YM2016 – WILD CARD

NEW TREND IN EXERCISE

- Outdoor exercise (green exercise) inthe top 12 of most popular sporttrends in 2016 **.- Sports trend of Vietnamese’ officers2016: Healthy, cheap, useful ***

OUTDOOR EXERCISE FACILITIES

72/100 say they like to doexercise, but there are veryfew places in the city meettheir demand.

BAD EFFECTS FROM TRYING TOO HARD ON

STUDY/WORK

68/100 say heavy workingall day make them run out ofenergy, which are symptomof “burnout work” *.

* According to Wikipedia: Syndrome "burnout" is a psychological term – a medical phenomenon characterized by exhaustion, feelings of ineffectiveness after a long time of working, causing serious consequences to health. Treatment by doing entertaining/ creative activities, lowering the goal of life.** Annual Fitness Trends Worldwide Survey for 2016 from The ACSM's (American College of Sports Medicine).*** According to www.bongdaplus.vn

Age: 22 - 30Live in Hanoi, Ho Chi Minh- Like to move/exercise but not frequently- Having symptom of “burnout syndrome”- Don’t have suitable place for exercise to become a habit- Usually access to Internet and Social Network

After a long tired working day, I feelexhausted mentally. I don’t want todo physical activities which areheavy, I feel like I am forced to do it.And I don’t have ideal option for acomfortable place to do exercise.

I don’t like being locked around fourcorners again. It makes me feelstress.I love to go outside, ideal place willhave fresh air, green tree, friendlypeople, a lot activities to explore.

It is not interesting enough for me todo exercise outdoor and maybe badweather conditions make me justwant to stay at home.

BARRIERToo crowded, noisy Price Stressful of objectives in exercise, feel like a pressure jusk like work

DRIVER Fresh air Variety of physical activities No price at all

A long tired working day plus stuffy urban environment make me feel like I ‘m loosing my own vitality.

I want a relax, fun, entertain solution, and do not want to be locked around the walls anymore.

BARRIER Lack of companionship No high tech equipment Lack of opportunities closeto home/ office

DESIRED RESPOND Curious Energetic Continue Moving habit

Tired Move Refresh STRATEGIC APPROACH

BRAND ROLE Nuture “Moving Spirit”Outdoor Exercise Guide

BIG IDEA

You don’t need a heavy method for exercise. What you need is a fresh, enjoyable, fun exercise so you can make it become your active daily lifestyle.

PHASE TRIGGER1 month – 2 bil

AMPLIFY1 month – 1 bil

Objectives- Draw attention to campaign- Show that exercise outside is fun, relax and interesting

Biti’s Hunter play a role of outdoor exercise guide

Streetercise Move Your City

Interactive Billboard Offline Activities

Handbook, KOLs sharing Social Media, KOLs sharing

Key Message

Key Hook

Supporting Tactics

Vietnam’s First Interactive - Exercise Billboard, which are an advertising and training machine at

the same time.

6 billboards at 2 key cities KOLs sharing “Streetercise” experience by post/video clip with hastag #Streetercise #Haveyoutried

*Cầu lông tốc độ, bóng né, bóng trí tuệ, ném đĩa bay – các bộ môn vậnđộng mới du nhập và đang thịnh hành tại Việt Nam

“MOVE YOUR CITY” HANDBOOK Free handbook beside billboard Handbook has two parts:- Direction to “Move Your City” Kiot (green place

in the city: park, square. . .) - Creative Fun Exercise – How to play:

Speedminton, Dodgeball, Wiser Ball, Frisbee *

“Move Your City” Kiot in 8 big parks of 2 keycities – where people can take a handbook forfree and get a “Move Your City” wrist band.Then they can find their #teammoving to join inthe game.

KOLs sharing “Move Your City” experience by post/video clip with hastag #Moveyourcity #teammoving

They do “streetercise” with interactive billboard

because they’re curious. Then what could be more curious by giving them a moving map to explore

places they’ve never been in the city to do fun thing?

Working can be stressful. But moving

can be fun and energetic. People choose gym mostly because they care about their body,

but they will do fun exercise for a long

healthy life.

Parks have been called a place for children and for old people only. Let

us change that definition by giving

more fun color, with big support from Hunter.

WILD CARD