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| T-Mobile |
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| SanDisk |
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| Comcast |
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| Olympus |
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| XOHM |
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| Samsung |
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| Wendy's |
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| Snickers |
| Idea #1 - 49th Annual Daytona 500 |
| Program |
| Results |
| Idea #2 - 133rd Running of the Kentucky Derby |
| Program |
| Results |
| Showroom Experience |
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| Pentax - 2007 NYC |
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| Pentax - 2008 |
| The Assignment |
| The Mission |
| The Results |
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- Establish a new beginning for Samsung Digital Cameras that will resonate with trade
and consumer
- Expanding the brand offering to potential new digital camera users
- Provide new access points in untraditional target consumer settings
- Work to reinforce the Samsung brand position in the overall digital camera category
- Build new awareness, brand appreciations, intent to purchase
- Six (6) Samsung Mobile Showrooms
- Two (2) Markets - New York & Boston
- Impressions: 1.5 Million
- Six (6) Samsung Brand Ambassadors
- Custom Built, All Inclusive Samsung Mobile Showrooms:
- Five (5) Samsung Digital Cameras per Side
- Individual Digital Camera Descriptions
- Samsung NV Line Looping DVD
- Samsung LCD Screen
- Internet enabled laptops for on-site purchase through Circuit City.com
- Custom graphics including full vehicle wrap
- Start Date: July 01, 2007
- Consumer feedback: "We had no idea that Samsung made digital cameras, and we are
so happy to learn that the cameras include many more features at a lower cost compared
to advertised brands!"
- Increased consumer brand awareness by 200%
- Increased trade interest and commitment to sell brand by 300%
- Demonstrated that 'simple sales technique' can manifest stronger call-to-action
- Enjoyed significant media and trade attention
- Delivered 1.5 million impressions without PR or Media campaign support
- Strong Consumer feedback:
-"We had no idea that Samsung made digital cameras, and we are so happy to learn
that the cameras include many more features at a lower cost compared to advertised
brands!"
- Create simple but effective "discover" Wendy's new breakfast meal
- Define robust QSR execution plan to deliver the new message to unsuspecting consumers
- Work in specific QSR markets at specific time frames to maximize the message deliver
to the target audience (hungry consumers at time when meal purchase is planned or
influenced)
- Create a fun-yet-accessible message delivery system that will grab immediate attention
and stimulate a call-to-purchase
Drive traffic to Wendy's restaurants utilizing the exciting new form of outdoor
engagement powered by BobCar:
- Custom fabricate four (4) BobCars to promote Wendy's very new breakfast initiative
- Deploy the new QSR meal program in Raleigh, N.C. & Kansas City, MO - Timeframe:
Two weeks in November, 2006
- Hand out instant redemption gift cards for the new breakfast items on Wendy's updated
breakfast menu
The Wendy's Drive to Retail Program
- BobCars traveled to high traffic locations within the vicinity of pre-selected Wendy's
restaurants
- Overall impressions during the program were 480,000 people in a two week period
- Week: Hit the morning commuters and continued throughout the day
- Week: Targeted office parks, business centers rich with hungry employees
- Weekend: Targeted malls - retail centers with large crowds
- Distributed over 120,000 target market coupons
- Delivered both day/night program execution including bars, non QSR restaurants in
both Downtown Raleigh and Kansas City
- Saw QSR foot traffic increase 500% in a short two weeks
- Saw QSR new menu item increase 10X
- Delivered over 1.0 million media impressions during this short time frame
- Delivered and confirmed that Wendy's does serve breakfast
- Actively engage consumers using a new form of experiential media that is unique,
exciting and impactful
- Intercept sampling predicated on target consumers at the event who would fully appreciate
sampling of a major brand
- Entered into the racing culture in a creative and ingenuous way that provided interruption
to which consumers would be receptive
- Integrated the brand into racing culture where it had not been exposed before
- Custom fabricate five BobCars to promote Snickers 'Dark'
- Deploy the Snickers BobCars at the 49th Annual Daytona 500 from February 14 - 18,
2007 in Daytona Beach, FL
- Delivered over 350,000 race fans brand impression in five (5) DAYS
- Distribute 25,000 Snickers bite size samples
- Initiating key location traffic intercept where consumer traffic was highest:
- Nextel Fan Zone
- Racetrack Entrance
- Daytona Speedway Parking Lots
- Post-Race Bars & Nightclubs
- Delivered the brand key Target: Enthusiastic race fans, LDA to34 years (with some
spillage to the 45+ crowd)
- Actively engage consumers using a new form of experiential media that is unique,
exciting and impactful
- Intercept sampling predicated on target consumers at the event who would fully appreciate
sampling of a major brand
- Entered into the racing culture in a creative and ingenuous way that provided interruption
to which consumers would be receptive
- Integrated the brand into racing culture where it had not been exposed before
- Custom fabricate five BobCars to promote Snickers 'Dark'
- Deploy the Snickers BobCars at the Kentucky Derby from May 2 - 6, 2007 in Louisville,
KY
- Delivered over 250,000 Derby fans brand impression in one (1) day
- Distribute 25,000 Snickers bite size samples
- Initiating key location traffic intercept where consumer traffic was highest:
- Racetrack Entrance
- Corporate hospitality
- Post-Race Bars & Nightclubs
- Delivered the brand secondary key Target: Well heeled thoroughbred race fans, LDA
to 49 years (with some spillage to the 50+ crowd)
Brought high profile traction, attention, 'buzz' within the Manhattan
retail sales environment. Placed the two (2) Pentax Showrooms
exclusively in...
- New York City:
- Fourth Quarter '07
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Holiday peak selling season
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Generated full support within the 'key' retail community
- # of Weeks in the market
- # of Activation Days
- # of full-service retailers selected + committed
- B&H Photo
- J&R
- Willoughby's
- Camera Land
- Adorama
Captured real trade + consumer attention, traction, making an indelible, lasting
and positive impression...
- # of validated Consumer "Impressions" *
- Day: 52,000
- Week: 260,000
- Program:2.6+ million impressions
- # of validated Consumer Showroom "Interactions"
- # of Online "Impressions"
- Over 2,600 pages on Yahoo! and over 5,300 search results on Google Captured real
trade + consumer attention, traction, making an indelible, lasting and positive
impression...
- # of non-retailer Events & Locations "Visited"
- Type of Events & Locations "Visited"
- PMA 2007 (Jacob Javits Center)
- NYC Halloween Parade
- 2007 NYC Marathon
- Thanksgiving Big Balloon Blow Up
- The Today Show
- Times Square
- Grand Central Station
- Penn Station
- Wall Street
- Rockefeller Center
- Union Square
- Columbus Circle
*average
Deliver an engaging, one to one, one to many program in Boston, MA and New York,
NY that introduced the new Olympus product line…
- That will deliver…
- a rewarding Olympus brand experience?
- That will turn heads…
- generating increased sales and measurable media attention
- That will fortify…
- Trade relationship with local retail partners
- That will reinforce…
- Improved category presence that can set the stage for increased sales during the
important holiday selling season
Effectively and smartly…
- Raise…
- Brand presence, awareness, product comprehension
- Drive…
- Consumer prospects into retail partner stores while improving "intent to purchase"
- Create…
- Retailer camaraderie / buy-in / enthusiasm
- Capture…
- Full retailer commitment to participate
- Uplifted brand perception and comprehension of product line
- Increase both trade + consumer product appreciation
- Move more product off retail store shelves in a condensed timeframe
Created ‘buzz’, improved brand presence at each retail partner store in Boston and
New York City:
- Fall/Winter ’08
- Capitalized on high traffic areas and events, as well as increased foot traffic
during the Holiday Season.
- # of Weeks in the market
- # of Activation Days
- One Hundred Twenty (3 Showrooms)
- Boston: 48 days
- New York: 72 days
- # of full-service retailers selected + committed
- Thirty-Four (11 Boston/ 23 New York)
- Hunt’s Photo
- Ritz Camera
- Bromfield Camera
- Calumet Photo
- Best Buy
- Circuit City
- B & A Camera Center
- B & H Photo
- J & R
- Camera Land
- Adorama
- Willoughby’s
- DataVision
- PC Richard & Son
- Tri-State Camera
Measurable trade + consumer attention, traction, setting a lasting and positive
impression…
- # of validated Consumer "Impressions" *
- Daily: 69,000
- Weekly: 306,000
- Program: 2.75+ million impressions
- # of validated Consumer Showroom "Interactions"
*average
Measurable trade + consumer attention, traction, setting a lasting and
positive impression…
- # of non-retailer Events & Locations "Visited"
- Type of Events & Locations "Visited"
- Photo Plus Expo (Jacob Javits Center)
- Macy’s Thanksgiving Day Parade
- 76th Annual Christmas Tree Lighting
- Matisyahu Concert (Orpheum Theater, MA)
- Coldplay Concert (TD Banknorth Garden, MA)
- Faneuil Market
- Harvard Square
- Downtown Crossing
- Boston & Harvard University
- NY Rangers vs. Penguins
- Times Square
- Macy’s Herald Square
- Union Square
- Wall Street
- Rockefeller Center
Deliver an engaging, one to one, one to many program in Baltimore, MD that introduced
XOHM’s new WiMAX Mobile Broadband…
- That will deliver…
- a rewarding XOHM brand experience
- That will turn heads…
- generating increased sales and measurable media attention
- That will fortify…
- Trade relationship with local retail partners
- That will reinforce…
- Improved category presence that can set the stage for increased sales during the
important holiday selling season
Effectively and smartly…
- Raise…
- Brand presence, awareness, product comprehension
- Drive…
- Consumer prospects to purchase XOHM product and service through XOHM’s Mobile Showroom
sales website.
- Consumer prospects to become XOHM Insiders
- Consumer prospects into retail partner stores while improving "intent to purchase"
- Create…
- Retailer camaraderie / buy-in / enthusiasm
- Capture…
- Sales through XOHM’s sales portal
- Uplifted brand perception and comprehension of product line
- Full retailer commitment to participate
- Increase both trade + consumer product appreciation
- Move more product off retail store shelves in a condensed timeframe
Created ‘buzz’, improved brand presence at each retail partner store in Baltimore:
- Fall/Winter ’08
- Capitalized on high-traffic locations and events and traffic from the Holiday Season.
- # of Weeks in the market
- # of Activation Days
- Two Hundred Ten (210) [Three Mobiles]
- # of full-service retailers selected + committed
- Six (6)
- Best Buy Pratt St.
- Best Buy Elksridge
- Best Buy Glen Burnie
- Beeper World
- E-Zone
- Harbor Place XOHM Kiosk
Measurable trade + consumer attention, traction, setting a lasting and positive
impression…
- # of validated Consumer "Impressions" *
- Daily: 26,000
- Weekly: 140,000
- Program: 1.8+ million impressions
- # of validated Consumer Showroom "Interactions"
*average
Measurable trade + consumer attention, traction, setting a lasting and
positive impression…
- # of non-retailer Events & Locations "Visited"
- Three Hundred and Ninety-Six (396)
- Type of Events & Locations "Visited"
- Federal Hill Street Beat Festival
- Fells Point Fun Festival
- Star Spangled Salute to Michael Phelps
- Ravens Tailgating
- Tour du Port
- Baltimore Running Festival
- Columbus Day Parade
- Federal Hill Wine Festival
- Baltimore’s Farmer’s Market
- Baltimore’s Thanksgiving Parade
- Lighting of the Monument (Washington Monument)
- Fells Point Art Loop
- Howard County Jingle Bell Run
- Baltimore’s Jingle Bell Run
- 2nd Annual Figgy Pudding Race
- Maryland Computer Festival
Deliver an engaging, one to one, one to many program in New York City that introduced
the new Pentax product line…
- That will deliver…
- a rewarding Pentax brand experience
- That will turn heads…
- generating increased sales and measurable media attention
- That will fortify…
- Trade relationship with local retail partners
- That will reinforce…
- Improved category presence that can set the stage for increased sales during the
important holiday selling season
Effectively and smartly…
- Raise…
- Brand presence, awareness, product comprehension
- Drive…
- Consumer prospects into retail partner stores while improving “intent to purchase”
- Create…
- Retailer camaraderie / buy-in / enthusiasm
- Capture…
- Full retailer commitment to participate
- Uplifted brand perception and comprehension of product line
- Increase both trade + consumer product appreciation
- Move more product off retail store shelves in a condensed timeframe
Created ‘buzz’, improved brand presence at each retail partner store in New York
City:
- Summer/Autumn ’08
- Capitalized on high-traffic tourism and surrounding borough traffic
- # of Weeks in the market
- # of Activation Days
- # of full-service retailers selected + committed
- Seven (7)
- B&H Photo
- J&R
- 18th St. Cameras
- Camera Land
- Adorama
- 17th St. Photo
- Tri-State Cameras
Measurable trade + consumer attention, traction, setting a lasting and positive
impression…
- # of validated Consumer “Impressions” *
- Daily: 45,000
- Weekly: 224,000
- Program: 2.3+ million impressions
- # of validated Consumer Showroom “Interactions”
- # of non-retailer Events & Locations “Visited”
- Type of Events & Locations “Visited”
- All Star Fan Fest (Jacob Javits Center)
- All Star Game & Parade
- East Side Summer Fair
- Miley Cyrus Concert
- Jonas Brothers Concert
- Hamptons
- San Gennaro Festival
- Macy’s Herald Square
- Union Square
- Wall Street
- Rockefeller Center
- David Letterman Show
- Grand Central
Build T-Mobile subscriber base to drive revenue growth and capture market share
- Reach consumers in their natural habitat, beyond store traffic
- Activate an authentic T-Mobile brand experience that will showcase T-Mobile products and pricing
- Be able & empowered to instantly convert enthusiastic consumers into customers
- Institute a solution that acts as an extension of the T-Mobile corporate footprint
BobCar®, Inc. designed and brought to life a unique, custom solution - the T-Mobile Showroom (Mobile Retail Sales Unit)
- Over 100 locations visited
- Continual coverage in the Five (5) Boroughs of New York, Long Island, and New Jersey
- Over 6,700 phones sold at T-Mobile Retail as a result of the BobCar Mobile Showroom presence
- Three (3) Custom Fabricated T-Mobile Showrooms
- Each containing:
- Sixteen (16) Demo Handsets
- Product Information
- LCD TV
- T-Mobile Rate Plans
- Internet Enabled Laptops
- Custom Signage
-Thirteen (13) Week Pilot Program
- Eighty-Five (85) Activation Days
- Two (2) Trained Brand Ambassadors per Showroom (Total of Six (6) BA’s)
- Brand Ambassadors educate consumers about T-Mobile handsets and Rate Plans
- Participants are given a special $50 Redemption Card during their visit at the Showroom
- Consumers are referred to the nearest T-Mobile retail shop to activate T-Mobile Service
- Redemption Card is redeemed online via unique BobCar website
- Brand Ambassadors conduct Mobile Makeovers via the Billshrink.com 3rd party website
- Total Impressions:
- Includes:
- Total Primary Impressions: 695,000
- Total Secondary Impressions: 1,600,000
- Total Tertiary Impressions: 3,908,000
- Total Referral Activations:
Engage & educate new camera buyers, upgrades, and camera-carrying tourists on the streets of New York City
Demonstrate the importance of quality cards
Create a strong and lasting presence at several retailers and photography events throughout NYC during Q4 2009
- B & H
- Adorama
- J & R
- Nikon School events
- Photo Plus Expo, Jacob Javits Center
Over 100 locations visited
Coverage in Manhattan, The Bronx & Queens
One [1] Custom Fabricated SanDisk Showroom
- Ten [10] Nikon DSLR’s
- LCD TV
- Four [4] Nikon Point & Shoots
- Two Internet Enabled Laptops
- Fourteen [14] SanDisk Memory Cards
- Custom Signage
Impressions:
- Activated: September 23, 2009 – December 31, 2009
- Fifteen [15] Weeks
- Seventy Five [75] Activation Days
- Total Primary Impressions: 175,000
- Total Secondary Impressions: 450,000
- Total Roadside Impressions: 1,500,000
Giveaways Distributed to Date [‘Show us your SanDisk Card’]:
Events and Venues Visited: |
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Comcast Center
Rittenhouse Square
Franklin Institute
Moore College of Art
Academy of Natural Science Museum
Philadelphia Zoo
Boathouse Row
The Water Works
Please Touch Museum
Public Library
Convention Center
Chinatown
Wachovia Center SIXERS
Comcast Call Center(NE, Vorhees, DE)
Rittenhouse Barnes & Noble
30th Street Station
LOVE Park
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Suburban Station
DREXEL University
TEMPLE University
University of PENN
Franklin Court
Market Street
Betsy Ross Area
Chestnut Street
Independence Mall
Washington Square
Visitors Center
Clothes Pin
Reading Terminal Market
Wachovia Center FLYERS
Avenue of the Arts
City Hall
South Street
Thanksgiving Day Parade
Art Museum
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