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!
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