YM – PROTECT THE ULTIMATE LOYALTYBy PHAM NHAT MINH – THE CONTINUOUS LEARNER

Market landscape and Business objective

Overview of dog food market: high opportunity but there is such a strong barrier rooted from long-lasting habit

Opportunities: 2.8 million dogs adopted in 2015 10% yearly increase in value of market Only 13% penetration

This is the right time for Pedigree to convert barrier into public’s support by implementing a marketing campaign that:

PROTEST THE HABIT OF EATING DOG MEAT

Business objectiveSocial objective: Create a strong engagement with public to protest the act of eating dog meat

Marketing objective:- Reach 5,000,000 people- Increase brand awareness: 1,000,000 people- Recruit: 50,000 new buyers

Opportunity to develop the market

Barrier: the long-lasting habit of eating dog meat, which receive a lot of controversy recently

Target audiences

People who’re eating dog meat:- 20 – 35 year-old- Living in 6 big cities- Actively access to Internet and expose to Social media

How do they think about dog?

A top-of-mind symbol for loyalty

How do they feel when eating dog meat?

Avery distinctive and flavorful taste

INSIGHT“The distinctive and flavorful taste of dog meat has overshadow my mind. I forget this taste has rooted from the most loyalty human friends, which is often taken for granted”

Big ideaTASTE OF THE ULTIMATE LOYALTY

Approach: Wake up people by the fact that the taste they like actually coming from swallowing the most loyal friend on earth and make them feel guilty and ashamed whenever eating dog meat.

Phase 1. Trigger:HOW IS THE TASTE OF

LOYALTY?

2. Amplify:LET’S PROTECT THE ULTIMATE LOYALTY

Key message The delicious taste of dog meat actually is the taste of loyalty

The ultimate loyalty of dog need the

Key hook Interactive billboardViral clip

Social competitionOn-ground campaign

Supporting tactics Advertorial/EditorialFacebook ads/ Forum seeding

Advertorial/EditorialHot Bloggers/Internet Influencers

Timeline 2 months 2 months

Budget allocation 60% (600,000,000 mil) 40% (400,000,000 mil)

Phase 1HOW IS THE TASTE OF LOYALTY?

Interactive billboards at shopping center

How to create shocking effect?A trigger question for audiences: Do you know how is the taste of loyalty?

It’s not the answer on the screen: sweet like chocolate or candy

NO! IT HAS THE TASTE OF DOG MEAT

How to create touching effect?A clip of how dog love human and then how he/she experienced painfully to become food on table

Even when dogs died painfully, it became the most tasty dish to complete the loyalty to people

This is the ULTIMATE loyalty

At the end, audience will have choice to choose “Do they want to eat the loyalty?”

Phase 1HOW IS THE TASTE OF LOYALTY?

Viral clip: The taste of loyaltyHow create viral effect?

A clip capturing expression of participating audiences would be spread on social media

Viewer could choose “Do you want to taste the loyalty” by clicking Yes/No interactive button

Phase 2LET’S PROTECT THE ULTIMATE LOYALTY ON EARTH!

Social support

Online citizen share the “The taste of loyalty” and share their touching story about beloved dogs

Utilize the support and participation from Hot Bloggers and Internet Influencers to the campaign “10,000 commitment to save dog”

For each commitment, 1,000 VND will be put in Pedigree fund

From to Reality transformationThe Pedigree fund will be used to rescue

the kidnapped dogs to create the real transformation

Thank you