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J&B CITY REMIX

J&B CITY REMIX. H 1 report. Key metrics F12. As measured by BTS June 2012 increase Adopters base from 19.4% to 20% BTS November result – 19,7% “Excites me about the possibilities of the night” 5.8% to 9% BTS November results – 11,9%

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J&B CITY REMIX

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  1. J&B CITY REMIX H1 report

  2. Key metrics F12 • As measured by BTS June 2012 • increase Adopters base from 19.4% to 20% • BTS November result – 19,7% • “Excites me about the possibilities of the night” 5.8% to 9% • BTS November results – 11,9% • “It’s modern and up-to-date” from 11.9% to 14% • BTS November results – 20%

  3. J&B City Remix H1 strategic approach • J&B City Remix • objectives: • generate campaign awareness on a national level using channels with wide coverage and high reach - TV, OOH, radio and indoor advertising (cinema) • cover the media journey of the TG consumer – transport, cinema, radio, Social Networks and Internet, TV, popular hang-out/meeting spots • drive traffic to the landing page – FB City Remix App • engage consumers with the campaign and encourage them to upload clips • campaign mechanics: • use main media channels • TV • OOH • Indoor • Radio • Digital • execute weekly sound collecting challenges • use prize winning games

  4. J&BCITY REMIX INTERNAL LAUNCH

  5. Internal launch • City Remix launch at Avendi • City Remix launch event was organized for Avendi employees in front of their office. • The event took place in the morning when everybody were arriving for work • A J&B team was explaining the campaign to arriving staff members and officers. • The on trade City Remix corner was set up and everybody had a chance to get a first hand City Remix experience with the City Remix iPad mechanic and win a J&B prize.

  6. Internal launch

  7. Internal launch

  8. Internal launch

  9. Internal launch

  10. Internal launch

  11. Media

  12. Media TV • 30’’ TVC (double-click to play)

  13. Media TV • non-standard branding/ commercial block cut-ins 3’’ opening cut-in 4’’closing cut-in (double-click to play)

  14. Media Radio • Objectives • stage 1 /06.10 – 18.11/ • support of TVC and OOH, generate campaign awareness • explain the campaign and communicate the uploading mechanism • stage 2 /14.11 – 10.12/ • generate engagement and stimulate clip uploads with prize winning WSCC (Weekly Sounds Collecting Challenges). • Formats • stage 1 - 30’’ radio commercials • stage 2 - WSCC • 20’’ WSCC radio commercial clips • repeated call to action announcements by radio hosts from 8:00 - 18:00

  15. Media Radio • Radio commercial • [double-click on the icon to play] • [back translation] The city sounds are all around you. Record a clip with the sounds of your city and upload it to cityremix.bg. Join the J&B City Remix and win party prizes. • WSCCs • Week 1 – Sound from a transportation vehicle • [back translation] Participate in J&B and radio N Joy’s game – capture sound from a transportation vehicle, upload it on cityremix.bg and you can win a brand new iPhone 4 and a ticket to the best Christmas party in Bulgaria. Participate in J&B and radio N Joy’s game, join the City Remix now! • Week 2 – Sound from construction works • [back translation] Your neighbor is drilling into your walls?? Don’t start raging, start recording! Participate in J&B and radio N Joy’s game - captures sound from construction works, upload it on cityremix.bg and you can win brand new iPhone 4 and a ticket to the best Christmas party in Bulgaria. Participate in J&B and radio N Joy’s game, join the City Remix now

  16. Media Radio • WSCCs (cont.) • Week 3 – Sound not typical for your city • [back translation] You don’t have to be a talented musician to join the City Remix . Participate in J&B and radio N Joy’s game – capture sound which is not typical for a city, upload it on cityremix.bg and you can win a brand new iPhone 4 and a ticket to the best Christmas party in Bulgaria. Participate in J&B and radio N Joy’s game, join the City Remix now! • Week 4 – Sound of emotion • [back translation](Heey, come on - drive…) Get moving! Participate in J&B and radio N Joy’s game – capture sounds with the emotions of the people around you, upload them on cityremix.bg and you can win a brand new iPhone 4 and a ticket to the best Christmas party in Bulgaria. Participate in J&B and radio N Joy’s game, join the City Remix now!

  17. Media Radio • Results/KPIs • 267 broadcasts • radio commercials105 • WSCC ads - 162 • Uploaded clips before WSCC • Total – 38 days - 70 clips (~ 1,84 clips per day) • Uploaded clips during WSCC • Week 1 - 21 • Week 2 - 35 • Week 3 - 14 • Week 4 – 41 • Total: 28 days – 111 clips (~ 3,96 clips per day)

  18. Media OOH – building wrap-up • Location - VasilLevski Blvd. – a central city location and a popular TG meeting point

  19. Media OOH – building wrap-up • Location - Plovdiv

  20. Media OOH – scrolling billboard • Global key visuals adaptation - central locations in Sofia, Plovdiv and Varna

  21. Media OOH – billboard 4 x 3 • Global key visuals adaptations - central locations in Sofia and Varna

  22. Media OOH – city lights • Global key visuals adaptation - central locations in Sofia, Plovdiv and Varna

  23. Media OOH – bus branding • Bus route - “Students Town” – Sofia University (central location)

  24. Media OOH – bus branding

  25. Media OOH – bus branding

  26. Media OOH – guerilla OOH branding • Branding of parking bollards • remind a key moment from the TVC (hand turning a fire hydrant) • visualizing the three most recognizable buttons on a DJ Deck • central locations and pedestrian zones [back translation] Remix the sound of you city with J&B at www.cityremix.bg

  27. Media OOH – non standard branding

  28. Media Overall OOH • Results/ KPIs • 1 branded bus: 31.10 – 19.12 • 2 building wrap-ups: • Sofia and Plovdiv • scrollers: • Sofia – 5 two-side scrollers (31.10 – 27.11) • Plovdiv – 5 two-side scrollers (31.10 – 27.11) • Varna – 1 two-side scroller (31.10 – 27.11) • billboards (4x3): • Sofia – 1(31.10 – 27.11) & 1(31.10 – 14.11) • Varna – 3(31.10 – 13.11) & 1(14.11 – 27.11) • city lights: • Sofia – 10 two-side city lights (31.10 – 13.11) & 9 (14.11 – 27.11) • Plovdiv - 10 two-side city lights (31.10 – 13.11) & 10 (14.11 – 27.11) • Varna - 12 two-side city lights (31.10 – 13.11) & 12 (14.11 – 27.11) • guerilla OOH – parking bollards • Sofia – sets of 3 branded bollards at 6 central locations

  29. Media Indoor/cinema • Cinema advertising • Period • 18.11 – 01.12 • Format - 30’’ TVC clip • Coverage: • 5 cities • 11 cinema halls • 29 585 views (planned 21 000) (double-click to play)

  30. Media Digital • Objectives: • Stage 1 (07.10 – 12.11) • generate total online City Remix awareness using high impact / high frequency formats • Stage 2 (14.11 – 11.12) – WSCC challenges • encourage clip uploads with iPhone winning initiatives - WSCCs • dynamic creative executions - new creative visuals developed for different stages • 6 different creative visuals were developed for a period of 2 months • Landing page of the web campaign (for both stages): • J&B FB page

  31. Media Digital banner 300x250

  32. Media Digital Synchronized presence - Wallpaper branding +TVC banner

  33. Media Digital branded J&B video channel

  34. Media Digital Megaboard banner 720x300

  35. Media Digital Webisode 1 - featured video Webisode 1 was featured video clip on the home page of the most popular video sharing website in BG Results: views - 28 861 comments -135 thumbs up (likes)-1870

  36. Media Digital Synchronized presence: Wallpaper Branding + banners

  37. Media Digital Branded header banner 160x600

  38. Media Digital wallpaper+flashmegaboard - new creative executions, communicating the prize-winning game

  39. Media Digital Megaboard 720x300

  40. Media Digital 728x90

  41. Media Digital Branded header (new creative communicating prize winning game)

  42. Media Digital branded video channel

  43. Media Digital New creative, communicating every weekly challenge WSCC 1

  44. Media Digital WSCC 2

  45. Media Digital WSCC 3

  46. Media Digital WSCC 4 WSCC 3

  47. Media Digital WSCC 4

  48. Media Digital City Remix advertising in the iPhone and iPad versions of the most visited sports website in BG. Ads landing in iTunes website, at the download page of CR iPhone App

  49. Media Digital • Results – Key KPIs (total for stage 1 and stage 2) • Overall campaign impressions - 9 847 165 • Overall clicks - 46 660 • Average campaign CTR – 0,47% • iPhone App installations - 79 (KPI for the ads in mobile media)

  50. Media Digital– Social Media • Social media - Facebook • Objectives • use Facebook page as communication hub/focus communication in FB • create traffic towards the landing page of the campaign using FB Ads • create buzz about city sounds/excitement about the campaign through interesting and interactive FB page content • communicate campaign elements • engage FB users with campaign • urge users to upload city sounds in the FB app • urge users to download CR iPhone app • announce weekly challenges • prize winning game

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