Apresentação 3_Planejamento Diego Gervaes

Easter 2016
Line Development
Creata, São Paulo, October 10th, 2014
terça-feira, 25 de novembro de 14

Agenda
Creata
•The Briefing
• Reflection about Easter
• Consumer Insights
• Actuation Strategy – Mondelez 2016
• Presenting Toys
• Summary

CREATA OVERVIEW Imagination realized

Quem somos nós
Nós somos uma agência global de ideias e
ativação de marca. Nós utilizamos o poder do
conceito “Play” para criar conexões positivas
entre pessoas e marcas.
Nosso logo é um ovo, um símbolo universal da
vida nova, transformação, e a espera de um
potencial não realizado a surgir. Isso é o que
trazemos para a marca de nossos parceiros.
Who are we?
We're a global agency of ideas and brand activations. We use
the concept "play" to create positive conections between
people and brands.
Our logo is an egg, an universal symbol of new life,
transformations and the wait of a new potencial to bloom.
And this is what we bring to the brands of our partners.

Nosso time

Produto
Promoção
Sorteios
Digital
Embalagem
POS
Insights
Estratégia
Supply Chain
ExperiênciasCriação
Creata Strategy
Digital
Packaging
Drawing
ExperiencesCreation
Promotion
Products
Insights
Supply Chain
Point of Sales

ESCRITÓRIOS AMÉRICAS
Chicago, USA
Los Angeles, USA
Mexico City, Mexico
São Paulo, Brazil
Buenos Aires, Argentina
ESCRITÓRIOS ÁSIA
Sydney, Australia
Hong Kong, China
Macau, China
Shenzhen, China
Shanghai, China
Tokyo, Japan
ESCRITÓRIOS EUROPA
London, United Kingdom
Munich, Germany
Frankfurt, Germany
Stockholm, Sweden
Expertise local e relevânciaLocal expertise and relevance
Asia Offices Europe OfficesAmerica Offices

Nossos parceirosNossos parceirosOur Partners

Especialização-em-alto-volume,-qualidade-e-excelente-custo-
Fábricas-–-base-China-
–  -14-fábricas-dedicadas--
--com-cerAficação-ISO-
–  -150-outras-fábricas-
–  --60,000-trabalhadores-
1.6-bilhões-de-produtos--
produzidos-a-cada-ano-
–  -oficinas-de-modelos-
–  -ferramentarias-
–  -cerAficado-ICTI-para-os-locais--
-de-trabalho-
-
Factories – China Base
14 Dedicated Factories with ISO Certification
150 other Factories
60.000 Employees
1,6 Billions of Products manufactured every
year
Models Shop
Tooling
ICTI Certification for workplaces
Specialized in high volume, quality, and great costs

Mais%de%12%bilhões%de%
produtos%produzidos%
Mais%de%17.000%SKUs%
%
ZERO%
RECALLS%%
More than 12 billion of
manufactured products
More than 17.000 SKUs

Em busca do “Play”!
Mais que um conceito de
ativação, uma realidade
das Famílias ao redor do
mundo.
O que
importa para
os pais
O que
importa para
as famílias
O que
importa para
as crianças
Bem-Estar
Segurança
Proximidade
Conexão
Vontade
Realização
Diversão
Empoderamento
Pertencimento
Insights
10Sources: NA, LAM Little Architects
Searching for "play"!
More than a concept of
activation, a reality to
families around the
world.
well-‐being,

security,

closeness
fun,

empowering,

belonging
connec5on,

will,

realiza5on
What matters
to families?
What matters
to children?
What matters
to parents?

Como nós fazemos isso
How do we do that.
Licenses
and
consume

analyses
-‐
Consumers
and
popular

culture,
tendencies,

sta3s3cs,
demography
Digital
strategy
-‐
Tendencies
and
projects

of
technology
Consumer
insights
Play
search
-‐
owner

program
of
quan3ta3ve

and
qualita3ve

researchesbehavior

Espaço “Pequenos Arquitetos”
Brazi
l
London
Sydney
“Little Architects”space

Sustainability
Initiative

MEASURE' MONITOR'
SET'
TARGETS'
REVIEW'
Our'strategy'consist'of'a'four'stage'approach'…'
Environmental,
Scorecard,
Management,
System,(EMS),
Achievements,
and,Objec;ves,
Learn,,repeat;,
Best,prac;ces,

Injec&on(
Moulding(
Air(
Compressor(
Others(
ligh&ng(&(air(
condi&oning(
Frequency(converter(for(injec&on(moulding(
Heat(recycling(on(hopper(system(
Electromagne&c(Hea&ng(
Heat(recovery(system(
(HWS(for(dormitory)(
Alterna&ve(energy(
(solar,(wind)(
HCRH22(Refrigerant(
LED(ligh&ng(
Ini&a&ves(implemented(

Core Printing Supplier – Sun Hing
Suppliers Certifications

Awards

• Large retailers and brands, leaders from government, non-governmental
organizations, philanthropic groups and academia support iniatives to
increase sourcing from women-owned businesses
• For Wal-Mart, and other large retailers, this means empowering millions of
women through promoting diversity and inclusion within their merchandise
• Recently, Wal-Mart and WEConnect developed a logo for women-owned
businesses to place on product packaging at retail, to make it apparent to
end consumers they are supporting women-owned businesses with their
purchases
Our New Certification is Especially Important
for Creata Retail Initiatives
Source:(WEConnect(Interna0onal(

Briefing

Line development of Easter Eggs for
2016 regarding the creation need of:
Briefing

Line development of Easter Eggs for
2016 regarding the creation need of:
Briefing
Good Value equation for
kids and shoppers
(responsible)
Innovation for kids with
ideas“out of box”
To promote a connection
with digital universe
1 2 3

Beyond a marketing
promotional agency ...
It’s Worth It to remember

Beyond a marketing
promotional agency ...
Creata has consolidate in time as
an expert in the process of
Mondelez Easter
It’s Worth It to remember

Even with years of relationship we face this project as a new challenge. We’ve
looked with new eyes and questioned our knowledge to identify opportunities
and through this we brought an innovative and diﬀerent project.
Therefore,

We Decided Go Beyond !

Market Overview
Play Sessions and celebrating
Easter habits
Creation and development
of 2016 line

Market Overview
A Challenging Situation

A Challenging Situation
Easter in Brazil:
the market presents a continuous downfall on the last 3 years near of a retraction of 14% in the accumulated between 2011 and
2013. The cost of the kilo of the Easter eggs has been rising also in virtue. Emphasis on the gaining of share of “bonbons”
Source: Nielsen
X
X
X
Constant market retraction;
Rise of the cost of Easter eggs;
bonbons cannibalizing other products
of the basket through the period.

some factors that can help
understand this movement

unhappiness of the period
Festivity atmosphere
Forgetting
obligations
Far from quotidian
preoccupations

unhappiness of the period
Hangover after Carnival
Festivity atmosphere
Forgetting
obligations
Far from quotidian
preoccupations

beside the market factors Easter has been impacted by the
"rationalization" of part of the consumers
The ludic character of the celebration is shaken when
confronted with "numbers"

disbelief in institutions
Ibge:
the
number
of
Catholics
has
decreased
in
Brazil
A
recent
study
about
religion
in
Brazil
shows
a
sharp
reduc3on
of
the
par3cipa3on
of

Catholics
and
the
related
grown
in
the
number
of
protestants,
in
addi3on
to
those

who
declare
themselves
with
no
religion
or
atheists.

The faith
helps to
keep the
traditions /

The faith
helps to
keep the
traditions /
when the
faith is
shaken / the
traditions
are shaken
too.

tripod of macro
challenges

Rationalization
Period
Weakening of the
elements of symbolic
celebration
tripod of macro
challenges

How people see Easter in
Latin America?
What’s the solution?

Desk Research with American Oﬃces

what does Easter means to families in the region?
What are rites and family traditions around Easter?
What’s does children think about Easter? How they
celebrate?
What’s the role of Easter eggs and toys in the
celebration of Easter?

Easter still is seen for many families as one of
the most important dates of the year

Easter still is seen for many families as one of
the most important dates of the year
forgiven renovation love hope

Easter has as an ally in the old school people, that
cherish for the traditions of familiar moments.
amor

Easter has as an ally in the old school people, that
cherish for the traditions of familiar moments.
amor
Intergenerational character

And also you can find, although with less strength,
the usual ritual as:
amor
Family Union
See again relatives
Celebration together

Who would have thought it, the aspect
“play”of Easter is more live than ever !
To Creata, the “play” is a
concept that express the
emotional and psychological
reaction whose people evoke in
really ludic circumstance. The
“play” happens in out of
routine moments: “a game “, “a
picture”, “a staging”.
...

The talk we had with kids has confirmed it
an informal feeler, funny and appropriate to
create some insights.

To put it shortly

About Easter, we can say that
there’s a latent dichotomy:

In one hand:
- Contraction of the
Market
- Rising Prices
- Consumers rationalizing
the theme

In one hand: In other...:
- Contraction of the
Market
- Rising Prices
- Consumers rationalizing
the theme
- still present in familiar
celebration calendar
- has cultural and emotional
appeal
- Has some strong and
timeless symbolic elements
(play)

We Decided go Beyond!

We had started thinking
Easter strategically:
We Decided go Beyond !
How Easter Works How it can be expressed

We had started thinking
Easter strategically:
We Decided go Beyond !
the period and
implications
Consumers habits
and attitudes
Insights
of Trade
Easter (Toys,
products, and
packages)
How Easter Works How it can be expressed

the period and
implications

Shrove
Tuesday
Ash
Wednesday
CARNIVAl
1º MOVEMENT
LESS INTEREST

Quaresma: Lent: It's a time that expresses
the expectation, the purification, the return
of the Lord and the awareness that God is
faithful to his promises ”Papa Bento XVI
Shrove
Tuesday
Ash
Wednesday
Lent
Palm
Sunday
CARNIVAl
1º MOVEMENT 2º MOVEMENT
LESS INTEREST MODERATE INTEREST

Quaresma: Lent: It's a time that expresses
the expectation, the purification, the return
of the Lord and the awareness that God is
faithful to his promises ”Papa Bento XVI
Shrove
Tuesday
Ash
Wednesday
Lent
Holy
Friday
Holy
Saturday
Holy
Tuesday
Holy
Thursday
Holy
Monday
Palm
Sunday
CARNIVAl
Holy Week
1º MOVEMENT 2º MOVEMENT 3º MOVEMENT
LESS INTEREST MODERATE INTEREST NECESSITY OF INTEREST

A Luta entre o Carnaval e a Quaresma (1559) — Pieter
Bruegel (1564-1638) — Kunsthistorisches Museum, Viena
Critical moments in Easter

“"I always advise clients to anticipate
the purchases. If you can go to the
supermarket tomorrow (today) in the
morning, they would avoid headaches.
On account of having left for the last
time, the price survey should be up
discarded”
Émerson Svizzero
SUPERMARKET ASSOCIATION (SAO PAULO)
Critical moments in Easter
Last
Time”
Consumers
crowd
markets


We can see a strategic
opportunity to Mondelez in 2016

EASTER IS HERE
(SEASON
INAUGURATION)
1º Movement
Problem:
Consumers little excited
with Easter and the after
vacations/carnival period
Solution:
Ludic communication and
brand activation directed to
the places where people
pass by, and bring them to
the Easter universe
Background:
Keep your Eyes open ! The
Easter is here
Reference Bauducco
Baking
Communication answer to the most important issues
PROBLEM: It's a cultural
problem, which we consider
the insistence of the
consumer to let the shopping
for the last few days.
Solution : Stimulate the PDV
at places of great circulation
of people to get used to the
idea of Easter to include them
on the atmosphere in a fun a
collective way.
BACKGROUNG: "Enjoy Easter
your way".
REFERENCE: Easter Trees,
Europe and South of the
Country.
PROBLEM: Flow of Easter
Eggs
Solution : Surprise
BACKGROUNG: "Let’s
celebrate the Easter!”

EASTER IS HERE
(SEASON
INAUGURATION)
1º Movement
ENJOY EASTER TIME
2º MOVEMENT
Problem:
Solution:
the Easter universe
Background:
Easter is here
Reference Bauducco
Baking
collective way.
your way".
Country.
Eggs
Solution : Surprise

EASTER IS HERE
(SEASON
INAUGURATION)
1º Movement
ENJOY EASTER TIME EASTER IS HERE
(SEASON
INAUGURATION)
2º MOVEMENT 3º MOVEMENT
Problem:
Solution:
the Easter universe
Background:
Easter is here
Reference Bauducco
Baking
collective way.
your way".
Country.
Eggs
Solution : Surprise

Bauducco
had
a
campaign
to
deliver
the
ﬁrst
batch
of

panetonnes.
EASTER IS HERE
(SEASON
INAUGURATION)
1º Movement

More than just a season for sales the idea
is to express the celebration of Easter
with the grandiosity it deserve!

The key word to understand
what the retail market has
with Christmas is anticipation.

How does this
apply to reality?

Easter
Lacta
UnforgeFble

How the action happens:
In the period between the end of Carnival
and the Ash Wednesday, consumers that will
return to the cities will face impacting
actions of visibility and awareness that will
make them remember that Easter is upon
arrival

arrival
Everything starts coming back home.. ...
when it happen?

arrival
Everything starts coming back home.. ...
when it happen?
Tolls Restaurants
Places of high
concentrationApproach

Pre Easter Blitz:
Taking advantage of the time of payment of tolls, the
promoters will oﬀer drivers a broadside of "Welcome to
Easter" with a "Easter Mondelez Menu", a piece with options
of easter eggs, explanation of each, properties and toys.
Additionally, will be given a refrigerator magnet or sticker so
that those responsible don't forget to purchase
85 Inflatable dolls will welcome people after the passage of
tolls on the major highways of the city.
Tolls Restaurants

Inflatable dolls will welcome
people after the passage of
tolls on the major highways
of the city.
Welcome
to

Easter
Lacta
UnforgeFble

Places of high
concentration

Invasion of Eggs:
In this action, Lacta "Easter egg", greatest
symbol of the period, will be present in the
most unusual places in the city. The large
flow of people coming from vacation (field,
seaside, towns) will be greeted with giant
eggs at the entrances of the city. A clear
territorial demarcation, calendar and
consideration in people's minds,
encouraging them to anticipate their
purchases!

Urban artists will be invited to paint the
easter eggs making this a great outdoor art
exhibition

Opportunities:
Partnership with retailers to smaller towns like
Jundai, Bauru and Santos, as well as other
regions, with which the Creata already know
and have good relationship.

ENJOY EASTER TIME
2º MOVEMENT

How the action happens::
We think of a diﬀerentiated approach along to
consumers in 2016. In it, the company will provide a
moment of fun, in that each one may live Easter in their
own way and share with friends and family. A giant egg
tree will be the protagonist of Easter! In a place of high
concentration of people and huge visibility, we're
going to have a huge Tree full of Eggs Lacta, and a
number of children's activities around. The activities
will be conducted by promoters and the space will be
available for people to take "selfies", share and have
fun.

fun.
When it happen:
During lent

fun.
When it happen:
During lent
Where:
Mall like : Eldorado, Aricanduva ou Center Norte.

APROVEITE O PERÍODO
DE PÁSCOA
Insights
de Trade

APROVEITE O PERÍODO
DE PÁSCOA
Insights
de Trade
ENJOY EASTER TIME
2º MOVEMENT

On the point of Sale.
Points of consideration:
importance of a demonstration
of the Toys that's enveloping
and fun interactive both for
children and for those
responsible. Possibility of
interaction, so that the child
feel motivated to take home.
PDV: "There's no way, the
selling point is crucial because
that's where everything
happens"
PDV:“Não tem jeito, o ponto de venda éfundamental porque é lá que tudo acontece”

Promoters will have a
tablet so they can
demonstrate how the
toys work.

To highlight the symbolic aspect of Easter
and to increase the average ticket for the
period, we tow a charitable action.
Mechanics:
with the purchase of 1 specific Easter egg,
the consumer will have at your disposal a
menu of options to support Charitable
Institutions and child development, for
which he can send another egg at no
extra cost. Past the Easter period, that
consumer will receive by e-mail a photo
or text of appreciation of the person
gifted.

EASTER IS HERE
(SEASON
INAUGURATION)
3º MOVEMENT

For the Finale of the third Movement of
Easter, we think of a tool that complies with
the function of increasing the average ticket
of consumers, in addition of having a strong
playful and aspirational potential.

Title:
Easter
Dream
promo3on

Title: Easter Dream promotion
Mechanics: buy, earn and participate. With the
purchase of "Easter eggs" Lacta, the consumer
wins in the moment a golden mini-egg. When
opening the egg the consumer can win a prize at
the time. All the eggs have a PDP so the child can
play, paint or play at home. With the tax coupon
code, consumers will enter the hotsite promotion
hotsite, put the personal information and will
participate in a great final raﬄe which will lead
them to a trip to Disney.
Awards:
Instant Awards: Pdps and toys (Ransom in
Exchange for the Key Accounts jobs participants).
Final Awards: draw for Disney
And still: codes sent during the first weeks of
promotion has more chances to win.

We're approaching the Easter Sunday. Is
coming the most awaited moment for
children, grandparents, parents and
worshippers of special moments in family!

Here, we want to revisit a classic prank of
Easter ritual, the "egg hunt", bringing it to
the digital reality of children today

An app that enables parents to map the home and the places in which the eggs will
be hidden. When children are approaching the eggs, the app signals "is hot" and
"cold", when they're moving away.

Toys Line 2016
"The Cherry in the Cake" at the project.:

O início de tudo:
2 groups with kids:
Group 1: 8-10
Group 2 10 -12
How they celebrate?
Properties Evaluation
Ideas of Toys/Packaging and
products
The scope The Approach

The challenge for children: > Discover a
character (and point). -The challenge for
planning and creative team:
Identify the symbolic elements
characteristic of each property. > Chart a
link of these elements in the format of
Toys, in terms of functionality, design
and synergy with the property.
the“big
challenge”

1
the“big
challenge”

1 2
the“big
challenge”

1 2
3
the“big
challenge”

1 2
3
4
the“big
challenge”

How is she? What does she do? She's cool?
What's diﬀerent from the other characters who do
you like?
In which places you've ever seen the Hello Kit?
She has friends?
Which other themes Hello Kit is related with?
HELLO KITTY

Quem são eles, como
são e o que fazem?
Elementos característicos
e temas de intersecção
Insights de produto,
toys e embalagens
Classificação
Hello Kitty
1. Laço como principal acessorio.É simpática, carinhosa,
vaidosa, tem amigos,
tem um gato, mas não
fala.
Tem a ver com: Educação, amizade,
boas maneiras, moda. Cozinha até faz
sentido, citam“McDonald’s”.
É uma família muito
encrenqueira que
sempre se mete em
confusão.
Os Simpsons
1. O sofa é o elemento simbolico
que mais representa a familia.
Bebe: Chupeta Bart: Skate+Estilingue
Margie: Cabelo Homer: Cerveja+Rosca
Liza: Perolas+Safoxone
Ovo: - Estilingue
com o Rosto do Bart
- Família no Sofá.
Toys: Acessórios da
Familia + Coleçãõ
Barbie
Mais que uma boneca, é
um personagem de
“filme”, eclética (sereia,
médica, fada, etc). Todo
filme tem“mágica”
1. Vestido (Rosa) elemento
característico. 2. Casa + Carro.
3. Salto alto.
Tem a ver com Moda, Beleza, Vaidade
- Ovo: Formato de
Salto
Toys: Acessórios,
Pulseira,
maquiagem
1. Relógio (Omnitrix)
2. Cor Verde.
Um menino-herói que
salva o mundo se
transformando em
alienígenas. O mais legal
é a“transformação”!
Ovo: Verde
Toy: - Relógio com
luz que projeta os
alienígenas.
- Alienígenas
Ben 10
Tem amigos, é conhecido por todos,
trafega no universo da amizade.
Ovo: - Envolto em
um laço
Toys: Acessórios
Main results of the dialogue

Quem são eles, como
são e o que fazem?
Elementos característicos
e temas de intersecção
Insights de produto,
toys e embalagens
Classificação
Monster High
1. Cabelos diferentes
2. Sapato da Dracuraula 3. Caveira
São monstras que descendem
de grandes Monstros
conhecidos. Quando aparecem
humanos elas pensam que é do
bem mas são do mal.
Tem a ver com: Diversão, Moda,
Maquiagem, Esportes.
Ever After High
Max Steel
Ben 10
Ovo:
- Caveira
Toys:
- Lanterna
- Partes do corpo
Tem duas turmas:
Rabels & Royals
1. Chave com a palavra: ELA
Toys:
- Vestido que
transforma os
personagens
- Diário com uma
chave
Tem a ver com: Diversão, Moda,
Maquiagem.
Steel alienígena que
consegue controlar os
poderes do Max.
Ovo: Em forma do
Steel / Toys:
- Steel tem que
mexer os braços,
acender luz. -
Game
1. Uniforme de herói / Steel
São carros super
tunados/turbinados
Toys:
-Carro que sai o som
do motor/ com
rádio e/ou Alarme.
O carro está na esfera do senso
comum, poderia ter algo
complementar como“capacete”,
mini-pistinha, etc.

Concepts

Apresentação 3_Planejamento Diego Gervaes

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