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Integrated Communication Proposal
Agency Task
Create an integrated communication campaign for the 2nd burst of Tim
Tam in the year 2012
Activation Objective
• Strengthen Tim Tam’s Brand Image and Key Brand Message
• Create engagement with the consumers
• Drive product trial and increase product sales Tim Tam
Tim Tam: The Brand
• Tim Tam is a delicious chocolate coated biscuits that gives you ripples of happiness in every bite, for the perfect chocolate experience
• Tim Tam is for young females who treat and indulge themselves with quality experience that enhance their exciting life
• Those women who embrace that little moment of happiness in life
What TimTam Have Done
Onward, what other Ripples of Happiness can
we give to our consumers?
• Conveying the message of “Kebahagiaan Kecil Berlapis Coklat”, TimTam has start spreading their Ripples of Happiness in early 2012
• The campaign try to engage the TA through office to office, in-‐store and digital activity
The Challenge
• How do we leverage the association of TimTam and Happiness
• How to create strong relation of the campaign to the life of our target
audiences
and..
Target Audience
• Female, 20-‐30 years Old
• College Student, and First Jobber
• SES AB, Urban
• Full of positive energy, Proactive, Confidence, Radiant upon her surroundings, Spontaneous
TA’s World
My Happiness are..
Self Pampering
With the Girls
Getting a PresentChocolate & Treats
Shopping, Shopping & Shopping
Exist!
The Strategy
•Associating TimTam Happiness by the happiness liked by our TA
•Establishing TimTam as the Source of that Happiness
Concept Idea
Create TimTam’s own Ripples of Happiness that allows women of Indonesia to find their happiness with TimTam
Campaign Theme
A multiple platform activity that will indulge the consumers with TimTam’s Ripples of Happiness in their daily life, by making Tim Tam as the source of happiness
Campaign Road MapProvoke
Objectives:•Intrigue the TA about
TimTam’s Happiness•Generating awareness
and Buzz about the Campaign
Tools:•TimTam Happiness
Finder Web Game•TimTam Happiness
Spot
Engage
Objectives:•Create platform for
Happiness sharing •Induce sales through
product experience
Tools:•TimTam Happiness
Place•Miss Happiness •TimTam Happiness
Spot In-‐Store•Happiness Moment
Quiz
Amplify
Objectives:•Amplify the activity to
wider audiences•Inspire others to start
consuming
Tools:•Happiness Moment
Reward•Media Amplification
Provoke
Campaign Road MapProvoke
Objectives:•Intrigue the TA about
TimTam’s Happiness•Generating awareness
and Buzz about the Campaign
Engage Amplify
Tools:•TimTam Happiness
Finder Web Game•TimTam Happiness
Spot•Facebook Ad
Objectives:•Create platform for
Happiness sharing •Induce sales through
product experience
Objectives:•Amplify the activity to
wider audiences•Inspire others to start
consuming
Tools:•TimTam Happiness
Place•Miss Happiness •TimTam Happiness
Spot In-‐Store•Happiness Moment
Quiz
Tools:•Happiness Moment
Reward•Media Amplification
Happiness Finder On-‐line Game
• Educates the consumer about finding TimTam happiness, by using interactive on-‐line game that span through multi-‐websites
• The game will be put in the digital banners and will be inter-‐connected amongst the stages (different website per stage)
• At each stage the audience needs to find the Timtam product to fill the Happiness meter under 60 seconds
• Using websites that have high traffic to grab our target audience: Wolipop.com, Detik.com, Kaskus.co.id, Yahoo.co.id, KapanLagi.com
• Consumer can start on one of those website by login with their facebook account and like TimTam Facebook Page
Log-‐in with Facebook
Game Play Idea
• Find X number of TimTam product or TimTam Treats before time is up
• Find all item, continue to next level, complete all 5 level earn your high score
Scene 1: Detik.com
Scene 2: Yahoo.co.id
Scene 3: KapanLagi.com
Scene 4: Wolipop.com
Scene 5: Kaskus.co.id
High Score Standings
Happiness Finder Games
Top Score Standings on
Facebook Game Version
Auto Generate Status Update with each level completion (Facebook & Website)
On-‐line Games Reward : New Year
• For lucky 50 participants with that participate in the Happiness Finder Games
• Get special New Years TimTam Bouquet delivered to their house
Facebook AdFind Your Happiness
Temukan kebahagian kecil TimTam dan
menangkan hadiahnya!
• 100 clicks per day for 100 days
Tim Tam Happiness Spot
• Establishing association with the Happiness activity of our Target Audience
• Create sampling booth on TA’s places of interest during weekend, where the traffic is high (Saloon, Hang-‐out, Boutique)
• Stamping TimTam as the source of happiness
• Distribute TimTam Bite of Happiness (a customized sampler of TimTam product)
Tim Tam Happiness Spot
A Bite of Happiness: Sampling
Engage
Campaign Road MapProvoke
Objectives:•Intrigue the TA about
TimTam’s Happiness•Generating awareness
and Buzz about the Campaign
Engage Amplify
Tools:•TimTam Happiness
Finder Web Game•TimTam Happiness
Spot•Happiness Talk on
social Media
Objectives:•Create platform for
Happiness sharing •Induce sales through
product experience
Objectives:•Amplify the activity to
wider audiences•Inspire others to start
consuming
Tools:•TimTam Happiness
Place•Miss Happiness •TimTam Happiness
Spot In-‐Store•Happiness Moment
Quiz
Tools:•Happiness Moment
Reward•Media Amplification
Miss Happiness
• A Happening Act that portrays an exaggerated Happiness Finder to grab people attentions to come to our activity booth
• The beautiful Miss Happiness will be located in area with high traffic and portrayed really enjoys a TimTam without noticing the people around her (Belepotan and with loud Hmmm sound)
• She will bears a sign with a copy: “I’m enjoying my Happiness, FIND yours at (Booth Location)”
TimTam Happiness Place
• Our on ground activity booth that aims to spread Happiness to the Target Audience
• A place where they can experience and TASTE the TimTam happiness indulgence in various and exciting forms
• Will be located in Office building (weekdays) and Mall (weekends)
TimTam Treats
TimTam Chocolate Cake
TimTam Truffle TimTam Pops
TimTam Espresso
TimTam Cupcake TimTam Finger
TimTam Smoothies Tea with TimTam Coffee with TimTam
TimTam Treats Engineer
Chef Odie Djamilfrom Appetite
Natasha Kowarafrom Convivium
Office 3x3 Booth
Office 3x3 Booth
Mall 6x3 Booth
Mall 6x3 Booth
TimTam Happiness On The Go!
• Considering limited seating capacity and limited time spent by consumers
• Create Tool for consumers can experience the TimTam happiness on the go
• So they can take the TimTam Happiness to their office, take home, and share it to others
A Cup of Happiness
A Cup of Happiness
A Cup of Happiness
A Slice of Happiness
A Bite of Happiness
A Bite of Happiness
Waitress & Waiter Uniform
In Store Activation
• To induce product sales through in-‐store consumer experience
• Relating to the happiness experience, adding a TimTam Happiness PhotoBoth
• With each purchase, consumers can take a picture in our happiness photo booth
• In the photo booth, the consumer can edit their picture with special frames, effect and add TimTam Happiness emoticon!
• The result will be printed as giveaways
Instore Sampling
Instore Sampling
Happiness PhotoBooth
Sampling Trolley
Tim Tam Share Your Happiness
• A writing competition for the consumer
• Consumer needs to submit their story and photo of their definition of happiness involving their friends and TimTam
• Consumer can submit their story through online or at the dropbox provided on our onground activity
• Winner gets special TimTam Happiness Moment with their friends
Share Your Happiness Moment
Amplify
Campaign Road MapProvoke
Objectives:•Intrigue the TA about
TimTam’s Happiness•Generating awareness
and Buzz about the Campaign
Engage Amplify
Tools:•TimTam Happiness
Finder Web Game•TimTam Happiness
Spot•Happiness Talk on
social Media
Objectives:•Create platform for
Happiness sharing •Induce sales through
product experience
Objectives:•Amplify the activity to
wider audiences•Inspire others to start
consuming
Tools:•TimTam Happiness
Place•Miss Happiness •TimTam Happiness
Spot In-‐Store•Happiness Moment
Quiz
Tools:•Happiness Moment
Reward•Media Amplification
Happiness Moment: Slumber Party
• A special reward for the winners of TimTam Share Your Happiness activity
• Winner get to take their friends (max 4 person) to share it with
• They will get a weekend getaway with a slumber party at a Villa in Dago Pakar Bandung, the getaway includes: • Alphard pick-‐up• Saloon time• BBQ dinner• One night open bar of TimTam Treats• Shopping Spree at FO
Happiness Moment: Bangkok Getaway
• On each of our activity, we will ask the consumers to fill their database (link to facebook) and play the Happiness Finder on-‐line games
• At the end of the period, we will select 5 people with the highest score on that game
• Those 5 (all girls) winners will win a Happiness Moment trip to Bangkok Thailand with TimTam!
Media Amplification
• Amplifying all activity to larger audience by creating advertorial on selected publication related to our TA
• We can also invite the media to participate and make coverage about TimTam Happiness Moment: Bangkok Getaway
Happiness Happens!