: case study

1
??????? ???? case study ?????? ??????? ????????
?????? ???????, ???? ?????? ?????????? ??????
???, ????????? ???? ???? ???????, ????????
???????????? ?????? ??????? ? ???????????????
???????????, Marketing Communications, ?????? ???
2
10,000 STEPS

• ???????? blue chip marketing
• ???????? ???????? 10,000 STEPS
• ???? ?????????? ?????-????? ? ?????? 2004 ??
  ???? 2005
• ?????????? ???????? THE KELLOGG COMPANY GB
  LIMITED
• ???????? ????????
• ? 2003 Special K ?? Kellogg ??? ??????? ???????
  ?? ???????????? ???? ? ??????????????
  ???????????? ? ???????? ?? ??????, ?????????
  ??????.
• ? ???????? 2003 Nestle ????????? "??????
  (Fitnesse)" ? ??????????? ?????????? ????
  ????????????? ??????? ? ????? ?????????,
  ???????????? ?? ?????? ????? ? ???????? ????
  ????? ? Special K.
• Kellogg ?????? ??? ??????????? ????? ????????? ,
  ????? ?? ???????? ???????? ? ????????? ???????

3
10,000 STEPS

• ??????
• ??????? ??????? ? ?????? Special K "???
  ?????????? ??????"
• ???????? ????????? ????????????????? ???????
  Special K.
• ???????? ??????????
• ????????? ????????
• Special K ??????? ??????? ????????? "?? ????????
  ?? ???????" ????? ?????????? ? Pilates, ????? ?
  ????????????? ?????.
• ?? ?????? ??????????????, ?????? ???? ??????? ???
  ????????? ??????? ????? ? ????????? ?????????
  Special K.
• ??????
• ???????????? ???? ????? ??? ??????????
  ?????-?????, ??????? ???????? ? ?????????????
  ??????? ?? ??????? ???????????? ? ?????????
  ???????????, ??? ???????, ?? 2?? ???????.

4
10,000 STEPS

• ???????? ????????
• ?????? 10 000 ????? ?? Special K ?????? ???
  ???????? ???????????? ?????? 10 000 ????? ??????
  ???? ??? ????????? ????????.
• ??????????? ????????? ??????? ?? Special K.
• ?????? ??????? ????? 12 ?????? ??????????(15
  ????????) ? ??? ???????? ????????????? ?????? ???
  ???????? Special K
• ??????? ???? ??????? ???????? ?????, ?????????, ?
  ??????? ? ??? ?? ?????????? ??? ????? ????
  ????????? ????????????? ??? ????????.
• ?????? ??????? ???? ? ?????????? ??????????
  ?????????? ?????? ??????????(Personal Achievement
  Tracker) ? ???????? ?? ?????????? ?????? ??
  ??????? Reebok.
• ??????????????????? ????????? ?????????? ??????,
  ????????????? ??? ??????? ?????????????, ?????
  ???? ???????? ?? www.specialk.co.uk.
• ???????? ???? ?? 100 ???????? ?? ????
  SLP(Special K)

5
10,000 STEPS

• ????????? ????????
• 11 ????????? ???????? Kellogg's Special K.
• ???? ??????? - 440 ????????????? ???????
• ??-???????? ? ??????, ?? ?????, ?????????????
  celebrity ??????
• ??????? ? ????????? ?????-???? e-mail
  ????????
• ?????????? ???????? ?? ????????? ? ??????
• "????????, ?????????? ??? ?????????????? ??
  ????? ????????, ???? ?????????? ???????????? ????
  "?????????????? ? ????????" ? ?????????????????
  ???????? "????? ????????? ?????? ?????"
• ????????? Reebok ? ?????????? ??????????
  ???????????? ??????????? "?????? ?? ???? ?
  ????????" ???????? ??????????????? ??????? ?
  Special K ? ???? ????????.
• ? ??? ????????? ???????? 686 881 ???????? ??????
  ?? 2 ?????? Special K ? ??????? ??????? ?
  ???????? 10 000 ?????(??????? ??????? ? 16 ???
  ???? ??? ? ??????? ?? ?????????.)
• 89,321 ?????? ???????? ??? ???????? 10,000 ?????
  ??? ??????????? ?????????????? ???????? ??
  ?????????? ??????.
• ????????? ???????? ??????? ????? ??????????? ??
  ??????? ?????????.
• ?????? ????? ??????? ??????????? ???????? ?????
  (Walkers, MacDonalds etc).
• ??????? Special K ??????????? ?? 24,000,000
  ?????? (8) ?? ????? ????????.
• ??????? Special K ?????? ?????? ????? ?
  ??????????? ???? ??? ?????????.

6
10,000 STEPS

• ????????????? ????????
• ????? 700 000 ?????? (?? 48 ????? ???????????,
  ?? 600 ??????, ??? ? ?????????? ?????????
• ????? ?? ???????? ????????? ????????????
• o???? 500,000 ???? ?????????? ?? ????????? (SLP )
  ? ???? ???????? ????????????? ??????? ? Kellogg's
• ????????????? ???? ????????? ?? 1.2 ??? ????? ???
  ???, ??? ?????? ?????? ?????? ???? ?? ????
  ????????.
• ??????????? ????????? 43 - 19.7 ??? ???.
• 83 ?????????? ????????? ?? ??????? ? 10 000
  ?????.
• 1/3 ???? ????? ?????????? ? Special K.
• Special K ?????? ?????? ????? ? ??????????? ????
  ??? ?????????(?? ??????) ??????? ?? 46 ??? ?????
  ???????.

7
"Smart Eye" (????? ????)

• ???????? ???????? ????????? Buzz
• ???? ?????????? ?????-????? ? ??????? 2004 ??
  ???? 2005
• ?????? Santander Banespa
• ???????????
• Santander Banesp - ???? ?? ?????????? ?????? ?
  ????????, ????????? ??? ?????? ????????????
  Banespa, ???. ?????, ????????? ?????? Santander.
  ?????? ?? ??????? ?????? ?????????? ????? ?
  ?????? ?????? ??? ??????????? ????? ???????? ?
  ?????????? ??????? ?? ??????? ????????.
• ??? ???????? ???? ??????????? ??? ?????????
  ??????????? ????????? ????????? ? ?????????
  ??????? ? ????????. ?? ????? ???????? ??? ???????
  ?????? ?? ??????? ????????? ? ?????. ??????
  ???????? ?????? ??? ?????????? ???????? ???????,
  ??????????? ?? ?? ????????. ??? ????? ??? ????
  ????????? ?????????????? ??????????.
• ???? ????????
• ?????? ???????????? ?????? ???????
• ?????????? ??????
• ???????? ?? ?????????? ????????? ???????????, ???
  ???? ??????? ?? ?????????, ???????? ????????????
  ?????? ?????????, ??????? ???????? ??
  ???????????? ???????????.

8
"Smart Eye"

• ?????????? ?????????
• "????? ???? ????????????? ??????? ??????
  ??????? ? ????????? ???????.
• ??? visuals ???????? ???? ???????? ??
  ????????????? "Snellen Chart", ????????????
  ????????? ??? ??????????? ?????? ????????.
• ???????? ??????? ?????? ???????????? ?????????
  ??????????, ???????????, ?????????,
  ?????????????? ?????????????? ????? ???????? ?
  ???????? ??????.
• ??????
• ?????? ????? ???? ??????? ???????? ? ?????????
  ????? ????????, ??? ??? ???? ???????????
  ?????????? ????????, ??????? ???? ???????? ?
  ??????? ? ?????????? ?????????? ?? ?????????????
  ?????????? ????????.

9
"Smart Eye"

• ??????????? ???? ? ????????? ??? ????????????.
  ????????? ???????, ??????? ?????? ? ????? ??
  ??????????????
• ??????????? ????? ??????????? ??????? ???
  ??????????? ??? ??????? ????? ?????? ??????????.
  ???????????? ????????? ??? ? ???? ??????
  ????????. ??? ????????? ???????? ?????????
  ?????, ?????????? ??????? ???????? ? ???????????
  ? ????????????? ?? ?????????? ????? ? ??????
  ??????????.
• ??? ????????? ?????????, ??????? ??
  ?????????????? ?? ???????, ???????? ????????
  ????????, ??????????? ?????? ????????. ???
  ????????? ????? ?????? POSM ??? ????????? ??
  ??????????(?????? ??? ???????????) ??????????.
  POSM ????????? ????????? ????????? "?????, ?????
  ??????? ????? ???????, ??? ??? ?????????? ???????
  ?????? ???????"

10
"Smart Eye"

• ????????? ????????
• ? ??????? 3? ???????? ????????, ?????????
  ???????? 6 ????????? ???????? ???????? ?
  ????????????? ?????????? (?????? 15 ????)
• ??????????? ????????? ???????? ??? ?? ??????????
  ?? e-mail-???????? ? ?????? ?????? ? ???????????
  ????????? ??????.
• ???????? ???????? ? ?????????? ???????? ????
  ??????? ????? ??????? ??????, ???
  ???????????????? ?????? ?? ??????????? ???????? ?
  ?????????? ?????????? ????????? ?????????.
• ?????????????? ?????? ???? ???????? ????????,
  ?????????????? ????????? ????????, ? ?????????
  "??????? ???? ????? ?????????"(?????? ????????).
• ?????????? ????????
• ?????????????? ??????????
• 150 ????????? ????????? ???? ??????
• 700 ????????? ??????????? ????? ????????
• 46 ?????????? ????????? ?????????
• ?????????????? ?????????? ????????????
• 86 ?????????? ????? ???????? ?????? ?? ?????
  ???? ?????????? ??????
• 87 ?????????? ????? ????????? ???????? ?????
  ??????????

11
???? ? Coca-Cola

• ???????? ???????? ???? ? Coca-Cola
• ?????? ???????
• ?????? Coca-Cola
• ???????? ??????????
• Coca-Cola - ????? ? ???????? ????????????
  ??????????????? ????????.
• ??????????? ? ???????? ??????, ???????????
  ???????????? ???????, ????? ?? ??????????.
• ?????? ?? 2003 ?.
• ??????????? ???????? ????? ?? (????????) ???, ???
  ?? ???????? ????????? ???????
• ?????????????? Coca-Cola ? ????????????
  ???????????????, ????????????? ?????? ????,
  ????????????? ?????? ?? ????? ? ??????? ? ??????
  ? ????????.
• ???? ????????
• ?????????? ??????? ??????????? ???????????
  ??????? ? ??????????????? ???????? ?????????
  ??????????, ??????????? ???????????? ?????
  ?????????? ??????????? ??????????? ???????.

12
???? ? Coca-Cola

• ?????????? ?????????
• ??????????? ??????? Coca-Cola
• ??????? ??????? ??????????? ???????, ????????
  ????????? ? ????????, ????????? ? ???????
• ?????? ??????? ? ???????? ? ???????????
  ???????!

13
???? ? Coca-Cola

• ????????
• ????????????????? 20 ????
• ????????? ????? / ?????????????? ??
• ? ?????? ??????
• 15 ?????????????????? ????? ?? ??????? ???
  ???? ??????????? ?? ?????
• ?????????? POSM
• ????????? (???? ?????)
• ????????
• ????????
• ????????
• ??
• ????? ???????? ???-??????
• ????????? ?????????
• SMS ????

14
???? ? Coca-Cola

• ????????
• ????????????????? 20 ????
• ????????? ????? / ?????????????? ??
• ? ?????? ??????
• 15 ?????????????????? ????? ?? ??????? ???
  ???? ??????????? ?? ?????
• ?????????? POSM
• ????????? (???? ?????)
• ????????
• ????????
• ????????
• ??
• ????? ???????? ???-??????
• ????????? ?????????
• SMS ????

15
???? ? Coca-Cola

• ????????
• ???????
• ?? ????? ???? ????????? ????????????? ?????????
  ? ???????????, ??????? ???? ???????, ???????? ?
  ?.?.
• ??????? ??????????????? ?? ??????
• ???? - ????????? ????????? ???????? ?
  ??????????????????? ?? ???????????? ??????????.
  ??? ??????????? ??????????? ???????? ?????? ??? ?
  ??????????? ??????? ??????? ? ?????????
  Coca-Cola.
• ?????????? ??????????? ?????????
• ??????? ? ???????? ?????????? ????? ? ???????
  ??????????? ??????????.
• ?????????
• ??????????????
• ?????????? ????
• ???????? ?????, ???????????? ?????????, ??????
  ??????????
• ?????????????? ??????? ???? ? ????.

16
???? ? Coca-Cola

• ??????????
• ?????????? ???-?? ?????? 7 000, ?? 20 ????
  ????? 100 000
• 75 ?? (?????????? ????????) ??????? ??? ??????
  ??????? ?????
• 60 ???????? ????????? ?????????? ? ????????
• 24 ????? ?? ???????? ??? ??????
• 37 ??????????????? ?? ????? ?????????? ???????
  ?? ??, 11 - word of mouth.
• 65 ?????????? ??????????? ? ?????-????? (???? ?
  ????? ????????), 65 ????? ??????? ? ???????????
  ???????.

17
THINK! Drink Drive Partnership

• ????????? iris Nation
• ???????? ???????? THINK! Drink Drive Partnership
  (???????, ?????? ??? ?????? ???????? ?? ????)
• ???? ?????????? ?????-????? ? ?????? 2004 ??
  ?????? 2005
• ?????? ??????????? ??????????
• Background
• ???????? THINK! drink drive ????????????
  ?????????? ???????? ????? ?? ????? ????????
  ???????? ?????????? ????????????, ??????? ?
  ????????????? ???????? ?????????? ??????.
  ???????? ?? ?? ??? ? 1997 ???? ???????????
  ????????? ????? ???.
• ????? ????????? ATL ???????? (?????????? ? ????
  2004) ???????? ???????? ? ????, ?????????
  ????????? ??????????? ???????? ???? ????? ?????
  ?????? ???????????? ??????? ? ?????????, ??? ???
  ? ???? ??????????? ??????? ?? ???????? ?????? ??
  ????.
• DfT ?????? ????????? ??? ??????????? ????
  ???????? ? ?????? ? ????? ??????????
• ?????????? DfT ?????????? ??????? ????? ?
  ???????? ?? 17 ?? 30 ??? ???????? ????????
  ????????? ? ???????? ? ????????? ????.
  ???????????? DfT ????????, ??? ??????????
  ?????????????

18
THINK! Drink Drive Partnership

• ??????????? ????????. ??????
• ???????? ? ???????? ??????????, ????? ????????
  ???????????? ????? ????????????? ???????????
• ??????? ???????? ???????? ???????? "?? ????????
  ??????? ?? ????"
• ?????????????? ????????????? ??????????,
  ????????? ???????????? ???????? ? ?????? ????.
• ??????? ROI ?? 41 ?? ??????????? ????????
  ??????? ?? ????????? ? ??????? ???????.
• ????? ?????????
• ???????? ? ??????? ???????, ????? ?????? ????????
  ???????? ????? ?????????????? ??????? ???????
  ???? ??? ????? ?????????? ??????????????
  ????????? ? ???? ????????????.
• 3 ?????? ???? ?????????
• ??????, ??????? ????? ??????? ?? ?? ?????????
  ?????? ????????, ???, ???????? ?
  ??????????????? ???????
• ??????, ????????? ? ?????? ??????????? ????????.
  ????????, ? ?????? ??????????? ??? off trade
• ??????, ??????? ????? ???????????? ???????.
  ????????, ????? ??????????? ??????????????
  ???????? ? ?????? ??????...

19
THINK! Drink Drive Partnership

• ?????????? ?????????
• ???????? ?????????? ?????????, ??????? ????
  ??????????? ??? ????????? ? ?????? ???????????,
  ?????????? ???????????? ?????? ????? ? ???? ?????
  ???? ? ?????? ?????????. ????????????
• "?? ?? ?????? ?????????? ???? ?????. ????? ?? ??
  ???????????"
• ? ?? ????
• ??? ?? ??????? ????????? ???? ?????.
• ????????? ???????? ??????????, ?? ?? ???? ??????
  ? ??? ???????.
• ??????????
• HoReCa
• ?????? ? ????? ?????????? ????????,
  ????????????? ?? ???????? ????????? ???
  ??????????? ?????.
• ??????? ? ???? ??????? ?????.??????, ???????????
  ????????? ? ??????? ????? ???????? ??? ??????
  ?????.
• ???????, ???????????? ?????????????? ??????? ???
  ?? ??? ???? ??? ??????..
• Off trade
• POSM ? ?????? ?????? ??????????? ????????

20
THINK! Drink Drive Partnership

• ???????? ?????
• ????????? ??? ???? ? ????????? ?????
• ??????????? ?????? ?????????????? ?? ?????? ?????
• ???????? ????????
• ??????? ? ????????.
• ???? ????????
• ?????? ?????????? ??????????????? ? ?????? ??
  5000 ?????? ?????????? ?? ???????? ? ?????????
  ???? ???? ???????????? ? 12 ???????? Trader ? ??
  ????? autotrader.co.uk ? ??????? ????? ??? 3?
  ??????.

21
80 ???? ?????? ?????

• ???????? ???????? 80 ???? ?????? ?????
• ?????? ??????
• ?????? Vinodel collection
• ???????? ??????????
• Vinodel collection ??????????? ????????,
  ??????? ????? ??????? ???????? ??
• ? ???????? ? ? VC, ? ? ?? ??????????? ???? ? ??
  ?? ????????????
• ????????????? ????????? ????? ?? ? ????????. ???
  ????????? ???? ????????????? ?????????????
  ?????????? ??? sale-in/ sale-out ???????

22
80 ???? ?????? ?????

• ????????? ????????? ????????? ???????????
  ???????????? ??????????? ?? ????? ????, ???????
  ???????????? ?????? ?? ?????? ?????? ? ???????
  ???????? ???????
• ??? ????????? ??????? ?? 3 ????????? (?? ???????
  ??????) ? ??????????? ????? ????? ?????? ??????
  ?????????
• ?????? ?????? ??????? ?? ????? ? ?????
  ?????????, ?????? ????? ?? ??????? (?????? ???
  ????, ?? ?????????????? ?? ?????? ??????? ???
  ?????? ????????? ??????????), ? ????????? ???????
  ? ???? ? ?????
• ??????? ??????? ?? 12 ?????, ????????? ????.
  ???? ?????????? ??????? ?? ????? ????????. 12
  ???? ?????????? ?? ??????? ??????? ??????? (??
  ??????? ?????? ??? ?????? ?????????)
• ??? ???? ?????????? ????????????? ???????????????
  ????? ??? ??????? ??????????/??????????????
  ??????? ?? ???????, ? ????? ??????? ??????? ??
  ???????????? ?????
• ? ?????? ???????? ???? 2 ?????, ????????? ???????
  ????????? ???????? ????????????? ?????

23
80 ???? ?????? ?????

• ? ??????? ????????????? ????? ? ?????? ????????
  ???? ???? ???????. ?? ?????? 2 ??????/??????
  ?????? ???????? ????????????? ????????
  ????????????? ????? ? ????????? ????? ???????
  ??? ??????????? ???? ???????? ????? ?????
• ?? ????? ?????????? ????? ?????? ????? ?? 80
  ???? ??????????? ?????????????? ????????? ???
  ????????????? ???????? ?????
• ?????? ???????? ????? ??? ??????????? ???????
  (???????? ???????) ???????? ???? ???????,
  ??????? ???????????? ???????????? ?? ?????? ?????
• ???????? ???? ??? ??????? ? ??????????? ???
  ???? ?????????? ????? ??? ?????? ?????????
  ?????????? ???? ?????? (???????? ????).
• ???????? ???? ??? ??????? ? ??????????? ???
  ???? ?????????? ????? ??? ?????? ?????????
  ?????????? ???? ?????? (???????? ????).
• ??????? ?????? ? ??????? ??????? ?? ????, ???
  ?????? ?????? (?.? ?? ????????????? ??????
  ??????? ?? ???????).
• ????? ????? ???? ????????? ?? ???-?????, ? ?????
  ????????? ? ?????????????? ??????? ????
  ??????????

24
80 ???? ?????? ?????

• ??????????
• ??????? ?????? ?????? ?? ????? ??????? (???????
  ????????) ?? ????? ????? ???????? 89
• ??????? ?????? ?? ??????????? ?????? ?? ??????
  ????? ???????? 57.

25
Victorias Secret

• ???????? ???????? ?????? ?????? Pink ? ??????
• ?????? ???
• ?????? Victorias Secret
• ???????? ??????????
• Victorias Secret ????????? ? 2004 ???? ?????
  ?????, ??????????????? ?? ???????? - Pink.
• ????????????????
• ????????, ???????, ????? ???????? ????????????
  ???????? ?????????? ?????? Victorias Secret,
• ?? - 18-24 ???.
• ?????????? ???????????
• ??????????? ??????? ?????????????? ?????? ???
  ????? ?? ????? ?????????? ?????? ? ?????????????
  ?????? ??? ??? ? ????? ??????? ?? ????, ??? Pink
  ???????? ? ???????. (Gap ? ?????? Gap Body ? Old

26
Victorias Secret

• ?????????
• ???????? ???????????? ????? ? ?????, ?????
  ???????? ?????????? ????? ?? ????????? ?????????
  Victorias Secret ? ???????????? ? ???????? ??
  ??????? ??????????? ? ?????-??????????, ?????
  ??????????? ?? ??????? ?????.
• ??????
• ??????????? ? ???????? ???????????? ??????? ?
  ?????? ??????? Spring Break ? ????????? ????
  ?????? South Beach.
• ????? - ?????? ?????????? ? ????????? (??)
• ????????????? PR-?????????? ? word of mouth
• ????????????? ????? ?????? ? ?????? ????????
  ??????

27
Victorias Secret

• ????????
• ???-??????
• 3-??????? ???-?????? ? ????? ?????????? ???????.
• ?? ??????? ????? ??????????? ???? ??????? ?????
  ?????????? ??????, ???????? ?????????. ????? -
  ????, ????????????? ????? ? ??????? 5 ????. ?????
  ?? ???? ??????? ?????????? ? Victorias Secret.
• ?????????????
• ?????? ??????? Team Pink ?????????? ?? ????
  ??????? ?????? ????-???, ??????? ????????
  ?????-?????????
• ? ??????? ?????? ????????? ?????-????????? Pink
• ?????? Team Pink ?? ???????????? ??????????
  ??????? ? ???? ?????????? ?????? ?? ?????? ???
  ????????? ?????? ?????????? ????????.

28
Victorias Secret

• ????????
• ???????
• ???? ?????? ? ??????
• ?? 1 ??? ?? ???????
• ????????
• ???? ???????????
• ???? ????????
• ???????????
• ????-????? ? ???????
• Post-??????????
• ????????? ???????? Pink
• ???????? ?????????? ?????? ? ??????? ????
• ? ????? ? ???? - ??????? Pink ? ???????? Pink
  Cosmopolitan
• Pink Dog
• ?????? Pink ? ??????? ???? ????????
• ? ???????? ??????
• ???????? ???????
• ??????????

29
Animal Attraction

• ???????? ???????? Animal Attraction
• ?????? ??????????????
• ?????? Nokia ? O2
• ????????? ?????? ????????????? ???????
• ???????? ??????????
• ???????? Nokia ???? ??????? ??????????????
  ????????? ?????? ? ??????????????
• ???????? O2 ???????????? ?????????? ???? ????
  ????? ?????????? ????????? ?????, ????????????
  ???? ??? ??????? ????????, ???????????? ?? ?????
  ?????????? ??? Vodafone, Orange ? T-Mobile
• Nokia ??????????? ???????? ????????? ?????? ?
  ???????? MMS
• ?? ????? ?????????? ??? ?????? ?????? ? ????????
  MMS ???????????? ????? ??????????? ??? Siemens ?
  Samsung, ???????????? ??????????? ???????
  ??????????? ??????
• ????? ????????????? ??????? MMS ??? ???????????,
  ????????? ??????????? ?? ????????, ???
  ???????????? ?? ??? ???????, ??? ??? ????? ??
  ??????????????????? ????????? ?????
• ???????? O2 ?????? ????????? ??????? ? ??????????
  ??????, ?????????????? ARPU (average revenue per
  unit - ??????? ????? ?? ??????? ????????????
  ????????????) ? ??????????? ????? ???????
  ???????? ?????? ??? MMS
• ? ????? ????????????? ??????????, ????? ???
  ??????? ????????????? ????-???????? ?????
  ?????????
• ???????? Nokia ? O2 , ? ???? ????? ?????????????
  ???? ? ????????? ??????, ??????????? ????
  ????????? ???????? ?????????.

30
Animal Attraction

• ???? ????????
• ??????? ???????? ?????? ? ?????????? ?
  ???????????? ??????????????? ?????????
• ????????????? ??????????????? ? ????? ?????????
  Nokia ? ???????? MMS, ????????? O2 Active ? MMS
• ????????????? ????????????? ??????? MMS, ????????
  ????? ? ??????? ??????
• ?????????? ???????????? ???????????
  ?????????????? ? ?????????? ? ???????? Nokia ? O2
• ???????? ????????
• ?????????
• ???????????? ??????? ??? ?????? ????????????
• ????????? ? ?????? ??????? ???????????,
  ?????????? ?? ? ?????????????? ? ?????? ????????
• ???????????? ??????????? ? ????? ????? ?????, ???
  ??????????? ???????, ??????? ????????????
  ????????????? ???????????? ?????????? ?? ??????
  ????????????
• ??????? ???????????????, ??????????????? ?
  ???????? ?????
• ??????? ??????????, ???????????? ?? ?????????????
  ??????????? ????? ?????????? ??????? ? ??????
  ????????????? ??????

31
Animal Attraction

• ???????
• ???????? ????????????????? - ??????????
  ???????????? ?????? ??? 12 ????? Speed dating
  (??????? ????????) ? ?????????????? ??????????
  ????????? ?????????
• ???? ????? Speed dating ???? ? ??? ?????? ?????,
  ??????, ??????? ????????? ??? ?? ? ????????????
  ????????? ????????? ??? ???????????? ??????????
  ????????? ?????????
• ????? ????????? ? ?????????? ????? ? ???????
  ?????????? (????. RSVP, Walkabout, Lloyds) ? 12
  ???????? ??????? (???. ?????????, ?????????,
  ???????? ? ???????) ? ???????? 2003 ?? ???????
  2004 ????
• ?????? ??????? ??? ?????? ??????? ????? ?????,
  ??????, ????????, ?????????? ? ????????????? ?
  ?????????, ???????? ????????? ?? ???????????
  ????? ? ?.?.
• ????? ????, ? ?????? ?????? ? ????? ??????????
  ???????????? ?????????? ???????????-??? ?
  ???????? ????? ?????, ?????????? ?
  ????????????, ???????? ?????? ? ??????????? ?????
  ? ?????? ?????????? ???????
• ????? ??????? ???? ????????? ?? ????? ?????,
  ???????????????? ???????? ?????????????? ?? ?
  ??????? ?????????????, ?????????? ? ?????????
  ??????? Nokia ? ???????? MMS. ????
  ????????????????? ?? ?????????? ??????? ?
  ??????????????? ??? ???????, ????? ?????
  ????????? ????? ???????????? ???.
• ????? Speed dating ??? ?????????? ?????-????? ???
  ?????. ? ??????? ????????? ???? 8 ????????
• ?? ?????? ????? ?????? ??????????? ?????????
  ???????, ???????????????? ??????????? ????? ???
  ?????? ???? ?? ?????????? ?????? ? ??????????
  ??????? ??? ????????.
• ???????? ??????? ??? ???????? ???? ??????????
  ?? ?????? ?????????? ? ??????? ????? ????????
  ??????, ?????????????? ? ?????, ? ???????????
  ????????? ????????? ? ??????? MMS

32
Animal Attraction

• ?? ???????? ?????????? ??????? ??? ????????
  ????????? ???????? ??????? ?????, ????????, CD ?
  ??????? ??????? ? ????? ????????
• ?? ?????????? ??????? ?????????????????
  ???????????? ??????, ???????????, ???
  ???????????? ???????? MMS ????????? ? ???????
  ????? ???????? ??????? MMS/SMS-????????? ?? ???
  ??????
• ???????????????? ???????? ???????? ?????????? ?
  ????????, ??? ???????????? ????????? MMS/ O2
  Active
• ????? ??????????? ????????? ????? ???, ???
  ????????? ???, ?????? ???? ??????????,
  ??????????? ???????? ??????????? ???
  ???????????????? ??????????? ????????????
• ??? ????????? ????? ? ????????? ???????
  ?????????, ??????? ? ??????? ?????????? ?????,
  ?????????? ? ???????????? ????????? ? ??????? ?
  ???????????? ????, ????????? ? ???? ?????

33
Animal Attraction

• ????? ????????
• ??????? ?????????? ?????????? 45-???????? ?????
  80 ???.
• ????? ?????????? ??????????, ?????????? ????????
  ? ????-??????? ??????? O2 Active 2735 ???. (?
  ??????? 228 ???. ?? ???????)
• ????? ?????????? ??????????, ??????????? ?
  ????????????? ????????? Nokia, ??????? MMS ? O2
  Active ??? ?????? ? ???? ????? 3900 ???.
• ????????????? ?????????? ????????????,
  ?????????????? ? ?????????? Nokia, ????????? MMS
  ? O2 Active ?? 7, 6 ???. ???.
• ????? ?????????? ??????????? ?? ??????????
  29670 (3497 ?????????? ???????????)
• ???? ???????????, ??????? ?????? ????????????? ??
  MMS ? ??????? ????????? ????? ????? 58. ????
  ???????????, ?????????????? ?????????? ???????
  Nokia 6600 ????? ????? 64
• ???? ??????????, ????????? ?????????????? ??????
  ????????? ????? ????? 55

34
MoOOo You Win!

• ???????? ????????? QVS Promotions
• ???????? ???????? MoOOo You Win!
• ???? ?????????? ?????-????? ? ??????? 2004 ??
  ?????? 2004
• ?????? Dairy Farmer's of Canada
• ????????
• ? 2004, ???????? "????? ?? ???????", ???????
  ???????? ????????? ?????????????? ?????? (DFC)
  ???????? ???? 10-?? ??? ??????! DFC - ???
  ?????????? ?????????? ????????? ????????.
• ?? ???????? - ??? ???? ? ???????? ? 12-24 ??????
  ??? ???????? ????????????? DFC's ,??????? ? 12
  ???, ??????????? ?????? ???????? ?????????.
  ??????? ???? ???????? ???????? ?? ????? ????????
  ?????? ????, ??? ???????? ?????? ???????????
  ????, ?????? ??? ?? ???????, ??? ??? ?? ?????
  ??????, ??? ???????????? ???????.
• ????? ???????? ???? ?????????? ?? ?????????? ?
  ??????? ???????? ? ???????? ????????? ??
  ??????????? ?????? ??? ????. ?.? ???????????
  ???????? ? ??????????? ????????? ?? 250 ?? ? 500
  ?? ? ????? ? ?????????? ???????.

35
MoOOo You Win!

• ???? ????????
• ?????????? ????????????? ???????? ????? ?
  ??????????? ?????? ??? ??????????? ? ??? ???-??
  ??????.
• ????????? ?????? ??? ?????? ??? ???????? ?? ??
  ??? ?????? ???????
• ?????????? ??????????? ????? ????? ?????? ??????
  ?? ?????? ??????????.
• ???????? ????????
• "??? ?? ???????" - ??? ?????-?????, ?????????? ??
  ?????????? ???????, ??? ???????? ??? ? ??????????
  ???????? ?????????? ???? ???????, ????? ???????
  ?????????!
• ??????????? ???????? ?????? ?? ????, ???????
  ??????? ? ?????????? ????????.
• ???? ?????-????? - ????????? ??????????? ?????
  ????? "??????? ?????????" ? ??????? ????? -
  ?????? ?????!
• ????? ???????? ??????? ??????? - ???? ? 1 500,
  ??? ??? ? ?????? ??????? ????? ??? ????????????
  ???? ???? ?? ????

36
MoOOo You Win!

• ?????????
• ??, ????????? ? ???????, ??????? ?? ?????, POSM ?
  ??,
• ?????
• ????? ????? 2005-?? ???? - 1
• ??? ????? ?? 10 000 ????????
• 140 ??????? Sony MP3/CD
• 31 "BIG CARDs" ???????? Famous Player,
  ??????????? 2 ????? ???????? ????????? ?????
  ?????? ? Famous Player ? ??????? ????
• 14,500 5?? ?????????? ????? ????? ???? ???????
  ?????? ? Telus ? Puretracks
• ?????
• ?????????? ????? ?????? ?????? ??? ???????
  ???????
• ???????? ????? ? ?????? ?????? ???????? ? ????
  ????? ???????.

37
MoOOo You Win!

• ?????????? ????? ????????
• ? 2004 ???? MoOOo ?????????? ??? 10 ??? ? ??????
  ???????? ?????? ??????????? ? ???????? ?????????
• ?????????? ?? ????????????? ????????, ??? ?????
  ?????? ?????????? ?? ????? , ??? ??????? ?????
  ??????? ?????
• ???????????? ?????? ????? ?????????
• ??? ??????? ??? ????? ? ?? ?????????? ?????????
• ??? ???????, ??????? ?? ??????? ???? ????
• ???? ?? ????????, ?????????????? ??????? ???????
  ???????????????? ????????, ??? ???????? ?????
  ???????????? ?????? (?? 1 352 ? 2000 ?? 14 000 ?
  2004 ? ???????)
• ????? ??????? ??????? ?????? ??? ?? ????? ??? ??
  ???? ????????? ??????????.

38
Yahoo! Personal Billboard Dating

• ???????? ???????? Yahoo! Personal Billboard
  Dating
• ?????? ???
• ?????? Yahoo! Inc.
• ????????? ?????? ???????? ?? ??????????????
  ??????????????? ? ?????? ? ??????? ???????
• ???? ????????
• PR ??????? ?????????? ? ????????????
  ?????????????? ?????, ????????? ?????? ?????
  ???????????? ??? ????????????? ??????? ????????
  ???? ??? ????????????? ???????? ????????? ? ???.
• ?????????? ?????? ???????? ??????????????
  ????????????? ????????? ?????? (???????????,
  ????????????????, ??????????????, ??????????),
  ???????????? ??? ????, ??? ??????????? ????????
  ?????????? ??????? Yahoo! Personals
• ??????????????? ???????? ??????????????? ?
  ?????????????? ??????? (???????????? Yahoo!
  Personals)
• ??????? ????????????? ???????? ????????
  ?????????? ???????? Yahoo! Personals,
  ????????????????? ? ?????? ? ?????????, ?????????
  ??????? ????????????? ? ????????????? ?? ??????
  ???????
• ??????????? ?????????? ??????????? ??????? ?????
  ??? ????????? ??????? ? ??????? ??????????

39
Yahoo! Personal Billboard Dating

• ????????
• ??????? ?????????? ???????? ????? ???????? ??
  ????? ?????? (?????????) ? ??????????? ??? ?
  ???????? ?????, ????? ?? ?????????? ???????
  Personals Project Real People, ?? ?? ?????????
  ????, ??? ??? ???? ? ????????? ???????? ? ???????
  3 ????. ?? ????????? ?????????? ???? ????
  ??????????? ???????? ?? ????? ????????
  ??????????, ??????? ???????????? ?????? ?
  ???????? ? ??????? ??????????????? ?????. ???
  ??? ????????, ?????????? ????????????, ???
  ???????????????? ??????????? ?????? ?? ????????,
  ??? ?????? ???????? ???, ?????? ?????????? ??????
  ?? Yahoo! Personals ? ? ????? ??????????
  ????????? ?? ??? ?? ????????. ????? ? ??? ????
  ???????? ? 8 ?????????, ? ????? ??? ???????
  ??????? ?? ???, ????? ?????????? ?? ???????
  ???????? ????????.
• ?????? ?? ??? ?????????????? ???????? ?????
  ????????, ???????? ??????? ?????????? ????? ?
  ????????????, ? ????????, ???????????? ?? ??????.
  ??? ????? ??????? ??????? ???????-??? ????????
  ?? ????? ???????. ?????? ?????????? ???????
  ??????? ?? 12 ????? ? ???? ??? ?????.

40
Yahoo! Personal Billboard Dating

• ???????? ???????? ?????? ?????
• ????????? ???
• ????????? ??? ?? ??????-???????? ? ?????????
  ???????? ????????? ?????? ??? ?????? ?????
  (?????? ??????, ? ????????? ??????????,
  ??????????? ????????????? ? ?????????? ??????,
  ??????? ??????? ??????????, ???????? ????????????
  ??? ???????? ? ???).
• ?????
• ?????, ?????????? 39-?????? ??????? ???? ?????
  ?????????????? ??? ??? ??????, ??? ? ??? ??????.
  ??????? ?????? ??????? ?? ???????? ? ???, ?
  ??????? ?????? ?????????? ? ???. ??? ???????
  ????? ?????? ?????? ?? ???, ? ??? ?????????
  ????????????, ??? ?????? ????? ???????? ????
  ?????????? Yahoo! Personals. ??????? ??????
  ???? ??? ???????? ??? ???, ???????? ? ??? ????.
  
• ?????? ??????????????
• ?????? ?????????? ????? ???????? ????????? ?
  ???????? ??????????? ?????????????????
  ??????????? ?? ????? ????????. ?????? ???? ?????
  ??? ???????? ??????????? ????????? ??????????
  ???????? ? ????????? ????????? ?????, ??????????
  ???????????? ?????????, ???????????, ?????
  ??-?????, ??????????, ???????????? ?? ???????.
  ??????? ???????? ?? ????????? ?? ???????????
  ????? ? SMS.

41
Yahoo! Personal Billboard Dating

• ????????????
• ??????? ??????????? ???????????? ????? ???????? ?
  ??-???? ? ????????????? ? ??? ?????????? ?????
  ???? 3-??????? ?????. ???????? ????????????
  ????????
• ???????????????? ? ????????? ????? ????????? ?
  ???????? ? ??????????? ???
• ??????? ?? Yahoo! Personals ????????? ???????,
  ??????????????? ?? ??????, ??????????????
  ????????????? ?????????? ?? ???????? ? ????? ?
  ?????? ?? ???? ???????????? ???????????,
  ????????????? ???????? Live Julie TV.
• ??????????? ?????? ?? ??????? ???????? ???????
  Yahoo!, ????????????? ? ????? ???????????? ??
  ???????? ? ?????. ????? ??? ?????????? ? ????????
  ??????? ??????????? ??????????? ? ???????????
  ???????? ????????? ? ?????.
• ?????-???????? ?? ??????? FM-?????????????,
  ?????????????, ??? ???? ?? ?????? ??????????
  ???????? ?????????? ?? ??????? ?????????? ?
  ???????????? ??????? ????? ?????? ? ??????????
  ??????? ?? ?????.

42
Yahoo! Personal Billboard Dating

• ??????????
• PR
• 347 ??????? ?? ????? ? ?? ? 100 ???????? ???
• ????????? ? ???????? ? ??????????? ??? ??????????
  ????? 126 ????????? ???????????? ? ?????? ???????
  ????
• ???????? ? ?????? ????? ? ????? ??????????
  ??-????????? ???
• ???????????????
• ?????????? ?????????? ??????????? ??????? Yahoo!
  Personals ??????? ?? 44 ?? ????????? ? ???????
  ????? ? ?? 19 ? ???????, ?????????? ?? ???
  ?????? ?? ?????? ?????
• ? ??????? ???? ??????????? ??????? ?????????
  ?????????????? ???? ??????? ??????? Yahoo!
  Personals, ???????????? ?????????? ???????????
  ?????????????? ????????-??????? Match.com.
• ?? ???-????? ????? ?? 3 ??? ???? ????????????????
  680 ????? ?????????, ? ????????? ???????? ???????
  Project Real People ???????????????? 591 ??????
  ?????????.
• ????????????? ????????
• ?? 3 ??? ????? 500 ????? ?????????????
  ???????????? ? ????????-?????????? ?????
• ????? ?????????? ?????? ???????? ? Yahoo!
  Personals ????? ?? 250 ?? ????????? ? ???????
  ????? ? ?? 14 ?? ????????? ? ???????, ??????????
  ?? ??? ?????? ?? ?????? ?????
• ?????????? ????????????? ??????? ??????? ?? 199
  ?? ????????? ? ??????? ????? ? ?? 27 ??
  ????????? ? ???????, ?????????? ?? ??? ?????? ??
  ?????? ?????

43
Meow Mix Cat Food
Abstract Meow Mix Inspires Cat Adoption and
Sales Using Cat Reality Show Marketer/s Meow Mix
Company Brand/s Meow Mix Cat Food Product cat
food Country United States Agency Grand Central
Marketing Inc. Awards -Diamond Awards Campaign
Best PracticesMeow Mix has been a top-selling
US cat food brand for 30 years. Its corporate
mission is to "keep cats happy," which is exactly
what the "Meow Mix House" did for 10 days in
June. The campaign was so unique and quirky that
the press gobbled it up, writing and broadcasting
hundreds of news stories about the nation's
"first reality show for cats" and in turn,
creating awareness for the brand and driving
cat-owners to the cat food aisles for more.
44
Meow Mix Cat Food

•  
• Marketing Strategies
• -Cause-Related/Charities
• -Direct Marketing/Direct Response
• -Mobile Marketing
• -Publicity/Public Relations
• -Special Events Participation

• Marketing Objectives
• -Build Loyalty/Continuity
• -Build Word-of-Mouth
• -Generate Consumer Awareness
• -Highlight the Brand or Company
• -Increase Store Traffic
• -Showcase Product Benefits
•  
• Marketing Devices
• -Alternative Media
• -Direct Mail
• -Internet Overlay
• -Retail Display
•  

45
Meow Mix Cat Food

• Background Meow Mix has been one of the
  country's top-selling and most recognizable
  brands for over 30 years. Billed as the brand
  "that cats ask for by name," its mission of
  "keeping cats happy" is a frisky marketing
  statement leading to such shenanigans as "The
  Meow Mix Cafe," a restaurant for cats and their
  owners, and "Meow Mix TV," a TV show targeting
  cats of all stripes. The competition is all
  other brands of cat food, including Cat Chow,
  Friskies, 9-Lives, IAMS, Fancy Feast, Whiskas,
  and Sheba. Since becoming an independent company
  in 2002 (after which it was snapped up by Del
  Monte Foods around the time this campaign
  launched), Meow Mix has had to rely on creative
  concepts and innovative techniques to compete
  with the big guns. Thus was born "The Meow Mix
  House."
•  

46
Meow Mix Cat Food

• How It Worked
• The Meow Mix House was billed as the world's
  first reality show starring cats. To get it
  rolling, 10 homeless felines were flown to New
  York City from shelters across the United States.
  Once there, they were put up in custom-built digs
  in mid-Manhattan to live together for two weeks
  in June as the "show" -- actually the shooting of
  TV spots. Each of the cat-testants competed in
  a series of tongue-in-cheek challenges, including
  a climb-a-thon and a purring contest, as they
  vied for the coveted position of "Feline Vice
  President of Research and Development" at Meow
  Mix headquarters. In reality, all of the cats
  were winners. On being eliminated from the
  competition (with host Tom Shillue uttering,
  "You're MEOWta here!"), every one was ultimately
  adopted into a permanent, loving home. The Meow
  Mix House included a variety of interactive
  elements to attract and engage cat-egory users,
  whether they were onsite, online or ultimately
  watching on TV. Situated in a storefront on
  Madison Avenue, the House was open to the public
  fans got to visit the felines in person and vote
  for their favorites via ballot boxes set up
  inside the store. The site averaged 1,000
  visitors per day during the 10-day period it was
  open.

47
Meow Mix Cat Food

• The agency created a dedicated Website
  (www.meowmixhouse.com) where cat fanciers could
  observe their subjects 24 hours a day, thanks to
  Webcams situated around the House. People could
  visit the Web site to read up on the cats' bios
  and blogs, view a photo gallery and vote for
  "pick of the litter." By July 20 more than
  140,000 consumers had voted online and the site
  had received over a million hits. Edited
  highlights from The Meow Mix House were airing
  once a week in a series of 10 three-minute
  episodes on the Animal Planet cable channel
  (episodes ran until August 18), with each episode
  issuing a call to action for viewers to vote on
  the Meow Mix House Web site.
•  
• Why It Worked Generating nationwide news
  coverage is not the easiest thing to do with a
  cat food promotion, but that's what The Meow Mix
  House did. For two weeks in June it remained a
  hot topic among morning shows, entertainment
  programs and tabloid newspapers alike. The
  program resonated with consumers all over the
  world, even in countries where Meow Mix isn't
  sold! Meow Mix received letters from as far away
  as Perth, Australia and Rio de Janeiro, Brazil. A
  woman in the Canary Islands started an Internet
  chat room for people to discuss The Meow Mix
  House cats.
•  

48
Meow Mix Cat Food

• What It Did The Meow Mix House generated over
  150 million media impressions. National
  television highlights included features on the
  following programs - The Today Show - The CBS
  Early Show - E! News Daily - E! Daily 10
  (ranked 3 entertainment news story of the day)
  - Inside Edition - Entertainment Tonight's "The
  Insider" - CNN Showbiz Tonight - Fox
  NewsChannel Print highlights included stories
  in the following outlets and wire services - -
  News stories ran all over the world, including
  England, Australia, South Africa, Brazil, Spain,
  Ireland, Germany, India and Japan. - The
  meowmixhouse.com Web site has received more than
  one million hits. - More than 140,000 consumers
  voted online for their favorite cat - The theme
  of cat adoption was a key element of all news
  stories, from The Today Show and Associated Press
  to local newspapers. The Independent Mail, a
  newspaper in South Carolina (a state which did
  not have a cat participating in the program) even
  ran an editorial praising Meow Mix House
  ("Finally, a reality television show even those
  who scorn the genre can appreciate") and
  encouraging its readers to adopt shelter animals.
  
•  

49
??????? ?? ????????!