CHERRIES

FROM CHILEUpdated Proposal

2017.11.15

MOB

SOCIAL

OOH

EC EC Collaborations

11.3

Waiting for Red

(Social topic)

11.20

Red Detector

12.18 - 1.28

Lift Poster

12.25-27

Wechat Ad

12.18 - 2.11

Programmatic Buy / APP Ad

12.10

Limited & Seasonal Social Topics

Link to EC

12.25 - 1.21

Metro Display

Live Streaming

11.13

Pre-order

11.20

EC PromotionCNY Promotion / Special Pack

OCT NOV DEC JAN FEB

CAPTURE CONVINCE CONVERT

Double 11 Double 12 Christmas CNY, Feb 16

New Year

12.15-23

Together Meet Chile

Campaign

1.9-15

Super Cherry

Day

THE 2017 CAMPAIGN GANTT CHART

POS

COOP

Trade EVENT

12.24

Friday Red Moment

11.24 - 2.4Promotion by phase

11.7 - 2.2

Wholesaler Market Event

12.23 - 1.21

Pop Up Red StoreRoadshow

THE 2017 CAMPAIGN GANTT CHART

OCT NOV DEC JAN FEB

CAPTURE CONVINCE CONVERT

Double 11 Double 12 Christmas CNY, Feb 16

New Year

【Master Creative】

KV 1 OCCASION- All media coverage: online & offline usage- KV 1 focus on ATL communication: OOH + digital- Alternative visual for in-store

Those cherries come from a natural imnune islandcalled Andes Mountains

Enjoy your Red Moment.Satisfaction fills your mouth,

happiness reflected by your blushing face

KV 1 - Occasion

Those cherries come from a natural imnune islandcalled Andes Mountains

Enjoy your Red Moment.

KV 2 PRODUCT FOCUS- All media coverage: online & offline usage- KV 2 focus on BTL communication: in-store + event- Alternative visual for OOH & digital

Comes from Andes Mountain

Natural Pure Land

KV 2 - Product

KV 3 Friends - Alternative KV option for online media coverage & trade event only

Those cherries come from a natural imnune islandcalled Andes Mountains

Enjoy your Red Moment.Satisfaction fills your mouth,

happiness reflected by your blushing face

KV 3 - Friends

Video 15”- All media coverage: online & offline usage- ATL communication: Hero APP media buy + WeChat moment ad + social- BTL communication: Offline Event, In-store retailers

Video

Social、EC & Media Plan

【Tmall Live Broadcast Event】

Tmall have invited to hold live broadcast show at BJ Chile Embassy.

【Tmall Live Broad Cast Event】

Meanwhile, social media cooped to announce the event through wechatand weibo to drive awareness.

Official WechatAccount

【 Red Detector 】

Key Objective: • To drive social buzz on social platforms• drive traffic to ecom sites for online order• Leverage KOL & social platforms to drive awareness & engagement• Using Occasion: Social Platform, Wholesale Market Event and offline event

Red Detector to test how red you areUpload your photoChilean Cherry

How red you are?

Begin test Click to agree t&c

Reminder

Facing front to get the best photoClick to proceed

Use camera Or Choose from document

Cherry rain while Uploading

Results:5 different results to indicate how red you are

Sharing & go to JD or Tmall: Bottom bar: redirect to JD or Tmall for online orderLong press: to save photo or scan QR code to share on social platformsClick on top right button: to share on social platforms

【 Red Detector 】User Flow

Wechatmoment ad

Cherry rain animation

Cherry campaign message & product education

Click button to get coupon to use on JD

Click button to redirect to JD for online order

Key Objective: • To drive awareness of Chilean Cherry campaign & drive traffic to JD• Leverage JD resources to drive better conversion

【 We-chat Ads】

• Special Package for 500g pack for HEMA coop

【 Friday Red Moment】

PHASE ONE

OCT – NOV

EC OBJECTIVE OF CHILEAN

CHERRIES

PHASE TWO

END NOV - DEC

PHASE THREE

JAN - EARLY FEB

EC COMMUNICATION

BY PHASE

ANNOUNCE THE START OF CHERRY

SEASON WITH PREMIUM IMAGESECURE BIGGER SALES VOLUME DURING THE FESTIVAL SEASON

PRE-ORDER CAMPAIGN WITH LIMITED OFFER TO HOOK

CONSUMER & ATTRACT ATTENTION

NEW YEAR CAMPAIGN “Live

streaming, Red in Chile”

TMALL ACTIVATIONS（tbc）

DOUBLE 11

PRE-ORDER

SUPER BRAND

DAY

Promotion

CNY

Promotion

Publicis Activation

Activation 1

Cooperation with EC platforms

Activation 3 Cherry Festival & CNY

Set gift package promoLive Streaming

DOUBLE12 CAMPAIGN双12

“TOGETHER MEET CHILE(汇聚智利)”

Together Meet Chile (汇聚智利)

Online + Offline Event in Alibaba

+

Tmall Gold

Activation 2

Juhuasuan (聚划算) APP theme/banner/icon design

Flash sales + Coupons

Category Landing Page

EC Promotion Plan – Tmall

PHASE ONE

OCT – NOV

EC OBJECTIVE OF CHILEAN

CHERRIES

PHASE TWO

END NOV - DEC

PHASE THREE

JAN - EARLY FEB

EC COMMUNICATION

BY PHASE

EC Promotion Plan – JD.com

ANNOUNCE THE START OF CHERRY

SEASON WITH PREMIUM IMAGESECURE BIGGER SALES VOLUME DURING THE FESTIVAL SEASON

PRE-ORDER CAMPAIGNWITH LIMITED OFFER TO HOOK

CONSUMER & ATTRACT ATTENTION

DOUBLE12 CAMPAIGN“MY WECHAT MOMENT TURNS RED”

NEW YEAR CAMPAIGN“LIVE STREAMING, RED IN CHILE”

JD ACTIVATIONS（TBC）

First Batch Arrival Announcement

PR Event Offline Road Show –ChengduDouble 12 Promotion

CNY

Promotion

Publicis Activation

Category Landing Page

Activation 2 Red Moment

Set Incentives for H5“Shake Cherry Tree”

Activation 3 Cherry Festival & CNY

Set gift package promoLive Streaming

Super Cherry

Day

Activation 1

Cooperation with EC platforms

Social + EC

【Live streaming, Red in Chile】

Launch live streaming channel on EC platform, set

up the activity location in China. Invite KOLs to

interact with people featuring recorded Chilean

activity videos, aiming to let the audiences

understand the unique advantaged Chile location

and the pros of “red complexion”.

Audiences could purchase cherries directly via

clicking the link when watch the live streaming show.

Click to order

Click to order

Media Activities

OOHBuild awareness and drive sales (get coupon to use on JD.com) , target to accurate consumer, promote efficiency of advertising

Programmatic buy/App Ads WeChat Ads

Shanghai Metro - Creative display ads: Creative format got diversity to increase impactGuangzhou & Beijing – Metro Light box

Residential Lift Posters: Capture audience in high affinity residential areas and trigger call-to-action

Hero apps with advanced formats to improve visibility to increase conversion rate.

4 Main Ad formats

App Openin

g

Focus Picture

Native Feeds

Display Banner

City baseInterests targeting

Video

Display

Get coupon to use on JD and directly redirect

to JD for online order

Media Flowchart

MediaDec 2017 Jan 2018 Feb 2018

Impression Cost (CNY) Cost (USD) SOS18 25 1 8 15 22 29 5

Lift Poster 14 Key Cities Positions around retail channels 173,742,931 ¥2,043,206.59 US$308,175.96 24%

Metro

Shanghai Creative Metro Tunnels 44,749,936 ¥1,671,282.22 US$252,078.77 20%

Beijing/Guangzhou Metro Light Box 86,190,860 ¥1,135,490.47 US$171,265.53 14%

WeChat 10,000,000 ¥1,266,181.08 US$190,977.54 15%

Pogrammatic Buy

All 58 Key Cities Hero APP 106,245,469 ¥2,244,269.63 US$338,502.21 27%

Total Budget 420,929,195 ¥8,360,430.00 US$1,261,000.00 100%

Tier2&3 WeChatFeeds Ad (3 days)

• Note: 3% of budget (39,000USD) is used as a reserve fund to buffer the exchange rate changes.• Impressions: the number of times the audience would see the ad. Impressions is not unique visitors.

Media KPI

Data Source: Target Reach % is from CMMS. (China Marketing and Media Study)

Remark:Target Reach % Per Day: Target Audience concentration of daily impressionsImpressions: the number of times the audience would see the ad. Impressions is not unique visitors.Target impressions per day = est. daily impressions * Target Reach % per dayEst. Unique Visitors = Est. Impressions / Est. FrequencyCost Per Unique Visitor= total cost of each media / est. Campaign Unique VisitorsClick-through Rate = est. Campaign Clicks / est. Campaign Impressions

Total campaign frequency:

13.1x

Media Type City

Target Reach % Per Day

Target Impressions Per Day

Est.Impressions Per Day

Est.Campaign Impressions

Est.Campaign Unique Visitors

Total Media costCost Per Unique

VisitorsEst.Campaign Clicks

Est.Campaign Click-through Rate

(P24-35) (000') (000') (000') (000') (USD) (USD) (000')

OOH-Lifter Poster(42 days)

Beijing

42.70% 1,766

356 14,967 896 37,023 0.04

- -

Shanghai 510 21,401 1,282 37,023 0.03

Guangzhou 355 14,904 892 37,023 0.04

Shenzhen 829 34,814 2,085 37,023 0.02

Chengdu 186 7,811 468 32,041 0.07

Hangzhou 171 7,189 430 15,032 0.03

Suzhou 170 7,152 428 15,032 0.04

Zhuhai 70 2,941 176 11,411 0.06

Fuzhou 163 6,830 409 15,032 0.04

Dalian 361 15,144 907 15,032 0.02

Changzhou 45 1,878 112 11,411 0.10

Wuhan 317 13,298 796 15,032 0.02

Xiamen 460 19,311 1,156 15,032 0.01

Tianjin 145 6,104 366 15,032 0.04

Sub Total 1,766 4,137 173,743 10,404 308,176 0.03

Est. Frequency of Lifter Poster: 16.7x

OOH-Creative Metro Tunnels(28 days)

Shanghai 50.30% 804 1,598 44,750 2,680 252,079 0.09 - -

Sub Total 804 1,598 44,750 2,680 252,079 0.09

Est. Frequency of Creative Tunnels: 16.7x

OOH-Metro Light Box(28 days)

Beijing 48.70% 731 1,500 42,000 2,515 66,055 0.03- -

Guangzhou 43.80% 691 1,578 44,191 2,646 105,210 0.04

Sub Total 1,422 3,078 86,191 5,161 171,266 0.03

Est. Frequency of Metro Light box: 16.7x

Digital - WeChat(3 days)

Tier2&3 Cities 100.00% 3,333 3,333 10,000 1,250 190,978 0.15 CTR cannot be estimated, range from 0.5% to 6%, Subject to actuality which will be

provided after campaign.Sub Total 3,333 3,333 10,000 1,250 190,978 0.15

Est. Frequency of WeChat: 8x daily unique visitors of wechat:416,667

Digital - Programmatic Buy(56 days)

58 Cities 78.10% 1,318 1,688 94,532 11,816 338,502 0.03 945 1%

Sub Total 1,318 1,688 94,532 11,816 338,502 0.03 945 1%

Est. Frequency of Programmatic Buy: 6x

Total 8,644 13,835 409,216 31,311 1,261,000 0.04

【POS part & Events】

On-ground Activation Arrangement

Activation Nov. Dec.

24 25 26 27 28 29 30 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Wholesale Markets Event

Pop Up Store Alibaba

Retailor Launch Event

Retail Promotion Type A

Retail Promotion Type B

Retail Promotion Type C

On-ground Activation Arrangement

Activation Jan. Feb.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4

Wholesale Markets Event

Pop Up Store Shenyang Shenzhen Chengdu

Retailor Launch Event

Retail Promotion Type A

Retail Promotion Type B

Retail Promotion Type C

【Wholesale Market 】

• Start Wholesale market events to announce arrival of Chilean

Cherry to Distributors and Customers

• Hold kick-off events to gain support from wholesalers as well as

attract attentions

Wholesale Market Event @ 2 Wholesale Markets【Red Moment Arrival】

• 15th Dec., 22nd Dec., 29th Dec., 5th Jan., 12th Jan., 19th

Jan., 26th Jan., and 2nd Feb. in GZ Jiangnan Market

• 29th Dec. and 2nd Feb. in SH Huizhan Market

• Arrange 6 promoters with costume to send out vests

of Chilean cherry to announce the arrival of Chilean

Cherry.

【In-store Promotion】

【POS Format】

• Retail Promotion

• Type A – Interactives, H5 & Gift with purchase

• Type B – 2-4 promoters with Special Display, and Trial

• Type C – 1 Promoter with Regular POSM

【Retail Promotion Type A】

Retailor Date City

Rainbow 16 Dec. Changsha & Xiamen

AEON 23 Dec.Qingdao, Wuhan, SuzhouSelect 2 cities from the 3

Vanguard 29 – 31 Dec. Xi'an & Nanjing

During promotion phasing, a type including interactives, H5 and Gift with purchase will be held in retailors in tier 2 cities.Format: Interactives;Fresh Cherries and Blueberries trial;H5 Red DetectorGift with Purchase

【Retail Promotion Type A】

RetailorsSession

(per day/per store)Dates Store#

HEMA 18 11/24-26; 2/2-4 4

OLE/BLT/City Shop/Premium Supermarket

18 12/2-3; 2/2-4 3

Walmart 14 12/30-1/2; 2/2-4 2

【Retail Promotion Type B】

A. Special POS Display

including promotion display， Promoter

Costume and 2-4 promoters

B. In-store Trial

C. Gifts with Purchase POSM Display

5KG Gift 1KG Gift

【Retail Promotion Type B】

Promoter Costume

【Retail Covered】Channel Retailor 2016-2017 Stores# 2017-2018 Stores#

Fruit Store

Pagoda 1528 500

Xianfeng Fruit 0 500

Greenery Fruit 0 200

Premium Supermarket

OLE 21 22

BLT 2 3

HEMA 7 20

City Super 0 4

Sungiven Foods 0 10

NKA

Sam‘s Club 15 19

Walmart 55 60

Ito Yokado 6 6

Metro 1 6

Rt-Mart 7 0

Tesco 18 1

Maxvalu 1 0

Carrefour 5 12

Auchuan 5 9

AEON 12 21

LKA

Vanguard 28 29

Rainbow 9 8

Wushang 1 3

Suguo 2 0

Yonghui 28 24

BHG 0 5

Ren Ren Le 0 4

New Century 0 4

Community Supermarket Community Plaza 0 10

Total Store# 230 280

Hyper/Supermarkets - Totally 36 days’ in-store promotion, and 9,150 per promoter/per day/per store.Specialty Fruit Stores – Totally 13 days’ in-store promotion.

【Phasing Plan】

Channel NO. Retailor Phasing

Channel NO. Retailor

Nov., 2017

Dec., 2017 Jan., 2018Feb., 2018

24 25 26 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 2 3 4

Fruit Store

1 Pagoda Phase 1NY

Phase 2Weekly Promotion2 Greenery Fruit

3 Xianfeng Fruit 1st Dec., 2017 - 26th Jan., 2018

Premium Supermarket

1 OLE

Phase 1In store roadsho

w 1

Phase 2Weekly Promotion

1

Phase 3Weekly Promotion 2

Phase 4Weekly

Promotion 3

Phase 5Weekly Promotion

4

Phase 6Weekly Promotion

5

Phase 7Weekly Promotion

6

Phase 8In store roadsho

w 2

2 BLT

3 HEMA

4 City Super

5 Sungiven Foods

Hyper/Supermarkets - Totally 36 days’ in-store promotion, and 9,150 per promoter/per day/per store.Specialty Fruit Stores – Totally 13 days’ in-store promotion.

【Phasing Plan】

Channel NO. Retailor Phasing

Channel NO. RetailorNov., 2017 Dec., 2017 Jan., 2018

Feb.,

2018

24 25 26 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 2 3 4

NKA

1 Sam's Club

Phase 1

Weekly Promotion 1

Phase 2

Weekly Promotion 2

Phase 3

Weekly

Promotion

3

Phase 4

Weekly Promotion

4

Phase 5

Weekly Promotion 5

Phase 6

Weekly Promotion 6

2 Walmart

Phase 1

In store

roadshow

1

Phase 8

In store

roadshow

2

3 Ito Yokado

4 Metro

5 Rt-Mart

6 Tesco

7 Maxvalu

8 Carrefour

9 Auchuan

10 AEON

LKA

1 Vanguard

2 Rainbow

3 Wushang

4 Suguo

5 Yonghui

6 BHG

7 Ren Ren Le

8 New Century

Community

Supermarket1 Community Plaza

A. POSM Display

including promotion KT board, Promotion Stand,

Promotion Table, and Promoter Costume

B. In-store Trial

C. Gifts with Purchase

POSM Display

5KG Gift 1KG Gift

【Retail Promotion Type C】

Promoter Uniform

【City Coverage Totally 58 cities】

No. Region Province City

1 North Beijing Beijing

2 North He Bei Langfang

3 North Tianjin Tianjin

4 North Liaoning Dalian

5 North Liaoning Shenyang

6 North Jilin Changchun

7 North Shanxi Taiyuan

8 North Shandong Jinan

9 North Shandong Jining

10 North Shandong Qingdao

11 North Henan Zhengzhou

12 East Shanghai Shanghai

13 East Jiangsu Changzhou

14 East Jiangsu Nanjing

15 East Jiangsu Suzhou

16 East Jiangsu Wuxi

17 East Zhejiang Hangzhou

18 East Zhejiang Linping

19 East Zhejiang Ningbo

20 East Zhejiang Shaoxing

21 East Jiangxi Pingxiang

22 South Guangdong Guangzhou

23 South Guangdong Shenzhen

24 South Guangdong Dongguan

25 South Guangdong Zhuhai

26 South Guangdong Jiangmen

27 South Guangdong Heyuan

28 South Guangdong Huizhou

29 South Guangdong Maoming

No. Region Province City

30 South Guangdong Zhanjiang

31 South Guangxi Nanning

32 South Fujian Fuzhou

33 South Fujian Fuqing

34 South Fujian Jinjiang

35 South Fujian Changle

36 South Fujian Xiamen

37 South Hubei Wuhan

38 South Hubei Huangshi

39 South Hubei Xiangcheng·

40 South Hunan Changsha

41 South Hunan Yueyang

42 West Sichuan Chengdu

43 West Shanxi Xi‘an

44 West Chongqing Chongqing

45 West Guizhou Guiyang

46 West Yunnan Kunming

47 West Yunnan Yuxi

48 West Yunnan Qujin

49 West Yunnan Chuxiong

50 West Yunnan Dali

51 West Yunnan Gejiu

52 West Yunnan Jinghong

53 West Yunnan Lijiang

54 West Yunnan Lincang

55 West Yunnan Mile

56 West Yunnan Pu‘er

57 West Yunnan Wenshan

58 West Yunnan Zhaotong

【Pop Up Store】

Covered Cities x 4:

Hangzhou (Coop with Tmall)

Shenyang

Chengdu (Coop with JD)

Shenzhen

One weekend for each city

Date City Venue Guest

25-26 Dec. Hangzhou Alibaba Campus Cesar

6-7 Jan. Shenyang Impression City Mall TBC/the general Consul

13-14 Jan. Shenzhen Jiu Fang Mall The general Consul

20-21. Jan Chengdu JD.com to recommend venueTBC/will confirm date by

tomorrow/the general Consul

【Pop Up Store】

Event Rundown

VR Cinema• Set VR Cinema with huge background of Andes and Statues of Easter Island;• Consumers step into VR Cinema to immersive experience the beauty scene and

immunity environment of Chile where comes the perfect Chilean Cherry

Event RundownInteractives

• Set interactives machines with Chile Map, site and cherry grow map within the pop up store;• Also, prepare a dice with cherries as numbers;• Consumers throw the dice and go steps following the numbers;• Once step on the growth part, there will be lights pop up on the wall to show the information

of the cherries in this growth area.

Event RundownInteractives and Photo Wall

• Build up a wall full of fresh Chilean Cherries, and Campaign visual;• Consumers can pick up fresh Chilean cherries by themselves on the wall, and take photo with

KV background;

Event Rundown

Trial & Sale Corner

• Set bar tend and invite Chilean Chef to serve trial and traditional Chilean food cooked by Chef on-site;

• Design special trial plate for pop up store trial services;• Put Chilean Cherry shape on the plate, and put Chilean Cherries within big circle, and

deliver Chilean Cherry wine or juice within small circle;

Service Plate

Event Rundown

Trial & Sale Corner• Special display of Chilean Cherry and promoters with Chilean Traditional costumes are

on-site for consumers to purchase;• Also, consumers can customized their package via H5 games within the Pop up store

and take away on-site.

Promoter Costume Special Display

Trade Communication

GJGS

Trade Media Service, including a 4 month (November 1st , 2017- February, 2018) ad banner on Produce Report Chinese Website (www.guojiguoshu.com), and one ads banner on Produce Report English website (www.producereport.com), and a wechat banner (Third article)

3 Wechat Lectures (Nov.15, Dec.23, Feb23)

10 Advertorial Articles on Produce Report Website and Wechat

Banner Link on Produce Report Chinese Website to Newsletter of Chilean Cherry Campaign

Trade Communication

THANK YOU