李奥贝纳-雪碧提案.ppt

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1、Sprite2001ActivationProgramPreparedbyLeoBurnett30October,2000ObjectivesSupportandbeinsynergywiththenewbrandpositioningTobeconsistentwiththecorebrandvaluesofSpriteTocreatesignificantimpactandcut-throughinthemarketplaceCreateotherformsofactivitiesapartfromtheplannedSpriteMusicChart

2、andNBAroadshowsNewPositioningStatement雪碧，解渴够爽；无需花巧本来简单的事情用不着把它复杂化。喝汽水也一样，何必太多花巧，道理连篇。雪碧的柠檬口味，爽劲透心；透明的外表，晶亮凉快。带来彻底的舒爽感受。其实喝汽水解渴够爽就好。SpriteBrandValuesStraightForwardIndependentTrustworthycompanionHonestConfidenttomakeownchoiceComfortablewithwhotheyareSociableSpriteIntrinsicValuesRe

3、freshingSoothingTransparent(crystalclear)BubblesThirstquenchingLemonlimeNaturalConsiderationsAsourcreativeconcepton“Nofuss,Straightforward”hasnotbeendevelopedyet,theideasinthisproposalhavebeendevelopedbasedonthebrand’sattitudeandorthebrand’sintrinsicvalues.Shouldthecampaignfeatur

4、eacelebrityor“famous”achieverorpersonalityitmaygretalyaffectthechoiceofprogramProposedideasAdventureTourLoyaltyProgramSimple-NoFussHomeContestIndoorSkiLuckyDrawOutwardBoundSpriteGreenCampaignProposedideasAdventureTourLoyaltyProgramSimple-NoFussHomeContestIndoorSkiLuckyDrawOutward

5、BoundSpriteGreenCampaignAdventureTourTheProgramOverallMechanicsNationwideexecutionThreelevelsofpromotionSecuremediapartnertocreatenoiseandextendthecoverageTheTourPresetastartingandendingpointProvideallbasicnecessitiestothecandidatesCandidatestodesignhowtocompletetheirrouteTheProg

6、ramChannelSpecificRecruitmentcentersatoutletsRedemptioncentersduringleveltwoConductminipartiesduringlevelthreeLogisticsLevelOne:Instantwin-freeSpriteRecruitmentwithproofofpurchaseintargetchannelsmailinselfdescriptionandhowyoufitintothetourSetupcollectionboxesatretailstocollectLev

7、elTwo:PremiumredemptionwithproofofpurchaseCandidatesselectionforthetourLogisticsLevelThree:AdventureTourTV/PrintCoverageMiniPartiesconductatdifferentchannelssurprisevisitbyprogramMCinteractivegamesonspotLoyaltyProgramTheProgramOverallMechanicsCitylevelexecutionPointaccumulationme

8、chanicsProductsforredemptionTailormadehi