DMN CREDENTIAL

March 2015

Who we are?
Founded in 2006 , an integrated brand experience &
experiential marketing agency, providing specialty
services to both brands and agencies alike with coverage
of the whole country
Already recognized as being one of the fastest growing
agencies in Tehran, and still believe we have to work a
lot harder than most,
We use trial and dialogue to shape the way people
experience brands, services and information.

Our beliefs:
People trust experience more than anything.
Consumers want brands to talk with them, not at them.
Trial is a tried and tested way to build trust & make
desire.
So we put real experience at the heart of all brand
conversations.

What we do:
We build brand value through trial, conversation and
brand experience.
We put brands in hands, and place ideas in minds.
We get people talking, trying and trusting brands.
With in-depth knowledge of the local market we help
brands become more tried, trusted and talked about.

Communication solutions
Target Definition
The Objective

Promotional Marketing Strategy

Mystery Shopping

Event management

Retailer promotion

Consumer sales
Promotion

Retail Audit

Merchandising

POS Marketing

Product
Demonstration

Product Sampling

Our Services

Measurable
Integrated Promotional Marketing

Facilities & Infrastructure

Facilities
Training center with possibility of live video conference,
Infrastructure
200 square meter warehouse in Tehran
storage space for POS & giveaways and more magnificent products
Co-packing & repacking services for instant win promotions

Clients we have worked with up-to-now

Cases

Sony: Launch
Product Demonstration

Objective
Launch of new Sony CyberShot in the most creative and effective
way,
Familiarize consumers with digital photography,

Strategy
Special show room at main shopping centers in big cities ,
Inviting shoppers to use Sony CyberShot, take photos and have
their photos printed out

Outcome
Creating hype & intrest among the shoppers
Activity was expanded, to other venues

Sony Ericsson: Xperia Country Roadshow

Product Demonstration

Objective
Increase brand awareness
Introduce the new model of Sony Ericsson Devices
To support ATL Launch campaign

Strategy
Display an special stand in shopping malls in two phases
4 main cities; Tabriz , Shiraz, Mashhad & Isfahan in a month
45 days in Tehran , at cinemas, shopping malls

Results
In provinces :
17000 flyers during 25 days
4000 people have been engaged
In Tehran :
23, 000 flyers in 45 days
12,000 people have been engaged

Sony Ericsson: Xperia Sport Show

Event Marketing, Product Demonstration

Objective
Increase brand awareness & engagement
Support the new product launch

Strategy
An special event in Dizin ski Resort in a weekend

Results
Create buzz among the target group
1000 participants

Sony Xperia Go & Acro S: Summer campaign

Product Demonstration, Event Marketing

Objective
To introduce the new device of Sony, Xperia Go & acro S
To emphasize on the water resistant feature of both model

Strategy
Special island has been set up in north of Iran & Tehran
Fun games ( shooting with water gun to the devices ) and magic
show ( calling to the devices when its sink in the bowl full of water)
have been conducted

Results
In 51 days of operation, we reached 18,750 customers

Sony Xperia: launch

Event Marketing, Product Demonstartion

Objective
Increase brand awareness
Introduce Sony Smartphone S series
To support ATL Launch campaign

Strategy
Roadshow in Tehran and other 6 big cities , for one week, the core idea
was to have a cowboy style fast shooting competition ,creating a different
ambiance

Results
In 78 days of operation, we reached 22,925 customers, distributed 12,928
flyers , 2,224 attendees to our game & 450 winners of Xperia branded tshirts.

Sony Xperia P: Launch

Event management, Product Demonstration

Objective
To introduce the new device of Sony, Xperia P series
To support the Xperia P launch campaign

Strategy
Event in a sport complex for 2 days, people had the chance to win
an Xperia p daily if succeed in game sets.

Results
Over 2000 people visited our event zone
219 person registered for the competition

Sony Xperia: Snowboard competition

Event Management, Product Demonstration

Objective
To create buzz among the target audience
To engage & interact with consumers about the brightness feature
of screen under the intense light , amazing touch mechanism with
the gloves and other features

Strategy
Snow board competition has been set for one day
The special Sony Xperia product demonstration tents have
been placed next to the competition zone

Results
During the event , we reached over 3000 customers, 1000
attendees came to visit the game & 6 winners have been
announced of the snowboard competition

Sony : Xperia Country Roadshow

Product Demonstration

Objective
Increase the product awareness
To update the target on new models
Create interest & desire

Strategy
Roadshow in Tehran and other 3 big cities ( Ahwaz, Tabriz, Shiraz) one
location per city for 8 months
Demo stand for the target to test the devices

Results
150,000 flyers have been distributed
In Ahwaz: 96000 people visited our stand
In Shiraz : 17000 people have been engaged
In Tabriz :64000 people have been presented by our promoters
In Tehran :12,000 people have been presented by our promoters

Nescafe: Win A Trip Campaign

Consumer Promotion

Objective
To create the awareness of Swiss quality products
To support of new Nescafe with Farsi label
To increase the sales and distribution

Strategy
Sales promotion; Buy 1 jar, take part in the lottery for Switzerland
(5 couples)
150 swatch watches were distributed during the ceremony

Result
About 50.000 respondents
Sales went up & consumers trusted the new label
Brand loyalty and awearness

Nestle Iran: Inauguration & Globe Announcement

Consumer Promotion

Objective
To announce officially that Nestle Iran is connected to Nestle Globe
Official inauguration of new Nestle office

Strategy
To set an event & ceremony with attendees from Nestle head office
and some VIP guests
The ceremony started from Nestle factory , then moved to Head
office and then the live broadcast of Globe go live to other
Nestle offices & factories in ME region

Nescafe: 2014 campaign

Event Marketing, Product Sampling

Objective
Increase the brand top of mind
Increase interest & trial
Create loyalty
Introduce newly launched products

Strategy
Sampling along with fun games and entertainments in key public areas
( due to limitation on ATL activities)
Branded giveaway for game winners
Coverage in main cities Tabriz , Mashhad , shiraz , North and Tehran

Results
Keeping Nescafe as a top of mind brand
Over 860,000 cups of Nescaf sampled in 2014

Nescafe: 2015 campaign

Product Sampling

Objective
Increase the brand top of mind
Increase interest & trial
Create loyalty

Strategy
Sampling in key public areas
Branded giveaway for game winners
Coverage in Tehran, Dizin, Darbandsar,Narenjestan Hotel

Results
Keeping Nescafe as a top of mind brand
Over 400,000 cups of Nescaf sampled in first quarter of 2015

Nescafe: In Story Activity

POS Marketing 5 Main cities

Objective
To support the sales promotion
Increase the sales of all Nescafe product ranges
Support the new product launch (Cappuccino)

Strategy
Sales promoters to stay at outlets for 3 days per location and have
face to face communication with the target and more info about the
ranges of product

Results
In first 3 days of activation we covered 270 outlets of Tehran and 5
main cities , increasing the sales by 50%
Managing to cover over 5000 stores by end of 2014 by selling over
150,000 SKUs

Orbit: Envelope launch

Product Sampling

Objective
To support launch campaign
To create interest & increase awareness

Strategy
Sampling the real pack to the target in different channels:

Metro, Beauty salons, Charity ,Restaurant & cafe

Results
47,000 sample in 15 days

My Baby Premium: In store activity

Product Sampling , POS Marketing

Objective
Increase the brand awareness
Introduce the product benefit to the target audience

Strategy
Sampling the product to the target in key accounts in Tehran,
Tabriz, Isfahan, Shiraz, Karaj and supermarkets of Tehran & Karaj

Results
During 21 working days in 12 key accounts & 52 supermarkets we
distributed 100,000 sample and more than 130,000 people have
been presented by our 65 promoters

Orbit: after every meal campaign

Event Marketing, Product Sampling

Objective
To support After every Meal ATL Campaign

Strategy
Sampling the real pack to the target in Restaurants
Using dummies for fist the time outdoors

Results
4000 sample in a day
Increasing engagement

Saman Bank: Rebranding Supportive Campaign

Event Marketing

Objective
Launch the new corporate identity
Implement the branding in branches nation-wide
Make a friendly connection between the bank staff and the clients

Strategy
Create a warm ambiance at the branches across the country with
attendees of banks governors, entertain the customers with
cookie and fruit juice

Results
60 branches in Tehran and 6 branches in 6 main cities

BitMalt: Summer Roadshow

Product Sampling

Objective
To make the product trial in integration with the launch phase
To support the brand awareness

Strategy
Outdoor samplings during the events

Results
At Tennis matches;
1200 Litres of non-alcoholic beer in a day
At Agro food exhibition;
mobilize sampling with backpack,2600 bottles of non-alcoholic
beer in 4 days

Prill: Mothers Day Activity

Event Marketing

Objective
Emotional engagement on a special day
Create positive associations between mother's day and the brand

Strategy
Interactive activation for mothers and their children for having a
picture together at Prill special backdrop in shopping malls

Results
In two days, over 5000 visitors, 200 photo & product baskets was
provided

Prill: Raffle Draw

Event Marketing

Objective
To increase the sales , mothers day promotion
To increase emotional engagement focusing on the special
occasions

Strategy
On pack promotion label
By scratching the codes on the product the buyer could participate
to the raffle draw
Raffle draw event in a luxury ambiance
Attendance of Journalists

Results
Haj Trip accommodation in value of 50,000,000 IRR for 3 winners
Mashhad Trip accommodation in value of 5000,000 IRR for 30
winners

Henkel Park Activation

Event Marketing / Nation wide activation

Objective
Increasing consumer engagement (emotional)
Bring excitement and joy to peoples park experience
Involve the audience with the brand and product over a longer duration.

Strategy
In order to further enhance Henkels position amongst the respective target
consumers and create a hype for them in a refreshing location , it is agreed
to hold weekend activities in selected parks that comprises of several
activities such as competition, games and entertainment. Providing
branded gifts

Results
During the first 4 months of the activity , over 100 activations were
conducted on weekends, during this time we managed to reach over
55,000 people

Tehran

Ahvaz

Prill: Multi Power Re launch

Event Management

Objective

Strategy
a

Results
a

COBEL DAROU: Ceremony

Event Management

Objective
To celebrate and cherish 10 years of activation as a famous
medicine manufactures for their own staff

Strategy
To set an special event in a 5 star hotel,
Fantastic entertainment , games, in a fully branded ambiance.

Results
300 people have been participated
Give away for all attendants
The guests have been received their memorable moments as a
printed framed pictures

VICHY: Product Launch

Event Management

Objective
Introduce the VICHYs products to the doctors

Strategy
To conduct a luxury event & invite the target

Results
350 doctors have attended

Sanofi: Product Launch

Event Management

Objective
To explain more about the Plavix tablet dosage to the doctors

Strategy
To set an event and invite the professors

Results
300 person have attended

Tavanex: Product Launch

Event Management

Objective
To lunch New Product to the main target group

Strategy
To conduct a luxury event and a press conference
To introduce the new products

Results
150 of famous professors have been attended
Give away for all guest

Rexona: Winners Announcement

Event Management

Objective
Increase brand interest
Emotional bound between the target & the brand

Strategy
Online campaign for women
Winners announcement event

Results
7 persons won 70,000,000 IRR

Axe: Winners Announcement

Event Management

Objective
To create buzz
To increase the brand awareness & interest

Strategy
To set an online campaign for people to take pictures of comic
scenes and upload to the Axe mini site
The site visitors should vote to the photos and the people with
more votes have been announced as winners
An event for winners announcement in a friendly ambiance

Results
7 winners have been rewarded by IPod, Laptop

IELTS Iran: Launch

Event Management

Objective
Official announcement to the all English institutes that now IELTS
Iran can do the IELTS exam in Iran and make a friendship with the
owners

Strategy
Event & ceremony
Press conference to announce through media

Results
Attendees of 250 institute's MD
Up to 120 signed the contract with IELTS Iran

MCI: Telecom Exhibition 2012

Event Marketing

Objective
To introduce the new services and facilities to the target in an
interactive method and make more visitors of the MCI booth during
the exhibition

Strategy
Some digitals games have been conducted in 3 fully branded
booths
People could participate to the game for a chance to win the
prizes ( iPad mini, iPhone, sim card)

Results
5000 visitors registered for the raffle draw during 3 days

MCI: Telecom Exhibition 2012

Event Marketing

Objective
To introduce all the new services of the first operator Hamrahe
Aval to the target group in an memorable method,

Strategy
Event & Fun games have been conducted in some fully branded
booth
People could participate to the game and learn the excellent
capabilities of this mobile network in a memorable way

Results
7000 flyers have been distributed among target group in 3 days
in daily raffle draw, 10 winners have been rewarded with Galexy
Note II.

Nokia: E75 Launch

Product Demonstration, Sales Promotion, Lottery Event

Objective
support E-75 ATL campaign

Strategy
Special offer/promotion in selected companies
Set up data bank
Daily raffle draw & final grand prize

Results
50,000 flyers
5,000 recorded request
Direct sales

Nokia 5530: Launch

Product Demonstration, Sales Promotion, Lottery Event

Objective
To support ATL campaign
To create interest & increase awareness

Strategy
Nokia stands have been set up for 1 month in shopping mall in 7 of
the main cities of the country

Results
60,000 persons have been presented

Mobily Haj Campaign

Consumer Promotion

Objective
Increase the band awareness
Create interest among the target
Increase the sales

Strategy
Stand & promoters in Mehrabad airport
Distribution of leaflet & more information about the promotion by
promoters

Results
45,000 flyers during 23 days

Hyper Star: Store Opening

Event Marketing

Objectives
To announce the store opening ceremony
To support ATL campaigns

Strategy
D2D & on road leaflet distribution
Newspaper inserts

Results
About 100,000 contacts/distribution in 2 days

Ladan oil: Hyper Sun Opening

Event Marketing

Objective
Emotional bound
Create positive connection between the buying decision makers
(mothers) and the product by fun activity for the kids

Strategy
Fun activity during opening phase of Hyper sun, face painter to
paint the kids faces, photo shooting of mothers and kids and give
the printed pictures to them, also facilities for kids to spend time at
the Ladan corner with painting activity

Results

During 3 days of activation, around 250 kids had the chances for
their face painted and several branded balloons for them, also 200
photos had been printed at the venue and given to mothers as
gifts

Amadeh Laziz
Merchandising

Objective
Increase shelf availability & visibility.
Competitors data collection & market research

Strategy
Merchandising

Results
4000 stores of 6 zones of Tehran have been visited in one month &
13000 POSM have been installed

Samsung Corporate Citizenship Project

Objective
Increase awareness and public engagement of SAMSUNG Hope
For Children and Hope for Youth Campaigns
Maintenance of every project and sub project

Strategy
Indirect messaging throughout the awareness campaigns with
SAMSUNG shown as the supporter of every project

Results
TBD (To be determined)

Contact us:
Unit 9 , 5th Floor, No. 81, North Sheikh Bahaei St. (between
Piroozan Sq. & Sheikh Bahaei Sq.), Tehran, Iran 19958 63131
Tel. & Fax : +98 (0) 21 88620510

THANK YOU!