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Inland Its time to say goodbye Mario Jade Master in Corporate Communication Lebanon - June 2013.

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Presentation on theme: "Inland Its time to say goodbye Mario Jade Master in Corporate Communication Lebanon - June 2013."— Presentation transcript:

1 Inland Its time to say goodbye Mario Jade Master in Corporate Communication Lebanon - June 2013

2 Mario S. JADE Keserwan, Jeita Tel:+ 961 71 63 67 61 E-mail: Personal information Name: Mario JADE Date of birth: 26 June 1979 Nationality: Lebanese – PR Canadian Place of birth: Keserwan, Jeita Profile 6 years graphics / advertising and production 4 years production manager 6 years creative communications Organized, leadership, teamwork, dynamic Education - DES graphic and advertising (5 years – specialized in graphics) - Great knowledge of Microsoft Excel, Word, PowerPoint. - Excellent knowledge of graphic software: Adobe photoshop, Indesign, Illustrator, Quark express. - Primary level in Flash and Action Script 3 -MAC and IBM platforms

3 Some figures: by images





8 Strategy and development

9 Adeste fideles, laeti triumphantes… No, its not Christmas time, but a similar signification of a precious moment when the new tenor, Andrea Bocelli, started his career. In Christmas 1994, he was invited to sing the Adeste Fideles in St Peters before the Pope. No more courtrooms or requests in piano bars: this was the start of a meteoric rise. Andrea Bocelli had found the stage. In fact the stage had found Andrea Bocelli and would never leave him. Andrea was called the fourth tenor, but in fact he is on top of all by the extreme high number of selling albums, and the most sold one Romaza released in 1997 reached more than 20 billions of copies all around the world. Strategy and development

10 Andrea Bocelli has been fighting to aim his goals; he was born with poor eyesight and then lost it by a sport accident. That situation has not created a roadblock for him, but it was the most essential motivator that led him to the peak. He believed that, you can only see properly with your heart. The essential is invisible to the eye. That famous quote for Antoine de St. Exupéry made of Andrea the King of artists who has delivered to billions the transparency of feelings and the pure emotions that a Human could create inside himself. Communicating with billions has never stopped or decreased. Counter to that fact, it expanded to reach the extreme limits and frontiers of the world. Briefly, Andrea Bocelli touches the deep inside all of Humans and engraves the Holy Touch between our heart and its passions. Strategy and development

11 This was the main reason to choose Andrea Bocelli for this project. And surely, no need to create an awareness or advertising campaign to advertise Andrea Bocelli or increase his market sell and augment his benefits and profits. But I have chosen this Hero to prove that communications is not based only to aim the augmentation of profits but to attest the twist of valorizing its mission and the Hero in question. Communications is not limited to view, but it depends on the other 4 senses as well. Thats why, the project will not be limited to a release of a new album; it will develop the fable called Andrea Bocelli and all its power. Strategy and development

12 The campaign is entitled inland. The campaign will be using all tools of communication and will be developed through all its channels. Splitting them by sectors is how the campaign will be tracked accordingly to the prior strategy described: ATL (Above The Line) Billboards, Unipols, Commercial TVC, Radio Spot, LED screens, Press ad, Dailies TTL (Through The Line) Website, Social Media (Facebook, YouTube, Twitter, LinkedIn…), Malls visibility, Smart Devices BTL (Below The Line) Albums covers, Posters, Flyers, Promotional Giveaways… Strategy and development

13 ATL As the world now is drowned in wars and many other destructive aspects, the communication campaign of Andrea Bocelli is seeking to invite people to hold the hand that is coming from above the reality of this world and to make peace and live it. Here so, you can see on the visual that appears on the Unipols, Billboards and LED screens a personalized envelop containing the message of peace; the message that reveals the time to say goodbye to war. Moreover, the TVC will just be a spot of 7 seconds that plays a very specific part of its time to say goodbye showing the tank going out in the dark. Then the message, Inland… Its time to say goodbye, on the envelope, will close the screen. Strategy and development

14 The Radio spot will play the same part of music with the below voice over text: Into me you've poured the light, Places that I've never seen or experienced with you. It's time to say goodbye. Sound effects that simulate the sound of an opened envelope will be added. The print advertising will be addressed to the mass people but cascaded accordingly to different segments, in magazines and dailies: A – Youth, mass people: they will have their visual where you can see the envelop addressed to them and the letter that shows a light shining from the dark: it is their HOPE to acquire the greatest world. The selling line is its time to say goodbye! And here the message focuses on forgetting war; Youth should be welcoming peace. B – Politicians / responsibles: they will receive in their targeted magazine (TIME) the envelop with the title on it its TIME to say goodbye as well as the message where they will find the peoples expressions. Strategy and development

15 TTL This new channel and platforms of communications are now more efficient regarding the delivery of the concepts as they reach a very big partition of people that are attracted and addicted to the electronics and social media. Once landed on the website link, a pop up visual will appear on the screen twisting the view of the surfer. Social Media will be sharing, liking, and following the same envelop in which the message will be relying on the same concept, but with an opportunity where people can express their thoughts and points of view. It is an interactive platform where dialogue has the right meaning. While chilling out and shopping in the malls, people will find LED screens that remind them of the main message, its time to say goodbye. The song will be also playing all over the floors. Several oversized preliminary models will be posted in the hallways. The envelops models are interactive boards where you can buy your album from; but you have to interact with it by drawing/writing a peace symbol before the CD comes out to you. Strategy and development

16 BTL The concept is already diffused and has overwhelmed all places. The BTL materials will support this message by several and different applications. Below are some examples: The albums will be accompanied by the envelop and he message The posters and flyers will be having the shape of the envelop on which the details will be revealed Giveaways will have the shape of the envelop, will be wrought to be put on the desks, tables, in decorative vitrines, etc… to create the impact. Finally, the campaign will be closed by a concert INLAND where Andréa Bocelli will face all people and interact with them lively. Strategy and development

17 Yes! It is how we start to create and express Our Opinion towards what is happening around us. Since we have the opportunity to do it, lets not get back and lose the chance. Strategy and development

18 Inland: the campaign ATL TTL BTL

19 ATL

20 ATL 1/4 Unipol Unipol in situ Inland: the campaign

21 ATL 2/4 LED in situ Inland: the campaign

22 ATL 3/4 Youth – mass people message in the press Inland: the campaign

23 ATL 4/4 Politicians and responsible message in the press Inland: the campaign

24 TTL

25 TTL 1/3 In malls branding Inland: the campaign

26 TTL 2/3 Interactive envelop - recto Inland: the campaign

27 TTL 3/3 Interactive envelop - verso Inland: the campaign

28 BTL

29 BTL 1/2 CD cover and concert branding Inland: the campaign

30 BTL 1/2 Poster Inland: the campaign Poster in situ

31 Monitoring process

32 As part of the advertising campaign already presented, the monitoring and measure of its success and its advertising activities will be evaluated on a very important stage in assessing what did and did not work and analyzing if the objectives of the campaign were met. Developing relevant and realistic objectives during the planning stages of the campaign is vital to post campaign evaluation. Where possible, the specific targets that were based on benchmarks will be evaluated. Examples of data sources may include: - Website statistics including page views, collateral downloads and search engine rankings. Online research is a cost effective method of gathering campaign evaluation information - Communication such as phone calls, emails, customer enquiries etc. - Qualitative data from stakeholders involved. - Monitoring of social media comments or discussions about the campaign. Monitoring process

33 its time to say goodbye!

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