PHAN PHƯỢNG TƯỜNG NGUYỄN PHÚ CƯỜNG

CREATIVE DIGITAL CAMPAIGN

ASSIGNMENT 12.1

CAMPAIGN BACKGROUND

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YoMost in the past is really No.1 when it comes to Valentine. However, in the recent years, YoMost is

gradually fading and overwhelmed by other brands such as Close-up or Cornetto. To remain relevant and

updated, YoMost has to take some steps closer to the youth, and Digital choice is trendy and efficiency.

CAMPAIGN OBJECTIVES

• Enhance the Brand Image in consumers' perception: Whenever it comes to Valentine's Day, YoMost is

one of the 1st brands to appear.

• Create a simple but effective,trendy and unique method for couples to express their love to the other

half

EXAMPLE: CREATIVE DIGITAL CAMPAIGN

Question 1

TARGET AUDIENCE

Empower the next marketing generation

• Vietnamese Young Couple whose lives stick with their

smart phones.

• Age: 18 – 30

• Life style: dynamic, eager for something unique, love to

express.

"I want to make my lover happily surprise on this special day.

However, it’s challenging finding something new, unique but

still sweet and can reflect our own characteristics. "

CORE INSIGHT

Campaign YoLove of YoMost - Inspiring live out every second on

Valentine's Day 2014, YoMost bring to Augmented Reality application

products (YoLove) with the task of transmitting messages of love

between two people.

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CONCEPT

STRATEGY

Under Digital Platform, YoMost engage youth by giving a way for them to creatively, personally express their

love. YoMost then revive to once again become an ambassador of love in Valentine’s occasion.

Empower the next marketing generation

"Tỏ tình độc đáo, sáng tạo thiệp YO" và "Ứng

dụng YoLove, tỏ tình phong cách YO“: when

you buy a tornado YoMost will be presented

with 1 YoLove card templates and manual

YoLove application, which make paper card

become lively compositions on phone, to

confess your feelings.

"Gửi thiệp YoLove, trúng buổi hẹn hoàn

hảo“: When using YoLove, the user can

choose one of the prizes to enjoy "perfect

appointment" with your love

Idea

DEPLOYMENT PLAN 7

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1.Viral Clip

(7th Jan, 2014)

"Phút Yêu Đầu (First Moment) – YoMost

Valentine 2014 “

With the signature song of YoMost Valentine as

theme song, the video presents the highlights

of the YoLove app through a love confession

story to inspire the viewers on professing their

love this Valentine's Day

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2. MOBILE APP

“YoLove - Augmented Reality App“

The application uses Augmented Reality technology to show effects lively and message cards with YoLove.

The salient features: - Speaking love most creative way. - Write love messages by hand. - Ultra-kool effect on every message when scanning cards. - Effects lively, unique card, design card with 5 diverse sample. - Opportunity winner, "The perfect date" for Valentine's Day with him/her

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3. SOCIAL MEDIA

Continually updated photos and information

related to the campaign. Fanpage youthful

style, positive for exchanging and sharing of

know-how to enjoy life and perfect love

4. WEB BANNER

Standard and expandable banners with flying hearts

effects are arranged on website for youth such as

zing.mp3.vn:

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5. WEBSITE

http://www.yotime.com.vn/yolove

details of the campaign, the landing page of the

banners and store the data of the participants.

The main sections:

- Information programs.

- YoLove on mobile.

- YoLove on your computer.

- YoLove Contest: instructions on how to receive the award for the couple, and keep messages and reasons award

for user.

CAMPAIGN OUTCOME/RESULT

• Wide-spread viral clip with remarkable impact: after 1 month, 219.600 views, 462 likes on Youtube,

4469 likes on Fb Fanpage

• Hundreds of couples have created their own work

• Thousands of love words have been sent

• Quote" Could you be my Valentine?" in the viral clip has been widely spread and used on social

network as well as in reality.

• Simple & cost effective based on Digital platform

Empower the next marketing generation

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Empower the next marketing generation

STEPS OF CREATIVE DIGITAL CAMPAIGN

Question 2

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Empower the next marketing generation

STEPS OF CREATIVE DIGITAL CAMPAIGN

Question 2

Background Insight Direction/approve Big idea

communication mess

Digital engagement

tactics Detail execution

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• A good creative digital is come from the background and positioning of brand in the market, deep

understand about competitors and market:

• A good digital campaign should hand in hand with detail execution: Viral clip/ pr/social traffic/

content facebook, instagram/key visual/tactis/kols

• TƯƠI SÁNG LIPTON CREATIVE DIGITAL CAMPAGIN

• BACKGROUND

BACKGROUND Lipton is the market leader of tea market in Vietnam. They

want to remind customer about the effective of tea and

bright their day.

INSIGHT Lipton is the market leader of tea market in Vietnam.

They want to remind customer about the effective of

tea and bright their day.

DIRECTION Lipton moment education, it is suitable for

young adults. Not only healthy but also modern

bright spirit. -> share the brightness -> shinning

Vietnam

BIG COMMUNICATION BIG IDEA Lipton is the accompaniment in all moments of

your urban lifestyle, to make all moments to be

bright - meaningful - and memorable. Sharing

your brightness to create a brighter community

DIGITAL EGAGEMENT Engage with young adult by inspiring them with modern spirit "Be bright and share the brightness"

through photo contest, moblie app and facebook what is the trends of nowadays. Use Mr.Tea

what is a character is closness to the user.

DETAIL EXECUTION

Promote for Mr.Tea

Viral Clip: My Tam – Song tuoi sang

Mobile app: Tuoi sang Lipton

Facebook app: Tuoi sang Lipton

Shining Vietnam billboard

Photo contest