DMN CREDENTIALMarch 2015

Who we are?

• Founded in 2006 , an integrated brand experience & experiential marketing agency, providing specialty services to both brands and agencies alike with coverage of the whole country

• Already recognized as being one of the fastest growing agencies in Tehran, and still believe we have to work a lot harder than most,

• We use trial and dialogue to shape the way people experience brands, services and information.

Our beliefs:

• People trust experience more than anything. 

• Consumers want brands to talk with them, not at them.

• Trial is a tried and tested way to build trust & make desire.

• So we put real experience at the heart of all brand conversations.

What we do:

• We build brand value through trial, conversation and brand experience.

• We put brands in hands, and place ideas in minds.

• We get people talking, trying and trusting brands.

• With in-depth knowledge of the local market we help brands become more tried, trusted and talked about. 

Our Services

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MeasurableIntegrated Promotional Marketing

Mys

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Communication solutions

Target Definition

Promotional Marketing Strategy

The Objective

Facilities & Infrastructure

• Facilities

Training center with possibility of live video conference,

• Infrastructure 200 square meter warehouse in Tehran

storage space for POS & giveaways and more magnificent products

Co-packing & repacking services for instant win promotions

Clients we have worked with up-to-now

Cases

Sony: Launch Product Demonstration

• Objective

• Launch of new Sony CyberShot in the most creative and effective

way,

• Familiarize consumers with “digital photography”,

• Strategy

• Special show room at main shopping centers in big cities ,

• Inviting shoppers to use Sony CyberShot, take photos and have

their photos printed out

• Outcome

• Creating hype & intrest among the shoppers

• Activity was expanded, to other venues

Sony Ericsson: Xperia Country Roadshow Product Demonstration

• Objective• Increase brand awareness• Introduce the new model of Sony Ericsson Devices• To support ATL Launch campaign

• Strategy• Display an special stand in shopping malls in two phases

• 4 main cities; Tabriz , Shiraz, Mashhad & Isfahan in a month

• 45 days in Tehran , at cinemas, shopping malls

• Results• In provinces :

• 17000 flyers during 25 days

• 4000 people have been engaged

• In Tehran :

• 23, 000 flyers in 45 days

• 12,000 people have been engaged

Sony Ericsson: Xperia Sport ShowEvent Marketing, Product Demonstration

• Objective• Increase brand awareness & engagement• Support the new product launch

• Strategy• An special event in Dizin ski Resort in a weekend

• Results• Create buzz among the target group• 1000 participants

Sony Xperia Go & Acro S: Summer campaign Product Demonstration, Event Marketing

• Objective• To introduce the new device of Sony, Xperia Go & acro S• To emphasize on the water resistant feature of both model

• Strategy• Special island has been set up in north of Iran & Tehran • Fun games ( shooting with water gun to the devices ) and magic

show ( calling to the devices when its sink in the bowl full of water) have been conducted

• Results• In 51 days of operation, we reached 18,750 customers

Sony Xperia: launchEvent Marketing, Product Demonstartion

• Objective• Increase brand awareness

• Introduce Sony Smartphone S series• To support ATL Launch campaign

• Strategy• Roadshow in Tehran and other 6 big cities , for one week, the

core idea was to have a cowboy style “fast shooting” competition ,creating a different ambiance

• Results• In 78 days of operation, we reached 22,925 customers, distributed

12,928 flyers , 2,224 attendees to our game & 450 winners of Xperia branded t-shirts.

Sony Xperia P: LaunchEvent management, Product Demonstration

• Objective• To introduce the new device of Sony, Xperia P series

• To support the Xperia P launch campaign

• Strategy• Event in a sport complex for 2 days, people had the chance to win

an Xperia p daily if succeed in game sets.

• Results• Over 2000 people visited our event zone

• 219 person registered for the competition

Sony Xperia: Snowboard competitionEvent Management, Product Demonstration

• Objective• To create buzz among the target audience

• To engage & interact with consumers about the brightness feature of screen under the intense light , amazing touch mechanism with the gloves and other features

• Strategy• Snow board competition has been set for one day

• The special Sony Xperia product demonstration tents have been placed next to the competition zone

• Results• During the event , we reached over 3000 customers, 1000

attendees came to visit the game & 6 winners have been announced of the snowboard competition

• Objective

• Increase the product awareness

• To update the target on new models

• Create interest & desire

• Strategy

• Roadshow in Tehran and other 3 big cities ( Ahwaz, Tabriz, Shiraz) one location per city for 8 months

• Demo stand for the target to test the devices

• Results• 150,000 flyers have been distributed

• In Ahwaz: 96000 people visited our stand

• In Shiraz : 17000 people have been engaged

• In Tabriz :64000 people have been presented by our promoters

• In Tehran :12,000 people have been presented by our promoters

Sony : Xperia Country RoadshowProduct Demonstration

Nescafe: Win A Trip CampaignConsumer Promotion

• Objective• To create the awareness of Swiss quality products• To support of new Nescafe with Farsi label• To increase the sales and distribution

• Strategy• Sales promotion; Buy 1 jar, take part in the lottery for Switzerland

(5 couples)• 150 swatch watches were distributed during the ceremony

• Result• About 50.000 respondents• Sales went up & consumers trusted the new label• Brand loyalty and awearness

Nestle Iran: Inauguration & Globe AnnouncementConsumer Promotion

• Objective• To announce officially that Nestle Iran is connected to Nestle Globe

• Official inauguration of new Nestle office

• Strategy• To set an event & ceremony with attendees from Nestle head office

and some VIP guests

• The ceremony started from Nestle factory , then moved to Head office and then the live broadcast of “Globe – go live” to other Nestle offices & factories in ME region

Nescafe: 2014 campaignEvent Marketing, Product Sampling

• Objective

• Increase the brand top of mind

• Increase interest & trial

• Create loyalty

• Introduce newly launched products

• Strategy

• Sampling along with fun games and entertainments in key public area’s ( due to limitation on ATL activities)

• Branded giveaway for game winners

• Coverage in main cities Tabriz , Mashhad , shiraz , North and Tehran

• Results• Keeping Nescafe as a top of mind brand

• Over 860,000 cups of Nescafé sampled in 2014

Nescafe: 2015 campaignProduct Sampling

• Objective• Increase the brand top of mind • Increase interest & trial• Create loyalty

• Strategy• Sampling in key public area’s • Branded giveaway for game winners• Coverage in Tehran, Dizin, Darbandsar,Narenjestan Hotel

• Results• Keeping Nescafe as a top of mind brand • Over 400,000 cups of Nescafé sampled in first quarter of 2015

Nescafe: In Story ActivityPOS Marketing – 5 Main cities

• Objective• To support the sales promotion• Increase the sales of all Nescafe product ranges• Support the new product launch (Cappuccino)

• Strategy• Sales promoters to stay at outlets for 3 days per location and have

face to face communication with the target and more info about the ranges of product

• Results• In first 3 days of activation we covered 270 outlets of Tehran and 5

main cities , increasing the sales by 50%• Managing to cover over 5000 stores by end of 2014 by selling over

150,000 SKU’s

Orbit: Envelope launchProduct Sampling

• Objective• To support launch campaign• To create interest & increase awareness

• Strategy• Sampling the real pack to the target in different channels:

• Metro, Beauty salons, Charity ,Restaurant & cafe

• Results• 47,000 sample in 15 days

My Baby Premium: In store activityProduct Sampling , POS Marketing

• Objective• Increase the brand awareness• Introduce the product benefit to the target audience

• Strategy• Sampling the product to the target in key accounts in Tehran,

Tabriz, Isfahan, Shiraz, Karaj and supermarkets of Tehran & Karaj

• Results• During 21 working days in 12 key accounts & 52 supermarkets we

distributed 100,000 sample and more than 130,000 people have been presented by our 65 promoters

Orbit: “after every meal” campaignEvent Marketing, Product Sampling

• Objective• To support “After every Meal” ATL Campaign

• Strategy• Sampling the real pack to the target in Restaurants• Using dummies for fist the time outdoors

• Results• 4000 sample in a day• Increasing engagement

• Objective• Launch the new corporate identity

• Implement the branding in branches nation-wide

• Make a friendly connection between the bank staff and the clients

• Strategy• Create a warm ambiance at the branches across the country with

attendees of banks’ governors, entertain the customers with cookie and fruit juice

• Results• 60 branches in Tehran and 6 branches in 6 main cities

Saman Bank: Rebranding Supportive CampaignEvent Marketing

• Objective• To make the product trial in integration with the launch phase• To support the brand awareness

• Strategy• Outdoor samplings during the events

• Results• At Tennis matches;

1200 Litres of non-alcoholic beer in a day• At Agro food exhibition;

mobilize sampling with backpack,2600 bottles of non-alcoholic beer in 4 days

BitMalt: Summer RoadshowProduct Sampling

• Objective• Emotional engagement on a special day• Create positive associations between mother's day and the brand

• Strategy• Interactive activation for mothers and their children for having a

picture together at Prill special backdrop in shopping malls

• Results• In two days, over 5000 visitors, 200 photo & product baskets was

provided

Prill: Mother’s Day ActivityEvent Marketing

• Objective• To increase the sales , mother’s day promotion• To increase emotional engagement focusing on the special

occasions

• Strategy• On pack promotion label• By scratching the codes on the product the buyer could participate

to the raffle draw• Raffle draw event in a luxury ambiance• Attendance of Journalists

• Results• Haj Trip accommodation in value of 50,000,000 IRR for 3 winners• Mashhad Trip accommodation in value of 5000,000 IRR for 30

winners

Prill: Raffle DrawEvent Marketing

• Objective• Increasing consumer engagement (emotional)• Bring excitement and joy to people’s park experience• Involve the audience with the brand and product over a longer

duration.

• Strategy• In order to further enhance Henkel’s position amongst the respective

target consumers and create a hype for them in a refreshing location , it is agreed to hold weekend activities in selected parks that comprises of several activities such as competition, games and entertainment. Providing branded gifts

• Results• During the first 4 months of the activity , over 100 activations were

conducted on weekends, during this time we managed to reach over 55,000 people

Henkel Park ActivationEvent Marketing / Nation wide activation

Tehran

Ahvaz

• Objective• a

• Strategy• a

• Results• a

Prill: Multi Power Re launchEvent Management

COBEL DAROU: CeremonyEvent Management

• Objective• To celebrate and cherish 10 years of activation as a famous

medicine manufactures for their own staff• Strategy

• To set an special event in a 5 star hotel,• Fantastic entertainment , games, in a fully branded ambiance.

• Results• 300 people have been participated• Give away for all attendants• The guests have been received their memorable moments as a

printed framed pictures

VICHY: Product LaunchEvent Management

• Objective• Introduce the VICHY’s products to the doctors

• Strategy• To conduct a luxury event & invite the target

• Results• 350 doctors have attended

• Objective• To explain more about the Plavix tablet dosage to the doctors

• Strategy• To set an event and invite the professors

• Results• 300 person have attended

Sanofi: Product LaunchEvent Management

Tavanex: Product LaunchEvent Management

• Objective• To lunch New Product to the main target group

• Strategy• To conduct a luxury event and a press conference• To introduce the new products

• Results• 150 of famous professors have been attended• Give away for all guest

• Objective• Increase brand interest• Emotional bound between the target & the brand

• Strategy• Online campaign for women • Winners announcement event

• Results• 7 persons won 70,000,000 IRR

Rexona: Winners AnnouncementEvent Management

• Objective• To create buzz• To increase the brand awareness & interest

• Strategy• To set an online campaign for people to take pictures of comic

scenes and upload to the Axe mini site • The site visitors should vote to the photos and the people with

more votes have been announced as winners• An event for winners announcement in a friendly ambiance

• Results• 7 winners have been rewarded by IPod, Laptop

Axe: Winners AnnouncementEvent Management

IELTS Iran: LaunchEvent Management

• Objective• Official announcement to the all English institutes that now IELTS

Iran can do the IELTS exam in Iran and make a friendship with the owners

• Strategy• Event & ceremony • Press conference to announce through media

• Results• Attendees of 250 institute's MD• Up to 120 signed the contract with IELTS Iran

• Objective• To introduce the new services and facilities to the target in an

interactive method and make more visitors of the MCI booth during the exhibition

• Strategy• Some digitals games have been conducted in 3 fully branded

booths• People could participate to the game for a chance to win the

prizes ( iPad mini, iPhone, sim card)

• Results• 5000 visitors registered for the raffle draw during 3 days

MCI: Telecom Exhibition 2012Event Marketing

• Objective• To introduce all the new services of the first operator “ Hamrahe

Aval” to the target group in an memorable method,

• Strategy• Event & Fun games have been conducted in some fully branded

booth• People could participate to the game and learn the excellent

capabilities of this mobile network in a memorable way

• Results• 7000 flyers have been distributed among target group in 3 days• in daily raffle draw, 10 winners have been rewarded with Galexy

Note II.

MCI: Telecom Exhibition 2012Event Marketing

• Objective• support E-75 ATL campaign

• Strategy• Special offer/promotion in selected companies• Set up data bank • Daily raffle draw & final grand prize

• Results• 50,000 flyers• 5,000 recorded request• Direct sales

Nokia: E75 LaunchProduct Demonstration, Sales Promotion, Lottery Event

• Objective• To support ATL campaign• To create interest & increase awareness

• Strategy• Nokia stands have been set up for 1 month in shopping mall in 7 of

the main cities of the country

• Results• 60,000 persons have been presented

Nokia 5530: LaunchProduct Demonstration, Sales Promotion, Lottery Event

• Objective• Increase the band awareness• Create interest among the target • Increase the sales

• Strategy• Stand & promoters in Mehrabad airport• Distribution of leaflet & more information about the promotion by

promoters

• Results• 45,000 flyers during 23 days

Mobily Haj CampaignConsumer Promotion

• Objectives• To announce the store opening ceremony• To support ATL campaigns

• Strategy• D2D & on road leaflet distribution• Newspaper inserts

• Results• About 100,000 contacts/distribution in 2 days

Hyper Star: Store OpeningEvent Marketing

• Objective• Emotional bound• Create positive connection between the buying decision makers

(mothers) and the product by fun activity for the kids

• Strategy• Fun activity during opening phase of Hyper sun, face painter to

paint the kids faces, photo shooting of mothers and kids and give the printed pictures to them, also facilities for kids to spend time at the Ladan corner with painting activity

• Results• During 3 days of activation, around 250 kids had the chances for

their face painted and several branded balloons for them, also 200 photos had been printed at the venue and given to mothers as gifts

Ladan oil: Hyper Sun OpeningEvent Marketing

• Objective• Increase shelf availability & visibility.• Competitors data collection & market research

• Strategy• Merchandising

• Results• 4000 stores of 6 zones of Tehran have been visited in one month &

13000 POSM have been installed

Amadeh LazizMerchandising

• Objective• Increase awareness and public engagement of SAMSUNG Hope

For Children and Hope for Youth Campaigns• Maintenance of every project and sub project

• Strategy• Indirect messaging throughout the awareness campaigns with

SAMSUNG shown as the supporter of every project

• Results• TBD (To be determined)

Samsung Corporate Citizenship Project

Contact us:Unit 9 , 5th Floor, No. 81, North Sheikh Bahaei St. (between Piroozan Sq. & Sheikh Bahaei Sq.), Tehran, Iran 19958 63131

Tel. & Fax : +98 (0) 21 88620510

THANK YOU!