Elite 5 Challenge Phung Tu Oanh

<< Context >>

Young Marketers Contest 3

Core values: Professional, Inspiration, Experience, Reality, Connection & Orientation

Objectives 100-150 YM3 T-shirts in 10 days

200k-400k/each

+ 18-24 years old

+ YM3 contestants

+ Having certain knowledge/desire about YM

+ Pursuing Marketing

+ Size: ~ 1000 ppl

<< Target Consumer >>

“I’m loser, nothing more to say abt it”

Lose

“I’m working freakingly

hard”

Work hard, try

best.

Win

Keep silence

Make noise

<< Consumer Journey >>

I can talk about my failure in need but I can’t actively show it first. I don’t want that passive to leave my huge effort also

forgotten in silence, that might lose my dream.

Just keep it (failure) in silence.

Failed then wear

that T-shirt is not

funny at all.

I can talk about my failure in

need but I can’t show it to the

world by wearing that

shirt.

<< Consumer Insight >>

Functional benefit YM3 Contest logo – show-off what you did, how you tried your best to pursue your dream

Emotional benefit

Not just a T-shirt but an inspiration for you to strive for your dream by remembering your effort and keeping heat in your heart

<< Product >>

Price 250k

<< Big idea >>

Noise your failure

Don’t hide your failure

Don’t leave your effort forgotten << Message >>

• Key hook: Special designed card and rubber band for each individual

• Key channels: Email, SMS, Facebook event

<< Execution >>

+ Email, SMS to 1000 contestants (ready database)

+ Fans post photo wearing YM3 T-shirt + card + rubber band + hashtag #failurecanmakenoise #noiseyourfailure, share their own stories of the journeys with YM3 that they did overcome.

+ Share stories and have chance to receive free YM3 T-shirt.

+ Rubber band with message printed.

+ Designed card: With motivated content but in challenging way.