CORA, AUCHAN, BILLA, CARREFOUR
Communication Materials : Promo Outfit, Flyers, Wobblers, Neckhangers Deo, Neckhangers
SG, Lama Display
In-store activation mechanics with focus on driving sales
Promo Team : 1 girl & 1 team leader / location
FAINSTOREACTIVATION
The Brief

23. Communication Materials
FAINSTOREACTIVATION

24. Results
FAINSTOREACTIVATION

26. DUREXSUMMERACTIVATION
Period : 2nd of August – 24th of August, 2013
Concept : Durexperimenteaza
Cities:
• Bucharest,
• Mamaia,
• Costinesti,
• Vama Veche
Locations:
• Gas Station,
• Seaside resorts Clubs,
• Beaches
Timing: Friday&Saturday – 7pm – 1 am
People approached – over 51 000
Samples offered – over 41 000
Gifts offered - over 4800

27. DUREXSUMMERACTIVATION

29. Client: Reckitt Benkiser Romania
Timing
 25th July – 7th August 2013: CARREFOUR ( SMS )
 1st August – 13th August 2013: MEGA IMAGE ( SMS )
 19th June – 2nd July 2013 : AUCHAN
 16th July – 29th July 2013 : CORA
 30th July – 11th August 2013 : REAL
 21st October – 27th October 2013 : KAUFLAD ( SMS )
Communication Materials : promo stand, flyers, lucky draw, coupons,
base wraps, inserts full pallet, banner up, wobblers, shelf divider, prizes,
uniforms
In-store activation mechanics with focus on driving sales
Promo Team : 2 girls & 1 team leader / location
VANISHSHOPPERACTIVATION
The Brief
Client: Reckitt Benkiser Romania
Timing
 25th July – 7th August 2013: CARREFOUR ( SMS )
 1st August – 13th August 2013: MEGA IMAGE ( SMS )
 19th June – 2nd July 2013 : AUCHAN
 16th July – 29th July 2013 : CORA
 30th July – 11th August 2013 : REAL
 21st October – 27th October 2013 : KAUFLAD ( SMS )
Communication Materials : promo stand, flyers, lucky draw, coupons, base wraps, inserts full
pallet, banner up, wobblers, shelf divider, prizes, uniforms
In-store activation mechanics with focus on driving sales
Promo Team : 2 girls & 1 team leader / location
The Brief

30. Communication Materials
VANISHSHOPPERACTIVATION

31. Results
VANISHSHOPPERACTIVATION

32. Client: Henkel Romania
Project: Multi brand Brand Ambassadors for cosmetic department
Timing
• 1st August 2013 – 31st July 2014
Location
• National KA&Supermarket: Carrefour, Auchan, Cora & Billa
Human Resources
• 16 Brand Ambassadors in 8 cities
Mechanism
• Consultancy for the entire range of cosmetics Schwarzkopf & Henkel, achieving a
target of questionnaires and information about current promotions in stores.
HENKELBRAND AMBASSADORS
The Brief

33. Results
HENKELBRAND AMBASSADORS

34. Client: Reckitt Benckiser Romania
Brand: Vanish
Project: Vanish Summer Event Microsite Developement
Timing : May - June 2013
http://www.vanish.ro/caravana-vanish
The Brief
VANISHSUMMEREVENTSITE

35. Results
VANISHSUMMEREVENTSITE

36. Client: Reckitt Benckiser Romania
Project: Facebook Page Developement
Timing: May 2013 – August 2013
Action Plan:
• Development
• Management
• Maintenance
• Strategy
• Posting
• Uploading
http://www.facebook.com/Vanish
The Brief
VANISHSUMMEREVENT

37. Results
VANISHSUMMEREVENT

39. Client: Henkel Romania
Project : Fa & Schauma Restart Conference & Launch Event
Date: 29th June 2013
City: Bucharest
Target : Henkel Romania employees
• F60%; M40%
• 24- 50 y.o.
Integrated concept and implementation for “Fa & Schauma Restart” advertising - marketing
materials (Schedule, welcome letters , agenda, Spider , BannerUps );
• BTL – events :
• Launch event for all staff
• Conference
HENKELINTERNALEVENT
The Brief

40. Results
HENKELINTERNALEVENT

42. Client: Coca-Cola HBC Romania
Project: Let’s Eat Together Caravan
Branding: Truck, People Stopper, Promoter’s
Equipment,Flyer
Meals: 420 meals offered
Sampling: 12.000 cans 250 ml
Media Partners: Kiss FM
Communication: Facebook, Twitter, Youtube, 220.ro, coca-cola.ro,
Kiss FM, Pro TV, Antena 1, RTV
Audience: over 40.000 persons
The Brief
LET‘SEATTOGETHERCARAVAN
http://www.youtube.com/watch?v=o9RmreHvlTU

43. Results
LET‘SEATTOGETHERCARAVAN

45. Client: Reckitt Benckiser Romania
Project: Vanish Truck Show
Branding: Truck, Posters, Promoter’s Equipment,
Flyers, lucky draw urn&coupons, prizes, balloons, flags,
tents, demo stands, scratch cards
Prizes: 1192 pcs offered – caps, t-shirts and Frisbees
Demonstrations: 1529
Media Partners: Radio ZU
Communication: Facebook, vanish.ro, Radio Zu, Antena 1, Antena 3,
Carrefour locations
Audience: over 32.000 persons
The Brief
VANISHROADTRUCKSHOW

46. Results
VANISHROADTRUCKSHOW

47. Contact
dan@mpcbrandactivation.ro
www.mpcbrandactivation.ro
Phone: 0734814996