ym2 assignment 171 - hoang thach thuy tien
TRANSCRIPT
Target
Audience
Male and Female aged 18-25, mostly in Ha
Noi, dynamic
Dare to
LIVE
Dare to
DREAM
Dare to
DO
THE NIGHT TO LIVE YOUR GREEN
YOUTH TO THE FULLEST
WITH
COZY[OBJECTIVE: Educate consumer about the new message of brand]
Trigger Experience Wrap-up
Did you live the YOLO spirit?
Let’s live your life, be YOLO with COZY
Let’s celebrate the YOLO spirit and live
it on
YOLO COZY profile application
GREEN NIGHT OUT WITH COZY
Amplifying articles
Phase
Key message
Key hook
Trigger the YOLO spirit in young people
Let them experience living the YOLO spirit
with COZY
Celebrate the night of YOLO spirit
Objective
Social seeding, Advertorials, viral clip
Social seeding, influencers’ sharing
Social seeding, Advertorials,
EditorialsSupporting tactics
CAMPAIGN ROLLOUT
PHASE 1 – TRIGGER THE YOLO SPIRIT
TA registers, answering persona discovering questions and gets ticket to the party
Facebook app
Viral clip Influencers sharing their YOLO spirit and introducing the event
PHASE 2 – LIVE THE YOLO SPIRIT IN THE GREEN NIGHT OUT
Dynamic performance
YOLO spirit sharing
COZY tea cocktail performance
Game and sampling
PHASE 3 – CELEBRATE THE YOLO SPIRIT
Articles wrapping up the event
Articles to further educating the message
Key learnings
PROS
CONS
• Capturing the trendy message of youth in Ha Noi
• Diversified tactics delivering noticeable number of participants
• Utilize the event for product placement
• Message is trendy but not original
• COZY’s role is not clear and persuasive