Tribute to the King  Micheal Jackson brought POP to the TOP! An icon for the young an old alike, MJ was an incredible performer who churned out unforgettable music. With this in mind Radio 1 FM 91 has decided to do a nationwide tribute to the king of pop by having The Eternal Moonwalk campaign. Reason:  People of all class and age know Michael Jackson and recognize his signature move, “ The Moonwalk ”

Target Audience:  Overall mutual target audience:  SEC: A, B and C  AGE: 10 to 45  The Moonwalk Campaign will cater to a specific target  SEC: A and B  AGE: 17 to  However with our MALL activities we will also cater to a larger demographic

Campaign Mechanics  Digital Participation:  In order to participate listeners will be asked to mirror MJ’s legendary Moonwalk in the most creative way possible, and send in their video entries to Radio 1 Fm91 at  Or they will be asked to upload them via our website

Campaign Mechanics BTL Activation entries :  For those unable to send videos, Pakistan’s Number 1 Hit Music Station will visit a college/university and mall in each major city.  3 colleges/universities will be visited (Karachi, Lahore and Islamabad) totaling to 9 colleges/universities.  2 malls will be visited in each city (Karachi, Lahore and Islamabad).

Campaign Mechanics Stage 2 Once the videos have been posted listeners will be encouraged to for entries. Participants will be judged on the basis of:  The Number of people who “like” their video on Radio 1 FM 91’s official Facebook fan page.  Comments given on their Facebook Video uploads. *Terms and conditions will apply to all entries*

BTL Activation Venues Direct Audience engagement via On ground activities at key locations:  Karachi (1 st to 7 th March)  Dolmen mall (Tariq Road)  Emerald Tower  Indus Valley  IBA  Nixor College  Iobm  Lahore (26 th march to 1 st April )  Mall of Lahore /Vogue Towers  LUMS University  BNU  LSE  Islamabad (1 st to 10 th April )  Bahria University  Iqra University  FAST University  Jinnah Super market

Rewards:  The top three participants viewed/voted videos will be the winners of the competition 1.Rs. 100,000 2.Rs. 50,000 3.Rs. 25,000

Branding Opportunities for Sponsors: The following mediums will be used to promote this campaign:  On ground Activation  Merchandise / POS  Television  Radio  Digital  Print

Branding Opportunities On ground Activity  Purpose of going on ground is to engage with the target audience directly.  By this we will achieve the following:  Reach at university is approx. 2,500+  Reach, Footfall at malls is approx. 5,000+ on weekends (available Saturdays will be chosen)  Immediate interaction for the campaign  Immediate response for the product displayed

Branding Opportunities On ground Activity  Every college/university and mall that will have the on ground activity can be branded:  Back Drop  Moonwalk way  Showcasing the Product  Michael Jackson Cutout  Cities:  Karachi  Lahore  Islamabad

On Ground 3D model of space

On Ground 3D model Laptop Stands to have people LIKE Radio 1 FM 91’s fan page The MJ cutout holding the product desired to be promoted.

On Ground 3D model Front image incorporating the entire layout. Total size 12’ x 10’ Right side layout to visualize branding opportunities

Branding Opportunities On ground Activity  Back Drop + LED screen  Backdrop size = 6 x 8 feet  On either side will be an LED screen displaying the sponsor’s video.  LED Screen size = 6 x 3 feet (upon sponsor’s additional branding opportunity)  Moonwalk way  A custom made walk way will be designed to strategically display the sponsor’s logo for contestants to perform.  Walkway Size = 4 x 8 feet.

Branding Opportunities On ground Activity  Back Drop  Logo placement of sponsor

Branding Opportunities On ground Activity  Moon Walkway  Layout is tentative, but branding will be similar on the walkway.

Branding Opportunities On ground Activity  Showcasing the Product  The product to be promoted will be used during the execution of the campaign. Either through giveaways, competition, or just displaying the workings of the product.  Michael Jackson Cutout  A customized cutout will be made showing Michael Jackson holding the product where by people can stand and take pictures with.

Branding Opportunities Branded Merchandise  Every participant of the Eternal Moonwalk campaign will receive a goodie bag, courtesy the sponsor.  The customized goodie bag will contain:  T-shirt  Mug  ECO Clock (recycled CDs transformed into funky desk clocks)  Any merchandise/promotional material sponsor would like to add.

Branding Opportunities Television  The following channels will play our videos :  Tentative channels are:  TV 1  News 1  Oxygene  Play TV  Teaser video:  Duration: 12 second  Frequency: Dependant on minutes available  Complete Video:  Duration: 90 seconds  Frequency: Dependant on minutes available

Branding Opportunities Radio  RJ Endorsements:  Our top shows and celebrity RJs will endorse the campaign through out the duration of the campaign.  Live Updates:  On ground live updates can be given having it be “brought to you by” the sponsor.  Radio Spots:  Full Spot  Duration: 30 seconds  Frequency: 20 spots  Adaptation will run through out the campaign.  Adaptation: 20 seconds  Frequency: 30 spots

Branding Opportunities Digital  Vimeo  Our teaser and complete videos will be uploaded on our Vimeo channel.  Facebook:  Total Fans – 60,500+and rising  Our fan page will focus on this campaign through out the duration.  60+ Status Updates  Tab replies / engagement management  FB Advertising  Website:  Approx. hits per month - 750,000 +  Campaign mechanics Video and image banners will be uploaded and placed.  Web banners on websites  Tribune.com.pk  Jang.net  Daily Times

Branding Opportunities Print / POS  Poster:  A specialized artwork will be created to be placed in multiple magazines, schools and public areas. (List to be provided upon confirmation)  3 days prior to each BTL location will have posters.  POS:  The Eternal Moonwalk poster will be placed in various cafés and super markets across Karachi, Lahore and Islamabad including  Karachi  Base Rock Café  Dolmen Mall (Tariq Road & Hydri) & Clfiton  EBCO, Hyper Star  Neco’s  Lahore  Mall of Lahore & California Grill, Ali towers  Islamabad  Jinnah Super Market  Kingston Mall

Branding Opportunity Print / POS Leaflets will be placed at the following places within Karachi, Lahore & Islamabad  Karachi  Espresso  Agha’s Super Market  Paradise  Ebco  The Second Floor  Chase Up Store  Mottas Store (khy-e-Rahat, Boat Basin)  Makro   Lahore  Espresso  Mall of Lahore  Islamabad  Jinnah Super  Illusions  Haroons

Moonwalk Promotional Plan

Pre – Hype Electronic Media  Radio:  A hype based radio teaser will go on air at a Frequency of 12 spots per day  Television:  A special Teaser video will be made which will run on the TV Channels at a high frequency Digital Media  Facebook:  Daily updates for the event along with the teaser video will be shared along with Fb advertising  Website & YouTube:  The teaser video will also go on the website of Radio 1 FM 91 along with YouTube  SMS:  SMS broadcast and updates would also be sent

Launch The Eternal Moon Walk’s launch will be promoted through the following Mediums:  Radio:  A customized promo, promoting the event will go on air at a frequency of 12spots a day  The activity will be endorsed by all the RJs during their shows  All legendary Michael Jackson’s songs sponsored by ‘ the sponsor’ will be played on air  A customized promo with the name of the school or college to be visited will go on air

 Television:  The launch video will be played on different channels at a high frequency  Live coverage will be provided by News One and the video clippings taken shall be shared in the News updates  Digital Promotion  The event will be promoted on Radio 1’s website & on Facebook  Direct ers: Artwork made for the event will be sent to a data base of over 500,000  Videos taken on the venue will be uploaded there and then on the Facebook page

 Print / POS Media Promotion  Posters of the event will be pasted in the participating colleges  Standees & tent cards will be placed at the venue of our partners present in Lahore, Islamabad & Karachi. Such as California Grill, Neco’s Natural store & Café, Liberty books & etc  Print ad promoting the event will also be placed in highly subscribed magazines and Papers

Post - Launch  Print Media  Publicity in Magazines  Digital Promotion  Videos taken in all the colleges will be uploaded  High valued prize would be given to the winner of the event

Costing Over HeadsCost (Rs.) Air Time815,100 Digital Promotion434,900 BTL Activity800,000 Point of Sale + merchandise450,000 Total CostRs. 2.5Mn + GST

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