Upload
anto-soeyono
View
2.430
Download
30
Tags:
Embed Size (px)
DESCRIPTION
This is my winning proposal from 2013, too bad the client decided to go with different direction and didn't continue the project.
Citation preview
ACTIVATION PROPOSAL
BACKGROUND
• DHM is growing signi!cantly, but the consumers conversion rate is relatively low.
• The target consumer didn’t have any particular reason to change their brand, hence they are resistant to change.
• Brand imagery and perception are improved with the “Fine cut for !ne taste” campaign, the trial to repertoire conversion rate remains "at.
• Two possible obstacles :
• Consumer might not have full understanding about the “!ne cut for !ne taste” message.
• Need more interactive and direct communication to approach the intended target audiences
OBJECTIVES VS CONSUMERS
To improve the conversion rate from trial to repertoire
smokers
To leverage brand popularity value as big
brand
Give clearer understanding on “Fine Cut for Fine Taste”
campaign
The Objectives The Consumers
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
OUR TASK
• Build brand credibility and equity by bringing Fine cut for Fine Taste campaign closer to target consumers.
• Develop unique and relevant consumer engagement activities with Fine Cut for Fine Taste as core message.
Create an integrated brand activation campaign with ‘FINE CUT FOR FINE TASTE’
as the key brand preposition
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
RATIONALIZING
Desired Response:
Now i know what Dunhill’s Fine Cut for Fine Taste stands for and, as one with Fine taste myself, i’m proud to make it my brand
• ‘Fine Cut for Fine Taste’ for our target audience are most relevance, in:
• But in shaping activity that includes those 3 pillars, we must !rstly understand what is FINE to both our target audiences
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
CLOSER LOOK ON OUR CONSUMERS
LET’S START WITH THEIR UNDERSTANDING OF
FINE
FINE TASTE: DEFINED
“… niat dalam proses pembuatan”
“… terdiri dari bahan-bahan yang bagus dan
berkualitas”
In general, what is the
de!nition of ……
“!ne taste”?
“… sesuatu yang sempurna, cacatnya
nggak kelihatan”
“… punya keunikan sendiri yang nggak
mainstream”
“… rasa yang terbaik, nggak lebih dan nggak
kurang”
“… bisa bikin nyaman dan susah berpaling”
“… enak dilihat, enak dirasakan, harga
terjangkau”
“… yang berkelas”
“… well prepared”
“… rasa yang smooth dan nggak terlalu berat”
“… kesannya mahal dan eksklusif …”
“… yang kaya akan rasa dan beraroma sekaligus
pedas …”
Based on qualitative research on 16 respondent in 4 cities
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
FINE TASTE: DEFINED
Based on qualitative research on 16 respondent in 4 cities
Male Female
• Non-mainstream
• Best quality • Classy
• Expensive
• Exclusive
• Eye-catching
• Value for Money
• Comfy
• Acceptable • Perfect
• Enjoyable
• Unique
• Delicious
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
What kind of food that would represent the “!ne taste”?
Male ! Taste is more important than comfortable place Female ! Comfortable & exclusive place is more important
“… eye-catching, sama cita rasanya itu sih yang paling penting, nggak masalah
tempatnya dimana gue sikat …”
“… menurut gue sih makanan yang identik banget sama daging dan lemak …”
“… makanan fresh, berbumbu, dan beraroma …”
“… makanan yang adanya di tempat ramai pengunjung pasti kejamin kan tuh cita
rasanya …”
“… tempat makan yang bisa ngasih option menu spesial buat appetizer, main course,
sama dessert …”
“… pokoknya makanan apa aja yang tempatnya tidak ramai orang-orang kayak
di foodcourt …”
“… biasanya makanan yang ada di restoran, dan punya sisi eksklusif gitu kali ya …”
“… makanan yang ada di tempat jarang ditemuin sama orang lain, jadi cuma
segelintir orang aja yang tau …”
FINE CULINARY
Based on qualitative research on 16 respondent in 4 cities
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
FINE ART & DESIGN
What kind of art & design that would represent the “!ne taste”?
Male%!%Visually%simple%and%naturalis1c%Female%!%Unique%and%interes1ng%combina1on%of%colors%
“… minimalis dan nggak terlalu banyak motif, makin kelihatan rame dan ribet malah makin norak jadinya nanti …”
“… sesuatu yang berbau lukisan dan pahatan patung, jarang-jarang orang yang
ahli soalnya …”
“… gravity tembok yang bisa ngegambarin image imitasi benda lain, misalnya 3D Art
atau 3D Visual Mapping …”
“… punya warna cocok dengan kondisi alam sekitar, pokoknya simple tapi bermakna …”
“… lukisan abstrak yang punya banyak makna alias meaningful …”
“… pesan makna yang jelas dan bisa dimengerti sama audience …”
“… permainan warna yang manis …”
“… semua seni yang ada di pameran atau gallery pasti yang paling punya selera
sendiri …”
Based on qualitative research on 16 respondent in 4 cities
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
FINE PERFORMANCE
Based on qualitative research on 16 respondent in 4 cities
What kind of music genre that would represent the “!ne taste”?
Culinary Art & Design Fashion Modern Performance
Male ! Relatively represented by EDM and Jazz Female ! Focused on the lyrics and meaning of the song, not the genre
“…Electronic Dance Music, Jazz, Indie …”
“…dance music, jazz, rock, blues …”
“… electronic, pure jazz …”
“…trip-hop, berbau agak british …”
“… metal dan rock & roll …”
“… classic rock 70’s atau 80’s …”
“… orchestra tuh something banget …”
“… lagu jadul 70-an …”
“… musik klasik kayak Mozart …”
“… punya pesan makna yang berbobot …”
“… apa aja, tapi liriknya bagus …”
“… funk indie …”
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
FINE PERFORMANCE
“…#dance#kontemporer#dong##…”##
“…#modern#dance#kayak#di#film#step#up#…”##
“…#sumpah#nggak#nger8#dance#haha#…”##
“…#modern#dance#…”##
“…#dance#yang#agak#slow#gerakannya#…”##
What#kind#of#dance#that#would#represent#the#“fine#taste”?#
Male%!%modern%dance%%%Female%!%Tradi/onal%contemporary%dance%
“…#jenis#dance#yang#susah#dilakuin,#misalnya#tap#dance#…”##
“…#onrop#drama#musikal#…”##
“…#yang#punya#jalan#cerita#jadi#punya#pesan#makna,#nggak#cuma#joget#doang#…”##
“…#tradisional#kontemporer#…”##
“…#modern#dance…”##
“…#dance#tradisional#tetep#paling#punya#aura#yang#beda#…”##
“…#dance#musikal#…”##
Based on qualitative research on 16 respondent in 4 cities
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
DHM IN THE EYE OF CONSUMERS
PRESTIGEBRAND
SMOOTH
STAND OUT
PREMIUM
EXCLUSIVEDESIGN
QUALITY PRODUCT
Dunhill Mild is already perceived as a brand of excellent quality and premium imagery
Based on in-depth interview on 16 respondent in 4 cities
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
WHAT DO NON-CONSUMERS SAY
Smoking is about imagery and brand perception. In order to change one’s repertoire brand, we must provide strong reason and not only aspire them but
still be in close relevance for them to associate with
Conclusion:
“I know Dunhill Mild, I see it on convenient store. ALL I KNOW it’s
LOOKS GOOD AND PREMIUM, but I don’t smoke it.”
(M, 22, SES A)
“CHANGE my brand? You need a very strong REASON asking me to
do it. What’s in it for me?”(M, 26, SES B)
“At !rst I smoke A Mild, have tried Djarum MLD, Dunhill Mild and
now I regularly smoke to Avolution. Beside the TASTE, the
brand SEEMS SOPHISTICATED and COOL, just like me”
(M, 29, SES A)
“When I smoke alone, I sometimes just bring my cigarette and lighter.
But when WITH PEERS I PUT MY CIGARETTE PACK AT THE TABLE”
(M, 27, SES B)
Brand Awareness
Consumer Attitude
Brand Preferences
Attitude towards switching
Based on in-depth interview on 16 respondent in 4 cities
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
DETERMINING THE PLATFORM
The Mainstream
• Those who adopt trend once it become common
• Really affected by what the majority feels
• Has lower exposure & involvement with brand
The Followers
• Those who are easily swayed by other’s view
• Loves to hang out with friends
• Self conscious and yearn to belong in large peer group
• They want a popular brand that smoked by everyone
• They use brand as symbolization of pride
The Leading Edge
• Those who are early adopters.
•Always try to be in"uential part of the crowd
• Loves to socialize with friends
• Looking for international and branded items
• Love technology and advance brand with
innovation and creativity
The FINE communityKey Insight:
I particularly choose brands that re"ects my
personality and shows that I’m a person who knows
who am I and what I want
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
OUR MISSION
Create a continuous consumer
JOURNEY
FINE
by bring to life the brand essence of
through series of
brand experiences to build preferences
ACTIVATION PLATFORM
The FINE ATTITUDE of Dunhill Mild that will be infused to their target audiences in order for them to understand and to grow the willingness to adopt the vision of
Dunhill Mild as a FINE brand and !nally proclaim themselves as Finetologian
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
WHAT IS
FINETOLOGY /fīntäləjē/
Is an attitude of a person with !ne taste, to be doing ordinary things extraordinarily, with attention to detail and precision for a better result.
My office desk is decorated with my handcrafted papertoys. Marvel superhero characters on left side,
Japanese manga on right side
ART and DESIGN
I have a Sony in-ear-monitor for listening music during travel; 1 Sennheiser headphones at the office, and 1 Grado Allesandro Music Series-1 for my music enjoyment at home
MODERN PERFORMANCE
I only choose marbled sirloin, marinated with coarse sea-salt & freshly ground pepper, grill it medium rare, serve
with separated blue cheese sauce
FINE CULINARY
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
TO UNDERSTAND..
• Consistently paying attention to details.• Demands better things in simple everyday doings.
IS
IS NOT• Obsessive Compulsive Disorder• Snobbery with expensive & high-class things only
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
CHARACTER
Pick only the best input for even greater outcomes
Exceptional craftsmanship done with passion
Great attention to detail to every process
Going the extra mile, Always strive to be better
The only cigarette brand that re"ects those
characters of perfection. A True Finetologist
Exceptional tobaccos & exceptional blending skill
The perfect taste, from the !rst puff to the last
Exceptional product design from every angle
Pure artisanship with exceptional range
HERE ARE SOMEFINETOLOGIST*PERSONIFICATION EXAMPLE
*People who resembles the same attitude towards perfection as Dunhill Mild
CULINARY FINETOLOGIST*
Dedi SutanFine Dessert Chef
Jakarta
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
We have travelled across Indonesia to taste the unique "avors from different types of cocoa beans. Our collections vary, consisting of cocoa beans originating from Pidie Jaya, Aceh and Tabanan, Bali. These unique "avors are for you to enjoy in our various desserts provided at Pipiltin Cocoa. We are hoping, of course, to expand our cocoa beans collection from all over Indonesia very soon.
At Pipiltin Cocoa, you are exposed to the chocolate
making process in our very own “bean to bar” concept.
The chocolate making steps are visible to all our guests in order to enjoy the complete chocolate
experience.*alternatives
CULINARY FINETOLOGIST* STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Doddy SamsuraFine BaristaYogyakarta
*alternatives
1. Buy a freshly roasted coffee beans
Fresh roasted coffee beans are essential to a superb cup of coffee. Also purchase your coffee beans in small amounts, only as much as you can use in a given period of time. Remember that coffee is a perishable produce that is less than spectacular when it has staled.
2. Only use quality water The quality of your coffee is heavily dependent upon the quality of the water that you use.
My Perfect Cup of Coffee
Always grind your beans as close to the brew time as possible. Coffee deteriorates quickly after grinding and you should grind only the amount you are going to use at one time.
3. Coffee grinding
4. Use scale for the perfect coffee to water ratioUsing the right ratio of ground coffee to water is one of the most important things you can do to ensure a good cup of coffee. Use enough coffee, and don't use too much or too little! A ratio of 16 to 1 water to coffee creates the maximum rounded, full-body "avor.
5. Enjoy perfection in a cupBrewed coffee should be enjoyed immediately! Pour the fresh-brewed coffee into a warmed mug or coffee cup so that it will maintain its temperature as long as possible. It begins to lose its optimal taste moments after brewing, so only brew as much coffee as will be consumed immediately
ART & DESIGN FINETOLOGIST*
DarbotzFine Mural Artist
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
1. Find your spot
You can choose between "at walls or textured, each will cater to different kind of design. Scrape the surface for any oil or excess water. But most of all, $ne a legal and willing location! You want your art to last and be seen, don’t you?
2. Etch the SketchPicture your design and put it into sketch of the $nal look just as you want it to sits on the spot. Nothing beats a good preparation, plus if you don’t like the outcome, you can just start the process all over again. This part also helps you to prepare what kind of paint you’ll use and how many.
*alternatives
3. Stencil your design to the surfaceWith the sketch as guidance, draw the outline of your design to the surface, use pencils or light paint to do so, as you might cover them with colors afterwards
4. Give colors, make it come to liveOnce the outline is done, now it’s time to give colors according to your design sketch. Don’t be easily satis$ed on one go, to have the perfect drawing you have to redo the paint until the colors is as expected
5. Sit back, enjoy your masterpieceOnce $nished, enjoy the drawings with your friends. You can also take pride of your work by taking pictures in front of it. Owned!
ART & DESIGN FINETOLOGIST*
Timur AnginFine Photographer
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
*alternatives
1. JUST START ALREADY!Don't buy anything yet. You can create magni$cent images with ANY camera. Too many people think camera shopping is the $rst thing to do on a quest for great images.
7. CREATIVITYCreativity is nice, but all because something is creative does not make it art. When a baby reaches into his diaper and paints the wall with what he $nds there, it is a very creative act, but it is not art.
3. THERE ARE NO RULESThere is no right and no wrong. The rule of thirds is not a rule and rules are for idiots. Just go make good photos. A good photo is one you or someone else likes. There are no formulas or grades or scores.
6. FOLLOW YOUR OWN VISION & BE PATIENTBe yourself. Show your passions. Don't try to duplicate someone else's photos and be patient, good photos takes time (and several extra frames)
4. FEED YOUR CURIOSITYPhotograph subjects for which you have a true curiosity. You have to $nd them interesting if you want the people who see your work to $nd them interesting, too.
5. YOUR CAMERA DOES NOT MATTERHonest. If you believe me, just skip to the next section. Trust your creativity
2. FORGET TECHNIQUEWorrying about manual exposure settings and technique distracts you from your passion. Technical mastery alone does not make good photos, it's just one of the necessary parts.
PERFORMANCE FINETOLOGIST* STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Disc Jockey
1. LOVE THE MUSICThis is important! If you don’t like it, you will not be inspired by it.
3. FIND YOUR OWN NICHEIt’s ok to idolize someone, but you need to explore and stamp your own identity in your music and performance.
2. LEARN TO MIXI learn my trade, $rstly by mixing someone else’s songs. This is the fastest way to understand about beats and song dynamics, plus you’ll get to know what is the best parts or features of a song
4. START PRODUCINGAfter you $nd your de$nition of music, let’s put what you learn into your original tracks. There are many applications and instruments that will help you do it, don’t limit it to just some. The boundaries is your own creativity, expand it to the max. Try, try and more tries, practices only makes you more perfect and it only comes if you have passions towards it
6. COME OUT AND PLAY.. OUT LOUD!Let your music be heard. The world is your stage and you have to impress them. Play every gig like it was your last, enjoy the music and the crowds will enjoy it with you. Money and fame? oh, it will follows eventually.
5. GET TO KNOW PEOPLEYou need to market your songs, there are many channels to do that, send it to radio, upload it to soundcloud, give mixtape on parties, the more people knows you and your music, let you quality do the rest
*alternatives
PERFORMANCE FINETOLOGIST*
Bryan ‘Kreate’Fine B-Boy
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
*alternatives
1. CHOOSE THE STYLEThere are many specialties in styles, just choose which one represents your swag. Be it popping, spinner, shuffle, breakers, focus on one style $rst and be extremely good at it.
2. LEARN THE MUSIC & MOVESBBoy-ing is about doing some moves in relevant to the music you’ve heard. Feel the beat and let it move your feet. Practice the moves, start will simple stuff, let your body get used to of dancing, remember a robot can not be a dancer in just one night!
3. PRACTICE, PRACTICE, PRACTICEI practice my moves everyday, in my bedroom, in the car, wherever i feel like dancing, i don’t care. No shame in that, it only makes you better.
4. IMPROVISE AND BE CREATIVECreate your own moves, be creative, amaze people with something that only you can do.
5. PERFECTION ONLY CAME WITH PASSIONI don’t dance just to impress, i want to be the best in what i do, and for that you need to focus, continuous improvement and a whole lotta passion.
6. THINK GLOBALYou need to test yourself, if someone from abroad recognize your talent, that mean you ARE that good.
FINETOLOGIANAMONG US
IT’S TIME TO SUMMON THE
DEFINING FINETOLOGIAN
The Mainstream
• Third level Finetologian• Didn’t have Finetology
character at !rst• Aspired by the leading
edge and the followers• Attracted to become one
The Followers
• Our secondary Finetologian
• Those who possess lesser Finetology character and
eager to become one• Aspired by the leading
edge• Would inspire the
mainstream
The Leading Edge
• This is our Primary Finetologian
• Those who possess the Finetology character
• Aspired by the Finetologist
• Would inspire the followers and the
mainstream
OUR TARGET
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
HOW TO REACH THEMSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Campaign Ideas
RoleFinding and Acknowledging
Finetologian in IndonesiaEducating and Attracting TA
to become Finetologian
Digital Engagement On-ground Activation
ActivityTitle
MobileActivity
Medium Scale
Large Scale
Social Media TrafficChannels
Contest on Microsite
Channel/Media
Campaign
Strategic Role
Role ofFinetologist
Strategic Stages AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
CAMPAIGN STAGESSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Introduce the concept of Finetology
• Give examples of Finetology
• Intrigue Primary Finetologian to
participate
• Expand aspiration to Secondary Finetologian
• Encourage more to participate
• Leverage aspiration to larger
audience• Inspire the next TA
tier to participate next year
• Sustaining the aspiration and the
community it formed throughout
the year • Bridging to next
year campaign
Attitude changing stages for a TA to become a Finetologian
• Finetology quotes on POS
• Finetology Buzzer on Social Media
•Result showcase of their Finetology
• Traffic driver to microsite
• Give aspiration by showing the process
of their Finetology• Encourage people
to experience
• Spread Finetology to the masses
• Encourage more people to adopt
•Grooming the next batch of
Finetologist• Living aspiration
for the character
• POS Installment• SocMed Traffic
• Mobile Activity Booth
• Microsite Contest• SocMed Traffic
• City Event• National Event• Microsite Contest• SocMed Traffic
• Winner Trip• On-line & Media
ampli"cation
• Community Event• Visibility on trade
AWAKEN
FINETOLOGY MANIFESTO
• To introduce the Finetology concept in the context of 3 pillars, customize-able to places which represents “FINE” in each city
Communication Roles:
Tools:
• POS with Finetologist quotes @ contact points in strategic location/area
• Creative Out of Home
• Communication in Social Media
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
POS Manifesto @ Food Outlet
• Un-branded teaser campaign to introduce the concept of Finetology
• Located in famous/happening restaurant and cafe in each city
• POS created in the form of posters, standing banners, counter signage or menu signage
• Every POS has a “call to action” to follow Twitter or like the Facebook Page
A FINE CUP OF COFFEE
TAKES TIME AND ATTENTION
DODDY SAMSURA - FINE BARISTA
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Placement @ Food OutletSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
POS Manifesto @ Art Outlet
FINE
• Located near campus, art place and clothing store (distro) in each city
• POS created in the form of posters, standing banners, graffiti, and art installation
• Every POS has a “call to action” to follow Twitter or like the Facebook Page
IT TAKES GOOD TASTE AND GREAT
CRAFTMANSHIP
DARBOTZ - FINE MURAL ARTIST
GRAVITY IS A
FINE ART. GREAT VISION MEETS
EVEN GREATER IMPLEMENTATION
RIDWAN KAMIL - FINE ARCHITECT
A FINE BUILDING IS WHERE
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
POS Manifesto @ Performance
• Located in Hang-out places, music studio, and mini market in each city
• POS created in the form of posters, standing banners, counter signage or menu signage
• Every POS has a “call to action” to follow Twitter or like the Facebook Page
IS A PERFECT COMBINATION OF SONG MATERIAL, THE PLAYER AND
THE MOMENT
ISTIQAMAH DJAMAAT - FINE MUSICIAN
A FINE MUSIC PERFORMANCE
IIT TAKES GREAT ATTENTION TO DETAIL SO THAT EVERY
ELEMENTS WILL COMPLETE EACH OTHER
ANGGER DIMAZ - FINE DJ
A FINE DIDN’T HAPPEN OVER NIGHT
MUSIC
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Social Media Traffic
• Utilize Finetologist to create conversation online about the FINE concept on their social media account
• Induce TA to interact with our content by asking them to Retweet or Tweet their own Finetology attitude in return for mini treats from each outlet
Andrian Ishak - Fine Chef
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Web Banner
• Strategically put Finetologist quotes web banner on website with high traffic
• Will direct to www.!netology.com if click
• Finetologist quotes will also be made in a packaging insert format
• 3 Finetologist quotes in a duration of 4 months
• To direct the consumers to www.!netology.com
Packaging Insert
PROVOKE
FINETOLOGY MOBILE ACTIVATION
• To meet and start to create a conversation about !netology with the TA
• Bring to life the Dunhill Mild Finetology preposition by giving examples of Fine on the 3 (three) pillars
• Finetology Mobile Bar
• Finetology Troops
• Finetology iPad Apps
• Located in hang-out places with minimum traffic of 300 people in each city
• Will be conducted 2 (two) times a week on ‘gaul’ day in each city (Friday night to Saturday night or Saturday nigh to Sunday afternoon)
Communication Roles:
Tools:
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
De"nition:
A Finetology Interactive Mobile Gallery to showcase the examples of Finetology and will educate the target market to become !netologian
Finetology Mobile Bar
• A container or “elf truck”-based mobile activation for Dunhill mild that will visit hang-out places in each city
• Container will be used in major cities, while the elf-truck version will runs in the secondary cities
• Educate what is Dunhill Mild Finetology with the 3 pillars
• The bus will be completed with A La Café decoration with alfresco type of seating and serves free F&B, music and art performance
• Eligible consumer (18+ with proof of ID) can come for free by only registering their personal data and !ll in our survey form on iPad
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
FINE CUT LOUNGE (Semi-Static Booth)
• Modular booth that can be build and knock-down in one night
• Fixtures and displays are reusable
FINE CUT LOUNGE
Fine Cut Activity Content*:
• Fine Cut Transparent LED display
• Fine Cut Photo Puzzle
• Perfection Process Interactive Table
• Special F&B from our Culinary Finetologist that is inspired by and/or complementing Dunhill Mild and Fine Cuts
• Gallery of our Art Finetologist that represent either Fine Cuts or 40 cuts
The Booth itself is Fine Cut!*will be selected according to space available
Fine Cut Transparent LED Display
• Utilizing latest Transparent LCD technology embedded to a product display
• Consumer can witness and interact on the Fine Cut interactive around the package, the visual will shows process and 40 cuts in animation
• Consumers can add special effect, just by selecting the effect on the touch screen surface
Fine Cut Experience
Fine Cut Photo Puzzle: Take Your picture and be printed on 40 pieces of puzzle, given in a Fine photo
frameObjective: Educating on the 40 Fine Cuts of Dunhill
Mild
Process Perfection Interactive Table: Get to know Dunhill owns process to perfection on an interactive
screen, !ll the quiz along the way, win a merchandiseObjective: Educating on the 40 Fine Cuts of Dunhill
Mild and the process to make it
Finetologist Fine Cut Showcase
Devil Chocolate Brownies Chocolate and Cigarette goes well together, noone can resist the bitterness of chocolate and the refreshing taste of homemade vanilla ice cream?
Dark Chocolate ChurrosCinnamons rolled churros will enhance your taste pallete, therefore the cigarette you smoke will taste better, a truly one in a million combination
Fine Brewed CoffeeUtilizing the aroma and taste of Dunhill Mild, I will blend my own creation of coffee with a hint of tobacco and clove. It will complement and enhance the cigarette taste. This is a Fine Brewed Coffee to accompany a Fine Cut cigarettes
Perfection in 40 FramesA special collection of Timur Angin’s masterpiece that showcase the journey from process to end product. How passion can be made into perfection in 40 frames
Diversity in UnityMasterpiece display by Darbotz that is actually made from 40 pieces stand alone art. If being put together it will make the perfect mural arts
Open Container
Open Container
Open Container
Open Container
Open Container
Finetology Mobile Bar Supporting Content
Mini Performance Stage Outdoor Consumer LoungeProduct Selling &
Merchandise Booth
• Finetology Mobile Bar will park in hang-out places with the most heavy traffic and crowd. Additional content outside the bus will be made in order to capture larger audience (depends on the venue space in each city)
Performance by local graffiti artist
Performance by acoustic band
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Supporting Design - In#atable Gate
Supporting Design - Selling Booth
Supporting Design - Promoter Booth
Supporting Design - Consumer Lounge
Supporting Design - Product Package
Supporting Design - Mini Stage
Supporting Design - Performance Stage
Supporting Design - FDUSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Supporting Design - TotemSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Finetology Troops
Registration & interactivity on iPad Mini
SPG
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Registration Mechanism
Tap the Registration Application
Agree to 18+ age consent
Fill your complete database with ID number
Get e-mail con!rmation
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Finetology Apps - Educative Games
Dunhill own apps that will educate the consumers about Dunhill Mild Fine Cut and Finetology
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Finetology Game Apps: Cut everything into 40 pieces | Objective: To emphasize the “Fine Cut Fine Taste” of Dunhill Mild
Finetology Apps - Educative Games
FINETOLOGY GAMES
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Finetology Game Apps: Explore the FINE in you | Objective: To emphasize the true meaning of FINE by Dunhill Mild
Mobile Activation Mechanism
Register with 18+ valid ID and
complete survey with our spg
Get free entry to to our mobile activity booth
Experience Dunhill Mild Finetology
See our Fine performance
Buy our !ne product (ciggs and
Finetologist merchandise)
Fill on our survey
Play FINE educative game
(get Dunhill merchandise)
Taste our FINE F&B
Get invitation for our medium event
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Mobile Activation Venue Lay-out
ON-LINE ENGAGEMENT
On-line Competition
• Finding and acknowledging Finetologian throughout Indonesia
• Create ampli!cation in on-line media
• Video capturing device at on-ground event
• Direct video upload utilizing facebook apss
Communication Roles:
Tools:
My De!nition of Finetology?
My Finetology attitude?
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Video Record on Ground
• Video Record at On-ground event
• Ala The Box recording booth
• Will be put in Fine Cut Lounge in Mobile activation even and City event
Landing Page
Age Veri"cation Page
Registration Page
Consumer Pro"ling Page
Con"rmation Page
Upload a Video Page
Record a Video Page
Video Gallery and Vote Page
Video Example
Aulia RahmanFinetologian
Contest Mechanism
Audience come to our on-ground
activity
Record their Finetology
expression and upload it on
Microsite
Watch their video and others on Microsite
Visit My Finetology
booth
Register with valid 18+ ID
On-line Direct Upload
Visit Microsite and register
with valid 18+ ID
Watch their video and others on Microsite
Record their Finetology expression and upload it
directly on Microsite
Vote and Share with friends!
Win tickets to go to Jakarta
Finetology Big Bang
On our on-ground Activity
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Judging CriteriaSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
How we assess the winner?• By analyzing how they re"ect one of the 4
(four) brand characters of perfection within their lives: • How they put their greater attention to
every detail on what they do best• How they choose the best input in order
to achieve their goal• How they strive to be better in life, and • How they value their passion and
translate it into mastery• By observing how they convey they
expression towards Finetology with their own unique way
Competition TimelineSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
SUBMISSION SUBMISSION
Social Media Traffic
• TA tweet about their de!nition of FINE and how they assess themselves as one of the Finetologian
• Utilize the #my!netology in order to measure the online conversation
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Finalist Announcement
• The winning video with the most vote will be announce in the microsite
• The winning video is based by number of view and number of vote, and the maker will be our national !nalist
• The !nalist will win a !netology journey experience to jakarta
My De!nition of Finetology?
My Finetology attitude?
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Journey to Jakarta
• Videos with the most vote from each 23 cities will win a Finetology Journey to Jakarta’s Big Bang
• The !nalist will experience all 3 pillars of Finetology in the capital with our Finetologist
• Among the itinerary:
• Dining out in Namaaz Dining (Andrian Ishak)
• Visit the most Fine art gallery
• See a Fine theater performance (tbc)
• Celebrate and be part of the Finetology Nation party
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Winner AnnouncementSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
• Showing to larger audiences that Finetologian do exist in their community and celebrate with them
• Displaying all video entry from previous activities in the screen
• On the big band event we will announce the best video from all 23 city based on Jury decision
• One of the element of that the jury will decide with is the interactivity and !nalist ability to communicate. as the winner will be the star in our Video Filler
My De!nition of Finetology?
My Finetology attitude?
ENGAGE
Finetology Medium Event
• To engage directly with the TA and let them take part of the Dunhill Mild Finetology
• Utilizing performance to show how Dunhill Mild Finetology can aspire them
• Fine Product Lounge
• Fine 3 Pillars Experience
• Fine Main Performance
• Located in GOR or function room, with target attendance of 1.000 people
• Will be dress-up to meet Dunhill Mild Fine standard
• Will only be conducted once in each city
Communication Roles:
Tools:
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
De"nition:
A Finetology City Party that will both showcase the examples of Finetology and will also encourage the target market to participate and become !netologian
Entrance Gate - Design
Branding Landmark - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Venue Dress-Up - GORSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Venue Dress-Up - GORSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Cut Lounge - Design
• Equipped with F&B counter, seating area, LED screen (to showcase the Finetologist pro"le and their works), performance booth and product selling and merchandise booth
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
FINE CUT LOUNGE
Fine Cut Activity Content*:
• Fine Cut Transparent LED display
• Fine Cut Photo Puzzle
• Perfection Process Interactive Table
• Special F&B from our Culinary Finetologist that is inspired by and/or complementing Dunhill Mild and Fine Cuts
• Gallery of our Art Finetologist that represent either Fine Cuts or 40 cuts
*will be selected according to space available
Fine Cut Transparent LED Display
• Utilizing latest Transparent LCD technology embedded to a product display
• Consumer can witness and interact on the Fine Cut interactive around the package, the visual will shows process and 40 cuts in animation
• Consumers can add special effect, just by selecting the effect on the touch screen surface
Fine Cut Experience
Fine Cut Photo Puzzle: Take Your picture and be printed on 40 pieces of puzzle, given in a Fine photo
frameObjective: Educating on the 40 Fine Cuts of Dunhill
Mild
Process Perfection Interactive Table: Get to know Dunhill owns process to perfection on an interactive
screen, !ll the quiz along the way, win a merchandiseObjective: Educating on the 40 Fine Cuts of Dunhill
Mild and the process to make it
Fine Cut Finetologist Showcase
Devil Chocolate Brownies Chocolate and Cigarette goes well together, noone can resist the bitterness of chocolate and the refreshing taste of homemade vanilla ice cream?
Dark Chocolate ChurrosCinnamons rolled churros will enhance your taste pallete, therefore the cigarette you smoke will taste better, a truly one in a million combination
Fine Brewed CoffeeUtilizing the aroma and taste of Dunhill Mild, I will blend my own creation of coffee with a hint of tobacco and clove. It will complement and enhance the cigarette taste. This is a Fine Brewed Coffee to accompany a Fine Cut cigarettes
Perfection in 40 FramesA special collection of Timur Angin’s masterpiece that showcase the journey from process to end product. How passion can be made into perfection in 40 frames
Diversity in UnityMasterpiece display by Darbotz that is actually made from 40 pieces stand alone art. If being put together it will make the perfect mural arts
Fine Experience - food
• Fine Kitchen
Design Referrals
!
Experience the Fine way of creating our signatureFine F&B and you can have enjoy the food and drink
afterwards!
In addition to serve Fine F&B, we give the opportunity for TA to participate on the experience of Dunhill Mild 3 Fine Pillars and get the merchandise
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Kitchen - Design
Fine Kitchen - Design
Fine Experience - Art
• Fine Gallery
Design Referrals Aside from showcasing the work of Art Finetologist, we give the opportunity for TA to participate on Art Finetology and get the merchandise
!
!
!
!
Design your own T-shirtcreate your own Dunhill Mild !ne t-shirt
from our !netologist design templatewill be printed directly to the shirt as
giveaways
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Gallery - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Gallery - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Experience - Design Your T-ShirtSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Experience - Performance
• Fine Backstage
Design Referrals
!You are the star
show your move in behind a green screen, it will appear as if your own stage - the video will be
given in a "ashdisk as giveaways
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Aside from showcasing the work of Performance Finetologist, we give the opportunity for TA to participate on Performance Finetology and get the merchandise
Fine Backstage - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Backstage - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Experience - Green ScreenSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Main Show
Presenting:Fine D Theatrical Performance
• The main show on Finetology City Event will showing the combination of Finetology 3 Pillars into an interesting spectacle using holographic effects, 4-dimensional effects, lightning effects and visuals synchronized with the dancer.
• The performance will be using theatrical dance performers acting as Finetologist.
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Main Show ReferenceSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
The Keynote of the Main ShowSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
To convey the process of Dunhill Fine Cut for Fine Tastein delivering the Fine product quality thru exceptional craftsmanship
with great attention and perfection. Combining the 3 Pillars of Finetology into an interesting spectacle using holographic effects,
4-dimensional effects, lighting effects and visuals synchronized with the theatrical dance performer acting as the Finetologist
Scene 1
All lights are off inside the GOR or function room
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Spotlight and lights are turned on only for performance platform
A Performance Finetologist starts to act, dancing around while carrying an image (e.g. image of tobacco leaf)
The exciting and vibrant dancer will bring the leaf image to life in a holographic and as though bursting out from the screen towards the
audience
Dramatized by the wind effect
The image slowly immersed back to the stage. * while Performance Finetologistwalking towards the Kitchen Platform
Scene 2
The image slowly immersed back to the stage. The Culinary Finetologistwalking towards the Art Platform
Spotlight and lights are turned off on Performance Platform and turned on for Kitchen Platform
The Culinary Finetologist capture the leaf image and starts to cutting the leaf into !ne cut pieces
Pieces of leaf image will be blown and burst out of the screen towards the audience in holographic
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Piece of paper were "own from the top to the audience can add a dramatic effect
Scene 3STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Spotlight and lights are turned off on Kitchen Platform and turned on for Art Platform
The image pieces slowly transformed into one object (e.g. Dunhill Mild logo or Dunhill Mild product packaging)
The object is shot out of the screen along with the effect of white smoke coming out from the stage
The object seems "oating in space while the white smoke effect intercepted by a laser light to create a grande !nale
An Art Finetologist collect the pieces of the image and start drawing pictures on the image pieces
Stage Set-upSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
3.00 m
4.00 m
8.00 m
6.00 m
Transparent screen covers the whole stage
MusicPlatform
CulinaryPlatform
ArtPlatform
Stage Effect Platform Stage Effect Platform
Transparent screen covers the whole wing
3.00 m
4.00 m
Transparent screen covers the whole wing
Design - Stage Set-upSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Design - Stage Set-upSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Gimmick
Fine Vision Glasses
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
City Event Venue Lay-out
ENGAGE
Finetology Large Event
• To engage directly with the TA and let them take part of the FINE Dunhill
• Give performance to show how Dunhill FINE is dashing for them
• Fine Tunnel
• Fine Landmark
• Fine Product Lounge
• Fine Experience: Food
• Fine Experience: Art
• Located in Istora Senayan, Concert Hall or Outdoor Venue
• Target Audience 3000 people
• Fine Experience: Performance
• Fine Main Act
Communication Roles:
Tools:
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
De"nition:
A Finetology Celebration Party for all Finetologian of the nation, to celebrate how the TA has adopt the character of Finetology to inspire others to follow
Finetology Tunnel Entrance
Audience will experience that they are entering Finetology Nation via the tunnel
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Finetology Tunnel - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Finetology Landmark
Giant landmark of Finetology Nation
“welcomes” the audience when they came out from
the tunnel
Can be made into a video landmark that shows
submitted videos from throughout the nation
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Cut Lounge - Design
• Equipped with F&B counter, seating area, LED screen (to showcase the Finetologist pro"le and their works), performance booth and product selling and merchandise booth
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
FINE CUT LOUNGE
Fine Cut Activity Content*:
• Fine Cut Transparent LED display
• Fine Cut Photo Puzzle
• Perfection Process Interactive Table
• Special F&B from our Culinary Finetologist that is inspired by and/or complementing Dunhill Mild and Fine Cuts
• Gallery of our Art Finetologist that represent either Fine Cuts or 40 cuts
*will be selected according to space available
Fine Cut Transparent LED Display
• Utilizing latest Transparent LCD technology embedded to a product display
• Consumer can witness and interact on the Fine Cut interactive around the package, the visual will shows process and 40 cuts in animation
• Consumers can add special effect, just by selecting the effect on the touch screen surface
Fine Cut Experience
Fine Cut Photo Puzzle: Take Your picture and be printed on 40 pieces of puzzle, given in a Fine photo
frameObjective: Educating on the 40 Fine Cuts of Dunhill
Mild
Process Perfection Interactive Table: Get to know Dunhill owns process to perfection on an interactive
screen, !ll the quiz along the way, win a merchandiseObjective: Educating on the 40 Fine Cuts of Dunhill
Mild and the process to make it
Fine Cut Finetologist Showcase
Devil Chocolate Brownies Chocolate and Cigarette goes well together, noone can resist the bitterness of chocolate and the refreshing taste of homemade vanilla ice cream?
Dark Chocolate ChurrosCinnamons rolled churros will enhance your taste pallete, therefore the cigarette you smoke will taste better, a truly one in a million combination
Fine Brewed CoffeeUtilizing the aroma and taste of Dunhill Mild, I will blend my own creation of coffee with a hint of tobacco and clove. It will complement and enhance the cigarette taste. This is a Fine Brewed Coffee to accompany a Fine Cut cigarettes
Perfection in 40 FramesA special collection of Timur Angin’s masterpiece that showcase the journey from process to end product. How passion can be made into perfection in 40 frames
Diversity in UnityMasterpiece display by Darbotz that is actually made from 40 pieces stand alone art. If being put together it will make the perfect mural arts
Outdoor Product Lounge - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Outdoor Product Lounge - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Experience - food
• Fine Kitchen
Design Referrals
!
Experience the Fine way of creating our signatureFine F&B and you can have enjoy the food and drink
afterwards!
For the Finetology Nation , we will have our very own Culinary Finetologist to create and serve ur Fine F&B for the TA to try
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Kitchen - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Kitchen - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Experience - Art
Digital GraffitiDraw your own design, and have it print or send into
social media
• Fine Gallery
Design Referrals
!
!
!
Digital Graffiti. Draw your design andhave it print or send into social media
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Aside from showcasing the work of Art Finetologist, we give the opportunity for TA to participate on Art Finetology and get the merchandise
Fine Gallery - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Gallery - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Digital Mural - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Experience - performance
• Fine Backstage
Design Referrals
!
Holographic Photo Wall. Take your picture as if you are doing the Fine D Performance with holographic effect. Picture will be printed
out or put into "ash disk as a giveaways
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Aside from showcasing the work of Performance Finetologist, we give the opportunity for TA to participate on Performance Finetology and get the merchandise
Fine Backstage - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Fine Backstage - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Holographic Photo WallSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Holographic Photo WallSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Photo Backdrop - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Presenting:Finetology Cube (or D Cube with Dunhill Logo on it)
• Finetology Cube is a 40 x 40 x 30 meters tall giant white cube that will be the main centerpiece of the event
• There will be a stage inside the giant white white cube that will show enlarge version of the Fine D performance with real Finetologist as the client
Main ShowSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
The Cube - Design
!
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Grand Fine D Performance
Fashion Visual & Creative Director
Chef Live Art Performance Music Director
Main act of the event isthe combination of 3Pillars Finetologist to make a masterpiece:
Dunhill Mild’s Fine
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
The Keynote of the Main ShowSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
To convey the process of Dunhill Fine Cut for Fine Tastein delivering the Fine product quality thru exceptional craftsmanship
with great attention and perfection. Combining the 3 Pillars of Finetology into an interesting spectacle using holographic effects,
4-dimensional effects, lighting effects and visuals synchronized
Scene 1
All lights are off inside the cube
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Spotlight and lights are turned on only for performance platform
Performance Finetologist starts to act, dancing around with visual tracking effects
Performance Finetologist shoves the 40 small pieces of black boxes off the performance platform and "y out into the culinary platform. Spotlight and lights are turned off for
kitchen platform
Performance Finetologist “cutting up” the visual black box with his/her hand into 40 small pieces
Live Synchronized Dancer with Visual
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Scene 1: Reference
Scene 2
Spotlight and lights are turned on for Kitchen Platform
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Culinary Finetologist fetch the visual piece of boxes, put into the pot and do some intense cooking performance
Culinary Finetologist take out the visual piece of boxes which has turned into a red color boxes and shove the visual boxes off the Culinary Platform. Red visual
boxes "y out into the Art Platform. Spotlight and lights are turned off for kitchen platform
Scene 3STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Spotlight and lights are turned on for Art Platform
The red visual boxes are transformed into a woman with a gown. Art Finetologist performs drawing thru
iPad which projected into the gown
The visual alteration from Art Finetologist projects Dunhill Mild brand characters
Close with wind and smoke effect to add a dramatical effect. Spolight and lights are turned off for Art Platform
Fashion Show with Live Visual Alteration
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Scene 3: Reference
Scene 4STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Spotlight and lights are turned on for Performance Platform
The smoke effect !lled the Performance Platform and slowly the Performance Finetologist appeared on stage
Performance Finetologist will create !ne cut design symbolizes the “D” form and will come to life with visual
projection
The object is shot out of the screen along with the effect of white smoke coming out from the stage
The object seems "oating in space while the white smoke effect intercepted by a laser light to create a grande !nale
Mural artist create !ne cut design and will come to life with visual projection
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Scene 4: Reference
5th Seq: Holographic uni"cation of all result into dunhill mild
Product will appear in holographic screen
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
The Cube - InsideSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
FINE MAIN ACT (ALTERNATIVES)
EGO x ModularMusic Visual Journey
GroovyL@nd
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
How to Achieve Audiences KPI
Create additional content outside the Finetology Cube by:
• Invite communities based on likings (3 Pillars: Culinary, Art, Performance).
• Create outside DJ booth or stage for band performance to withstand the party for those outside the cube
• 18+ General public can get free invitation for this event by registering and !lling our survey on previous activities or by on-line
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
BigBang Event Venue Lay-out
AMPLIFY
Finetology Ampli"cation
• Leverage message to larger audience
• Inspire others to start consume Dunhill Mild
Objectives:
Tools:
• My Finetology Journey to London Trip
• My Finetology Journey (TV Filler, Advertorial)
• Communication in social media
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Journey - to London
• The winner from My Finetology trip will experience London !nest:
• Dine at Alain Ducasse at The Dorchester, Mayfair; Fat Duck by Heston Blumenthal, Bray; or the Gordon Ramsay at Chelsea (all three Michelin stars)
• Enjoy the !ne art on Tate Modern on Southbank and Royal Academy of Art
• See theatrical performance in West End, London’s own equivalent of Broadway
• The Dunhill "agship store, on the comer of Duke and Jermyn Streets in the heart of London's St. James's district
Journey (Finetologist)
TV Filler (3 minutes duration) depicts about our Finetologist journey. How they !nd their Fine-ness within their true self, how they explore it and make it as a living ideology.
TV "ller - ampli"ed over YouTubeSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Journey (Finetologist)
AdvertorialSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Journey (Winners)
AdvertorialSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
SUSTAIN
Follow through event
Tools:
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
• Utilizing database, sorting consumers based on their likings, stamping and sustaining Dunhill Mild association with Fine and Finetology in every 3 pillars
• Can be conducted regularly in each cities by local
Communication Roles:
• Community event based on the 3 pillars:
• Cooking clinic
• Art gallery
• Performance show
Channel & Outlet Branding
Cigarette Shelves Branding
Cashier Table Top Branding
STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
• Maintain visibility and uphold the message of FINE and Finetology throughout the year
Objectives:
• Branding in channels
• Speci!c branding in each of the 3 pillars outlets
Tools:
Community Event: Cooking ClinicSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Mechanism:
Utilize database gathered from city event
Send SMS blastas the invitation
medium
There will be a call to action for the audience to join
the event
Small gathering for culinary Finetologian in one of the famous restaurant/cafe in town
Content:
• Special appearance from Culinary Finetologist, Dedy Sutan. He will teach the audience how to create a Fine chocolate with Fine process and Fine taste
• Audience can bring home their cooking result• Limited seats only for 20 - 30 people
Community Event: Art GallerySTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Mechanism:
Invitation for Art Finetologian to visit the !nest Art Showcase in town
Content:
• There will be a special appearance from Art Finetologist, Darbotz, to greet the invitees.
• Art Finetologist will exhibit his ability in mural art and perform coaching clinic of how to mastering the mural art for the invitees
Utilize database gathered from city event
Send SMS blastas the invitation
medium
There will be a call to action for the audience to join
the event
Community Event: Performance ShowSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN
Mechanism:
The !nest show in town where the Finetologian can get a free ticket for the show by following Finetology Quiz
Utilize database gathered from city
event
Send SMS blastas the invitation to follow the Finetology quiz to get
free entry ticket
There will be a call to action to follow Finetology quiz in
www.!netology.com
Limited free entry ticket for 20 - 30 !netologian
TEAM STRUCTURE
FSPORTS MANAGEMENT
Fary FarghobCEO
Ac1va1on Team Digital Team PR Team
Head : Anto Soeyono
Produc1on : Andre Gin1ng
Account : Nadia Zein
Head : Firzi Abidin
Crea1ve : Reza Ardiansyah
Account : Citra Ramadhani
Head : Myrna Suryo
Consultant : Ibrahim Ismullah
Media Planner : Citra Diamanthe
Wibowo SantosoGeneral Manager
Andy TisnaPlanning Director
PROJECT MANAGEMENT
Anto SoeyonoBusiness Director
Nadia ZeinBusiness Manager
Andre Gin1ngHead of Produc1on
Fary FarghobWibowo Santoso
Andy TisnaAdvisor
Ridwan HarahapProject Coordinator
Lamido Gin1ngArCo SumBagUt
Eka AfrianArCo SumBagSel
Arbi ArdiantoArCo Jabodetabek
Boy IndragunawanArCo West Java
Teguh Se1awanArCo Central Java
Arul ArckhanArCo East Java
Faisal RahmanArCo Sulawesi
QUANTUMDonnie
06 PRODUCTIONFaisal
EXIT 9Arifin
THREE PMirza
REACTOREryo
PRIMEBambang
IMAGINEIrwan
KOETA EVENTJefrie
Fajar BanuajiProduc1on Manager
Albert Tampemawa Aulia Rahman EdwardSr Business Execu1ve
Join Project Manager
Account Management Produc1on Team Local Partner
Digital & PR Team
PROJECT TIMELINE
OUR
PARTNERSHIPFINE