this is how durex compteted thier Proposal Digital

1. WHAT IF THERE IS A CONTRACEPTION METHOD?
A digital strategy to get the adult
Prepared by OhYeah Communications

2. THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHERE
where we are going
to communicate with
our target
WHAT
what we want them to
remember, what we
are going to say to
them
HOW
how we are going to
measure our success

3. THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHERE
where we are going
to communicate with
our target
WHAT
what we want them to
remember, what we
are going to say to
them
HOW
how we are going to
measure our success

4. CONSUMERS CONCERNS: CONTRACEPTION METHODS
Source: Vinaresearch, 06/06/2013
Using condom is the first choice for contraception among target audience

5. CONSUMERS CONCERNS: REASON TO USE CONDOM
Source: Vinaresearch, 06/06/2013
Ease to use is the reason people prefer to use condom

6. CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN PROVINCE
Reason to choose using condom between province difference but target to prevent illness, contraception, ease to use
Source: Vinaresearch, 06/06/2013

7. CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN MATERIAL STATUS
Reason to choose using condom between material status difference but target to contraception, ease to use
Source: Vinaresearch, 06/06/2013

8. CONSUMERS CONCERNS: UNCONVIENCE OF USING CONDOM
Source: Vinaresearch, 06/06/2013
Beside the benefits, consumers are feeling not comfortable by using the condom

9. CONSUMERS CONCERNS: PREFERABLE BRAND
Source: Vinaresearch, 06/06/2013
Durex & OK have the high preferable by consumers

10. CONSUMERS CONCERNS: PREFERABLE FUNCTIONS
Source: Vinaresearch, 06/06/2013
Thin condom is the one target audience looking for

11. CONSUMERS CONCERNS: PREFERABLE FUNCTIONS
Source: Vinaresearch, 06/06/2013
Thin condom is the one target audience looking for

12. CONSUMERS CONCERNS: SEARCH VOLUME BY BRAND
390
50
3,600
480
170
260
20
110
1,600
50
260
140 70
4000
3500
3000
2500
2000
1500
1000
500
0
Sagami Jex Durex True-X ROCK Innova Power Men Sumo OK Herman VIP Number
One
Viva
Durex & OK are 02 brands that consumers are pro-active searching with high volume for shopping online
Source: Google Search, 2013

13. CONSUMERS’ NEED: SEARCH VOLUME BY MARKET SHARE
Durex & OK are 02 brands that have the high search volume in market share
Source: Google Search, 2013
5%
50%
7%
4%
22%
4%
Sagami
Jex
Durex
True-X
ROCK
Innova
Power Men
Sumo
OK
Herman

14. CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION
Dot condom & woman condom are the function that audience looking for
Source: Google Search, 2013
39%
8%
48%
3% 1% 0%
bao cao su gai
bao cao su 12 con
giáp
bao cao su nữ
bao cao su bi
bao cao su mỏng
2,900
590
3,600
260
70 10
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
0
bao cao su
gai
bao cao su
12 con giáp
bao cao su
nữ
bao cao su
bi
bao cao su
mỏng
Bao cao du
dày

15. CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION
Among 80% women in reproductive age, we have are 12% using contraception pill
Source: Google Search, 2013
44%
11% 8%
12%
6%
Đặt vòng Tránh thai cổ
điển
Bao cao su Dùng thuốc Cấy/dán/tiêm

16. CONSUMERS’ NEED: SEARCH VOLUME BY BRAND
140
120
100
80
60
40
20
New choice is the Brand preferable among target audience
Source: Google Search, 2013
10%
90%
Thuốc tránh thai cấp
tốc
Viên tránh thai hằng
ngày
20
40
50
110
70
90
10 10
30
40
0
110
20
120
20
0

17. CATEGORY CONVENTIONS: ADVERTISING INFORMATION
Durex & Sagemi have the most advertising information online
Source: Google Search, 2013
1,760,000
447,000
2,680,000
90,900 105,000
440,000
33,900
397,000
533,000
14,700
95,000 130,000 78,100
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
Sagami Jex Durex True-X ROCK Innova Power
Men
Sumo OK Herman VIP Number
One
Viva

18. CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE
1%
Durex (39%) & Sagami (26%) have the most advertising information online
Source: Google Search, 2013
26%
7%
39%
1%
2%
6%
6%
8%
2% 1%
Sagami
Jex
Durex
True-X
ROCK
Innova
Sumo
OK
VIP
Number One
Viva

19. CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
Spikes Condom & Zodiac Condom have the most advertising information online
Source: Google Search, 2013
804,000
2,850,000
856,000
167,000 203,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0 32,800
BCS gai BCS 12 con giap BCS nữ BCS bi BCS mong BCS dày

20. CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
No Smell Condom & Mint Smell Condom have the most advertising information online
Source: Google Search, 2013
3,220,000
4,770,000
1,720,000
5,700,000
572,000
6,050,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
Táo Dâu Chuối Bạc Hà Dứa Không mùi

21. CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL
HCMC have the need consume condom highest compare with other region
Source: Google Search, 2013
120
100
80
60
40
20
0
HCM Hanoi Da Nang Vung Tau Quang Ngai Nha Trang Hai Phong

22. CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
0% 3%
Hanoi is the place that sell condom online highest
Source: Google Search, 2013
56%
3%
4%
25%
3%
5%
Hà Nội
Hồ Chí Minh
Đà Nẵng
Cần Thơ
Vũng Tàu
Đà Lạt
Nha Trang
Hải Phòng

23. CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
Yaz Tab, Diane 35, Gracial & Marvelon have the high advertising information on search engine
Source: Google Search, 2013
108,000
19,400
76,900
96,800
13,400
21,000
1,630 2,350
26,900
10,100
672
63,600
1,450
22,600
3,060
120,000
100,000
80,000
60,000
40,000
20,000
0

24. CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
23%
4%
16%
21%
4%
3%
1%
0%
6%
0%
2%
14%
0%
5%
1%
Yaz Tab
Yasmin
Gracial
Diane 35
Drosperin
Mercilon
Lindynette 20
Triregol
Postinor
Regulon
Gynera
Marvelon
Novynette
New Choice
Love Choice
Yaz Tab & Diane 35 acquires 40% advertising information on search engine
Source: Google Search, 2013

25. WHAT COMMUNICATION SHOULD DO
COMMUNICATION
OBJECTIVES
MAKE THE TARGET & PEOPLE
WHO CAN PAY FOR THEM
EXCITED
MAKE THE TARGET & PEOPLE
WHO CAN PAY FOR THEM
KNOW

26. THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHERE
where we are going
to communicate with
our target
WHAT
what we want them to
remember, what we
are going to say to
them
HOW
how we are going to
measure our success

27. THE TARGETING STRATEGY
MALE
15 YO AND ABOVE
ABC CLASS
MAKE THEM KNOW AND EXCITED
TO TRY

28. ONLINE ACTIVIES OF TARGET AUDIENCE
Online information gathering and
online entertainment are the main
activities of audience on internet
Source: Cimigo Netcitizens, 2012

29. ONLINE ATTITUDES OF TARGET AUDIENCE
Internet is the important source for
audience and help them to find out
new products & brands
Source: Cimigo Netcitizens, 2012

30. METRO ONLINE COMMUNICATION TRENDS
Visiting social network is increasing
over the time
Source: Cimigo Netcitizens, 2012

31. ONLINE CONSUMERS ARE NETWORKED & SOCIAL
Facebook is the preferable social
network
Source: Cimigo Netcitizens, 2012

32. THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHERE
where we are going
to communicate with
our target
WHAT
what we want them to
remember, what we
are going to say to
them
HOW
how we are going to
measure our success

33. THE BIG IDEA
EVERYBODY ALWAYS HAVE A DREAM IN THEIR LIFE

34. THE BIG IDEA
BUT SOMETIME WE CANNOT CONTROL OUR LIFE

35. THE BIG IDEA
WE MAKE A MISTAKE AND A LOF OF MISTAKES

36. THE BIG IDEA

37. THE BIG IDEA

38. THE BIG IDEA

39. THE BIG IDEA

40. THE BIG IDEA

41. THESE MISTAKES WILL RUIN YOU LIFE
THE BIG IDEA

42. DON’L LET THE PAST MISTAKES RUIN THE FUTURE OF
YOUR LIFE & YOUR DREAM
THE BIG IDEA

43. THE BIG IDEA
YOUR LIFE, YOUR DREAM – LET KEEP IT SAFE

44. THE BIG IDEA
LET US ALONG TO BRING UP A GOOD FUTURE LIFE

45. THE BIG IDEA
YOUR LIFE,
YOUR DREAM
– LET KEEP IT
SAFE
CULTURAL TRENDS
People always dream about a good life
GOLDEN CHOICE PRODUCTS
Golden Choice provide the full solutions to protect people from
the risks to keep the life safety
CATEGORY CONVENTIONS
Golden Choice provide the wide range of product to any needs
CONSUMER CONCERNS
Vietnamese consumers are becoming savvy and smarter over
time

46. THE STRATEGY
FROM THE STRATREGY TO
INSIGHT
“If only there is an easy way to protect
me and my partner, if only …”
Engage in wishful thinking “if only I can
feel free and joyful with my partner”
Use Golden Choice products keep my
future not to be ruined
Communicate Golden Choice as the
answer of “if only there is an easy way
to keep your dream and not ruin your
future life”
Everybody always have the dream and
wish to have a good life, but sometime
we often make mistakes
I can feel free and joyment with my
prtner that not ruin my life in the future

47. SINGLE MINDED PROPOSITIONS
WHAT IF I CAN
FEEL FREE AND
JOYMENT WITH MY
PARTNER THAT
NOT RUIN MY LIFE
IN THE FUTURE
ROCK
CONDOM
NEW CHOICE
CONTRA CEPTION PILL
OK
CONDOM

48. THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHERE
where we are going
to communicate with
our target
WHAT
what we want them to
remember, what we
are going to say to
them
HOW
how we are going to
measure our success

49. TEASER
02 WEEKS
OBJECTIVE CHANNELS ACTIVITIES PLATFORM
LAUNCH
01 WEEK
REVIEW
01 WEEK
YOUTUBE CHANNEL
FACEBOOK FANPAGE
“TALK ABOUT THE FUTURE LIFE” GAME
TEASER CLIP
AMPLIFICATION
08 WEEKS
“YOUR LIFE, YOUR DREAM” CLIPS
FACEBOOK
GOOGLE
Raise awareness about dream &
life
Official launch the campaign Introduce the Golden Choice
products
Viral the video clips
Build up the engagement about not make mistakes to have a good future
life
Keep the conversation about the dream & life
Push up the conversation about keep the life apart
with mistakes
FORUM
COMMUNICATION TIMELINE

50. “TALK ABOUT YOUR FUTURE LIFE” GAME
WHAT IF
People will visit the application,
then view the video clips before
attending the game
Then they need to submit an
photo show of the thinking about
future and an testimonial about
the dream life
After that, they need to invite 10
person to join the game
After complete the game, people
will receive a lucky code to have
chance to win lucky gifts
JOIN THE GAME:
“Talk about your future life”
During the time join the game, it’s
automatic share to their
Facebook Wall
SHARE & SPREAD
Facebook Sharing
“Ann just visited the “Your
dream, your life” and have
chance to receive lucky gifts”
GIFT REDEEM:
Each week, Golden Choice will
announce the winner for lucky
gifts

51. “TALK ABOUT YOUR FUTURE LIFE” GAME
PRIZES
10 TOUR VOUCHERS FOR
COUPLE
EVERY 02 VOUCHERS PER
WEEK
100 DINNER VOUCHERS @
FIVE STARS HOTEL
EVERY 10 VOUCHERS PER
WEEK
GRAND PRIZES
100 BOOKS ABOUT HOW TO
PLANNING YOUR LIFE
EVERY 10 BOOKS PER WEEK
LUCKY PRIZES
LUCKY GIFTS

52. THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHERE
where we are going
to communicate with
our target
WHAT
what we want them to
remember, what we
are going to say to
them
HOW
how we are going to
measure our success

53. MASTER PLAN

54. CONTENT STRATEGY
For Facebook Fanpage, we will have 05 posts per day
For Facebook Ads & Google Adwords will run 02 months from week 03 to week 10

55. The clip about the 02
old people meet
together by chance on
a train.
During the trip they
remember the young
age when they are the
lover with a lot of joyful
The clip about the man
life with a lot of
mistakes make him
have a poor
performance in current
life
CLIP 01
The clip about the
woman with the careful
make her a happiness
life
VIRAL CLIPS
By the end of the trip,
they say goodbye and
feel sorry about the
past, what if we do the
right thing in the past
now we did have a
happy ending.
CLIP 02 CLIP 03 CLIP 04
ALWAYS ENDING WITH THE SLOGAN
“YOUR DREAM, YOUR LIFE – LET KEEP IT SAFE”

56. OBJECTIVE:
• Use to Viral video
CONTENT:
• Product TVC
• Product Review
• Viral Clips
• Clips about Dream & Life
YOUTUBE CHANNEL
SAMPLE

57. OBJECTIVE:
• Use to viral the clips
CONTENT:
• Product TVC
• Technical explanation
• Product Review
• Viral Clips
FACEBOOK FANPAGE
SAMPLE

58. HOMEPAGE
RULES & REGULATIONS
PLAY GAME
WINNER LIST
FACEBOOK APPLICATION
FACEBOOK
APPLICATION

59. FACEBOOK INFLUENCERS
OBJECTIVE:
• Use to build awareness about the campaign
CONTENT:
• Sharing the viral clip & comedy series
• Sharing information about the products
• Invite people to join the game on Facebook
Fanpage
FREQUENCY:
• Average 01 post / 02 weeks
INFLUENCERS:
• Macy Pine
• Dưa Leo
• Duy Khánh
• Helly Tống
• Ribi Sachi

60. FACEBOOK BIG FANPAGE
OBJECTIVE:
• Use to build awareness about the Campaign
CONTENT:
• Sharing the viral clip & comedy series
• Sharing information about the products
• Invite people to join the game on Facebook
Fanpage
FREQUENCY:
• Average 01 post / 02 weeks
CHANNELS:
• Hãy nói những lời yêu thương
• Đẹp+
• Nhịp sống trẻ
• Café Cười
• Thông điệp yêu thương

61. OBJECTIVE:
• Use to build awareness
about the campaign
• Use to increase the number
of fans
CONTENT:
• Ask to join the FB Fanpage
• Ask to play the game
• Introduce the products
FREQUENCY:
• 02 months for Facebook Ads
FACEBOOK ADVERTISING

62. OBJECTIVE:
• Use to build awareness about the campaign
CONTENT:
• Sharing the viral clip & comedy series
• Sharing information about the products
• Invite people to join the game on Facebook
Fanpage
FREQUENCY:
• Every 02 weeks / 01 topic
CHANNELS:
Pro9x.com
Trasua.vn
9xvn.vn
Beat.vn
Viethiphop.com
Uhm.vn
360kpop.com
Chiplove.biz
Rap.vn
Hihihehe.com
Kenhsinhvien.net
Sinhvienit.net
Ngoinhachung.net
Svkt4rum.com
Bka.vn
YOUTH FORUMS

63. OBJECTIVE:
• Target to audience who having a need of
finding contraception products
CONTENT:
• Product Advertising
FREQUENCY:
• 02 months Google Adwords
CHANNEL:
• Google Adwords
GOOGLE ADWORDS

64. THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHERE
where we are going
to communicate with
our target
WHAT
what we want them to
remember, what we
are going to say to
them
HOW
how we are going to
measure our success

65. KEY PERFORMANCE INDICATORS
Awareness
• Facebook
Influencers: 200
likes / 30 comments
/ 01 post
• Facebook Big
Fanpage: 200 likes
/ 30 comments / 01
post
Consideration
• Facebook Ads:
30.000 clicks
• Google Adwords:
20.000 clicks
Preference
• 6% consideration
will be join the
facebook
application
• 30% consideration
will be join the
facebook fanpage
Purchase
• Facebook
Application: 3000
players
Retention
• Facebook Fanpage:
15.000 fans

66. THANKS FOR YOUR ATTENTION