ge - olimpíadas

99

Upload: luciana-machado

Post on 29-Jul-2015

105 views

Category:

Marketing


0 download

TRANSCRIPT

Quem somosHá 100 anos atrás, George P. Johnson inventou o marketing de experiência. Hoje, seu legado continua por meio de 90

escritórios espalhados pelo mundo, ajudando as marcas mais conhecidas e respeitadas do mundo a atrair, envolver e emocionar platéias, alavancando os resultados e construindo relações duradouras com seus consumidores. A GPJ é parte do projeto WorldWide, uma rede independente de agências e empresas coligadas que juntas oferecem as mais criativas e premiadas

soluções de marketing de experiência no mundo todo.

Simples. Cada um dos nossos 1.300 funcionários, tem um unico objetivo: criar experiências que mudam o mundo e dão vida as marcas. Este pensamento único é o que nos impulsiona para imaginar,

projetar, construir e gerenciar os projetos de marketing de experiência mais inovadores, bem sucedidos e premiados no mundo.

Por isso, fomos eleitos por 4 vezes a melhor agência de Marketing de Experiência, segundo a revista Ad Age.

Como fazemos?

A agência líder mundial em marketing de experiência...

QUEM SOMOS

...em inovação com

experiências ao vivo e onlineQUEM

SOMOS

...em criatividade em pensamentos estratégicos

QUEM SOMOS

…focado em

alcançar melhores resultados para nossos clientes.QUEM

SOMOS

...resultando em

Ganho de premios de criatividade QUEM

SOMOS

• Branding

• Eventos

• Experiências online e digital

• Desenvolvimento de mídia e conteúdo

• Marketing de entretenimento

QUEM SOMOS..que leva a

excelência em design e execução:

…e fazemos isso

por todo o mundo…

GPJ no BrasilA Mill Publicitá e a americana GPJ formam desde janeiro de 2013, uma parceria estratégica para ampliar a atuação das duas empresas em toda a América Latina. A nova parceria reforça as capacidades em experiências de marca, eventos, marketing de entretenimento, digital, mobile e campanhas promocionais, permitindo que mais clientes construam marcas mais forte por todo este mercado crescente. Detentora de um modelo independente e centrado no cliente, permitiu que a Mill fosse escolhida pela GPJ dentre as 10 maiores do mercado brasileiro de eventos, pois alinha-se diretamente com o seu Projeto Wordwide, que desde 2010 está ampliando a atuação em todo o mundo e que agora já tem uma rede de dez agências, incluindo George P. Johnson, sob a sua bandeira, todos dedicados ao marketing de engajamento. Nos últimos anos, a GPJ tem organizado grandes eventos e exposições, das mais importantes a nível mundial, incluindo os principais acontecimentos na China, como os Jogos Olímpicos de Pequim 2008 e 2010 Shanghai World Expo.

Grupo MillO Grupo Mill Publicitá é um conjunto de empresas parceiras que busca as sinergias necessárias para promover seus eventos. Nosso objetivo é promover um olhar 360° na confecção de seus projetos: logística, comunicação, vídeos, ativação, campanhas de incentivo, endomarketing, cenografia - tudo isto e mais. A partir de sua estrutura colaborativa, O Grupo Mill alinha todo o seu evento num planejamento integrado, e extremamente divertido, afinal é isto que a gente mais gosta de fazer.

Nosso grupo é formado pelas empresas Mill Publicitá, Mill Tur, Taste BTL e Viela Filmes. Todas estas empresas trabalham juntas para cumprir os objetivos almejados por seus clientes, e superá-los.

CLIENTES GLOBAIS

Por quê GPJ?

GE Latin America Olympics | Employee engagement

“If you don't have competitive advantage, don't compete.”Jack Welch

WHY IS GE A TOP SPONSOR FOR THE OLYMPICS?

In order to understand it, we need to dig into the Olympics meaning:

MORE THAN A SPORTING EVENT, IT A GATHERING OF NATIONS, CULTURES AND IDEIAS.

EXCELLENCERESPECT

FRIENDSHIP

PEACEOVERCOMINGUNION

PASSION

PRIDEBACKGROUNDTALENT

COMPROMISE

Feelings that TRASPASSED the barriers of time, REPRESENT the

Olympic spirit and MOTIVATE athletes to break records each

single day.

But if these feelings are the same since the first Modern Olympic Game and so is the

human body, WHAT IS THE FACTOR THAT TRIGGERS THIS

EVOLUTION?

MINDPOWER LEADS TO TRANSFORMATION

1St Modern Game | 1896241 athletes, NO WOMEN

14 countries

London | 201210.400 athletes 40% WOMEN

255 countries

This is remarkable!

Differently from the World Cup, that builds expectation towards the athletes, the Olympics - on the other hand - builds empathy.

WORLD CUP

-Passion for the team -Touchs a cultural

baseline for Brazilians -Defeat generates

discontentment towards the coach and the

athletes

OLYMPIC GAMES

-Passion for sports -The rise of new idols

-The participation itself is reason for pride

-Compassion towards defeat -Empathy for all nations

athletes

The Games embrace the individual, even when sports is all about teamwork. It respects and reckons the dream of its participants.

BECAUSE HE DREAMT. HE BELIEVED. HE MADE IT TO RIO2016.

42 Modalities

10.500 athletes

204 nations

16 Days

Over 30 sponsors

480k tourists

7 million tickets

AND WE ARE IN THE VERY HEART OF THIS EVENT.

CONCEPT

Sponsoring the Olympics is a thrill we are excited to share with GE’s employees. An event that has in its heart the very essence of this company.

THE PASSION FOR THE CHALLENGE.

THE VALUE OF TEAMWORK.

THE PRIDE TO MAKE IT ALL

HAPPEN.

GE shares the Olympic values that empower people to be the evolution themselves.

We are proud to light up the passion for sport in the most congregating event of the world.

But how?

Transforming the ways

society relates to technology.

“Desde criança eu sonho que estou voando”

- Patinador da Lagoa Rodrigo Freitas

“O que me faz acordar todos os dias, é o meu sonho”

- Realizadora GE, do projeto de iluminação

“A GE se orgulha de fazer parte desse encontro”

- Frase da GE

From the alarm clock on the cell we set up to wake us up every morning to the nanocircuit that stables a heart through a pacemaker, TECHNOLOGY IS EVERYWHERE.

AND OUR WORK AS RESEARCHERS, ENGINEERS, SCIENTISTS IS TO ALWAYS WEAR THE INNOVATION GOGGLES, INVENTING THE PATH TO FUTURE AS WE WALK IT TOGETHER.

So, to create this campaign, we would like to challenge you…

Everything humankind has ever created if fruit of its imagination. It fuels up progress, sparks innovation,

inspires people.

It’s about being better.

It’s what GE does.

More than a creative concept, a world of possibilities that will inspire the GE team to

always think ahead and create the solutions for the challenges yet to come.

HUMANIZEENERGIZE

For people inspired by the potencial of new ideas...

GE continuosly transforms their every-day experiences for the better...

CONCEIVE

... making their eyes widen, their heart flutter and putting a smile on their face.

IMAGINEEXPERIENCES

HOW WEDO IT?

REIMAGININGWELL-BEING

GOOD DOING

FOR WHOM?

OURRESULTSSURPRISES SMILESTHRILL

OUR APPROACHOlympics | Employee engagement

Our methodology is built from the ground up to handle the diverse set of needs you’ve outlined in your brief. Here’s how we view your needs and how we arrived at the right strategic model.

We will work together using our 4D process to bring GE’s fresh ideas, insights and discipline to program development and delivery.

The 4D Methodology

D1

Discover

D2

Define

D3

Design

D4

Deliver

DISCOVERTogether we discover and understand goals and desires so we develop a Strategic Approach that guides our end-to-end solutions.

DISCOVER will help us lay the strategic and operational foundation for GE’s internal communication plan.

DEFINEOur objectives and signs of success become

concrete, and we map out our Strategic Vision. We like to call it our Roadmap to the Future.

DEFINE is a strategic phase of the project to further clarify the engagement plan for

Ericsson staff and how that will drive measurable results for your business.

DESIGNIt’s time for the Big Ideas to become pieces of

work. Innovative strategies and new perspectives blend together to create

unique, powerful experiences.

DESIGN is the stage of the campaign where we develop and activate the ideias,

bringing to life everything we studied during the two previous phases.

DELIVERCreativity and strategy come as one in a flawless

delivery, engaging staff, building brand loyalties and providing analytics-backed results.

AMBASSADORSThe ambassadors will be the spokespeople of the Olympic spirit inside GE. So, nothing more reasonable than to focus the first efforts of our campaign on them, so they engage, believe and spread the word about GE’s role during the Games. The ambassadors will be invited to the campaign launching até the Jockey Club, where the classic Wagon of Fire movie will be displayed, followed by a gymnastics performance by the Brazilian Olympic team.

KICK OFF EVENT

AMBASSADORSAfter the ambassadors’ activation, we will distribute a communication material specially developed to welcome our leaders into the Olympic spirit , and explaining GE’s role during the Games. Engaging these ambassors to GE’s Olympic cause is essencial to create a sense of belonging worth spreading among the community.

ENGAGING KIT

KICK OFF of the campaignFollowing the roll out, the buildings will be decorated and we

will prepare a digital content to be forwarded to the team in the monthly newsletter, as a constant reminder of our compromise

with the campaign.

e-mail marketing

QR Code StickersWe chose the QR Code as our message keeper. Throughout our

campaign, we developed materials that contain only our creative concept and a catchphrase that generates curiosity. When read, the QR Code will direct the user to an APP* where

our quiz will happen.

(*) The App could both be an original intelligence or we could use GE’s APP platform and only design it .

“What you give is what you take”

There will be several activities during the next quarters to keep the campaign running. They will come mainly in the form of a digital quiz

held through QR Codes spread in the buildings. The content is meant to be instructive and challenging, so we give the staff the information they

need to answer our digital quiz.

How?The content displayed in the QR Code stickers can be renewed according to the amount of information we have. This will be discussed with the GE HR, that along with Mill Publicita staff will decide how often this content

must be renewed.

The spots for these stickers will be carefully chosen after the technical visit , but we suggest places such as coffee areas, bathroom mirrors,

smoking areas and warning boards.

Wobbler

The Health Ahead Week Campaign

IMAGINE a healthier life BELIEVE in your power of transformationSUCCEED.

THE SQUAT MACHINE

A kinect structure will challenge employees to excercise for a minute and their movements

will be monitored. The ones that complete the challenge will be

granted a ticket to watch a random game.

HAND BIKESAs important as the Olympics, the Paralympic games are an example of pride and success. To illustrate the challenge that people with physical disabilities face everyday, we design an activity that involves fun and physical effort. The action is made of two hand bikes connected with an panel of LED that imitates an slotcar track, when the participants begin to spin the pedals, little dots of light representing cars start to compete against each other.

The GE Beliefs recognition

campaign

IMAGINE the Olympic torch in your handsBELIEVE in your toolsSUCCEED.

ENERGY CYCLESStationary bicycles will be placed in the expo. The visitors who ride the bikes will generate energy to charge their own devices and also for the venues and activations. As the two participants engage on bike race, they activate interactive motion graphics on the screen that speed up or slow down according to the rhythm of their pace. The cyclists who produce more energy on that day may be given OG events tickets.

A CLEAN ENERGY CHARGING STATION

TORCH RELAY STRATEGYAt the torch relay events, you brand is nowhere on the picture.The runner…

The TV reporter… The passer-by… Everyone’s attention is focused on the torch. So we took a step further…

And asked ourselves: Fair enough. The focus is on the torch. But why can’t we be the ones to innovate here?

AN EPIC COVERAGE

We wanted to create the ultimate torch relay coverage. Something that has

never been done. All the runners will be given special

smart glasses (Google Glass), live streaming their point-of-view.

SHARING THE VIEW All eyes on the torch

ACTIVATIONSThe path to maximize employees proudness through experience. Knowing is not enough, it’s high time to feel.

TELEPORTERTo other facilities. To the efforts GE has made to make the Olympic Games experience remarkable for athletes, for the public and also for its employees.

GE OLYMPICS INFRASTRUCTURE

To make employees aware of their daily work importance, they’ll be surprised as they enter the building. We will display the Olympic facilities replica at the turnstiles, so when GE staff enters the building using its badge, the torch will lit , representing the power the GE staff provides to make the Games come true.

In leds troffers

QUIZ BOXINGDisco Boxing is an interactive boxing game designed for people to explore healthy ways of relieving stress, exercising and having fun. The harder and faster you hit the punching bags, the more lights you are able to light up, similar to a carnival "strong man" game. But… people will only be allowed to live this experience if they get 4 out of 5 questions in our QR code quiz.

Don’t mistake it for KICK BOXING

CHAIR ROWINGThis activation is meant to turn the hallways into a fun rowing lane. To make it happen, we designed this exclusive system that allows employees to hook their chair together so they can create teams for this fun race.

INFINITE RUNFloor stickers on the hallways will lead staff into 3D walls stickers in the shape of a never-ending running track that bursts from the walls to amuse everyone that stares at it .

INFINITE STICKERFloor stickers on the hallways will lead staff into 3D walls stickers in the shape of a never-ending running track that bursts from the walls to amuse everyone that stares at it .

In order to feel how the Olympic mood affects daily routines, we will install a Proud

Machine, a system that measures proudness by giving out candy.

MEASURING PROUDNESS

WASTE BASKETIn order to feel how the Olympic mood affects daily routines, we will install a Proud Machine, a system that measures proudness by giving out Attached to the wall of the office, on top of the garbage cans, rims and backboards will be installed, with a presence sensor that shouts “SCORE!” everytime someone throw waste in the can. .

DWELLING DOORS

On the two doors of the elevator in the floor of the office, an sticker with the image of two fencers duelling will be applied. When the two doors close, the fencers will attack each other.

AcknowledgementOn behalf of the entire Mill Publicita and GPJ team, we would like to thank you for the opportunity to respond to your briefs with these strategic and creative proposals. It was our pleasure to dig into your brand positioning and produce these very high-level concepts and recommendations. We hope it provides some useful thought starters and important considerations.We’re confident we can deliver on Ericsson Latam the business outcomes you’re seeking from the internal marketing and beyond through a true partnership approach.

THANK YOU!Muito obrigado.