ASSIGNMENT 18.1

N G U Y E N N G O C T R A M

N G U Y E N P H U C U O N G

On-ground Activation

CASE STUDY: ACNES – SUMMER ACTIVATION AT MT CHANNELS

TargetAudience

Bio• 13-20 years old• Teen girls• Mass/ Mainstream• Urban & Rural, Vietnam

Lifestyle/ Habit• Start caring about their appearance• Outgoing, active in life - study, but

conservative in the physical & mental changing from puberty

• Face troubles come from puberty –getting nervous but lack of advice/ knowledge to take care of themselves and to bring themselves confidence

• Look up to their idols

CONTEXTHot weather comes with acne – teen girls’ phobia.

It’s time Acnes – the hero, to appear and introduce a new formula to protect teen’s skin: 3S Formula for this summer

without acne – easy, quick and complete solution. Acnes also provide solutions/ advice for teen girls as an expert.

REASON TO BELIEVE3S Formula

3S is not only stand for 3 steps to erase acne completely, but also 3 pharmaceutical factors: Sulfur, Sallicytic Acid, Stearyl.

ACTIVATION UMBRELLA IDEAOrganize activation at MT channels (supermarkets) to deliver:

“As expert, we understand your concern about skin, and present 3S formula with deep & scientific understanding, give

each of you a complete solution for acne concern.”

Umbrella idea&Key message

Umbrella idea

Umbrella idea&Key message

Key message“As expert, we understand your concern about skin, and present 3S formula with deep & scientific understanding, give you a quick & complete solution for

acne concern.”

ActivationDeployment

Invite Experience Amplify

The booth is designed as a small clinic – clean & bright

PG invites customers to test their skin

ActivationDeployment

Invite Experience Amplify

PG test customers’ skin, tell them the situation & give advice.

Then present the Acnes whole portfolio

ActivationDeployment

Invite Experience Amplify

After giving customer the Acnes solution (advice which kind of Acnes they should use) – PG presents the promotion: “Buy 100k Acnes get 1 bag”

OurFeedback

Traffic effectiveness & Reach right target

Message Delivery

Brand Image

Not attract lots of people because don’t reach right target (teen girls are not in supermarkets wrong channel, should be school), the content is

not outstanding, and the method is not attractive enough.

PGs are not proactive, not understand well what they’re selling. The

reason should be that they have to remember too much knowledge. Not effective, low traffic – wrong channel

Failed in delivering message, PGs even don’t mention about 3S formula,

they just test the skin, present the portfolio, let customer experience some

products, and introduce the promotion. While the TVC, the booth visual

all talking about 3S formula. Activation’s activities are so scattered. Message not delivered

The booth is like a clinic, clean & bright, well designed to build Acnes’

brand image.

PG is nice, patient, confident when giving advice Deliver good brand image

OurFeedback

OtherShould have leaflet to capture information, esp. highlight key message about 3S formula.

Need more tactics to attract target customer: make loud, give samples, play game with prizes,…

Giving advice at booth is helpful, but should amplify by link this activity to facebook fanpage, which is also have the same topic at the booth: Give teen girls advice to take care of their skin. Activation now has no link to the social world weak amplification.