VIETNAMESE CONTEXT

•In Vietnam, in 2012, nearly 75% of young men (aged 14-24 years) have had sexual intercourse before marriage. But among them only about 45% of condom users, and up to half of the users feel awkward every time have to buy this product.

•According to estimates, each year Vietnam has about 1 million abortions, of which about 200,000 cases in adolescence.•Approximately one quarter of girls said that "too young" factor to their abortion decision and 15% said that parents do not want others to know that they were pregnant.

(*)Understanding Vietnam’s Condom Market: Key findings from an outlet survey – 2012, N = 762

(**)Population and Development No.7/124 – GOPFT Vietnam

CHILDREN becomes the BURDEN OF AN PROTECTED SEX

CHILDREN are not born from LOVE and EXPECTATION of their PARENTS

They DO NOT have a chance to LIVE orGROW UP in LOVE DEPRIVATION of a FAMILY

“I want to enjoy the Pleasure of sex but still want to protect My future Babies not to be born in Inappropriate time”

BIG IDEA

Only have Children when you are READY and have ENOUGH LOVE.If you are not ready, let “OK” protect not only your future but also

your babies’ future. Awake the hidden spiritual motherhood inside each women.

“Say OK to your Future Child” Campaign

TARGET CUSTOMERS

Our Customers:•Vietnamese Females and Males from 18 to 25 years old•Students and workers•Internet users •Have concern in sex and condomsTheir Characteristics:•Not ready to become parents•Focus on career development•Follow the new/updated trend of society•Respond to thing that offer new sensation, indulgence and new effects•Community Awareness

WHY WE CHOOSE WOMEN AS THE CENTER OF OUR CAMPAGIN?

•They can require her partner to use condom.•They tend to be more conscious about sexual protection.•Modern women are open-minded about things related to sex before marriage.•They are afraid of consequence of sex without contraceptives (pregnant, surgical abortions, STDs)•They want the best for their future child and reserve motherhood.•Women role have not been mentioned in any previous campaigns for condoms.•They have hardly been mentioned in any previous condom campaigns.

WHY ok condom is appropriate for them?

•Big Established Brand with guaranteed quality•Reasonable Price•Wide distribution channels

THINKING:

-Negative connotation

-Embarrassing products

TALKING

-Banned topic

-Sensitive topic

-Rarely talking about it

CONDOMS

HAVING

-Disengage

-Spoiled

-Irresponsible

-People are embarrassed to buy and use condoms-People are lack of knowledge about using the contraceptives care products in general and condom in particular

NAVIGATION

Phase1: Introduction•Objectives: Provide background knowledge about condom for customers•Key activities: Webminar, App multiple question “How much you understand about condoms”,

Phase2: Promising Campaign•Objectives: Make customers realize about the pure/true meaning of using condom “protect their child’s future” and make a commitment about safe sex•Key activities: “Promise ring “ campaign

Phase3: MaintainanceObjectives: Enhance understanding lovers and Ennourage buy OK condom.Key activities: Direct and secret advisory services, love chat, Online shop.

PHASE 1. INTRODUCTIONAWAKE

ACTIVITIES

OWN REWARDENGAGE

TIME

Application Introduction Articles appears on prints and online

“Little finger 1.0” (LFA) Application Is launched in 3 versions for Android, iOS ,Window Phone

Send e-mails to invites friends to download LFA

10,000,000VND voucher/week for downloader

October 2013 November 2013 November 2013 December 2013

•Education Function:•Provided background knowledge about condoms•Fun fact about condoms.

•Review•Fun test about condoms.•Top 100 highest score will be selected to “Ring RingRing” contest on Phase 2.

•Consultant•Question-mess online•Webinar

PHASE 1. INTRODUCTIONAWAKE

ACTIVITIES

OWN REWARDENGAGE

TIME

Application Introduction Articles appears on print and online

“Little finger 1.0” (LFA) Application Is launched in 3 versions for Android, iOS ,Window Phone

Send e-mails to invites friends to download LFA

10,000,000VND voucher/week for downloader

•When download LFA, user will receive 5 code.•Share to friends by email.•If friends set up LFA successfully, user will receive 1 code for one friend.

•Each week there will be a lottery to choose the winner.•More codes, more chances.•Best prize for women in Holiday season: voucher 10,000,000 VND in Shopping center Vincom.

October 2013 November 2013 November 2013 December 2013

PHASE 2. PROMISING RING CAMPAIGNPRE-EVENT EVENT POST EVENT

TIME

Big event “Promise rings” occurs at Phu My Hung District 7

Create Photobookonline for participant

Send invitation through LFA, Event Introduction Article on prints and website

14 February 2014 February 2014January 2014

•LFA receive Invitation message. Choose “OK” – receive a barcode.•Present this barcode in the event – receive a small gift.

ACTIVITIES

PHASE 2. PROMISING RING CAMPAIGNPRE-EVENT EVENT POST EVENT

TIME

Big event “Promise rings” occurs at Phu My Hung District 7

Create Photobookonline for participant

Send invitation through LFA, Event Introduction Article on prints and website

14 February 2014 February 2014January 2014

•Photo Booth: Each couples (friends or lovers) take free picture in romantic background with the “Promise Rings” pose.

ACTIVITIES

•Every participants will receive a free plastic “Promise Ring”•LFA users with the bar code receive small gift in addition.

PHASE 2. PROMISING RING CAMPAIGNPRE-EVENT EVENT POST EVENT

TIME

Big event “Promise rings” occurs at Phu My Hung District 7.

Create Photobookonline for participant

Send invitation through LFA, Event Introduction Article on prints and website

14 February 2014 February 2014January 2014

ACTIVITIES

•“Ring ring ring” Contest with the similar format to “Ring the Golden Bell” Gameshow with 100 couples in Phase 1.•Prize for winner: Free tour to Haiwaii and a couple platinum “Promise Rings”

PHASE 2.

PRE-EVENT EVENT POST EVENT

TIME

Big event “Promise rings” occurs at Phu My Hung District 7

Create Photobookonline for participant

Send invitation through LFA, Event Introduction Article on prints and website

14 February 2014 February 2014January 2014

•Photobook with “Promising” Pictures will be the commitment of the participant to their child’s future.•Photobook will be uploaded to Fanpage Facebook.

ACTIVITIES

•Secret Shopping•Find the nearest OK Condom store through Maps in LFA.•Order and wait for delivery or Call and take-away later.

•Love chat•Instant Message for only couple. Password required to access. •Enhance love and understanding through direct secret conservation between lovers.

PHASE 3. MAINTAINANCE

OBJECTIVES

•Changing the outdated way of thinking about condoms•Increase the knowledge about reproductive health and safe contraceptives care products to •Target customers•Enhance women’s freedom to avoid unwanted or frequent pregnancy•Increasing Brand Awareness of “OK” •Increasing Revenue 15%•Increasing the demand of condom use from 45% to 65%

BUDGET ALLOCATION

Phase 1 Phase 2 Phase 3

Phase 2 Unit (VND)

TVCF/online viral clip making cost 300,000,000

Press (Newspapers, Magazines) (2! Magazines,

sinhvienvn)

100,000,000

Online advertising(Website/ University Forum…) 300,000,000

Advertising on TV (Yan TV, VTV6, Phunutoday) 200,000,000

Production of 1000 plastic "Promise rings" and 2

Platium rings for Prize

40,000,000

Hawaii trip package for 2 people 120,000,000

Cost for running Events in Hochiminh and Hanoi(Venue,

Design, Light, Music…)

2,000,000,000

Singers/ Music bands 100,000,000

Total 3,160,000,000

Phase 3 Unit(VND)

Application update and maintenance 100,000,000

Online order application 300,000,000

Love chat application development 200,000,000

Advisors/Consultants 200,000,000

Total 800,000,000

Phase 1 Unit(VND)

App development/ Maintainence 500,000,000

Prize for winner in app 80,000,000

Experts for conceptives education 100,000,000

Advisors/Consultants 50,000,000

Total 730,000,000

TOTAL COST: 4,960,000,000 VND

Channel KPIs Description Expectation

“Little finger”

Application

Participants Total people have down loaded this app 1,000,000+

Engaged users Total people have participated in Webinar, read fun facts,

joined Fun Test to get prizes

800,000+

Virality Total share on facebook about this app 800,000+

Marketing clip

for “Promise

ring campaign”

Virality Total view on Youtube 3,000,000+

Total like, share, comment about this clip on Fanpage 1,000,000+

“Promise rings

Day”

Participants Total people have attended the event and receive “Promise

rings”

5000+

Engaged attendants Total people take photos at photo booth and share on fanpage

Total people print their little print to make commitments

Total people participant in games

4500+

Popularity Total number of articles/posts by press 4+

Total posts /comments on facebook/fanpage about this event

after it

2000+

OK Products

Understanding

Total number people access OK booth to know aboout their

product lines

2000+

“Little finger”

app version 2

Participants Total people have accounts in “Love chat” 1,000,000+

Total people discuss about sex and using condoms in app 500,000+

Sales Total revenue from online order +15%

EVALUATION