ABOUT CREATIVE DREAMZ PVT. LTD.

Creative without strategy is called art. Creative with strategy is called Advertising
Creative Dreamz is an integrated advertising, brand management and communication agency, based in New Delhi, ranking amongst the most creative advertising agencies of India. Constantly reinventing ourselves, here challenges are viewed as opportunities to learn beyond the known and perform beyond the tried. We revel in the chance to enter new markets and defy conventions.

A vast range of markets and product areas, both B2B and B2C, have enjoyed our services like effective marketing services, graphic designing talent, product positioning strategy and advertising both above and below the line. We offer an array of marketing communication services, exploring almost all possible mediums of advertising and promotion. As experts in the field, we recognize the various ways in which an organization can stay in touch and build a progressive relationship with its clients and customers.

Working for brands as far as UK, US, Japan and Australia, we provide expertise in the field of Print Advertising, Events and Exhibitions Management, Outdoor Media Planning, Online Promotions, Electronic Media and Alternate Media Strategy.

Our specialist knowledge and expertise lies in through-the-line advertising, corporate identity designing, promotion and marketing disciplines, creating and delivering campaign solutions that are intrusive, informative, persuasive, responsive and generate results.

MISSION Deliver highly creative, communicative and effective marketing strategies and solutions with a mission to add distinctive value. VISION To become the preferred branding solutions enterprise across the globe with high performance, innovation and customer responsiveness. VALUE Our organization stands on the four pillars of integrity, commitment, reliability and passion.

THE SERVICES THAT WE OFFER

The bouquet of services on offer at Impact is quite voluminous and colorful. All these services are catered by a team of professionals who are experienced and carry distinct expertise in their trade. Advertising: Print, Television, Radio, Digital. Outdoor: Hoarding, Kiosk, Metro Station, Bus Queue shelter, Unipole Digital Advertising: Banner ad, SEO, Social Media, Mobile phone advertising. Designing & Production: Brochure, annual Report, Mailer, Calendar, Greeting cards, Catalogue, leaflet, House Journal, Audio spot, TVC, Corporate film, short film Event and PR.

ABOUT BLACKBERRY MOBILE

Overview
The BlackBerry solution consists of Smartphone integrated with software that enables access to a variety of data and communication services. Stay in touch with everything that matters to you while youre on the go with a BlackBerry Smartphone. Email, phone, organiser, applications, games, the Internet and more. Some smart phones even include a multi-media player and/or camera so you really have everything you need in one stylish device. The BlackBerry solution supports leading enterprise email platforms and can be customised to meet the needs of one person or an entire enterprise, to any scale, in any industry.

FEATURES Stay in Touch

Distance is truly outdated as BlackBerry smartphones keep everyone close. Phone, email or text your friends, family and contacts. Instant message and access social networks to immediately share your latest updates. Email Text Massaging Instant Massaging Phone Social Networking

Instant Information
Find more, know more, do more. Browse the web, find your destination with mapping applications and organise all your personal data. Get the features you want and let your BlackBerry Smartphone pull it all together. Browser, GPS Organizer, Tethered Modem

 Entertainment on the Go
Bring your own entertainment. Wherever you are, BlackBerry smartphone features let you listen to music, snap pictures, view clips and capture video. Camera & Video Recording Media Player Music on Blackberry Blackberry Media Sync

BlackBerry App World

Put more of your life on your BlackBerry Smartphone with apps that let you work, play, and do more. Load up with games, social networking, shopping, organisation and other fun and functional apps from one convenient location. Download the Apps Features Apps

CLIENT:

CAMPAIGN OBJECTIVES
Today people are self motivated and follow them and try to innovate things and have less fear of failure than what earlier generations had with them. We will design a campaign targeting those who have the sincere aspirations of churning out the best in themselves which will help them in being a true FACE IN THE CROWD.

TARGET GROUP
18 29 Yr/Male Female/SEC - A+, A, B+/Aspirational & Experiencers

TAKEAWAY
Brand Recall Market Share Incremental Sales Turnover

We dont say that this campaign will instantly work and your sales will increase & Blackberry will top the charts with highest market share. Problem Identified:- Business Phone Solution:- This campaign will increase brand awareness and brand recall and break the so called image of Blackberry i.e a business phone and can now target every segment in the market.

RESEARCH AND ITS ANALYSIS

Q.1 Gender Male Female 34 16

Gender

16 Male Female 34

Q.2 Age Group a) 10-20 b) 20-30 c) 30-50 d) 50 & Above

0 49 0 1

Age Group
60 50 40 30 20 10 0 a) 10-20 b) 20-30 c) 30-50 d) 50 & Above Age Group

Most of our target group are teenagers young and fresh blood so we conducted our survey between this age group and try to find what they actually think and what their needs are so that we can plan our campaign according to them.

Q.3 Occupation a) Self Employed b) Professional c) Salaried d) House Wife e) Student

2 9 22 0 17

Occupation
e) Student

d) House Wife

c) Salaried

Occupation

b) Professional

a) Self Employed

10

15

20

25

In our target group i.e. 20-30 most of the people are student who all are easy to influence and spend more on gizmos & gadgets. Our Product is such which will be helpful for salaried & professionals in there day today business activities like receiving and sending mails ,video chats, net surfing and many more others facilities.

Q.4 Which mobile phone are you using? a) Nokia b) Samsung c) Apple d) Micromax e) Blackberry f) Others

14 10 5 1 18 7

Current Mobile Phone

a) Nokia b) Samsung c) Apple d) Micromax e) Blackberry f) Others

We conducted the survey in small sample size of 50 people and try to find out the market share of our product for which we have to create ad campaign. And by this pie-chart we can see that it is leading the pack. And samsung and nokia are giving tough competition. Althogh Apple which is quite better product that of Blackberry have less market share lose out in market share because of there price.

Q.5 How long are you using your current mobile phone a) Less than 1 year b) 1-2 year c) 2-4 year d) Above 4 year

17 23 10 2

Using Current Mobile Phone

25

20

15

10

0 a) Less than 1 year b) 1-2 year c) 2-4 year d) Above 4 year

In this world of technology when every day something new is invented it is very tough for people to stay at one and not change to other.

Q.6 Which feature you desire most in your Mobile phone? a) Camera b) Application c) Web Browser d) Games e) Music/Videos f) Communication/Messenger

16 21 14 7 13 25

Most Desired Feature

a) Camera

b) Application

c) Web Browser

d) Games

e) Music/Videos

f) Communication/Messenger

Those days are gone when people use to have mobile phone only for communication purpose. Now the trend is of smart phones, phones have features like tough screen,3g,maps,Games & application. A phone that can be used as camera, music phone & messenger and every thing that can be performed by a phone.

Why you like the brands you choose above? Advt. Appnc. Price Funct. Quality Brand Img. Service 17 22 22 30 32 22 33 11 17 16 13 12 14 10 15 7 8 3 2 4 3 4 2 3 2 2 1 1 4 3 2 2 2 3 4

V.Important Somewhat Important Neither Imp. Nor unimportant less Important Unimportant

35 30 25 20 15 10 5 0 Advt. Appnc. Price Funct. Quality Brand Img. Service V.Important Somewhat Important Neither Imp. Nor unimportant less Important Unimportant

Advertisement :- Clearly least important so consumers are smart. Appearance :- Having not much effect on the choice of customer. Price :- With so many brands having competitive pricing price doesnot have much effect on choice. Function, Quality & service are most important factor that consumers are looking forward and affect there choice.

Q.8 What would willing to pay for a mobile phone? a) <8000 b) 8000 - 15000 c) 15000 - 25000 d) 25000 above

7 22 15 7

Amount willing to pay

25 20 15 10 5 0 a) <8000 b) 8000 - 15000 c) 15000 - 25000 d) 25000 above

By this chart we can clearly see that consumers are willing to pay any cost for there desired cell phone. Now consumers are willing to spend. But what they want is better quality, service & functions.

Q.9 Which Operating system you like most? Java SIS (Symbion) IOS 4 IOS Blackberry Windows Android

9 1 4 20 10 14

9 14 1 4 Java SIS (Symbion) IOS 4 IOS Blackberry Windows 10 20 Android

This shows that we are on right track people are happy with the operating system that blackberry is using. And it does not require any change. And operating system is the USP of our brand on which company can cash it.

Q.10 Where do you often see the mobile advertisement? a) TV 28 b) Newspaper 9 c) Magazine 2 d) Online 19 e) Radio 1 f) Outdoor 2

30

25

20

15

10

0 a) TV b) Newspaper c) Magazine d) Online e) Radio f) Outdoor

TV & online is the place where people watch advertisement most. TV will cost too much & online is the place where you can fine every one so youtube is the better place to advertise our product.

Q.11 Which star/celebrity you follow or relate with you?

SCRIPT FOR TV COMMERCIAL

Campaign Theme: Face in the Crowd Strategy: Emotional Appeal

Scene 1 Car crash on road, public gather and injured person lying on the road. A Face in the Crowd comes out and instantly reacts & call SOS. Ambulance Arrive. Scene 2 On stretcher to Emergency Doctor:- Doctor ask to arrange for O-ve blood immediately. Boy thinks a second. Search his Pocket take his Phone out. Open Blackberry messenger and though the phone apps and fast processor speed and easy to connect social networking sites. Boy informs everyone. Blackberry starts ringing. A Face in the Crowd donor of O-ve blood reaches hospital and reach to Operation Theatre and contact to the boy who uploaded the message. Scene 3 Blood Transplanted to the needy person and a life is saved. Doctor:- Patient is out of danger. Advertisement ends with the information about Blackberry cell. Blackberry comes with fastest processor & web browser, easy to use, front camera for video conferencing and with BBM services you have the power to communicate with anyone. So dont fall back get The Power of Blackberry & Be the face in the Crowd

STORY BOARD

MEDIA MIX
To get the best exposure and take away from the advertisement , we have used : bove the line Media: Press, TV, Outdoor, Posters, Cinemas and Radio. Below the line Media: Merchandising, Exhibitions and sales literature. The Following are the various categories of the media available for the advertisement. 1. Print Media : Newspaper (Daily and Sunday), Magazines (Special Interest Magazine and publications), Direct Mail. 2. Broadcast Media: Radio (FM), Television (Youth oriented channels like MTV, Starone, ten sports etc), Narrow cast media (Digital Media) 3. Outdoor Media 4. Other Media: (Speciality Media)

MEDIA COST AND MEDIA ABILITY

The selectivity offered by media is useful for advertisers, for it enables them to reach a distinct target market with minimum waste. The objective of our media planner is to achieve the best possible matching of media and the market. The media ability is measured under the following heads. 1. Distribution Measurement: Express in the number of copies circulated. 2. Audience Measurement: Expressed in terms of audience size audience composition and the amount of audience exposure. 3. Exposure Measurement: the advertiser looks for the ability of the media to create for the ability of the media to create advertising exposure. Once the media have produced the desired exposure. The quality of the massage will determine the subsequent impact in terms of perception, communication and behavioural response.

AD-SHOOT
Duration: Requirements: Total of 3 days will be required to do the whole ad shoot. 1) 2 Well built male models that are somewhat known to our target group. 2) Crew members that will include Cameramen, Director, supporting actors, spot boys and others. 3) Equipment for shoot. 4) Accessories & vehicles need to be included in Shoot. 5) Permissions from local authorities. 6) Technicians (Sound recorder, Lights, visual effects etc) Models Used: Suchit & Rohit (Runners up from Roadies 8)

Location:-

New Delhi ( as our HQ is in Delhi and it will cost less to shoot here)

BUDGETING
Particulars Main Model Fees Extras Crew Director Cameraman Equipments Vechile cost Costumes Accessories Spot Boys Technicals Accomodation Main Model Crew & Extras Director Technicions Travelling Air Fare Local Studio Rental Permission Other Hidden Charges Total Round about 1 Day 3 Days 8 Rs. 5000/day Estimated 8x5000x2=Rs. 80000/Rs. 10000/Rs. 50000/3x25000=75000/Rs. 100000/Rs. 4000000/5 3 days 20 Rs. 6000/day Rs. 750/day Rs. 6000/day Rs. 3000/day 2x6000x3=Rs. 36000/3x750x20= Rs. 45000/6000x3= Rs. 18000/3000x5x3=45000/1 1 Rental 4 Number 2 15 Cost Rs. 75000/Day Rs. 4000/Day Estimated Working 2x75000x3=Rs. 450000/15x3000x3=Rs. 135000/Rs. 3000000/-

ADVERTISEMENT RATES

Television
Channels Star Plus RATES Time Band 01:00-7:00 07:00-12:00 12:00-18:00 18:00-24:00 00:00-1:00 01:00-7:00 07:00-12:00 12:00-18:00 18:00-24:00 00:00-1:00 01:00-7:00 07:00-12:00 12:00-18:00 18:00-24:00 00:00-1:00 01:00-7:00 07:00-12:00 12:00-18:00 18:00-24:00 00:00-1:00 01:00-7:00 07:00-12:00 12:00-18:00 18:00-24:00 Live events Non Live Live events Non Live Live events Live events Non Live IPL Matches Channel V MTV 9xM Description Overnight RODP Morning RODP Afternoon RODP Prime Time RODP Late night RODP Overnight RODP Morning RODP Afternoon RODP Prime Time RODP Late night RODP Overnight RODP Morning RODP Afternoon RODP Prime Time RODP Late night RODP Overnight RODP Morning RODP Afternoon RODP Prime Time RODP Late night RODP Overnight RODP Morning RODP Afternoon RODP Prime Time RODP 80000-250000 20000-50000 90000-300000 12000-50000 80000-250000 60000-200000 32000-50000 150000-500000 20000-35000 30000-60000 10000-20000 Rate(INR)/10 sec 3,000.00 18,000.00 32,000.00 50,000.00 3,000.00 2,500.00 15,000.00 30,000.00 45,000.00 3,000.00 2,000.00 15,000.00 32,000.00 52,000.00 6,000.00 3,000.00 18,000.00 40,000.00 50,000.00 6,000.00 3,000.00 18,000.00 40,000.00 50,000.00

Life Ok

NEO Cricket Star Cricket Ten Cricket ESPN SetMax Music Channels

PRINT ADVERTISEEMNT RATES

News Paper
Options Times of India Times of India Times of India Times of India Local NewsPaper Local NewsPaper Rates Page Amount Rs. 7830/sq cm 32.9x52.5 13,524,367.50 Rs. 7125/sq cm 32.9x26.2 6,141,607.50 (Delhi+Mumbai+Kolkata+Banglore+Lucknow+Jaipur) Rs. 5875/sq cm 32.9x52.5 10,147,593.75 Rs. 5275/sq cm 32.9x26.2 4,546,944.50 (Mumbai+Delhi+Jaipur) Rs. 250/sq cm 32.9x52.5 431,812.50 Rs. 225/sq cm 32.9x26.2 193,945.50

Magazines
Options Sunday Indian Times of India Times of India Times of India Local Newspaper Local Newspaper Rates Page Amount Rs. 7830/sq cm 32.9x52.5 1,35,24,367.50 Rs. 7125/sq cm 32.9x26.2 61,41,607.50 (Delhi+Mumbai+Kolkata+Banglore+Lucknow+Jaipur) Rs. 5875/sq cm 32.9x52.5 1,01,47,593.75 Rs. 5275/sq cm 32.9x26.2 45,46,944.50 (Mumbai+Delhi+Jaipur) Rs. 250/sq cm 32.9x52.5 4,31,812.50 Rs. 225/sq cm 32.9x26.2 1,93,945.50

ANNEXURE
QUESTIONNAIRE Survey was done through distribution of Questionnaires to different Respondents, where we tried to find out under section (A) name, gender, age group, occupation, qualification, level, under section (B) about Mobile Phones& its features (Shade the circle to choose your option) Name: _______________________________________________ Gender : Male O Female O Mobile :________________ Age Group : O 10-20 O 30-50 Occupation : O Self Employed O Professional O Salaried O House wife O Student O Others Which mobile phone you are using? O Nokia O Samsung O Apple O Micromax O Blackberry O Others How long you are using your current mobile phone? O Less than 1 year O 1 2 years O 2 4 years O Above 4 years Which feature you desire most in your Mobile Phone? O Camera O Application O Web Browser O Games O Music/Videos O Communication/Messenger O If any other please specify _______________________

O 20-30 O 50 & Above

Why you like the brands you chose above? (1-very important, 2-somewhat important, 3-neither important nor unimportant, 4less important, 5-unimportant) 1 Advertisement Appearance Price Functions Quality Brand Image Service O O O O O O O 2 O O O O O O O 3 O O O O O O O 4 O O O O O O O 5 O O O O O O O

What would you willing to pay for a mobile phone O O O O <8000 8000 to 15000 15000 to 25000 25000 above

Which Operating System you like most? O Java O SIS (Symbion) O IOS 4 O IOS Blackberry O Windows O Android Where do you often see the mobile advertisement? O TV O News Paper O Magazine O Online O Radio O Outdoor Which celebrity/star you follow or relate with yourself?

Thank you for spending your Valuable Time