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NEO REXTREME
  Preliminary Proposal
THE BRIEF



                                Re-Launch Rexona Men

    The Most Advance DEO that will even work in the future

  WHY???              • The pinnacle of top efficacy

                      • 1 million nano-particles of targeted protection per
                        second

                      • The most advance and powerful Rexona Men Ever!!



This has to be proven through certain activations
                                                   Create Awareness
    interest to buy  loyal customer               Fulfill Men’s Eager
                                                   Induce Product Experience
BACKGROUND

 CASE                     Maximize the utilize of the REXOWING – Future Environment
                          Protector



 MISSION                  An agent is about to search & train a group of chosen people to
                          maximize the utility of the future machine that will suitable for
                          future challenge




                                         HOW???

through unconventional activation which represent future technology, design &
                                  creativity

           Future Design & Concept
           Competition
                                                             EO TASK
           Futuristic Exhibition Event
TARGET MARKET

Male 20 – 30 y.o. SES; A,B,C+
 First Jobber

 Wants to prove he can be
 successful in what he’s doing

 Grooming is important
 Good taste & style
 Curious on technology

 Risk taker but still reasonable


  When it comes to gadget




  When it comes to movies
ACTIVATON IDEA


FUTURE READY (DEO) PROTECTION
 Over Engineered, and Dare To Take The Risk




                 CONCEPT
REXTREME REVOLUTION

     FUTURE PROTOTYPE                                                                         NEO REXTREME ACTION

               Pre Event

                   Workshop

               Mobile Branding

          Competition



1st Leg (16 Dec ’08 – 5 Jan ’09)                                        2nd Leg (12 Jan - 2 Feb ’09)

Registration                                                        Registration

Judging                                                             Judging
Exhibition 1st Leg :                                                Exhibition 2nd Leg :
-    1st Leg Top 10 (National) by judges                            -   2nd Leg Top 10 (National) by judges
-    Best of the best Surabaya Participants                         -   Best of the best Bandung Participants

    Surabaya Event – 10 Jan ‘09                                                            Bandung Event – 7 Feb ‘09


                                           Final Exhibition

                                 Judging

                                 -   1st leg Top 10 & 2nd leg Top
                                 -   Best of the best Jakarta Participants

                                              Jakarta Event – 14 Feb ‘09
FUTURE PROTOTYPE
   -THE COMPETITION-
FUTURE PROTOTYPE

       PRE EVENT
  Workshop        • Educational talkshow at campuses       Surabaya :
                  • Technology icon keynote speakers       • Comp. promo – December 9th, 2008
                  • Prototype display                      • Registration – December 16th, 2008
                  • Futuristic demo – Robotic Hand         • Big bang promo – January 6th, 2009
                  • Competition promo
                                                           Alternative Venue : ITS / UNAIR / UBAYA
                  • Competition registration
                  • Big bang promotion
                  • Product sampling                       Bandung :
                  • Doorprize                              • Comp. promo – December 10th, 2008
                                                           • Registration – January 12th, 2009
                                                           • Big bang promo – February 3rd , 2009

                                                           Alternative Venue : ITB / Itenas / Univ.
                                                           Widyatama / Univ. Pasundan


                                                           Jakarta :
                                                           • Comp. promo – December 11th, 2008
                   • Grabbing Gadget Freak
                     Community                             • Registration – January 19th, 2009
Mobile Branding    • Competition promo                     • Big bang promo – February 10th , 2009
                   • Competition registration              Alternative Venue : UPH / Univ. Trisakti / IEU
                   • Big bang promotion                    / UI
Indika | Rextreme Revolution Presentation | 2008
Indika | Rextreme Revolution Presentation | 2008
FUTURE PROTOTYPE

         COMPETITION

         Theme                              FRIENDLY FUTURE

Participant Classification   • Beginner (below 18 y.o. / High school)
                             • Advance (18 – 30 y.o. / Graduate or Post
                               Graduate)
                             • Public (above 30 y.o. or groups consist of
                               variant age distribution)
                                      PERSONAL OR INSTITUTION

  Prototype Category         • Communication, network & entertainment
                             • Fashion & accessories
                             • Body, health & environmental
                             • Transportation

   Judgment Criteria         • Functional
                             • Creativity / Imagination
                             • Design
FUTURE PROTOTYPE

       COMPETITION

National Competition     Competition will be devided into 2 terms Registration :

                          1st Leg  December 16th, 2008 – January 5th, 2009
1st Leg is to find the        • National Coverage Participants
 first 10 finalists to
                              • Judge :
enter the final round
      in Jakarta                 • Functional
                                 • Creativity / Imagination
                                 • Design]
                              • To Choose top 10 finalists to enter the final round in Jakarta
                              • 1st Leg Top 10 ten prototype will be displayed at SURABAYA EVENT



                         Instead of 10 national finalists, there will also be displayed best of
                         the best Surabaya participants which are voted through the instore
                         activity


                         TO MAXIMIZE AUDIENCE AT THE EVENT & INDUCE INSTORE
                         PARTICIPANTS IN SURABAYA
FUTURE PROTOTYPE

       COMPETITION

 National Competition     2nd Leg  January 12th, 2009 - February 2nd, 2009
                             • National Coverage Participants
2nd Leg is to find the       • Judge :
second 10 finalists to
                                • Functional
enter the final round
     in Jakarta                 • Creativity / Imagination
                                • Design
                             • To Choose top 10 finalist to enter the final round in Jakarta
                             • 2nd Leg Top 10 ten prototype will be displayed at BANDUNG EVENT



                         Instead of 10 national finalists, there will also be displayed best of
                         the best Bandung participants which are voted through the instore
                         activity


                         TO MAXIMIZE AUDIENCE AT THE EVENT & INDUCE INSTORE
                         PARTICIPANTS IN BANDUNG
FUTURE PROTOTYPE

      COMPETITION

National Competition       1ST Leg Finalists                    2nd Leg Finalists
                           (10 Participants)                    (10 Participants)




                            Will be displayed & competed at JAKARTA EVENT

                              1st Winner

                              2nd Winner

                              3rd Winner


                       Instead of 20 national finalists, there will also be displayed best of
                       the best Jakarta participants which are voted through the in store
                       activity


                       TO MAXIMIZE AUDIENCE AT THE EVENT & INDUCE INSTORE
                       PARTICIPANTS IN JAKARTA
FUTURE PROTOTYPE

       COMPETITION

 National Competition   • 1st Leg Finalist  Blackberry + 3 mio
                        • 2nd Leg Finalist  Blackberry + 3 mio


                        • 1st Winner  1 unit of Macbook Air + 10 mio
                        • 2nd Winner  1 unit of Macbook + 7,5 mio
                        • 3rd Winner  1 unit of Iphone + 5 mio
                        • 4th – 20th Place  4 mio [each group]

 Chance to visit 2009
    International       BEST OF THE BEST
Technology Exhibition   • Surabaya Top 20  PSP + 2,5 mio
                        • Bandung Top 20  PSP + 2,5 mio
                        • Jakarta Top 20  PSP + 2,5 mio
FUTURE PROTOTYPE

EVENT REFERENCE
FUTURE PROTOTYPE

                     ALTERNATIVE ICON

Judges             Roy Suryo / Betti Alisjahbana (Presdir IBM Asia Pasifik) / Rizal
                   Mantovani / Arian (FSRD ITB) / Ruang Rupa (Komunitas Seni IKJ)




Keynote Speakers   Wimar Witoelar / Betti Alisjahbana (Presdir IBM Asia Pasifik) / Arifin
                   Paninggoro / BJ. Habibie / LIPI
NEO REXTREME ACTION
      -THE EVENT-
NEO REXTREME ACTION

 FINAL EXHIBITION AREA
 Communication, networking &
 Entertainment Site

 Fashion & Accessories Site

 Body, Health & Wellbeing Site

 Transportation Site



     REXONA CORNER
 Product Display

 Selling & Sampling



FUTURE CHALLENGE AREA
 RexoPod

 RexoWings

 RexoJet



 ENTERTAINMENT AREA
Indika | Rextreme Revolution Presentation | 2008
Indika | Rextreme Revolution Presentation | 2008
Indika | Rextreme Revolution Presentation | 2008
Indika | Rextreme Revolution Presentation | 2008
Indika | Rextreme Revolution Presentation | 2008
Indika | Rextreme Revolution Presentation | 2008
NEO REXTREME ACTION

FUTURE CHALLENGE AREA
 RexoPod                • Virtual Pilot

                        • Nintendo Wii




 RexoJet                • Challenge to unplug certain quantity of cable in the right
                          order to start the jet engine. To get the right order, players
                          have to give the correct answer given in the computer.

                        • Challenge to place RexonaMen product to the right slot
                          using remote robotic hand during certain time.




 RexoWings              Challenge to hit moving target using over engineered gun
                        to get points.
Indika | Rextreme Revolution Presentation | 2008
Indika | Rextreme Revolution Presentation | 2008
Indika | Rextreme Revolution Presentation | 2008
Indika | Rextreme Revolution Presentation | 2008
NEO REXTREME ACTION

Participants Mechanism

Audience


Product Purchase         To induce product selling & product experience




Magnetic Card            Purchasers will get magnetic card to play the games on the event by
                         swiping the card through the device in each game




Play Games               Maximum limit of the card is twice round for each game then they
                         have to buy another product in order to get the new magnetic card.
Indika | Rextreme Revolution Presentation | 2008
Indika | Rextreme Revolution Presentation | 2008
Indika | Rextreme Revolution Presentation | 2008
NEO REXTREME ACTION

                 SCHEDULE

Surabaya   Date : Saturday, January 10th, 2009
           Time : 10am – 10pm
           Venue : Parkir Vallet TP 4




Bandung    Date : Saturday, February 7th, 2009
           Time : 10am – 10pm
           Venue : Plaza Bandung Supermal / Union Square Ciwalk




Jakarta    Date : Saturday, February 14th, 2009
           Time : 10am – 10pm
           Venue : Plaza Barat Senayan / Plaza Selatan Senayan /
           Margocity, Depok
NEO REXTREME ACTION

                   DRAFT RUNDOWN

10:00 – 22:00   Exhibition / Booth Activity / Gather Crowd

15:00 – 16:00   Stage Performance – Local Band

16:00 – 16:30   Exhibition Journey

16:30 – 17:00   Dare to Take the Risk Round
                • MC pick randomly for 2 audiences
                • Dare one of them to finish all the 3 games in certain minutes
                • The other one can double dare the challenge by minimizing the time
                • The fastest time offered will play this round

17:00 – 18:00   Stage Performance – Local Band

18:00 – 19:00   Break (Booth Activity goes on)

19:00 – 19:30   Opening Act

19:30 – 20:00   Exhibition Awarding

20:00 – 21:00   Stage Performance – Guest Star 1

21:00 – 22:00   Stage Performance – Guest Star 2

22:00 – end     Closing – DJ Performance
NEO REXTREME ACTION

                   ALTERNATIVE TALENT

MC                 VJ Ben & VJ Marissa / VJ Daniel & VJ Cathy




Stage Performers   Nidji / Andra & the Backbone / J Rocks / Goodnight Electric / Rocket
                   Rockers / Mobil Derek
INSTORE ACTIVATION
IN STORE ACTIVATION
                                 [to be proposed]

                              REXONAMEN MACHINE

Audience


Product Purchase   Participate in Instore Activation


Barcode ID         Get Barcode ID to gain the product


Barcode Sensor     Put the barcode in the sensor device to automatically gain the
                   product from the Rexona men Machine


Vote               Vote for the ‘best of the best’ prototype in each city through
                   touchscreen device.
SPG COSTUME
Indika | Rextreme Revolution Presentation | 2008
Indika | Rextreme Revolution Presentation | 2008
MISSION ACCOMPLISHED
       -Thank You-

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Indika | Rextreme Revolution Presentation | 2008

  • 1. NEO REXTREME Preliminary Proposal
  • 2. THE BRIEF Re-Launch Rexona Men The Most Advance DEO that will even work in the future WHY??? • The pinnacle of top efficacy • 1 million nano-particles of targeted protection per second • The most advance and powerful Rexona Men Ever!! This has to be proven through certain activations Create Awareness interest to buy  loyal customer Fulfill Men’s Eager Induce Product Experience
  • 3. BACKGROUND CASE Maximize the utilize of the REXOWING – Future Environment Protector MISSION An agent is about to search & train a group of chosen people to maximize the utility of the future machine that will suitable for future challenge HOW??? through unconventional activation which represent future technology, design & creativity Future Design & Concept Competition EO TASK Futuristic Exhibition Event
  • 4. TARGET MARKET Male 20 – 30 y.o. SES; A,B,C+ First Jobber Wants to prove he can be successful in what he’s doing Grooming is important Good taste & style Curious on technology Risk taker but still reasonable When it comes to gadget When it comes to movies
  • 5. ACTIVATON IDEA FUTURE READY (DEO) PROTECTION Over Engineered, and Dare To Take The Risk CONCEPT
  • 6. REXTREME REVOLUTION FUTURE PROTOTYPE NEO REXTREME ACTION Pre Event Workshop Mobile Branding Competition 1st Leg (16 Dec ’08 – 5 Jan ’09) 2nd Leg (12 Jan - 2 Feb ’09) Registration Registration Judging Judging Exhibition 1st Leg : Exhibition 2nd Leg : - 1st Leg Top 10 (National) by judges - 2nd Leg Top 10 (National) by judges - Best of the best Surabaya Participants - Best of the best Bandung Participants Surabaya Event – 10 Jan ‘09 Bandung Event – 7 Feb ‘09 Final Exhibition Judging - 1st leg Top 10 & 2nd leg Top - Best of the best Jakarta Participants Jakarta Event – 14 Feb ‘09
  • 7. FUTURE PROTOTYPE -THE COMPETITION-
  • 8. FUTURE PROTOTYPE PRE EVENT Workshop • Educational talkshow at campuses Surabaya : • Technology icon keynote speakers • Comp. promo – December 9th, 2008 • Prototype display • Registration – December 16th, 2008 • Futuristic demo – Robotic Hand • Big bang promo – January 6th, 2009 • Competition promo Alternative Venue : ITS / UNAIR / UBAYA • Competition registration • Big bang promotion • Product sampling Bandung : • Doorprize • Comp. promo – December 10th, 2008 • Registration – January 12th, 2009 • Big bang promo – February 3rd , 2009 Alternative Venue : ITB / Itenas / Univ. Widyatama / Univ. Pasundan Jakarta : • Comp. promo – December 11th, 2008 • Grabbing Gadget Freak Community • Registration – January 19th, 2009 Mobile Branding • Competition promo • Big bang promo – February 10th , 2009 • Competition registration Alternative Venue : UPH / Univ. Trisakti / IEU • Big bang promotion / UI
  • 11. FUTURE PROTOTYPE COMPETITION Theme FRIENDLY FUTURE Participant Classification • Beginner (below 18 y.o. / High school) • Advance (18 – 30 y.o. / Graduate or Post Graduate) • Public (above 30 y.o. or groups consist of variant age distribution) PERSONAL OR INSTITUTION Prototype Category • Communication, network & entertainment • Fashion & accessories • Body, health & environmental • Transportation Judgment Criteria • Functional • Creativity / Imagination • Design
  • 12. FUTURE PROTOTYPE COMPETITION National Competition Competition will be devided into 2 terms Registration :  1st Leg  December 16th, 2008 – January 5th, 2009 1st Leg is to find the • National Coverage Participants first 10 finalists to • Judge : enter the final round in Jakarta • Functional • Creativity / Imagination • Design] • To Choose top 10 finalists to enter the final round in Jakarta • 1st Leg Top 10 ten prototype will be displayed at SURABAYA EVENT Instead of 10 national finalists, there will also be displayed best of the best Surabaya participants which are voted through the instore activity TO MAXIMIZE AUDIENCE AT THE EVENT & INDUCE INSTORE PARTICIPANTS IN SURABAYA
  • 13. FUTURE PROTOTYPE COMPETITION National Competition  2nd Leg  January 12th, 2009 - February 2nd, 2009 • National Coverage Participants 2nd Leg is to find the • Judge : second 10 finalists to • Functional enter the final round in Jakarta • Creativity / Imagination • Design • To Choose top 10 finalist to enter the final round in Jakarta • 2nd Leg Top 10 ten prototype will be displayed at BANDUNG EVENT Instead of 10 national finalists, there will also be displayed best of the best Bandung participants which are voted through the instore activity TO MAXIMIZE AUDIENCE AT THE EVENT & INDUCE INSTORE PARTICIPANTS IN BANDUNG
  • 14. FUTURE PROTOTYPE COMPETITION National Competition 1ST Leg Finalists 2nd Leg Finalists (10 Participants) (10 Participants) Will be displayed & competed at JAKARTA EVENT 1st Winner 2nd Winner 3rd Winner Instead of 20 national finalists, there will also be displayed best of the best Jakarta participants which are voted through the in store activity TO MAXIMIZE AUDIENCE AT THE EVENT & INDUCE INSTORE PARTICIPANTS IN JAKARTA
  • 15. FUTURE PROTOTYPE COMPETITION National Competition • 1st Leg Finalist  Blackberry + 3 mio • 2nd Leg Finalist  Blackberry + 3 mio • 1st Winner  1 unit of Macbook Air + 10 mio • 2nd Winner  1 unit of Macbook + 7,5 mio • 3rd Winner  1 unit of Iphone + 5 mio • 4th – 20th Place  4 mio [each group] Chance to visit 2009 International BEST OF THE BEST Technology Exhibition • Surabaya Top 20  PSP + 2,5 mio • Bandung Top 20  PSP + 2,5 mio • Jakarta Top 20  PSP + 2,5 mio
  • 17. FUTURE PROTOTYPE ALTERNATIVE ICON Judges Roy Suryo / Betti Alisjahbana (Presdir IBM Asia Pasifik) / Rizal Mantovani / Arian (FSRD ITB) / Ruang Rupa (Komunitas Seni IKJ) Keynote Speakers Wimar Witoelar / Betti Alisjahbana (Presdir IBM Asia Pasifik) / Arifin Paninggoro / BJ. Habibie / LIPI
  • 18. NEO REXTREME ACTION -THE EVENT-
  • 19. NEO REXTREME ACTION FINAL EXHIBITION AREA Communication, networking & Entertainment Site Fashion & Accessories Site Body, Health & Wellbeing Site Transportation Site REXONA CORNER Product Display Selling & Sampling FUTURE CHALLENGE AREA RexoPod RexoWings RexoJet ENTERTAINMENT AREA
  • 26. NEO REXTREME ACTION FUTURE CHALLENGE AREA RexoPod • Virtual Pilot • Nintendo Wii RexoJet • Challenge to unplug certain quantity of cable in the right order to start the jet engine. To get the right order, players have to give the correct answer given in the computer. • Challenge to place RexonaMen product to the right slot using remote robotic hand during certain time. RexoWings Challenge to hit moving target using over engineered gun to get points.
  • 31. NEO REXTREME ACTION Participants Mechanism Audience Product Purchase To induce product selling & product experience Magnetic Card Purchasers will get magnetic card to play the games on the event by swiping the card through the device in each game Play Games Maximum limit of the card is twice round for each game then they have to buy another product in order to get the new magnetic card.
  • 35. NEO REXTREME ACTION SCHEDULE Surabaya Date : Saturday, January 10th, 2009 Time : 10am – 10pm Venue : Parkir Vallet TP 4 Bandung Date : Saturday, February 7th, 2009 Time : 10am – 10pm Venue : Plaza Bandung Supermal / Union Square Ciwalk Jakarta Date : Saturday, February 14th, 2009 Time : 10am – 10pm Venue : Plaza Barat Senayan / Plaza Selatan Senayan / Margocity, Depok
  • 36. NEO REXTREME ACTION DRAFT RUNDOWN 10:00 – 22:00 Exhibition / Booth Activity / Gather Crowd 15:00 – 16:00 Stage Performance – Local Band 16:00 – 16:30 Exhibition Journey 16:30 – 17:00 Dare to Take the Risk Round • MC pick randomly for 2 audiences • Dare one of them to finish all the 3 games in certain minutes • The other one can double dare the challenge by minimizing the time • The fastest time offered will play this round 17:00 – 18:00 Stage Performance – Local Band 18:00 – 19:00 Break (Booth Activity goes on) 19:00 – 19:30 Opening Act 19:30 – 20:00 Exhibition Awarding 20:00 – 21:00 Stage Performance – Guest Star 1 21:00 – 22:00 Stage Performance – Guest Star 2 22:00 – end Closing – DJ Performance
  • 37. NEO REXTREME ACTION ALTERNATIVE TALENT MC VJ Ben & VJ Marissa / VJ Daniel & VJ Cathy Stage Performers Nidji / Andra & the Backbone / J Rocks / Goodnight Electric / Rocket Rockers / Mobil Derek
  • 39. IN STORE ACTIVATION [to be proposed] REXONAMEN MACHINE Audience Product Purchase Participate in Instore Activation Barcode ID Get Barcode ID to gain the product Barcode Sensor Put the barcode in the sensor device to automatically gain the product from the Rexona men Machine Vote Vote for the ‘best of the best’ prototype in each city through touchscreen device.
  • 43. MISSION ACCOMPLISHED -Thank You-