ASSIGNMENT 12.1

PUBLIC RELATIONSTHAO NGHI – NGOC TRAM

CAMPAIGN BACKGROUND & OBJECTIVES

BRAND CONTEXT - CONSUMER CONTEXT - COMMUNICATIONS CONTEXT

FROM CONSUMER INSIGHT TO BRAND STRATEGY

CONCEPT

DEPLOYMENT PLAN

CAMPAIGN OUTCOME/ RESULT & KEY LEARNINGS

SUMMER PR CAMPAIGN - MY KOOL VIETNAM

CHALLENGE STRATEGY CONCEPT

MY KOOL VIETNAM

EXECUTION OUTCOME

• 4392 cool spots updated till now

• Hundreds of young people register to this website as clear cool hunters

• Thousands of turns downloaded application on both Android and iOS

• Many review are sent to this website to share about their experience and recommend places to others people

• Trigger viral clip of K gain 263.556 views on Youtube (http://www.youtube.com/watch?v=x2qYasMXsSU)

• MV Thanh Bui – My Kool Vietnam gain 218.542 views on Youtube (http://www.youtube.com/watch?v=lqwqjF9rsU4)

• Video My Kool Vietnam by The Voice Kid – Tran Ngoc Duy gain 265.431 views on Youtube (http://www.youtube.com/watch?v=mCz3Z__tnxo)

• Meet the objective: Innovation-Leader in the Vietnamese haircare-market to bring the brand on digital with a relevant and successful campaign to the youth.

Create the differentiation, and on the way own 2 perception of “Summer” and “Cool”

SUMMER PR CAMPAIGN - MY KOOL VIETNAM

CAMPAIGN BACKGROUND & OBJECTVE

CLEAR is the No.1 shampoo in Vietnam that offers premium technology solutions to dandruff and other scalp problems (itch, dryness and grease) - allowing you to leave behind any inhibitions and look your flawless best.Clear is a brand of Unilever which is about to own Vietnam’s summer.

Business challenge: • Refresh brand image

(haircare industry is quite boring & their communication activities are irrelevant to the youth)

• One step forward it’s competitors to get closer with the youth

BACKGROUND

OBJECTIVES• Own the perception of “summer” & “cool” for brand Clear since 2013• Refresh the brand, make it more dynamic & relevant to the youth

Create differentiations with competitors Strengthen brand’s personality & value Strengthen brand love

Sunplay summer campaign encourages people to go out & play regardless of the harshness of the sun as Sunplay will take care of your skin.

COMMUNICATION CONTEXT

• The outburst of mobile marketing • Hi-tech is prevailing.• There has been already many breakthrough & successful ideas. Customers are

heavily overloaded with many applications, websites, games… hundred thousands of which appear every minutes. The followers have pressure to find new yet attractive enough point to attack

If CLEAR continue reaching TA (the active youth) by traditional media Tough to reach with 1-way message

>> KEY POINT: Concentrating on ONLINE CHANNELS with great content & 2-ways message seems to be on the right track.

BRAND CONTEXT

Clear has been sponsoring Vietnam Idol for seasons as it’s clearly known that the show creates a space where youngsters can express their own characteristics – which we call “personal level”.

> Clear has been positioned as an affordable anti-Dandruff master (niched approach) for years.> Known as a brand encouraging & supporting the youth to express themselves & show their characteristics (sponsor of Vietnam Idol)> But now they want to escalate “the confidence to express yourself” to another level – higher social one. It’s “the confidence to show the world your country’s beauty”.> With this PR campaign, Clear aims to establish the brand role of empowering the youth to step out exploring the world (based on the product role of helping them confident with an healthy scalp)

>> KEY POINT: Communicate to TA effectively & convincingly that CLEAR is about “kool” and “summer”Refresh the brand which is more relevant to the youth.

CONSUMER CONTEXT

WHO ARE THEY

- Youth, live in Vietnam key cities (dominant: HN, HCM, DN)

- 15-25 years old- BCD- Habit: spend at least 1

hour/day on internet – regular volume is 3-4 hours

- Dynamic, freedom-lover, passionate, open-minded, outgoing

- Love to explore the world, then to share to others

- Love traveling, and updated stuffs/ events/ news

CONSUMER CONTEXT

- They aware that Vietnam is a land of cool places, believe that Vietnam is famous for great things and love to explore Vietnam

BUT- They need motivator to step out to explore in spite of the hot

summer.

CORE INSIGHT

CULTURAL TENSION

“Why Vietnamese travel the foreign country while they have not discover all the beauty within Vietnam yet? Why foreigners know more Vietnamese cool places than Vietnamese do? Where is our pride?”

CONSUMER MOTIVATION

“ As a young dynamic Vietnamese, I love moving and explore the new things. New experience should be great together with national pride. I wish there is a community that connect me to Vietnam’s travel & beauty, otherwise I also can share my point of view, my experience, my knowledge to contribute to Vietnam’s traveling, to introduce to beauty of Vietnam to others.”

MIX WITH

FROM CONSUMER INSIGHT TO BRAND STRATEGY

I am young, I love exploring new places, learning new things. And I know that Vietnamese sceneries is beyond fantastic and appealing which are our nation’s biggest pride. As a Vietnamese modern & proactive youngster, I want to explore my country on my own and show the beauty of my country to everyone.However, I really hesitate to do so as summers are hot which drives my scalp annoyed with DANDRUFF & ITCHINESS. I can’t be confident with an unhealthy hair condition like that.I need something to help me confidently exploring my country without worrying about such annoyance.

Encourage Vietnamese to step out to the sunshine without any worry about DANDRUFF – ITCHINESS – HAIRFALL, in order to build the 1st ever summer map with exciting places, activities, sceneries, hot spots, events,…

CO-CREATION PROJECT

TRIGGERCreate the national pride

ENGAGINGLet TA launch and join the

campaign themselves, as a part of project

AMPLIFYVia the summer map of kool

places in VN

CONSUMER INSIGHT BRAND ROLE STRATEGY

CONCEPT

Explore my kool Vietnamwith Clear by creating a 1st ever summer map of Vietnam.It is remarkable that this map is especially made by Vietnamese young people. They will share their own places, own experiences at every niches of Vietnam. You are a part of making a super “kool” Vietnam with tons of interesting destinations you share.

“Wow, those sceneries are breath-taking & wonderful. But I know there’re still other tons of amazing places we’re hardly heard about.I will go find out by myself.”

If you are inspired to explore our country,

pack your bag, discover other hidden beauty of Vietnam…

…and share with your friends & others to show how wonderful our country is.

“I’ve made it. I’m here with my country’s beauty. So proud.”

“I want to share it with my friends & others to show my country’s fabulous beauty.”

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Expected Response

CONCEPT

My Kool Việt Nam

WITH 3 PILLARS OF EQUITIES

PLACE

CLEAR KOOL SPOTS

PEOPLE

CLEAR KOOL HUNTERS

ACTION

SHOW THE WORLD HOW KOOL VIETNAM

Key message: Step up – Step out – Show the world

DEPLOYMENT PLAN

Objective

Trigger Experience Amplification

Content

Key hook

Message

Inspire TA to eager to explore the beauty of Vietnam

Let TA experience the beautiful Vietnam

Share & amplify the beauty of Vietnam to everyone

> MV “My kool Vietnam” which shows the beauty of Vietnam (Vietnam landscape, famous places, heritage,…)> Vlog “Travel Vietnam with Kyo York” which mentions the beauty of Vietnam through foreigner’s eyes

> Page mykoolvietnam.com shows Vietnam’s kool map> App “Clear my kool spots”

> Clip “Kool hunters” which shows 15 days along the length of Vietnam with 5 kool hunters

Raise the talk about why foreigners know more about travel in Vietnam than local citizens. Involve celebs in this talk to share their opinions

> Launch & promote the campaign as well as MV/App & website> Keep TA updated on the map creating

> Amplify the campaign & reinforce Clear’s ownership of 1st ever summer map of Vietnam

Step up Step out Show the world

Why Vietnamese don’t travel Vietnam while foreigners do?

Summer is a great opportunity to explore and experience. Be Confident to discover the cool beauty of Vietnam

The pride comes from experience of Vietnam’s beauty

CAMPAIGN OUTCOME/ RESULT

• 4392 cool spots updated till now

• Hundreds of young people register to this website as clear cool hunters

• Thousands of turns downloaded application on both Android and iOS

• Many review are sent to this website to share about their experience and recommend places to others people

• Trigger viral clip of K gain 263.556 views on Youtube (http://www.youtube.com/watch?v=x2qYasMXsSU)

• MV Thanh Bui – My Kool Vietnam gain 218.542 views on Youtube (http://www.youtube.com/watch?v=lqwqjF9rsU4)

• Video My Kool Vietnam by The Voice Kid – Tran Ngoc Duy gain 265.431 views on Youtube (http://www.youtube.com/watch?v=mCz3Z__tnxo)

• Meet the objective: Innovation-Leader in the Vietnamese hair care-market to bring the brand on digital with a relevant and successful campaign to the youth.

Create the differentiation, and on the way owning 2 perception of “Summer” and “Cool”

KEY LEARNINGS

GOOD

NEED TO IMPROVE

- Finding an insightful fact among youngsters- Create a creative yet useful mobile application – “Clear Kool Spots” which is not only a

space where youngsters share their findings but also an interesting teenage updated map.- Nice MV with catchy music & meaningful lyrics has created a positive viral effect on social

media.

- Clear brand role seems to be too faint. - Though having a strong insight & firmly relevant to brand (“kool” word is attached to

Clear for a long time), deployment plan was not conducted good enough to create a viral effect. (there’re some errors in the application, quite complicated to use & not updated regularly; viral clip is not released effectively)