佳洁士公关活动10周年的提案

BrandarchitecturewillbeintroducedinJuly,andcrestcounterwillbereorganizedaccordingtothebrandarchitectureMakeabuzzforbrandarchitectureintroductionaswellasCrest10yearanniversaryfromJuly–September,2006EnhanceCrest’simageastheoralcareexpertforChinesepopulationEmphasizetheachievementonpersonaloralcareeducationforChineseinpast10yearsIntroduceCrestbrandarchitectureandfurtherembedCrest’simageastheoralcareexpertAgitatetheawarenessofCrest10years’contributiontoChineseoralhealthimprovementReinforceCrest’simageastheoralcareexpertbyeducatingconsumerswithtangible“brandarchitecture”instructionGenerateexposureandTOMawarenessbyleveragingconsumerinvolvementthroughvariouscommunicationplatformsEngageinfluencersandstakeholderstofurtherstrengthenCrest’sprofessionaloralcareimage大量资料天天更新BrandarchitectureembeddingEducateEngageExciteAdoptPUSH:ConsumerinvolvementcampaignPULL:BrandarchitecturedisplayStrategicApproachUserTrialSpectatorAwarenessAdvocatorNewspapers–General,Lifestyle&HealthTV-News,Health,&LifestyleMagazine-Health&LifestyleWeekly-GeneralandLifestyleWebsitesTargetAudiencesStrategicTargetInfluencer:Governmentofficials,Associations,RenowndentistsConsumer:GeneralconsumersMediaCrestaccumulates10yearsexperiencesofservingtheChinesesocietyintothecreationofthebrandarchitectureCrest’snewlyinventedbrandarchitecturehelpsconsumerstobecometheirownoralcareexpertsCrestwillcontinuouslydelivertailor-madeproductsanddevicestohelpimprovingtheoralcarestatusofChinese,moreimportantlyplaytheroleasaresponsiblecorporatecitizen•Invitesinfluencers,stakeholders&media•Elaboratebrandarchitecture•RecapcontributiontoChinesesociety“LoveTeethPlan”contest•Cooperatewith“SuperWinner”(超级大赢家)TVprogram•Lookforcandidateswiththemostoralcareknowledgeandwellplannedloveteethplanforhis/herfamily•Brandarchitectureintroduction•Websitelaunch•Advertorialplacements…“LoveTeethPlan”ContestInvolveconsumerExciteconsumerInteractwithconsumerAnniversaryCelebrationWinstakeholderendorsementReinforceprofessionalimageCommunicateCrest’scontributions–“LoveTeethPlan”ConsumercampaignConceptPyramidEngageConsumer(Websitecompetition)EducateConsumer(Brandarchitecturebooklet,NewspaperAdv.)ExciteConsumer(TVprogram)–“LoveTeethPlan”consumercampaignCrestlaunchesthewebsiteasplatformof“LoveTeethPlan”consumercontestConsumerslogonthewebsitetolearnaboutthebrandarchitectureanddesigna“LoveTeethPlan”ThecandidateswhodesignthebestplanswillbeinvitedtothefinalcontestonTV(IffailedtoreachagreementwithTVprogram,goestothefinalstepdirectly)TheTVprogramdesignedtodeliverbrandarchitectureinbotheducationalandfunwayswithoptimalbrandexposureWinnerswillappearinCrest’snextTVCorPOSandrewardedaprizeof10,000RMBAdvertorialplacementandadvertisingtag-onstoannouncethecontestandintroducethebrandarchitecture–“LoveTeethPlan”consumercampaignExploreVariousCommunicationChannelsTVCooperationwiththemostpopularentertainmentTVprogram,i.e.CCTV-2“SuperWinner”(“超级大赢家”),nation-wideTVcoverageNewspaperAdvertorialplacementsonChinaTelevisionWeekly(中国电视报),withacirculationof400,000,nation-widecoverageWebsiteCrestestablishedanewwebsiteasthemajorinteractiveplatformtoencourageconsumerparticipationNewspapersWebsiteTVIntegratedProgram–10thAnniversaryCelebrationConceptPyramidSmileofHope(Communitycontribution)SmileofHealthiness(Tailor-madehigh-techoralcareproduct)SmileofConfidence(brandarchitectur