2. Business issues
Consumer insight
Biti’s needs to double its flip-flop sales.
The product is good but consumers don’t
appreciate it enough
Product concept
Brand concept
Purchase at convenience
No specific brand preference
Super durable Flip-flop range that lasts till the
second life
Simple, trusted Vietnamese brand that
compassionately empowers good deeds
The solution Give consumers a strong reason to choose
Biti’s: compassion to help other Vietnamese
THE CAMPAIGN
1. Objectives :
• To switch non-branded users to Biti’s Flip-flop
• Launch the new range: Flip-flop With A Second Life
2. Deliverables
• Complete digital strategy to inspire and recruit early
adopters
• Simple user journey on digital that encourages story
sharing
• A Key Visual
• A TVC to raise mass awareness
• An activation idea for in-store
3. Budget : 460,000 USD
EXECUTIVE SUMMARY
3. “I am being ignored as
people choose my
non-branded flip-flop
friend over me.
Being durable and
being Vietnamese
seems no longer
enough.
I wonder why
THE CONTEXT THROUGH THE EYES OF A BITI’S FLIP-FLOP
I am not high heels or leather shoes to tell her status.
She buys flip flop at convenience
“Vietnamese buying Vietnamese” is an empty slogan.
She is bombarded with this message via media so she
becomes indifferent. She wants to contribute to
Vietnam but in a way that she can see tangible
benefits to Vietnamese people.
“Well, then I got my answer….
To a 18-30 years old who is busy creating identity,
Insight 1: Being durable is not enough because…
Insight 2: Being Vietnamese is not enough because…
4. v
I live lonely and uselessly
forever.
Sad Ending?
But Biti’s wants a different story
What if a flip-flop can have a meaningful
life not just once but twice?
5. New
Flip Flop with
Second Life
Purchased
@ 100k VND
Used for 1-2 years Brought back to shop
Purchase old pair
@ 5k VND
Purchase new
pair @ 10% off
What is it?
The new flip-flop is so durable that now you can donate it as new to
another Vietnamese after partly use.
All you have to do is buy Biti’s new range of Flip-flop with Second
Life. When you want a new pair, bring the old one back to store. You
get a discount on your next pair, while a person in need gets a just-
like-new pair at charity price.
A new range of flip-flops called
Flip-Flop With Second Life
Tada Tada
PRODUCT CONCEPT
6. Differentiate Biti’s Flip-flop Fit with Brand Core Strength
Longevity is proved by the possibility of
having a second life. They are convinced
that this flip-flop never fails them.
Build on Brand Heritage
Biti’s has always supported Vietnamese
in every step. In the next journey, it calls
consumers to join the brand purpose.
WHY THE SOLUTION FITS?
1 2 3
Biti’s is the only footwear brand that
enables Vietnamese to do good for
Vietnam in a tangible way.
7. What Biti’s is today? What the new range will add ?
Brand Purpose
Brand Unique selling point
Functional Benefits
Emotional Benefits
Brand Personality
A reason to believe
A reason to love the brand
Biti’s supports Vietnamese in every step they take Biti’s supports Vietnamese in every step they take
In all paths of life
Friendly, happy, inspiration and family oriented
But a bit old fashioned
Add in compassionate, socially active and cool
A durable trusted flip-flop A super durable flip-flop that lasts up to a 2nd life
Passively Good
“I’m supporting a Vietnamese brand”
Actively Good
“I’m involved in helping out Vietnamese’s lives”
A deep brand heritage of:
Durable quality & Made in Vietnam for Vietnamese
A new advanced technology that doubles
the duration of usage
Simple, trusted Vietnamese brand Simple, trusted Vietnamese brand that
compassionately empower good deeds
BRAND CONCEPTS
8. J2BD Switch non-branded users to Biti’s flip flops by offering a compelling reason to choose Biti’s superior durability
Campaign Purpose To launch a new range of Biti’s With Second Life in Vietnam. Timing: May 2017
How we plan to do
so?
Target and inspire the early
adopters (young digital natives)
Spread out towards the whole
community
Frequent reminder at relevant
touchpoint
Must win battles • Start triggering thoughts about
flip flop with meaningful second
life
• Create a social trend of 2nd life
flip flop early adopters
• Trigger buzz and social sharing
from the early adopters towards
the whole society
• Raise mass awareness about the
new Biti’s with second life
• Aided awareness from the early
adopters
• Activate the idea in store to
attract shoppers and remind
them of Biti’s Flip Flop with a
second life.
How success looks
like?
Brand Business
Brand attributes: + 300 bps improvement in:
• “Biti’s is superior compared to other brands”
• “Biti’s is relevant to me”
Penetration: x1.5 vs. the current
Turnover: x2 vs. the currentIn 1 year
CAMPAIGN OBJECTIVES
9. How we plan to do
so?
Target and inspire the early
adopters
Spread out to the whole community
Frequent reminders at relevant
touchpoint
Must win battles Attention + Buzz + Social Sharing Massive nationwide awareness
Activate the idea at point
of purchase
Chosen channels Digital (social & mobile) Traditional media: TVC & Print In Store
Deliverable of
Agencies
A complete digital strategy on how
to inspire and recruit the early
adopters to the new range
A simple user journey to enable
them to share the Second Life Story
with mobile as the key platform
A KV – adapted in to print ad
A TVC
An activation idea for in-store
Planned split of
total marketing
investment
30% 60% 10%
CAMPAIGN DELIVERABLES
10. Completed digital strategy
Detailed user journey to trigger sharing
A KV
A TVC
An activation idea
Absolute cost (USD) % Cont
70k
50k
30k
200k
10k
460k
15%
12%
7%
43%
3%
100%Whole Campaign
CAMPAIGN BUDGET
v
Join us to create an alternative ending to our Flip Flop story!
Biti’s Flip-flop gets not only a first life off the shelf but also a meaning second life.
A flip-flop user feel good about herself for helping out other
Biti’s doubles its business size
…….. And it all starts with having a super durable products….. The End.
