Brand Report.ppt

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1、 Ericsson(China)Company Ltd.National Business Division-Consumer ProductsEricssonBrand Campaign 2000Wrap Up ReportPrepared by:Publicis AD-Link Ericsson(China)Company Ltd.National Business Division-Consumer ProductsTable of ContentExecutive SummaryCampaign ObjectLaunch ActivitiesTVCMaking OfPrint AdCo

2、lumn SponsorshipPR/AdvertorialMedia DeploymentConclusionPOSMPremiums for TradeConsumer GiveawayOutdoor SignageWeb Marketing Ericsson(China)Company Ltd.National Business Division-Consumer ProductsExecutive SummaryIn the new millennium,the communication world is never prosperous than ever.Furthermore,

3、the WTO has opened the door to China providing lots of opportunities and a wider communication market.These make Ericsson himself look and step forward.To show Ericssons continuous commitment in communication technology and the promise of improving people outreaching the world via advanced communica

4、tion tools,Ericsson is going to share with his customers his vision and mission via this brand campaign,as well as to show the brand image and position in such a competitive market Ericsson(China)Company Ltd.National Business Division-Consumer ProductsExecutive SummaryA new TVC is made to suit the p

5、urpose with Creative Theme:“This is my time,my time to make a mark”Brand Proposition:“Ericsson,The Technology Leader,is your Partner to SuccessReflection of Ericssons 3 core brand values:Ambition,Innovation&Accomplishment.A series of integrated marketing communication activities were also planned to

6、 create highest awareness of the Brand campaign.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsExecutive SummaryThe Campaign was launched in China on Aug 3,lasted for 2 weeks.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsExecutive Summary-Advertising

7、StrategyEricsson,The technology leader,is your Partner to SuccessMobile InternetThis is my time,my time to make a mark Be the first Be the best Cost efficiency Ambition Innovation AccomplishmentBMW position in the automobile category:Personality-DynamicKey Driver-DevelopmentExceptionalSupportCreativ

8、eThemeBrandPropositionCorporate DirectionBrand ValuesEricsson Wanted Brand Position Ericsson(China)Company Ltd.National Business Division-Consumer ProductsCampaign ObjectiveTo strengthen the brand image as the“Preferred Brand of Choice”and to establish the“Ericsson Wanted Brand Position”To achieve t

9、he highest 1st mentioned brand awareness among competitorsTo achieve the highest 1st mentioned advertising awareness and ad recall among competitors.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsTarget AudienceDemographic CharacteristicsMale and Female,aged 18-50Psychologica

10、l CharacteristicsPrimary Targets-Pioneers&Achievers 1Secondary Targets-Materialists 1&Sociables 1 Ericsson(China)Company Ltd.National Business Division-Consumer ProductsLaunch Activities Ericsson(China)Company Ltd.National Business Division-Consumer ProductsTVCObjectiveTo arouse mass attention by th

11、e highest impact mediumTo convey Ericssons three core brand values,ambition,innovation and accomplishment.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsTVC-Talent Andy Lau was invited to endorse in the TVC-eWorld Romance for he is a well established spokesman of Ericsson for

12、 the past two years in consumers mind.Eve Yuan,a famous presenter of Shanghai Oriental TV,acting as Andys girlfriend.Carrier Wong,a new born star,acting as the go-between for Andy&Eve.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsTVC-StorylineThe story reflects reality in da

13、ily life and is about striking a balance between work and leisure in a high-paced,highly competitive world:Ericsson maintains contact between users and their friends and keeps users abreast of the latest news-anytime,anywhere-with technological innovations.Ericsson(China)Company Ltd.National Busines

14、s Division-Consumer ProductsTVC-StorylineThe story is about a trendy I.T.professional played by Andy Lau.Energetic and progressive.Andy achieves success without sacrificing his relationship with Eve Yuan.Simply by utilizing Ericssons ground-breaking communication tools and innovative technology,Andy

15、 masters the world of information and maintains close contact with his companions.In short,this is a story about winning in both love and career.Ericsson(China)Company Ltd.National Business Division-Consumer Products Ericsson(China)Company Ltd.National Business Division-Consumer ProductsTVC-Storyboa

16、rd Ericsson(China)Company Ltd.National Business Division-Consumer ProductsMaking OfObjectiveTo communicate the background,rationales behind and production values of the TVC to audience.To further elaborate on Ericssons Brand Values and Consumer Benefits the brand delivers.To arouse curiosity and ant

17、icipation for the TVC,therefore,maximizes the noise level of the campaign.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsMaking ofContent:Story RationalesInterviews with participants(Kinson Loo,Andy Lau,Nelson Sze,etc.)of the TVCBehind the scenesMaking of in length of 8 minut

18、es was developed and only broadcast in BJ,SH and GZ.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPrint AdObjectiveAs a Supportive Medium to TVCTo reinforce key message in TVC to target audience.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPrint AdD

19、escriptionEmploy celebrity approach that is in line with TVCEmploy visual from TVC(the hi-tech office)with special blue-tone execution.4 versions of print ad were designed for which one of them was a calendar for readers retention.HP4C/BW(except the calendar in FP)in newspaper and FP4C in Magazine f

20、or China;FP4C in both newspaper and magazine for Hong Kong.Banner ad was employed to sponsor a column in Next Magazine.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPrint AdFP4C Magazine Ad Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPrint AdFP4C M

21、agazine AdFP4C Newspaper Ad(Calendar version)Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPress Release/AdvertorialObjectives:To maximize noise level and further reinforce the campaign propositionDescription:1 Master Press Release write-up about the TVC backgroundTwo batche

22、s of PR photos were distributed.The first batch were Behind-the-Scene photos while the second batch were TVC scenes.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPress Release/AdvertorialsPress Release Clipping Samples Ericsson(China)Company Ltd.National Business Division-Co

23、nsumer ProductsColumn SponsorshipObjectiveBy associating with column of“interviews with celebrities”,further enhance Ericssons leading brand image.DescriptionChinaSponsor the“People”Section in China Foreign Service by inserting a Column Ad.(CFS is a quality lifestyle magazine with premium image that

24、 covers both young segments with high education level&income levels)Ericsson(China)Company Ltd.National Business Division-Consumer ProductsColumn SponsorshipChina Foreign Service-Section of“People”Ericsson(China)Company Ltd.National Business Division-Consumer ProductsColumn SponsorshipDescriptionHon

25、g KongSponsor the“醒字派”Section in Next Magazine by inserting a Banner Ad.(醒字派 is a section which reports successful businessman who have outstanding performance)Ericsson(China)Company Ltd.National Business Division-Consumer ProductsColumn SponsorshipNext Magazine-Section of“醒字派醒字派”Ericsson(China)Comp

26、any Ltd.National Business Division-Consumer ProductsPOSMObjectiveBelow-the-line support to TVC and Print Ad.To communicate Brand Values to consumers.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPOSMDescriptionPOSM were classified into 4 categories:Standard Gear for Ericsson

27、 Shop/CounterFriezeStandard Gear for Mini-roadshowProduct Display RackShop AttractionBuntingsGiant StandeePop-up PosterPostersTentcard3D Display PanelInstore LightboxOthersCarrying Bag Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPOSM-Standard Gear for Ericsson Shop/Counter

28、Frieze Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPOSM-Standard Gear for Mini Road ShowDisplay Rack/Showcase Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPOSM-Shop AttractionBuntings-4 VisualsTentcard Ericsson(China)Company Ltd.National Business

29、Division-Consumer ProductsPOSM-Shop AttractionGiant StandeePop-up Poster Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPOSM-Shop AttractionPosters Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPOSM-Shop AttractionCalendar Posters Ericsson(China)Compa

30、ny Ltd.National Business Division-Consumer ProductsPOSM-OthersCarrying Bag-Front Views and Side View Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPremium for TradeObjectiveIncentive to Trade and press people.To add and reserve value for the TVC Ericsson(China)Company Ltd.Na

31、tional Business Division-Consumer ProductsPremium for TradeTwo premiums were distributed solely for TradeTrade Kit which contains:Making Of BrochureMagnet x 4pcsCoaster x 2pcsOpenTrade Kit Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPremium for TradeCoastersCoasterMagnetsM

32、agnetsMaking Of Brochure Ericsson(China)Company Ltd.National Business Division-Consumer ProductsPremium for TradeVCD which records:Ericsson Supreme TVC seriesMTV of the eWorld Romance Title SongThe 8 minutes Making OfVCD JacketVCD Visual Ericsson(China)Company Ltd.National Business Division-Consumer

33、 ProductsConsumer GiveawayObjectiveIncentive to end customersTo add and reserve value of the TVCDescriptionPoster(Calendar for Jul-Dec 2000)Phone miniature pins of T28sc Stickers of Celebrities visuals Ericsson(China)Company Ltd.National Business Division-Consumer ProductsConsumer GiveawayBack Card

34、for T28sc Miniature Phone PinStickers Ericsson(China)Company Ltd.National Business Division-Consumer ProductsOutdoor SignageObjectiveReach target who are always on the goOutdoor BillboardDescriptionThree versions of Outdoor Billboard design.Visual with a balance between Ericsson identity and the cel

35、ebrity.Billboards were placed at Strategic locations Ericsson(China)Company Ltd.National Business Division-Consumer ProductsOutdoor Signage3 Visuals for Outdoor Billboard Ericsson(China)Company Ltd.National Business Division-Consumer ProductsOutdoor SignageBus Shelter&MTR LightboxDescription3 versio

36、ns which were designed according to the new Ericsson creative template.Beijing and Shanghai:Placed in Bus SheltersGuangzhou:Placed in MTR and Bus Shelters Ericsson(China)Company Ltd.National Business Division-Consumer ProductsOutdoor Signage3 Visuals for Outdoor Lightbox Ericsson(China)Company Ltd.N

37、ational Business Division-Consumer ProductsMedia DeploymentStrategyTo obtain optimal effectiveness for average frequency and target reach based on the media budget,with more focus on target reach.To adopt geographic focus approach to prioritized target cities with different level of media support.Re

38、ach and frequency to be based on actual competitive scenario.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsMedia DeploymentOther than the target city coverage,nation-wide media coverage was considered to enhance Ericssons awareness in other potential marketsEmployed TV&Newsp

39、aper as core medium,while up-profile magazines and outdoor signage as supporting media throughout the campaign.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsMedia DeploymentTo sponsor a column in renowned magazines to enhance Ericssons leading image.To have advertorial cover

40、age&8-min Making of to maximize noise level and excitement of the campaign.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsMedia DeploymentMedia Mix2-3 weeks campaignTVC/Making Of60-sec full version was employed in the first two days followed by 30-sec throughout the campaign.

41、A 8-min Making Of was broadcast in BJ,SH and GZ before the TVC kick off.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsMedia Deployment-TV Ericsson(China)Company Ltd.National Business Division-Consumer ProductsMedia Deployment-TV Ericsson(China)Company Ltd.National Business D

42、ivision-Consumer ProductsMedia Deployment-Achievement of TVC Ericsson(China)Company Ltd.National Business Division-Consumer ProductsMedia Deployment-Achievement of TVC*For Hong Kong TVC Performance,please refer to Appendix A Ericsson(China)Company Ltd.National Business Division-Consumer ProductsMedi

43、a DeploymentPrint Ad/AdvertorialEmploy both local&provincial popular Newspaper and contemporary titles of“Dushibao”to deliver the message to the target audience.Employ up-profile lifestyle/business/IT magazines to further enhance the Brands leading image.4C advertisement was adopted to create launch

44、 impact and stand out from competitors.PR Materials were distributed to over 130 media,including newspaper,magazine and web sites.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsMedia DeploymentOutdoor SignageOutdoor Billboard Erected in September with locations at Beijing/Tia

45、njin/Qingdao/Zhengzhou/Shanghai/Chengdu/Nanjing/Guangzhou/XiamenOutdoor Lightbox erected in Sept&Oct in Beijing/Shanghai/Guangzhou Erection was done after the TVC&Print Ad campaign completed to serve as a sustaining of the campaign Ericsson(China)Company Ltd.National Business Division-Consumer Produ

46、ctsBrand Campaign Activities Timeline Ericsson(China)Company Ltd.National Business Division-Consumer ProductsConclusionBy crossing checking with the findings from the Erictrack Report,during the Brand Campaign Period(Jul 30-Sept 17,2000),we found a positive response for the following parameters:1st

47、Mention Brand AwarenessTotal Spontaneous Brand AwarenessTotal Brand Awareness1st Brand ChoiceTotal Advertising Awareness Ericsson(China)Company Ltd.National Business Division-Consumer ProductsConclusion1st Mention Brand AwarenessThere was a rise from 24%to 31%for the whole China.Beijing:from 31%to 4

48、1%Shanghai:from 28%to 36%Guangzhou:from 28%to 44%Ericsson(China)Company Ltd.National Business Division-Consumer ProductsConclusionTotal Spontaneous Brand AwarenessThere was a slight increase from 90%to 94%for the whole China.Beijing:Maintain at 92%Shanghai:from 90%to 97%Guangzhou:from 95%to 98%Erics

49、son(China)Company Ltd.National Business Division-Consumer ProductsConclusionTotal Brand AwarenessIt was maintained at nearly 100%for the whole China.Ericsson(China)Company Ltd.National Business Division-Consumer ProductsConclusion1st Brand ChoiceThere was a slight increase from 25%to 27%Beijing:from

50、 28%to 29%Shanghai:from 24%to 29%Guangzhou:from 24%to 27%Ericsson(China)Company Ltd.National Business Division-Consumer ProductsConclusionTotal Advertising AwarenessThere was no significant increase during the Campaign period and the figure maintain at over 90%for the whole China.Ericsson(China)Comp