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Situation – Target - Issue Situation – TOWS analysis
Strong competitors, both domestic and foreign
Threats
Emerging market with support from the government(55%Vietnamese youngsters (14-24) perform pre-married sex without condoms 1 mil STIs casesThe “100% condom” project” announced by HCM city’s committee on 5/3/2103 to put condoms in every hotel rooms within the city)
Oppoturnities
o Most recognized brando Reliable qualityo Length of existence, which brings experience and strengthen reliability
Weaknesses
o Limited promotionso Lack of creativity, especially dangerous when competitors like Durex enter the market
Strengths
Situation – Target - Issue Target
• Vietnamese male and female, aged 18-24 mostly in HCMc and Hanoi• Income: BCD• Have sex or care about sex and condoms.
Situation – Target - Issue
To address the issue and insight, we conducted a mini group discussion.
• A group of 10 people aged 18-40, including 2 parents and 8 youngsters (5 males, 5 females) who are employees in auditing, media, PR and students• Topic: How do they think a bout condoms? Did they use them? Why don’t they use condoms? What can possibly make them use condoms?... and similar questions
Situation – Target - Issue Issue
Lack of information and
STRAIGHT-FORWARDNESS
of
Educators and Media
Direct consumers
Female partners – afraid to ask their man
Because of the reserved culture, which hesitates to face the rough truth
Insight
I know it’s good to use condoms,
but I don’t consider it
a MUST
I absolutely don’t want my kids to have unsafe sex!
I don’t wanna have STIs!
I don’t wanna be a teenage mom!
Objective
Increase condom use by 20%
Increase OK’s brand awareness
Increase sales by 15%
Claim the need of using condoms in the most straightforward way, exposing the consequences, up-closed and fearlessly.
Let OK be the first to talk about condoms with BRAVERY, while others
try to use metaphors or humors to approach the topic.
Communication Challenge
Big Idea – Communication message
,You don’t want this.(OK, bạn không mong muốn điều này.)
The FIRST condom campaign to find impactful stories about people suffering
diseases, isolation and pain because of the hesitation not to use condoms, put it on POSM,
TVC, radio straightforwardly
Help those cases with a charity project, extracting from sales of condoms.
You don’t want this.Where are my
parents?The question they asked
They was left almost dead in front of a temple. Their
parents did not use OK.
Demo tone and style
Communication tone and styleBlack and White, short, straightforward
Demo tone and style
You don’t want this.The surgeon
performing an abortion case for a 17
year old girl She did not ask her
boyfriend to use OK.
Execution plan
Activation
Advertising
PR – charity project
DistributionAdjustment
1
2
3
4Radio Online
5
Activation
Gather 10 celebrities to record a song “Em không muốn” (I don’t want) for abandoned kids and other victims, making a Video clip.
Reality show, each episode challenge a group of celebrities to:- Have fun with abandoned kids- Cook for them- Comfort their pain, sharing stories
and emotions.Airing on YanTV for at least 3 episodes, one for each week
Execution plan Digital Radio Website
“OK YOU DON’T WANT THIS” website,
syncing with FB fanpage and youtube
channel, shares reportages,
documentaries, impactful stories and support the charity project in 3 main
sessions
Weekly Radio online and viral clips sharing true stories of teenage moms, abandoned kids and STI sufferer, occasionally featuring celebrities.
Articles on love, gender, sex and radio scripts. Open for comments, syncing with facebook
Sexual, Physical and Mental health care
Sharing on Celebrities’ fan pages (Andrea, Ngo Thanh Van, Hoai Linh, …) to promote
Execution plan PR – charity project
1. Extract 300 dong from each sold OK condom to help victims of unsafe sex.
2. Pitch or book articles on newspapers on and offline (Thanhnien, Tuoi tre, Kenh14…) about the program and reportages that we find.
Execution plan Advertising
TVC or an official youtube clip featuring victims with impactful stories. Put obsessive pictures on POSM
You don’t want this.
Where are my parents?
Their unknownParents did not use
OK.
Demo POSM design
Execution plan Distribution Adjustment
1. Expand Distribution in Rural areas2. Diversify sizes of packages ( packs of
3 and 5 condoms, in addition to maintaining the big boxes)
Execution plan Timeline and Budget
Tháng 12Tháng 11
Gather reporters, seek for materials
Tháng 1 Tháng 2 Tháng 3 Tháng 5Tháng 4 Tháng 6
01/03/2014
Launch TVC, put up POSMs, launch Digital pages and release the song
1. Build Digital channels2. Produce new packages3. Produce Digital, PR and Advertising materials(clips, radio, articles...)4. Record “I don’t want”
Design, produce POSM
15/05/2014
Granting gifts for victims on a show
or event
Post PR and
Evalu-ation
Share on Celebrities’ facebook
Prepare and Pre-PR for the reality
show
Reality show
Digital channels, reality show and distribution adjustment are run continuously until evaluated as unsupported or out of date
Execution plan Budget and Risk management
Press + Digital + Advertising + Charity + song recording + reality show
= $30000 + $30000 + $10000 + $30000 + $1000 + $100000= $201000 (4,2 tỉ VND)
Raw images and stories can bring bad reactionsMeticulous testing and adjustment before launching. If reactions come after launching, use PR to back up, focusing on the REAL factor.
Cannot persuade celebrities to join the programChoose at least one big name with their own related stories (Viet Trinh, Hien Thuc,…) to encourage others. If not, ask them to share only some stories, not the whole program.
In case of other problems, conduct a Risk management team to follow up and take care of them.