ASSIGNMENT 17.1 – ON-GROUND ACTIVATION

Target

Audience

Male and Female aged 18-25, mostly in Ha

Noi, dynamic

Dare to

LIVE

Dare to

DREAM

Dare to

DO

Live your life

becauseYou Only Live

ONCE

Key message

THE NIGHT TO LIVE YOUR GREEN

YOUTH TO THE FULLEST

WITH

COZY[OBJECTIVE: Educate consumer about the new message of brand]

Trigger Experience Wrap-up

Did you live the YOLO spirit?

Let’s live your life, be YOLO with COZY

Let’s celebrate the YOLO spirit and live

it on

YOLO COZY profile application

GREEN NIGHT OUT WITH COZY

Amplifying articles

Phase

Key message

Key hook

Trigger the YOLO spirit in young people

Let them experience living the YOLO spirit

with COZY

Celebrate the night of YOLO spirit

Objective

Social seeding, Advertorials, viral clip

Social seeding, influencers’ sharing

Social seeding, Advertorials,

EditorialsSupporting tactics

CAMPAIGN ROLLOUT

PHASE 1 – TRIGGER THE YOLO SPIRIT

TA registers, answering persona discovering questions and gets ticket to the party

Facebook app

Viral clip Influencers sharing their YOLO spirit and introducing the event

PHASE 2 – LIVE THE YOLO SPIRIT IN THE GREEN NIGHT OUT

Dynamic performance

YOLO spirit sharing

COZY tea cocktail performance

Game and sampling

PHASE 3 – CELEBRATE THE YOLO SPIRIT

Articles wrapping up the event

Articles to further educating the message

Key learnings

PROS

CONS

• Capturing the trendy message of youth in Ha Noi

• Diversified tactics delivering noticeable number of participants

• Utilize the event for product placement

• Message is trendy but not original

• COZY’s role is not clear and persuasive