oishi - karaoishi campaign_brand communication & activation plan 2013 - ilightis
DESCRIPTION
[Tài liệu lưu tham khảo] Proposal KaraOishi campaign: Kế hoạch Truyền Thông & Kích Hoạt Thương Hiệu Oishi 2013 do iLIGHTIS sáng tạo và xây dựng từ 01/11 - 06/11/2013, trình bày trước Leo Burnett tháng 11/2013. (bản tiếng Anh) Vietnam Brand Communication Solutions Consultancy "Everything begins with an idea"! www.ilightis.com (COPYWRITING, Creative, Content, Concept, Strategy...)TRANSCRIPT
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Proposal by: Quân Idea – Creative Director
iLIGHTIS - Vietnam Brand Communication Solutions Consultancy
Brand Communication
Activation Plan
Hanoi, 11/2013
&
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Analytics
Orientation
Plan
1. Context
2. Market
3. Customers
1. Objective
2. Audiences
3. Strategy
4. Statement
1. Message
2. Tactics
3. Rick
4. Budget
5. Review
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“KaraOishi – A singing competition with an extremely fun twist”
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Analytics
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Context
Overview Plan
Brand/ Products: Oishi (snack)
Status: Already had a Concept campaign: “KaraOishi”
Desire: Implement Brand Communication and Activation
Requirements: Increase the Awareness and the Consideration in Hanoi
Plan: 2 months
Time: November & December 2013
Budget: 65.000 USD (x 20.800 VND = 1.352.000.000 VNĐ)
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Context About Oishi
Company Liwayway Food Industry Co.,Ltd
Core value: Foods & snacks
Brand Image: Oishi is well-known and reputed brand of snack food with the familiar logo of yellow adorable Cuckoo bird in Asian countries such as China, Taiwan, Thailand and Vietnam
Product:
Snack Oishi has many kinds of taste: Sweet (chocolate, strawberry, taro), Salt (sea foods, beef, chicken), Vegetable (onion, potato) …
Plenty of shapes & colors: Round and Yellow (potato), Triangle & Purple (taro), Shrimp shape (sea foods) …
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Context KaraOishi’s campaign: Purpose
Brand Communication & Activation
Needs Needs
Rising Awareness &
Consideration in Hanoi
Pull Marketing strategy
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Market Research SWOT
- Famous brand, reputation and international quality. - Convenience Products. - There are many price to choose - Snack rich in Taste
S
- Development trend of fast-food industry and food entertainment growing in Vietnam. Because of the entertainment needs of young people, and the opening of many Shopping Mall, Cinema film ....
O
- Powders Snacks are not at high-lever as Potato Snack in customer’s opinion. And there are no attractive story telling about their brands like Potato Snack
W
- There are many negative rumors, bad news affecting prestige product in 2012. - Many products which are in many segments should be competitive at the same time by multiple competitors. - Spending is limited in high-price and money crisis time
T
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Market Research Market
Price (VNĐ)
Categories Potato snack Powder snack
High
(>6000)
Medium - High
(2000- 6000)
Medium
(3000- 5000)
Low
(2000 <)
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Customers
Target Customers
Buyer & End-user
1. Age : 18 - 22
2. Gender : 30% male, 70% female
3. Job : 80% Student, 20% others
4. Characteristic : Young, dynamic, modern,
personality, Interests in online, opened-mind, have a
positive outlook for snacks. High demand for
recreation, entertaining
Potential Customers
1. Age : 22 - 30
2. Gender :30% male, 70% female
3. Job : 80% office workers, 20% others
4. Characteristic :Young, dynamic, modern,
personality, Interests in online, opened-mind, have a
positive outlook for snacks. High demand for recreation,
entertaining
Buyer & End-user
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Customers
Customers and Community
Public opinion
Communications
Partners & Competitor
Potential customer
Target customer
Social networks, forums, social groups, clubs
Journalists, medias, market managers
Manufacturers, dealers, distributors
Young white-colar officer
Student
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Orientation
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Objective
Impression/ Target
Awareness
Consideration
Trial
Repeat
Loyalty
Reach
Traffic
Sign Up
KnockOut
150.000 People
15.000 People
1.500 People
150 People
6 People Final
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Target Audience Portrait & Behavior
Buyer & End-user
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Strategy Proposed tools
Contest
KaraOishi
Concept
Awareness (Reach)
Awareness (Reach), Consideration
(Click, Call, Traffic)
Consideration (Click, Call, Traffic) Trial (Buy, Sign Up)
Repeat Loyalty
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Statement
Campaign position
“KaraOishi – A singing competition with an extremely fun twist” (Oishi tổ chức cuộc thi hát karaoke độc đáo và hài hước nhất trong năm dành cho giới trẻ Hà Nội)
(Oishi organize a extremely fun karaoke contest for Hanoi youngsters)
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Plan
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Message
Tagline
“KaraOishi – Cứ hát lên đi, chớ ngại ngùng chi” (KaraOishi - Let’s sing, don’t be shy)
Concept
KaraOishi Singing
Competition.
Humor, Funny
Tagline general campaign
Oishi is implementing TVC :
“Oishi – Vô tư đi”
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Kara
“Cứ hát lên đi, chớ ngại ngùng chi”
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Kara
“Let’s sing, don’t be shy”
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Tactics
Master Plan
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Tactics Master Plan: Timeline
12/11/2013 19/11/2013 12/1/2014 29/12/2013
Preparation Qualifying Round Vote Round
Start Final Finish
1. Design Landing Page, Ads 2. Copywriting Com-copies, Ads, POSM, Agenda … 3. Design & Print POSM, Lucky Ticket … 4. Create a facebook fanpage, content 5. Production & Set up booths, event 6. Etc …
1. Activation (Booths & Event) 2. P.R 3. Ads & Media Booking 4. Seeding 5. Facebook Marketing 6. Etc … * Tactic 1, Tactic 2, Tactic 3, Tactic 4
1. Vote 2. Seeding 3. Production & Set Up Final
Show 4. P.R 5. Ads & Media Booking 6. Etc …
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Tactics Master Plan: Tactic 1
- Using amusing elements from the Funny contestants Clip to Viral => Supports to Reach & Share more
- Take advantage of the interactive, Reach high, multi-utility and objectives of the Online Tools => Supports up Traffic
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Tactics Master Plan: Tactic 2
- Design leaflets and lucky draw in form 2 in 1 => aimed to increase Reach
- Enjoy the funny factors from lucky draw to attract users => aimed to increase Traffic
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Tactics Master Plan: Tactic 3
- 5. Use of attractive prizes to attract attention, share the contest => Supports to increase Traffic, Share
Cuộc thi
KaraOishi
Concept
Key
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Tactics Master Plan: Tactic 4
Cuộc thi
KaraOishi
Concept
Key
Use of attractive prizes to attract visitor sign up the contest => Supports to increase Trial, Sign Up, Share
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Tactics
Communication Plan
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Tactics Comunication Plan: Timeline
Campaign
11/2013 12/2013 1/2014
Cost
Unit 1000VNĐ
W2 W3 W4 W1 W2 W3 W4 W1 W2
Pre-launching (Introduce)
Qualifying Round (Review)
Vote Round Before Final Round (Remind & Review)
Reach & Freauency
LOW HEAVY MEDIUM HEAVY MEDIUM
PR 2
Advertorial 2
Advertorial 20.000
FB Ads 10 days 5 days 15.000
Online Ads 2 banner 1 banner 50.000
SMO (Seeding)
5 Fanpage 2 Forum
5 fanpage 25.000
POSM 20.000 leaflet & lucky draw ticket (2 in 1) + 200 poster 20.000
Creative &
Copywriting Copywriting + Design+ Photograph + Fanpage Management + Landing Page + hotline 40.000
Total 170.000
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Tactics Communication Plan: Online Media
Forum: target audience 15-30 ages Pageview/Month: ~ 300.000.000 – 400.000.000
Banner: CPM, CPC Social Media
Website
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Tactics Communication Plan: Direct Media
20.000 leaflet & lucky draw tickets (2 in 1) 200 Poster
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Tactics
KaraOishi Contest
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Tactics Contest Rules: : Timeline
Time: From 19/11/2013 to 12/1/2014
Location: Shopping center (movie theaters, public places) and universities
Timeline
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week7 Week 8
19-20/11/2013 29/12/2013 (12/1/2013)
Qualifying Round Vote Final
Shopping Center
University
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Tactics Contest Rules: Locations
STT Shopping Mall (movie theaters, public places)
STT University STT University
Danh sách chính
1 The Garden 1 National Economic University 5 HaNoi University of Business and Technology
2 Big C Thăng Long 2 Hanoi University 6 Hanoi University of Culture
3 Ebest Mall 3 Foreign Trade University
4 Roye City (Chung kết) 4 Vietnam National University
Reboothment and Support Options
1 Mê Linh Plaza 1 Phuong Dong University 4 Hanoi Tourism College
2 Savincom Mega Mall or Vincom Center 2 Hanoi University of Science and Technology
5 VietNam University of Commerce
3 Coop Mark Ha Dong 3 Thang Long University 6 Hanoi Architectural University
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Tactics Contest Rules: Process
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Tactics Contest Rules: Award
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Tactics Contest Rules: Participation
Mixer
Beat Line
Beat Line
Lyrics
Select a song
Voice Line
Software Voice
Changer 7.0
Diamond
Funny Voice
Voices Line
Technical Group
Video Line
(There are cameras recording entire images of competitors’ performance, inside and outside to create Funny Clip and Vote)
Step 1: Candidates register song with PG to take part in the gameshow
Step 2: Go to KaraOishi’s Room to select the voice on Ipad Screen
Step 3: Mixer receive information and and add to software to transfer candidates’s voice outside the Micro (Music
beat on two separate paths)
Step 4: Candidates sing KaraOishi
Step 5: Finish the Section
Step 6: Wait for grading results (Automatic)
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Tactics Contest Rules: Software
Male voice Female voice Character voice Combination voice
Software Voice Changer 7.0 Diamond
Software Voice Changer 7.0 Diamond
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Tactics
Brand Activation: Booths Design
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Tactics Design
8m
3m 1m 1m
3m 2,8m
0,2m
1,5m 1,5m
5m
3m
3m
2m 3m
1m
0,1m 0,4m
2m
0,8m 0,4m
Option 1: “Hát vang cùng Oishi” (Singing with Oishi)
Space Diagram: Longitudinal Slice
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Tactics Design
Option 1: “Hát vang cùng Oishi” (Singing with Oishi)
Space Diagram: Horizontal Slice
8m
3m 3m 1m 1m
2m
2m 3m 2,8m
0,2m 0,1m
1,5m 1,5m
5m
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Tactics Design
Option 2: Oishi – Xứ sở âm nhạc (Oishi - Music World)
Space Diagram: Longitudinal Slice
3m
3m 3m 2m 1m 1m
3m
2m
0,8m 0,4m
4m
0,2m
0,4m
2,8m 2,9m
0,1m
1m
0,4m 0,4m 0,4m
1,5m
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Tactics Design
Option 2: Oishi – Xứ sở âm nhạc (Oishi - Music World)
Space Diagram: Horizontal Slice
10m
3m 0,4m
3m
2m
3m
1m
0,4m 0,4m
4m
3m
2m
1m
0,2m
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Tactics Production
Sound Booth: Tempered glass, sound insulation – temperature insulation – size 3mx3m, door 2mx0, Border white Alu 8m or focmex 5mm
Screen: LCD or LED screen Showcase: Indoor space frame, pressed wood or 1cm focmec decan overflow, cutting processing
stamping – with 3D floating blocks to display Oishi’s product Stage: size 0.4 m, Modum wood, red carpet Floor: Fuvi 10cm, covered the red carpet Logo: Mica inside, pay decan, 5mm focmex legs, bouncing 3D Block: Focmex 3mm, PP decan
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Tactics Layout 3D
Option 1: “Hát vang cùng Oishi” (Singing with Oishi)
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Tactics Layout 3D
Option 2: Oishi – Xứ sở âm nhạc (Oishi - Music World)
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Tactics
Brand Activation: Agenda at Booths
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Tactics Agenda at Booths
Time Promotion Mini Show KaraOishi Draw
8:30-9:30 ▼ ▼
9:30-10:00 ▼ ▼
10:00-10:30 ▼ ▼
10:30-11:00 ▼ ▼
11:00-11h30 ▼ ▼
11:30-14:45 Lunch
14:45-16:30 ▼ ▼
16:30-17:00 ▼ ▼
17:00-17:30 ▼ ▼
17:30-18:00 ▼ ▼
19:30 – 21h00 ▼
▼ ▼
Time Promotion Mini Show KaraOishi Draw
8:00-8:45 ▼ ▼
8:45-9:30 ▼ ▼
9:30-11:30 ▼ ▼
11:30-12:00 ▼ ▼
12:00-14:00 Lunch
14:00-14:45 ▼ ▼
14:40-15:30 ▼ ▼
15:30-17:30 ▼ ▼
17:30-18:00 ▼ ▼ ▼
Agenda at the University Agenda at the Shopping Mall
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Tactics Activation: Promotion
LCD Screen display Product Introduction Video
MC introduce and provide information about Oishi such as: development history, the products,
promotions.
PG give leaflets, guides visitor
Illustration Image
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Tactics Activation: Minishow
Opt 1: Hiphop – freestyle football “Big Toe – Nam The Men”
Opt 2: Kpop (Dancing) – Magic “Đăng Quân – Bảo Ngọc (ST.319) – Phạm Hồng Minh”
Illustration Image
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Tactics Activation: Mini Game
Try snack and guess flavor
Oishi puzzle
Dance with Oishi sounds
Vocalize Oishiiiiiiiiii (make Longest sounds)
Oishi - the third copy is a far cry from the original Game
(Tam Sao Thất Bản)
Illustration Image
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Tactics Activation: Lucky Draws
After performance Art, Introduction Product and join
Gameshow, Booth will draw to choose the lucky person who
receive the value prizes
The reward is the pair of movie tickets, T-shirts and hats
are incredibly unique gift of Oishi
Illustration Image
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Tactics Activation: MC
Thúy Quỳnh (Queen Bee sister)
Name: Thuy Quynh Pham Year of birth: 1997 Country: Hà Nội. Thuy Quynh Pham is MC of “Ms Yellow Bee” Show on VTV3. She is one of the most promising of VTV.
Shopping Mall
Khương Phương Linh
University
Phuong Linh is a pretty MC, who often leads eventful show for some big brand/company such as: Yamaha, TH True Milk …v..v
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Risk The problems may be encountered
Q: The deployment time 11-12/2013 is the first semester exam at the University, students stay at home and focus more performance, less time to school, how to ensure traffic in this period? A: Schedule exam of the field, and even in one school, one department often arranged, scattered alternating and overlapping so the number of students in each school may decline at the moment but the survey will not drop more than 30%. With the selection of the location, large number of students, also help traffic flow will not be affected to much. * It is possible to note when choosing the school which students in dormitories at or near to ensure traffic
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Budget Cost Estimate
Job Items Price (VNĐ)
Brand Communication Online (Digital) 110.000.000
Offline (Direct) 20.000.000
Creative, Copywriting, Management 40.000.000
Brand Activation License 18.000.000
Locations 340.000.000
Setup 215.000.000
Personnel, Artist … 340.000.000
Repairs and Transportation 250.000.000
Sub-Total 1.333.000.000
Management Fee 5% 66.650.000
Total 1.399.650.000
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Reviews
Awareness
Consideration
Trial
Repeat
Loyalty
Reach
Traffic
Sign Up
KnockOut
150.000 people
15.000 people
1.500 people
150 people
6 people Final
KPI
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Thank You
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iLIGHTIS – Vietnam Brand Communication Solutions Consultancy Co., Ltd
Address: 37/89 – Thinh Quang- Tay Son – Dong Da- Hanoi
Tel: (+84) 4 66 801 814
Email: [email protected] / Website: www.ilightis.com
Hotline: 0914 163 336 - Mr. Tung Ngo (Event Manager)
Contact
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Let’s Sing, Don’t be Shy
This proposal is completed by: iLIGHTIS - Vietnam BCSC Co., Ltd