Transcript ABSOLUT VODKA - European Institute for Commercial

Social Involvement Event Created
by Greenpeace
Involvement Marketing
Communications depending on
Different Types of Ads
Involvement Marketing
Communications with the help of
Ambient
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The mirror gives some of the best possibilities in
this regard.

The reason is that the customers see her/his face
in this specific communication.
Involvement Marketing
Communications depending on
their Scale – Individual/Mass Scale
Communications
Individual Involvement Marketing
Communications
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JWT New York for his longtime client diamond
company De Beers held a touching and
interesting BTL-campaign dedicated to love.
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A platform and around 64 cameras connected to
the circuit for consistent shooting were installed
in Madison Square Park for 5 days .
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Couples in love were filmed during they were
kissing each other.
Mass Scale Involvement Marketing
Communications
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The word COSMO is formed by hundreds
bodies of young women. This is a typical
example for a large-scale involvement
event.
False/True Involvement Marketing
Communications
False Involvement Marketing
Communications
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Large model of Axe deodorant was
installed in a city center. “Excited”
girls started to throw their underwear
around it.
True Involvement Marketing
Communications
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This involving communication is implemented because of
opening of Chinese restaurant.
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It combines both event, advertising and sales promotion.
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The participants received two wooden sticks - one to put in
a hole in the billboard and the second - to go to Chinese
restaurant. Because of the second sticks they can eat a
10% discount.
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Communication is held on the day of the Dragon. The
people who celebrate this day, are protected from evil and
disease to the end of the year. Furthermore, all their
whishes will become true.
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A figure of a dragon was formed after the sticks were
needled in all holes of the billboard. The holes were about
10 000.
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This means that many people were involved in this
communication.
Involvement Marketing
Communications depending on the
Appeals Used

The magazine "Motor Show"
organized involving event during an
expo.
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Visitors could be together with a
beautiful semi naked model in
jacuzzi.
Involvements depending on Different
Marketing Communications
Involvement Sale Promotions
Communications
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The well-known art gallery in Vienna Leopold Museum created involvement
sale promotion campaign.

Those who will be in museum nude or in
bathing suits, will not to pay 9 euros for
the entrance.
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Such an action is carried out in
connection with the opening of an art
exhibition, "The Naked Truth.“
Involvement Design Communications

Every bottle of Vedett beer can feature the
face of someone who drinks their
products. If you look at the back label,
there will be a black and white photo of a
happy punter.
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Everybody can upload her/his picture on
their website here, and as they put it,
become instantly famous.
Conclusions
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Involving communications are among the most progressive
and efficient forms of experiential marketing.
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They can be implemented within each of the various and
numerous marketing communications - advertising, PR,
sale promotions communications, merchandysing
communications, design, etc.
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More opportunities for “involving communications” provide
the new media - Internet, computer games, social networks,
etc. becase of their interactive nature.
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For all these reasons the importance of involvement
communications will increase more and more.
The End