Transcript presentations_1_files/TBA EverPure

August 25, 2008
Melinda Cragan Lindland
VP Client Services
TBA Global LLC
646 445 7097
[email protected]
CONCEPT
The End of UnColoring
The End of UnColoring
PROGRAM SNAPSHOT
A teaser campaign introducing the notion that women are
inadvertently removing the color from their color-treated hair.
A grassroots movement urging women to stop “UnColoring”
their hair.
A web-centric experience to create a positive first encounter for
EverPure.
A social media program that gives women the power to spread
the message.
An informative conversation about color-treated haircare.
The End of UnColoring
THE EVENT
Under the cover of darkness, hundreds of wild posters will go up on
scaffolding throughout the city, posing the same question to every
woman that walks by: Do You UnColor Your Hair?
One week later, groupings of large, colorful monoliths will appear
overnight in four key locations in New York City. Big, bold, glowing
blocks of pure, shimmering blond, red and brown color, with no
explanation why they are there.
On the second day they are up, a sudden wash of soapy water will fill
the colored areas each hour, then drain away, taking some of the vivid
coloring with it.
Each time the color is “washed” throughout the day, a bit of writing will
start to become visible underneath the color.
At the end of the day, the colors will have faded to a pale imitation of
their former glory, and the writing underneath will finally be visible,
posing the same curious question: Do You UnColor Your Hair?
The End of UnColoring
MONOLITHS – Day 1
The End of UnColoring
MONOLITHS – Day 2
The End of UnColoring
MONOLITHS – Day 2
The End of UnColoring
MONOLITHS – Day 2
The End of UnColoring
THE EVENT (continued)
As an option on day three, the monoliths can become living billboards
that will be more directly tied to your advertising.
On the street, a team of avid EverPurists will urge women passing by to
Stop UnColoring Their Hair, and hand them product samples attached
to a lenticular card with an image of a woman with a head of lather,
then with vibrant colored hair.
The monoliths will disappear as quickly as they appeared, and the wild
posters will be replaced with new ones that read: Stop UnColoring Your
Hair and direct women to doyouuncolor.com.
The End of UnColoring
THE VIRTUAL EXPERIENCE
DoYouUncolor.com will have a kind of homegrown look, like it was put
together as a labor of love by the brand’s EverPurists.
In a balanced, humorous tone, EverPurists will explain how something in
your haircare — sulfates — may actually be taking the color out of your hair,
and how EverPure has rich lather, a wonderful scent, and helps preserve
color-treated hair. They will also invite women to share their EverPure
experience in online Conversation Circles.
We will invite women to step into the virtual bathroom and experience
EverPure for themselves. They can choose a shower or bath, the haircare
products, the music, the location, even who they bathe with! All you have to
do is upload a picture of your face, and in a few seconds you’ll see a video of
yourself having the shampoo of your dreams.
Women will be able to send a link to their online EverPure dream
shampoo video to friends or save it as a widget for their social networking
site, and pass along recommendations for their favorite EverPure products.
The End of UnColoring
THE SOCIAL EXPERIENCE
The site will be promoted online via a widget distribution campaign that
features our striking monolith video imagery, with the question “Do you
UnColor your hair?”
The UnColoring Widget will be placed on targeted consumer sites, giving
women a direct link to EverPure’s Dream Shampoo experience, sulfate-free
information and Conversation Circles.
Personalized outreach and sampling to Influential Bloggers will spread our
thought-provoking message and generate buzz online and off.
For ease of engagement, visitors will be able to enter the EverPure experience
through blog mentions, the online promotion widget and through word of
mouth from consumers’ embedded social widgets.
Through blog penetration, widget distribution and pass-along, EverPure will
be able to quickly create tens of millions of media impressions.
The End of UnColoring
ADDITIONAL ACTIVATIONS
As an option, a kickoff consumer promotion where women have a chance to
win trips to the most colorful places in the world: Monet’s Garden in Giverny,
the Picasso Museum in Paris, and Carnival in Rio.
Feature virtual shower videos and monolith messaging on video mobile
phone displays at shelf
“Leak” news of the activation early to bloggers and beauty press
Add surprise celebrity dream shampoo videos
Use videos, photos and sound for digital PR announcements, web content
and advertising campaigns
Teaser
Monoliths;
Wild postings
Word of
Mouth
Conversation
circles;
Shampoo
video link;
Embedded
social widgets
Grassroots
Blogger outreach;
EverPurists
Social Media
Uncoloring widget;
Widget distribution;
Blogs
Stop uncoloring your hair
Web
DoYouUncolor.com;
Shampoo of your dreams;
Blog penetration; Virtual
bathroom; Targeted
consumer sites
Viral
Wild postings;
Monoliths; Dream
shampoo video
Education
Billboard;
Lenticular
card;
EverPurists
Live
Living billboards;
EverPurists; Sampling;
Living billboard Event
About TBA
Founded in 1994, TBA Global, LLC is one of the world's leading producers
and marketers of connective brand experiences.
We connect brands and people through a unique combination of events,
entertainment, education, and experiences.
We design experiences that inform, influence, entertain and transform your
target audience, including your clients and prospects, consumers, employees,
business and channel partners, franchisees, investors and analysts.
Our connective strategy integrates experiential marketing, business
communications, event marketing, meeting planning, entertainment, and
destination management for some of the biggest brands in the world.
About TBA
• 2008 Winner of two EX Awards for outstanding
B2B and B2C Experiential Marketing Events
• Named a Top 50 Marketing Agencies
by Advertising Age Magazine
• On Event Marketer Magazine’s Hot List
• Nominated for a 2008 ISES Esprit Award
• Ranked in the Top 25 DMCs Worldwide
by Special Events Magazine
TBA SUCCESS STORY
Kim & Seana
•
Series can be viewed on 40+ online
channels, including Crackle.com and Kim
and Seana's MySpace page
•
Over 500,000 full webisode views in early
weeks, before a single media buy
•
1,000,000 views within one week of first
media buy (www.crackle.com)
•
Subsequent 1,000,000 passalong views after
removal from crackle.com
•
Program debuted as a syndicated program
on MYSpace.TV and msn.com
•
Featured case study at 2008 Experiential
Marketing Summit
TBA SUCCESS STORY
McDonald’s Live
•
Positioned McDonald's Live as a long term
sustainable Young Adult platform
•
Hit market and attendance projections
•
Successful artist engagement (7 chart topping
artists, 4 with #1 hits)
•
Video/content capture and footage delivered
to proprietary website
•
Successful website development at
www.mcdlive.com
•
Successful partner negotiations with Yahoo,
MTV and local radio stations
•
Robust community public relations,
owner/operator relations and positive impact
on concert date restaurant sales
TBA SUCCESS STORY
The Chivas Life
•
A comprehensive, event-centric brand
experience that connected with millions of
consumers within target audience.
•
Perfect, premium blend of live + digital
•
The program launched in June of 2007 and
has exceeded all expectations:
 Live Events: 40,000 people
 PR: 200 million impressions
 Advertising: 40 million impressions
 The Chivas Life Channel (MSN):
 1 million+ unique brand emersions of 78 minutes per users with 2-3 branded
content videos viewed.
TBA Team
Mark Shearon
Jordan Schlachter
Executive Vice President, Client Services
Senior Vice President, TBA DEEP
Mark brings over 25 years of experience to TBA Global and
leads the Canada and Eastern US communications business
practice out of the full service New York office. A true
communications multi-disciplinarian, Mark has successfully
led integrated communications and marketing teams in
North America and in Europe. Mark oversees solutions to our
client's complex business issues by applying insight, strategy
and storytelling. He is an innovator in leveraging the power
of engaging design, media and technology to clearly
communicate brand messages to corporate and consumer
audiences.
Having spent 18 years working in the entertainment and sports
industries, Jordan Schlachter brings a wealth of experiences to TBA
DEEP. He most recently served as the Vice President, New Media
Marketing and Content Sales for MTV Networks, where he was
responsible for the oversight of all Brand Development and
Marketing for Comedy Central, Spike TV, Black Entertainment
Television (BET), TV Land, Nick Toons, The N and Country Music
Television (CMT).
Throughout his career, Mark has worked extensively on all
platforms including event production, exhibitions, retail
environments, video, web, and interactive multimedia. A
good listener and a great questioner, Mark is curious to an
insatiable degree and rigorous in everything he pursues. He
particularly values his reputation as a benchmark leader in
client service and satisfaction.
Recent clients include Wal-Mart, ExxonMobil, IBM, American
Express, Ford, Aston Martin, Mazda, Jaguar, Land Rover and
Coca-Cola.
Prior to that, he served as the head of Marketing for the New York
Knicks, responsible for overseeing the entire brand image of the
team as it related to advertising and marketing, as well as all
business development, ticket sales, sponsorships and promotional
efforts. Before joining the Knicks, Jordan was based in Southern
California serving as Senior Vice President for Assante Sports and
Entertainment, a consortium of sports representation firms with a
combined client list of more than 300 athletes. Simultaneously,
Schlachter filled the role of Chief operating Officer of the
company’s largest firm, Steinberg, Moorad and Dunn.
TBA Team
Melinda Cragan Lindland
Tim McCord
Vice President, Client Services
Executive Vice President, Digital Media
Melinda was incredibly proud to accept the position of Vice
President, Client Services with TBA Global in January 2008. She
brings twelve years of experiential marketing expertise to the
agency, and a long tenure of working with consumer, beauty
and personal care clients.
As head of BA Global's digital media practice, Tim McCord
helps TBA deliver a robust connective marketing solution by
integrating online and offline marketing initiatives to create
remarkable brand experiences where consumers live, play,
think and buy.
Prior to TBA, Melinda spent five years as Vice President Sales,
and eventually, as SVP Sales & Operations with Caffeine Media.
Her contributions with the agency lead to projects and longterm relationships with Redken, John Frieda, L’Oreal Paris,
Sephora, Revlon, Estee Lauder, Aramis & Designer Fragrances,
Clinique Laboratories, and Coty Inc.
His team leverages emerging channels and technologies-including Web 2.0, Mobile, Social Media and RFID-- to
develop and implement digital marketing strategies for
brands through custom software tools and rich media
solutions that create dialogue and deliver results.
Before making the leap to Caffeine Media, Melinda worked as a
business developer for Cubic B’s Productions and Caribiner
International, where she lead major communications projects
with IBM, Pearson Education, Bayer Consumer Products, Fortis
Benefits, Wells Fargo and Ricoh Corporation.
Melinda launched her marketing communications career at J.
Walter Thompson as Account Executive on the Visa/PLUS
account. She is a 1996 graduate of the University of Notre
Dame with a BA in American Studies.
An outstanding industry talent, Tim blends innovative
creative ideas with cutting edge technologies. During the
past 15 years Tim has provided groundbreaking digital
marketing and custom software solutions to leading brands
including Absolut, Heineken, Unilever, Gillette, 3M, MLB,
Callaway Golf, Nestle Waters and the Campbell Soup
Company.
TBA Team
Steven Stark
Creative Director
Steven brings a wealth of experience to TBA’s connective
marketing initiatives. In his first 10 years in the business he
helped concept, write, produce and direct award-winning Live
Events, Web Content, Radio, TV, Videos, and Print at agencies
in NY, SC and CT. In the next 10 years it’s his goal to create
connective experiences that he could have only dreamed about
when he started his career.
A true believer in the power of big ideas, Steven has the ability
to excite jaded consumers and engage people on a deeper
level. He loves his clients and projects equally, but can’t help
but cite a few career highlights including: “coaching” Bill
Parcells in Cadillac Print, Radio and TV Ads; giving away Jimmy
Neutron’s Rocket Ship to one very lucky kid for Dannon XL;
bringing Tom Petty & Snoop Dogg together for Heineken’s
Amsterjam; and helping The People of California (almost) elect
Captain Morgan for Governor.
Steven is an avid observer of popular culture and marketing,
and writes frequently about the business for leading industry
publications and blogs.
Please contact:
Melinda Cragan Lindland
VP Client Services
TBA Global LLC
646 445 7097
[email protected]