Young marketers 3 warm up marathon [storm]
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Transcript of Young marketers 3 warm up marathon [storm]
It all startswith a smallest Young people do not like old things
That young people can not connect to heritages as it is That we
must forcefully translate heritage into daily moments and
sentiments that BUT THEY DO Vinacaf TVC test tells that the daily
moment version lost to the old, artistic one Its just the
assumptions that prevent young people and ourselves from believing
in and discovering the true beauty of heritage So our role is not
to AVOID, but to ABSOLVE the old time less values of assumptions.
By National PRIDE AWAKENING campaign AGENDA Campaign background
Objective Strategic approach Deployment plan Big idea generation
Measurement tracking 70% target awareness, 20000 engagement
National pride connectivity Strengthen brand equity 70% TOM and 30%
sales increase OBJECTIVES BACKGROUND Consumer context I have the
tendency to avoid or criticize Vietnams image. Because media is
bombarded with either negative or cheesy information about Vietnam.
Theres a trend of returning to simplicity, originality,
authenticity (organic products, true values) (the size of organic
market has grown in double from 2010 till now, Economics University
research 2013) Target defining: Male and female aged 18-25, ABC+,
coffee drinkers, experimenters and soldiers BACKGROUND Brand
context Many brands have tapped in the area of Heritage. Vinacaf
also, has already run a heritage recalling program (CHAT THOI
GIAN), which is a successful practice but has caused them to face
the problem of being too far and too old for young people (80% of
Vinacaf CHAT THOI GIAN contestants are over 30, Redder advertising
quick report) BACKGROUND Timeless value context There are scandals
that are masking the original beauty of Vietnam heritage (Hoi An
street fee, Hanoi rude waiters, stealing habit) Vietnamese heritage
tends to be calm, silent. They do not proactively speak for
themselves, clarifying the scandals Its TIME to Change the
conversation Freshen the story Release the hidden PRIDE Insight
Driver Barrier The love for Vietnam, especially my own hometown has
been nourished in me through my journey of growing up,
subconsciously. As life gets faker, I turn back to appreciate the
truth, the authentic values Media has incepted assumptions about
Vietnam and its heritage in me. I am young and fresh. Heritage is
old and boring, We do not speak the same language. The true beauty
of my hometown is being masked by assumptions. And I will surely
speak up with love to defense my hometowns authenticity. Insight
Nescaf: Coffee for everyone G7: Strong inspiration from coffee
Vinacaf: We are different, because we are the heritage of Vietnam
that has been loyal to our authentic values through times. The
signature light, full taste does not need big words to prove its
attraction. Brand role Awakenauthentic moments in life with
authentic taste that lived on through times. Vinacaf is the symbol
of authenticity Heritages authentic beauty is masked behind
assumptions As life gets faker, young people turn back to
appreciate the truth, the authentic values AUTHENTICITY ABSOLVENT
CONCERTO ofBig idea On the platform of art performance Where
Vinacaf empowers young people to absolve their beloved hometown of
assumptions Leveraging their own authentic talents to release the
authentic beauty of Vietnam Preface I love my hometown
unconsciously and deeply Insight Strategic approach Ignite their
hometown love by letting heritage scream out calling for absolvent
I am incepted with assumptions about heritage. I appreciate
authentic values Engage them in the journey of using their own
talent to absolve their hometown heritage with Vinacaf I do not
speak the same language with heritage Award them with the role of
heritage speakers, keeping the story of heritage young and fresh
and live on Awaken authentic moments in life with authentic taste
that lived on through times. CONCERTO FLOW Prelude Interlude
Postlude Ignite hometown love Call for action Celebrate and leave a
legacy Lets absolve the heritage, exposing their authentic beauty
with VNC Heritage is hurt by assumptions Lets celebrate the
authentic beauty of Vietnam HOI AN absolvent dance Authentic beauty
contest Authentic Vietnam concert Viral clip, press conference SEO,
SEM Social seeding, PR articles Social contest SEO, SEM Social
seeding, PR articles Concert PR articles TV capturing objective
Message Hook Tactic Media touch points Vietnamese disappointed
Tourists annoyed Ancient town abandoned The rumor that Hoi An
forces visitors to pay to walk in ancient town makes Why Hoi An?
Fee is only applied on certain landmarks, tourist who comes to Hoi
An can still enjoy ancient town without paying any fee. But the
true beauty can not speak for itself. It is abandoned. But the
TRUTH is Making Hoi Ans young hearts feel hurt, unfair and want to
take action to absolve Hoi An, by HOIAN Absolvent dance Prelude
Phase 1 A group of Hoi An young people will dress up and body-paint
to camouflage on the walls of ancient town When the musicraises,
they start to move. The dance and music is the cry of Ancient town,
telling how hurtful and injustice the rumor was, calling people to
turn back to see the true beauty of Hoi An. The dance sweeps the
town! Recap into a video and go viral Angles for advertorials and
editorials: - The mesmerizing dance of Young Hoian-ese - absolving
their hometown - There are lots of bad assumptions about Vietnam,
masking its true beauty - Young people with their stamina are the
only to draw social attraction, bring justice Influencers sharing
The authentic beauty of Vietnam is endangered, not only Hoi An, but
many other heritages are being misunderstood, abandoned. Only
Vinacaf is relevant to this, because we are the symbol of authentic
values, we awake and nourish authentic beauty of Vietnam. Now we
call young people to step in with us, together we bring Vietnam
beauty back to life. It is nowVINACAF sees its role. Vinacaf jumps
in with a press conference Launching the AUTHENTIC VIETNAM contest
Ana Mandara Hoi An Vinacaf representative Vietnam Student Union,
YanTV My Linh, Hoai Linh, John Huy Representatives of art
performing clubs nationwide Objective Location Attendee AUTHENTIC
VIETNAM Contest Interlude Phase 2 A playground for young people to
show their free-style art performance (whatever the art is, like
Vietnams got talent), inspired by the authentic beauty of their
hometowns heritage Contest description BOARD OF JUDGES Mechanism
Young people to submit their video to Vinacaf Youtube channel. Call
for votes. 5 most voted of the week will be aired on YanTV and
receive 3mil VND 10 most voted at the end of the contest will be
featured in the gala finale concert and the best will receive 50mil
VND, become VNC ambassador 2 months How our target audience engage
into the project at each step? Show their talents through videos
Sharing, voting, updating, watching Follow, update, discuss the
results People mock the accent of QUANG NGAI people Rapping in
QUANG NGAI accent People says Hue is calm and boring Breakdance of
Hue People thinks Hanoi waiters always yell at customers The song
of Hanoi yelling voice It can bring us simple but unique
performance that goes viral easily AUTHENTIC VIETNAM Gala Concert
Postlude Phase 3 The finale of our contest - A celebration of
Vietnamese authentic beauty, where we show our beauty to the world
and leave a legacy to continue reminding young people to love
Vietnam Concert description The concert will be hell at Ha Long,
and live report on Television Concert description On each peak of
mountain, from under the water, our contestants raise up and
perform in the natural heritage of Vietnam Judges to decide who
wins who will become VNC ambassador Announce our AUTHENTIC VIETNAM
fund Ticket redemption: buy VNC, lucky draw AUTHENTIC VIETNAM FUND
A fund raised by Vinacaf that will annually hold or sponsor
activities that maintain the connection between heritage and youth
KPIs Submission Vote VNC TOM and sales increase 200 2000,000 70% -
30% BUDGET ALLOCATION Prelude Interlude Postlude 1 billion 15
billion 14 billion STO RM Thank you.