????????? ???????? - PowerPoint PPT Presentation

1 / 18
About This Presentation
Title:

????????? ????????

Description:

Title: PowerPoint Presentation Last modified by: golovchenko Created Date: 1/1/1601 12:00:00 AM Document presentation format: (4:3) Other titles – PowerPoint PPT presentation

Number of Views:28
Avg rating:3.0/5.0
Slides: 19
Provided by: sostavUam
Category:
Tags: horoscope

less

Transcript and Presenter's Notes

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                                
6
1. ?????? ????????????. ?????????? ??????????
  • ???????? ???-?????????? ???? ?????? ???
    ????????? ?????????
  • ? ????? ??????? ???? ? ????????? ??.
  • Java ??????
  • ?????????? ??? ?????????? ??????? ???? ?
    ????????????? ???????, ? ????? ????????????? ????
    ? ??????
  • ????? ?????? ???????
  • ?????? ???????? ? ??????????? ?????????
  • ?????????? ???????? ?? ????
  • ?????????? ??????
  • ????? ?? wap - ???? ? ?????????
  • ???????????, ??? ????????? ??????????? ???????
  • ????????????? ? ?? ?????????
  • ???????????? ?????????????
  • ?????? ??????????????? ?? ????????? ????????
  • ??????? ? ?????????????
  • ?????????? ????????????? ? ???????? ? ???????????
  • ?????????? ???????? ?? ????

7
1. 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

8
1.1. ??????????????? ??????????????? ???????? ???
????????? ????? ???? - ??????
  • ???????
  • ????????
  • ????????
  • ????

1.1. Distribution of branded content for mobile
phones through Kita-portal
  • Content
  • Animation
  • Ringtones
  • Themes

9
1.2. ??????????????? ???? - ??????? ?
?????????? ? ???/ 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)
11
2. ?????? ????????????. ?????????? ???
  • ?????????? ????? ?? ?????????????? ?? ? ????
    ???????.
  • ??????????????? ??? ????? ?????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)

13
3. ?????? ????????????. ?????????? 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.

14
3.1. ?????? ????????????. ?????????? 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-??????

18
What 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.
Write a Comment
User Comments (0)
About PowerShow.com