FSports Dunhill Mild Activation Proposal

ACTIVATION PROPOSAL

BACKGROUND

• DHM is growing signi!cantly, but the consumers conversion rate is relatively low.

• The target consumer didn’t have any particular reason to change their brand, hence they are resistant to change.

• Brand imagery and perception are improved with the “Fine cut for !ne taste” campaign, the trial to repertoire conversion rate remains "at.

• Two possible obstacles :

• Consumer might not have full understanding about the “!ne cut for !ne taste” message.

• Need more interactive and direct communication to approach the intended target audiences

OBJECTIVES VS CONSUMERS

To improve the conversion rate from trial to repertoire

smokers

To leverage brand popularity value as big

brand

Give clearer understanding on “Fine Cut for Fine Taste”

campaign

The Objectives The Consumers

STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

OUR TASK

• Build brand credibility and equity by bringing Fine cut for Fine Taste campaign closer to target consumers.

• Develop unique and relevant consumer engagement activities with Fine Cut for Fine Taste as core message.

Create an integrated brand activation campaign with ‘FINE CUT FOR FINE TASTE’

as the key brand preposition


RATIONALIZING

Desired Response:

Now i know what Dunhill’s Fine Cut for Fine Taste stands for and, as one with Fine taste myself, i’m proud to make it my brand

• ‘Fine Cut for Fine Taste’ for our target audience are most relevance, in:

• But in shaping activity that includes those 3 pillars, we must !rstly understand what is FINE to both our target audiences


CLOSER LOOK ON OUR CONSUMERS

LET’S START WITH THEIR UNDERSTANDING OF

FINE

FINE TASTE: DEFINED

“… niat dalam proses pembuatan”

“… terdiri dari bahan-bahan yang bagus dan

berkualitas”

In general, what is the

de!nition of ……

“!ne taste”?

“… sesuatu yang sempurna, cacatnya

nggak kelihatan”

“… punya keunikan sendiri yang nggak

mainstream”

“… rasa yang terbaik, nggak lebih dan nggak

kurang”

“… bisa bikin nyaman dan susah berpaling”

“… enak dilihat, enak dirasakan, harga

terjangkau”

“… yang berkelas”

“… well prepared”

“… rasa yang smooth dan nggak terlalu berat”

“… kesannya mahal dan eksklusif …”

“… yang kaya akan rasa dan beraroma sekaligus

pedas …”

Based on qualitative research on 16 respondent in 4 cities


FINE TASTE: DEFINED


Male Female

•  Non-mainstream

•  Best quality •  Classy

•  Expensive

•  Exclusive

•  Eye-catching

•  Value for Money

•  Comfy

•  Acceptable •  Perfect

•  Enjoyable

•  Unique

•  Delicious


What kind of food that would represent the “!ne taste”?

Male ! Taste is more important than comfortable place Female ! Comfortable & exclusive place is more important

“… eye-catching, sama cita rasanya itu sih yang paling penting, nggak masalah

tempatnya dimana gue sikat …”

“… menurut gue sih makanan yang identik banget sama daging dan lemak …”

“… makanan fresh, berbumbu, dan beraroma …”

“… makanan yang adanya di tempat ramai pengunjung pasti kejamin kan tuh cita

rasanya …”

“… tempat makan yang bisa ngasih option menu spesial buat appetizer, main course,

sama dessert …”

“… pokoknya makanan apa aja yang tempatnya tidak ramai orang-orang kayak

di foodcourt …”

“… biasanya makanan yang ada di restoran, dan punya sisi eksklusif gitu kali ya …”

“… makanan yang ada di tempat jarang ditemuin sama orang lain, jadi cuma

segelintir orang aja yang tau …”

FINE CULINARY



FINE ART & DESIGN

What kind of art & design that would represent the “!ne taste”?

Male%!%Visually%simple%and%naturalis1c%Female%!%Unique%and%interes1ng%combina1on%of%colors%

“… minimalis dan nggak terlalu banyak motif, makin kelihatan rame dan ribet malah makin norak jadinya nanti …”

“… sesuatu yang berbau lukisan dan pahatan patung, jarang-jarang orang yang

ahli soalnya …”

“… gravity tembok yang bisa ngegambarin image imitasi benda lain, misalnya 3D Art

atau 3D Visual Mapping …”

“… punya warna cocok dengan kondisi alam sekitar, pokoknya simple tapi bermakna …”

“… lukisan abstrak yang punya banyak makna alias meaningful …”

“… pesan makna yang jelas dan bisa dimengerti sama audience …”

“… permainan warna yang manis …”

“… semua seni yang ada di pameran atau gallery pasti yang paling punya selera

sendiri …”



FINE PERFORMANCE


What kind of music genre that would represent the “!ne taste”?

Culinary Art & Design Fashion Modern Performance

Male ! Relatively represented by EDM and Jazz Female ! Focused on the lyrics and meaning of the song, not the genre

“…Electronic Dance Music, Jazz, Indie …”

“…dance music, jazz, rock, blues …”

“… electronic, pure jazz …”

“…trip-hop, berbau agak british …”

“… metal dan rock & roll …”

“… classic rock 70’s atau 80’s …”

“… orchestra tuh something banget …”

“… lagu jadul 70-an …”

“… musik klasik kayak Mozart …”

“… punya pesan makna yang berbobot …”

“… apa aja, tapi liriknya bagus …”

“… funk indie …”


FINE PERFORMANCE

“…#dance#kontemporer#dong##…”##

“…#modern#dance#kayak#di#film#step#up#…”##

“…#sumpah#nggak#nger8#dance#haha#…”##

“…#modern#dance#…”##

“…#dance#yang#agak#slow#gerakannya#…”##

What#kind#of#dance#that#would#represent#the#“fine#taste”?#

Male%!%modern%dance%%%Female%!%Tradi/onal%contemporary%dance%

“…#jenis#dance#yang#susah#dilakuin,#misalnya#tap#dance#…”##

“…#onrop#drama#musikal#…”##

“…#yang#punya#jalan#cerita#jadi#punya#pesan#makna,#nggak#cuma#joget#doang#…”##

“…#tradisional#kontemporer#…”##

“…#modern#dance…”##

“…#dance#tradisional#tetep#paling#punya#aura#yang#beda#…”##

“…#dance#musikal#…”##



DHM IN THE EYE OF CONSUMERS

PRESTIGEBRAND

SMOOTH

STAND OUT

PREMIUM

EXCLUSIVEDESIGN

QUALITY PRODUCT

Dunhill Mild is already perceived as a brand of excellent quality and premium imagery

Based on in-depth interview on 16 respondent in 4 cities


WHAT DO NON-CONSUMERS SAY

Smoking is about imagery and brand perception. In order to change one’s repertoire brand, we must provide strong reason and not only aspire them but

still be in close relevance for them to associate with

Conclusion:

“I know Dunhill Mild, I see it on convenient store. ALL I KNOW it’s

LOOKS GOOD AND PREMIUM, but I don’t smoke it.”

(M, 22, SES A)

“CHANGE my brand? You need a very strong REASON asking me to

do it. What’s in it for me?”(M, 26, SES B)

“At !rst I smoke A Mild, have tried Djarum MLD, Dunhill Mild and

now I regularly smoke to Avolution. Beside the TASTE, the

brand SEEMS SOPHISTICATED and COOL, just like me”

(M, 29, SES A)

“When I smoke alone, I sometimes just bring my cigarette and lighter.

But when WITH PEERS I PUT MY CIGARETTE PACK AT THE TABLE”

(M, 27, SES B)

Brand Awareness

Consumer Attitude

Brand Preferences

Attitude towards switching

Based on in-depth interview on 16 respondent in 4 cities


DETERMINING THE PLATFORM

The Mainstream

• Those who adopt trend once it become common

• Really affected by what the majority feels

• Has lower exposure & involvement with brand

The Followers

• Those who are easily swayed by other’s view

• Loves to hang out with friends

• Self conscious and yearn to belong in large peer group

• They want a popular brand that smoked by everyone

• They use brand as symbolization of pride

The Leading Edge

• Those who are early adopters.

•Always try to be in"uential part of the crowd

• Loves to socialize with friends

• Looking for international and branded items

• Love technology and advance brand with

innovation and creativity

The FINE communityKey Insight:

I particularly choose brands that re"ects my

personality and shows that I’m a person who knows

who am I and what I want


OUR MISSION

Create a continuous consumer

JOURNEY

FINE

by bring to life the brand essence of

through series of

brand experiences to build preferences

ACTIVATION PLATFORM

The FINE ATTITUDE of Dunhill Mild that will be infused to their target audiences in order for them to understand and to grow the willingness to adopt the vision of

Dunhill Mild as a FINE brand and !nally proclaim themselves as Finetologian


WHAT IS

FINETOLOGY /fīntäləjē/

Is an attitude of a person with !ne taste, to be doing ordinary things extraordinarily, with attention to detail and precision for a better result.

My office desk is decorated with my handcrafted papertoys. Marvel superhero characters on left side,

Japanese manga on right side

ART and DESIGN

I have a Sony in-ear-monitor for listening music during travel; 1 Sennheiser headphones at the office, and 1 Grado Allesandro Music Series-1 for my music enjoyment at home

MODERN PERFORMANCE

I only choose marbled sirloin, marinated with coarse sea-salt & freshly ground pepper, grill it medium rare, serve

with separated blue cheese sauce

FINE CULINARY


TO UNDERSTAND..

• Consistently paying attention to details.• Demands better things in simple everyday doings.

IS

IS NOT• Obsessive Compulsive Disorder• Snobbery with expensive & high-class things only


CHARACTER

Pick only the best input for even greater outcomes

Exceptional craftsmanship done with passion

Great attention to detail to every process

Going the extra mile, Always strive to be better

The only cigarette brand that re"ects those

characters of perfection. A True Finetologist

Exceptional tobaccos & exceptional blending skill

The perfect taste, from the !rst puff to the last

Exceptional product design from every angle

Pure artisanship with exceptional range

HERE ARE SOMEFINETOLOGIST*PERSONIFICATION EXAMPLE

*People who resembles the same attitude towards perfection as Dunhill Mild

CULINARY FINETOLOGIST*

Dedi SutanFine Dessert Chef

Jakarta


We have travelled across Indonesia to taste the unique "avors from different types of cocoa beans. Our collections vary, consisting of cocoa beans originating from Pidie Jaya, Aceh and Tabanan, Bali. These unique "avors are for you to enjoy in our various desserts provided at Pipiltin Cocoa. We are hoping, of course, to expand our cocoa beans collection from all over Indonesia very soon.

At Pipiltin Cocoa, you are exposed to the chocolate

making process in our very own “bean to bar” concept.

The chocolate making steps are visible to all our guests in order to enjoy the complete chocolate

experience.*alternatives

CULINARY FINETOLOGIST* STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Doddy SamsuraFine BaristaYogyakarta

*alternatives

1. Buy a freshly roasted coffee beans

Fresh roasted coffee beans are essential to a superb cup of coffee. Also purchase your coffee beans in small amounts, only as much as you can use in a given period of time. Remember that coffee is a perishable produce that is less than spectacular when it has staled.

2. Only use quality water The quality of your coffee is heavily dependent upon the quality of the water that you use.

My Perfect Cup of Coffee

Always grind your beans as close to the brew time as possible. Coffee deteriorates quickly after grinding and you should grind only the amount you are going to use at one time.

3. Coffee grinding

4. Use scale for the perfect coffee to water ratioUsing the right ratio of ground coffee to water is one of the most important things you can do to ensure a good cup of coffee. Use enough coffee, and don't use too much or too little! A ratio of 16 to 1 water to coffee creates the maximum rounded, full-body "avor.

5. Enjoy perfection in a cupBrewed coffee should be enjoyed immediately! Pour the fresh-brewed coffee into a warmed mug or coffee cup so that it will maintain its temperature as long as possible. It begins to lose its optimal taste moments after brewing, so only brew as much coffee as will be consumed immediately

ART & DESIGN FINETOLOGIST*

DarbotzFine Mural Artist


1. Find your spot

You can choose between "at walls or textured, each will cater to different kind of design. Scrape the surface for any oil or excess water. But most of all, $ne a legal and willing location! You want your art to last and be seen, don’t you?

2. Etch the SketchPicture your design and put it into sketch of the $nal look just as you want it to sits on the spot. Nothing beats a good preparation, plus if you don’t like the outcome, you can just start the process all over again. This part also helps you to prepare what kind of paint you’ll use and how many.

*alternatives

3. Stencil your design to the surfaceWith the sketch as guidance, draw the outline of your design to the surface, use pencils or light paint to do so, as you might cover them with colors afterwards

4. Give colors, make it come to liveOnce the outline is done, now it’s time to give colors according to your design sketch. Don’t be easily satis$ed on one go, to have the perfect drawing you have to redo the paint until the colors is as expected

5. Sit back, enjoy your masterpieceOnce $nished, enjoy the drawings with your friends. You can also take pride of your work by taking pictures in front of it. Owned!

ART & DESIGN FINETOLOGIST*

Timur AnginFine Photographer


*alternatives

1. JUST START ALREADY!Don't buy anything yet. You can create magni$cent images with ANY camera. Too many people think camera shopping is the $rst thing to do on a quest for great images.

7. CREATIVITYCreativity is nice, but all because something is creative does not make it art. When a baby reaches into his diaper and paints the wall with what he $nds there, it is a very creative act, but it is not art.

3. THERE ARE NO RULESThere is no right and no wrong. The rule of thirds is not a rule and rules are for idiots. Just go make good photos. A good photo is one you or someone else likes. There are no formulas or grades or scores.

6. FOLLOW YOUR OWN VISION & BE PATIENTBe yourself. Show your passions. Don't try to duplicate someone else's photos and be patient, good photos takes time (and several extra frames)

4. FEED YOUR CURIOSITYPhotograph subjects for which you have a true curiosity. You have to $nd them interesting if you want the people who see your work to $nd them interesting, too.

5. YOUR CAMERA DOES NOT MATTERHonest. If you believe me, just skip to the next section. Trust your creativity

2. FORGET TECHNIQUEWorrying about manual exposure settings and technique distracts you from your passion. Technical mastery alone does not make good photos, it's just one of the necessary parts.

PERFORMANCE FINETOLOGIST* STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Fine Disc Jockey

1. LOVE THE MUSICThis is important! If you don’t like it, you will not be inspired by it.

3. FIND YOUR OWN NICHEIt’s ok to idolize someone, but you need to explore and stamp your own identity in your music and performance.

2. LEARN TO MIXI learn my trade, $rstly by mixing someone else’s songs. This is the fastest way to understand about beats and song dynamics, plus you’ll get to know what is the best parts or features of a song

4. START PRODUCINGAfter you $nd your de$nition of music, let’s put what you learn into your original tracks. There are many applications and instruments that will help you do it, don’t limit it to just some. The boundaries is your own creativity, expand it to the max. Try, try and more tries, practices only makes you more perfect and it only comes if you have passions towards it

6. COME OUT AND PLAY.. OUT LOUD!Let your music be heard. The world is your stage and you have to impress them. Play every gig like it was your last, enjoy the music and the crowds will enjoy it with you. Money and fame? oh, it will follows eventually.

5. GET TO KNOW PEOPLEYou need to market your songs, there are many channels to do that, send it to radio, upload it to soundcloud, give mixtape on parties, the more people knows you and your music, let you quality do the rest

*alternatives

PERFORMANCE FINETOLOGIST*

Bryan ‘Kreate’Fine B-Boy


*alternatives

1. CHOOSE THE STYLEThere are many specialties in styles, just choose which one represents your swag. Be it popping, spinner, shuffle, breakers, focus on one style $rst and be extremely good at it.

2. LEARN THE MUSIC & MOVESBBoy-ing is about doing some moves in relevant to the music you’ve heard. Feel the beat and let it move your feet. Practice the moves, start will simple stuff, let your body get used to of dancing, remember a robot can not be a dancer in just one night!

3. PRACTICE, PRACTICE, PRACTICEI practice my moves everyday, in my bedroom, in the car, wherever i feel like dancing, i don’t care. No shame in that, it only makes you better.

4. IMPROVISE AND BE CREATIVECreate your own moves, be creative, amaze people with something that only you can do.

5. PERFECTION ONLY CAME WITH PASSIONI don’t dance just to impress, i want to be the best in what i do, and for that you need to focus, continuous improvement and a whole lotta passion.

6. THINK GLOBALYou need to test yourself, if someone from abroad recognize your talent, that mean you ARE that good.

FINETOLOGIANAMONG US

IT’S TIME TO SUMMON THE

DEFINING FINETOLOGIAN

The Mainstream

• Third level Finetologian• Didn’t have Finetology

character at !rst• Aspired by the leading

edge and the followers• Attracted to become one

The Followers

• Our secondary Finetologian

• Those who possess lesser Finetology character and

eager to become one• Aspired by the leading

edge• Would inspire the

mainstream

The Leading Edge

• This is our Primary Finetologian

• Those who possess the Finetology character

• Aspired by the Finetologist

• Would inspire the followers and the

mainstream

OUR TARGET


HOW TO REACH THEMSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Campaign Ideas

RoleFinding and Acknowledging

Finetologian in IndonesiaEducating and Attracting TA

to become Finetologian

Digital Engagement On-ground Activation

ActivityTitle

MobileActivity

Medium Scale

Large Scale

Social Media TrafficChannels

Contest on Microsite

Channel/Media

Campaign

Strategic Role

Role ofFinetologist

Strategic Stages AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

CAMPAIGN STAGESSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Introduce the concept of Finetology

• Give examples of Finetology

• Intrigue Primary Finetologian to

participate

• Expand aspiration to Secondary Finetologian

• Encourage more to participate

• Leverage aspiration to larger

audience• Inspire the next TA

tier to participate next year

• Sustaining the aspiration and the

community it formed throughout

the year • Bridging to next

year campaign

Attitude changing stages for a TA to become a Finetologian

• Finetology quotes on POS

• Finetology Buzzer on Social Media

•Result showcase of their Finetology

• Traffic driver to microsite

• Give aspiration by showing the process

of their Finetology• Encourage people

to experience

• Spread Finetology to the masses

• Encourage more people to adopt

•Grooming the next batch of

Finetologist• Living aspiration

for the character

• POS Installment• SocMed Traffic

• Mobile Activity Booth

• Microsite Contest• SocMed Traffic

• City Event• National Event• Microsite Contest• SocMed Traffic

• Winner Trip• On-line & Media

ampli"cation

• Community Event• Visibility on trade

AWAKEN

FINETOLOGY MANIFESTO

• To introduce the Finetology concept in the context of 3 pillars, customize-able to places which represents “FINE” in each city

Communication Roles:

Tools:

• POS with Finetologist quotes @ contact points in strategic location/area

• Creative Out of Home

• Communication in Social Media


POS Manifesto @ Food Outlet

• Un-branded teaser campaign to introduce the concept of Finetology

• Located in famous/happening restaurant and cafe in each city

• POS created in the form of posters, standing banners, counter signage or menu signage

• Every POS has a “call to action” to follow Twitter or like the Facebook Page

A FINE CUP OF COFFEE

TAKES TIME AND ATTENTION

DODDY SAMSURA - FINE BARISTA


Placement @ Food OutletSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

POS Manifesto @ Art Outlet

FINE

• Located near campus, art place and clothing store (distro) in each city

• POS created in the form of posters, standing banners, graffiti, and art installation


IT TAKES GOOD TASTE AND GREAT

CRAFTMANSHIP

DARBOTZ - FINE MURAL ARTIST

GRAVITY IS A

FINE ART. GREAT VISION MEETS

EVEN GREATER IMPLEMENTATION

RIDWAN KAMIL - FINE ARCHITECT

A FINE BUILDING IS WHERE


POS Manifesto @ Performance

• Located in Hang-out places, music studio, and mini market in each city

• POS created in the form of posters, standing banners, counter signage or menu signage


IS A PERFECT COMBINATION OF SONG MATERIAL, THE PLAYER AND

THE MOMENT

ISTIQAMAH DJAMAAT - FINE MUSICIAN

A FINE MUSIC PERFORMANCE

IIT TAKES GREAT ATTENTION TO DETAIL SO THAT EVERY

ELEMENTS WILL COMPLETE EACH OTHER

ANGGER DIMAZ - FINE DJ

A FINE DIDN’T HAPPEN OVER NIGHT

MUSIC


Social Media Traffic

• Utilize Finetologist to create conversation online about the FINE concept on their social media account

• Induce TA to interact with our content by asking them to Retweet or Tweet their own Finetology attitude in return for mini treats from each outlet

Andrian Ishak - Fine Chef


Web Banner

• Strategically put Finetologist quotes web banner on website with high traffic

• Will direct to www.!netology.com if click

http://www.finetology.com


• Finetologist quotes will also be made in a packaging insert format

• 3 Finetologist quotes in a duration of 4 months

• To direct the consumers to www.!netology.com

Packaging Insert



PROVOKE

FINETOLOGY MOBILE ACTIVATION

• To meet and start to create a conversation about !netology with the TA

• Bring to life the Dunhill Mild Finetology preposition by giving examples of Fine on the 3 (three) pillars

• Finetology Mobile Bar

• Finetology Troops

• Finetology iPad Apps

• Located in hang-out places with minimum traffic of 300 people in each city

• Will be conducted 2 (two) times a week on ‘gaul’ day in each city (Friday night to Saturday night or Saturday nigh to Sunday afternoon)


Tools:


De"nition:

A Finetology Interactive Mobile Gallery to showcase the examples of Finetology and will educate the target market to become !netologian

Finetology Mobile Bar

• A container or “elf truck”-based mobile activation for Dunhill mild that will visit hang-out places in each city

• Container will be used in major cities, while the elf-truck version will runs in the secondary cities

• Educate what is Dunhill Mild Finetology with the 3 pillars

• The bus will be completed with A La Café decoration with alfresco type of seating and serves free F&B, music and art performance

• Eligible consumer (18+ with proof of ID) can come for free by only registering their personal data and !ll in our survey form on iPad


FINE CUT LOUNGE (Semi-Static Booth)

• Modular booth that can be build and knock-down in one night

• Fixtures and displays are reusable

FINE CUT LOUNGE

Fine Cut Activity Content*:

• Fine Cut Transparent LED display

• Fine Cut Photo Puzzle

• Perfection Process Interactive Table

• Special F&B from our Culinary Finetologist that is inspired by and/or complementing Dunhill Mild and Fine Cuts

• Gallery of our Art Finetologist that represent either Fine Cuts or 40 cuts

The Booth itself is Fine Cut!*will be selected according to space available

Fine Cut Transparent LED Display

• Utilizing latest Transparent LCD technology embedded to a product display

• Consumer can witness and interact on the Fine Cut interactive around the package, the visual will shows process and 40 cuts in animation

• Consumers can add special effect, just by selecting the effect on the touch screen surface

Fine Cut Experience

Fine Cut Photo Puzzle: Take Your picture and be printed on 40 pieces of puzzle, given in a Fine photo

frameObjective: Educating on the 40 Fine Cuts of Dunhill

Mild

Process Perfection Interactive Table: Get to know Dunhill owns process to perfection on an interactive

screen, !ll the quiz along the way, win a merchandiseObjective: Educating on the 40 Fine Cuts of Dunhill

Mild and the process to make it

Finetologist Fine Cut Showcase

Devil Chocolate Brownies Chocolate and Cigarette goes well together, noone can resist the bitterness of chocolate and the refreshing taste of homemade vanilla ice cream?

Dark Chocolate ChurrosCinnamons rolled churros will enhance your taste pallete, therefore the cigarette you smoke will taste better, a truly one in a million combination

Fine Brewed CoffeeUtilizing the aroma and taste of Dunhill Mild, I will blend my own creation of coffee with a hint of tobacco and clove. It will complement and enhance the cigarette taste. This is a Fine Brewed Coffee to accompany a Fine Cut cigarettes

Perfection in 40 FramesA special collection of Timur Angin’s masterpiece that showcase the journey from process to end product. How passion can be made into perfection in 40 frames

Diversity in UnityMasterpiece display by Darbotz that is actually made from 40 pieces stand alone art. If being put together it will make the perfect mural arts

Open Container

Open Container

Open Container

Open Container

Open Container

Finetology Mobile Bar Supporting Content

Mini Performance Stage Outdoor Consumer LoungeProduct Selling &

Merchandise Booth

• Finetology Mobile Bar will park in hang-out places with the most heavy traffic and crowd. Additional content outside the bus will be made in order to capture larger audience (depends on the venue space in each city)

Performance by local graffiti artist

Performance by acoustic band


Supporting Design - In#atable Gate

Supporting Design - Selling Booth

Supporting Design - Promoter Booth

Supporting Design - Consumer Lounge

Supporting Design - Product Package

Supporting Design - Mini Stage

Supporting Design - Performance Stage

Supporting Design - FDUSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Supporting Design - TotemSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Finetology Troops

Registration & interactivity on iPad Mini

SPG


Registration Mechanism

Tap the Registration Application

Agree to 18+ age consent

Fill your complete database with ID number

Get e-mail con!rmation


Finetology Apps - Educative Games

Dunhill own apps that will educate the consumers about Dunhill Mild Fine Cut and Finetology


Finetology Game Apps: Cut everything into 40 pieces | Objective: To emphasize the “Fine Cut Fine Taste” of Dunhill Mild

Finetology Apps - Educative Games

FINETOLOGY GAMES


Finetology Game Apps: Explore the FINE in you | Objective: To emphasize the true meaning of FINE by Dunhill Mild

Mobile Activation Mechanism

Register with 18+ valid ID and

complete survey with our spg

Get free entry to to our mobile activity booth

Experience Dunhill Mild Finetology

See our Fine performance

Buy our !ne product (ciggs and

Finetologist merchandise)

Fill on our survey

Play FINE educative game

(get Dunhill merchandise)

Taste our FINE F&B

Get invitation for our medium event


Mobile Activation Venue Lay-out

ON-LINE ENGAGEMENT

On-line Competition

• Finding and acknowledging Finetologian throughout Indonesia

• Create ampli!cation in on-line media

• Video capturing device at on-ground event

• Direct video upload utilizing facebook apss


Tools:

My De!nition of Finetology?

My Finetology attitude?


Video Record on Ground

• Video Record at On-ground event

• Ala The Box recording booth

• Will be put in Fine Cut Lounge in Mobile activation even and City event

Landing Page

Age Veri"cation Page

Registration Page

Consumer Pro"ling Page

Con"rmation Page

Upload a Video Page

Record a Video Page

Video Gallery and Vote Page

Video Example

Aulia RahmanFinetologian

Contest Mechanism

Audience come to our on-ground

activity

Record their Finetology

expression and upload it on

Microsite

Watch their video and others on Microsite

Visit My Finetology

booth

Register with valid 18+ ID

On-line Direct Upload

Visit Microsite and register

with valid 18+ ID

Watch their video and others on Microsite

Record their Finetology expression and upload it

directly on Microsite

Vote and Share with friends!

Win tickets to go to Jakarta

Finetology Big Bang

On our on-ground Activity


Judging CriteriaSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

How we assess the winner?• By analyzing how they re"ect one of the 4

(four) brand characters of perfection within their lives: • How they put their greater attention to

every detail on what they do best• How they choose the best input in order

to achieve their goal• How they strive to be better in life, and • How they value their passion and

translate it into mastery• By observing how they convey they

expression towards Finetology with their own unique way

Competition TimelineSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

SUBMISSION SUBMISSION

Social Media Traffic

• TA tweet about their de!nition of FINE and how they assess themselves as one of the Finetologian

• Utilize the #my!netology in order to measure the online conversation


Finalist Announcement

• The winning video with the most vote will be announce in the microsite

• The winning video is based by number of view and number of vote, and the maker will be our national !nalist

• The !nalist will win a !netology journey experience to jakarta




Journey to Jakarta

• Videos with the most vote from each 23 cities will win a Finetology Journey to Jakarta’s Big Bang

• The !nalist will experience all 3 pillars of Finetology in the capital with our Finetologist

• Among the itinerary:

• Dining out in Namaaz Dining (Andrian Ishak)

• Visit the most Fine art gallery

• See a Fine theater performance (tbc)

• Celebrate and be part of the Finetology Nation party


Winner AnnouncementSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

• Showing to larger audiences that Finetologian do exist in their community and celebrate with them

• Displaying all video entry from previous activities in the screen

• On the big band event we will announce the best video from all 23 city based on Jury decision

• One of the element of that the jury will decide with is the interactivity and !nalist ability to communicate. as the winner will be the star in our Video Filler



ENGAGE

Finetology Medium Event

• To engage directly with the TA and let them take part of the Dunhill Mild Finetology

• Utilizing performance to show how Dunhill Mild Finetology can aspire them

• Fine Product Lounge

• Fine 3 Pillars Experience

• Fine Main Performance

• Located in GOR or function room, with target attendance of 1.000 people

• Will be dress-up to meet Dunhill Mild Fine standard

• Will only be conducted once in each city


Tools:


De"nition:

A Finetology City Party that will both showcase the examples of Finetology and will also encourage the target market to participate and become !netologian

Entrance Gate - Design

Branding Landmark - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Venue Dress-Up - GORSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Venue Dress-Up - GORSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Fine Cut Lounge - Design

• Equipped with F&B counter, seating area, LED screen (to showcase the Finetologist pro"le and their works), performance booth and product selling and merchandise booth


FINE CUT LOUNGE







*will be selected according to space available





Fine Cut Experience



Mild




Fine Cut Finetologist Showcase






Fine Experience - food

• Fine Kitchen

Design Referrals

!

Experience the Fine way of creating our signatureFine F&B and you can have enjoy the food and drink

afterwards!

In addition to serve Fine F&B, we give the opportunity for TA to participate on the experience of Dunhill Mild 3 Fine Pillars and get the merchandise


Fine Kitchen - Design

Fine Kitchen - Design

Fine Experience - Art

• Fine Gallery

Design Referrals Aside from showcasing the work of Art Finetologist, we give the opportunity for TA to participate on Art Finetology and get the merchandise

!

!

!

!

Design your own T-shirtcreate your own Dunhill Mild !ne t-shirt

from our !netologist design templatewill be printed directly to the shirt as

giveaways


Fine Gallery - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN


Fine Experience - Design Your T-ShirtSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Fine Experience - Performance

• Fine Backstage

Design Referrals

!You are the star

show your move in behind a green screen, it will appear as if your own stage - the video will be

given in a "ashdisk as giveaways


Aside from showcasing the work of Performance Finetologist, we give the opportunity for TA to participate on Performance Finetology and get the merchandise

Fine Backstage - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN


Fine Experience - Green ScreenSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Main Show

Presenting:Fine D Theatrical Performance

• The main show on Finetology City Event will showing the combination of Finetology 3 Pillars into an interesting spectacle using holographic effects, 4-dimensional effects, lightning effects and visuals synchronized with the dancer.

• The performance will be using theatrical dance performers acting as Finetologist.


Main Show ReferenceSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

The Keynote of the Main ShowSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

To convey the process of Dunhill Fine Cut for Fine Tastein delivering the Fine product quality thru exceptional craftsmanship

with great attention and perfection. Combining the 3 Pillars of Finetology into an interesting spectacle using holographic effects,

4-dimensional effects, lighting effects and visuals synchronized with the theatrical dance performer acting as the Finetologist

Scene 1

All lights are off inside the GOR or function room


Spotlight and lights are turned on only for performance platform

A Performance Finetologist starts to act, dancing around while carrying an image (e.g. image of tobacco leaf)

The exciting and vibrant dancer will bring the leaf image to life in a holographic and as though bursting out from the screen towards the

audience

Dramatized by the wind effect

The image slowly immersed back to the stage. * while Performance Finetologistwalking towards the Kitchen Platform

Scene 2

The image slowly immersed back to the stage. The Culinary Finetologistwalking towards the Art Platform

Spotlight and lights are turned off on Performance Platform and turned on for Kitchen Platform

The Culinary Finetologist capture the leaf image and starts to cutting the leaf into !ne cut pieces

Pieces of leaf image will be blown and burst out of the screen towards the audience in holographic


Piece of paper were "own from the top to the audience can add a dramatic effect

Scene 3STRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Spotlight and lights are turned off on Kitchen Platform and turned on for Art Platform

The image pieces slowly transformed into one object (e.g. Dunhill Mild logo or Dunhill Mild product packaging)

The object is shot out of the screen along with the effect of white smoke coming out from the stage

The object seems "oating in space while the white smoke effect intercepted by a laser light to create a grande !nale

An Art Finetologist collect the pieces of the image and start drawing pictures on the image pieces

Stage Set-upSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

3.00 m

4.00 m

8.00 m

6.00 m

Transparent screen covers the whole stage

MusicPlatform

CulinaryPlatform

ArtPlatform

Stage Effect Platform Stage Effect Platform

Transparent screen covers the whole wing

3.00 m

4.00 m

Transparent screen covers the whole wing

Design - Stage Set-upSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Design - Stage Set-upSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Gimmick

Fine Vision Glasses


City Event Venue Lay-out

ENGAGE

Finetology Large Event

• To engage directly with the TA and let them take part of the FINE Dunhill

• Give performance to show how Dunhill FINE is dashing for them

• Fine Tunnel

• Fine Landmark

• Fine Product Lounge

• Fine Experience: Food

• Fine Experience: Art

• Located in Istora Senayan, Concert Hall or Outdoor Venue

• Target Audience 3000 people

• Fine Experience: Performance

• Fine Main Act


Tools:


De"nition:

A Finetology Celebration Party for all Finetologian of the nation, to celebrate how the TA has adopt the character of Finetology to inspire others to follow

Finetology Tunnel Entrance

Audience will experience that they are entering Finetology Nation via the tunnel


Finetology Tunnel - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Finetology Landmark

Giant landmark of Finetology Nation

“welcomes” the audience when they came out from

the tunnel

Can be made into a video landmark that shows

submitted videos from throughout the nation


Fine Cut Lounge - Design

• Equipped with F&B counter, seating area, LED screen (to showcase the Finetologist pro"le and their works), performance booth and product selling and merchandise booth


FINE CUT LOUNGE







*will be selected according to space available





Fine Cut Experience



Mild




Fine Cut Finetologist Showcase






Outdoor Product Lounge - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Outdoor Product Lounge - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Fine Experience - food

• Fine Kitchen

Design Referrals

!

Experience the Fine way of creating our signatureFine F&B and you can have enjoy the food and drink

afterwards!

For the Finetology Nation , we will have our very own Culinary Finetologist to create and serve ur Fine F&B for the TA to try


Fine Kitchen - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Fine Kitchen - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Fine Experience - Art

Digital GraffitiDraw your own design, and have it print or send into

social media

• Fine Gallery

Design Referrals

!

!

!

Digital Graffiti. Draw your design andhave it print or send into social media


Aside from showcasing the work of Art Finetologist, we give the opportunity for TA to participate on Art Finetology and get the merchandise



Digital Mural - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Fine Experience - performance

• Fine Backstage

Design Referrals

!

Holographic Photo Wall. Take your picture as if you are doing the Fine D Performance with holographic effect. Picture will be printed

out or put into "ash disk as a giveaways


Aside from showcasing the work of Performance Finetologist, we give the opportunity for TA to participate on Performance Finetology and get the merchandise



Holographic Photo WallSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Holographic Photo WallSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Photo Backdrop - DesignSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Presenting:Finetology Cube (or D Cube with Dunhill Logo on it)

• Finetology Cube is a 40 x 40 x 30 meters tall giant white cube that will be the main centerpiece of the event

• There will be a stage inside the giant white white cube that will show enlarge version of the Fine D performance with real Finetologist as the client

Main ShowSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

The Cube - Design

!


Grand Fine D Performance

Fashion Visual & Creative Director

Chef Live Art Performance Music Director

Main act of the event isthe combination of 3Pillars Finetologist to make a masterpiece:

Dunhill Mild’s Fine


The Keynote of the Main ShowSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

To convey the process of Dunhill Fine Cut for Fine Tastein delivering the Fine product quality thru exceptional craftsmanship

with great attention and perfection. Combining the 3 Pillars of Finetology into an interesting spectacle using holographic effects,

4-dimensional effects, lighting effects and visuals synchronized

Scene 1

All lights are off inside the cube


Spotlight and lights are turned on only for performance platform

Performance Finetologist starts to act, dancing around with visual tracking effects

Performance Finetologist shoves the 40 small pieces of black boxes off the performance platform and "y out into the culinary platform. Spotlight and lights are turned off for

kitchen platform

Performance Finetologist “cutting up” the visual black box with his/her hand into 40 small pieces

Live Synchronized Dancer with Visual


Scene 1: Reference

Scene 2

Spotlight and lights are turned on for Kitchen Platform


Culinary Finetologist fetch the visual piece of boxes, put into the pot and do some intense cooking performance

Culinary Finetologist take out the visual piece of boxes which has turned into a red color boxes and shove the visual boxes off the Culinary Platform. Red visual

boxes "y out into the Art Platform. Spotlight and lights are turned off for kitchen platform


Spotlight and lights are turned on for Art Platform

The red visual boxes are transformed into a woman with a gown. Art Finetologist performs drawing thru

iPad which projected into the gown

The visual alteration from Art Finetologist projects Dunhill Mild brand characters

Close with wind and smoke effect to add a dramatical effect. Spolight and lights are turned off for Art Platform

Fashion Show with Live Visual Alteration


Scene 3: Reference


Spotlight and lights are turned on for Performance Platform

The smoke effect !lled the Performance Platform and slowly the Performance Finetologist appeared on stage

Performance Finetologist will create !ne cut design symbolizes the “D” form and will come to life with visual

projection

The object is shot out of the screen along with the effect of white smoke coming out from the stage

The object seems "oating in space while the white smoke effect intercepted by a laser light to create a grande !nale

Mural artist create !ne cut design and will come to life with visual projection


Scene 4: Reference

5th Seq: Holographic uni"cation of all result into dunhill mild

Product will appear in holographic screen


The Cube - InsideSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

FINE MAIN ACT (ALTERNATIVES)

EGO x ModularMusic Visual Journey

GroovyL@nd


How to Achieve Audiences KPI

Create additional content outside the Finetology Cube by:

• Invite communities based on likings (3 Pillars: Culinary, Art, Performance).

• Create outside DJ booth or stage for band performance to withstand the party for those outside the cube

• 18+ General public can get free invitation for this event by registering and !lling our survey on previous activities or by on-line


BigBang Event Venue Lay-out

AMPLIFY

Finetology Ampli"cation

• Leverage message to larger audience

• Inspire others to start consume Dunhill Mild

Objectives:

Tools:

• My Finetology Journey to London Trip

• My Finetology Journey (TV Filler, Advertorial)

• Communication in social media


Journey - to London

• The winner from My Finetology trip will experience London !nest:

• Dine at Alain Ducasse at The Dorchester, Mayfair; Fat Duck by Heston Blumenthal, Bray; or the Gordon Ramsay at Chelsea (all three Michelin stars)

• Enjoy the !ne art on Tate Modern on Southbank and Royal Academy of Art

• See theatrical performance in West End, London’s own equivalent of Broadway

• The Dunhill "agship store, on the comer of Duke and Jermyn Streets in the heart of London's St. James's district

Journey (Finetologist)

TV Filler (3 minutes duration) depicts about our Finetologist journey. How they !nd their Fine-ness within their true self, how they explore it and make it as a living ideology.

TV "ller - ampli"ed over YouTubeSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Journey (Finetologist)

AdvertorialSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Journey (Winners)

AdvertorialSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

SUSTAIN

Follow through event

Tools:


• Utilizing database, sorting consumers based on their likings, stamping and sustaining Dunhill Mild association with Fine and Finetology in every 3 pillars

• Can be conducted regularly in each cities by local


• Community event based on the 3 pillars:

• Cooking clinic

• Art gallery

• Performance show

Channel & Outlet Branding

Cigarette Shelves Branding

Cashier Table Top Branding


• Maintain visibility and uphold the message of FINE and Finetology throughout the year

Objectives:

• Branding in channels

• Speci!c branding in each of the 3 pillars outlets

Tools:

Community Event: Cooking ClinicSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Mechanism:

Utilize database gathered from city event

Send SMS blastas the invitation

medium

There will be a call to action for the audience to join

the event

Small gathering for culinary Finetologian in one of the famous restaurant/cafe in town

Content:

• Special appearance from Culinary Finetologist, Dedy Sutan. He will teach the audience how to create a Fine chocolate with Fine process and Fine taste

• Audience can bring home their cooking result• Limited seats only for 20 - 30 people

Community Event: Art GallerySTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Mechanism:

Invitation for Art Finetologian to visit the !nest Art Showcase in town

Content:

• There will be a special appearance from Art Finetologist, Darbotz, to greet the invitees.

• Art Finetologist will exhibit his ability in mural art and perform coaching clinic of how to mastering the mural art for the invitees

Utilize database gathered from city event

Send SMS blastas the invitation

medium

There will be a call to action for the audience to join

the event

Community Event: Performance ShowSTRATEGY AWAKEN PROVOKE ENGAGE AMPLIFY SUSTAIN

Mechanism:

The !nest show in town where the Finetologian can get a free ticket for the show by following Finetology Quiz

Utilize database gathered from city

event

Send SMS blastas the invitation to follow the Finetology quiz to get

free entry ticket

There will be a call to action to follow Finetology quiz in

www.!netology.com

Limited free entry ticket for 20 - 30 !netologian



TEAM STRUCTURE

FSPORTS MANAGEMENT

Fary FarghobCEO

Ac1va1on Team Digital Team PR Team

Head : Anto Soeyono

Produc1on : Andre Gin1ng

Account : Nadia Zein

Head : Firzi Abidin

Crea1ve : Reza Ardiansyah

Account : Citra Ramadhani

Head : Myrna Suryo

Consultant : Ibrahim Ismullah

Media Planner : Citra Diamanthe

Wibowo SantosoGeneral Manager

Andy TisnaPlanning Director

PROJECT MANAGEMENT

Anto SoeyonoBusiness Director

Nadia ZeinBusiness Manager

Andre Gin1ngHead of Produc1on

Fary FarghobWibowo Santoso

Andy TisnaAdvisor

Ridwan HarahapProject Coordinator

Lamido Gin1ngArCo SumBagUt

Eka AfrianArCo SumBagSel

Arbi ArdiantoArCo Jabodetabek

Boy IndragunawanArCo West Java

Teguh Se1awanArCo Central Java

Arul ArckhanArCo East Java

Faisal RahmanArCo Sulawesi

QUANTUMDonnie

06 PRODUCTIONFaisal

EXIT 9Arifin

THREE PMirza

REACTOREryo

PRIMEBambang

IMAGINEIrwan

KOETA EVENTJefrie

Fajar BanuajiProduc1on Manager

Albert Tampemawa Aulia Rahman EdwardSr Business Execu1ve

Join Project Manager

Account Management Produc1on Team Local Partner

Digital & PR Team

PROJECT TIMELINE

OUR

PARTNERSHIPFINE

Date post:	14-Jun-2015
Category:	Marketing
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FSports Dunhill Mild Activation Proposal

Marketing