Denuel Thomas Spriet Aude

Biffot Olivia BitanRosanna

Summary

•  P.T. analyse •  Concept •  Action Plan •  Recommandations •  Budget & Planning

P.T analyse

Tendancies : Healthiness Removal of junk food near supermarket check outs “Manger, Bouger”

Political The end of advertising on public TV

  Forced to turn to alternative media   Focus on the healthiness

Our constatation

Ferrero: prosperous worldwide brand  Top of mind brand: no notoriety issues

Primary interest: “Allez on bouge” New kind of media Create a community : trendy, federates, participative Profitable media tool

Promote our values through our customers

A Kinder for everyone

A Kinder for every moment

Challenge

How can we increase memberships on “Allez On Bouge” and therefore create a real

community based on Kinder’s values ?

Objectives

Traffic : Increase membership on “Allezonbouge”

Participation: Create a community to which parents adhere

The community : Promotes Kinder’s values

The concept:

Discovering the website

STEP 1 STEP 2

Increasing Participation

STEP 3

Federating around the community

Instrumentalize to promote our

values

STEP 4

Creating Traffic

Referencement on internet with significant words : -  Kinder  / Family activity/ week-end activity…

Mailing regarding the events  Purchase of databases

Public relations : Press releases and press files to promote our events

TV ad : add a sentence «  Retrouvez nous sur Allezonbouge.net»

STEP 1

Discovering the website

Those actions will be carried on throughout the whole campaign

The Press Event

A mother-children day in a "high-wire forest » of Fontainebleau

-  Brunch with Kinder chocolates -  High-wire forest adventure on the afternoon

Adaydedicatedtojournalistsandkids

For all participants Kinder gifts

Gather mothers and kids around Kinder’s values

Use that event to inform the general public thanks to the participants

The KindeRace

A real Family day around sporting activities: -  Organization of a cross for children from 6-10 years old -  Sports and games proposed for the whole family

A day dedicated to Family and Sport

For all participants a Kinder gift For the cross’s winners : a Kinder package gift Organization of a lottery– Win tickets for sporting events

Unite the Family around Kinder’s values

Use that event to promote and enlarge the community

STEP 2

Increase Participation

Where?

6-10 years old

KindeRace Create a community, promote the web site

Schools and teachers Parents

Aims

  Participation inscriptions only available on   « Allezonbouge.fr »

  Creation of different Kinder teams depending of their district

Motivate by promoting the team spirit Create a database : name, email, age, family members Enlarge the community

  Communication on all the activities

Communication network

STEP 2

Increase Participation

The Kinder Day

A day camp in a « high-wire forest » in the southwest of Paris on Saturday afternoon, in June

-  Kinder chocolates snacks -  Campfire at the end

Who is keeping your children this week end?

For all participants Kinder gifts Inscription online via codes on packagings

Gather kids around Kinder’s values

Use that event to promote Kinder’s values to the families

and to the press

The leisure center of St- Quentin

Where?

STEP 2

Increase Participation

How does that work?

  Participation inscriptions only available on   « Allezonbouge.fr »  Advertising in: - general & specialized magazines read by the aim - Kinder packagings - Ferrero, kinder, allezonbouge websites

Encourage kids to be together and to share Kinder’s values Create a database : name, email, age, kids members Enlarge the community

Aims

Families

Promote the community and the event through the media

Journalists Kids

Targets National press magazine (general and specialised):

-  Top Santé, Femme actuelle

-  Le Figaro magazine

-  Télé 7 jours

-  Astrapi, Histoires vraies, Okapi, J’aime lire

STEP 2

Increase Participation

The Kinder Gambling game

•  A game station: - In parks on Saturday and Sunday The participants fill in a paper in which they put their name and email adress

They all get kinder candies depending on where the arrow stops

Only ten families will win tickets for a Basketball game with Tony Parker or tennis game with Tsonga

Results only available on the website  We increase our database

STEP 2

Increase Participation

Picture it

Pictures taken during the events and available online.

Creation of a page on « Allez on Bouge » : Possibility to print out the digital pictures taken Possibility to send the pictures to family and friends via Email or Internet link

STEP 3

Federating around the community

Kinder really becomes part of the family life The network is extended because pictures are sent outside of the community

Newsletter and sms

• Newsletter sent to the members of the community, to the participants from our actions (gambling, kindeRace…), to our partnerships once a month

•  SMS sent to the database according to the news we want to give

STEP 3

Federating around the community

Newsletter

STEP 3

Federating around the community

A Strategic Partnership

•  Launch a partnership with UCPA : the national union of sports centers

Visibility on the centers

Very positive to be associated with sports

An important development on the Allez on bouge community

STEP 4

Instrumentalize to promote our values

Publicity through our members

The newsletter : « Do you think they could be interested? »  possibility to send the newletter to family and friends

Sponsoring: Discounts on events if members sponsors someone outside the community

Handing out goodies during events :

STEP 4

Instrumentalize to promote our values

Our recommendations

Italia Our Kinder community

Birth country of Ferrero : -  brand’s spirit printed in their mind -  the brand as become part of Italian culture Families values are very important

Sport: - Well represented through well-known champions

- A huge potential for open air activities

Too many international figures The brand is eaten by the sportsmen’s notoriety

 Use their notoriety only for events  Chose a proper Ambassador who will be the only one to

repesent the brand

The becoming of Kinder Stars

A Judo Champion Amazing Records: world champion Young : 18 years-old Strong: 1m90, 100kg Charismatic: nickamed ‘Teddy Bear’

Why Teddy Reiner

A growing champion, has a great potential of becoming a national and international reference

Has the capacity to become a real ambassador of Kinder’s values

Possibility to play on the sweet and tough aspect

Planning

Budget

ROI

Press event : promotion to get articles costs less than printed ads.

Kinder Day : measurement with the rate of participation on the website - new members / development of Kinder data base

Promotion on the website : will be measured with website traffic. -  Making of monthly graphics to measure the impact of each event

Events with a strong impact on traffic will be renewed

Thank you for your attention