Team

STORM

OK Proposal – 18/10/2013
3
Insight

1
Situation
Target
Issue

5
Overall
Execution
Plan

2
Objective

4
Communication
challenge
Situation – Target - Issue
Threats
Strong competitors, both
domestic and foreign

Weaknesses
o Most recognized brand
o Rel...
Situation – Target - Issue

Target

• Vietnamese male and female, aged 1824 mostly in HCMc and Hanoi
• Income: BCD
• Have ...
Situation – Target - Issue
To address the issue and insight, we conducted a mini group discussion.

• A group of 10 people...
Situation – Target - Issue

Lack of
information and
STRAIGHTFORWARDNESS
of

Issue

Educators
and Media
Direct consumers
Fe...
Insight

I know it’s good
to use condoms,
but I don’t
consider it
a MUST

I absolutely don’t
want my kids to
have unsafe s...
Objective

Communication Challenge
Increase condom use by
20%
Increase OK’s brand
awareness

Increase sales by 15%

Claim ...
Big Idea – Communication message

,You don’t want this.
(OK, bạn không mong muốn điều này.)

The FIRST condom campaign to ...
You don’t want this.
Where are my
parents?
The question they asked
They was left almost dead in
front of a temple. Their p...
You don’t want this.
The surgeon
performing an
abortion case for a 17
year old girl
She did not ask her
boyfriend
to use O...
Execution plan

3
PR – charity project

5

1

Distribution
Adjustment

Activation

2
Radio Online

4
Advertising
Activation

Gather 10 celebrities to record
a song “Em không muốn” (I
don’t want) for abandoned kids
and other victims, ma...
Execution plan

“OK YOU DON’T
WANT THIS” website,
syncing with FB
fanpage and youtube
channel, shares
reportages,
document...
Execution plan

PR – charity project

1. Extract 300 dong from each sold OK condom to
help victims of unsafe sex.
2. Pitch...
Execution plan

Advertising

TVC or an official youtube clip featuring victims with impactful stories.
Put obsessive pictu...
Execution plan

Distribution Adjustment

1. Expand Distribution in Rural areas
2. Diversify sizes of packages ( packs of
3...
Execution plan

Timeline and Budget
Launch TVC, put
up POSMs, launch
Digital pages and
release the song

Granting gifts fo...
Execution plan

Budget and Risk management

Press + Digital + Advertising + Charity + song recording + reality
show
= $300...
SECRET
Group

Thank you!
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Young Marketers 2 - Storm

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Young Marketers 2 - Storm

  1. 1. Team STORM OK Proposal – 18/10/2013
  2. 2. 3 Insight 1 Situation Target Issue 5 Overall Execution Plan 2 Objective 4 Communication challenge
  3. 3. Situation – Target - Issue Threats Strong competitors, both domestic and foreign Weaknesses o Most recognized brand o Reliable quality o Length of existence, which brings experience and strengthen reliability Situation – TOWS analysis Oppoturnities Emerging market with support from the government (55%Vietnamese youngsters (14-24) perform pre-married sex without condoms  1 mil STIs cases The “100% condom” project” announced by HCM city’s committee on 5/3/2103 to put condoms in every hotel rooms within the city) Strengths o Limited promotions o Lack of creativity, especially dangerous when competitors like Durex enter the market
  4. 4. Situation – Target - Issue Target • Vietnamese male and female, aged 1824 mostly in HCMc and Hanoi • Income: BCD • Have sex or care about sex and condoms.
  5. 5. Situation – Target - Issue To address the issue and insight, we conducted a mini group discussion. • A group of 10 people aged 18-40, including 2 parents and 8 youngsters (5 males, 5 females) who are employees in auditing, media, PR and students • Topic: How do they think a bout condoms? Did they use them? Why don’t they use condoms? What can possibly make them use condoms?... and similar questions
  6. 6. Situation – Target - Issue Lack of information and STRAIGHTFORWARDNESS of Issue Educators and Media Direct consumers Female partners – afraid to ask their man Because of the reserved culture, which hesitates to face the rough truth
  7. 7. Insight I know it’s good to use condoms, but I don’t consider it a MUST I absolutely don’t want my kids to have unsafe sex! I don’t wanna have STIs! I don’t wanna be a teenage mom!
  8. 8. Objective Communication Challenge Increase condom use by 20% Increase OK’s brand awareness Increase sales by 15% Claim the need of using condoms in the most straightforward way, exposing the consequences, up-closed and fearlessly. Let OK be the first to talk about condoms with BRAVERY, while others try to use metaphors or humors to approach the topic.
  9. 9. Big Idea – Communication message ,You don’t want this. (OK, bạn không mong muốn điều này.) The FIRST condom campaign to find impactful stories about people suffering diseases, isolation and pain because of the hesitation not to use condoms, put it on POSM, TVC, radio straightforwardly Help those cases with a charity project, extracting from sales of condoms.
  10. 10. You don’t want this. Where are my parents? The question they asked They was left almost dead in front of a temple. Their parents did not use OK. Communication tone and style Black and White, short, straightforward Demo tone and style
  11. 11. You don’t want this. The surgeon performing an abortion case for a 17 year old girl She did not ask her boyfriend to use OK. Demo tone and style
  12. 12. Execution plan 3 PR – charity project 5 1 Distribution Adjustment Activation 2 Radio Online 4 Advertising
  13. 13. Activation Gather 10 celebrities to record a song “Em không muốn” (I don’t want) for abandoned kids and other victims, making a Video clip. Reality show, each episode challenge a group of celebrities to: - Have fun with abandoned kids - Cook for them - Comfort their pain, sharing stories and emotions. Airing on YanTV for at least 3 episodes, one for each week
  14. 14. Execution plan “OK YOU DON’T WANT THIS” website, syncing with FB fanpage and youtube channel, shares reportages, documentaries, impactful stories and support the charity project in 3 main sessions Digital Radio Website Weekly Radio online and viral clips sharing true stories of teenage moms, abandoned kids and STI sufferer, occasionally featuring celebrities. Articles on love, gender, sex and radio scripts. Open for comments, syncing with facebook Sexual, Physical and Mental health care Sharing on Celebrities’ fan pages (Andrea, Ngo Thanh Van, Hoai Linh, …) to promote
  15. 15. Execution plan PR – charity project 1. Extract 300 dong from each sold OK condom to help victims of unsafe sex. 2. Pitch or book articles on newspapers on and offline (Thanhnien, Tuoi tre, Kenh14…) about the program and reportages that we find.
  16. 16. Execution plan Advertising TVC or an official youtube clip featuring victims with impactful stories. Put obsessive pictures on POSM Where are my parents? Their unknown Parents did not use OK. You don’t want this. Demo POSM design
  17. 17. Execution plan Distribution Adjustment 1. Expand Distribution in Rural areas 2. Diversify sizes of packages ( packs of 3 and 5 condoms, in addition to maintaining the big boxes)
  18. 18. Execution plan Timeline and Budget Launch TVC, put up POSMs, launch Digital pages and release the song Granting gifts for victims on a show or event 01/03/2014 Tháng 11 Tháng 12 Gather reporters, seek for materials Tháng 1 Tháng 2 Design, produce POSM 1. Build Digital channels 2. Produce new packages 3. Produce Digital, PR and Advertising materials (clips, radio, articles...) 4. Record “I don’t want” 15/05/2014 Tháng 3 Tháng 4 Tháng 5 Tháng 6 Share on Celebrities’ facebook Prepare and Pre-PR for the reality show Reality show Post PR and Evalu -ation Digital channels, reality show and distribution adjustment are run continuously until evaluated as unsupported or out of date
  19. 19. Execution plan Budget and Risk management Press + Digital + Advertising + Charity + song recording + reality show = $30000 + $30000 + $10000 + $30000 + $1000 + $100000 = $201000 (4,2 tỉ VND) Raw images and stories can bring bad reactions Meticulous testing and adjustment before launching. If reactions come after launching, use PR to back up, focusing on the REAL factor. Cannot persuade celebrities to join the program Choose at least one big name with their own related stories (Viet Trinh, Hien Thuc,…) to encourage others. If not, ask them to share only some stories, not the whole program. In case of other problems, conduct a Risk management team to follow up and take care of them.
  20. 20. SECRET Group Thank you!

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