square jotun plan_v1
TRANSCRIPT
by Square Direct Communications Group
Product Relaunch CeremonyDecember 21, 2010
Agency’s Tasks
Build Awareness about APEO and its significant absence in Jotun products.
Recognize Jotun’s pioneering milestones and breakthrough contributions in delivering the best products for consumers.
Introduce Jotun’s Majestic Quality Paint.
Event Launch PartyB2B, Dealers, COnstruction
COmpanies
PR EffortsEnd Consumer, Dealers, COnstruction COmpanies
Other Communication Opportunities
General Public
Clean and healthy Living condition
Environmental friendly And reduce pollution
Health and environmentally friendly
: better living condition, safe for family, environment cares, beautiful house
Number 1 Marine CoatingProtectve Coating = 40% Market Share
Decorative Paint: Quality Paint from NorwayFull Range Decorative Paints: Premium & Economy
Segment for Outdoor and IndoorTechnical Support
The Product
Rationale
Paint is commonly used to beautify our homes,
offices, walls, furnitures-- covering and protecting precious investments
that surround us everyday.
We go to hardware and paint stores hoping to choose and buy the right
colors of paints we have in our minds.We often consider opinions of people we trust but we let our eyes do all the
judgement. Furthermore, we live in a busy world so we want our paints to dry very fast too.
Rationale
We choose to color our surroundings with paints based on superficial flair and sometimes through the advertising
communicated by Paint companies. Our sense of sight dictates our attitude and choices. More often than not, In the paint world,
what you see is not necessarily what you get!
Paints contain chemical ingredients which unknowingly may affect health and the environment slowly, without us knowing it.
And because of that, we want to educate and guide consumers to make intelligent and smarter choices (especially during the consideration stage) that can help them
reapthe full benefit of a healthier, brighter and lasting paints fit for their precious investments.
Rationale
LookCloser
Look closer at the beautiful things we yearn for and spend our life chasing.
Look closer at the true colors of life beyond the mask and the illusions of the world.
Look closer at the real deal and meaning in life that makes it worthwhile.
Big Idea
Look Closer is a campaign calling on everyone to take concrete steps to become discerning, more-than-
meets-the-eye and mindful consumers.
Using the call to action “Look Closer”, the campaign (1) educates and encourages people to open their
eyes and minds (2) take an active role in making meaningful change in their lives and the environment,through and through
and (3) by asking companies to ask for safer, earth-friendly
products.
PR
Look Closer Communication
Point of Sale
Activation Ambiance
to be revised upon integration of PR and other ad plans.
LaunchEvent
PR plays a main role in this launch campaign
Offline
PR
Ambiance
1. Editorials :- Raise concern on
health and environment with paint in general
- Force consumers start thinking of a safe paint
2. Advertorials - Teasing about
Ecohealth Jotun
1.Press conference : - Media : 30 – 40 media - Press release
2. Launch Event- Pictorials - TV news
3.Articles : Product features highlight
Special news - Launching information - Product features highlight - Product benefits Advertorial / Interview VIP :
Functional - Product feature highlight - Business point of view 4. TV news
Phase 3 : Amplification (3 weeks)Jotun Ecohealth paint go into life
Phase 1 : Teasing (3 weeks)Why need a closer look?
Phase 2 : Launching (4 weeks)Choose the safest paint with APEO free
1. Articles :Product benefits highlight / emotional
2. Advertorial-Product benefits -Product featureConsumer testimonialProfessional mind share
Launch Event Party
Communication Milestone (2.5 months)
Print, Activation, Ambiance…
Why need a closer look?
Main Message:You never think color can cause harms for health and environment, but it does! so Look Closer!
What to do? 1.Concern raising up:
• Write up editorials to raise up the issue, making consumers aware of bad effect of paints with harmful substances.
• Point out good and bad points of paint making elements to give consumers a good knowledge of paint product in general.
2.Teasing about product: • To write up articles about APEO and other harmful elements that constituting paint.• Educate consumers about what is good and bad paint? What standard for paint
manufacturing? Criteria of pain selecting ?What if paint with and without APEO and other harmful substances…
Phase 1 : Teasing (3 weeks)
Why need a closer look? Media tools:
1. Editorials 2. Advertorials 3. Forum seeding 4. Online banner ads
Period: 3 weeks
Phase 1 : Teasing (3 weeks)
Choose the safest paint with APEO free !
Main Message:Jotun new product launch with APEO free – launching information, product features highlight & its benefit (more on Functional to build Brand Trust)
What to do? 1.Press Conference :
• Organize a Press Conference on the same day with Launching Event • Invite 30-40 print and online media, TVs. • Decorated view under the Look Closer campaign • Press release to media :- Breakthrough innovation & Product philosophy - Product features: High quality paint with harmful APEO free ( and others) - Product benefits for health and environment & Product comparison - Jotun VIP’s quote about innovation, technology, human being caring of brand, business
commitment…
Phase 2 : Launching (4 weeks)
Choose the safest paint with APEO free !
2.Launch Event Party • Make the market blow with full information / images of launching events• Series of pictorials on mass /business /construction and interior magazines to transfer the
event atmosphere. • Main campaign concept must be conveyed : Why need to look closer for the best paint
choosing?3.Articles : Product feature highlight
• To create special news with short but sufficient information of : - Launching event - Product name/ philosophy behind - Product features and benefits. • To write up advertorials focusing on product features, highlight Jotun Eco health USP vs
other product, emphasizing on breakthrough innovation for human being’s benefits. • To implement interview with Jotun VIP
4. TVs : To proceed short TVs news to report the launching event with main messages.
Phase 2 : Launching (4 weeks)
Choose the safest paint with APEO free !
Media tools:1. Press release 2. Special news 3. Advertorials 4. TVs news : 30- 45 second 5. Forum seeding 6. Online banner ads7. Activation
Period: 4 weeks
Phase 2 : Launching (4 weeks)
Jotun EcoHealth paint go into life
Main Message:How Jotun EoHealth go into life and bring benefits to its customers (more on
Emotional to build Brand Love)
What to do1. Articles : Product benefits highlight • To write up advertorials with emotional direction/ human being aspects, showing up the benefits
of product for life, health, environment.• Point out the importance, significance of why consumers need to look closer when choosing
paint? - Launching event - Product name/ philosophy behind - Product features and benefits.
Phase 3 : Amplification (3 weeks)
Jotun EcoHealth paint go into life2. Testimonial : • Consumers :
- Use consumers voice/image to share the insights, the consideration, the concern, the lack of information& knowledge and causes because of those.
- Both male and female target • Professional mind share
- Use profession endorsers for mind sharing in advertorials Construction owners , interior designers )
- Jotun’s specialist /expert of technological Dep ( or R& D dept.) share his hearty plan/ idea …for Jotun Ecohealth and proud to contribute a safe and good product to life
Media tools:1. Advertorials2. Testimonial/ interview
Period: 3 weeks
Phase 3 : Amplification (3 weeks)
Events
Beyond the Colors
We want guests to take their first full education about what matters beyond just leveraging on colors to decide the best brand of
paints to use.Majestic Eco Health can protect your health and the environment.
We want to engage the guests in a series of visual exercise and activities that will force them to see the importance of knowing and enable them to gain new perspectives in choosing the perfect paint brand, among other
things in life.
There’s a deeper story waiting to be discovered.
Hon ca nhung sac màu
Guests : Jotun’s VIPs, Press Corps, Dealers, Decision Makers from design and construction companies,
Venue in Consideration
Opt 1 : Vinpearland – Nha TrangGrand ballroomQty of guests : 200 pax
Opt 2 : Sheraton Hotel – HCMCGrand ballroom
Qty of guests : 250 pax
Floor Plan
Foyer Ballroom
Jotun World.APEO Immersion
Registration
Look
Clo
ser W
all
Photo Corner
Product and Technology Display
Pain
t Com
mitm
ent A
ctivi
ty Photos
Photos
Projection Mem
brane
STAG
E
First Moment of Truth about Jotun Paint and
APEO.
Guests will have a glimpse on how JOTUN helps keep the earth and its people live healthy--- Free from harmful chemicals.
Colorful Geometric WelcomeGuests will be welcomed by Vietnam’s Beautiful Models
wearing colorful geometric designs (similar to Issey Miyake). Welcome Drinks will be served inside the foyer.
Foyer
Foyer
Photo Corner
After registration, guests will be ushered by
Jotun PGs to the photo corner (backdrop with
Jotun and Majestic Logos) for picture
taking. Together with magnifying glass as part
of their accessory.
Upon registration, each attendee will be given a magnifying glass to be
used in the foyer.
APEO Primer(State of the
Earth)
State of the Earth Mural Wall will feature photos of destructive effects of current paints into the
environment and our health.
The Mural will show a happy healthy green
planet.
1
2
Foyer
PGs will encourage guests to look deeper by using their magnifying
glass.
When seen through the magnifying glass, the pictures will reveal details of smaller pictures of
the adverse effects of APEO to our health and environment.
3
APEO Primer displays and further information will be
available for audience to see and
learn.
Foyer
Paint Commitment activityGrow the Earth with Jotun’s Paints
Grow the Earth encourages commitment from everyone to help sustain Jotun’s cause in delivering
products that champions protection of the environment and human health.
Guests will take turn in getting a paintbrush and paint the flower with
various color palette.
This painting/mural will be displayed in Company factory. This will stand as a gift
to the Vietnam consumers and environment.
Other shapes can be explored as alternate.
Product,Technology & Corporate Display
Foyer
Product Displays and Corporate Information will be on display for guests to appreciate. Jotun Reps will accompany PGs as they showcase breakthrough
products and long history of the company in Vietnam and worldwide.
Welcome to Jotun World
TIME M ITEMS P.I.C
17:30-18:50 40
Welcome guests-Photo corner + Display area
- Welcome drink served -Music background
PGsHotel
18:50-19:00 10 Opening announcement (voice over) MC
19:00-19:05 5 Introduction MC
19:05-19:15 10 Unveiling moment Dancing group
19:15-19:20 05 Welcome speech VIP
19:20-19:35 15 Product presentation Experts
19:35- 19:40 05 Toasting VIPs
19:40- 20:00 20Dinner & Music background
Order taking at tablesHotel
PGs & salesman
20:00-20:10 10 Performance of Ho Ngoc Ha Ho Ngoc Ha singer - 2 songs
20:10-20:20 10 Combination of Fashion show & visual art Models & technicians
20:20-20:25 5 Performance of Anh Khoa singer Anh Khoa singer
20:25-20:35 10 Order taking – Prize delivery MC
20:35-20:40 5 Performance of Thu Minh singer Thu Minh singers & dancing group
20:40-20:50 10 Lucky draw Mc ,VIPs, winners
20:50-20:55 5 Closing performance All talents
20:55-~ 10 Closing & Door gifts delivery MC
Program Flow
As each guests enter, photos of green environment and healthy community projected on sight surround screens will welcome them. Jotun’s products
ensures that their products have nothing to hide. What you see is actually what you will get. Right Colors,Eco-Sound Ingredients and Healthy Relaxing
Lifestyle.
Panoramic Setup
Jotun’s Color PalletteDuring the show, several images and Paint Color Palettes will appear on the projection walls.
From the aisle, dancing group enters stage & interacts with the screen on exciting music. The colorful palattes will zoom in & out by pushing & pulling of dancers.
Reveal
As the pallettes zoom in, the letters ”APEO”will appear on the black background. Dancers act as if they are affected by the harmful environment brought by APEO. The dancers are catching their breath & try to
find a way to escape.
Reveal
The only way to solve the problem is to they try their best to erase and destroy “APEO” with their bare hands and feet. Big dance strokes and actions will depict
their fight in erasing APEO.
Reveal
APEO disappears.Color palettes once again cover the whole projection walls . Photographs of healthy environment and beautiful healthy life scenes emerge and zoom in the screen: a cozy
house , a green forest or a pure & healthy life.Dancers regain their strength and energy and perform a gleeful joyous pomp.
Reveal
Joyful music up. 3 doors in front stage slowly open to reveal Majestic EcoHeath Giant Mock Up.
From the middle door, representatives of Jotun steps out together with product mock-up & waves to everybody.
With supporting of lighting & music effects, dancing group goes to stage to escort VIP & Majestic Paints.
Reveal
Product Talk
Product experts from Jotun will show some key selling points of this new product & share special sales policy to dealers.
Interaction between presenter & clip will lead audiences in to Jotun world & experience all its highlight benefits through the surround projection
walls.
Welcome Remarks & Product Talk
Welcome Remarks
After stepping out from the middle hidden door & welcome everybody, VIP moves to the podium- that designed as shape of our new product for his speech. End of speech. VIP introduces Jotun presenter to share his Majestic Eco-Health experience to the audiences
Dinner Sit-down dinner will be served.
During dinner, guests can enjoy soothing music background .
During this time , salesmen & PGs can mingle freely with potential dealers, get data & orders at tables & MC voices over the big prize for best orders tonight
Ceremonial Toast & Dinner
ToastingAfter the presentation, MC & Jotun’s representative invite other VIPs to go onstage for
ceremonial toast. Guests stand up and join the moment to wish Jotun great success for
Majestic EcoHealth.
Sound & lighting interacts with visual arts ( green forest, beautiful colors ,…) on
panorama screen to create refresh & prosperous atmosphere.
Majestic Eco-Health now is in our lives…Thanks to Jotun Majestic EcoHealth
Paint, nature is permanently protected.
Nature imposing photos with sound effects will be projected: … A wild forest with high flying twittering birds.
… A long pristine beach with sound of ravaging waves, … A fertile relaxing countryside with beautiful houses with children
enjoying their afternoon play under the sun ,….
Ho Ngoc Ha’s appearance will persuade every audience to take their hats off and clap their hands with cheerful & optimistic melodies. She represents the color green--- in many beautiful colors that Jotun brings to life. … Look closer to this color, Ho Ngoc Ha can let us see a huge forest or smell the fragrance of grass…
Performance
Thu Minh is representative of blue color. She can tickle everyone’s heart by her charming beauty & sweet voice .
…Look closer to this color, Thu Minh can let us fly into the sky, or feel fresh air at beach …
Performance
Anh Khoa is representative of yellow color. He infuses the energy in the atmosphere with his fiery voice & get our attentions by his powerful song about environment protection.
Performance
Everyone will have chance to contemplate a very unique collection. It is made not only by cloth but also by art visual projection. It aims to wow the guests upon seeing a sprout shoot or flowers blooming …on
models’ costumes.
Performance
Order Taking – Prize delivery :Supporting of live camera, names & images of dealers who have the highest orders will be
shown on screen after MC ‘s announcements. Music & lighting effects to follow
Order Taking - Lucky Draw
Mechanics Number 1 Making three kind of stickers
( pictures of 3 Majestic Eco-Health products/ 3 different colors)
Put these stickers randomly underneath the chairs or under the plate. Dealers who receive the chairs with these icons below will receive the special
prizes from Jotun
Mechanics Number 2Choose the lucky people by picking up randomly
lucky ticket that delivered to all distinguished guests at reception area in the beginning.
Prize suggestions: Sticker 1 – Ipad
Sticker 2,3 – Iphone
Lucky Draw
Before the program ends, a famous Vietnamese song “1 life, 1 forest” –” Một đời người, một rừng cây” will be performed by all talents. Reflecting the meaning of the song, Jotun, as a company, step up to protect our environment by creating a high quality product that is environmentally and health friendly .The performance encourages everyone to take a closer look to protect the earth and the future generation by using only the product that protects
our future.
Finale
Special & unique door-gifts will mark the event’s landmark launch.
Door Gift
Premium Kaleidoscope
A Beautiful Plant Nature KITMajestic Painted Can, seed of trees and tool to plant.
Thank you!