Targeted and Personalized Consumer Engagement Area Moscow Week 27, 2012 Moscow. - презентация

1 Targeted and Personalized Consumer Engagement Area Moscow Week 27, 2012 Moscow

2 Venue: 16 Tons Date: June, 29 # of visitors: 220 Artists: GENETIC BROS CE activities during event: Hostesses at the event: 5 - Informing LA Marlboro Filter plus smokers - Trial among competitive LAS/ Sampling - Purchase incentive Visibility: Branded Audi car, mini aero flags, press wall, plasma screens, light boxes, dispensers, floor and table ashtrays. Key Activity Results: ­Effective unique contacts: 71 contacts (32%) incl. ­Purchase motivation: 48packs (34 lighters, 1 speakers, 2 USB) ­Sampling: 100 cigarettes ­Swapping: 30 packs Sales from bar: 57 packs

3 Venue: Posh Friends Date: June, 30 # of visitors: 560 Artists; JAY SEBAG CE activities during event Hostesses at the event: 7 - Informing LA Marlboro Filter plus smokers - Trial among competitive LAS/ Sampling - Purchase incentive Tools / mechanics: -Peep hole Visibility: Branded Audi cars, press wall, plasma screens, light boxes, dispensers, table talkers, floor and table ashtrays, peep hole, laser projection, fume hallway. Key Activity Results: ­Effective unique contacts: 133 contacts (24 %) incl. ­Purchase motivation: 110 packs (85 lighters, 2 speakers, 3 MP3 players) ­Sampling: 128 cigarettes ­Swapping: 14 packs Sales from bar: 151 packs

4 Venue: Arma Music Hall Date: June, 29 # of visitors: 635 Artists; Chicane # of Cardholders at the event: 10+8 Hostesses at the event: 15 CE activities during event: - Informing smokers LA Marlboro Clear Taste - Trial among competitive LAS/ Sampling - Purchase incentive - Pack feeding Tools / mechanics: -Cyclone machine -Peep hole -Kinect wall Visibility: 3D video projections on wall, inflatable tent, branded Audi cars, press walls, cyclone machine, peep hole, plasma screens, light boxes, bar signs, bar matts, floor and table ashtrays Key Activity Results: ­Effective unique contacts: 220 contacts (34 %) incl. ­Purchase motivation: 197 packs (74 lighters, 10 speakers, 6 transmitters, 7 MP3 players, 6 sunglasses) ­Sampling: 350 cigarettes Sales from bar: 26 packs Sales at the Marlboro stand: 178 packs

5 Venue: Angels bar Date: June, 30 # of visitors: 375 Artists; Dj Gold sky, Kim, MC Kokoss Hostesses at the event: 15 CE activities during event: - Informing smokers LA Marlboro Clear Taste - Trial among competitive LAS/ Sampling - Purchase incentive - Pack feeding Visibility: Branded Audi cars, press wall, plasma screens, light boxes, bar signs, floor and table ashtrays Key Activity Results: ­Effective unique contacts: 660 contacts ( 190%) incl. ­Purchase motivation: 424 packs (367 lighters, 3 speakers, 7 USB braslets 7 sunglasses) ­Sampling: 665 cigarettes Sales from bar: 424 packs

6 Venue: Izvestiya Hall Date: June, 30 # of visitors: 1250 Artists; Steve Angelo # of Cardholders at the event: 12+9 Hostesses at the event: 19 CE activities during event: - Informing smokers LA Marlboro Clear Taste - Trial among competitive LAS/ Sampling - Purchase incentive - Pack feeding Tools / mechanics: -Cyclone machine -Kinect wall Visibility: LED screens video content on stage and balconies, wall video projection, branded Audi cars, press walls, cyclone machine, special temporary branding, plasma screens, light boxes, bar signs, bar matts, floor and table ashtrays, smooth zones Key Activity Results: ­Effective unique contacts: 517 contacts (41 %) incl. ­Purchase motivation: 540 packs (285 lighters, 14 speakers, 5 transmitters, 17 MP3 players, 18 sunglasses, 1 moisturizer) ­Sampling: 532 cigarettes Sales from bar: 434 packs Sales at the Marlboro stand: 116 packs

7 Events summary weeks 27 # of LA Visitors: 3040 guests Sales from bar: 1092 packs Sales at the Marlboro stand: 297 packs Effective unique LAS contacts: 1601 Cumulative results 2012 – weeks # of LA Visitors: guests Sales from bar: packs Sales at the Marlboro stand: packs Effective unique LAS contacts: 9 026

8 LAS GUESTS COMMENTS LAS guest: «I like Marlboro Clear Taste cigarettes. The taste is so smooth!» Гость*: «Мне нравятся сигареты Marlboro Clear Taste. Их вкус такой мягкий!» LAS guest: «Steve Angelo really rocks tonight! Thank you Marlboro!» Гость* : «Стив Энджело реально зажигает сегодня! Спасибо Мальборо!» LAS guest: «Marlboro cyclone machine is awesome! I had a lot of fun! Thanks!» Гость*: «Циклон машина Мальборо очень клевая! Было очень весело! Спасибо!» LAS guest: «Marlboro vibro speakers are cool and unconventional! I would like see more!» Гость*: « Вибро колонки Мальборо очень классные! По больше таких подарков!» LAS guest: «Digital interactives such as Kinect Wall are really impressive! Well Done!» Гость*: «Цифровые интерактивы как Kinect стена по настоящему впечатляют! Молодцы!»