October, 18 2013

Prepared by S.E.X Communications – Strategic Emotional Xperts

OK CondomOK Condom was the pioneering brand in the

market. This helped OK OWN THE

IDENTITY of condom and contraception in

Vietnam.

ChallengeMajor of the youth are ASHAMED of using

condom and 1/70 are having SEXUAL

TRANSMITTED DISEASES (STDs)

Business AmbitionSwitch the youth from non-users to royal

consumers of condom for and increase

brand loyalty for current users.

The taskA marketing plan with budget of 5 bil VND to

approach YOUTH (18-24, BCD, HCM & HN)

to deliver brand values.

LET’S SEE WHERE WE ARE…LET’S SEE WHERE WE ARE…LET’S SEE WHERE WE ARE…LET’S SEE WHERE WE ARE…

Safety

Pleasure

feeling

For many years, OK has been positioned

as low-cost condom with high safety

but low pleasure while Durex is

premium. Moreover, on the market

there are many brands focusing on

pleasure positioning

OK = ANTI-PREGNANCYDUREX = THIN AND PLEASURE

Source: Vietnam Condom Market Research by Fuji Latex, 2012

OBJECTIVESOBJECTIVESOBJECTIVESOBJECTIVES

Safety

Pleasure

feeling CREATE A NEED OF USING CONDOM

FOR SAFETY AND PREVENT THE

SHAME PSYCHOLOGY.

BRING OK TO THE TOP-OF-MIND OF

THE YOUTH FOR BOTH SAFETY AND

PLEASURE FEELING

PUSH SALES

LET’S TALK ABOUT OUR TARGET AUDIENCELET’S TALK ABOUT OUR TARGET AUDIENCELET’S TALK ABOUT OUR TARGET AUDIENCELET’S TALK ABOUT OUR TARGET AUDIENCEOR, PRECISELY, THEIR INSIGHT…OR, PRECISELY, THEIR INSIGHT…OR, PRECISELY, THEIR INSIGHT…OR, PRECISELY, THEIR INSIGHT…

ASHAMED

UNAWARE OF STDS

Sex is not something to talk in public. And buying

condom is perceived as un-civilized

I do not see any of my friends talking this stuff loudly.

LACK OF MOTIVATIONTO USE

It does not give me real feelings.

It is the same as saying my girlfriend has some diseases

It is my girlfriend, anyway. It is safe

Young men, 18-24, class BCD, students or workers.

Even when I get STDs, it is not serious and easily curable.

Source: Zing News articles, Survey with N = 50, Interview, with N = 4

SO, THE TOUCH POINTS ARE…SO, THE TOUCH POINTS ARE…SO, THE TOUCH POINTS ARE…SO, THE TOUCH POINTS ARE…

Sex is not something to talk in public. And buying

condom is perceived as un-civilized

I do not see any of my friends talking this stuff loudly.

It does not give me real feelings.

It is the same as saying my girlfriend has some diseases

It is my girlfriend, anyway. It is safe

Even when I get STDs, it is not serious and easily curable.

Create a community where they can talk about sex

more open. Make it from virtual to real life by

cross-media.

Create a THIN product line and make it as key

product. Educate a attitude of taking safe sex as a

healthy and positive life style

Utilize touch points in media to convey the

message of ANYONE CAN HAVE STD – IT IS NOT RARE

AND SOME MAY KILL.

TARGET AUDIENCE BEHAVIORTARGET AUDIENCE BEHAVIORTARGET AUDIENCE BEHAVIORTARGET AUDIENCE BEHAVIOR

95%Are online

TARGET

AUDIENCEHave at least 1 social media account

56% Use mobile to go online

Leverage Digital, Social & Mobile as the

key approach

In combination of

OOH and PR to

amplify

Source: Cimigo netizen report, 2012

TARGET AUDIENCE BEHAVIORTARGET AUDIENCE BEHAVIORTARGET AUDIENCE BEHAVIORTARGET AUDIENCE BEHAVIOR

Have many different words to express the act

of having sex and condom on social platforms TARGET

AUDIENCE

They avoid to use the

words directly

Utilize it to make the word OK

become REPLACEMENT for

condom, safety and pleasure.

TOP

OF

MIND

Source: VOZ Forum, 2013; Haivl, 2013

For example: xếp hình, làm chuyện ấy, phòng the, áo

mưa,…

OVERVIEWOVERVIEWOVERVIEWOVERVIEW

INSIGHT

I feel ashamed

when buying condom.

BEHAVIOR

- Digital, PR & OOH

are touch points

- Utilize OK as key

word

APPROACH

Utilize touch points of the youth on social and digital to create concern on STDs that any people can carry STD and it causes dangerous outcomes. Brand steps in, support and give a solution for

the youth to have sex safely but still real.

INSIGHT

I am unconscious that STD can harm me. Moreover, my

girlfriend can never transmit STDs to me

INSIGHT

I believe when it’s

my girlfriend, it should be real.

The OBJECTIVE is raising awareness, enhancing brand positioning and pushing sales

AMPLIFY

Make a young Vietnam confident on safe sex

INTRODUCINGINTRODUCINGINTRODUCINGINTRODUCING

CREATIVE IDEACREATIVE IDEACREATIVE IDEACREATIVE IDEA

PRODUCT ROLE: protect users from having STDs, helping avoid pregnancy

BRAND ROLE: inspire, guider for the youth to have a positive lifestyle and an OK attitude

For the first time in Vietnam, there is a campaign encouraging Vietnamese

youth to talk about sex open and commit to have safe sex public on

billboard. It is also the first platform of a condom brand to educate about an

OK ATTITUDE. OK now can be considered as an attitude of a modern young

to live healthy and positively without any fear.

IF IT’S OK, THEN OKIF IT’S OK, THEN OKIF IT’S OK, THEN OKIF IT’S OK, THEN OK(CÓ OK THÌ (CÓ OK THÌ (CÓ OK THÌ (CÓ OK THÌ ỪỪỪỪ KHÔNG SAO)KHÔNG SAO)KHÔNG SAO)KHÔNG SAO)

OKOKOKOK STORY STORY STORY STORY –––– CONVERSATION FLOWCONVERSATION FLOWCONVERSATION FLOWCONVERSATION FLOW

A young man shared his

story of getting liver

infected because of his

girlfriend unintentionally

get the virus, and they

had sex. This raised a

big concern on social

about having sex safely

even though that is our

girlfriend…

The young men start to

worry about true

pleasure of having sex,

and OK steps in and

gives solution. New

product of ultra thin

and extremely safe is

the solution.

The young men started to adapt using OK condom and as well, they made a confirm that they would do it without any embarrassment for their own goods. Together, the youth of Vietnam made a promise of a safer sex with OK.

PHASE 1: PROVOKEPHASE 1: PROVOKEPHASE 2: ENGAGE PHASE 2: ENGAGE

AND SOLVEPHASE 3: AMPLIFYPHASE 3: AMPLIFY

Campaign Roll OutCampaign Roll OutPhase 1: Provoke

Raise concern on Anyone can have STD and it is not an shame to buy condom.

Phase 2: Engage & Solve

The youth now is free to talk about sex and condom since it proves that they are healthy. OK supports you and gives

you platform to express it.

The whole community of youth in Vietnam now has

confidently talking about

Phase 3: Amplify

The whole community of youth in Vietnam now has

a OK ATTITUDE that confidently talking about

having safe sex.

Viral ClipTeasing Banner

Social MediaOnline PR

“Call to action” banner

Live Billboard

“Call to action” bannerFacebook / Mobile App

Social MediaOnline PR, SEO, SEM

ActivationSampling

New productAuto machinesLive Billboard

Vietnam Young Sex live BillboardOnline PR

PHASE 1PHASE 1PHASE 1PHASE 1Viral clip

Viral clip is built on the virus’s

ways to be killed. Some are

destroyed by heat, by

medicine, but some cannot be

destroyed but can only be

blocked by condom. These are

also the key characters for

activities in Phase 2.

Mass online PR to raise concern

Angle: Anyone can carry STD in their body.

Social: forum, hot fan page, influencers to make the concern more significant

Viral clip

HOW?

Create a big concern that anyone can

bring STD in their bodies and having sex

“without OK” is not going to be OK for

them.

PHASE 2PHASE 2PHASE 2PHASE 2

New Product

OK launched the new line of

product which is ULTRA THIN to give the best pleasure.

Activation & Sampling

Activation at universities

via doctor seminars,

annual check-ups and

give free sampling.

Auto machinesCreate auto machines for users to buy more conveniently and

the auto machines can interact with users through digital platform (can log in by

Facebook accounts). This helps the users less ashamed and be

more familiar.

PR AND SEO, SEMTo raise awareness and

strongly recommend users

to use this ULTRA THIN to

have the best pleasure.

PHASE 2PHASE 2PHASE 2PHASE 2

Digital Engagement

Based on the Virus character,

develop mobile apps and Facebook apps for users to

play games. The platform is

Defense, and through that, they will learn the facts

about safe sex and brand OK

Live Billboard

Before playing, the user will tick to the Agreement terms,

and automatically, their name will be displayed on

big live update billboard with the statement that “The user

has already said OK to his life. Why not you next?”

The billboard also updated highest score.

PHASE 2PHASE 2PHASE 2PHASE 2

TRAFFIC DRIVING TOOL

Display Ad Social Media Online PR

Facebook

adDisplay ad

Hot fan

pageInfluencers

Official fan

page

Earned

mediaPR Articles

FACEBOOK APP /

MOBILE APP

OOH

BILLBOARD

Live update

PHASE 3PHASE 3PHASE 3PHASE 3

Live billboardBy collecting all OK

Moments of users

national wide, the

billboard will be a mosaic

of a Confident to be OK

Vietnam.

Online PR and SocialAmplifying the key

message on mass PR

and social platforms.

Emphasize the OK

ATTITUDE.

DEPLOYMENT PLANDEPLOYMENT PLANDEPLOYMENT PLANDEPLOYMENT PLAN

SSSSOCIALOCIALOCIALOCIAL SPREADINGSPREADINGSPREADINGSPREADING

Nov Dec Jan Feb Mar Apr

PHASE 1 (4 weeks)

ProkePHASE 2 (10 weeks)

Engage and SolvePHASE 3 (6 weeks)

AmplifyPreparation

Viral clip

Online activity

Online PR Online PR + SEO, SEM Online PR

Display ad

Auto machine

Activation

Live billboard

BUDGET ALLOCATION AND KPIBUDGET ALLOCATION AND KPIBUDGET ALLOCATION AND KPIBUDGET ALLOCATION AND KPI

No. Item Budget

Allocation

1 Social Spreading (hot fan page,

influencers, 9gag clone sites…)

25.000

2 Online PR 20,000

3 SEO, SEM 5,000

4 Display Ad (Google ad network,

Banner duration)

30,000

5 Live billboard 70,000

6 Activation 20,000

7 Sampling 5,000

8 Auto machines 35,000

9 Production: viral clip, app, visuals… 30,000

TOTAL240,000 USD

~5 bil. VND

KPI MEASUREMENT- Survey, group focus brand awareness and brand proposition- Sales measurement

- ROI