The integrated communication campaign aims to strengthen Tim Tam's brand image and message of happiness. It will engage female consumers aged 20-30 through multiple activities to drive product trial and sales. The campaign includes an online game to find happiness, sampling events, a pop-up store offering Tim Tam treats, in-store activations, and a contest for consumers to share their happiness moments. Winners will receive experience-based prizes such as a slumber party or trip to spread the message that "happiness happens with Tim Tam."

1. Integrated Communication Proposal

2. Agency Task
Create an integrated
communication campaign
for the 2nd burst of Tim
Tam in the year 2012

3. Activation Objective
• Strengthen Tim Tam’s Brand Image and Key
Brand Message
• Create engagement with the consumers
• Drive product trial and increase product sales
Tim Tam

4. Tim Tam: The Brand
• Tim Tam is a delicious chocolate coated
biscuits that gives you ripples of happiness
in every bite, for the perfect chocolate
experience
• Tim Tam is for young females who treat and
indulge themselves with quality experience
that enhance their exciting life
• Those women who embrace that little
moment of happiness in life

5. What TimTam Have Done
• Conveying the message of “Kebahagiaan
Kecil Berlapis Coklat”, TimTam has start
spreading their Ripples of Happiness in
early 2012
• The campaign try to engage the TA
through office to office, in-‐store and
digital activity
Onward, what other
Ripples of Happiness can
we give to our consumers?

6. The Challenge
• How do we leverage the association
of TimTam and Happiness
and..
• How to create strong relation of the
campaign to the life of our target
audiences

7. Target Audience
• Female, 20-‐30 years Old
• College Student, and First Jobber
• SES AB, Urban
• Full of positive energy, Proactive,
Confidence, Radiant upon her
surroundings, Spontaneous

8. With the Girls
TA’s World
My Happiness are..
Shopping, Shopping
Self Pampering & Shopping
Chocolate
Getting a Present
& Treats
Exist!

9. The Strategy
• Associating TimTam Happiness by the
happiness liked by our TA
• Establishing TimTam as the Source of
that Happiness

10. Create TimTam’s own Ripples of Happiness that allows women
of Indonesia to find their happiness with TimTam
Concept Idea

11. Campaign Theme
A multiple platform activity that will indulge the
consumers with TimTam’s Ripples of Happiness in their
daily life, by making Tim Tam as the source of happiness

12. Campaign Road Map
Provoke Engage Amplify
Objectives: Objectives: Objectives:
•Intrigue the TA about •Create platform for •Amplify the activity to
TimTam’s Happiness Happiness sharing wider audiences
•Generating awareness •Induce sales through •Inspire others to start
and Buzz about the product experience consuming
Campaign
Tools: Tools:
Tools: •TimTam Happiness •Happiness Moment
•TimTam Happiness Place Reward
Finder Web Game •Miss Happiness •Media Amplification
•TimTam Happiness •TimTam Happiness
Spot Spot In-‐Store
•Happiness Moment
Quiz

13. Provoke

14. Campaign Road Map
Provoke Engage Amplify
Objectives: Objectives: Objectives:
•Intrigue the TA about •Create platform for •Amplify the activity to
TimTam’s Happiness Happiness sharing wider audiences
•Generating awareness •Induce sales through •Inspire others to start
and Buzz about the product experience consuming
Campaign
Tools: Tools: Tools:
•TimTam Happiness •TimTam Happiness •Happiness Moment
Finder Web Game Place Reward
•TimTam Happiness •Miss Happiness •Media Amplification
Spot •TimTam Happiness
•Facebook Ad Spot In-‐Store
•Happiness Moment
Quiz

15. Happiness Finder On-‐line Game
• Educates the consumer about finding TimTam
happiness, by using interactive on-‐line game
that span through multi-‐websites
• The game will be put in the digital banners
and will be inter-‐connected amongst the
stages (different website per stage)
• At each stage the audience needs to find the
Timtam product to fill the Happiness meter
under 60 seconds
• Using websites that have high traffic to grab
our target audience: Wolipop.com, Detik.com,
Kaskus.co.id, Yahoo.co.id, KapanLagi.com
• Consumer can start on one of those website
by login with their facebook account and like
TimTam Facebook Page

16. Log-‐in with Facebook

17. Game Play Idea
• Find X number of TimTam product or TimTam Treats before time is up
• Find all item, continue to next level, complete all 5 level earn your
high score

18. Scene 1: Detik.com

19. Scene 2: Yahoo.co.id

20. Scene 3: KapanLagi.com

21. Scene 4: Wolipop.com

22. Scene 5: Kaskus.co.id

23. High Score Standings
Happiness Finder
Games
Top Score
Standings on
Facebook

24. Facebook Game Version
Auto Generate Status Update with each
level completion (Facebook & Website)

25. On-‐line Games Reward :
New Year
• For lucky 50 participants with
that participate in the Happiness
Finder Games
• Get special New Years TimTam
Bouquet delivered to their house

26. Facebook Ad
Find Your Happiness
Temukan kebahagian
kecil TimTam dan
menangkan hadiahnya!
• 100 clicks per day for 100 days

27. Tim Tam Happiness Spot
• Establishing association with the
Happiness activity of our Target Audience
• Create sampling booth on TA’s places of
interest during weekend, where the traffic
is high (Saloon, Hang-‐out, Boutique)
• Stamping TimTam as the source of
happiness
• Distribute TimTam Bite of Happiness (a
customized sampler of TimTam product)

28. Tim Tam Happiness Spot

29. A Bite of Happiness: Sampling

30. Engage

31. Campaign Road Map
Provoke Engage Amplify
Objectives: Objectives: Objectives:
•Intrigue the TA about •Create platform for •Amplify the activity to
TimTam’s Happiness Happiness sharing wider audiences
•Generating awareness •Induce sales through •Inspire others to start
and Buzz about the product experience consuming
Campaign
Tools: Tools: Tools:
•TimTam Happiness •TimTam Happiness •Happiness Moment
Finder Web Game Place Reward
•TimTam Happiness •Miss Happiness •Media Amplification
Spot •TimTam Happiness
•Happiness Talk on Spot In-‐Store
social Media •Happiness Moment
Quiz

32. Miss Happiness
• A Happening Act that portrays an exaggerated
Happiness Finder to grab people attentions to
come to our activity booth
• The beautiful Miss Happiness will be located in
area with high traffic and portrayed really enjoys
a TimTam without noticing the people around her
(Belepotan and with loud Hmmm sound)
• She will bears a sign with a
copy: “I’m enjoying my
Happiness, FIND yours at
(Booth Location)”

33. TimTam Happiness Place
• Our on ground activity booth that aims to
spread Happiness to the Target Audience
• A place where they can experience and
TASTE the TimTam happiness indulgence
in various and exciting forms
• Will be located in Office building
(weekdays) and Mall (weekends)

34. TimTam Treats
TimTam TimTam Truffle TimTam Pops TimTam Cupcake TimTam Finger
Chocolate Cake
TimTam Espresso TimTam Smoothies Tea with TimTam Coffee with TimTam

35. TimTam Treats Engineer
Chef Odie Djamil Natasha Kowara
from Appetite from Convivium

36. Office 3x3 Booth

37. Office 3x3 Booth

38. Mall 6x3 Booth

39. Mall 6x3 Booth

40. TimTam Happiness On The Go!
• Considering limited seating capacity and
limited time spent by consumers
• Create Tool for consumers can experience
the TimTam happiness on the go
• So they can take the TimTam Happiness to
their office, take home, and share it to
others

41. A Cup of Happiness

42. A Cup of Happiness

43. A Cup of Happiness

44. A Slice of Happiness

45. A Bite of Happiness

46. A Bite of Happiness

47. Waitress & Waiter Uniform

48. In Store Activation
• To induce product sales through in-‐
store consumer experience
• Relating to the happiness experience,
adding a TimTam Happiness
PhotoBoth
• With each purchase, consumers can
take a picture in our happiness photo
booth
• In the photo booth, the consumer can
edit their picture with special frames,
effect and add TimTam Happiness
emoticon!
• The result will be printed as
giveaways

49. Instore Sampling

50. Instore Sampling

51. Happiness PhotoBooth

52. Sampling Trolley

53. Tim Tam Share Your Happiness
• A writing competition for the consumer
• Consumer needs to submit their story
and photo of their definition of
happiness involving their friends and
TimTam
• Consumer can submit their story
through online or at the dropbox
provided on our onground activity
• Winner gets special TimTam Happiness
Moment with their friends

54. Share Your Happiness Moment

55. Amplify

56. Campaign Road Map
Provoke Engage Amplify
Objectives: Objectives: Objectives:
•Intrigue the TA about •Create platform for •Amplify the activity to
TimTam’s Happiness Happiness sharing wider audiences
•Generating awareness •Induce sales through •Inspire others to start
and Buzz about the product experience consuming
Campaign
Tools: Tools: Tools:
•TimTam Happiness •TimTam Happiness •Happiness Moment
Finder Web Game Place Reward
•TimTam Happiness •Miss Happiness •Media Amplification
Spot •TimTam Happiness
•Happiness Talk on Spot In-‐Store
social Media •Happiness Moment
Quiz

57. Happiness Moment:
Slumber Party
• A special reward for the winners of
TimTam Share Your Happiness activity
• Winner get to take their friends (max 4
person) to share it with
• They will get a weekend getaway with a
slumber party at a Villa in Dago Pakar
Bandung, the getaway includes:
• Alphard pick-‐up
• Saloon time
• BBQ dinner
• One night open bar of TimTam Treats
• Shopping Spree at FO

60. Happiness Moment:
Bangkok Getaway
• On each of our activity, we will ask the
consumers to fill their database (link to
facebook) and play the Happiness Finder
on-‐line games
• At the end of the period, we will select 5
people with the highest score on that
game
• Those 5 (all girls) winners will win a
Happiness Moment trip to Bangkok
Thailand with TimTam!

61. Media Amplification
• Amplifying all activity to larger
audience by creating advertorial on
selected publication related to our TA
• We can also invite the media to
participate and make coverage about
TimTam Happiness Moment: Bangkok
Getaway

62. Happiness Happens!