media plan - unique
DESCRIPTION
Media Plan for Unique (Natural Sensation), developed by Spinola Comunicação Integrada. 2011, July.TRANSCRIPT
DNA Researches:
Strategic positioning
Knowledge Researches:
Market / Consumer
Efffective
Communication
Where are we? Global Market Vision
GAY MARKET
BRAZIL
• 20 million people
according to CENSO*
• Responsible for 20% of
country´s growth*
• R$ 200 billion/year are
injected by this target
into the economy*.
PROBLEMS
• Most expensive
product on the market;
• Website that looks like
cheap sex ad, and
doesn´t look like a
premium product.
* Source: IBGE
saber
aceitar
gostar
amar
estágio comportamento do consumidor
Maslow Pyramid – applied to brands
To know
To accept
To love Have you ever tried this product/service? It´s amazing!
That´s interesting. I think I´m gonna try it.
I´ve heard about this product / service / brand.
To like Wow, I like it!
LEVEL CONSUMER´S BEHAVIOR
saber
aceitar
gostar
amar
estágio comportamento do consumidor
Maslow Pyramid – applied to brands
To know
To accept
To love People have connection with Unique Condoms. It´s essencial to keep this
high image inside the consumer´s mind. That´s what makes people buy
Unique instead of its competitor´s brand, no matter the price.
People know the brand and now the focus is to estimulate the acceptance,
to make them try the product/brand.
People don´t know the brand so it´s needed to promote knowledge and
acquaitance inside the target (Gay).
To like People know and accept the brand, but the great challenge is to break
down the barriers, so they can consider Unique as their favorite brand.
LEVEL COMMUNICATION´S CHALLENGE
saber
aceitar
gostar
amar
VISITATION
INVOLVEMENT / GOALS
INVOLVEMENT
BUZZ
Maslow Pyramid - applied to brands
To know
To accept
To love
To like
TO KNOW TO ACCEPT TO LIKE TO LOVE
DECISION
Disinterested to
Interested
CHOICE
Identify
Choose between the
options
TEST
To obtain
informations before
the purchase
PURCHASE
The act of buying
RECOMMENDATION
Indicates and defends
the brand
COME BY
INDICATION
ADS
WEBSITES
AND BLOGS
GRINDR
APP
Strategy for the buying decision process
VIRAL
PODCAST
INDICATE
TO
FRIENDS
REASON
WHY
- PRACTICE PACKAGE
- MORE SENSIBILITY
- MORE RESISTANCE
WEBSITE
POSTS
BLOGS
IRAL
PODCAST
ONLINE
PURCHASE
USERS
OPINIONS
ON BLOGS
USERS OPINIONS
ON SOCIAL
NETWORKS
WEBISTES
AÇÃO SITE DE
RELACIONA
MENTO
MAGAZINE
ADS
CLUSTER
STRATEGY
SAMPLING
PARTIES
VIRAL
PODCAST
SOCIAL
NETWORKS
WEBSITES
SAMPLING
FLYERS
DECISION
TO KNOW
Grindr App
• Over1 million users in 180 countries.
• 14,000 users in Brazil.
• Released in March 25, 2010 is a free app that
connects gay , bisexual and “curious” men using
iPhone, iPod Touch and iPad Wi-fi
DECISION
Websites and Blogs
Dolado
http://www.dolado.com.br
• Website with news about subjects and issues
relevant to gay people, envolving programs,
celebrities and homosexual artists.
TO KNOW
DECISION
Websites and Blogs
Pheeno
http://www.pheeno.com.br
• Gay gateway with news, lifestyle and
behavior subjects in Rio de Janeiro.
• Present in all social networks.
TO KNOW
DECISION
Websites and Blogs
Pheeno
http://www.pheeno.com.br
• Daily update.
• Monthly average of 110,000 visitors.
• Facebook page with 1,000 members.
•Twitter with 2.500 followers.
• Circulation of video reports on YouTube, Vimeo, Videolog, Livestream e Facebook, with more than 50,000
visualizations.
TO KNOW
DECISION
Websites and Blogs
Katylene
http://katylene.mtv.uol.com.br
• MTV Blog at UOL gateway.
• Program on MTV – Katylene TV
• Videos and news about celebrities, using
humor as prerrogative.
•Twitter with 110,809 followers.
TO KNOW
DECISION
Websites and Blogs
Mundo Mais
http://www.mundomais.com.br
• One of the greatest Gay websites in
Brazil.
• Monthly average of 2 million visitors.
TO KNOW
DECISION
Magazine
G Magazine
• Gay-themed magazine.
• Impression:
SP = 8,000
Great SP = 6,000
RJ = 4,000
Other states = 12,000
TO KNOW
DECISION
Viral Podcast
Las Bibas From Vizcaya
• The only brazilian Podcast to be nominated to the
Podcasts´ Oscars 3 years in a role.
• Already set at the Top 50 Podcasts in the world.
• Djs and singers that use humor and gay slangs.
LISTEN THE JINGLE
TO KNOW
Websites and Blogs
PapelPop
http://papelpop.com
• Posts related to international celebrities
and cinema, with news and gossip.
•Twitter with 37,112 followers.
TO LIKE
TEST
Websites and Blogs
Cleycianne
http://www.cleycianne.com
• Casual and humorous website where the author
comments photos and events envolving celebrities,
and post funny videos and news.
TEST
TO LIKE
Websites and Blogs
Cleycianne
http://www.cleycianne.com
TEST
TO LIKE
TEST
Websites and Blogs
Cleycianne
http://www.cleycianne.com
Data about website:
• Monthly average of 2 million access
• Traffic source: Twitter
TO LIKE
TEST
Websites and Blogs
Cleycianne
http://www.cleycianne.com
Cleycianne´s Twitter
@Cleycianne
• 87,564 followers
TO LIKE
Websites and Blogs
Disponível
http://www.disponivel.com
• Gay social nerwork.
• Ads on webiste.
• Promotional actions:
- To send some condoms to the user that has more favorites and get their and their partners´opinion about the product (possibility of creating loyalty). - The website can give an “ENJOY IT - KIT” with condoms to the first 10 users to volunteered using the product and giving their opinion.
TEST / RECOMMENDATION
TO LIKE TO LOVE
Websites and Blogs
Disponível
http://www.disponivel.com
• Site data:
TEST / RECOMMENDATION
TO LIKE TO LOVE
Websites and Blogs
Disponível
http://www.disponivel.com
• Site data:
TEST / RECOMMENDATION
TO LIKE TO LOVE
Websites and Blogs
Disponível
http://www.disponivel.com
• Site data:
TEST / RECOMMENDATION
TO LIKE TO LOVE
Websites and Blogs
Disponível
http://www.disponivel.com
TEST / RECOMMENDATION
TO LOVE TO LIKE
TEST
Sampling
Product distribution / male models wearing speedos
• 1 male model, wearing speedo, circulating through the party,
distributing the product
• Schedule of work: 12 a.m. to 2 a.m.
TO LIKE
TEST
Party
Gambiarra
• Places :
São Paulo - The Week
São Paulo – Open Bar
Rio de Janeiro
Brasília
• Public : 4,000 people in SP
• Schedule: 11 p.m. to 7 a.m.
TO LIKE
TEST
Party
Gambiarra
• Elected by "Quem Acontece" (the most preffered by celebrities) and "Época
São Paulo" (the best of the year) magazines.
• Great weekly party for those who want to dance and have fun, organized by
people related to artistic scenario, including actors.
• Party that reunites artists and has as its great attractive the brazilian music,
in a sound fusion of many styles and rythms.
• The party has become na icon in gay events, but also has a lot of
heterosexual people as goers.
• Gambiarra has many opinion formers as goers.
TO LIKE
TEST
Party
Gambiarra
• Atctivities offered by the party:
- Distribution of condoms inside the house (5 people for 5 hours)
- Logo on the screens
- Logo on the website (on the week of the action – partners section)
- 2 options of package
TO LIKE
TEST
Party
The Week
• Place with 2 dancefloors, yard, pool, cabin and bars.
• Line-up with he greatest national and international Djs.
• Mostly Gay people.
Package:
- Rotative Banner for 1 month
-Samplings with free distribution of giveaways/folders twice in a month
-2 E-mail Mkt in 1 month, for The Week clients, with product information
TO LIKE
TEST
Party
The Week
• Exclusive Actions:
- Products Panel
- Pocket Party Gay Parade2011
TO LIKE
TEST
Party
The Week – only the Go Go Boys
• Dancers wearing the promotional shorts
TO LIKE
TEST
Party
Red Party
• Monthly party focused on first class mix-gay public of SP
• Performed by Las Bibas From Vizcaya
• Place: Sonique Bar
• Average attendance: 1,000 people
• Opportunity to be the sole sponsor
TO LIKE
TEST
Party
Red Party
Media (repercussion):
TimeOut Magazine
TO LIKE
TEST
Party
Red Party
Possible actions:
• Sampling with male models on the froont door of the party
• Screen projections during the party
• Logo on promotional flyers
• Banner
TO LIKE
TEST
Party
Gay Parade
• 15th edition in 2011
• Themes: “Enough of Homophobia” and “Environmental
Compensation”
• The greatest gay parade in the world since 2007*
• R$ 260 million into the economy of SP**
• R$ 20 million of advertising revenue***
• 12% of tourists (Europe, South America and North Amercia, mostly)***
*Source: Guiness Book / ** São Paulo Turismo S/A / ***APOLGBT Press
TO LIKE
TEST
Party
Gay Parade
Possible Actions:
• 100 inflatable balls with the logo during the parade
• Product in the 300 press kits
• Product in the kits for travel agencies and hotels
• Logo on the banner on the stage of Feira Cultural (Cultural Fair)
• Back Drop at the Feira Cultural (Cultural Fair)
• Back Drop at the Feira da Diversidade (Diversity Fair)
TO LIKE
TEST
Party
Gay Parade
Possible actions:
• Rainbow Troupe
- 07 transvestitesperformer, wearing clothes made of reusable materials, leading a
message of environmental education.
- Activities using the product.
- Places: Avenida Paulista e Consolação
- Period:5 days, during the week of the Gay Parade
-
TO LIKE
TEST
Cluster Strategy
Casarão Brasil Association
Possible actions:
• Logo on the website
• Participation at 4 events
• Distribuition on the Gay Parade Kit
TO LIKE
PURCHASE
Online sale
Unique website
• New website
• New look
• Purchase online
TO LIKE
RECOMMENDATION
TO LOVE
Social Network
• Greatest social network nowadays
• Possibility of create a community to the brand
• Community where users can tell their experiences with
the brand and the product, to generate spontaneous
media.
Developed advertisement
Flyer
With Unique this night will be
WOW!
Unique is the condom with the
package shaped as a credit
card that beyond being
discrete preserves the product
in a better form. Because it is
the thinnest condom in the
world, it ensures greater
pleasure at the intercourse,
allowing greater sensibility.
With no contraindications,
Unique is anti-allergic and can
be used with any lub. The
applicators that makes it easy
to put on are another brand´s
exclusive innovation.
Experience the pleasure of
being Unique.
Developed advertisement
Promotional bag
Developed advertisement
Shorts