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CHESTERFIELD - WEST AFRICA AGENCY BRIEF Overall Objective 1. To successfully establish a second PM full-flavour American brand in French and English speaking West-Africa. 2. To rapidly obtain maximum brand awareness and good distribution in all markets entered, in anticipation of possible further restrictions on cigarette advertising. 3. To gain a very young audience thanks to the brand's communication, and by sellinn the product slightly below the premium-priced international brands. Positioning High quality, full flavour, American brand with international presence. Prime Prospect - Male, 18 to 30 years. - Upper and middle income groups. - Urban. a Source of volume New smokers, smokers of all international brands, and smokers of premium priced local brands who want to upgrade to international brands. Key Consumer Benefit There is no tangible product plus, except a possible price advantage over other high quality imported brands, but this will not be advertised. So, the key consumer benefit must be purely psychological and projected through the lifestyle of the people featured in the advertising. Chesterfield is the famous American cigarette sold internationally, and now available in .u your country for the first time.

-2- Tone Young, alive, enjoyable, aspirational, American. Executional Area Background As a result of the advertising concept test carried out in June this year, the most positive element of our communication is "AMERICA". America is a bit of a dream, it is a country appealing to our target audience providing that we use a simple and clear way to communicate this. The lifestyle of young Americans will also attract our potential consumers providing that the people featured are simple, and aspirational to Africans through their manner of dress and leisure activities. On top of that, America is synonymous with good quality products. Creative Objective Develop a campaign which will communicate clearly America through typical U.S. vistas and featuring young people of today enjoying life to the full. Their cigarette is Chesterfield, a high quality American product (the brand that made American cigarettes world-famous) favoured by young people. And now, this famous cigarette has arrived in "your" country. Platform Full communication mix in French and English including: 1. Newspapers and Magazine Ads a) 2 launch ads (using for example New York skylines without any people). b) 4 - 5 ads for the follow-up campaign, which will be used immediately after the launch period and will feature people. 2. Outdoor Advertising a) 1 - 2 launch posters b) 3 - 4 posters as a follow-up campaign. 3. Radio Spots a) 1 launch spot b) 5 - 6 follow-up spots (the D.J. can be a tool to communicate America).

-3- 4. Cinema Films 1 - 2 60" films. 5. POSM and Give-aways Full range of suitable items for the West African markets. Requirements - Full range of sketches for print media and outdoor, both for launch and follow-up campaign. - Scripts for radio spots (launch and follow-up) including a new original Chesterfield jingle mock-up. - Alternative rough-story boards for cinema films with related production estimates. - Colour sketches of POSM give-away materials. Timing All above requirements by December 19th, 1983. 000 F. Marti c~n 0 November 15th, 1983. .r N o, m ~ ~a