Crest 10th Anniversary PR Campaign Proposal_2006年.ppt

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1、Crest 10th Anniversary PR Campaign Proposal,Prepared by Weber Shandwick Beijing,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Brief,Brand architecture will be introduced in July, and crest counter will be reorgan

2、ized according to the brand architecture Make a buzz for brand architecture introduction as well as Crest 10 year anniversary from July September, 2006 Enhance Crests image as the oral care expert for Chinese population Emphasize the achievement on personal oral care education for Chinese in past 10

3、 years,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Objectives,Introduce Crest brand architecture and further embed Crests image as the oral care expert Agitate the awareness of Crest 10 years contribution to Ch

4、inese oral health improvement,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Strategies,Reinforce Crests image as the oral care expert by educating consumers with tangible “brand architecture” instruction Generate

5、 exposure and TOM awareness by leveraging consumer involvement through various communication platforms Engage influencers and stakeholders to further strengthen Crests professional oral care image,Brand architecture embedding,Educate,Engage,Excite,Adopt,Strategic Approach,User,Trial,Spectator,Awaren

6、ess,Advocator,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Target Audiences,Newspapers General, Lifestyle & Health TV- News, Health, & Lifestyle Magazine-Health & Lifestyle Weekly- General and Lifestyle Websites

7、,Influencer: Government officials, Associations, Renown dentists Consumer: General consumers,Media,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Theme,Option1. 拥有佳洁士 你就是专家 Option 2. 十年倾情 佳洁士 你的口腔护理专家,The briefObj

8、ectivesStrategiesTarget AudiencesThemeKey MessageProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Key Messages,Crest accumulates 10 years experiences of serving the Chinese society into the creation of the brand architecture Crests newly invented brand architecture helps consu

9、mers to become their own oral care experts Crest will continuously deliver tailor-made products and devices to help improving the oral care status of Chinese, more importantly play the role as a responsible corporate citizen,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram Outli

10、neProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Program outline,拥有佳洁士 你就是专家,Celebration of 10th anniversary Invites influencers, stake holders & media Elaborate brand architecture Recap contribution to Chinese society,“Love Teeth Plan” contest Cooperate with “Super Winner” (超级大赢家) TV prog

11、ram Look for candidates with the most oral care knowledge and well planned love teeth plan for his/her family Brand architecture introduction Website launch Advertorial placements,We Believe,Why?,“Love Teeth Plan” Contest Involve consumer Excite consumer Interact with consumer,Anniversary Celebratio

12、n Win stakeholder endorsement Reinforce professional image Communicate Crests contributions,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Programs “Love Teeth Plan” Consumercampaign,Concept Pyramid,Engage Consume

13、r (Website competition ),Educate Consumer (Brand architecture booklet, Newspaper Adv.),Excite Consumer (TV program),Programs “Love Teeth Plan” consumer campaign,Crest launches the website as platform of “Love Teeth Plan” consumer contest,Consumers logon the website to learn about the brand architect

14、ure and design a “Love Teeth Plan”,The candidates who design the best plans will be invited to the final contest on TV (If failed to reach agreement with TV program, goes to the final step directly),The TV program designed to deliver brand architecture in both educational and fun ways with optimal b

15、rand exposure,Winners will appear in Crests next TVC or POS and rewarded a prize of 10,000 RMB,Advertorial placement and advertising tag-ons to announce the contest and introduce the brand architecture,Programs “Love Teeth Plan” consumer campaign,Explore Various Communication Channels TV Cooperation

16、 with the most popular entertainment TV program, i.e. CCTV-2 “Super Winner” (“超级大赢家”), nation-wide TV coverage Newspaper Advertorial placements on China Television Weekly (中国电视报), with a circulation of 400,000, nation-wide coverage Website Crest established a new website as the major interactive pla

17、tform to encourage consumer participation,Programs 10th Anniversary Celebration,Concept Pyramid,Smile of Hope (Community contribution),Smile of Healthiness (Tailor-made high-tech oral care product),Smile of Confidence (brand architecture introduction),Programs 10th Anniversary Celebration,Program De

18、tails When:Sept. 12., 2006 Where:Beijing What:Crest 10th Anniversary Celebration Who:Renowned dentists, government officials, association executives, media & P&G executives,Programs 10th Anniversary Celebration,Program Highlights The Crest 10th anniversary celebration is divided into three episodes

19、around smile, smile of healthiness, smile of hope and smile of confidence Gift giving connects event programs Invite the first beneficiaries of Crest community activities to share with participants about their growth with Crest, thus, witness contribution delivered by Crest Each witness brings a per

20、formance as a birthday gift for Crest, in return, Crest introduces the newly invented brand architecture as a present for Chinese consumers,Smile of Healthiness Crest executive introduces Crest advance technology on oral care products Video playing, re-edited Crest previous TVCs Performance First lu

21、cky draw,Smile of Hope Crest community program beneficiaries present birthday gifts to Crest Performance (by Crest beneficiaries Second lucky draw,Smile of Confidence Crest returns the favor by introducing the brand architecture Third lucky draw Birthday cake cutting,Programs 10th Anniversary Celebr

22、ation,Program Summary,Consumer,Consumers participate in online contest Consumers learn about brand architecture Consumers compete for entry of the TV program,Media,In store & Marketing support,Announcement via print ADV. Launch Crest website,TV program on air Media invited to Crest 10 years Celebrat

23、ion Media publicity,August,July,September,Love teeth vans deliver brand architecture booklets POS Reorganization of Crest shelves and displays Distribution of promotional materials,Final contest on TV Appreciation prizes distribution The final winner will appear on Crest TVC or POS,Announce candidates of the TV program TV program shooting Announcement of the lucky winners,Love teeth vans deliver brand,The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget,Prepared by Weber Shandwick Beijing,Index,Budget,