Team: Vampurrrr

AgendaContext

Costumer Context

Insight

Campaign big idea - Brand role

Approaching Strategy – Budget

Development Plan

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“Just only 5% people who can donate blood” - Kristen Hatfield, American Red Cross

- On average, each year we collected 420,660 units of blood, that means it’s

just only 30% of demand. Thus, 70% of the demand hasn’t been met

- In Vietnam, there’re 59% of voluntary resources, 33% of purchasing, and

families account for 8%

WHY IS THAT?- Worrying about their health (76%)- No permission from their families (17.3%)- Thinking “Blood donation is the same as blood purchase” (6.7%)

Hey, guys.Have you ever donated blood?

Yes, I have. But I don’t know why the price of blood is too expensive. I think

hospitals use donors.

I’d love to donate blood but I’m too busy with study stuff. On the other hand, I’m

scared of blood.

Is it not free? Anw, I don’t care. It’s boring !!!

CUST

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TEXT

Age: 18 – 22 Live in big cities Dynamic on Facebook Interested in social problems

Campaign big idea: SuperHeroes – - Power From Pain- Not only are Donors heroes,

Receipients are also heroes

- Dynamic symbol, attractive to young people- Symbol of action for everyone- Always beside us when we need help

- Connect heroes together

- Feel their pains and understand their sorrows→We together must act immediately

Brand role: Inspire young people with Marketing as well as social problems

O

Mar 9 – Mar 13 Mar 14 – Mar 31 Mar 21 – Mar 31 Mar 30 – Apr 4

Message

We re here. You know?

Finding Heroes Round & Round Challenge Heroes save Heroes

-Demand of “Thirsty for Blood”

-Sharing stories -Having feel like people needing blood

-No sooner said than done

-Spread blood donation around Vietnam-Anyone can be a hero

Key hook - Poster

- Share cover and hashtag

- Youtube - Event- Party for Blood Donors

Content - Stick poster at important place

- Facebook

-Record a video: Challenge your friends&Spin around

-Donate blood- Review campaign

Budget - 40 million VND

~ 500 million VND( Using money from blood donation )

- 20 million VND- Gifts : 10 million VND

Content Everyday, the staffs hang 9 posters on traffic lights/bus stop/ trees in crowded places, and then “Superheroes – Power from pain” fanpage post the photos of these posters on wall. Every poster is unique.

-Encourage young people to share the cover of the fanpage with their stories about blood donation and hashtag #superheroespowerfrompain, then they’ll receive a spell. - In “Heroes save heroes” event, they tell “Special heroes” the spell to receive the gifts .

Content-Within 24 hours of being challenged, participants must record a video of themselves. -First, they tell whom dominated them. After that, they spin around 7 times then stop and dominate 3 other people to join in the challenge. Then, they’ll promise to donate blood - Spinning around makes participants dizzy like getting anemia.

Content

- Place: universities, parks- Gifts for donors:

+ A card - the ticket for the party 4/4, attaching QR code with links to a random video about the thanks of receipients+ The certificate of bood donation+ Thank-you letter from organizers

- Greetings from donors to receipients

Content Content- Snack- Excited with live music and crazy dance- Thanks from organizers and annouce our fanpage to become the page helping receipents get free blood from volunteers

Thank you!