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Kazakhstan Fashion Week (May 14-17, 2008)
Sponsorship report - Nissan KAZ
Content
• Event description
• Sponsorship description
• Pre-event communication
• Event facts
• Post event communication
• Kazakhstan Fashion Week November proposal
Event Description
• Kazakhstan Fashion Week is the biggest Central Asian fashion show
• The core of event is the show of prêt-â-porter clothes collection of Kazakhstan and Western clothes designers
• The main purpose of event is to generate vast attention for the culture of modern fashion by intensive mass media involvement
Sponsorship Description
• Nissan brand - is the main partner of the Event • In every communication the main headline was
dedicated to Nissan – “Official brand of the Fashion Week – Nissan” plus logo
• Nissan presented throughout whole campaign – Key visual– TV Commercial– Venue installations (press wall, Nissan corner, pop up stands,
etc)– Invitations, letterheads, etc
• Product placement and Test drive for guests were organized at the event
Pre-event communication
• Main purpose of pre-event communication to create maximum awareness especially among mass media
• Duration: from April 28th till May 16th
• Main communication tools (media):– Outdoor (billboards, LED Displays, Spreads, etc)– TV (national channels and cable TV)– Radio (national channels)– Press (newspapers and glossy magazines)– Print materials (catalogues, invitations, etc)
Pre-event communication
• Outdoor – 10 LED displays at the city best locations. Total 81 240 airings.– Spread 15m*1.5m
Placement cost $59 180
Pre-event communication
• Outdoor advertising sample (LED Display 3m*6m)
Pre-event communication
• Outdoor advertising sample (LED Display 3m*6m)
Pre-event communication
• Outdoor advertising sample (1,5 m x 15 m wall spread)
Pre-event communication
• TV– National Channels (Kazakhstan TV, Astana TV): 125 airings – Cable TV in Almaty only (Alma TV): 588 airings
Placement cost $142 690
Pre-event communication
• Radio– Radio NS – Total 105 Radio Commercial airings
Placement cost $26 673
Pre-event communication
• Press– Glossy Magazines (1 issue in each)
• Cosmopolitan • Cosmo shopping and beauty • Beauty World• Night Life• Time out • Yapiray
– Newspapers:• Liter (15 issues)• Komsomolskaya Pravda (9 issues)• AiF (4 issues)
Placement cost $103 850
Pre-event communication
• Press issue sample
Pre-event communication
• Print distribution materials– Catalogues– Invitations– Leaflets– Staff and guest badges
Production and distribution cost $11 900
Pre-event communication
• Catalogue
Pre-event communication
• Catalogue
Pre-event communication
• Catalogue
Pre-event communication
• Catalogue
Pre-event communication
• Standard Invitation
Pre-event communication
• VIP Invitation
- Staff and guest badges
Pre-event communication
• Total cost of communication
• Outdoor (billboards, LED Displays, Spreads, etc) - $59 180• TV (national channels and cable TV) - $142 690• Radio (national channels) - $26 673• Press (newspapers and glossy magazines) - $103 850• Print materials (catalogues, invitations, etc) - $11 900
• Total pre-event communication cost $344 293
Event
• Dates of event: 15th and 16th of May• Attendance:
– 2800 people invited– More than 2500 people attended
• Place: Bakhshasaray Convention Palace • Most famous Kazakhstan celebrities attended event• Honored guest – Alexander Vasilyev, world known art
and fashion historian
Event press attendance
• Press conference was held on the first day
Media Attended media
TV 12
Radio 2
Press – Magazines 39
Press – Newspapers 18
Others – Internet, press club, news agencies 5
Nissan as sponsor at the event
• Prominent position for Nissan:– Special product placement at the entrance to the venue– Test drive with dealer consultants during whole event– Nissan corner inside the venue– TV commercial rotation on every available screen at the venue– Branding of KFW press walls– Print materials and premiums distribution in the guest gift set
Total placement cost:- product placement (car exhibition) – $1 350- corner space lease - $1 600- inner branding (incl. print materials distr.) – $8 500
Nissan as sponsor at the event – Product Placement
• The special theme developed for the Nissan product placement – Car aerographic linked to the latest fashion trends – Nissan Qashqai– Nissan Murano– Nissan Micra
• Car exhibition was supported by fashion promotion models in the special clothes collections from famous Kazakhstan designers
Branding cost: $9 000
Nissan as sponsor at the event – Product Placement
Nissan as sponsor at the event – Product Placement
Nissan as sponsor at the event – Product Placement
• VIP person on fashion cars show
Nissan as sponsor at the event – Product Placement
Test drive of Nissan cars
Nissan as sponsor at the event – Inside branding
Nissan as sponsor at the event – Pre-Party KFW
Press lunch for media and partners
Nissan as sponsor at the event – Inside branding
Nissan as sponsor at the event – Inside branding
Nissan as sponsor at the event – Press & Guest walls
Nissan as sponsor at the event – Press walls
Nissan exhibition stand
After party event
• A the last day After Party event took place• Location: Heaven Night Club, one of the Kazakhstan’s most famous
clubs• 150 VIP guests and press representatives attended• Sponsors were awarded for the contribution to fashion industry of
Kazakhstan• Nissan’s presence:
– Product placement at the entrance
– POP UP stands
– Press wall
– Print materials distribution
Event cost: $15 000
After party event
18 media invited18 media invited2323 Articles published Articles published
5 automotive press (Za rulem, Omega, Automir, AutoCruise, Megapolis za rulem)
$90 103 (with 30% discount without VAT)
Total coverage worth
(to be calculated in the final report) USD (all publications)
Nissan Teana Test Drive
5 business press (Vremya, Kaz pravda, NP, Izvestia, AiF)
4 woman press (Cosmopolitan, Domovoy, Mini, Beauty World, Vintage)
3 general interests press (Yapirai, Time Out, Night Life)
1 men’s press (Men’s Health)
“Vintage” monthly magazine, №4, 2008 Circulation: 10 000
2 A4 full pages
Nissan Kazakhstan Fashion Week
SummarySummary
2 A4Worth $4 083(with 30% discount)
Mention of company Nissan as sponsor of event + test drive of Nissan’s cars
“Automir” Automotive weekly magazine, №24, 2008 Circulation: 20 000
¼ A4 full pages
SummarySummary
¼ A4Worth $316(with 30% discount)
Mention of company Nissan as sponsor of event + test drive of Nissan’s cars
“Cosmopolitan” Circulation: 30 000
2 A4 full pages
SummarySummary
2 A4Worth $11 754(with 30% discount)
Mention of company Nissan as sponsor of event
“Beauty World” Circulation: 35 000
A4 Extra full pageMention of company
Nissan as
sponsor of event
A4 ExtraWorth $5 990(with 30% discount)
“Akademiya Stilya” Circulation: 10 000
2 A4 full pages
SummarySummary
2 A4Worth $3 990(with 30% discount)
Mention of company Nissan as sponsor of event
“Time Out” Circulation: 10 000
¼ A4 full pages
SummarySummary
2 A4Worth $4 400(with 30% discount)
Mention of company Nissan as sponsor of event
“Yapirai” monthly magazine, №5, 2008 Circulation: 20 000
4 A4 full page
Summary
4 A4Worth $5 472(with 30% discount)
Mention of company Nissan as sponsor of event
Nissan Kazakhstan Fashion Week
“Faces” monthly magazine, Circulation: 15 000
2 A4 full page
Summary
2 A4Worth $6 150(with 30% discount)
Logo Nissan on the pictures
Nissan Kazakhstan Fashion Week
“Mini” Monthly magazine, №07, 2008 Circulation: 40 000
1 1/3 A3 full pageSummarySummary
1 1/3 A3Worth $1 410(with 30% discount)
Mention of company Nissan as sponsor of event is absent
Mention of company Nissan
Nissan Kazakhstan Fashion Week
“Omega” Automotive weekly newspaper, №20, 2008 Circulation: 25 000
124 sq. sm.SummarySummary
124 sq. sm.Worth $230(with 30% discount)
Mention of company Nissan as sponsor of event + test drive of Nissan’s cars
Nissan Kazakhstan Fashion Week
“Izvestia Kaz” Weekly newspaper, №89, 2008 Circulation: 48 000
761.25 sq. sm.SummarySummary
761.25 sq. sm.Worth $3 419(with 30% discount)
Mention of company Nissan as sponsor of event is absent in the text
Nissan Kazakhstan Fashion Week
“Vremya” Weekly newspaper, 17.05.2008 Circulation: 40 000
641 sq. sm.
SummarySummary
641 sq. sm.Worth $2 810(with 30% discount)
Mention of company Nissan as sponsor of event is absent in the text
Nissan Kazakhstan Fashion Week
“Kaz pravda” Weekly newspaper, 20.05.2008 Circulation: 114 000
599 sq. sm.
SummarySummary
599 sq. sm.Worth $2 784(with 30% discount)
Mention of company Nissan as official car Nissan Micra of the event
Nissan Kazakhstan Fashion Week
“Novoe pokolenie” Weekly newspaper, №20, 2008 Circulation: 35 000
2000 sq. sm.
SummarySummary
2 000 sq. sm.Worth $8 466(with 30% discount)
Nissan Kazakhstan Fashion Week
“Argumenty I Facty” Weekly newspaper, №21, 2008 Circulation: 35 000
1 A3 full pageSummarySummary
1 A3Worth $4 048(with 30% discount)
Mention of company Nissan with models Micra, Qashqai and Murano
Nissan Kazakhstan Fashion Week
“Domovoy” Monthly magazine, №3, 2008 Circulation: 10 000
1 A4 full page
SummarySummary
1 A4Worth $3 938(with 30% discount)
Mention of company Nissan
Nissan Kazakhstan Fashion Week
“Night life” Monthly magazine, №4, 2008 Circulation: 20 000
2 A4 full page
SummarySummary
2 A4Worth $3 704(with 30% discount)
Mention of company Nissan
Nissan Kazakhstan Fashion Week
“AutoCruise” Automotive weekly magazine, №22, 2008 Circulation: 5 000
240 sq. sm.
SummarySummary
240 sq. sm.Worth $598(with 30% discount)
Mention of company Nissan + photo of models
Nissan Kazakhstan Fashion Week
“Men’s Health” Monthly magazine, July 2008 Circulation: 15 000
1/3 A4 full pageSummarySummary
1/3 A4ADE = $1 153(with 30% discount)
Mention of company Nissan with models Murano, Qashqai and Micra
Nissan Kazakhstan Fashion Week
“Za rulem” Automotive monthly magazine, №7, 2008 Circulation: 15 000
6 A4 full page
SummarySummary
6 A4ADE = $5 735(with 30% discount)
Mention of company Nissan with models Murano and Micra
Nissan Kazakhstan Fashion Week
Brief description of Micra and Murano.
Technical data.
“Megapolis za rulem” Automotive weekly newspaper, №20, 2008 Circulation: 48 000
1 066 sq. sm.
SummarySummary
1 A3ADE = $7 048(with 30% discount)
Nissan Kazakhstan Fashion Week
Test drive Nissan’s cars (Almera, Note, X-Trail, Murano, Pathfinder, Patrol)
Nissan’s cars (Micra, Murano, Qashqai) decorated of the air brash
Project outcome
• Project had very wide pre and post communication • Nissan was most prominent participant of the event, and was mentioned in any post
event communication• Very targeted event participants presented. Auditorium was “Trend Setters”• Project had very strong image connotation – Nissan and Fashion • Total project worth 475 836 $
– Pre-event communication: $ 344 293
– Event: $ 20 450
– After Party: $ 15 000
– Post event communication: $ 96 093
• Taking into consideration that Nissan image, as well as its logo appeared in every communication and Nissan’s part was equal to KFW part, it is assumed that brand appearance was 50%
• Therefore:– Project investment: $113 000
– Project outcome (50%): $237 918
– ROI: 2.11
KFW November proposal
THANK YOU!