TTL agency Credential

THE BRAND THAT SERVES BRANDS

Through the Line Agency

CONTENTS

CONCEPT
Who we are
Why Through the Line
Why not Above or Below

COVERAGE
Clients
Services
Portfolio of Consumer Engagements
Portfolio of Corporate Events Management

EXECUTION
Best Practices

through the line | concept | coverage | execution

ESTABLISHMENT

The agency was established on 09.09.09 in Sofia by Yavor Yotov.

We cut through the line that connects brands with customers.

* team of 5 professionals based in Sofia

* over 150 freelancers nationwide

* established partnerships with over 40 contractors in Sofia and
across the country

THROUGH THE LINE is the new brand that serves brands.
We believe in the fusion of CONCEPT, COVERAGE & EXECUTION.


NETWORK

COMPREHENSIVE NETWORK TO DELIVER IT ALL

contractors from designers to media coverage, from print to
market research

nationwide coverage for the campaigns you require. we act locally
with the big picture in mind

regional expansion in line with your business growth

lasting partnerships with trusted experts from the industry


AGENCY TEAM

CLIENT CONSUMER

YAVOR
YOTOV
managing director

MARTIN MAGGIE VICTOR MARTI
YONOVSKY IVANOVA ISTERKOV BOYANOVA
teams & client relations event office &
logistics management finance

North West North East South West South East
Coverage Coverage Coverage Coverage

NW NE SW SE
Central Central Central Central


COVERAGE

SILISTRA
VIDIN

RUSE

DOBRICH
RAZGRAD
SVISHTOV
PLEVEN
MONTANA
TARGOVISHTE VARNA
VRATSA SHUMEN
LOVECH
SEVLIEVO GORNA ORIAHOVICA

SOFIA VELIKO TURNOVO SLIVEN

PERNIK BURGAS

PLOVDIV YAMBOL
STARA ZAGORA
PAZARDJIK
DUPNICA

BLAGOEVGRAD ASENOVGRAD
HASKOVO
BANSKO

KARDZHALI


Why Through the Line?
Why Not Above or Below?

UNIQUE PROPOSITION

We get close and personal with your brand, your market & your customers.

We create memories through innovative interactive brand engagement.

Our ultimate objective is to elevate brands to the minds of customers.

Our work is POWERFUL RELEVANT MEMORABLE ACTIONABLE.


MISSION

WE MATERIALISE IDEAS FOR CONSUMERS
TO UNIQUELY EXPERIENCE YOUR BRAND.

We enhance your brand aesthetics and objectives in line with the overall
message and strategy of your brand.

We make sure you get seamless flow from start to finish for your campaigns.


VISION & VALUES

We envisage a partnership with you, your brand and your customers!

We value …

* IDEAS: we twist them around & manifest them.

* YOUR VOICE: we listen to you. we hear you.

* OUR NAMES: our reputation is on the line.
* EXCELLENCE: we are quality maniacs.
* PEOPLE POWER: we nurture our relationships.
* OPEN-MINDEDNESS: we love to share & enrich.


OUR PROMISE

radical friendly
versatile

cost effective
actionable

powerful targeted

innovative
tailor-made
memorable


SERVICES

Idea and Strategy
Development

Events Consumer promotion
Market research & (on/off trade)
competition
analyses

Loyalty programs
Internal communication (push, pull)
programs and direct
marketing

Opinion leaders and
Merchandising activations expert communication
Mystery clients programs

Publicity coverage


SERVICES

Assessment of
Client Needs
Brand & Market
Knowledge
Creative Concept,
Planning & Design

Warehouse
Management Our APPROACH
Execution &
Supervision

Budget
Management Monitoring &
Report


SERVICES

CREATIVE
Design, Graphics, Animation & Entertainment
ENGAGEMENTS
Samplings, Degustations, Personal Sales, Consumer Interactives, Brand Audit
BRAND POPs & POSMs
Design, Production, Logistics & Installation
BRAND SPACES
Decoration, Styling & Staging, Catering & Technical Equipment
TEAMS
Selection & Recruitment, Training, Supervision & Evaluation

the ultimate achievement:
high brand visibility, consumer engagement & sales increase


Portfolio of Consumer
Engagements

•Stores, retail chains,
shopping centers, •Targeted markets
hypermarkets
•Targeted segments
•Bars, clubs, discos,
restaurants, cafes, etc. •Local coverage
Product Launch
Campaigns

Consumer Merchandising
Activation Activation &
Local Market
On/Off Trade Research


Portfolio of Corporate
Events Management

•Social Responsibility Corporate Events
events •Hospitality events
•Grand Premiere •Anniversaries &
Shows Receptions
•Special days & •Opening ceremonies
•Birthdays &
Concerts •Trade shows Private parties
•Sponsored •Road shows
competitions •Exhibitions
•Conferences
Open Air •Teambuilding Celebratory
Campaigns & Events
Activities


Portfolio of Event
Management

Corporate Event Management
Provision of facilities and services related to the planning and execution of:
- Corporate conferences and meetings
- Annual company & association summits
- Industry exhibitions and trade fairs
- Corporate hospitality events
- Brand events: launch & themed events, festivals, runway shows, music
events, road shows, sporting and charity events

Services of Event Management
- Location selection and accommodation
- Event set design and technical equipment
- Event entertainment
- Catering packages
- Design of teambuilding modules
- Design and production of event print and multimedia materials
- Event hosting and coordination


BEST PRACTICES

all together

sharing one spirit, one passion ...

all in ...
adidas is all in!

BEST PRACTICES

16 March 2011, National Archeological Museum, Sofia:
the official global launch of adidas is all in campaign
all in one line up

Welcoming Cocktail
adidas collections on the runway:
Training
Football
Basketball
adidas Originals
adidas by Stella McCartney
Deo as the host of the event was dressed in Jeremy Scott
designer clothes for adidas.

adidas AFTER party in Yalta Club
with Sandy Rivera

adidas all in experiential

DIGITAL
Sound, lights & visuals in line with brand concept.

EXPERIENTIAL ZONE
Basketball.All High. experiential outside the venue
hall.

adiEXHIBITS
Display of adidas flagship footwear and
accessories.

I WAS THERE CORNER
Branded photo shots corner. Guests posing with
the hostesses of adidas and participants of the
runway show.

GIVEAWAYS
Branded gift packs to every guest on their way in
the hall and when leaving the launch event.

Click on Image above to watch
adidas is all in sofia clip

BEST PRACTICES

Bourbon
Presentation Official presentation of bourbon brands to US Ambassador in Bulgaria,
Mr. James Warlick, VIP guests and partners. Personalised bourbon
Kentucky tasting. Engaging activities. Interactive presentation and space styling.
Straight

BEST PRACTICES
CAROLANS Treats on St Valentine’s

Project Objectives Results
Promote Carolans Irish Cream on a special day Massive joyful response towards the special
at unconventional settings to desired audiences. Carolans treats on this special day.

Solution Active interaction with the brand of Carolans at
Carolans Irish Cream presented special treats to the event which brings about memorable
couples in love on 14. Feb. 2011, St. Valentine’s moments.
Day, at Cinema City theatres in Sofia, Plovdiv,
Russe & Stara Zagora: Active interactive exchange on Facebook with
- Welcoming teams at sampling islands treated Carolans fans prior to and after the event.
movie-goers in love with a glass of Carolans and
presented the unique features of the Irish Over 2, 000 people for just 4 hours were
liqueur. directly reached, sampled and interacted with
- Couples were invited to have a special photo at Cinema City theatres - over 56% of the entire
shot set in a Carolans-branded frame which was audience of people who have picked Cinema
then uploaded at Carolans Moments FB fan page City as their celebration place on St. Valentine’s
for everyone to share. Day.
- Couples also picked St Valentine’s fortunes
with special gifts.
- All event communications went viral through
social network channels.

BEST PRACTICES

Results
Remington Winter Demos

Project Objectives
Promote the extended Remington portfolio of Positive response towards the newly-
hair & face styling products in-store at introduced brand of Remington in Bulgaria.
Technomarket outlets in major cities. Recognition of the high quality of the styling
Encourage sales out and reward purchase. products.

Increased brand recognition and higher levels
Solution
of portfolio awareness.
Personalised product demonstrations in-store
throughout the pre-holiday season, Nov-Dec
Attractive personalised presentation of the
2010:
styling products that pulled customer attention
- Well-trained and well-presented demo
and supported sales.
consultants to showcase the features of specific
Remington products of interest and encourage
sales throughout the pre-Christmas shopping 4 promo weekends – 8 Technomarket outlets
rush. in Sofia, Plovdiv, Varna & Burgas – app. 2, 100
- Demo corners for customers to have a first- product demos – every SIXTH customer
hand look and actively engage in a dialogue bought Remington.
about the qualities of Remington products.
- Reward platform to instantly award sales
with attractive styling accessories.

BEST PRACTICES
Lipton Sampling Activation In-Store

Promote the new Lipton teas range with Huge interest towards the in-store samplings of
Pyramid® teabags. Effectively communicate Lipton teas nationwide.
tea ingredients & features superiority. Increase
sales of Lipton teas and reward every purchase. Massive positive response towards the re-
Stimulate new customers and encourage emergence of the innovative portfolio of
loyalty. Lipton. Recognition of the brand as one of
quality and sustaining healthy lifestyle.
Solution
For just 94 promo days, over 12, 000 consumers
Sampling activations in-store at top-performing
nationwide were exposed to direct,
outlets of IKA & LKA retailers nationwide:
personalised contact with the brand of Lipton.
- Sampling corners for consumers to try tea
Out of these over 12, 000 consumers reached
flavours of their choice and actively engage in a
directly by Lipton sampling activations, every
dialogue about the benefits of having a cup of
FIFTH customer has purchased Lipton tea.
Lipton tea.
- BUY & WIN sales approach in-store to 6 promo weeks – 94 promo days – 10 cities
encourage and instantly reward sales. across Bulgaria – over 12, 000 samplings –
- Guaranteed gifts for each purchase of Lipton every FIFTH customer made a purchase.
tea – branded accessories for tea time.

BEST PRACTICES

JIM BEAM 9th Dice Tournament 2010

19th of November is Jim Beam Day! Celebrities, Excellent coordination among all parties
VIP guests and partners of the brand are invited involved in the execution of the Jim Beam
to reinforce their special relationship with Dice Tournament – Maxxium, All Channels
The Bourbon Since 1795. PR and TTL agency.

Solution Well-trained and well-presented Jim Beam
The Jim Beam Dice Tournament is the event of Party Team.
the year where celebrities and business partners
meet to play dice and win the special prize of All guests were welcome and well-
entertained throughout the tournament.
Jim Beam. Media representatives of major press
publications and TV stations are covering the
Jim Beam Dice Tournaments are established
event. TTL agency was cooperating with as special VIP events where every guest is
Maxxium Brand Management team and All embraced by entertaining atmosphere and
Channels PR for the execution of the project. enjoyable experiences.
TTL was entrusted with Jim Beam Party Team
coordination and guest entertainment
throughout the tournament.

Signal White NOW Campaign 2010 BEST PRACTICES

Promote the brand new Signal White NOW Attractive brand presentation and engaging
toothpaste and the extended product range of promo activities on a massive scale
the brand. Stimulate sales and reward every nationwide.
purchase. Associate the brand with the
concept that Signal defines customers’ Over 100% achievement rate of assigned
personal care and lifestyle. sampling and sales targets.

Solution Massive positive response towards the re-
- Samples of Signal White NOW toothpaste emergence of the extended portfolio of
distributed at unconventional out-store Signal. Recognition of the brand as one of
locations. quality and style.
- BUY & WIN sales approach in-store to
encourage and reward sales of the entire 8 promo weeks – 160 promo days – 15 cities
portfolio range of Signal. across Bulgaria – 100.3% achievement of
- Attractive promo teams and presentation of sales targets.
Signal to enhance the lifestyle concept .
- Guaranteed gifts for each purchase of
Signal for complete and instant personal care.

BEST PRACTICES

First NEXT Store Opening

Celebrate the opening of the first store of NEXT in Bulgaria Grand opening of well-recognized brand of
and create a genuine image impact. stylish apparel and accessories.

Solution Generated interest in the brand of beautiful
In line with the style of NEXT, the opening event had: lifestyle and high-style experience.
- Celebrities and VIP guests;
- Welcoming speech by NEXT management reps; Positive buzz about the long awaited brand.
- Cutting of NEXT ribbon to officially open the store; Personalised engagement with NEXT and
- Entertaining music by jazz band; positive emotions for the audience.
- Presentation of NEXT collections of womenswear,
menswear and childrenswear over cocktails and light
catering.
Live interviews with first customers of the store to share
their first impressions.
The first customer of NEXT in Bulgaria was awarded a
special gift card for shopping at the store.
Media coverage of the official opening ceremony.

BEST PRACTICES
SHELL Discount Vouchers Distribution

Effective nationwide distribution of SHELL Nationwide coverage and reached
vouchers for discounts on selected fuels. distribution targets over short timelines.

Solution Increased brand awareness and customer
Distribution of SHELL discount vouchers at attention to the services of SHELL.
central areas of pre-selected cities, downtown
areas, parking lots and residential districts: 10 promo days – 17 cities across Bulgaria –
76 promoters nationwide – 550 000
- on the windshields of parked cars;
vouchers.
- to passers-by along the streets who have
showed immediate interest. The execution of this project was entrusted to
Promo teams positioned across Bulgaria to TTL agency thanks to our partner agency Graffiti
execute promo mechanics simultaneously at BBDO.
each city. Active engagement with target
customers wherever possible to inform them
about the terms of the campaign first hand.

adidas Originals Street Party BEST PRACTICES

Present adidas Originals in an inspiring place. Over 1, 200 young people attended the party
Make a genuine image impact. Empower and actively engaged in all Originals activities.
original connections with the brand.
Solution Extraordinary positive response from the
The first open-air street party of adidas Originals audience and interaction with the brand.
in Bulgaria to gather together young people of
original lifestyle and expression: Raised brand awareness and association of
- branded space, setting, staging and decoration adidas with original experiences.
- adidas shoe-box stands for dancers & pictures
Immediate outreach and bigger potential for
- guest DJs, free-style and break dancers
the brand to rediscover new consumer profile.
- performance demos and audience engagement
with skaters, bladers, bikers, free-runners, yo-yo
Watch the Originals Street Party at:
performers and graffiti wall masters.
http://www.youtube.com/watch?v=y6c2N8yp
That one-of-a-kind event was communicated to
TPs
the desired audience exclusively through social
media and viral channels of communication.

BEST PRACTICES
WINSTON Disco Sensations Party

Offer true pleasurable moments with the brand of Dominant and diversified brand presence
WINSTON to young people in an throughout the nu disco event. The brand of
unconventional urban location. WINSTON owned the party.

Solution Entertaining interaction between the brand and
WINSTON invited young party-goers to nu disco the target audience.
party in Sofia at the underground parking lot,
Engaging setting and atmosphere for smokers to
Debarcader, NDK:
associate WINSTON cigarettes brand with
- Branded setting, staging and decoration modern and premium lifestyle.
- Provocative promo team engaging consumers in
WINSTON coupon draw with instant prizes
- Attractive professional dancers with branded
urban-style outfit among the party audience
- Off-trade sales of WINSTON cigarettes
- ‘Branding’ of WINSTON smokers in the
audience

BEST PRACTICES

PLUS Discount:
Private Labels
Sampling

Product sampling of Chuden and Bay Mezan - active interaction with customers feeling
private labels simultaneously at 24 outlets in 21 welcome to sample the presented products
cities across Bulgaria during mid-April weekend - higher customer awareness of these key private
2010. labels of PLUS
- significantly higher sales of Chuden and Bay
Solution Mezan products during and after the execution
Integrated execution over 2 consecutive days for of the sampling activities
the sampling activities at each outlet of PLUS:
- introduce customers to selected dairy and meat
products of Chuden and Bay Mezan labels
- branded setting & exquisite presentation
- sampling of the selected products for customers
to get to know and recognize their tasting features
- well-trained and knowledgeable teams at 24
outlets across Bulgaria to boost on-the-spot sales
of the sampled products

BEST PRACTICES

CIF & Domestos Spring Cleaning Campaign 2010

Associate the brands of CIF&Domestos with Impressive brand visibility and engaging promo
rational and effective home care and relate them activities on a massive scale nationwide.
to the forthcoming traditional spring cleaning
before Easter. Boost sales of both brands. Every THIRD customer we have contacted
directly has purchased CIF&Dom products for
Solution the traditional spring cleaning.
- BUY & WIN sales approach to encourage and
reward cross-sales and single sales of CIF/Dom.
- Flagship sales proposition including both 7 promo weeks – 34 working days – 664 promo
CIF&Dom products, retail price discount and gift days – 30 cities across Bulgaria - 70% sales of
for Easter. total targets of 31, 040 SKUs.
- Attractive Easter-themed guaranteed gifts to
reward every customer whichever sales
proposition they choose to take advantage of.

BEST PRACTICES

CAMEL TOP 100 DJ Party

Introduce the new brand image of CAMEL to Dominant brand presence throughout the
young people in an unconventional urban event. The brand of CAMEL owned the
location and associate the brand with premium party. Entertaining interaction between the
experience, quality lifestyle and iconic genuine brand and the target audience. Engaging
taste. setting and atmosphere for smokers to
associate CAMEL cigarettes brand with
Solution modern, confident, independent and
CAMEL invited young party-goers to the TOP premium lifestyle.
100 DJ party in Sofia:
- Branded setting, staging and decoration
- Provocative promo team engaging consumers in
CAMEL coupon draw with instant prizes
- Attractive professional dancers with branded
urban-style outfit among the party audience
- Off-trade sales of CAMEL cigarettes
- ‘Branding’ of CAMEL smokers in the audience

JIM BEAM Taste Challenge 2009 BEST PRACTICES

Active personal contact with the brand of JIM Effective communication of the
BEAM and focused communication of brand distinctive taste and superior
attributes. quality of JIM BEAM to
consumers. Provocative and
Solution confident approach of blind
tasting to strengthen brand
Blind tasting in bars and corporate offices in Sofia
image. Focus on experiencing
for the duration of 6 weeks: and enjoying the product.
- Blind degustation of JIM BEAM vs. Jack Daniels Consumers tested their
and engagement of consumers in product drinking taste in an
dialogue to establish preferences after tasting entertaining and educational
- Present branded giveaways: brochure and gift way. The tasting encouraged
- Present special pricing offer on the promotion sustained interaction with
lively discussions between
evening
consumers.
- Engage bar staff in active participation in the
blind tasting activity

BEST PRACTICES
PLUS Openings in Bulgaria

PLUS Discount was to officially open 24 - an atmosphere of excitement among
outlets in 21 cities in Bulgaria in 2009/2010. customers
- feeling of having a special day at the
Solution stores
Integrated execution over 2 consecutive days - active interaction with customers &
for each opening event: giving away promo materials to introduce
- official opening by PLUS management the brand more personally
representative and community officials
- branded setting, staging & decoration - community awareness and regional
- attractive leaflet distribution in city centres media buzz about PLUS being the first
- distribution of branded materials with international discount chain entering the
purchase Bulgarian market
- welcoming cocktail & sampling with private
label products

BEST PRACTICES
DRAMBUIE: The Secret Elixir Shooter Contest

Project Objective: Results:
Bartenders don’t know what DRAMBUIE Revealed the mystery about DRAMBUIE.
stands for and what mixtures to use it in. Unlocked the hearts of the bartenders. Created
Consumers in Bulgaria have never heard of curiosity around the brand. Found the
DRAMBUIE and have never tried it. successful shooter and ritual to popularize the
brand among consumers. Reached out to
Solution: consumers through bar staff. Built initial brand
awareness. Pushed product rotation. Increased
- Introduce bartenders to the product, reveal
sales.
the mystery, the passion, the risk, the
rebellion.
- Challenge the bartenders to experiment
with the product, to learn about different
tastes and types of drinks that can be served
with DRAMBUIE.
- Reach out to Consumers.

We are looking forward to
serving your brand!

Thank you for your attention!

TTL Agency t: +359 2 868 05 66 | f: +359 2 862 95 35
15A Krum Kjuliavkov Str., fl. 6, office 12 office@ttlagency.com
Sofia 1172 web: ttlagency.com


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