Center Fruit chewing gum filled with fruity liquidSingle piece sold at 500VND/pcsCURRENT STATUS:New launch (Q2 2011), low brand awareness andlow off-takeJust do a sampling campaign when launchingproductNo TVC & print adsGENERAL INFORMATIONBuild CF brand as novelty, lifestyle brand
CENTER FRUITunique chewing gumwith a mouthwateringfruity liquid filling
To excite the market of Center FruitTo create massive awareness on the brand via visibilityBuild Center Fruit brand as novelty, lifestyle brand for teenagers agedfrom 12 to 18, active, dynamic and trendyOBJECTIVES
CAMPAIGN STATEGYOBJECTIVESTo excite the market of Center FruitTo create massive awareness on the brand via visibilityBuild Center Fruit brand as novelty, lifestyle brand for teenagers aged from 12 to 18, active, dynamic and trendyAPPROACH STRATEGYUtilize marketing tools to approach target consumers.Make impact activities to create pervasive effects on the communityMaximize WOM in the society and teen worldCOMMUNICATION STRATEGYUsing VIRAL MARKETING as a main key to approachCombine modern & traditional tools including: DIGITAL (online & mobile) , DIRECT MARKETING (event &roadshow), PR (online & offline) & MERCHANDISING
WANT TOWHO DO YOUTALK 2?TEENA very special individual in community
T R I O P L U S – E V E N T & E X H I B I T I O N A G E N C YLove to becentral ofcommunity &to be famous12- 18years oldLifestyle,music, dance,K-pop, idol….Use online& social allthe timeActive -dynamic -trendyTo beoutstandingand differentWHOARETEEN?
T R I O P L U S – E V E N T & E X H I B I T I O N A G E N C YALWAYSSTUDY:School, library,bookstoreUSUALLYONLINE:YouTube, Yume,Facebook, ZingMe,Google, Comic,Kenh14, HaiVL….LIKEMAGAZINE:MucTim, H2T,VTM….LOVE PLAY &RELAX: Cinema,park, bowling,supermarket,shopping mall, milktea shop, culturehouse, pool…..CRAZY FORCHATTING:Yahoo, Ola,Vtalk, Viber,WeChat…WHATDOESTEENDO?TV ADDICTED:YANTV,TheVoice,SoYouThink,VietnamIdol..
T R I O P L U S – E V E N T & E X H I B I T I O N A G E N C YTO APPROACH TEEN NOW?BIGCONCEPT
You will BE CENTERof your friendsYou will BE CENTERin the communityYou will BE CENTERwith usYou will BE CENTERin all activitiesBE OUTSTANDING WITH EVERYONEWITH SPECIAL THINGS
THE WORLD NOW WAS & IS CRAZY ABOUTTHESEEvian Roller BabiesCHICKEN DANCE
AND NOW, WE MAKE THEM CRAZYOF BEING CENTER OF THE WORLDWITHTHIS&BE CENTER DANCE SONG, WE CALLED IT
A VIRAL VIDEO APPEARS ON INTERNET WITH AVERY SPECIAL BEAT, LOVELY & FUNNY MOVES.IT MAKES TEENCRAZY TO FIND &LOVE IT.WITH 3 KUTE FRUIT CHARACTERS BY 3D,THEY WILL PERFORM & TEACH TEEN THEIR DANCESONG.
WARM-UPA kute dance clip appears.It makes a new love of teen.Teen search & tumult about this.Influencers & celebs to talk about it.……..BOILING EXPLODEClip becomes really hot.Everybody goes crazy with this,practice & perform everywhere.Online contest appears to satisfy thedance’s thirsty of teen.Connect with brandA big event to make a big buzz tocommunityExplore brand awareness & imageClosely connect with teenCOMMUNICATIONSTRATEGYA very funny & kute dance clip can make teen love & practice with this song. It can makea new wave in teen community
PHASE 1ACTIVITIES:1. Unveil “Fruit’s Moves” Clip2. PR online to make WOM• Talking about clip in all teenwebsite, forum…• Bloggers, Facebooker,Influencers talking about this3. Teen group practice clip &perform at some places4. Remix & cover this clip byceleb, teen….it make a newwave, new trend in teen world…PHASE 2 PHASE 3WARMING-UPCAMPAIGNSTRUCTUREBOILING TEEN EXPLODEACTIVITIES:1. Roadshow to performed “Fruit’sMoves” at public places combinewith sampling2. Remix & cover this clip by celeb,teen….3. PR online4. Digital Contest combine withZingMe & Facebook.5. Digital Advertisement6. Mobile supportACTIVITIES:1. Big Contest, Big Event for teen2. Improve Facebook FanPage &ZingMe Fan3. PR online & offline after event4. Connect with brand &communicate brand essence,message5. Build strong platform for nextcampaign of Center Fruit
NOVEMBER DECEMBER JANUARYPHASE 1 PHASE 2 PHASE 3W3 W4 W1 W2 W3 W4 W1 W2 W3HỌP BÁO CÔNG BỐ &KHỞI ĐỘNG CUỘC THI ĐĂNG KÝ DỰ THICK KHU VỰC & TOÀNQUỐCUnveil “FRUIT’SMOVES” CLIPRemix & cover this clip by celeb, teenPR Online during contest & after eventCAMPAIGNTIMELINEONLINEOFFLINETalking about the clip in all teen’s websites, forumBloggers, Facebooker, Influencers talking about thisDigital Contest (ZingMe & FaceBook)Teen group practice clip &perform at some placeRoadshow to performed “Fruit’s Moves” PR post eventEvent
TAB TWO TAB THREE TAB FOUR1 UNVEIL “FRUIT’S MOVES” CLIPPHASE 1WARMING UPUpload “Fruit’s Moves” Clip on all websiteslike: Youtube, ZingVideo, Clip.vn,….Spread clip over all kind of teen’s websites &forums.
TAB TWO TAB THREE TAB FOUR1 PRPHASE 1WARMING UPPost Video Clip & Create Negative NewsMISSION CREATE AWARENESS OF THE VIDEO CLIPSTORYANGLES 1. “Wow, a wonderful dance appear”2. “Gangnam is nothing compared to this dance”3. “hey, you will love this for the first time”4. “Best dance on Youtube ever..”5. “Dance is not especial": Compare this kind of dance with others kind of dances such as GangnamStyle, Chicken Style, .. Then, this dance is normal, not so good not so bad.6. “Good dance but don’t know the meaning of this dance"7. "Who creates this kind of dance, ungainly"CHANNEL Websites: Zing, Kenh 14, Ngoi Sao.Social: Fan page Facebook, Forums ( for teen), Blogger, Microsite on Zing.OTHER ACTIVITIES
2 ONLINE ACTIVITIES1All of teen website & forum will talk about this clip.Seeding to comment, discuss with teensEngage them to interest, create new trend to love with this moves.23PHASE 1WARMING UPMany Facebook Fanpages appear after this clip: “Hội Những Người Phát Cuồng Vì “Fruit’sMoves” , Thế Giới Trái Cây,…..40 Influencers (Blogger, Facebookers, Celebs..) will share this clip on their personalpages & talk about this to make teen attention & like it.Engage teen like & share
3 OFFLINE WOMPHASE 1WARMING UPA dance group with colorful costume will go around the city.At crowded area (park, Bệt café…” on peak-hour, they will perform“Fruit’s Dance” & encourage people will dance with them.At crossroads when people stop, they will walk through “BE CENTER”LOGO & and perform a very special movement of dance.Dance team willhunt some peoplewho are confidentto join their dance,give “BE CENTER”badge & capture itfor viral video.
PHASE 1PRE-LAUNCH4 REMIX & COVER- “Fruit’s Moves” clip will be covered this dance by some hot girls, celeb… can influence with teen &community.- Some remake clip from teen will be uploaded on Youtube channels: teen perform this song at parks, onbuses, in their classes, in bubble tea shops, supermarkets and shopping centers to make teen moreinterest in this clip.
PHASE 2BOILING1 DIGITAL CONTEST2 PR (Online & Offline)3 ROADSHOW4 DIGITAL ADVERTISEMENT5 MOBILE
TAB TWO TAB THREE TAB FOUR1 DIGITAL CONTESTPHASE 2BOILINGREGISTRATION- Teen registers onPage- Become fan ofCenter Fruit- Learn “Fruit’sMoves” step-by-stepby 3D Video.CAPTURE CLIP- They capture theirvideo clip whenperforming dancesong with the mostcreative ways: in bus,school, withhelmet…..- Upload their clipson PagesSHARE – LIKE -VOTE- Share their clipswith friends on Zing,Facebook… to gettheir fan.- Fan to vote for clipto get some kool giftsevery weeks: phone,iPod, backpack…RESULT- After one month,organizer will select10 bestperformances to jointhe big event.- The BIG EVENTwill come soon.Official Microsite on ZingMe & Facebook about a digital contest “BE CENTER – FRUIT’SMOVES” organized by Center Fruit Brand.Teen will visit Pages to learn “Fruit’s Moves”, join in contest, play game, vote for the best clip &get gifts every weeks…Many interesting activities on pages to make it will be a key “hook” on internet at this time.
TAB TWO TAB THREE TAB FOUR1 DIGITAL CONTESTPHASE 2BOILING*** For your first look in digital contest on Facebook & Zing
TAB TWO TAB THREE TAB FOUR1 DIGITAL CONTESTPHASE 2BOILING*** For your first look in digital contest on Facebook & Zing
2 PR (Online & Offline)PHASE 2BOILINGRespond Negative News to Positive NewsMISSION START TO LOVE THIS KIND OF DANCESTORY ANGLES(Editorial/Advertorial)1. "Viral dance clips of 365 Band": Spreading information about 365Band who dance this style andshare it on facebook.2. “Let dance with me?": Calling people dances this dance with 365Band for a new day.3. "Why does 365Band dance this style?": Interview 365 members that why they dance this style fortheir song of their album. What are the difference between this dance and other dance that theyhad been done?4. “Photo reportage or Teenagers dancing clip": sharing funny moments while Teenagers aredancing. Create network with friends.CHANNEL Popular teen publications: 2! VTM, Muc TimInfluencer: 365 BandWebsites: Zing, Kenh 14, Ngoi Sao.Websites: Zing, Kenh 14, Ngoi Sao.Social: Fanpage Facebook, Forums ( for teen), Blogger, Microsite on Zing.OTHERACTIVITIESNews release for mass media.
3 ROADSHOWPHASE 2BOILINGFruit Army included: PGs & PBs, Fruit Mascots will come around the city on Inline skating (patin) &Skateboard (ván trượt) get attention from consumers about the contest.They stop at crowded area where have many teens like: school, shopping mall, park, pool….Turn on the portable speaker, all team will perform “Fruit’s Moves” & engage teen join in the moves. Theycan teach teen at the location practice with “Fruit’s Moves”Deliver leaflet announce about contest & samples of Center Fruit to all of audiences
3 ROADSHOWPHASE 2BOILINGNo Location Quantity1 School 162 English Center 83 Culture House 44 Park 45 Shopping Mall 106 Cinema 8Total 50 locations
4 DIGITAL ADVERTISEMENTPHASE 2BOILINGBooking banner on mass website forteen, social website….: Kenh14, Zing,Vietnamnet, 24h.com.vn…… toannounce the contest “BE CENTER –FRUIT’S MOVES”ADVERTISEMENT BANNERMAGIC POPUP“Fruit’s Moves” dance clip with soundappears at right bottom of manywebsites & links clicker to our FanSite.Always utilize & maximize forumseeding & website comments…
4 DIGITAL ADVERTISEMENTPHASE 2BOILINGYAHOO - CHATINGBooking Yahoo advertising to spread outinformation of contest & brandLink to FanSite
MOBILE SUPPORT5PHASE 2BOILINGMobile support for downloading “Fruit’s Moves”Clip, music & beat, BE CENTER WALLPAPER withCelebrities or voting from mobile.SMS Marketing to target audience from 12 to18yrs to visit our Fanpage & join activities.
Galaxy Nguyễn DuCrowded area of teenager. .Strength: indoor, have nice space for event, especially music.Weakness in communicate with target.Youth Culture House- In the center of city, central of many cultural &entertainment for youth in HCM.- Weakness: outdoor, many risks from weather.LOCATION LIST
B-CENTER PARTYACTIVITIESBE CENTER BOOTH:Display & introduce Center Fruit & product of PVMSampling to audiencesSell Center Fruit to exchange gift & ticket to join in event.When teen come to event, they will receive 1Tattoo with their own emotion, express their stylewhile attending event...Sk8BreakdanceTattoo Center
B-CENTER PARTYACTIVITIESCENTER SQUARE – A SPACE FOR MANY INTERESTING & ATTRACTIVE ACTIVITIES FOR TEENSk8boardSk8board
B-CENTER PARTYACTIVITIESCENTER SQUARE - GRAFFITI ZONECome to join drawing contest, feel free to create…Quantity: ~20 picturesContent: Drawing on frame Compete team vs team From 14:30 -17:00
B-CENTER PARTYACTIVITIESCENTER SQUARE - STUDIO CENTERAS TEEN, EVERYONE LOVE TO EXPRESS THEIR STYLE IN STUDIOCENTER STUDIO IS THE PLACE WHERE YOU CAN MAKETEEN’S DREAM COME TRUE
B-CENTER PARTYACTIVITIESCENTER SQUARE - DANCE STAGEFINAL OF DIGITAL CONTESTDance group will perform “Fruit’s Moves”on stage.Dance with Celebrities as team leader.Dance group will compete with other tobecome “The Best Fruit Moves”
B-CENTER PARTYACTIVITIESCENTER SQUARE - DANCE STAGEFINAL OF DIGITAL CONTEST
2 PR (Online & Offline)PHASE 3EXPLODEDance online contest: Be Center – Be KulerMISSION ENCOURAGE TARGET AUDIENCE TO JOIN DANCE ONLINE CONTESTCONTENT 1. Rules:Band or individual recorded their creative dance clip and send it to the organizers.If it is a beautiful dance, organizers will post this clip on Facebook, who has most like will havethe opportunity to dance at Dance & Music Event Night.2. Voting Time: 6 weeks from the beginning of activation.3. Prizes: The winner "Be Center - Be Kuler" will be:Appeared on the front page of the Muc Tim magazine &Performed with 365 band in the Dance & Music Event Night.CHANNEL Popular teen publications: Hoa Hoc Tro, Muc TimInfluencer: 365 band.Websites: Zing, Kenh 14, Ngoi Sao.Websites: Zing, Kenh 14, Ngoi Sao.Social: Fanpage Facebook, Forums ( for teen), Blogger, Microsite on Zing.Adnetwork: Magic word on Muc Tim, Hoa Hoc Tro, Kenh14 online.OTHER ACTIVITIES News release for mass media.
2 PR (Online & Offline)PHASE 3EXPLODEMusic & Dance EventMISSION PROVE YOURSELFSTORY ANGLES(Editorial/Advertorial)1. “5,000 young people attended the concert by the Center Fruit implementation":Comments article about that night, this article is to express excitement, enthusiasmof teenagers who was participating in the concert.2. "Teenagers have one more a healthy sport subject": The funny of this dance willhelp to improve health and relieve stress.“Photo reportage about Music Event Dance: Share pictures of that night to socialcommunity.CHANNEL Popular teen publications: Hoa Hoc Tro, Muc TimPublic magazines: The Gioi Van HoaWebsites: Zing, Kenh 14, Ngoi Sao.Social: Fanpage Facebook, Forums ( for teen), Blogger, Microsite on Zing.Adnetwork: Magic word on Muc Tim. Hoa Hoc Tro, Kenh 14 online.OTHERACTIVITIESAnnounce the result of Dance Online Contest “ Be Center – Be Kuler”Interview the best dance on Muc Tim newspaper.
Overall Concept DevelopmentConcept related designsProduction ManagementSourcing of Foreign/Local talentsSecuring of permitsEntertainment Conceptualizing & Talent SourcingTalent ManagementTimeline DevelopmentOver-all Project ManagementPre-production Meetings (PPM’s)Event DirectingIngress/EgressPost Mortem ReportFOR EVENTMANAGEMENT
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