2007 Philips 800 Series Media Proposal

(Mainland China)
Prepared By TribalDDB
5th, March, 2007

CONFIDENTIAL 1
 The brief
• The objective
– Attract Young China consumers into Philips 800 Series product
and web site

• Our Media Target

– Primary target audience
Male young professionals, (18 –34) newly coming out to the world
as independent adults (Here we want to be sure that this will be
their transitional period in life and that if they buy Rondson, it will
be one of their first independent purchases)
- Image driven
- Expressive
- Fashion & Trend conscious.
- Eye-catching design

– Secondary audience
Students

CONFIDENTIAL 2
 What’s our mission
• Deliver a solution good enough to make impact at site launch
time and also sustain long term traffic driving

• Engage consumers with their needs using internet and living in

online community

• Generate online buzz by spreading out “The secret weapon”

among Chinese young people

• Get good search engine recognition and indexing, blogs

interlinks and content quote/referrer

CONFIDENTIAL 3
 Content our targets are interested
in
• Entertainment

• Sports

• Digital Life

• Friends Group & Community

CONFIDENTIAL 4
 Communication strategy
• Be real (and credible)

• Be entertainment and trendy content

• Tie in online communities culture, build user-oriented dialog

CONFIDENTIAL 5
 Communication Map

Blog PR BBS PR Banner Ads Joint Event Search engine

w/ portal media

Agents Blogs

CONFIDENTIAL 6
 Using agent blog as long term
communication channel

Target Consumers
Journalist
Blogs

White collar
Comments Blogs

Build
Interlinks Student
Agents’ Blogs / Spaces Content Blogs
Quote

Philips Evangelist
Blogs

Indexed by search engine

Social life Love Career

CONFIDENTIAL 7
 Media Activities Plan
April May June July ~ 2008

Week1 Week2 Week3 Week4

Newsy news / PR Article

Pre-Launch, generate
curious,
e.g. Are you ready for your
future? What’s is
necessary to your young
life? Joint Event / Banner Ads / Newsy news / PR
Article
Site Launch, build Impact, drive people into site,
generate product awareness
Agents’ blogs and newsy news.
Spread out working social and love topic for the Young

BBS PR
Generate BBS Buzz, find evangelist, drive traffic from BBS

Building blog interlinks, content quote, search engine indexing

Sustain traffic to the site

CONFIDENTIAL 8
 Media Recommendation
• QQ.com / QQ Messenger
– The leading IM service provider & internet community in China

• Mop.com
– The most popular interactive entertainment portal in the young

• Sina.com sports channel

– Largest & authoritative sports news portal

• Pchome.net
– Best site of trendy electronic and digital products in China

• Teein.com
– One of three best BBS aggregator site in China

CONFIDENTIAL 9
 Budget Allocation - Media
Media
Budge
Recommen Activities Main Functionalities
t
dation
Drive Traffic,
Joint Event Promotion,
QQ 15W Interaction,
Blog PR
Engagement
Make 3 Agents real and
Mop.com 8W BBS PR, Blog PR
live, Involve consumer
Sports.sina.c
20W Banner Ads, Blog PR Drive Traffic
om

Pchome.net 5W Banner Ads. Drive Traffic

Generating BBS Buzz
Teein.com 3W BBS PR, among 400+ BBS in
China
Search Drive traffic to agents’
Free Keyword indexing
engine blog

CONFIDENTIAL 10
 Media inventories and activities

CONFIDENTIAL 11
 QQ.com

The leading IM service provider &

internet community in China

CONFIDENTIAL 12
 QQ.com

• 国内流量排名第一的门户网站

核心数据
网站总流量： 3.67 亿
首页流量： 2750w
唯一用户数： 23,878,261

07 年 2 月最新数据

CONFIDENTIAL 13
 QQ 用户资料
用户职业分
布

3% 行政文员
3%2% 8% 工匠
9% 教育工作者
3%
管理人员
8% 在校学生
6% 家庭主妇
军人
6% 操作工人/ 劳动者
专业人员
离休/ 退休人员
7% 销售人员
23%
2% 个体劳动者
商业服务人员
6% 技术人员
6% 4% 4% 其他
无业

办公室白领人群约为 40%, 学生 23%

CONFIDENTIAL 14
 QQ 用户资料
用户学历分布

3% 1% 大专以上学历为 56.1%
0.60% 20%
20% 1.90% 14.60% 高中以下
高中以下
25.10%
高中（技校）
高中（技校）
用户收入分布
大专大专
本科本科
29.30% 2.50%
硕士
硕士
3.70%
博士
28.50% 博士
18.20%
22% 1000元以下
34% 1000-2000元
49% 2000-4000元
4000-6000元
6000元以上
26.60%

2000 元收入以上的占
24.4%

CONFIDENTIAL 15
 Joint Event with QQ
• Event Idea TBC
– Finding the answer have a successful life.

• Send out 2000 Philips 800 series shavers to QQ users as

awards

* Media resources exchanged by shaver awards still on

negotiation

CONFIDENTIAL 16
 QQ Zone Front Page

Key Banner
Event & awards message

Picture Highlight
Picture of agents’ blog with the link to shaver site

Picture Highlight
Recommend agents’ blog

CONFIDENTIAL 17
 Agent blog in QQ Zone

CONFIDENTIAL 18
 Blog Recommendation

Agent blog Recommendation

CONFIDENTIAL 19
 QQ Messenger mini homepage

Key skyscraper banner

Event & awards message

Daily PV ： 50M

* Pop up everytime after user

login QQ messenger

CONFIDENTIAL 20
Entertainment content pages
国内流量排名第一的娱乐频道

Key banner
Event & awards message

Daily PV ： 50M
Daily UV ： 3.94M

CONFIDENTIAL 21
QQ Digital life channel homepage

Key banner
Event & awards message

核心数据

Requesting from QQ

CONFIDENTIAL 22
 Mop.com

The most popular interactive

entertainment portal in the young

CONFIDENTIAL 23
 Pv/day:14,000
Mop.com Register:22,000,000(male:famale=7
:3)
Active user number: 16,000,000
Login number per day:6,200,000
New user per month: 1,600,00
Online user (at the same time): over
220,000
Time on MOP per user per day: 3.5
hours
High loyalty and strong BBS
coherency

80% user of MOP are focus on

developed area in China

Target user of MOP is made of male

CONFIDENTIAL student and white collars, who are 24

 Mop Space

CONFIDENTIAL 25
 Hodgepodge key
( 大杂烩首 页： 950 万 PV/ 天； 128 万独立 IP/ 天； 终端页 面： 3500
recommendation
万 PV/ 天 )

MOP DaZaHui Frontpage

Key recommendation: Text link

CONFIDENTIAL 26
 Mop Space

（我的空 间： 2380 万 PV/ 天 ， 198 万独立 IP/ 天）

FrontPage
Focus picture

Article link
Link to Agent’s blog

CONFIDENTIAL 27
 Mop “in” Channel

FrontPage banner
Drive Traffic

Article
Link to special contents
for Philips 800 Shaver

CONFIDENTIAL 28
 Teein.com

One of three best BBS aggregator

site in China

CONFIDENTIAL 29
 Teein.com

Daily PV: 3 Million

Daily Clicks: Daily IP 7000
Tracking BBS buzz Effect

* On targeted BBS to be confirmed

CONFIDENTIAL 30
 Teein league all-sending Ads.
in 400+ BBS

Position:
Homepage and
different sections
inside

Format:
Depends on league
forum
– Size:
140*105<10K
120*90<10K
120*160<10K
160*120<10K

CONFIDENTIAL 31
 Fixed top position in topics list

Top position in the topic list

Agent story, PR article

CONFIDENTIAL 32
 Sina Sports Channel

Largest & authoritative sports news

portal

CONFIDENTIAL 33
 Sina Sports Channel
Sina sports channel covers almost of Chinese
young male

数据来源： iresearch 2007-3-1

CONFIDENTIAL 34
 Sina sports channel user
profile
Age
Among the sina users, people with the
age of 18-35 take rate of 82.6%, which is
higher than usual level about 10%

Education

67.6% of sina users have got high education.

The rate of sina users with master degree is
obviously higher than the general of Chinese
users

The information of sina users is up to 2006.4.30 ； general info comes from CNNIC accounting on
2005.12.31.

CONFIDENTIAL 35
 Sina Sports Channel homepage

Banner & Couplet

CONFIDENTIAL 36
 Pchome.net

Largest & authoritative sports news

portal

CONFIDENTIAL 37
 Pchome.net •There are 58 million page
view on PChome everyday

•Their net friends have

strong hold on others
around, 69.8% net friends
of PChome acknowledge
they offer guidance idea to
others

•It has the biggest digital

video club and mobile club.

•The users of Pchome has

80% of male, young and
fashion, have sense to
trendy electronic and
digital brand and products,
strong consuming ability,
the function of talking value
and leading effecting to
CONFIDENTIAL people around 38
 Mobile Channel- Top Super banner

Today focus banner

CONFIDENTIAL 39
 The Forecast of results
Budget 500,000 RMB

• Brand impression: 100 Million

• Estimated Number of target consumers impressed: 15 Million

• Estimated visit number of our website: 0.7 Million

• People interact with Philips: 70,000

CONFIDENTIAL 40
 Thanks!

CONFIDENTIAL 41