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
through the line | concept | coverage | execution
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
through the line | concept | coverage | execution
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
through the line | concept | coverage | execution
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
through the line | concept | coverage | execution
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?
through the line | concept | coverage | execution
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
through the line | concept | coverage | execution
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
through the line | concept | coverage | execution
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
through the line | concept | coverage | execution
radicalversatile
friendly
actionable
targeted
innovative
memorable
tailor-made
cost effective
powerful
CLIENTS
through the line | concept | coverage | execution
SERVICES
through the line | concept | coverage | execution
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
through the line | concept | coverage | execution
Brand & Market Knowledge
Assessment of Client Needs
Creative Concept, Planning & Design
Execution & Supervision
Monitoring & Report
Budget Management
Warehouse Management Our APPROACH
SERVICES
through the line | concept | coverage | execution
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
through the line | concept | coverage | execution
•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
through the line | concept | coverage | execution
•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
through the line | concept | coverage | execution
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
through the line | concept | coverage | execution
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.
through the line | concept | coverage | execution
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!