Afolabi Anne

LAGOS STATE FAMILY SPORT FEST Confidential information. Do not discuss, disseminate or share with other parties – except as considered by this document – without first obtaining the written approval by Acceler8ed Marketing Services Limited. Where the information is used, discussed or disseminated as considered by this brief, you must alert the ot her parties. The Proposal A SPONSORSHIP PROPOSAL FOR A FAMILY SPORTS FESTIVAL THAT PROMOTES THE ESSENCE OF BONDING IN FAMILIES. OBJECTIVE • Re-iterate the importance and value of bonding in families. • Create stronger family ties after this project • Encourage and actively engage families in sports • Show Lagosians through sports why it has to be “Family over everything” Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Understanding the Goal ʘ Leverage on owned or shared asset, to promote the “Family over Everything “ term through an activation that resonates with Lagosians that targets and positions X brand as an interactive brand. ʘ Entrench X brand in the hearts of families in Lagos. ʘ The need to develop a strong platform that bridges the gap between parents and children by creating team responsibilities that allow them bond and interact. Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission KEY TARGETS Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Let’s Meet The Target Primary - Millenials/ Generation X Married Men and Women between 25 40 years/ SEC ABC1C2 Upwardly mobile Professional Have children Secondary - Millenials/ Generation Z Children/Teen between 5 - 16 years/ SEC ABC1C2 Say Hi to Charles and Grace Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Target Distillation 35 years old male , Accounting professional 30 years old Female Doctor Love their family but wishes they could spend more time together. They are looking for platforms or event that can allow them bond with their family and still do what they love They need a family vacation that would not tear their pocket. Charles/Grace They are currently looking for platforms that embrace healthy living. They love Lagos Digitally Savvy & connects the world via internet enabled smart devices. They are passionate about Family,Sports, healthy living and, Music and Grace are Passionate about // Charles Family and Sports Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Charles’ Points Of Influence & Connection TOUCHPOINT FOCUS SCHOOLS SEC ABC1C2 Good for reach Aspirational Accessible Also so popular with secondary targets Neighbourhoods Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Market Overview ▪ Sports has become the biggest passion point in Nigeria. ▪ The high rise of brands to communicate a healthy lifestyle to people. Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Nigeria’s Biggest Passion Points Football and Music which are the two biggest passion points in Nigeria, Food is also on the rise. Sports is also considered a mutual point for families, like a point of meet for parents and children Source: Millward Brown Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Ready or Not The Sporting concept is not new to Nigerians, it has found it’s roots as being an independent sports but very rarely as a recreational option for families. What is new is the digital influence and how fast it is replacing family time in homes. Research has shown that sports and gaming are mutual ground for adults and children and the amount of importance placed on both is hard to ignore. This is why we want to leverage on the sports platform to engage families to friendly competitions. Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission What Sports mean to Families Sports =Fun Sports =Passion Sports =Connection Sports =Competition Inviting friends and family over to share weekends with sports on tv, ease tension For this group, they take it as a profession and a business. They will contest to win and validate their passion Targets express their feelings with their families with sports. For them it is a bonding moment with their family members Although the family sports competition is new in Nigeria, similar activities show that there is a large appetite for participation Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Insights & Imperatives Insight • They follow and go for sporting events locally and internationally Imperative • Want to be in the know of what is happening in the sporting world and fast Ensure more events and sports culture are promoted in their region Provide credible content in a language they understand on time Provide an avenue to actively participate in sports with their families • Through sports they seek escape & excitement Enhanced social platforms that creates a community of sports enthusiasts in • Discuss their passion for Nigeria sports and family with their friends at every opportunity Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Connecting The Targets Seamlessly fuse real life and digital experiences Let them participate in cocreating experiences LSSC Leverage passion for Sports alongside the key passions i.e Family, Music, Games and Entertainment Sports offers a unique platform to build relevance for the LSSC Brand amongst the next Generation. Drive emotional connection viz-a-viz the functional proposition Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission A Quick Look @ The Competition MALTINA DANCE ALL MALTINA DANCE ALL’S FAMILY COMPETITION GIVIES FAMILIES PLATFORM TO BOND, ENJOY THEMSELVES AND GIVES THEM THE OPPORTUNITY TO WIN 10 MILLION NAIRA AND BRAGGING RIGHTS. The Brand Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Brand Challenge ▪ How do we make LSSC relevant to the target using this key passion point? ▪ How do fully leverage our Sports Platform to maximize connection for LSSC Brand with Lagosians going forward? . ▪ How do we seamlessly situate LSSC at the heart of the target without intruding? ▪ How do we project the brand’s vision masculine imagery on the new and existing drinkers? Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission The Key Thrust • • Our consumers thrive with competition. Anything that will challenge their inner will and strength because the taste of conquering is always a thrilling one; from football, business and work We will be tapping into the fast rising FITFAM trend as more people are getting into the art of grilling and enjoying their cold beer with barbecue. “ For a brand that understands the exciting and beneficial relationship between sports and family, it is important that we take the lead and build a platform out of it. To drive this, a competition will be created as amongst families. “ Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission The Brand Activation Sweet spot TARGET NEED VALUE PROPOSITION The need for family Unique family bonding gathering, Variety of and sports, Sports challenge/competition, celebrities. Activities excitement. that encourage interaction between generations. Sports And Family: Bridging the Gap Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission This is an upgrade to any known sports competition ever done in this clime. It is a Lagos based competition focused on strengthening family bonds and promoting healthy competition among families. THE LSSC FAMILY SPORT FEST “TIME OUT” It’s a place where parents and children can be expressive were words fail them. The event is a platform to bridge the gap between parents and children through healthy competitions HALF Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Mechanism – “STEADY” ▪ Activate private schools (primary and secondary ) in Lagos to create awareness and recruit participants for the activation for a distinct LSSC experience ▪ It will engage and reward families through family competitions ▪ It will create deeper involvement through customized family challenges. Winning families also have bragging rights as Lagos State 1st Sports Family. ▪ It will run a digital thread through all engagement touch points allowing wider participation ▪ It will use Music and Comedy to create an alternative channel for reinforcing the brand in the minds of the targets Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Execution Framework LAGOS STATE FAMILY SPORT FEST PRE ACTIVATION ACTIVATION POST ACTIVATION READY, SET TIME OUT GOAL TV/ Radio/Print Billboard Engagement Awareness Drive The Set UP The Spread Experienc e Amplification Reporting Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission PRE ACTIVATION READY, SET Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Press Conference We shall hold a Press conference to start off the new activation campaign activation This season Opener/ PR event shall also be used to unveil our unique brand ambassador(a suggested sports emthusiast that loves family) as well as our Sport FestnJudges who are a critical part of our activation strategy Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Break Campaign Break traditional and digital media campaign with TVC, print, Radio and Billboard and digital communications to kick off the activation. Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Media Awareness Drive ▪ ▪ ▪ ▪ We will use radio and digital channels primarily to drive awareness for activations and planned events. The brand’s social media will be active channels for information dissemination and engagement. We shall have sponsored banner/link ads on Facebook, Instagram and Twitter to further drive awareness. Popular Local Radio OAPs in Lagos will also hype key activities and drive traffic to activations and events. Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission ACTIVATION TIME OUT Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Activation Pillars LAGOS STATE SPORTS FEST LOCAL CONTEST MODE OF ENTRY MECHANISM SET UP JUDGES PRIZES Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission LOCAL CONTEST THE SEARCH BEGINS Awareness and registration will be done in schools (Point of connection) the competition will take place in Lagos. This will run as an medium sized open air stadium and a closed gym. That would consist of ▪ Race Tracks, Ball courts ▪ Arcade ▪ Large versions of Lagos Monopoly and Chess ▪ DJ & Comedian ▪ Refreshment stands The event will run for 2 days at specific locations where contesting families will be given tasks by the Celebrity Sports Champion to accomplish; The winners for each day will come together on the final day and contest for the Title of Lagos Fittest Family. Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission The Ambience DISTINCT FUN The activation theme is premised on fun and sports, family and bonding. This will be brought to life at each activation to the extent of space available. The activation ambience will be characterized by; ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ Sports Branded Sports gears Branded Banners Branded Tables and chairs Customized Hall of Fame Strong surround sound system Diverse Arcade props Outdoor Grill Mode of Entry • Registration would be done across 100 selected private Primary & Secondary schools in Lagos. •Eligible participants would be sent mails/text messages to complete registration on LSSC Nigeria portal, only open to residents in Lagos with children. •Date of entry opening and closing will be disclosed appropriately Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Lagos Fittest Family • The event is a quest for to find the Fittest Family in Lagos through highly engaging and tactical sports. • A Celebrity Sportsman/Sportswoman will have the responsibility of driving the competitions. • He/She will coordinate the competitions, based on sport options each family picked per phase during registration. • He/She will work alongside other selected judges to determine the final winner. Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Daily Challenges • For each day of the local contest, registered families would undergo 3 phase of the competitions where Tactics, Strength and Perseverance would be tested. • Phase 1 TACTIC would be based on any board game that was preselected by families. • Phase 2 STRENGTH would be based on Strength expending activities e.g tug of war, weightlifting, jumpropes • Phase 3 PERSEVERANCE would be based on sports that encourage perseverance e.g Family relays • The contesting families will be required to go through all 3 phases to win the Fittest Family title. Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Meet The Judges The competition was judged via a voting process by the attending guests and renowned celebrity Sports Men and Women. Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission The Distinct Fun Sport Engagements Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Prizes • The first 3 runner ups will be selected and rewarded. • The first prize will N3,000,000 cash prize and an all expense paid family trip to Russia to see the World Cup and the bragging rights as Lagos Fittest Family. • 2nd Prize will be N500,000 and a weekend getaway to a Lagos based Resort • 3rd prize will be a cash prize of N300,000 Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission In Closing COVERAGE There will be standard audio visual coverage of the event as well as the use of drones. These will be used to capture contents for amplification on social media and traditional media. Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Amplify For Reach ▪ Curated visuals and videos from the event and content from the Competitions will be amplified on the LSSC’s social media channels, as well as popular online. ▪ Content for the activation will also be made available to the LSSC team. ▪ Ensure that popular social media influencers carry the story : Linda Ikeji, BellaNaija, InstablogNiaja, etc. Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission Reporting & Evaluation // MEASUREMENT & EVALUATION ▪ ▪ ▪ ▪ ▪ ▪ Number of people reached Number of people fully engaged Giveaway Inventory Total data captured Total app downloads Market Intelligence // REPORTING ▪ ▪ There will be weekly, monthly and quarterly consolidated reports Reports will be submitted to the client in PowerPoint and Excel formats Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission The Proposed Deal • Full Rights Ownership –N6m per Event Activation Year IF WE ARE EXECUTING. - N20M per Event Activation Year IF WE ARE NOT EXECUTING • Full Sponsorship Fee (Media & Activation) First Year – 270m • Media Exposure through media Partners • Promote Gulder online camapigns, activation and media inventory. The Benefits & Cumulative Value ACTIVATIONS ▪ Opportunity to engage Sports /Fitness enthusiasts & Families ▪ 1 city, 1 location, 2 venues ▪ 2 activations ▪ 100+ direct contestants (families) ▪ Over 100k visitors to the venues BRANDING • Venue Naming rights & Branding ▪ Number Tags for Contestants ▪ Roll up banners, air flags and brand flags ▪ Press Conference back drops ▪ Floor stickers/directional Boards TV/RADIO ▪ Logo Flashes ▪ Squeeze backs ▪ Live Radio Studio appearances ▪ Squeeze Backs ▪ Radio Jingles ▪ Radio Hypes DIGITAL ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ Banner ads Page takeover Blog post mentions Influencer Mentions Sponsored posts Tweet chats/mentions Logo insertion in video ad Mentions in newsletters Online give aways/contest Family Sport Fest Moments/Summary video Exclusive competition media materials • • • • • Full Naming Rights Leverage the ambassadorial relationship Brand affiliation Improved target perception of LSSC brand Leverage Judges/Mentors social media platforms • Advert Placement • Product placement/use etc Proposed Timeline Aug Campaign Launch Sept Teasers|Hypes Oct Nov Activation Roll Out Amplification July – Concept Approval, Production Schedule, Social media platforms Aug – Sept – Launch Campaign (All Platforms), Press conference & PR Oct – Activation starts (Lagos) Confidential Document, Property of Acceler8ed Marketing. DO NOT share without permission