PANA MEETING 28 APRIL 2011

Branded Content

Nelia Sutrisno

Chief Executive Officer

The Group Entertainment

EVERYONE TALKS ABOUT BRANDED CONTENT

// WHAT IS IT ANYWAY?

WHAT IS BRANDED CONTENT?

Pre-90s: it was termed a “tie-up”.

In the 90s: The explosion of blatant product placement, on television and in movies. //

example: the highly successful BMW campaign that stamped its mark on all three Bond films

which starred Pierce Brosnan.

circa 2000: Ironically as product placement became ubiquitous, the business model fizzled. Though people

were still talking about it – they also started to notice it less.

BRANDED CONTENT TODAY…

Present Day Scenario 1: Overt product placement Wherein the product shares as much screen time as the talent and in some cases, becomes the

focal point of the scene. //

example: Britney Spears’ “Hold It Against Me” music video blasted fast-cuts shots for Sony,

Plenty of Fish and yes, even her own fragrance.

BRANDED CONTENT TODAY …

Present Day Scenario 2: Co-promotion //

example: “The Greatest Movie Ever Sold” by Morgan Spurlock

A USD$1.5m documentary about product placement, financed by the very companies the

movie is profiling.

The docu-maker in Times Square, with the names of his film’s sponsors on his blazer.

Food for thought:

Is this Consumer or Corporate

manipulation?

ENTER / THE GROUP ENTERTAINMENT/

WHAT IS THE GROUP?

The Group is a concept shop focused on the business of global content

development with the aim of creating, sourcing and developing

intellectual properties which transcends all media platforms from

television, film, stage, digital media, to events that can appeal to

international audiences yet remain relevant to local viewers.

WHAT IS THE GROUP?

From interruption to attraction

We bring entertainment value to brands

and integrate brands in entertainment

We create entertainment based on things that really matter

Where consumer volunteer their attention

On-air Online On-the-ground

WHAT WE’RE UP TO

With today’s media consumption moving towards

With today’s media consumption moving towards

entertainment-on-demand there’s a need to supplement

traditional communication vehicles (e.g. TV commercials, print)

with branded content. Brand integration into entertainment and vice versa is a vital

ingredient to any successful marketing campaign

BRANDED CONTENT

Television Reality Series

“The Challenger” is about the quest of some of the

best Muay Thai fighters in the world today for the

TITLE BELT.

sanctioned by World Muay Thai Council

Television Reality Series

Reality Intense elimination Challenges Drama

The fighters will be featured in a 12 x 1 hour TV series on AXN starting

September 2011, ending with a 2-hour spectacular GRAND finale that will be

witnessed by 15,000 spectators.

CHALLENGER SIZZLER

Be Part of the Script

In Show Placement

In Show Placement

In Show Placement

Product Augmentation

THE GROUP / OUR EXPERIENCE

We are in the midst of producing our first multi-million dollar franchise, a television musical

extravaganza…

THE KITCHEN MUSICAL

A perfect platform for branded content opportunities

1. Blatant/overt Natural/incidental product integration that is not in-your-face and works for

the audience. example: a scene with a Nespresso coffee machine in the background.

2. Mutually beneficial relationship, example: Credit card signage on door and reception.

3. Character Trait (patented), example: a hypochondriac sommelier who pops a particular brand

of vitamin pills incessantly.

your brand name here

your brand name here

even here

or here

label

yes, here too

gadget

the film set = an advertiser’s playground!

even her! (character trait)

THE GROUP / COMING SOON

Our future projects and potential for Branded Content Advertising.

MOVIE/ TV Forget Not: You won’t know your future until you go back to your past…

DIGITAL/TV Happy Find: A television series with a digital soul. //

Potential: Sponsors have direct reach to the audience as we are eschewing the traditional

website to leverage existing popular social mediums like Twitter, Facebook and YouTube.

ONLINE The Playgroup is our digital play-space, from Animation to

Dramatic Shorts to Media Apps. //

Potential: As limitless as our imagination!

WHAT WE’RE UP TO

THE MATH OF THE NEW PARADIGM

BRANDED CONTENT

Over a CUP of COFFEE?

WHAT WE’RE UP TO

ADVERTISING AGE REPORTS:

Brands in PRIMETIME should have a reason to be there.

and if DONE CORRECTLY,

it will help them pole vault the INDUSTRY to a new LEVEL.

BRANDED CONTENT

A r e

ready to MOVE to the NEXT level?

YOU