Dare for Kinder
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Transcript of Dare for Kinder
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Denuel Thomas Spriet Aude
Biffot Olivia BitanRosanna
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Summary
• P.T. analyse • Concept • Action Plan • Recommandations • Budget & Planning
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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
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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
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A Kinder for everyone
A Kinder for every moment
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Challenge
How can we increase memberships on “Allez On Bouge” and therefore create a real
community based on Kinder’s values ?
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Objectives
Traffic : Increase membership on “Allezonbouge”
Participation: Create a community to which parents adhere
The community : Promotes Kinder’s values
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The concept:
Discovering the website
STEP 1 STEP 2
Increasing Participation
STEP 3
Federating around the community
Instrumentalize to promote our
values
STEP 4
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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
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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
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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?
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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
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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
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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
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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
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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
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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
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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
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Newsletter
STEP 3
Federating around the community
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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
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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
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Our recommendations
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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
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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
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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
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Planning
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Budget
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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
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Thank you for your attention