The document outlines a creative brief to launch a new sub-brand "Biti's Max" targeting backpack travelers aged 18-24. The objective is to enable non-stop journeys through uniquely soft flip-flops made of EVA rubber. The brand concept positions Biti's Max as a reliable companion sharing travelers' passion for exploration. Key goals include changing perceptions of flip-flops and the parent brand Biti's, and switching consumers to purchase Biti's Max. A 360 campaign will include redesigning the brand identity, developing an insightful campaign idea based on the brand promise and product feature, and allocating a VND 60 billion budget primarily to TV, digital, and activation.

1. “ENABLE NON-STOP JOURNEYS”
Creative brief

2. BACKGROUND
WE ARE...…
OUR BRAND IS...
1
2
OUR CHALLENGE IS...
3
...one of the leading shoe makers in Vietnam (8.5%
market share). We started business in simple rubber
sandals in 1982, then successfully extending to other
footwear range (flip-flops & shoes) over time.
Currently, we produce 20 millions pairs of footwear
per annum.
...Biti’s reached 100% brand awareness and became well-
known thanks to its extraordinary campaign “Pamper
Vietnamese feet” in the past. Additionally, the brand has
had a strong equity associating with “durable” &
“reasonable price”. Biti’s flip-flop range alone achieves
VND 100 bil per year thanks to our product know-hows –
EVA foam rubber as a brand root strength.
...Biti’s has been off from media for a long time, resulting in being
perceived associating with the old generation, making it difficult
to reach the younger generation with current product portfolio
as well as future product range extension. Only serving the old
generation cannot generate double sales next year. Launch a
new brand for the youth is a must!

3. WE’LL SERVE...…
…backpack travelers from 18-24s living in
big cities with medium income (BC+).
…love traveling to fulfill their exploring passion & enrich
their life experience.
…believe that backpack travel is almost restless to utilize
time for exploration
…travel in groups in public holidays or after long time
of hard work (e.g. exam).
…bring their own flip-flops as a secondary added-on
footwear when traveling.
…use mobile to frequently get connected to social
groups of backpack travel.
DEMO-
GRAPHICS
ATTITUDES
BEHAVIORS

4. WE
DISCOVERED
their unmet need
>>>>
WE
OBSERVED THEM
in their travel journey
Whenever reaching a hotel or a
camping location, they replace shoes
by flip-flops to walk nearby areas (e.g.
restaurants, beaches, shopping malls) to
continue exploration.
Yet, due to discomfort from current flip-
flops causing pain to their feet, they
take rests many times.
“I believe backpack travel should
be almost restless in order to save
time for exploring.
Yet, my current flip-flops are so
hard, causing pain to my feet that I
have to take rests many times.
I wish my flip-flops would be softer
so that I don’t need to rest so much
to fulfill the whole to-explore list.”

5. ...our product is uniquely SUPER SOFT
made from EVA rubber, specially
designed for backpack travelers
WE SOLVE THEIR
ISSUE BY...
PRODUCT
CONCEPT

6. ...to ENABLE NON-STOP JOURNEYS
…as our brand is a reliable & caring companion sharing the
same passion for exploration, who supports to maximize their
journey length & fulfill their desire for exploration
WE PROMISE...
BRAND
CONCEPT
WHILE STRENGTHEN PARENT BRAND’S EQUITY...
MAX
MAX
Values sub-brand builds back
for its parent: “Modern”, “Innovative”, “Youthful”
Values sub-brand borrows from
its parent: “Pamper Vietnamese foot”, “EVA rubber”, “Reliable”

7. CAMPAIGN
OBJECTIVE
OUR TARGET
WILL CHANGE...
KPI
• Current:
+ Flip-flops are just flip-flops with no
special function.
+ No differentiation among brands
+ Parent brand Biti’s is not a brand
for the youth
• Expected: Biti’s Max
+ Delivering super-softness
+ Being the brand of first choice for
backpack travel
+ Being a brand for youth
in THINKING
• Current: buy other flip-flops
without being brand-oriented
• Expected: switch to Biti’s Max
in BEHAVIOR
• Volume sales: 2 mil pairs
• Value sales: VND 200 bil
• Awareness: 40%
• Trial conversion from
awareness: 50%
• Penetration: 20%
• Attribute:
+ “Brand for youth”: +2 points
+ “Softness”: +3 points
+ “For backpack travel”: +3
points

8. CREATIVE
DELIVERARBLES
360o CAMPAIGN PROPOSAL
BRAND IDENTITY
Redesign full package of brand identity
(e.g. logo, store design) in a more
modern & youthful way to fit our target
consumer characters & lifestyle
Propose channel strategy & key consumer
hooks (give priority to: TVC, socials, mobile,
product demonstration & event sponsorship)
CAMPAIGN IDEA
Propose an insightful campaign idea based on
our brand promise “Enable non-stop journeys”
& superior product feature SUPER SOFT

9. BUDGET
& OTHERS
BUDGET (30% sales): VND 60 bil
BUDGET PHASING
+ TVC (air & production): 67% ~ VND 40 bil
+ Digital: 10% - VND 6 bil
+ Mobile: 5% - VND 3 bil
+ Activation: 18% - VND 11 bil
We pioneer in changing consumers
perception about flip-flops, thus
requiring high investment
CAMPAIGN PERIOD: 3 months
In summer time due to high
peak travel season
COMMUNICATION VOICE
Reflective of an experienced & versatile
travel team leader – always boosting the
whole team’s spirit while smartly offering
solutions to unforeseen problems

10. SUMMARY
ENABLE NON-STOP
JOURNEYS
PRODUCT CONCEPT: uniquely SUPER SOFT - made
from EVA rubber, specially designed for backpack
travelers
BRAND CONCEPT: Biti’s Max - Enable non-stop
journeys as our brand is a reliable & caring
companion sharing the same passion for
exploration, who supports to maximize their
journey length & fulfill their desire for exploration
…
CAMPAIGN OBJECTIVE
Consumer thinking
• Current:
+ Flip-flops are just flip-flops with no special
function
+ No differentiation among brands
+ Parent brand Biti’s is not a brand for the youth
• Expected: Biti’s Max
+ Delivering super-softness
+ Brand of first choice for backpack travel
+ Being the brand for the youth
Consumer behavior
• Current: buy other flip-flops without being
brand-oriented
• Expected: switch to Biti’s Max
KPI
• Volume sales: 2 mil pairs
• Value sales: VND 200 bil
• Awareness: 40%
• Trial conversion from awareness: 50%
• Penetration: 20%
• Attribute:
+ “Brand for youth”: +2 points
+ “Softness”: +3 points
+ “For backpack travel”: + 3 points
CREATIVE DELIVERABLES
+ Brand identity – full package of design (e.g. logo,
store design)
+ Campaign idea – must be insightful based on brand
promise & superior product feature SUPER SOFT
+ 360o campaign proposal – Channel strategy & key
consumer hooks to consumer (priority: TVC, social,
mobile, product demonstration & event sponsorship)
CAMPAIGN BUDGET (30% sales): VND 60 bil
+ TVC (air & production): 67% ~ VND 40 bil
+ Digital: 10% - VND 6 bil
+ Mobile: 5% - VND 3 bil
+ Activation: 18% - VND 11 bil