young marketers marathon - phương vi & hiếu hiếu
Post on 15-May-2015
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PR CAMPAIG
N
Context
Real cases of “the ugly Vietnamese” Negative feedback from both foreigners & Vietnamese
The youth is losing their sense of pride in their own country’s values The youth is put into a test as well as a decision: whether they
will protect traditional values and proudly stand for Vietnam or they will ignore and turn back from their own country?The campaign is designed for Vinacafé – one of the most heritage brand in Vietnam to awake the national pride & values of the youth so that they will become the ambassadors of their own country, by the great ability of inspiring & connecting generations exclusively from Vinacafé.
70% awareness of target audience and engage at least 20,000 target youngsters to join in the campaign.
Connect the youth with truly timeless Vietnamese values to awake the national pride & values so that they will become the ambassadors of their own country by Vinacafé – an inspiring brand.
Consolidate Vinacafé’s value & equity as a Vietnamese heritage coffee brand with the authenticity in flavor since 1968, which also has the contemporary breath & connection through generation.
Increase the level of Vianacfé’s TOM to the youth to 70% Increase sales to 30% in HCM & HN market at the end of the
campaign by converting competitors’ consumers into Vinacafé’s
Marketing Objectives
Vietnamese youth, 18 – 25 YO, ABC+
Live in HCMC & HN Coffee drinkers (at least 3
times/week) Experimenters & soldiers Youthful, energetic,
passionate, ambitious
Target audience
Do they love their country?
If then, why they still lack confidence and pride in their country & have not done something yet to improve it?
How can we bring back the national pride and inspire them to be the national ambassadors?
Insight
Insight
My feedback about some national issues could be positive or negative, but deep in me are always both the love and concern about my nation. I feedback means I do care!
BUT
The national image has been much damaged by many “ugly Vietnamese” lately. Then, it’s hard for love to be sustained in such a situation.
I do want to do something to improve those issues
BUT
Whenever I think about the relationship between me & the nation, there is always a gap, a distance. I find it hard to sense & to involve in any national issue. I and the nation seems to be 2 separate part, while it is supposed to be integrated.
BarrierThe image of nation is
too huge & oldCan’t sense & involve in
Wonder what & how they alone could join
hand in national issue?
Insight
DriverThere are always both the love and
concern about the nation deep inside the youth
Brand roleThe image of Vinacafé
represents the image of the nation: traditional, valuable
but still close, friendly & youthful in comparison with
the young generation.
Unlike key competitor Trung Nguyen, who has the old & cliché voice toward nation, Vinacafé has the contemporary & youthful inspiration
that could bring the nation and the youth closer.
Vinacafé will help the youth recognize the other image of the nation, so that they could sense and join hand together to awake and take
back the national pride.
Functional
Coffee: An inspiring drink for people to do
great things
Emotional
Vinacafé: An inspiring brand – heritage but still have a
contemporary breath, traditional but neither old nor
out of date – a truly connection through
generation
Brand role
Is developing, slowly but day by daythrough many pain & difficulties.
Youth time means hard & challenging time. If we want to
grow up, we have to face and go through difficulties
From a tree to a great cup of coffee, the coffee berry has to go through a
whole tough process so that we could keep the truly authentic flavor
The beauty of growing up through hardship
Big idea
The nation
Vinacafé The youth
Growing Up TogetherCùng trưởng thành, Việt
Nam nhé!
Traditionally & commonly, we have always talked about nation with very formal tone & mood. It creates such a huge & old image for the nation. It makes the young generation feel that nation is something too big, too old , too far from them.
But we are going to change the approach this time. We will visualize the nation as a youth who is growing up,
instead of the old man who is helpless.
Big idea
The hardship makes the growing up ,let’s grow up together!
Strategic approach
First step: Trigger for awareness & sympathetic: You and the nation are just two adolescents on the way to grow up.Provoke the attention by a touching viral clip to put people to the moment of truth: the nation is just like you – a youth on the way to grow up: On growing up, you commit mistakes every day and still could be sympathized, forgiven, and encouraged by family & friends. How about this “guy” – the nation? He is such a lonely and pitiful youth receiving negative feedback & hatred on his growing up.
Next step: Engage: Let’s grow up together and become betterEngage and encourage the youth to grow up with the nation: Together facing the problem and over coming it.
Final step: Escalate to the momentum – The Growing Up Day. We just have the anniversary days for the past and do nothing for the future. From now on, it will be the national day of Growing Up – a day to look back on what done and look forward to what will
Brand placement
At first, the viral clip will be unbranded. Later on, Vinacafé will be featured in the social debate as the story of coffee from seed to cup & the story of a national brand, both constantly growing through tough time.
Then, Vinacafé will show up as the host of the contest – connect the youth to the nation & inspire them to work out & grow up together to encourage & guide them to Growing Up Day
Finally, Vinacafé will celebrate the first time ever Growing Up Day. Vinacafé, the youth and the whole nation, together we will keep moving forwards
Media strategy
Vietnamese youth, 18 – 25 YO, ABC+
Live in HCMC & HN Experimenters & soldiers Youthful, energetic, passionate,
ambitious Focus more on social & digital platform
Media strategy
Social influencers
Media key channels
Own media: Website, Facebook fanpage, YoutubePrint
Online
Deployment plan
Phase 1: Provoke Phase 2: Engage Phase 3: Amplify
Objective Trigger attention & awareness of new approach to the nation
Engage and encourage the youth to make a change & grow up with the nation
Escalate to the momentum – The Growing Up Day
Duration 2 weeks 8 weeks 2 weeks
Key message
You and the nation are just two adolescents on the way to grow up – Please realize & sympathy
Let’s grow up and become better together
Let’s celebrate the National Growing Up day from now on
Strategy Provoke the attention by a touching viral clip to put people to the moment of truth: the nation is just like you – a youth on the way to grow up
Engage and encourage the youth to grow up with the nation: Together facing the problem and over coming it.
Escalate to the momentum – The Growing Up Day – a day to look back on what done and look forward to what will
Key hook Viral clip I change – You change video contest
The 1st National Growing Up day
Key tactics Social InfluencerOnline/Offline Advertorial &EditorialForum/Facebook seedingNews feature, SEO, SEM
Social InfluencersOnline/Offline Advertorial &EditorialForum/Facebook seeding & AdNews feature, Web banner, SEO, SEM
Social InfluencersOnline/Offline Advertorial &EditorialForum/Facebook seeding & AdNews feature, Web banner, SEO, SEM
Budget 500,000,000 VNĐ 3,000,000,000 VNĐ 20,000,000,000 VNĐ
Phase 1: Trigger
Touching viral clip to put people to the moment of truth: Randomly ask adolescents about their youth time:- How do you feel about your growing up? Is it hard? Do
you commit much mistake? Do you receive help & love from family, friends?
- Last question: Do you find your journey of growing up through hardship similar to something? Such as our nation? Do you think that our nation is just like you – a youth on the way to grow up?Trigger social debate: What we have done to our
“friend”?
On growing up, you commit mistakes every day and still could be sympathized, forgiven, and encouraged by family & friends. How about this “guy” – the nation? He is such a lonely and pitiful youth receiving negative feedback & hatred on his growing up.Trial clip : https://www.youtube.com/watch?v=XZWVzipz_No&utm_source=trigger&utm_medium=email&utm_campaign=NOT-VID-EXP-888-YouTube_R
Demo PR angles
Đất nước chỉ là một người trẻ - video clip gây bão cộng đồng mạng
Đất nước chỉ là một người trẻ mà thôi!
Từ video clip gây xôn xao với cái nhìn lạ, nhìn và nghĩ lại về đất nước thân thương. Đúng vậy, đất nước của chúng ta chẳng khác gì một người trẻ đang lớn với, gàn dở với bao lỗi lầm, hoang mang trước bao ngã rẽ. Chẳng ai cho đất nước một sự tha thứ, một bờ vai, một sự động viên khi đất nước đang vật lộn để trưởng thành.
Mấy ngày nay, cư dân mạng nhanh chóng truyền tay nhau video clip với cái nhìn khác lạ về đất nước: một người trẻ đang lớn, thay vì hình ảnh vĩ đại lớn lao như trước đây chúng ta vẫn nghĩ. Rất nhiều cảm xúc đã vỡ òa: chúng ta đang đối xử thế nào với “người bạn” này?
Mình vấp ngã có muốn ai nâng đỡ không? Mình thất bại có muốn được an ủi không? Mình cố gắng có muốn ai động viên không? Đất nước chính xác là một người trẻ đang lớn, và bị những người trẻ hiện tại ghẻ lạnh. Thói đời, Thạch Sanh thì ít Lý Thông thì nhiều, anh hùng bàn phím có chăng chỉ là những người trẻ ích kỷ.
Người trẻ đang lớn.
Làm bạn với đất nước như những người trẻ đang trưởng thành cùng nhau, tại sao không?
Phase 2: Engage
Video Contest: I change – You changeConcept: What will you change yourself to make a change to the nation?(Đất nước thay đổi khi ta thay đổi)
Pick any national hot issue, raise your voice, propose idea for the solution – not a solution from the outside, but a solution from the inside.
Capture in 3-minute video clip Ask the community to make a change with
you (Like/share = commit “I will change with you”
Voted by the community to the show case event later (the number of “I will change with you” commitment by others)
Demo PR angles
Suboi đã join in cuộc thi I change – You change với bài rap của chính mình. Các fan ủng hộ với nào!
[ Share 1 video clip dự thi ]Chúng ta đã được nói như chúng ta vẫn luôn ước vọng. Nhưng chúng ta cần nhiều hơn một sự thay đổi. Một cuộc thi quá CHẤT!
I change – You change - Cùng lên tiếng, cùng thay đổi, cùng trưởng thành. Hãy để người trẻ tự tạo nên tương lai chính mình. Hãy để người trẻ sóng đôi cùng đất nước.
Giới trẻ phấn khích với cuộc thi I change – You change 2 tuần lễ đầu tiên của cuộc thi đã diễn ra với số lượng không nhỏ bài dự thi, trong đó có một vài ý tưởng thật sự xuất sắc, rất độc, và cũng rất trẻ. Cùng xem video clip đang được chia sẻ nhiều nhất nhé!
Phase 3: Amplify
Celebrate the 1st National Growing Up Day with various activities:
Show case top proposals from the Video Contest – together we make commitments of changing to make the nation better
Establish some records such as making the S shape, flash mob dancing…
Activities about VIET NAM culture, food, travel,…
Entertainment with new & catch the youth trends
I love Vietnam Toolkits (hat, t-shirt…)
Demo PR angles
Đã đến lúc thôi ngoái nhìn. Đã đến lúc phải trưởng thành
Chúng ta vẫn luôn kỉ niệm một cách tự hào những chiến tích vẻ vang trong quá khứ của những thế hệ trước. Nhưng thế hệ hôm nay liệu sẽ đi về đâu nếu chỉ mãi ngoái nhìn ánh hào quang đã rất xa ấy? Đất nước đã đến ngày phải Trưởng Thành. Nhìn lại không chỉ để tự an ủi vỗ về, mà chúng ta còn phải trông về phía trước – tương lai.
Giới trẻ háo hức với Ngày Trưởng Thành của đất nước.
Cùng điểm qua những hoạt động hấp dẫn sẽ diễn ra trong ngày lễ lần đầu kỉ niệm tại Việt Nam và chỉ cho đất nước Việt Nam – Ngày Trưởng Thành. Giới trẻ đã thật sự đã có cái nhìn gần gũi và thân thiện hơn với đất nước.
Thân tặng các fan MV Grow up Vietnam của nhóm VMusic nhân sự kiện đặc biệt của đất nước – Ngày Trưởng Thành. Luôn ủng hộ VMusic và cùng nhau trưởng thành, các fan nhé!
KPIs & measurement
Engagement KPIs:- 1,000,000 views for viral clip- 1000 videos for the contest with high level of “I will change with you”
commitments- 10,000 participants for the National Grow Up Day, both in HCMC & HN
No ParticularsQuantity (total) –
Paid media
Quantity (total) – Earned media
Social Effort
1 Print articles 50 100
2 Online articles 100 500
3 Status/Social Seeding
300
Thank you
Phương Vi
Hiếu Hiếu
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