Young marketers elite 2013 assignment 11.1- Phuong Tuong - Ba Loc

PHAN PHƯỢNG TƯỜNG NGUYỄN BÁ LỘC

STRATEGIC PLANNING OF ADVERTISING PR EMPOWERE ASSIGNMENT 11.1

CÙNG GẮN KẾT – TẾT MỚI VỀ Location: Vietnam

Timeline: Tet holiday 2014

CAMPAIGN BACKGROUND

-Coca-Cola: Brand soft drinks had been said that the ad image associated with TET (Golden swallow in red wallpaper). -Coca-Cola became head of the national brand advertising TET. -On vocation of Lunar New Year 2014 in VietNam, Coca-Cola wants to continue successful campaign in previous Tet.

-Coca-cola aims for more engagement and stronger attachment to the concept of family reunion in Vietnamese youth.

Consumer context Triggerd by some fact between Tet past and

now. They feeling lost in traditional holiday. Some of them wanna change

but no one motivate them in right way

Brand context Coca cola is the popular brand which do a lot for Vietnamese Tet. Find a

spot to give a good thing to do in the Tet’s platform

filled with many other brands

Communication context It really touch a main point than reach the

target and motivate Tet’s inspiration in the

meaningful messages from Brands

CAMPAIGN OBJECTIVE

- Encourage Vietnamese youngsters to raise the sense of initiative in make truly family’s Tet - Consumer’s engagement to brand – Coca cola - Convey an understandable, reliable and meaningful concept: “cùng gắn kết, Tết mới về”

+ Based on customer’s insight, Coca’s available PR and big idea. + Coke have used the effective channel to connect people. To create hooks, materials for PR

CAMPAIGN ROLE

- Building awareness and a favorable image for a company or client within stories and articles found in relevant media outlets

- Closely monitoring numerous media channels for public comment about a company and its products - Managing crises that threaten company or product image - Building goodwill among an organization’s target market through community, philanthropic and special programs and events

TARGET AUDIENCE Vietnamese young people age from 17-27 who

feeling Tet is more boring than the past did. They

have no idea for traditional holiday. Highly

demanding people.

Customer insight: Tet will be truly perfect when all family members work together, I want thing to help me to show affection and attachment to family more intimate.

STRATEGY

How to attract young people to engage, share and talk about issue?

• Build trend: Crest and family crest – the family’s unique signature. • Reminding all about family.

• Encourage connect family for an exciting Tet. • Promote the connect to build the best Tet ever.

• Coke make exciting Tet, making Tet holiday inspiration with connecting truck and activities to connect people everywhere in Vietnam.

• Amplify campaign.

CONCEPT In Vietnamese people’s thoughts, Tet is an occasion people reunion together. Coca-Cola want to be the connection between people in the family and in society, let people feel the warmth in hear.

Use young Vietnamese’s emotion to remember family memories and call to action to finding the truly Tet Show and guide them create the family’s signal and checking in to collect swift’s signal which is the bid pride for where they live. Celebrating the Tet inspiration through activities in Hanoi and Hochiminh.

DELOYMENT PLAN

Experience

Tet is really boring? The family’s unique signature Truly connecting spirit –

connect your family for an exiting tet

TVC Connecting truck Augmented reality

TV, Digital PR, news, screen stream Online and offline PR, event, Social PR, event

Concept

Message

Key message

Key hook

Key Channels

Tết gắn kết

Cùng gắn kết, Tết mới về

I wanna have my real Tel holiday Keep you confident to warm the family connection

Trigger Amplification

PHRASE 1

TVC Tet on air with the song “Gan ket mua xuan” Day by day, Tet is so boring? Let do “Tet” with the people you love most. Meet the need of Vietnamese youngters’s thinking about traditional holiday, coperating them to enjoy own way.

GIVING THEM THE CHANCE TO MAKE A SPECIAL TET

PHRASE 2

CREST & FAMILY CREST - THE FAMILY’S UNIQUE SIGNATURE

It’s time to generate your family’s unique signature – Family Crest creator,

brought to your by Coke

Best showcases win special prizes in Ha Noi and Ho Chi

Minh. More and more people are joining

Together with Coke, Vietnamese youngsters made

a biggest family crest collection

Pham Viet Chanh – TP Ho Chi Minh Trung Hoa Nhan Chinh – Ha Noi

PHRASE 2

CONNECTING SPIRIT - CONNECT YOUR FAMILY FOR AN EXCITING TET Together with family to prepare for exciting Tet Tet holiday inspiration Milestones for you and the family to take action & prepare for Tet Celebrate the Tet gan ket by Happiness factory in Ha Noi and Ho Chi Minh. Exchange enviroment both of them and bring the new experiences for viewer. Recap the awesome moment that people feeling when join the event.

- Trigger viral clip reach 150.000views on Youtube, impressed on TV

- More than 5000 people make family signal. - Create the signal trend. 50 earned free articles. - Interact more than 3000 times in Pham Viet Chanh and Trung

Hoa Nhan Chinh and successful in happiness factory. - Claim this campaign as the meaningful campaign

Key learning

1. Utilize the brand equity

2. Touching right point in consumer’s insight.

3. It have a wow idea/platform with a new experiences.

4. But it does not clear and delivery ASAP information for viewer.

KEY LEARNING