by Square Direct Communications Group

Product Relaunch CeremonyDecember 21, 2010

Agency’s Tasks

Build Awareness about APEO and its significant absence in Jotun products.

Recognize Jotun’s pioneering milestones and breakthrough contributions in delivering the best products for consumers.

Introduce Jotun’s Majestic Quality Paint.

Event Launch PartyB2B, Dealers, COnstruction

COmpanies

PR EffortsEnd Consumer, Dealers, COnstruction COmpanies

Other Communication Opportunities

General Public

Clean and healthy Living condition

Environmental friendly And reduce pollution

Health and environmentally friendly

: better living condition, safe for family, environment cares, beautiful house

Number 1 Marine CoatingProtectve Coating = 40% Market Share

Decorative Paint: Quality Paint from NorwayFull Range Decorative Paints: Premium & Economy

Segment for Outdoor and IndoorTechnical Support

The Product

Rationale

Paint is commonly used to beautify our homes,

offices, walls, furnitures-- covering and protecting precious investments

that surround us everyday.

We go to hardware and paint stores hoping to choose and buy the right

colors of paints we have in our minds.We often consider opinions of people we trust but we let our eyes do all the

judgement. Furthermore, we live in a busy world so we want our paints to dry very fast too.

Rationale

We choose to color our surroundings with paints based on superficial flair and sometimes through the advertising

communicated by Paint companies. Our sense of sight dictates our attitude and choices. More often than not, In the paint world,

what you see is not necessarily what you get!

Paints contain chemical ingredients which unknowingly may affect health and the environment slowly, without us knowing it.

And because of that, we want to educate and guide consumers to make intelligent and smarter choices (especially during the consideration stage) that can help them

reapthe full benefit of a healthier, brighter and lasting paints fit for their precious investments.

Rationale

LookCloser

Look closer at the beautiful things we yearn for and spend our life chasing.

Look closer at the true colors of life beyond the mask and the illusions of the world.

Look closer at the real deal and meaning in life that makes it worthwhile.

Big Idea

Look Closer is a campaign calling on everyone to take concrete steps to become discerning, more-than-

meets-the-eye and mindful consumers.

Using the call to action “Look Closer”, the campaign (1) educates and encourages people to open their

eyes and minds (2) take an active role in making meaningful change in their lives and the environment,through and through

and (3) by asking companies to ask for safer, earth-friendly

products.

PR

Look Closer Communication

Point of Sale

Print

Activation Ambiance

to be revised upon integration of PR and other ad plans.

LaunchEvent

PR plays a main role in this launch campaign

Offline

PR

Ambiance

1. Editorials :- Raise concern on

health and environment with paint in general

- Force consumers start thinking of a safe paint

2. Advertorials - Teasing about

Ecohealth Jotun

1.Press conference : - Media : 30 – 40 media - Press release

2. Launch Event- Pictorials - TV news

3.Articles : Product features highlight

Special news - Launching information - Product features highlight - Product benefits Advertorial / Interview VIP :

Functional - Product feature highlight - Business point of view 4. TV news

Phase 3 : Amplification (3 weeks)Jotun Ecohealth paint go into life

Phase 1 : Teasing (3 weeks)Why need a closer look?

Phase 2 : Launching (4 weeks)Choose the safest paint with APEO free

1. Articles :Product benefits highlight / emotional

2. Advertorial-Product benefits -Product featureConsumer testimonialProfessional mind share

Launch Event Party

Communication Milestone (2.5 months)

Print, Activation, Ambiance…

Why need a closer look?

Main Message:You never think color can cause harms for health and environment, but it does! so Look Closer!

What to do? 1.Concern raising up:

• Write up editorials to raise up the issue, making consumers aware of bad effect of paints with harmful substances.

• Point out good and bad points of paint making elements to give consumers a good knowledge of paint product in general.

2.Teasing about product: • To write up articles about APEO and other harmful elements that constituting paint.• Educate consumers about what is good and bad paint? What standard for paint

manufacturing? Criteria of pain selecting ?What if paint with and without APEO and other harmful substances…

Phase 1 : Teasing (3 weeks)

Why need a closer look? Media tools:

1. Editorials 2. Advertorials 3. Forum seeding 4. Online banner ads

Period: 3 weeks

Phase 1 : Teasing (3 weeks)

Choose the safest paint with APEO free !

Main Message:Jotun new product launch with APEO free – launching information, product features highlight & its benefit (more on Functional to build Brand Trust)

What to do? 1.Press Conference :

• Organize a Press Conference on the same day with Launching Event • Invite 30-40 print and online media, TVs. • Decorated view under the Look Closer campaign • Press release to media :- Breakthrough innovation & Product philosophy - Product features: High quality paint with harmful APEO free ( and others) - Product benefits for health and environment & Product comparison - Jotun VIP’s quote about innovation, technology, human being caring of brand, business

commitment…

Phase 2 : Launching (4 weeks)

Choose the safest paint with APEO free !

2.Launch Event Party • Make the market blow with full information / images of launching events• Series of pictorials on mass /business /construction and interior magazines to transfer the

event atmosphere. • Main campaign concept must be conveyed : Why need to look closer for the best paint

choosing?3.Articles : Product feature highlight

• To create special news with short but sufficient information of : - Launching event - Product name/ philosophy behind - Product features and benefits. • To write up advertorials focusing on product features, highlight Jotun Eco health USP vs

other product, emphasizing on breakthrough innovation for human being’s benefits. • To implement interview with Jotun VIP

4. TVs : To proceed short TVs news to report the launching event with main messages.

Phase 2 : Launching (4 weeks)

Choose the safest paint with APEO free !

Media tools:1. Press release 2. Special news 3. Advertorials 4. TVs news : 30- 45 second 5. Forum seeding 6. Online banner ads7. Activation

Period: 4 weeks

Phase 2 : Launching (4 weeks)

Jotun EcoHealth paint go into life

Main Message:How Jotun EoHealth go into life and bring benefits to its customers (more on

Emotional to build Brand Love)

What to do1. Articles : Product benefits highlight • To write up advertorials with emotional direction/ human being aspects, showing up the benefits

of product for life, health, environment.• Point out the importance, significance of why consumers need to look closer when choosing

paint? - Launching event - Product name/ philosophy behind - Product features and benefits.

Phase 3 : Amplification (3 weeks)

Jotun EcoHealth paint go into life2. Testimonial : • Consumers :

- Use consumers voice/image to share the insights, the consideration, the concern, the lack of information& knowledge and causes because of those.

- Both male and female target • Professional mind share

- Use profession endorsers for mind sharing in advertorials Construction owners , interior designers )

- Jotun’s specialist /expert of technological Dep ( or R& D dept.) share his hearty plan/ idea …for Jotun Ecohealth and proud to contribute a safe and good product to life

Media tools:1. Advertorials2. Testimonial/ interview

Period: 3 weeks

Phase 3 : Amplification (3 weeks)

Events

Beyond the Colors

We want guests to take their first full education about what matters beyond just leveraging on colors to decide the best brand of

paints to use.Majestic Eco Health can protect your health and the environment.

We want to engage the guests in a series of visual exercise and activities that will force them to see the importance of knowing and enable them to gain new perspectives in choosing the perfect paint brand, among other

things in life.

There’s a deeper story waiting to be discovered.

Hon ca nhung sac màu

Guests : Jotun’s VIPs, Press Corps, Dealers, Decision Makers from design and construction companies,

Venue in Consideration

Opt 1 : Vinpearland – Nha TrangGrand ballroomQty of guests : 200 pax

Opt 2 : Sheraton Hotel – HCMCGrand ballroom

Qty of guests : 250 pax

Floor Plan

Foyer Ballroom

Jotun World.APEO Immersion

Registration

Look

Clo

ser W

all

Photo Corner

Product and Technology Display

Pain

t Com

mitm

ent A

ctivi

ty Photos

Photos

Projection Mem

brane

STAG

E

First Moment of Truth about Jotun Paint and

APEO.

Guests will have a glimpse on how JOTUN helps keep the earth and its people live healthy--- Free from harmful chemicals.

Colorful Geometric WelcomeGuests will be welcomed by Vietnam’s Beautiful Models

wearing colorful geometric designs (similar to Issey Miyake). Welcome Drinks will be served inside the foyer.

Foyer

Foyer

Photo Corner

After registration, guests will be ushered by

Jotun PGs to the photo corner (backdrop with

Jotun and Majestic Logos) for picture

taking. Together with magnifying glass as part

of their accessory.

Upon registration, each attendee will be given a magnifying glass to be

used in the foyer.

APEO Primer(State of the

Earth)

State of the Earth Mural Wall will feature photos of destructive effects of current paints into the

environment and our health.

The Mural will show a happy healthy green

planet.

1

2

Foyer

PGs will encourage guests to look deeper by using their magnifying

glass.

When seen through the magnifying glass, the pictures will reveal details of smaller pictures of

the adverse effects of APEO to our health and environment.

3

APEO Primer displays and further information will be

available for audience to see and

learn.

Foyer

Paint Commitment activityGrow the Earth with Jotun’s Paints

Grow the Earth encourages commitment from everyone to help sustain Jotun’s cause in delivering

products that champions protection of the environment and human health.

Guests will take turn in getting a paintbrush and paint the flower with

various color palette.

This painting/mural will be displayed in Company factory. This will stand as a gift

to the Vietnam consumers and environment.

Other shapes can be explored as alternate.

Product,Technology & Corporate Display

Foyer

Product Displays and Corporate Information will be on display for guests to appreciate. Jotun Reps will accompany PGs as they showcase breakthrough

products and long history of the company in Vietnam and worldwide.

Welcome to Jotun World

TIME M ITEMS P.I.C

17:30-18:50 40

Welcome guests-Photo corner + Display area

- Welcome drink served -Music background

PGsHotel

18:50-19:00 10 Opening announcement (voice over) MC

19:00-19:05 5 Introduction MC

19:05-19:15 10 Unveiling moment Dancing group

19:15-19:20 05 Welcome speech VIP

19:20-19:35 15 Product presentation Experts

19:35- 19:40 05 Toasting VIPs

19:40- 20:00 20Dinner & Music background

Order taking at tablesHotel

PGs & salesman

20:00-20:10 10 Performance of Ho Ngoc Ha Ho Ngoc Ha singer - 2 songs

20:10-20:20 10 Combination of Fashion show & visual art Models & technicians

20:20-20:25 5 Performance of Anh Khoa singer Anh Khoa singer

20:25-20:35 10 Order taking – Prize delivery MC

20:35-20:40 5 Performance of Thu Minh singer Thu Minh singers & dancing group

20:40-20:50 10 Lucky draw Mc ,VIPs, winners

20:50-20:55 5 Closing performance All talents

20:55-~ 10 Closing & Door gifts delivery MC

Program Flow

As each guests enter, photos of green environment and healthy community projected on sight surround screens will welcome them. Jotun’s products

ensures that their products have nothing to hide. What you see is actually what you will get. Right Colors,Eco-Sound Ingredients and Healthy Relaxing

Lifestyle.

Panoramic Setup

Jotun’s Color PalletteDuring the show, several images and Paint Color Palettes will appear on the projection walls.

From the aisle, dancing group enters stage & interacts with the screen on exciting music. The colorful palattes will zoom in & out by pushing & pulling of dancers.

Reveal

As the pallettes zoom in, the letters ”APEO”will appear on the black background. Dancers act as if they are affected by the harmful environment brought by APEO. The dancers are catching their breath & try to

find a way to escape.

Reveal

The only way to solve the problem is to they try their best to erase and destroy “APEO” with their bare hands and feet. Big dance strokes and actions will depict

their fight in erasing APEO.

Reveal

APEO disappears.Color palettes once again cover the whole projection walls . Photographs of healthy environment and beautiful healthy life scenes emerge and zoom in the screen: a cozy

house , a green forest or a pure & healthy life.Dancers regain their strength and energy and perform a gleeful joyous pomp.

Reveal

Joyful music up. 3 doors in front stage slowly open to reveal Majestic EcoHeath Giant Mock Up.

From the middle door, representatives of Jotun steps out together with product mock-up & waves to everybody.

With supporting of lighting & music effects, dancing group goes to stage to escort VIP & Majestic Paints.

Reveal

Product Talk

Product experts from Jotun will show some key selling points of this new product & share special sales policy to dealers.

Interaction between presenter & clip will lead audiences in to Jotun world & experience all its highlight benefits through the surround projection

walls.

Welcome Remarks & Product Talk

Welcome Remarks

After stepping out from the middle hidden door & welcome everybody, VIP moves to the podium- that designed as shape of our new product for his speech. End of speech. VIP introduces Jotun presenter to share his Majestic Eco-Health experience to the audiences

Dinner Sit-down dinner will be served.

During dinner, guests can enjoy soothing music background .

During this time , salesmen & PGs can mingle freely with potential dealers, get data & orders at tables & MC voices over the big prize for best orders tonight

Ceremonial Toast & Dinner

ToastingAfter the presentation, MC & Jotun’s representative invite other VIPs to go onstage for

ceremonial toast. Guests stand up and join the moment to wish Jotun great success for

Majestic EcoHealth.

Sound & lighting interacts with visual arts ( green forest, beautiful colors ,…) on

panorama screen to create refresh & prosperous atmosphere.

Majestic Eco-Health now is in our lives…Thanks to Jotun Majestic EcoHealth

Paint, nature is permanently protected.

Nature imposing photos with sound effects will be projected: … A wild forest with high flying twittering birds.

… A long pristine beach with sound of ravaging waves, … A fertile relaxing countryside with beautiful houses with children

enjoying their afternoon play under the sun ,….

Ho Ngoc Ha’s appearance will persuade every audience to take their hats off and clap their hands with cheerful & optimistic melodies. She represents the color green--- in many beautiful colors that Jotun brings to life. … Look closer to this color, Ho Ngoc Ha can let us see a huge forest or smell the fragrance of grass…

Performance

Thu Minh is representative of blue color. She can tickle everyone’s heart by her charming beauty & sweet voice .

…Look closer to this color, Thu Minh can let us fly into the sky, or feel fresh air at beach …

Performance

Anh Khoa is representative of yellow color. He infuses the energy in the atmosphere with his fiery voice & get our attentions by his powerful song about environment protection.

Performance

Everyone will have chance to contemplate a very unique collection. It is made not only by cloth but also by art visual projection. It aims to wow the guests upon seeing a sprout shoot or flowers blooming …on

models’ costumes.

Performance

Order Taking – Prize delivery :Supporting of live camera, names & images of dealers who have the highest orders will be

shown on screen after MC ‘s announcements. Music & lighting effects to follow

Order Taking - Lucky Draw

Mechanics Number 1 Making three kind of stickers

( pictures of 3 Majestic Eco-Health products/ 3 different colors)

Put these stickers randomly underneath the chairs or under the plate. Dealers who receive the chairs with these icons below will receive the special

prizes from Jotun

Mechanics Number 2Choose the lucky people by picking up randomly

lucky ticket that delivered to all distinguished guests at reception area in the beginning.

Prize suggestions: Sticker 1 – Ipad

Sticker 2,3 – Iphone

Lucky Draw

Before the program ends, a famous Vietnamese song “1 life, 1 forest” –” Một đời người, một rừng cây” will be performed by all talents. Reflecting the meaning of the song, Jotun, as a company, step up to protect our environment by creating a high quality product that is environmentally and health friendly .The performance encourages everyone to take a closer look to protect the earth and the future generation by using only the product that protects

our future.

Finale

Special & unique door-gifts will mark the event’s landmark launch.

Door Gift

Premium Kaleidoscope

A Beautiful Plant Nature KITMajestic Painted Can, seed of trees and tool to plant.

Thank you!