ttl agency credential

THE BRAND THAT SERVES BRANDS

Through the Line Agency

CONTENTS

through the line | concept | coverage | execution

CONCEPTWho we are

Why Through the Line Why not Above or Below

COVERAGEClients

ServicesPortfolio of Consumer Engagements

Portfolio of Corporate Events Management

EXECUTIONBest Practices

ESTABLISHMENT


The agency was established on 09.09.09 in Sofia by Yavor Yotov.

We cut through the line that connects brands with customers.

* team of 5 professionals based in Sofia

* over 150 freelancers nationwide

* established partnerships with over 40 contractors in Sofia and across the country

THROUGH THE LINE is the new brand that serves brands.We believe in the fusion of CONCEPT, COVERAGE & EXECUTION.

NETWORK


COMPREHENSIVE NETWORK TO DELIVER IT ALL

contractors from designers to media coverage, from print to market research

nationwide coverage for the campaigns you require. we act locally with the big picture in mind

regional expansion in line with your business growth

lasting partnerships with trusted experts from the industry

AGENCY TEAM


YAVOR

YOTOV

managing director

MARTIN

YONOVSKY

teams & logistics

North West Coverage

NW Central

North East Coverage

NE Central

South West Coverage

SW Central

South East Coverage

SE Central

MAGGIE

IVANOVA

client relations

VICTOR ISTERKOV

event management

MARTI BOYANOVA

office & finance

CLIENT CONSUMER

COVERAGE


VIDIN

MONTANA

VRATSA

SOFIA

PERNIK

BLAGOEVGRAD

DUPNICAPAZARDJIK

PLOVDIV

ASENOVGRAD

KARDZHALI

HASKOVO

STARA ZAGORA

SLIVEN

YAMBOL

BURGAS

VARNA

VELIKO TURNOVO

SEVLIEVO

PLEVEN

LOVECH

RUSE

GORNA ORIAHOVICA

DOBRICH

SILISTRA

RAZGRAD

SHUMENTARGOVISHTE

SVISHTOV

BANSKO

Why Through the Line?

Why Not Above or Below?


UNIQUE PROPOSITION

We get close and personal with your brand, your market & your customers.

We create memories through innovative interactive brand engagement.

Our ultimate objective is to elevate brands to the minds of customers.

Our work is POWERFUL RELEVANT MEMORABLE ACTIONABLE.

MISSION


WE MATERIALISE IDEAS FOR CONSUMERS TO UNIQUELY EXPERIENCE YOUR BRAND.

We enhance your brand aesthetics and objectives in line with the overall message and strategy of your brand.

We make sure you get seamless flow from start to finish for your campaigns.

VISION & VALUES


We envisage a partnership with you, your brand and your customers!

We value …

* IDEAS: we twist them around & manifest them.

* YOUR VOICE: we listen to you. we hear you.

* OUR NAMES: our reputation is on the line.

* EXCELLENCE: we are quality maniacs.

* PEOPLE POWER: we nurture our relationships.

* OPEN-MINDEDNESS: we love to share & enrich.

OUR PROMISE


radicalversatile

friendly

actionable

targeted

innovative

memorable

tailor-made

cost effective

powerful

CLIENTS

SERVICES


Idea and Strategy Development

Events

Internal communication programs and direct

marketing

Opinion leaders and expert communication

Loyalty programs (push, pull)

Consumer promotion (on/off trade)Market research &

competition analyses

Mystery clients programs

Merchandising activations

Publicity coverage

SERVICES


Brand & Market Knowledge

Assessment of Client Needs

Creative Concept, Planning & Design

Execution & Supervision

Monitoring & Report

Budget Management

Warehouse Management Our APPROACH

SERVICES


CREATIVEDesign, Graphics, Animation & Entertainment

ENGAGEMENTS

Samplings, Degustations, Personal Sales, Consumer Interactives, Brand Audit

BRAND POPs & POSMs

Design, Production, Logistics & Installation

BRAND SPACES

Decoration, Styling & Staging, Catering & Technical Equipment

TEAMS

Selection & Recruitment, Training, Supervision & Evaluation

the ultimate achievement:

high brand visibility, consumer engagement & sales increase

Portfolio of Consumer Engagements


•Stores, retail chains, shopping centers, hypermarkets

•Bars, clubs, discos, restaurants, cafes, etc.

Consumer Activation

On/Off Trade

Product Launch Campaigns

•Targeted markets

•Targeted segments

•Local coverage

Merchandising Activation & Local Market

Research

Portfolio of Corporate Events Management


•Social Responsibility events

•Grand Premiere Shows

•Special days & Concerts

•Sponsored competitions

Open Air Campaigns &

Activities

•Opening ceremonies

•Trade shows

•Road shows

•Exhibitions

•Conferences

•Teambuilding

Corporate Events •Hospitality events

•Anniversaries & Receptions

•Birthdays & Private parties

Celebratory Events

Portfolio of Event Management


Corporate Event ManagementProvision of facilities and services related to the planning and execution of:- Corporate conferences and meetings- Annual company & association summits- Industry exhibitions and trade fairs- Corporate hospitality events- Brand events: launch & themed events, festivals, runway shows, music events, road shows, sporting and charity events

Services of Event Management- Location selection and accommodation- Event set design and technical equipment- Event entertainment- Catering packages- Design of teambuilding modules- Design and production of event print and multimedia materials - Event hosting and coordination

all together

sharing one spirit, one passion ...

all in ...adidas is all in!

BEST PRACTICES

BEST PRACTICES a

ll in

on

e lin

e u

p

16 March 2011, National Archeological Museum, Sofia: the official global launch of adidas is all in campaign

Welcoming Cocktail

adidas collections on the runway: TrainingFootball

Basketballadidas Originals

adidas by Stella McCartney

Deo as the host of the event was dressed in Jeremy Scott designer clothes for adidas.

adidas AFTER party in Yalta Club with Sandy Rivera

ad

ida

s a

ll in

ex

pe

rie

nti

al

DIGITALSound, lights & visuals in line with brand concept.

EXPERIENTIAL ZONEBasketball.All High. experiential outside the venue hall.

adiEXHIBITSDisplay of adidas flagship footwear and accessories.

I WAS THERE CORNERBranded photo shots corner. Guests posing with the hostesses of adidas and participants of the runway show.

GIVEAWAYSBranded gift packs to every guest on their way in the hall and when leaving the launch event.

adidas is all in

Click on Image above to watch adidas is all in sofia clip

http://news.adidas.com/ContentPage/StoryListing.aspx?assetid=2e234eee-8f19-4fab-b7f9-6b257fb3289e&storyid=a7ca5ea0-9030-407d-819e-8712e71f14bc&title&catid=9737&culture=en-US&pgtype=m

BEST PRACTICES

Bourbon Presentation

Kentucky Straight

Official presentation of bourbon brands to US Ambassador in Bulgaria, Mr. James Warlick, VIP guests and partners. Personalised bourbon tasting. Engaging activities. Interactive presentation and space styling.

BEST PRACTICES C

AR

OL

AN

S T

rea

ts o

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t V

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’s

Project ObjectivesPromote Carolans Irish Cream on a special day at unconventional settings to desired audiences.

SolutionCarolans Irish Cream presented special treats to couples in love on 14. Feb. 2011, St. Valentine’s Day, at Cinema City theatres in Sofia, Plovdiv, Russe & Stara Zagora:- Welcoming teams at sampling islands treated movie-goers in love with a glass of Carolans and presented the unique features of the Irish liqueur. - Couples were invited to have a special photo shot set in a Carolans-branded frame which was then uploaded at Carolans Moments FB fan page for everyone to share. - Couples also picked St Valentine’s fortunes with special gifts.- All event communications went viral through social network channels.

ResultsMassive joyful response towards the special Carolans treats on this special day.

Active interaction with the brand of Carolans at the event which brings about memorable moments.

Active interactive exchange on Facebook with Carolans fans prior to and after the event.

Over 2, 000 people for just 4 hours were directly reached, sampled and interacted with at Cinema City theatres - over 56% of the entire audience of people who have picked Cinema City as their celebration place on St. Valentine’s Day.

BEST PRACTICES R

em

ing

ton

Win

ter

Dem

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Project ObjectivesPromote the extended Remington portfolio of hair & face styling products in-store at Technomarket outlets in major cities. Encourage sales out and reward purchase.

SolutionPersonalised product demonstrations in-store throughout the pre-holiday season, Nov-Dec 2010:- Well-trained and well-presented demo consultants to showcase the features of specific Remington products of interest and encourage sales throughout the pre-Christmas shopping rush. - Demo corners for customers to have a first-hand look and actively engage in a dialogue about the qualities of Remington products.- Reward platform to instantly award sales with attractive styling accessories.

ResultsPositive response towards the newly-introduced brand of Remington in Bulgaria. Recognition of the high quality of the styling products.

Increased brand recognition and higher levels of portfolio awareness.

Attractive personalised presentation of the styling products that pulled customer attention and supported sales.

4 promo weekends – 8 Technomarket outlets in Sofia, Plovdiv, Varna & Burgas – app. 2, 100 product demos – every SIXTH customer bought Remington.

BEST PRACTICES L

ipto

n S

am

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ng

Act

ivati

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In

-Sto

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Project ObjectivesPromote the new Lipton teas range with Pyramid® teabags. Effectively communicate tea ingredients & features superiority. Increase sales of Lipton teas and reward every purchase. Stimulate new customers and encourage loyalty.

SolutionSampling activations in-store at top-performing outlets of IKA & LKA retailers nationwide:- Sampling corners for consumers to try tea flavours of their choice and actively engage in a dialogue about the benefits of having a cup of Lipton tea.- BUY & WIN sales approach in-store to encourage and instantly reward sales.- Guaranteed gifts for each purchase of Liptontea – branded accessories for tea time.

ResultsHuge interest towards the in-store samplings of Lipton teas nationwide.

Massive positive response towards the re-emergence of the innovative portfolio of Lipton. Recognition of the brand as one of quality and sustaining healthy lifestyle.

For just 94 promo days, over 12, 000 consumers nationwide were exposed to direct, personalised contact with the brand of Lipton. Out of these over 12, 000 consumers reached directly by Lipton sampling activations, every FIFTH customer has purchased Lipton tea.

6 promo weeks – 94 promo days – 10 cities across Bulgaria – over 12, 000 samplings –every FIFTH customer made a purchase.

BEST PRACTICES

JIM BEAM 9th Dice Tournament 2010

Project Objectives19th of November is Jim Beam Day! Celebrities, VIP guests and partners of the brand are invited to reinforce their special relationship with The Bourbon Since 1795.

Solution

The Jim Beam Dice Tournament is the event of

the year where celebrities and business partners

meet to play dice and win the special prize of

Jim Beam. Media representatives of major press

publications and TV stations are covering the

event. TTL agency was cooperating with

Maxxium Brand Management team and All

Channels PR for the execution of the project.

TTL was entrusted with Jim Beam Party Team

coordination and guest entertainment

throughout the tournament.

ResultsExcellent coordination among all parties involved in the execution of the Jim Beam Dice Tournament – Maxxium, All Channels PR and TTL agency.

Well-trained and well-presented Jim Beam Party Team.

All guests were welcome and well-entertained throughout the tournament.

Jim Beam Dice Tournaments are established as special VIP events where every guest is embraced by entertaining atmosphere and enjoyable experiences.

BEST PRACTICES S

ign

al

Wh

ite N

OW

Cam

paig

n 2

010

Project ObjectivesPromote the brand new Signal White NOW toothpaste and the extended product range of the brand. Stimulate sales and reward every purchase. Associate the brand with the concept that Signal defines customers’ personal care and lifestyle.

Solution- Samples of Signal White NOW toothpaste distributed at unconventional out-store locations.- BUY & WIN sales approach in-store to encourage and reward sales of the entire portfolio range of Signal.- Attractive promo teams and presentation of Signal to enhance the lifestyle concept .- Guaranteed gifts for each purchase of Signal for complete and instant personal care.

ResultsAttractive brand presentation and engaging promo activities on a massive scale nationwide.

Over 100% achievement rate of assigned sampling and sales targets.

Massive positive response towards the re-emergence of the extended portfolio of Signal. Recognition of the brand as one of quality and style.

8 promo weeks – 160 promo days – 15 cities across Bulgaria – 100.3% achievement of sales targets.

BEST PRACTICES

Project ObjectivesCelebrate the opening of the first store of NEXT in Bulgaria and create a genuine image impact.

Solution

In line with the style of NEXT, the opening event had:

- Celebrities and VIP guests;

- Welcoming speech by NEXT management reps;

- Cutting of NEXT ribbon to officially open the store;

- Entertaining music by jazz band;

- Presentation of NEXT collections of womenswear,

menswear and childrenswear over cocktails and light

catering.

Live interviews with first customers of the store to share

their first impressions.

The first customer of NEXT in Bulgaria was awarded a

special gift card for shopping at the store.

Media coverage of the official opening ceremony.

ResultsGrand opening of well-recognized brand of stylish apparel and accessories.

Generated interest in the brand of beautiful lifestyle and high-style experience.

Positive buzz about the long awaited brand.

Personalised engagement with NEXT and positive emotions for the audience.

First NEXT Store Opening

BEST PRACTICES S

HE

LL

Dis

cou

nt

Vo

uch

ers

Dis

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uti

on

Project ObjectivesEffective nationwide distribution of SHELL vouchers for discounts on selected fuels.

Solution

Distribution of SHELL discount vouchers at

central areas of pre-selected cities, downtown

areas, parking lots and residential districts:

- on the windshields of parked cars;

- to passers-by along the streets who have

showed immediate interest.

Promo teams positioned across Bulgaria to

execute promo mechanics simultaneously at

each city. Active engagement with target

customers wherever possible to inform them

about the terms of the campaign first hand.

ResultsNationwide coverage and reached distribution targets over short timelines.

Increased brand awareness and customer attention to the services of SHELL.

10 promo days – 17 cities across Bulgaria –76 promoters nationwide – 550 000 vouchers.

The execution of this project was entrusted to TTL agency thanks to our partner agency Graffiti BBDO.

BEST PRACTICES ad

idas

Ori

gin

als

Str

eet

Part

y

Project Objectives Present adidas Originals in an inspiring place. Make a genuine image impact. Empower original connections with the brand.

Solution

The first open-air street party of adidas Originals

in Bulgaria to gather together young people of

original lifestyle and expression:

- branded space, setting, staging and decoration

- adidas shoe-box stands for dancers & pictures

- guest DJs, free-style and break dancers

- performance demos and audience engagement

with skaters, bladers, bikers, free-runners, yo-yo

performers and graffiti wall masters.

That one-of-a-kind event was communicated to

the desired audience exclusively through social

media and viral channels of communication.

ResultsOver 1, 200 young people attended the party and actively engaged in all Originals activities.

Extraordinary positive response from the audience and interaction with the brand.

Raised brand awareness and association of adidas with original experiences.

Immediate outreach and bigger potential for the brand to rediscover new consumer profile.

Watch the Originals Street Party at:

http://www.youtube.com/watch?v=y6c2N8ypTPs

BEST PRACTICES W

INS

TO

N D

isco

Sen

sati

on

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art

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Project ObjectivesOffer true pleasurable moments with the brand of WINSTON to young people in an unconventional urban location.

Solution

WINSTON invited young party-goers to nu disco

party in Sofia at the underground parking lot,

Debarcader, NDK:

- Branded setting, staging and decoration

- Provocative promo team engaging consumers in

WINSTON coupon draw with instant prizes

- Attractive professional dancers with branded

urban-style outfit among the party audience

- Off-trade sales of WINSTON cigarettes

- ‘Branding’ of WINSTON smokers in the

audience

ResultsDominant and diversified brand presence throughout the nu disco event. The brand of WINSTON owned the party.

Entertaining interaction between the brand and the target audience.

Engaging setting and atmosphere for smokers to associate WINSTON cigarettes brand with modern and premium lifestyle.

BEST PRACTICES

Project Objectives Product sampling of Chuden and Bay Mezanprivate labels simultaneously at 24 outlets in 21 cities across Bulgaria during mid-April weekend 2010.

SolutionIntegrated execution over 2 consecutive days for the sampling activities at each outlet of PLUS:- introduce customers to selected dairy and meat products of Chuden and Bay Mezan labels - branded setting & exquisite presentation- sampling of the selected products for customers to get to know and recognize their tasting features- well-trained and knowledgeable teams at 24 outlets across Bulgaria to boost on-the-spot sales of the sampled products

Results- active interaction with customers feeling welcome to sample the presented products

- higher customer awareness of these key private labels of PLUS

- significantly higher sales of Chuden and Bay Mezan products during and after the execution of the sampling activities

PLUS Discount: Private Labels

Sampling

BEST PRACTICES

CIF & Domestos Spring Cleaning Campaign 2010

Project ObjectivesAssociate the brands of CIF&Domestos with rational and effective home care and relate them to the forthcoming traditional spring cleaning before Easter. Boost sales of both brands.

Solution- BUY & WIN sales approach to encourage and reward cross-sales and single sales of CIF/Dom.- Flagship sales proposition including both CIF&Dom products, retail price discount and gift for Easter.- Attractive Easter-themed guaranteed gifts to reward every customer whichever sales proposition they choose to take advantage of.

ResultsImpressive brand visibility and engaging promo activities on a massive scale nationwide.

Every THIRD customer we have contacted directly has purchased CIF&Dom products for the traditional spring cleaning.

7 promo weeks – 34 working days – 664 promo days – 30 cities across Bulgaria - 70% sales of total targets of 31, 040 SKUs.

BEST PRACTICES

CAMEL TOP 100 DJ Party

ResultsDominant brand presence throughout the event. The brand of CAMEL owned the party. Entertaining interaction between the brand and the target audience. Engaging setting and atmosphere for smokers to associate CAMEL cigarettes brand with modern, confident, independent and premium lifestyle.

Project Objectives Introduce the new brand image of CAMEL to young people in an unconventional urban location and associate the brand with premium experience, quality lifestyle and iconic genuine taste.

Solution

CAMEL invited young party-goers to the TOP

100 DJ party in Sofia:

- Branded setting, staging and decoration

- Provocative promo team engaging consumers in

CAMEL coupon draw with instant prizes

- Attractive professional dancers with branded

urban-style outfit among the party audience

- Off-trade sales of CAMEL cigarettes

- ‘Branding’ of CAMEL smokers in the audience

BEST PRACTICES JI

M B

EA

M T

ast

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hall

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Project ObjectivesActive personal contact with the brand of JIM BEAM and focused communication of brand attributes.

Solution

Blind tasting in bars and corporate offices in Sofia

for the duration of 6 weeks:

- Blind degustation of JIM BEAM vs. Jack Daniels

and engagement of consumers in product

dialogue to establish preferences after tasting

- Present branded giveaways: brochure and gift

- Present special pricing offer on the promotion

evening

- Engage bar staff in active participation in the

blind tasting activity

ResultsEffective communication of the distinctive taste and superior quality of JIM BEAM to consumers. Provocative and confident approach of blind tasting to strengthen brand image. Focus on experiencing and enjoying the product. Consumers tested their drinking taste in an entertaining and educational way. The tasting encouraged sustained interaction with lively discussions between consumers.

BEST PRACTICES P

LU

S O

pen

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s in

Bu

lgari

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Project ObjectivesPLUS Discount was to officially open 24 outlets in 21 cities in Bulgaria in 2009/2010.

SolutionIntegrated execution over 2 consecutive days for each opening event:- official opening by PLUS management representative and community officials- branded setting, staging & decoration- attractive leaflet distribution in city centres- distribution of branded materials with purchase - welcoming cocktail & sampling with private label products

Results- an atmosphere of excitement among customers

- feeling of having a special day at the stores

- active interaction with customers & giving away promo materials to introduce the brand more personally

- community awareness and regional media buzz about PLUS being the first international discount chain entering the Bulgarian market

BEST PRACTICES D

RA

MB

UIE

: Th

e S

ecr

et

Eli

xir

Sh

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Co

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Project Objective: Bartenders don’t know what DRAMBUIEstands for and what mixtures to use it in. Consumers in Bulgaria have never heard of DRAMBUIE and have never tried it.

Solution:

- Introduce bartenders to the product, reveal

the mystery, the passion, the risk, the

rebellion.

- Challenge the bartenders to experiment

with the product, to learn about different

tastes and types of drinks that can be served

with DRAMBUIE.

- Reach out to Consumers.

Results:Revealed the mystery about DRAMBUIE. Unlocked the hearts of the bartenders. Created curiosity around the brand. Found the successful shooter and ritual to popularize the brand among consumers. Reached out to consumers through bar staff. Built initial brand awareness. Pushed product rotation. Increased sales.


Thank you for your attention!

TTL Agency15A Krum Kjuliavkov Str., fl. 6, office 12Sofia 1172

t: +359 2 868 05 66 | f: +359 2 862 95 35 [email protected]

web: ttlagency.com

We are looking forward to serving your brand!

ttl agency credential

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