Proposal Gold United - final

Jakarta, September 2011, Prepared by Trastas production for BENTOEL , Confidential

SEJATI mendapatkan pencapaian yang luar biasa ditahun – tahun sebelumnya hingga pertengahan tahun 2011.

Untuk menjaga kesuksesan SEJATI di 2011 dan mencapai hasil yang mengagumkan di tahun 2012, SEJATI mengeluarkan varian baru yang berbeda untuk market yang berbeda pula.

SEJATI akan menampilkan sisi yang lebih premium, produk dengan rasa yang lebih halus, tentunya untuk market yang lebih muda dan dinamis

BACKGROUND

OBJECTIVES

A strong Brand

awareness for the new product

Sales

THE TARGET

• Male / 22 – 35 / SES : BC

• Work in urban area

• High Motivation

Create awareness for the new product

THE CHALLENGES

Deliver the Key Messages

Direct Engagement >>> Product Sales

ACTIVATION SCOPE

VENUES 6 Jabodetabek Area + Bandung

OUR INTERPRETATION…

About GOLD…

A tribute for those who appreciate Excellent quality…

Good Quality

A dedication for those who seek First Class Values…

Good Value

An inscription for those who knows what to choose…

Fine Workmanship

A Good Quality

A Good Value

A Fine Workmanship

KEY MESSAGE

Our propose activation theme

ACTIVATION THEME

Area reflect a space Festive event or Festival event form

• A community that suited to be a potential consumer

• An individual target based on SES

To WHO we transfer the Message..

Transfer the Sejati GOLD soul into it’s potential consumer

WHY ??..

Eager them to believe in their Golden potential

Make the target consumer believe that they could and will achieve more

HOW to transfer the Message..

PHASES

PRE EVENT

• Database Optimization • Media Publication

EVENT

POST EVENT

• Experience • Engagement • Exhibition & Sales

• Socialization • Invitation • Community Challenge

INVITE

ENGAGE

AMPLIFY

TIMELINE Gold Area

ACTIVATION TIMELINE BY CITY

No ACTIVITY DESCRIPTION Hari

-14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 H H + 1 H >

1 PRE EVENT

PUBLICITY

MOBILE TEAM

APPROACHMENT & COMMUNITY CHALENGE

2 EVENT GOLD AREA

3 POST EVENT AMPLIFICATION

EVENT PUBLICITY

OPEN INVITATION

MOBILE TEAM

SELECTED DIRECT

INVITATION

ON GROUND… GOLD LOUNGE

GOLD AREA

ENGAGE AREA

SALES AREA

GOLD

STAGE

DATABASE OPTIMIZE

BAZAAR AREA

COMMUNITY CHALENGE

PRE EVENT ACTIVATION…

EVENT PUBLICITY

OPEN INVITATION

MOBILE TEAM

SELECTED DIRECT

INVITATION

CONTENT

COMMUNITY CHALENGE

EVENT PUBLICITY

By Bentoel

SELECTED DIRECT

INVITATION

By an Approaching Team

1 Team Each City (3 personnel)

13 Days Activation (start from H – 14, finish H - 1)

Pre event registration & event content Socialization

Community challenge supervisor

SELECTED DIRECT

INVITATION

Art community

Biker community

Hobbies community

Travel community

• Graphic design • Mural / Installation

• Motorcycle club • Modification

• Photography • Street Magician / Music

• Backpacker

Invitee

SELECTED DIRECT

INVITATION

The Strategy

• Approaching influential person in the community to act as a “Brand Ambassador / spoke person” to spread the message about the event among their community

• Community challenge : it’s a given task for communities to collaborate and create something that they can exhibit on GOLD Area

• Sticker Announcement The Channels

The Output

• Valid member data of approached community (target audience)

• A WOM initiator • A common sense of belonging

EVENT ACTIVATION…

ART AREA AUTO AREA HOBBIES AREA ADVENTURE AREA GOLD CHALENGE

GOLD LOUNGE

SEJATI GOLD AREA

ENGAGE AREA

SALES AREA

GOLD STAGE

CONTENT

BAZAAR AREA

LAYOUT

GOLD AREA

18 + SCREENING & TUNNEL

GOLD AREA

18 + SCREENING & TUNNEL

GOLD AREA

GOLD ICONIC

• “GOLD” iconic to remind the audience about the event • The Icon it self will be an object to an engagement

during the event • As an ambience during the GOLD stage session

GOLD AMBIENT

SALES AREA

SALES AREA Sales Personnel by ASMO

Product Sales Only

SALES BOOTH

SALES AREA

Merchandise Personnel by TRASTAS

MERCHANDISE BOOTH

BAZAAR AREA

INFORMATION BOOTH

BAZAAR AREA

BAZAAR AREA

Food & Beverage Booth

Light & instant food

Coffee shop concept

ENGAGE AREA

COMMUNITY AREA

PERSONAL AREA

ENGAGE AREA

COMMUNITY AREA

ENGAGE AREA

COMMUNITY

• All invitee community will be ask to collaborate in the GOLD CHALLENGE during the Pre event activation

• The Challenge was to Decorate a “GOLD MONUMENT” that will be exhibit during the event

• A modified knockdown art installation will provide. • They will ask to contribute based on their expertise / hobby in the decoration process. • The Challenge was meant to build sense of belonging for the event. • The Monument will be belong to Bentoel

GOLD MONUMENT

ENGAGE AREA

COMMUNITY

GOLD MONUMENT

ENGAGE AREA

COMMUNITY

GOLD MONUMENT

ENGAGE AREA

COMMUNITY

GOLD MONUMENT

ENGAGE AREA

• All invited community in the 4 area will decide their representative to participate in Community Photography contest.

• Each Area (One Booth) will be represent by 5 person. • The Task :

• Take the best picture in each area and answer the question given • Photograph Object : GOLD Monument & Each Area • Question provide by community (to create curiosity & information sharing

between community) • The winner will be announce on the GOLD Stage session • Judge : Organizer

PHOTO CONTEST

COMMUNITY

ENGAGE AREA

• Community Competition that also create an attraction or fun to watch • 8 Groups of Community Representative will compete in the GOLD Challenge • 1 Group = 5 person • Best Time Win • Winner Prize Rp. 1.000.000

GOLD CHALLENGE

COMMUNITY

ENGAGE AREA

GOLD CHALLENGE

BE PREPARE

• Time counting begin when Group member passing the start line • Group member must wear the provided vest

Design alternative 1 Design alternative 2

ENGAGE AREA

GOLD CHALLENGE

ART SENSE ; Before

• All Members of the Group have to paint the provide pattern on the canvas,

with short glimpse of the designated pattern. • Painting tools will be provided

ENGAGE AREA

GOLD CHALLENGE

ART SENSE ; After

• After finish the task or games time running out, group can move to the next

challenge

ENGAGE AREA

GOLD CHALLENGE

AUTOMOTIVE KNOWLEDGE ; Before

• All Members of the Group have to assemble motorcycle accessories / part

to it’s original place and function. • Tools will be provided

ENGAGE AREA

GOLD CHALLENGE

AUTOMOTIVE KNOWLEDGE ; After

• After finish the task or games time running out, group can move to the next

challenge

ENGAGE AREA

GOLD CHALLENGE

PHOTO PUZZLE

• All Members of the Group have to match the puzzle to shape a designated

picture. • Picture of the design will be shown before they start • After finish the task or games time running out, group can move to the next

challenge

ENGAGE AREA

GOLD CHALLENGE

ADVENTURE PASSION ; Before

• All Members of the Group have to pack and fit the whole Mountaineering

equipment into the Ruck sack until it’s perfectly closed.

ENGAGE AREA

GOLD CHALLENGE

ADVENTURE PASSION ; After

• After finish the task or games time running out, the group move to the

finish line, time counting stop.

ENGAGE AREA

GOLD CHALLENGE

PHOTO SESSION

• After finish the task or games group will be asked to pose in front of the

GOLD Monument.

ENGAGE AREA

VISUAL EXAMPLES

ENGAGE AREA

ENGAGEMENT

PERSONAL AREA

• All interested Audience can participate in Photography contest, they only have to register on information booth.

• The Competition rules will be explain there (information booth) • The Competition will be divide to 2 classification :

• Camera • Mobile phone camera

• Photograph Object : SAGA Icon & GOLD LOUNGE • Jury : Organizer

ENGAGE AREA

The Theme Smart Excitement Games

• UNO STACK • PIN BOARD • Play Station • WII

The Content

The Output Winning with style & tactics Intelligent problem solving solution Excitement

PERSONAL GAMES

• What • Where • When • How • Who

PERSONAL AREA

GOLD LOUNGE

GOLD LOUNGE

LOUNGE MECHANISM

• Product knowledge

• Information, experience the Sejati Gold original flavor from on the spot producing

• 2 @ 42 Inch LCD TV for playing promotion materials & inspiring Quotes

• 2 GOLD Presenter as Sejati GOLD brand presenter

• Sejati GOLD Sales Booth & 1 SPG

• On the spot personal experience at smoking room EXPERIENCE AREA

• An object of audience engagement (photography competition)

GOLD LOUNGE

DESIGN

EXPERIENCE AREA

GOLD LOUNGE

DESIGN

EXPERIENCE AREA

GOLD LOUNGE

DESIGN

EXPERIENCE AREA

GOLD LOUNGE

DESIGN

EXPERIENCE AREA

GOLD STAGE

GOLD STAGE

DESIGN

More intimate stage concept - more interactive session between performer and audience MC also conducting as a moderator on motivational session Stage measurement : 6 x 6 m Stage design ambience : light design with golden ambience

GOLD STAGE

LAUNCHING PROCESSION :

• TVC • Launching Procession :

• Sejati GOLD FP caries a goody bag fills with product and special package bundling • One FP will stand in front of the stage and expose the new product

• MC Opening

MOTIVATIONAL SESSION

• A new rising motivational speaker will conduct a one hour presentation (including an interactive Q&A session)

• Topics : hot thread in the city mix with business opportunity and self development

GOLD STAGE

ENTERTAINMENT

Main Entertainment : - Acoustic Pop Band - Community performance (music)

GOLD STAGE

General Rundown :

- 15.00 – 15.10 : Opening Gate & Opening Ceremonial - 15.10 – 17.50 : Activity at Community and other booth - 17.50 – 18.10 : Break Adzan Maghrib - 18.10 – 18.35 : All Around Band Activity at Games and other booth - 18.35 – 18.45 : TVC, Launching Procession MC Opening - 18.45 – 18.55 : MC present Photography Nominee - 18.55 – 19.25 : Acoustic Band session 1 - 19.25 – 19.35 : Community Awarding - 19.35 – 20.05 : Motivational, Q&A and Sharing session - 20.05 – 20.15 : GOLD Challenge behind the scene video - 20.15 – 21.05 : Main Entertainment (Acoustic Band) session 2 - 21.05 – 21.10 : MC closing

Propose Talent Motivational Speaker

Andre Raditya

Andre Raditya adalah seorang Penulis, Trainer dan Inspirator Muda yang mencoba untuk memberi manfaat bagi sebanyak-banyak manusia. Dilahirkan dari keluarga yang sangat sederhana, rupanya adalah “Tanda dari Tuhan” yang diyakininya telah memberinya alasan untuk melakukan yang terbaik di setiap kesempatan. Alhasil, masa remajanya diisi dengan terus belajar dan mengembangkan diri yang pada akhirnya mengantarkannya menuju puncak karir di usia muda dan dengan kecepatan luar biasa. Setelah sukses dalam dunia karir, kini Andre Raditya berusaha untuk memberikan lebih banyak manfaat kepada dunia, khususnya Bangsa Indonesia dengan menjadi seorang Penulis, Trainer dan Public Speaker. Dan melaui karya-karyanya, ia berharap mampu menjadi Inspirator bagi lebih banyak orang.

Propose Talent D’Moments Band

D’Moments adalah grup band yang berasal dari Jakarta. Mereka cukup sering dipercaya untuk mengisi event promosi brand besar di Indonesia.

Talent

• MUSICAL/PERFORMING EXPERIENCES :

• Being a home band and holding some entertainment events in many places : Fame Station, Score

Bandung, Classic Rock Café Bandung, Tropicana Café Bandung, Platinum Bandung, etc. • Reguler acoustic performances and events at Ardan Radio, Bale Pare, Café Arisan, Atmosfir Café, Chillout

Room, Café Bali, Kampung Daun, Plaza Dago, Roemah Nenek, Rumah Keboen, Neo Calista, Medso, M.U café, Amigos, Gambrinus, Soho Ciwalk, The Cellar, The Grace, Braga City Walk, Novotel, Sheraton Hotel, Preanger Hotel, Horison Hotel, Holliday Inn, Hyatt Hotel, Palais Boutique Hotel, Vue Palace Hotel, Grand Serella Hotel, The Ardjuna Boutique Hotels, Hilton Hotel, etc.

• Accoustic and Band performances events at Birthday & Wedding Celebrations , “Pond’s BeautyLogy” with Bunga Citra Lestari, PVJ 2007, Singer for “Final Macth World Champion” Bandung 2006, Movie Promo “Cinlok” with Luna Maya & Tora Sudiro, Ciwalk 2008, Movie Promo “Oh, Baby!” with Cinta Laura & Randy Pangalila, Ciwalk 2008, Finnalis “Indonesian Idol 4” RCTI 2007, Branch Ambassador Pond’s, VasseLine 2007, Jakarta Extravaganza Concert with Elfa’s Jazz and Pop Choir, 2005, Singer for “Elvis Night Show” with Tantowi Yahya, TVRI 2008, Backing Vocal of Lussy Rachmawaty, Denada, Lia AFI, Irma Darmawangsa, “Let’s Rock This Country! With Baby Astheria on TVRI episode 1 - till end, 2009, etc.

Citra n' friends Band

Talent Citra n' friends Band songlist :

1. Superman - five for fighting 2. Faith - George Michael 3. All About the money – Meja 4. Torn - Natalie Imbruglia 5. Oughta Know - Alannis Morrisstte 6. Everylittle thing he does is magic - The police 7. This Love - Maroon 5 8. A thousand miles - Vannessa Carltorn 9. I dont wanna miss a thing – Aerosmith 10. High and dry - Radiohead

VENUE & SCHEDULE

No Kota ASMO Venue Oktober November

1 2 8 9 15 16 22 23 29 30 5 6 12 13 19 20 26 27

1 JAK UT / PUS / BAR Sunter Kemayoran

2 JAK SEL / TIM Cimanggis Tamini Square

3 BEKASI Bekasi Lapangan Harapan Indah

4 DEPOK Bogor Lapangan DTC

5 SERPONG Tangerang Citra Raya Cikupa

6 BANDUNG Bandung Lapangan Pajajaran

POST EVENT ACTIVATION…

CONTENT

DATABASE OPTIMIZE

• Direct email Promotional Campaign • Event Documentation

THANK YOU Feel free to discuss