1) Build a new brand– Activia - within Danone portfolio, focused on the santé segment of yogurt market (competitive arena of yogurt with high level of health and nutritional values/benefits)2) Build a high stock of brand awareness in the shortest time as possible to pre-empt competitors counter-moves.3) Build a new positioning based on an exclusive benefit – Selling Idea: Activia, “the yogurt that regularizes my intestine and I can see it outside (beauty of my body); Reason Why: exclusivity of Bifidus Attivo essensis.4) Stimulate trial and immediate repeated purchases to build a sustainable volume of sales turnover in the shortest time as possible to generate extra-resources for a second flight of advertising Key Media Idea:“Build Media Dominance Exploiting Media Mix Sinergy at maximum”.Exploit each medium strength at its very best.1) TV is, of course, the best medium to deliver maximum reach in the shortest time The challenge: to achieve 70 % of reach after 48 hours from the start of the launch (pre-emption of competitors).2) Magazines is the best medium to deliver affinity on most potential consumer targets and to ensure full understanding of USP – The challenge: to break the vision of magazines as an ancillary medium not capable to deliver additional results in terms of sales and awareness on top of what has already been built by TV - to plan magazines in a “dominant” way to deliver results comparable with TV.Resultant Plan1) TV plan – “Advertising Road-Block and Maximum Visibility”: Reach after 2 days: 70 % - How ? “Advertising road-block” of more than 100 spots in 48 hours, i.e. a “teasing” spot of short length (5”/7”) positioned in first position in all the most important adv breaks, planned vertically through different daypartsReach after 7 days: 80 %, reach after 21 days: 94 %. – How ? Analysis of TV market visibility thresholds, select the GRPs level to ensure maximum visibility: 1200 GRPs on focus target2) Magazines plan – “Dominate the medium via golden rules”:From week 3 of the launch till week 12, a very concentrated media plan delivering at least 50 GRPs per week (above visibility standards for the medium) and globally 550 GRPsEffective planning of press - some “golden rules”1. Best coherence with TV adv (same key visual, colour codes, brand icon)2. Massive presence on the chosen magazines (best media visibility- dominance)3. Start the campaign with innovative, “attention getting” formats and positioning to maximise impact and then build adv recall with frequency 4. To alternate single pages and double pages with press release in the same magazine (3 pages per magazine)Communication & Business ResultsAwareness:1. Brand awareness after 3 TV weeks : 28 % 2. Additional Brand awareness delivered by Magazines: + 10 %3. Media Mix Sinergy Results: 38 % awareness after 10 weeks.

Sales:1. Share increase after 3 TV weeks: + 12 % pts (starting from 5 %) => achieved 19 % share2. Added Value delivered by Magazines + 28 % of additional sales turnover between week 4 and 10.

3 different level of contributions:A) Strategic A.1. Identification of the most potential consumer target for a new product on the basis of actual consumer behaviour cross categories (yogurt, breakfast cereals, santè products, etc.): women with upper lifestyles and evolved nutritional styles (care for ingredients, search for info on better nutrition, etc.). A.2.Identification of the best media mix to deliver impact, dominance and business results within a very short time span and on a very focused target: TV & magazines.B) Planning: Identification of criteria & visibility thresholds to ensure dominance to Activia during the launch on both media.C) Implementation: partnership mainly with magazine publishers to create “innovative” formats (special positions) to boost campaign visibility. This submission is special because of:1) proven effectiveness of combined use of media mix TV + Press2) proven effectiveness of magazines both in supporting sales turnover and building additional brand awareness on top of awareness built by television3) business results for the brand

3 different level of contributions:A) Strategic A.1. Identification of the most potential consumer target for a new product on the basis of actual consumer behaviour cross categories (yogurt, breakfast cereals, santè products, etc.): women with upper lifestyles and evolved nutritional styles (care for ingredients, search for info on better nutrition, etc.). A.2.Identification of the best media mix to deliver impact, dominance and business results within a very short time span and on a very focused target: TV & magazines.B) Planning: Identification of criteria & visibility thresholds to ensure dominance to Activia during the launch on both media.C) Implementation: partnership mainly with magazine publishers to create “innovative” formats (special positions) to boost campaign visibility.