Pura Vida

Thursday, February 12, 2009

Agenda

A Brief Introduction To Cheil

Our Thoughts About Costa Rica

A Few Examples

Experiential Marketing

Our Approach to Media

Our Five Promises

Next Steps

Agenda

Jennifer Friedberg General Manager

Timothy Bruns Executive Creative Director

Michelle Son Experiential Marketing

Marc Allen Account Planning

Johanna Rustia Art Director

Chris Boak Business Development

Passion For Ideas:A Brief Introduction To Cheil

What Is Cheil?

We are:• A creative agency• An interactive agency• An experiential agency• An international agency

But in our heart Cheil is an idea agency

What defines an idea agency?

Many advertising agencies talk about ideas. Big Ideas. Smart Ideas. Engaging Ideas

We believe that today, an idea must create immediate engagement as well as deliver real and lasting value

Put more simply we believe in Ideas that Work

Immersion as Part of How We Work

im mer sion   /⋅ ⋅ ɪˈmɜrʒən, -ʃən/ [i-mur-zhuhn, -shuhn]–noun

1. an act or instance of immersing

2. state of being immersed

3. state of being deeply engaged or involved; absorption

4. baptism in which the whole body of the person is submerged in the water

5. concentrating on one course of instruction, subject, or project to the exclusion of all others for several days or weeks; intensive: an immersion course in conversational French

Communicating with a customer …

Advertising Today

is so much more than tagline…

…or an image

… or a campaign or the brand itself

It’s far more than a website …

It is an entire experience

A panoply of perceptions

A mosaic of media

Woven together as enlightenment, education…and immersion

Immersing in Our Clients’ Businesses

Situation Analysis

Consumer

Channel Competitor

Company

Strategic Implications

YourMarketing Plan

Strategies Forward

We break through the customer’s perception of the brand

We go beneath the surface to what a brand represents to customers

Only by deeply immersing ourselves in our client’s business can we create ideas that will build their business

We harness the power of immersion, the passion of our people and the precision of an engineer to develop ideas that engage our targets at the right moment of contact with the express purpose of changing attitudes and behavior to help grow our clients’ business

Cheil Facts and Figures

Cheil Worldwide

Founded in 1973

36 offices across the globe

Over 1,500 employees worldwide

Over 200 awards in world-class creative competitions

Ranked 17 among worldwide ad organizations

Global Network

36 offices across 8 Regional HQs. We plan to have 40 offices by end of 2009

(source : Agency Report 2008 of Ad Age)

Agency Ranking

16th largest organization by annual revenue

Our Clients Around the World

Cheil Worldwide’s long term partnership with our client’s has led to tremendous success

Thoughts on Costa Rica

Situation analysis

Consumer

Channel Competitor

Company

Strategic Implications

Strategies Forward

Situation Analysis

Consumer

Consumer

Channel Competitor

Company

80%

vs

40%

(family & friends)

(travel books, travel agents, online travel sites)

Source: 2007 survey by the Ypartnership, Most trusted sources of travel planning information

Company

Consumer

Channel Competitor

Company

There was one thing missing from each of

these pictures…

Channel

Consumer

Channel Competitor

Company

Friends &

Family

Travel GuideBooks

TravelAgencies

TravelPortals

TravelAdvertising

HotelSites

Search engine

DestinationWebsites

Travel Comparison

Sites

Travel Blogs

The Path to Purchase for a Vacation in Costa Rica

Depending on where the visitor is on their ‘path to purchase’, they will visit multiple touch points for different information to base their purchase decision upon

cnet is a key destination for people researching electronics. To keep people from leaving cnet (and possibly visit Samsung’s competitors sites) Cheil developed an on-line store within cnet,

placing Samsung right at the key decision making point –

What is Costa Rica’s ‘cnet’?

Source: Hitwise - Top 10 websites in the 'Travel' online industry for the month of December, 2008 based on visits. Results are based on the activity of 10 million US Internet users

Among the 11,976 travel sites in the Travel industry there are only a handful of preferred sites for online travelers to obtain

information, prices, reviews and purchase vacations from

Top 10 Travel Sites

Competitive

Consumer

Channel Competitor

Company

There are many ways to define the competition

4.7%

Source: selected countries from the Caribbean Basin and South America, including eight of the top ten Latin American countries according to the 2008 Travel and Tourism Competitiveness Index

Competitors Visitors (000’s) Share

Mexico 21,424 51.1%

Brazil 5,026 12.0%

Dominican Republic 3,980 9.5%

Chile 2,507 6.0%

Cuba 2,119 5.1%

Costa Rica 1,973 4.7%

Jamaica 1,704 4.1%

Bahamas 1,528 3.6%

Panama 1,103 2.6%

Barbados 575 1.4%

TOTAL 41,939

According to the ’08 Travel and Tourism Competitive Index, the WTO defines Costa Rica’s competitive set as follows

Which country do you view as your biggest competitor?

Which country do you think sees you as their biggest competitor?

1

2

Are your competitors regional?

Compete for people’s passion

“I just need to escape!”

Consumer

Channel Competitor

CompanyVisitors Evangelists

UncoverCosta Rica’s

‘cnet’(s)

Defining &addressing the competitive set

No pictures of themselves

Why?

Some Thought Starters

Three Case Studies

We have selected three case studies to highlight the following themes

• Showcasing total integration (Jamaica)

• Creating a clean social network (Samsung- Washers and Dryers)

• Building Awareness (Samsung Mobile Phones)

Jamaica Tourist Board

Jamaica Tourist Board

Jamaica Tourist Board

Jamaica Tourist Board

Understanding Moms

BackgroundSamsung was launching into a new category (Home Appliances) that was crowded and highly competitive

ObjectiveBreak through the clutter with a strong point of view and personality

Developing the StrategyWe conducted in-home ethnography to learn how Moms use their home appliances

Findings1) Today’s moms view themselves differently to their own moms2) Hectic lives Looking for their appliances to help them3) Family is the most important4) Women spend a significant time online researching products5) Moms look to connect with other moms

Understanding Moms

Our featured Moms and their families were given Samsung Appliances and agreed to be filmed so we can capture deeper understanding and insight. Their stories and their videos were among the first elements featured on the new Moms Like Us social network.

Moms Like Us

61

BUSeptember 11, 2008

Just purchased the Samsung washer and LOVE it. I entered the contest to win the washer and dryer for my daughter.

CindySeptember 13, 2008

Ooo. I love the stainless set built in the laundry/clothing closet center in the photo. Every bit of that is perfect. Beautiful, soothing, Samsung...you're my domestic bliss.

Angel Harris

August 11, 2008

Reading these reviews makes you want to head to Sears RIGHT THIS MINUTE! I'd love to have a set!

BarbaraSeptember 9, 2008

these are some dream machines, aren't they?! wow. i need to go sleep, so i can keep dreaming' about these machines!

Heather EgbertAugust 30, 2008

this contest is a great idea no matter who wins.. both my husband and i are in the military and our training can be quite dirty.

William Mondeau August 17, 2008

I have finally decided to purchase a front load washer over the top load washer. (…). My three sisters have bought front load washers and love’em. I have narrowed it down to either purchasing the LG or Samsung. After visiting a few local stores yesterday, I am sold on the Samsung.

Word of Mouth

Product Page

Laundry - Pedia Page

Sweeps Page

Results

The site has generated a sizable audience. Highlights include:

30,000 members

391,146 page views

108,285 visits

Only a 44% bounce rate (below 50% is ideal)

Results – Press

Over 70 pick-ups to date

Juke Box Hero

Background

Samsung was launching a new music phone that was exclusively available through Verizon (a wireless carrier provider)

Objective

Samsung wanted to ensure people knew this phone was made by Samsung

Developing the Strategy

We conducted ‘man on the street’ interviews to gain reactions and insights from the target

Findings

1) Surprise and Delight, A sense of “wow, this is so cool”

2) Teens drew comparisons to a Juke Box player

3) People see their mobile phones as a reflection of self

Juke Box Hero - TV

Juke Box Hero

Results

Juke Box Hero

Juke Box Hero - Website

Results

Samsung Mobile Awareness increased 17%

- Largest increase in awareness since 2004

- Highest increase in brand awareness among all competitors

YouTube video views – 765,855

- 4th most viewed sponsor that month

Microsite views – 656,835

1,195,765,064 online impressions delivered

Experiential Marketing Offering

Experiential Marketing

We focus on creating memorable brand experiences

Messages are brought to life by unique experiences that engage all the senses and the imagination

Truly interact with target to gain valuable insight and build relationships

Why The Samsung Experience?

It is difficult, time-consuming and expensive to get people to try your product by convincing them to love your brand.

It is far easier to get them to love your brand by convincing them to try your product.

Why The Samsung Experience?

Interactive brand experience space where you can see, hear, touch, imagine and create the art of the possible in digital lifestyle

It is all about INTERACTIVITY, CREATIVITY, and SENSIBILITY

To engage people to sense, feel, think, act, and relate to the brand

Airport Charging Stations

79

Airport Charging Stations

Idea praised as a new trend in advertising

Offers genuine service to travelers

Makes existing customers feel good about the brand

Currently at 17+ airports with more than 300 stations providing services to millions of people.

Expanding program to Ivy League Universities in 2009

“A classic example of marketing as service, a concept worthy of more attention”Advertising Age May 2008

Samsung Caravan

What We Do

Events Promotions

Tradeshows

Sports Marketing Product Launch

Brand Showcase

Retail Marketing3D Spectaculars

Sponsorships

Our Approach to Media: Connections Planning

‘Channels’ Have The Most Influence On The Target Audience

More relevant, engaging, intimate personal contacts

More Mass, broadcast advertising-based contacts

TV Programs

Advertising

Direct Mail

Travel SitesOnline Ads

Travel Reviews & Ratings

Travel Seekers

PeersFriends

Family

Travel Agents

PR

Web Content

Influencers

Eco-Tourism

Adventure Seeking Groups

ScreenedSources

“I found you, you didn’t find me”Trusted Sources

Connecting With Our Target

Consumer

Channels Brand

Consumer / Channel Interaction

Uncover how travel seekers engage with different channels to learn more about a destination

Consumer / Brand Relationship

Connect with travellers to provide value that delivers preference

Channel / Brand Synergy

Leverage different channels to enhance the Costa Rican brand essence

CONNECTION

Going beyond “reaching consumers” to “connecting with people”

How We Partner

Cheil prides itself on being media agnostic

Likewise we are partner-agnostic as well

For Samsung we work directly with Starcom for media buying and planning

For Hankook tires we plan, buy and audit the entire media buy

It is our desire to work with our clients in the manner in which they are most comfortable

Our Five Promises

Our Five Promises

Full immersion from the very beginning into your business

A dedicated account, planning and creative team who are passionate about ideas and energized to catapult your country beyond expectations

Widespread entree to all of our broad resources and wealth of knowledge at Cheil.

Total access to Cheil’s global network with focus on your market priorities

A partner who believes your success is paramount and will do everything to take you over the top

Pura Vida

Cheil USA. / North America Regional HQ105 Challenger Road, Ridgefield Park, NJ 07660-0511, U.S.A.

Tel +1-201-229-7007

Cheil USA Dallas1301 East Lookout Drive, Richardson Texas, TX 75082 U.S.A.

Tel +1-972-761-7245

Cheil Canada55 Standish Court, 10th Floor, Mississauga, Ontario, L5R4B2, Canada

Tel +1-905-819-5056

Cheil Mexico11570 AV. Presidente Masarik No. 111 Int. 701 Col. Chapultepec Morales,

Delegacion Miguel Hidalgo Distrito Federal MexicoTel +52-55-5747-5100 (ext. 5106)