佳洁士公关活动周年的提案

Crest10thAnniversary

PRCampaignProposalPreparedbyWeberShandwickBeijing

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BudgetPreparedbyWeberShandwickBeijingIndexBriefBrandarchitecturewillbeintroducedinJuly,andcrestcounterwillbereorganizedaccordingtothebrandarchitectureMakeabuzzforbrandarchitectureintroductionaswellasCrest10yearanniversaryfromJuly–September,2006EnhanceCrest’simageastheoralcareexpertforChinesepopulationEmphasizetheachievementonpersonaloralcareeducationforChineseinpast10years

Thebrief

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BudgetPreparedbyWeberShandwickBeijingIndexObjectivesIntroduceCrestbrandarchitectureandfurtherembedCrest’simageastheoralcareexpertAgitatetheawarenessofCrest10years’contributiontoChineseoralhealthimprovement

Thebrief

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BudgetPreparedbyWeberShandwickBeijingIndexStrategiesReinforceCrest’simageastheoralcareexpertbyeducatingconsumerswithtangible“brandarchitecture”instructionGenerateexposureandTOMawarenessbyleveragingconsumerinvolvementthroughvariouscommunicationplatformsEngageinfluencersandstakeholderstofurtherstrengthenCrest’sprofessionaloralcareimageBrandarchitectureembeddingEducateEngageExciteAdoptPUSH:

ConsumerinvolvementcampaignPULL:

BrandarchitecturedisplayStrategicApproachUserTrialSpectatorAwarenessAdvocator

Thebrief

Objectives

Strategies

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Theme

KeyMessages

ProgramOutline

Programs

BudgetPreparedbyWeberShandwickBeijingIndexTargetAudiencesNewspapers–General,Lifestyle&HealthTV-

News,Health,&LifestyleMagazine-Health&LifestyleWeekly-GeneralandLifestyleWebsites

TargetAudiencesStrategicTargetInfluencer:Governmentofficials,Associations,RenowndentistsConsumer:GeneralconsumersMediaThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudgetPreparedbyWeberShandwickBeijingIndexThemeOption1.拥有佳佳洁士士你你就是是专家家Option2.十年倾倾情佳佳洁洁士你你的的口腔腔护理理专家家ThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessageProgramOutlineProgramsBudgetPreparedbyWeberShandwickBeijingIndexKeyMessagesCrestaccumulates10yearsexperiencesofservingtheChinesesocietyintothecreationofthebrandarchitectureCrest’snewlyinventedbrandarchitecturehelpsconsumerstobecometheirownoralcareexpertsCrestwillcontinuouslydelivertailor-madeproductsanddevicestohelpimprovingtheoralcarestatusofChinese,moreimportantlyplaytheroleasaresponsiblecorporatecitizenThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudgetPreparedbyWeberShandwickBeijingIndexProgramoutline拥有佳佳洁士士你你就是是专家家Celebrationof10thanniversaryInvitesinfluencers,stakeholders&mediaElaboratebrandarchitectureRecapcontributiontoChinesesociety“LoveTeethPlan””contestCooperatewith““SuperWinner””(超级大大赢家家)TVprogramLookforcandidateswiththemostoralcareknowledgeandwellplannedloveteethplanforhis/herfamilyBrandarchitectureintroductionWebsitelaunchAdvertorialplacementsWeBelieve……Why?“LoveTeethPlan””ContestInvolveconsumerExciteconsumerInteractwithconsumerAnniversaryCelebrationWinstakeholderendorsementReinforceprofessionalimageCommunicateCrest’scontributionsThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudgetPreparedbyWeberShandwickBeijingIndexPrograms––““LoveTeethPlan”ConsumercampaignConceptPyramidEngageConsumer(Websitecompetition)EducateConsumer(Brandarchitecturebooklet,NewspaperAdv.)ExciteConsumer(TVprogram)Programs––““LoveTeethPlan”consumercampaignCrestlaunchesthewebsiteasplatformof““LoveTeethPlan””consumercontestConsumerslogonthewebsitetolearnaboutthebrandarchitectureanddesigna““LoveTeethPlan”ThecandidateswhodesignthebestplanswillbeinvitedtothefinalcontestonTV(IffailedtoreachagreementwithTVprogram,goestothefinalstepdirectly)TheTVprogramdesignedtodeliverbrandarchitectureinbotheducationalandfunwayswithoptimalbrandexposureWinnerswillappearinCrest’’snextTVCorPOSandrewardedaprizeof10,000RMBAdvertorialplacementandadvertisingtag-onstoannouncethecontestandintroducethebrandarchitecturePrograms––““LoveTeethPlan””consumercampaignExploreVariousCommunicationChannelsTV““SuperWinner””(““超级级大大赢赢家家”),nation-wideTVcoverageNewspaperAdvertorialplacementsonChinaTelevisionWeekly(中国国电电视视报报),withacirculationof400,000,nation-widecoverageWebsiteCrestestablishedanewwebsiteasthemajorinteractiveplatformtoencourageconsumerparticipationNewspapersWebsiteTVIntegratedProgramPrograms––10thAnniversaryCelebrationConceptPyramidSmileofHope(Communitycontribution)SmileofHealthiness(Tailor-madehigh-techoralcareproduct)SmileofConfidence(brandarchitectureintroduction)Programs––10thAnniversaryCelebrationProgramDetailsWhen:Sept.12.,2006Where:BeijingWhat:Crest10thAnniversaryCelebrationWho:Renowneddentists,governmentofficials,associationexecutives,media&P&GexecutivesPrograms––10thAnniversaryCelebrationProgramHighlightsTheCrest10thanniversarycelebrationisdividedintothreeepisodesaroundsmile,smileofhealthiness,smileofhopeandsmileofconfidenceGiftgivingconnectseventprogramsInvitethefirstbeneficiariesofCrestcommunityactivitiestosharewithparticipantsabouttheirgrowthwithCrest,thus,witnesscontributiondeliveredbyCrestEachwitnessbringsaperformanceasabirthdaygiftforCrest,inreturn,CrestintroducesthenewlyinventedbrandarchitectureasapresentforChineseconsumersSmileofHealthinessCrestexecutiveintroducesCrestadvancetechnologyonoralcareproductsVideoplaying,re-editedCrestpreviousTVCsPerformanceFirstluckydrawSmileofHopeCrestcommunityprogrambeneficiariespresentbirthdaygiftstoCrestPerformance(byCrestbeneficiariesSecondluckydrawSmileofConfidenceCrestreturnsthefavorbyintroducingthebrandarchitectureThirdluckydrawBirthdaycakecuttingPrograms––10thAnniversaryCelebrationProgramSummaryConsumerConsumersparticipateinonlinecontestConsumerslearnaboutbrandarchitectureConsumerscompeteforentryoftheTVprogramMediaInstore&MarketingsupportAnnouncementviaprintADV.LaunchCrestwebsiteTVprogramonairMediainvitedtoCrest10yearsCelebrationMediapublicityAugustJulySeptemberLoveteethvansdeliverbrandarchitecturebookletsPOSReorganizationofCrestshelvesanddisplaysDistributionofpromotionalmaterialsFinalcontestonTVAppreciationprizesdistributionThefinalwinnerwillappearonCrestTVCorPOSAnnouncecandidatesoftheTVprogramTVprogramshootingAnnouncementoftheluckywinnersLoveteethvansdeliverbrandThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudgetPreparedbyWeberShandwickBeijingIndexBudget

ItemsFeeCostOOPTaxSubtotalAftertax“LoveTeethPlan”

Consumercampaign20,000140,0001,5008494169,993Crest10thAnniversaryCelebration30,00090,499Venue.rental:10,000Video:3,000Deco:30,000MC:2000Media:4,000VIP&Dentist:8,000Meal:13,499Gift&print&flowers:10,000Logistic:2,000Performance:8,0003,0006,500130,000TOTAL50,000/50,000230,499/190,4994,500/4,500

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