ASSIGNMENT 18.1

TRẦN QUỐC THIÊN AN

OBJECTIVE

Introduce Phu My Hung life to audiences as a mean for your safety life with happy moment and peaceful daily life

COMMUNICATION MESSAGE

Phu My Hung life insurance is the best choice for your life and family to have a happy and peaceful lifetime

TARGET AUDIENCE

Family, young dad and young mom with little kid, AB, urban Busy in their daily life and desire a moment of happy childhood to balance and nurture the hasty reality Need a playground for their kids in the weekend through that enjoy their life

TOGETHER WITH PHU MY HUNG LIFE

COME BACK TO CHILDHOOD

WITH THE BIG YELLOW DUCK

MASTER CONCEPT

Come back to childhood to enjoy your lifetime with the happy and peaceful

moment with the image of little childhood – a yellow duck

CAMPAIGN ROLL OUT

TRIGGER EXPERIENCE AMPLIFY

Objective Trigger TA about the upcoming big yellow duck

Give TAs a chance to experiethe famous big yellow duck

Amplify those to mass consumers

Message The famous big yellow duck is coming to town – the 1st ever in Vietnam

Together with Phu My hung life & yellow duck come back to your childhood and enjoy the lifetime with happiness and peacefulness

Let more people experience the happy moment and enjoy lifetime

Key hook Demo yellow duck before 2day launcing

Place the yellow duck in Crescent lake for Tas to take photo

Coming back to childhood festival

Supportive tactics

Online advertorialTv news

“Cùng Phú Mỹ Hưng life trở về tuổi thơ” photo contestSocial seedingInfluencerWeekend activities

Reportage

TRIGGER

EXPERIENCE

AMPLIFY

KEY LEARNING

Good consumer touch point Simple but effective action