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

Onward, what other Ripples of Happiness can

we give to our consumers?

• 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

The Challenge

• How do we leverage the association of TimTam and Happiness

• How to create strong relation of the campaign to the life of our target

audiences

and..

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

TA’s World

My Happiness are..

Self Pampering

With the Girls

Getting a PresentChocolate & Treats

Shopping, Shopping & Shopping

Exist!

The Strategy

•Associating TimTam Happiness by the happiness liked by our TA

•Establishing TimTam as the Source of that Happiness

Concept Idea

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

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 MapProvoke

Objectives:•Intrigue the TA about

TimTam’s Happiness•Generating awareness

and Buzz about the Campaign

Tools:•TimTam Happiness

Finder Web Game•TimTam Happiness

Spot

Engage

Objectives:•Create platform for

Happiness sharing •Induce sales through

product experience

Tools:•TimTam Happiness

Place•Miss Happiness •TimTam Happiness

Spot In-‐Store•Happiness Moment

Quiz

Amplify

Objectives:•Amplify the activity to

wider audiences•Inspire others to start

consuming

Tools:•Happiness Moment

Reward•Media Amplification

Provoke

Campaign Road MapProvoke

Objectives:•Intrigue the TA about

TimTam’s Happiness•Generating awareness

and Buzz about the Campaign

Engage Amplify

Tools:•TimTam Happiness

Finder Web Game•TimTam Happiness

Spot•Facebook Ad

Objectives:•Create platform for

Happiness sharing •Induce sales through

product experience

Objectives:•Amplify the activity to

wider audiences•Inspire others to start

consuming

Tools:•TimTam Happiness

Place•Miss Happiness •TimTam Happiness

Spot In-‐Store•Happiness Moment

Quiz

Tools:•Happiness Moment

Reward•Media Amplification

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 AdFind 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 MapProvoke

Objectives:•Intrigue the TA about

TimTam’s Happiness•Generating awareness

and Buzz about the Campaign

Engage Amplify

Tools:•TimTam Happiness

Finder Web Game•TimTam Happiness

Spot•Happiness Talk on

social Media

Objectives:•Create platform for

Happiness sharing •Induce sales through

product experience

Objectives:•Amplify the activity to

wider audiences•Inspire others to start

consuming

Tools:•TimTam Happiness

Place•Miss Happiness •TimTam Happiness

Spot In-‐Store•Happiness Moment

Quiz

Tools:•Happiness Moment

Reward•Media Amplification

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 Chocolate Cake

TimTam Truffle TimTam Pops

TimTam Espresso

TimTam Cupcake TimTam Finger

TimTam Smoothies Tea with TimTam Coffee with TimTam

TimTam Treats Engineer

Chef Odie Djamilfrom Appetite

Natasha Kowarafrom 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 MapProvoke

Objectives:•Intrigue the TA about

TimTam’s Happiness•Generating awareness

and Buzz about the Campaign

Engage Amplify

Tools:•TimTam Happiness

Finder Web Game•TimTam Happiness

Spot•Happiness Talk on

social Media

Objectives:•Create platform for

Happiness sharing •Induce sales through

product experience

Objectives:•Amplify the activity to

wider audiences•Inspire others to start

consuming

Tools:•TimTam Happiness

Place•Miss Happiness •TimTam Happiness

Spot In-‐Store•Happiness Moment

Quiz

Tools:•Happiness Moment

Reward•Media Amplification

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!