Программа в поддержку выведения нового бренда на рынок «Интерактивная галерея « FIVE » для компании Wrigley. РАПП Мос

1. Программа в поддержку выведения нового бренда на рынок «Интерактивная галерея «FIVE» для компании Wrigley. РАПП Москва

3. Interactive Gallery FIVE • Welcome to the Journey to World of New Sensations . .

4. What is 5Gum? Mint Discharge Watermelon Squall Ice Storm • FIVE – Stimulate Your Senses • 5Gum (FIVE) is a new premium brand of chewing gum, launched in Russia in June 2009 • This is a super premium brand, but not“ Luxury” • 5Gum is positioned as aBestinclassGumproduct • Special new tastes, special packaging • The world of this brand is more emotional than rational • “5” is much more than Gum

5. Campaign Objectives: • Launch and position “5” as a Best in class Gum product • Build brand awareness among the target audience via buzz generation • Generate sales

6. Agency Task: • To develop complex 5Gum launch campaign strategy and launch the premium brand. • Use Non-standard marketing approach (WoM, premium communication, BTL activations) • Cost-efficiency approach to launch design (winning max TA by available budget) • To develop all communications and creative for all communication channels • Lead the whole launch up process • Plan and execute BTL activities

7. Launch Campaign: Interactive Gallery FIVE Welcome to the Journey to World of New Sensations . . .

8. Launch idea Total Idea: Senses Stimulator Creative Execution for BTL phase: Exhibition of sensorial experience stimulation

9. FIVE Launch Campaign 3 Phases: November May June July August September October • Wide ATL • Activities: • ATL non-TV flight • Geography: Moscow, St. Pete – focusNational overspill • Outcome: • Effective* media contacts: • 2 500 000 • Buzz Generation • Activities • Announcement of exhibition • Opinion leaders activation • Geography: Moscow, • Outcome: • Effective* BTL contacts: 130 000 • Effective* media contacts: 1 000 000 • Exhibition • Activities: • Event with Grand Opening • Post-PR • Geography: Moscow, National overspill • Outcome: • Effective* BTL contacts: 20000 • Effective* media contacts: 1 500 000 June October November July August September May SELECTIVE DISTRIBUTIONIN KEY ACCOUNTS1300 outlets DISTRIBUTION ROLL-OUT – In cities with M250+ population

10. Interactive Exhibition Objective: Create PR-coverage on brand insight and product Concept: Interactive Gallery dedicated to senses stimulation Execution: • Exhibition of various interactive technical and art installations showing how senses can be stimulated • At well-known art-institute • Run for 2 weeks • Five inspires Russian artists and celebrities to participate in exhibition creation • Partner with 2 rising-stars of art-design • Partner with 3 famous celebrities (Grymov, Kutscenko, Simachev) • Sensations provided by Five SKUs are the themes of the main installations • Launch event serves as main PR-generating point • With involvement of celebrities • Journalist from affinitive media

11. Attracted Celebrities

12. Interactive Gallery – 10 installations M’ARS Gallery, Moscow www.5Gum.ru

13. How We Did It?

14. Phase 1: Buzz Generation * All contacts listed in this presentation are against Target Audience Objectives: • Seed Five launch legend • Generate Word Of Mouth Activities: • PR on Exhibition (Free of Charge coverage + Media Partnership) • BTL: • Direct mail invitation to opinion leaders • Targeted Media Support: • OOH • Radio • Internet: banner campaign / Website with Exhibition announcement • Press • M-Partnership (Silver Rain, Time Out) Outcome: • Effective BTL contacts: 130 000 * • Effective media contacts: 1 000 000 *

15. Creative Mailer with Invitation • Objectives: • Build brand awareness among celebrities, journalists and opinion leaders • To generate trials and word of mouth / buzz • Invite to the event • 600 persons, 25% celebs, other are evenly divided between business tops, culture persons, advertising tops, club hang-out

16. Invitation design Top celebs and Opinion leaders are invited to the event

17. Print and OOH Announcement Poster

18. Street Banners

19. Street Banners

20. Media partnership

21. HoReCa: Added –Value Booklets

22. Phase 2: Exhibition Objectives: • Support Word Of Mouth • Generate trial • Build brand awareness Activities: Interactive Exhibition • Event with Grand-Opening as PR-case • Post-PR: massive coverage (press, on-line media) • Interactive exhibition on web-site Outcome: • Effective BTL contacts: 20000 • Effective media contacts: 1 500 000

23. Launch Event – Strategic Choices • Inside gallery with less, but refined publics • 250 celebrities and opinion leaders on event • Subtle performance • Full catering • One installation and CRM zone are out to give more space for the launch event

24. Phase 3: Wide ATL Objectives: • Build brand awareness • Generate sales Activities: • PR: • Advertorialson the brand equities • Media: • OOH: image campaign • Print: non-standard image inserts • Web: banners / web site with Sensory Laboratory TI and CRM base • Cinema: TVcs Outcome: • Effective media contacts: 2 500 000

25. 3x6 OOH

26. 3x6 OOH

27. 3x6 OOH

28. 3-in-1 print visual

29. Thank You