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Defy Convention …

Defy Convention …. Brief. Offer Mazda opportunities to reach their intended target audience Target audience: Mixture of creators that defy convention in their field Advertising content must be amplified to wider audience through media partners that embody “Defying convention”

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Defy Convention …

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  1. Defy Convention …

  2. Brief • Offer Mazda opportunities to reach their intended target audience • Target audience: Mixture of creators that defy convention in their field • Advertising content must be amplified to wider audience through media partners that embody “Defying convention” • Offer media opportunities that exemplify Mazda’s theme – “Defying convention” • Communicate in environments that defy convention to create an experience for consumers • Ensure that experiences with the brand are unique and original to fit with Mazda’s “emerging original thinkers” target audience Defy Convention …

  3. Ideas Pearl & Dean can defy convention through: • Outdoor Pop Up Cinema Experience • Battersea Power Station Drive In Cinema • Ambassador Theatre Group Experience

  4. Mazda to become the headline sponsor of the forthcoming outdoor pop up cinema season for Summer 2013 • A new alternative film experience that allows people to enjoy the very best films in the coolest outdoor locations • Reaching an audience through online, on site, on screen, press and social media Defy Convention …

  5. Independent, innovative & quirky alternative to traditional cinema, specialising in high quality film screenings in an incredible array of stunning outdoor settings • Mazda has the opportunity to break away from tradition and defy convention by creating unforgettable experiences through Nomad • The events feature an array of entertainment prior to the screening at sunset including live bands, photo booths, lighting shows + amazing catering services Defy Convention …

  6. Overview • 2012:13 events at the following venues: • House of St Barnabas • Queens Park • Fulham Palace • Roundwood Park • Brompton Cemetery • Hyde Park Lido • Bestival(Festival) – Ambient Forest • 2012 admissions - 9,748 • 2013 dates: August – September • Estimated number of events:25 (excluding festivals) • Estimated attendance:20,000 • Ticket price: £12.50 • E-newsletter – 19.4k • Facebook followers – 7k • Twitter followers – 5.6k

  7. Nomad Coverage 2012 • A mix of printed flyers, banners, Twitter, Facebook, press ads & working with partners such as: • The BFI (newsletter – 80k, Facebook – 16.5k & Twitter – 89k) • We Got Tickets (multiple dedicated mailshots to 100k exclusively for Nomad) • Salt Yard (3 x mailshots to database of 36k, Twitter 4k) • Lyric Hammersmith (newsletter 18k, Facebook 3.2km, Twitter 4k) • The Royal Parks Facebook (34k likes) • Magic FM

  8. Nomad Timings • The launch will be across all platforms simultaneously w/c 29 April • Press Release • Website • Newsletter • Season flyers/posters • Facebook • Twitter • WeGotTickets mailshot • Lexi Cinema mailshot/Facebook/Twitter • Reciprocal partner mentions Facebook/Twitter • This will be followed up by reminders and venue/season highlights in all following newsletters approx. every 2 weeks, ditto press releases, and continual social media activity.

  9. Nomad Sponsorship • Headline Sponsorship for Mazda • Gold Spot positioning at all screenings • Naming rights & incorporation into logo e.g. The Nomad – Driven by Mazda • Branding on all marketing material including mentions on Facebook page and Twitter accounts • VIP areas or VIP Seating at screenings • Official website presence including potential banner ads • Week or month of themed nights to fit with defying convention TOTAL COST: £55K GROSS

  10. Nomad

  11. Holds classic & cult film screenings across London during the summer period, from the top of Shoreditch’s Queen of Hoxton, Nettle House & the glamorous Kensington Roof Gardens • Defy convention by experiencing films not in a traditional cinema but rather from the top of a building, on a rooftop • Perfect for those wanting a unique and unforgettable film experience • Mazda buyers think differently and thrive on unique rather than conventional experiences • Rooftop Film Club is the must-see venue of East London Defy Convention …

  12. Overview • E-newsletter – 16,007 • Website – 300,000 hits since May 2012 • Facebook followers – 12,211(25,000 weekly users on average) • Twitter followers – 4,490 Estimated 200-250 screenings throughout summer 2013, 5 nights a week Estimated 30,000 admissions for 2013 Rooftop Film Club is part of an established and respected venue with high visitor numbers daily Screening every night except Friday & Saturday, May – September 2013 Ticket price: £12 150 tickets available per screening Mazda can have an allocation of tickets

  13. Rooftop Coverage 2012 • Always in the top 10 of ‘Timeout’s top things to do in London’ • Highly publicised event…. featured articles in Time Out, Metro, The Independent, The Guardian and Evening Standard to name a few

  14. Rooftop Film Club Timings • Tickets go on sale next Wednesday 1st May • Screenings • Roof Gardens 29th April • Queen of Hoxton - 5 nights a week from 1st May • Netil House - May dates coming soon, 1 or 2 screenings per week • Admissions are based on RTFC only. Roof Gardens and Netil house are added value as we cannot guarantee screenings.

  15. Rooftop Film Club Sponsorship • Headline Sponsorship for Mazda • Gold Spot positioning at all screenings • Naming rights & incorporation into logo e.g. The Rooftop Film Club – Driven by Mazda • Branding on all marketing material including mentions on Facebook page and Twitter accounts • VIP areas or VIP Seating at screenings • Official website presence including potential banner ads • Week or month of themed nights to fit with defying convention TOTAL COST: £80K GROSS

  16. Rooftop Film Club

  17. For Mazda to buy both headline sponsorships with Nomad and Rooftop Film ClubTotal Cost £96k Gross

  18. Battersea Power Station Defy Convention …

  19. Battersea power station • One of London’s most Iconic and famous landmarks • Battersea will open its doors to 750 000 visitors • We will provide 25 weeks of entertainment, live events and unique experiences for 6 months this summer • 10 Performances Of Hollywood Blockbusters (new and classics) a week Defy Convention …

  20. Drive-in cinema • The iconic 50’s and 60’s Drive-in movie experience is coming to London • The summer’s biggest blockbusters will be projected onto a large screen in frontof the West Side of the Tower – Backdrop of one of London’s most iconic buildings • Sound will be transmitted through audience car radios and food can be orderedand delivered directly to vehicles • Perfect for Mazda as a few of the cars can actually be showcased at the drive-in • 10 performances a week, 200 cars per performance Defy Convention …

  21. Press for Mazda • MEDIA: • Evening Standard, Capital FM, Timeout (Paper and online), Metro • OUTDOOR: • London / home counties 6-sheet campaign • Underground escalator panels & 4 sheets • Online / digital • Saturate all What’s on sites with information / competitions to win packages Defy Convention …

  22. Press for Mazda • SOCIAL MEDIA • Facebook page with viral campaign to maximize friends numbers • Twitter updates with what’s on message • Tweet for seat viral campaign during run • Posts with video footage from events • Spoof video of drive-in experience on Vine • Last min availabilities on Y Plan • Leak ‘tech geek speak’ information on Reddit • MEMBERSHIPS • Create summer membership packages that allow different levels of access to the site/events Defy Convention …

  23. OPPORTUNITIES FOR Mazda • Naming rights for all Power Station Presents activity during the summer of 2013 • Venue branding in Key Power Station locations for up to 25 weeks • Use of logo, image and trademark in 3D Mapping • Branding across key cinema hotspots and other key locations • Commercial to run in gold spot positioning before every film at Battersea Drive-In Cinema • Can provide up to 20 cars for the VIP cinema experience • Drive-In will have menus in each car – space for product branding • Branded Pop-up walls (formed by sea containers!) next to giant screen where 2 cars can be placed on top. 30m commuters to and from Victoria station pass this every day. • Total Cost £310k Gross Defy Convention …

  24. Defy Convention …

  25. The Idea… explained • Opportunity to present Mazda in front of a live audience in theatres around the UK by partnering with The Ambassador Theatre Group • A fully integrated proposition including a solus projected ‘Diamond spot’ onto the stage curtain at selected venues nationwide

  26. About Ambassador Theatre Group • The UK’s largest operator of theatre & entertainment across 39 venues grossing £300m+ pa which equates to 10m tickets sold • ATG operates the UK’s fastest growing ticketing operation reaching 5m households across the UK via atgtickets.com • 75,000 active members and 4.9m unique customer records • P&D offers an integrated package across 34 key ATG sites nationwide • Opportunity to use a unique on-curtain projection in up to 26 theatres

  27. The Projection • This is a unique 90” projection running immediately prior to appropriate theatre performances across a minimum of 20 ATG’s sites at any one time in London and the UK* • A completely solus ‘Diamond spot’ - Like the ‘Orange gold spot’ but better • The creative uses monochromatic projection on the theatres’ actual curtain or safety curtain, sitting seamlessly within the performance • Copy to be changed a minimum of 3 times a year * This will either run at the beginning of the performance or start of the second half

  28. The Theatres • Other key regional sites: • Aylesbury Waterside Theatre* • The New Alexandra Theatre Birmingham* • Southport Theatre* • Regent Theatre Stoke On Trent* • Victoria Hall Stoke On Trent • Edinburgh Playhouse* • Kings Theatre Glasgow* • Theatre Royal Glasgow* • Liverpool Empire* • Grand Opera House York* • Palace Theatre Manchester* • Manchester Opera House* • Milton Keynes Theatre* • New Victoria Theatre Woking* • Oxford New Theatre* • Theatre Royal Brighton* • Bristol Hippodrome* • Churchill Theatre Bromley* • Sunderland Empire* • Princess Theatre Torquay* • Folkestone • Grimsby Auditorium* • London: • Apollo Victoria • Duke of York’s* • The Fortune Theatre • Harold Pinter* • The Lyceum Theatre • Piccadilly • Phoenix* • The Playhouse* • Richmond* • The Savoy* • Wimbledon Theatre* • Wimbledon Studio 34 sites * Opportunity to show projection in this site

  29. The Theatre Audience % % 72 55 35 plus female 45 28 Under 35 male 70+ ABC1 London/South bias – Wealthy Urbanites/Professional source: EDI/ATG 11 based on 31 sites

  30. Online - Promotion Prominent positioning • Sponsor to have branding on ATG website • A booking confirmation email will also feature branding • 13.5 million impressions throughout the year • Sponsor’s banner on up to 50 million emails Website landing page

  31. Magazines, programmes & brochures • ATG magazine – 140,000 circulation, 4 issues per year • 9 million Brochures • 4 million Programmes • Reaching 20% of UK Population Prominent positioning – full page ATG Magazine ATG programme

  32. The Value • 90” sponsors message on curtain, estimated admissions 6,500,000 – £1.95 million • ATG magazine 140,000 circulation, 4 issues per year 9 million Brochures – full page 4 million Programmes – full page - £270,000 • ambassadorstickets.com - 13.5 million impressions throughout the year - £67,500 • Sponsor’s banner on up to 50 million emails - £500,000 • Work with ATG for additional joint marketing opportunities • Research (qual & quant) - £20,000 • Foyer Branding - Posters – 10 million admissions (4 per site) - £100,000 Total Media Value = £2,907,500 pa gross Required Investment = £500,000 pa gross *Excludes production

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