violet gau do_march15final

VIOLETA COMMUNICATONS

GAU DOA PR Launch Presentation

March 15, 2012

Thursday, March 15, 12


THE BRIEFAgency is tasked to develop an effective and impressive communication PR campaign of Gau Do Instant Porridge.

Starting on 20 March to 30 April - 2012+ Budget: 2,000,000,000 VND



• How to generate awareness, interest and trial among new users/switchers (home porridge to Gau Do)

THE CHALLENGE

• How to own a mindshare on as good as home made porridge, not just by share of voice (media) but by persuasion (content)

• How to drive continued consumption and increased usage among loyals/patrons



PR TASKS

Change the instant porridge perception to positive

Own the instant porridge category by associating or likening it with home made porridge

Branded content

More ownership of the category and intensify brand appeal

NORTH

SOUTH



STRATEGY

Inspire a persuasive take out of Gau Do

Porridge as a genuine, real goodness, taste and nutrition of home made porridge

with added value of Vitamin B



PR PLATFORMHome Made Porridge

More Nutritional Value+

Gau Do =



Gau Do Porridge, has the same goodness and taste of home made porridge that you love but with more nutritional benefits and convenience.

PR TALKING POINTS

SE-BEST technology

No artificial preservatives

Mekong rice + Mix Rice

Vitamin B



CAMPAIGN DESIGN

Phase 1

As good as home-made porridge.

Phase 2

Porridge that you love, made better.

Gau Do

Gau Do



Combination of branded and natural PR

Influencer(and not star power) will need to give credibility.

Run a coherent media plan that will synergize with print

Maximize reach but prioritize effective persuasion

EXECUTIONAL DELIVERY



PHASE 1As good as home-made porridge.



As good as home made porridge

Can instant porridge be as good as home cooked porridge? (Cháo gói có ngon như cháo nấu?)

We exploit creative stories to tell key talking points about how Gau Do is as good as home made porridge

The sweet taste of porridge your mom used to cook is here (Vị ngọt cháo mẹ nấu là đây)

We deliver persuasion around attributes of putting the best elements together to make the same goodness of home made porridge that you can only find in Gau Do porridge: as good as mom cooks.

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Mom's best kept secret: the porridge my kids love! Now easy and ready with Gau Do

MC Quynh Giang will not be able to balance her busy life if she does not know what is the best choice, espcially for her 4 cute kids. Her secret to persuade the kids in their meal is Gau Do porridge with its attractive aroma and taste. With Gau Do, kids' favourite dish is always ready and easy.At the bottom of the layout there will be a box of 2 suggested recipies to have attractive and nutritious porridge for kids.

3 reasons to help kids stay at home; Gau do Porridge tops the list.

Kids only stay at home when they find an attractive reason that cannot step out of the door:- TV:cartoon and music programs with idols they love- home games: enjoy the funs of playing exciting games with parents or friends/relatives- and delicious dishes that their moms cook: Gau Do porridge now will be added to Mom's list because of the non-stop facy taste it offers.At the bottom of the layout there will be a box of 2 suggested recipies to have attractive and nutritious porridge for kids.

As good as home made porridgeA

dverto

rials

Celebrity Story

SOUTHNORTH



Have the goodness of home-made porridge in a snap, anywhere, anytime… as good as home

Gau Do porridge brings you the feeling of home porridge not only because of its taste but also the real value and quality its offers. As tasty as homemade, as nutri=ous as homemade!

Baby must eat- Nutritious porridge, now made easy with the same goodness and delicious taste

Porridge is nutritious and easy for kids to eat, especially when:+ they are sick,+ after the playing and having a lot of sweat, + or even it is a good snack between the meals. And they will never deny the attractive aroma and delicious taste that Gau Do offers. Wish some lovely decoration and the charm of Gau Do itself, Moms will give her kids the best Porridge in her busy life.

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Expert Mom knows the best porridge goodness at home…

Nutrition expert Mom knows well about criteria for a delicious and nutritious porridge, and always tries to give her kids the best she can. Gau Do is always trusted by her to be the instant porridge that can offer the nutrition and taste as good as homemade one when she doesnt have much time to prepare.

Career woman's day in the life: quality and efficient time: always manage to pull off a delicious and nutritious porridge any day!

Modern woman will never forget her role as a wife and a mother in her family, especial the food she cooks for her husband and kids. Gau Do porridge is her interesting exploration and has been her best friend to keep her family healthy and happy with their meals.

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The truth about home made meals for babies: not all home prepared nutritious meals are the same

There is a truth that sometimes Moms can make mistakes while cooking such as overcooking, loose the balance of the spices, or choose the wrong ingredients…those are factors that can make her porridge not as tasty and nutritious as it should be. Meanwhile, Gau Do instant Porridge, with its advanced technology and essential ingredient, can offer you a standard proportion of best taste with Vitamin B for your health.

My career begin with my Mom's home

made porridge

Popular chef talks about his favorite meal from his mom: the home made porridge that inspired him to learn how to cook. To him, to make delicious and nutritious porridge is an art and he highly evaluate the taste with the benefit that Gau Do instant porridge can offer

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Gau Do Instant Porridge reminds me of home

Celebrity confesses their sweet memories of home and how Gau Do reminds them of Mom and their cherished child hood

As good as it gets: Gau Do Porridge captures home made goodness with all natural ingredients

Now with Gau Do porridge, you can find any best value and quality that a homemade porridge can have

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Introducing delicious 12 porridges for kids from the reputable Mom Chef

A COLUMN series of 4 successive publications of 1 outcome (Tiep Thi Gia Dinh/ Me Yeu Be…) to suggest different kinds porridge taste with fresh and fun color for the whole family

which is delicious and looks appetizing.

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ia T

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pAs good as home made porridge



Same old feeds for your sick baby: now you got Gau Do with the same goodness and caring taste

How you feed your kid is always important element moms should care when raising kids, and it become more important when kids get sick. There are 3 things moms must supply for their kids during this time are: + Water+ Vitamin+ and Porridge, as the easiest and nutritious food for kids' body. Gau Do now, with the best quality and taste is here for moms to take every care of her beloved children.

Porridge a must have for family bonding during busy days

No need to go to the market and spend hours to collect all the ingredients that make a perfect and nutritious porridge. Food for busy day of the family will be still perfectly nutritious and as good as cooked with just some minutes with Gau Do porridge. Gau Do porridge, keep family close, even you dont have much time!

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My mother-in- law praises me for my porridge cooking

Story of a man who had chance to show his 'cooking talent' with his father in law in the past Women's day (08 March). He was so wise to use a very simple and convenient food, Gau Do porridge, with other ingredient to make a perfect porrige that his mother in law complimented a lot. Now he knows that cooking is not difficult at all because Gau Do is here for him to explore and perform.

A bowl of porridge a hard work from a busy mother made easy

Feature Gau Do porridge as an effective supporter for Busy moms to finish her task of being a wife, a mother perfectly with nutritious and tasty porridge that is always her kids and husband's favorite dish.At the bottom of the layout there will be a box of 2 suggested recipes to have attractive and nutritious porridge for family.

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testimonials



Self Introduction clip should be one clip for all channels in Vietnam, it will be 3 major contents:- Introducing NEW Gau Do Porridge- Introducing Se-Best technology- Outstanding elements of the Gau Do Porridge

Doc

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Gau Do: 3 Minutes to Delicious Home Made Porridge You Grow Up With

• In today's busy life, arranging time to take care of the family was difficult, the processing of aromatic meals, tasty and safe is harder than many times. In particular, capital soup familiar

to families in Vietnam, the ancestors used to care for relatives, friends, as few have the opportunity to appear in the daily meal. This indeed is a problem that housewives

"headache".

• One solution is making porridge. For a long time, consumers around the world have favored the type of rice porridge with Vietnamese convenience its outstanding advantages

compared to other packaged foods.In Vietnam in recent years, Asian Food companies have used a completely new technology,

combined with premium materials to create the type of rice porridge is not only delicious home cooked as porridge, which also add B vitamins good for health. This is an indispensable product for housewives today.

• Introducing NEW Gau Do Porridge with outstanding elements and Se-Best technology




homemadesimple

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ia

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ips

creative things that you

can do by yourself for family, kids to show how

much you love and care for them

Food & Recipes

home organization

crafts

home decor

garden




On

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und

Gau Do JUNIOR CHEF CONTEST: + Time: Mid April to Mid May (4 weeks)+ Purpose: This will be a chance for kid to show their talent and enjoy the fun of cooking. Gau Do will be the main ingredient in the porridge and bring funs with attractive taste to kids. + Execution: organize in 4 Districts of HCMC, cooperate with the Organization of Women and Cultural House for Kid to call for participating in the contest, where kid can cook their own porridge and mix it with other ingredient, then decorate it in their own way è we will have prize for the best kid with certain criteria, and have media to cover the contest.



PHASE 2Porridge that you love, made better.



Nurture your baby's nutritional needwith a delicious bowl of Gau Do Instant Porridge

When your baby begins feeding, he/she needs the right nutrition to ensure his optimal growth.

You feel unsure if your food can deliver the right nutrients. However, Gau Do porridge can be your solution.- Provide enough nutrition value for your baby's health: nutri, protein, nature oil,...- Convenience: easy to prepare a delicious meal for your baby

How to provide Vitamin B for your family

Role of Vitamin B (4 kinds B1, B2, B6, B12) to the health of the family.* Where you can find vitamin B? Beans, meats, egg, nuts, cereals, milk, pig livers...* An easy way to provide Vitamin B for your family : Gau Do porridge

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lsPORRIDGE THAT YOU LOVE, MADE BETTER



Nutrition expert's grocery check listGau Do is hero as constant and easy - delicious source of Vitamin B

According to nutrition expert A (endorsor), there is few convenience food providing Vitamin B- Vitamin B plays an important role for kids' growth. However, there's a lake of Vitamin B in convenience food.* Gau Do porridge is an exception: easy to cook & provide much of Vitamin B

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Essential Family Nutrition check listEvery Sunday, Ms Mai (testimonial) spends about 20 minutes to make a food list for the next week. She makes the list to make sure that she won't miss any necessary

food for the whole family.

- Gau Do porridge is a "must have" in Ms Mai's food list because it is one of the most favorite food of her 5-year-old son.

Box: Nutritional values in a Gau Do porridge bow

Edito

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Chef expert talks about the perfect porridge then latch Gau Do as having the perfect mix blossom, stickyness and smell

According to Chef A, a perfect porridge bowl must have:

1) good taste, 2)provide some vitamin, nutri good for health;

easy to cookBox: Gau Do porridge

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A valuable offer in every serving ---Mom's show care for appetite and nutritional value

* A valuable offer in every serving: how much is enough?* Prepare how many ingredients for a bowl?* Mom's show care for appetite and nutritional value* Gau Do porridge provide most nutrition and vitamins you need

Child athlete's must-have daily snack - a Gau Do filled with mom's home made goodness and taste plus Vitamin B

*Before each game, child athlete is servedhome made food, filled with vitamins*Quick and easy, *Gau Do - with mom's home made goodness and taste plus Vitamin B

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More nutrition in 3 minutes: The Gau Do porridge Advantage

A secret for busy women: prepare a delicious snack for your kids in just 3 minutes. Suggestion list:- Biscuits; - Soup; - A bow of instant porridge;

Nourishment or convenience?

It is said that convenience food isn't as nourish as the home made. So, moms seem have to choose 1 of the 2 benefits. However, Gau Do porridge should bring both: nutritional values for kids and convenience for mom.

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Content:A 4 –week Photo contest for member Webtretho named “Tôi yêu Gấu Đỏ” (I love Gau Do) Members share pictures of their family enjoying Gau Do instant porridge.Purpose:

- Create an fun and lively activity in Webtretho, the most popular forum for MOMS and KIDS, give them a chance to share and show their happy and proud moments of their family

- With the sponsorship and cooperation of Gau Do porridge, the forum wants to share as many recipes for porridge as possible, for member to serve their family good porridge

Gau Do porridge also wants to send the message about their product: “as good as homemade porridge” which is convenient, delicious, and nutritious è Gau Do porridge is introduced to the right target audience: family.Supporting channel:

- Forum seeding: about “How instant porridge can be as good as, and replace homemade porridge” in 4 weeks (aired 1 week before the contest), and will embed the information of the contest in the discussion.

- Flash banner: on webtretho, and to link to the contest when clicking to it. (aired during the contest in high traffic position)

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PHOTO CONTEST “I LOVE GAU DO”

PORRIDGE THAT YOU LOVE, MADE BETTER



Thank You!


violet gau do_march15final

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