BTL/Digital activation 2017
Key goals brief •
Build awareness and create interest to the product among consumers
•
Communicate product benefits in credible and engaging way
•
Make J7 Frutz visible in cluttered environment (media and in-store) during high season
•
Stimulate first and further purchase via couponing (on/off-line)
brief
idea
eco system
campaign timing
realisation
Idea
brief
idea
eco system
campaign timing
realisation
WE ARE ALL LOOKING FORWARD TO SUMMER…
brief
idea
campaign eco system timing
campaign eco system timing
realisation
BUT WHEN IT COMES WE TRY TO HIDE FROM IT
brief
idea
campaign eco system timing
campaign eco system timing
realisation
WE HIDE IN SHADOWS
AND CHECK FRIENDS PHOTOS FROM THEIR SUMMER TRIPS
brief
idea
campaign eco system timing
campaign eco system timing
realisation
HIDE IN OFFICE SURFING IN FACEBOOK
brief
idea
campaign eco system timing
campaign eco system timing
realisation
WE HIDE IN OUR FLATS AND WATCH HOW BLOGGERS HAVING FUN
brief
idea
campaign eco system timing
campaign eco system timing
realisation
STOP HIDING FROM SUN WITH A SMARTPHONE IN YOUR HANDS!
J7 FRUTZ CALLS YOU TO STEP OUT OF THE SHADE AND OPEN YOURSELF UP TO THIS SUMMER! brief
idea
campaign eco system timing
campaign eco system timing
realisation
AND TO MAKE IT EASIER TO PUT YOUR SMARTPHONE AWAY, J7 FRUTZ USES POPULAR INTERNET TRENDS AND PLACE IT IN OFFLINE…
brief
idea
campaign eco system timing
campaign eco system timing
realisation
brief
idea
campaign eco system timing
campaign eco system timing
realisation
Eco system Additional activations: Metro EXPO Brand day*
Streets
Beaches
Creative sampling
Sampling map
Sampling case videos
Special project afisha.ru
J7sok.ru/ FRUTZ landing page
Moscow, St. Peterburg,Sochi 1M
CRM
Customized promo
On-premise
In-store Tasting*
Motivation program
TBC Viral campaign
TBC PR
— PepsiCo — Progression
*exact chain stores will be agreed additionally brief
idea
campaign eco system timing
campaign eco system timing
realisation
1 M contacts realisation Regions distribution
Mechanics allocation 1 % 3 %
5 %
34 % 36 %
10 %
30 %
— Fast sampling: frutztagram frame — Fast sampling: public movement
81 %
— Moscow — Saint Petersburg
— Degustation — Other: brand day, Metro Expo
— South cities
brief
— Creative sampling on beaches
idea
eco system
campaign timing
realisation
1 M contacts realisation 1 % 3 %
5 %
8 %
20 %
85 %
71 %
— Streets
Chanels distribution
6 %
— Subways, crowded streets
— Near parks
— Near universities
— Beaches
— Near business centres
— Degustation — Other: brand day, Metro Expo brief
idea
eco system
campaign timing
realisation
Timing APRIL
MAY
JUNE
JULY
AUGUST
METRO EXPO SAMPLING DIGITAL BRAND DAY DEGUSTATION TAILOR MADE
brief
idea
campaign eco system timing
campaign eco system timing
realisation
Sampling
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Sampling navigation Sampling on streets (2 options)
sampling
digital
metro expo
brand day
Sampling on beaches
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Sampling uniform
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Sampling option 1. frutztagram frame
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Sampling on streets Сделай яркое селфи и освежись! Promoters come to people on streets, give away J7 FRUTZ and take selfie with them. Promocontact: (Timing 25 sec) Привет всем подписчикам — ловите свежий лайфхак, как круто провести это лето! «Лови позитив вместо 3G По-настоящему дружи Ведь лето не доставят на дом Не бойся солнца — освежайся лимонадом» (Вручает продукт сквозь окошко Frutztagram) Выходи в лето вместо интернета с J7 Frutz!
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Sampling option 2. public movement
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Здравствуйте, мы активисты «Движения за освежение». Вот вы сейчас находитесь в общественном месте…(пауза)
Sampling on streets
А тут так легко запариться от жары! Поэтому, мы будем вынуждены вручить вам освежающий лимонад J7 Frutz и подарить этот стикер)
«Общественное движение за освежение»
(выдает продукт и стикер) Наслаждайтесь летом и не бойтесь жары!
Group of 4 promoters sampling J7 FRUTZ: • • • •
Promocontact: (Timing 25 sec)
Promoters come to people on streets Creative contact J7 FRUTZ give away Promoters gifts creative stickers
We film promo contact and post it on the promo site and relevant social medias.
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Sampling beaches
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Sampling beaches Прыгни и освежись! Chose the lemon or the orange and jump on the trampoline! J7 FRUTZ bottle and splashes will come out from this huge glass!
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Sampling beaches Прыгни и освежись! How it works:
1.
Promoter invites people to take part in the activity;
2. Participant jumps on one of the fruit buttons and catches a bottle from the one the tubes in the machine;
3. Promoter shots participant on a phone via Boomerang app. and post it in J7 FRUTZ Instagram profile with #освежительное_лето_j7frutz
4. Participant finds the video with him and shares it in his Instagram profile
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Sampling summary
On streets frutztagram frame
On streets public movement
Beaches
790 360 contacts: - Universities - Business centres - Near parks - Near subways
99 360 contacts: - Near parks
50 600 contacts
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Digital
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Digital J7 FRUTZ landing page Content on the landing page: 1. Tailor made 2. Special project with afisha.ru 3. Sampling map 4. Information about the product 5. Stickers for Telegram app. 6. Video blog «движение за освежение»
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Digital special project with afisha.ru We motivate people to go out side and enjoy Summer with J7 FRUTZ, via the interactive map with refreshing summer routes* for trips.
Сёрфи по лету вместо интернета!
*Each route includes J7 FRUTZ sampling points.
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Digital uploaded content Landing page visitors can upload creative stickers for telegram app.
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Metro Expo
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Metro Expo J7 FRUTZ zone concept We stylise J7 FRUTZ zone to look like a greengrocery store.
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Metro Expo J7 FRUTZ zone
tasting stand
table for activities 3 options sampling
digital
metro expo
brand day
two promoters on stand
two mascots invite people to J7 FRUTZ zone
sampling/degustation J7 FRUTZ, give information about the product degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Metro Expo the main stand 2 promoters work on the stand. They sample J7 FRUTZ and give information about the product.
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Metro Expo the main stand Alternative topper designs.
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Metro Expo attraction to the stand During the exhibition two mascots invite people to visit J7 FRUTZ stand.
Здравствуйте! Приглашаем вас посетить стенд J7 FRUTZ. Там вас ждут самые свежие идеи для вашего бизнеса и самый освежающий напиток этого лета. Ждем вас возле стенда J7 FRUTZ *называет локацию стенда*
Сир Апельс
ин
н о м и Л Дон
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Metro Expo activities for guests. 3 options sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Metro Expo activity for guests. option 1 Мопед
мопед
Participants get branded eco bag and notebook
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Metro Expo souvenirs options*
Eco card holder with stickers and eco pen
USB fan for a smartphone
*for activity with scales (slide 37) sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Metro Expo schedule 09:00–18:00 — J7 FRUTZ stand work Staff work schedule: • • •
• • •
Activities for guests 3 options schedule:
09:00–18:00 — 2 promoters (degustation and consultation). 12:00–13:00 — lunch break for the 1st promoter 13:00–14:00 — lunch break for the 2nd promoter
• • •
14:00–18:00 — interactive game with the scales (slide 15) 14:00–18:00 — interactive music game with fruits (slide 16) 14:00–18:00 — eco bags print work shop (slide 17)
09:00–18:00 — 2 mascots (invite guests to the stand) 12:00–13:00 — lunch break for the 1st mascot. 13:00–14:00 — lunch break for the 2nd mascot. + 10 min break every hour
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Brand day Metro
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Metro Outside Two mascots meats people outside, they: • take photo with guests • announce in store promotion
Every half an hour FRUTZ DJ’s play music on fruits After show, DJ make music on fruits workshop for guests
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Metro In store There is the J7 FRUTZ stand with a promoter in a store, where people can taste J7 FRUTZ. Another promoter works near the product shelf and tell visitors about the promo.
J7 FRUTZ tasting stand with a promoter
sampling
digital
metro expo
Roll up with prize mechanics
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Metro In store Prize drawing mechanics: Buy J7 FRUTZ and get prizes!
frisbee for 2 packs
sampling
digital
ice cube trays for 4 packs
metro expo
brand day
degustation tander
degustation OCS
pool for 216 packs
tailor made
on premise, filling station
motivation program
Metro Promoter near a shelf
area visualisation
The tasting stand
In store Fruits DJ every 30 min
Area in front of the main entrance
Parking sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Metro area visualisation Pallete design options
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Brand day Other chain stores
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Other stores In store There is the J7 FRUTZ stand with a promoter in a store, where people can taste J7 FRUTZ.
Another promoter works near the product shelf and tell visitors about the promo.
J7 FRUTZ tasting stand with a promoter
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Other stores In store Drawing Mechanics: Buy 3 packs J7 FRUTZ bottle and win prizes for vivid summer! How the activity works: 1. Consumer puts J7 FRUTZ bottle on the scales 2. Mechanism twists an arrow 3. Arrow stops on one of the sectors 4. Consumer gets a prize according the sector
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Other stores In store Prizes options for buying 3 J7 FRUTZ packs
Cap
sampling
digital
frisbee
metro expo
brand day
degustation tander
degustation OCS
earphones
tailor made
on premise, filling station
motivation program
Degustation
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Degustation tander Добрый день. Попробуйте самый освежающий напиток этого лета — J7 FRUTZ. Какой вкус вы предпочитаете, лимон или апельсин? *участник отвечает* *промоутер наливает в стаканчик J7 FRUTZ* Кристально чистая вода, натуральный сок и мякоть цитрусовых в J7 FRUTZ, поможет вам быстро освежиться и жара не помешает насладится этим летним днем.
Promocontact
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on motivation premise, filling program station
motivation tailor made program
Degustation tander Options 2 — hypermarket Degustation with 2 promoters in a store. There are 1 promoter near the tasting stand, 1 promoter near a shelf with the product (attracts visitors attention and make announcement about the activity) and a supervisor (help promoters: brings materials, monitoring the cleanliness)
Option 1 — store near home Degustation with mobile promoter in a store. There are 1 promoter with the product on the belt and a supervisor (helps promoter: brings materials, monitoring the cleanliness). contacts plan: 29 120 sales plan: 9 000 (30% of contact)
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Degustation Other chain stores There is the J7 FRUTZ stand with a promoter, where people can taste J7 FRUTZ. Another promoter works near shelfs with the product.
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Tailor made
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Structure of promo activity Every 2-th receipt is winning. Not more than 70 prizes per day Total – 2941 prizes
In-store
Purchase 2 SKU
Receipt WEB registration
Participants database
Winners
Everyday moderation of receipts
1st level prizes: 100 rub. on phone
sampling
digital
metro expo
Period of promo activity– 6 weeks (42 days)
Dream Prize: certificate Ozon Travel 100 000 rub.
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Structure of promo activity
Every 2-th receipt is winning. Not more than 40 prizes per day
Every week - 1 приз (not more than 5 000 rub)
In-store
Purchase 2 SKU
Receipt WEB registration
Participants database Everyday moderation of receipts
Every day: Panama
sampling
digital
Every week: set for a picnic
metro expo
Winners
Main prize in creative contest: refrigerator
brand day
degustation tander
degustation OCS
+ Creative contest (winner will get the main prize)
Period of promo activity– 6 weeks (42 days)
tailor made
on premise, filling station
motivation program
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Structure of promo activity
Every day – 5 prizes Every week– 5 prizes Main prize in the end of promo-activity
In-store
Purchase 2 SKU
Receipt WEB registration
Participants database
Winners
Everyday moderation of receipts
Every day 5 prizes: diving equipment
sampling
digital
Every week 5 prizes: bicycle
metro expo
brand day
Period of promo activity– 6 weeks (42 days)
Final prize drawing: conditioner with a print
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Structure of promo activity Prizes every day 5 prizes Prizes every week 5 prizes (3000 rub) Main prize in the end of promo-activity
In-store
Purchase 3 SKU
Receipt WEB registration
Participants database
Фото чека + номер карты лояльности
Every day 5 prizes:
sampling
metro expo
brand day
Everyday moderation of receipts
Period of promo activity– 6 weeks (42 days)
Main prize - 3 prizes (not more than 100 000 rub each): tourist trip
Every week 5 prizes: certificate for emotions PS box
digital
Winer
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Structure of promo activity Drawing every day
In-store
Purchase 3 SKU
Receipt WEB registration
Participants database
Фото чека + номер карты лояльности
Every day 10 prizes: refrigerator bag
sampling
digital
Everyday moderation of receipts
Period of promo activity– 6 weeks (42 days)
Every day 5 prizes: humidifier
Every day 3 prizes: juicer
metro expo
Winners
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Prize options
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Prize options up to 500 rub.
Frisbee
Cap
sampling
Beach ball
Panama
digital
metro expo
Kite
Ozon certificate
brand day
degustation tander
degustation OCS
Money on a phone
Form for ice
tailor made
Bandana
on premise, filling station
motivation program
Prize options up to 1000 rub.
Swimming mattress
Cooling glass
sampling
digital
Set for badminton
metro expo
Fridge backpack
Set for lemonade
brand day
A glass with for fruit
degustation tander
degustation OCS
Orange Umbrella
Fridge bag
tailor made
on premise, filling station
Пляжная сумка
motivation program
Prize options 1000–5000 rub.
Drier for fruits and vegetables
Certificate for impression (3000 р.) sampling
digital
metro expo
Bedspread Picnic / beach
Set for a picnic with tableware brand day
degustation tander
Hammock
Juicer degustation OCS
Fan
Humidifier
tailor made
on premise, filling station
Lumzac
Set Flippers + Mask + tube motivation program
Prize options 5000–15000 rub.
Swing for garden
sampling
digital
Bike
metro expo
brand day
Pool
degustation tander
degustation OCS
Impressions (10 000 р.)/ Certificate for the day at a water park
tailor made
on premise, filling station
motivation program
Prize options 50000–150000 rub.
Certificate Ozon-travel (100 000 р.)
sampling
digital
Fridge
metro expo
brand day
Air conditioning with a custom print
degustation tander
degustation OCS
tailor made
Weekend in Sochi
on premise, filling station
motivation program
On-premise Burger King
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Burger King sampling We launch banner a frame at a cash register.
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Burger King poster There is a poster with the sample mechanics in Burger King
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Filling station
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Filling stations sampling Consumers gets creative stickers and J7 FRUTZ.
Wobbler on a cash register
sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Motivation program
sampling
digital
metro expo
brand day
degustation tander
degustation
 OCS
tailor made
on premise,
 filling station
motivation 
 program
Motivation program Prizes Three regions with the most sales growth (%)* during reporting period get: 1st place – weekend country club/ scooter (500 000 rub. for team)
2nd place – bicycles
3d place – gyroscooters
(300 000 rub. for team)
(200 000 rub. for team)
*The criteria determined jointly with PepsiCo. sampling
digital
metro expo
brand day
degustation tander
degustation OCS
tailor made
on premise, filling station
motivation program
Motivation program 1st place conception 1st place — weekend country club Выиграй выходные «в отличном составе» Путевка в развлекательный загородный комплекс на всю команду!
Day 1. «Water»
Day 2. «Juice»
visit to the water park / swimming pool
sampling
digital
metro expo
The most juicy activities
brand day
degustation tander
degustation OCS
Day 3. «Pulp» Dinner for the whole team in a restaurant
tailor made
on premise, filling station
motivation program
Thank You!
Thank You!