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ASSIGNMENT 12.1 INSIGHT INTO CAMPAIGN BIG IDEA Tường Vy - Hồng Phong - Trường Liêm

Young Marketers Elite 3 - Assignment 12.1 - Tường Vy - Phong - Liêm

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Page 1: Young Marketers Elite 3 - Assignment  12.1 - Tường Vy - Phong - Liêm

ASSIGNMENT 12.1

INSIGHT INTO CAMPAIGN BIG IDEA

Tường Vy - Hồng Phong - Trường Liêm

Page 2: Young Marketers Elite 3 - Assignment  12.1 - Tường Vy - Phong - Liêm

DESK REVIEW

Page 3: Young Marketers Elite 3 - Assignment  12.1 - Tường Vy - Phong - Liêm

Xploration Ideation Development Evaluation Action

Understand what’s really goingon and what’s your realchallenge

Unveil knowledge gaps andperceptual blind spots. Gainnovel insights into your caseand initial ideas

XPRESS your initial ChallengeYour Knowledge & Un-knowledge

XPLORE your caseCheck: Facts, numbers,assumption

Ask 5x WHY, 5W1H,Look: Differently at itMap: Sketch it, visualize

XTRACT new evidence& key outcome

Generate the large pool ofraw ideas for final Challengewithout worrying about thequality of ideas yet

Increase the likelihood ofproducing truly original ideasthat are outside the tunnel ofexpertise and conventionalways of thinking.

Use ideate tools• Solo brain writing• Attribute listing• Word association chain• Pool brain writing• Reversal• Random word• Other worlds• What if

The more idea the better

Turn idea quantity into qualityby designing meaningful ideaconcepts and solutions out ofthe most intriguing rawideas from the Ideation stage

80% of the value of the ideationstage is only in 20% of allgenerated raw ideas

Meaningful, ValuableIDEA CONCEPT

DISCOVER Intriguing ideasWild ideas , Interesting ideas

ENHANCE promising BIG IDEA conceptDEVELOP idea concepts further byadding more value and meaning

Separate the wheat from the chaff !.Find the vital top idea concepts to pitchfor real life creative direction

Find those few idea concepts that havethe highest value potential and ideallyare feasible to take further action. Focusyour time, money and efforts on thosefew top idea concepts that promise tosucceed BIG in market.

WINING BIG IDEA.

EVALUATE your portfolio of idea concepts

ELECT your top BIG IDEA

To take action to turn atop idea to a tangibledeliverable. Persist toovercome resistance tochange

Meaningful ideas +Action => BIG IDEA

Activate the BIG IDEA

Develop 360 campaign• TVC• Print Ads• PR• Promotion• Digital• Packaging

Clear picture of the realchallenges

WHAT

WHY

OUTCOME

STEP

Page 4: Young Marketers Elite 3 - Assignment  12.1 - Tường Vy - Phong - Liêm

EXAMPLES

Page 5: Young Marketers Elite 3 - Assignment  12.1 - Tường Vy - Phong - Liêm

Xploration Ideation Development Evaluation Action

CHALLENGEAs a brand of youthful, bravery, and full of energy .Yomost waspreferred by million of young throughout vietnamIt required a fresh approach that would further enhance thisbrand preference and activate it to attract current consumers.

XPRESS:Knowledge: In the culture of Eastern countries to whichVietnam is one of them, people are often afraid of showing hisfeelings, even for people they loveUnknowledge:- Enjoy expressing their feelings towards the one they like andlove todeclare that confession but lack of inspiration- Strive to enjoy life to the fullest in their own distinctive waysXPLOREFact: 80% of young people expressed their feelings with theirlover when when no one is there

View from diffirent angel: Although they did not want toexpress feelings publiclybut they wanted way of expressing their feelings is unique, isspecial for someone who they love

XTRACT:Insight: Love, everyone wants to spend the best thing,

unique for someone who they love. However this

sometimes creates pressure for both when must always

seek unique solutions that forget to enjoy a moment

together

WHAT IF:What will happen if we give them the tool to create special gifts, unique for her lover

CREATE A POOL OF IDEA• Create a system that will turn

your message into a delightfulmusic

• 1 App to help them express theirlove with someone who theylove

• 1 QR code on the packagingYomost to be able get uniquegift

• 1 platform for gifts that thesender does not know gift

• 1 the letter helps them toexpress their love withsomeone who they love..But the letter does notshow their message, theymust use 1 app to able reada message which thesender wants to send. Notonly keep the privacy forthem but also the messageof love of each person is"unique" is the unique giftfor someone who they love

• Each of milk contain 1 QRcode. Each 1 QR code willbe a unique gift and theydidn't know until scanningthis QR code

At moments of begin love isthe most beautiful period ofthe couple.Although still shy butextremely sweet. When theysend each other letters, wordsof love. Everything is veryspecial and unique to them.

Yomost and wish they liveand enjoy their youth life tothe fullest

WINNING CONCEPT: YOLOVEYoLove mobile application,teens can design & createtheir own e-cards to conveytheir love to the other half

Phase 1: Trigger Keymessage: Do you feel thesame awkwardness in love?Key hook: Viral clip “Phutyeu dau – YoMostValentine”

Phase 2: Action Message:Here’s your secret weaponfrom YoMost Key hook:Mobile app• The application allows

users to design & createe-card with vivideffects.

Phase 3: AmplificationMessage: Let love thriveKey hook: Integratedexecution in digital platform• Mobile application• Website• Online PR• Video• Social Media• Banner

BRANDCOMMUNICATIONIDEA

CAMPAIGNBIG IDEA:

“I understand that “you only live once” as well as the preciousyouth time comes just once in the lifetime. I want to live and enjoymy youth life to the fullest BUT sometimes I often run in the cycleof life and forget that I can enjoy every moment by my own way”

INSIGHTFORBRANDIDEA

LIVE AND ENJOY LIFE TO THE FULLEST

YOLOVE

INSIGHTFORCAMPAIGNBIG IDEA

Love, everyone wants to spend the best thing,

unique for someone who they love. However this

sometimes creates pressure for both when must

always seek unique solutions that forget to enjoy a

moment together

Page 6: Young Marketers Elite 3 - Assignment  12.1 - Tường Vy - Phong - Liêm

“EVERY DAY LIVELY”Brand Communication Idea

C.C. LEMON

XPLORATION IDEATIONChallenge: Boost the consumption of consumers. Make C.C. Lemona crucial part of their daily life.

Insight: As a office employee, I have to face up with a lot of stressseven days a week especially on Monday. I need a refreshingsolution to make my body more lively and my mood better

Knowledge: Vitamin C is a highly effective antioxidant that helpslessen oxidative stress and improve immune system. A daily intake ofVitamin C can help you become more active and energetic.

Initial idea: C.C. Lemon for every day

POOL OF IDEA

Un-knowledge: Office employees are under a lot of stress and mostof them don’t know how to ease it. Many people are not consumingenough vitamin C

C.C Lemon make your day lively yellow just like lemon

C.C. Lemon give you a fresh start for your day

Create a musical TVC to illustrate how lively C.C. Lemon can turn your life into

Write a song for C.C. Lemon

Lively Yellow Lemon Happy FreshVitamin C OfficeEvery day

Listing attribute:

Create creative print-ad to illustrate stress situation in office life

Create creative print-ads to illustrate stress situation in office life

Propaganda about how Vitamin C can improve your life

Page 7: Young Marketers Elite 3 - Assignment  12.1 - Tường Vy - Phong - Liêm

“EVERY DAY LIVELY”Brand Communication Idea

1 NGAY 1 CHAIVANG TƯƠI MÔ I NGAY

C.C. LEMON

DEVELOPMENT EVALUATION ACTIONIllustrate every day situations at work such aspresenting, deadlines, Monday morning oremergent tasks that make people feel downand provide C.C. Lemon as a solution to givethem a fresh mood and a lively body. Focus onweek days from Monday to weekend.

Educate people how vitamin C can functionallyhelp them fight every day stress and pressure.Point out how lacking vitamin C may makethem feel tired and unwilling to face the officework. Focus on the advice of experts anddoctors to make consumers believe.

EVALUATE: Based on your time, budget and therelevance with consumers or audience. Idea 1is more likely to have a promising success in themarket.

ENHANCE: Give the advertising products of Idea1 a lively and fresh theme, using yellow themecolor, lemons, music and sunshine. Make thespirit in each products lively and happy.

ELECT: The winning idea is IDEA 1

1

2

TVC: https://www.youtube.com/

watch?v=dVN527ufBJM

Fanpage posts

Advertising Big Idea

KOL: Noo Phuoc Thinh

Game show with yellow gifts

Page 8: Young Marketers Elite 3 - Assignment  12.1 - Tường Vy - Phong - Liêm

XPLORATION IDEATION

“BA O VÊ NU CƯƠI VIÊT NAM”Brand Communication Idea

P/S

Challenge: Improve the oral health of Vienamese people andincrease consumption of P/S toothpaste

Insight: As an adult, I have developed a habit of oral cleaning that ishard to change even though I know it is not healthy. However, Idon’t want to be a bad role model for my children so when they tellme to brush my teeth, I will do it. I want my children to have a goodoral health.

Knowledge: 90% Vietnamese people have oral health problem

Initial idea: Let your children become a dentist for your family

Un-knowledge: Children are eager to learn new things and changehabit. Children have an influence on adults and their creativity islikely to change the world. Many kids dream to become a dentist inthe future as the think being a dentist is cool

Smile Vietnam Dentist Children Teeth Oral health

Parent Family Protection White Kids

Create a crew of kid dentists

Become a dentist of your kid

Become a good role model for your kid

Become a good role model for your kid

Protect the smile of your kids

Protect the smile of your kids

POOL OF IDEA

Be s P/S Superman in your kid’s eye

Page 9: Young Marketers Elite 3 - Assignment  12.1 - Tường Vy - Phong - Liêm

NHA SI NHI HANH ĐÔ NG

“BA O VÊ NU CƯƠI VIÊT NAM”Brand Communication Idea

P/S

DEVELOPMENT EVALUATION ACTIONCreate a crew of kid dentists. Let the childrenregister as kid dentist and commit to protect theoral health of their family. Use expert dentist toteach children about oral health and let themspread their idea to the family and society. Givechildren some incentives to protect their teeth.

Let the parent become the P/S Superman inchildren’s eye. Illustrate situations that parentsmay become bad role model for the children inprotecting the oral health. On this base,educate them to become a protector for thesmile of the kids and the whole family.

EVALUATE: Based on your time, budget and therelevance with consumers or audience. Idea 1is more likely to have a promising success in themarket. Also, Idea 1 is more creative.

ENHANCE: Use some kid celebrities to influencechildren and use the professional theme andimage of dentist to provoke the dream ofchildren to become a doctor and protect thehealth for their family.

ELECT: The winning idea is IDEA 1

1

2

Campaign Big Idea

KOLs: TheWorld OralHealth Day

Landingpage toregisteras a kiddentist

https://www.youtube.com/watch?v=UnSj06xbERg

Website TVC Competition

“The Excellent

Kid Dentists”

Page 10: Young Marketers Elite 3 - Assignment  12.1 - Tường Vy - Phong - Liêm

IKEA

There’s no

beds like

home

The Joy of

Storage

Every meal is a

special occasion

https://www.youtube.com/watch?v=GzCLshtTnxg

https://www.youtube.com/watch?v=K1p3hj9WDHc

https://www.youtube.com/watch?v=ijtjoFaORy0

Most people think that storage is dull but actually there is always a joy that good storage can bring them.

Kitchen is the busiest and most pressured room in the home, so when it doesn’t work, we really feel it. But when it works, and it works for everyone in the family every single day, the busiest room is the best too.

There are many different beds out there. Bigger ones, comfier ones and even tidier ones. But none compares to our own. Everyone always has a better night’s sleep in their own bed

British pay little attention to the small things that could have a dramatic impact on their everyday lives; They often focus all their attention on high-times and holidays while the other daily day passes by. They need to know that small things make great impact

The wonderful everyday

Communication/ advertising Insight

Advertising big idea

Insight for Execution

Executional Big Idea

Page 11: Young Marketers Elite 3 - Assignment  12.1 - Tường Vy - Phong - Liêm

eXploration Ideation Development Evaluation Action

• People always find it difficult to make their house neat and tight because of their numerous stuff

The Joy of Storage

The need of a well-plannedwardrobe is relevant in this time

• TVC

Intergrated campaign

• British often throw away a lot of their stuff because of the shortage of space

• It takes them a lot of time to pick the clothes in the morning

• A bookcase allows you to keep and re-visit all your favorite books.

• A stylish chest in the living room means that you won’t be surrounded by toys when you are trying to relax in the evening.

• A well-planned wardrobe will help you pick out clothes quickly in the morning, so you can have an extra 10 minutes in bed.

• The joy that comes from giving the things you love a proper home. Story will follow a flock of much-loved T-Shirts as they go on an epic journey to find a home. After travelling across seas and mountains, they eventually come to rest in a beautiful IKEA PAX wardrobe.Insight: Storage is too dull to make

everything neat and tight that takes a lot of my time every day

• Dramatization of the Chest as a mom give love to their children (Toys).

• A talking bookcase that keep all your memories and precious things

The wardrobe idea is creativeand interesting enough todraw attention

Sales of wardrobe remain stablefor a half years and need to beraised

A well-planned wardrobe

Channels: socialnetwwork, TV,…

• Print-Ad (OOH)Channels: In-store

IKEA

• Activation- RealExperience

Channels: In-store

Page 12: Young Marketers Elite 3 - Assignment  12.1 - Tường Vy - Phong - Liêm

eXploration Ideation Development Evaluation Action

• 84 percent of millennials don’t like traditional advertising nor do they trust it. They want something new reaching their heart or can express themselves

Crash the Pepsi IPL

Crowdsourcing for ad films isn’ta novel idea, but it has gone bythe tested norms in the country.Such a campaign sure has itsown challenges but at the sametime it opens up the creativitybox and hopefully the consumermight witness ideas beyondCricket and Bollywood.• India, the market

where Pepsi scores above Coke

• Crash the Pepsi IPL• IPL x Pepsi Spirit• The Pesi flag

The Pepsi Challenge

2015

• Cricket is the most popular sport in India and The IPL 2015 are coming.

Crash the Pepsi IPL (Indian

Premier League)

I nsight: Youngsters always want to experience new things and to challenge themselves in every areas, which is a way they live for young

Live for young

Insight: Making the traditional cricket game different in my own style is definitely great

• Invite consumers to make a 30-second commercial showing their love for Pepsi in the IPL There will be six new advertisements every weekend throughout the IPL season, On the last weekend, best consumer voted advertisements will be aired.

• A competition of designing uniform for players group by 3 basic color s of Pepsi

• Create a Pepsi flag in their own way and the best is chosen as symbol of audiences

• Focus 100% on social media

• Pre-lauchwith the call of joining the competition

• Pre-lauchwith the call of joining the competition

Insight:Making the traditional cricket game different in my own style is definitely great

• Promote through out the IPL

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