2. 1
CAMPAIGN BACKGROUND
The couple of lovers
Valentine 2014 can
express, share and
enjoy your love with
these cute YoMost’s
Cards.
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3. 2
CAMPAIGN OBJECTIVES
•
Enhance the Brand Image in consumers' perception: Whenever it comes to
Valentine's Day, YoMost is one of the 1st brands to appear.
•
Create a simple but effective,trendy and unique method for couples to
express their love to the other half
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4. 3
TARGET AUDIENCE
• Vietnamese Young Couple
whose lives revolve around
their smart phones.
• Age: 18 – 30
• Life style: dynamic, eager for
something unique, love to
express.
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5. 4
CORE INSIGHT
"I want to make my lover surprise and happy on this special day.
However, finding something new, unique but still sweet and can
reflect our own characteristics. I need something that I can easily
put my own print in and my lover can easily receive and keep."
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6. 5
STRAGEGY
Campaign YoLove of YoMost - Inspiring live out every second on
Valentine's Day 2014, YoMost bring to Augmented Reality
application products (YoLove) with the task of transmitting
messages of love between two people.
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7. 6
CONCEPT
"Tỏ tình độ c đ áo, sáng tạ o thiệ p YO"
và "Ứ ng dụ ng YoLove, tỏ tình phong
cách YO“: when you buy a tornado
YoMost will be presented with 1 YoLove
card templates and manual YoLove
application, which make paper card
become lively compositions on phone, to
confess your feelings.
"Gử i thiệ p YoLove, trúng buổ i hẹ n
hoàn hả o“: When using YoLove, the
user can choose one of the prizes to enjoy
"perfect appointment" with your love
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8. 7
DEPLOYMENT PLAN
1.ONLINE VIDEO
(7th Jan, 2014)
"Phút Yêu Đầ u (First Moment) –
YoMost Valentine 2014 “
The video presents the highlights of the
YoLove app through a love confession
story to inspire the viewers on professing
their love this Valentine's Day
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9. 7
DEPLOYMENT PLAN
2. MOBILE APP
“YoLove - Augmented Reality App“
The application uses Augmented Reality technology to show effects lively and message cards
with YoLove.
The salient features:
- Speaking love most creative way.
- Write love messages by hand.
- Ultra-kool effect on every message
when scanning cards.
- Effects lively, unique card, design card
with 5 diverse sample.
- Opportunity winner, "The perfect date"
for Valentine's Day with him/her
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10. 7
DEPLOYMENT PLAN
4. WEB BANNER
Standard and expandable banners with effects
"flew heart" are arranged at the website for
3. SOCIAL MEDIA
young people as zing.mp3.vn:
Continually updated photos and information
related to the campaign. Fanpage youthful style,
positive for exchanging and sharing of knowhow to enjoy life and perfect love
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11. 7
DEPLOYMENT PLAN
5. WEBSITE
http://www.yotime.com.vn/yolove where provide
details of the campaign, the landing page of the
banners and keep the data of the participants.
The main sections:
- Information programs.
- YoLove on mobile.
- YoLove on your computer.
- YoLove Contest: instructions on how to receive the award for the couple, and keep
messages and reasons award for user.
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12. 7
DEPLOYMENT PLAN
6. ONLINE PR
Advertorial along with Editorial
articles on major newspapers
in order to add fire to the
campaign.
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13. 8
CAMPAIGN OUTCOME/RESULT
•
Wide-spread viral clip with remarkable impact: after 1 month, 219.600 views, 462
likes on Youtube, 4469 likes on Fb Fanpage
•
Hundreds of couples have created their own work
•
Thousands of love words have been sent
•
Quote" Could you be my Valentine?" in the viral clip has been widely spread and
used on social network as well as in reality.
•
Simple & cost effective based on Digital platform
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14. 9
KEY LEARNINGS
•
Youth love to experience something new and unique but it has to be relevant &
theirselves reflection
•
Digital is the new trend in letting consumer experience brands, getting closer to what
brands can offer
•
Digital itself cannot easily spread, there should be other channel to support digital such
as PR so that the effectiveness is ensured
•
YoMost in the past is really No.1 when it comes to Valentine. However, in the recent
years, YoMost is gradually fading and overwhelmed by other brands such as Close-up
or Cornetto. To remain relevant and updated, there are so many things YoMost has to
do to take back their position, 1 digital campaign only is not sufficient.
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