elite young marketers assignment 13.1 - bich van - trong thuyet

25
Prepared by NGUYEN TRAN TRONG THUYET NGUYEN BICH VAN CREATIVE IN DIGITAL

Upload: nguyen-tran-thuyet

Post on 19-Jun-2015

285 views

Category:

Business


0 download

TRANSCRIPT

  • 1. Prepared by NGUYEN TRAN TRONG THUYET NGUYEN BICH VAN CREATIVE IN DIGITAL

2. 1.DIGITAL MARKETING CAMPAIGN: BACKGROUND Bluestone has successfully attracted a high number of users through contests & activities. However, it lacks focus on products & its relevant roles, hence, consumers still lack awareness of what Bluestoneis & what it does. CHALLENGE Communications can not step in the territory of other categories, like Knorr dominates the territory of recipe. Communications have to focus on the core value of Bluestone brand as a home appliancesprovider. 3. 1.DIGITAL MARKETING CAMPAIGN: STRATEGIC APPROACH The direction will focus more on products, base on consumers tension to create relevancy. Look for consumer tension Establish the brands relevant role Proposition for digital campaign 4. 1.DIGITAL MARKETING CAMPAIGN: CAMPAIGN INSIGHT Women want to live a life without limitation, but the demanding responsibilities of working & home-making is restraining them. 5. 1.DIGITAL MARKETING CAMPAIGN: CAMPAIGN BIG IDEA Bluestone release women from all limitations & let her live life to the fullest. 6. 1.DIGITAL MARKETING CAMPAIGN: CAMPAIGN MESSAGE Ai ni cuc sng l gii hn Awareness Engagement Amplification ENGAGEMENTIDEA Nu o n tht OBJECTIVE CONTENT Teasing consumers that the Blue Stone kitchen is coming online and they can experience it for real. Raise awareness and curiosity of the first-time- ever-in-Vietnams Blue Stone Real Experience and the effective, powerful functions of Blue Stone products Let the consumers experience the Blue Stone kitchen for real and excite them with real interaction and on-ground delivery. Encourage them to spread the message to their friends to get morerewards. Continue to maintain the excitement through PR and online seeding. Amplify and create more buzz for the campaign. Bring the Blue kitchen to real life with the activities to support other channels: PR, activation, visual merchandising, dealer conference. KEY HOOK Teaser viral clip Virtual blue kitchen Amplificationviralclip 7. 1.DIGITAL MARKETING CAMPAIGN: CAMPAIGN OUTCOME More than 320,000 views for the viral clip (in 6 weeks) More than 130,000 visits on the website in first 6 weeks Time on site: 168s And a long-term concept for future development The KPI reached compared to the limited budget is huge thanks to creative mechanism to achieve eagerness of users, so the earn media is huge 8. #2. PROCESS TO GENERATE CREATIVE IDEA FOR DIGITAL 1. Background 2. Insight 3. Direction / Approach 4. Big idea / Communication Message 5. Digital Engagement Tactic 6. Detail Execution 9. 1. BACKGROUND A good creative idea must come from a strong background analysis and deep understanding on brand, product and competitors 10. 2. INSIGHT What is the CORE AND RELEVANT insight that we can utilize on digital? 11. 3. DIRECTION/ APPROACH 12. #4. BIG IDEA - KEY MESSAGE #5. DIGITAL ENGAGEMENT TACTIC 13. + Wireframe / Layout / Sitemap + Mechanism for Facebook app / Contest + Consumer Journey + Detail Script for Viral Clip + Key Visuals of characters / tone and mood + Content Website A creative idea must go with a detailed and consistent execution, which includes: #6 14. With the background of Lipton as a product that makes you feel relaxed, delightful, and Unilevers background is to create something big for Vietnam, the history of Lipton that it has inspired users in previous campaigns this campaign must bring users something delightful. (it is also consistentwith the ATL concept) Insight: Routine is unchangeable, but I need something new, something inspires me to enjoy my routine in a positive way. And Lipton can step in to inspire users to be more positive. 1 & 2. BACKGROUND and INSIGHT 15. Lipton Story Unconscious mind and unhealthy body in the morning => leads to boring routine. Start a new day with positive mindset and Lipton => leads to proactive mindset and active body => then you have inspiration to have positive action. All the positive action can create shinning moments => all of that create a shinning Vietnam Phase 1: Wake up & Warm up Phase 2: Lipton Inspiration Phase 3: Shining Vietnam & Amplify 3. DIRECTION/ APPROACH 16. 4 & 5. KEY MESSAGE& DIGITALENGAGEMENTTACTIC Key message: Bng sng khonh khc vi Lipton. Campaign Roll Out Phase 1 Wake-up & Warm up Create tension, awareness and educate people about Lipton 4 moments Phase 2 Lipton Inspiration Engage with people by online activities to build up Lipton inspiration image Phase 3 Shining Nation & Amplify Amplify & make buzz about Lipton, Shining Viet Nam Stage Objective Tools Lipton invitation clip Viral clip/ V-blog KOL PR Lipton TVC Photo contest (FB& Mobile app) Ad banner PR Killing-routine lucky route FB app Reminder Mobile app Online PR Vietnam map Outdoor billboard 17. 4 & 5. KEY MESSAGE& DIGITALENGAGEMENTTACTIC Key message: Bng sng khonh khc vi Lipton. Campaign Roll Out Phase 1 Wake-up & Warm up Create tension, awareness and educate people about Lipton 4 moments Phase 2 Lipton Inspiration Engage with people by online activities to build up Lipton inspiration image Phase 3 Shining Nation & Amplify Amplify & make buzz about Lipton, Shining Viet Nam Stage Objective Tools Lipton invitation clip Viral clip/ V-blog KOL PR Lipton TVC Photo contest (FB& Mobile app) Ad banner PR Killing-routine lucky route FB app Reminder Mobile app Online PR Vietnam map Outdoor billboard Among those tactics, the main engagement tactic would be a mobile app synced with a Facebook app that users can use to wake up with joyful moments, and capture their delightful moment of the life. The user can use the app to join in a photo contestto show their shining and delight. 18. Write script for My Tam V-log - Content direction, outline of the vlog - Storyboard - Tone and mood 6. DETAILEXECUTION With many things to be prepared for a campaign, the creative team started to go to creative detail execution 19. App mechanism to play Rules Prize system 20. Demo app homepage and applicationlayout 21. Demo mobile app layout and functions 22. Demo key visuals on social fan page