Title: ????????? ????????
1????????? ???????? KOTEX YOUNG ADVERTISING
CAMPAIGN
2??????????
- ???? ????????
- ?????? ????????
- ?????? ???????????? (???????????)
- ?????????? ????????
- ??? ?????? ?????? ?????? ????????? ? ?????????
?????? - The campaign purposes
- The campaign objects
- The channels of communication (tools)
- The campaign results
- What makes this work special and worthy to win
Content
3????
- ????????? ??
- ????? ??????? ?1 ?????? ??????? ? ??????? ???
???????. - ????????? ??
- ???? ??????? ? ?????? ? ??? ? ???????
12-16 ???. - Primary target audience
- To become the brand ?1 for girls to
choose and hold this position. - Secondary target audience
- To be the first one for mums of girls aged 12-16
to choose.
Purposes
4??????
- ????????? ??
- 1. ????????? ?????? ?????-????? ????.
- 2. ???????? ????????????? ????????? ???
????????????, ?????????????? ? ?????????? ?? ?
??? ??????. - 3. ???????? ?? ??????????? ?????? ????? ?????
???????? ? ????? ???? ??????. - ????????? ??
- 1. ????????? ?????? ? ???????? ? ???
???????????? ?????????????. - 2. ???????????????? ? ?????-????? ????.
- 3. ????????????? ??????? ? ????????? ???????.
- Primary target audience
- 1. To build the recognition of the brand hero
Kita. - 2. To create the emotional platform for
communications, interactions and involvement of
target audience into the brands world. - 3. On the following stages, to bring together the
line of the product promotion and the line of the
brands world. - Secondary target audience
- 1. To build the knowledge about the product and
its rational advantages. - 2. To inform of the brand hero Kita.
Objects
5?????? ? ??????? ????????????/ Channels and
Periods of Communication
- ??????????
- ???
- Media Relations
- Interactive
- BTL
- Media Relations
??????????/Activities ??????????/Activities ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign ?????? ???????? / Period of Campaign
??????????/Activities ??????????/Activities ??????/ November ??????/ November ??????/ November ??????/ November ???????/ December ???????/ December ???????/ December ???????/ December ??????/ January ??????/ January ??????/ January ??????/ January ???????/ February ???????/ February ???????/ February ???????/ February
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
??????????/Interactive Java-portal, SMS, Bluetooth
??????????/Interactive Java-portal, SMS, Bluetooth
???/BTL ????? ?????/ Promo - action
??/PR ??????, ?????, ??????/ Articles, blogs, forums
61. ?????? ????????????. ?????????? ??????????
- ???????? ???-?????????? ???? ?????? ???
????????? ????????? - ? ????? ??????? ???? ? ????????? ??.
- Java ??????
- ?????????? ??? ?????????? ??????? ???? ?
????????????? ???????, ? ????? ????????????? ????
? ?????? - ????? ?????? ???????
- ?????? ???????? ? ??????????? ?????????
- ?????????? ???????? ?? ????
- ?????????? ??????
- ????? ?? wap - ???? ? ?????????
- ???????????, ??? ????????? ??????????? ???????
- ????????????? ? ?? ?????????
- ???????????? ?????????????
- ?????? ??????????????? ?? ????????? ????????
- ??????? ? ?????????????
- ?????????? ????????????? ? ???????? ? ???????????
- ?????????? ???????? ?? ????
71. Channels of Communication. Tool Interactive
- Creating Kita-portal Java-application for
mobile phones purposed for communication of Kita
with primary target audience. - Java-application
- messenger for private communication of Kita and
portal users as well as users with each other - option of search for friends
- unit of news of a few categories
- unique horoscope from Kita
- unique design
- possibility to visit the wap-site with content
- registration, which allows to monitor the age of
users and their - geography
- Advantages of use
- easy installation to mobile phones
- easy use
- permanent synchronization with the server and
download of - updates of Kitas contents
81.1. ??????????????? ??????????????? ???????? ???
????????? ????? ???? - ??????
- ???????
- ????????
- ????????
- ????
1.1. Distribution of branded content for mobile
phones through Kita-portal
- Content
- Animation
- Ringtones
- Themes
91.2. ??????????????? ???? - ??????? ?
?????????? ? ???/ Distribution of the
Kita-portal and information about it
- ????? ???????????? ? ?????????
- ?????? ??????? ? ???-?????.
-
Through stationary and mobile Bluetooth stations
and SMS number.
10???????????? Bluetooth ??????/Stationary
Bluetooth Stands01.11.08 31.12.008
???????/Locations
1. ??????? (????)/ Aladdin (Kyiv) ????????????
2?? ????, ???? ???? (????) / Location 2nd
floor, cafes area (Kyiv)
2. ?????????? ??????????? (????) / Butterfly
Ultramarin (Kyiv) ???????????? ??????? ????
(????) / Location Entrance area (Kyiv)
3. ?????????? ??????????? (????) /
Butterfly Ultramarin (Kyiv) ???????????? ???
???? (????) / Location Food court (Kyiv)
4. ??????? (????) / Karavan (Kyiv) ????????????
1?? ????, ???? ???? ?????, ????? ????? (????) /
Location 1st floor, fast-food area, near the
rink (Kyiv)
5. ?????? ???? ????????? (??????????????) /
Odessa Kino (Dnipropetrivsk) ???????????? ????
???? (??????????????) / Location Cafes area
(Dnipropetrivsk)
6. ????????? ?????? (???????) / Russia Cinema
Center (Kharkiv) ???????????? ???? ????, ????
(???????) / Location Cafes area, hall (Kharkiv)
7. ?????? ???? ??????? (????) / Odessa Kino
Karavan (Kyiv) ???????????? 1?? ????, ???????
???? (????) / Location 1st floor, entrance area
(Kyiv)
8. ?????? ???? ?????? (??????) / Odessa Kino
Moskva (Odessa) ???????????? ? ????? ??????????,
???? ???? (??????) / Location Hall, cafes area
(Odessa)
9. ?????? ???? ?????? (??????) / Odessa Kino
Rodina (Odessa) ???????????? ??????? ????, ?????
???? (??????) / Location Entrance area, near box
offices (Odessa)
10. ?????? ???? ??????? (????) / Odessa Kino
Ukraina (Kyiv) ???????????? ? ????? ??????????,
????? ???? (????) / Location Entrance area, near
box offices (Kyiv)
112. ?????? ????????????. ?????????? ???
- ?????????? ????? ?? ?????????????? ?? ? ????
???????. - ??????????????? ??? ????? ?????c ???????????.
- ????????
- ????????? ???????? ? ??, ??????? ???????? ?
?????????? ????????? Java-?????? - ????? Bluetooth-??????????, ??????? ????????? ?
??? ???????.
2. Channels of Communication. Tool BTL
Conduction of an action informing target audience
of Kita-portal. Its distribution through
Bluetooth transmitters.
Performance A promoter speaks to target
audience, hands them leaflets and suggests to
download the Java-portal through a
Bluetooth-transmitter in his backpack.
12????????? Bluetooth ??????/ Mobile Bluetooth
Stands ????? ???? ? ???? (02.01.09
12.01.09)/Action Kita for People (02.01.09
12.01.09)
???????/Locations
- ???? (3 Bluetooth-?????) / Kyiv (3 Bluetooth
stands) - ?????????????? (3 Bluetooth-?????) /
Dnipropetrivsk - (3 Bluetooth stands)
- 3. ?????? (3 Bluetooth-?????) / Donetsk (3
Bluetooth stands) - 4. ??????? (3 Bluetooth-?????) / Kharkiv (3
Bluetooth stands) - 5. ????? (3 Bluetooth-?????) / Lviv (3 Bluetooth
stands) - 6. ?????? (3 Bluetooth-?????) / Odessa (3
Bluetooth stands) - ????????? (2 Bluetooth-?????) / Zaporizhzhia (2
Bluetooth stands)
133. ?????? ????????????. ?????????? Media
Relations (Advertorial PR)
- ????????? ?? ???????.
- ??????.
- ???????
- ???? ???? (??????? ?? ????)
- ??????????. ???????? (?????? ?? ????)
- Oops! (??????????? PR)
- ????????.
- ??????????? ???????
- ?????? ??????????? ?????????? ?? ???????
- ???????, ???????????? ?? ?????????????
Java-???????.
3. Channels of Communication. Tool Media
Relations (Advertorial PR)
- Primary target audience Girls.
- Periodicals.
- Titles
- Yunaya Ledy (Kitas stories)
- Madmuazel. Krasotka (Kitas advice)
- Oops! (PR of product)
- Internet.
- Virtual team.
- Activity of virtual heroes on target
Internet-forums, popularizing the Java-portal.
143.1. ?????? ????????????. ?????????? Media
Relations (Advertorial PR)
- ????????? ?? ????.
- ??????.
- ??????? (??????????? PR)
- ????????????
- ???? ????????
- ??????? ??????
- ??????? ?????? ???????? ? ??.
- ????????.
- ??????????? ???????
- ?????? ??????????? ?????????? ?? ??????? ???????
- ???????, ???????????? ?? ???????? ???????????
- ?????? Java-??????? ? ????????.
3.1. Channels of Communication. Tool Media
Relations (Advertorial PR)
- Secondary target audience Mums.
- Periodicals.
- Titles (PR of product)
- Yedinstvennaya
- Tvoyo Zdorovye
- Zhenskiy Zhurnal, Zhenskiy Zhurnal Zdorovye
etc. - Internet.
- Virtual team
- Activity of virtual heroes on target
Internet-forums, popularizing the Java-portal and
the product.
15?????????? ???????? / Results of Campaign
?????? 01.11.08 28.02.09/ Period 01.11.08
28.02.09
- ??????? ????????????? ????????? ??? ????????????,
?????????????? ? ?????????? ?? ? ??? ?????? \
?reated the emotional platform for
communications, interactions and involvement of
target audience into the brands world. - 93 472 ????????/contacts via Bluetooth
- (????-?????? ???????/ Kita-portal content)
- 3 221 ????????/ contacts via SMS (????-??????/
Kita-portal - 5 834 ??????????/downloads (???????/ Content )
16?????????? ?????????????? ????????? ?? Media
Relations/Amount of Information Contacts as for
Media Relations
- ?????? ?????? ???????/ Period
November-February. - ????????? ?? (????) 3 925 920 ?????????
- ????????? ?? (???????) 406 980 ?????????
- Secondary target audience (mums) 3,925,920
- Primary target audience (girls) 406,980
17??? ?????? ?????? ?????? ????????? ? ?????????
??????
- ???????? ????????????? ????????????.
- ??????????? ???????????, BTL ? PR, ? ? ?? ??
????? ?????? ?? ????????????? ???????? ??. -
- ????? ??????
- ????????????? ?????????????? ???????????? ?
?????? ?? ??????? ????????????. -
- ??????? ? ????????
- ???????? ????????????? ? ????????????? ????? ?
???????, ??? ???????, ??? ? ???. -
- ???????????? ??????
- ??????????? ???????? ????? ?? ??????????? ?
????????????? ??? ????????? ?????????? ? ???????.
-
- ???? ???????
- ????????????? ??????? ??????? ? ???????????
??????????? ?? ? ???????. ???? ???????
????????????? ?????????? ????????, ??? ??????? ?
??????????????? ?????? ? ?????? ?????? ??. -
- 24/7
- ?????????? ?????? ????? ? ????????? ???????????
??????? ? Java-???????. -
- Java-??????
18What makes this work special and worthy to win
- Flexibility of marketing communications
- The combination of different marketing
communications and at the same time their precise
division according to chosen target audiences. - New approach
- Using non-traditional tools in each of
channels of communication. - Trust to the product
- Creating emotional and trustful bond of
target audiences to the brand. Building the
primary target audiences (girls) and the
secondary target audiences (mums) trust to the
product. - Comprehensive benefit
- Providing both target audiences with
useful information and entertainments for
non-direct presentation of the brand. - Kita Forever
- An interactive friend introduced the
brand to the target audience successfully and
softly. Kita caused the emotional perception of
the product, which led to distribution of the
knowledge of the brand inside of target audience.
- 24/7
- Permanent (24/7) direct connection to
primary target audience through communication in
- Java portal.