1. Flip-flops are big potential market in Vietnamese footwear category with the growth of 15%/ year (2015) and very high
penetration (80%). They are perceived as a good footwear product for its relaxation thanks to its simplicity, fun & easiness
to wear, airiness & light-weight. The most popular Vietnamese brand in this segment is Biti’s whose legendary motto “Nang
niu ban chan Viet” has been imprinted on the minds of many Vietnamese generations and become the heritage of Biti’s.
Besides Biti’s, there’re a lot of other brands who offer a wide range of flip-flops with different designs & prices. However,
there’s an unmet need of consumers that these products haven’t been able to offer: non-foot injuries when wearing
flip-flops.
As the market leader, Biti’s wants to launch a completely new range of flip-flops to satisfy consumers’ needs, giving them the
No.1 comfort that no other competitors can keep up to.
Introducing Biti’s Zero, Zero-foot injury flip-flop for superior comfort on every single move. This range is perfect for
consumers, esp. who are 18-30 y.o, young, playful, spontaneous, passionate & active but being under a boring daily
routines. With Biti’s Zero, just escape!
With this new launch, we seek for your cooperation to create a campaign idea that create awareness for Biti’s Zero
as the No.1 comfortable flip-flop in Vietnam by leveraging its unique benefit & spontaneous escape spirit. The campaign is
social & mobile led, deployed mainly on social, digital & activation channels.
We have total $620K for this campaign ($ 380K for Media & $ 240K for Production).
Let’s escape with Biti’s Zero!
EXECUTIVE SUMMARY
2. CATEGORY UNDERSTANDING
FROM THE SMALL FLIP-FLOPS TO
THE GIANT MARKET SIZE
Every 8/10 Vietnamese adult
people wear flip-flops
The shoes market growth 15%
per year (2015)*
CASUAL
AIRY
SIMPLICITY
FUN & EASY TO WEAR
DIVERSE DESIGN
RELAXATION
FASHIONABLE
DURABLE
FOOT INJURIES
SLOW DOWN MOVING
FLIP-FLOPS USER’S BARRIER
CURRENT OFFER FROM THE MARKET
OPPORTUNITY: FOOT INJURIES CAUSED BY FLIP-FLOPS ARE THE MAJOR CONCERN OF USERS, NO BRAND DID ADDRESS
* Euromonitor “Vietnam Footwear Market 2015”
3. CONSUMER UNDERSTANDING
CONSUMER INSIGHT
“This industrial life is
leading to daily
routines which are so
BORING to an active
youngster like me.
I just want to
ESCAPE right at
these moment to get
new fun experiences
on the move.”
BARRIER: WHEN I MOVE FOR NEW FUN EXPERIENCE, CURRENT FLIP-FLOPS MAKE MY FOOT GET INJURY & HURT
ACTIVE
YOUNGSTERS
18-30 yo (Bulls-eye: 20-24yo)
Students in Urban
Unisex
LSM 7+
Social habit:
- Hang-out with friends
- Extracurricular activities
- Travel & Mobility
- Social network & mobile
4. FROM THE INSIGHT TO THE PRODUCT CONCEPT
Zero-Foot-Injury Flip-flops
For Superior Comfort On Every Single Move
THE MOST SPONTANEOUS THE BEST COMFORT FOR MY TIMELESS MOVEMENT
E.V.A sole flip-flops
with superior foot support technology
5. PRODUCT REASON TO BELIEVE
* Refer to DAWGS USA’s technology
Thick cushioning
heel pads
(Protect heels, knees,
hip)
Molded arch support
(Protect arch)
Soft flexible foot straps
(Protect feet)
Soft non-irritating toe piece
(Protect toe)
EVA sole technology
(Protect total feet)
6. JUST ESC PE
BRAND
CONCEPT
Spontaneous
Escape Enabler
BRAND PURPOSE BRAND RTB
A Zero – foot injury
flip-flip for superior
comfort on every
single move
Biti’s is leading in
footwear technology
innovation in
Vietnam
BRAND UNIQUENESS
8. To create awareness for Biti’s Zero as the No.1 comfortable flip-flop in Vietnam by leveraging its
unique benefit & spontaneous escape spirit
MMO:
Penetration
MCO:
- Awareness
- Comfort
- Non-foot injury
- Encourage to move than other brands
CAMPAIGN OBJECTIVE
9. 1. A Campaign Big Idea that well delivers the campaign objective
2. Campaign Execution Idea (social & mobile led), including:
- Communication key hook content
- Channels with priority
+ Social (Engagement & Amplification role)
+ Digital (Awareness role)
+ Activation (Engagement role)
BRAND DELIVERABLES
Campaign Duration: 2 months
Focused regions: Urban (Laser focus on HCM & HN)
10. Media budget: $ 380K
Production budget: $ 240K
CAMPAIGN BUDGET
