ym2 assignment 111 thuy tien
TRANSCRIPT
Create the talk of town, delievering the message AXE realizes man’s most daring dream to give man the edge in the
mating game
Introduce AXE APOLLO new product lines as a daring innovation to give man the edge in the mating game
Campaign background – Objective – PR role
As a male grooming brand aunching a new product line in the market that’s full of strong competition, with the core value of grooming man for the edge in the mating game, AXE leverage its strongest discriminator of dressing any man to turn FROM ZERO TO HERO in women’s eyes to the peak of astronauts. This is a global campaign that need adjustment to fit Vietnamese market where men don’t talk about the mating game as
freely, shamelessly as in other countrie
CAMPAIGN BACKGROUND
OBJECTIVE
OBJECTIVE
Key Analysis
Tough to reach TA and get their attention in the sea of information they get each day, as well as
ge them to interact with such extraordinary subject
Media context
Owning a unique message, but unfamiliar to such traditional market with strong competition having more established position in men’s mind
Brand context
Intrigued yet hesitate to extraordinary things – thrive to prove their masculinity
Consumer context
Male aged 18-35, ABC, mostly urban, love extraordinary experience
Strategy
Intrigued by extraordinary things
Thrive to prove their masculinity
The most daring innovation to give man the edge in the
mating game
Leverage man’s interest in extraordinary things with the quest to find the next man to space
Draw them into the journey of proving their masculinity, achieving the extraordinary respect
Brand roleInsight Strategic approach
Draw huge attention with the A-list ambassador Ngo Thanh Van
Concept
AXE apollo Takes the next Vietnamese man to spaceWow them with the most daring
innovation to make the impossible happen
Engage them in the journey of training, proving their masculinity, their lead in the
game of men
Amplify their triumphant achievement, drawing all eyes on the next man to realize the magic for Vietnam – fly into the space
Deployment Plan
Celebrate the extraordinary achievement of the next Vietnamese man to space
Deployment: -–– key message – how – key hook – PR tacticsPhase 1: Phase 2: Phase 3:Result: huge media coverage with positive feedback on the extraordinary quest Learnings:Creative tactics raise huge awareness – Channel choice: website is not an effective channelSmart influencer choice and make best use of her – To soon revealation of result
All society is curious about the magnificent beginning of an extraordinary quest of finding
next Vietnamese man to space
Man are thrilled by and follow the quest of finding the next VN man to space
The reward AXE give the winning man is triumphant and desirable – all men wants
to be AXE man
Be aware of the extraordinary quest to find next VN man to space Let’s join the extraordinary quest Let’s celebrate the triumphant
reward of the man
Extraordinary press conference The extraordinary quest Extraordinary Finale gala
Mysterious recruitment on Vietnamworks
Advertorials, EditorialsSocial seeding
Advertorials, EditorialsSocial seeding
Ambassador Supporting activities (bring top 3 to fashion show, feature
them in her MV, shws…
Advertorials, EditorialsSocial seeding
Media bombarding
objective
Keymessage
Key hook
PR tactics
Storyline
Ignite TA’s curiosity about the quest to find the next Vietnamese man to space
Engage them in the quest to find the next Vietnamese man to space
Key learnings
Creative tactics raise huge awareness
Smart influencer choice and make best use of her
Channel choice: website is not an effective channel
To soon revealation of result
Pro Con