ĐẬU TEAM

TARGET AUDIENCE

- Age: 18-25

- Live in Ha Noi and HCM City

*Bull-eyes: University Student

Attitude:

- Usually getting access to the

Internet and Social Network

FACT

80% people used to do exercise

in the past

WHAT HAPPEN?

They didn’t maintain doing

exercise

WHAT THEY SAY?

Pressure in studying and

working make me don’t have a

relevant time to “vận động”

WHAT THEY THINK?

I think “vận động” means doing

exercise and it takes

a particular time in a day

INSIGHT

I perceive “vận động”

will take a particular

time in a day and I

don’t realize that I can

“vận động” through my

daily activities

BIG IDEA

Just make exercise SIMPLE

KEY MESSAGE

Do your SIMPLE way

Challenge people perception about

“Doing exercise requires to take a

significant time in their routine”

Actually, you can totally do exercise in

daily routine

BITIS HUNTER will help you “vận động”

in the most comfortable and simple way

STRATEGIC

APPROACH

BRAND

ROLE

DEPLOYMENT PLAN

PHASE Trigger

(1 Month – 500 mil)

Experience

(2 Months – 2 Bil)

Amplify

(2 Weeks – 500mil)

Objective -Draw attention to

campaign

-Raise awareness about

“Vận động” in simple way

-Bring the interesting

experience of feeling

SIMPLE when “vận động”

-Raise awareness that

“Mọi người có thể vận

động bằng những cách

đơn giản”

Key Message Do your SIMPLE way

Key Hook -Activation:

“SIMPLE Race”

-App mobile:

“SIMPLE MOVE”

-Contest:

“How do you do your

exercise?”

-Activation:

“Rooftop music party”

Supporting

Tactics

Social Media, Poster,

KOLs

Social Media, Influencers,

KOLs

Social Media, Influencers,

KOLs

Details Campaign PHASE 1: TRIGGER

Activation:

“SIMPLE RACE”

Choose 10 universities for

sample.

Hold a race that all

challenges are daily

activities ( walking on the

stair, sweep the floor,...)

Details Campaign PHASE 2: EXPERIENCE

Contest: “How do you do

your simple way in

exercise?”

-Take a picture or record

your clip about your

“vận động đơn giản

hằng ngày”. Post status

and share to receive

gifts.

App mobile: “SIMPLE MOVE”

-Tracking daily steps, share and invite friend to

earn coin to redeem gifts and up level.

-“Mini challenges” everyday in 21 days , the

hardness increase accordance with level of user.

-Tips: There is “Many SIMPLE Things” for every

day (Stair is better than elevator, get off the bus

before your stop station and take a walk…) to get

healthy through “vận động”

-Remind (you still have 3 days to finish your

challenge...)

Details Campaign PHASE 3: AMPLIFY

Activation:

“Rooftop music party”

• Celebrate “Rooftop Music Party” with challenge: Participants

have to run on the stair to rooftop

• Honor the story of “vận động đơn giản hằng ngày”

• Choose “Moving ambassador” – to communicate about “vận

động” with Bitis

ĐẬU TEAM

THANK

YOU!