Mind of Leading
TARGET AUDIENCES
Age: 18-30
Usually geting access to the Internet
and social networks
Live in 6 big cities
Eating dog meat
Dog meat is the same as other dishes. We can eat beef/chicken/pork, why can’t we eat dog?
No. Dog is a loyal, smart animal and helps people.
I do not realize I am eating a loyal animal to human.
INSIGHT
At the moment I am eating, I just think it is normal meat.
Why do you eat dogs?
Are dogs the same as cows/fowls/pigs?
Why do you continue eating dogs?
Replace the act of letting those people eat dog meat as an usual dish with helping them realize that dog-‐meat eating is totally abnormal before eating. Eating dog meat means eating the loyal pets which are extremely friendly with humans.
After that, Pedigree, in company with the community, raises voice against dog-‐meat eating and spread the love for all pet dogs.
Approach Strategy
You are devouring loyal love
Big Idea
Phase Trigger1 month-‐ 1 bil 400
Amplify1 month -‐ 600 mil
Objective
Key Message
Key Hook
Supporting Tactics
Pedigree raise voice against dog-‐‑meat eating.
Viral Clip “Say You Choose”
Social MediaAdvertorial/Editorial
-‐‑ Draw attention to campaign.-‐‑ Show that eating dog is eating the close and loyal animal.
Pedigree raise voice against dog-‐‑meat eating and spreads the love for all pet dogs.
Eating dog is not the same as eating other kinds of meat because dogs are close and loyal to human.
Party “Eating Dogs”
Advertorial/EditorialTeasing Clip
Live Streaming on YoutubeSocial Media
Deployment Plan
PHASE 1: Party “Eating dogs”
Outdoor party “Eating Dogs”
“Who is the fastest eating dog meat person?”
contest
The tickets are limited for only 50 people
Watch a clip ‘How were the best dogs chosen for this party?’
Here is:Tail of KiKi waggled when her master went home although he ‘d forgot feeding her yesterday.Head of MiLo was wide awake to keep house for his mistress although she often missed him outdoor.Leg of LuLu saved his master from storm and was broken. It's his leg left.
Sound of yell and knife slide down to cutting board
Do you want to eat dogs?
Before the event During the event
Live Streaming on YoutubeArticles: “Outdoor Party
“Eating Dogs” for the first time in VN”, “Who is the fastest eating dog meat person?” contest, ... on Vnexpress, Foody, tin24h...
Teasing clip for party
Interview attendee, promote to share their feeling.
Message:“Most of them say no, but few people choose to eat dogs. We hope you don’t”
PHASE 1: Party“Eating dogs”
PHASE 2: Viral clip“Say you choose"
The series of images about gestures and deeds of the loyal dog.
Continuous action of attendee pressing button NO.
Pressing button NO, they have a code to receive a free Pedigree product for pet dogs.
Will you eat dog?Button YES or NO
Review some scene about facial change and experience of attendee in “Eating
dogs” party.
Message: Pedgiree said NO, they said NO, what about
you?
THANK YOU
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