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Why Branded Entertainment? !
©ADFARM 2010
Brand entertainment is becoming a important tool in any marke4ng arsenal. Brands are demanding more sophis4cated content. Audiences becoming even harder to engage.
That’s why!!
• Don’t interrupt the entertainment, be the entertainment!
• Reward your audience for their a?en@on.
• Tell a more complex, layered story than in 30 seconds.
• Posi@on and embed your brand in a real life story. Demonstrate benefits in engaging way.
• Generate consumer interest -‐ grow category.
• Streamline produc@on efficiencies.
• Drive higher return on investment!
15 Minute Meal !
©ADFARM 2010
15 Minute Meal !What 15 Minute Meal? 15 Minute Meal is a recipe plaOorm that shows good food can be simple and quick to make. It helps and inspires Australian families to cook a healthy yet enjoyable meal in less then 15 minutes every day. It consists of TVC’s and a suppor@ve website.
How will the 15 Minute Meal be executed? 15 Minute Meal consists of three elements: 1. Every weekday morning (Monday to
Friday) a new shopping list with ingredients of tonight’s meal is posted on the website. The perfect @me for people to decide what to cook that evening. To a?ract people to the website Larry & Kylie in their morning show can give a reference to the 15 Minute Meal of the day and refer to the website to download the recipe.
2. Around dinner@me 15 Minute Meal claims it’s @meslot. For instance the 5.30 PM @meslot on Channel 7, during the popular game show Deal or No Deal. Prior to that show 15 Minute Meal breaks in for 60 sec. and the Unilever chef explains in a kitchen quickly how to prepare today’s recipe.
3. 15 minutes later, in the commercial break of Deal or No Deal, the 15 Minute Meal chef shows the viewers in a 15 sec. TVC the result. In a informa@on box on the right side of the screen the main details are summed up: amount of persons, cost per person, calories, shopping list and a reference to the website.
The Chef Every weekday the same chef will present the 15 Minute Meal, from his kitchen. This way Australia gets familiar with this unknown chef and he establishes itself as a brand with values as fresh, healthy, contemporary and trustworthy. The Chef is young, energe@c and easy to relate to.
Why 15 Minute Meal? • It responds to the needs of the consumer by offering a dinner solu@on at the key moments of the day: in the morning when people decide what to eat, and twice at dinner @me.
• It helps, educates and inspires people to eat healthy and links the Unilever products with good and easy food.
• It’s THE opportunity to claim the dinner @meslot and to establish a recognizable media brand.
©ADFARM 2010
15 Minute Meal !Brand Opportuni@es Unilever 15 Minute Meal is the perfect way for product placement in a natural environment. Although 15 Minute Meal is clearly a TVC, it differs itself from the crowd by actually offering solu4ons to the consumer.
• Needless to say, every 15 Minute Meal is created only by Unilever products. • Every day Unilever gives the viewer another recipe, so all the Unilever Food products can be used in different varie@es. • The product packages are clearly showen on screen. • The Unilever logo is prominent present during all the TVC’s. • The website gives Unilever the opportunity to build a food loving community.
15minutemeal.com.au in a nut shell • The website func@ons not only as the source for easy and good food recipes, but it will be an ins@tu@on itself in respect that people go to the website for their daily food inspira@on. • Besides the daily recipe, Unilever will add many more recipes, directly linked to their products. • There will be a video player where people can watch the TVC content, so that they can cook the meal on a self chosen moment. • The recipes are easy to download and print as a real shopping list. • The 15minutemeal.com.au IPhone app: see your shopping list directly on your IPhone. • User Generated Content: the website has a ra@ng system, so people can rate the meals. And there is a func@onality where people can upload their own easy & healthy recipes.
Cost Es@mate 6 weeks x 5 execu@ons = 30 TVC’s Total $250,000.-‐ ex. GST Website build: $40,000.-‐ ex. GST
©ADFARM 2010
on You !
©ADFARM 2010
What is Focus on You? Focus on You is a cross media plaOorm. It contains a new weekly lifestyle magazine TV show developed for Channel 7 to fit in the Saturday alernoon @meslot. The plaOorm also has an extended interac@ve consumer website.
For who is Focus on You? It is a plaOorm designed to incorporate brands and their brand message while engaging with the target audience in an infotaining way: the shoppers (women 25 – 54).
How will the Focus on You TV show be executed? Each every episode (series of six) has a dura@on of 22 minutes and consists of different brand funded items, divided into six different themes: Food, Health, Tech, Home, Auto & Eco.
The ingredients In this short half hour, the show cuts from item to item. Some items are recorded in the studio, some are shot on loca@on and shown as an in-‐start on big screens.
In a big city shopping mall the centre is transformed into a studio. Complete with a kitchen, a sinng area and a stage for mul@ purposes.
From here the two Channel 7 hosts Sally Williams & Tom Williams present the vibrant show.
The shoppers are the audience and they might be asked to interac@vely par@cipate.
Flexible format Every product is treated differently and asks for another, tailored made approach. The flexible format makes that easily possible and thus the brand opportuni@es endless.
In a quick pace and brought with humor, the presenters duo alternate between interviews with experts, product tests by consumers at home, fun games by VIP guests and product demonstra@ons on the spot.
Why Focus on You? • It’s not only the presenters who are promo@ng the products, but there is interac@on with target audience: females 25-‐54. • All the product items consist of consumer insights, which makes the audience easily adopt the message. • In some items the audience will experience, play and talk about the Focus products. Experien@al marke@ng = the best marke@ng there is! • The consumer gets engaged and forms an emo@onal a?achment with the products. • We involve the consumer and it feels natural, objec@ve, and un-‐scripted: much more than just another advertorial!
©ADFARM 2010
Brand Opportuni@es Unilever Unilever Foods can integrate their brands in numerous ways. Because of the flexible format, every item can be produced in close coopera4on with Unilever to meet your requirements and with that the best return on investment.
ADOPT COOKING SEGMENT 3 x 2 min. Unilever Foods can adopt the cooking segment in the show. In this segment the chef is preparing meals in the studio kitchen with Unilever products. A fresh, energe@c, family-‐man chef will give the viewers healthy and easy to make recipes. Star@ng at the beginning of the episode, the hosts will return to the chef in between items and at the end of the show they will get to taste the result. Of course, all the recipes will be on the Focus on You website.
SPONSORING IN STUDIO ITEMS 2 – 4 min. To lil product placement to a higher level, the presenters will discuss the Unilever food products in different ways. Every item will be developed differently to meet the brand values best. Examples: • A calorie quiz with the audience: what contains more calories, a sandwich or a Magnum Ice Cream? • A nutri@onist who’s discussing the do’s and don’ts with die@ng for the promo@on of the new Flora Pro-‐Aciv bu?er. • Offer a Tea moment by one of the Tea brands while the entertainment expert talks us through all the latest gossip news.
SPONSORING ON LOCATION ITEMS 4 – 6 min. To create the best finng environment for each product, there is the opportunity to shoot a product item on loca@on. For these items the content of will be individually developed. This form gives the brands freedom to use real people and create mini storylines and with that engage people even more with the Unilever brands. Examples: • A roman@c Bertolli Italian dinner for two. • Mom’s Con@nental cooking compe@@on. • 10 @ps to have a healthy picnic with kids. • Surprise breakfast: who deserves a fresh start?
Ul@mate branding by adop@ng the @tle: Focus on You can be Focus on U (the U of Unilever)
©ADFARM 2010
Cost Es@mate The costs to par@cipate in Focus on You is variable, depending on the segment, dura@on of the item and the produc@on @me involved. To have this in mind, the following cost es@mates are rough drals. Cross-‐combina@ons and package deals are possible. Note that these prices don’t include building and maintaining the website and all prices are excluding GST.
ADOPTING COOKING SEGMENT 3x2 min. / per episode $25,000.-‐ / per episode $150,000.-‐ / whole series (6 episodes)
SPONSORING IN STUDIO ITEM 2-‐4 min / per episode $13,000.-‐ / per episode* $ 78,000.-‐ / whole series (6 episodes)
SPONSORING ON LOCATION ITEM 4 -‐ 6 min / per episode $ 26,000.-‐ / per episode* $ 156,000.-‐ / whole series (6 episodes)
©ADFARM 2010
Package deals
*based on minimum star@ng prices.
BATTLE FOR THE SHELF!
©ADFARM 2010
BATTLE FOR THE SHELF 6 x 22 min. | weekly | food compe@@on show | $ 390,000.-‐ ex. GST / whole series
The series starts with a pitching round where all home cooks are called to present their recipe in the most tasteful way.
Aler this selec@on round, the fileen contestants with the most promising recipes are s@ll in the race to get their product on the supermarket shelf.
In each following episode, three contestants will be guided by highly qualified experts who will mentor them through a journey in which they learn what it takes to turn a home spun ‘recipe’ into a commercially viable Unilever product. At the end of each episode, there is only one contestant standing.
Along the way they face the scru@nizing eyes of Unilever’s top food developers and have their home recipes tested by highly trained customer tas@ng panels.
Every Australian passionate foodie will get the unprecedented opportunity, fileen will embark on the journey of a life@me, just six will get to Unilever HQ to sell their dream, and ul@mately one product will make it into a Unilever product and will be sold on the shelves of the supermarket.
The food business is big business and the contestants are up for a small piece of the pie!
THE TV-‐FORMAT In this six-‐part series Australia’s most ambi4ous home cooks step forward with their very best undiscovered recipes and compete against each other for a rare and unique opportunity of a lucra4ve contract that gets their recipe produced, packaged and sold as an Unilever product on the shelves of na4ons biggest supermarkets.
WHY ‘BATTLE FOR THE SHELF’? • The ul@mate way to give viewers an insight about the food development and produc@on process in an engaging way. It shows that Unilever is an innova@ve company who invests in product development. • Unilever Food posi@ons itself as a market leader that has the most qualified employees. • Let consumers sell the new product and get extra revenue by selling it. • It par@cipates with the cooking hype in an original and dis@nc@ve way.
©ADFARM 2010
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