Blm generation gap
Transcript of Blm generation gap
Generation Gap Team
Ho Chi Minh city
AGENDA
1Background Information
Analyze the problem
2Customer Insight
Behavior, Need and Insight
3Campaign Big IdeaConcept and Strategy
Background Information
Gấu Uniform want to raise awareness about the “Copyright” issue for the Youth
Centralized the information:Copyright in Uniform Design
Target Audience:• Young people study in High schools and Universities• 18 – 22 years old
Customer Insight
Uniform is a way to express the uniqueness of a group. Young people usually copy the uniform design of other people, which they can be found on the Internet.
Why?
Why?
They think that it is the easy and cheap way, and it is difficult to be discovered that they have copy the design of others
There are many designs appear every year. They think copy is OK.
Why it is important?
Because young people highly appreciate the uniqueness. What if the design of Uniform – a symbol of Uniqueness – is discovered that it is just a copy
Customer Insight
Insight
I want a uniform to express the uniqueness of my group. I copy other design because it is easy, cheap and difficult to be discovered. However, if it is discovered, that will be terrible.
Big Idea
Be YouPhase 1 Phase 2If you are caught! Be your self!Make awareness about the shame of being caught copy (by confession, viral clip…)
Express yourself contest to motivate (Design contest, talent contest…)