Violet gau do_march15final

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Violet gau do_march15final

  1. 1. GAU DO A PR Launch Presentation March 15, 2012 VIOLETA COMMUNICATONSThursday, March 15, 12
  2. 2. THE BRIEF Agency is tasked to develop an effective and impressive communication PR campaign of Gau Do Instant Porridge. Starting on 20 March to 30 April - 2012 + Budget: 2,000,000,000 VND VIOLETA COMMUNICATONSThursday, March 15, 12
  3. 3. THE CHALLENGE • How to generate awareness, interest and trial among new users/switchers (home porridge to Gau Do) • How to own a mindshare on as good as home made porridge, not just by share of voice (media) but by persuasion (content) • How to drive continued consumption and increased usage among loyals/patrons VIOLETA COMMUNICATONSThursday, March 15, 12
  4. 4. PR TASKS Change the instant porridge perception to positive Own the instant porridge category by associating or likening it with home made porridge More ownership NORTH of the category and intensify Branded brand appeal content SOUTH VIOLETA COMMUNICATONSThursday, March 15, 12
  5. 5. STRATEGY Inspire a persuasive take out of Gau Do Porridge as a genuine, real goodness, taste and nutrition of home made porridge with added value of Vitamin B VIOLETA COMMUNICATONSThursday, March 15, 12
  6. 6. PR PLATFORM Gau Do = Home Made Porridge + More Nutritional Value VIOLETA COMMUNICATONSThursday, March 15, 12
  7. 7. PR TALKING POINTS Gau Do Porridge, has the same goodness and taste of home made porridge that you love but with more nutritional benefits and convenience. SE-BEST technology No artificial preservatives Mekong rice + Mix Rice Vitamin B VIOLETA COMMUNICATONSThursday, March 15, 12
  8. 8. CAMPAIGN DESIGN Phase 1 Gau Do As good as home-made porridge. Phase 2 Gau Do Porridge that you love, made better. VIOLETA COMMUNICATONSThursday, March 15, 12
  9. 9. EXECUTIONAL DELIVERY Combination of branded and natural PR Influencer(and not star power) will need to give credibility. Run a coherent media plan that will synergize with print Maximize reach but prioritize effective persuasion VIOLETA COMMUNICATONSThursday, March 15, 12
  10. 10. PHASE 1 As good as home-made porridge. VIOLETA COMMUNICATONSThursday, March 15, 12
  11. 11. ls rto ria As good as home made porridge veAd NORTH NORTH The sweet taste of porridge your mom Can instant porridge used to cook is here be as good as home (Vị ngọt cháo mẹ cooked porridge? nấu là đây) (Cháo gói có ngon We deliver persuasion như cháo nấu?) around attributes of putting the best elements together to make the same We exploit creative stories to goodness of home made tell key talking points about porridge that you can only how Gau Do is as good as find in Gau Do porridge: as home made porridge good as mom cooks. VIOLETA COMMUNICATONSThursday, March 15, 12
  12. 12. ls rto ria As good as home made porridge veAd SOUTH NORTH Moms best kept secret: 3 reasons to help kids stay at the porridge my kids home; Gau do Porridge tops the love! Now easy and list. ready with Gau Do MC Quynh Giang will not be able Kids only stay at home when they find an to balance her busy life if she does attractive reason that cannot step out of the not know what is the best choice, door: espcially for her 4 cute kids. Her - TV:cartoon and music programs with idols secret to persuade the kids in their they love meal is Gau Do porridge with its - home games: enjoy the funs of playing attractive aroma and taste. With exciting games with parents or friends/relatives Gau Do, kids favourite dish is - and delicious dishes that their moms cook: always ready and easy. Gau Do porridge now will be added to Moms At the bottom of the layout there list because of the non-stop facy taste it offers. will be a box of 2 suggested At the bottom of the layout there will be a box recipies to have attractive and of 2 suggested recipies to have attractive and nutritious porridge for kids. nutritious porridge for kids. Celebrity Story VIOLETA COMMUNICATONSThursday, March 15, 12
  13. 13. ls rto ria As good as home made porridge veAd Baby must eat- Nutritious porridge, now made easy with the same goodness and Have the goodness of delicious taste home-made porridge in a snap, anywhere, Porridge is nutritious and easy for kids to anytime… as good as eat, especially when: + they are sick, home + after the playing and having a lot of sweat, Gau  Do  porridge  brings  you  the   + or even it is a good snack between the feeling  of  home  porridge  not  only   meals. because  of  its  taste  but  also  the   And they will never deny the attractive real  value  and  quality  its  offers.  As   aroma and delicious taste that Gau Do tasty  as  homemade,  as  nutri=ous   offers. Wish some lovely decoration and as  homemade! the charm of Gau Do itself, Moms will give her kids the best Porridge in her busy life. VIOLETA COMMUNICATONSThursday, March 15, 12
  14. 14. ls rto ria As good as home made porridge veAd Career womans Expert Mom day in the life: knows the best quality and porridge efficient time: goodness at always manage to home… pull off a delicious and nutritious Nutrition expert Mom knows porridge any day! well about criteria for a delicious and nutritious porridge, and always tries to Modern woman will give her kids the best she can. never forget her role as a Gau Do is always trusted by wife and a mother in her her to be the instant porridge family, especial the food that can offer the nutrition she cooks for her and taste as good as husband and kids. Gau homemade one when she Do porridge is her doesnt have much time to interesting exploration prepare. and has been her best friend to keep her family healthy and happy with their meals. VIOLETA COMMUNICATONSThursday, March 15, 12
  15. 15. ls rto ria As good as home made porridge veAd The truth about home made meals for babies: not all home prepared nutritious meals are the same My career begin with my Moms home There is a truth that sometimes Moms made porridge can make mistakes while cooking such as overcooking, loose the balance of the spices, or choose the Popular chef talks about his favorite wrong ingredients…those are factors meal from his mom: the home made that can make her porridge not as porridge that inspired him to learn how tasty and nutritious as it should be. to cook. To him, to make delicious and Meanwhile, Gau Do instant Porridge, nutritious porridge is an art and he highly with its advanced technology and evaluate the taste with the benefit that essential ingredient, can offer you a Gau Do instant porridge can offer standard proportion of best taste with Vitamin B for your health. VIOLETA COMMUNICATONSThursday, March 15, 12
  16. 16. ls rto ria As good as home made porridge veAd Gau Do Instant Porridge reminds me of home As good as it gets: Gau Do Celebrity confesses their sweet Porridge captures home made memories of home and how Gau Do reminds them of Mom and their goodness with all natural cherished child hood ingredients Now with Gau Do porridge, you can find any best value and quality that a homemade porridge can have VIOLETA COMMUNICATONSThursday, March 15, 12
  17. 17. p -U ia T ie As good as home made porridgeedM Introducing delicious 12 porridges for kids from the reputable Mom Chef A COLUMN series of 4 successive publications of 1 outcome (Tiep Thi Gia Dinh/ Me Yeu Be…) to suggest different kinds porridge taste with fresh and fun color for the whole family which is delicious and looks appetizing. VIOLETA COMMUNICATONSThursday, March 15, 12
  18. 18. ls rto ria As good as home made porridge veAd Same old feeds for Porridge a must have your sick baby: now for family bonding you got Gau Do with during busy days the same goodness and caring taste No need to go to the market and spend hours to collect all the ingredients that make How you feed your kid is always important a perfect and nutritious porridge. Food for element moms should care when raising kids, busy day of the family will be still perfectly and it become more important when kids nutritious and as good as cooked with just get sick. There are 3 things moms must supply some minutes with Gau Do porridge. for their kids during this time are: Gau Do porridge, keep family close, even + Water you dont have much time! + Vitamin + and Porridge, as the easiest and nutritious food for kids body. Gau Do now, with the best quality and taste is here for moms to take every care of her beloved children. VIOLETA COMMUNICATONSThursday, March 15, 12
  19. 19. ls rto ria As good as home made porridge veAd My mother-in- law praises me for my porridge cooking A bowl of porridge a hard work from a busy mother Story of a man who had chance to made easy show his cooking talent with his father in law in the past Womens Feature Gau Do porridge as an effective day (08 March). He was so wise to supporter for Busy moms to finish her task use a very simple and convenient of being a wife, a mother perfectly with food, Gau Do porridge, with other nutritious and tasty porridge that is always ingredient to make a perfect her kids and husbands favorite dish. porrige that his mother in law At the bottom of the layout there will be a complimented a lot. Now he knows box of 2 suggested recipes to have that cooking is not difficult at all attractive and nutritious porridge for because Gau Do is here for him to family. explore and perform. testimonials VIOLETA COMMUNICATONSThursday, March 15, 12
  20. 20. As good as home made porridge ry ta en Self Introduction clip should be one clip for all channels in Vietnam, it will be 3 major contents: -          Introducing NEW Gau Do Porridge m -          Introducing Se-Best technology cu -          Outstanding elements of the Gau Do PorridgeDo Gau Do: 3 Minutes to Delicious Home Made Porridge You Grow Up With • In todays busy life, arranging time to take care of the family was difficult, the processing of aromatic meals, tasty and safe is harder than many times. In particular, capital soup familiar to families in Vietnam, the ancestors used to care for relatives, friends, as few have the opportunity to appear in the daily meal. This indeed is a problem that housewives "headache". • One solution is making porridge. For a long time, consumers around the world have favored the type of rice porridge with Vietnamese convenience its outstanding advantages compared to other packaged foods. In Vietnam in recent years, Asian Food companies have used a completely new technology, combined with premium materials to create the type of rice porridge is not only delicious home cooked as porridge, which also add B vitamins good for health. This is an indispensable product for housewives today. • Introducing NEW Gau Do Porridge with outstanding elements and Se-Best technology VIOLETA COMMUNICATONS Thursday, March 15, 12
  21. 21. As good as home made porridge son edia ip rsh so M Sp homemadesimple Food & Recipes home organization creative things that you crafts can do by yourself for home decor family, kids to show how garden much you love and care for them VIOLETA COMMUNICATONSThursday, March 15, 12
  22. 22. d un ro GnO Gau Do JUNIOR CHEF CONTEST:   + Time: Mid April to Mid May (4 weeks) + Purpose: This will be a chance for kid to show their talent and enjoy the fun of cooking. Gau Do will be the main ingredient in the porridge and bring funs with attractive taste to kids.   + Execution: organize in 4 Districts of HCMC, cooperate with the Organization of Women and Cultural House for Kid to call for participating in the contest, where kid can cook their own porridge and mix it with other ingredient, then decorate it in their own way è we will have prize for the best kid with certain criteria, and have media to cover the contest.   VIOLETA COMMUNICATONSThursday, March 15, 12
  23. 23. PHASE 2 Porridge that you love, made better. VIOLETA COMMUNICATONSThursday, March 15, 12
  24. 24. ls rto ria PORRIDGE THAT YOU LOVE, MADE BETTER veAd Nurture your babys How to provide Vitamin B for your family nutritional need with a delicious bowl of Gau Do Instant Porridge Role of Vitamin B (4 kinds B1, B2, B6, B12) to the When your baby begins feeding, health of the family. he/she needs the right nutrition to * Where you can find vitamin B? Beans, meats, egg, ensure his optimal growth. nuts, cereals, milk, pig livers... * An easy way to provide Vitamin B for your family : You feel unsure if your food can Gau Do porridge deliver the right nutrients. However, Gau Do porridge can be your solution. - Provide enough nutrition value for your babys health: nutri, protein, nature oil,... - Convenience: easy to prepare a delicious meal for your baby VIOLETA COMMUNICATONSThursday, March 15, 12
  25. 25. ls rto ria PORRIDGE THAT YOU LOVE, MADE BETTER veAd Nutrition experts grocery check list Gau Do is hero as constant and easy - delicious source of Vitamin B According to nutrition expert A (endorsor), there is few convenience food providing Vitamin B - Vitamin B plays an important role for kids growth. However, theres a lake of Vitamin B in convenience food. * Gau Do porridge is an exception: easy to cook & provide much of Vitamin B VIOLETA COMMUNICATONSThursday, March 15, 12
  26. 26. l ria itoEd Essential Family Nutrition check list Every Sunday, Ms Mai (testimonial) spends about 20 minutes to make a food list for the next week. She makes the list to make sure that she wont miss any necessary food for the whole family. - Gau Do porridge is a "must have" in Ms Mais food list because it is one of the most favorite food of her 5-year-old son. Box: Nutritional values in a Gau Do porridge bow VIOLETA COMMUNICATONSThursday, March 15, 12
  27. 27. ls rto ria PORRIDGE THAT YOU LOVE, MADE BETTER veAd Chef expert talks about the perfect porridge then latch Gau Do as having the perfect mix blossom, stickyness and smell According to Chef A, a perfect porridge bowl must have: 1) good taste, 2)provide some vitamin, nutri good for health; easy to cook Box: Gau Do porridge VIOLETA COMMUNICATONSThursday, March 15, 12
  28. 28. ls rto ria PORRIDGE THAT YOU LOVE, MADE BETTER veAd A valuable offer in every serving --- Moms show care for appetite and nutritional value * A valuable offer in every serving: how Child athletes must-have daily much is enough? * Prepare how many ingredients for a snack - a Gau Do filled with moms bowl? home made goodness and taste * Moms show care for appetite and plus Vitamin B nutritional value * Gau Do porridge provide most nutrition and vitamins you need *Before each game, child athlete is served home made food, filled with vitamins *Quick and easy, *Gau Do - with moms home made goodness and taste plus Vitamin B VIOLETA COMMUNICATONSThursday, March 15, 12
  29. 29. ls rto ria PORRIDGE THAT YOU LOVE, MADE BETTER veAd More nutrition in 3 minutes: The Gau Do porridge Advantage Nourishment or convenience? It is said that convenience food isnt as nourish as A secret for busy women: prepare a the home made. So, moms seem have to choose delicious snack for your kids in just 3 1 of the 2 benefits. However, Gau Do porridge minutes. Suggestion list: should bring both: nutritional values for kids and - Biscuits; - Soup; - A bow of instant convenience for mom. porridge; VIOLETA COMMUNICATONSThursday, March 15, 12
  30. 30. t en ge m PORRIDGE THAT YOU LOVE, MADE BETTERgaEn PHOTO CONTEST “I LOVE GAU DO” Content: A 4 –week Photo contest for member  Webtretho named “Tôi yêu Gấu Đỏ” (I love Gau Do)   Members share pictures of their family enjoying Gau Do instant porridge. Purpose: -          Create an fun and lively activity in Webtretho, the most popular forum for MOMS and KIDS, give them a chance to share and show their happy and proud moments of their family -          With the sponsorship and cooperation of Gau Do porridge, the forum wants to share as many recipes for porridge as possible, for member to serve their family good porridge Gau Do porridge also wants to send the message about their product: “as good as homemade porridge” which is convenient, delicious, and nutritious è Gau Do porridge is introduced to the right target audience: family. Supporting channel: -          Forum seeding: about “How instant porridge can be as good as, and replace homemade porridge” in 4 weeks (aired 1 week before the contest), and will embed the information of the contest in the discussion. -          Flash banner: on webtretho, and to link to the contest when clicking to it. (aired during the contest in high traffic position)   VIOLETA COMMUNICATONS Thursday, March 15, 12
  31. 31. Thank You! VIOLETA COMMUNICATONSThursday, March 15, 12

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