young marketers 4 semi-final - sleep runner
TRANSCRIPT
SLEEP-RUNNER
TARGET AUDIENCE
Male/Female: 18 - 30 years old
Income: ABC+
Location: 5 big cities - Hà Nội, Hải Phòng, Đà
Nẵng, Hồ Chí Minh, Cần Thơ.
Their attitude: Dog eating is normal. There is
nothing too serious about it.
Their behaviors: Neutral, eat dog and do not
oppose dog eating.
Other behaviors: Open-minded, care about
social issues and ready to take action if it’s
serious
WHAT IS THE BIG PICTURE THAT THEY NEED TO SEE?
WHAT THEY SEE & THINK?
What dark sides of dog
eating that they can see?
“Tội nghiệp cho con
chó”
“Nạn bắt trộm chó”
“Nỗi buồn của người
chủ bị mất chó”
What they think about
dog eating?
“Lâu lâu có dịp mới ăn,
mà nếu có ăn thì cũng
chỉ có vài miếng thôi
mà”
WHAT’S WRONG?
The dark sides that they
can see are just parts of
the big picture
They simply think that just
some ordinary pieces of
dog meat cannot lead to
anything significant.
I still eat dog meat
because from what i
see and think, dog
eating is not
something too
serious.
INSIGHT
`The BIG PICTURE
“Since 2012, more than 25 mob attacks on dog thieves
have killed at least 20 and caused an untold number of
severe injuries”
THE WHOLE PICTURE IS MUCH MORE SERIOUS THAN WHAT THEY SEE
“5 millions dogs are killed every year”
BIG IDEA3 LIVES, 1 PIECE
Stress the contrast between something very big and meaningful – 3 LIVES and
something very small and ordinary – 1 PIECE OF DOG MEAT.
“The huge change you can make by just simply say NO to the dog eating ”
HOW 1 PIECE OF DOG MEAT CAN CHANGE 3 LIVES?
The dog owner life The dog life The dog thief life
DEPLOYMENT PLAN
PHASING 1. WAKE-UP (1 month) ENGAGEMENT (2 months)
Objective Show them the seriousness of
how 1 piece of dog meat can
change 3 lives
Show them how they can
save 3 lives by to simply say
no to 1 piece of dog meat
Key message How 1 piece of dog meat can
change 3 lives
Say NO to 1 piece of dog
meat.
Key hook Real story video: “What’s
behind 1 piece of dog meat?”
PR Stunt
Online activities: 1001 ways to
say NO
Supporting
tactics
Forum seeding
Social Network
Editorial
Microsite
Social Network
Advertorial/Editorial
Activities at
points of
purchase
Display video and key visual of
campaign
Attractive display Pedigree
product
Sampling
“5 signs of good health”
game
Advices from nutritionists
Discount or free gift (dog
rope, dog food plate)
Phase 1
Video 300 mil
PR 100 mil
PR Stunt 50 mil
Social
media 50 mil
POSM 200 mil
Microsite 100 mil
Total 800 mil
Phase 2
Online
activity 400 mil
Social
media 150 mil
PR 250 mil
POSM 400 mil
Total 1,2 bil
KEY HOOKPhase 1: Real story video: “What’s behind 1 piece of
dog meat?”Phase 2: 1001 ways to say NO.
POP: Petcity, Pethouse, Pet hospital
Booths with following activities:
“5 signs of good health” game
Advices from nutritionists
Discount or free gift (dog rope, dog food
plate)
POP: Petcity, Pethouse, Pet hospital
Display video and key visual of campaign
Attractive display Pedigree product
Sampling
THANK YOU!