Top Line Media

Drew Hollingworth

Sze-Zin LoMike LuongoMike

Strometski

Overview

• Mission

• Objectives

• Day In The Life

• Recommended Media Mix– Print, Press Release, TV, DM, Public Relations,

& Website

• Media Landscape

Mission

To build anticipation and get people talking about the new Ferrari F430 before the event through teaser ads on TV and the Ferrari website.

Objectives

• To create a buzz

• To launch the F430

• To build awareness

• To sell the new model

Pitch

• Consumer Profile and business opportunities led to Print, TV, DM, and Public Relations

• Recommended message management based on Media Landscape for brand

Day In The LifeElite Business Professionals

Home Office Home

Early Morning Morning/Afternoon/Early Evening Night

Day In The LifeElite Business Professionals

Home Office Home

Go ShoppingGo to the GymGo for Dinner Go for a DrinkEntertain ClientsGo HomeStay at OfficeSource: Top Line Media

Favorite Activities1. Reading books/mags.2. Sports3. Outdoors4. Listen to music5. Watch a movie Source : Top Line Media

Early Morning Morning/Afternoon/Early Evening Night

MediaElite Business Professionals

• TV

• Print

• Press Release

• Direct Mail

• Public Relations

• Website

Recommended Media MixElite Business Professionals

Strategies TV teaser

• Reach• 15 spots = high frequency

Main Commercial• “I Can”• 30 seconds• Introducing the new model

MediumTV

PrintPress Release

Direct MailPublic Relations

Website

TV Teaser

Ad #1 Story Board (30 sec Spot)

Camera rotating around Car Voice Over introduces the new model

Voice Over/Text in White Over Car ”490 Horse Power”

Voice Over/Text ”Top Speed 315km/h”

Voice Over/Text “ 0-100km/h in 4.0 sec”

Voice Over/Text “1500 cc V8 Engine”

Voice Over “ But why would I Drive this Ferrari?

Logo Fade In Text in white over logo “ Because I Can” Website fade in

Recommended Media MixElite Business Professionals

Strategies Maximize reach on major

business reading materials from newspapers to magazines.

• Double page spread in the magazine

• Back cover

MediumTV

PrintPress Release

Direct MailPublic Relations

Website

Double Page Spread

Back Cover

Recommended Media MixElite Business Professionals

Strategies A low cost method to start the

buzz for the event.• Getting people talking

MediumTV

PrintPress Release

Direct MailPublic Relations

Website

Recommended Media MixElite Business Professionals

Strategies Targeted towards a niche

market segment Low cost

• DVD• Brochure• Personalized

MediumTV

PrintPress Release

Direct MailPublic Relations

Website

Recommended Media MixElite Business Professionals

Strategies An upscale formal event for

elite members of the business community to unveil the new F430

• Simultaneous event in Toronto and Vancouver

• Sales promotion• Obtain personal information

MediumTV

PrintPress Release

Direct MailPublic Relations

Website

Recommended Media MixElite Business Professionals

Strategies A link from the main website

www.ferrari.com• Virtual electronic features

MediumTV

PrintPress Release

Direct MailPublic Relations

Website

LoveFerrariLove

Ferrari

ThinkFerrariThink

FerrariBuy

FerrariBuy

FerrariPOS

Personal Selling

Test Drive

Promotion

Event

Press Release

Print

DM

TV

Media Landscape For

F430

Summary

• TV

• Print

• Press Release

• Direct Mail

• Public Relations

• Website

Thank you