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 because

You 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,

Editorials Supporting 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