- Biti's is a Vietnamese shoe brand established in 1982 that produces flip flops and shoes. While known for quality and affordable prices, Biti's lacked brand awareness and marketing. - The proposed solution is a marketing campaign centered around three new signature flip flop styles and a charity initiative. Customers can donate to charity by purchasing a signature style or donating old clothes and accessories. - The campaign aims to refresh Biti's brand image as trendy and socially responsible among students and young professionals in cities through digital media and events over 12 months. The goal is increased sales and donations to provide shoes for children in need.

1. Signature’s stepsHeritage from Long Quan steps, Au Co steps, Tay Son steps, Vietnamese steps

2. Biti’s background
- Biti’s is Vietnamese traditional Brand from 1982,
during 35 years their target is to take care
Vietnamese foot. The company has grown to be one
of the leading shoe manufacturers with more than
8.5% of local share, produces 20 millions pair of
footwear (flip flops and shoes) every year.
- Flip flops is very first product from Biti’s, it’s
approximated turnover is 100 billion VND last year.
The Problem:
The company has long time stay away from
marketing media, because they was saving money
for updating the new technology and product
quality.
This time, Biti’s had prepared for its strongly and
imposing comeback, which was Biti’s strategic
product at the beginning, new flip flops brand.
USP: durable designed flip-flops at a reasonable price.

3. ● On average, I got 3 pairs of flip-flops, which for
traveling on street in rainy season, inside the toilet
and inside the office. They are cheap and
unbranded. I have no feeling when i’m wearing
them, it is too normal.
● As loyal customer of Biti’s, beside price and
quality, i need some more fashionable about style
and design.
● I’m proud to use Vietnamese product.
The insight
The Trigger:
Biti’s is national brand, good
product quality, economical
price. However, the motivation
to be priority in customer
footwear picking action is not
strong enough, in comparing
with its rivals from worldwide
like Havaianas, Hippo Thai or
unbranded cheap products
from China.
They need to combine with
social actions and new
innovative designing product.

4. The Solution: Signature’s steps
Create 3 new flip-flop products
Uncle Ho’s signature Signature of your personality Dare your signature
Uncle Ho flipper inspiring. Then
redesign it to modern styles,
flexible functional and colorful.
Freedom to make your own
signature, for example, animal
print foot, icon, simple quote.
Why boring matching pair?, go
crazy with complexible mix and
matching style.

5. The charity campaign:
#caringsignature no more barefoot
Customer involve
1. #xodepsignature purchase: they donate 20% of
it value to the charity.
2. Bringing their old and unused cloths, accessories
to Biti’s selling point for donating.
3. Joining the Biti’s competition for winning the
prize of joining charity journey to countryside
with Biti’s, feeling the real emotion of doing
charity.
Biti’s responsible
Collecting donated good, together with
20,000 pairs of shoes, give them to
needed-help children in poverty area in
Vietnam.

6. Customer behavior
18-22 years old:
OUTLOOK
Being attraction <-> being out of
date
22-26 years old:
EXPLORATION
Experiment & making mistake <->
Sharpening mindset
26-30 years old:
PERFORMANCE
Social responsible <-> being
traditional
Bull eye target is this generation
who is:
● Students either officers, live
in big cities.
● Enjoying fashionable, caring,
dynamic and exploring the
world.
● Preferring something simple,
comfortable, freedom and
convenience.
● Exciting to making
meaningful trend.

7. Campaign Objective
● Sold out 2 billion pairs of flip-
flops in year 2017-2016
● 20,000 #caringsignature for
children who walk to school
with their bare foot.
● Aim of every 100 target
customers there are 10 Biti’s
customers, within the target
market in 6 biggest cities in
Vietnam.
Budget:
Strategy & Production : 30 billion VND.
Media & PR amplification: 40 billion
VND (including charity activity).
Outcome & KPI:
Refresh Biti’s Brand , build up good
reputation in customer mindset.
Advertising tone:
Trustworthy, youth, trendy,funny.

8. Mind challenge stage:
(Luna new year, time of sharing
great feeling.)
2 months
Digital media: communication message with hashtag
#styling/caring/proactive/optimistsignature( suggested)
via Facebook, youtube, instagram, zalo, snapchat, etc.
Launching product:
(Starting at 30th April, 2017 when
summer starting and the big holiday
of Vietnamese.)
6 months Communicate message: link with hashtag
#xodepsignature.
In store & Outdoor advertising, Social Network
Advertisement.
TVC for Charity Activity.
Competition Event.
Market firming:
( proud to be Vietnamese product
with high quality and reasonable
price.)
4 months
The timeline and deliverables

9. Biti’s #xodepsignature
So “dep” is not only about good looking,
It also about good actions.
Xỏ dép = Xô đẹp = slang words of so beautiful