Biti's wants to introduce FLEAKERS, a new product that combines the airy comfort of flip flops with the secured feeling of sneakers. The brand concept positions FLEAKERS as a perfect combination of comfort and care from Biti's, a 30-year companion for young people's life exploration. The campaign objectives are to trigger curiosity about the unmet need for this category, introduce FLEAKERS as the solution, and boost sales. The creative deliverables include visual content on social media like photos on Facebook and Zalo, online purchases on the website and Lazada, and self-delivery partnerships. The budget is 4 billion VND to double flip flop sales over 12 months.

1. Biti’s Flip flops
Re-inventor of Vietnamese flip flops market
Hi, my name is Biti’s. This is my CV to apply for the Most-Inspiring-Client position in your agency. In this,
there is our next dream-come-true product that need extremely creative mind to activate it.
In short, “flip flops” are perceived to be too simple for anyone to pay attention to innovate.
Biti’s do.
Are you with me?

2. ABOUT ME
Since: 1982
Over 30 years accompanying with every steps of
Vietnamese,
From kids to adult, from female to male, from casual to
formal.
One of the leading shoes manufacturers with more than
8.5 % of local market share.
The legendary motto "Nâng niu bàn chân Việt" has been
imprinted on the minds of many Vietnamese generations
and become the heritage of Biti’s.
Like your family, I do care, with love.

3. WHAT’S CATEGORY
TRUTH ABOUT THE
FLIP FLOPS?
Flip flops are AIRY COMFORTABLE.
Inspite of that, flip flops are perceived as “low value” ‘cause they’re used
only in blank moments (i.e. going from room to room in a hotel, or going
to the small market near your house,…).
FLIP FLOPS ARE NOT FOR LONG DAY WALK, OR LONG WAY TRAVELLING.
Why?
T h e r e ’s a n u n m e t n e e d
Because flip flops has a thin sole & are easy to break = they bring the
INSECURE for both foot & footwear.
Meanwhile we did have something that can secure both. It’s a SNEAKER.
A perfect shoes for daily walk & travelling with safe sole.
why not a
F L E A K E R ?
(Flip flops + Sneaker)
SECURE AIRY COMFORTABLE

4. PRODUCT
CONCEPT
“
“
You love to wear your comfortable flip-flops everywhere but you’re afraid to hurt your
feet or the strap will lose out while you’re walking? Then, you must wear sneaker for
better secured-feeling, although they’re not as comfortable?
Don’t worry! This is FLEAKERS.
An innovation that can combine the airy comfort of flip-flops and the secured-feeling of
sneakers, by adding one extra layer sole of EVA, make it thicker to protect your feet as
well as to make its strap more difficult to be lose-out.
This is such a PERFECT COMBINATION that once you wear it, you won’t be able to wear
any other flip-flops as you will immediately feel the discomfort.
Forget the old flip flops, these are FLEAKERS!
Old flip-flops with 3 “lockers”,
easy to be lose out
Fleakers with innovative
extra-sole, secure your feet!

5. What I stand for.
Me
(Biti’s equity)
Fleaker
(Product
concept)
BRAND
CONCEPT
30 years of accompanying, caring, friendly,
happy, inspirational, family-oriented.
“Nâng niu bàn chân Việt”
When you’re young,
You want to be free, but you’re also
afraid that no one will care about
you. That makes you feel insecure.
You want to be cared, but you’re
also afraid that you will be
overprotected. That makes you feel
uncomfortable.
Over 30 years of accompanying
since your very first steps, Biti’s
deeply understand that!
BITI’S FLEAKER, a gift from your
understanding 30-year companion,
is the perfect combination of just
right comfort and just right caring,
for your life exploration when
you’re young!
Perfect combination:
Airy comfort + secure feeling
Target CSM:
Youngster in
urban, 18-30
(focus on 23-25,
first jobbers),
modern mind, in
their very first
steps to explore
life.

6. TARGET
AUDIENCE
• Youngsters, 23 – 25 y.o, modern trendies people.
• They live an active lifestyle where “phượt” (backpacking travelling) is preferred more than tour-
guide travelling.
• Flip flops to them are like basic-need-items.
• They have unlimited amount of technological platforms from which they can – and do – express
themselves. (© Forbes.com about Millennials)

7. WHAT TO
APPROACH THESE
MODERN
YOUNGSTERS?
“Overall, digital consumers in Vietnam are now members of 6.05 social networks, and are
actively using 2.57 of them.
The rise of smaller networks like Instagram and Pinterest is a major contributor to this, with behaviors
and platforms becoming more specialized. But the growth of chat apps is also a big factor here; many
conversations that used to take place on Facebook are now being hosted elsewhere.” (© Vietnam GWI
market report Q1 – 2015)
© Vietnam GWI market report Q1 - 2015
CREATIVE DELIVERABLE
34% users on internet
are youngsters
Facebook, Instagram, Zalo, Line are
on top of social & app
Shoes are on top 2 of product for online
purchasing & research.
People interact with photos & websites
more than videos
Interacting through newspaper, magazine
& brand website to trigger purchasing is a
must
• Visually focus on Personal Interaction call to action on Digital Platform:
through Facebook, Zalo & Line mainly by photos.
• Push online purchase and web banner through website & Lazada.
• Promote self-delivery cooperate with Grab, Giaohangnhanh,… to
activate the Personal caring character of the brand.
• Advertising on newspaper/magazine will only support the purchase.

8. CAMPAIGN OBJECTIVES
BUSINESS OBJECTIVES
Double company flip-flops’ turnover in 12 months.
Currently 100 bil.  Incremental from FLEAKER is 100 bil.
Phase 1
Provoke
Phase 2
Introduce
Phase 3
Call to Action
Objectives Trigger the curiosity about
unmet need of category in
Audience mind.
Introduce the superior of product
as the solution for unmet need in
a creative way:
FLEAKER – PERFECT COMBINATION.
Boost the sales target for new
product.
Deliverables A digital campaign:
Visually focus on Personal
Interaction on Digital Platform:
through Facebook, Zalo & Line
mainly by photos.
• Continues the campaign on
digital platform in phase1 &
Create free trials.
• Push online purchase on
website & Lazada.
• Advertising on newspaper/
magazine will support promote
the purchase.
• Promotion on-pack to trigger
purchase intent.
• Promote self-delivery
cooperate with Grab,
Giaohangnhanh,… to activate
the Personal caring character
of the brand.

9. CAMPAIGN BUDGET: 4,000,000,000 VND
Percentage KPI
Phase 1 20% Reach to 2mil users of target
audience
Phase 2 50% Become at least 50% TOM
among target audience
Phase 3 30% 100,000 orders/month on first
3-month.

10. SUMMARIZED:
Are you with me?
Product Concept:
FLEAKER
Perfect combination
of airy comfort and
secured-feeling by
extra EVA sole.
Brand concept:
BITI’S FLEAKER
perfect combination
of just right comfort
and just right caring,
from understanding
30-year companion,
for your life
exploration when
you’re young!
CAMPAIGNOBJECTIVES
Trigger the curiosity
about unmet need of
category in Audience
mind.
Introduce the superior
of product as the
solution for unmet
need in a creative
way:
FLEAKER – PERFECT
COMBINATION.
Boost the sales target
for new product.
CREATI V E
DELIV ER AB L E
• Visually focus on Personal
Interaction call to action on
Digital Platform: through
Facebook, Zalo & Line
mainly by photos.
• Push online purchase and
web banner through
website & Lazada.
• Promote self-delivery
cooperate with Grab,
Giaohangnhanh,… to
activate the Personal caring
character of the brand.
• Advertising on
newspaper/magazine will
only support the purchase.
BUSINESSOBJECTIES:
DOUBLEFF’STURNOVERIN12MONTHS(CURRENT100BIL.)
TOTALBUDGET:4,000,000,000VND