presentation

1. Contrasts go freedom!

2.  Objective: Trigger new trials via renovating Biti’s Flip-
flop proposition in Young Adult’s mindAdult’s mind
 Scope: New flip-flop range Biti’s II with innovations built
on inherent Durability
 2 Jobs to be done:
#1: Double turnover of Flip-flop in Year 1 from
launch date
#2: Transform “yesterday brand” image of Biti’s into a
“contemporary brand” for Young adults
 Core essence: Nurturing Vietnamese feet
 Functional benefits: Biti’s II- Double Innovations - bring
you Double benefits: Proper Look on top of Inherent
Durability
 Emotional benefits: Embrace young adults’ “liberal
moments”
 Big Idea: Contrasts come in pair, as 2 is better than 1
 Product::
+ “Double-strap”, easily turn your “guilty” flip-flops into
proper sandals and vice versa in a snap
+ “Double durability”= durability (flip-flops + sandals) Target audience
Vietnamese young adults,, age between 22 to 30- young
labor force, capture 65% of Vietnamese adults
 Key insights:
When my adult life seems to be loaded with solemnity, I
need a break from full-time formality. However, even my
“tiny liberal moments” such as wearing flip-flops or ripped
jeans, might be seen as impropriate manner.
I’m stuck between “Being Proper” & “Enjoying guilty
Pleasure”
• Price: 100,000 vnd/pair
• KPIs: Brand sales growth & Marketing KPIs
• Channel selection priority: social, digital, on-ground
• Key milestone: Deployment: Summer 2017
• Budget: 10 bio/ year ( 5% of annual turnover)
• Brand personality: Contrasts in harmony
casual // proper
durable // up-to-date
Vietnamese heritage // contemporary youth
1-page summary

3. The ambition
A smartly FRUGAL yet IMPACTFUL campaign for a
HERITAGE VIETNAMESE brand’s comeback

4. The challenges
1. Biti’s wants to DOUBLE its Flip-flop revenue by expanding its market to the Young
adults
2. Biti’s urges to CONNECT with the Young adults to be their happy, friendly, family-
oriented brand
3. Young adults spontaneously think of Biti’s as a YESTERDAY brand that they don’t feel
related to

5. “When my adult life seems to be loaded with solemnity, I need a break from full-time formality.
However, even my “tiny liberal moments” such as wearing flip-flops or ripped jeans, might be
seen as impropriate manner.
I’m stuck between “Being proper” & “Enjoying guilty Pleasure”
The insight
Who are they: Vietnamese young adults,, age between 22 to 30- young labor force

6. With “Biti’s II” , why choose when you can have both, as 2 is better than 1!
Biti’s II offers:
- A proper LOOK: “Double-strap”, easily turn your “guilty” flip-flops into proper sandals
- Inherent DURABILITY: new technology for superior durability
“Biti’s II- Contrasts come in pair, as 2 is better than 1!
Product concept
A simple hook to
keep the strap
flexible
Easily turn
into a sandal

7. 1. WHAT IS IT?
We want to build II a symbolic icon:
- a pair of flip-flop
- always an improved version vs I (one/first)
- symbolize “contrasts come in pair”:
casual // proper
durable // up-to-date
vietnamese heritage // contemporary youth
Brand concept
2. WHAT DOES IT IMPLY?
Empower young adults’ to embrace
"liberal moments” without emotional
conflicts

8. Campaign objectives
Trigger new trials via renovating Biti’s Flip-flop proposition in Young
Adult’s mind
2 Jobs to be done
#1: double turnover of Flip-flop in Year 1 from launch date
#2: transform “yesterday brand” image of Biti’s into a “contemporary brand” for
Young adults
How success looks like
2,000,000 pairs/ year of Biti’s II in Y1. Means:
- Each of current stores to sell ONLY more 1 pair of “Biti’s II”/day
- Among 100 young adults, 12 people are up to buy a pair of “Biti’s II”

9. OBJECTIVE
INTRODUCTION ENGAGEMENT
CHANNEL
DELIVERABLES
TV, Youtube Social, On-ground activation
Experience idea that can be implemented across touchpoints:
1. Branding Identity (II, Key visual)
2. Communication Content ( 2 Videos 30s for online & 1 cut-on 5s vignette for TV)
3. Content Strategy and/or concept for:
• Referral Strategy that links online & offline
• Integrated Social/Digital focusing on mobile ( Facebook, Instagram)
Reach: 50% targeted consumers
Earned: 5%+mentions, shares on Digital
Geo: Urban centers (6 key cities)
Strategy & Production: 2.5 bio VND
Media: 7.5 bio VND
KPIs
BUDGET
Build awareness & excitement
The pleasure of having contrasts come in pair
Trigger Trial & Referral Mechanics
Experience Biti’s II & refer to your friends as
#2isbetterthan1
Deliverables & Budget

10. Contrasts go freedom!
(*) All photos without copyright watermark ( i.e: shutterstock) are pictures that we took then designed by ourselves