360° Communication example - x420 Launch event

One of my latest and most exciting campaigns.

Strategic thinking, idea generation, operational management, analysis and report for my client.

CB News loved the event!
http://cbwebletter.fr/2010/01/18/samsung-bat-toshiba-a-la-chasse-au-tresor/#more-2341

http://www.facebook.com/#/pages/9h-Chrono-Samsung-X420/176102922599

http://www.samsung.com/x420/9hchrono

Which Product?

The launch campaign for the x420 laptop- ultra mobile, main benefit = 9 hours autonomy.

The Challenge

How can we create maximum buzz with minimum budget?

Let's use community and influence management to generate the coverage, opinion leaders who use and advocate community websites.

How can we make 9 hours of autonomy (which was not unique) sexy?
By scenarising this main benefit and by gaining momentum through influential communities, we ensure that our consumers were an active part of this promotion, living the 9 hours with us!

The Concept:

9h Chrono

Hide 9 Laptops in 9 different places in Paris (freely negotiated partners). Through clues given online and on mobile devices every hour for 9 hours, consumers have to find the hidden treasures before they turn off.

"9" hours of autonomy, the 9th December, in 9 places, 9 clues per PC...it's "9h Chrono".

Objectives

• Accompany the classic launch campaign with an exceptional event


• Combine both on and off line activity for the first time


• Use and involve bloggers as a communication vector and promoters for the operation
  –INFLUENCE MANAGEMENT


• Be in direct human contact with our consumers, use community platforms to interact with our consumers (Facebook, Twitter...)


• Highlight the main product benefits to make them the central theme of the operation (+9 hours of autonomy = mobility)


• Gain awareness by creating online buzz and press clippings


• Find a mechanism in harmony with our target group- connected, urban, innovative, mobile and on the hunt for what's hot or not!

The Communication process

The Results

More than 1000 active participants on D Day

More than 650 fans on our Facebook page with an average of 13 comments per status, up to 56 toawrds the end of the clues for the final unfound laptops.

More than 600 comments on FB page on D Day

71% of fans beatween 18 & 34 y.o. (our target!)

More than 270 followers on Twitter with the name of our operation (@9h_Chrono) being Twitted more than 6800 times

191 retweets

+60 articles published on the operation.

Happy winners! Nearly every winner heard about the operation through a different means of communication!

Licensing

I handled all Licence opportunities and coordinated meetings and presentations with potential partners.

Once we had deals under way, I was the main point of contact at Eurosport to over see and develop the project.

I managed 2 main deals.

Europsort and Solar Editions in France for a book deal over 3 years - "Les livres d'or"- more than 30 books.

An interactive DVD sports quiz with Circle Media in 5 countries, France, Spain, Italy, Germany and the UK.

Yearly Programme Guide

Every year since 2005 we produced a yearly program guide.

This document went out to journalists, partners, was available online, was available on stand at various trade fairs, was given to commercial partners.

It was a great tool to have a comprehensie view of the Channel.

This document was produced in numerous languages.

Advertising Campaigns

I handled all the advertising: concept, creation, media plan, for the Channel on a pan-European level.

Here are some examples.

Torino Winter Olympics 2006.

The concept of the campaign was based on the fact that Eurosport was a European channel so did not focus on national athletes, therefore there was no favouritism. "Sport was the star" in our eyes.

"The Games: let sport be the star."

The colours of graphic look were inspired from the official Torino look, we wanted to show the Olympic Committee that we were a dedicated partner.

The impactful black and white drawings of athletes was a solution to get around an image rights problem. We wanted to show the dynamism of various events, but we couldn't use real athletes. I hired an illustrator through our agency, to bring these events to life.

The black and white on top of the kaleidoscope of colour resulted in a fast-paced, exciting visual.

This campaign went pan-Euro in several languages, with a particular focus in and around Torino, on buses, taxis and billboards. We also had an Internet campaign based on the same visual and message.

Eurosport: N°1 at reaching Europe's elite

This campaign was in direct response to the results of the 2006 EMS Survey, which confirmed Eurosport as the N°1 media at reaching decision makers. We had to react quickly and didn't have time to go through an agency. I thought up the creative idea and my graphist did the layout.

We wanted to make an impact in the industry and this was a pure BtoB campaign. The campaign was rolled out in 10 countries in 9 languages, both print and Internet.

I managed the whole campaign with my internal team.

Annual Sales Demo

I wrote and produced the Sales Demo DVDs.

Why should investors come onto the Channel? What did we have to offer? What solutions could we provide for our clients? What was the scope of Channel?

This was not only a tool for the sales force to seduce new and existing clients, but was equally a Corporate tool which was used throughout the year on many occasions such as seminars, trade shows, press conferences, online etc

I worked with the inhouse production team for the sporting content (finding the right images)and an outside prodcution company for the technical "montage" and special effects.

International Press Kits

I managed the production of our press kits throughout the year. The target was mainly journalists but also sports federations, clients and partners. We would do, on average, 4 main press packs per year each one ranging from 26, to around 50 pages in volume.

When special events such as the Olympics were being promoted, these packs could take on a whole new format, for example being presented in a gift box along with presents and promotional gifts for our partners.

I would, with the press department and my team, oversee the brief, the design, the production ad the editing of such important items.

These were produced in 8 language versions.

I, myself, would ensure the final editing of the documents to make sure the English was perfect, the tone of voice correct and the language comprehensible for our target audiences and also our subsiduaries for translation.

The dynamic, graphic look of these tools was of the utmost importance and I dedicated a lot of time and energy to these projects as I considered that they were a direct window into, and a reflection of our channel.

The look, the facts and the quality of the document had to be perfect, being a showcase not only for the sport/events that we were promoting, but above all, for the way the Channel broadcast them.

These documents were visually in harmony with the on-air look and advertising camapigns for the same events. The concept for which I also created.

I have all hard copies of these press kits to show.

Examples:

Motorsports season

2006 Winter Olympics

2004 Olympics- special gift box on the theme "Feel Sport"

Press Partnerships/PR

This was a project I first managed in 2004 for the Athens Olympic Games with the free daily newspaper Metro.

This partnership was an exchange deal which gave our Channel amazing free Brand exposure during an international event.

We had front page logo and 1-6 pages of content every day during the Games.

Metro gained quality sports content from us.

The paper increased its usual distribution figures during the event with more than 4 million copies circulated.



I repeated this deal with Metro Helsinki for the World Athletics Championships in 2005 and Metro Turin/Italy for the 2006 Winter Olympic Games.

This involved detailed coordination with all parties and advance preparation with the legal departments of both companies to perfect the contract and satisfy everyone.

The results were excellent and Metro a great publication to work with.

This was free Brand exposure in the perfect environment to the perfect audience.