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Integrated PR Campaign

July 2007

SAATCHI & SAATCHI


Premises
Target
PR objectives
PR Challenges
key point focuses
Key messages
Concept
PR Mechanics
Agencys deliverables

SAATCHI & SAATCHI


Worldwide, iodine deficiency disorders
are a priority for the public health
Iodine disorders affect a huge number
of population, the most tragic effects
being present at children (imbecility)
premises
In Romania iodine deficiency:
Present at around 20% of the children
population
Entire Romanian population is at risk of
iodine disorders more than 35% of the
population has visible signs of thyroidal
disease

SAATCHI & SAATCHI


Mothers-to-be women that must have an
adequate eating regime in order to carry a
healthy pregnancy
Mothers of new-born and small children, which
need to be careful with the alimentation of
their kids
target Romanian medical community (medical
societies representatives, top endocrinology &
nutritional specialists, top pediatricians,
psychiatrists etc.)
Romanian Authorities
Women publications and specialized medical
publications (see Appendix 1)

SAATCHI & SAATCHI


Educate the consumer on the drastic situation
of iodine deficiency affecting Romanian
population and communicate the benefits of
iodine fortified oil for human body,
emphasizing its role in a childs development
Strengthen the brand image of Floriol as
PR innovative, healthy, modern through its new
Floriol Iod Protect
objectives
Build Bunge Romanias image as industrys
spokes person for specialized medical
publications

SAATCHI & SAATCHI


Bunge Romanian promotes the innovative
formula of Floriol Iod Protect as an answer to
one of the most important health issues in
Romania iodine deficiency
Floriol Iod Protect is an innovative product,
part of a well-balanced diet of the entire
key messages family
Floriol Iod Protect is an alternative solution for
a healthy iodine diet
Bunge Romania is drawing the consumers
attention on the negative effects of iodine
deficiency and the importance of iodine for a
healthy diet

SAATCHI & SAATCHI


Convince the consumers to use Floriol Iod
protect
being the first edible iodine oil on the Romanian
consumer market they are suspicious about the
qualities of the product and the consequences
of its usage
Having a long term positive relationship with
PR challenges medical community
The rules within the private medical system are
pretty difficult to follow
Re-sell the product and raise the journalists
curiosity
they negatively perceived the launching of the
product

SAATCHI & SAATCHI


Magazines
Baby, Mami, Superbebe, Sana, Copilul Meu,
Academia Mamicilor, Farmacia Ta, Slab sau
gras, Magazin Terapeutic,
Felicia, Femeia, Tonica, Unica, Ioana / Ioana
Copiilor, Familia Mea, Allure, Avantaje
media TV Shows
target Sanatate pentru toti! (TVR1)
Ce se intampla, doctore? (Pro TV)

SAATCHI & SAATCHI


concept Floriol Iod Protect the Bunge solution for
the iodine deficiency disorders in Romania

SAATCHI & SAATCHI


Determine media representatives to
talk about

PR Bunge Iod protect


objective

Create curiosity among Offer them an


target audience and experience they will
determine them to talk remember and write
about us about

SAATCHI & SAATCHI


How to How to make them TALK?
Make the
Challenge
Happen

SAATCHI & SAATCHI


Teasing phase: meant to arouse the
curiosity and to get the attention of the
selected journalists
Media blitz: during which Bunge will deliver
PR the information
mechanics Post-event communication: follow-up on the
PR blitz
PR support for the following period

SAATCHI & SAATCHI


3 days teasing campaign
one letter from a mother of a child
suffering from imbecility
teasing The letter will be extremely emotional,
describing the difference between her
phase child and a normal one, how sorry she
is that she didnt follow a program
2 letters from a person suffering of
hypothyroid disease
The letters will describe difficult
symptoms to deal with every day:
weight problems, sensitivity to cold
weather, sleeping problems etc

SAATCHI & SAATCHI


In the 4th day a promoter branded
dressed up together with a agency
representative will give them a press kit
together with a bottle of Floriol Iod
press Protect explaining the benefits of using
the product
blitz
The press kit will contain:
Press release
Relevant info about the product
Useful figures on iodine deficiency status
in the world

SAATCHI & SAATCHI


Partnership with UNICEF
Gives us more credibility in front of media
representatives and consumers
Using Oana Cuzino and / or Mihaela Bilic as
other endorsers
proposals Preparing info leaflets and distributing them
in:
Medical clinics where pregnant women need to
go: regular visits, sports (aqua gym, massage
etc)
Encourage medical representatives to advice
the pregnant women about eating right

SAATCHI & SAATCHI


Have a partnership with Mami magazine and
use dr. Radu Vladareanu as a endorser
he can write few articles about iodine deficiency
Have a small guerilla campaign by using blogs
other and forum section on specialized websites
about the subject
proposals
Launch a specially designed website dedicated
to this subject
Have a partnership with Ce se intampla
doctore? show and magazine
Invite specialists to talk about the iodine
deficiency

SAATCHI & SAATCHI


Letters 500 Euro
Press kits 1,500 Euro
Hosts & Costume - 400 Euro
Proposed Endorsers fee 2,000 Euro
Budget Leaflets 2,000 Euro
Fee for guerilla campaign 500 Euro
_______________________________
Total: 6,900
Agency fee: 2,500 / month

SAATCHI & SAATCHI


Present a creative concept and prepare a flowchart of
activities
Develop the creative materials related to the teasing
period
Selecting the journalists (create a database with the
targeted media)
Provide all editorial and production services for:
agencys Teasing period
Sampling
deliverables Website etc
Organization & logistics of the sampling campaign
Contact invitees & endorser and assure participation
follow-up
Exploit all opportunities to deliver the key messages and
inform target about the launch
Push for press coverage
Monitoring & follow-up (daily press monitoring)

SAATCHI & SAATCHI


Thank you!

SAATCHI & SAATCHI

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