Fsportsdunhillmildactivationproposal 141105231835 Conversion Gate01

ACTIVATION PROPOSAL
BACKGROUND
• DHM is growing significantly, but the consumers

conversion rate is relatively low.
• The target consumer didn’t have any particular

reason to change their brand, hence they are
resistant to change.
• Brand imagery and perception are improved

with the “Fine cut for fine taste” campaign, the
trial to repertoire conversion rate remains flat.
• Two possible obstacles :

• Consumer might not have full understanding
about the “fine cut for fine taste” message.
• Need more interactive and direct
communication to approach the intended
target audiences
OBJECTIVES VS CONSUMERS
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
The Objectives The Consumers
To improve the conversion

rate from trial to repertoire
smokers
To leverage brand
popularity value as big
brand
Give clearer understanding

on “Fine Cut for Fine Taste”
campaign
OUR TASK
• Build brand credibility and equity by bringing Fine cut for Fine Taste
campaign closer to target consumers.
• Develop unique and relevant consumer engagement activities with
Fine Cut for Fine Taste as core message.
Create an integrated brand activation

campaign with ‘FINE CUT FOR FINE TASTE’
as the key brand preposition
RATIONALIZING
• ‘Fine Cut for Fine Taste’ for our target audience are most
relevance, in:
• But in shaping activity that includes those 3 pillars, we must

firstly understand what is FINE to both our target audiences
Desired Response:
Now i know what Dunhill’s Fine Cut for Fine Taste stands for and,
as one with Fine taste myself, i’m proud to make it my brand
CLOSER LOOK ON
OUR CONSUMERS
LET’S START
WITH THEIR
UNDERSTANDING
OF
FINE
FINE TASTE: DEFINED
“… sesuatu yang
sempurna, cacatnya “… yang berkelas”
nggak kelihatan”
“… punya keunikan
sendiri yang nggak “… well prepared”
mainstream”
“… rasa yang terbaik,

“… rasa yang smooth
nggak lebih dan nggak In general, dan nggak terlalu berat”
kurang” what is the
definition of
“… bisa bikin nyaman …… “… kesannya mahal dan
dan susah berpaling” “fine taste”? eksklusif …”
“… enak dilihat, enak “… yang kaya akan rasa

dirasakan, harga dan beraroma sekaligus
terjangkau” pedas …”
“… terdiri dari bahan-

“… niat dalam proses
bahan yang bagus dan
pembuatan”
berkualitas”
Based on qualitative research on 16 respondent in 4 cities

FINE TASTE: DEFINED
Male Female
• Enjoyable
• Classy
• Value for
• Best quality
Money
• Comfy
• Eye-catching
• Expensive
• Acceptable
• Perfect
• Non- • Delicious • Exclusive

mainstream
• Unique

FINE CULINARY
What kind of food that would represent the “fine taste”?
“… eye-catching, sama cita rasanya itu sih “… tempat makan yang bisa ngasih option
yang paling penting, nggak masalah menu spesial buat appetizer, main course,
tempatnya dimana gue sikat …” sama dessert …”
“… pokoknya makanan apa aja yang

“… menurut gue sih makanan yang identik
tempatnya tidak ramai orang-orang kayak
banget sama daging dan lemak …”
di foodcourt …”
“… makanan fresh, berbumbu, dan “… biasanya makanan yang ada di restoran,

beraroma …” dan punya sisi eksklusif gitu kali ya …”
“… makanan yang adanya di tempat ramai “… makanan yang ada di tempat jarang
pengunjung pasti kejamin kan tuh cita ditemuin sama orang lain, jadi cuma
rasanya …” segelintir orang aja yang tau …”
Male ! Taste is more important than comfortable place

Female ! Comfortable & exclusive place is more important

FINE ART & DESIGN
What kind of art & design that would represent the “fine taste”?
“… minimalis dan nggak terlalu banyak

“… lukisan abstrak yang punya banyak
motif, makin kelihatan rame dan ribet
makna alias meaningful …”
malah makin norak jadinya nanti …”
“… sesuatu yang berbau lukisan dan

“… pesan makna yang jelas dan bisa
pahatan patung, jarang-jarang orang yang
dimengerti sama audience …”
ahli soalnya …”
“… gravity tembok yang bisa ngegambarin

image imitasi benda lain, misalnya 3D Art “… permainan warna yang manis …”
atau 3D Visual Mapping …”
“… semua seni yang ada di pameran atau

“… punya warna cocok dengan kondisi alam
gallery pasti yang paling punya selera
sekitar, pokoknya simple tapi bermakna …”
sendiri …”
Male%!%Visually%simple%and%naturalis1c%
Female%!%Unique%and%interes1ng%combina1on%of%colors%

FINE PERFORMANCE
Modern
Culinary Art & Design Fashion
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY Performance
SUSTAIN
What kind of music genre that would represent the “fine taste”?
“…Electronic Dance Music, Jazz, Indie …” “… orchestra tuh something banget …”
“…dance music, jazz, rock, blues …” “… lagu jadul 70-an …”
“… electronic, pure jazz …” “… musik klasik kayak Mozart …”
“…trip-hop, berbau agak british …” “… punya pesan makna yang berbobot …”
“… metal dan rock & roll …” “… apa aja, tapi liriknya bagus …”
“… classic rock 70’s atau 80’s …” “… funk indie …”
Male ! Relatively represented by EDM and Jazz

Female ! Focused on the lyrics and meaning of the song, not the genre

FINE PERFORMANCE
What#kind#of#dance#that#would#represent#the#“fine#taste”?#
Male%!%modern%dance%%%
Female%!%Tradi/onal%contemporary%dance%
“…#jenis#dance#yang#susah#dilakuin,#
misalnya#tap#dance#…”## “…#dance#musikal#…”##
“…#dance#tradisional#tetep#paling#punya#
“…#dance#yang#agak#slow#gerakannya#…”##
aura#yang#beda#…”##
“…#modern#dance#…”## “…#modern#dance…”##
“…#sumpah#nggak#nger8#dance#haha#…”## “…#tradisional#kontemporer#…”##
“…#yang#punya#jalan#cerita#jadi#punya#pesan#
“…#modern#dance#kayak#di#film#step#up#…”##
makna,#nggak#cuma#joget#doang#…”##
“…#dance#kontemporer#dong##…”## “…#onrop#drama#musikal#…”##

DHM IN THE EYE OF CONSUMERS
SMOOTH EXCLUSIVE
DESIGN
QUALITY
PRODUCT PREMIUM
PRESTIGE STAND OUT

BRAND
Dunhill Mild is already perceived as a brand of

excellent quality and premium imagery
Based on in-depth interview on 16 respondent in 4 cities

WHAT DO NON-CONSUMERS SAY
“When I smoke alone, I sometimes

just bring my cigarette and lighter. “CHANGE my brand? You need a
But when WITH PEERS I PUT MY very strong REASON asking me to
CIGARETTE PACK AT THE TABLE” do it. What’s in it for me?”
(M, 27, SES B) (M, 26, SES B)
“I know Dunhill Mild, I see it on “At first I smoke A Mild, have tried
convenient store. ALL I KNOW it’s Djarum MLD, Dunhill Mild and
LOOKS GOOD AND PREMIUM, but I now I regularly smoke to
don’t smoke it.” Avolution. Beside the TASTE, the
brand SEEMS SOPHISTICATED and
(M, 22, SES A)
COOL, just like me”
(M, 29, SES A)
Brand Consumer Brand Attitude towards

Awareness Attitude Preferences switching
Conclusion:
Smoking is about imagery and brand perception. In order to change one’s
repertoire brand, we must provide strong reason and not only aspire them but
still be in close relevance for them to associate with
Based on in-depth interview on 16 respondent in 4 cities
DETERMINING THE PLATFORM
Key Insight:
I particularly choose
brands that reflects my The FINE community
personality and shows that
I’m a person who knows The Leading Edge
who am I and what I want
The Followers • Those who are early
adopters.
• Those who are easily •Always try to be influential
swayed by other’s view part of the crowd
• Loves to hang out with • Loves to socialize with
The Mainstream friends friends
• Self conscious and yearn to • Looking for international
belong in large peer group and branded items
• Those who adopt trend
• They want a popular brand • Love technology and
once it become common that smoked by everyone advance brand with
• Really affected by what
• They use brand as innovation and creativity
the majority feels symbolization of pride
• Has lower exposure &
involvement with brand
OUR MISSION
Create a continuous consumer
JOURNEY
by bring to life the brand essence of
through series of
FINE
brand experiences
to build preferences
ACTIVATION PLATFORM
The FINE ATTITUDE of Dunhill Mild that will be infused to their target audiences in
order for them to understand and to grow the willingness to adopt the vision of
Dunhill Mild as a FINE brand and finally proclaim themselves as Finetologian
WHAT IS
FINETOLOGY /fīntäləjē/
Is an attitude of a person with fine taste, to be doing
ordinary things extraordinarily, with attention to
detail and precision for a better result.
I only choose marbled sirloin, marinated with coarse sea-

FINE
CULINARY
salt & freshly ground pepper, grill it medium rare, serve
with separated blue cheese sauce
My office desk is decorated with my handcrafted

ART and
papertoys. Marvel superhero characters on left side, DESIGN
Japanese manga on right side
I have a Sony in-ear-monitor for listening music during

MODERN
travel; 1 Sennheiser headphones at the office, and 1 Grado
PERFORMANCE
Allesandro Music Series-1 for my music enjoyment at home
TO UNDERSTAND..
IS
• Consistently paying attention to details.
• Demands better things in simple everyday doings.
IS NOT
• Obsessive Compulsive Disorder
• Snobbery with expensive & high-class things only
CHARACTER
Pick only the best input for Exceptional tobaccos &

even greater outcomes exceptional blending skill
Exceptional craftsmanship The perfect taste, from the

done with passion first puff to the last
Great attention to detail to Exceptional product

every process design from every angle
Going the extra mile, The only cigarette brand Pure artisanship with
Always strive to be better that reflects those exceptional range
characters of perfection.
A True Finetologist
HERE ARE SOME
FINETOLOGIST*
PERSONIFICATION EXAMPLE
*People who resembles the same attitude

towards perfection as Dunhill Mild
CULINARY FINETOLOGIST*
We have travelled across Indonesia to taste the unique flavors from Dedi Sutan
different types of cocoa beans. Our collections vary, consisting of Fine Dessert Chef
cocoa beans originating from Pidie Jaya, Aceh and Tabanan, Bali. Jakarta
These unique flavors are for you to enjoy in our various desserts
provided at Pipiltin Cocoa. We are hoping, of course, to expand our
cocoa beans collection from all over Indonesia very soon.
At Pipiltin Cocoa, you are

exposed to the chocolate
making process in our very
own “bean to bar” concept.
The chocolate making
steps are visible to all our
guests in order to enjoy
the complete chocolate
experience.
*alternatives
CULINARY FINETOLOGIST*
1. Buy a freshly roasted coffee beans

Doddy Samsura
Fresh roasted coffee beans are essential to a superb cup of coffee. Fine Barista
Also purchase your coffee beans in small amounts, only as much as
you can use in a given period of time. Remember that coffee is a
Yogyakarta
perishable produce that is less than spectacular when it has staled.
2. Only use quality water

The quality of your coffee is heavily dependent upon the quality of
the water that you use.
3. Coffee grinding
Always grind your beans as close to the brew time as possible.
Coffee deteriorates quickly after grinding and you should grind
only the amount you are going to use at one time.
4. Use scale for the perfect coffee to water ratio My Perfect Cup of Coffee
Using the right ratio of ground coffee to water is one of the most
important things you can do to ensure a good cup of coffee. Use
enough coffee, and don't use too much or too little! A ratio of 16 to
1 water to coffee creates the maximum rounded, full-body flavor.
5. Enjoy perfection in a cup

Brewed coffee should be enjoyed immediately! Pour the fresh-brewed coffee into a
warmed mug or coffee cup so that it will maintain its temperature as long as possible.
It begins to lose its optimal taste moments after brewing, so only brew as much coffee
as will be consumed immediately
*alternatives
ART & DESIGN FINETOLOGIST*
1. Find your spot

You can choose between flat walls or textured, each will cater to different
kind of design. Scrape the surface for any oil or excess water. But most of
all, fine a legal and willing location! You want your art to last and be seen,
don’t you?
2. Etch the Sketch

Picture your design and put it into sketch of the final look just as you want it
to sits on the spot. Nothing beats a good preparation, plus if you don’t like
the outcome, you can just start the process all over again. This part also
helps you to prepare what kind of paint you’ll use and how many.
3. Stencil your design to the surface Darbotz

With the sketch as guidance, draw the outline of your design to the surface, Fine Mural Artist
use pencils or light paint to do so, as you might cover them with colors
afterwards
4. Give colors, make it come to live

Once the outline is done, now it’s time to give colors according to
your design sketch. Don’t be easily satisfied on one go, to have
the perfect drawing you have to redo the paint until the colors is
as expected
5. Sit back, enjoy your masterpiece

Once finished, enjoy the drawings with your friends. You can also
take pride of your work by taking pictures in front of it. Owned!
*alternatives
ART & DESIGN FINETOLOGIST*
1. JUST START ALREADY!

Don't buy anything yet. You can create magnificent images with ANY camera. Too many people think
camera shopping is the first thing to do on a quest for great images.
2. FORGET TECHNIQUE
Worrying about manual exposure settings and technique distracts you from your passion. Technical
mastery alone does not make good photos, it's just one of the necessary parts.
3. THERE ARE NO RULES

There is no right and no wrong. The rule of thirds is not a rule and rules are for idiots. Just go make good
photos. A good photo is one you or someone else likes. There are no formulas or grades or scores.
4. FEED YOUR CURIOSITY Timur Angin

Photograph subjects for which you have a true curiosity. You have to find them interesting if you want
the people who see your work to find them interesting, too. Fine Photographer
5. YOUR CAMERA DOES NOT MATTER

Honest. If you believe me, just skip to the next section. Trust your creativity
6. FOLLOW YOUR OWN VISION & BE PATIENT

Be yourself. Show your passions. Don't try to duplicate someone else's photos and be patient,
good photos takes time (and several extra frames)
7. CREATIVITY
Creativity is nice, but all because something is creative does not make it art. When a baby reaches
into his diaper and paints the wall with what he finds there, it is a very creative act, but it is not
art.
*alternatives
PERFORMANCE FINETOLOGIST*
1. LOVE THE MUSIC

This is important! If you don’t like it, you will not be inspired by it.
2. LEARN TO MIX
I learn my trade, firstly by mixing someone else’s songs. This is the fastest way to
understand about beats and song dynamics, plus you’ll get to know what is the
best parts or features of a song
3. FIND YOUR OWN NICHE

It’s ok to idolize someone, but you need to explore and stamp your own identity in
your music and performance.
4. START PRODUCING
After you find your definition of music, let’s put what you learn into your
original tracks. There are many applications and instruments that will help you
do it, don’t limit it to just some. The boundaries is your own creativity, expand it
to the max. Try, try and more tries, practices only makes you more perfect and it
only comes if you have passions towards it Fine Disc Jockey
5. GET TO KNOW PEOPLE
You need to market your songs, there are many channels to do that, send
it to radio, upload it to soundcloud, give mixtape on parties, the more
people knows you and your music, let you quality do the rest
6. COME OUT AND PLAY.. OUT LOUD!

Let your music be heard. The world is your stage and you have to impress them. Play every gig like it was
your last, enjoy the music and the crowds will enjoy it with you. Money and fame? oh, it will follows
eventually.
*alternatives
PERFORMANCE FINETOLOGIST*
1. CHOOSE THE STYLE

There are many specialties in styles, just choose which one represents your swag. Be it popping, spinner,
shuffle, breakers, focus on one style first and be extremely good at it.
2. LEARN THE MUSIC & MOVES

BBoy-ing is about doing some moves in relevant to the music you’ve heard. Feel the beat and let it move your
feet. Practice the moves, start will simple stuff, let your body get used to of dancing, remember a robot can
not be a dancer in just one night!
3. PRACTICE, PRACTICE, PRACTICE

I practice my moves everyday, in my bedroom, in the car, wherever i feel like
dancing, i don’t care. No shame in that, it only makes you better.
4. IMPROVISE AND BE CREATIVE Bryan ‘Kreate’

Create your own moves, be creative, amaze people with something that only
you can do. Fine B-Boy
5. PERFECTION ONLY CAME WITH PASSION

I don’t dance just to impress, i want to be the best in what i do, and for that you need to focus,
continuous improvement and a whole lotta passion.
6. THINK GLOBAL
You need to test yourself, if someone from abroad recognize your talent, that mean you ARE that
good.
*alternatives
IT’S TIME TO SUMMON THE
FINETOLOGIAN
AMONG US
DEFINING FINETOLOGIAN
OUR TARGET
The Leading Edge
The Followers
• This is our Primary
Finetologian
• Our secondary
• Those who possess the
Finetologian
Finetology character
The Mainstream • Those who possess lesser • Aspired by the
Finetology character and
Finetologist
eager to become one
• Aspired by the leading • Would inspire the
• Third level Finetologian followers and the
• Didn’t have Finetology edge
mainstream
character at first • Would inspire the
• Aspired by the leading mainstream
edge and the followers
• Attracted to become one
HOW TO REACH THEM
Campaign
Ideas Digital Engagement On-ground Activation
Finding and Acknowledging Educating and Attracting TA

Role Finetologian in Indonesia to become Finetologian
Activity
Title
Social Media Contest on Mobile Medium Large

Channels Microsite Scale Scale
Traffic Activity
CAMPAIGN STAGES
Campaign Attitude changing stages for a TA

to become a Finetologian
Strategic Stages AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
• Sustaining the
• Give examples of • Expand aspiration • Leverage
aspiration and the
Introduce the Finetology aspiration to larger
to Secondary community it
Strategic Role concept of • Intrigue Primary audience
Finetologian formed throughout
Finetology Finetologian to • Encourage more • Inspire the next TA the year
participate tier to participate
to participate
next year
• Bridging to next
year campaign
• Finetology quotes • Result showcase of • Give aspiration by

• Spread Finetology •
Grooming the next
Role of on POS showing the process batch of
their Finetology to the masses
• of their Finetology Finetologist
Finetologist Finetology Buzzer • Traffic driver to • Encourage more
on Social Media microsite • Encourage people people to adopt
• Living aspiration
to experience for the character
• Mobile Activity • City Event

• POS Installment • • Winner Trip
Channel/Media
Booth National Event
• On-line & Media
• Community Event
• SocMed Traffic • Microsite Contest • Microsite Contest • Visibility on trade
amplification
• SocMed Traffic • SocMed Traffic
AWAKEN
FINETOLOGY MANIFESTO
Communication Roles:
• To introduce the Finetology concept in the context of 3 pillars,

customize-able to places which represents “FINE” in each city
Tools:
• POS with Finetologist quotes @ contact

points in strategic location/area
• Creative Out of Home
• Communication in Social Media

POS Manifesto @ Food Outlet
• Un-branded teaser campaign to introduce the

concept of Finetology
• Located in famous/happening restaurant and cafe

in each city
• POS created in the form of posters, standing

banners, counter signage or menu signage
• Every POS has a “call to action” to follow Twitter or

like the Facebook Page
A FINE
CUP OF COFFEE
TAKES TIME AND
ATTENTION
DODDY SAMSURA - FINE BARISTA
Placement @ Food Outlet
POS Manifesto @ Art Outlet
• Located near campus, art place and clothing store (distro) in each city
• POS created in the form of posters, standing banners, graffiti, and art installation
• Every POS has a “call to action” to follow Twitter or like the Facebook Page
GRAVITY IS A
A FINE
FINE
IT TAKES GOOD TASTE
ART. BUILDING IS WHERE
GREAT VISION MEETS
AND GREAT EVEN GREATER
CRAFTMANSHIP IMPLEMENTATION
DARBOTZ - FINE MURAL ARTIST RIDWAN KAMIL - FINE ARCHITECT
FINE
POS Manifesto @ Performance
• Located in Hang-out places, music studio, and mini

A FINE
market in each city
MUSIC PERFORMANCE
• POS created in the form of posters, standing IS A PERFECT COMBINATION OF

SONG MATERIAL, THE PLAYER AND
banners, counter signage or menu signage
THE MOMENT
• Every POS has a “call to action” to follow Twitter or ISTIQAMAH DJAMAAT - FINE MUSICIAN
like the Facebook Page
A FINE MUSIC
DIDN’T HAPPEN OVER NIGHT
IIT TAKES GREAT ATTENTION TO
DETAIL SO THAT EVERY
ELEMENTS WILL COMPLETE
EACH OTHER
ANGGER DIMAZ - FINE DJ

Social Media Traffic
• Utilize Finetologist to
create conversation
online about the FINE
concept on their social
media account
• Induce TA to interact with

our content by asking
them to Retweet or Tweet
their own Finetology
attitude in return for mini
treats from each outlet
Andrian Ishak - Fine Chef

Web Banner
• Strategically put Finetologist quotes web banner on website

with high traffic
• Will direct to www.finetology.com if click

Packaging Insert
• Finetologist quotes will also be

made in a packaging insert format
• 3 Finetologist quotes in a duration

of 4 months
• To direct the consumers to

www.finetology.com
PROVOKE
FINETOLOGY MOBILE ACTIVATION
Definition:
A Finetology Interactive Mobile Gallery to showcase the examples of Finetology

and will educate the target market to become finetologian
• To meet and start to create a conversation about finetology with the TA

• Bring to life the Dunhill Mild Finetology preposition by giving examples of Fine
on the 3 (three) pillars
Tools: • Located in hang-out places with minimum traffic of 300

people in each city
• Finetology Mobile Bar • Will be conducted 2 (two) times a week on ‘gaul’ day in
• Finetology Troops each city (Friday night to Saturday night or Saturday
nigh to Sunday afternoon)
• Finetology iPad Apps
Finetology Mobile Bar
• A container or “elf truck”-based mobile activation

for Dunhill mild that will visit
hang-out places in each city
• Container will be used in major cities, while the

elf-truck version will runs in the secondary cities
• Educate what is Dunhill Mild Finetology with the

3 pillars
• The bus will be completed with A La Café

decoration with alfresco type of seating and
serves free F&B, music and art performance
• Eligible consumer (18+ with proof of ID) can come

for free by only registering their personal data
and fill in our survey form on iPad
FINE CUT LOUNGE (Semi-Static Booth)
• Modular booth that can be build and knock-down in one night
• Fixtures and displays are reusable

FINE CUT LOUNGE
Fine Cut Activity Content*:
• Fine Cut Transparent LED display

• Fine Cut Photo Puzzle
• Perfection Process Interactive
Table
• Special F&B from our Culinary
Finetologist that is inspired by
and/or complementing Dunhill
Mild and Fine Cuts
• Gallery of our Art Finetologist
that represent either Fine Cuts or
40 cuts
*will be selected according to The Booth itself is Fine Cut!

space available
Fine Cut Transparent LED Display
• Utilizing latest Transparent LCD

technology embedded to a product
display
• Consumer can witness and interact on the

Fine Cut interactive around the package,
the visual will shows process and 40 cuts in
animation
• Consumers can add special effect, just by

selecting the effect on the touch screen
surface
Fine Cut Experience
Fine Cut Photo Puzzle: Take Your picture and be Process Perfection Interactive Table: Get to know
printed on 40 pieces of puzzle, given in a Fine photo Dunhill owns process to perfection on an interactive
frame screen, fill the quiz along the way, win a merchandise
Objective: Educating on the 40 Fine Cuts of Dunhill Objective: Educating on the 40 Fine Cuts of Dunhill
Mild Mild and the process to make it
Finetologist Fine Cut Showcase
Devil Chocolate Brownies Fine Brewed Coffee

Chocolate and Cigarette goes well together, noone can resist
Utilizing the aroma and taste of Dunhill Mild, I will blend my
the bitterness of chocolate and the refreshing taste of
own creation of coffee with a hint of tobacco and clove. It
homemade vanilla ice cream?
will complement and enhance the cigarette taste. This is a
Dark Chocolate Churros Fine Brewed Coffee to accompany a Fine Cut cigarettes
Cinnamons rolled churros will enhance your taste pallete,
therefore the cigarette you smoke will taste better, a truly
one in a million combination
Perfection in 40 Frames Diversity in Unity

A special collection of Timur Angin’s masterpiece that Masterpiece display by Darbotz that is actually made from 40
showcase the journey from process to end product. How pieces stand alone art. If being put together it will make the
passion can be made into perfection in 40 frames perfect mural arts
Open Container
Open Container
Open Container
Open Container
Open Container
Finetology Mobile Bar Supporting Content
Product Selling &

Mini Performance Stage Outdoor Consumer Lounge Merchandise Booth
• Finetology Mobile Bar will park in hang-out places with the most heavy traffic and
crowd. Additional content outside the bus will be made in order to capture larger
audience (depends on the venue space in each city)
Performance by local graffiti artist
Performance by acoustic band

Supporting Design - Inflatable Gate
Supporting Design - Selling Booth
Supporting Design - Promoter Booth
Supporting Design - Consumer Lounge
Supporting Design - Product Package
Supporting Design - Mini Stage
Supporting Design - Performance Stage
Supporting Design - FDU
Supporting Design - Totem
Finetology Troops
Registration & interactivity on

iPad Mini
SPG
Registration Mechanism
Tap the Registration Fill your complete

Application database with ID number
Agree to 18+ age consent Get e-mail confirmation

Finetology Apps - Educative Games
Dunhill own apps that will educate the consumers about Dunhill Mild Fine Cut and
Finetology
Finetology Game Apps: Cut everything

into 40 pieces | Objective: To emphasize
the “Fine Cut Fine Taste” of Dunhill Mild
Finetology Apps - Educative Games
FINETOLOGY GAMES
Finetology Game Apps: Explore the FINE in you | Objective:

To emphasize the true meaning of FINE by Dunhill Mild
Mobile Activation Mechanism
Taste our FINE F&B
Register with 18+

valid ID and
complete survey
with our spg
See our Fine
performance
Get free entry to Buy our fine

Experience Dunhill
to our mobile product (ciggs and Fill on our survey
Mild Finetology
activity booth Finetologist
merchandise)
Play FINE
educative game Get invitation for
(get Dunhill our medium event
merchandise)
Mobile Activation Venue Lay-out
ON-LINE ENGAGEMENT
On-line Competition
My My
Communication Roles: Definition of Finetology
Finetology? attitude?
• Finding and acknowledging Finetologian
throughout Indonesia
• Create amplification in on-line media
Tools:
• Video capturing device at on-ground event
• Direct video upload utilizing facebook apss

Video Record on Ground
• Video Record at On-

ground event
• Ala The Box

recording booth
• Will be put in Fine

Cut Lounge in
Mobile activation
even and City event
Landing Page
Age Verification Page
Registration Page
Consumer Profiling Page
Confirmation Page
Upload a Video Page
Record a Video Page
Video Gallery and Vote Page
Video Example
Aulia Rahman
Finetologian
Contest Mechanism
On our on-ground Activity
Audience Register with Watch their

come to our valid 18+ ID video and
on-ground others on
activity Microsite
Record their
Win tickets to
Visit My Finetology
Vote and Share go to Jakarta
Finetology expression and
with friends! Finetology Big
booth upload it on
Bang
Microsite
On-line Direct Upload

Visit Microsite Watch their
Record their Finetology
and register video and
expression and upload it
with valid 18+ others on
directly on Microsite
ID Microsite
Judging Criteria
How we assess the winner?

• By analyzing how they reflect one of the 4
(four) brand characters of perfection within
their lives:
• How they put their greater attention to
every detail on what they do best
• How they choose the best input in order
to achieve their goal
• How they strive to be better in life, and
• How they value their passion and
translate it into mastery
• By observing how they convey they
expression towards Finetology with their
own unique way
Competition Timeline
SUBMISSION SUBMISSION
Social Media Traffic
• TA tweet about their definition of FINE

and how they assess themselves as one of
the Finetologian
• Utilize the #myfinetology in order to

measure the online conversation
Finalist Announcement
My My
Definition of Finetology
• The winning video with the most vote
will be announce in the microsite
• The winning video is based by number

of view and number of vote, and the
maker will be our national finalist
• The finalist will win a finetology journey

experience to jakarta
Journey to Jakarta
• Videos with the most vote from each 23 cities

will win a Finetology Journey to Jakarta’s Big
Bang
• The finalist will experience all 3 pillars of

Finetology in the capital with our Finetologist
• Among the itinerary:
• Dining out in Namaaz Dining (Andrian Ishak)
• Visit the most Fine art gallery
• See a Fine theater performance (tbc)
• Celebrate and be part of the Finetology

Nation party
Winner Announcement
• Showing to larger audiences that

Finetologian do exist in their community My My
and celebrate with them Definition of Finetology
• Displaying all video entry from previous
activities in the screen
• On the big band event we will announce

the best video from all 23 city based on
Jury decision
• One of the element of that the jury will

decide with is the interactivity and finalist
ability to communicate. as the winner will
be the star in our Video Filler
ENGAGE
Finetology Medium Event
Definition:
A Finetology City Party that will both showcase the

examples of Finetology and will also encourage the
target market to participate and become finetologian
• To engage directly with the TA and let them take part of the Dunhill Mild
Finetology
• Utilizing performance to show how Dunhill Mild Finetology can aspire them
Tools: • Located in GOR or function room, with target

attendance of 1.000 people
• Fine Product Lounge • Will be dress-up to meet Dunhill Mild Fine

standard
• Fine 3 Pillars Experience
• Fine Main Performance • Will only be conducted once in each city
Entrance Gate - Design
Branding Landmark - Design
Venue Dress-Up - GOR
Venue Dress-Up - GOR
Fine Cut Lounge - Design
• Equipped with F&B counter, seating area, LED screen (to showcase the Finetologist
profile and their works), performance booth and product selling and merchandise booth
FINE CUT LOUNGE

• Perfection Process Interactive
Table
Finetologist that is inspired by
and/or complementing Dunhill
Mild and Fine Cuts
• Gallery of our Art Finetologist
that represent either Fine Cuts or
40 cuts
*will be selected according to

space available

display

animation

surface
Fine Cut Experience
Fine Cut Finetologist Showcase


Fine Experience - food
Design Referrals In addition to serve Fine F&B, we give the opportunity for TA to participate
on the experience of Dunhill Mild 3 Fine Pillars and get the merchandise
• Fine Kitchen
Experience the Fine way of creating our signature

Fine F&B and you can have enjoy the food and drink
afterwards!
Fine Kitchen - Design
Fine Experience - Art
Design Referrals Aside from showcasing the work of Art Finetologist, we give the opportunity for TA
to participate on Art Finetology and get the merchandise
• Fine Gallery
! Design your own T-shirt

create your own Dunhill Mild fine t-shirt
from our finetologist design template
will be printed directly to the shirt as
giveaways
! !
Fine Gallery - Design
Fine Experience - Design Your T-Shirt
Fine Experience - Performance
Design Referrals Aside from showcasing the work of Performance Finetologist, we give the
opportunity for TA to participate on Performance Finetology and get the merchandise
• Fine Backstage
!
You are the star
show your move in behind a green screen, it will
appear as if your own stage - the video will be
given in a flashdisk as giveaways
Fine Backstage - Design
Fine Experience - Green Screen
Main Show
Presenting:
Fine D Theatrical Performance
• The main show on Finetology City Event will showing the combination of
Finetology 3 Pillars into an interesting spectacle using holographic effects, 4-
dimensional effects, lightning effects and visuals synchronized with the dancer.
• The performance will be using theatrical dance performers acting as Finetologist.

Main Show Reference
The Keynote of the Main Show
To convey the process of Dunhill Fine Cut for Fine Taste

in delivering the Fine product quality thru exceptional craftsmanship
with great attention and perfection.
Combining the 3 Pillars of Finetology into an interesting spectacle using holographic effects,
4-dimensional effects, lighting effects and visuals synchronized with the theatrical dance
performer acting as the Finetologist
Scene 1
All lights are off inside the GOR or function room
Spotlight and lights are turned on only for performance platform
A Performance Finetologist starts to act, dancing around

while carrying an image (e.g. image of tobacco leaf)
The exciting and vibrant dancer will bring the leaf image to life in a
holographic and as though bursting out from the screen towards the
audience
Dramatized by the wind effect
The image slowly immersed back to the stage. * while Performance Finetologist
walking towards the Kitchen Platform
Scene 2
Spotlight and lights are turned off on Performance Platform and

turned on for Kitchen Platform
The Culinary Finetologist capture the leaf image and starts to

cutting the leaf into fine cut pieces
Pieces of leaf image will be blown and burst out of the

screen towards the audience in holographic
Piece of paper were flown from the top to the audience

can add a dramatic effect
The image slowly immersed back to the stage. The Culinary Finetologist
walking towards the Art Platform
Scene 3
Spotlight and lights are turned off on Kitchen Platform and

turned on for Art Platform
An Art Finetologist collect the pieces of the image and start

drawing pictures on the image pieces
The image pieces slowly transformed into one object (e.g. Dunhill
Mild logo or Dunhill Mild product packaging)
The object is shot out of the screen along with the effect of
white smoke coming out from the stage
The object seems floating in space while the white smoke effect
intercepted by a laser light to create a grande finale
Stage Set-up
8.00 m
6.00 m
3.00 m 3.00 m
Music Culinary Art
Platform Platform Platform
Stage Effect Platform Stage Effect Platform
4.00 m 4.00 m
Transparent screen covers the whole stage

Transparent screen covers the whole wing Transparent screen covers the whole wing
Design - Stage Set-up
Design - Stage Set-up
Gimmick
Fine Vision Glasses

City Event Venue Lay-out
ENGAGE
Finetology Large Event
Definition:
A Finetology Celebration Party for all Finetologian of the

nation, to celebrate how the TA has adopt the character
of Finetology to inspire others to follow
• To engage directly with the TA and let them take part of the FINE Dunhill
• Give performance to show how Dunhill FINE is dashing for them
Tools:
• Fine Tunnel • Fine Experience: Performance

• Fine Landmark • Fine Main Act
• Fine Product Lounge • Located in Istora Senayan, Concert Hall or Outdoor Venue
• Fine Experience: Food
• Target Audience 3000 people
• Fine Experience: Art
Finetology Tunnel Entrance
Audience will experience that they are entering Finetology

Nation via the tunnel
Finetology Tunnel - Design
Finetology Landmark
Giant landmark of
Finetology Nation
“welcomes” the audience
when they came out from
the tunnel
Can be made into a video

landmark that shows
submitted videos from
throughout the nation
Fine Cut Lounge - Design
• Equipped with F&B counter, seating area, LED screen (to showcase the Finetologist
profile and their works), performance booth and product selling and merchandise booth
FINE CUT LOUNGE

• Perfection Process Interactive Table
Finetologist that is inspired by and/
or complementing Dunhill Mild and
Fine Cuts
• Gallery of our Art Finetologist that
represent either Fine Cuts or 40 cuts
*will be selected according to

space available

display

animation

surface
Fine Cut Experience
Fine Cut Finetologist Showcase


Outdoor Product Lounge - Design
Outdoor Product Lounge - Design
Fine Experience - food
Design Referrals For the Finetology Nation , we will have our very own Culinary Finetologist
to create and serve ur Fine F&B for the TA to try
• Fine Kitchen
Experience the Fine way of creating our signature

Fine F&B and you can have enjoy the food and drink
afterwards!
Fine Experience - Art
Design Referrals Aside from showcasing the work of Art Finetologist, we give the opportunity for TA
to participate on Art Finetology and get the merchandise
• Fine Gallery
!
Digital Graffiti
Draw
Digital Graffiti. your
Draw yourown
designdesign,
and and
have it printhave it into
or send print or media
social send into
social media
! !
Digital Mural - Design
Fine Experience - performance
Design Referrals Aside from showcasing the work of Performance Finetologist, we give the
opportunity for TA to participate on Performance Finetology and get the merchandise
• Fine Backstage
Holographic Photo Wall. Take your picture as if you are doing the
Fine D Performance with holographic effect. Picture will be printed
out or put into flash disk as a giveaways
Holographic Photo Wall
Holographic Photo Wall
Photo Backdrop - Design
Main Show
Presenting:
Finetology Cube (or D Cube with Dunhill Logo on it)
• Finetology Cube is a 40 x 40 x 30 meters tall giant white cube that will be the main
centerpiece of the event
• There will be a stage inside the giant white white cube that will show enlarge
version of the Fine D performance with real Finetologist as the client
The Cube - Design
!
Grand Fine D Performance
Chef Live Art Performance Music Director
Main act of the event is

the combination of 3
Pillars Finetologist to
make a masterpiece:
Visual & Creative Director Dunhill Mild’s Fine
Fashion
The Keynote of the Main Show
To convey the process of Dunhill Fine Cut for Fine Taste

in delivering the Fine product quality thru exceptional craftsmanship
with great attention and perfection.
Combining the 3 Pillars of Finetology into an interesting spectacle using holographic effects,
4-dimensional effects, lighting effects and visuals synchronized
Scene 1
All lights are off inside the cube
Spotlight and lights are turned on only for performance platform
Performance Finetologist starts to act, dancing

around with visual tracking effects
Performance Finetologist “cutting up” the visual black

box with his/her hand into 40 small pieces
Performance Finetologist shoves the 40 small pieces of black boxes off the performance
platform and fly out into the culinary platform. Spotlight and lights are turned off for
kitchen platform
Scene 1: Reference
Live Synchronized Dancer with Visual

Scene 2
Spotlight and lights are turned on for Kitchen Platform
Culinary Finetologist fetch the visual piece of boxes, put into

the pot and do some intense cooking performance
Culinary Finetologist take out the visual piece of boxes which has turned into a
red color boxes and shove the visual boxes off the Culinary Platform. Red visual
boxes fly out into the Art Platform. Spotlight and lights are turned off for
kitchen platform
Scene 3
Spotlight and lights are turned on for Art Platform
The red visual boxes are transformed into a woman

with a gown. Art Finetologist performs drawing thru
iPad which projected into the gown
The visual alteration from Art Finetologist projects

Dunhill Mild brand characters
Close with wind and smoke effect to add a dramatical effect. Spolight and lights are
turned off for Art Platform
Scene 3: Reference
Fashion Show with Live Visual Alteration

Scene 4
Spotlight and lights are turned on for Performance Platform
The smoke effect filled the Performance Platform and slowly

the Performance Finetologist appeared on stage
Performance Finetologist will create fine cut design

symbolizes the “D” form and will come to life with visual
projection
The object is shot out of the screen along with the effect of white
smoke coming out from the stage
The object seems floating in space while the white smoke effect
intercepted by a laser light to create a grande finale
Scene 4: Reference
Mural artist create fine cut design and will come to life with visual projection
5th Seq: Holographic unification of all result into dunhill mild
Product will appear in holographic screen

The Cube - Inside
FINE MAIN ACT (ALTERNATIVES)
GroovyL@nd EGO x Modular

Music Visual Journey
How to Achieve Audiences KPI
Create additional content outside the Finetology Cube by:
• Invite communities based on likings (3 Pillars: Culinary, Art,

Performance).
• Create outside DJ booth or stage for band performance to withstand

the party for those outside the cube
• 18+ General public can get free invitation for this event by registering
and filling our survey on previous activities or by on-line
BigBang Event Venue Lay-out
AMPLIFY
Finetology Amplification
Objectives:
• Leverage message to larger audience
• Inspire others to start consume Dunhill Mild
Tools:
• My Finetology Journey to London Trip
• My Finetology Journey (TV Filler, Advertorial)
• Communication in social media

Journey - to London
• The winner from My Finetology trip will

experience London finest:
• Dine at Alain Ducasse at The Dorchester,

Mayfair; Fat Duck by Heston Blumenthal,
Bray; or the Gordon Ramsay at Chelsea (all
three Michelin stars)
• Enjoy the fine art on Tate Modern on

Southbank and Royal Academy of Art
• See theatrical performance in West End,

London’s own equivalent of Broadway
• The Dunhill flagship store, on the comer of Duke

and Jermyn Streets in the heart of London's St.
James's district
Journey (Finetologist)
TV filler - amplified over YouTube
TV Filler (3 minutes duration) depicts about our Finetologist journey. How they find their
Fine-ness within their true self, how they explore it and make it as a living ideology.
Journey (Finetologist)
Advertorial
Journey (Winners)
Advertorial
SUSTAIN
Follow through event
• Utilizing database, sorting consumers based on their

likings, stamping and sustaining Dunhill Mild
association with Fine and Finetology in every 3 pillars
• Can be conducted regularly in each cities by local
Tools:
• Community event based on the 3 pillars:
• Cooking clinic
• Art gallery
• Performance show
Channel & Outlet Branding
Objectives:
• Maintain visibility and uphold the message of

FINE and Finetology throughout the year
Tools:
• Branding in channels Cigarette Shelves Branding
• Specific branding in each of the 3 pillars outlets
Cashier Table Top Branding

Community Event: Cooking Clinic
Small gathering for culinary Finetologian in one of the famous restaurant/cafe in town
Mechanism:
There will be a call

Send SMS blast
Utilize database to action for the
as the invitation
gathered from city event audience to join
medium
the event
Content:
• Special appearance from Culinary Finetologist,

Dedy Sutan. He will teach the audience how to
create a Fine chocolate with Fine process and
Fine taste
• Audience can bring home their cooking result
• Limited seats only for 20 - 30 people
Community Event: Art Gallery
Invitation for Art Finetologian to visit the finest Art Showcase in town
Mechanism:
There will be a call

Send SMS blast
Utilize database to action for the
as the invitation
gathered from city event audience to join
medium
the event
Content:
• There will be a special appearance from Art

Finetologist, Darbotz, to greet the invitees.
• Art Finetologist will exhibit his ability in mural
art and perform coaching clinic of how to
mastering the mural art for the invitees
Community Event: Performance Show
The finest show in town where the Finetologian can get a free ticket for the show by
following Finetology Quiz
Mechanism:
Send SMS blast

Utilize database There will be a call to action
as the invitation to follow
gathered from city to follow Finetology quiz in
the Finetology quiz to get
event www.finetology.com
free entry ticket
Limited free entry ticket for

20 - 30 finetologian
TEAM
STRUCTURE
FSPORTS MANAGEMENT
Fary Farghob
CEO
Wibowo Santoso
General Manager
Andy Tisna
Planning Director
Ac1va1on Team Digital Team PR Team
Head : Anto Soeyono Head : Firzi Abidin Head : Myrna Suryo
Consultant :
Produc1on : Andre Gin1ng Crea1ve : Reza Ardiansyah Ibrahim Ismullah
Account : Nadia Zein Account : Citra Ramadhani
Media Planner : Citra

Diamanthe
PROJECT MANAGEMENT
Fary Farghob
Wibowo Santoso Anto Soeyono
Andy Tisna Business Director Digital & PR Team
Advisor
Join Project Manager
Nadia Zein Andre Gin1ng

Business Manager Head of Produc1on
Albert Tampemawa
Aulia Rahman Edward Ridwan Harahap Fajar Banuaji
Sr Business Execu1ve Project Coordinator Produc1on Manager
Lamido Gin1ng Eka Afrian Arbi Ardianto Boy Indragunawan Teguh Se1awan Arul Arckhan Faisal Rahman
ArCo SumBagUt ArCo SumBagSel ArCo Jabodetabek ArCo West Java ArCo Central Java ArCo East Java ArCo Sulawesi
QUANTUM 06 PRODUCTION EXIT 9 THREE P REACTOR PRIME IMAGINE

Donnie Faisal Arifin Mirza Eryo Bambang Irwan
KOETA EVENT
Jefrie
Account Management Produc1on Team Local Partner

PROJECT TIMELINE
OUR
FINE PARTNERSHIP

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ACTIVATION PROPOSAL

• DHM is growing significantly, but the consumers

• The target consumer didn’t have any particular

• Brand imagery and perception are improved

• Two possible obstacles :

The Objectives The Consumers

To improve the conversion

Give clearer understanding

Create an integrated brand activation

• But in shaping activity that includes those 3 pillars, we must

“… rasa yang terbaik,

“… enak dilihat, enak “… yang kaya akan rasa

“… terdiri dari bahan-

Based on qualitative research on 16 respondent in 4 cities

• Non- • Delicious • Exclusive

Based on qualitative research on 16 respondent in 4 cities

What kind of food that would represent the “fine taste”?

“… pokoknya makanan apa aja yang

“… makanan fresh, berbumbu, dan “… biasanya makanan yang ada di restoran,

Male ! Taste is more important than comfortable place

Based on qualitative research on 16 respondent in 4 cities

“… minimalis dan nggak terlalu banyak

“… sesuatu yang berbau lukisan dan

“… gravity tembok yang bisa ngegambarin

“… semua seni yang ada di pameran atau

Based on qualitative research on 16 respondent in 4 cities

“…Electronic Dance Music, Jazz, Indie …” “… orchestra tuh something banget …”

“…dance music, jazz, rock, blues …” “… lagu jadul 70-an …”

“… electronic, pure jazz …” “… musik klasik kayak Mozart …”

“…trip-hop, berbau agak british …” “… punya pesan makna yang berbobot …”

“… classic rock 70’s atau 80’s …” “… funk indie …”

Male ! Relatively represented by EDM and Jazz

Based on qualitative research on 16 respondent in 4 cities

Based on qualitative research on 16 respondent in 4 cities

PRESTIGE STAND OUT

Dunhill Mild is already perceived as a brand of

Based on in-depth interview on 16 respondent in 4 cities

“When I smoke alone, I sometimes

Brand Consumer Brand Attitude towards

Create a continuous consumer

I only choose marbled sirloin, marinated with coarse sea-

My oﬃce desk is decorated with my handcrafted

I have a Sony in-ear-monitor for listening music during

Pick only the best input for Exceptional tobaccos &

Exceptional craftsmanship The perfect taste, from the

Great attention to detail to Exceptional product

*People who resembles the same attitude

At Pipiltin Cocoa, you are

1. Buy a freshly roasted coﬀee beans

2. Only use quality water

5. Enjoy perfection in a cup

1. Find your spot

2. Etch the Sketch

3. Stencil your design to the surface Darbotz

4. Give colors, make it come to live

5. Sit back, enjoy your masterpiece

1. JUST START ALREADY!

3. THERE ARE NO RULES