sctv + starworld + national geographic channel - roadshow & activation_báo cáo hiệu quả...

Phi hp thc hin:

- Cng ty Truyn hnh Cp Saigontourist - SCTV

- Knh Truyn hnh HD gii tr tng hp STAR World v knh truyn hnh HD

National Geographic Channel

- Cng ty TNHH T Vn Gii Php Truyn Thng Thng Hiu Vit Nam - iLIGHTIS

STAR WORLD NATIONAL GEOGRAPHIC CHANNEL

NG HNH CNG SCTV

MT TH GII GII TR A SC MU

NI DUNG XUT

1/ K HOCH CHNG TRNH

2/ THC T CHNG TRNH

3/ NH GI KT QU CHNG TRNH

K HOCH

CHNG TRNH

V chng trnh RoadShow SCTV-SW HD-NGC HD:

Nm trong chin lc truyn thng tng th ca SCTV

L s phi kt hp thc hin gia i SCTV vi 02 Knh truyn hnh HD l SW HD & NGC HD

Mc ch:

Chng trnh gip Qung b hnh nh, tng nhn bit hnh nh thng hiu SCTV/ song

hnh cng thng hiu SW HD - NGC HD v th hin sc mnh ca SCTV ti th trng H

Ni.

Gy ch vi cng ng, b tr cc chng trnh truyn thng v bn hng km theo

1/ K HOCH CHNG TRNH

K hoch thc hin:

Thi gian: t 7h-10h v 15h-18h cc ngy trong 04 ngy t 03/10 n 06/10/2013

Phng tin: 40 xe p c trang tr logo SCTV SW NGC 2 bnh v gn c SCTV pha sau

Nhn s: Chia lm 2 i, mi i 20 xe gm 10 nam & 10 n, mi xe 1 PB/PG mc ng phc SCTV

(o v m) ph trch iu khin

Lch trnh d kin (cc qun ni thnh H Ni):

- i 1: Hong Mai (1 ngy) Ba nh (0,5 ngy) Ty H (1 ngy) Long Bin (2 ngy)

- i 2: H ng (1 ngy) Cu Giy (1,5 ngy) Ba nh, ng a, Thanh Xun (1,5 ngy)

- Tp trung cc gian hng b tr cc qun thuc Chi nhnh 2 v 3, tp trung cc i truyn hnh

1/ K HOCH CHNG TRNH

1/ K HOCH CHNG TRNH ROADSHOW KT HP CNG

GIAN HNG GTSP TRUYN THNG H TR NHY FLASHMOB

THC T

CHNG TRNH

2/ THC T CHNG TRNH

150 c bit tn sut qua 1 s tuyn trng im:

Hn 2.500 hnh nh c chp li v 01 video clip c ghi li

Hnh trnh 04 ngy

48 Hn gi p xe quanh 800

Km ng Vi gn

on xe qua hn tuyn ng v khu dn c

2/ THC T CHNG TRNH

La Thnh i Truyn hnh Vit Nam

10 ln Nguyn Ch Thanh

i Truyn hnh Vit Nam

Hunh Thc Khng i Truyn hnh H ni 05 ln

12 ln

C BIT

2/ THC T CHNG TRNH TRANG TR

XE P C SAU

2/ THC T CHNG TRNH CHY ROADSHOW

Mt s tuyn ph chnh

Nguyn Cnh D - Trng Chinh Tn c Thng Huznh Thc Khng Thi H Ty Sn Ging V Liu Giai Vn Cao i Cn Kim M La Thnh - Nguyn Ch Thanh Thy Khu Trnh Si Vng Th - Xun La Lc Long Qun Nghi Tm u C Trn Khnh D Trn Quang Khi Long Bin Nguyn Vn C - Ngc Lm Ngc Thy

i I

Nguyn Tri Trn Ph Phng Hng T Hiu Vn Phc Khut Duy Tin Phm Hng Duy Tn Trung Knh Trn Duy Hng Nguyn Phong Sc Xun Thy Cu Giy Ngha Tn La Thnh Nguyn Ch Thanh H Tng Mu ng Xa La Thnh Nguyn Ch Thanh L c Th - M Tr

i II


Mt s tuyn ph chnh i I

i TH Vit Nam

i TH H Ni

Kim M

THY KHU

LC LONG QUN

NGUYN CH THANH

VN CAO


Mt s tuyn ph chnh i I

NG GM S THANH NIN

LONG BIN

NGC THY

NGC LM NGUYN VN C


Mt s tuyn ph chnh i II PHNG HNG

NGUYN TRI VN PHC

BIGC TRN DUY HNG

TRUNG KNH

CU GIY PHM HNG

MAI DCH


Mt s tuyn ph chnh i II

TT NGH THUT U C

M NH TY SN L C TH LA THNH

XUN THY CT LINH NGHA TN

2/ THC T CHNG TRNH

TY H LONG BIN CU GIY

V TR THC T

GIAN HNG GTSP

2/ THC T CHNG TRNH

LNG KHCH THAM QUAN

GIAN HNG GTSP

Sau 4 ngy din ra chng trnh, c bit l sau 3 ngy c t chc gian hng ti cc qun Cu Giy, Ty

H v Long Bin, s lng khch hng tham quan gian hng v ng k{ lp t dch v ca SCTV t

con s rt ang ghi nhn v nhng tn hiu v cng tch cc.

LONG BIN TY H

1200 LT

NGI

60 PHN QU

600 LT

NGI

30 PHN QU

2500 LT

NGI

CU GIY

60 PHN QU

2/ THC T CHNG TRNH

TNG TC TI GIAN HNG TY H

GIAN HNG GTSP

GII THIU SN PHM

PHT T RI

2/ THC T CHNG TRNH

TNG TC TI GIAN HNG CU GIY

GIAN HNG GTSP

GII THIU SN PHM PHT T RI

2/ THC T CHNG TRNH

TNG TC TI GIAN HNG LONG BIN

GIAN HNG GTSP

PHT T RI GII THIU SN PHM

2/ THC T CHNG TRNH

TNG TC TI GIAN HNG MC GII THIU & TRNH CHIU TVC

GIAN HNG GTSP

2/ THC T CHNG TRNH

TNG TC TI GIAN HNG N PHM

GIAN HNG GTSP

BACKDROP XSTANDEE TRN

2/ THC T CHNG TRNH

TNG TC TI GIAN HNG

KT HP NHY FLASHMOB

THU HT

BIU DIN

NNG NG

2/ THC T CHNG TRNH

TNG TC TI GIAN HNG

KT HP NHY FLASHMOB

2/ THC T CHNG TRNH TNG TC KHC

PHT T RI


QU TNG SCTV

2/ THC T CHNG TRNH TRUYN THNG H TR

PR MEDIA

STT DANH MC DNG BI NGY NG

1 Dantri.com.vn SCTV - Nhng ngy u chm ng th 4/10/2013

2 24h.com.vn Star World & National Geographic Channel ra mt th trng HN. 7/10/2013

3 Zingme.vn Chi nhnh SCTV H Ni t chc Roadshow 7/10/2013

4 Vietnamnet.vn Nhiu u i khng ti H Ni ca SCTV 10/10/2013

5 Dantri.com.vn Th trng truyn hnh tr tin cn hng i mi 15/10/2013

Dantri.com.vn 24h.com.vn Zingnews Vietnamnet.vn


PR MEDIA HIU QU LAN TRUYN


PR MEDIA

http://dantri.com.vn/nghe-nhin/sctv-nhung-ngay-dau-cham-ngo-thu-do-786416.htm

Link

Link

http://hn.24h.com.vn/thi-truong-tieu-dung/star-world-national-geographic-channel-ra-mat-thi-truong-hn-c52a578024.html


PR MEDIA

http://news.zing.vn/Nhieu-uu-dai-khung-tai-Ha-Noi-cua-SCTV-post358482.html#category

Link Link

http://vietnamnet.vn/vn/cong-nghe-thong-tin-vien-thong/the-gioi-so/144119/thi-truong-truyen-hinh-tra-tien-can-huong-di-moi.html


PR MEDIA

Link

http://dantri.com.vn/nghe-nhin/nhung-don-nhan-cua-nguoi-dan-thu-do-voi-dich-vu-truyen-hinh-cap-sctv-790210.htm


SOCIAL MEDIA TNG HP CC KNH TRUYN THNG

STT KNH NI DUNG TRUYN THNG KT QU (15/10/2013)

1 Youtube ng ti Clip StarWorld phi hp nhy Flashmob ti Vit Nam cng SCTV v National Geographic Channel iLIGHTIS.

View: 1157 Like: 18, Dislike: 0 Comment: 8 Repost: 0

2 Facebook Chia s Clip Viral trn 11 fanpage: Mr Smile, Th gii cng ngh, Cm nang du lch, D thng nh nhnh du dng duyn, Phong cch, Con yu m nhiu lm, Th gii teen, a im vit nam, Event Management - Qun l s kin, Copywriting Sng to ni dung.

4 Link hay Chia s bi vit PR: bi 1, 3. Chia s Clip viral.



http://www.youtube.com/watch?v=L3w0xnyhhzM

Link

NH GI KT QU

CHNG TRNH

3/ NH GI KT QU IM MNH

L trnh v thi gian:

L trnh bao qut cc tuyn ng quan trng thuc cc khu vc trng im, cc khu dn c, ch, khu vui

chi, cc i truyn hnh Vit Nam, H Ni, trung tm thng mi ln.

Thi gian din ra chng trnh vo cc thi im u bui sng v cui bui chiu, y l thi im cc tuyn

ph ng ngi qua li, gy ch vi cng ng.

Chng trnh din ra m bo thi gian v l trnh theo ng k hoch

S lng v tn sut qua cc tuyn ng, c bit l cc tuyn trng im u vt k hoch d kin

Phng tin: xe p vn hnh tt, ch gp 1 s trc trc nh trong qu trnh lu thng (xm lp, phanh),

c x l sa cha kp thi, khng nh hng n chng trnh.

Nhn s (PB/PG): nhn s do iLIGHTIS cung cp m bo thi gian v sc khe khi tham gia chng

trnh.


THNH CNG MI

- Khc phc c nhng tn ti ca ln Roadshow trc, khi khch hng/ngi tiu dng u nhn

bit c thng hiu SCTV l g? C s n nhn ca khch hng nhng khu vc on i qua. - Event kt hp Roadshow vi t chc gian hng gii thiu sn phm, mang n s gn gi/quan tm ca

SCTV ti khch hng, khi trc tip tr li c rt nhiu thc mc v cht lng dch v cng nh cc

chnh sch u i trong thi gian ny.

- S kt hp ca 2 knh truyn hnh th gii SW NGC, nh mt iu mi l, khi ngi khch

hng/ngi tiu dng c nhng n nhn tch cc, to s tin tng v cht lng dch v ca nh i.

- Truyn thng bi bn, khi kt hp gia Social Media v PR booking to ra s lan truyn mnh m trn cc

phng tin truyn thng gp phn tng hiu qu qung b hnh nh v nhn din thng hiu SCTV ti th trng min Bc ni chung v th trng H Ni ni ring.


N TNG

3/ NH GI KT QU CT IM YU/HN CH

L trnh: K hoch thay i nhiu ln gy nhiu kh khn cho i tc v trc tip

tc ng ln tm l cc CTV, ngoi ra cc im tp kt cch xa nhau, gy kh khn

trong qu trnh di chuyn t im tp kt gia cc khu vc

Truyn thng: Do tc ng ca s kin chnh tr quan trng l l quc tang i

tng V Nguyn Gip, nn k hoch truyn thng ban u phi iu chnh li thi

gian trin khai trnh b nh hng ti hiu qu trc ph v sc ht qu ln

ca cc thng tin v quc tang.

3/ NH GI KT QU KH KHN

THI TIT

TC NG

Bao Danh gia thuc hieb so nguoi tham gia, nhan qua, dang ki Anh Tvc, ok

sctv + starworld + national geographic channel - roadshow & activation_báo cáo hiệu quả...

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