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

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Presentation on theme: "Kazakhstan Fashion Week (May 14-17, 2008) Sponsorship report - Nissan KAZ."— Presentation transcript:

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

2 Content Event description Sponsorship description Pre-event communication Event facts Post event communication Kazakhstan Fashion Week November proposal

3 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

4 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

5 Pre-event communication Main purpose of pre-event communication to create maximum awareness especially among mass media Duration: from April 28 th till May 16 th 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)

6 Pre-event communication Outdoor –10 LED displays at the city best locations. Total 81 240 airings. –Spread 15m*1.5m Placement cost $59 180

7 Pre-event communication Outdoor advertising sample (LED Display 3m*6m)

8 Pre-event communication Outdoor advertising sample (LED Display 3m*6m)

9 Pre-event communication Outdoor advertising sample (1,5 m x 15 m wall spread)

10 Pre-event communication TV –National Channels (Kazakhstan TV, Astana TV): 125 airings –Cable TV in Almaty only (Alma TV): 588 airings Placement cost $142 690

11 Pre-event communication Radio –Radio NS –Total 105 Radio Commercial airings Placement cost $26 673

12 Pre-event communication 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) Placement cost $103 850

13 Pre-event communication Press issue sample

14 Pre-event communication Print distribution materials –Catalogues –Invitations –Leaflets –Staff and guest badges Production and distribution cost $11 900

15 Pre-event communication Catalogue

16 Pre-event communication Catalogue

17 Pre-event communication Catalogue

18 Pre-event communication Catalogue

19 Pre-event communication Standard Invitation

20 Pre-event communication VIP Invitation

21 - Staff and guest badges

22 Pre-event communication 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

23 Event Dates of event: 15 th and 16 th 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

24 Event press attendance Press conference was held on the first day MediaAttended media TV12 Radio2 Press – Magazines39 Press – Newspapers18 Others – Internet, press club, news agencies5

25 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

26 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

27 Nissan as sponsor at the event – Product Placement

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29

30 VIP person on fashion cars show

31 Nissan as sponsor at the event – Product Placement Test drive of Nissan cars

32 Nissan as sponsor at the event – Inside branding

33 Nissan as sponsor at the event – Pre-Party KFW Press lunch for media and partners

34 Nissan as sponsor at the event – Inside branding

35

36 Nissan as sponsor at the event – Press & Guest walls

37 Nissan as sponsor at the event – Press walls

38 Nissan exhibition stand

39 After party event A the last day After Party event took place Location: Heaven Night Club, one of the Kazakhstans most famous clubs 150 VIP guests and press representatives attended Sponsors were awarded for the contribution to fashion industry of Kazakhstan Nissans presence: –Product placement at the entrance –POP UP stands –Press wall –Print materials distribution Event cost: $15 000

40 After party event

41 18 media invited 23 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 mens press(Mens Health)

42 Vintage monthly magazine, 4, 2008 Circulation: 10 000 2 A4 full pages Nissan Kazakhstan Fashion Week Summary 2 A4 Worth $4 083 (with 30% discount) Mention of company Nissan as sponsor of event + test drive of Nissans cars

43 Automir Automotive weekly magazine, 24, 2008 Circulation: 20 000 ¼ A4 full pages Summary ¼ A4 Worth $316 (with 30% discount) Mention of company Nissan as sponsor of event + test drive of Nissans cars

44 Cosmopolitan Circulation: 30 000 2 A4 full pages Summary 2 A4 Worth $11 754 (with 30% discount) Mention of company Nissan as sponsor of event

45 Beauty World Circulation: 35 000 A4 Extra full page Mention of company Nissan as sponsor of event A4 Extra Worth $5 990 (with 30% discount)

46 Akademiya Stilya Circulation: 10 000 2 A4 full pages Summary 2 A4 Worth $3 990 (with 30% discount) Mention of company Nissan as sponsor of event

47 Time Out Circulation: 10 000 ¼ A4 full pages Summary 2 A4 Worth $4 400 (with 30% discount) Mention of company Nissan as sponsor of event

48 Yapirai monthly magazine, 5, 2008 Circulation: 20 000 4 A4 full page Summary 4 A4 Worth $5 472 (with 30% discount) Mention of company Nissan as sponsor of event Nissan Kazakhstan Fashion Week

49 Faces monthly magazine, Circulation: 15 000 2 A4 full page Summary 2 A4 Worth $6 150 (with 30% discount) Logo Nissan on the pictures Nissan Kazakhstan Fashion Week

50 Mini Monthly magazine, 07, 2008 Circulation: 40 000 1 1/3 A3 full page Summary 1 1/3 A3 Worth $1 410 (with 30% discount) Mention of company Nissan as sponsor of event is absent Mention of company Nissan Nissan Kazakhstan Fashion Week

51 Omega Automotive weekly newspaper, 20, 2008 Circulation: 25 000 124 sq. sm. Summary 124 sq. sm. Worth $230 (with 30% discount) Mention of company Nissan as sponsor of event + test drive of Nissans cars Nissan Kazakhstan Fashion Week

52 Izvestia Kaz Weekly newspaper, 89, 2008 Circulation: 48 000 761.25 sq. sm. Summary 761.25 sq. sm. Worth $3 419 (with 30% discount) Mention of company Nissan as sponsor of event is absent in the text Nissan Kazakhstan Fashion Week

53 Vremya Weekly newspaper, 17.05.2008 Circulation: 40 000 641 sq. sm. Summary 641 sq. sm. Worth $2 810 (with 30% discount) Mention of company Nissan as sponsor of event is absent in the text Nissan Kazakhstan Fashion Week

54 Kaz pravda Weekly newspaper, 20.05.2008 Circulation: 114 000 599 sq. sm. Summary 599 sq. sm. Worth $2 784 (with 30% discount) Mention of company Nissan as official car Nissan Micra of the event Nissan Kazakhstan Fashion Week

55 Novoe pokolenie Weekly newspaper, 20, 2008 Circulation: 35 000 2000 sq. sm. Summary 2 000 sq. sm. Worth $8 466 (with 30% discount) Nissan Kazakhstan Fashion Week

56 Argumenty I Facty Weekly newspaper, 21, 2008 Circulation: 35 000 1 A3 full page Summary 1 A3 Worth $4 048 (with 30% discount) Mention of company Nissan with models Micra, Qashqai and Murano Nissan Kazakhstan Fashion Week

57 Domovoy Monthly magazine, 3, 2008 Circulation: 10 000 1 A4 full page Summary 1 A4 Worth $3 938 (with 30% discount) Mention of company Nissan Nissan Kazakhstan Fashion Week

58 Night life Monthly magazine, 4, 2008 Circulation: 20 000 2 A4 full page Summary 2 A4 Worth $3 704 (with 30% discount) Mention of company Nissan Nissan Kazakhstan Fashion Week

59 AutoCruise Automotive weekly magazine, 22, 2008 Circulation: 5 000 240 sq. sm. Summary 240 sq. sm. Worth $598 (with 30% discount) Mention of company Nissan + photo of models Nissan Kazakhstan Fashion Week

60 Mens Health Monthly magazine, July 2008 Circulation: 15 000 1/3 A4 full page Summary 1/3 A4 ADE = $1 153 (with 30% discount) Mention of company Nissan with models Murano, Qashqai and Micra Nissan Kazakhstan Fashion Week

61 Za rulem Automotive monthly magazine, 7, 2008 Circulation: 15 000 6 A4 full page Summary 6 A4 ADE = $5 735 (with 30% discount) Mention of company Nissan with models Murano and Micra Nissan Kazakhstan Fashion Week Brief description of Micra and Murano. Technical data.

62 Megapolis za rulem Automotive weekly newspaper, 20, 2008 Circulation: 48 000 1 066 sq. sm. Summary 1 A3 ADE = $7 048 (with 30% discount) Nissan Kazakhstan Fashion Week Test drive Nissans cars (Almera, Note, X-Trail, Murano, Pathfinder, Patrol) Nissans cars (Micra, Murano, Qashqai) decorated of the air brash

63 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 Nissans 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

64 KFW November proposal THANK YOU!


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