Campaign “Pain of An”
Client: Tuoi Tre Newspaper
Proposed by
BRIEF RECAP

For LGBT, family is no longer a place to go back
and it is such a tragedy.

Make it a brighter situation!
Cam...
Let’s see how Moms react to this…

Campaign “Pain of An”
We can step in and make the second stage shorter…

How Mom moves from 2nd stage to 3rd stage?

Campaign “Pain of An”
INSIGHT

I want my son/

daughters NOT
to suffer any

PAIN and I will
do everything to
make them
happy.

Campaign “Pain of...
STRATEGIC APPROACH

How to make Moms visualize the tragedy and the happenings
in a long time in 3 months?

Campaign “Pain ...
Mẹ ơi, con sợ..

INTRODUCING
Campaign

“PAIN OF AN”
Key message:

“His/ her life is hard enough”
Campaign “Pain of An”
OUR STORY

PHASE 1

PHASE 2

Campaign “Pain of An”

PHASE 3
DEPLOYMENT PLAN
Phase 1 – PROVOKE

-->Provoke the story of a character named “An” as a sample of tragedy

Campaign “Pain o...
DEPLOYMENT PLAN
Phase 2 - ENGAGE

Interactive Billboard
Mẹ ơi, con sợ..

1st touch

Mẹ ơi, con sợ..

2nd touch

Campaign “...
DEPLOYMENT PLAN
Phase 3 – AMPLIFY (1/2014)
PR, TV news
--> impress the audience with the number of people engage
with the ...
LONG TERM VISION

> SUCH A BIG PROBLEM TO BE SOLVED IN 3 MONTHS

_Establish Hot line and Column on Tuoi tre newspaper to h...
EVALUATION
Quantitative method
- Number of reach / impressions / publications / delivery of
wrap.
- Number of Engagement
-...
SUMMARY

key message: “His/ her life is hard enough”

TV Shows
PR
phase 1

TVC
Supermaket wrap
Interactive billboard
PR

P...
THANK YOU
Campaign “Pain of An”
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Young Marketers 2 - Ban ket - S.E.X

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Young Marketers 2 - Ban ket - S.E.X

  1. 1. Campaign “Pain of An” Client: Tuoi Tre Newspaper Proposed by
  2. 2. BRIEF RECAP For LGBT, family is no longer a place to go back and it is such a tragedy. Make it a brighter situation! Campaign “Pain of An”
  3. 3. Let’s see how Moms react to this… Campaign “Pain of An”
  4. 4. We can step in and make the second stage shorter… How Mom moves from 2nd stage to 3rd stage? Campaign “Pain of An”
  5. 5. INSIGHT I want my son/ daughters NOT to suffer any PAIN and I will do everything to make them happy. Campaign “Pain of An”
  6. 6. STRATEGIC APPROACH How to make Moms visualize the tragedy and the happenings in a long time in 3 months? Campaign “Pain of An”
  7. 7. Mẹ ơi, con sợ.. INTRODUCING Campaign “PAIN OF AN” Key message: “His/ her life is hard enough” Campaign “Pain of An”
  8. 8. OUR STORY PHASE 1 PHASE 2 Campaign “Pain of An” PHASE 3
  9. 9. DEPLOYMENT PLAN Phase 1 – PROVOKE -->Provoke the story of a character named “An” as a sample of tragedy Campaign “Pain of An”
  10. 10. DEPLOYMENT PLAN Phase 2 - ENGAGE Interactive Billboard Mẹ ơi, con sợ.. 1st touch Mẹ ơi, con sợ.. 2nd touch Campaign “Pain of An” Mẹ ơi, con sợ.. final touch
  11. 11. DEPLOYMENT PLAN Phase 3 – AMPLIFY (1/2014) PR, TV news --> impress the audience with the number of people engage with the Interactive Billboard -->Utilize more cases successful find way back to home in Tet -->Establish a column for audiences to send mail and a hot line on Tuoi Tre newspaper for long-term development. Campaign “Pain of An”
  12. 12. LONG TERM VISION > SUCH A BIG PROBLEM TO BE SOLVED IN 3 MONTHS _Establish Hot line and Column on Tuoi tre newspaper to help specific cases _Make “Pain of An” a national wide campaign with launches of Interactive Billboard in Ha Noi, Da Nang, Can Tho… _Autobiography of An’s Mom to be published _Hold local seminars… Campaign “Pain of An”
  13. 13. EVALUATION Quantitative method - Number of reach / impressions / publications / delivery of wrap. - Number of Engagement - Value of advertisement in the campaign period. Qualitative method - Measure by interview / focus group Campaign “Pain of An”
  14. 14. SUMMARY key message: “His/ her life is hard enough” TV Shows PR phase 1 TVC Supermaket wrap Interactive billboard PR PR, TV news phase 2 phase 3 Campaign “Pain of An”
  15. 15. THANK YOU Campaign “Pain of An”

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