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Targeted and Personalized Consumer Engagement Area Moscow Week 31, 2012 Moscow
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Venue: Stadium Live Date: August, 24 # of visitors: 8200 Artists; Tiesto, Swanky tunes, Fonar, Smash # of Cardholders at the event: 20 Hostesses at the event: 16 CE activities during event: - Informing smokers LA Marlboro Clear Taste - Trial among competitive LAS/ Sampling - Purchase incentive - Pack feeding Tools / mechanics: -Cyclone machine Visibility: video projections, cyclone machine,branded Audi cars, press walls, sales stand, plasma screens, bar signs, light box sign, light box bingo, floor and table ashtrays. Key Activity Results: Effective unique contacts: 490 contacts (5%) incl. Purchase motivation: 437 packs (213 lighters, 23 mp3 players, 15 speakers, 6 sunglasses,) Sampling: 700 cigarettes Sales from bar: 173 packs Sales at the Marlboro stand: 272 packs
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Events summary weeks 31 # of LA Visitors: 8200 guests Sales from bar: 173 packs Sales at the Marlboro stand: 272 packs Effective unique LAS contacts: 490 Cumulative results 2012 – weeks # of LA Visitors: guests Sales from bar: packs Sales at the Marlboro stand: packs Effective unique LAS contacts:
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LAS GUESTS COMMENTS LAS guest: «I like Marlboro Clear Taste cigarettes. The taste is so smooth!» Гость*: «Мне нравятся сигареты Marlboro Clear Taste. Их вкус такой мягкий!» LAS guest: « The atmosphere at the Marlboro zone was very comfortable despite the large number of persons !Thank you Marlboro!» Гость* : «В зоне Мальборо было достаточно уютно, несмотря на огромное количество человек! Спасибо Мальборо!» LAS guest: «Marlboro cyclone machine is awesome! I had a lot of fun! Thanks!» Гость*: «Циклон машина Мальборо очень клевая! Было очень весело! Спасибо!» LAS guest: «Marlboro glasses are great! I would like to see more!» Гость*: «Очень понравились очки Мальборо. По больше таких подарков!» LAS guest: «Marlboro Moment show was really impressive! Well Done!» Гость*: «Впечатлило Мальборо шоу! Молодцы!»
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