TimTam Activation Proposal
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Transcript of TimTam Activation Proposal
![Page 1: TimTam Activation Proposal](https://reader033.fdocuments.us/reader033/viewer/2022052215/55517a3ab4c9057e458b5113/html5/thumbnails/1.jpg)
Integrated Communication Proposal
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Agency Task
Create an integrated communication campaign for the 2nd burst of Tim
Tam in the year 2012
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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
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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
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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
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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..
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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
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TA’s World
My Happiness are..
Self Pampering
With the Girls
Getting a PresentChocolate & Treats
Shopping, Shopping & Shopping
Exist!
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The Strategy
•Associating TimTam Happiness by the happiness liked by our TA
•Establishing TimTam as the Source of that Happiness
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Concept Idea
Create TimTam’s own Ripples of Happiness that allows women of Indonesia to find their happiness with TimTam
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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
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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
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Provoke
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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
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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
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Log-‐in with Facebook
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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
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Scene 1: Detik.com
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Scene 2: Yahoo.co.id
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Scene 3: KapanLagi.com
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Scene 4: Wolipop.com
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Scene 5: Kaskus.co.id
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High Score Standings
Happiness Finder Games
Top Score Standings on
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Facebook Game Version
Auto Generate Status Update with each level completion (Facebook & Website)
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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
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Facebook AdFind Your Happiness
Temukan kebahagian kecil TimTam dan
menangkan hadiahnya!
• 100 clicks per day for 100 days
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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)
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Tim Tam Happiness Spot
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A Bite of Happiness: Sampling
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Engage
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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
![Page 32: TimTam Activation Proposal](https://reader033.fdocuments.us/reader033/viewer/2022052215/55517a3ab4c9057e458b5113/html5/thumbnails/32.jpg)
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)”
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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)
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TimTam Treats
TimTam Chocolate Cake
TimTam Truffle TimTam Pops
TimTam Espresso
TimTam Cupcake TimTam Finger
TimTam Smoothies Tea with TimTam Coffee with TimTam
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TimTam Treats Engineer
Chef Odie Djamilfrom Appetite
Natasha Kowarafrom Convivium
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Office 3x3 Booth
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Office 3x3 Booth
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Mall 6x3 Booth
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Mall 6x3 Booth
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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
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A Cup of Happiness
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A Cup of Happiness
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A Cup of Happiness
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A Slice of Happiness
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A Bite of Happiness
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A Bite of Happiness
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Waitress & Waiter Uniform
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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
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Instore Sampling
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Instore Sampling
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Happiness PhotoBooth
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Sampling Trolley
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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
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Share Your Happiness Moment
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Amplify
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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
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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
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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!
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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
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Happiness Happens!