sony _ âm nhạc đánh thức ý tưởng _ liberty mind

Making EXTRA BASS LIBERATES 4 SHADES

INTERGRATED MARKETING COMMUNICATION PLAN

Presented by: Liberty MindDate: Oct 06th, 2016

Objectives

MARKETING•Recruit new users •Use music to free your feeling•Boost your mood with Extra Bass line

COMMUNICATION• Brand awareness that leads to trial• Create desire to coming to the final event

BUSINESSMake sales

Which industries are consumers researching online?

Make-up Music

Vitamins & OTC Remedies*Televisions

Hotel Stays

Laptops Mobile Phones

Personal Loans Real Estate Restaurants

User’s online behaviour

Hotels Laptop Make-up Mobile Phones Music Personal Loan Real Estate Restaurants Television Vitamins & OTC

35%

14% 13%20%

48%

11%17%

4%9%

6%

50%

71%

61% 63%

26%

68%

57%60%

71%

56%

Research online, purchase onlineResearch online, purchase offline

People are used to hiding their feeling and running away from their true emotion.

Big Idea

Happiness<Hỉ>

Anger<Nộ>

Love<Ái>

Sadness<Ố>

THE CAMPAIGN

Trigger: Teaser and round 1 of Show Out New You (S.O.N.Y) Contest

• Purpose:- Raise awareness of customers and spread out the infomation about Extra Bass line.

- Get attention to young people (university/high school students..) to know about the contest.

- Young people (contestants) study deeply about Extra Bass line and the message/ big idea.

• Execution:- Use celebrities to deliver the image of Extra Bass line and the information of the contest.

- Choose Isaac (365 band) and Fung La (Next Top Model) to be the faces. The teaser focus on the image of the products. The 2 guests express their feeling based on emotion/ suitable music but have to follow 4 shades (Happiness – Anger – Love – Sadness). At the end, they announce the info of the contest.

- The contest is about making short film (60- 90 seconds) expressing their 4 shades through acting/ singing/ dancing …. Music and story line are strictly required. The contestants are encouraged to use the products in their film.

- The video will be submitted online through youtube, facebook pageof the contest.

- The scores will be conducted based on the number of vote (like/ share/ view)

Engagement: The second and final round of S.O.N.Y contest

• Purpose:- Get people to experience/ try out the Extra Bass products line.

- Still Spread out the information and awareness of this new product line.

• Execution:- 5 best groups in the first round get to 2nd round.

- Sony sponsor them products/ studio.. for each team in 1 day to make their next short film. That means each team works with Sony in a studio supplied with Extra Bass Products only in 1 day. So they have to prepare very carefully before.

- We still upload the videos on the social media.

- The scores will be conducted in the same way but only 50%.. The rest is based on Sony’s decision.

- The final round is occurred to announce the winners. On that day, we will have a music show to let people feel the music. We also show the contestant’s film.

- Moreover, we will construct 4 huge rooms with the capacity: 250 people in the same room same time. The rooms will be operated in 3 days long before the final day (include the final day).

- The 4 rooms are built up based on 4 shades. Each room is the theme of 1 shade. The extra bass bluetooth speakers are provided in each room to play suitable music for the shade theme to boost the mood, free people’s feeling. In addition, there is an area with 20 extra bass earphones/headphones for user to experience the music with their own playlists in each room also.

• Happiness room:- Main color: Yellow- Headphones/ earphones color: Yellow, white- Speakers color: Yellow, Green- Activities:+ Play games with the playstation 4 and Extra Bass headphones/ speakers: Just dance …+ Soundproof karaoke room with Extra Bass speakers, sound systems.

• Anger room:- Main color: Red- Headphones/ earphones color: Red, Black- Speakers color: Red, Black- Activities:+ Hit the sandbag with the baseball bat+ Play games with the playstation 4 and Extra Bass headphones/ speakers: Street fighters, Need for Speed …

• Love room:- Main color: Pink- Headphones/ earphones color: Red, White- Speakers color: Red, White- Activities:+ Photo booth with instant pictures+ Play games with the playstation 4 and Extra Bass headphones/ speakers: lovely, fun games with 2 players on it…

• Sadness room:- Main color: Blue- Headphones/ earphones color: Blue, Black- Speakers color: Blue, Black- Activities:+ Coloring the coloring books: Mystery Garden… or drawing with provided materials + Reading books while they enjoys the soft music

Amplify: After the contest • Purpose:- Get people know more about the products and to buy them.• Execution:- On the final round day, people will be given a 50.000 VND

voucher/person buying the Extra Bass products when they get out. - Moreover, the film of the winner of the competition will be shown on

the big screen on some big cinemas: CGV, Galaxy, BHD … as TVC at the beginning of the movies.