activation conceptual proposal for sharp matsuri 2015

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Activation Conceptual Proposal

for SHARP INDONESIA

EVENT INSIGHTS

EVENT SHARP Festival of Bells 2015 VENUE Several cities in Indonesia DATE November, 2015 (ttbd) DURATION 8 days per cities TIME 10:00 AM - 09:00 PM D

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PUBLICS User/non user, buyer/non buyer and every potential persons that can absorb the message and spread it. DEALERS Main inflluencers, product’s frontliners, important chain link from SHARP to its customers.

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BRIEFS

SALES Increasing sales and revenue BRAND Increasing brand image Empowering brand awareness Strengthen brand loyalty

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CHANCES Best price opportunity Chances to win more prizes Memorable Entertainment SERVICE Get free service Get spare part discount

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OBJECTIVES

TARGETS

Retail Target (stores, shops, etc.)

Customer Target (buyers, end-users, etc.)

Dealers, Shop/Store owners, Retailers, Distributors | Businessman / businesswoman |

25-60 years | Urban | A, B+

DEALERS TARGET

CUSTOMERS TARGETS

Employees, First Jobbers, Families, Students, Private Sectors, etc. | 25-50 years old |

Urban, Semi Urban | B+, B, C+, C

I want sold-out and more income |I want more crowd and customers I want more promotions |I want more support for my customers

DEALERS’ INSIGHTS

CUSTOMERS’ INSIGHTS

I want more discounts and vouchers | I want more gifts and gimmicks | I want more fun activities and games |I want more entertainment | I want more support services (credit

facilities, product service corner, trade-in, etc.)

Event Insight:

This is the very best moment,

best time, and

best event to buy every

SHARP’s product in

the current area

EVENT ROLES

Event Roles:

Everybody has the chances

to win every prizes

EVENT IDEAS

Is it only refrigerator? Or AC? Displays? Home appliances? Electronics? | High quality products? Best services? | Can I afford to buy that? Is my money enough for it?

WHAT DO YOU THINK AFTER HEAR

• Accommodating every targets’ needs in creative way • Utilize 2 social segments (potential buyers and potential promoters) to leverage the event • Utilize social media as event’s digital platform • Combining snowball & domino effects strategy to attract the crowd

WHAT IS THE BEST SOLUTION?

LET’S SELL SHARP MATSURI

IN CREATIVE WAYS

EVENT MESSAGES

• SHARP is the best home appliance and electronic based products in the world

• SHARP is well-know and trustable brand for many products such as refrigerator, air condition, air purifier, LED TV and many others

• SHARP MATSURI is best event to buy SHARP’s products such as LED, refrigerator, AC, etc. because: it’s not expensive and got many vouchers and discounts

Pre Event For Dealers

For Customers

Inbound Promotion

EVENT JOURNEYS

Event

Post Event

PRE EVENT FOR DEALERS

• One Night Event

• Content:

– Thematic Gala Dinner

– Thematic Interactive Entertainment

– Matsuri Event Information

– SHARP’s Product and Presentation

• An appreciation moment for all dealers in current region

• Content:

– Invitation

– Foyer Activity (Photo Wall and games)

– Gala Dinner

TEMATIC GALA DINNER

18:00 – 19:00 : Registration & Foyer Activity 19:00 – 20:00 : Gala Dinner 20:00 – 20:05 : Opening by MC 20:05 – 20:10 : Speech & Greeting from SHARP 20:10 – 20:15 : Opening Dance (traditional) 20:15 – 20:20 : Interactive MC Quiz 20:20 – 20:30 : SHARP Multimedia Presentation 20:30 – 20:40 : Top 40 Band (3 songs) 20:40 – 20:45 : Interactive MC Quiz & Door Prizes 20:45 – 20:50 : Closing Dance 20:50 – 21:00 : MC Closing and Top 40 Band plays

This is only a tentative rundown

GALA DINNER RUNDOWN

Publications

Promotions

Community Engagements

Digital Engagement

PRE EVENT FOR CUSTOMERS

o Radio Ad-Libs (from H-7 to H)

o Radio Quiz with voucher prizes (from H-7 to H)

o Radio Talk Show (on H-3): • SHARP Head Office Representative

• SHARP Local Head Branch

• Local Public Figure / Tomas (Tokoh Masyarakat)

PUBLICATIONS: ON AIR

PUBLICATIONS: OFF AIR

Using few trained crews per group to act as chindonya and giving flyer with delivering the SHARP’s Matsuri Event in nearly days ahead.

They are separated into few area to creating high impact for the event.

PROMOTIONS: CHINDONYA PRESENTATION

We are using Cosplay Players to act on the street or intersections and while acting they are flyering and giving message about SHARP’s Matsuri Event.

PROMOTIONS: COSPLAY ON THE STREET ACTION

Putting Tear-Up Discount Poster everywhere to increasing the information and speed it up to everybody within the reach

PROMOTIONS: TEAR-UP POSTER

BEFORE

PROMOTIONS: STORE DECORATION CONTESTS

AFTER

Sending trained Chindonya into communities, inform the SHARP’s Matsuri event, giving several questions with vouchers as prizes then documenting and uploading the activity on the net.

COMMUNITY ENGAGEMENT : APPROACHING

COMMUNITY ENGAGEMENT : CONTESTING

MATSURI Bon Odori Competition

We will challenge all young generations in the area to involve this competition. A week before event we will picked the best five and will choose the winner to join

Cosplay Talent contest

The execution is as same as Bon Odori Competition.

One month before event we announce this activity to all youngsters in the area, and put their efforts on social media.

The winners from best five will be picked one week before event then asked to join the Matsuri’s Parade.


Chindonya Talent Contest

To deliver the event’s and products’ information more effectively and more precisely, we will challeng all local talents to join the Chindonya Contest. With the same methods as previous engagement, we will get the best Chindonya for the action.


Omikoshi Competition

We inform the community a month before event to make a full omikoshi team with dummy Aquos inside.

All team will submit their efforts to social media. The most beautiful five will be pick to join the Matsuri’s Parade.


• All rules, activities, results will be publicizing in social media and flyers, 6 or 8 weeks before event

• The best big 5 from all contestants will be picked to perform in the front of jury, 1 week before event

• Result: 1 champion and 2 runner-ups and these best 3 winner will involved in SHARP Matsuri’s Event Parade

CONTESTING MECHANISM

• Certificate of Appreciation from SHARP Indonesia, wrote in Japanese (kanji/katakana/hiragana). Then signed and stamped by SHARP’s CEO.

• Cash Money (as Creativity Support Fund)

• Free Down Payment for Credit Facility (from SHARP and authorized leasing companies)

HONORABLE PRIZES

• All contestants will put their contest results on social media

• Everyday report and testimonial will be uploaded into social media

• Social media interactive quiz and games will be deploy daily

DIGITAL ENGAGEMENT

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• Internal promotion in SHARP’s branch in regional or local, peer-to-peer style • Increasing the effect through Personal Direct Communication (SMS Blasts, BBM Broadcasts, WA Broadcasts,

email marketing, etc.)

INBOUND PROMOTION

EVENT SCHEDULE

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EVENT EXECUTION

• SHARP Matsuri Convoy

• SHARP Matsuri Parade

• SHARP Matsuri Opening Ceremonial

• SHARP Matsuri Sales Program

EVENT BY DAYS

EVENT

DAY 1 DAY 2 - 8

• SHARP Matsuri Sales Program

• Small team members • Around the town convoy • Stop at few spots • Involving community for endorsement (bikers, cars, etc.)

SHARP MATSURI CONVOY

SHARP MATSURI PARADE

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SHARP MATSURI OPENING CEREMONIAL

BON ODORI TAIKO

DANCE PERFORMANCE

Starting after the parade

Using traditional dance performance

Taiko is using for opening ceremonial

EVENT FLOWS

CENTER POINT GAMES BEFORE TRANSACTIONS

SHARP’s STORE TRANSACTIONS

GAMES AFTER TRANSACTIONS

WINNING PRIZES

LOTTERY BOX

HELP DESK SHARP’s STORE TRANSACTIONS CENTER POINT

CUSTOMERS

SHARP MATSURI SALES PROGRAM

• TAIKO NO TATSUJIN

• KICK SOCCER

GAMES TO GENERATE SALES

GAMES BEFORE

TRANSACTIONS

(GBT)

GAMES AFTER

TRANSACTIONS

(GAT)

• NUT TOWER

• PYRAMID OF GLASS

• SEPARATED THE COLORS

GBT: TAIKO NO TATSUJIN (太鼓の達人)

Using fingers as sticks to play taiko and follow the song’s rhythm beat. The more precise you are, the higher score you will get. A 100 score will get a voucher valued

IDR 100.000 to buy SHARP’s products in every stores around.

GBT: KICK SOCCER

As favorite game in Indonesia, soccer is addicting and can make people increasing their eagerness to win. After winning and get the voucher, it’s just an impulse to buy the products.

A 100 score will get a voucher valued IDR 100.000 to buy SHARP’s products in every stores around.

GAT: PUT THE NUT

For transaction value from IDR 1.000.000 to IDR 4.999.999

Put the 20 nuts to a tower of bolts using the chopstic without touching it in 1 minute. User can get one practice with 5 bolts. If the tower fals or it takes more than 1 minute, it will be disqualify.

GAT: PYRAMID OF GLASS

For transaction value from IDR 5.000.000 to IDR 9.999.999

Put the 45 plastic glasses into a pyramid in 1 minute. User can get one practice with 10 glasses. If the pyramid fals or it takes more than 1 minute, it will be disqualify.

GAT: SEPARATE THE COLORS

For transaction value from IDR 10.000.000 to UP

Separated 60 marbles using chopsticks in 4 different color in just 1 minute. User can get one practice with 10 marbles. If one marble fals or it takes more than 1 minute, it will be disqualify.

DAILY DOOR PRIZES

Water Purifier (FU Y28Y)

Refrigerator (SJ 17 MK2)

Microwave (R 249IN)

Vacuum Cleaner (EC ST10 S)

MEGA DOOR PRIZES

Cub motorcycle

Aquos

Washing Machine

Refrigerator

POST EVENT

• SHARP Matsuri Customer Endorsement Program

• SHARP Matsuri Customer Loyalty Award

• SHARP Matsuri Customer Birthday Gift Program

• Others

POST EVENT TARGETS

TARGET

OUT IN

• Special Discount Program

• Special Early Bird Program

• Special Bulk Sales Program

• Dealer Endorsement Program

Classified matters

DESIGN & TALENTS

• SHARP Matsuri Event Logo

• SHARP Matsuri Brochures, Flyers and other POSM

• SHARP Matsuri Rules of the Games, Games coupons, etc.

• SHARP Matsuri Route and Check Points

• Others

DESIGN & PRODUCTION

SPECIAL DESIGN

2D 3D

• Event and Venue Layout

• Tents and parts

• Games equipment

• Photo Wall

• Info desk / help desk

• Gate, omikoshi, and similar properties

• Others

Classified matters

• 2nd Grade National Artists

• Several Local Artist (depend on the cities)

ARTISTS & TALENTS

PERFORMERS

ARTISTS TALENTS

• Local MC

• Local Crew for Activation (Cosplay, etc.)

• Local SPG

• Local Performers

• Local Communities Tentative to be discuss

Classified matters

CONCLUSIONS

To sell products to Indonesian people, one must know 4 major things about the target:

their habitual behaviors, their likes or dislikes, their timeline of buying moments, and last but not least is their general situation and condition.

After combined with promotion and gimmicks to fill-in their needs of information and entertainment, all those things are wrapped into a proposal like this to be executed.

CREDITS & COPYRIGHTS

All the pictures in this proposal are from the internet and belong to their respective owners and others that not from the internet are belong to their copyright holders.

These images and text are used here only for the educational purpose of teaching how to make a conceptual proposal.

THANK YOU

BEYONDCREATIVE [email protected]