EFESDANCESQUAREOFF FINAL EVENT MOSCOW 05 04 2013 Havas Sports

EFESDANCESQUAREOFF FINAL EVENT. MOSCOW 05/04/2013 © Havas Sports & Entertainment

Table of content 1. General Description 2. The Venue description 3. Invitations 4. Event in details © Havas Sports & Entertainment

General description 01 © Havas Sports & Entertainment 3

Event description A superior show where the best European cheerleader’s teams will fight for the best prize – a chance to dance at Euroleague Final Four. The show will take place in one of the most famous night clubs of Moscow – favorite place of active young people of the city. The contest will include not only the best performance of the cheerleaders’ teams but an appearance of one of the most well-known Russian bands and a disco till midnight. A free glass of beer and free prizes will add even more fan and excitement to this cheerful atmosphere © Havas Sports & Entertainment 4

General Information • Efesdancesquareoff Final Contest will take place in Moscow on April 5 th 2013 • Beginning: 19: 00 • Participants: 4 best cheerleaders teams • The winner will be selected by common decision of The Jury and Internet users following the Event on-line • The Event will be attended by 1000 loyal consumers making a ‘FAN ZONE’, and VIP representatives of Efes and Basketball Euro League • The Event will be broadcasted on-line and staged in style of Eurovision Contests © Havas Sports & Entertainment 5

Venue description 02 © Havas Sports & Entertainment 6

Location: A 2 Club is a trendy night club of Moscow, very popular among young people © Havas Sports & Entertainment 7

A 2 Club: General description • Address: 11, Ordzhonikidze Str. , Moscow • A 2 is trendy, modern venue for dancing and clubbing • Total area is 5000 m 2, it is suitable to allocate up to 3000 people at once • Despite the size, venue design creates a feeling of full house even if number of people is less than 1000 people • A cloakroom capacity is for 3000 people • Close to a metro station (Leninsky Prospect Metro) • Parking for 14 cars for VIP only © Havas Sports & Entertainment 8

The interior of A 2 is designed in neutral style providing an opportunity for any branding © Havas Sports & Entertainment 9

A 2 Club: VIP Area • VIP guests will be welcomed by beautiful hostesses and shown to the VIP area. • VIP area will be located at the balcony with a great view at the stage and the participants. • For a more relaxed atmosphere a banquet sitting for the guests will be organized. • For VVP sitting 2 tables with servant service will be provided • Special menu will meet the demands of a VIP audience • 2 bars will be at the disposal of the guests for more convenience © Havas Sports & Entertainment 10

A 2 1 -st Floor Entrance from wardrobe Screen 1 Bar 1 Place for shooting Bar 2 Light and sound panel Efes Activation Scene Screen 2 © Havas Sports & Entertainment 11

VIP entrance A 2 2 -nd Floor Bar 3 Screen 1 Jury rows of tables scene Screen 2 © Havas Sports & Entertainment 12

Invitations 02 © Havas Sports & Entertainment 1

Invitations FUN ZONE, 1000 consumers Invitation for consumers will be distributed during a promotion campaign and will include: - information about web page of the Contest - date&Time, Venue - a coupon for 1 glass of Efes - a lottery card 700 basketball club fans will be invited to the show - a special contest will be in introduced in order to win the ticket - only legal members of the fan movement can enter the event - the main criteria for fans will be their activity inside the movement © Havas Sports & Entertainment 14

VIP invitations VIP GUESTS, 60 persons In order to keep relaxed atmosphere invitations will be sent to VIP guest by e-mail First stage: 1 st RSVP* will be sent by e-mail a month prior to the Event 2 nd RSVP* will be send by e-mail two weeks prior to the Event VIP invitation includes: - Information on Date & Time, Venue, Contest special guest *Répondez s’il vous plaît – french. An electronic invitation, sent personally to the guest by email © Havas Sports & Entertainment 15

Detailed event description 04 © Havas Sports & Entertainment 1

General Program 19: 00 – 20: 00 WELCOME RECEPTION 20: 00 – 21: 00 THE CONTEST 20: 00 – 20: 30 The Contest and the Jury Introduction • • 20: 30 – 20: 40 Sport Dances, 1 st Part of the Contest 20: 40 – 20: 55 Voting; Results; 20: 55 – 21: 05 Artistic Dances, 2 nd Part of the Contest 21: 05 – 21: 25 Voting; Results 21: 25 – 21: 45 WINNER CELEBRATION CEREMONY 21: 45 – 22: 00 LOTTERY 22: 00 – 22: 40 SPECIAL GUEST, A STAR of the EVENT 22: 40 - 00: 00 EFES PARTY, A DISCOTEQUE WITH DJ (FUN ZONE) © Havas Sports & Entertainment 17

WELCOME RECEPTION ACTIVITIES: FAN ZONE • • • In order to start the fun atmosphere the hostesses will distribute fan attributes (flags, tunes, rattles, etc. ) already in the welcome area EFES Bar will be already open and ready to redeem 1 EFES free for a coupon, so guests will enjoy some beer while waiting for the beginning of the Event. Bar is also selling EFES beer, but free beer is limited to 1 glass / 1 person Video on screens will introduce the contests, the participants and play EFES TVC (international, local – TBD with Efes Brand Team) Backstage music will create an atmosphere full of excitement and drive. Voice over announces the rules of the contest and generate great expectations and motivation to support participants There will be 2 press walls to make photos with cheer leaders, girls from teams second casts – a unique chance to get close to the famous dancers © Havas Sports & Entertainment 18

WELCOME RECEPTION ACTIVITIES: VIP ZONE The atmosphere in the VIP zone will be democratic and relaxed • No reserved seats at the table: free seating arrangements • Drinks and starters will be served at 2 catering area • A photographer will be making group and individual photos at press wall located at VIP zone • 15 min prior to start, hostesses will be helping the guests to fix synchronous equipment, check the equipment • VIP-guests can use interpreter's service if necessary • Interpreters (2) will be ready to assist in negotiations © Havas Sports & Entertainment 19

THE CONTEST 20: 00 – 20: 30 • • Contest logo on screens. Light is down Light Performance to attract attention to the main stage MC arrives at the stage. Introduction speech MC invites participants at the stage Cheer Leaders Teams stages defile MC introduces The Jury takes their places MC explains the rules of the contest and the voting process to the Jury and to the Internet Audience © Havas Sports & Entertainment 20

The Contest. Part I 20: 30 – 20: 40: Sport Dances • 4 teams x 1 dance x 2 min • Sport Dance evaluation criteria are done based on number and complexity of elements • MC introduces each team; team logo/video on screens • Dance is on screens (follow-up camera) • After each dance, MC reminds on voting to Internet Audience • Internet audience writes comments and wishes to teams, on-line support on screens © Havas Sports & Entertainment 21

Interval 20: 40 – 20: 55 • MC says that The Jury and the Internet Audience evaluates the Sport Dance Contests • Teams are changing for the Artistic Dances • A special show at the main stage to attract attention of Internet audience and entertain fans and VIP guests during the interval • Show Options: • Option 1: Lazer Show, a staged performance: an outstanding show of light and color will keep the audience admired during the break • Option 2: Street Basketball Master Class / Show (recommended): the best tricks of the sport will be presented to the audience by high professionals • Option 3: Last Year EFESDANCESQUAREOFF Winner Performance. At the end, the last year winner will say a few words to encourage teams before the 2 nd part of the Contest © Havas Sports & Entertainment 22

THE JURY TRAINING • The Jury will receive a voting tables with criteria to judge performances in advance • A professional choreographer (a head of a cheer leader team, not a representative of the 4 final teams) should explain the Jury about the criteria and points distribution • This training may take place on-line | individually prior to the Event, however, a short session with a choreographer is required • Internet audience will know about the criteria from a section at the Contest promo page © Havas Sports & Entertainment 23

The Contest. Part 2 20: 55 – 21: 05 Artistic Dances • • • 4 teams x 1 dance x 2 min Criteria, subjective evaluation of: Emotions Artistic Approach Costumes MC introduces each team; team logo/video on screens Dance is on screens (follow-up camera) After each dance, MC reminds on voting to Internet Audience Internet audience writes comments and wishes to teams, on-line support on screens © Havas Sports & Entertainment 24

Results 21: 05 – 21: 25 • • • The voting ends at 21: 00 Screens demonstrates results of Internet voting: Each team > Point for each Dance > Summary Point The Jury announces their points. Each member of the Jury comments on his / her decision and encourages the participants The Jury results appears at Screens MC says that a computer will process the results and Winner will be known in couple of minutes Internet Results are steady at one screen and The Jury – at the other screen MC welcomes all participants to the Stage All participants at the Stage Cumulative result is on both screens MC announces the WINNER! © Havas Sports & Entertainment 25

THE WINNER CELEBRATION 21: 25 – 21: 45 • • MC announces the Winner Team The President of Jury congratulates the Winner Team MC welcomes representatives of Efes and Euro League to greet the Winner A Winner Team’s leader is explaining happiness and thanking the Contest’s Officials, Organization Committee, Efes Company, the audience, etc There is a famous composition ‘We are the Champions’ (Queen) Golden Confetti Fireworks The Winners performs again their Artistic (or a Sport) Dance The Contest is over, but Show must go on and MC invites a Special Guest of the Event © Havas Sports & Entertainment 26

LOTTERY 21: 45 – 22: 00 • • • MC announces the Lottery Computer selects the winners and their numbers appear at screen as well as their photos*) Winners arrive to the Stage, say a few words about the impressions of the Contest and the Event Prizes are given by Cheer Leaders Main prize is given by VIP guest (Efes / Euro League Representative) A Photographer is making photos, which will be send to winners © Havas Sports & Entertainment 27

Star Performance 22: 00 – 22: 40 The Approach: a popular singer or a band, which will add value and attract consumers © Havas Sports & Entertainment 28

22: 40 – 00: 00 EFES DISCO PARTY • DJ • Master class of Cheer Leaders • Go go girls in cheer leaders images • VIP guests are leaving for a cool night club or a restaurant to continue the Event in informal friendly atmosphere © Havas Sports & Entertainment 29

© Havas Sports & Entertainment 3