ACER CONFIDENTIAL

BUJOLI MikeCORBINEAU ZoéGLUCKMAN JulieMENDES SophieREBUS EddySZTEMBERG Jérémie

GROUPE 7

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- Smartphone: V17, a complete low cost device- Market: very competitive, high entry barriers but high

potential (sales, growth)- Company: specialized in computers but diversification in

smartphones, low notoriety in the smartphones market

- Country chose: UK- Target: 50-65 years old- Budget: 500 000 €- Goal: Launch this new product in UK

Situation

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Reasoning

Why this country:-Smartphone market in UK is expected to grow than 20% between 2012 and 2017-High penetration rate 64% (vs 57% Europe average)-Total mobile audience: 49 500 million or 20,54% of European mobil audience ( eu 5: 241 million)-24% of UK page views are from mobiles (first in europe)-Android system in growth

Situation

Why this target:-Demography: Papy boom-55+ represent 19% of total UK smartphones audience (total audience: 31,7 million)

Target: Active seniors

Country chose

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Specificity of our target

We choose to had another slide to explain how our target works because it’s a very particular target with a particular way of thinking that we are not used to charm.Through different studies, we learned that : 1/ the price has an impact on their choice of smartphones 2/ their first need is to be reassured3/ they spend a lot of time on internet, especially on shopping websites, gaming and social network.4/ they see themselves 13 years younger (that’s why we choose actors and an ambassador around 45 years old) 5/ they have a visual memory, so they really need to see the product and to read and see the functionalities

Situation

Target: 50 to 65 years old

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Strategy

Plan

Our challenges:-Show that ACER also makes smartphones-Make our target discover, love and buy V17-Create a community involved in our product and later in our brand too-Improve Acer’s brand image -Reach our specific target -Be strongly present in the social networks used by our target (facebook, twitter, pinterest)

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Concept 1

“ SelFood ”:Description

Launch a contest in the cooking community and create a new concept link to our phone : -Selfood (inspired by selfy). Players have to take a picture of themselves with their dish.-Then, they have to share it on Facebook, Twitter Pinterest or Instagram, with the hashtag #Selfood and #AcerV17-The most liked or shared win a phone or a cooking class-Every month during 3 months 4 people win

(the one that have the highest number of likes and shares each week)-The information about the contest will be relied on well known UK cooking websites-An influencer will be chosen to represent it

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Concept 1

“ SelFood ”:Description

Why ?-They are the four best social networks used in UK-Users who have more than 50 years old on :

Facebook : almost 15 million people Twitter : almost 7 million peoplePinterest : 551 000 peopleInstagram : 550 000 people=> Total 23 million

Why Selfood?-Selfie and food are both best hashtag-Selfood is the contraction-Nobody use this hashtag => Creation by Acer-The hashtag #AcerV17 will allow us to have notoriety on the social networks (particularly in pinterest that is used a lot by our target and where for know, Acer is almost invisible)-Creation of an identity and increase the Acer community page -Fun and simple-Partnership with the best cooking website -Can be a Social Media tendance-Creation of a strong community-Involvement of customers

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Concept 1 - SelFood: Illustration

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“ SelFood ”: KPI and budget

How Much ?-Chris Evans : 60 000 euros-Websites : 20 000 euros/week => 1 website/week => 60 000 euros-Sponsored tweet = 2 euro/ clic => 50 000 clics => 100 000 euros-Sponsored Facebook = 1 euro/ clic => 100 000 euros-Selfood photomaton = 50 000 euros-Hostesses = 10 hostesses per festival = 40 hostesses = 12 000 euros-Official sponsoring = ? Euros-300 V17 = 56700 euros-Community management = 7000 euros-Articles in 4 newspaper on 4 weeks 1 day = 20 000 euros -=> 465 700 euros

Concept 1

How ?-Find an influencer => Chris Evans, famous presenter, interest for food (1,5 M followers on Twitter and 200 000 fans on Facebook).-C. Evans will share on his Social Networks his pictures with the hashtag #Selfood and #V17, talk about this challenge on his radio show => Our target trust in him-Partnership with the 3 best british cooking websites with an article :

- Allrecipes.co.uk- greatbritishkitchen.co.uk- deliciousmagazine.co.uk

-Partnership with restaurants, Tea Time, newspapers, Bio shop, food shops, photos and cooking show in UK.-Implementation of banners on cooking websites-Special pages on website-Tweet and Facebook banners sponsored-Hostesses will be on the festival « taste of London » to present the V17 and offer to people at the festival to take a selfood with their lunch and participate to the contest online-Creation of a Selfood Photomaton that will share the pictures taken on Social Networks during the event « Taste of London »

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“ SelFood ”: Media planning

When?-Entry into scene of Chris evans from the W2-W2 – W4 partnership with the cooking website-W4 : V17 launch => press will talk about it-W5 : Partnership with the cooking classes-W5 To W12 : official partnership with food festivals (Gastronomy festival, BBC good food show Scotland, focus on imagin, Tast of London).

5. Official partnersh

ip with food

festival»

W1W1 -> W12

W2 -> W5

W4 -> W5

W5-12

W5

During the all period we will participate to every relevant fair = 3 salons

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Concept 2

Game “ Seriously Funny ”:Description

A facebook game « what would you buy for 189€ (or £153) ? », located on a website without any brand sign (ex: www.beseriouslyfunnywithus.co.uk)-Internautes see a simple smartphone model (without any brand sign) and the game is to add fonctionnalities to it.-There are fake ones (bunny’s ears, automatic pilot for the car, change your wife/husband by a top model…) and real ones (HD screen, double sim cards, front flash…). Every fonctionnalities added makes the internaute budget of £153 decreases (possibility to go until - 500 000 pounds for the funny ones)-When the internaute is satisfied of his « perfect » phone, he can share it on his social networks and/or see the real alternative: the V17.-He can finally see the phone description and the product details, associated with the sentence « What about an affordable smartphone? »

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Concept 2 - Game: Illustration

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Game “ Seriously Funny ”:KPI and budget

KPI per day-Clics on banners: 500-Average time spent on the website: 2 minutes-Clics on sponsorised posts on facebook : 300-Clics on sponsorised tweets: 200-Number of players after clic : 400-Shares : 100-Likes : 200

Budget:-Creation of the game and website page for the game = 30 000€-Sponsorised post on Facebook: about 1€ per clic-Sponsorised tweet on Twitter: 2€ per clic (best targeting)-Creation of a banner: about 200€-Chris Evans image fee: 50 000€ / month-Banners on website (CPC): 0,50€

30000€ + 200€+ (0,5€ x 500 clics) x 45 days = 11 250€+ (2€ x 200 clics) x 45 days = 18 000€+ (1€ x 300 clics) x 45 days = 13 500€+ 50 000 + 25 000 = 75 000€= 147 950€

Concept 2

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Game “ Seriously Funny ”: Media planning

Week one: contact the influencer and create banners with his picture : Chris Evans (english presenter: 202 649 likes on facebook) Week two: -Put banners and sponsorised posts/tweets on Facebook and Twitter-Put banners on three big online shops:• Appliances: www.argos.co.uk• Clothes: www.classicclothingshop.co.uk• All in one: www.debenhams.com-Put banners on online magazines:• Decoration: www.housetohome.co.uk• Travel: www.wanderlust.co.uk• Health: www.healthy-magazine.co.uk• Tv program: www.tvguide.co.uk

This game stays online during one month and a half

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Concept 3

“ Make your life easier ”:Description

- Aim : show the fonctionalities of our phone and rassure custumers about ease of use.

- Explaining videos based on the continuation of « a touch more simple to… »: the internaute fill up the void and there is a video about one fonctionnality of the V17

- …simple to: share, use, live, take pictures, cook, make selfies, travel, …

- No matter what word they will type, our web site will show them a small video that illustrate a fonctionnality and how simple it is to use it.

- Behind the video, you can choose to share it on facebook, twitter and like it.

-We gonna post on Acer website a interactive video where regarding the word they type, they will see a video linked to it.-It make them involved and more receptive and depending on the word they type, the result can be funny thank to the script of the video.

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Concept 3

“ Make your life easier ”:

- Scenario :- Always using as main characters people between

40 and 50 years old- Showing daily life examples- Involve family actors (children, gran children,

brother and sisters, ...)- Focalize in the ease of use- Try to create a story telling : the product is such a

help in daily life that it becomes a element of the family life.

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Concept 3 - Make your life easier / Illustration

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Concept 3

“ Make your life easier ”: KPI and budget

KPI per day-Clics on banners: 1000-Average time spent on the website: 5 minutes-Clics on sponsorised facebook posts : 300-Clics on sponsorised tweets: 100-Shares : 20-Likes : 50-Clics on other pages of our website or product page : 15-Comments : 1

Budget:-Creation of the videos = 30 000€-Sponsorised post on Facebook: about 1€ per clic-Sponsorised tweet on Twitter: 2€ per clic (best targeting)-Creation of a banner: about 200€-Chris Evans image fee: 50 000€ / month-Banners on website (CPC): 0,50€

30 000+ 1* 300 * 56 + 2* 100 * 56 + 200+50 000 * 2+ 0.5 * 1000 * 2Total = 158 300€

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Concept 3

“ Make your life easier ”:Media planning

Week one: contact the influencer and create banners with his picture : Chris EvansWeek two: -Put banners and sponsorised posts/tweets on Facebook and Twitter–Put banners on three big online shops:• Appliances: www.argos.co.uk• Clothes: www.classicclothingshop.co.uk• All in one: www.debenhams.com-Put banners on online magazines:• Decoration: www.housetohome.co.uk• Travel: www.wanderlust.co.uk• Health: www.healthy-magazine.co.uk• Tv program: www.tvguide.co.uk

The campaign will last 2 months

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Concept 4

“ An Acer Adventure ”:Description

Interactive video showing a couple who are going to travel on a boat.The video is composed of 5 scenes in wich the couple will have two choices to do. Whatever the choice the functionnalities of the V17 will be showed (2 sim cards, Face flash, autonomy, Cloud, Custom button).At the end of the video we see the couple happy with a sentence like : « A touch more simple ».

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Concept 4

“ An Acer Adventure ”:Description

Why ?-Lend credibility to the phone because our target needs to be reassured.-Showing the phone funtionalities-Increase the Acer community-Increase the traffic on the Website-Create a buzz

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Concept 4 – An Acer Adventure / Illustration

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Concept 4

“ An Acer Adventure ”:KPI and Budget

KPI per day ?- Clics on banners: 2000- Average time spent with the

video: 10 minutes- Clics on sponsorised posts on

facebook : 1400- Clics on sponsorised tweets:

700- Number of players after clic :

2900- Shares : 400- Likes : 800- Number of clics on other

pages of our website after the video : 800

How much ?-Video Interactive : 30 000 euros-Sponsorised tweet :2€ per clic : 50 000 clic = 100 000 €-Facebook : 1€ per clic : 100 000 clics = 100 000 euros-Banners on website : 7 websites = 140 000 euros-Partnership with travel agencies : 20 000 euros

TOTAL : 390 000€

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Concept 4

“ An Acer Adventure ”:Media Planning

W1- 3

W3 - 8

W8 - 10

W10

How ?-Create sponsorised banners and Facebook and Twitter links.-Banners on travel and equipments websites-Partnership with travelling agencies (www.travelnation.co.uk; www.expedia.co.uk/;www.thomson.co.uk/)-Banners on Online magazine (Deco, travels, Health, Tv :www.tvchoicemagazine.co.uk, http://www.womenshealthmag.co.uk When ?-W1 - 3 : Banners + sponsorised links (Facebook and Twitter)-W3 - 8 : Banners on travel and equipments websites-W8 – 10 : Partnership with travel agencies-W10 : Banners on online magazines

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ROI

Theorical :

Concept 1 :-Utilisation of the hashtag #Selfood and #AcerV17 = We can expect 300 000 #Selfood on the 3 Months.-Sell : Investissement = 466 000 euros Objective = 2466 V17Expected sell : 60 000 V17 in 1 year.ROI = 10 874 000€Community = Increase of 400 000 fans in 1 year

Concept 2: -Gamers during the month and a half = 300 000 players.-Investissement = 147 950€-Objective = 783 V17-Expected sell : 30 000 V17 in 1 year-ROI = 5 523 300€-Comminity = increase of 50 000 fans in 2 months

Because we do not have any knowledge on ROI. All results reported are making hypotheses on examples more or less similar to other companies.

Concept 3 :-Views per videos = 30 000 views-Investissement = 158 300€-Objective = 841 V17-Expected sell = 10 000 V17 during the 2 months.-ROI = 1 731 700€-Community increase = 5000 fans in 2 months

Concept 4:-Views on the video = 400 000 views-Investissement = 390 000€-Objective = 2064 V17-Expected sell = 10 000 V17 in 2 months-ROI = 1 502 064-Community = increase of 60 000 fans

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Financial Recap

Concept 1: SelFood: 465 700€

Concept 2: Seriously Funny: 147 950€ 

Concept 3: Make your life easier : 158 300€

Concept 4: An Acer Adventure: 390 000€

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ACER CONFIDENTIAL 27Source: comScore MMX, December 2012, UK 6+

Profile: UK Online Audience

49% Female

51%Male

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Source: comScore MobiLens, 3 month average ending December 2012, UK 13+

UK Mobile LandscapeNearly ¼ of British Smartphone Audience are Between 25 and 34 Year Old

Total UK Mobile Audience: 49.5 million Total UK Smartphone Audience: 31.7 million

The gender split for smartphones is identical to the UK online audience: 51% male, 49% female

Thank you