ASSIGNMENT 12.1

PR PROPOSALVU PHUC – HUYNH PHONG

BRAND/CAMPAIGN BACKGROUND & OBJECTIVES, PR ROLES

CONSUMER/COMMUNICATIONS CONTEXT

TARGET AUDIENCES/CORE INSIGHT

STRATEGY

CONCEPT

DEPLOYMENT PLAN

CAMPAIGN OUTCOME/ RESULTS & KEY LEARNINGS

BRAND/CAMPAIGN BACKGROUND

CLEAR is the No.1 shampoo in Vietnam that offers premium technology solutions to dandruff and other scalp problems (itch, dryness and grease) - allowing you to leave behind any inhibitions and look your flawless best.

Business challenge: • Refresh brand image/ Get closer with the youth• Own platform of SUMMER TOURISM with COOL PLACES

BACKGROUND

CAMPAIGN OBJECTVE & ROLE OF PR

OBJECTIVES• Refresh the brand, Strengthen brand’s value & love Encourage the youth to step out to discover beautiful Vietnam without worrying about dandruff.• Own the perception of “summer” & “cool” for brand Clear since 2013

ROLE OF PR

• Leading role: As just a small group of target customers may have chance to step out and ultilize the value of “Map of Vietnam’s cool spots” but almost target group desire to discover Vietnam beauty and appreciate CLEAR as a symbol brand

CONSUMER CONTEXT

TARGET AUDIENCE

- Youth, live in Vietnam key cities (dominant: HN, HCM, DN)

- 15-25 years old- BCD- Habit: spend at least 1 hour/day

on internet

- Dynamic, freedom-lover, passionate, open-minded, outgoing

- Love to explore the world, then to share to others

- Love traveling, and updated stuffs/ events/ news

CORE INSIGHT

CULTURAL TENSION

“Why Vietnamese travel the foreign country while they have not discover all the beauty within Vietnam yet? Why foreigners know more Vietnamese cool places than Vietnamese do? Where is our pride?”

CONSUMER MOTIVATION

“ As a young dynamic Vietnamese, I love moving and explore the new things. More over,

deep down inside of me is a great national pride. I wish there is a community that connect me to Vietnam’s travel & beauty, otherwise I also can share my point of view, my experience, my knowledge to contribute to Vietnam’s traveling, to introduce to beauty of Vietnam to others.”

MIX WITH

COMUNICATION CONTEXT

OPPORTUNITIES

THREATS

• Clear is attaching it’s image with Football which link good to it’s brand image (confident, no dandruff,..) but not strong in consumer’s mind because too many brands endorses in this field

The invest money is not very efficient

• Clear marketing plan has not been localized and cannot win heart of consumers

• Functions benefits of this brand are appreciated by consumers, it’s an opportunity to move to an higher level of emotions

• Summer tourism is such a big platform plus with the trend of travelling freely of the youth => Good to own

PR STRATEGY

Objective Question the youth about the adventurous beauty of their own country in order to create the “Exploring spirit” => CLEAR appears as the national ambassador of the Vietnam travel

Consumer Journey

Be awaken by the current issue of the Vietnamese youth

Be trigger the national pride referring from the talk

Experienced the precious value through the journey around

Vietnam from North to South

Inspired by the message about the important role of each Vietnamese

The key feature The attraction from the celebrity to become the leader of the youth

Strategy reflected via PR Raise a talk about the national

pride of the Youth in travel from a foreigner

Touch the audience by the national exploring story

Amflify the role of the audience with the whole story

CONCEPT

My Kool Việt NamAwake National pride deep down inside each Vietnamese youngsters, creating the first Tourism map ever of Cool spots in Vietnam to Encourage the youth to step out and discover the hidden charm of Vietnam just by check in on the website

DEVELOPMENT PLAN

My KOOL VietnamConcept

Your country – Your Pride. Be confident to explore it in your own wayThe ending message

Trigger Engagement Inspire

Attach the attention and raise the issue about the pride of the youth

through Vietnam travel

Let the TA see a beautifully different Vietnam

Inspire the youth to travel themselves

Objective

Why the Vietnamese don’t realize their country’s beauty as the

foreigner do?

Vietnam is so amazing and worthily to explore

Travel and seek for your own Vietnam’s beauty

Message

The controversy between Kyo York and Vietnamese peopleKey Hook

The journey through Vietnam - “My Kool Vietnam tour”

MY KOOL Vietnam app

The story about the youth’s own journey

DEVELOPMENT PLAN: PHASE 1

1. Spark a controversy in the media social by the Kyo’s Vlog about the Vietnam’s travel:• Follow by many media and presses such as vnexxpress,

zing news, 24h.com… to create a discussion and debate in the society

• Seed bloggers and celebrities ( such as Miss VietNam Ngoc Han) for rising their voice to make the issue bigger. Key turning point is Thanh Bui with “My Kool Viet Nam”

2. Give the youth the leader to prove their national pride after the controversy:• Organize a press conference to announce CLEAR

project “My KOOL Vietnam”, co-operate with Vietnam Tourism Ministry

• Choose Thanh Hang as the embassador to make a exploring tour around Vietnam

DEVELOPMENT PLAN: PHASE 2

1. Introduce the website “Clear My KOOL Vietnam” with 2 highlights:

• app Clear Kool Spots to create the Vietnam Travel map• The Kool Hunters contestSupport by the media, press and the celebrity involve=> Prove and spread out the message “Vietnam is so amazing and worthily to explore”

2. Follow the Journey of Thanh Hang – Ambassador of My KOOL Vietnam in a tour to explore the amazing and beautiful Vietnam.

Support by the daily news in media, the activities in each passed regions.=> Attract the attention for the campaign

DEVELOPMENT PLAN: PHASE 3

2. Extend the story of My KOOL Vietnam by the next version by the Vietnamese youth.

Media follow to attract and spread out the KOOL spirit.

CAMPAIGN OUTCOME/ RESULT

• 4392 cool spots updated till now

• Hundreds of young people register to this website as clear cool hunters

• Thousands of turns downloaded application on both Android and iOS

• Many review are sent to this website to share about their experience and recommend places to others people

• Trigger viral clip of K gain 263.556 views on Youtube (http://www.youtube.com/watch?v=x2qYasMXsSU)

• MV Thanh Bui – My Kool Vietnam gain 218.542 views on Youtube (http://www.youtube.com/watch?v=lqwqjF9rsU4)

• Video My Kool Vietnam by The Voice Kid – Tran Ngoc Duy gain 265.431 views on Youtube (http://www.youtube.com/watch?v=mCz3Z__tnxo)

• Meet the objective: Innovation-Leader in the Vietnamese haircare-market to bring the brand on digital with a relevant and successful campaign to the youth.

Create the differentiation, and on the way own 2 perception of “Summer” and “Cool”

KEY LEARNINGS

o A clear path for the PR activity, which attracted TA by an interesting story throughout the campaign

o Effective usage of influencer

o Good platform to attach the youth

Good

Brand Role and Clear image is not clear with consumer.

Need to improve