camel cnf events &posm
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Camel Up-Weight Plan
Our proposals
4 August 2008
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What do we need to do?
Establish Camel as an authentic high Quality FF smoking experience, focusing on brand
personality and reinforcing high product quality
Create a clear point of differentiation form its main-stream competitors (Marlboro and L&M)
Drive retention
---->>>>
Premiumness perception Modernity/ Urban/
Contemporary
Exploit CNF as a modern,innovative line-extension,adding to Camels equitybuilding
----
>>>>
How?How?How?How?
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Yet one single objective
Switch brand perception from old fashioned, dusted, distant to a modern, inspiring, present,
innovative and high quality full flavor expert
Our goal is to make 20something smokers think that:
Camel = UrbanCamel = UrbanCamel = UrbanCamel = UrbanExciti
ng
Cont
empor
ary
DynamicCool
Surprising
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Camel Universe
Special
ProjectsSupport the
Leisure contractevents
Series of TVCs
Semi permanentPOSMs
Special seriesof events
Series of TVCs
Winter
program
Camel UrbanWave series of
events
DB LoyaltyProgram
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Camel Universe
Special
ProjectsSupport the
Leisure contractevents
Series of TVCs
Semi permanentPOSMs
Special seriesof events
Series ofTVCs
Winter
program
Camel UrbanWave series of
events
DB LoyaltyProgram
UrbanUrbanUrbanUrbanRevelationsRevelationsRevelationsRevelations
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Camel Natural FlavorsSeries of EventsPrepared by DRAFTFCB Bucharest
July 2008
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Camel Natural Flavors - We want
To exploit Camel Natural Flavor as a modern, innovative Line-Extension, adding toCamels Equity Building
Help build the premium perception of the brand, positioning it asmodern/urban/contemporary
Sustain CNF building its own franchise and induce loyalty to the existing one
Develop an integrated concept for a series of events that involve the consumers inexperiences focused on the differentiation characteristics of CNF, using the unpluggedmusic platform
Translate the brand proposition Camel inspires you to discover more into memorableconsumer experiences
Provide consumers with creative inspiration and enriching pleasure moments
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Camel Natural Flavors - We know
the rational benefit: 100% whole leaf tobacco, 0% added flavor
the claim:NATURE IS BACK
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Camel Natural Flavors - We will
Use the nature is back URBAN trend in order to build an event concept that will offer
consumers simple, yet memorable, premium experiences and will inspire them to
URBAN REVELATIONS
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Building the conceptBuilding the conceptBuilding the conceptBuilding the concept
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Nature is back as an urban trend is NOT
about going to the roots / returning to
wildness / country simple life /
unsophisticated lifestyle
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Nature is back as an urban trend is about art and design, fashion, sophistication, latest
trends, premium ness, city nature and
Urban Revelations
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Nature is back as an urban trend is about
WANNA BE
Eco Chic
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Eco Chic
is art and design
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Eco Chic
is fashion and beauty
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Eco Chic
is an entire lifestyle
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Eco Chic
is about
GOING GREEN
Recycle
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Eco Chic
is niche, premium and expensive
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Eco Chic
is the urban nature
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Nature is back as an urban trend
is about WANNA DO
Eco Chic stuff
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Eco Chic
Searching for
authenticity
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Eco Chic
Hand madecrafts &
goods
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Nature is back as an urban trend refers to
the full flavor natural Urban experience
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Still building the conceptStill building the conceptStill building the conceptStill building the concept
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bringing with it the full flavored experience of a 100% tobacco smokingpleasure
Camel challenges your full-flavored natural self for
Nature is back
You smoke naturally
You feel naturally
You are natural
You smoke an innovative and different tobacco product
You have a complete and different experience
You are different
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Naturally Differentby Camel
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Naturally differentNaturally differentNaturally differentNaturally different byCamel
An event that will offer the participants a complete
sensorial experience with tobacco
...presenting the CNF tobacco in a very distinctive,
exquisite way: the natural flavor tobacco of Camel
cigarettes is the true star of the night
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Naturally differentNaturally differentNaturally differentNaturally different byCamel
Approach
Series of 4 events in Camel decorated locations
developed on unplugged music platform
Create a special atmosphere related to tobacco
experiences that will ad value to the location
premiumness by associating CNF tobacco withtobacco rituals
Keep same atmosphere and consumer interaction
activities to all events in order to emphasize the
distinct characteristics of CNF tobacco and to obtain
through repetition a better understanding of the
brand and product
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Naturally differentNaturally differentNaturally differentNaturally different byCamel
Approach
Make the difference between one event and the following one by changing the
entertainment program (different unplugged music program at each event)
Develop a mechanics that will make consumers attend more CNF events
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Communicating the eventsCommunicating the eventsCommunicating the eventsCommunicating the events
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Communicating to Data Base
As premium and different are the key words of CNF special series of events
platform, the CNF franchise will benefit of VIP treatment:
Ten days before the series of events start, they will receive a leaflet-invitationannouncing the platform:
The events calendar: dates and locations
The entertainer: unplugged music band/bands
The prize winning mechanics of the Naturally Different platform
Free entrance at the events (based on invitation or proof of SMS)
Five days before each event, we will send them an SMS reminding them the date
and location
They will be given a RSVP number and a two days deadline to confirm
If confirmation, a table of four will be reserved for them. Tables to be kept with
reservation signs on up to 9.30 pm
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Invitation to events
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Invitation to events
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Communicating to Data Base
Prize winning Naturally different platform
Objectives:
Have more than one contact with consumer (DB and others) during the Naturallydifferent events
Increase retention rate among activated consumers
Make sure they understand the brand and the distinct characteristic of CNF
Mechanics
Participants at Naturally different events, that take part in 2 (TBD) of them will have
the opportunity to win lucky drawn prizes at the end of the events series
Validation: data base fill-in forms completed at events
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Communicating to Data Base
Prize winning Naturally different platform
Lucky draw small prizes:
Branded CNF items (lighters etc)
Collection unplugged albums
Big prize
A four persons trip to New York for the new years
vacation with a reservation to a contemporary jazz/unplugged music club (TBD with client)
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Communicating to public
The Naturally different events will be communicated at each location:
Poster for each event one week before
Table tents one week before
List the events in leisure magazines (24FUN, 7 Seri) in events of the day section
If entertainment (unplugged music) is original, events platform might be
communicated with ad prints (leisure magazines) and on-line
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Communicating to public
PosterTable tent
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Implementing the eventsImplementing the eventsImplementing the eventsImplementing the events
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Friendly, intimate atmosphere of a chiclive music club
and the perfume of the tobacco leaves
D i h l i
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Decorating the location
Discreet, yet impactful elements that will complete the atmosphere of agenuine tobacco experience:(see details in POSM section)
At tables
CNF branded ashtrays Candle holders
Candles wooden essence or tobacco fragrance
Reserved table signs
White and green pillows on the chairs
On walls
Plasma screens playing tobacco leaf to cigarette movies and CNF movie
Special wall deco
Others
CNF bar display
CNF totem
Tobacco natural plants (if possible)
D i h l i
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Decorating the location
(POSM section)
Natural tobacco plant
D ti th l ti
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Decorating the location
Camel Natural Flavors tobacco corner, a
unique place where you can test and
smell, understand and love CNF tobacco
Wooden table presenting elements from
tobacco universe
Tobacco leaves and the CNF tobacco
Devices related to tobacco use: cigarette
rollers
Tobacco specialist
Giving information over tobacco
history/use
Showing the consumers the cigarette
rolling process
C er ti ti
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Consumer activations
It is all about involving consumers into tobacco experiences: they get to handle
tobacco themselves
your handmade 100% tobacco cigarette
BA will approach consumers at tables. To all smokers, they will present a special kit: A nice, branded wooden tray containing
A wooden bowl filled with tobacco
A cigarette roller
Printed instructions about how to use the cigarette roller (make a cigarette in illustrated
steps)
Branded cigarette paper
The two CNF packs to strengthen the association between the naturally different
tobacco experience and CNF cigarettes
Consumer activations-ll diff KIT
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naturally different KIT
your handmade 100% tobacco cigarette
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Consumer activations
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Consumer activations
your handmade 100% tobacco cigarette
Mechanics:
If they make one cigarette in front of the BA, they will be rewarded with a CNF lighter.
Made cigarettes to be taken by BAs
The trays stays on their table as the BA informs them that, if they manage to do during
the night 10 (TBD) cigarettes, they will receive a special gift from CNF. This way, theywill be involved in activation for more than one simple contact and have fun by hand-
making cigarettes.
The gift is a truly special one an exquisite box branded CNF containing:
An illustrated tobacco history, tobacco use and rituals around the world brochure A CNF lighter
The two CNF packs
Consumer activations
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Consumer activations.
The gifthe gifthe gifthe gift
Consumer activations.The gifthe gifthe gifthe gift
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The gifthe gifthe gifthe gift
Letter to consumer
Consumer activations
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Consumer activations
DB collecting
As this is a different, premium event, the DB contacts collection should fit the general
atmosphere:
BA will give to all activated consumers fill-in flyers, stamped with the day of the event and
announcing that they can enter the competition for the big prize winning if they attend more
Naturally different events
The fill-in forms will contain questions over the quality of their naturally differentexperience
Entertainment
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Entertainment
And yes. it wouldnt be a complete experience without music
We have two options for implementing the events:
Select together with the locations some of their own events (live concerts)
Assure the unplugged music concert and be in total control over the atmosphere at the
event
And for the second option we thought of using a band that have never had anunplugged project and suggest
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Entertainment
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Entertainment
Vita de vie first unplugged project
Opportunities:
Pre-event promotion opportunity:
Viral promotion on-line using a song played unplugged by VDV. you can hear them
unplugged for the first time at
Co-produce the first VDV unplugged album: Possibility of recording live (mobile studio) at a CNF event
Negotiate the name of the album
Negotiate a number of albums to be used as prizes
Negotiate the opportunity to have a song composed for CNF
Event flow
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ve t flow
9.00 PM
Event start
9.45 PM
Tobacco specialist
Giving information over tobacco history/use
Showing the consumers the cigarette rolling process
10.00-12.00 PM
Consumer activations. BA will approach consumers at tables. To all smokers, they will
present the special kit:your handmade 100% tobacco cigarette
Dj mix of unplugged music (famous songs)
10.30-12.30 PM
LIVE unplugged concert
Hostesses outfits
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H e e f
Trends
BA outfits
CNF brand colors.Silk for the dress and 1 shoulder blouse
Hostesses outfits
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f
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Camel Natural Flavors
Semiperamanet IMAGE POSMs
Semipermanent image POSM
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p g
In order to reach our objectives:
To exploit Camel Natural Flavor as a modern, innovative Line-Extension, adding to Camels
Equity Building
Help build the premium perception of the brand, positioning it as
modern/urban/contemporary
Sustain CNF building its own franchise and induce loyalty to the existing one
all consumer touching points must communicate the brand under the same umbrellaconcept Naturally Different
Semipermanent image POSM
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g
Candle Holders-version 1
Semipermanent image POSM
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Candle Holders-version 2
Semipermanent image POSM - version 2
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Ashtrays- version 1
- Ashtrays- version 2
Semipermanent image POSM - version 2
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- Wall decoration- version 1
Semipermanent image POSM - version 2
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- Wall decoration-version 2
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Semipermanent image POSM - version 2
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- Totems-version 1
Semipermanent image POSM - version 2T t i 1
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- Totem- version 1
Semipermanent image POSM - version 2T t i 2
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- Totem- version 2
Cash tray