Through the Line agency CREDENTIAL

THE BRAND THAT SERVES BRANDS

Through the Line Agency

CONTENTS

through the line | concept | coverage | execution

CONCEPT

Who we areWhy Through the Line

Why not Above or Below

COVERAGEClients

ServicesPortfolio of Consumer Engagements

Portfolio of Corporate Events Management

EXECUTIONBest Practices

ESTABLISHMENT


The agency was established on 09.09.09 in Sofia by Yavor Yotov.

We cut through the line that connects brands with customers.

* team of 5 professionals based in Sofia

* over 150 freelancers nationwide

* established partnerships with over 30 subcontractors in Sofia and across the country

THROUGH THE LINE is the new brand that serves brands.We believe in the fusion of CONCEPT, COVERAGE & EXECUTION.

NETWORK


COMPREHENSIVE NETWORK TO DELIVER IT ALL

subcontractors from designers to media coverage, from print to market research

nationwide coverage for the campaigns you require. we act locally with the big picture in mind

regional expansion in line with your business growth

lasting partnerships with trusted experts from the industry

AGENCY TEAM


YAVOR

YOTOV

managing director

MARTIN

YONOVSKY

teams & logistics

North West Coverage

NW Central

North East Coverage

NE Central

South West Coverage

SW Central

South East Coverage

SE Central

MAGGIE

IVANOVA

client relations

VICTOR ISTERKOV

event management

MARTI BOYANOVA

office & finance

CLIENT CONSUMER

COVERAGE


VIDIN

MONTANA

VRATSA

SOFIA

PERNIK

BLAGOEVGRAD

DUPNICAPAZARDJIK

PLOVDIV

ASENOVGRAD

KARDZHALI

HASKOVO

STARA ZAGORA

SLIVEN

YAMBOL

BURGAS

VARNA

VELIKO TURNOVO

SEVLIEVO

PLEVEN

LOVECH

RUSE

GORNA ORIAHOVICA

DOBRICH

SILISTRA

RAZGRAD

SHUMENTARGOVISHTE

SVISHTOV

BANSKO

Why Through the Line?

Why Not Above or Below?


UNIQUE PROPOSITION

We get close and personal with your brand, your market & your customers.

We create memories through innovative interactive brand engagement.

Our ultimate objective is to elevate brands to the minds of customers.

Our work is POWERFUL RELEVANT MEMORABLE ACTIONABLE.

MISSION


WE MATERIALISE IDEAS FOR CONSUMERS TO UNIQUELY EXPERIENCE YOUR BRAND.

We enhance your brand aesthetics and objectives in line with the overall message and strategy of your brand.

We make sure you get seamless flow from start to finish for your campaigns.

VISION & VALUES


We envisage a partnership with you, your brand and your customers!

We value …

* IDEAS: we twist them around & manifest them.

* YOUR VOICE: we listen to you. we hear you.

* OUR NAMES: our reputation is on the line.

* EXCELLENCE: we are quality maniacs.

* PEOPLE POWER: we nurture our relationships.

* OPEN-MINDEDNESS: we love to share & enrich.

OUR PROMISE


radicalversatile

friendly

actionable

targeted

innovative

memorable

tailor-made

cost effective

powerful

CLIENTS


SERVICES


Idea and Strategy Development

Events

Internal communication programs and direct

marketing

Opinion leaders and expert communication

Loyalty programs (push, pull)

Consumer promotion (on/off trade)Market research &

competition analyses

Mystery clients programs

Merchandising activations

Publicity coverage

SERVICES


Brand & Market Knowledge

Assessment of Client Needs

Creative Concept, Planning & Design

Execution & Supervision

Monitoring & Report

Budget Management

Warehouse Management Our APPROACH

SERVICES


CREATIVEDesign, Graphics, Animation & Entertainment

ENGAGEMENTS

Samplings, Degustations, Personal Sales, Consumer Interactives, Brand Audit

BRAND POPs & POSMs

Design, Production & Distribution

BRAND SPACES

Decoration, Styling & Staging, Catering & Technical Equipment

TEAMS

Selection & Recruitment, Training, Supervision & Evaluation

the ultimate achievement:

high brand visibility, consumer engagement & sales increase

Portfolio of Consumer Engagements


•Stores, retail chains, shopping centers, hypermarkets

•Bars, clubs, discos, restaurants, cafes, etc.

Consumer Activation

On/Off Trade

Product Launch Campaigns

•Targeted markets

•Targeted segments

•Local coverage

Merchandising Activation & Local Market

Research

Portfolio of Corporate Events Management


•Social Responsibility events

•Grand Premiere Shows

•Special days & Concerts

•Sponsored competitions

Open Air Campaigns &

Activities

•Opening ceremonies

•Trade shows

•Road shows

•Exhibitions

•Conferences

•Teambuilding

Corporate Events •Hospitality events

•Anniversaries & Receptions

•Birthdays & Private parties

Celebratory Events

Portfolio of Event Management


Corporate Event ManagementProvision of facilities and services related to the planning and execution of:- Corporate conferences and meetings- Annual company & association summits- Industry exhibitions and trade fairs- Incentive travel- Corporate hospitality events- Open air events: special brand events, launch & themed parties, festivals, music events, road shows, sporting and charity events

Services of Event Management- Location selection and accommodation- Event set design and technical equipment- Event entertainment- Catering packages- Design of teambuilding modules- Design and production of event print and multimedia materials - Event hosting and coordination

BEST PRACTICES S

ign

al

Wh

ite N

OW

Cam

paig

n 2

010

Project ObjectivesPromote the brand new Signal White NOW toothpaste and the extended product range of the brand. Stimulate sales and reward every purchase. Associate the brand with the concept that Signal defines customers’ personal care and lifestyle.

Solution- Samples of Signal White NOW toothpaste distributed at unconventional out-store locations.- BUY & WIN sales approach in-store to encourage and reward sales of the entire portfolio range of Signal.- Attractive promo teams and presentation of Signal to enhance the lifestyle concept .- Guaranteed gifts for each purchase of Signal for complete and instant personal care.

ResultsAttractive brand presentation and engaging promo activities on a massive scale nationwide.

Over 100% achievement rate of assigned sampling and sales targets.

Massive positive response towards the re-emergence of the extended portfolio of Signal. Recognition of the brand as one of quality and style.

8 promo weeks – 160 promo days – 15 cities across Bulgaria – 100.3% achievement of sales targets.

BEST PRACTICES ad

idas

Ori

gin

als

Str

eet

Part

y

Project Objectives Present adidas Originals in an inspiring place. Make a genuine image impact. Empower original connections with the brand.

Solution

The first open-air street party of adidas Originals

in Bulgaria to gather together young people of

original lifestyle and expression:

- branded space, setting, staging and decoration

- adidas shoe-box stands for dancers & pictures

- guest DJs, free-style and break dancers

- performance demos and audience engagement

with skaters, bladers, bikers, free-runners, yo-yo

performers and graffiti wall masters.

That one-of-a-kind event was communicated to

the desired audience exclusively through social

media and viral channels of communication.

ResultsOver 1, 200 young people attended the party and actively engaged in all Originals activities.

Extraordinary positive response from the audience and interaction with the brand.

Raised brand awareness and association of adidas with original experiences.

Immediate outreach and bigger potential for the brand to rediscover new consumer profile.

Watch the Originals Street Party at:

http://www.youtube.com/watch?v=y6c2N8ypTPs

BEST PRACTICES W

INS

TO

N D

isco

Sen

sati

on

s P

art

y

Project ObjectivesOffer true pleasurable moments with the brand of WINSTON to young people in an unconventional urban location.

Solution

WINSTON invited young party-goers to nu disco

party in Sofia at the underground parking lot,

Debarcader, NDK:

- Branded setting, staging and decoration

- Provocative promo team engaging consumers in

WINSTON coupon draw with instant prizes

- Attractive professional dancers with branded

urban-style outfit among the party audience

- Off-trade sales of WINSTON cigarettes

- ‘Branding’ of WINSTON smokers in the

audience

ResultsDominant and diversified brand presence throughout the nu disco event. The brand of WINSTON owned the party.

Entertaining interaction between the brand and the target audience.

Engaging setting and atmosphere for smokers to associate WINSTON cigarettes brand with modern and premium lifestyle.

BEST PRACTICES

Project Objectives Product sampling of Chuden and Bay Mezanprivate labels simultaneously at 24 outlets in 21 cities across Bulgaria during mid-April weekend 2010.

SolutionIntegrated execution over 2 consecutive days for the sampling activities at each outlet of PLUS:- introduce customers to selected dairy and meat products of Chuden and Bay Mezan labels - branded setting & exquisite presentation- sampling of the selected products for customers to get to know and recognize their tasting features- well-trained and knowledgeable teams at 24 outlets across Bulgaria to boost on-the-spot sales of the sampled products

Results- active interaction with customers feeling welcome to sample the presented products

- higher customer awareness of these key private labels of PLUS

- significantly higher sales of Chuden and Bay Mezan products during and after the execution of the sampling activities

PLUS Discount: Private Labels

Sampling

BEST PRACTICES

CIF & Domestos Spring Cleaning Campaign 2010

Project ObjectivesAssociate the brands of CIF&Domestos with rational and effective home care and relate them to the forthcoming traditional spring cleaning before Easter. Boost sales of both brands.

Solution- BUY & WIN sales approach to encourage and reward cross-sales and single sales of CIF/Dom.- Flagship sales proposition including both CIF&Dom products, retail price discount and gift for Easter.- Attractive Easter-themed guaranteed gifts to reward every customer whichever sales proposition they choose to take advantage of.

ResultsImpressive brand visibility and engaging promo activities on a massive scale nationwide.

Every THIRD customer we have contacted directly has purchased CIF&Dom products for the traditional spring cleaning.

7 promo weeks – 34 working days – 664 promo days – 30 cities across Bulgaria - 70% sales of total targets of 31, 040 SKUs.

BEST PRACTICES


CAMEL TOP 100 DJ Party

ResultsDominant brand presence throughout the event. The brand of CAMEL owned the party. Entertaining interaction between the brand and the target audience. Engaging setting and atmosphere for smokers to associate CAMEL cigarettes brand with modern, confident, independent and premium lifestyle.

Project Objectives Introduce the new brand image of CAMEL to young people in an unconventional urban location and associate the brand with premium experience, quality lifestyle and iconic genuine taste.

Solution

CAMEL invited young party-goers to the TOP

100 DJ party in Sofia:

- Branded setting, staging and decoration

- Provocative promo team engaging consumers in

CAMEL coupon draw with instant prizes

- Attractive professional dancers with branded

urban-style outfit among the party audience

- Off-trade sales of CAMEL cigarettes

- ‘Branding’ of CAMEL smokers in the audience

BEST PRACTICES JI

M B

EA

M T

ast

e C

hall

en

ge 2

009

Project ObjectivesActive personal contact with the brand of JIM BEAM and focused communication of brand attributes.

Solution

Blind tasting in bars and corporate offices in Sofia

for the duration of 6 weeks:

- Blind degustation of JIM BEAM vs. Jack Daniels

and engagement of consumers in product

dialogue to establish preferences after tasting

- Present branded giveaways: brochure and gift

- Present special pricing offer on the promotion

evening

- Engage bar staff in active participation in the

blind tasting activity

ResultsEffective communication of the distinctive taste and superior quality of JIM BEAM to consumers. Provocative and confident approach of blind tasting to strengthen brand image. Focus on experiencing and enjoying the product. Consumers tested their drinking taste in an entertaining and educational way. The tasting encouraged sustained interaction with lively discussions between consumers.

BEST PRACTICES P

LU

S O

pen

ing

s in

Bu

lgari

a

Project ObjectivesPLUS Discount was to officially open 24 outlets in 21 cities in Bulgaria in 2009/2010.

SolutionIntegrated execution over 2 consecutive days for each opening event:- official opening by PLUS management representative and community officials- branded setting, staging & decoration- attractive leaflet distribution in city centres- distribution of branded materials with purchase - welcoming cocktail & sampling with private label products

Results- an atmosphere of excitement among customers

- feeling of having a special day at the stores

- active interaction with customers & giving away promo materials to introduce the brand more personally

- community awareness and regional media buzz about PLUS being the first international discount chain entering the Bulgarian market

BEST PRACTICES D

RA

MB

UIE

: Th

e S

ecr

et

Eli

xir

Sh

oo

ter

Co

nte

st

Project Objective: Bartenders don’t know what DRAMBUIEstands for and what mixtures to use it in. Consumers in Bulgaria have never heard of DRAMBUIE and have never tried it.

Solution:

- Introduce bartenders to the product, reveal

the mystery, the passion, the risk, the

rebellion.

- Challenge the bartenders to experiment

with the product, to learn about different

tastes and types of drinks that can be served

with DRAMBUIE.

- Reach out to Consumers.

Results:Revealed the mystery about DRAMBUIE. Unlocked the hearts of the bartenders. Created curiosity around the brand. Found the successful shooter and ritual to popularize the brand among consumers. Reached out to consumers through bar staff. Built initial brand awareness. Pushed product rotation. Increased sales.


Thank you for your attention!

TTL Agency15A Krum Kjuliavkov Str., fl. 6, office 12Sofia 1172

t: +359 2 868 05 66 | f: +359 2 862 95 35 [email protected]

web: ttlagency.com

We are looking forward to serving your brand!

Business

Through the Line agency CREDENTIAL