Pitch for digital activation for Ol Industry in Pakistan

1. MPOC Activation
Activation Proposal
Presented by

2. Our Understanding
Brief Elements
• Create the awareness of Malaysian Palm Oil in Female Audience via on-ground
activation and
• utilizing all possible mediums to promote the activities including Existing & New
Digital Assets of MPOC
Enhancing the product perception
Objective and brand recall in local market

3. Our Understanding
Client concern
• Improve understanding of palm oil
• Uphold the good name of Malaysian Palm Oil
• Encourage product diversification
• Set product recall in the mind of End Consumer

4. Profile
University going
Very tech savvy!
Our Understanding
Wants to try out new things
Accept challenges
Strive to remain updated
Fun Loving
Health & Fitness conscious
Target Audience
• Class: A, B+,B
• Consumer: Female
• Age Group: 18 & Above

5. Our Understanding
content
Engagement
Management
Make it Viral
Digital
Activation
Lucky Draw
User
Generated
Content
Digital Activation
• Engage Chefs
• Be a Chef – New talent
competition
• Arrange cooking
competition on digital
platform
Lucky Draw
• Food item photography
• Highest votes for new
recipe
• Event based activity poll
– Eid-ul-fitar, Eid-ul-
Azha, Eid Milad-un-nabi
• Weekly activity:
Saturday Special
User generated content
• Best Food Decor
competition
Proposed Way Forward

6. Proposed Way Forward
On Ground & Digital Engagement
Live Cooking Competition

7. Plan of Action
The Idea
On Ground Activity will be set for the Target Audience to
participate and share its experience gained via various
fun-based activities at the point
Creating the awareness of
MPO and its Benefits
Creating awareness and recall of MPOC
Idea
Objective
Expected Outcome

8. Plan of Action
Activation Content
Quiz
Competition
Picture Sharing
Secondary: Competition
Video Uploads
Event update
Vote ME
Viral
Song Competition
Secondary: competition
Live Cooking
Competition
On Ground
Digital

9. Plan of Action
The Idea
Scope:
Lahore
Karachi
Islamabad
Venue:
Top 5 collages of the city
Starting Timeline:
September 2013

10. Plan of Action
The Idea
The activation would be divided into three phases
Phase 1
• Pre Launch Activity
• The PUSH season
Phase 2
• Launch Activity
• The PULL Season
Phase 3
• Ending Activity
• Season Finale

11. Pre Launch Activity
Concept
The pre launch activity will define the “SHOE VALUE”
of the brand.
We will create a ambiance that will create an impact
of the consumer mind
A female Brand Ambassador will be representing
B.First in the outlet and that will give the dramatic
High profile experience to the Kid
A Royal chair will be placed for the Kid to sit and
check the shoes
For Kids moments means a lot. Pleasing moments
are what the brand will be providing

12. Pre Launch Activity
Purpose
The B.first product line along with kids will be
treated special for the following reason:
Differencing B.First kid from other shoe
buying kids.
Good experiences tend to be a good word of
mouth for kids which attracts the non
customers.

13. Pre Launch Activity
Activity Content
A female Brand Ambassador will be representing B.First
in the outlet and that will give the dramatic High
profile experience to the Kid
Red carpet will be placed in front of the B.First section
A dramatic Bata family picture wall will be placed.
An environment would be presented to the kids that they
will be treated as the super kids if they are buying
the B.first shoes.

14. Pre Launch Activity
Activity Content
The activity would start at the outlets of Bata with the following content
• Kiosk setups will be present
• Coupons would be provided i.e. Movie premiere after the purchase of B.First product
• Special Chair present for the B.First kids tryout.
• Shopping Bag printed with the perfect happy smile picture of the kid and his family

15. Pre Launch Activity
Outcome: Experience
• Amplify kids experience when he walks in the outlet. Treat him like you treat an
elder.
• When they buy it they move on to the kiosk for a video testimonial and experience
along with that the kid can have his photograph printed on a special bag recycled
• Perfect experience and something to remember.
• The BA also hands over the kid a coupon in which theirs a detail that we record as
well as the kid information filled in. The coupon basically is a movie premier
experience for the kids, which will be held the next months 4 per month.

16. The Concept
Scope
• Tentative Locations Outlets, Schools
• Targeted Cities Lahore, Karachi, Islamabad
• Hype, Promotion and Satisfaction linking to sales
B,First
Malls Outlets Schools Venues

17. The concept
Timelines
Phase 1
• Pre Launch Activity
• This Activity will be started in stores from July till Eid.
Phase 2
• Launch Activity
• The Activity will start from second week of August
for next 4 weeks for
Phase 3
• Ending Activity
• Schools Activity

18. Activation
Target Audience Analysis
Target Audience Field of Interest.
Games
Movies
Plays
Festivals
Sports

19. Activation
Concept & TA linkage
• We are Bringing Coupons of Free
movie Screening in Every week
• Target Audience will come to see the
movie after buying the shoe
• Coupons will recall the brand in the
mind of the customer
• Movie premier will be there for the
B.First user

20. Execution
Target Reach out
A. Malls Activation
B. School Cluster
C. Recreational Venues
D. Outlets

21. Execution
Mechanics
How do we do this?
Phase 1:
A team of 5 people will enter in the outlet,
We will make Royal Red carpeted Ambiance of B.First Section
Every Customer will be treated as a special one
First kid will be seated on the royal chair with special treatment.
After try out he/ she can have its picture in front of Family wall(
portable)
If someone buy shoes his/her picture will be printed on the Shopping
Bag
The picture will be uploaded on the face book page as well and they will
get it on Bata Shopping Bag.
Every one who buy shoes will get a free coupon of Movie Screening
First
Experien
ce
Try out Ending
thought
Regular
customer
s
+ +
Non
Regular
Custome
rs
+ +
image

22. Execution
Mechanics
How do we do this?
Phase 2:
With every show pair 2 coupons will be given
If any body want to attend all movies then he / she will get another pair
to enter In the venue arena.
A pull strategy will be created to visit our branded store and get free
coupons
Buyer Pull
strategy
Sale
Increase
Regular
customer
s
+ +
Non
Regular
Custome
rs
+ +
image

23. Execution
Mechanics
In phase 2 we will do movie screenings on
different location of the city
Only buyer who have the coupons can
enter in the venue

24. Execution
Mechanics
How do we do this?
Phase 3:
In phase 3 we will be entering in the institute and will arrange a fashion
show for kids.
In this fashion show we will select a host and a brand ambassador for
the complete fashion shows campaign
A Small portable setup with ramp will be made for the show
Only B.First user can come on that ramp for walk
We can Make Barter deals with brand i:e bonanza to give us costume
for the show.
2 persons will be selected each institute and that will go into the grand
finale

25. Execution
Time lines
Where do we do this?
30 Schools
10 Malls
24 Bata Stores
5 Recreational venues
When do we do this?
We will start out Pre Launch Session in Ramadan
Our Pull session will be one month session after Ramadan in school
vacations
Our School Session will start before Eid ul Azha and will end after 2
weeks

26. Execution
Key Dates & occasions
Special Occasions ?
We will have some very important dates during our activation
Chand Raat ( offer Activity)
Eid ul Fitar ( Festivals, Joy Lands)
14 August ( Flag Making and raising Activity)
Pakistan day
Eid ul Azha Vacations

27. Execution
Contingency Plan and terms
Unforeseen
If something change because of any unhealthy activity in the city we will
inform brand team one week before
We will suggest the alternative plan for the execution of the plan
We will be placing and facing all the Govt issues in the form of NOC’s
If Any change in the plan from the brand side we will decide it mutually
what can be best in that time ( optional according to the situation)

28. Execution
B.A and profiling

29. Post Activation
Activities videos and Analysis
We will capture videos of some of the activities for the Digital
and viral content.
Activity Analysis and statistics numbers will be given in the
videos
Pictures for Viral content will be there.
We can use pictures as Bata family day in the family day
We can places wide screens on Bata flagship stores to show
the family pictures.

30. Thank You