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Centenary OSRAM v1

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Staff Grupo

on 16 September 2013

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Transcript of Centenary OSRAM v1

Introduction
Considerations
A centenary full of commitments
Centennial's
Corporate image
The principal groups to be distinguished are the ones we are listing below, considering that in the Clients section OSRAM has 4 main types such as: Professionals, Distributors, Wholesalers, and Large Civil Works.
Target
Copyright. Design and concept by Organización de Eventos Staff S. L. | www.staffeventos.com
©
Main objectives
We can make the best of the celebration with a thousand and one objectives. Considering how specific the celebration is, the main objectives we will be meeting will be:
CORPORATE PRIDE
The celebration of a company's anniversary
transforms what other years is simply a special date in a
newsworthy event
. Turning 50, 75 or 100 years is a milestone in the life of any company and transmits multiple meanings. Strength, experience, capacity to adapt, compromise with the society, innovation... are characteristics which are associated to mature companies.

A company's anniversary
is newsworthy and making the best of it to your own benefit depends on
knowing how to take the lead of the celebration
.

In short,
notoriety
does not only refer to the potential impact of the acts in
the media
. It also affects all the agents related to the company. Therefore,
employees, clients, suppliers, collaborators and consumers
are, more than ever, open to receive our news, and we must take advantage of it.
RELATIONS WITH EXTERNAL AGENTS
INSTITUTIONAL RELATIONS
EXTERNAL PROJECTION TO END USERS
Creative
Proposal
Based on the set objectives and bearing in mind the previously presented considerations, we would like to propose
a series of 360º
innovative actions, newsworthy and enduring in time, which gather all these values in one single Concept.

We would like to generate a compromise, an engagement, being closer than ever to our target audience and our consumers. We would like to celebrate with all of them our Brand Centenary through the Seasons of the year. However, first we are going to ask them a question so that they can communicate with the Brand:
What lights you up?
We will use the Claim that defines OSRAM.
THERE ARE VARIOUS WAYS of HOW HUMANS CAN REACH a POSITIVE STATE of ELEVATED CONSCIENCE or of LIGHTING to HAVE the WISH of an AWAKENING.

The slogan itself is a whole declaration of Intentions.., to show that OSRAM cares about the wishes, the ideas, the initiatives and the success… of consumers.
Welcome to
Winter
The start of a year is full of wishes.

We will do so by celebrating the arrival of Their Majesties the Three Wise Men, with an OSRAM float.

We will come together with the children and their families in the magic of the Christmas Parade with a great, innovative, and surprising float that will parade along the streets of Madrid all full of excitement, love, and ultimately light. The light of the wishes...
The
float
of the
100
wishes
Institutional
event
This is the nerve center of the capital, where the Madrid Regional Government is hosted.

Political Institution of reference to commemorate 100 years of good work and good moments in the life of OSRAM Spain, but also to boost new projects and new successful experiences, to celebrate that it is still a Brand of reference worldwide, having participated in the evolution of a country and now has a promising future ahead.
Logistics
The Madrid Regional Government Building
Before an event of such magnitude and relevance as the
100 years of life
, we would like to propose to continue this year
an action with public notoriety and great convening power
, an approximate attendance of
300 persons
with an exceptional guest:
Your Majesty the King
.

A especial occasion to contribute with the
strengthening and consolidation of the institutional relations of the Brand
, a precise and correct vision, which reveals the magnitude of the institution.

The guests, the public and political administrations, trade unions, guilds, and key accounts.

The main action of the institutional event will be the presentation of
retrospective
of the building where
OSRAM was born and was consolidated in the city of Madrid
. A
Video Mapping
, an application of the new technologies applied to the Brand Centenary as part of OSRAM's Illumination product.

The surface we have chosen is a flat screen, located in the indoor courtyard of the
headquarters of Madrid Regional Government
, which will turn into a “virtual window” to the guests and will connect the images with the reality and to the existing space. We will aim at obtaining effects of movement and depth in 3D, accompanied by sound effects which will give way to an artistic show of innovation.

At the end of the various speeches, the event will conclude with cocktails served in the Courtyard.
Creative proposal
Institutional event
Development
will be the nerve center of the communication of the Brand Centenary, bringing together and offering information about all the actions that will take place throughout the year.
www.queteilumina.com
Today, light is more than lighting. Who would have thought 100 years ago for example, that light could protect us against diseases?, facilitating the purity of drinking water?, that intelligent light sources would be used in vehicles to enhance our safety? or that a light source saves up to 80% of energy?

Light, such as water, are essential elements in our daily lives, contributing to the development and the possibility of a modern life. OSRAM has known how to adapt to the times it has lived as a close, simple, and innovative Brand which has been and will be close to the people, and it is so connected to life that is often unnoticed.

Accompanying us all year long, illuminating us season after season, making the pass of time more comfortable, functional, simple…
Considerations
86.924: This was the register number in the Trademark Directory, the start of an exciting story in the history of the Industry. OSRAM is one of the most traditional Brands in the world, synonymous with light around the globe. On April 17th, 1906, the now famous name, was created based on the two materials which were needed back then to produce the filaments: initially
Os
mium and later on Wolf
ram
.

The world famous image of the logo, with the light bulb appearing from the very beginning of the brand, has always remained in the minds of everyone. Nowadays, it is not only a symbol for light, it also represents good ideas.
Broadcast on television (TVE)
It´s not just 100 years...
Creative
Proposal
The new technologies have open new ways to reach the client, even allowing a personalized experience. This implies the need to have an integrated strategy which guarantees the same experience to the client through all the communication channels.
The customer has always been important, but is now Omnipresent.
We are in a new era ruled by the customer. The Brand and its products are no longer the center of attention, as this privilege position is now held by the customer, who as such deserves all kinds of
caring and privilege.
We are proposing a corporate logo which identifies and reflects the Company's Centennial.
It will generate a large, updated and reliable database as it will give rewards to the consumer's feedback, to people willing to listen and to be heard.

In this regard, we will create a site with a concept which represents these 100 years of OSRAM. This way we will spread the Anniversary among the target audience and the media, loyalizing and capturing clients and potential consumers, generating great notoriety, and strengthening the Brand.
Audiovisual technology. Projection Video Mapping
Light, Video and Sound will be the main elements in our communication, accompanied by the violoncello concert interpreted by...



internationally acclaimed artist of great talent with classic and rock fusion music.
Creative proposal
Institutional event
Ana Rucner
+ 1.300.000 viewers
Welcome to
Spring
OSRAM shakes up the spring, a great explosion of color, art, lights, music, a collaboration of "Naming" and "Sponsoring" with this famous Contemporary Arts and Culture Center
LA CASA ENCENDIDA
A story tale for all ages
- Light Show in the building's facade.
- Exposition on “The Light” in Tower 2 of the terrace during the summer months.
- Sponsorship of the summer program in the Terrace, including: Coffee Shop in the
roof terrace, summer cinema, and concerts.
- Workshop on Stage Lighting or about Light and Art.
- Possibility to create some type of call for proposals targeted to young plastic artists
who use light in their works.
- Sponsorship of the 2014 exposition program with OSRAM light bulbs.
LA CASA ENCENDIDA
February-May
• Generations: Call for proposals for young art with artists under 35 who reside in Spain
• Loïe Fuller. Exposition dedicated to Loïe Fuller (1862-1928), American dancer who caused a
revolution in the world of dance and show business and who served as a muse to many artists.

May-September
• Unknown: Call for proposals for young artists
• Japanese Garden: Exposition dedicated to Japanese landscapes and their link with contemporary art.

October-January 2015
• METAMORPHOSIS. FANTASTIC VISIONS of STAREWICZ, SVANKMAJER and the QUAY BROTHERS.
The exposition proposes a walk through the works of film makers Ladislaw Starewickz, Jan
Svankmajer, and the Quay Brothers, to draw up the lines of intersection among their shared
imaginary.
ALL EMPLOYEE EVENT
The celebration of the Brand Centenary
shall provoke and strengthen a sense of pride among the employees
. Besides, it shall serve as a good opportunity for
recognition
of those who have made it happen.

We propose a
DAY OF ENLIGHTMENT
, exclusive for OSRAM employees, retired or not, relatives… one day at THE CASA ENCENDIDA, where they will be on the spot light. They will enjoy exclusively the cultural and festive proposal customized for them to celebrate the Brand Centenary of OSRAM. In the different spaces they will enjoy a wide and varied program linked 100% to the company.

A unique DAY
full of personal and family values in a great location, linked directly to the
LIGHT
, showing the ties with the actual roots. They will feel proud to belong to a great company such as
OSRAM
CORPORATE EVENT
ALL EMPLOYEE EVENT
CORPORATE EVENT
La casa encendida
Day of enlightment
RETROSPECTIVE
VIDEOGAME COMPETITION
SING-ALONG GAMES
MAGIC
CINEMA
TERRACE /
LARGE YARD
BIERGARTEN
NEWS
ALL EMPLOYEE EVENT
CORPORATE EVENT
Corporate detail
Day of enlightment
"Illuminated Pack"
"A German beer mug"
CHILDREN
ADULTS
Welcome to
Summer
THE CHARM OF THE
- Culture illuminated by OSRAM -
As a relevant action during the whole year, we would like to propose the adaptation of the facade of the building to show outdoor illumination expositions as well as the
Summer Cinema
and the bar located in their famous roof terrace.

This name of the contemporary cultural space sponsored by OSRAM will present through an adapted space a museum hall where we will show and inform about the bounties of the products associated to the consumer's daily life. We have chosen “La Casa Encendida” as an excellent representation of OSRAM's image. Here we will offer a high value perceived by the actions to be shown: Information, Training, Culture and Art related to OSRAM products and to service our target audience in the Brand Centenary.
To Osram, culture plays a significant role in the management and in the life of the company, making a strong bet on ideas. We will present an interesting and striking Summer Cinema Program which will make everyone enjoy every Saturday in May, June, July, and August.
We are proposing a great event in Madrid which will generate notoriety, an exclusive concert of great magnitude in line with the celebration of the 100 years of OSRAM, which will capture our target audience and the media alike.

Those who would like to attend shall previously access and interact in the Microsite, enter their personal data, and participate in the Contest…
GREAT CONCERT
Creative proposal
GREAT CONCERT
Creative proposal
GREAT CONCERT
ARTIST
MALU
What lights you up?
All the guests in the event will be given
merchandising
(fluorescent bracelets and inflatable applauders with the Brand) in return for the
interactivity with the social networks, geolocalization, etc...
During the concert there will be several draws / raffles where 25 persons will win
a meeting with the artist
and two people will win a
Trip to Germany
.

The concert shall be conducted by
two well known presenters
, such as
Frank Blanco and Cristina Lasvignes
. They will commemorate the Brand Centenary of OSRAM, performing life contests with the great captive public as a mean of entertainment and feedback on Facebook and Twitter.

There will be VIP Areas for key accounts
and others, with catering service and drinks, as well as platforms where the
media
will follow the concert and work on their press releases.
Then they will be able to collect
their tickets in the various points of sale of OSRAM products…
, a
retail action
with high added value to the distribution network and large accounts which will help them differentiate and loyalize customers through their shopping.
Born in Madrid, Spain, March 15th, 1982.

Malú is a Spanish pop singer, composer, and philanthropist. She made her full-length debut with «Aprendiz», reaching the Top Ten of the albums chart, and having sold four platinum records.

The pop singer ha released eight studio albums, two compilation albums, and two live ones; aside from numerous musical collaborations. She is one of the top and most active celebrities in the social networks, with 719,026 fans on Twitter.

On October 2013 she will release her new album and on November 8th, 2013 she will start her Tour with a Great Concert in Madrid, which is already sold out. In her Press Photocall it will show www.queteilumina.com
GREAT CONCERT
PRESENTERS
Frank
He was the presenter of the morning radio show of the 40 Principales named 'Anda ya' since 2012-2013, and was presenter of Cadena Dial's show 'Atrévete', with María Lama.

On television he has performed in the top Late Night Show with Xavier Sardà, 'Crónicas Marcianas'. He has worked with Canal+ and in Cuatro TV and 40 TV.

He has also presented 'Caiga quien caiga' in laSexta TV during 2008. Since last September 7th, 2013, he leads and presents the radio show on Cadena SER 'A vivir Madrid'.
Cristina
Cristina Lasvignes Martín started her career as a journalist in Cadena SER.

In 2005, and together with her work on the radio, she was one of the reporters of Cuatro's “1 Equipo” show. In September 2006 Cristina Lasvignes was appointed as Director of the show “Hablar por hablar”, and in June 2008, in parallel with her work on the radio, she returned to television to collaborate as a reporter on “Visto y Oído” (Cuatro TV).

In October 2011, Cristina returned to the same media where she was born and raised professionally: the radio. She does it thanks to KISS FM, where she is presenter of the morning show “Las mañanas KISS” with over 500,000 listeners daily.
Solidarity
Event
We are proposing a
solidarity and sustainable action to close the celebration of the 100 Years of OSRAM
, an act which will be hosted in an emblematic place in Madrid during Christmas 2014,
placing a 15 meter high Christmas tree.


With the support of some popular guests
, we will light up one light bulb for every
Spanish NGO
. The light bulbs will start to light up and to illuminate along with the donations of the donors until the Christmas tree is all lit up.
Such action is mainly focused on supporting those people and institutions of groups who need help
. In this cause all the collaborations will help the tree become even brighter.
The
100
wish
Blanco
Lasvignes
GREAT CONCERT
A social and cutural center. On the facade of this emblematic building we will display Lighting Art, thus opening the spring right in the heart of the capital, which happens to be located only meters away from the old OSRAM factory. A meeting point for Culture and Lighting Art.
Institutional Detail
"Glass cube"
Creative proposal
Institutional event
The Casa Encendida ("The House Lit Up") is a sociocultural center, open and dynamic, which gathers the most innovative artistic expressions, courses and workshops on areas such as solidarity or environmental aspects. The cultural program offers performing arts, films, expositions and other demonstrations of contemporary creation.

Ever since it was open, The Casa Encendida has been supporting young artists in the development of their initiatives with programs such as 'Emergencies', 'At Home' or the so called program 'Artists in Residence'.

Additionally, The Casa Encendida has a complete resource centre (library, media library, newspaper library, laboratory of radio, photography, and multimedia) available to everyone.
best
This Cultural Center offers cultural and educational services to over 1,000,000 people a year.
A link, a Microsite 2.0,
(www.whatlightsyouup.com)
(The House Lit Up)
(The House Lit Up)
(The House Lit Up)
SUMMER CINEMA
tree
Creative proposal
Institutional event
ACTIONS
*Street marketing action
Full transcript