Pinar+Trade+Deck

Celebrating
Pinar’s success
Pinar LabanehCampaign 2012-2013
Tuesday, October 16, 2012

Celebration
Pinar Labanehis celebrating this year!
After being present in the GCC for 30 years… Pinar
Labaneh has proven itself through sales, market share
as well consumers’ feedback to have reached a steady
presencein the market.
It’s time toreach out to the consumer and
interact with him, start to acknowledge
and thank him for his loyalty throughout the
years.

New tools
Marketing has evolved during the recent years...
It is now much easier to interact with consumers and
not only provide one wayinformation to create
awarenessandboost sales...
It’s achancefor well established brands & products to
start taking it to the next level bycreating acloser
relationship with the consumer...

Way forward
What could bebetter now for Pinar Labanehthan to
actually usethese tools to create fondnessin the
consumer for the product andlet him show and
express how hefeelsabout it andwhat memories he
hadwith it.
Tie the product presencewith real life experiences
andmemories andhear backfrom the consumer
through interactive media.

Circle of Life
This is how the concept of circle of life was born.
For 30 yearspeople havegathered memories and
moments andwithin these moments Pinar Labaneh
wasalways present.
This hasbeenproven through different research
studies andinterviews with people who actually
confirmed how Pinar Labanehhasalwaysbeenin their
houseson every table in every meal...

TV Commercial
As afirst tool to express the Circle of life and
confirm Pinar Labaneh’sposition aspart of people’s
memories andreaching out emotionally to them, aTV
commercial has been created.
The TVC tells the story of Majed, amanfrom the
region who grew up andgathered memories of Pinar
Labanehin the best andmost crucial moments of his
life andthe legacycontinues with his children after
him...

The Pinar Song
A specialsonghasalsobeencreated for the
commercial.
An song with nice lyrics and music that can tackle the
consumer’s emotions and hook him up even more to
the memories...
The samesongwill beusedasaradio jingle to
connect with the consumer on different levels.

TheTV commercial andRadioarescheduled to run starting November on targeted PanArab Channels(MBC
1,4,Drama,Abu DhabiAl Oula, RotanaCinema,Al Watan,Al RabiaRadio,Al Arabiya Radio,MBCFm andYoutube).
Versions of 90,45,30 and15 secondswere created for TV alongwith a 30 sec radio spot.
A 5 secversion wasalsocreated to be usedin sponsorship for Chimal JanoubTurkish Seriesto run in Q1 2013,
expected to have hugesuccess on DubaiTV.

The circle of life concept would then bethe wayto
introduce our 360 plan.
Once we trigger the consumers memories it’s time to
hear backfrom them.
This is where it’s time for them to start “sharing their
moments” with Pinar Labaneh.
360 roll-out

The Share your moments is the call to action we are inviting people
to take so we have the chance to open the conversation with them
and grow a closer relationship.
This concept will be executed through social media platforms mainly a
facebook pagewhere people will be creating content by themselves to
share their moments through pictures, videos, songs, poems, stories
etc… A formula proven to be asuccess in the social media world.
The facebook page will be supported with atwitter, pinterest and
youtube accounts.
Extra incentives through grand prizes will be given to boost people
and maintain their loyalty.
Share your moments

In order to communicate this call to action as well as complement
the spirit of the TVC and Radio... Outdoor, POS, Branded vehicles,
anddigital mediawill be used.
Radiowill alsobeusedthough announcementswhereby the Radio
Jockeywill beinviting andboosting people to sharetheir moments
Thesetools will start byannouncingthe celebration of the 30 years
of success,reflect the emotional feel for the campaignbyshowing a
heart shapedlabaneh,show different ingredients to boost saleson
the spot in the point of purchase,andlast but not least invite
people to sharetheir moments on the facebook page.
Communication Mix

Moodboard:

Point of Sale Material

Sampling table

Back to Back
danglers

English or Arabic wobblers

Bilingual or English only or Arabic only
shelf strips

English or Arabic
posters

Branded Trucks

Hoarding

Online Media

Share your
Momento
Social Media

Next steps
Once the first part of the campaign (november till
january) has endedanother part is scheduledto begin.
One component is planned to be added which is Print
media and heavy outdoor in addition to all media used
previously.
More andmore competitions will alsobecreated on
social mediato keepthe interaction flowing.

Print & Outdoor
Burst 2
(concepts only)

9#)#:'(1*$;<=2#('6*$1"# '#;*.$8Does Pinar have a special place in your heart?
Tellus why and you could be featured in our next campaign.
For more info, visit Facebook.com/Pinarmoments

:&.&;'-(01,<=>&-'3 01()&'&,0"19Does Pinar have a special place in your heart?

<&0&,'3(+*6=>5&3'.+*()& '&6+#*7Does Pinar have a special place in your heart?

Yohuavaelwaapylsacein
myheart
iCntheelerbergatioinn.g30yearsCelebrating30 yearsintheregion.

ThankYou.

Pinar+Trade+Deck

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