Camel CNF events &posm

8/14/2019 Camel CNF events &posm

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Camel Up-Weight Plan

Our proposals

4 August 2008


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What do we need to do?

Establish Camel as an authentic high Quality FF smoking experience, focusing on brand

personality and reinforcing high product quality

Create a clear point of differentiation form its main-stream competitors (Marlboro and L&M)

Drive retention

---->>>>

Premiumness perception Modernity/ Urban/

Contemporary

Exploit CNF as a modern,innovative line-extension,adding to Camels equitybuilding

----

>>>>

How?How?How?How?


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Yet one single objective

Switch brand perception from old fashioned, dusted, distant to a modern, inspiring, present,

innovative and high quality full flavor expert

Our goal is to make 20something smokers think that:

Camel = UrbanCamel = UrbanCamel = UrbanCamel = UrbanExciti

ng

Cont

empor

ary

DynamicCool

Surprising


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Camel Universe

Special

ProjectsSupport the

Leisure contractevents

Series of TVCs

Semi permanentPOSMs

Special seriesof events

Series of TVCs

Winter

program

Camel UrbanWave series of

events

DB LoyaltyProgram


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Camel Universe

Special

ProjectsSupport the

Leisure contractevents

Series of TVCs

Semi permanentPOSMs

Special seriesof events

Series ofTVCs

Winter

program

Camel UrbanWave series of

events

DB LoyaltyProgram

UrbanUrbanUrbanUrbanRevelationsRevelationsRevelationsRevelations


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Camel Natural FlavorsSeries of EventsPrepared by DRAFTFCB Bucharest

July 2008


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Camel Natural Flavors - We want

To exploit Camel Natural Flavor as a modern, innovative Line-Extension, adding toCamels Equity Building

Help build the premium perception of the brand, positioning it asmodern/urban/contemporary

Sustain CNF building its own franchise and induce loyalty to the existing one

Develop an integrated concept for a series of events that involve the consumers inexperiences focused on the differentiation characteristics of CNF, using the unpluggedmusic platform

Translate the brand proposition Camel inspires you to discover more into memorableconsumer experiences

Provide consumers with creative inspiration and enriching pleasure moments


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Camel Natural Flavors - We know

the rational benefit: 100% whole leaf tobacco, 0% added flavor

the claim:NATURE IS BACK


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Camel Natural Flavors - We will

Use the nature is back URBAN trend in order to build an event concept that will offer

consumers simple, yet memorable, premium experiences and will inspire them to

URBAN REVELATIONS


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Building the conceptBuilding the conceptBuilding the conceptBuilding the concept


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Nature is back as an urban trend is NOT

about going to the roots / returning to

wildness / country simple life /

unsophisticated lifestyle


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Nature is back as an urban trend is about art and design, fashion, sophistication, latest

trends, premium ness, city nature and

Urban Revelations


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Nature is back as an urban trend is about

WANNA BE

Eco Chic


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Eco Chic

is art and design


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Eco Chic

is fashion and beauty


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Eco Chic

is an entire lifestyle


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Eco Chic

is about

GOING GREEN

Recycle


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Eco Chic

is niche, premium and expensive


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Eco Chic

is the urban nature


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Nature is back as an urban trend

is about WANNA DO

Eco Chic stuff


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Eco Chic

Searching for

authenticity


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Eco Chic

Hand madecrafts &

goods


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Nature is back as an urban trend refers to

the full flavor natural Urban experience


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Still building the conceptStill building the conceptStill building the conceptStill building the concept


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bringing with it the full flavored experience of a 100% tobacco smokingpleasure

Camel challenges your full-flavored natural self for

Nature is back

You smoke naturally

You feel naturally

You are natural

You smoke an innovative and different tobacco product

You have a complete and different experience

You are different


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Naturally Differentby Camel


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Naturally differentNaturally differentNaturally differentNaturally different byCamel

An event that will offer the participants a complete

sensorial experience with tobacco

...presenting the CNF tobacco in a very distinctive,

exquisite way: the natural flavor tobacco of Camel

cigarettes is the true star of the night


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Approach

Series of 4 events in Camel decorated locations

developed on unplugged music platform

Create a special atmosphere related to tobacco

experiences that will ad value to the location

premiumness by associating CNF tobacco withtobacco rituals

Keep same atmosphere and consumer interaction

activities to all events in order to emphasize the

distinct characteristics of CNF tobacco and to obtain

through repetition a better understanding of the

brand and product


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Approach

Make the difference between one event and the following one by changing the

entertainment program (different unplugged music program at each event)

Develop a mechanics that will make consumers attend more CNF events


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Communicating the eventsCommunicating the eventsCommunicating the eventsCommunicating the events


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Communicating to Data Base

As premium and different are the key words of CNF special series of events

platform, the CNF franchise will benefit of VIP treatment:

Ten days before the series of events start, they will receive a leaflet-invitationannouncing the platform:

The events calendar: dates and locations

The entertainer: unplugged music band/bands

The prize winning mechanics of the Naturally Different platform

Free entrance at the events (based on invitation or proof of SMS)

Five days before each event, we will send them an SMS reminding them the date

and location

They will be given a RSVP number and a two days deadline to confirm

If confirmation, a table of four will be reserved for them. Tables to be kept with

reservation signs on up to 9.30 pm


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Invitation to events


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Invitation to events


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Prize winning Naturally different platform

Objectives:

Have more than one contact with consumer (DB and others) during the Naturallydifferent events

Increase retention rate among activated consumers

Make sure they understand the brand and the distinct characteristic of CNF

Mechanics

Participants at Naturally different events, that take part in 2 (TBD) of them will have

the opportunity to win lucky drawn prizes at the end of the events series

Validation: data base fill-in forms completed at events


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Prize winning Naturally different platform

Lucky draw small prizes:

Branded CNF items (lighters etc)

Collection unplugged albums

Big prize

A four persons trip to New York for the new years

vacation with a reservation to a contemporary jazz/unplugged music club (TBD with client)


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Communicating to public

The Naturally different events will be communicated at each location:

Poster for each event one week before

Table tents one week before

List the events in leisure magazines (24FUN, 7 Seri) in events of the day section

If entertainment (unplugged music) is original, events platform might be

communicated with ad prints (leisure magazines) and on-line


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Communicating to public

PosterTable tent


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Implementing the eventsImplementing the eventsImplementing the eventsImplementing the events


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Friendly, intimate atmosphere of a chiclive music club

and the perfume of the tobacco leaves

D i h l i


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Decorating the location

Discreet, yet impactful elements that will complete the atmosphere of agenuine tobacco experience:(see details in POSM section)

At tables

CNF branded ashtrays Candle holders

Candles wooden essence or tobacco fragrance

Reserved table signs

White and green pillows on the chairs

On walls

Plasma screens playing tobacco leaf to cigarette movies and CNF movie

Special wall deco

Others

CNF bar display

CNF totem

Tobacco natural plants (if possible)

D i h l i


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(POSM section)

Natural tobacco plant

D ti th l ti


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Camel Natural Flavors tobacco corner, a

unique place where you can test and

smell, understand and love CNF tobacco

Wooden table presenting elements from

tobacco universe

Tobacco leaves and the CNF tobacco

Devices related to tobacco use: cigarette

rollers

Tobacco specialist

Giving information over tobacco

history/use

Showing the consumers the cigarette

rolling process

C er ti ti


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Consumer activations

It is all about involving consumers into tobacco experiences: they get to handle

tobacco themselves

your handmade 100% tobacco cigarette

BA will approach consumers at tables. To all smokers, they will present a special kit: A nice, branded wooden tray containing

A wooden bowl filled with tobacco

A cigarette roller

Printed instructions about how to use the cigarette roller (make a cigarette in illustrated

steps)

Branded cigarette paper

The two CNF packs to strengthen the association between the naturally different

tobacco experience and CNF cigarettes

Consumer activations-ll diff KIT


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naturally different KIT



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Mechanics:

If they make one cigarette in front of the BA, they will be rewarded with a CNF lighter.

Made cigarettes to be taken by BAs

The trays stays on their table as the BA informs them that, if they manage to do during

the night 10 (TBD) cigarettes, they will receive a special gift from CNF. This way, theywill be involved in activation for more than one simple contact and have fun by hand-

making cigarettes.

The gift is a truly special one an exquisite box branded CNF containing:

An illustrated tobacco history, tobacco use and rituals around the world brochure A CNF lighter

The two CNF packs



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Consumer activations.

The gifthe gifthe gifthe gift

Consumer activations.The gifthe gifthe gifthe gift


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The gifthe gifthe gifthe gift

Letter to consumer



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DB collecting

As this is a different, premium event, the DB contacts collection should fit the general

atmosphere:

BA will give to all activated consumers fill-in flyers, stamped with the day of the event and

announcing that they can enter the competition for the big prize winning if they attend more

Naturally different events

The fill-in forms will contain questions over the quality of their naturally differentexperience

Entertainment


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Entertainment

And yes. it wouldnt be a complete experience without music

We have two options for implementing the events:

Select together with the locations some of their own events (live concerts)

Assure the unplugged music concert and be in total control over the atmosphere at the

event

And for the second option we thought of using a band that have never had anunplugged project and suggest


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Entertainment


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Entertainment

Vita de vie first unplugged project

Opportunities:

Pre-event promotion opportunity:

Viral promotion on-line using a song played unplugged by VDV. you can hear them

unplugged for the first time at

Co-produce the first VDV unplugged album: Possibility of recording live (mobile studio) at a CNF event

Negotiate the name of the album

Negotiate a number of albums to be used as prizes

Negotiate the opportunity to have a song composed for CNF

Event flow


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ve t flow

9.00 PM

Event start

9.45 PM

Tobacco specialist

Giving information over tobacco history/use

Showing the consumers the cigarette rolling process

10.00-12.00 PM

Consumer activations. BA will approach consumers at tables. To all smokers, they will

present the special kit:your handmade 100% tobacco cigarette

Dj mix of unplugged music (famous songs)

10.30-12.30 PM

LIVE unplugged concert

Hostesses outfits


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H e e f

Trends

BA outfits

CNF brand colors.Silk for the dress and 1 shoulder blouse

Hostesses outfits


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f


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Camel Natural Flavors

Semiperamanet IMAGE POSMs

Semipermanent image POSM


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p g

In order to reach our objectives:

To exploit Camel Natural Flavor as a modern, innovative Line-Extension, adding to Camels

Equity Building

Help build the premium perception of the brand, positioning it as

modern/urban/contemporary

Sustain CNF building its own franchise and induce loyalty to the existing one

all consumer touching points must communicate the brand under the same umbrellaconcept Naturally Different



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g

Candle Holders-version 1



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Candle Holders-version 2

Semipermanent image POSM - version 2


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Ashtrays- version 1

- Ashtrays- version 2



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- Wall decoration- version 1



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- Wall decoration-version 2


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- Totems-version 1

Semipermanent image POSM - version 2T t i 1


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- Totem- version 1

Semipermanent image POSM - version 2T t i 2


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- Totem- version 2

Cash tray

Documents

Camel CNF events &posm