SMASH

TRẦN THỊ THU HỒNG NGUYỄN TRỌNG NGHĨA NGUYỄN THỊ YẾN VY

IT’S KIND OF FUN TO DO THE IMPOSSIBLE

BRAND ANALYSISHP focus on customers who keen on newer designs, innovative technology, comfortable keyboard and touchpad. Moreover, HP makes you feel being taken care by best customer service.4TH

excellent design and audiovery good technical support to customershuge selection of pricesstyles and configurations to choose

HP PAVILION X2You want a handy tablet?You want an effective laptop?We have both, in 1 HP Pavilion X2

EXPERIENCE FLEXIBLY

Long batter

y Anytime

Afford-

able price

cool desig

n

TARGET MARKET

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

Huge number of students (4000 each year) Students have various characteristics

Easy to influence Easy to get permission to execute campaign

MARKET INSIGHTConsider laptop is a "must-have" device

Have general computing use: browse online for entertaining,

read books, do research, do

assignment, teamwork activities or run some

simple appsHave medium budget, willing to spend 8-12

millions VND for a laptop

TARGET AUDIENCE

FRESHMEN

DYNAMIC

GENERAL COMPUTING USING

NEED

INSIGHT

I desire to be a DYNAMIC STUDENT as well as build a strong foundation for my student life so I always push myself to

EXPERIENCE AS MUCH AS POSSIBLE. It means that I will be busy, move to many places, I NEED A FLEXIBLE DEVICE TO DO EVERYTHING EFFECTIVELY AND

OPTIMIZE MY TIME.

BRAND ROLEFUNCTION

2-1 laptop – A laptab Have all pros and minimize all the cons of laptops and

tablet Fit all working and entertaining purposes

EMOTION• Convenient and comfort in any place at any time

• Dynamic and effective student

BIG IDEA

BURDEN-LIFTERI ’M NOT YOUR BURDEN. I ’M YOUR BURDEN-LIFTER

IMC PLANPHASE 1 (JAN 2016) PHASE 2 (FEB 2016) PHASE 3 (MAR 2016)

OBJECTIVE

Let students aware that laptop is a burden that constrains and prevent them from being dynamic and flexible

Show them a device that is not a burden anymore and also makes them more flexible to work and move - it's a labtab = laptop + tablet

And more, HP Pavilion X2 can lift your burden up (solving all of your troubles)

KEY MESSAGEBurdened laptop erodes your desire

to be dynamic. Laptab is a burden-lifter No more burden.Yes more challenges

DESIRED RESPONSE

Laptop is very essential in my student life, it's always side by side to me but I don't want to bear a heavy and bulkylaptop to many places to fulfil my roles as a student, a club member, a volunteer. It turns out preventing me from doing what I want and sometimes, making me uncomfortable in public places.

I want to have a laptab

I have a lot of troubles to carry out : get lost in a strange city, find motel for schooling, connect with people, do assignment, save memorable moments, watch the world moving, keep updated...And now wow, I can not only own a flexible laptab but also a burden-lifter which helps me to solve all troubles.

IMC PLANPHASE 1 (JAN 2016) PHASE 2 (FEB 2016) PHASE 3 (MAR 2016)

KEYHOOK "Dare you bear

challenge" event Viral clip

Photo contest Activation

And more, HP Pavilion X2 can lift your burden up (solving all of your troubles)

CHANNEL

Social network (facebook group, fanpage, youtube,...), PR, forum seeding, technology website

Social network (facebook group, fanpage, youtube,...), PR, forum seeding, technology website... Ambient ads and event

Social network (facebook group, fanpage, youtube,...), PR, forum seeding, technology websiteAmbient ads and event

IMC PLANPHASE 1

"Dare you bear challenge" eventStudents will be dared to wear an object that has the same shape with laptop and same weight (2 kg) while moving around and overcome challenges and activities. The longer they carry the laptop, the bigger reward they will get Þ Let them feel that a normal laptop is very

heavy and bulky. Viral clip A dynamic male student is struggling with lots of problems when using a laptop: - He had to email all materials to others and let his laptop at home - He got bored to bring a laptop however he saved everything in it - He was tired to carry a laptop - He desired to own something small like a tablet of his friends but he could not afford.

IMC PLANPHASE 2

Photo contest: "50 shapes of laptab" 1st step: Student has to define what is a laptab and post on their facebook2nd step: Student is challenged to carry HP Pavillion X2 but they touch it as less as possible and take a photo => A laptab is not your burden anymore Activation: Place HP Pavilion X2 in some most popular places of UEH-ers (like group study, chit chat with friends...) like Meito Boba, font gate of school, school's library,... Each Pavilion X2 area will be set up nicely, friendly to use and attractively with the message: "I am yours". There will be lots of eronic situations when UEH-ers really need laptop to throw their burdens (solve their problems)

IMC PLANPHASE 3

Seminar "Dynamer": Consult students to be dynamic to lead the life they want and overcome challenges #Ifacemychallenge activity: Share the challenges you overcom on facebook, who get most likes and shares will receive a HP Pavillion X2

KPIKPI MEASUREMENT TRACKING

BUSINESS OBJECTIVE

Sales in 3 months (Jan-Mar, 2016): 10 billions VND

Revenue report

MARKETING

OBJECTIVE

85 % aware of HP Pavilion X2 brand

Research report: quantity and qualityThe number of postsSpeed of spreading key messagesThe number of time that key messages show up on channelsThe number of people engage in each activity

65 % research about HP Pavilion X2

The number of people ask for consultance from PG, PBThe number of people visit HP's channels: website (http://hp.com.vn/), facebook (https://www.facebook.com/VietnamHP)

40 % take action: buying HP Pavilion X2

The number of buyers at HP's POSM: retail stores (MWG, FPT Shop, Vien Thong A), small stores..

BUDGETPHASE 1 PHASE 2 PHASE 3

BUDGET

Viral clip: 150 millions VND"Dare you bear challenge" event”: 250 million VNDPR: 100 millions VNDSocial media, online magazine: 100 millions VND=> Total: 600 millions VND

Photo contest: 150 millions VNDActivation: 300 millions VNDSocial media, online magazine: 300 millions VND=> Total: 750 millions VND

Seminar: 200 millions VNDHashtag contest: 100 millions VNDSocial media, online magazine: 150 millions VND=> Total: 450 millions VND

TRACKING

Earned media, PR article: 80 postsYoutube: 200k views/monthFacebook : increase 20 000 likes, 30% TAT

1500 participants in eventFacebook: increase 30 000 likes, 50% TAT1000 Facebook users share TVC/ 1000 Facebook users use hashtag #laptabiscomingtotown

Website: 100 000 viewsFacebook: increase 20 000 likes, 60% TAT

THE END.S M A S H – I T ’ S K I N D O F F U N T O D O T H E I M P O S S I B L E