Ym2 assignment 171 - hoang thach thuy tien

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Ym2 assignment 171 - hoang thach thuy tien

  1. 1. ASSIGNMENT 17.1 – ON-GROUND ACTIVATION
  2. 2. Target Audience Male and Female aged 18-25, mostly in Ha Noi, dynamic Dare to LIVE Dare to DREAM Dare to DO
  3. 3. Live your life because You Only Live ONCE Key message
  4. 4. THE NIGHT TO LIVE YOUR GREEN YOUTH TO THE FULLEST WITH COZY [OBJECTIVE: Educate consumer about the new message of brand]
  5. 5. 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, Editorials Supporting tactics CAMPAIGN ROLLOUT
  6. 6. 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
  7. 7. PHASE 2 – LIVE THE YOLO SPIRIT IN THE GREEN NIGHT OUT Dynamic performance YOLO spirit sharing COZY tea cocktail performance Game and sampling
  8. 8. PHASE 3 – CELEBRATE THE YOLO SPIRIT Articles wrapping up the event Articles to further educating the message
  9. 9. 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

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