The 2008 Beijing Olympic Game Campaign for JNJ Medical China Prepared by Ogilvy Public Relations WorldwideJune 25, 2007Thank you For inviting us to participate in -Your BriefBuild mass awareness and concerns about key diseases (eg. Diabetes, Cardiovascular diseases, Cancer, Joint related disease). Help to increase diagnosis rate and thus start early treatment or prevention.Strengthen brand equity of JNJ: the most trusted and caring health company in China.Enhance the image of JNJ as one of top partners of Beijing 2008 Olympic Games, and tie in with YAES(因爱而生) campaign.Build and strengthen relationship with healthcare related personnel and agencies.Drive sales (its a plus)The Challenge To link disease awareness with the Olympics - an activity normally associated with health and wellness Find a space within the Olympic noise being created by other sponsors Identify an angle that will resonate with target audiences and communicate the J Participation of VISA Team with 10 members in the Turin Winter Olympic Games Sponsorship of the China National Water Sports Centre “Visas Childrens Imaginations seen through their Olympic Games paintings Contest” and “Visa 2006 Turin Winter Olympic Games Online Championship” With Liu Xiang training for local healthcare professionals; collect healthcare information from the public in all parts of the country and provide local government officials and medical professionals with the research data Stories from the invited stars that promote the campaign themeKick-off Media EventKick-off Media Event Program Opening address by BOCOG official, authoritative third party, and JJMC representatives “Dream Sailing“ moment: Olympic Champions and Public Champions join hands to share significant milestones in their lives Climax/photo opportunity: the road-show launch, participation from representatives of all partiesKick-off Media Event Kick-off Media Event Kick-off Media Event - Photo OpportunityKick-off Media Event - Photo OpportunityCreative thinking: Thanks to the wind and the sails, the ship can sail the sea and arrive at its destination. The campaign spirit is best demonstrated through the concept of “set sail” Design concept for main backdrop: components of the Olympics sprit “Reach for the Stars”, “stay healthy” as well as nautical elements The visual components on the sail include: The Olympic composite logo The campaign theme The cities hosting road-shows Photo opportunity: All of the guests come forward to the stage when the campaign “sets sail” “JJMC Healthcare Boat” sets sail to help the public “reach for the stars” and “stay healthy” by providing healthcare information via the road-shows The guests hoist the sail together, indicating the launch of the road-show Kick-off Media Event - Photo OpportunityKick-off Media Event - Photo OpportunityReach for the StarsReach for the Stars -Launching of JJMC Educational Exhibition Shanghai- Fuzhou- Chongqin- Xiamen- Xian-Beijing-Launching of JJMC Educational Exhibition Shanghai- Fuzhou- Chongqin- Xiamen- Xian-BeijingKick-off Media Event rundownKick-off Media Event rundown9:40-10:00 Media reception 10:00-10:05 Opening address by the EMECC 10:05-10:10 Speeches by representatives of BOCOG 10:10-10:15 Speech by the authoritative third party 10:15-10:20 Speeches by JJMC representatives 10:20-10:40 Stories from Olympic Champions and Public Champions 10:40-10:45 Photo Opportunity 10:45-10:55 Media Q&A 11:00 The End Recommended Olympic Champions Recommended Olympic Champions Olympic Champions: Shen Xue, Zhao HongboOlympic Champions: Shen Xue, Zhao Hongbo HongboHongbo Bronze Medal, 2006 Torino Winter Olympics Several medals at numerous international championshipsRecommended General Public ChampionsRecommended General Public Champions Public Champion Representatives: Guo Jian, a woman who bravely faced breast cancer and now leads a fulfilling life Wu Chaoying, a successful business women, who overcame paralysis and amazingly regained the use of her legsRoad Show OverviewRoad Show Overview Duration: One year until June, 2008 Cities: Harbin, Xian, Chongqin, Nanning, Shenzhen, Guiyang, Zhengzhou, Taiyuan, Suzhou, Foshan, Wenzhou, Hefei, Wuxi, Fuzhou (TBC) Creative thinking: healthcare education exhibition A public event, using the “fun learning“ method to popularize healthcare knowledge Free check-ups and medical analysis Provide advanced healthcare technology and training for local medical professionals Organize the local medical professionals as “healthcare volunteers” to deliver lectures and provide other related activities for the locals Road Show OverviewRoad Show Overview Promotion Media alert to announce the road-show one week before the activity begins Have local JJMC distributors display posters Promotion through co-operation with third parties (e.g. MOH or