Isuzu IMBC 2014

Team: The Musketeers

Digital Communication Plan

BBA Thammasat

CAMPAIGN 1 CAMPAIGN 2 CAMPAIGN 3 CAMPAIGN 4 CAMPAIGN 5MEDIA

PLANNINGBRIEF

COMMUNICATION OBJECTIVES :

• Create awareness of the product through digital

and social media platform

• Encourage consumer target have a positive

attitude towards the product

PROSPECTIVE TARGET : 20 – 40 Years Old

PERIOD :Jan 2015 – Dec 2015 ( Year Plan )

CLIENT BRIEF.


PLANNINGBRIEF

CUSTOMER’S CHARACTERISTICS.

1

2

3

Interests

Trips with Friends and Family

Promotion Seeker

Game and Leisure activity

Aspiration

Want to be their own BOSS

Work Life

Works on weekdays from 9am – 5 pm

Energy was drain from the routine tasks


PLANNINGBRIEF

CUSTOMER’S INSIGHT.

TRAPPED


PLANNINGBRIEF

KEY COMMUNICATION CONCEPT.

WHAT ISUZU X-SERIES ISTARGET’S NEED

ISUZU D-MAX X-SERIES Unleash your adrenaline

UNIQUE LIFESTYLE THAT IS BOUND TO ONLY YOUR

RULES

A BREAK FROM THEIR DAILY- ROUTINE LIFESTYLE

Ide

a

Year Plan Campaigns


PLANNINGBRIEF

CAMPAIGN STRATEGY.

Create a unique experience for the targets to be exposed to by utilizing their gaming habit to register ISUZU D-MAX X-SERIES as their Key to a Cool lifestyle


PLANNINGBRIEF

CAMPAIGN TACTIC.

Engagement-based campaign by customizing storytelling based on benefits & various needs of targets and placing

the content in digital touch points relevant to them


PLANNINGBRIEF

JAN


PLANNINGBRIEF

JAN

Objective

Register Isuzu X-Series’ Speed feature in targets’ minds

Theme

Financial Freedom: Target’s interest over sweepstake and the need of being

wealthy without having to work

Media Channel

Unbranded YouTuber’s Channel

[Highly Relatable]

“Office workers feel

suffocated in their own

spaces”

Finding:

CAMPAIGN 1CAMPAIGN 2 CAMPAIGN 3 CAMPAIGN 4 CAMPAIGN 5

MEDIA PLANNING

BRIEF

CAMPAIGN #1

FEB - APR


MEDIA PLANNING

BRIEF

PRE-CAMPAIGN.

+ +

KOL + Advertising GSN + GDN Own Channel + Showroom

FEB - APR


MEDIA PLANNING

BRIEF

Lifestyle KOL Job KOL Facebook Advertising

EXAMPLE ADVERTISING


MEDIA PLANNING

BRIEF

CAMPAIGN.

Create a rectangular cab-size

space on the floor and poseTake a picture

Upload to FB App on

Isuzu Fan Page

Chance to win an iPhone6

1 32

4

FEB - APR


MEDIA PLANNING

BRIEF

User Generated Blog Post

EXPECTED OUTCOME.


MEDIA PLANNING

BRIEF

IDEA REFERENCE.

“The targets like

giveaways and

games .”

Finding:

CAMPAIGN 1CAMPAIGN 2

CAMPAIGN 3 CAMPAIGN 4 CAMPAIGN 5MEDIA

PLANNINGBRIEF

APR - JUN

CAMPAIGN #2



PLANNINGBRIEF

PRE CAMPAIGN (APRIL).

FB Post Teaser of Campaign

Announce the result of the MOST POPULAR VOTE as the

road trip destination

2 Weeks Later

APR - JUN



PLANNINGBRIEF

CAMPAIGN (MAY - JUNE).

Home Photo Hunt

Rule

Start!

FB post explaining the campaign and directing audiences to the FB app

Participants participate in the Photo Hunt App and wait for the result

2 W

EEK

S LA

TER

FB post announcing the 2 winners

Take them on a road trip with their group of friends [ Party of 4 ] on X-Series

APR - JUN

1

3

2

4



PLANNINGBRIEF

CAMPAIGN: FB APP FLOW.

Home Photo Hunt

Rule

Start!

Home Photo Hunt

TIME 00:59

Home Photo Hunt

Casualค ำอธิบำย

Trendyค ำอธิบำย

Business Casualค ำอธิบำย

Formalค ำอธิบำย

Q2: ถ้ำ Isuzu เป็นคน เขำจะแต่งตวัอย่ำงไร [Branding] ?Q1: คุณคิดวำ่ x series บกบอกลกัษณะอะไรในตวัคุณ?

Braveค ำอธิบำย

Coolค ำอธิบำย

Creativeค ำอธิบำย

Originalค ำอธิบำย

1 2

3



PLANNINGBRIEF


Home Photo Hunt





Q2: ถ้ำ Isuzu เป็นคน เขำจะแตง่ตวัอยำ่งไร ?Q1: คณุคิดวำ่ x series บกบอกลกัษณะอะไรในตวัคณุ?





3



PLANNINGBRIEF


Home Photo Hunt

Rule

Start!

Home Photo Hunt

TIME 00:59

Home Photo Hunt





Q2: ถ้ำ Isuzu เป็นคน เขำจะแต่งตวัอย่ำงไร [Branding] ?Q1: คณุคิดว่ำ x series บกบอกลกัษณะอะไรในตวัคณุ?





Home Photo Hunt

ขอขอบคุณส ำหรับกำรร่วมสนุก

X2P031

กรุณำ Screen capture โค้ดของคุณและมำรับของสัมมำคุณที่ Isuzu Showroom ใกล้บ้ำน

1 2

3 4

กรุณำ Screen capture โค้ดของคุณและมำรับของสัมมำคุณที่ Isuzu Showroom ใกล้บ้ำน



PLANNINGBRIEF

EXPECTED OUTCOME.

Outcome

• Evaluate X series marketing communication

• Understand consumer’s brand perception

• Increase tendency of consumer’s trial

2015: Year of Selfie

“ Where to travel with Friends?”Finding:

CAMPAIGN 1 CAMPAIGN 2CAMPAIGN 3

CAMPAIGN 4 CAMPAIGN 5MEDIA

PLANNINGBRIEF

CAMPAIGN #3

JUN - JUL



PLANNINGBRIEF

CAMPAIGN.

Theme : Unseen Unique lifestyleIG: Location tag and

#ExploreXSeriesChance to win a GoPro Camera

1 3

2

JUN - JUL



PLANNINGBRIEF

อยุธยำ

#ExploreXSeries

1hr

มำเท่ียวงำนวดัแบบเก๋ๆ++++ #ExploreXSeries

3mปทุมธำนี



PLANNINGBRIEF

POST-CAMPAIGN.

Collect the picture and location

Include them in Isuzu Access App and i-genii

to promote traveling within Thailand

+

JUN - JUL

“The targets interact both

online and on-ground.”

Finding:

CAMPAIGN 1 CAMPAIGN 2 CAMPAIGN 3CAMPAIGN 4

CAMPAIGN 5MEDIA

PLANNINGBRIEF

CAMPAIGN #4

Xtreme life on

both worlds

SEP - DEC


CAMPAIGN 5MEDIA

PLANNINGBRIEF

PHASE 1 REF.


CAMPAIGN 5MEDIA

PLANNINGBRIEF

PHASE 1.

Race for the high score to

be eligible to win Isuzu

D-max x-series truck

1

TOP 10 High scorers

would proceed to the

next round

3

Go for a Test-Drive to get

20 more gears and a

score multiplier in just a

drive away

2

Product awareness booster

Score x4

SEP - DEC


CAMPAIGN 5MEDIA

PLANNINGBRIEF

PHASE 2.

Race for the best time

at Isuzu Pattaya course

Receive Isuzu D-max

X-series and take pictures

with Isuzu Ladies at

Thailand Motor Expo

STARBUCKS

Select your driver and see

them on the microsite with

YouTube live stream

Win a Starbucks gift card if

your chosen driver won the

race

TOP 10 HIGH SCORERS VIEWERS

SEP - DEC


CAMPAIGN 5MEDIA

PLANNINGBRIEF

EXPECTED OUTCOME: Earn Media.

CR. YouTube Trick CR. Pantip Review

Organic Google Searches Meme & Satire FB Contents

“The targets are

addicted to

Social network.”

Finding:

CAMPAIGN 1 CAMPAIGN 2 CAMPAIGN 3 CAMPAIGN 4CAMPAIGN 5

MEDIA PLANNING

BRIEF

Interactive X CatalogCAMPAIGN #5

NOV - DEC


MEDIA PLANNING

BRIEF

Find the key and re-post it to get a discount on truck accessories at the Motor Expo

Isuzu X-serieswww.isuzux-series.com

ISUZU_XSERIES

Isuzu X-series

Xseries_Design

ดีไซน์ร้อนแรงเรซซิ่งแบบเต็มขัน้ สปอร์ตเต็มอำรมณ์

Isuzu X-serieswww.isuzux-series.com

Xseries_Design1 32

CAMPAIGN PART 1.


MEDIA PLANNING

BRIEF

CAMPAIGN PART 2.

1

Be the brand voice:

Take picture of the truck

at the Motor show

Use Tag feature and tag

your picture on Instagram

Ex. Xseries_Design

2

6

3

Take a chance to win

an iPhone 6

Dominate the Social media News Feed during the Motor Expo

NOV - DEC


MEDIA PLANNING

BRIEF

รถ แรงมำก มีจอ อยำกได้มำกกกกก #xseries_interior

EXPECTED OUTCOME.

I’m so in love with this truck #xseries_design

Earned media

CAMPAIGN 1 CAMPAIGN 2 CAMPAIGN 3 CAMPAIGN 4 CAMPAIGN 5 MEDIA PLANNING

BRIEF

Media Planning


BRIEF

• toyota thailand• toyota trd sportivo• toyota vigo• toyota vigo 2014• toyota vigo champ trd sportivo• toyota vigo trd• toyota vigo trd sportivo• trd sportivo• vigo champ• รถกระบะโตโยตา้• ราคาวโีกแ้ชมป์• วโีก ้• วโีกแ้ชมป์• โตโยตา้• โตโยตา้วโีก ้

• กระบะ• กระบะ 4 ประตู• กระบะแตง่• รถกระบะ• รถกระบะ 4 ประตู• รถกระบะแตง่• ปิคอัพ• รถกระบะทีด่ทีีส่ดุ• รถปิคอัพ• รถกระบะแตง่สวย• รถกระบะแตง่แรง• ราคารถกระบะ• หลังคารถกระบะ• กระบะ ราคาถกู• รถกระบะราคาถกู

• d max x series 2013

• d max x series speed

• d max x series รำคำ• d max x-series

• isuzu d-max x-series รำคำ• isuzu x series

• isuzu x series 2014

• x-series

• ดีแม็ก x-series

• รำคำ d-max x-series

• รำคำ isuzu d-max x-series

B: ISUZU

Bra

Competitor

ISUZU X-SERIES Toyota Truck

Campaign

Ad Group

Keyword

G: Truck G: Emotion

• ความสนุก• ตืน่เตน้• มัน• สนุก• เรา้ใจ

Fun and

Excitement

GOOGLE SEARCH NETWORK.


BRIEF

GOOGLE SEARCH NETWORK.

250,000 5,000

Expected Impression/ Month Expected Click/ Month

EXAMPLE AD.


BRIEF

GOOGLE DISPLAY NETWORK.


BRIEF

Display

BannerPlacement

carmotorshow.com

wheel.in.th

autoyim.com

autospinn.com

rod-dd.com

carmotorshow.com

truck.in.th

thaiscooter.com

thaiautocars.com

Auto

men.sanook.com

men.postjung.com

men.mthai.com

kapook.com

men.kapook.com

football.kapook.com

car.kapook.com

teenee.com

siamsport.co.th

IT

foodtravel.tv

paiduaykan.com

ticketsthai.com

sadoodta.com

th.wego.com

realitythailand.com

nooam.com

thaipackagetour.com

Travelsiamzone.com

ohozaa.com

postjung.com

siamha.com

drama.tlcthai.com

thaiza.com

Online

Community

Men

techxcite.com

overclockzone.com

arip.co.th

techmoblog.com

siamphone.com

droidsans.com

appdisqus.com

specphone.com

flashfly.net

iPhone-Droid.net

GOOGLE DISPLAY NETWORK.

16,000,000 16,000

Expected Impression/ Month Expected Click/ Month


BRIEF

Right Hand Columns Newsfeed

To ISUZU Facebook Page: Newsfeed

To ISUZU website

16,161,616

12,929

Expected Impression/ Month

Expected Click/ Month

FACEBOOK ADVERTISING.


BRIEF

Total Expenditure 5,276,900 BHT.

Campaign / Media List of expenditures Amount

Space Idea Boy Prakorn's fee 400,000

Iphone 6 (64 GB) 28,900

Spot of travelling Accomodation (Winners + Staffs) 117,100

Activ ity 30,000

Food and etc. 40,000

Goodie Bags Varies

Explore Thailand IG Contest GoPro camera 15,000

Xtreme life on both worlds Application fees 500,000

Starbucks gift card 50,000

I suzu D-Max X-Series 707,000

Race 200,000

"Find the key" Interactive X Catalog Iphone 6 (64 GB) 28,900

Prize 150,000

Lottery Video Video Production 10,000

Google Adwords Google Search Network 480,000

Google Display Network 960,000

Facebook Ad Space Idea's 80,000

Xtreme life on both worlds' 80,000

Explore Thailand IG Contest's 80,000

Newsfeed + RHS 960,000

KOL JayTheRabbit / campaign 250,000

Contrast / 10 post 40,000

Salaryman's Diary / post 5,000

เรยีนเจา้นายทีเ่คารพ/ post 20,000

ลกูคา้ผูน่้ารัก

+ คนอะไรเป็นแฟนหมี 45,000


BRIEF

Awareness and Engagement

Video

Social

Media

Jan Feb Mar AprMay

Jun JulAug

Sep Oct Nov Dec

Space Idea ท้ำยรถ Explore Thailand

Mobile & On - Ground Event: XTreme life

Spot of Travelling Xcatalog

Lottery

Google Adwords + Facebook Ads

DIGITAL TIMELINE.


PLANNINGBRIEF

KEY COMMMUNICATION CONCEPT

ISUZU D-MAX X-SERIES Unleash your adrenaline

INSIGHT

Want to own their life but are trapped within their working lifestyle

CAMPAIGN STRATEGY

Create a unique experience for the target to be exposed to by utilizing the gaming habit of the target and register ISUZU D-MAX X-SERIES as their key to a cool lifestyle

CAMPAIGN TACTICEngagement-based campaign by customizing storytelling based on benefits & various needs of

targets and placing the content in digital touch points relevant to them

COMMUNICATION FRAMEWORK.

SPACE IDEA

Trunk space

SPOT OF TRAVELLING EXPLORE THAILAND XTREME LIFE APP X CATALOG

Experience Function lifestyle Interaction

CAMPAIGN


PLANNINGBRIEF

Phatcharin

Sriwattanangkoon

4th Year Finance

Student

BBA THAMMASAT

Bodin

Boonsiriphant

4th Year Marketing

Student

BBA THAMMASAT

Pannathat

Lowthammatus

4th Year Marketing

Student

BBA THAMMASAT

Guyasit

Owatsatit

4th Year Accounting

Student

BBA THAMMASAT

Peeranat

Phongphua

4th Year Finance

Student

BBA THAMMASAT

THANK YOU

Be the Best

Always


PLANNINGBRIEF

BACK UP


PLANNINGBRIEF

Capturing on 07/03/15

4 Rooms x 2 Nights = 115,400 THB 5 Staffs x 2 Nights = 1,700 THB

WINNERS STAFFS


PLANNINGBRIEF

STAFF’S ACCOMODATION MUST BE WITHIN WINNER’S HOTEL DISTANCEwhen the selected hotel does not provide rooms that price “within” the budget

Staff’s

Winner’s


PLANNINGBRIEF

CTR = Click x100

Impression

Click (CPC) = Budget

CPC

Impression (CPM) = Budget x1000

CPM

MEDIA PLACEMENT GROSS RATE

(CPC) - THB

GROSS RATE

(CPM) - THB

Budget

(THB) Impression CTR

Booking

Click

Expected

View

GOOGLE KEYWORD SEARCH 8.00THB - 40,000THB 250,000 2.00% 5,000 -

GOOGLE GDN 5.00THB - 80,000THB 16,000,000 0.10% 16,000 -

Facebook RHS - 4.95THB 60,000THB 12,121,212 0.04% 4,848 -

Facebook New feeds - 4.95THB 20,000THB 4,040,404 0.20% 8,081 -

Youtube TrueView Ads 0.50THB 50,000THB - - - 100,000


PLANNINGBRIEF

FACEBOOK USER

< BACK


PLANNINGBRIEF

FACEBOOK POST

< BACK


PLANNINGBRIEF

INSTAGRAM USER

< BACK


PLANNINGBRIEF

INSTAGRAM POST

< BACK


PLANNINGBRIEF

INSTRAGRAM GROWTH

< BACK


PLANNINGBRIEF

SOCIAL MEDIA INTEGRATION

< BACK


PLANNINGBRIEF

SOCIAL MEDIA INTEGRATION

< BACK


PLANNINGBRIEF

Lifestyle Blogger• Lifestyle and Social content

FB Page: www.facebook.com/jaytherabbitofficial

Facebook fan: 617,557 fans

IG: JaytherabbitofficialIG follower: 184,000 likes

Target: Office Worker [ Esp. Women]

KOL INFORMATION AND TARGET


PLANNINGBRIEF


FB Page: www.facebook.com/คนอะไรเป็นแฟนหมีFacebook fan: 1,191,421 fans

Target: Couples



PLANNINGBRIEF


FB Page: https://www.facebook.com/ContrastTH


Target: Mass



PLANNINGBRIEF


FB Page: https://www.facebook.com/SalarymansDiary


Target: Office Workers



PLANNINGBRIEF

Lifestyle Blogger• Sarcasm office lifestyle

FB Page: https://www.facebook.com/ilovemyclient





PLANNINGBRIEF

Lifestyle Blogger• Sarcasm office lifestyle

FB Page: https://www.facebook.com/dearmybosspage





PLANNINGBRIEF


PLANNINGBRIEF

Participate in sweepstake campaign


PLANNINGBRIEF


PLANNINGBRIEF