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ISC Marketing - Example of Nestle - Cafe Viet Online Marketing campaign
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CAFÉ VIET
THE BRAND CAFÉ VIET is a coffee marrying the NESCAFE international expertise
with the traditional taste of Vietnamese filtered coffee in an instant
format
THE SITUATION In the economic downturn, a sachet of CAFÉ VIET is much cheaper
than a glass of street filtered coffee
THE TASK Making coffee drinkers realize the difference, hence go for CAFÉ VIET
THE IDEA SAVE MANLINESS FOR JUST 2800D A GLASS
CAMPAIGNNARRATIVE Our conversation with people will be in 2 parts
I 2
TEASE
Objective:Create intrigue in the problem of
dropping masculinity and establish the solution of 2800 D
Message:Masculinity is dropping. Solution
costs 2500 D
Touch points:Web banners, Web app., Social media
Duration:2 weeks
MAIN
Objective:Establish the solution of Café Viet now
save man for just 2800 D a glass
Message:Café Viet is for 2800 D that can help
save manliness
Touch points:TV (Infomercials), Web app., Social
media
Duration:6 weeks
CAMPAIGNNARRATIVE WEB BANNERS
CAMPAIGNNARRATIVE WEB APP
CAMPAIGNNARRATIVE
CAMPAIGNNARRATIVE VIDEO
CAMPAIGNNARRATIVE SEEDING - ANGELS
I 2
TEASE
Objective:Create intrigue in the problem of
dropping masculinity and establish the solution of 2800D
Message:Masculinity is dropping. Solution
costs 2800 D
Touch points:Websites, Forums, Facebook, Online
communities
Duration:2 weeks
MAIN
Objective:Establish the solution of Café Viet now
save man for just 2800 D a glass
Message:Café Viet is for 2800 D that can help
save manliness
Touch points:Forums, Facebook, Online
communities, Video Sharing Community
Duration:6 weeks
CAMPAIGNNARRATIVE TIMING
Jul 17th.