cmo think& action round 1 nhóm xscape
DESCRIPTION
CMO Think& Action Round 1 Nhóm XscapeTRANSCRIPT
SCAPE
Brand Activation is
A process delivering Brand Promise to consumer by creating brand experiences
BRAND PROMISE CONSUMERBRAND EXPERIENCES
We think
Brand Activation
“The core marketing process through which we bring a brand to life through a variety of Brand Experiences” to:
Change the way consumers see our brands
Change the way those consumers behave
Influence their purchase behavior
Brand Activation Platform
“A physical or emotional space in consumers’ lives that enables the brand to interact in a distinct and meaningful way”
Brand Activation Idea
“A creative theme derived from the Activation Platform that can work across different channels, to achieve the brand’s marketing and communication objectives”
Brand Activation Channel
“A system or method that is used to interact and give customer integrated brand experience to bring the spirit of brand to customer’s life in a distinctive way”
Social Network Magazine, Newspaper Word of mouth
For example:
INVITATION EXPERIENCE AMPLIFICATION
Maximizing awareness of the Brand Experience among
the RIGHT consumers
A motivating and meaningful Experience for consumers
that reflects the essence of the brand and delivers
against objectives
Driving the Experience to achieve impact and reach
with a much bigger audience
Activation Campaign Phases
OMO - Tết 2014Yêu thêm giá trị Tết, lấm bẩn lại càng hay
Brand Activation Campaign
Target consumer
- Women, 22- 35 years old- Class ABCD- Office lady- Live in HCMC, HaNoi- Marriage with kids
Brand Activation Objective
Life concern
- Enjoy life and take care of their new family. Spend most of their life concern on their kids & family.- Have big concern with education for kids, always look for the best way to help their kid learning and develop.
Life style & Media habit- Modern mom style: always busy with work, kids & housework. They don’t have so much time for themselves. - Whenever they hang-out or travel, it must be with their family (kids & husbands).- Media habit: Webtretho, Eva, Vnexpress,… (topic concern: Kids’ caring & education, Kids’ schooling, Health, Issues of Husbands & Wives,..)
Campaign objective
Help kids understand more about traditional Tet values through a variety of activities in preparation for Tet with their mom.
OMO encourages moms to let their kids feel free to experiences traditional Tet values.
Brand Activation Platform
KID’S PLAYGROUND
Brand Activation Idea
Kid’s learning & experiencing Tet valuesYêu thêm giá trị Tết, lấm bẩn lại càng hay
This Idea aims to offer moms a springboard to
teach their children good values, using Tet as an
inspiration
Campaign Rollout
TriggerDec - Jan
Awaken the story of traditional Tet values in
modern life
There are many story out there about traditional
Tet values
TVC
Advertorials Editorials
Chibi Picture Collection
ExperienceJan
Experiences traditional values of Tet in modern
life
Let’s experience
Tet festive street
Advertorials Editorials
AmplifyJan - Feb
Advertorials Editorials
Youtube series and Facebook application
Let’s celebrate the beautiful result of the
action
Celebrating traditional Tet in modern life
Phase 1: Trigger the traditional Tet values
OMO’s TVC translates this story into
the modern day. After his mom tells
him that the fish will watch and relay
his deeds, a young boy goes about
doing good turns for his neighbours
– helpful acts which we also observe
from the viewpoint of his watery
friend. At the end of the reel, even
after the fish has been released, the
little boy has learned, and continues
to do good turns.
OMO triggers mom to help kid
feel the importance of
traditional Tet values in modern
life.
Key Hook: TVC
http://www.youtube.com/watch?v=BRNmEKtH8Qo&index=12&list=UUY8_xLO3NE3CayDLmb4jMig
Differences in traditional Tet values in modern life
PR
A photo contest “Khoanh Khac Tet” – Sharing
traditional Tet values
Phase 1: Trigger the traditional Tet values
Social Media
Key Hook: Tet Festival
Content:OMO gives moms and
kids a space to
experience and feel
traditional values of Tet
in a more meaningful
way.
Phase 2: Experience traditional Tet in modern life
PR
Encourage moms to let their kids
play freely and experience Tet
values
On ground Social
Tet festive street for kids to learn
about traditional Tet values
Location:Tao Dan Park (TP.HCM)
Vincom Royal City (Ha Noi)
A drawing contest “Hieu them gia tri
Tet-Be hoa sac xuan vui”
An online space helps kids learn
about Tet values
Phase 2: Experience traditional Tet in modern life
Key hook: Youtube series & Facebook application
http://www.youtube.com/watch?v=EEXtX89wnxM&list=UUY8_xLO3NE3CayDLmb4jMig&index=3
Content:Celebrate and share
beautiful results of kids’
learning about
traditional Tet values.
Phase 3: Spread out traditional Tet values
Social mediaPR
Phase 3: Spread out traditional Tet values
This campaign also carries
OMO’s over-arching message
that ‘Dirt is Good’.
It doesn’t matter if your child
gets dirty clothes, if he
has the freedom to get out
there, play and learn.
It is OMO’s job to manage the
dirt – leaving
mom and dad to get on with
the important role of parenting