proposal gold united - final
Post on 21-Mar-2016
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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
Create awareness for the new product
THE CHALLENGES
Deliver the Key Messages
Direct Engagement >>> Product Sales
• 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
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
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
ART AREA AUTO AREA HOBBIES AREA ADVENTURE AREA GOLD CHALENGE
GOLD LOUNGE
SEJATI GOLD AREA
ENGAGE AREA
SALES AREA
GOLD STAGE
CONTENT
BAZAAR 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
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
• 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
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
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 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
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
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