Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.

transcript

Kazakhstan Fashion Week (May 14-17, 2008)

Sponsorship report - Nissan KAZ

Content

• Event description

• Sponsorship description

• Pre-event communication

• Event facts

• Post event communication

• Kazakhstan Fashion Week November proposal

Event Description

• Kazakhstan Fashion Week is the biggest Central Asian fashion show

• The core of event is the show of prêt-â-porter clothes collection of Kazakhstan and Western clothes designers

• The main purpose of event is to generate vast attention for the culture of modern fashion by intensive mass media involvement

Sponsorship Description

• Nissan brand - is the main partner of the Event • In every communication the main headline was

dedicated to Nissan – “Official brand of the Fashion Week – Nissan” plus logo

• Nissan presented throughout whole campaign – Key visual– TV Commercial– Venue installations (press wall, Nissan corner, pop up stands,

etc)– Invitations, letterheads, etc

• Product placement and Test drive for guests were organized at the event

Pre-event communication

• Main purpose of pre-event communication to create maximum awareness especially among mass media

• Duration: from April 28th till May 16th

• Main communication tools (media):– Outdoor (billboards, LED Displays, Spreads, etc)– TV (national channels and cable TV)– Radio (national channels)– Press (newspapers and glossy magazines)– Print materials (catalogues, invitations, etc)

• Outdoor – 10 LED displays at the city best locations. Total 81 240 airings.– Spread 15m*1.5m

Placement cost $59 180

• Outdoor advertising sample (LED Display 3m*6m)

• Outdoor advertising sample (1,5 m x 15 m wall spread)

• TV– National Channels (Kazakhstan TV, Astana TV): 125 airings – Cable TV in Almaty only (Alma TV): 588 airings

• Radio– Radio NS – Total 105 Radio Commercial airings

• Press– Glossy Magazines (1 issue in each)

• Cosmopolitan • Cosmo shopping and beauty • Beauty World• Night Life• Time out • Yapiray

– Newspapers:• Liter (15 issues)• Komsomolskaya Pravda (9 issues)• AiF (4 issues)

• Press issue sample

• Print distribution materials– Catalogues– Invitations– Leaflets– Staff and guest badges

Production and distribution cost $11 900

• Catalogue

• Standard Invitation

• VIP Invitation

- Staff and guest badges

• Total cost of communication

• Outdoor (billboards, LED Displays, Spreads, etc) - $59 180• TV (national channels and cable TV) - $142 690• Radio (national channels) - $26 673• Press (newspapers and glossy magazines) - $103 850• Print materials (catalogues, invitations, etc) - $11 900

• Total pre-event communication cost $344 293

• Dates of event: 15th and 16th of May• Attendance:

– 2800 people invited– More than 2500 people attended

• Place: Bakhshasaray Convention Palace • Most famous Kazakhstan celebrities attended event• Honored guest – Alexander Vasilyev, world known art

and fashion historian

Event press attendance

• Press conference was held on the first day

Media Attended media

Radio 2

Press – Magazines 39

Press – Newspapers 18

Others – Internet, press club, news agencies 5

Nissan as sponsor at the event

• Prominent position for Nissan:– Special product placement at the entrance to the venue– Test drive with dealer consultants during whole event– Nissan corner inside the venue– TV commercial rotation on every available screen at the venue– Branding of KFW press walls– Print materials and premiums distribution in the guest gift set

Total placement cost:- product placement (car exhibition) – $1 350- corner space lease - $1 600- inner branding (incl. print materials distr.) – $8 500

Nissan as sponsor at the event – Product Placement

• The special theme developed for the Nissan product placement – Car aerographic linked to the latest fashion trends – Nissan Qashqai– Nissan Murano– Nissan Micra

• Car exhibition was supported by fashion promotion models in the special clothes collections from famous Kazakhstan designers

Branding cost: $9 000

• VIP person on fashion cars show

Test drive of Nissan cars

Nissan as sponsor at the event – Inside branding

Nissan as sponsor at the event – Pre-Party KFW

Press lunch for media and partners

Nissan as sponsor at the event – Inside branding

Nissan as sponsor at the event – Press & Guest walls

Nissan as sponsor at the event – Press walls

Nissan exhibition stand

After party event

• A the last day After Party event took place• Location: Heaven Night Club, one of the Kazakhstan’s most famous

clubs• 150 VIP guests and press representatives attended• Sponsors were awarded for the contribution to fashion industry of

Kazakhstan• Nissan’s presence:

– Product placement at the entrance

– POP UP stands

– Press wall

– Print materials distribution

Event cost: $15 000

After party event

18 media invited18 media invited2323 Articles published Articles published

5 automotive press (Za rulem, Omega, Automir, AutoCruise, Megapolis za rulem)

$90 103 (with 30% discount without VAT)

Total coverage worth

(to be calculated in the final report) USD (all publications)

Nissan Teana Test Drive

5 business press (Vremya, Kaz pravda, NP, Izvestia, AiF)

4 woman press (Cosmopolitan, Domovoy, Mini, Beauty World, Vintage)

3 general interests press (Yapirai, Time Out, Night Life)

1 men’s press (Men’s Health)

“Vintage” monthly magazine, №4, 2008 Circulation: 10 000

2 A4 full pages

Nissan Kazakhstan Fashion Week

SummarySummary

2 A4Worth $4 083(with 30% discount)

Mention of company Nissan as sponsor of event + test drive of Nissan’s cars

“Automir” Automotive weekly magazine, №24, 2008 Circulation: 20 000

¼ A4 full pages

SummarySummary

¼ A4Worth $316(with 30% discount)

“Cosmopolitan” Circulation: 30 000

2 A4 full pages

SummarySummary

Mention of company Nissan as sponsor of event

“Beauty World” Circulation: 35 000

A4 Extra full pageMention of company

Nissan as

sponsor of event

A4 ExtraWorth $5 990(with 30% discount)

“Akademiya Stilya” Circulation: 10 000

2 A4 full pages

SummarySummary

“Time Out” Circulation: 10 000

¼ A4 full pages

SummarySummary

“Yapirai” monthly magazine, №5, 2008 Circulation: 20 000

4 A4 full page

Summary

“Faces” monthly magazine, Circulation: 15 000

2 A4 full page

Summary

Logo Nissan on the pictures

“Mini” Monthly magazine, №07, 2008 Circulation: 40 000

1 1/3 A3 full pageSummarySummary

1 1/3 A3Worth $1 410(with 30% discount)

Mention of company Nissan as sponsor of event is absent

Mention of company Nissan

“Omega” Automotive weekly newspaper, №20, 2008 Circulation: 25 000

124 sq. sm.SummarySummary

124 sq. sm.Worth $230(with 30% discount)

“Izvestia Kaz” Weekly newspaper, №89, 2008 Circulation: 48 000

761.25 sq. sm.SummarySummary

761.25 sq. sm.Worth $3 419(with 30% discount)

Mention of company Nissan as sponsor of event is absent in the text

“Vremya” Weekly newspaper, 17.05.2008 Circulation: 40 000

641 sq. sm.

SummarySummary

641 sq. sm.Worth $2 810(with 30% discount)

Mention of company Nissan as sponsor of event is absent in the text

“Kaz pravda” Weekly newspaper, 20.05.2008 Circulation: 114 000

599 sq. sm.

SummarySummary

599 sq. sm.Worth $2 784(with 30% discount)

Mention of company Nissan as official car Nissan Micra of the event

“Novoe pokolenie” Weekly newspaper, №20, 2008 Circulation: 35 000

2000 sq. sm.

SummarySummary

2 000 sq. sm.Worth $8 466(with 30% discount)

“Argumenty I Facty” Weekly newspaper, №21, 2008 Circulation: 35 000

1 A3 full pageSummarySummary

Mention of company Nissan with models Micra, Qashqai and Murano

“Domovoy” Monthly magazine, №3, 2008 Circulation: 10 000

1 A4 full page

SummarySummary

“Night life” Monthly magazine, №4, 2008 Circulation: 20 000

2 A4 full page

SummarySummary

“AutoCruise” Automotive weekly magazine, №22, 2008 Circulation: 5 000

240 sq. sm.

SummarySummary

240 sq. sm.Worth $598(with 30% discount)

Mention of company Nissan + photo of models

“Men’s Health” Monthly magazine, July 2008 Circulation: 15 000

1/3 A4 full pageSummarySummary

1/3 A4ADE = $1 153(with 30% discount)

Mention of company Nissan with models Murano, Qashqai and Micra

“Za rulem” Automotive monthly magazine, №7, 2008 Circulation: 15 000

6 A4 full page

SummarySummary

6 A4ADE = $5 735(with 30% discount)

Mention of company Nissan with models Murano and Micra

Brief description of Micra and Murano.

Technical data.

“Megapolis za rulem” Automotive weekly newspaper, №20, 2008 Circulation: 48 000

1 066 sq. sm.

SummarySummary

1 A3ADE = $7 048(with 30% discount)

Test drive Nissan’s cars (Almera, Note, X-Trail, Murano, Pathfinder, Patrol)

Nissan’s cars (Micra, Murano, Qashqai) decorated of the air brash

Project outcome

• Project had very wide pre and post communication • Nissan was most prominent participant of the event, and was mentioned in any post

event communication• Very targeted event participants presented. Auditorium was “Trend Setters”• Project had very strong image connotation – Nissan and Fashion • Total project worth 475 836 $

– Pre-event communication: $ 344 293

– Event: $ 20 450

– After Party: $ 15 000

– Post event communication: $ 96 093

• Taking into consideration that Nissan image, as well as its logo appeared in every communication and Nissan’s part was equal to KFW part, it is assumed that brand appearance was 50%

• Therefore:– Project investment: $113 000

– Project outcome (50%): $237 918

– ROI: 2.11

KFW November proposal

THANK YOU!

Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ.

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