[young marketers elite program] assignment 17.1 - phương vi_huỳnh phong

[ ON GROUND ACTIVATION ]

On-Ground Activation Analysis in Vietnam, May 2014

Targ

et A

udie

nce

- Kids from 6 – 14 (primary school to junior high school students)- Mostly live in urban which high living standard for studying & playing- Active, energetic, dynamic, eager to learn and explore new things

Challe

nge

&

Objec

tive

Toonies has launched a new version with the heroes flying gift cards for 2-3 months but children still

haven’t know how to play with it.

So the objectives are

- Instruct kids to play with the flying cards

- Encourage them enjoy the snack & games with their friends

Insig

ht

Every kid has a dream of being hero with supernatural power to rescue the world.They would love if they are empowered and encouraged to dream on being hero.

Toonies empowers kids to be hero

Umbr

ella

Idea

Key

mes

sage

Collect Toonies’s flying cards to compete with your friends in a hero realistic game

Phase 1 - Trigger Phase 2 - Engage Phase 3: Amplify

Strategy Start with kick off event for kids to try out products & educate them to play flying cards

Sampling tours to many key schools for kids to enjoy the snack and play games with flying cards

Report/review about the product with flying cards, encourage kids to keep playing game and enjoy the snack

Key message Special gift from Toonies: Flying cards to have the super power.

Let’s play and enjoy the snack withYour friends.

Keep playing and enjoy the snack, Toonies is your friend!

Key hook Kick off event at Vietopia Sampling tour PR report/review

Tactics POSM, event, Advertorial/Editorial, SEO, SEM

POSM, event, Advertorial/Editorial, SEO, SEM

Advertorial/Editorial, SEO, SEM

Deplo

ymen

t pla

n

Kick off event at Vietopia (3/5 – 4/5): The journey to save the world

• 5 booths for kids to play with the flying cards, represent the new journey of the Toonies hero with the new supernatural power.

• Educate kids to play with the flying cards.

• Giving snack as reward.

Kick o

ff eve

nt

Sam

plin

g To

ur

Sampling Toonies snack with Flying cards to many key schools and places for outdoor activities of children.

Key the message: “Collect Toonies’s flying cards to compete with your friends in a hero realistic game” through the game and the snack they share.

PR re

port PR angles

“Cơn bão Thẻ Bay Anh Hùng kéo đến các trường”

“5 cách chơi với Thẻ Bay Anh Hùng”

“Thỏa sức sáng tạo cùng Toonies”

Good points:+ Interesting tool for kids to play+ Exciting enough to engage kids to join in

Need to improve:- Kids hardly know how to play the cards without

personal instruction- Not much outstanding from other brands with

toys promotion for kids

Eval

uatio

n

Phương Vi

Huỳnh Phong