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Launch Plan Vjoy Supreme and Rainbow
Partners in progress……
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Campaign Summary
Target Consumer: Youth - Age Between 18-25 Years (@ 1st smartphone/Upgrade)
Mechanics : Send SMS to Robi - get free Talk Time & Data BundleBuy any maximus Vjoy Supreme or Rainbow smartphones and get the offer below
Key Message: Get your Bonanza offer pack @ Robi….. Maximus Smartphone @ Unbelieveable offer….. Power+
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Communication:
ATL: Press Advertisements Protho Alo – Binodon Page – 16 - Quarter Page AdDainik Azadi - Front Page - Quarter Page adDainik Sylhet Er Daak - Front Page -Quarter Page ad
BTL: Stickers, Posters, Danglers, Bundings, Decoration at Selected Outlers, X Stand Banners, Cutouts
SMS Blast – Dhk – Selected Zones, Ctg – Selected Zones – By Robi
OOH: Bilboards at high footfall areas – Gabtoli (1) Jatrabari (1) Gazipur (1) Ashulia (1)
• share cost of Robi billboards
Digital: GDN and G&R ads in top 5 websites – Prothom Alo, BDnews24.com, Bangladesh24.com, Bdjobs.com, Bikroy.com
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Key Visuals
Headline: Get Super Smart, Get a Unbelievable Smartphone offer
Sub Head: My Smartphone, My Smart Plan 1 GB RAM, 8 GM ROM with 5 GB data and 1000 min talk time @ 4,999 only
Promo Copy: Buy Vjoy Supreme and get 1000 min free talk time and 5 GB data offer for 30 days
Buy any Vjoy Rainbow and get 750 min of free talk time and 3 GB data offer free for 30 days.
Hero Product: Vjoy SupremeCore Product: Vjoy Rainbow
Note: Visual yet to be finalizedFor illustrations only
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Key Visuals - Sticker
Note: Visual yet to be finalizedFor illustrations only
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Key Visuals – Bunting & Danglers
Note: Visual yet to be finalizedFor illustrations only
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In Shop Ambient
Note: Visual yet to be finalizedFor illustrations only
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Execution in 25 Hot Spots
Dhaka1. Bashundhara City2. Rifles Square 3. Suvastu Nazar Valley 4. Rajuk Market 5. Alauddin Tower 6. North Tower7. Shah Ali Plaza 8. Great Wall Market 9. Landview Market 10. Easter Plaza 11. Eastern Mollika 12. Motaleb Plaza 13. Eastern Plus 14. Taltola Cluster
Market 15. Shezan Point 16. Stadium Market 17. Metro Shopping Mall18. Ayesha Shopping
Mall
Chittagong1. Singapore Bangkok
Market2. Akteruzzaman
Center 3. Sanmar Ocean City4. Bilkis Supermarket
Sylhet & North Bengal1. Karimullah Market 2. TMSS Market
In Shop Activities to be done in
25 Hot Spots
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Press Advertisements
Note: Visual yet to be finalizedFor illustrations only
Bangladesh Protidin– 3rd Page Quarter Page Ad8 October 2015 & 12 October 2015
Dainik Azadi -Front PageQuarter Page ad9 October 2015
Dainik Sylhet Er Daak -Front PageQuarter Page ad9 October 2015
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SMS (with support from Team Robi)
Get 1000 min Free Talk Time & 5 GB data with maximus Vjoy Supreme @ BDT 4,999 onlyGet 750 min Free Talk time & 3 GB data with maximus Vjoy Rainbow @ BDT 3,275 only
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Proposed Launch Plan
Pre Sales BuzzSept-October
Consumer Launch October
CommunicationOctober
Pre-sales Press Launch Press Release
On-ground ActivationAt Markets Key Touch Point
Visibility OOH SMS Blast
ATL & BTL
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Launch Schedule for Vjoy Color handsets
P10
W01
Press Launch
ATL Drive
BTL Drive POSM, In shop OOH starts
Online Product Communication -
SMS Blast
Digital – viral videos
W02-03P11
W01P12
W04 W02 W03 W04
SMS Blast
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Budget
Description Qty Rate Cost RemarksBelow-the-line Activities Posters 10,000 BDT 6 BDT 60,000 In 25 marketsBunting 4,000 BDT 20 BDT 80,000 RetailDanglers 10,000 BDT 15 BDT 150,000 RetailCutouts 50 BDT 3000 BDT 150,000Photo Shoot, Model, Photography Charge 1 BDT 80,000 BDT 80,000
X Banners 18 BDT 1000 BDT 18,000In selected Robi and maximus
storesSticker with fixing 20,000 BDT 4 BDT 80,000
SMS – 200,000 sub base 500,000 BDT 0.05 0By Robi Dhk & Ctg selected sub
base to be focusedAbove the line (ATL) Press Adv
3-4 BDT 125,000 BDT 560,000 Half page /Quarter Page/ Stripe ads: Prothom alo, Dainik Azadi,
Sylhet Er DaakPress Release 15 100000 BDT 100,000 Joint y by Robi and maximusDigital Ads – GDN and G&R 2-3 BDT 200,000 BDT 350,000 Top 5 local sitesOOH - Billboards 4-5 BDT 60,000 BDT 300,000 Jointly -Robi bill boards, cost for 30
days to be sharedBTL Execution 24,000 BDT 3 BDT 72,000
Total BDT 2,000,000
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THANKS