Assignment 20.1

Nguyen Ba LocNguyen Tran Trong Thuyet

Location: VietnamTimeline: Tet holiday 2014

Brand Background

- On vocation of Lunar New Year 2014 in VietNam, Coca-Cola wants to continue successful campaign in previous Tet.- Coca-cola aims for more engagement and stronger attachment to the concept of family reunion in Vietnamese youth.

- Brand soft drinks had been said that the ad image associated with TET (Golden swallow in red wallpaper).

-Coca-Cola (also called Coke) is a soft-drinks brand registered in 1893 in the U.S. For more than one century of Coca-Cola's power spread throughout the world, preferred brand top.

-Inspiration, determination and proud history, always towards a future victory based on people, passion and quality products.

IN VIET NAM

- 1960: Coca-Cola first introduced in Vietnam. - February 1994: Coca-Cola back to Vietnam and began the process of long-term business.

Campaign Target-Vietnamese Youth-16-25 years old-Live in Ha Noi and Ho Chi Minh City-They feel Tet nowadays is more boring than the past and lost in traditional holiday.-They think Tet is only a vacation to relax after studying and working,-They want onething to help them to show affection and attachment to family more intimate.

CAMPAIGN BIG IDEA

Tet will be a vacation that all members in

family are more closer. Coherence comes from doing somthing good

together.

Campaign Key MessageTet will be truly perfect when all family members work together

Phase 1 - Social

Spread viral clip throughout Social channels (Facebook, Youtube Page, Online Entertain web…) and on 10 national TV channels.

Application "Tết gắn kết" on Facebook was launched to help young creative freedom "Logo Tết – gắn kết gia đình", show affection, close ties with the family more.

Execution Idea: “Cùng gắn kết, Tết mới về”

PHRASE 2 – On-ground Activation

Celebrate the Tet gan ket by Happiness factory in Ha Noi and Ho Chi Minh. Exchange enviroment both of them

and bring the new experiences for viewer.

Recap the awesome moment that people feeling when join the event.

Execution Idea: Together with family to prepare for exciting Tet Tet holiday

inspiration

PHRASE 2

Phase 3 – Traditional PR

Amplify the event throughtout traditional channels (online, newspaper, TV)Utilize the brand’role.

Key learning

- Utilize the brand equity

- Touching right point in consumer’s insight.

- It have a wow idea/platform with a new experiences.

-Activation on social didn’t combined effectively with On-ground Activation