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+
ONE PHOTO ONE ACTION 2011
+
AGENDA
1.Client’s brief
2.Project Insights
3. Our Proposal
4. Project Outcome
+
1. PROJECT BRIEF
 Client Canon
 After many years with CSR program “ Vì một Việt Nam xanh”
Canon briefed T&A Ogilvy a p...
+
2. PROJECT INSIGHTS
+
SOCIAL ISSUES IN VIETNAM
 Among those issues, the problem of
polluted environment and exhausting
resources has been the...
+
TARGET AUDIENCES’ INTERESTS
Target audiences of this year CSR campaign are:
- Young people up to 25 years old
The intere...
+
WHAT CANON BEST SELLS
Canon’s power lies in the IMAGES:
- “A pictures tells thousand words”
- It relates closely to our ...
+
ONE
PHOTO
ONE
ACTION
Progam
Image
Solutions
Entertainm
ent stars,
Internet,
Photograp
hy…
Environm
ental
pollution
and
P...
+
THE CAMPAIGN IDEAS
Each photo in the campaign will initiate an action from the
public to protect the environment
+
3. OUR PROPOSAL
+ PROGRAM CORE IDEA
A partnership
between
Canon,
photographer
s and
Celebrities
to deliver
Green
Messages
on
“Action Bags”...
+
PROGRAM FRAME WORK
01.
Partnership
Establishm
ent
02.
MESSAGE
PRODUCTION
04. PUBLIC RELATIONS ACTIVITIES
03.
MESSAGE
DEL...
+ PROGRAM FRAME WORK
PHOTOS
1 photo = X million
Supporting communications activities
Environmental
activities
One Photo
On...
+
Picture – Theme Option 1
 The theme of the pictures will be “DON’T IGNORE”
which send the message that “Do not ignore t...
+
Samples
+ The picture layout
Do Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !
Lady Gaga b...
+ The picture layout
Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !
Lady Gaga by J...
+
Picture – Theme Option 2
 The theme of the pictures will be “SHOCK” which will
send about the pollution or environment ...
+
Samples
Do Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !
Plastic bags are one o...
+
Layout
Don’t let plastic bags cover
our future
XYZ by Joe Dane for “One Photo One Action”
+
Layout
Don’t let plastic bags cover
our future
XYZ by Joe Dane for “One Photo One Action” Fund
Tagline:
The
message
abou...
+
4. EXECUTION
+
How did it work ?
We invited 15 top celebrities of different areas to
be part in the campaign by sending their
messages ...
+
THUMINH
+
KHANHTHI
+
HAANH
+
VĂNMAIHUONG
+
HONGANH
+
365ALBUM
+
FINALARTWORK
+
FINALARTWORK
+
UYENLINH
+
VIETNGA
+
DUCTUAN
+
QUOCTHAI
+
TIENDOAN
+
HOANGTHUYLINH
+
KHANHLINH
+
BAGS
+
+
PHOTOCONTEST
+
How did it work ?
The pictures were then printed on
canvas bags and sold to fans.
A book with stories about each
picture...
+
EVENT
+ THE RESULT
OPOA received great comments from the press
and public for being a creative campaign with
beautiful images an...
+ SUMMARY & KEY LEARNINGS
On overall, OPOA was a successful campaign with lots of
positive feedback and outcome.
However, ...
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[The PR industry you never know] PR Landscape in Vietnam: Campaign "Canon - one photo, one action"

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Case "Canon - one photo, one action" được chia sẻ trong hội thảo "PR landscape in Vietnam" ngày 25.7 - thuộc chuỗi hội thảo "The PR industry you never know" do AiiM tổ chức.

Published in: Education, Art & Photos

[The PR industry you never know] PR Landscape in Vietnam: Campaign "Canon - one photo, one action"

  1. 1. + ONE PHOTO ONE ACTION 2011
  2. 2. + AGENDA 1.Client’s brief 2.Project Insights 3. Our Proposal 4. Project Outcome
  3. 3. + 1. PROJECT BRIEF  Client Canon  After many years with CSR program “ Vì một Việt Nam xanh” Canon briefed T&A Ogilvy a program that : + More engaging with young people + Have actual and meaningful impact on the society + Continue the ideas of previous year about Environment protection.
  4. 4. + 2. PROJECT INSIGHTS
  5. 5. + SOCIAL ISSUES IN VIETNAM  Among those issues, the problem of polluted environment and exhausting resources has been the most significant concern in recent years in Vietnam.  In big cities such as Ho Chi Minh City or Hanoi, the problem of garbage, waste and un-degradable plastics bags is becoming alarming.  One reason for those environmental problems is partly due to the bad habit of the many Vietnamese people in terms of resource usages and garbage dumping
  6. 6. + TARGET AUDIENCES’ INTERESTS Target audiences of this year CSR campaign are: - Young people up to 25 years old The interests of most youngsters (our target audiences) these days are:  Internet /Computers  Celebrity  Travelling  Fashion  Photography
  7. 7. + WHAT CANON BEST SELLS Canon’s power lies in the IMAGES: - “A pictures tells thousand words” - It relates closely to our products - Canon’s products are of great interests from the youngsters
  8. 8. + ONE PHOTO ONE ACTION Progam Image Solutions Entertainm ent stars, Internet, Photograp hy… Environm ental pollution and Public behaviors THE CONCEPT SOCIAL ISSUES TARGET AUDIENCE’S INTEREST WHAT CANON BEST SELLS THE CAMPAIGN CONCEPT
  9. 9. + THE CAMPAIGN IDEAS Each photo in the campaign will initiate an action from the public to protect the environment
  10. 10. + 3. OUR PROPOSAL
  11. 11. + PROGRAM CORE IDEA A partnership between Canon, photographer s and Celebrities to deliver Green Messages on “Action Bags” or other means .. to community… By…
  12. 12. + PROGRAM FRAME WORK 01. Partnership Establishm ent 02. MESSAGE PRODUCTION 04. PUBLIC RELATIONS ACTIVITIES 03. MESSAGE DELIVERY
  13. 13. + PROGRAM FRAME WORK PHOTOS 1 photo = X million Supporting communications activities Environmental activities One Photo One Action FUND PHOTOGRAPHERS CELEBRITIES Public engagement
  14. 14. + Picture – Theme Option 1  The theme of the pictures will be “DON’T IGNORE” which send the message that “Do not ignore the problems of environment around you. Look and Act to change it for a better future”  Each picture will be the portrait of the celebrity with a symbolic act such as covering their eyes, mouth, nose, or ears to represent the ideas of ignoring what is happing around you.  Each celeb can work with the photographer and PR agency to choose an expression of themselves => to give the chance for the celeb to tell their own stories and send their own messages and about protecting the environment
  15. 15. + Samples
  16. 16. + The picture layout Do Plastic bags are one of the killers of the environment. Don’t cover your eye with it ! Lady Gaga by Joe Dane for “One Photo One Action” Fund Plastic bags are one of the killers of the environment. Don’t cover your eye with it !
  17. 17. + The picture layout Plastic bags are one of the killers of the environment. Don’t cover your eye with it ! Lady Gaga by Joe Dane for “One Photo One Action” Program Tagline: The message about environ ment that the Celeb wants to send One eye is covered Credit of the artist, photographer, and the Program
  18. 18. + Picture – Theme Option 2  The theme of the pictures will be “SHOCK” which will send about the pollution or environment problem  Each picture will be the image of the celebrity that contains some messages about environment  Each celeb can work with the photographer and PR agency to choose an expression of themselves => to give the chance for the celeb to tell their own stories and send their own messages and about protecting the environment
  19. 19. + Samples Do Plastic bags are one of the killers of the environment. Don’t cover your eye with it ! Plastic bags are one of the killers of the environment. Don’t cover your eye with it !
  20. 20. + Layout Don’t let plastic bags cover our future XYZ by Joe Dane for “One Photo One Action”
  21. 21. + Layout Don’t let plastic bags cover our future XYZ by Joe Dane for “One Photo One Action” Fund Tagline: The message about environ ment that the Celeb wants to send Credit of the artist, photographer, and the Program
  22. 22. + 4. EXECUTION
  23. 23. + How did it work ? We invited 15 top celebrities of different areas to be part in the campaign by sending their messages about the environment via creative pictures.
  24. 24. + THUMINH
  25. 25. + KHANHTHI
  26. 26. + HAANH
  27. 27. + VĂNMAIHUONG
  28. 28. + HONGANH
  29. 29. + 365ALBUM
  30. 30. + FINALARTWORK
  31. 31. + FINALARTWORK
  32. 32. + UYENLINH
  33. 33. + VIETNGA
  34. 34. + DUCTUAN
  35. 35. + QUOCTHAI
  36. 36. + TIENDOAN
  37. 37. + HOANGTHUYLINH
  38. 38. + KHANHLINH
  39. 39. + BAGS
  40. 40. +
  41. 41. + PHOTOCONTEST
  42. 42. + How did it work ? The pictures were then printed on canvas bags and sold to fans. A book with stories about each picture was published . Money from bags selling was used for cleaning the environment and further educate the youth
  43. 43. + EVENT
  44. 44. + THE RESULT OPOA received great comments from the press and public for being a creative campaign with beautiful images and meaningful messages. 216 K of searched results on Google 50 + news, TV and thousands of social posts after the launching event ~800 Bags sold to fans 100s of pictures for the photo contests 14 K fans after 3 months of campaign
  45. 45. + SUMMARY & KEY LEARNINGS On overall, OPOA was a successful campaign with lots of positive feedback and outcome. However, there are places where we can improve 1. Stronger and well connection between: OPOA with other programs of Canon ( Photomarathon, Canon EOS Academy, Help with love..etc) 2. Social activites to follow OPOA more closely and amplify the activities from the beginning to the end. 3. Partner with other other brands /media to strengthen the effects of the campaign 4. The Actions that make OPOA a meaningful campaign.

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