Can the selection of media influence your customer portfolio?
Irena Kocjan
1
GOODYEAR BRAND PORTFOLIO
Premium Value / Budget
WHO ARE SAVA BUYERS?
SAVA BRAND REPOSITIONING
Media
Touch points
Communication
“ I don’t want 500 TV channels. I just want the one channel that gives me what I want to see.” Nicholas Negroponte, Media Lab
GENERATION Y
Mates on a Mission European Facebook Project Pilot countries : CZ, RO, SER, DE
B2B B2C
WHO ARE THEY?
Two guys with one mission: MAKE THE WORLD A MORE FUN PLACE !!!
“ Humor can break up log-jams in both personal relationships and in business.” Kevin Roberts, Saatchi & Satchi
ACTIVATION : TRAFIC, PRESS, TRADE • Natural viral effect
– Videos (Facebook, Youtube) – Offer content that is appealing to target group
• Viral seeding – GoViral campaign
• Facebook – Contests with FUN! as common theme – Engagement – Car give-away – FaceBook advertising
• PR activities – Press kit – PR stories and cooperation with target magazines and on line
SOME NUMBERS FACEBOOK Number of likes (15.8. – 19.11.2012)
– Serbia ..................... 11 409 – Romania ................. 7 634 – Czech Republic ...... 7 482 – Germany ................. 1 919
VIRALS
Human beings are powered by emotion, not by reason.
?
How do you create positive emotions – intimacy, without being invasive or insincere?
BE PASSIONATE INVOLVE CUSTOMERS CELEBRATE LOYALTY
FIND, TELL & RETELL STORIES ACCEPT RESPONSIBILITY
