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Young marketer - Elite Development Program -asm 10.1 - Thiên An - Bá Lộc

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Young marketer - Elite Development Program -asm 10.1 - Thiên An - Bá Lộc

  1. 1. CAMPAIGN BACKGROUND Heretofore,”Kool” text of Clear meant to be personal meaning (Clear sponsors the program for personal expression such as “VietNam Idol”) Now, Clear wants to escalate “Kool” to new level, social meaning Clear recognize that Vietnamese young people are not confident yet also proactive to explore beautiful Vietnamese spots outside the world CAMPAIGN OBJECTIVES Inspire & empower young people to step out and explore the Vietnamese beautiful scenery
  2. 2. TARGET AUDIENCE -Youngster -Aged 18-30 -proud of Viet Nam’s landscapes
  3. 3. CORE INSIGHT I want to explore new things and new experiences through discover every lands in Vietnam and I need something to simply mark my journey – something can show me where did I do, and also let me know where the others have gone. Then we can know more new places to explore how beautiful Vietnam is…
  4. 4. STRATEGY Inspire them to eager to explore the beautiful of Vietnamese landscape Give them a chance to experience how beautiful of Vietnamese landscapes Celebrate and amplify the beautiful of Vietnamese landscape to mass
  5. 5. CONCEPT Together with Clear explore my kool Vietnam Execution Idea: “Kool map Vietnam” – created by checking at every beautiful spots in Vietnam
  6. 6. DEPLOYMENT PLAN Inspire experience amplify Objectives Inspire them to eager to explore the beautiful of Vietnamese landscape Give them a chance to experience how beautiful of Vietnamese landscapes Celebrate and amplify the beautiful of Vietnamese landscape to mass Keyhook Viral clip Vlog “Travel VietNam with Kyo York” mention that VietNam’s Youth ignore the beauty of the country to look to other countries, expressed through the eyes of a famous foreigner, Kyo York MV “My Kool VietNam” mention that The beauty of VietNam is described through the landscapes, tourist places… Landing page mykool vietnam.com to show kool map Vietnam App “Clear my kool spots” Clip “Kool hunters” will show 15 days along the length of the country's 5 Kool hunters Other tactics Press conference Social seeding PR Social seeding PR Social seeding PR
  7. 7. CAMPAIGN OUTCOME/RESULT Phrase 1 Phrase 2 Phrase 3
  8. 8. KEY LEARNING Reason to be success - pioneers in raising the insightfull issue of young people - discover the beauties Viet Nam - used successfully to deploy digital Vlog, MV, website & check in app - get involved word “KOOL” with “CLEAR” labels
  9. 9. KEY LEARNING Things to be considered 1/Brand Role of Clear has not been clearly expressed. sales do not increase significantly
  10. 10. 2/ Celeb, Thanh Hang is not inspiring for young people because she is not effective participation
  11. 11. 3/Effective communication is not good because video content is not enough impressive to viral (Number of viewer is not as high as other viral clips)

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