Marketing 3.0.

13.5.09

Reebok:::Your Reebok

BRAND: Reebok

BRAND OWNER: Adidas Reebok

CATEGORY :Accessories/ Clothing/ Footwear

REGION :Global

DATE :Mar 2009 - Dec 2008

Reebok was looking for an exciting way of engaging consumers with the brand. Customisation had been a popular part of reebok.com for over two years and it wanted to take this a step further into the mobile space. Reebok has created an iPhone application, Your Reebok, that allows consumers to fully customize, and have the option to buy, a pair of Reebok shoes. People who download the application from the iTunes App Store can customize three shoe models: The Freestyle, The Classic Leather and The Ventilator. The designer can change up to 23 areas of the shoe, with a choice of 19 colours, four material options and adding personalized text. The designs can be shared with friends via email link or the whole world from the application – with the design being geo-tagged and added to the Your Reebok global community map. From the map all the other shared designs can be viewed and either bought or used as a canvas for customisation.

Terminator Salvation :::Twitter as movie marketing platform

BRAND: Terminator Salvation

BRAND OWNER: Sony Pictures

CATEGORY: Entertainment

REGION :Global

DATE :Apr 2009 - May 2009

To promote Sony Pictures latest release, Terminator Salvation, the brand is taking over Twitter with an international game that can be played 24 hours a day, 7 days a week. The premise is that Twitter users can help in the fight against Skynet and the Terminators.
Twitter members must follow Terminator Salvation on Twitter @resistance2018 and also log in on 2018blog.com. They then have to watch for tweets from @resistance2018 and respond to ‘Resistance Assignments’ quickly via @replies with hash tags to @resistance 2018 or through the blog.

Assignments include word mixes – a jumble of letters that need to be unscrambled; trivia – simple questions about the movie; and partial transmission – where some letters are missing from a word and you must fill it out.

Answers must be submitted to @resistance2018 using hash tags representing each of the types of task, so #RA:WM for word mix, #RA:PT for partial transmission and #RA:TR for trivia. Responses to assignments must be sent within 2 hours. Any response received after this are not counted.
Each correct answer gives the player points to advance on the leader-board and achieve higher ranks in the Resistance Army.

Busted brands

miss----- placed ads

View more presentations from Ayman Sarhan.

Logos Tricks!

View more presentations from Ayman Sarhan.

12.5.09

advertiser-in-arabia portfolio (Toya chili sauce) 2008

advertiser-in-arabia portfolio (Steviana sweetener ) 2009

Launch TVC

Magazine teaser

Magazine reveler

In-mall sampling

Category identifier

Shelf talker

Pharmacy tent card

advertiser-in-arabia portfolio (Toya) 2008

Store Door branding

Escalator branding

Scupies: School Mupies

Launch TVC: concept board

advertiser-in-arabia portfolio (LG -IT Netbook X110) 2008

Master concepts

Retailer press ad

Counter tent card

Flayer + dispenser

Banner+ poster + roll up

advertiser-in-arabia portfolio (Siwak.F) 2007

Brand: Siwak.F Toothpaste

Category: Pharmaceuticals/ Healthcare,

Date: 2008

Task:

To develop a packaging facelift for the Siwak toothpaste brand to upgrade and modernize its image and appeal
Status:

•Siwak F is an Indonesian made toothpaste brand that has been present in Saudi Arabia's oral care market for the past 12 years.

•It's key difference from other toothpaste brands is simple: it is the only brand containing the extracts of the Arak tree bark, which was traditionally used by Arabs in the region as a toothbrush…

•Over and above the cultural/religious significance of being associated with the Siwak, the case for the brand Siwak F was made after the World Health Oragnization recommended the use of the siwak (or miswaak as it is also called) in 1986, and after recent research by Dr Otaybi from Saudi unlocked new areas on the systemic effects of the Miswaak; revealing its positive effects on the immunity system.

•Overall, past performance of the brand has not been very impressive… It failed to reach out to a consumer base beyond the conservative older segment of the population, and in terms of quality perception did not succeed in attaining a high score: a major set back for a dental care product

Objective:

•To put Siwak.F in the consideration set of toothpaste shoppers beyond the traditionalists and older conservatives

•To lure in undecided buyers who skim the shelves thru status modern and stylish

•To smoothly incorporate the offering .

•Offering products in thru- and value-attractive, professional packaging

•To induce purchase, trial and drive an expansion in shares by appealing to consumer segments that have not historically considered the brand
Consumer insights
•Siwak F Brand is: –A brand I'm not too sure about… looks cheap, and does not reassure me on the quality side either… I've never seen them do any advertising and I've hardly seen them around in any house I've visited… don't know, but if I had to choose between them and between Signal, I would pick up the brand I've known to do the job for years now immediately without hesitation –It miswak’s your system while it cleans your teeth Siwak.F is safe and clinically proved

•Siwak F Brand wants to be: –Hmm… This is interesting… Well they've taken their package a long way… is this actually the same Siwak Brand that I used to see on the shelf and never give a second look? May be it is a quality (?) toothpaste… may be they do have something to add to the age old tradition of siwak, may be it is effective and clinically proven… it certainly gives that impression of a modern twist on traditional oral care

Target Group

•Younger mothers and fathers… the heads of the new smaller, better exposed and less traditional Saudi family unit are less nostalgic about culture and heritage and much, much more brand savvy than past generations…

•They are notorious for toothpaste brand promiscuity… they switch between brands very often, but keep the list of toothpaste options limited to a know and recognized multinational few… Close Up for the eccentric flavours, Signal when they feel a bit clinical, Colgate or Crest when they want to count the benefits they get out of brushing…

•Getting the kids to brush their teeth is a daily battle for mom, who has to chase them to do it every night before they head or bed, and uses every trick in the book to do it… most relevant here is how she is always seeking new, colourful flavour options to get them interested and keep them interested in the brushing…

•A brand like Siwak F is something these people would have seen in their parents' house when visiting… and it would be something they look at with a condescending smirk… it doesn't meet their quality expectations… it looks cheap and very unprofessional

RTB

•Successful merge of ingredients ( Siwak + Fluoride) position it as all in one brand for your mouth hygiene

•Reduces Plaque gathering on the teeth

•Eliminates Tartar

•Prevents Gum infection

•And most importantly, Modern packaging that looks authentic, professional and trustworthy

Call to action

•Revitalizing the brand with a more modern, more authoritative image and the packaging will be the starting point

•Feel the confidence that comes from a more professional looking brand of toothpaste

•Try out Siwak F other and try out their different varieties

Strategic solution

"The Siwak Has Been Completely Redefined"