PHAN PHƯỢNG TƯỜNG

BÙI THỊ TRUNG HIẾU

PRACTICE SESSION – INTEGRATION OF SOCIAL, TRADITIONAL PR,

ON-GROUND ACTIVATION AND OTHER PLATFORMS

ASSIGNMENT 19.1

COCA-COLA TẾT – TẾT GẮN KẾT

CÙNG GẮN KẾT – TẾT MỚI VỀ Location: Vietnam

Timeline: Tet holiday 2014

COCA-COLA TẾT – TẾT GẮN KẾT

Communication Big Idea

OPEN HAPPINESS

Campaign/Advertising Big Idea

CÙNG GẮN KẾT – TẾT MỚI VỀ Location: Vietnam

Timeline: Tet holiday 2014

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”

STRATEGY and TACTICS

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 exiciting Tet, making Tet holiday inspiration with connecting truck and activities to connect people everywhere in Vietnam.

• Amplify campaign. (activation on ground at 2 tenement of Hanoi and Hochiminh, activities at 2 big mall Vincom Hanoi and Crescent mall – Hochiminh)

COCA-COLA TẾT – TẾT GẮN KẾT

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

Change packaging for Coke can. It relevants to the tradtition Tet of Vietnamese, concluded wish for the good year.

COCA-COLA TẾT – TẾT GẮN KẾT

Tết gắn kết’s information also showed on many big news and magazine ( online and offline ) such as: tuoitre, dantri, phunu, người lao động, 24h….

COCA-COLA TẾT – TẾT GẮN KẾT

Official Fanpage

They also build the Facebook App to make users’s Tet logo by themselves. Key words was about family, memories about Tet, what do you like best in Tet, the characties of people who you love most…What kind of Tet you wanna have…Nice logo would be create to make the gift for them such as T-shirt, calender, glass…All of them focus to make the “Tet gan ket”.

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

Almost content remind youngsters about Tet, encourage them to build own Tet, connect family member together.

Hot fanpage and KOLs: Nhật ký, Hội chế ảnh, Qùa tặng cuộc sống, Trấn Thành, Hari Won, Trang Hạ, Hà kin…

Best showcases win special prizes in Ha Noi and Ho Chi Minh. More and more people are joining. Together with Coke, Vietnamese youngsters madea biggest family crest collection.

2 place for activation in Hanoi and Hochiminh where collected the most of swift logo. They had to redecorate and drink coke free….

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

COCA-COLA TẾT – TẾT GẮN KẾT

Big idea for activation: Visualize the “Connection” Cocacola give people chance to connect with their love & family & neighbors by activity connect with each other and create a big symbol of Tet at 2 area in each city. People in North & South can connect with each other by Cocacola machine Give people in North and South have chance to experience the Tet atmosphere in the other area by decoration in 2 big area : Creasent Mall – Ho Chi Minh City ( Ha Noi décor style ) & Royal City – Ha Noi ( Sai Gon décor style)

COCA-COLA TẾT – TẾT GẮN KẾT

Decoration Connection machine

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.

COCA-COLA TẾT – TẾT GẮN KẾT

Video clip sum-up: https://www.youtube.com/watch?

v=lWti8rq-LOs&list=PLCIVZWq1FAwfPeTo-

2h1OvjGSGI0JH1Fz&index=6

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

- More than 5000 people make family signal. - Creat 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. Single minded objective through the campaign

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

5. But it does not clear and delivery asap information for viewer.

COCA-COLA TẾT – TẾT GẮN KẾT