Camel Up-Weight Plan

Our proposals

4 August 2008

What do we need to do?

Establish Camel as an authentic high Quality FF smoking experience, focusing on brand personality and reinforcing high product quality Create a clear point of differentiation form its main-stream competitors (Marlboro and L&M) Drive retention

How?

Premiumness perception Modernity/ Urban/ Contemporary

> Exploit CNF as a modern, innovative line-extension, adding to Camels equity building

>

Yet one single objective

Switch brand perception from old fashioned, dusted, distant to a modern, inspiring, present, innovative and high quality full flavor expert

Our goal is to make 20something smokers think that:

c x E

g n i it

Dynamic

C ool

Camel = Urban
m e t Con ry a r po

Surprisin g

Camel Universe

Special series of events Series of TVCs DB Loyalty Program

Semi permanent POSMs

Series of TVCs

Special Projects Support the Leisure contract events Camel Urban Wave series of events

Winter program

Camel Universe

Special series of events Series of TVCs DB Loyalty Program

Semi permanent POSMs

Urban Revelations

Series of TVCs

Special Projects Support the Leisure contract events

Winter program Camel Urban Wave series of events

Camel Natural Flavors Series of Events

Prepared by DRAFTFCB Bucharest

July 2008

Camel Natural Flavors - We want

To exploit Camel Natural Flavor as a modern, innovative Line-Extension, adding to Camels Equity Building Help build the premium perception of the brand, positioning it as modern/urban/contemporary Sustain CNF building its own franchise and induce loyalty to the existing one Develop an integrated concept for a series of events that involve the consumers in experiences focused on the differentiation characteristics of CNF, using the unplugged music platform Translate the brand proposition Camel inspires you to discover more into memorable consumer experiences Provide consumers with creative inspiration and enriching pleasure moments

Camel Natural Flavors - We know

the rational benefit: 100% whole leaf tobacco, 0% added flavor the claim: NATURE IS BACK

Camel Natural Flavors - We will

Use the nature is back URBAN trend in order to build an event concept that will offer consumers simple, yet memorable, premium experiences and will inspire them to URBAN REVELATIONS

Building the concept concept

10

Nature is back as an urban trend is NOT

about going to the roots / returning to wildness / country simple life / unsophisticated lifestyle

Nature is back as an urban trend is about

art and design, fashion, sophistication, latest trends, premium ness, city nature and

Urban Revelations

Nature is back as an urban trend is about

WANNA BE

Eco Chic

Eco Chic
is art and design

Eco Chic
is fashion and beauty

Eco Chic
is an entire lifestyle

Eco Chic
is about GOING GREEN Recycle

Eco Chic
is niche, premium and expensive

Eco Chic
is the urban nature

Nature is back as an urban trend is about WANNA DO

Eco Chic stuff

Eco Chic
Searching for authenticity

Eco Chic
Hand made crafts & goods

Nature is back as an urban trend refers to the full flavor natural Urban experience

Still building the concept concept

24

Nature is back
bringing with it the full flavored experience of a 100% tobacco smoking pleasure You smoke naturally You feel naturally You are natural You smoke an innovative and different tobacco product You have a complete and different experience You are different

Camel challenges your full-flavored natural self for

Naturally Different
by Camel

Naturally different by Camel

An event that will offer the participants a complete sensorial experience with tobacco ...presenting the CNF tobacco in a very distinctive, exquisite way: the natural flavor tobacco of Camel cigarettes is the true star of the night

Naturally different by Camel

Approach Series of 4 events in Camel decorated locations developed on unplugged music platform Create a special atmosphere related to tobacco experiences that will ad value to the location premiumness by associating CNF tobacco with tobacco rituals Keep same atmosphere and consumer interaction activities to all events in order to emphasize the distinct characteristics of CNF tobacco and to obtain through repetition a better understanding of the brand and product

Naturally different by Camel

Approach Make the difference between one event and the following one by changing the entertainment program (different unplugged music program at each event) Develop a mechanics that will make consumers attend more CNF events

Communicating the events

30

Communicating to Data Base

As premium and different are the key words of CNF special series of events platform, the CNF franchise will benefit of VIP treatment:
Ten days before the series of events start, they will receive a leaflet-invitation announcing the platform:
The events calendar: dates and locations The entertainer: unplugged music band/bands The prize winning mechanics of the Naturally Different platform Free entrance at the events (based on invitation or proof of SMS)

Five days before each event, we will send them an SMS reminding them the date and location
They will be given a RSVP number and a two days deadline to confirm If confirmation, a table of four will be reserved for them. Tables to be kept with reservation signs on up to 9.30 pm

Invitation to events

Invitation to events

Communicating to Data Base

Prize winning Naturally different platform
Objectives:
Have more than one contact with consumer (DB and others) during the Naturally different events Increase retention rate among activated consumers Make sure they understand the brand and the distinct characteristic of CNF

Mechanics
Participants at Naturally different events, that take part in 2 (TBD) of them will have the opportunity to win lucky drawn prizes at the end of the events series Validation: data base fill-in forms completed at events

Communicating to Data Base

Prize winning Naturally different platform
Lucky draw small prizes:
Branded CNF items (lighters etc) Collection unplugged albums

Big prize
A four persons trip to New York for the new years vacation with a reservation to a contemporary jazz/ unplugged music club (TBD with client)

Communicating to public
The Naturally different events will be communicated at each location:
Poster for each event one week before Table tents one week before List the events in leisure magazines (24FUN, 7 Seri) in events of the day section If entertainment (unplugged music) is original, events platform might be communicated with ad prints (leisure magazines) and on-line

Communicating to public
Poster Table tent

Implementing the events

38

Friendly, intimate atmosphere of a chic live music club and the perfume of the tobacco leaves

Decorating the location

Discreet, yet impactful elements that will complete the atmosphere of a genuine tobacco experience:(see details in POSM section)
At tables
CNF branded ashtrays Candle holders Candles wooden essence or tobacco fragrance Reserved table signs White and green pillows on the chairs

On walls
Plasma screens playing tobacco leaf to cigarette movies and CNF movie Special wall deco

Others
CNF bar display CNF totem Tobacco natural plants (if possible)

Decorating the location

(POSM section)
Natural tobacco plant

Decorating the location

Camel Natural Flavors tobacco corner, a unique place where you can test and smell, understand and love CNF tobacco
Wooden table presenting elements from tobacco universe
Tobacco leaves and the CNF tobacco Devices related to tobacco use: cigarette rollers

Tobacco specialist
Giving information over tobacco history/use Showing the consumers the cigarette rolling process

Consumer activations
It is all about involving consumers into tobacco experiences: they get to handle tobacco themselves

your handmade 100% tobacco cigarette

BA will approach consumers at tables. To all smokers, they will present a special kit: A nice, branded wooden tray containing
A wooden bowl filled with tobacco A cigarette roller Printed instructions about how to use the cigarette roller (make a cigarette in illustrated steps) Branded cigarette paper The two CNF packs to strengthen the association between the naturally different tobacco experience and CNF cigarettes

Consumer activationsnaturally different KIT

your handmade 100% tobacco cigarette

your handmade 100% tobacco cigarette

Consumer activationsnaturally different KIT

Consumer activations
your handmade 100% tobacco cigarette Mechanics:
If they make one cigarette in front of the BA, they will be rewarded with a CNF lighter. Made cigarettes to be taken by BAs The trays stays on their table as the BA informs them that, if they manage to do during the night 10 (TBD) cigarettes, they will receive a special gift from CNF. This way, they will be involved in activation for more than one simple contact and have fun by handmaking cigarettes. The gift is a truly special one an exquisite box branded CNF containing:
An illustrated tobacco history, tobacco use and rituals around the world brochure A CNF lighter The two CNF packs

Consumer activations. The he gift

Consumer activations. The he gift

Letter to consumer

Consumer activations
DB collecting
As this is a different, premium event, the DB contacts collection should fit the general atmosphere:
BA will give to all activated consumers fill-in flyers, stamped with the day of the event and announcing that they can enter the competition for the big prize winning if they attend more Naturally different events The fill-in forms will contain questions over the quality of their naturally different experience

Entertainment
And yes. it wouldnt be a complete experience without music
We have two options for implementing the events: Select together with the locations some of their own events (live concerts)
Assure the unplugged music concert and be in total control over the atmosphere at the event

And for the second option we thought of using a band that have never had an unplugged project and suggest

Entertainment
Vita de vie first unplugged project
A unitary unplugged music program for all 4 events, based on their own music played in premiere unplugged, differentiating one event from another by:
Special guests invited to sing along with them (different for each event): saxophone, other instruments, other vocals International songs prepared for each event

so that, every night would be a truly premiere The band will:

Suggest a list of songs for each event Invite special guests Rehearse

Entertainment
Vita de vie first unplugged project
Opportunities: Pre-event promotion opportunity:
Viral promotion on-line using a song played unplugged by VDV. you can hear them unplugged for the first time at

Co-produce the first VDV unplugged album:

Possibility of recording live (mobile studio) at a CNF event Negotiate the name of the album Negotiate a number of albums to be used as prizes Negotiate the opportunity to have a song composed for CNF

Event flow
9.00 PM
Event start Tobacco specialist Giving information over tobacco history/use Showing the consumers the cigarette rolling process Consumer activations. BA will approach consumers at tables. To all smokers, they will present the special kit:your handmade 100% tobacco cigarette Dj mix of unplugged music (famous songs) LIVE unplugged concert

9.45 PM

10.00-12.00 PM

10.30-12.30 PM

Hostesses outfits
Trends

BA outfits

CNF brand colors. Silk for the dress and 1 shoulder blouse

Hostesses outfits

Camel Natural Flavors Semiperamanet IMAGE POSMs

56

Semipermanent image POSM

In order to reach our objectives:
To exploit Camel Natural Flavor as a modern, innovative Line-Extension, adding to Camels Equity Building Help build the premium perception of the brand, positioning it as modern/urban/contemporary Sustain CNF building its own franchise and induce loyalty to the existing one

all consumer touching points must communicate the brand under the same umbrella concept Naturally Different

Semipermanent image POSM

Candle Holders-version 1

Semipermanent image POSM

Candle Holders-version 2

Semipermanent image POSM - version 2

Ashtrays- version 1

- Ashtrays- version 2

Semipermanent image POSM - version 2

- Wall decoration- version 1

Semipermanent image POSM - version 2

- Wall decoration-version 2

Semipermanent image POSM - version 2

- Bar display-version 1

Semipermanent image POSM - version 2

- Totems-version 1

Semipermanent image POSM - version 2

- Totem- version 1

Semipermanent image POSM - version 2

- Totem- version 2

Cash tray