Post on 17-Aug-2015
Strategy, proposals and creative ideas contained in Agency’s proposals remain the property
of CASUL® INCORPORATED. All rights of the agency reserved. Unauthorized copying,
adaptation and dissemination of Agency proposals prohibited. Agency’s terms and
conditions are available upon request.
COPYRIGHT
CASUL® INCORPORTED
702 Nguyễn Văn Linh, Tân Phong, HCMC, 37761300, Vietnam
Tel: (+4) 38672496– Fax: (+4) 38628314
● Founder: Craig Sams and his wife, Josephine Fairley
● UK-based chocolate company● First organic chocolate product, awarded
the Fair Trade designation
Campaign:● 6 months campaign period: September
9th 2014 to February 9th 2015.● Launch date significance: Christmas
Holiday
• Ho Chi Minh CityGeographics
• Females• 30 – 50 years old• High income• Married, have children
Demographics
• Chocolate lovers• Care about health & nutrition in each
product• Consume chocolate (eat, cooking, gifts)• Experiencers & Achievers
Psychographics
• Consume (eating, cooking, gift-giving) a few chocolate bars each month
• Amount of consumption may increase during special occasions (birthdays, holidays)
Buying Behaviours
• Good for their health• Completely organic food – safe to eat• Feeling ethical – Fair Trade
Benefits Sought
• Green & Black’s organic dark chocolate is the healthy choice.Key Message
• “It’s a guilt-free pleasure.” Slogan
• PRIMARY: To achieve brand awareness
by 15% of the target audience by the end of the campaign
• SECONDARY: To reach 15% of the target audience to recognise Green & Black’s as one with obligations towards all of its “green” credentials, by the end of 6 months.
Communication Objectives
• To reach 5,000 likes on Green & Black’s Vietnam facebook page by the end of the campaign
Action Objectives
Angles to recommend Activity Publication Format
1. The importance of green packaging
2. Ethical sourcing: ways in which Fair Trade
improves the lives of farmers
3. Reasons why dark chocolates are good for
women
4. Family treats made from chocolate
Online Article
Vnexpress 500-700 words +photos
Dan tri
Magazines
Dep
Full pageElle
Cosmopolitan
Forum Seeding
Webtretho
Forum posts + photos
Eva
Lamchame
PR ANGLES
PHOTO CONTEST - My Chocolate and Me
• Time: 25/11 – 25/12• Photo & Caption• Content: Homemade chocolate dessert +
family having fun cooking
EVENT / AWARDS NIGHT - My Chocolate and Me
Prizes Event (26/12)
Free samples + Recipe Book
Chocolate Party + Live Cooking Demonstration
TVCs – Vignette, slice-of-life, comparison
Episode 1 Episode 2
Sep
• Print & Online
• SEO• TVCs• Spon
sor• Billbo
ard
Oct
• Print & Online
• SEO• Sales
promotion
• Billboard
Nov
• Print & Online
• SEO• PR
articles
• Billboard
Dec
• Print & Online
• SEO• Conte
st –Christmas
• Direct Marketing
• Forum seeding
IMC Tools Estimate Budget ($)
TVCs $60,000
Print Ads $25,000
Online Ads $20,000
Billboards $30,000
SEO $9,000
Direct Marketing $5,000
Sales Promotion $15,000
Facebook Competition $5,000
Forum Seeding $5,000
Total $174,000
Total (12% Media Buying Discount) $153,120
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