Philips Rondson Media Plan Mainland China 0303

2007 Philips 800 Series Media Proposal (Mainland China) Prepared By TribalDDB 5th, March, 2007

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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

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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

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Content our targets are interested in • Entertainment • Sports • Digital Life • Friends Group & Community

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Communication strategy • Be real (and credible) • Be entertainment and trendy content • Tie in online communities culture, build user-oriented dialog

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Communication Map

Blog PR

BBS PR

Banner Ads

Joint Event Search engine w/ portal media

Agents Blogs CONFIDENTIAL

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Using agent blog as long term communication channel

Comments

White collar Blogs

Build Interlinks Agents’ Blogs / Spaces

Student Blogs

Content Quote

Philips Evangelist Blogs Indexed by search engine

Social life

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Love

Career

Target Consumers

Journalist Blogs

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Media Activities Plan April Week1

May Week2

Week3

June

July ~ 2008

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

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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

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Budget Allocation - Media Media Budge Recommen t dation

Activities

Main Functionalities Drive Traffic, Interaction, Engagement Make 3 Agents real and live, Involve consumer

QQ

15W

Joint Event Promotion, Blog PR

Mop.com

8W

BBS PR, Blog PR

Sports.sina.c om

20W

Banner Ads, Blog PR

Drive Traffic

Pchome.net

5W

Banner Ads.

Drive Traffic

Teein.com

3W

BBS PR,

Search engine

Free

Keyword indexing

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Generating BBS Buzz among 400+ BBS in China Drive traffic to agents’ blog 10

Media inventories and activities

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QQ.com The leading IM service provider & internet community in China

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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

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QQ 用户资料 用户职业分 布

9%

3%2% 8%

8%

3% 3% 6%

6% 7% 2% 6%

23% 6% 4% 4%

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

办公室白领人群约为 40%, 学生 23% CONFIDENTIAL

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QQ 用户资料 用户学历分布 3% 1% 0.60%

20%

1.90%

大专以上学历为 56.1%

20%

14.60%

高中以下

高中以下

25.10%

用户收入分布

高中（技校） 高中（技校） 大专大专

29.30%

本科本科

硕士 博士

硕士 博士

28.50%

22%

3.70%

2.50%

18.20%

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

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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

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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

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Agent blog in QQ Zone

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Blog Recommendation

Agent blog Recommendation

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QQ Messenger mini homepage Key skyscraper banner Event & awards message

Daily PV ： 50M * Pop up everytime after user login QQ messenger

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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

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QQ Digital life channel homepage

Key banner Event & awards message

核心数据 Requesting from QQ

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

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Mop.com

Pv/day:14,000 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

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student and white collars, who are

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Mop Space

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Hodgepodge key

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

recommendation

MOP DaZaHui Frontpage Key recommendation: Text link

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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

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Mop “in” Channel

FrontPage banner Drive Traffic

Article Link to special contents for Philips 800 Shaver

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

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Teein.com Daily PV: 3 Million Daily Clicks: Daily IP 7000 Tracking BBS buzz Effect * On targeted BBS to be confirmed

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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

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Fixed top position in topics list

Top position in the topic list Agent story, PR article

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Sina Sports Channel Largest & authoritative sports news portal

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

数据来源： iresearch 2007-3-1

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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

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Sina Sports Channel homepage

Banner & Couplet

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Pchome.net Largest & authoritative sports news portal

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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.

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•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 people around

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Mobile Channel- Top Super banner

Today focus banner

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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

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Thanks!

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