This document outlines an experiential activation plan for Tetra brand milk. The goal is to educate consumers about the benefits of Australian cow milk versus buffalo milk through interactive experiences. The plan involves pre-hype social media activities, a virtual reality farm experience installation in select malls, and in-store sampling and promotions. Consumers will learn about Tetra's milk through virtual reality, Q&A sessions with chances to win prizes, and sharing on social media. The experiential campaign aims to uniquely position Tetra milk and give consumers a memorable brand experience.

1.
TETRA
LAUNCH
IDEATION

2.
THE
CHALLENGE
To
give
consumers
a
superior
product
experience
through
ac@va@ons
along
with
informa@on
that
helps
establish
the
brand’s
posi@oning
in
their
minds
Educate
TG
on
Australian
Cow
Milk
and
how
its
be8er
than
Buffalo
Ins@ll
the
Brand’s
Essence

3.
SCOPE
Channel
Focus:
60
LMT
/IMT
Outlets
and
Malls
Across
Karachi,
Lahore
&
Islamabad

4. LIVE
REAL
POSITIONING

5. Who is our customer?

6. 18
–
35
years
old
Males
/
Females
SEC
A
&
B

7. WHAT THEY DO &
WHAT DO THEY WANT
But being the provider…

8. They
are
looking
for
premium
natural
dairy
products
made
without
ar@ficial
enhancements
They
are
educated,
modern,
young,
extrovert,
confident,
innovaFve
individuals.
Not
compromising
on
their
choices
regardless
of
the
higher
prices.
Health
and
overall
well
being
of
their
family
comes
first.

9. Lets understand, what are
they seeking at the time of
buying these products?

10. 77% of Shoppers do not interact
with the Dairy category
ENTER INTERACT PICK UP
Those who entered
the Aisle 1338 Shoppers
Interact with a
product- 307
Select a
product- 228
23% Stopping Conversion 74 % Sales Conversion
17% Enter to pick up conversion

11. Clear gap in effective activation
at the point of sale
PROMOTION AVAILABLE
7
93
Yes No
9
91
Yes No
POSM PRESENCE
Low recall of Promotion and POSM by Shoppers

12. THEY
ARE
LOOKING
FOR
BRANDS
THAT
UNDERSTANDS
THEIR
NEED
AND
PROVIDES
THEM
WITH
A
FUN
,
INFORMATIVE
,
PERSONALIZED
AND
SHORT
EXPERIENCE

13. Over
a
quarter
of
consumers
will
buy
a
different
brand
when
a
product
is
out
of
stock
SHOPPING
EXPERIENCE
TOMORROW
SHOPPING
EXPERIENCE
TODAY

14. –
The
benefit
is
interac@vity.
The
possibility
of
personalizing,
of
ge]ng
closer
to
the
customer.
Nowadays
a
mobile
device
is
a
very
personal
thing
and
AR
enables
you
to
get
closer
to
the
customer
in
an
entertaining
way.
It
also
makes
it
possible
to
capture
a
lot
of
valuable,
useful
data
from
customers.
Telling
the
brand
story
in
a
personalized
way

15. THE
PLAN
Pre
hype
at
3
stores
in
KHI
(A
Pilot
Run)
Ac@va@on
at
3
Malls
,
DMC
–
Karachi
Mall
of
Lahore
–
Lahore
Centaurus
-­‐
Islamabad
In
store
Drive
60
LMTS/IMTS
across
KLI
Social
media
amplifica@on

16. PRE HYPE

18. We
will
have
an
MC
hiding
with
watching
the
aisle
through
a
camera…guiding
TG
to
Day
Fresh
Are
you
looking
for
fresh
milk?
That
is
hormone
and
addi@ves
free
No!
that’s
too
creamy
Its
rich
in
taste
You
wouldn't’t
want
buffalo
milk
PRE
HYPE

19. Recording
snippets
of
the
shopper
reacLon
to
drive
Hype
on
Social
Media

21. SHARING
THE
TRUTH
OF
OUR
MILK
IN
REAL
TIME
Look
out
for
our
virtual
experience
coming
to
places
near
you

22. In
their
‘Wish
Upon
a
Coke’
campaign,
Coca-­‐Cola
offered
special
Coke
bofles
to
people
struggling
with
excess
luggage;
the
bofle
labels
could
be
used
as
luggage
tags
for
extra
bags.
Coca-­‐Cola
seems
to
be
a
pioneer
in
such
hybrid
ac@va@ons,
ideas
executed
on
a
limited
scale
on-­‐
ground
but
seeded
virally
recently
executed
by
Olper’s.
Rallying
around
their
campaign
concept
that
memories
are
best
made
around
the
dinner
table,
they
surprised
couples
dining
in
a
restaurant
by
foo@ng
their
bill
and
giving
them
a
hearhelt
message.

23. PRESENTING

24. BRINGING
THE
FARM
TO
LIFE
WITH
EVERY
SIP
Virtual
reality
becomes
the
reality

25.
Virtual
Farm
Experience
An
Interac@ve
installa@on
based
on
virtual
reality.
The
experience
will
live
through
a
Google
VR
Device
and
will
also
be
played
on
an
LCD
screen
placed
over
few
meters;
where
par@cipants
will
be
able
to
interact
with
virtual
farm
and
take
pictures
and
videos
of
their
experience.

27. A
chance
for
the
consumers
to
experience
the
premium
quality
natural
dairy
products
made
without
ar@ficial
enhancements
Educa@ng
the
audience
about
100%
pure
Australian
cow
milk
obtained
from
our
own
state-­‐of-­‐the-­‐art
farms
A
PERFECT
WAY
TO
EDUCATE
AND
GIVE
THE
EXPERIENCE

28. MALL EXPERIENTIAL

29. BA
Intercepts
the
customer
Offers
a
free
wet
sample
On
purchase
–
experience
the
virtual
farm
ac@vity
Take
part
in
Q&A
session
to
win
branded
prizes
Share
the
experience
on
social
media
CONSUMER
JOUNREY

30. FREE
SAMPLING

31. PURCHASE
LEADING
TO
VIRTUAL
REALITY
EXPERIENCE

33. Q&A
session
IS
DAYFRESH
A
PROPER
COW
MILK?
OR
A
BUFFALO
MILK?
Dayfresh
has
100%
pure
milk
Name
three
unique
quali@es
of
DayFresh
Milk
buffalo
milk
is
heavier
and
different
in
taste
then
cows
milk
–
TRUE
OR
FALSE
ANSWER
3
CORRECTLY
&
WIN
BRANDED
GIFTS

34. GIFTS
BRANDED
VR
READER
TSHIRT
MOBILE
COVER
PRODUCTS
OF
DAYFRESH

35. Hashtag
#LIVEREAL
Tag
your
picture
with
the
farm
experience
in
the
comment
The
one
with
the
most
number
of
likes
at
the
end
of
the
month
will
receive
Free
Supply
of
Day
Fresh
for
one
month.

36. BA
UNIFORM

37. THANK
YOU