Brand Report.ppt

按一下以編輯母片標題樣式,按一下以編輯母片本文樣式,第二層,第三層,第四層,第五層,Ericsson(China)Company Ltd.National Business Division-Consumer Products,EricssonBrand Campaign 2000Wrap Up Report,Prepared by:Publicis AD-Link,Table of Content,Executive Summary,Campaign Object,Launch Activities,TVC,Making Of,Print Ad,Column Sponsorship,PR/Advertorial,Media Deployment,Conclusion,POSM,Premiums for Trade,Consumer Giveaway,Outdoor Signage,Web Marketing,Executive Summary,In the new millennium,the communication world is never prosperous than ever.Furthermore,the WTO has opened the door to China providing lots of opportunities and a wider communication market.These make Ericsson himself look and step forward.,To show Ericssons continuous commitment in communication technology and the promise of improving people outreaching the world via advanced communication tools,Ericsson is going to share with his customers his vision and mission via this brand campaign,as well as to show the brand image and position in such a competitive market,Executive Summary,A new TVC is made to suit the purpose with,Creative Theme:“This is my time,my time to make a mark”,Brand Proposition:“Ericsson,The Technology Leader,is your Partner to Success,Reflection of Ericssons 3 core brand values:Ambition,Innovation&Accomplishment.,A series of integrated marketing communication activities were also planned to create highest awareness of the Brand campaign.,Executive Summary,The Campaign was launched in China on Aug 3,lasted for 2 weeks.,Executive Summary-Advertising Strategy,Ericsson,The technology leader,is your Partner to Success,Mobile Internet,This is my time,my time to make a mark,Be the first,Be the best,Cost efficiency,Ambition,Innovation,Accomplishment,BMW position in the automobile category:,Personality-Dynamic,Key Driver-Development,Exceptional,Support,Creative,Theme,Brand,Proposition,Corporate Direction,Brand Values,Ericsson Wanted Brand Position,Campaign Objective,To strengthen the brand image as the“Preferred Brand of Choice”and to establish the“Ericsson Wanted Brand Position”,To achieve the highest 1st mentioned brand awareness among competitors,To achieve the highest 1st mentioned advertising awareness and ad recall among competitors.,Target Audience,Demographic Characteristics,Male and Female,aged 18-50,Psychological Characteristics,Primary Targets-Pioneers&Achievers 1,Secondary Targets-Materialists 1&Sociables 1,Launch Activities,TVC,Objective,To arouse mass attention by the highest impact medium,To convey Ericssons three core brand values,ambition,innovation and accomplishment.,TVC-Talent,Andy Lau was invited to endorse in the TVC-eWorld Romance for he is a well established spokesman of Ericsson for the past two years in consumers mind.,Eve Yuan,a famous presenter of Shanghai Oriental TV,acting as Andys girlfriend.,Carrier Wong,a new born star,acting as the go-between for Andy&Eve.,TVC-Storyline,The story reflects reality in daily life and is about striking a balance between work and leisure in a high-paced,highly competitive world:Ericsson maintains contact between users and their friends and keeps users abreast of the latest news-anytime,anywhere-with technological innovations.,TVC-Storyline,The story is about a trendy I.T.professional played by Andy Lau.Energetic and progressive.Andy achieves success without sacrificing his relationship with Eve Yuan.Simply by utilizing Ericssons ground-breaking communication tools and innovative technology,Andy masters the world of information and maintains close contact with his companions.In short,this is a story about winning in both love and career.,TVC-Storyboard,Making Of,Objective,To communicate the background,rationales behind and production values of the TVC to audience.,To further elaborate on Ericssons Brand Values and Consumer Benefits the brand delivers.,To arouse curiosity and anticipation for the TVC,therefore,maximizes the noise level of the campaign.,Making of,Content:,Story Rationales,Interviews with participants(Kinson Loo,Andy Lau,Nelson Sze,etc.)of the TVC,Behind the scenes,Making of in length of 8 minutes was developed and only broadcast in BJ,SH and GZ.,Print Ad,Objective,As a Supportive Medium to TVC,To reinforce key message in TVC to target audience.,Print Ad,Description,Employ celebrity approach that is in line with TVC,Employ visual from TVC(the hi-tech office)with special blue-tone execution.,4 versions of print ad were designed for which one of them was a calendar for readers retention.,HP4C/BW(except the calendar in FP)in newspaper and FP4C in Magazine for China;FP4C in both newspaper and magazine for Hong Kong.Banner ad was employed to sponsor a column in Next Magazine.,Print Ad,FP4C Magazine Ad,Print Ad,FP4C Magazine Ad,FP4C Newspaper Ad(Calendar version),Press Release/Advertorial,Objectives,:,To maximize noise level and further reinforce the campaign proposition,Description:,1 Master Press Release write-up about the TVC background,Two batches of PR photos were distributed.The first batch were Behind-the-Scene photos while the second batch were TVC scenes.,Press Release/Advertorials,Press Release Clipping Samples,Column Sponsorship,Objective,By associating with column of“interviews with celebrities”,further enhance Ericssons leading brand image.,Description,China,Sponsor the“People”Section in China Foreign Service by inserting a Column Ad.(CFS is a quality lifestyle magazine with premium image that covers both young segments with high education level&income levels),Column Sponsorship,China Foreign Service-Section of“People”,Column Sponsorship,Description,Hong Kong,Sponsor the“,醒字派,”,Section in Next Magazine by inserting a Banner Ad.(,醒字派,is a section which reports successful businessman who have outstanding performance),Column Sponsorship,Next Magazine-Section of“,醒字派,”,POSM,Objective,Below-the-line support to TVC and Print Ad.,To communicate Brand Values to consumers.,POSM,Description,POSM were classified into 4 categories:,Standard Gear for Ericsson Shop/Counter,Frieze,Standard Gear for Mini-roadshow,Product Display Rack,Shop Attraction,Buntings,Giant Standee,Pop-up Poster,Posters,Tentcard,3D Display Panel,Instore Lightbox,Others,Carrying Bag,POSM-Standard Gear for Ericsson Shop/Counter,Frieze,POSM-Standard Gear for Mini Road Show,Display Rack/Showcase,POSM-Shop Attraction,Buntings-4 Visuals,Tentcard,POSM-Shop Attraction,Giant Standee,Pop-up Poster,POSM-Shop Attraction,Posters,POSM-Shop Attraction,Calendar Posters,POSM-Others,Carrying Bag-Front Views and Side View,Premium for Trade,Objective,Incentive to Trade and press people.,To add and reserve value for the TVC,Premium for Trade,Two premiums were distributed solely for Trade,Trade Kit which contains:,Making Of Brochure,Magnet x 4pcs,Coaster x 2pcs,Open,Trade Kit,Premium for Trade,Coasters,Coaster,Magnets,Magnets,Making Of Brochure,Premium for Trade,VCD which records:,Ericsson Supreme TVC series,MTV of the eWorld Romance Title Song,The 8 minutes Making Of,VCD Jacket,VCD Visual,Consumer Giveaway,Objective,Incentive to end customers,To add and reserve value of the TVC,Description,Poster(Calendar for Jul-Dec 2000),Phone miniature pins of T28sc,Stickers of Celebrities visuals,Consumer Giveaway,Back Card for T28sc Miniature Phone Pin,Stickers,Outdoor Signage,Objective,Reach target who are always on the go,Outdoor Billboard,Description,Three versions of Outdoor Billboard design.,Visual with a balance between Ericsson identity and the celebrity.,Billboards were placed at Strategic locations,Outdoor Signage,3,Visuals for Outdoor Billboard,Outdoor Signage,Bus Shelter&MTR Lightbox,Description,3 versions which were designed according to the new Ericsson creative template.,Beijing and Shanghai:Placed in Bus Shelters,Guangzhou:Placed in MTR and Bus Shelters,Outdoor Signage,3,Visuals for Outdoor Lightbox,Media Deployment,Strategy,To obtain optimal effectiveness for average frequency and target reach based on the media budget,with more focus on target reach.,To adopt geographic focus approach to prioritized target cities with different level of media support.Reach and frequency to be based on actual competitive scenario.,Media Deployment,Other than the target city coverage,nation-wide media coverage was considered to enhance Ericssons awareness in other potential markets,Employed TV&Newspaper as core medium,while up-profile magazines and outdoor signage as supporting media throughout the campaign.,Media Deployment,To sponsor a column in renowned magazines to enhance Ericssons leading image.,To have advertorial coverage&8-min Making of to maximize noise level and excitement of the campaign.,Media Deployment,Media Mix,2-3 weeks campaign,TVC/Making Of,60-sec full version was employed in the first two days followed by 30-sec throughout the campaign.,A 8-min Making Of was broadcast in BJ,SH and GZ before the TVC kick off.,Media Deployment-TV,Media Deployment-TV,Media Deployment-Achievement of TVC,Media Deployment-Achievement of TVC,*For Hong Kong TVC Performance,please refer to Appendix A,Media Deployment,Print Ad/Advertorial,Employ both local&provincial popular Newspaper and contemporary titles of“Dushibao”to deliver the message to the target audience.,Employ up-profile lifestyle/business/IT magazines to further enhance the Brands leading image.,4C advertisement was adopted to create launch impact and stand out from competitors.,PR Materials were distributed to over 130 media,including newspaper,magazine and web sites.,Media Deployment,Outdoor Signage,Outdoor Billboard Erected in September with locations at Beijing/Tianjin/Qingdao/Zhengzhou/Shanghai/Chengdu/Nanjing/Guangzhou/Xiamen,Outdoor Lightbox erected in Sept&Oct in Beijing/Shanghai/Guangzhou,Erection was done after the TVC&Print Ad campaign completed to serve as a sustaining of the campaign,Brand Campaign Activities Timeline,Conclusion,By crossing checking with the findings from the Erictrack Report,during the Brand Campaign Period(Jul 30-Sept 17,2000),we found a positive response for the following parameters:,1st Mention Brand Awareness,Total Spontaneous Brand Awareness,Total Brand Awareness,1st Brand Choice,Total Advertising Awareness,Conclusion,1,st Mention Brand Awareness,There was a rise from 24%to 31%for the whole China.,Beijing:from 31%to 41%,Shanghai:from 28%to 36%,Guangzhou:from 28%to 44%,Conclusion,Total Spontaneous Brand Awareness,There was a slight increase from 90%to 94%for the whole China.,Beijing:Maintain at 92%,Shanghai:from 90%to 97%,Guangzhou:from 95%to 98%,Conclusion,Total Brand Awareness,It was maintained at nearly 100%for the whole China.,Conclusion,1,st Brand Choice,There was a slight increase from 25%to 27%,Beijing:from 28%to 29%,Shanghai:from 24%to 29%,Guangzhou:from 24%to 27%,Conclusion,Total Advertising Awareness,There was no significant increase during the Campaign period and the figure maintain at over 90%for the whole China.,Based on Y2000 data,Conclusion-Brand Image,Image Attributes,Brand,Appeals to Young People,Fashionable Brand,Dynamic Brand,Appeals to Ambitious People,Exciting Brand,Distinctive Designs,Brand for Me,Human Touch,Innovative Brand,Prestigious Brand,Dependable,Leader in Mobile Phones,Best Features,Best Sound Quality,Very High Quality,User Friendly,Nokia,Motorola,Ericsson,Conclusion-Brand Image Attributes,Appendix A-Hong Kong CTV Performance,Campaign Period:Aug 2-11,00(1&1/2 weeks),TVC Version:1 x 30-sec/60-sec,Channels employed:CTV-Jade&Home,Planned GRPs:412,Target:P25-44,Professional,Manager,Executive,Propertor,Trader and Office Skill,(Universe:1,066,000),Source:AC Nielsen Telescope,Appendix A-Hong Kong CTVC Performance,Target:People aged 25-44,PMEPT,OS(Universe:1,048,000),Source:ACNielsen Telescope,Appendix A-Hong Kong CTVC Performance,Target:People aged 20-49(Universe:3,488,000),Source:ACNielsen Telescope,