Young Marketers Elite 3

Group 3

Minh Thông – Thanh Thùy – Khánh Thy

5 STEP FROM INSIGHT TO CAMPAIGN/ ADVERTISING BIG IDEA

Ideation Xploration Development Evaluation Action

Step 1: XPRESS your initial Challenge Your Knowledge & Un-knowledge. Step 2: XPLORE your case: Check (Facts, numbers, assumption)– Ask (5x WHY, 5W1H) – Look (Differently at it) – Map it out (Sketch it, visualize) Step 3: XTRACT new evidence & key output (Insights, initial ideas, final challenge & evaluation criteria

Make clear any information you can get about: - Market , competitor, - Brand, product - Consumers What is business challenge? What is campaign/ advertising big idea‘s objective? How can campaign/ advertising big idea ‘s solve business challenge? Find some clues , potential output from available information

Insight and information Ideas Potential ideas The best idea Brand strategy

The 4 ground rules for ideation: 1. Defer judgment 2. Go for quantity 3. The wider the better 4. Combine & improve on ideas

-Find the hook to link

interesting idea and wild idea

-Sharpen and find a better

way to express wild idea.

Keep the core point of the

idea and omit useless points.

Cluster those into attractives ideas.

Seperate ideas into WILD

IDEA and INTERESTING

IDEA and develop them with:

1. Improve on an interesting idea 2. Combine them: find the

hook to link interesting idea and wild idea 3. Tame a wild idea

From the holistic picture

above come up with key

words.

Words should be diversified

into verbs, adjective, noun,...

in other to be easier to be combined. Pop-up and Pop-up as many

ideas as possible from

brainstorming whether it

looks awkward or nice.

Extend the field from which the ideas are picked.

Start evaluation to select the best BIG IDEA among BIG IDEA has grown up - a BIG IDEA concept elicit more promising when it comes to helping successful brands on the market.

Compare pros and cons of

those ideas, compare

audience size. The best idea must: -Critical, links with brand and target consumers. -The best solution for business challenge -Actionable

Creative brief

Result

Take action

Why

Brand situation: new platform “Leave a man. Come back a hero” instead of “The mating game” Market penetration challenge: Axe Body Spray is known for its overly sexual ads that center on the objectification of women and the insistence that their products somehow build confidence in straight men

This concept are not widely

accepted in Vietnam.

Solution: Translate the

sedutive image of Axe into

an meaning which revelant to

Vietnamese male perception. Target consumer:men ages 18-24 Insight: I want to attract other people by doing extraordinary things. Approach Strategy: Link the

image of Axe „s sedution with

extraordinary action/ icon.

X

I

Key words

-chinh phục

-àm chủ

-vượt qua

-anh hùng

-giải cứu

-siêu nhân

-vũ trụ

-đại dương

-khó khăn

-chông gai , thử thách

Combination: -Lặn xuống biển sâu

-Vượt qua thử thách

-Giải cứu thế giới

-Làm chủ vũ trụ

D

-Wild idea:

Lặn xuống biển sâu is

sharpen to Khám phá đại

dương

Attendants.with the

support and protection of

Axe campaign, can diver

down the ocean and get

closer to a dangerous sea

animal such as whale,... To show off their brave

-Interesting idea:

Làm chủ vũ trụ

Chinh phục vũ trụ

Attendants canexperience

the feeling of conquer the

universe.

E

Compare 2 idea

-The image of astronaut is more

actrative and

extraodinary than a

diver

-The word “Conquer”

is more relevant to

Axe position than

“show off or prove

your brave”

Idea:Axe-tìm

người Việt Nam

thứ hai chinh phục vũ trụ

A

Ignite:

TVC:

-Fireman

-Lifeguide

Change perception

about true hero- an

astronaut.

Raise the passion

about conquer the

space and do

extraodinary thing

Engagement: Competition: 5 bước

chinh phục vũ trụ.

Attract attendant to

join the competition.

Amplify:

-Gala night to making an announcement of

the lucky man

Axe apollo- Tìm người Việt Nam thứ hai chinh phục vũ trụ

Consumer Understanding:

Claws hair is a lovely habit of

girls. It reflects their emotion

at those situation and can

convey their discreet

messages. They only can

claws their hair when it is

smooth and in shape.

Solution: Evoke the fact

that Sunsilk can be an

solution for hair. Target consumer:girl ages 18-28 Insight: I want to release

my emotion and messages

to other boys in a discreet

way.

X

I

Key words

-tóc rối

-tóc suôn mượt

-nữ tính

-cảm xúc

-thông điệp

-ngôn từ

Combination:

-Tạm biệt tóc rối

-Tóc suôn mượt bộc lộ

cảm xúc

-Tóc cũng mang thông

điệp

D

-Wild idea:

“Tóc cũng mang thông

điệp” was sharpen to “

Ngôn ngữ của tóc

Each way the girl claws

her hair means different

meaning/ different

emotion.

-Interesting idea:

“Tóc suôn mượt bộc lộ

cảm xúc”

E

Compare 2 idea

Idea: Ngôn ngữ của tóc

A

Ignite:

Viral clip: “Chuyện

chàng ngố”

Announce girl can

show her thought by

clawsing hair. Engagement: Zalo app: hair emoji

Girl can use hair

emoji to conver her

messages instead of

wording.

Amplify:

TVC:Ngôn ngữ của

tóc

KOL: ChiPu, Khả

Ngân

Each girl has her

own way to express

her emotion.

Sunsilk- Ngôn ngữ của tóc

“Ngôn ngữ” is

more meaningful and Have wider meaning

Than “cảm xúc"

Action Ideation Xploration Development Evaluation

Xpress

Background: Tet is the reunion occasion and

enjoy traditional food.

Objective: increase sales of products in 2

months of Tet

Target audience: Housewives with kids, 25 -

40 years old, consider cooking as the way

bonding her family.

Xplore Facts: every mother always does the best

things for her child, especially in cooking

delicious dishes that her child loves.

Number: 80% mothers know and remember

all meaningful moments of their children

when their children enjoy favourite dishes

made by them.

What if they was older and their children become mature?

When I become more mature and am a

mother, I also understand what my child like

best. But my mother, however old she is, she

remain to remember my favour

Xtract

Insight: “Only mother understands her

child best, even when their child becomes

mother”

Approach Strategy: remind young

mother of her mother's love in cooking

expressing how her mother loves her.

• Hạnh phúc khi Tết

con trở về bên mẹ

• Ngày ấy, bây giờ

• Món ngon đầy yêu

thương của mẹ

• Mẹ có nhớ...

• Tình thương yêu

trọn vẹn

• Tết vắng mẹ

• Mẹ ơi, con nhớ!

• Tết bên mẹ

Mẹ ơi, con nhớ!

Series of shortstories

written by young housewife

between her and her

mother about meaningful

moments in kitchen when

she was a child. These

shortstories will be

collected in the small

notebook and attached in

Knorr packaging.

Ngày ấy, bây giờ

The photo contest follows

concept “Now and Then”

with background “in

kitchen” and activities

“cooking, eating, gathering”

CÓ MẸ LÀ CÓ TẾT

Show even over several

years and she becomes a

young mother, her mother

always remember all her

favourite dishes as well as

she also know everything

about her child. To respect

this love, Knorr gives

switchboard where people

living away from home can

call and say love with their

mothers.

BIG IDEA: CÓ MẸ LÀ CÓ TẾT -Tổng đài mẹ ơi

-Switchboard is a good

way for unbosoming

authentic feeling and is

suitable for housewives

who are not used to

approaching digital

channel. It’s also

meaningful in Tet

occasion for people living

away from home to share

their love and respect

towards their mothers.

This emotive approach

creates good image for

Knorr and can increase

sales.

-It’s not relevant for

consumers to buy Knorr

only because they want

to read these stories.

-It’s more suitable for

housewives in urban,

which makes up only

30% to understand and

engage in.

- Packaging

- Social network (facebook,

youtube)

- TVC/Viral clip “Có mẹ

là có tết”

- OOH

Có mẹ là có tết

Action Ideation Xploration Development Evaluation

Objective: raise awareness of

Close Up brand 's message

“Confidence to express your

love”

Target audience: young

people, 15 - 25 y.o, look for

real love.

Insight: Because of cutural

prejudice, we feel hesitated to

express our intense love.

Approach Strategy: draw

attention to community by

showing that expressing love

is essential and need to be

respected.

• Tìm em nơi đâu

• Booth tình yêu

• Yêu em, anh có

dám!

• Kiêu hãnh và sợ

hãi

• Close up, ta đến

bên nhau.

• Lời thú nhận

ngọt ngào

• Yêu em trong

từng hơi thở.

Tìm em nơi đâu

Story about journey

“seeking for real

love” of a guy on the

Internet.

Booth tình yêu

Booths where young

people can confess

their feeling to lovers

secretly .

Kiêu hãnh và sợ hãi

Variation of film

“Pride and Prejudice”

to tell a story about a

love which can not be

reveal only because

of fear.

Yêu em, anh có dám!

Reality program

about journey of girls

who dare to say “I

love you” with boy.

Tìm em nơi đâu

-Draw great attention to

young peple thanks to online

marketing on Blog 360,

facebook, forum, youtube…

which were new and exciting

towards youth in this time

(2009)

-The company must spend

more money for booths.

Morever, message of Close Up

brand is “Confidence to

express your love”, young

people should have

opportunity to reveal their

feeling directly and

exprerience how more

confident Close Up can help

them.

-Copyright is a considerable

problem. “Pride and Prejudice”

with the tone of elegance and

courtesy does not fit with

brand Close Up. Morever,

reckless variation for this

famous film can make mixed

opinions.

Maybe it was not suitable

for Vietnamese culture in

this time. It can be consider

as brand for only audacious

and energetic girls

BIG IDEA:

TÌM EM NƠI ĐÂU

-Viral real love story of a

guy called Nam on Blog

360, youtube, forums

-PR articles (un-brand)

-Online contest (writing,

painting, video)

-Event “Lễ hội tình nhân”

and reveal the end of

love story.

Action Ideation Xploration Development Evaluation

Challenge: 3in1 has done a great

job in selling coffee. But failed to

create an emotional connection

with people.

Objective: build brand loyalty to

make Nescafé 3in1 most loved?

Strategy: get a Vietnamese

citizenship for Nescafé 3in1

Insight: For Vietnamese people,

coffee start conversations about

every aspect in our life. We can

engage in gossip, discuss a lots

topics including from polistics,

economics, cuture, travelling… to

daily activities, families, children…,

as long as mugs of coffee are

steaming on the table.

Approach Strategy: facilitate highle

local conversations by giving the

coffee back it’s rightful place,

among conversations.

• Cùng trò chuyện

• Booth chuyện trò

• Ngồi quán cóc, tán

dóc.

• Hôm nay có gì nói

nào?

• Café buổi sáng

• Café Việt, chuyện

Việt

Cùng trò chuyện

Give the people a

platform to talk

about what ever they

wanted which is quite

audacious for

Vietnam. And a tasty

Nescafe 3in1 enables

smooth & open

conversation.

Café Việt, chuyện

Việt

Writing contest,

especially with

controversial topics

about Vietnamese

people.

Booth chuyện trò

Booths where people

use code in Nescafé

3in1 packaging to

register a fixed time

to gather and share

their stories.

Cùng trò chuyện

BIG IDEA:

CÙNG TRÒ CHUYỆN

Phase 1: start the

converstion:

Unbranded internet

banners on forums

Phase 2: build awareness

of conversations

TVC

Introduce: website:

cungtrochuyen.com

Phase 3: Allow people to

create conversations

about what is really on

their minds

Launch website

cungtrochuyen.com

(platform to dicuss).

-Penetrate locally into

Vietnamese people‘s

minds and their daily

lifestyle.

-Triggering people to raise

their voice can create

great influence in

community.

Booth which become a

place for chatting,

dicussing is not

comfortable, even

forceful. Therefore, it can

not solve the challenge of

Nescafé 3in1 because of

not understanding

Vietnamese people

deeply.

Maybe make negative

brand perception when

discussing bad habits of

Vietnamese people.

FO

OD

FO

R T

HO

UG

HTS

Brief

Gather

information

Key

issue

Insight

RESPONSE STIMULUS

Idea Integrated

DM

…

PR

Print

Web

POSM

TVC

Event

STIMULUS

• Create awareness / saliency

• Create a favorable impression

• Modify attitudes

• Sustain awareness

• Reinforce attitudes

• Evoke an immediate response

• Enthuse the staff/trade/constituents

RESPONSE

• “Now I’ve heard of it”

• “What a good idea”

• “Really?”

• “That reminds me”

• “I always knew it”

• “I should go do that”

• “That’s great for us”

EXAMPLE - VINASOY

Brief Tet is the golden chance for FMCG

brands to drive sales. Therefore,

many brands run their

communication campaign / TVC

at Tet. Though Vinasoy is the

leader in the soy milk category, it

is still very weak compare to other

big brands in the FMCG field (or

even beverages brands).

So the challenge is how can we

stand out from the crowd to gain

attention and drive sales?

Information Tet is the time people gather with

their family, share the happiness

and wish each others to have a

wonderful year.

But it seems like they have

forgotten the most important

thing.

Key issue People send their best wishes to

their families, their friends at Tet,

hoping them to have a wonderful,

happy year – but most of the

wishes are about the fame, the

fortune, the prosperity…

Are those things really make the

happiness? Are they the things

that their families, their friends

need? We say “NO”.

Insight Tet is the most beautiful time of

the year, it is the start of a grand

new chapter of our lives.

Therefore, I always send my best

wishes to my beloved ones at Tet

– However, it seems like I’ve

missed the most important thing

that we’re all eager to achieve in

our lifetime- The peacefulness.

RESPONSE

“An lành đúng là thứ quan trọng nhất trong cuộc

đời. Vinasoy thực sự gợi nhớ cho tôi điều tưởng

chừng rất đơn giản này”

Idea “Hạt mầm an lành”

Soybean represents the

peacefulness.

Đậu “nành” – an “lành”

STIMULUS

Short film

“Vì an lành là điều quan trọng nhất trong cuộc đời.

Vinasoy chúc bạn một cái tết an lành.”

Thank you !