Rainy Days kills the party
• The fun crowd will party less
• Conducting outdoor activities
will be messy
• Boredom looming...
Challenge-
Fight Boredom
• Create an activity
• Involve the audience to the Cambodia
Beer Party
• Increase consumption dur...
Gathering Brand Insights
Key Learning
TheTVC was awesome,
there is still room to amplify
the campaign…
Way Forward
Involve the target to create a
b...
The Big Idea- ShareYour Story
SYS’s mission is to
provide Cambodia Beer
Fans a platform to
showcase their fun & be
famous
...
The Pitch to ourTarget Market
UPLOADVIDEO
CREATE FUN STORY
GET FAMOUS+WIN
HowTo Create…
1. CreateYour Story
2. Download the Music Jingle
3. Download the Cambodia Beer End Frame
4. Submit Story Pho...
HowTo Create…
1. CreateYour Story
2. Download the Music Jingle
3. Download the Cambodia Beer End Frame
4. Submit Story Pho...
What the experts have to say
Clips should not be more than 5 seconds
Transitions should be in sync with the music
Capture ...
So what happens to the videos…..
1. There will be a dedicated page sharing the videos on
our website, embedded from youtub...
So what happens in the Bar…
VJ shares the top 3 videos
Within bar premises
VJ interviews Friends about
their adventure, ho...
AllTogether Now
Invite/ 30s
Mechanics
99% reach
Invites via Facebook-
186k CTN+ 688k MyTV
Mechanics detail on the web
Prom...
Your exposure (subject to client needs)
Share Your Cambodia Beer Story
Core of Project: HarnessUser Generated Content for ...
Daily Detail
DailySchedule
Jul 01 (Wed) Jul 02 (Thu) Jul 03 (Fri) Jul 04 (Sat) Jul 05 (Sun) Jul 06 (Mon) Jul 07 (Tue) Jul ...
CTN & MyTV are your best media partners to
deliver ShareYour Story
Regions >>
Targets >>
Channels Share Rch% Share Rch% Sh...
Cambodia Beer TV Marketing initiative
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Cambodia Beer TV Marketing initiative

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Presentation for hard to crack client...giving their bottle band TVC campaign a level up...Author, Jun Lao... if this helped trigger a brilliant idea, kindly visit my site www.paparazsea.com for more surprises

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Cambodia Beer TV Marketing initiative

  1. 1. Rainy Days kills the party • The fun crowd will party less • Conducting outdoor activities will be messy • Boredom looming…literally, clouds looming over everyone’s heads Every upcoming crisis presents an opportunity
  2. 2. Challenge- Fight Boredom • Create an activity • Involve the audience to the Cambodia Beer Party • Increase consumption during the rainy days • Out voice competition during the rainy days
  3. 3. Gathering Brand Insights
  4. 4. Key Learning TheTVC was awesome, there is still room to amplify the campaign… Way Forward Involve the target to create a bigger following… Reward them for their efforts
  5. 5. The Big Idea- ShareYour Story SYS’s mission is to provide Cambodia Beer Fans a platform to showcase their fun & be famous CTN & MyTV will be the main driver of the user generated content activation, providing Cambodia Beer fans expert advice, a wider audience plus a free party
  6. 6. The Pitch to ourTarget Market UPLOADVIDEO CREATE FUN STORY GET FAMOUS+WIN
  7. 7. HowTo Create… 1. CreateYour Story 2. Download the Music Jingle 3. Download the Cambodia Beer End Frame 4. Submit Story Photo on FB with video link Ask the Experts On CTN & MyTV how to create a compelling story
  8. 8. HowTo Create… 1. CreateYour Story 2. Download the Music Jingle 3. Download the Cambodia Beer End Frame 4. Submit Story Photo on FB with video link Ask the Experts On CTN & MyTV how to create a compelling story
  9. 9. What the experts have to say Clips should not be more than 5 seconds Transitions should be in sync with the music Capture laughter Amazing stories need not be shot in an amazing location, the characters make the story Focus on the experience etc etc… Establish story frame Fun Moments Characters Climax Resolution
  10. 10. So what happens to the videos….. 1. There will be a dedicated page sharing the videos on our website, embedded from youtube submissions 2. Videos with most likes will be featured on our facebook page & Cambodia Beer site+fb page 3. We will have a once a weekTop 3- ShareYour Story 5 minute program with aVJ sharing the best video. Venue of program within a popular bar or club in Phnom Penh Top 3 ShareYour Story Cambodia Beer TVC’s
  11. 11. So what happens in the Bar… VJ shares the top 3 videos Within bar premises VJ interviews Friends about their adventure, how they made it, when, where + winning a travel adventure package for their effort VJ encourages more people to join, check website and upload your fun story
  12. 12. AllTogether Now Invite/ 30s Mechanics 99% reach Invites via Facebook- 186k CTN+ 688k MyTV Mechanics detail on the web Promote: Share Your Story-2 wks Weekly Program+10-30s M-Fri-Top 3+ Bar feature Uploaded Videos Featured Top 3 on Facebook Showcase Stories-13 weeks RESULTS AmplifiedTVC Users generated own content for Cambodia Beer Created a Stronger Bond with Consumer Reach 100% nationwide MassiveWOM+ Viral probability 10 spots/day Mon-Fri- 2 weeks (Tot 100 plugs)
  13. 13. Your exposure (subject to client needs) Share Your Cambodia Beer Story Core of Project: HarnessUser Generated Content for Cambodia Beer Media: Television for MassAwareness, Website asUGC platform & Facebook asviral proponent Totals Value 1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-Aug 12-Aug 19-Aug 26-Aug 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep 7-Oc t Share Your Story Mechanics30sCTN 100 $12,000.00 50 50 10x/day Mon-Fri Share Your Story Mechanics30sMyTV 100 $12,000.00 50 50 10x/day Mon-Fri option to plac e TVC 15s Website Mechanics $2,000.00 FBmanagement 75 $1,000.00 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 Top 3 Friday Show 5:00-5:05 (5 minutes) 13 $15,600.00 1 1 1 1 1 1 1 1 1 1 1 1 1 CBSTalents 13 $13,000.00 1 1 1 1 1 1 1 1 1 1 1 1 1 Crew 13 $13,000.00 1 1 1 1 1 1 1 1 1 1 1 1 1 CTN Airing UCG Material edit 650 $97,500.00 50 50 50 50 50 50 50 50 50 50 50 50 50 CTN - Bottle BeerTVC 15s after 650 $97,500.00 50 50 50 50 50 50 50 50 50 50 50 50 50 10x/ d a y Mon-Fri MyTV airing UCG Material edit 650 $84,500.00 50 50 50 50 50 50 50 50 50 50 50 50 50 M yTV- Bottle Beer TVC 15s after 650 $84,500.00 50 50 50 50 50 50 50 50 50 50 50 50 50 10x/ day M on-Fri Totals 2914 $432,600.00 Spec ial Pac kage (50 CTN/ 50 M yTV) $330,000.00 ROI 1.3:1
  14. 14. Daily Detail DailySchedule Jul 01 (Wed) Jul 02 (Thu) Jul 03 (Fri) Jul 04 (Sat) Jul 05 (Sun) Jul 06 (Mon) Jul 07 (Tue) Jul 08 (Wed) Jul 09 (Thu) Jul 10 (Fri) Jul 11 (Sat) Jul 12 (Sun) Jul 13 (Mon) Jul 14 (Tue) Jul 15 (Wed) Jul 16 (Thu) Jul 17 (Fri) Jul 18 (Sat) Jul 19 (Sun) Jul 20 (Mon) Jul 21 (Tue) Jul 22 (Wed) Jul 23 (Thu) Jul 24 (Fri) Jul 25 (Sat) Jul 26 (Sun) Jul 27 (Mon) Jul 28 (Tue) Jul 29 (Wed) Jul 30 (Thu) 6 7 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 8 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 9 10 11 12 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 13 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 14 15 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 16 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 17 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 18 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 19 20 21 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 22 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 10 10 10 0 0 10 10 10 10 10 0 0 10 10 10 10 10 0 0 10 10 10 10 10 0 0 10 10 10 10
  15. 15. CTN & MyTV are your best media partners to deliver ShareYour Story Regions >> Targets >> Channels Share Rch% Share Rch% Share Rch% Share Rch% Share Rch% Share Rch% CTN 20.7 59.1 23.2 67.1 25.5 74.3 22.9 62.1 22.8 65.6 22.9 63.8 MYTV 21.3 61.9 18.7 57.2 16.3 53 17.2 54.5 16.9 53.6 17 54.1 Hang Meas HD-TV 13.5 38.1 14.3 39.6 15.1 41 12.7 39 12.1 40.9 12.4 40 BayonTV 5.1 23 5.4 23.1 5.8 23.1 5.3 22.5 5.9 26.1 5.6 24.3 SEATV 4.5 19.1 4.2 18.4 3.8 17.8 4.2 18.6 4.9 20.3 4.5 19.4 TV5 Royal Armed Forces 15.3 44 15.8 46.5 16.3 48.6 16 47 15.4 46.8 15.7 46.9 CH08 Drama 5 14.6 5.5 17.2 6 19.5 5.4 14.8 5.4 17 5.4 15.9 CH09 Drama 1.7 3.4 1 2.1 0.4 1.1 1.4 3.2 1.2 3.4 1.3 3.3 CH10 Drama 1.2 4.6 0.8 2.5 0.4 0.7 1.7 4.8 1.1 3.7 1.4 4.2 CH11 Movie 0.6 2.9 0.4 2 0.3 1.2 1 3.2 0.8 3.2 0.9 3.2 National TVK 0.1 1.3 0.2 2.1 0.3 2.8 0.3 2.8 0.7 4.2 0.5 3.5 TV3 Cambodia 0.3 3.3 0.5 5 0.7 6.5 0.6 4.3 0.6 4.8 0.6 4.5 Apsara TV 1.6 8.7 1.7 8.7 1.8 8.6 2.5 11.8 2.4 12 2.4 11.9 TV9 Television 0.8 4.6 1 4.8 1.1 5 0.8 6.3 0.6 4.2 0.7 5.2 CNC Cambodia 0.8 3.7 1.1 5.5 1.3 7.2 0.6 3.6 2.1 8.5 1.3 6 Bayon TV News 0.6 2.7 0.4 2.2 0.2 1.7 0.4 2.2 0.6 3.8 0.5 3 Other Cable & Satellite Channel 0.5 1 0.2 0.5 0 0 0.4 0.7 0.3 0.5 0.3 0.6 Male,Female x 16-35Female x 13-19 Male,Female x 13-19 Male x 13-19 Female x 16-35 Male x 16-35 3 cities Kantar-TNS Feb-Apr 2015

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