GAME PLAN DOCUMENT

CLIENT DEBRIEF TARGET PRESENTATION February 14, 2024

GAME PLANNING February 5, 2024 PROJECT CODE
SIGNED CE REF. OF THE APROVED FEE TIMESHEET CODE:
PROJECT NAME HOLCIM – CREATIVE PITCH 2024
Please attach the document 1344447-2778-A0
WORKING BUDGET

*To be signed by Function / Project Leads (do not edit template)

ACCOUNTS CREATIVES PLANNING & MAPPING
BUSINESS
PROJECT OWNER BUSINESS LEAD ECD CD / ACD CW / ART PLANNER MAPPER
UNIT HEAD
Manny TBD
Gilan Ilagan (Sid has a conflict with Eagle Barbara Gutierrez
Fernando Cement)

Name &
Name & Signature Name & Signature Name & Signature Name & Signature Name & Signature Name & Signature Name & Signature
Signature
EXPERIENCE TECHNOLOGY AND OPTIMIZATION RECEIVED ON: NOTED BY:
ECD DESIGN DELIVERY MEDIA ANALYTICS TECH DATE & TIME OPERATIONS

Ton Kimseng /
Gail Tan
Dylan Pizarro Jaymie Atienza

Name & Signature Name & Signature Name & Signature Name & Signature Name & Signature Name & Signature Name & Signature

What is the problem that the client is trying to solve?

OVERVIEW
Company: Holcim Philippines
Industry: Building materials and solutions
Target Audience:
• Primary:
o Homeowners, masons, foremen, and small-scale formal contractors in the low-rise construction segment.
o Customers in NCR, South Luzon, Central Luzon and Visayas
• Secondary:
o Mid-large scale formal contractors and resale/channel segments.
Campaign Duration: March 2024 – December 2024

BACKGROUND:
• Global leader in building materials and solutions
 • Broad range of high-quality products and solutions
• Leading position in the Philippine cement industry
• Strong capability in cement manufacturing and aggregates
• Strategic positioning to serve markets across the Philippines

BRAND CHALLENGES:

• Price competition: Holcim faces pressure from competitors offering lower prices, particularly in key regions like NCR, South
Luzon, Central Luzon, and Visayas.

Competitors: Eagle Cement, Republic Cement and Imported Cements

• End user segment: Holcim's brand awareness and preference are lower among individual homeowners, masons, foremen, and small-
scale contractors compared to other market segments.

Strengths:

• Leading brand: Holcim maintains a strong brand presence in North Luzon and Mindanao regions.
• Quality: Holcim's products are recognized for their high quality, attracting mid-large scale formal contractors and distributors.

Opportunities:

• Address price competition: Emphasize value beyond price (e.g., superior quality, service, sustainability).
• Target end user segment: Increase brand awareness and preference among individual builders and small contractors through targeted
marketing and communication.

GLOBAL BRAND DIRECTION & POSITIONING SUMMARY:

Sustainability Focus:

• Holcim Philippines is committed to sustainability and innovation, demonstrated by their green cement lines: Excel ECOPlanet, Holcim
Optimo, and Solido.
• Aiming to reduce CO2 emissions across the industry and provide eco-friendly construction solutions.
• Committed to the highest standards in sustainable operations and manufacturing.

Positioning:

• Position Holcim as a global leader in innovative and sustainable building solutions.

 • Target homeowners, foremen/masons, and contractors with Excel ECOPlanet and Solido as flagship sustainable solutions.
• Leverage the upcoming global rebranding effort to emphasize full commitment to sustainability.

Key Messages:
• Holcim offers sustainable building solutions that benefit people and the planet.
• Choose Holcim for high-quality, eco-friendly cement options.
• Be part of a global movement towards sustainable construction.
In 3 sentences or less

What kind of solution are we looking for?

• Creative Idea and Direction

A Creative Idea that will increase brand awareness towards the target audience on the following products, it also needs to increase consideration
in sustainability and innovation as applied to excel eco planet and solido:

▪ EXCEL ECO PLANET

▪ SOLIDO
 • Creative Application of the Creative Idea (POC) to the following:
o Company Rebranding AVP (90s)
▪ Who is Holcim?
▪ Vision/Mision
o Notable / Trophy Holcim Projects AVP (Tatak Holcim Projects) (90s)
o Radio jingle for Excel ECOPlanet (15s)
o Marketing Collaterals (Roll-up banners, Brochures, Backdrop)
o Print advertisements (Billboard, direct mail)
o Social Media Materials
o Holcim Mobile Laboratory Van dress-up concept and new design
o Emailer Templates
o Application of Creative Idea to the Website Design(www.holcim.ph)
o Booth design (Trade Shows)

• EXPERIENCE PLAN WITH MEDIA PLAN

Duration: March 2024 – December 2024 (10 months)

Budget: Benchmark with Eagle Cement through Nielsen (if possible)
Objectives:
 • Increase Brand Awareness on the Target Audience
o Primary:
▪ Homeowners, masons, foremen, and small-scale formal contractors in the low-rise construction segment.
▪ Customers in NCR, South Luzon, Central Luzon and Visayas
o Secondary:
▪ Mid-large scale formal contractors and resale/channel segments.
• Increase Consideration on Sustainability & Innovation towards:
o Holcim Excel Eco Planet
o Holcim Solido

In 3 sentences or less

What will make us win? (Agency POV)

• Create a campaign that will make sustainability and innovation a consideration of the target audience to create demands for Excel
ECO Planet and Solido.
• Create an experience plan that will lead the awareness efforts to consideration given the assets / channels required.
 Who are we against?
• Publicis Jimenez Basic
• DM&A – PR Company
• Purple Bug – Digital Media Agency
• Underground Logic – Creative Agency
In 3 sentences or less

SCOPE OF WORK
DEPARTMENT/ ITEMS TO BE EXECUTED NO. OF PIECES TIMESHEET CODE
FUNCTION
STRATEGY Experience Plan 1
(March 2024 – December 2024)
CREATIVES Creative Idea and Direction 1
Company Rebranding AVP (60s - 90s) 1
Who is Holcim?
Tatak Holcim AVPs (60s - 90s) 1
Holcim Notable Projects
Radio Jingle – Excel Eco Planet (15s) 1
Social Media Materials -
Marketing Collaterals -
Print Advertisements -
Holcim Mobile Laboratory Van 1
Emailer Template -
Application of Creative Idea to the Website -
Design(www.holcim.ph)
Booth Design 1
TAO / MEDIA Media Plan 1
*Kindly indicate Department / Function needed, Itemized Scope of Work, Number of Pieces to be executed and Timesheet code per
line item

MILESTONES:
ACTIVITY PERSONNEL TO BE PRESENT DELIVERABLE
GAMEPLANNING ACCOUNTS, STRATEGY, CREATIVES, TAO GAMEPLANNING DOCUMENT
CREATIVE BRIEFING Campaign Message
INTERNALS Creative Idea
RUNTHROUGH Creative Applications
PRESENTATION Pitch Deck
*Placeholder just in case needed.

CALENDAR DATES:
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
 Feb 5 Feb 6 Feb 7 Feb 8 Feb 9

Gameplanning Creative Briefing Holiday

Feb 12 Feb 13 Feb 14 Feb 15 Feb 16

Internals (Creative Idea) Runthrough (Creative Presentation Presentation Presentation

Applications)
Feb 19 Feb 20 Feb 21 Feb 22 Feb 22

Awarding

CASTING:
PRIMARY SECONDARY ADDITIONAL THINKERS (TRUTH HUNTING & BIG IDEA
ONLY)

*BRAND ASSIGNMENT:
ACCOUNTS CREATIVES
PLANNING & MAPPING
BUSINESS UNIT PROJECT BUSINESS
ECD CD / ACD CW / ART PLANNER MAPPER
HEAD OWNER LEAD

EXPERIENCE TECHNOLOGY AND OPTIMIZATION

ECD DESIGN DELIVERY MEDIA ANALYTICS TECH

*Fill this section if the project is a pitch with no team assignment.