ym2 assignment 171 - hoang thach thuy tien
TRANSCRIPT
Target
Audience Male and Female aged 18-25, mostly in
Ha Noi, dynamic
Dare to
LIVE
Dare to
DREAM
Dare to
DO
THE NIGHT TO LIVE
YOUR GREEN YOUTH
TO THE FULLEST WITH
COZY
[OBJECTIVE: Educate consumer about the new message of brand]
Trigger Experience Wrap-up
Did you live the YOLO spirit? Let’s live your life, be YOLO with
COZY
Let’s celebrate the YOLO spirit
and live it on
YOLO COZY profile application GREEN NIGHT OUT WITH COZY Amplifying articles
Phase
Key message
Key hook
Trigger the YOLO spirit in young
people
Let them experience living the
YOLO spirit with COZY
Celebrate the night of YOLO
spirit Objective
Social seeding, Advertorials, viral
clip
Social seeding, influencers’
sharing
Social seeding, Advertorials,
Editorials Supporting tactics
CAMPAIGN ROLLOUT
PHASE 1 – TRIGGER THE YOLO SPIRIT
TA registers, answering
persona discovering
questions and gets ticket to
the party
Facebook app
Viral clip Influencers sharing their
YOLO spirit and introducing
the event
PHASE 2 – LIVE THE YOLO SPIRIT IN THE GREEN NIGHT OUT
Dynamic performance YOLO spirit sharing
COZY tea cocktail performance Game and sampling
PHASE 3 – CELEBRATE THE YOLO SPIRIT
Articles wrapping up the event
Articles to further educating the message
Key
learnings
PROS
CONS
• Capturing the trendy message of youth in Ha
Noi
• Diversified tactics
delivering noticeable
number of participants
• Utilize the event for
product placement • Message is
trendy but not
original
• COZY’s role is not clear
and persuasive