3. IMC CAMPAIGN: Cricket theme song by Robi
CAMPAIGN LENGTH: 45 days during ODI series with India and entire SA tour
COMMUNICATION OBJECTIVE: Emotional connection with cricket fans
BACKGROUND
5. TARGET AUDIENCE
Urban
Male & Female
Trendy &
Tasteful
Upper middle class-
Upper class
Age: 18-40
Looking to relax or
work out of home
6. THE BIGIDEA
Showing people from different walks of life that
they can be a tiger in their own way
not a mere fan
Establishing a common thread
Making them feel like a bigger part of cricket
7. POSITIONING
জ্বলে ওল ো বোাংেোলেশ
আমোলের সকলের মোলেই আলে একজন টোইগোর,
প্রল োজন শুধু জ্বলে ও োর
CAMPAIGN LOGO & TAGLINE
8. GRABBING ATTENTION
LAUNCH CONCERT- জ্বলে ওল ো বোাংেোলেশ
EVENT DETAILS
Performances by bands famous among
youth like Chirkut, Shunno
Appearances by cricketers &
Official release of the anthem by Habib
EVENT PROMOTIONS
Online event page
Newspaper ads
Posters
PR & PUBLICITY DIRECT MARKETINGDONATION OF PROCEEDS
9. DIRECT MARKETING
Bulk
Messaging
Near malls, universities, bus stands etc.
In urban and suburban areas
Informs & promotes download as caller
tune, welcome tune, ringtone etc.
Leaflet
Distribution
Glow
wristband
distribution
Bearing tagline & logo
Distributed at launch concert
T20 & day-night matches
11. BILLBOARD
Mystery theme billboard
3 locations in Dhaka
Falls in route of daily commute
High Traffic
Main billboard
15 urban & suburban locations
High Traffic/Near malls/Busy highways
Office areas/Residential areas
Manik Mia Avenue | Gulshan 2 Circle
Mohakhali Flyover
Dhaka | Sylhet | Comilla
Chittagong | Narayanganj | Khulna
18. আমোলের সকলের মোলেই আলে একজন টোইগোর,
প্রল োজন শুধু জ্বলে ও োর...
জ্বলে ওল ো বোাংেোলেশ
19. িলবো নো সেো রনিঃলশ -0১
“সেেোর মোল আমরো সেলেো োরলের িোর মোনলে সেেলে
চোই নো- েোিলে আসে জীবন এ রনলজরো েো সকন?”
-২৮ বের ব সী ররিলমর কোলে পঙ্গুত্বলক িোর মোরনল
এরগল চেোর সপ্ররণো মোশরোরি।
আমোলের সকলের মোলেই আলে
একজন টোইগোর,
প্রল োজন শুধু জ্বলে ও োর...
জ্বলে ওল ো বোাংেোলেশ
20. 1
2
3
Call a robi line and leave a 1-minute
motivational message for players
Best 10 messages will be aired on radio &
shared with players before match
RADIO ACTIVATION
12th Man Contest
• Contest promotions
• Playing anthem verses
• Airing winning messages
Show: Dhaka Calling
RJ: Nawaf
Time: 4:00-8:00 pm
(Commute hours, high traffic) Conclude with saying “জ্বলে ওল ো বোাংেোলেশ”
22. Volunteers will locate street
cricket hubs
Surprise visits from cricketers
Short matches will be played
And shared on social media with
#Cricket_er_ronoshaj
The whole thing will be captured
on video
Street Onlookers
Exposure
PR Publicity BUZZ & WOMMOnline ExposureStreet Onlooker Exposure
#রিলকট_এর_রণসোজ
24. #SHOLO_KOTIR_HUNKAR
LOUDEST CROWD ROAR AT A STADIUM GUINNESS WORLD RECORD ATTEMPT
2nd ODI
against SA
1st T20
against SA
2nd ODI
against India
PR Publicity BUZZ & WOMM
Online Exposure
(Video & Posts)Direct Marketing
26. #KHELTE_NAMO_AJ
A fast bowling machine
will be set up in various
universities and malls for a
day by rotation
Volunteers will be in the spot
to oversee playing
PR Publicity BUZZ & WOMM
Online Exposure
(Video & Posts)Direct Marketing
27. ভেতরেে টাইগাে ভে জাগান
• Player cutouts for decorations
• Posing a challenge
• Scope for pictures
32. Items Reach on avg location/channel Calculation Total
TVC 200,000 200,000 * 10 2,000,000
Newspaper Ads 50,000 50,000 * 5 250,000
Billboard cost 10,000 10,000 * 15 150,000
Radio endorsement 50,000 50,000 * 1 50,000
Shop signs 200 200 * 500 100,000
Posters 1,000 1,000 * 300 300,000
Leaflets 50,000 50,000 * 1 50,000
Merchandise 20,000 20,000 * 1 20,000
জ্বলে ওল ো বোাংেোলেশ concert 5,000 5,000 * 1 5,000
Campaign স োলেো সকোটির হুাংকোর 20,000 20,000 * 3 60,000
Campaign সেেলে সনলমলে আজ 100 100 * 20 2,000
Campaign েইরর আজ রণসোজ 30 30 * 10 300
Total 2,987,300
Items Average reach per day Calculation Total
Microsite 1,000 100 * 30 3,000
Online exposure 3,000 3,000 * 45 135,000
Word of mouth marketing 2,000 2,000 * 3 * 45 270,000
Total 408,000
*** ALL FIGURES ARE APPROXIMATE**
REACH ANALYSIS
33. Calculation Grand Total
Total Reach 2,987,300 + 408,000 3,395,300
Items Formula Calculation Value(BDT)
Cost per contact (Total Investment/Total people reached) 54,365,000/3,395,300 16.01
Return on investment(ROI) (Total Sales/Total Investment) (3,395,000 * 0.03 * 1,500)/(54,365,000) 2.81
ASSUMING ONLY 3% OF PEOPLE REACHED BECOME SUBSCRIBERS FOR A YEAR AND BUY PRODUCTS & SERVICES WORTH BDT 1500
*** ALL FIGURES ARE APPROXIMATE**
REACH ANALYSIS