Young

Marketers 4

Semi-Final

Team

WHATEVERWhatever happens, we’ll try our best!

Perception towards eating dog meat depends

on belief of each person

need a real strong & logical driver

Changing belief of someone

is a tough job

There is a thing which is not arguable - it is “legitimacy”.

Approach through legal aspect

According to Animals Asia Organization:

One of the outstanding issues of eating dog meat in Vietnam and China is that a large

part of the meat supply comes from dog theft & smuggling because dog is

really hard to have large - scale farming The illegal process tied to this issue

By U&A of dog owners toward eating dog meat (research of 40 samples)

SEGMENTA

- TION

Group 1

Do not eat

dog meat

trade (20%)

Group 2

Neutral

about this

matter, they

do eat dog

meat (75%)

love eating

dog meat.

(5%)

Group 3

Choose group 2 as Target

audience because it is the

majority & can be changed

more easily

Current

response

• " I think eating dog meat is not wrong if it does not affect others or

society, why can we eat beef, pork,, … but not dog meat?"

• "I actually don't think much about this issue, I eat it when having meal

with friends & others"

• "It's not like eating dog meat is illegal, our government allow, so there's

no reason to stop"

DRIVERBARRIER

For them, dog meat is

such an obvious

cuisine that eating it

does not affect

anyone or our society

Unlike pig, cow or

chicken, the dog meat

we have eaten all

these time mostly

comes from illegal act

As a dog owner, I want my dog to grow up healthy in a happy &

carefree environment, but I do not realize that the dog meat I eat

usually comes from illegal supply such as dog theft or smuggling,

those are such unreasonable actions that our society should

always look down on.

INSIGHT

Desired

response

BIG IDEA THE ILLEGAL MEAT

We show the audience that almost all dog meat got eaten in Vietnam is from illegal

acts like stealing or smuggling trade, dog meat is regarded as illegal meat

I feel like I support illegal acts when

eating dog meat

TimelinePhase 1

(4 weeks)

Phase 2

(6 weeks)

Objective

Attract attention from the audience about

the matter of eating dog meat from illegal

supply

Make audience experience & take action about

the issue

Key hookQR code as cardboard cut-outs of dogs set

& Viral clip

The illegal meat - Pedigree penalty voucher -

Hashtag "#notIllegalmeat"

Supporting

tactics

Outdoor ,

Seeding forum,

Social media

Activation, Social, Seeding forum, Landing Page

Promotion at

points of

purchase

Booths to get sampleBooths to get the illegal meat, voucher, Pedigree

sample & sell product

Budget 300,0000,000 VND 1,700,000,000 VND

D

E

P

L

O

Y

M

E

N

T*Note: Pedigree & AnimalsAsia will co-operate to establish a foundation “Better life for dog in Vietnam” to

stop stealing & slaughtered illegally, smuggling trade, also better welfare for dog. Each Pedigree product

got sold also means a little money got donated in this foundation

Key hook:

THE ILLEGAL MEAT

The

illegal

meat

Pedigree give out the illegal meat & the Pedigree

"penalty" voucher for free. In the package of it,

there're QR code, the message of the campaign

Penalty

voucher

Voucher to buy illegal meat for the next time,

instead of getting discount or free product, you

must pay more money for the penalty.

Hashtag:Not illegal

meat

Posting the photo of food & hashtag

"#notillegalmeat" on social network, with each

post, you help to donate 2.000 VND for the

Pedigree foundation "Better life for dog in Vietnam"

THANK YOU

We can not judge people who eat dog meat, but we can oppose dog

poaching and smuggling. And is it a good thing?

Definitely yes! As long as we are acting with love and compassion, we know that

we is looking forward to good things. Or simply, it will be less children sadly stand

by the gate and look over the street for a while only to wait a familiar shadow

who has never come back again.