In the process of gathering information, I had to study the BIC and go back to when they started in 2004. Every year, the F1 campaign is the biggest campaign in the country with a huge budget. The campaign books all the medias across the country starting from the airport till the BIC location in the Sakhir desert. They also book regional and international medias, such as, international magazines and TV spots. The F1 campaign usually has a very strong theme which is very different from each year. Also, every year there is a pitch for the F1 campaign, and many creative agencies apply to get an opportunity to work on the biggest campaign in the kingdom. The agency with the best unique creative concept wins the pitch.
I have decided to focus on this event as it places the Kingdom of Bahrain on the global map with other country hosts. The medias I have researched were various, both online and offline. The most important and main part of my proposal was the communication strategy. It included: objectives, target audience, media channels, event activities, road shows and exhibitions, and the formula one creative rationale. The idea of the night race was presented, showcasing a few TVC scripts to take you into the feeling and mood of the concept. In addition to that, I had to think of multiple activations for the two phases of the launch: early-bird and launch.
Afterwards, I had to create an agency profile, which I partly had in place already due to my previous experience of being an entrepreneur. It included: “about us”, our partners, our awards and participations, and our people (showcasing the whole team). Initially, back in week 1, I wrote an “about” paragraph of myself. However, for this week, I had to change it to be inline with the proposal work and the pitch.
The commercial proposal with concluded with costing options and the rate card. There were two options provided for the retainer fees for the duration of three years, but with different prices due to team allocations and head counts. In addition to that, there are third part costs subject to 20% agency fees which include media and production. The rate card depends on hours required on each job/campaign.
This was a very interesting, exciting and challenging challenge. I chose the F1 theme as I love it and has been intrigued about it since I was a child. My grandfather wanted me to become an F1 racer when I was raised in Brazil. However, things didn’t go as planned. It took long hours and my personal weekend time to work on this huge proposal. I hope you enjoyed reading it!
Omar Mal
Omar Mal 