Omachi 2in1 sampling creative brief(jo) 260310

Prepared for Omachi Internal Project team

By Vu Anh Tuan – Sr.Account Executive

In April, 2010

Hủtíugạo iU Mìkhoaitây?

Hay… Mìkhoaitây iU Hủtíugạo???

2in1SAMPLING ACTIVATIONCREATIVE BRIEF/JO

THE PRODUCT

COMBINATION OF RICE-

BASED NOODLE & POTATO-

BASED NOODLE (FIRST TIME

EVER IN THE MARKETPLACE)

WITH TASTY MEAT AND BONE

SAUCE.PREMIUM, YOUTHFUL, EYE-

CATCHING AND UNCONVENTIONAL

PKG.

75G NET WEIGHT,

MINI HANDBOOK SIZE,

VND 5,000 PRICE.

THE BRIEF

Quantity of Samples to be Distributed Expected: 350,000 pax

Regional Breakouts/Distribution Requirements: 6 key cities: HCM, HN, HP, CT, DN, NT HCM+HN= 150,000 pax (F2F) HP+CT+DN+NT= 200,000 pax (D2D)

The Timing:

APR MAY JUN JUL

10/5 30/67.5 Wks

The Budget: < VND 2 billion

THE BRIEFKey Performance Indicators (KPIs): Right target Right timeRight place

Sample management & checking.Location negotiationMan power.

Sampling effectiveness

Management efficiency

THE TARGET (Vnm)

• Thanh niên, Nam/Nữ, 18-30t, thu nhập ABC, sống và làm việc ở khu vực thành thị hoặc bán thành thị.

Năng động, hiện đại, độc lập, thông minh, nhìn thế giới với muôn vàn tiềm năng và cơ hội.

Sẵn sàng chấp nhận thử thách, đam mê chiến thắng và muốn chứng tỏ mình với thế giới.

Chọn cuộc sống bận rộn để không bỏ lỡ bất kỳ cơ hội nào để thăng tiến và thành đạt (học hành, sự nghiệp và tình yêu,…)

SỨC HẤP DẪN

KHÔNG THỂ CHỐI TỪ!2TRONG1

IRRESISTIBLE!

2IN1 ATTRACTIVENESS.

THE CONCEPT

HOTNews: First time ever you

can enjoy special noodle with

combination of rice noodle &

potato noodle.

THE EXECUTION

2Promoters1

Girl

in Y

ello

was

Pot

ato

Mod

el

NON-STOP PLAYING1 Boy in white

as Rice Photographer

THE EXECUTION

2Promoters

Profession: Photographer

Favorite color: White

Favorite food: Rice & Omachi 2in1

Profession: Model

Favorite color: Yellow

Favorite food: Potato & Omachi 2in1

Nickname: Nhiếp ảnh gia Hủtíugạo

Nickname: Siêu người mẫu Mìkhoaitây

IA 2in1 Mission Roadshow – Job

description:

-Traveling to hunt photos with Chef

Rice & Chef Potato.

- Traveling to take best shots of IA

2in1.- Traveling to tell and share their love

for Rice & Potato.

2Promoters

Succe

ssfu

l &

Attrac

tive

Like looking

THE EXECUTIONMulti-vehicles FACESHOW

on downtown streets to

MAKE NOISE & CAPTURE

IMPRESSION of brand

concept from target public.

Trendy & Busy

2Chefs

THE EXECUTIONProfession: Chef



Nickname: Bếp trưởng Hủtíugạo Profession: Chef



Nickname: Bếp trưởng Mìkhoaitây

IA 2in1 Mission Delivery – Job

description:

-Traveling to spread HOTnews of

Omachi 2in1.

- Traveling to share/sample/serve

Omachi 2in1.

- Staying at booth to demostrate way

to discover & make most delicious

Omachi 2in1.

2Noodles

THE EXECUTION

Profession: “Food”



Nickname: Hủtíugạo

Profession: “Food”



Nickname: Mìkhoaitây

IA 2in1 Mission Impression – Job

description:

-Traveling to impress for HOTimage of

Omachi 2in1.

- Traveling to make noise for HOTnews

of Omachi 2in1.

2Accessories

THE EXECUTION

Bag for keeping samples Glasses for style

2Tools

THE EXECUTION

Utensils for serving wet sampling

2Gifts

THE EXECUTION

Boxed sample.

Keychains for game winning

Photoframe.

2 Booth

THE EXECUTION

Rice noodle heart & Potato noodle heart food/restaurant theme booth

2Activities

THE EXECUTION

Free Photo taking & Photoframe for couple trying wet samples and win product quick quiz.

Product & Love (not just couple love) flash quick quiz.

THE WORKS

FOR EVENTS (C Xuan as Leader, A Chinh as Supervisor):

1. Execution Plan2. Cost Estimate

FOR CREATIVES (A Tien as Leader):

1. Creative Development2. Design Illustrations: (2opts/item)

a. Costumes (Chefs)b. Costumes (Noodles)c. Sample box (túi/hộp đựng sample)d. Photo frame (khung hình)e. Boothf. Vehicles (Couple Bike, Vespa,

Lamborghini-Murcielago/Ferrari/Audi/Captiva)

Thanks1

FOR YOUR ATTENTION.

NOW TIME FOR DISCUSSION…

Marketing

Omachi 2in1 sampling creative brief(jo) 260310