Medeirosapc

s o r i e d e Ana M

er n n la p o li o f t r po

Hello, I’m Ana Medeiros.

I've been working as a strategic planner for BTL activation, direct marketing, digital and integrated brand campaigns since 2007.

I hold bachelor degrees in publicity and Advertising (FIB university, Brazil, 2006) and couple years later, I specialized in Strategic Planning (Bootcamp Miami Ad School -Brazil-2008).

I have rich experience in diverse markets and always worked with significant brands, many of them market leaders.

In my career I have since tactical projects to complete plans with positioning and BTL and digital strategy.

TressEmmé, Dove, Lux, C Santander, TAM, Hava

ianas, Telefonica , Kod

Clight, Ades,Todynho, Kibon, Kellog’s, Triden

onfort, Huggies ak

Pepsi, Jack Daniel’s, S ko

t, Lacta, Ac9via, Gatorad

VW, Mercedes Benz, H on

My inspirations

As a child I learned to app reciate good stories in boo ks and movies. These days, I help brands tell their stories.

The life imitates art and p eople are result of what c onsume.

The more I consume art b eDer understand the worl d.

The new: I'm a real enthusi ast of new technologies

and trends that transform the world.

e

da, Harley Davidson

I'll show some of them here.

Why strategic planning?

People fascinate me.

I like understanding them, know what are their mo9va9ons, passions, beliefs and fears and how they interact in their social groups.

Why BTL activations?

Consumers are first and foremost people needing entertainment and like to be surprised. BTL creates experiences and enables people interact with brands as well.

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Case study 1

TAM Airlines

Brief

In 2012 TAM is sponsoring major interna9onal shows and need to ac9ve it with engaging ac9vi9es and impact.

Why not seek inspira9on in the company?

TAM’s business is to sell flights.

Challenges

04 different bands Limited budget Short 9me

Requirements Easy deployment Versa9lity

In air travel everybody must to pass through the boarding area.

But with TAM all passengers receive VIP treatment.

How about turning concerts into a:

Results:

Produced in just 4 days Ac9va9on extended for 4 more shows

Nobody is barred in the detector s4ll gives gi7s.

The treadmill is a roule;e. If it stops in the ar4st’s luggage the consumer gets a freebie.

Backdrop for taking Picture enables buzz in social medias.

Case study 2 YOGO

Brief Create a Plan Ac9va9on for Yogo 2012.

Challenges Explore the taste, convenience and Indulgence (take home)

Demands -­‐ Generate trial and awareness -­‐ ADract audiences of yogurt shop

Hum, a frozen yogurt…

And, what else?

OM FREED

Yes, with Yogo, you can enjoy this pleasure any9me and anywhere. ü Reading your favorite book ü Taking a sun ü Watching TV

What about

Yogo?

Refreshing creaminess

Yogo goes well with you wherever you go.

Tac4cal plan How is a release is necessary POS – tas4ng (sampling and sell) to ensure that the product: ü Being known – spread ü Be experienced – taste ü Be considered – recall

The communica9on refers to frozen yogurt shops

The cup of yogurt recalls Yogo is the yogurt turned ice cream.

For really reverbera9on, The Yogo’s van has a augmented reality totem. t Yogo Plus, for4fy tha o be can be taken t where. ny a

consumed

Alterna4ve channels (Spread, buzz and recall) * Bookstores, malls, cinemas, social medias

Passing the cup by totem consumer takes a picture that can be sent by email or posted directly on Facebook.

YOGOcine

Sampling + Installa4on It shows how Yogo can be enjoyed with movie, also at home.

Results

YOGOweb

Cultural compe44on Instamission "What is your way Yogo?"

Special on Foursquare: Collec4ve Check in gives 1 Yogo’s pot.

YOGOholiday

Sampling + coupon Protector windshield + gi7 cer4ficate.

YOGOyoga

Sample + sponsoring yoga classes It shows how Yogo goes well with who cares about the healthy.

ü 392 POS ü 500 000 tas9ngs ü 13 million customers impacted

Case study 3 Gatorade

G Series arrives in Brazil. A new sports nutrition line that helps athletes gets the most of their performance out, provides fuel, fluid and nutrients, before, during and after work out.

Context Un9l April 2012 in Brazil Gatorade had only one product: The Performance to be consumed during the ac9vity.

High performance athletes and their coaches accept the product well but beginners and gym instructors have much resistance to it.

Product Insight:

Brief Develop a ac9va9on plan for the new line considering plaiorms that the brand already have, in order of importance: • Football -­‐ sponsorship of 40 teams and a few social soccer field • Racing -­‐ sponsorship + 300 compe99ons • Gyms -­‐ + 200

Gatorade changed, not only the packaging. It evolved to complement the training and transform the athlete's performance.

Objec9ve: show the line as an ally of the prac9ce of sport, emphasizing Before During and A7er (BDA).

Challenge: launching the new line and change the percep9on that Performance should be consumed post ac9vity educa9ng consumers on proper use, BDA.

Strategy:

Aiming to educate and inform about the proper way to consume Gatorade, we'll use visibility, tas4ng and content making consumers know and experience The New line.

To encourage early shopping and help create the habit of consump9on we’ll use sales promo4on.

Tac4cal plan: Strategic Pillars:

visibility

tas9ng

content

sales promo9on

Brand’s Proper9es:

race

soccer

Brand’s Channels: Turns your performance. Turns you.

gym

Football Stadiums: despite the high

concentra9on of public it's not an appropriate loca9on for content messages much less tas9ng (people aren't prac9cing sport).

So to ac9vate the sponsorship of football teams our focus is on ac9ons that show that these athletes consume Gatorade.

The tas9ngs will be reserve for the 9mes that the public are doing ac9vity.

Webserie about the evolu9on of football teams and the concept of BDA Gatorade.

03 athletes, a junior , a current and a veteran, each represen9ng a moment of consump9on and showing the progress of their team.

In addi9on, content linked to the G Series: B: prepara9on, stretching, nutri9on and hydra9on.

D: ac9on, explosion and control techniques, nutri9on and hydra9on.

A: stretching, res9ng and feeding.

The Gatorade's Fanpage will show details of the match that the public doesn't see:

Plus, fans will be invited to photograph the cooler of Gatorade on matches.

The two photos more tanned of the match, one from each team will be awarded.

The Gatorade's Fanpage will show details of the match that the public doesn't see: -­‐ The "Team's chamberlain" fixing up the uniforms and leaving a Prime for the players.

-­‐ Players are moisturizing theirself with Performance in cooler.

-­‐ The crew delivering Recover for players in the end.

Football’s Blocks Common in Brazil, the blocks are rent by groups of friends, usually once a week, to play football.

Despite being a social ac9vity, the match are taken seriously with scales teams and winners, like in a real league.

Football's blocks will b e visited by G SERIES BLITZ offerin g BDA tas9ng for players.

The tas9ng is according to the 9me of consump9on: Prime before star9ng the match, Perform during, and Recover a7er, replenishing energies.

The Gatorade’s score follows the evolu9on of the gunners.

At the end of the month, who score more goals, takes a KIT G SERIES.

Running

Steps: 1. Convoca9on: blitz in parks, direct mail to racing groups, posters in sponsored gyms and brand's channels.

2. Applica9on: ques9onnaire cuong points to note.

G Runner For a year, the winner will be sponsored by G Series.

The brand will provide him gym, uniform, products and races.

The first reality show in social media.

His daily workout and evolu9on sheet will be available to the public in brand's fanpage.

3. Pre-­‐selec9on: prac9cal exam of A dispute to elect an high resistance, prepara9on and speed. All filmed performance runner to be in one of the sponsored academies. sponsored by Gatorade 4.

Selec9on: G Series Experts will evaluate G Series. the candidates and elect the winner.

During races, besides normal shoo9ng, the G Series Runner will running with a Go Pro camera to produce unpublished content about it.

Running During running hydra9on sta9ons distribu9ng Performance.

In races sponsored by Gatorade every runner receives G Series to help their performance.

Every runner receive a Kit G Series Evolu9on with Prime.

Crossing the finish line promoters deliver Recover.

Gym

Body Evolu4on Special classes with tas9ngs and G Series circuit in all sponsored Gym.

Plus, each 5 check in on Foursquare the members earn a kit G Series

To bring the brand of gym's instructors, Gatorade's trainers will made workshops at gyms and Physical Educa9on colleges showing the benefits of G Series.

Product samples will be distributed at the end.

Ac4va4on

In the app the users enters data daily training and feeding.

The avatar changes according imputed data and shows their evolu9on.

The app allows users to invite their friends and share their performance.

Besides the scanner the users can create the avatar directly in the app including their data.

In the mobile version the informa9on is entered in real 9me. Warnings about food, 9me to hydrate and finish the workouts are raised to assist the user.

A 3D scanner that maps the human body capturing informa9on such as weight, height and body mass.

The device generates an avatar that is sent directly to the Facebook app.

The scanner will visit racing, gyms and POS. The sites will be disclosed in social media

Sales promo4on Comple9ng the plan, a promo9on-­‐label awarded encourages first purchase and helps create consumer habits.

The award is aspira9onal and reinforces the concept Turns your performance, turns you.

And the best, is not marketed in Brazil yet.

Find and take it to the nearest trading post to pick up your prize.

Case study 4 Jack Daniel's Brazil has the poten9al to become one of the top 4 countries for imported whiskey market by 2020.

The Beer's country, has become the largest consumer market in the Johnnie Walker Red Label.

Red Label fell in popular's like, par9cularly among young people (18-­‐25 years or more) in North and Northeast markets.

Brief

or m. trial platf Develo p a s break Objective n d image: ra b e v o r p Im e. uit stereotyp ran d: recr b e h t e t a Rejuven -25. target 20 d. to p of min Increase Challenge the bran d Transfor m to the desire , n io it n g o drink. rec desire to in it s s e poss

What about Jack Daniel’s?

For young Jack Daniel's is the representa9on of the explorer: He has the basic desire the freedom and exploring the world to discover who is he.

His goal is to experience a beDer life, more authen9c and rewarding.

His main giqs are: autonomy, ambi9on, ability to be faithful to his own soul.

Independence, measure the consequences of their choices

My way -­‐ the way of Jack.

The premise is independence, mark point that connects young audiences and usual consumers, everybody are people who make "their way".

The connec9on between aotude and consump9on: No maDer whether it be with citrus, coca, mixed, shot, cowboy, ice or any way that you can invent, the important is do it in your way.

Jack Time Special offer of Jack Daniels from 7pm: Order a Jack Daniels and win one more for his friend.

* The implementa9on will bedone by merchandise team wich visit the bars and explains the promo9on, closes the contract and apply materials

Jack Angels Blitz in bars and nightclubs Jack Angels will visit the places offering Jack Daniels tas9ng.

Jack Angels also joined "my way" and riding a motorcycle. While riding around town, the bike helps generate buzz and visibility and increases spontaneous media.

Jack esquentas Jack Daniels will take ownership of a typical moment of consump9on in Brazil: "esquentas" (home mee9ngs for some drinks pre-­‐nightclubs).

People can organize it crea9ng an event on facebook and invite the Jack Daniel's fanpage.

Every Saturday one "esquenta" will be raffled to receive at home a boDle of Jack with inputs for the prepara9on of drinks.

Who makes the delivery is a Jack Angel on her bike.

Tas4ng In special POS (large concentra9on of whiskey sale) the tas9ng will be done in an bar theme. In the others in a promo9onal counter. Merchandising materials will be applied in all POS.

Objec9ves: PR, awareness, buzz The team is composed of: -­‐ 02 ambassadors weight, with na9onal relevance, always able to aDract aDen9on and generate spontaneous media for the brand.

-­‐ 04 ambassadors with less repercussion who will be responsible to generate greater rapprochement and iden9fying with the public, represen9ng each area of interest to the target.

PiDy The singer has sold over 5 million copies and was voted the sexiest rock singer and beau9ful La9n America and Brazil.

Bento Ribeiro VJ of MTV Brazil, did other work on television and became known in the role of Juca character in the novel "A Favorita".

1.938.61 1

65.883

106.418

1.579

Binho Ribeiro (F: 4.321) One of the leading names in the street art world and one of the pioneers in Brazil and La9n America.

Junior, Dr. Drinks (F: 2153 T: 1999) Mixologist and blog Papo De Homem columnist. Created drinks unreleased and exclusive to some of the biggest Brazilian blogs today.

André Fran (F: 2202 T: 3824) The presenter journalist, travels the world in search of controversial des9na9ons with the program "Não conta lá em casa".

Murilo Dantas (F: 4440 T: 55196) Pioneer of stand-­‐up comedy in the Northeast. His humor videos have been seen by over 5 million people on Youtube.

Scope of work ü Content in social networks ü Engagement of friends and fans ü Public appearances wearing the brand ü ADendance at the events of the brand ü Par9cipa9on on a trip to Lynchburg with funding for a web series ü Promo9on of 03 theme par9es with dissemina9on in networks ü Right to use images and content

ws.

3 bands, 3 ci9es, 7 sho ship fans. A unique partner f o s on illi m

nd a

nd ra A b zil. This is My Way. to bring music to Bra A calendar of shows via croundfunding.

How it works?

The funding is open.

To support the band's fans, Jack Daniel's bought half of the shares.

Fans who par9cipate in funding receive VIP treatment at the show and Jack giqs: -­‐ Ticket refundable* -­‐ Poster poster or magnet issue -­‐ Complimentary Drink -­‐ Kit Studio Nº7: T-­‐shrit + chocolates Jack Daniel’s By selling all the shares of funding is known that the show happen.

Right now normal 9ckets go on sale. * If all the 9ckets are sold funders receive their money back and join the show for free.

The show: Doors open 7pm for a unique happy hour, The Jack Time (19h-­‐22h).

Custom features, Dj and loads of Jack Daniel's warm the audience to the show.

Jack Daniel's Birthday September is the month of Mr. Jack's birthday, so let's celebrate.

Let's build a cultural, ar9s9c and musical movement.

Aqer all, this is Mr. Jack's way of looking at life.

Occupy a space and invite ar9sts from different areas to be part of this mul9cultural project.

The site is divided into 7 different: the main room, 5 cultural niches, games room.

JACK DANIEL’S MUSIC GRAFFITI ILLUSTRATION PHOTOGRAPHY LITERATURE FASHION

04 weeks, 04 special events.

Each weekend a different aDrac9on.

Jack Daniel's makes room for new talents.

Bartenders Championship New Songs fes9val Stand Up Comedy Challenge

To end the birthday celebra9ons of Mr. Jack will be a great birthday party.

Giant cake, balloons, mustachs, hats, "happy birthday to you" sung by everybody and illustrious presence of Jeff Arnet.

All this in a super Studio Nº7 show.

Results: Jack Daniel's Account 2012 (BTL plaiorm) Blitz Jack Angels Jack Daniel's Birthday -­‐ First croundfunding show sponsored by a brand in Brazil;

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. t a h c a r o f e Call m anapaulacmedeiros@gmail.com Mobile: 0871895355 Find more about me:

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