Integrated Communication Proposal

Agency Task

Create an integrated
communication campaign
for the 2nd burst of Tim
Tam in the year 2012
Activation Objective

• Strengthen Tim Tam’s Brand Image and Key

Brand Message

• Create engagement with the consumers

• Drive product trial and increase product sales

Tim Tam
Tim Tam: The Brand

• Tim Tam is a delicious chocolate coated

biscuits that gives you ripples of happiness
in every bite, for the perfect chocolate
experience

• Tim Tam is for young females who treat and

indulge themselves with quality experience
that enhance their exciting life

• Those women who embrace that little

moment of happiness in life
What TimTam Have Done

• Conveying the message of “Kebahagiaan

Kecil Berlapis Coklat”, TimTam has start
spreading their Ripples of Happiness in
early 2012

• The campaign try to engage the TA

through office to office, in-‐store and
digital activity

Onward, what other

Ripples of Happiness can
we give to our consumers?
The Challenge

• How do we leverage the association

of TimTam and Happiness

and..
• How to create strong relation of the
campaign to the life of our target
audiences
Target Audience

• Female, 20-‐30 years Old

• College Student, and First Jobber

• SES AB, Urban

• Full of positive energy, Proactive,

Confidence, Radiant upon her
surroundings, Spontaneous
 With the Girls
TA’s World

My Happiness are..
Shopping, Shopping
Self Pampering & Shopping

Chocolate
Getting a Present
& Treats
Exist!
 The Strategy

• Associating TimTam Happiness by the

happiness liked by our TA

• Establishing TimTam as the Source of

that Happiness
 Create TimTam’s own Ripples of Happiness that allows women
of Indonesia to find their happiness with TimTam

Concept Idea
Campaign Theme

A multiple platform activity that will indulge the

consumers with TimTam’s Ripples of Happiness in their
daily life, by making Tim Tam as the source of happiness
Campaign Road Map
Provoke Engage Amplify

Objectives: Objectives: Objectives:

•Intrigue the TA about •Create platform for •Amplify the activity to
TimTam’s Happiness Happiness sharing wider audiences
•Generating awareness •Induce sales through •Inspire others to start
and Buzz about the product experience consuming
Campaign

Tools: Tools:
Tools: •TimTam Happiness •Happiness Moment
•TimTam Happiness Place Reward
Finder Web Game •Miss Happiness •Media Amplification
•TimTam Happiness •TimTam Happiness
Spot Spot In-‐Store
•Happiness Moment
Quiz
Provoke
Campaign Road Map
Provoke Engage Amplify

Objectives: Objectives: Objectives:

•Intrigue the TA about •Create platform for •Amplify the activity to
TimTam’s Happiness Happiness sharing wider audiences
•Generating awareness •Induce sales through •Inspire others to start
and Buzz about the product experience consuming
Campaign

Tools: Tools: Tools:

•TimTam Happiness •TimTam Happiness •Happiness Moment
Finder Web Game Place Reward
•TimTam Happiness •Miss Happiness •Media Amplification
Spot •TimTam Happiness
•Facebook Ad Spot In-‐Store
•Happiness Moment
Quiz
Happiness Finder On-‐line Game

• Educates the consumer about finding TimTam

happiness, by using interactive on-‐line game
that span through multi-‐websites

• The game will be put in the digital banners

and will be inter-‐connected amongst the
stages (different website per stage)

• At each stage the audience needs to find the

Timtam product to fill the Happiness meter
under 60 seconds

• Using websites that have high traffic to grab

our target audience: Wolipop.com, Detik.com,
Kaskus.co.id, Yahoo.co.id, KapanLagi.com

• Consumer can start on one of those website

by login with their facebook account and like
TimTam Facebook Page
Log-‐in with Facebook
Game Play Idea

• Find X number of TimTam product or TimTam Treats before time is up

• Find all item, continue to next level, complete all 5 level earn your
high score
Scene 1: Detik.com
Scene 2: Yahoo.co.id
Scene 3: KapanLagi.com
Scene 4: Wolipop.com
Scene 5: Kaskus.co.id
High Score Standings

Happiness Finder
Games
Top Score
Standings on
Facebook
Facebook Game Version

Auto Generate Status Update with each

level completion (Facebook & Website)
On-‐line Games Reward :
New Year

• For lucky 50 participants with

that participate in the Happiness
Finder Games

• Get special New Years TimTam

Bouquet delivered to their house
Facebook Ad
Find Your Happiness

Temukan kebahagian
kecil TimTam dan
menangkan hadiahnya!

• 100 clicks per day for 100 days

Tim Tam Happiness Spot

• Establishing association with the

Happiness activity of our Target Audience

• Create sampling booth on TA’s places of

interest during weekend, where the traffic
is high (Saloon, Hang-‐out, Boutique)

• Stamping TimTam as the source of

happiness

• Distribute TimTam Bite of Happiness (a

customized sampler of TimTam product)
Tim Tam Happiness Spot
A Bite of Happiness: Sampling
Engage
Campaign Road Map
Provoke Engage Amplify

Objectives: Objectives: Objectives:

•Intrigue the TA about •Create platform for •Amplify the activity to
TimTam’s Happiness Happiness sharing wider audiences
•Generating awareness •Induce sales through •Inspire others to start
and Buzz about the product experience consuming
Campaign

Tools: Tools: Tools:

•TimTam Happiness •TimTam Happiness •Happiness Moment
Finder Web Game Place Reward
•TimTam Happiness •Miss Happiness •Media Amplification
Spot •TimTam Happiness
•Happiness Talk on Spot In-‐Store
social Media •Happiness Moment
Quiz
Miss Happiness

• A Happening Act that portrays an exaggerated

Happiness Finder to grab people attentions to
come to our activity booth

• The beautiful Miss Happiness will be located in

area with high traffic and portrayed really enjoys
a TimTam without noticing the people around her
(Belepotan and with loud Hmmm sound)

• She will bears a sign with a

copy: “I’m enjoying my
Happiness, FIND yours at
(Booth Location)”
TimTam Happiness Place

• Our on ground activity booth that aims to

spread Happiness to the Target Audience

• A place where they can experience and

TASTE the TimTam happiness indulgence
in various and exciting forms

• Will be located in Office building

(weekdays) and Mall (weekends)
TimTam Treats

TimTam TimTam Truffle TimTam Pops TimTam Cupcake TimTam Finger

Chocolate Cake

TimTam Espresso TimTam Smoothies Tea with TimTam Coffee with TimTam
TimTam Treats Engineer

Chef Odie Djamil Natasha Kowara

from Appetite from Convivium
Office 3x3 Booth
Office 3x3 Booth
Mall 6x3 Booth
Mall 6x3 Booth
TimTam Happiness On The Go!

• Considering limited seating capacity and

limited time spent by consumers

• Create Tool for consumers can experience

the TimTam happiness on the go

• So they can take the TimTam Happiness to

their office, take home, and share it to
others
A Cup of Happiness
A Cup of Happiness
A Cup of Happiness
A Slice of Happiness
A Bite of Happiness
A Bite of Happiness
Waitress & Waiter Uniform
In Store Activation

• To induce product sales through in-‐

store consumer experience

• Relating to the happiness experience,

adding a TimTam Happiness
PhotoBoth

• With each purchase, consumers can

take a picture in our happiness photo
booth

• In the photo booth, the consumer can

edit their picture with special frames,
effect and add TimTam Happiness
emoticon!

• The result will be printed as

giveaways
Instore Sampling
Instore Sampling
Happiness PhotoBooth
Sampling Trolley
Tim Tam Share Your Happiness

• A writing competition for the consumer

• Consumer needs to submit their story

and photo of their definition of
happiness involving their friends and
TimTam

• Consumer can submit their story

through online or at the dropbox
provided on our onground activity

• Winner gets special TimTam Happiness

Moment with their friends
Share Your Happiness Moment
Amplify
Campaign Road Map
Provoke Engage Amplify

Objectives: Objectives: Objectives:

•Intrigue the TA about •Create platform for •Amplify the activity to
TimTam’s Happiness Happiness sharing wider audiences
•Generating awareness •Induce sales through •Inspire others to start
and Buzz about the product experience consuming
Campaign

Tools: Tools: Tools:

•TimTam Happiness •TimTam Happiness •Happiness Moment
Finder Web Game Place Reward
•TimTam Happiness •Miss Happiness •Media Amplification
Spot •TimTam Happiness
•Happiness Talk on Spot In-‐Store
social Media •Happiness Moment
Quiz
Happiness Moment:
Slumber Party

• A special reward for the winners of

TimTam Share Your Happiness activity

• Winner get to take their friends (max 4

person) to share it with

• They will get a weekend getaway with a

slumber party at a Villa in Dago Pakar
Bandung, the getaway includes:
• Alphard pick-‐up
• Saloon time
• BBQ dinner
• One night open bar of TimTam Treats
• Shopping Spree at FO
Happiness Moment:
Bangkok Getaway

• On each of our activity, we will ask the

consumers to fill their database (link to
facebook) and play the Happiness Finder
on-‐line games

• At the end of the period, we will select 5

people with the highest score on that
game

• Those 5 (all girls) winners will win a

Happiness Moment trip to Bangkok
Thailand with TimTam!
Media Amplification

• Amplifying all activity to larger

audience by creating advertorial on
selected publication related to our TA

• We can also invite the media to

participate and make coverage about
TimTam Happiness Moment: Bangkok
Getaway
Happiness Happens!