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Young Marketers Elite 2 Brand Comunication Agency Side - Mai Bang - Tuan Duong

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Young Marketers Elite 2 Brand Comunication Agency Side - Mai Bang - Tuan Duong

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Young Marketers Elite 2 Brand Comunication Agency Side - Mai Bang - Tuan Duong

  1. 1. ASSIGNMENT BRAND COMMUNICATION ( AGENCY SIDE)
  2. 2. AGENDA CLOSE UP CAMPAIGN REVIEW CAMPAIGN BRIEF FROM CLOSE UP 1 2
  3. 3. CLOSE UP IDEA BRAND IDEA A CATALYST TO GET CLOSER GET FRESH, GET CLOSE KISS IT YOUR WAY COMMUNICATION IDEA ADVERTISING IDEA
  4. 4. TARGET CONSUMER & CONTEXT By communicate that Valentine day is the best occasion for EXPRESS LOVE THROUGH MOMENT OF KISSING. Closeup want to OWN “KISS” as the MOST NOTEWORTHY MOMENT by making couples more confident & set them free to express their love TARGET COUPLES Age: 18 – 30 Income: ABCD Live in Urban Want to have the noteworthy moments to express love with their lover
  5. 5. INSIGHT & BIG IDEA CONSUMER INSIGHT Kissing is the most desirable moment in Valentine Day so that I want to make it MEMORABLE with my lover. But I’m AFRAID OF MISSING THIS MOMENT because of my shyness. I want to have an opportunity to let me confident to do it
  6. 6. EXECUTION PHASE 2PHASE 1 PHASE 3 Key hook: Viral Clip Two viral clip about JV & Mie to introduce the Cupid Games & trigger couples to express their love Tactics: Social, PR Key hook: The Cupid Games Closeup set up a game on Facebook & express love booths at MT channel to encourage them do it your way & make it a noteworthy moment with their lover Tactics: Social, MT channel Key hook: Special Event “Kiss it your way” Closeup organized event in AEON Mall with many couples & give them an opportunity to feel free & confident in kissing to have a noteworthy moment with their lover Tactics: Social, PR
  7. 7. CAMPAIGN BRIEF is the creative brief for the Campaign idea which is developed with the lead Brand Agency and includes initial “must-have” channels to meet the objectives. A campaign creative brief contains: 1. Business & Marketing Objective 2. Campaign Objective 3. Target audience 4. Insight & Desired response 5. Approach mandatory 6. Reason to believe 7. Channels 8. How do consumer participate? 9. What keeps the conversation going? 10.Timing & Budget 11. Evaluation TO WRITE AN EFFECTIVE CAMPAIGN CREATIVE BRIEF DO 1. Stay focus 2. Stay relevant 3. Be logical 4. Be credible 5. Be Unambiguous 6. Jargon-free 7. Be clear on budget 8. Be colorful, interesting DON’T 1. Has unclear or unfeasible objectives 2. “Interesting” information but off brief 3. Contain both comsumer fact & insight 4. Has no reason to believe 5. Has no clear deliverables 6. Pushing deadlines 7. Be unclear who is signing off 8. Be prescriptive more than inspiring
  8. 8. BUSINESS OBJECTIVE Increase 30% sale in occasion of Valentine 2015. MARKETING OBJECTIVE Close Up Brand is already representative brand of Valentine Day in recent years. Close Up want to enhance brand equity throughout special moments in that day CAMPAIGN OBJECTIVE Communicate that Valentine day is occasion for expressing love through moment of kissing. Close Up want to own “kiss” as the most noteworthy moment. TARGET AUDIENCE Couple, urban , from 18 – 30 , proactive & want to have the noteworthy moments to express love with their lover CURRENT BEHAVIOR I missed opportunities to kiss my lover. In special occasion as Valentine Day, I don’t want to miss it again EXPECTED BEHAVIOR Do kiss, oh, let’s try it, we will have the most memorable moment in Valentine Day this year. CONSUMER INSIGHT Kissing is the most desirable moment in Valentine Day so that I want to make it MEMORABLE with my lover. But I’m AFRAID OF MISSING THIS MOMENT because of my shyness. I want to have an opportunity to let me confident to do it MESSAGE Do closer and make your memorable kiss WE WRITE A CAMPAIGN BRIEF FROM COMMUNICATION BIG IDEA : GET FRESH, GET CLOSE
  9. 9. CHANNELS Facebook, Website, MT channels TIMING & BUDGET From Jan 1st,2015 to Feb 14th, 2015 & 3 Billion Vietnam dong EVALUATION By the number of participation & engagement throughout campaign APPROACH MANDATORY REASON TO BELIEVE HOW DO CONSUMER PARTICIPATE? WHAT KEEPS THE CONVERSATION GOING? Viral Video and Print ad, editorials, creating trendy to celebrate with individual styles Close up is representative of love, and a bridge to get your relationship closer Receive the information and take action to celebrate Valentine Day with their lover Share-able trendy to be more noteworthy with peers

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