Media Plan - Unique

DNA Researches:

Strategic positioning

Knowledge Researches:

Market / Consumer

Efffective

Communication

Where are we? Global Market Vision

GAY MARKET

BRAZIL

• 20 million people

according to CENSO*

• Responsible for 20% of

country´s growth*

• R$ 200 billion/year are

injected by this target

into the economy*.

PROBLEMS

• Most expensive

product on the market;

• Website that looks like

cheap sex ad, and

doesn´t look like a

premium product.

* Source: IBGE

saber

aceitar

gostar

amar

estágio comportamento do consumidor

Maslow Pyramid – applied to brands

To know

To accept

To love Have you ever tried this product/service? It´s amazing!

That´s interesting. I think I´m gonna try it.

I´ve heard about this product / service / brand.

To like Wow, I like it!

LEVEL CONSUMER´S BEHAVIOR

saber

aceitar

gostar

amar

estágio comportamento do consumidor

Maslow Pyramid – applied to brands

To know

To accept

To love People have connection with Unique Condoms. It´s essencial to keep this

high image inside the consumer´s mind. That´s what makes people buy

Unique instead of its competitor´s brand, no matter the price.

People know the brand and now the focus is to estimulate the acceptance,

to make them try the product/brand.

People don´t know the brand so it´s needed to promote knowledge and

acquaitance inside the target (Gay).

To like People know and accept the brand, but the great challenge is to break

down the barriers, so they can consider Unique as their favorite brand.

LEVEL COMMUNICATION´S CHALLENGE

saber

aceitar

gostar

amar

VISITATION

INVOLVEMENT / GOALS

INVOLVEMENT

BUZZ

Maslow Pyramid - applied to brands

To know

To accept

To love

To like

TO KNOW TO ACCEPT TO LIKE TO LOVE

DECISION

Disinterested to

Interested

CHOICE

Identify

Choose between the

options

TEST

To obtain

informations before

the purchase

PURCHASE

The act of buying

RECOMMENDATION

Indicates and defends

the brand

COME BY

INDICATION

ADS

WEBSITES

AND BLOGS

GRINDR

APP

Strategy for the buying decision process

VIRAL

PODCAST

INDICATE

TO

FRIENDS

REASON

WHY

- PRACTICE PACKAGE

- MORE SENSIBILITY

- MORE RESISTANCE

WEBSITE

POSTS

BLOGS

IRAL

PODCAST

ONLINE

PURCHASE

USERS

OPINIONS

ON BLOGS

USERS OPINIONS

ON SOCIAL

NETWORKS

WEBISTES

AÇÃO SITE DE

RELACIONA

MENTO

MAGAZINE

ADS

CLUSTER

STRATEGY

SAMPLING

PARTIES

VIRAL

PODCAST

SOCIAL

NETWORKS

WEBSITES

SAMPLING

FLYERS

DECISION

TO KNOW

Grindr App

• Over1 million users in 180 countries.

• 14,000 users in Brazil.

• Released in March 25, 2010 is a free app that

connects gay , bisexual and “curious” men using

iPhone, iPod Touch and iPad Wi-fi

DECISION

Websites and Blogs

Dolado

http://www.dolado.com.br

• Website with news about subjects and issues

relevant to gay people, envolving programs,

celebrities and homosexual artists.

TO KNOW

DECISION

Websites and Blogs

Pheeno

http://www.pheeno.com.br

• Gay gateway with news, lifestyle and

behavior subjects in Rio de Janeiro.

• Present in all social networks.

TO KNOW

DECISION

Websites and Blogs

Pheeno

http://www.pheeno.com.br

• Daily update.

• Monthly average of 110,000 visitors.

• Facebook page with 1,000 members.

•Twitter with 2.500 followers.

• Circulation of video reports on YouTube, Vimeo, Videolog, Livestream e Facebook, with more than 50,000

visualizations.

TO KNOW

DECISION

Websites and Blogs

Katylene

http://katylene.mtv.uol.com.br

• MTV Blog at UOL gateway.

• Program on MTV – Katylene TV

• Videos and news about celebrities, using

humor as prerrogative.

•Twitter with 110,809 followers.

TO KNOW

DECISION

Websites and Blogs

Mundo Mais

http://www.mundomais.com.br

• One of the greatest Gay websites in

Brazil.

• Monthly average of 2 million visitors.

TO KNOW

DECISION

Magazine

G Magazine

• Gay-themed magazine.

• Impression:

SP = 8,000

Great SP = 6,000

RJ = 4,000

Other states = 12,000

TO KNOW

DECISION

Viral Podcast

Las Bibas From Vizcaya

• The only brazilian Podcast to be nominated to the

Podcasts´ Oscars 3 years in a role.

• Already set at the Top 50 Podcasts in the world.

• Djs and singers that use humor and gay slangs.

LISTEN THE JINGLE

TO KNOW

Websites and Blogs

PapelPop

http://papelpop.com

• Posts related to international celebrities

and cinema, with news and gossip.

•Twitter with 37,112 followers.

TO LIKE

TEST

Websites and Blogs

Cleycianne

http://www.cleycianne.com

• Casual and humorous website where the author

comments photos and events envolving celebrities,

and post funny videos and news.

TEST

TO LIKE

Websites and Blogs

Cleycianne


TEST

TO LIKE

TEST

Websites and Blogs

Cleycianne


Data about website:

• Monthly average of 2 million access

• Traffic source: Twitter

TO LIKE

TEST

Websites and Blogs

Cleycianne


Cleycianne´s Twitter

@Cleycianne

• 87,564 followers

TO LIKE

Websites and Blogs

Disponível

http://www.disponivel.com

• Gay social nerwork.

• Ads on webiste.

• Promotional actions:

- To send some condoms to the user that has more favorites and get their and their partners´opinion about the product (possibility of creating loyalty). - The website can give an “ENJOY IT - KIT” with condoms to the first 10 users to volunteered using the product and giving their opinion.

TEST / RECOMMENDATION

TO LIKE TO LOVE

Websites and Blogs

Disponível


• Site data:


TO LIKE TO LOVE

Websites and Blogs

Disponível


• Site data:


TO LIKE TO LOVE

Websites and Blogs

Disponível


• Site data:


TO LIKE TO LOVE

Websites and Blogs

Disponível



TO LOVE TO LIKE

TEST

Sampling

Product distribution / male models wearing speedos

• 1 male model, wearing speedo, circulating through the party,

distributing the product

• Schedule of work: 12 a.m. to 2 a.m.

TO LIKE

TEST

Party

Gambiarra

• Places :

São Paulo - The Week

São Paulo – Open Bar

Rio de Janeiro

Brasília

• Public : 4,000 people in SP

• Schedule: 11 p.m. to 7 a.m.

TO LIKE

TEST

Party

Gambiarra

• Elected by "Quem Acontece" (the most preffered by celebrities) and "Época

São Paulo" (the best of the year) magazines.

• Great weekly party for those who want to dance and have fun, organized by

people related to artistic scenario, including actors.

• Party that reunites artists and has as its great attractive the brazilian music,

in a sound fusion of many styles and rythms.

• The party has become na icon in gay events, but also has a lot of

heterosexual people as goers.

• Gambiarra has many opinion formers as goers.

TO LIKE

TEST

Party

Gambiarra

• Atctivities offered by the party:

- Distribution of condoms inside the house (5 people for 5 hours)

- Logo on the screens

- Logo on the website (on the week of the action – partners section)

- 2 options of package

TO LIKE

TEST

Party

The Week

• Place with 2 dancefloors, yard, pool, cabin and bars.

• Line-up with he greatest national and international Djs.

• Mostly Gay people.

Package:

- Rotative Banner for 1 month

-Samplings with free distribution of giveaways/folders twice in a month

-2 E-mail Mkt in 1 month, for The Week clients, with product information

TO LIKE

TEST

Party

The Week

• Exclusive Actions:

- Products Panel

- Pocket Party Gay Parade2011

TO LIKE

TEST

Party

The Week – only the Go Go Boys

• Dancers wearing the promotional shorts

TO LIKE

TEST

Party

Red Party

• Monthly party focused on first class mix-gay public of SP

• Performed by Las Bibas From Vizcaya

• Place: Sonique Bar

• Average attendance: 1,000 people

• Opportunity to be the sole sponsor

TO LIKE

TEST

Party

Red Party

Media (repercussion):

TimeOut Magazine

TO LIKE

TEST

Party

Red Party

Possible actions:

• Sampling with male models on the froont door of the party

• Screen projections during the party

• Logo on promotional flyers

• Banner

TO LIKE

TEST

Party

Gay Parade

• 15th edition in 2011

• Themes: “Enough of Homophobia” and “Environmental

Compensation”

• The greatest gay parade in the world since 2007*

• R$ 260 million into the economy of SP**

• R$ 20 million of advertising revenue***

• 12% of tourists (Europe, South America and North Amercia, mostly)***

*Source: Guiness Book / ** São Paulo Turismo S/A / ***APOLGBT Press

TO LIKE

TEST

Party

Gay Parade

Possible Actions:

• 100 inflatable balls with the logo during the parade

• Product in the 300 press kits

• Product in the kits for travel agencies and hotels

• Logo on the banner on the stage of Feira Cultural (Cultural Fair)

• Back Drop at the Feira Cultural (Cultural Fair)

• Back Drop at the Feira da Diversidade (Diversity Fair)

TO LIKE

TEST

Party

Gay Parade

Possible actions:

• Rainbow Troupe

- 07 transvestitesperformer, wearing clothes made of reusable materials, leading a

message of environmental education.

- Activities using the product.

- Places: Avenida Paulista e Consolação

- Period:5 days, during the week of the Gay Parade

-

TO LIKE

TEST

Cluster Strategy

Casarão Brasil Association

Possible actions:

• Logo on the website

• Participation at 4 events

• Distribuition on the Gay Parade Kit

TO LIKE

PURCHASE

Online sale

Unique website

• New website

• New look

• Purchase online

TO LIKE

RECOMMENDATION

TO LOVE

Social Network

Facebook

• Greatest social network nowadays

• Possibility of create a community to the brand

• Community where users can tell their experiences with

the brand and the product, to generate spontaneous

media.

Developed advertisement

Flyer

With Unique this night will be

WOW!

Unique is the condom with the

package shaped as a credit

card that beyond being

discrete preserves the product

in a better form. Because it is

the thinnest condom in the

world, it ensures greater

pleasure at the intercourse,

allowing greater sensibility.

With no contraindications,

Unique is anti-allergic and can

be used with any lub. The

applicators that makes it easy

to put on are another brand´s

exclusive innovation.

Experience the pleasure of

being Unique.


Promotional bag


Shorts

Technology

Media Plan - Unique