r\
    LUCKY STPJIKE
    CULTURAL SPONSORRI~G
    1993._
    0
    D
    i-IN
    CD
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    I.BACKGROUND
    - Image support highly dependant on AON.
    - Limited conununication period (max. 3 months).
    - Weak- credibility in Belgium.
    0 - High operational costs.
    No cost-synergy if organIsed in several markets.
    N, ew camp aig-n for each event.
    0
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    2.013JECTIVES
    * Create aPan-European "promotion umbrellla".
    * Communication period at least 6 months r,--r year.
    a StronLer credibil
    - Cost efficiency.
    a Adaptable for different markets.
    . Reinforce brand identity.
    Exploit the heritage of the brand.
    - Different & onainal.
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    IRATIONALE
    . Current reference period: Fifties& Sixties.
    - How to exploit the 50ies & 60ies in such a way that
    it is attractive to the target group.
    a - Approach.shouldbeMlinewithATLcampaion:
    - humour
    - intellig
    gent
    - orizinal
    The concept should be sufficiently strong to over-ride
    the image of the U.S.A. conveyed by Marlboro.
    Find a situation in the U.-.S.A. which supports the Lucky
    Strike heritage, which is unique, which offers multiple
    possibilities for application.
    0
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    4.CONCEPT
    ROUTE66:
    * An American Original symbol.
    Witness to the economical and social development of
    the U.S.A. in the 1950's.
    io Road from Chicago to L.A-
    Many situations with connotations to the Fifties (and
    more !) in various spheres of interest:
    - music
    - art
    - stars
    - cars
    0
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    5.THEME
    Get Your Kicks on Route 66 !
    Principle :
    Select in each market X participants who will experience the
    Route 66 where they must complete various missions.
    Missions should reflect themes that are symbolic of the
    Fifties :
    Complete some services in various sectors which will
    enable them to live the American Wky of Life.
    '01lowing sectors
    These missions will involve the IL
    cultural (art, movies, m . usic, etc)
    press (article on their visit in a local newspaper)
    cars, bikes, etc
    sports (fbotball,...)
    food
    university I college, etc
    The specificity of the promotion is that it will appeal to the
    intellect but not to physical power.
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    6.NIECHANISM
    The rules for participation can be established according to legal
    restrictions operating on each market.
    Participants should respond to a detailed questionnaire
    (multiple choice). The questionnaire will be based around
    the characteristics of the Fifties and route 66.
    Correct responses to the questionnaire will require
    knowledge of the Fifties and a gift of observation for the
    campaign where they may find certain answers.
    Handling will be via a specialised a2ency with first
    selection of candidates.
    Organisation of interviews for a final selection;
    Participation in the missions on Route 66.
    Prizes :
    participate to the Route 66 trip with a top prize for the
    winner
    secondary prizes eg, jukebox, shakers, etc
    f 'J
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    7. EXPLOITATION
    How we see the exploitation plan
    - Get your Kicks on Route 66 is a famous song which can
    be used in audio-visual communication approach.
    Cinema
    Cinema spot with distribution of questionnaires.
    Radio
    Sponsorship of special American Music progiramme or
    launch of a special programme eg. "The Lucky Strike
    17
    radio hour".
    Magazines
    P.O.S.
    0
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    8. BONUSES OF THE ACTION
    Meets the set objectives.
    Corresponds with the factors making up the Lucky Strike
    target:
    - masculinity
    intelligence and humour
    - innovation
    - cultural
    - incomparable
    8 months communication.
    Repetition in space and time, year after year and on every
    market: Europe and the Far East (?).
    Various interpretations for all kinds of communication.
    Can be legally adapted to each country.
    0 11:1
    Acceptable ratio costs communication / action.
    High awareness & interest in Route 66.
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    2.CO-SPONSORSHIEP
    In order to reinforce the impact and image of the promotion
    (as well as reducing some costs), it is imperative to include
    co-sponsors in some areas such as :
    - petrol stations (Texaco)
    - fashion (Levis, Wrangler, Lee)
    - cars (Chrysler, GNI)
    - hi-fi and radio (Pioneer)
    - movie & record companies (Time Life)
    0
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    10. IIMING
    July - Auca-rust 1992 Working meeting to define
    gs
    concept-
    September - October 1992 Definition of auidelines and
    M project.
    -9b
    November 1992 - January 1993:Launch preparaiion.
    October 1993
    End of campaign.
    0
    u--.
    CD
    BATCo document for Legal Services : Health Canada 20 October 1999