1. Digital & Traditional media
Attract-Engage-Connect
creative strategy communication

2. There’s a need to identify which offer/benefit that can
be used to make the brand unique compared to
competitors and create new hype for mc2 Angry Birds
There are routes that have the biggest potential to
take mc2 Angry Birds forward in 2012
• It’s Time To Play
• Play Your Life Style
• Because life is fun
• The World is your playground

3. The Brand The Consumers
Angry Birds mc2 “I’m young & I’m on fire. I
The lifestyle & entertainment card. want the world knows that
Offers access to ‘see & be seen’ I’m coming their way very
experiences strong, want to be the role
player/ be the first”
COMPETITION
Cluttered promotional offers mainly in dining & shopping, telco from card issuers,
mostly targeted to young working individuals, and low barrier to entry.
BIG IDEA
The card that allows you to play w/ your lifestyle & keep up
with this upbeat & exciting world
Proposition :
It’s Time To Play à “what’s happening” in your lifestyle experience.

4. CREATIVE
RATIONALE
For
the
young
people
now,
the
world
is
a
playground.
Their
passions
of
work,
love,
game,
friendliness
or
even
families
are
always
on
their
hotspots.
Live
their
lives
in
their
own
way.
It’s
all
about
fun.
The
BII
Angry
Birds
card
with
its
young
and
“trendseHer”
tone
is
suitable
for
their
needs.
Once
they
hold
this
perfect
pass,
that’s
their
Jme
to
play.

5. Attract
creative strategy communication

6. Print
ad

7. Billboard

8. Digital
Banner
Ad
Digital
banner
clickable
will
directly
go
to
landing
page
(microsite)
=
more
info
&
promo
program
For
more
info

9. Engage
creative strategy communication

10. Digital/microsite
when
joined
the
microsite
(create
community),
there
are
a
variety
of
informaDon
and
value
product
content,
loyalty
programe
(game,
gimmic,
prizes
etc)
and
call
to
acDon

11. Digital/mobile
apps
Mobile
apps
(android/blackberry/apple
compitable)
•
loyalty
programe
w/
prisez
offers
•
playing
and
sharing
experience
–
create
word
of
mouth:
let
them
telling
about
brand
story

12. Digital/SOSIAL
MEDIA
:
facebook
like
&
facebook
apps
&
twiQer
Facebook
apps
:
(as
trigger
for
consumer)
to
bring
more
traffic
to
microsite
•
loyalty
programe
w/
prisez
offers
Start
with
ambient
ad
+
social
media
=
wom
•
playing
and
sharing
experience
–
create
word
of
mouth:
let
them
telling
about
brand
story
Create
“hashtag”
theme
for
mc2
Angry
Birds
campaign
every
twellower
can
share
their
experience
The
best
twiQer
#playyourgame
-­‐-­‐-­‐-­‐-­‐WIN
prices
FREE
merchandise
every
weekend-­‐-­‐-­‐-­‐-­‐-­‐-­‐

13. Connect
creative strategy communication

14. Launching
Print
teaser
OOH
BANNER
launching

15. Launching
Event
we
chose
as
the
locaDon
evany
eX
–
entertainment
center
because
"angry
birds"
synonymous
with
gaming,
and
gaming
is
entertainment