welcome to the central europe

You have a problem

TOTALLY

OVERCROWED

MARKET

The situation is difficult

★ Market’s overcrowded

★ There are big brands

★ SHARP is rather unrecognized

The big brands

The premium brands

The market separation

?

pric

efeatures

Intention of the launch campaign

★ To make people aware of the brand

★ To create an interest & desire for the brand

★ To make people intend the future purchase

TVCflat image

japanesetechnology Leoš’s

choice

★ Is this really enough story to tell?

Slim line design

Claims to be the expert

Japanese technology inside

Entirely japanese inside

Premium service

Difficult to explain(“I don’t expect it to break down once I buy premium product”)

Safe choice

Good for final purchase-list not working for image...

Leoš Mareš’s choice

Well... Do you really want to hear the truth?

Let’s first talk about the brand

The brand talks

★ Nobody knows of it’s Japanese origin

★ People are not aware where it’s coming from

★ There’s no wide experience of the brand among Czechs

The brand talks

★ No associations, no image, no awareness

★ No reason to buy, nor to try

★ No lively interconnections

Do you really believe anything like this will do the job?

We don’t

We feel another agonized campaignis actually a big waste of money...

But mainly waste of chance...

FOR WHICH BRAND IS THIS AD?

WHICH BRAND IS ADVERTISING THIS?

WHAT BRAND IS BEHIND THIS DOUBLE PAGE?

ANY... IT’S EASILY COMMUTABLE...

But if I show you this one...

So the question is...

★ Are you enough to step out of crowd?

Read on if you do...

The Old School Way

BRAND

TV

PRINT, OUTDOOR, WEB, IN-STORE

RECIPIENT/CONSUMER

We are taking completely different approach

It’s not about the brand.It’s about the consumer.

Rule # 1

It’s not about the media plan.

It’s about the consumer.

Rule # 2

It’s not about the truth well told.

It’s about the consumer.

Rule # 3

BrandInnovation

Fresh ‘n tasty

TV INDUSTRIALC O M P L E X

BrandImage

MessagingStaticPromisingLook and feelingFantasyAdvertisingAudienceConsistencyImagePassive

InvolvementDynamic

DeliveringExperienceAuthenticity

CultureCommunityCoherence

CurrencyInteractive

Brand Image Brand Innovation

Old-school Marketing Pure Engagement

Community

Non-availability

Applications

Apple-based

Interaction

Status

Huge WOM

Free PR

You

need

to b

e se

en a

roun

d

You need to be talked about

You need to be visited often

You

need

to

be

love

d

You need to be recomm

ended

You need to be desired

You need to be mentioned

You need to get engaged

You need to be co-created

Introducing

★ An engaging campaign for people

T h e p r o u d J a p a n e s e

Japanesephenomena Cuisine

Araki photosSam

urai

Gardens

Tattoos

Zen

T h e p r o u d J a p a n e s e

Movies

Bushido

Movies

Movies

Kurosawa

Kenzo

Tea

Housing

Taiko

Drum

s

Man

ga

Cuisine

Araki photosSam

urai

Gardens

Tattoos

Zen

Movies

Bushido

Kurosawa

Kenzo

Tea

Housing

Taiko

Drum

s

Man

gaT h e p r o u d J a p a n e s e

COMMUNITY PROGRAM

T h e p r o u d J a p a n e s e

SHARPENyour mind

Samurai School of Arts

T h e p r o u d J a p a n e s e

Araki in Prague

T h e p r o u d J a p a n e s e

T h e p r o u d J a p a n e s e

Festival of Japanese cuisine

P r e s e n t s

Discover the art of Japanesegardens

T h e p r o u d J a p a n e s e

T h e p r o u d J a p a n e s e

Discover the art of Japanesetattoos

T h e p r o u d J a p a n e s e

Discover the secret of Japanesemovies

Japanesemanga festivalin Prague

T h e p r o u d J a p a n e s e

Learntaiko drumof Japan

T h e p r o u d J a p a n e s e

Learntaiko drumof Japan

T h e p r o u d J a p a n e s e

Experience the artof Japanese housingExperience the artof Japanese housing

Presents

PRAGUE BY KENZOPRAGUE BY KENZO

T h e p r o u d J a p a n e s e

Fashion weekwith Japanese star

KENZO

T h e p r o u d J a p a n e s e

Akira Kurosawaa tribute to an artist

Presents

Akira Kurosawaa tribute to an artist

Saša GedeonBohdan SlámaIvan VojnárJan Hřebejk

Saša GedeonBohdan SlámaIvan VojnárJan Hřebejk

T h e p r o u d J a p a n e s e

Introductionto the Bushido

T h e p r o u d J a p a n e s e

Akira Kurosawaa tribute to an artist

Brings

The Artof Japanese tea

Cuisine

Araki photosSam

urai

Gardens

Tattoos

Zen

T h e p r o u d J a p a n e s e

Movies

Bushido

Kurosawa

Kenzo

Tea

Housing

Taiko

Drum

s

Man

gaCOMMUNITY PROGRAM

Proud Japanese Community Program

★ Is entirely based on the Japanese phenomena

★ Goes into the heart of the brand

★ Delivers completely unique positioning

T h e p r o u d J a p a n e s e

COMMUNITY PROGRAM

Community “b”

Community “c”

Community “d”

Community “e”Community “f”

Community “a”

Community “g”

Proud Japanese Community Program

★ Will bring media buzz (GRP’s money can’t buy)

★ Will create bond (true feelings for the brand)

★ Will create communities (that will generate ideas)

Online

Loyalty

Display

s

Radio

In-store

TVC

Viral

Promos

Movies

Movies

Social nets

Outdoor

P.R.

Direct

POSM

Buz

zT h e p r o u d J a p a n e s e

COMMUNITY PROGRAM

Proud Japanese Community Program

★ Will be a long-term communication platform

★ Will deliver new innovative ways for communication

★ Will give the brand themes & reasons why

Does the product fit in it?

★ An ultimate television for people

Thank you for your attention!