Summarize

THE DESK

- Answer: “What do you want to achieve in the future?”

- It provides an important focus for the marketing team.

Be SMART

- SPECIFIC: Details exactly what needs to be done

- MEASURABLE: Can be measured

- ACHIEVABLE: Accepted by those responsible for achieving it

- RELEVANT: Relevant with main purpose

- TIMETABLE: Time period is clear

CONTEXT

Valentine is an occasion for couples to express their love, so it’s appropriate

period (opportunity) for Cornetto Cream to push sale and build brand love

WHY IT’S SMART?

Find an insight for

advertising

campaign to

increase sale by 5%

in Valentine 2016,

from 22/01 –

14/02/2016 in HCM

- Also build brand

love with young

people

TIMETABLE: 22/01 – 14/02

RELEVANT: Find insight to develop

advertising campaign as well as

build brand love is one of the ways to increase sales

ACHIEVABLE: Before

setting Objective,

Cornetto have assessed its

capabilities and marketing

environment to ensure it

can achieve

SPECIFIC: Increase Sale

instead of S.T general

like be more profitable

MEASURABLE: The

figure is 10% that can

be measured

- Bases on objective, finds facts/data related to it through various methods

- Answer WHAT question

How to collect information

- Engagement: Passive => Active

REVIEW => LISTEN => CONSULT => EXPERIENCE => CONNECT

TARGET CONSUMERS

- Young people, aged 18 – 25

- Income: BC

- Live in HCMC

- Relationship situation: FA or falling in love but till do not express their love

-------------------------------------------------------------------------------------------

FINDINGS

REVIEW BY DESK RESEARCH

- Valentine is an occasion for couples to express their love

CONNECT WITH YOUNG PEOPLE

- FA young people always want to find someone to go together in Valentine

day

- Many young people fell in love but they till do not express their love

- Red Rose is the iconic that presents for LOVE

-

STEP 1

OBJECTIVE

STEP 2

INFORMATION WHAT IT IS

HOW TO DO

EXAMPLE: “CORNETTO ROSE” CAMPAIGN

WHAT IT IS

HOW TO DO

How to use these information

Build an EVIDENT WALL by post sticker

- Insight Platforms is the point

where a „brand promise meets a consumer truth‟ by putting them

back in context of appropriate brand, product, category

- Deep understanding consumer by answering WHY questions

Criteria to evaluate an Insight

+ True + Clear = Basic

+ True + Clear + Exciting = Good

+ True + Clear + Exciting + Fresh = Great

An creative idea developed from consumer insight to driven all activities of campaigi

Step 1: Generate idea

Put objective at the center => Put insight => Generate idea per tactical output

Step 2: Grouping to big idea

Group idea together = Activation Platform => Named

STEP 3

INSIGHT PLATFORM

STEP 4

ACTIVATION

PLATFORM WHAT IT IS

HOW TO DO

EXAMPLE: “CORNETTO ROSE” CAMPAIGN

Start by Context , I need or I want. …desired end-state

How to write an insight

WHAT IT IS

HOW TO DO

CATEGORY TRUTH

Ice Cream is sweet like the taste

of love, so Cream can be a gift

for lover

BRAND TRUTH: CORNETTO - THE EXPRESSION OF LOVE.

Eating a Cornetto is a “journey” of taste sensations – cream, ice-cream, crispy cone, nuts…

Every bite is different – just like a Love Journey. Cornetto has always been the ice-cream icon

that says “I have a crush on you”

CONSUMER TRUTH

I fell in love but I am still shy , do not

have the courage enough to express

my feelings with him/her

Valentine is the

greatest period for couples,

so I need a easier way to

overcome my SHY and have

COURAGE ENOUGH to

express my love with him

PRODUCT RANGE/PACK PRESENTATION MERCHANDISING, POP MAT.

- Standee/Booths at convenience stores

PRICE

- Keep old price

P

PROMOTION

- A campagin like a journey to help them

express their love

- Event: “Love day – Lovapalooza”

- Set a RED ROSE on each Cream

-Write LOVE CONFESSION on each Red Rose

such as: “Nếu đẹp là sai thì bạn không cần đúng!!!”

OBJECTIVE

Increase Sale, build brand love

INSIGHT

They are SHY and do not have encourage

enough to express their love

Big Idea: CORNETTO ROSE Message: “Yêu cứ LIỀU bày tỏ”

TỎ TÌNH TẶNG QUÀ HÒ HẸN

Objective Raise awareness Push sale Spread message

Message Get immediately 1

Cornetto Rose to

express with him!

Enter Code on

Cornetto Rose to

have the chance

receive a exciting gift

send to him!

Let him enjoy the

memorable meeting

in this Valentine!

Key hook Cornetto Rose in

Convienient stores

Website:

http://www.cornetto

valentine2016.com/

Lovapalooza Event –

“Love Day”

Supporting tactics PR, Trade PR, Fanpage PR, Activation

- A Step-By-Step Process.

- After developing your messages and generating ideas

for marketing plan, it's time to craft an action plan nto reality and meet objective

STEP 5

ACTION PLAN WHAT IT IS

HOW TO DO -Detailed plan to deliver big idea I

EXAMPLE: “CORNETTO ROSE” CAMPAIGN

CONTEXT

Tet is a perfect occasion to gain sales & share in the CHD category.

SMART OBJECTIVE

We need insights to

develop advertising

campaign for

Mirinda at Tet to

increase sales by

10% by end of Q1

2016.

TIMETABLE: end of Q1 2016

RELEVANT: To increase sales at

Tet, the most important thing to

do is to find an good insight for advertising at this occasion.

ACHIEVABLE: With current

Brand‟s equity and the

potential of Tet in

increasing sales of CHD

category, the target of

increasing sales by 10% by

end of Q1 2016 is

achievable

SPECIFIC: Insight to

develop advertising

campaign.

MEASURABLE: Increase

sales by 10%.

TARGET CONSUMERS

- Teenagers, aged 13-19

- Income: BC

- Live in urban areas

-------------------------------------------------------------------------------------------

FINDINGS

LISTENING TO SPOT TREND

- Teenagers often use emoticons in chat apps.

- Teenagers usually send wishes to their friend at Tet and they often do this through chat app.

OBSERVATION

- Giving red packets at Tet is Vietnam‟s traditional beauty but sadly, many people nowadays

(especially the youth) have forgotten its original meaning (giving wishes of joy), they just care

about the value of those packets.

EXAMPLE: “MIRINDA – LÌ XÌ TIẾNG CƯỜI” CAMPAIGN

STEP 1

OBJECTIVE

STEP 2

INFORMATION

STEP 3

INSIGHT PLATFORM

INSIGHT 1

As a teenager, I usually use

stickers when chatting with

friends because those

emoticons are fun and

trendy, which help me to

be „cool‟ in front of my

friends.

INSIGHT 2

At Tet, I usually send wishes

to my friends through chat

apps because as a

teenager, I think it‟s the

most convenient way to do

so. However, I find it not

cool and not so meaningful

to send those wishes in the

form of text.

INSIGHT 3

: As a teenager, I often feel

happy when spring comes

because I will receive a lot

of lucky money, which

enables me to buy things

that I like. However, I don‟t

know that those red

packets also have the

meaning of “wishes of joy”.

INSIGHT PLATFORM – WISHES STICKERS

As a teenager, I usually send best

wishes to my friends through chat

apps at Tet (Clear). However, I find it

quite boring and not so meaningful

(True). I think it would be better to

send those wishes in the form of

meaningful stickers (Exciting & Fresh).

STEP 4

ACTIVATION

PLATFORM

STEP 5

ACTION PLAN

ZALO LAUGHING STICKERS PACKAGING

- Packaging displayed the

campaign message.

“THỬ THÁCH MÙA XUÂN” TRIGGER

CLIP

- Introduce cool and meaningful

way to send wishes to friends at Tet

to teenagers. The clip is in the fun

and cool mood.

P

TRADE MARKETING

- Give retailers some real laughing

envelopes.

- A set of Mirinda “Lucky Laughter

Envelope” launch on ZALO chat

app

OBJECTIVE

Find insight to develop advertising campaign at Tet

to Increase Sales by 10% by Q1 2016

INSIGHT

Texting wishes to my friends at Tet is quite boring and

not so meaningful . I think it would be better to send

those wishes in the form of meaningful stickers

Big Idea: Lì xì tiếng cười

Message: “Tết Mirinda – Tết cười thả ga”

TRIGGER ENGAGE

Objective Raise awareness

and invite

teenagers to use “lì

xì tiếng cười”

stickers on Zalo to

send wishes to their

friends at Tet

Provide

teenagers a cool

and meaningful

way to send

wishes to their

friends at Tet.

Message Lì xì tiếng cười – Tết

cười thả ga

Tết Mirinda – Tết

cười thả ga

Key hook Trigger clip: “Thử

thách mùa xuân”

“Lì xì tiếng cười”

stickers on Zalo

Supporting

tactics

PR, Social seeding,

Online Ads, KOLs

PR, Social

seeding, Online

Ads, KOLs

Nescafe – Café Viet, café for man

Context: In 2008, Vietnam instant coffee category was stagnant. 60% coffee market share belonged to traditional coffee because people strongly believed that only traditional coffee was strong, instance was not.

INSIGHT GENERATION PROCESS

1. Nescafe’s Business Objective

We need insights to identify how to increase market share by switching people from traditional to instant coffee by 10% within 4 year.

Specific: to increase market share of Nescafe’s instant coffee by 10%

Measurable: 10%

Attainable: hook 10% customer to instant coffee from traditional coffee which occupied 60%

Relevant: yes. Within coffee category

Time-bound: 4 year

60% market share belongs to traditional coffee, just 40% is for instance.

Big portion of coffee drinker in Vietnam are men

People prefer to drink coffee with ice. With ice, instant coffee will delute

Review – Desk research

Listening spot trend

Experience – FGDs

Dig deeply 60% people loves traditional coffee. WHY are people loyal to phin coffee? -> traditional coffee has typically strong taste, even used with ice. WHY they love that strong taste? - Functional: to sober up their mind quickly - Emotional: men like strength and always want to express their strength. The stronger the coffee’s taste is, the more masculinity the men have.

busy work need “quickly sober up” and quickly prepare drinking while traditional coffee takes around 25 mins to brew

they perceive instant coffee to have bland taste and not strong enough.

Men want express their masculinity

Men love drinking typically sour coffee to show they are real men.

2. Getting info

Insight-driven innovation

Create strong taste as traditional coffee in instant format

3. Insight platform: Good Insight “Though instant coffee is very convenient but I don’t use it since it can’t be drank with ice because of its bland taste. Besides, as a man – I always drink coffee with strong taste, which can show my masculine. “

Insight writing (1) I usually drink coffee with ice because coffee and ice are two things that can sober

up my mind. (2) I want to express my masculinity through coffee I drink. (3) Time-wasting coffee preparation waste my opportunity.

Target consumer Men 25-40

4. Activation platform:

Product range/pack a. Gói hình thuôn dài b. Mua 2 tặng 1 c. Color is black to show masculinity

Presentation Merchandising, POP mat. e. Standee/Booths at super market to ask “are you men enough” f. Sampling to taste

Price d. 3k/small pack

Promotion g. TVC strength of men after drinking h. TVC small men become big men after drinking i. TVC compare time of brewing traditional coffee vs. using instance, then both of them bring the same result j. PR new format of traditional taste k. Event of gathering real men l. Event of time challenge

Objective+ Insight

Challenge the masculinity to taste the strength of new instance coffee

Short time to become more masculine

Small secret pack helps you become a big men

Cluster

BIG IDEA “ARE YOU MAN ENOUGH FOR COFFEE THIS STRONG? - BẠN ĐÃ ĐỦ MẠNH ĐỂ THỬ CHƯA?”

5. Action plan:

Thách thức Cung cấp

Objective Deliver challenge Declare new

format for

traditional cafe

Message Are you man

enough to try?

Instance café still

has strong taste

Key hook Challenging

activities with Bus

and PG

Game “Cơn lốc cà

phê” – finding 3

strongest men

TVC

Website

www.caphemanh

chophaimanh.co

m

Photo Album on

Fanpage NESCAFÉ

CAFÉ VIỆT

Supporting tactics PR, Trade PR, Facebook

Clear – Tự tin đội mũ bảo hiểm đạt chuẩn

Context

Vietnam has many accidents with heavy injury related to not wearing qualified helmet.

INSIGHT GENERATION PROCESS

1. Nescafe’s Business Objective

We need insights to raise awareness of 3 million Vietnamese about wearing qualified helmet, don’t care about dandruff within 2 months

Specific: to increase awareness of 3 million Vnese wearing qualified helmet

Measurable: 3 million

Attainable: hook from people wearing helmet with low quality

Relevant: yes. scalp & helmet

Time-bound: 2 months

Insight-driven innovation People ask for treatment to prevent dandruff, so that they feel safe to wear high quality helmet.

=> New formulation: Clear with Nutrium 10 to protect scalp from dandruff

3. Insight platform:

70% on over 30,000 roadway accidents every year. 50% injury are related to head

Review – Desk research

Listening spot trend

Experience – FGDs

Dig deeply Observation: people wear low quality helmet. Why? -> People are afraid of wearing high quality helmet because it is heavy and not airy -> feel itchy for scalp. Why it is important? -> if the scalp is easy to get itchy, it is easy to get dandruff, which make them get annoyed

high quality helmet are very heavy and cover closely the head -> not airy -> easy to get dandruff. Meanwhile, low quality helmet is light and airy, so I use it for convenience

It easier for 33% people usually wearing helmet to get dandruff

2. Getting info Expert consult

Wearing qualified helmet to secure my head when driving

Insight writing

With my daily habit like wearing helmet, it is easy for dandruff to come back.

9/10 women believe dandruff will come back

1. I cannot get out of dandruff when wearing helmet every day. I need a product that can protect my scalp from unairy helmet

2. I cannt get out of dandruff while I still have to wear helmet everyday.

Target consumer Women 22-40

Drive motor everyday

Product range/pack

Presentation Merchandising, POP mat. Thanh Hằng – đại sứ chiến dịch Standee/cổng chào hình Minh Hằng tại các siêu thị

Price

Promotion • Thi làm clip đập bỏ mũ kém chất lượng • Game smartphone: đập mũ kém chất lượng • Game rạp phim “đập mũ kém chuẩn – nhận vé xem phim” • TVC tự tin đội mũ đạt chuẩn không ngại gàu • Platform: fanpage Clear + website • PR báo mạng • Tặng 6000 mũ đạt chuẩn • Thu thập chữ ký ủng hộ • Co-ordinate with UBATGTQG to encourage wearing high quality

helmet

4. Activation platform:

Objective+ Insight

1. Fight to prevent dandruff coming back

2. Clean your helmet, protect your scalp

Cluster

BIG IDEA “TỰ TIN ĐỘI MŨ ĐẠT CHUẨN KHÔNG NGẠI GÀU

5. Action plan:

Buzz -Engage Call-to-action

Objective Raise awearness of

using helmet with

low quality

Declare new

formulation to

protect scalp

Message It is dangerous to

wear unqualified

helmet

Clear will protect

your scalp from

dandruff‟s coming

back

Key hook Clip contest

Activation "Đập mũ

kém chuẩn – Rinh vé

xem phim”

TVC

Đổi mũ kém chất

lượng lấy mũ đạt

chuẩn

Supporting tactics PR, Trade PR, Fanpage

sponsor