2. • Goals, Objectives, TA
• I AM [NOW] platform umbrella
• New Big Idea: Key Points
• I AM [event]: Moscow, Regions
• I AM [EXTRA] original production
• I AM [COMMUNITY] program
• Budget allocation
Contents

3. THE OBJECTIVES
Emphasize Marlboro Gold Line
progressive and trendy brand image
Gives me confidence:
supporting me in my social
success.
Emotional
Provide main brand values:
style, modernity, and leadership.
 Generate trial
 Drive conversion from Kent, Kent
Nanothek, Winston
Rational

4. I.AM [THE AUDIENCE]
Trendsetters
Moscow
Big cities
Clubbers
Regional
Mainstream
Trendsetters
Moscow
Big cities
Clubbers
Regional
Mainstream

5. I.AM [CONCEPT] BASICS
The unbranded two-component name for expandable platform
Powerful “umbrella” statement of the
platform’s identity.
Hints on the key feature of the platform’s
events: an unexpected bang at 1 a.m.
Creates consumer’s strong identity with
the brand: I AM
Brand’s slogan in square brackets
Gold Line’s Key Message visualization :
New look. Evolution continues.
Specified by event-describing extensions

6. GOAL :
to BUILD RECOGNITION via REPETETIVE ELEMENT
i.e.
What must remain in people’s minds when the event is done?
I AM – the NIGHT PRIME TIME
Marlboro Gold Line gives to me,
so [NOW]we
EXPECT THE UNEXPECTED
I.AM [CONCEPT] Background

7. EXPECT THE UNEXPECTED = WANT
I AM [NOW] WANTED
It’s all about EXPECTING THE UNEXPECTED at I AM
It’s like a conditioned response :
• Present the very things the people WANT at 1 a.m. precisely at certain
places
• Get people WANT the unexpected actions from the brand at I AM night
prime time, and
• Make them WANT to be there where they can find it.
THAT’S HOW THE EVENTS BECOME [NOW] WANTED
I AM [CONCEPT] Central Idea

8. The WANTED people
• Detailed TA knowledge
• Special treatment
before/at/after the events
• The most wanted place-
and TA-relevant offers
I.AM [CONCEPT] Key Message
The WANTED place
• 3 different top locations
• Cover the night prime
time spectrum
The WANTED action
• Strongly recommended by
experts and trendsetters
• Place- and TA-relevant
• WANTED [NOW], not
yesterday[
[
[
[
[
What is the project about?
I AM WANTED = I AM with MARLBORO GOLD [NOW]

9. [NOW] EVOLUTION CONTINUES
I AM [CONCEPT]
From the new
unexpected image of
the legendary brand…
…TO THE MOST EXPECTED,
THE MOST DEMANDED PARTIES
WANTED [NOW] – AND EVER!

10. THE FEELING BEHIND THE CONCEPT
I am [now] in – in the most wanted places,
with the most wanted people, listening to
the most wanted music, engaged in the
action I always wanted.

11. I AM [EVENT]
Regional EventsRegional EventsMoscow Hub EventsMoscow Hub Events
Flagship events executed by the agency
specially for the selected Moscow clubs
based on I AM [Hub Kit].
Smaller replicas of Moscow Hub
events executed by the local field
force with I AM [Regional kit].

12. THREE MOSCOW [WANTED] HUBS
Big party
rave
2 Event / 6 months
Warm-up
Bar
1 Event / 1month
After Party
1 Event / 1 month

13. I.AM [NOW] INVITED
Contact
• Hostesses travel on
branded I AM [cars],
distribute invitation cards,
announce the forthcoming
events and a special
present for the guests.
• Attached to a backside of
an invitation card,
hostesses deliver a leather
lace for “a special Marlboro
present to be obtained at
the event”.
Make people
feel they are
[wanted]
Make people
feel they are
[wanted]

14. I.AM [NOW] INVITED
Make people
feel they are
[wanted]
Contact
• At Gaudi, there is a small fenced-off area
outlined by gold ropes. It remains closed until I
AM, when the [unexpected] show starts, and
invitation holders can step inside to get a
special I AM [present] – golden I AM bijou for
their chain/lace they got from the hostesses.
• At Bonnie and Clyde, I AM [bijou] is distributed
at the bar during I AM [unexpected] atcion.

15. Obligatory modular set of decoration and
merchandising that determines the
recognizable image of I AM [Hub Events].
Three variants designed and produced
specially for each of Moscow contracted clubs:
Krysha Mira, Gaudi, Bonny and Clyde.
All [wanted] party
features in one kit
Vary
&
Unify
I AM [NOW] HUB KIT

16. UNEXPECTED at I AM
For each of three Moscow contracted clubs, a special memorable I AM
[unexpected] action is prepared to:
• provide a distinct brand experience, strong emotional involvement and
a long-lasting memory
• interlink the platform-based events as a [wanted] repetitive scenario
element.
I AM [NOW] HUB KIT

17. I.AM [NOW] Bonnie & Clyde
Invite
clubbers in
pre-party
moments
Contact
I AM [unexpected]
for a bar:
a Happy Hour.
I AM [NOW] WANTED:
Barmen show, special I AM
[gold] cocktails, special
presents for Marlboro Gold
LA smokers.
I AM-shaped black ice cubes in
the bar’s special cocktails. The
flexible ice shaper is
distributed as a special present
in the After party Kit.
UNEXPECTED at I AMImpact

18. I.AM [NOW] Gaudi
Invite
clubbers in
pre-party
moments
Contact UNEXPECTED at I AMImpact
An [unexpected]
ambience
change
is wanted at big club.
The location is covered with the
static laser net. It gets activated
at I a.m., when advanced
special effects show starts.
DVJ show on large screens at
1 a.m. accompanies live
headliner’s set. The most
[wanted] trend today and an
unprecedented action for the club!

19. I.AM [NOW] KRYSHA MIRA
Unobtrusive yet spectacular
action for the most [wanted]
club guests.
Original video show starts suddenly
outside the club at 1 a.m. Three balloons
will fly up in the air covered with video
mapping for an incredible [unexpected]
video performance.
At the same time, I AM [gold] Trunk
Show starts inside the club: right among
the people, models walk in sophisticated
dress and huge golden wigs.

20. With the [wanted]
product
Interact
I.AM [NOW] WANTED ACTIVATION
Product’s integration into action is
wanted as a recognition builder and
one of platform’s repetitive elements.
[NOW] wanted :
• Easy and simple mechanics relevant
to all clubs
• Product visibility
• Main prize attractive enough to
generate WOM

21. With the [wanted]
product
Interact
Crack the MARLBORO
[GOLD] SAFE
At the contracted locations, a stylish
gold I AM [safe] is installed Inside I AM
logo made of pure gold is contained.
This [wanted] treasure – along with
assembling of the safes – will become
yet another news for PR and WOM.
I.AM [NOW] WANTED ACTIVATION

22. With the [wanted]
product
Interact
Crack the MARLBORO
[GOLD] SAFE
Barmen encourage LA smokers to try and
force a safe – guess a 4-digit code. For each
attempt a smoker must buy MGE at the bar.
I AM [safe] becomes a key point of the
stimulation program for bartenders (see
below). Bartenders’ efficiency will be
controlled by Spy Shoppers and Chief
Barman.
I.AM [NOW] WANTED ACTIVATION

23. With the [wanted]
product
Interact
Crack the MARLBORO
[GOLD] SAFE
Bartenders’ assistants, hostesses with
tablet PC collect code versions and
participants’ data – to keep within PMI
legal regulations. Hostesses also
involve LA smokers among the guests
in a safe-breaking process.
The culmination of the action comes at
I AM: the generation of the code, or
selection of the winner – depending on
the club. All electronic devices are
connected to the safe’s matrix via
WiFi. If any correct combination of
digits is found, at I a.m. safe opens,
and the winner gets golden I AM logo
in a festive awarding ceremony.
I.AM [NOW] WANTED ACTIVATION

24. I.AM [NOW] WANTED AFTER PARTY KIT
with [wanted] little
thingsInteract
I AM [NOW] WANTED after party kit
includes trendy staff [wanted] by the
visitors of each of the clubs – as if it
appeared on a popular magazine’s MUST
HAVE page.
I AM [NOW] … Candies
GAUDI KIT
I AM [NOW] MP3 Pillow / Lamp
I AM [NOW] Tired Sleep Mask
I AM Ice Forms
B&C KIT
KRYSHA MIRA KIT
I AM [Moleskine]

25. Giving brand
memorabilia
Interact
I.AM [NOW] WANTED MERCHANDISING

26. I AM [music identity]
VOCAL HOUSE

27. INDIE
I AM [music identity]

28. MINIMAL
I AM [music identity]

29. MAXIMIZE I.AM [NOW] WANTEDI.AM [NOW] WANTED STORY VIA PR

30. I.AM [NOW] WANTED by PR

31. I.AM [NOW] WANTED – PR
for Bonnie & Clyde
• The most cost-effective way is VIP Management: invited celebrities
(on Client’s approval), photo session against the branded press
wall, placement in print media
• Traditional PR instruments are relevant: announcements in print
and Internet, Post PR reports, releases and photo reports.
• Key instrument: photo report placement at the relevant web portals
• Interviews with I AM [headliners]
• No PR, no information and very limited potential PR coverage,
but high level of interest toward the Club. It is a good opportunity
to connect the brand with the “happy few” and the exclusive
environment.
• Interviews with brand-relevant guest artist against a branded
press wall, mentioning him as I AM [resident].
for Gaudi
for Krysha Mira

32. I.AM [NOW] WANTED – PR

33. I.AM [NOW] WANTED – PR
ContactSupport
Key PR Services for PR Campaign
• Organization of I.AM [Now] press-office
• Development of all announcing releases and post-materials
• Full range of ongoing media-relations with target press on all stages of all PR
activities
– Initiating of positive coverage
– Target media inquiry processing
– Regular meetings with top priority media representatives
– Proper assistance to the target media representatives
• Work with photographers
– Brief development
– Photographer control during the event
– Selection and naming of photo materials for further distribution
• Reports
– Development of regular press-clipping reports/statuses/final reports, extra
info
– Preparation of media list and pool of loyal key-journalists

34. BUILD I.AM [NOW] WANTEDI.AM [NOW] WANTED COMMUNITY BETWEEN EVENTS

35. An unique
service for the
[wanted]
Propose
with the [wanted]
night pros via
[wanted] benefits
Connect
a feeling of
belonging to
the [wanted]
Build
BUILD THE I.AM [NOW] WANTED COMMUNITY
Professionals
Community
Service

36. • The Agency consults with trendsetters, club professionals (reps of
major promoters, owners and art directors of night clubs, people of
nightlife web resources), to develop a list of loyal DJs (TBA by the
client).
• The key point is not to cause a clash and reveal the details of our
agreements with each DJ. We know that there are certain communities
of artists, often with conflicting interests. So the Agency will
communicate with each DJ individually, and present them with branded
DJ kits privately. This will enable us to have business with different DJ
communities at once, without infringing upon anyone’s interests, thus
providing the maximum coverage of the DJ community.
I.AM [NOW] WANTED DJ MECHANICS

37. The Agency will negotiate with each DJ upon the terms of his
participation in the project and appropriate benefits of the list:
• Branded DJ kit (with a DJ name, as an option)
• I AM [Concierge] Taxi Service
• Official release (to be distributes also at Moscow and regional I AN
[NOW] WANTED events)
• Organization of guest/participant trip to SWMC/MWMC/Kazantip
• Articles in professional and specialized media and web under I AM
[NOW] logo (www.nightparty.ru, www.44100.com, Не спать, DJ Mag
etc.)
• Regular presence at I AM [events] as I AM [VIP] guest.
I.AM [NOW] WANTED DJ BENEFITS

38. In response, the Agency expects the members of loyal DJ
community to:
• regularly update blogs at the project’s web site
• communicate with card holders – online, at the events, as a part of
special programs
• share media content, e.g., exclusive videos
• provide their original tracks for listening before (!) official release – also
on the exclusive basis.
I.AM [NOW] WANTED DJ RETURN

39. I.AM [NOW] WANTED DJ
I AM [CONCIERGE][CONCIERGE] Special Service
• The most wanted DJs who are known
to throw several gigs per night acquire
a special service by Marlboro
• A branded I AM [TAXI] will bring them
from I AM [NOW] Wanted party to any
Moscow clubs they name
via the
[wanted]
things
Connect

40. via the
[wanted]
thingsConnect
I.AM [NOW] WANTED DJ
I AM [NOW] WANTED DJ KIT
• Limited I AM edition of DJ set by the
[wanted] UDJ brand: wheeled bag, CD
holder, CD mates, I AM [EARPLUGS]
adjusting the sound level.
• I AM [Resident] Album: brand’s support for
the release of new original album or
compilation.

41. I AM [WANTED] SAFE
The safe intrigue plays an extra role of the key activation point for the
bartenders. They must actively involve people into action, stimulate
WOM about golden I AM logo inside, initiate MGE pack purchase – in
exchange for the crack hints.
Bartenders should know the safe-crack mechanics perfectly well and
readily share it in details with the visitors.
The most efficient bartenders will be defined by Spy Shoppers.
Additional control is provided by the Chief Bartender of the certain club.
I.AM [NOW] WANTED BAR MECHANICS

42. I AM [WANTED] BAR BENEFITS
Loyal benefits for the barmen include:
• Gift certificates of the relevant brands/shops
• I AM [EXPERT] articles
• Limited edition of coasters (good-looking, in I AM
stylistics, club’s logo, recipe of an original cocktails
invented by/named after the bartender) for guests to take
away
• Master classes with the best and unexpected pros and
celebrities. Bartenders will be taken to the master class in
branded I AM [cars] – for even greater surprise.
I.AM [NOW] WANTED BAR MECHANICS

43. via [wanted]
privileges
Connect
I.AM [NOW] WANTED BARTENDER
The mechanic features
collection of brand loyalty points
and assessment by Mystery
Shoppers
The best performers get Gift
Certificates of Disel, Reply,
Respublika or other status-
relevant shops.

44. via [wanted]
privilegesConnect
I.AM [NOW] WANTED BARTENDER
Most prestigious for
today: Special
column in a popular
magazine (“Ne
Spat” or smth) –
expert opinion on a
profile or lifestyle
topic: on the
coolest places,
good cocktails etc
Each expert
response goes with
a photo of a
bartender in I AM
[NOW] branded
outfits.

45. a feeling of
belonging to
the [wanted]
Build
I.AM [NOW] WANTED COMMUNITY
CRM Activation
Contest / MGM
[wanted] Contents
VJ’s + Blogs

46. Prompt
registration by
proposing
[wanted]
contents
Share
I.AM [NOW] WANTED COMMUNITY
Blogs of I.AM [NOW] WANTED
Headliners
Videos of I.AM [NOW]
WANTED EVENTS
Links to Best VJ’s Work

47. Give the
opportunity to
[wanted] people
to share and
forward contents
Share
I.AM [NOW] WANTED COMMUNITY
DISCOVER
NOW
WEBSITE
DISCOVER
NOW
WEBSITE
Photo
sharing
Blogging
RSS
Widgets
Chat
rooms
Podcast
s
Video
sharing
Micro
Blogging
Social
networks
I.AM [NOW]
Event photo gallery
I.AM [NOW]
Event Reportage
I.AM [NOW]
Soundtracks
I.AM [NOW]
Headliners
I.AM [NOW]
News / Cool tips
I.AM [NOW]
Countdown
for next event

48. I.AM [NOW] WANTED COMMUNITY
Develop unique
application for
I.AM [NOW]
people to
connect during
night out
Build
Community
Service application could be
branded and used both as a
locator and as a chat
application.
I.AM [NOW] LOCATOR
Magnifying the feeling of
being wanted, you can use a
special application to locate
you peers of I.AM [NOW]
community for the night out.

49. EXPAND I.AM [NOW] WANTEDI.AM [NOW] WANTED ATTITUDE ACROSS RUSSIA

50. I.AM [NOW] REGIONAL KIT
• An obligatory set of decoration
and distribution items provided to
the regional clubs to secure
I AM [NOW] Wanted platform’s
consistency in club’s own parties
selected by the brand.
• Travels in an I AM [branded van].
Controlled by a specialist travel
crew who are in charge for the
equipment, and directly
communicate with local PMI reps.
• Implementation controlled by club
management and local PMI reps.

51. Make up-scale
regional events
Provide
I.AM [NOW] WANTED DECORATION
I AM [NOW] Wanted Pool Book:
content, design, guidelines
DVD set: brand and project video;
presets for print production
(afishas, invitations etc); detailed
instruction and pictures
Marlboro Gold registration desk
I AM [NOW] Wanted press wall
Textile “[]” stripes
Bar disposables: coasters, cocktail
tubes etc

52. Create I AM
[show]
Impress
I.AM [NOW] UNEXPECTED SHOW
Gold rooftop-shaped confetti to come [unexpected]
off the ceiling and smoke guns at 1 am
Special audiovisual intro for DJ starting at 1 am
I AM [Logo] for DJ Desk
I AM [NOW] Gobo

53. Stationery Bluetooth transmitter
Activated at 1 am only at I AM [NOW] Wanted
events
I AM [wanted] content download: events schedule,
music, VJ content, wallpapers, photos.
Announced by the hostesses for LA smokers
Make a look &
feel
Visualize
I.AM [NOW] WANTED TECHNOLOGY

54. Promo and dance uniform
Staff uniform
I AM [Resident] T-shirts for barmen and DJs
I AM [NOW] IN Bracelets
After Party Kit:
I AM [NOW] Revelator Candies
and I AM [Resident] CD
Make a look &
feel
Visualize
I.AM [NOW] WANTED MERCHANDISING

55. I AM [NOW]I AM [NOW] OPENOPEN
TO YOUR QUESTIONSTO YOUR QUESTIONS