Apresentação 3_Planejamento Diego Gervaes

Easter 2016Line Development

Creata, São Paulo, October 10th, 2014

terça-feira, 25 de novembro de 14

Agenda

Creata

• The Brie!ng

• Re"ection about Easter

• Consumer Insights

• Actuation Strategy – Mondelez 2016

• Presenting Toys

• Summary


CREATA OVERVIEW Imagination realized CREATA OVERVIEW Imagination realized


CREATA OVERVIEW Imagination realized


Quem somos nós

Nós somos uma agência global de ideias e ativação de marca. Nós utilizamos o poder do conceito “Play” para criar conexões positivas entre pessoas e marcas. Nosso logo é um ovo, um símbolo universal da vida nova, transformação, e a espera de um potencial não realizado a surgir. Isso é o que trazemos para a marca de nossos parceiros.


Who are we?

We're a global agency of ideas and brand activations. We use the concept "play" to create positive conections between people and brands.

Our logo is an egg, an universal symbol of new life, transformations and the wait of a new potencial to bloom. And this is what we bring to the brands of our partners.


Nosso time



Produto

Promoção

Sorteios

Digital

Embalagem

POS

Insights

Estratégia

Supply Chain

Experiências Criação

Creata Strategy

Digital

Packaging

Drawing

ExperiencesCreation

Promotion

Products

Insights

Supply Chain

Point of Sales



ESCRITÓRIOS AMÉRICAS Chicago, USA

Los Angeles, USA Mexico City, Mexico

São Paulo, Brazil Buenos Aires, Argentina

ESCRITÓRIOS ÁSIA Sydney, Australia

Hong Kong, China Macau, China

Shenzhen, China Shanghai, China

Tokyo, Japan

ESCRITÓRIOS EUROPA London, United Kingdom

Munich, Germany Frankfurt, Germany Stockholm, Sweden

Expertise local e relevância Local expertise and relevanceAsia Offices Europe OfficesAmerica Offices



Nossos parceiros Nossos parceiros Our Partners



Especialização-em-alto-volume,-qualidade-e-excelente-custo-

Fábricas-–-base-China-–  -14-fábricas-dedicadas--

--com-cerAficação-ISO-–  -150-outras-fábricas-–  --60,000-trabalhadores-

1.6-bilhões-de-produtos--produzidos-a-cada-ano-–  -oficinas-de-modelos-–  -ferramentarias-–  -cerAficado-ICTI-para-os-locais--

-de-trabalho-

-

Factories – China Base 14 Dedicated Factories with ISO Certi!cation150 other Factories 60.000 Employees

1,6 Billions of Products manufactured every year Models Shop Tooling ICTI Certi!cation for workplaces

Specialized in high volume, quality, and great costs



Mais%de%12%bilhões%de%produtos%produzidos%Mais%de%17.000%SKUs%

%

ZERO%

RECALLS%%

More than 12 billion of manufactured products

More than 17.000 SKUs


Em busca do “Play”! Mais que um conceito de ativação, uma realidade das Famílias ao redor do mundo.

O que importa para

os pais

O que importa para

as famílias

O que importa para as crianças

Bem-Estar

Segurança

Proximidade

Conexão

Vontade

Realização

Diversão

Empoderamento

Pertencimento

Insights 10 Sources: NA, LAM Little Architects CREATA OVERVIEW Imagination realized

Searching for "play"! More than a concept of activation, a reality to families around the world.

well-‐being,

security,

closeness

fun, empowering, belonging

connec5on,

will,

realiza5on

What matters

to families?

What matters

to children?

What matters

to parents?


Como nós fazemos isso


How do we do that.

Licenses and consume analyses

-‐ Consumers and popular culture, tendencies, sta3s3cs, demography

Digital strategy

-‐ Tendencies and projects of technology

Consumer insights

Play search -‐ owner program of quan3ta3ve and qualita3ve researchesbehavior


Espaço “Pequenos Arquitetos”

Brazil

London

Sydney


“Little Architects” space


Sustainability Initiative



MEASURE' MONITOR' SET'TARGETS' REVIEW'

Our'strategy'consist'of'a'four'stage'approach'…'

Environmental,Scorecard,

Management,System,(EMS),

Achievements,and,Objec;ves,

Learn,,repeat;,Best,prac;ces,


Injec&on(

Moulding(

Air(

Compressor(

Others(

ligh&ng(&(air(

condi&oning(

Frequency(converter(for(injec&on(moulding(

Heat(recycling(on(hopper(system(

Electromagne&c(Hea&ng(

Heat(recovery(system(

(HWS(for(dormitory)(

Alterna&ve(energy(

(solar,(wind)(

HCRH22(Refrigerant(

LED(ligh&ng(

Ini&a&ves(implemented(


Core Printing Supplier – Sun Hing

Suppliers Certi!cations


Awards


• Large retailers and brands, leaders from government, non-governmental organizations, philanthropic groups and academia support iniatives to increase sourcing from women-owned businesses

• For Wal-Mart, and other large retailers, this means empowering millions of women through promoting diversity and inclusion within their merchandise

• Recently, Wal-Mart and WEConnect developed a logo for women-owned businesses to place on product packaging at retail, to make it apparent to end consumers they are supporting women-owned businesses with their purchases

Our New Certification is Especially Important for Creata Retail Initiatives

Source:(WEConnect(Interna0onal(



Brie!ng


Line development of Easter Eggs for 2016 regarding the creation need of:

Brie!ng


Line development of Easter Eggs for 2016 regarding the creation need of:

Brie!ng

Good Value equation for kids and shoppers

(responsible)

Innovation for kids with ideas “out of box”

To promote a connection with digital universe

1 2 3


Beyond a marketing promotional agency ...

It’s Worth It to remember


Beyond a marketing promotional agency ...

Creata has consolidate in time as an expert in the process of

Mondelez Easter

It’s Worth It to remember


Even with years of relationship we face this project as a new challenge. We’ve looked with new eyes and questioned our knowledge to identify opportunities

and through this we brought an innovative and different project.

Therefore,


We Decided Go Beyond !



Market Overview

Play Sessions and celebrating Easter habits

Creation and development of 2016 line


Market Overview

A Challenging Situation


A Challenging Situation Easter in Brazil:

the market presents a continuous downfall on the last 3 years near of a retraction of 14% in the accumulated between 2011 and 2013. The cost of the kilo of the Easter eggs has been rising also in virtue. Emphasis on the gaining of share of “bonbons” Source: Nielsen

XXX

Constant market retraction;

Rise of the cost of Easter eggs;

bonbons cannibalizing other products of the basket through the period.


some factors that can help understand this movement


unhappiness of the period

Festivity atmosphere

Forgetting obligations

Far from quotidian preoccupations


unhappiness of the period

Hangover after Carnival

Festivity atmosphere

Forgetting obligations

Far from quotidian preoccupations


beside the market factors Easter has been impacted by the "rationalization" of part of the consumers

The ludic character of the celebration is shaken when confronted with "numbers"


disbelief in institutions

Ibge: the number of Catholics has decreased in Brazil

A recent study about religion in Brazil sh

ows a sharp reduc3on of the par3cipa3on

of

Catholics and the related grown in the nu

mber of protestants, in addi3on to those

who declare themselves with no religion or atheists.



The faith helps to keep the traditions /



when the faith is shaken / the traditions are shaken too.



when the faith is shaken / the traditions are shaken too.


tripod of macro challenges


Rationalization

PeriodWeakening of the

elements of symbolic celebration

tripod of macro challenges


How people see Easter in Latin America?

What’s the solution?



Desk Research with American Offices


what does Easter means to families in the region?

What are rites and family traditions around Easter?

What’s does children think about Easter? How they celebrate?

What’s the role of Easter eggs and toys in the celebration of Easter?


Easter still is seen for many families as one of the most important dates of the year


Easter still is seen for many families as one of the most important dates of the year

forgiven renovation love hope


Easter has as an ally in the old school people, that cherish for the traditions of familiar moments.

amor


Easter has as an ally in the old school people, that cherish for the traditions of familiar moments.

amor

Intergenerational character


And also you can !nd, although with less strength, the usual ritual as:

amor

Family Union

See again relatives

Celebration together


Who would have thought it, the aspect “play” of Easter is more live than ever !

To Creata, the “play” is a concept that express the

emotional and psychological reaction whose people evoke in

really ludic circumstance. The “play” happens in out of

routine moments: “a game “, “a picture”, “a staging”.

...


The talk we had with kids has con!rmed it

an informal feeler, funny and appropriate to create some insights.


To put it shortly


About Easter, we can say that there’s a latent dichotomy:


About Easter, we can say that there’s a latent dichotomy:In one hand:

- Contraction of the Market - Rising Prices - Consumers rationalizing the theme


About Easter, we can say that there’s a latent dichotomy:In one hand: In other...:

- Contraction of the Market - Rising Prices - Consumers rationalizing the theme

- still present in familiar celebration calendar - has cultural and emotional appeal - Has some strong and timeless symbolic elements (play)


We Decided go Beyond!


We had started thinking Easter strategically:

We Decided go Beyond !

How Easter Works How it can be expressed


We had started thinking Easter strategically:

We Decided go Beyond !

the period and implications

Consumers habits and attitudes

Insights of Trade

Easter (Toys, products, and

packages)

How Easter Works How it can be expressed


the period and implications



Shrove Tuesday

Ash Wednesday

CARN

IVAl

1º MOVEMENT

LESS INTEREST


Quaresma: Lent: It's a time that expresses the expectation, the puri!cation, the return of the Lord and the awareness that God is faithful to his promises ” Papa Bento XVI

Shrove Tuesday

Ash Wednesday

Lent

Palm Sunday

CARN

IVAl

1º MOVEMENT 2º MOVEMENT

LESS INTEREST MODERATE INTEREST


Quaresma: Lent: It's a time that expresses the expectation, the puri!cation, the return of the Lord and the awareness that God is faithful to his promises ” Papa Bento XVI

Shrove Tuesday

Ash Wednesday

Lent

Holy Friday

Holy Saturday

Holy Tuesday

Holy Thursday

Holy Monday

Palm Sunday

CARN

IVAl

Holy Week

1º MOVEMENT 2º MOVEMENT 3º MOVEMENT

LESS INTEREST MODERATE INTEREST NECESSITY OF INTEREST


A Luta entre o Carnaval e a Quaresma (1559) — Pieter Bruegel (1564-1638) — Kunsthistorisches Museum, Viena

Critical moments in Easter


http://pt.wikipedia.org/wiki/Pieter_Bruegel,_o_Velho




http://pt.wikipedia.org/wiki/Kunsthistorisches_Museum

http://pt.wikipedia.org/wiki/Kunsthistorisches_Museum

http://pt.wikipedia.org/wiki/Viena

http://pt.wikipedia.org/wiki/Viena

“"I always advise clients to anticipate the purchases. If you can go to the supermarket tomorrow (today) in the morning, they would avoid headaches. On account of having left for the last time, the price survey should be up discarded”

Émerson SvizzeroSUPERMARKET ASSOCIATION (SAO PAULO)

Critical moments in Easter

Last Time” Consumers crowd markets


We can see a strategic opportunity to Mondelez in 2016


EASTER IS HERE (SEASON

INAUGURATION)

1º Movement

Problem:Consumers little excited with Easter and the after vacations/carnival period Solution: Ludic communication and brand activation directed to the places where people pass by, and bring them to the Easter universe Background:Keep your Eyes open ! The Easter is here Reference Bauducco Baking

Communication answer to the most important issues

PROBLEM: It's a cultural problem, which we consider the insistence of the consumer to let the shopping for the last few days.Solution : Stimulate the PDV at places of great circulation of people to get used to the idea of Easter to include them on the atmosphere in a fun a collective way.BACKGROUNG: "Enjoy Easter your way".REFERENCE: Easter Trees, Europe and South of the Country.

PROBLEM: Flow of Easter Eggs

Solution : Surprise

BACKGROUNG: "Let’s celebrate the Easter!”



INAUGURATION)

1º Movement

ENJOY EASTER TIME

2º MOVEMENT





Solution : Surprise




INAUGURATION)

1º Movement

ENJOY EASTER TIME EASTER IS HERE (SEASON

INAUGURATION)

2º MOVEMENT 3º MOVEMENT





Solution : Surprise



Bauducco had a

campaign to deliver

the first batch

of

panetonnes.


INAUGURATION)

1º Movement


More than just a season for sales the idea is to express the celebration of Easter

with the grandiosity it deserve!


The key word to understand what the retail market has

with Christmas is anticipation.


How does this apply to reality?


Easter LactaUnforgeFble


How the action happens: In the period between the end of Carnival and the Ash Wednesday, consumers that will return to the cities will face impacting actions of visibility and awareness that will make them remember that Easter is upon arrival



Everything starts coming back home.. ...when it happen?



Everything starts coming back home.. ...when it happen?

Tolls Restaurants Places of high concentrationApproach


Pre Easter Blitz: Taking advantage of the time of payment of tolls, the promoters will offer drivers a broadside of "Welcome to Easter" with a "Easter Mondelez Menu", a piece with options of easter eggs, explanation of each, properties and toys. Additionally, will be given a refrigerator magnet or sticker so that those responsible don't forget to purchase85 In#atable dolls will welcome people after the passage of tolls on the major highways of the city.

Tolls Restaurants




In#atable dolls will welcome people after the passage of tolls on the major highways of the city.

Welcome to Easter LactaUnforgeFble




Places of high concentration


Invasion of Eggs:In this action, Lacta "Easter egg", greatest symbol of the period, will be present in the most unusual places in the city. The large #ow of people coming from vacation (!eld, seaside, towns) will be greeted with giant eggs at the entrances of the city. A clear territorial demarcation, calendar and c o n s i d e r a t i o n i n p e o p l e ' s m i n d s , encouraging them to anticipate their purchases!


Urban artists will be invited to paint the easter eggs making this a great outdoor art

exhibition


Opportunities:Partnership with retailers to smaller towns like

Jundai, Bauru and Santos, as well as other regions, with which the Creata already know

and have good relationship.



ENJOY EASTER TIME

2º MOVEMENT


How the action happens::

We think of a differentiated approach along to consumers in 2016. In it, the company will provide a moment of fun, in that each one may live Easter in their own way and share with friends and family. A giant egg tree will be the protagonist of Easter! In a place of high concentration of people and huge visibility, we're going to have a huge Tree full of Eggs Lacta, and a number of children's activities around. The activities will be conducted by promoters and the space will be available for people to take "sel!es", share and have fun.




When it happen:During lent




When it happen:During lent

Where:Mall like : Eldorado, Aricanduva ou Center Norte.




APROVEITE O PERÍODO DE PÁSCOA

Insights de Trade


APROVEITE O PERÍODO DE PÁSCOA

Insights de Trade

ENJOY EASTER TIME

2º MOVEMENT


On the point of Sale.

Points of consideration: importance of a demonstration of the Toys that's enveloping and fun interactive both for children and for those responsible. Possibility of interaction, so that the child feel motivated to take home.PDV: "There's no way, the selling point is crucial because that's where everything happens"

PDV: “Não tem jeito, o ponto de venda é fundamental porque é lá que tudo acontece”


Promoters will have a tablet so they can

demonstrate how the toys work.



To highlight the symbolic aspect of Easter and to increase the average ticket for the period, we tow a charitable action.

Mechanics: with the purchase of 1 speci!c Easter egg, the consumer will have at your disposal a menu of options to support Charitable Institutions and child development, for which he can send another egg at no extra cost. Past the Easter period, that consumer will receive by e-mail a photo or text of appreciation of the person gifted.





INAUGURATION)

3º MOVEMENT


For the Finale of the third Movement of Easter, we think of a tool that complies with the function of increasing the average ticket of consumers, in addition of having a strong

playful and aspirational potential.


Title: Easter Dream promo3on


Title: Easter Dream promotion

Mechanics: buy, earn and participate. With the purchase of "Easter eggs" Lacta, the consumer wins in the moment a golden mini-egg. When opening the egg the consumer can win a prize at the time. All the eggs have a PDP so the child can play, paint or play at home. With the tax coupon code, consumers will enter the hotsite promotion hotsite, put the personal information and will participate in a great !nal raffle which will lead them to a trip to Disney.

Awards: Instant Awards: Pdps and toys (Ransom in Exchange for the Key Accounts jobs participants).

Final Awards: draw for DisneyAnd still: codes sent during the !rst weeks of promotion has more chances to win.


We're approaching the Easter Sunday. Is coming the most awaited moment for children, grandparents, parents and

worshippers of special moments in family!


Here, we want to revisit a classic prank of Easter ritual, the "egg hunt", bringing it to

the digital reality of children today


An app that enables parents to map the home and the places in which the eggs will be hidden. When children are approaching the eggs, the app signals "is hot" and

"cold", when they're moving away.






Toys Line 2016 "The Cherry in the Cake" at the project.:


O início de tudo:

2 groups with kids: Group 1: 8-10Group 2 10 -12

How they celebrate?Properties EvaluationIdeas of Toys/Packaging and products

The scope The Approach


The challenge for children: > Discover a character (and point). -The challenge for planning and creative team:

Identify the symbolic elements characteristic of each property. > Chart a link of these elements in the format of Toys, in terms of functionality, design and synergy with the property.

the “big challenge”








1





1 2





1 2

3





1 2

3 4



How is she? What does she do? She's cool?

What's different from the other characters who do

you like?

In which places you've ever seen the Hello Kit?

She has friends?

Which other themes Hello Kit is related with?

HELLO KITTY



Quem são eles, como são e o que fazem?

Elementos característicos e temas de intersecção

Insights de produto, toys e embalagens Classi!cação

Hello Kitty

1. Laço como principal acessorio.É simpática, carinhosa, vaidosa, tem amigos, tem um gato, mas não fala.

Tem a ver com: Educação, amizade, boas maneiras, moda. Cozinha até faz sentido, citam “McDonald’s”.

É uma família muito encrenqueira que sempre se mete em confusão.

Os Simpsons

1. O sofa é o elemento simbolico que mais representa a familia.Bebe: Chupeta Bart: Skate+Estilingue Margie: Cabelo Homer: Cerveja+Rosca Liza: Perolas+Safoxone

Ovo: - Estilingue com o Rosto do Bart- Família no Sofá.Toys: Acessórios da Familia + Coleçãõ

Barbie

Mais que uma boneca, é um personagem de “!lme”, eclética (sereia, médica, fada, etc). Todo !lme tem “mágica”

1. Vestido (Rosa) elemento característico. 2. Casa + Carro.3. Salto alto.Tem a ver com Moda, Beleza, Vaidade

- Ovo: Formato de SaltoToys: Acessórios, Pulseira, maquiagem

1. Relógio (Omnitrix)2. Cor Verde.

Um menino-herói que salva o mundo se transformando em alienígenas. O mais legal é a “transformação”!

Ovo: VerdeToy: - Relógio com luz que projeta os alienígenas.- Alienígenas

Ben 10

Tem amigos, é conhecido por todos, trafega no universo da amizade.

Ovo: - Envolto em um laçoToys: Acessórios

Main results of the dialogue


Quem são eles, como são e o que fazem?

Elementos característicos e temas de intersecção

Insights de produto, toys e embalagens Classi!cação

Monster High

1. Cabelos diferentes2. Sapato da Dracuraula 3. Caveira

São monstras que descendem de grandes Monstros conhecidos. Quando aparecem humanos elas pensam que é do bem mas são do mal.

Tem a ver com: Diversão, Moda, Maquiagem, Esportes.

Ever After High

Max Steel

Ben 10

Ovo:- CaveiraToys:- Lanterna- Partes do corpo

Tem duas turmas: Rabels & Royals

1. Chave com a palavra: ELAToys:- Vestido que transforma os personagens- Diário com uma chave

Tem a ver com: Diversão, Moda, Maquiagem.

Steel alienígena que consegue controlar os poderes do Max.

Ovo: Em forma do Steel / Toys:- Steel tem que mexer os braços, acender luz. - Game

1. Uniforme de herói / Steel

São carros super tunados/turbinados

Toys: -Carro que sai o som do motor/ com rádio e/ou Alarme.

O carro está na esfera do senso comum, poderia ter algo complementar como “capacete”, mini-pistinha, etc.


Concepts


Marketing

Apresentação 3_Planejamento Diego Gervaes