BIG LIVE IP Properties

Building greater affinity for brands

WHY SHOULD A BRAND BUY YOUR
PITCH?
LETS START AT THE VERY
BEGINNING
 SALES PROCESS
• PROPERTY IDEA
• PROSPECT LIST : ADEX, Geography, Seasonality, TA
• KEY CATEGORIES
• PROPOSAL WITH CUSTOMIZATIONS
• COVERAGE
• KET MARKETS PITCHES
– Challenges, Objectiobs
• MID EVAL WITH SALES DELIVERABLES
• POST EVAL
 ROLE OF CS

OOH RADIO

CLIENT
ACTIVATIONS DIGITAL
SERVICING

EVENT TV
WHAT ARE BRANDS LOOKING FOR?
 KEY TARGET GROUPS

Consumer Brand Partner Brand

- Supply Chain Employee
- Direct customer
- Dealers Brand
- Indirect customer - Distributors - Sales
- Eg Media - Channel - Employees
Partners
 Brand Objectives

• Increase sales • Corporate hospitality

• Expand use of current • Employee incentives
• Customer incentives • Employee Motivation
products • Trade incentives
• New product
awareness
• Sampling of new
product
• Perception
Differentiation
 Approach
• Understanding who are the key customers
customer
• If not sure build customizations for all 3

• Understanding the brand and its specific needs

• Eg New product launch or specific brand issue – eg poor
imagery

• Use every opportunity in the property to

deliver solutions to the clients needs.
 Potential Areas
• Pre Build Up Phase
– Press Release, customer marketing

• Build up phase
– Press conference, communication, onground

• Event phase
– Set, Acts, Awards, Venue, Contests, Gratification

• Post event phase

– PR, Gratifications, special screenings
 Pre & Build Up Phase
BUILD UP PHASE Opportunities How
Press Conference Branding Collaterals, backdrops, stand alone branding
  Media - PR Client speech, press release quote
No direct endorsements, but photo ops with client +
  Image - celebrity presence clients customers
Build Up media  
Eg Speaker series in BIG IMA - Gift sponsored by
sponsor brand for each celebrity or customized
contest played with each celebrity and listeners
Radio Integration with content plans around sponsor brand
Eg: If a client is launching in a new market,
OOH Build in relevant geographies for a client customize the outdoor plan accordingly
Or within a city a client may prefer certain locations
  based on their business
Communication targeted at specific TA the Eg : SMS push to the clients own distribution, sales,
Digital client is keen on employees, shareholders
Property website integrated with client website
  Website/ Microsite intgerations through a link or a banner etc
Customized online contests for relevant brands- eg
  Youth brands online
Customizations will need to be run past these
Other media - businesses therefore, while possible need to be
Reliance ADA recommended by CS only after concurrence with the
Group Media Eg BIG CINEMA, ZAPAK.com etc BIG LIVE IP project leader
Other Media - Eg DNA, Barista - partners for the Least likely to allow customizations and hence no
Partners property commitments to be made.
 EXAMPLES

• John Abraham & ASLI NO 1 press conference

• SMS push to all dealers & distributors of Godrej for I

AM SHE

Activations  
Voting activation Branding
  Location
  Product displays at voting venues
  Customized contest
  Product sampling & information
  Database / Lead generation
   Voting Mechanism
Celebrity Activation Celebrities on a branded canter
  Celebirity meet n greets
  Celebrity visits to outlets/malls
Extending to client relevant
Activation Touch points touchpoints if relevant to property
   
Increased number of touchpoints
  more relevant to the brand.
Activating specific TG's relevant to a Eg Dealer activation around the property - only if
  client
   
Property Activation
 
Collaterals, Standees, Kiosks, Voting booth etc
Voting can happen at client outlets - if relevant
Eg Guenea Oil : Cooking demo, recipe contest in
RWA's
Eg Ms Beautiful hair on TV for a Shampoo brand
 
 
 Creating voting mechanism around clients brand
– telecom shortcode, retail outlet etc
 
Eg for clients key distributors
Eg venue for activation is a client outlet
Eg: RWA's for a FMCG brand targetting
Housewifes
Eg Corporate Contact program for a brand
taregetting working professionsla
 
relevant to the property
Eg Client office activations : bringing the
Jury/nominees to the clients offices.
 Case: I AM SHE 2010!

•BIG LIVE pitch to Godrej for I AM SHE 2010

• Original Deliverables for all pitches:

• Radio
• A Mall Actvity
• Meet & Greet with Sushmita Sen
• Press Conference presence with Sushmita.
• PR Coverage
• On ground Connect
 Godrej Feedback

• Client was interested in associating with the property because I AM SHE

is about the women of Substance.

• Product: Godrej eon i- fresh refrigerator.

• The objective was to facilitate their ongoing campaign for Women:

WHY SHOULD YOUR LIFE REVOLVE AROUND THE KITCHEN?
 Customizations done
A special event created to award and
acknowledge that one ordinary woman
who displayed extraordinary courage in
her life. The woman of courage that arose
the winner in life despite all odds…
 Contest Promotion

I. On Air:

II. Through Canters:

• Delhi
• Mumbai
• Agra
• Pune
• Chandigarh
I Am Woman Of Courage Finale
Venue: Renaissance, Mumbai
Godrej Woman of Courage 2010 crowned by Sushmita
Sen

Ms. Rashmi Jethani

 EXAMPLES

• GODREJ I AM COURAGE Property

• GODREJ DEALER meet

• Mall Activation with TV celebrities for Idea during

BIG ITA AWARDS
Intellectual Properties Rights

ACTIVATION CUSTOMIZATIONS
 Brand Categories
• Telecom
(broadly)
• Automobile

• FMCG

• Consumer Durables (Electronics)

• Banking & Financials

 IP Categories (broadly)
• Music

• Entertainment

• Stand-alone TV awards
Category - TELECOMMUNICATION
Service Provider OEM
 Brand: Vodafone
• TG sub categories

Employees Consumer Business

• College students • Dealers & distributors
• Professionals
 Category : Music Awards
Level : Consumer
Roadshow
Touchpoint: Hotspots / colleges / office premises / mall premises
- A branded canter to run across the cities
- A branded Vodafone juke box to be fabricated
- The canter to stop at all important hotspots
- MC to talk to the TG about the awards and engage them to listen the
songs and cast their votes
- Juke box to have the collection of the nominated song collections
- The canter to have a branded polling booth where listeners can put their
votes (audience polling category)
- The canter visits all the cities collecting audience polls for the
nominations
Level: Employees
• An HR initiative of the company
• Few seats to be booked by Vodafone for their valued employees
• Vodafone branded seat covers
• Segment awards to be given out by Vodafone employees
• Television footage

Level: Business

• The Vodafone dealers to receive an invitation to attend the

premium post event party
• A meet & greet with the Stars
• A special feeling of premium to be “infused” amongst the dealers
which they would relate to the brand
 Category: Entertainment
Level : Consumer
Roadshow
Touchpoint: Hotspots / colleges / office premises / mall premises
• A branded canter to run across the cities
• The canter to stop at all important hotspots
• MC to talk to the TG about the awards and engage the TG
• Gimmicks like mimicry of a popular star, dance with funny props
• The canter to have a branded polling booth where people would cast their
votes
• The audience Vodafone bytes on popular shows to be taken
• The clips to be shows at the event day
• The canter visits all the cities collecting audience polls for the nominations
 Category: Television
Level : Consumer
Roadshow
Touchpoint: Hotspots / colleges / office premises / mall premises
• A branded canter to run across the cities
• The canter to stop at all important hotspots
• MC to talk to the TG about the awards and engage the TG
• Audience bytes on popular Television character / dialogues / songs/
couples etc
• A branded Vodafone polling booth to be on the canter
• Audience to cast their votes
• Engagements like enactments of popular character etc to be incorporated
• Jigsaw puzzles of popular characters to be shown
• Popular dialogues to be played and the audience to recognize the same
and answer promptly
 Cross Promotions
• The Vodafone bytes to be showcased at Sony televisions at the Event
 Segment
AUTOMOBILES
 Brand :Chevrolet
• TG sub categories

Employees Consumer Business

• Males 30+ years • Dealers
• SEC A/ A+
 Category : Music / Entertainment / TV

Level: Consumer

• A VIP invitations to all the consumers with their families

• A Chauffer driven car to be sent for a pick up & drop
• A red carpet entry for the Chevrolet class
• The premium sitting arrangement at the show
• Invitation for the post event party to meet & greet with the stars

Level: Dealer

• A offsite party out of the city to be hosted

• Entertainment artists to be Invited for performance
Segment
Banking & Financials
 Brand: Max New York Life Insurance

• TG sub categories

Employees Consumer Business

• Male professional 25+
 Category: Music / Entertainment / TV

Level: Consumer
Malls / Multiplexes

• A numerology session with a numerologists

Smart Psyche : Numerology sessions that require the TG
To give their names and cell-number to reveal their smart personality
Max New York Life gets a considerable number of valid leads

• While TG in the cue they hear cast their votes for popular nominations

• Engagements like Jigsaw puzzles of popular stars to be given to the TG

• A jumble of 2/3 songs wherein the TG has to identify each songs

Level: Employee / Consumers
Malls / Multiplexes
• An exclusive Branded music lounge to be placed at the event Venue
• The premium customers to visit the lounge area for relaxing – foot
spa
Segment
Consumer Durables
(Electronics)
 Brand: Lenovo
• TG sub categories

Employees Consumer Business

• College students • Dealers & distributors
• Businessmen
• Professionals
 Category : Music / Entertainment / TV

Level: Consumer
Roadshow: Hotspots / Malls / Multiplexes / RWA s
• Pre-promoted activity over radio / television/ print
• TG to get their song / act recordings and get them to the canter set ups
• The Set up to have laptops which will upload their videos on to the talent
hunt websites like www.hoonur.com
• The talent sites are supposed to be visited by casting directors hunting for
fresh talents
• Videos could be shot on spot as well
• People in the cue to hear the song nominations at the IMA juke box area
and cast their votes
 Category : Music / Entertainment

Level: Dealers
• The dealers to get invitations for a musical /entertainment night by their
favorite stars
• A high tea dinner arranged exclusively for the dealers
 Brand: Lipton Taaza
• TG sub categories

Employees Consumer Business

• female professional / • Dealers & distributors
housewives
 Category: Music
Level: Consumer
Roadshow: RWA s
• A Lipton Taaza Bahar antakshari to be played in the afternoon with the
society women
• This to act as a neighborhood bonding
• Tazza to display products which to be sold at a discount price
• Audience to vote for the popular categories of awards
• Taaza bytes to be taken on the award categories and favorite stars
 Category: Music
Level: Employees
Brooke Bond Offices (Region specific)

• A Taaza branded vote box to be placed in all the offices

• Emaliers to be send to all the employees to send in their favorite entries
• Personalized Show invitees to be sent to the employees
 Category: Entertainment / TV

Level: Consumer
Roadshow
• A Lipton Taaza Bahar canter to be fabricated
• Popular show gimmicks to be enacted on the canter (for e.g. Daaya bhabi
& Jethji character of Tarak Mehta Ka Ulta chashma , SAB TV )
• The initiative to engage people in casting peoples vote for categories
• When the canter halts a promoter samples TAAZA to the audiences and MC
engages them to vote once the show is over
• Venue Branding
Other Branding options
• Backdrop
• Banners
• Arch- Facia
• AV Screens
• Mc Announcements at frequent intervals during the event

• Promotional Branding:
• Posters
• Leaflets
• Banners
• T-Shirts Caps
• Mailers

• Overall Branding:
• Logo in All Communication media
• News Paper Advt
• Out of home advt
EVENT PHASE    
Event Phase
VENUE Product Sampling Product hampers for all celebs attending
Product Display Eg Automotive client new brand
EVENT ATTENDEES Client specific invitees Eg Contests for event passes
Dealer /Distributor special seating
SET DESIGN Branding  
  Specific Client brand element Eg: New Airtel Identity
    Eg Brand Colours
    Eg Set Theme - keeping relevance of the property
Celeb Opportunities Photo ops, Meet N Greets

Eg: One performance featuring the clients product - eg a

SHOW CONCEPT Acts New Car
Eg Act build around a relevant brand identity device - eg logo
    formation by dancers, signature tune build into the act etc
Eg Act featuring the clients brand ambasador - if relevant to the
    property
    Eg Client signature tune between acts
Eg Specific award build around the clients product - eg Ms
  Awards Beautiful Smile on TV for a toothpaste sponsor
Eg Award build around brand image parameter relevant to the
    brand - Innovation Award in the space or Excellence Award
     Client Hamper/product as added award
Client or client stakeholder - dealer, distributor, partner, brand
  Award Presenter ambassador or client contest winner
     
Chief guest of event basis client needs - if relevant to the
  Special Invitees property
    Client supported NGO
 Case : Show Integration
Sun Gold BIG Gujarati Entertainment Awards

• The Sponsor is a film Production house.

• The objective was to promote the release of an upcoming
Gujarati Film
• One of the performances of the evening was on the song of
the film by their actors.
 EXAMPLES

• Product sampling for Bikaneri at the BIG Marathi

Music Awards
 Post Event / Telecast

POST EVENT    
Special Screening organised for Eg BIG CINEMA telecast of a property
Television Telecast clients post TV airing
     

Event memorabelia Photops, video moments etc  

     

Event content integrated with brand

communication - run on LEDS, on Eg Combining performance footage
Branded vignettes other media with brand message
     
Post event PR with Press Meet with winners with the
winners client present  
     
Eg Branded coffee book from event
Event Content Videos, photographs etc photographs

Content on client relevant platforms -

    3 G, Online portal, customized DVD's
     
 EXAMPLES

• Client photographs with CM gifted to clients post BIG

Marathi Music Awards
LET TRY OUR HANDS AT IT
CATEGORIES PROPERTIES PHASES
   
AUTO MUSIC PRE BUILD UP
   
FMCG TELEVISION BUILD UP
   
FINANCE ENTERTAINMENT EVENT
   
TELECOM MOVIES  
  POST EVENT
ELECTRONIC GOODS