COSMOS NIGHT III

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• COSMOS NIGHT III
• 14TH AUGUST 1998
• CLUB PIONEER
• MYANMAR

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PRE-EXPLOITATION

• TVC
• 40sec in local language to be aired on MWD to
  inform the target audience on the forthcoming
  Cosmos III Party to be held at Club Pioneer and
  invite them to join the party.
• Timing To start 4 weeks prior to the Event.
• Same TVC from previous Cosmos II, but with
  changes to subtitle date and place.

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PRE-EXPLOITATION, Contd.

• JOURNAL
• Full page/Full Colour in local language in
  selected journals. Informative and to create
  excitement among the target audience for the
  forthcoming party.
• Timing To start 2 weeks prior to the Event.
• To use creative which will give the message
  clearly to the target audience concerning date
  and venue.

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PRE-EXPLOITATION, Contd.

• FLYERS
• Cosmos III flyers in local language to
  distribute during Promotion Team sampling.
  Designed to height Event awareness and brand
  interaction with ASU-30.
• Timing To start 2 weeks prior to the event.
• New design based on Cosmos I postcard and
  Cosmos II flyers.

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SAMPLING PROGRAMME

• Sampling programme to be conducted 14 days before
  actual Event mainly concentrating on selected
  ASU-30 high traffic Horeca outlets.
• Objectives
• To raise awareness and trial of 555 Lights with
  target group capitalizing on the occasion of
  Cosmos Night III.
• To emphasize that 555 is youthful and modern.

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SAMPLING PROGRAMME-Contd,

• To interact with the customers via electronic
  games and to give free trial sticks of 555.
• Main Target
• ASU-30
• Competitors smokers

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DÉCOR AND AMBIENCE

• Brand World elements throughout the Club to
  support the Event e.g. gobos.
• Four giant metallic robots designed to hold 3D
  posters will be strategically positioned in the
  Club.
• Twenty 555 space styled table lamps will be
  placed on tables in the Club.
• Lasers, intelligent lighting and advanced sound
  system.
• 555 Club Culture video will be looped onto the
  video walls that dominate the Club interior.
• Entrance lobby area to be refurbished to feature
  either Rainbow or Prism visual.

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EVENT FORMAT

• Door Gifts 500 CDs for the first 500 ASU-30.
• CD will be obtained through EMI with tracks from
  Cosmos I, II and III. Jacket branded 555. A
  prestigious momento.
• Space Ears 200 sets for the first 200 ASU-30.
• Genuine Dr Spock glue-on ears to enhance the
  fun.
• International Dancers 2 Caucasians.
• Free style for 10 minutes every hour with a
  series of confetti guns fired at the end of each
  set.
• Space Helmets/LEDs To be worn by all waiters and
  Promotion Team. To feature blinking LED lights.
  Glow sticks may also be distributed to patrons.

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EVENT FORMAT - contd

• Explanatory Notes Unlike other Cosmos Nights
  there will be no lucky draws or prizes. Money
  which would have been allocated to these being
  allocated to the Door Gift.
• In place of a key single highlight event during
  the night, there will be a series of waves of
  excitement created by the International Dancers
  appearing hourly plus the confetti guns.
• The prize element of the Event will be the
  giving of the CD upon arrival. A gift which is
  recognised to be expensive, prestigious and
  relevant for ASU-30.