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ASSIGNMENT 8.1 - BRAND ACTIVATION

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ASSIGNMENT 8.1 - BRAND ACTIVATION

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BrandPromise Consumer

Message

Brand activation

Experience

Brand communication Big Idea

A process of bringing brand’s promise to consumer

through

EXPERIENCE conveying Brand

Communication Big Idea

Brand Activation Definition

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Brand Activation Platform Definition

Physicalspace

Emotionalspace

A physical or emotional space in

consumers’ lives where brand can

interact in a distinctive and meaningful way, fueling several

Brand Activation Ideas

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Brand Activation Idea Definition

Brand activation Platform

Creative

Creative theme derived from Brand activation platform works across

channel specific activities, to achieve the brand’s

marketing and communication

objectives

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Brand Activation Channel DefinitionConsumer touch points where brand activation idea

can reach them and create interactions

Communication

Direct Marketing

Social Media

Promotion

Event Marketing

Sponsorship

Public relations, Flyer ads, Website,

Channel/Trade Marketing,

Paid/owned/earned mediaTV, Radio, Print, Direct

mail, CRM, In-store, Out of home

Email, Search Engine Marketing, Search

engine optimization, Targeted awareness,

Facebook, Twitter, Mobile

Sweepstakes, Coupons, New product launch,

Special packs, Displayers

Experiential marketing, Sampling,

Ambassadors, Exposure, Trade shows, Consumer engagement

Strategic alignment, Planning, Acquisition,

Leveraging, Spokespeople, Cause

related marketing

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Brand Activation Example

Nếm trọn từng khoảnh khắc

Communication Big Idea Brand Activation Plarform

Người trẻ nắm bắt cơ hội, tận hưởng từng giây

phút trong cuộc sống

Brand Activation Idea 1

Nắm bắt tình yêu, vượt qua ngại ngùng cùng

YoLove

Brand Activation Channels

Mobile – PC application - Promotion – PR – Digital (social media, viral clip)

Brand Activation Idea 2

Cụ thể hóa những việc mình muốn làm cùng

YoList

Mobile – PC application - Promotion – PR – Digital (social media, viral clip)

Brand Activation Channels

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