1. YOUNG MARKETERS 4
ELITE DEVELOPMENT PROGRAM
Nguyen Thi Thanh An
Foreign Trade University HCMC
PEDIGREE
THE MARKETING COMMUNICATION CAMPAIGN
2. TARGET AUDIENCE
• Gender: Male, Female
• Age: 25 – 40
• Family: Married, Parents/ going to become
parents
• Live in urban
• Love and care about their own kids’
development, spend time playing with kids
• Raising dog but still eat dog meat
3. I think eating dog meat is just as eating
pork, chicken„ Vietnamese have eaten
it a long time ago
I don’t think so much about that„ I eat
sometimes because dog meat is delicious
and nutritious in cold weather and enjoyable
to eat with friends
Does this affect anyone else?
It does no harm to me as
well
CURRENT RESPONSE
“
INSIGHT
I can’t eat dog any more knowing that
what I’m eating is my kid’s friend in growth.
I don’t want to hurt my kids’ feeling.
All I want is to give them a happy grow - up
BRANDROLE
Pedigree develops a happy environment for the growth of the next generation
by taking good care of dog – the child’s good friend
4. Nowadays, kids are no more afraid of dogs. Actually, there is another silent
fear behind every kid’s mind that one day, their own doggy – friends may be
lost from home or even disappear because of dog theft for meat…
6. Awake Engage
OJECTIVE
KEY HOOK
SUPPORTING
TACTICS
KEY
MESSAGE
Show adults about kids’ hurt when their
dogs are lost because of dog theft for
meat.
A interactive dual-story viral clip: Titled
“The Silent Fear”, the film tells the double
story of a kid who raised a dog, before
and after she lost the dog
News:“Young girl cries wholeheartedly
and going depressing knowing his Dad
eats dog meat.”
“What your kids think about eating
dog meat”
“The touching story of young boy
Minh and his doggy.”
PR, Social Media, Billboard Influencers, PR, Social Media
Pedigree show parents their kids’ silent thoughts and
feeling towards eats dog meat issues which parents
haven’t known before.
‚THE SLIENT FEAR‛ – Kids are no more afraid
of dogs. Actually, there is another silent fear
behind every kid’s mind that one day, their
own doggy – friends may be lost from home
or even disappear because of dog theft for
meat„
Many KIDS’ VOICEs toward eating dog
meat issues will be sent to parents
Story-telling contest: Pedigree cooperates with
kindergarten and primary schools, holding a contest for
kids to tell stories of them and dog, their thoughts and
feeling towards eating dog meat issue.
Interactive OOHs: The story collections from the contest
will be performed on the OOHs placed at schools.
Parents will engage when waiting for their kids
afterschool.
7. VIRAL
INTERACTIVE
DUAL-STORY
CLIP
Titled “The Silent Fear”, the film tells the double
story of a kid who raised a dog, before and
after she lost the dog. The original clip
featuring the happy periods when the kid
with her dog play together switches to a
storyline featuring the distress moment she
lost her dog and go to find the dog when
you press and hold ‘S’ on the screen.
‚THE SLIENT FEAR‛ – Kids are no more afraid of dogs. Actually, there is another silent fear
behind every kid’s mind that one day, their own doggy – friends may be lost from home or
even disappear because of dog theft for meat„
MESSAGE AT LAST:
PHASE 1 – AWAKE – Viral interactive dual-story clip
8. Pedigree cooperates with kindergarten and primary schools,
holding a contest for kids to tell stories of them and dog, their
thoughts and feeling towards eating dog meat issue.
They can write, draw, record, make clip or do any other forms„
Then many stories of showing kids’ voices on the issue
form the contest will be converted into the interactive
OOHs placed at schools.
The OOHs show the story collections of kids and dogs
and their voice on eating dog meat issue. Parents will
engage when they are waiting for their kids
afterschool, when they type their own kids’ names,
their own kid’s story will be performed. They can aslo
watch other kids’ stories.
And the silent messages from kids will be conveyed to
parents
+ +
PHASE 2 – ENGAGE – Storytelling contest, interactive OOHs
STORYTELLING
CONTEST
INTERACTIVE
OOHs
