佳洁士公关活动周年的提案

Crest10thAnniversary

PRCampaignProposalPreparedbyWeberShandwickBeijing第一页，共三十页。

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BudgetPreparedbyWeberShandwickBeijingIndex第二页，共三十页。BriefBrandarchitecturewillbeintroducedinJuly,andcrestcounterwillbereorganizedaccordingtothebrandarchitectureMakeabuzzforbrandarchitectureintroductionaswellasCrest10yearanniversaryfromJuly–September,2006EnhanceCrest’simageastheoralcareexpertforChinesepopulationEmphasizetheachievementonpersonaloralcareeducationforChineseinpast10years第三页，共三十页。

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BudgetPreparedbyWeberShandwickBeijingIndex第四页，共三十页。ObjectivesIntroduceCrestbrandarchitectureandfurtherembedCrest’simageastheoralcareexpertAgitatetheawarenessofCrest10years’contributiontoChineseoralhealthimprovement第五页，共三十页。

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BudgetPreparedbyWeberShandwickBeijingIndex第六页，共三十页。StrategiesReinforceCrest’simageastheoralcareexpertbyeducatingconsumerswithtangible“brandarchitecture”instructionGenerateexposureandTOMawarenessbyleveragingconsumerinvolvementthroughvariouscommunicationplatformsEngageinfluencersandstakeholderstofurtherstrengthenCrest’sprofessionaloralcareimage第七页，共三十页。BrandarchitectureembeddingEducateEngageExciteAdoptPUSH:

ConsumerinvolvementcampaignPULL:

BrandarchitecturedisplayStrategicApproachUserTrialSpectatorAwarenessAdvocator第八页，共三十页。

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BudgetPreparedbyWeberShandwickBeijingIndex第九页，共三十页。TargetAudiencesNewspapers–General,Lifestyle&HealthTV-

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

TargetAudiencesStrategicTargetInfluencer:Governmentofficials,Associations,RenowndentistsConsumer:GeneralconsumersMedia第十页，共三十页。

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BudgetPreparedbyWeberShandwickBeijingIndex第十一页，共三十页。ThemeOption1.拥有佳洁士你就是专家Option2.十年倾情佳洁士你的口腔护理专家第十二页，共三十页。

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BudgetPreparedbyWeberShandwickBeijingIndex第十三页，共三十页。KeyMessages

Crestaccumulates10yearsexperiencesofservingtheChinesesocietyintothecreationofthebrandarchitectureCrest’snewlyinventedbrandarchitecturehelpsconsumerstobecometheirownoralcareexpertsCrestwillcontinuouslydelivertailor-madeproductsanddevicestohelpimprovingtheoralcarestatusofChinese,moreimportantlyplaytheroleasaresponsiblecorporatecitizen第十四页，共三十页。

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BudgetPreparedbyWeberShandwickBeijingIndex第十五页，共三十页。Programoutline拥有佳洁士你就是专家Celebrationof10thanniversaryInvitesinfluencers,stakeholders&mediaElaboratebrandarchitectureRecapcontributiontoChinesesociety“LoveTeethPlan”contestCooperatewith“SuperWinner”(超级大赢家)TVprogramLookforcandidateswiththemostoralcareknowledgeandwellplannedloveteethplanforhis/herfamilyBrandarchitectureintroductionWebsitelaunchAdvertorialplacements第十六页，共三十页。WeBelieve…Why?“LoveTeethPlan”ContestInvolveconsumerExciteconsumerInteractwithconsumerAnniversaryCelebrationWinstakeholderendorsementReinforceprofessionalimageCommunicateCrest’scontributions第十七页，共三十页。

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BudgetPreparedbyWeberShandwickBeijingIndex第十八页，共三十页。Programs–“LoveTeethPlan”Consumer

campaignConceptPyramid EngageConsumer(Websitecompetition)EducateConsumer(Brandarchitecturebooklet,NewspaperAdv.)ExciteConsumer(TVprogram)第十九页，共三十页。Programs–“LoveTeethPlan”consumer campaign Crestlaunchesthewebsiteasplatformof“LoveTeethPlan”consumercontest Consumerslogonthewebsitetolearnaboutthebrandarchitectureanddesigna“LoveTeethPlan” ThecandidateswhodesignthebestplanswillbeinvitedtothefinalcontestonTV(IffailedtoreachagreementwithTVprogram,goestothefinalstepdirectly)

TheTVprogramdesignedtodeliverbrandarchitectureinbotheducationalandfunwayswithoptimalbrandexposure WinnerswillappearinCrest’snextTVCorPOSandrewardedaprizeof10,000RMB

Advertorialplacementandadvertisingtag-onstoannouncethecontestandintroducethebrandarchitecture第二十页，共三十页。Programs–“LoveTeethPlan”consumer campaign

ExploreVariousCommunicationChannelsTV CooperationwiththemostpopularentertainmentTVprogram,i.e.CCTV-2“SuperWinner”(“超级大赢家”),nation-wideTVcoverageNewspaper AdvertorialplacementsonChinaTelevisionWeekly(中国电视报),withacirculationof400,000,nation-widecoverageWebsite

CrestestablishedanewwebsiteasthemajorinteractiveplatformtoencourageconsumerparticipationNewspapersWebsiteTVIntegratedProgram第二十一页，共三十页。Programs–10thAnniversaryCelebrationConceptPyramid SmileofHope(Communitycontribution)SmileofHealthiness(Tailor-madehigh-techoralcareproduct)SmileofConfidence(brandarchitectureintroduction)第二十二页，共三十页。Programs–10thAnniversaryCelebrationProgramDetailsWhen: Sept.12.,2006Where: BeijingWhat: Crest10thAnniversaryCelebrationWho: Renowneddentists,governmentofficials,association executives,media&P&Gexecutives第二十三页，共三十页。Programs–10thAnniversaryCelebrationProgramHighlightsTheCrest10thanniversarycelebrationisdividedintothreeepisodesaroundsmile,smileofhealthiness,smileofhopeandsmileofconfidenceGiftgivingconnectseventprogramsInvitethefirstbeneficiariesofCrestcommunityactivitiestosharewithparticipantsabouttheirgrowthwithCrest,thus,witnesscontributiondeliveredbyCrestEachwitnessbringsaperformanceasabirthdaygiftforCrest,inreturn,CrestintroducesthenewlyinventedbrandarchitectureasapresentforChineseconsumers第二十四页，共三十页。SmileofHealthinessCrestexecutiveintroducesCrestadvancetechnologyonoralcareproductsVideoplaying,re-editedCrestpreviousTVCsPerformanceFirstluckydraw

SmileofHopeCrestcommunityprogrambeneficiariespresentbirthdaygiftstoCrestPerformance(byCrestbeneficiariesSecondluckydrawSmileofConfidenceCrestreturnsthefavorbyintroducingthebrandarchitectureThirdluckydrawBirthdaycakecuttingPrograms–10thAnniversaryCelebration第二十五页，共三十页。ProgramSummaryConsumerConsumersparticipateinonlinecontestConsumerslearnaboutbrandarchitectureConsumerscompeteforentryoftheTVprogramMediaInstore&MarketingsupportAnnouncementviaprintADV.LaunchCrestwebsiteTVprogramonairMediainvitedtoCrest10yearsCelebrationMediapublicityAugustJulySeptemberLoveteethvansdeliverbrandarchitecturebookletsPOSReorganizationofCrestshelvesanddisplaysDistributionofpromotionalmaterialsFinalcontestonTVAppreciationprizesdistributionThefinalwinnerwillappearonCrestTVCorPOSAnnouncecandidatesoftheTVprogramTVprogramshootingAnnouncementoftheluckywinners

Loveteethvansdeliverbrand第二十六页，共三十页。Thebrief

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