Mind    of Leading

TARGET  AUDIENCES

Age: 18-30

Usually geting access to the Internet

and social networks

Live in 6 big cities

Eating dog meat

Dog  meat  is  the  same  as  other  dishes.  We  can  eat  beef/chicken/pork,  why  can’t  we  eat  dog?

No.  Dog  is  a  loyal,  smart  animal  and  helps  people.

I  do  not  realize  I  am  eating  a  loyal  animal  to  human.

INSIGHT

At  the  moment   I  am  eating,  I  just  think  it  is  normal  meat.  

Why  do  you eat  dogs?

Are  dogs  the  same  as  cows/fowls/pigs?

Why  do  you  continue  eating  dogs?

Replace  the  act  of  letting  those  people  eat  dog  meat  as  an  usual  dish with  helping  them  realize that  dog-­‐meat  eating is  totally  abnormal before  eating.  Eating  dog  meat  means  eating  the  loyal  pets  which  are  extremely  friendly  with  humans.  

After  that,  Pedigree,   in  company  with  the  community,  raises  voice  against  dog-­‐meat  eating  and  spread  the  love  for  all  pet  dogs.

Approach  Strategy

You are devouring loyal love

Big Idea

Phase Trigger1  month-­‐ 1  bil 400

Amplify1  month  -­‐ 600  mil

Objective

Key  Message

Key  Hook

Supporting  Tactics

Pedigree  raise  voice  against  dog-­‐‑meat  eating.

Viral  Clip  “Say  You  Choose”

Social  MediaAdvertorial/Editorial

-­‐‑ Draw  attention  to  campaign.-­‐‑ Show  that  eating  dog  is  eating  the  close  and  loyal  animal.

Pedigree  raise  voice  against  dog-­‐‑meat  eating  and  spreads  the  love  for  all  pet  dogs.  

Eating  dog  is  not  the  same  as  eating  other  kinds  of  meat  because  dogs  are  close  and  loyal  to  human.

Party   “Eating  Dogs”

Advertorial/EditorialTeasing  Clip

Live  Streaming  on  YoutubeSocial  Media

Deployment  Plan

PHASE  1:  Party  “Eating  dogs”

Outdoor  party  “Eating  Dogs”

“Who  is  the  fastest  eating  dog  meat  person?”  

contest  

The  tickets  are  limited  for  only  50  people

Watch  a  clip  ‘How  were  the  best  dogs  chosen  for  this  party?’

Here  is:Tail  of  KiKi  waggled  when  her  master  went  home  although  he  ‘d  forgot  feeding  her  yesterday.Head  of  MiLo  was  wide  awake  to  keep  house  for  his  mistress  although  she  often  missed  him  outdoor.Leg  of  LuLu  saved  his  master  from  storm  and  was  broken.  It's  his  leg  left.

Sound   of  yell  and  knife  slide  down  to  cutting  board

Do  you  want  to  eat  dogs?

Before  the  event During  the  event

Live  Streaming  on  YoutubeArticles:  “Outdoor  Party  

“Eating  Dogs”  for  the  first  time  in  VN”,  “Who  is  the  fastest  eating  dog  meat  person?”  contest,  ...  on  Vnexpress,  Foody,  tin24h...  

Teasing  clip  for  party

Interview  attendee,  promote   to  share  their  feeling.  

Message:“Most  of  them  say  no,  but  few  people  choose  to  eat  dogs.  We  hope  you  don’t”

PHASE  1:  Party“Eating  dogs”

PHASE  2:  Viral  clip“Say you  choose"

The  series  of  images  about  gestures  and  deeds  of  the  loyal  dog.

Continuous  action  of  attendee  pressing  button  NO.  

Pressing  button  NO,  they  have  a  code  to  receive  a  free  Pedigree  product   for  pet  dogs.

Will  you  eat  dog?Button  YES  or  NO

Review  some  scene  about  facial  change  and  experience  of  attendee  in  “Eating  

dogs”  party.

Message:  Pedgiree said  NO,  they  said  NO,  what  about  

you?

THANK  YOU