Young Marketers Elite 2013 - Assignment 8.1 - Phuong Vi_Hoang Lan

The process to create experiences that get people to think, feel, sense act and relate to the brand, which leads to conversation value and brand advocacy.

Principles:

+ win attention and involvement

+ deliver ideas that genuinely motivate consumers

+ bring the spirit of brand into consumer life in distinctive way through experiences

DEFINITION

DEFINITION

Advertising

- Making brand promise- Can only express a value proposition and it’s often quite illusory & intangible

Activation

- Delivering the promise- Engage the consumer, provide

real value and drive them to take action

The below the lines

Most of the time are sales oriented

Activation

A tool to build brand through relevant and meaningful interaction with its target consumers

ACTIVATION=

how to

DEFINITION

PLATFORM

A physical or emotional space in consumer life

that enables the brand to interact in a distinctive

and meaningful way

Broad enough to open up massive opportunities for

long-term marketing success

BUT

Not go very far from the brand essence

IDEA

Create theme/concept from platform that can work

across the channel to achieve the

brand’s marketing and

communication objectives

CHANNELMethod or system for communication & distribution

PLATFORM

IDEA

CHANNELchoose a rich land

andenjoy the farming!

CASE STUDY

Brand positioning – Core Promise

Heineken – A proud, independent, global brewer committed to surprising and exciting consumers everywhere

Brand Communication

Open your World

CASE STUDY

Platform: Enjoy Heineken Responsibly

IdeaDance More Drink Slow

Channel

Event &campaign film: The Experiment

Social Media: Facebook, Twitter, Youtube

TV Spot: The Sunrise

Media: Save My Night

IdeaSwiss Street

Parade

IdeaST. Lucian

Water Break

NGUYỄN PHƯƠNG VINGUYỄN HOÀNG LÂN