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 jonas@iplanmmkt.com.br
 www.iplanmkt.com.br

1. GAME TIME WALMART BRAZIL

2. Content
Scenery
Insight
Objectives / Strategies / Solutions
Activation Plan
Chronogram
Benefits and Investments

3. GAME TIME
The 2013 Confederations Cup will take place in Brazil
between June 15 - 30.
Scenery
Brazil
Spain
Japan
Mexico
Uruguay
Tahiti
Nigeria
Italy
Eight participating teams:
Host Cities:
Belo Horizonte Brasília Fortaleza Rio de Janeiro Recife Salvador

4. GAME TIME
Related Products:
Scenery
Personal Care
Deodorant
Razors
Creams
Shampoos
Condoms
Soaps
Muscle Relaxer
Tooth Brush
Tooth Paste
Food and Beverage
Chips
Chocolates
Cereal Bars
Frozen Foods
Beer
Soda
Isotonic
Energy Drinks
Juices
Electronics
TVs
DVDs / Blue-ray
Home Theater
Video Games
Games
DVDs
Apparel
Shoes
Sport shirts
Soccer shoes
Shorts
Sweaters
Hats
Socks

5. GAME TIME
Our country breaths soccer!
The Confederations Cup will be our warm
up for the World Cup.
For us Brazilians, watching the game means
to cheer, scream, celebrate, be
with friends and family and party as our players
show why they are the best of the world with their
excellent skills.
Insight

6. GAME TIME
We want to insert the shopper
in this competition universe
and take advantage of the rich
content provided by the
diversity of the participating
countries.
We will reinforce the message that at Walmart, he will find everything
he needs to get in the vibe for the lowest price.
Insight

7. GAME TIME
Objectives
Develop a seasonal
creative platform,
that impacts the
shopper and
generates an
increment in sales
for all brands
involved.
Walmart will make
Brazilian fans get in the
cup spirit, offering
content about the
competition and related
products.
Strategies
We will get them
ready with activations
in a diversity of
contact points.
Solutions
Offsite
We will go into zones
of interest in
surrounding
communities.
Onsite
We will have themed
mini events and
activations in store
parking lots.
In Store
Personalized activations
will take place in various
areas of the stores and
in different store
formats.
Objectives / Strategies / Solutions

8. Key Message
It doesn’t matter if we are home,
In the streets or stadiums, we are one team,
united by a passion, in one place.

9. Plano de Ativação
Now, it’s Game Time!

10. Activation Plan
Offsite Onsite In store
Contact Points
•Soccer Fields
•Beaches
•Bars
•Clubs
•Gates
•Gas Stations
•Shopping Carts
•Parking Lots
•Registers
•Halls
•Departments
•Lines
•Checkout

11. GAME TIME
Activations will take place between June 1 - 30.
Fortaleza Hiper: 10 PDVs
Super: 7 PDVs
Soft: 4 PDVs
Hiper: 4 PDVs
Super: 9 PDVs
Soft: 1 PDV
In 7 capitals
50 points of sale
São Paulo
Curitiba
Porto
Alegre
Recife
Salvador
Rio
de Janeiro
Hiper: 10 PDVs
Soft: 5 PDVs

12. GAME TIME
Activation Offsite
Brand Ambassadors
Playing soccer with friends is a Brazilian custom
of all regions of the country. Knowing this, we will visit
key game locations and take a team to cheer players on
as they promote Walmart Game Time.
We’ll take advantage of the moment to offer curiosities
about the Confederations Cup with a game chart and
“shopping list” containing everything he will need to
buy in order to be ready to cheer for their team.
One of our brand ambassadors will be a “nurse” and will
“take care” of any injuries. We’ll take advantage of the treatment to hand out a
gift certificate which can be retrieved at Walmart Pharmacies.
1°

13. GAME TIME
Activation Onsite
Blitz at parking lots and gas stations.
• “Shopping list" and game chart distribution to all who enter PDVs.
• Product sampling of participating brands.
• “Car wash” interventions at gas stations during rush hour.
For gas station activations, customers who fill their tank will receive a $20 gift certificate that
Can be used at the store, pharmacy or Photo Center.
2°

14. Activation Per Format
Hiper: Store Parking Lots + Gas Stations
Super: Store Parking Lots
Soft: Store Entrance
Blitz at store parking lots and gas stations.
* Shopping list and sampling in all formats.

15. GAME TIME
Activation Onsite
We will place flags of participating countries on all of the shopping carts at participating stores.
The consumer will shop and have constant contact with the Game Time concept and
participating brands.
• 8 different flags
• Curiosities about the countries
• Participating brands
• Activation for all PDV formats
International Shopping Carts
3°

16. Game Time Arena

17. GAME TIME
Activation Onsite
Game Time Arena
We’ll create a sports arena at the parking lots of 7 stores in Brazilian capitals.
A few attractions will be offered to entertain shoppers and take them to the soccer
And competition universe.
• Mini soccer fields
• Skewers booth
• Soda and snacks booth
• Street Soccer presentation
• Confederations Cup chart
• Sampling
• Game: throw the ball inside the cart and win
• Face painting for fans
• Shopper caricatures
• DJ
4°
This will be an important opportunity
for all brands to interact with their
consumers at the point of sale.

18. Game Time
Arena

19. GAME TIME
Activation Onsite
How will the Game Time Arena work?
• The size of the arena will be defined ahead of time depending on the space available.
• The arena can be created by one or more brands, depending on the commercial contract.
• The shopper can access the Arena by showing proof of purchase or by donating 1 kilo
of a non perishable item.
• The activation will take place during 4 Saturdays on the month of June, from 10:00 am –
4:00 pm.
• Activations will be executed inside the arena, with the intention of taking the shopper back
inside the store [at the same or following days].
• All activations will be offered through the Walmart brand and other participating brands.
4°

20. Activation Per Format
Game Time Arena
Hiper: At the parking lot of 7 Hipers selected by Marketing.

21. GAME TIME
Activation In store
We’’ll create individual displays or
co-branded displays exposing and selling
products and brands related to the soccer
universe.
We’ll have one promoter per display
to conduct sampling and promote
Sale inputs.
All exposed products will be part of the
“shopping list” handed out during the
brand ambassador blitz, parking lots
and gas stations.
Product displays with meal solutions
5°

22. Activation Per Format
Prouct displays with meal solutions
Hiper: 1 or + displays distributed along the main aisles
Super: 1 or + smaller displays distributed along the main aisles
Soft: 1 small display at the entrance of the PDV
* Exclusive promoter and sampling at all formats

23. GAME TIME
Activation In store
Booth to expose TV’s is something overdone in
points of sale.
We’ll transform this strategy into a shopping
experience. The shopper will enter an ambiance
where he’ll feel like he’s at the stadium watching
a match.
We’ll have mini bleachers full of fans and a Smart
TV positioned in front of it.
A button saying: “Start the match” will start off
everything. “Gol” screams will be let out by the
Home Theater while at the same time a VT with
famous “gols” by various teams plays for
shoppers to watch.
Booth “Take the stadium home"
6°

24. GAME TIME
Activation In store
A technical promoter will be available at the booth
to show features and answer questions that
shoppers may have about the products.
We’ll offer one peanut bag as soon as the shopper
walks into the booth.
Booth “Take the stadium home"
6°
Offer soccer matches through video games for
shoppers who are not alone and have a soda
and snack display outside next to the booth.
Cross Strategies:

25. Activation Per Format
Hiper: In case brands already have a space inside the store, it can be
used for this activation.
* A trained technical promoter will be available on Thursdays, Fridays
and Saturdays.
Booth “Take the stadium home"

26. GAME TIME
Activation In store
Fan Kit – Display Products
“With the purchase of one participating
product, you will win an exclusive item of
the Walmart Fan Kit.
Choose a gift at the stand after check out.
All of the products present at the meal
solutions display will be part of the promotion.
The shopper will be able to retrieve one item
for every product purchased.
(1 product= 1 item / 2 products= 2 items)
The promoter at the display will inform
shoppers about the promotion and will hand
out an informative “take one.”
7°

27. Activation Per Format
Hiper: Highest number of participating products and communication
at displays and check out registers.
Super: Communication on displays and check out registers.
Soft: Communication on displays and check out registers.
* Stand + Promoter for gift receipt exchanges in all formats.
Fan kit – Registered Products

28. GAME TIME
Activation In store
Quiz and line sampling
In order to offer a distraction moment at the
lines, two promoters with tablets and trays, will
ask shoppers different fun questions about the
different activation points by which they were
impacted during their visit to the store.
This activation can be done at the PDV
of all three different formats.
8°

29. What about host cities,
what will we do?

30. GAME TIME
Activation Host Cities
During game days, all
register employees at activating
stores will be wearing a Brazilian
team jersey, showing off all
participating brands.
For these cities, our “shopping list” will be different. There will be a
creative communication that reminds shoppers of items that he cannot
forget to purchase before going to cheer in the stadiums, beyond of
course the game chart.
9°

31. GAME TIME
Activation Host Cities
And more...
We’ll create a team of promoters and
actors dressed like soccer players and
conduct interventions during high peak
store hours..
• Team line up along the lines
• Warm up on the product aisles
• Cheer songs at the electronics department
• Soccer skills show off at the main aisles
Intervention Examples:
When lines get too long and the
departments full, our team will go into
action.
9°

32. Activation Per Format
Hiper: Interventions, differentiated shopping list distribution and
shirts for all register workers
Super: Differentiated shopping list distribution and shirts for all
register workers
Host City Activations
Soft: Differentiated shopping list distribution and shirts for all
register workers
* Minimum of 1 brand ambassador per point of sale

33. Chronogram
01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
June 2013
Offsite Onsite In store
Shopping carts will be
available throughout
the entire month
Brand ambassadors and line
Blitz:
• Thursday
• Friday
• Saturday
Night:
• Wednesday
• Thursday
• Friday
Arena

34. Get ready, it’s game time.

35. Thank you!