2. Client Background
• Belongs to Thai Nippon Rubber
Industry Co., Ltd (Thailand)
• First launched in VN in 1994 by
the Department for International
Development (DFID)
• Approx. 300 millions OK
condoms are sold in VN every
year
3. SWOT Analysis
Strengths
Weaknesses
- Market leader in VN (59% market share)
- Cover 90% pharmacies across VN
- Top-of-mind, brand name becomes
synonym for “condom” in VN
little need to create brand awareness
- Affordable price, fair quality
able to target young consumers, BCD
income
- Unattractive packaging, weak visual
identity
- Although high, sales slightly decrease
over time
Opportunities
Threats
- Young population with high percentage
of premarital sex
Potential condom market
- Subsidy policy from government
competitive price
- Cheap price may imply low-quality
- In VN, it’s still taboo to talk openly about
sex
- 15-17% Vietnamese young people
regard condom as “tool” for the
promiscuous & sex workers
6. Target Audience
I trust my boyfriend with all
my heart – there’s no way
he has STD.
I want to protect my
girlfriend, but I’m
afraid using condoms
would make her feel
insulted.
Open yourself up to new
experiences, why not? You
only live once!
Everytime I buy a
condom, people
look at me as if I
was a bad guy.
• Male & Female, 18-24
• Income BCD
• Hanoi & HCMC
• Have sex & concern for sex health
7. Objectives
• To reinforce OK’s top-of-mind awareness among 80%
of the target public at the end of the campaign (after 6
months)
• To generate brand preference among 70% of the target
public after 6 months
• To
condom use among the target audience from
45% to 65% after 6 months
• To
brand profit by 15% after 6 months
8. Insight
Vietnamese young adults feel embarrassed about buying &
using condom because they associate this sensitive product
with promiscuous people & sex workers
9. Big Idea
OK Condom – Privilege of the Bold
(Bao cao su OK – Đặc quyền của người bản lĩnh)
+
10. Reasons to Believe
• The bold take responsibility for their own ways of living,
without caring much about what other people may think
• Conventional prejudice against condom turns out to be
unreasonable and anti-scientific in modern society
Having condoms in hand shows one’s strong will, maturity &
good sex knowledge
11. Marketing Strategy
Product
Price
Currently, OK Condom has
2 sizes and 3 smells:
Wholesale price:
617 VND/pc
OK Condom should diversify the product’s
texture & re-design the packaging
Retail price:
5,000 VND/3 pcs
Place
Promotion
• Guest houses/Hotels
• Condom boutiques/Online shops
• Supermarkets/Convenience
stores
• Health clinics/Pharmacies
• Bars/Nightclubs
Phase 1: Public
Attention
Phase 2: Public
Engagement
Phase 3: Product Trial
12. Phase 1 – Public Attention (Dec 2013 – Jan 2014)
Primary tactic: “Bold as Backpackers” (Bản lĩnh phượt thủ)
reality webisodes
a) Contestant: 10 key influencers within
Vietnamese “phượt” community
Rosie Nguyen
Quy Coc Tu
Thanh Tina
13. Phase 1 – Public Attention (Dec 2013 – Jan 2014)
“Bold as Backpackers”
b) Format: 10 contestants compete in a cross-country
travel race (from HCMC to Hanoi). Audiences decide
what roads and challenges each has to go through by
voting on FB.
c) Airing period: 1/12/2013 (World AIDS Day) –
26/1/2014
d) Brand placement: logo & brand color on bikes, logo as
GPS navigator (journey maps publicly updated),
product as prize, earned media & secondary tactics.
14. Phase 1 – Public Attention (Dec 2013 – Jan 2014)
Secondary tactics:
PR
- Press conference
- Editorial
- Social networks
(Facebook, contestants’
blogs)
Advertising
- Print ad
- Online banner
- Microsite
- Billboard
- Transit ad (bus &
taxi)
- POSM (flyer,
brochure, guidebook
for backpackers, etc.)
15. Phase 2 – Public Engagement (Feb 2014)
Primary tactic: “Dare to love” (Ngại gì yêu) guerrilla event
a)
Unexpected invitation: OK’s salespeople
disguise as street flower sellers 2 days
before Valentine (12-14/2/2014) with two
different buckets (normal flowers &
condom-based flowers). When a buyer
picks a condom-based flower, the seller will
congratulate him/her and give him/her a
pair of tickets to the “Dare to love” pool
party.
16. Phase 2 – Public Engagement (Feb 2014)
Primary tactic: “Dare to love” (Ngại gì yêu) guerrilla event
b) Pool party
Date: 14/2/2014
Venue:
- Kim Cương Island (HCMC)
- Tuổi Trẻ Park (Hanoi)
Guests: Celeb couples & brand ambassadors
Secondary tactics:
PR
- Editorial
- Social networks
- Word-of-mouth
Advertising
- Online banner
- Microsite
- Viral video
- Cinema advertising
- POSM
17. Phase 3 – Product Trial (Mar – May 2014)
Primary tactic #1: “Condom tour” mobile classrooms in
universities
Activities:
- Screening short films about condom
use & safe sex (*)
- Exhibiting comic illustrations of STD
viruses
- Open talk with experts and celebrities
- Introducing “Condom Rebellion”
mobile app
- Handing out condom samples
* Prior to this tour, an amateur film-making competition will be held
among university students, so that they can either participate or vote
for their fellows’ works.
18. Phase 3 – Product Trial (Mar – May 2014)
Primary tactic #2: “Condom Rebellion” mobile app
In this game, the
player uses a condom
to catch misleading
prejudices and
destroy them to step
up to the next level.
19. Phase 3 – Product Trial (Mar – May 2014)
Secondary tactics:
PR
- Press conference
- Editorial
- Social networks
- University forum
seeding
- Celebrity
endorsement
Advertising
- Print ad
- Online banner
- Microsite
- Transit ad (bus &
taxi)
- POSM
- In-store TVC
Other
- Sampling
- Merchandising
(umbrella, backpack
s, etc.)
20. Budget & Evaluation
Quantitative
Evaluation
Sales
Total: 5 billion VND
Bold as
Backpackers
30%
34%
Dare to Love
Condom Tour
& App
16%
20%
Other
- Survey
- Sales figures
- FB views &
followers
- Microsite visitors
- Online ad pay-perclick
- Event participants
- Market share &
mind share
- Return on
investment (ROI)
Qualitative
Evaluation
- Focus group
- Interview
- Free media
coverage
