YOUNG MARKETERS ELITE PROGRAM – SEASON 3

[Assignment 12.1]

Đình Giang + Đức Hiệp + Ngọc Khánh

Conceptualization process

XIDEA

XeXploration

IIdeation

DDevelopment

EEvaluation

AAction

WHAT

to do

WHY

to do

Understand the current

status (where are we?),

what’s your real challenge

(why are we hear?) and

what is our purpose –

business objective,

marketing objective

(where we want to go

to?)

Find out knowledge

gaps and perceptual

blind spots. Gain novel

insights into your case

[and initial ideas].

Generate the 1st

draft ideas for the

challenge without

worrying about the

quality, just focus

on the quantity of

raw ideas

Increase the

likelihood of

producing truly

original ideas that

are outside the

tunnel of the

traditional ways of

thinking.

Increase the quality of

ideas by generating

meaningful concepts

and solutions from the

most attractive idea is

second stage.

According to Pareto’s

thesis, 80% value of this

stage comes from only

20% of all raw ideas.

Remember to use the

most intriguing ideas to

create meaningful Big

Idea

Discuss, analyze

and select the top

idea concept.

If underestimate this

stage, we can not

find the concept that

has the highest value

potential and ideally

is feasible to take

further action.

Take action to

turn top idea

into reality

BIG IDEA =

Meaningful idea +

excellent action

OUTPUT Creative briefEnormous room

of ideas

Holistic picture in mind

about what to do

Meaningful, Valuable

idea concepts

Winning big

idea

XIDEAIs a process of

action to

conceptual and

generate a

winning big idea

for the marketing

campaign

• Brand: Sunsilk

• Client: Unilever.

• Creative Agency: Ogilvy Việt Nam

• Media Agency: Mindshare

• Mobile Platform: Zalo / Adtima (VNG)

• Channels: TV, Print, Digital / Mobile / Social.

• Laucnh Date: 10/2014

Ngôn ngữ

TÓC

• Within the campaign period, the brand gained 0.5 percent of value market share

in its top four cities and 0.7 percent value share in Hanoi, one of Sunsilk’s key

markets.

• The campaign reached 67 percent of the Sunsilk target audience on Zalo within

one month.

• Sunsilk became the only fast-moving consumer goods brand to rank on the Top

Five Zalo Page with over 100,000 followers.

• The Sunsilk Zalo Page received approximately 2,500 engagements per feed.

• Audience members submitted over 75,000 photos, and created 32,000 chibi

drawings.

• Over two million Sunsilk Chibi Stickers were downloaded, and 260,000 chibi stickers

were used per day.

• The campaign generated over 600,000 views on YouTube and Zing TV within one

month.

Normally, after a thorough eXploration of the case scenario, theinitial perception of the challenge changes in almost all cases.

1. eXploration 2. Ideation

XPRESS the initial

Challenge

Your Knowledge & Un-

knowledge list

3 steps in this stage

XPLORE your case:

Check: Facts, numbers,assumptions

Ask 5x WHY, 5W1H,

Look Differently at it

Map: Sketch it, visualize

XTRACT new evidence

& key out put

Insights, initial ideas, final

challenge & evaluation

criteria

Target: women 20 – 28, busy, want

to look best at all times.

In Vietnam, hair is the form of

communication.

During research, Sunsilk found that:

the way a woman touches her hair

reflects her immediate emotions and

her typical characteristic so far.

4 GROUND RULES FOR IDEATION

Defer

judgment

Go for

QUANTITY

The

WIDER the

better

Combine

&

improve

on ideas

Example

Insight: As a woman, every stroke,

twist or brush my hair holds a secret

meaning about what message I

want to express.

The final challenge: comes out is

how to decode the meaning of

these acts to hair.

8 IDEATE TOOLS

Solo brain

writing

Attribute

listing

Word

association

chain

Pool brain

writing

What if Other

worlds Random

word Reversal

To decode the meaning of women’s acts to hair:

1. Men can take a photo, upload to an app created by Sunsilk for

decoding the meaning. (Random words: “photo” + “app”)

2. Let hair speak up the meaning (What if hair can speak?)

3. Bring human to a world where people don’t have hair. Every time

a woman touches her hair habitually, she feels embarrass and then

has to explain what she want to say. (Other worlds)

4. Why we don’t make a list to show all the meanings of acts on hair?

5. What if every girl makes her own list of meaning of acts on hair

and then public it

Sunsilk shampoo had always been

known for its “soft and shine”. In

Vietnam, there are 7 big competitors

of Sunsilk in women shampoo market:

Dove, Garnier, Head&Shoulders,

Lifeboy, L’ Oreal, Pantene and

Tresemmé.

Sunsilk wanted to reconnect with its

young fashionable consumers and

differentiate itself from competitors

Improve idea 4: We can call a list is a

“dictionary” => Dictionary of finger comb

language decoding the language behind

each touch on hair of women. =>

Concept 1: “The language of hair”

Combine Idea 1 and 5: Each woman can

take her own picture, send to an app to

receive a cute picture with the

explanation about her hair language =>

Concept 2: “Show your hair decode”

Tame wild idea 2: Hair is a best friend of

every woman, whenever woman can not

explain what she feels, the hair will speak

up to clarify the feeling => Concept 3:

“The voice of hair”

Tame wild idea 3: Don’t relevant.

3. Development 4. Evaluation

Discover INTRIGUING Ideas

+ Wild ideas: unique, strange and may reflect

the disruptive view of thinker, very potential but

needs to be developed more.

+ Interesting ideas: An idea contains a exciting

hook and makes people say “wow” at the first

time hearing about it, more achievable

3 steps in this stage

Design realistic BIG

IDEA Concept

+ Improve on

interesting ideas

+ Combine them

+ Tame a wild idea

DEVELOP idea

concepts further by

adding more value

and meaning

EVALUATE the portfolio

of idea concepts

Gain an in–depth

understanding of the

pros & cons of an idea.

Then identify what’s

interesting about the

idea – or find a way to

make it interesting.

3 steps in this stage

ENHANCE promising

BIG IDEA concept

ELECT the top Big idea

Concept 1: The language of hair

_ Pros: generate the insight, relevant to

brand characteristics, relevant to

consumers (elegant women)

_ Cons: Are all explanations right to all

women? (Does one act have the same

meaning with different women?)

Concept 2: The voice of hair

_ Pros: very cool and creative way to

generate insight.

_ Cons: may be not relevant to consumer

because of its magic, not reliable

Concept 1: The language of hair

_Viral clip about the boy understands the

language of a beautiful girl’s hair thanks to

the dictionary “The language of hair”

_ Zalo: Where women can make their own

cool stickers and use on chatting.

Concept 2: The voice of hair

_ Viral clip: The world where hair can

speak when needed to help women

express their true feelings.

_ Zalo: sound-sticker about different kinds

of hair touches

Example

The winning concept: Idea 1

“THE LANGUAGE OF HAIR

Concept 2 can become a tactic for

execution of Concept 1 => Combine it

together

Concept 3 can be developed through a

series of cartoon short film (like Comfort)

Wild ideas: 2, 3

Interesting ideas: 1, 4, 5

5. Action

Campaign kicked off with a story

about the cute perky was attracted

to a pretty girl but couldn’t

understand the subtle gestures that

she used to express herself.

The short film was broadcast and

promoted on Youtube and Zing TV,

receiving more than 600.000 views in

the first month.

https://www.youtube.com/watch?

v=BxlWpo0XDHY

To increase engagement, Sunsilk launched a Chibi

Maker Contest that challenged audience members

to incorporate their knowledge of Hair FingerComb

language into their chibi drawings. The best chibis

were selected, and Sunsilk released a Hair

FingerComb Language Chibi Sticker Collection as a

gift to Sunsilk women. The sticker collection was

released on the Zalo Sticker Store and announced

on the Sunsilk Zalo page, through sticky messages,

and through other media channels.

The second part of the

campaign involved “chibi,” a

Japanese slang word meaning

a short person or little child.

Using chibi drawing to create a

cute mini cartoon version of a

girl had become a trendy

activity among Vietnamese

women. The Sunsilk fan page

was promoted on Zalo’s home

page. Zalo users could then

send their photos to the Sunsilk

page using Zalo chat, and the

Chibi Maker Tool created a

personal chibi drawing and sent

it back to them based on the

photo submitted.

To reach the core

audience on mobile

platforms, Sunsilk chose to

use Zalo, the most popular

social media chat app in

Vietnam. Nearly 67

percent of the target

audience, young women,

actively used Zalo to chat

with friends and share

photos every day. Sunsilk

leveraged video, media

banners, social, and

online PR to lead

audience members to the

campaign fan page on

Zalo

1 2 3 4

DEFINE REAL CHALLENGE

Popular toothpaste brand, Close Up has always been viewed as a refreshing, youth focused brand. The brand wanted to

engage young consumers in Vietnam to reinforce its brand message: ‘Confidence to get Close’.

So, how to engage this audience differently in this Valentine’s Week?

X-PRESS

Lists Knowledge & Unknowledge

- In Western countries, people are completely free in

expressing their love every moment

- In many Eastern countries and Vietnam, expressing

love in public places are seen as

- Valentine is a great time to express love. In this

occasion, young couples often go out to celebrate

their love

- Kisses are sweetest expression in love

- Youth also has different points of view in expressing

love in public places

XPLORE

* Target

Young couples, 18 -25 years old, living in urban.

This target audience is always connected and

accesses Internet primarily via their smartphones.

* Facts/Observation

Huging or kissing in public places would be

criticised and seen as an unsuitable action for

Vietnamese and Eastern countries. As the

result, this limited young couples be free to

express their love.

Closeup positioned as the toothpaste that

gives people confidence in those very "up

close and personal" situations

CONSUMER INSIGHT

“Kissing is the sweetest expression in love and I always want to express this to my lover.

But I am afraid of criticsing from others when doing it in public places”

XPLORATION

Brand’s

Best Self

Cultural

Tension

XTRACT

FACTS

53% young people don’t

dare to kiss/hug or

express their live in

public places

WHY?

They are afraid of the

criticism from others

We can:

- Organize funny contests relate to kiss

- Generate a record about kiss in

Vietnam

- A big event in Valentine Day

IDEATION DEVELOPMENT

Solo brain

writing

Attribute

listing

Word

association

chain

Pool brain

writing

What if Other

worlds Random

word Reversal

Big Idea: Free to kiss

Massage: “Be confident to giving love kisses

every moment”

EVALUATION

DARE YOU KISS

Design

campaign like a

challenge.

“KISS CAM”

We can

encourage

people give

kisses to

strangers

FREE TO KISS

We can

encourage

young couples

to overcome

criticism to be

free to kiss

WORD ASSOCIATION CHAIN: Love => Hug => Kiss => Sex ???

What if Close up encourages young couples to give sweet kisses,

against to cultural barriers?

DARE YOU KISS

Design campaign

like a challenge.

“KISS CAM”

We can

encourage

people give kisses

to strangers

FREE TO KISS

We can

encourage

young couples to

overcome

criticism to be

free to kiss

Like social campaign

It can deliver a meaningful message

meaningful message about love without

borders between man to man

Dare people kiss in public places and

then up photos on social network like

Facebook, Instargram. When they done,

they can receive a gift from Close up

Why it work?

- Doable: Can generate a lot of creative

ideas for execution from this

- Deep: Comes from an insightful of

Vietnamese

- Combine business objectives and

communication objectives

1. - Nice short caption, related to youth,

attractive photos

- Added knowledge and nice

information about kisses, how to kiss

for young couples

INTERESTING CONTESTS

- Photo contests on many different channels to

save romantic moments of young couples

giving their kisses

- Hastag: #Free2kiss

CONVENIENT STORES

Combine with Convenient stores Circle K:

Couples who take kissing photos ai Circle K and

post on FB with hastag #damyeudamhon

VIDEO CLIP

Message: “Nếu trái tim bạn

chưa loạn nhịp, nếu toàn

thân chưa run lên thì bạn

chưa thật gần. Hãy tiến

thật gần và trao nụ hôn!

Hãy đến thật gần

INLUENCERS

ACTION

CONTENT ON FACEBOOK FANPAGE

(10 MILLION LIKES) 2.

4.

3.

5.

- Decrease in sales: Pepsi's sales fell 2% in 2015 and 2% in 2014

- Competitor: Coca-Cola first launched a popular Share a Coke campaign in 2014 and revived t in 2015. Coke tagged bottles with

hundreds of different first names and other phrases like "BFF”. Many consumers posted pictures of themselves with bottles that used their name – A sucessful campaign

How to engage young people strongly in this summer to convince them buy Pepsi?

X-PRESS

Lists Knowledge & Unknowledge

- Trend: Emoji will be a strong trend in next years. With 2 bil

global smartphone users sending 6 bil emojis daily.

Their importance and popularity can be ascertained

by the simple fact that the world celebrates their use

on The World Emoji Day i.e. July 17.

How Pepsi use this for campaign?

- Researching on chat applications shows that: “Users

especially would like to use interesting iconics/symbols to

commnicate”

XPLORE

* Target

Young people, 18 -25 years old, living in urban.

This target audience is always connected and accesses Internet

primarily via their smartphones.

* Facts/Observation

Users especially would like to use interesting iconics/symbols to

commnicate

WHY?

It is the convinient way for me to express just right what I want to say.

Emojis are very good because they are a shared language now across

cultures. Emojis are the language of today, so why not Pepsi has put

them in the world this year.

In the present , when the information are flooding on

the media, people become be overloaded with

reading too much

Pepsi is as a brand that has always been on the cutting-

edge of culture and the voice of new generations

CONSUMER INSIGHT

Sometimes, when takeing over text or email, words fall short of what one I truly wants to say. In such cases, the simple use of Emojis can help me

express just right what one is feeling, whether it is disgust, anger, fear, anxiety or any other emotion

XPLORATION

Brand’s

Best Self

Cultural

Tension

XTRACT

Pepsi can:

- Print emojicons on packaging. Global

and locally uniquely designed emojis

printed on cans, bottles and cups

throughout the world.

- Design app for smartphone

- Users can post photos of their emojis

and use bottles to communicate with

each other in places, such as

loud concert venues

IDEATION DEVELOPMENT

Solo brain

writing

Attribute

listing

Word

association

chain

Pool brain

writing

What if Other

worlds Random

word Reversal

Big Idea

SAY IT WITH PEPSI

EVALUATION

Like Coca Cola’s

campaign –

Share a Coke,

Pepsi can launch

a Share a Pepsi

Moji SAY IT WITH

PEPSI

- Print emojis on each Pepsi

bottles/cans and encourage people

share it on social media

Why it work?

- Doable: Can generate a lot of creative ideas for

execution from this

- Deep: Comes from an insightful of young generation

- Combine business objectives and communication

objectives

SHARE A

PEPSI MOJI

SAY IT WITH

PEPSI

SHARE A

PEPSI MOJI

Pepsi can make

emojis globally and

locally by

encouraging young

people use this to

express their feeling

ACTION

INNOVATE PACKAGING

Around this summer, the emojis will be featured on

packaging across the brand's portfolio of drinks. All of

the designs use Pepsi's circle globe shape and the

colors of blue, red and white, creating a universal

language system proprietary to the brand.

MUSIC EVENT

A big event is

organized to launch

new packaging

FEATURE RETAIL AND IN-STORE MEDIA, DIGITAL AND SOCIAL MEDIA AND OTHER

EXCITING ACTIVATIONS TO ENCOURAGE CONSUMERS TO "SAY IT WITH PEPSI."

KEYBOARD PEPSIMOJI FOR SMARTPHONE with

slogan “Have fun, talk less and say more”

X-PRESS

Lists Knowledge & Unknowledge

- Clear positioning is NO.1 Shampoo in Vietnam. Clear onwed

key words "COOL" and "CONFIDENT" in consumer perception,

but NOT STRONG and Brand Image is QUITE OLD

- Head&Shoulder is strongest competitor under P&G, always

compete in sales and market share

- Summer is a great time for people to traveling, but

Vietnamese Summer is hot. So people prefer to indoor than

outdoor, to hide from the sun.

=> With owning key words “COOL” and “CONFIDENT” in

consumer perspective, Clear can do something to build brand

love more

XPLORE

* Target

Younger, 18 -25 year old, living in urban

- Love to discover new places, want to have more

experiences

Observation:

Summer is a great time for people to traveling, but Vietnamese

Summer is hot, so younger prefer to indoor than outdoor, to

hide from the sun.

Why?

Summer is the time for scalp or dandruff hair problems appears

most

Vietnamese travel the foreign country while they have

not discover all the beauty within Vietnam yet and

foreigners know more Vietnamese cool places than

Vietnamese

Clear onwed key words "COOL" and "CONFIDENT" in

consumer perception

CONSUMER INSIGHT

As a younger, I want to discover and experiment new things in summer. However, summers in VN is hot, which drives my scalp annoyed with

dandruff & itchiness. I need something to help me confidently exploring my country without worrying about such annoyance.

XPLORATION

Brand’s

Best Self

Cultural

Tension

XTRACT

Clear can:

- Trigger proud of country in every young

people to engage them to discover beauty of

Viet Nam

- Design app for smartphone

- Users can post photos of their

experience in summer and share beauty

of Viet Nam, show proud of Viet Nam

IDEATION DEVELOPMENT

Solo brain

writing

Attribute

listing

Word

association

chain

Pool brain

writing

What if Other

worlds Random

word Reversal

Big Idea

My Kool Vietnam

EVALUATION

Clear can talking about

the cool in summer to

inspire younger go out to

discoverMy Kool

Vietnam

- Show fact about summer – summer is

a great time to discover

- Inspire younger by the story about

experience of youth in summer

Why it work?

- Doable: Can generate a lot of creative ideas for

execution from this

- Deep: Comes from an insightful of young generation

- Combine business objectives and communication

objectives

Summer is

cool

My Kool

Vietnam

Summer is

cool

Clear can change perception from

“I hate summer” to “I love summer” by

trigger 1 emotion that is in every

young Vietnamese’s heart – a main

love for their country.

ACTION

Viral Clip: “Travel Vietnam with Kyo York” which

mentions the beauty of Vietnam through

foreigner’s eyes and raises the question “Why

Vietnamese's young people don’t know about the

beauty of own country while foreigners know and

interested in it?”

And then, MV My Kool Vietnam was launched

with two brand ambassadors received the

admiration of so many young people: Thanh Bui,

Thanh Hang.

Different from initial impression of Viral Clip:

““Travel Vietnam with Kyo York”” , MV My Kool

Vietnam went into his heart to the beautiful lyrics

such as urging people to "Hurry up backpack and

discover new land of Vietnam".

Launch app and landing page: attract people to

discuss and share about experiences of

yourself about interesting places in Vietnam.

Stimulate travel events was held in the

potential local travel as Phu Yen, Da Nang

Young people travel to new lands, explore new

experiences are encouraged to share to the

environment by the check-in on Vietnam

tourism map - Kool Clear Spots

Clip “Kool hunters” which shows 15 days

along the length of Vietnam with 5 kool

hunters

Kool hunters: Trailblazers, Love exploring,

Bring on something new, Love sharing. It

was super Kool hunters, explore lots of

Kool Clear Spots, created a tourist map

Vietnam with Clear

X-PRESS

Lists Knowledge & Unknowledge

- Dutch Lady is a brand stand for nutritional care for children

- 28/6 - Vietnam Family Day is a chance for families to express

emotions, parents express their love for their children.

=> The opportunity for Ducth lady to talk about the story the

care of parents for their kids

XPLORE

* Target

parents, 30 – 45 year old, living in urban

- Love their family

- Busy to work

Observation:

Busy life makes me feel I don’t have many time to spend for

my family

So what?

I feel my family lacks of cohesion and mutual understanding

lives are increasingly busy, meaning that the time for

family become fewerDucth laday is a brand about caring and nutrition

CONSUMER INSIGHT

As a parent, I wish I had more time to care for my child.

XPLORATION

Brand’s

Best Self

Cultural

Tension

XTRACT

IDEATION DEVELOPMENT

Solo brain

writing

Attribute

listing

Word

association

chain

Pool brain

writing

What if Other

worlds Random

word Reversal

Big Idea

20+ minutes per day

EVALUATION

20+ minutes

per day

The value

of family

Xây nền sức

khỏe, gắn kết

gia đình

The value

of family

Word association chainL Family => Health => Happiness

Tell story about the value of

family through story of KOLs

- Design a friendly character

with children to deliver

promotion

- Organize a big event for

families to take part in. In this

event, every member can

play games together to

connect more

ACTION

Series film about the lives of famous families if they had more time in a day

Image contest on facebook“20 phút gắn kết giađình”

Event: “Ngày hội nông trại giađình” with the participation of 1300 families and committed to spend more time with family

Thank you.