The document outlines a campaign to launch a new line of customizable flipflops called Flip&Flop to appeal to young adults and modernize the brand. The line will allow users to mix and match straps, pads, and bases to create unique styles reflecting their personalities. The campaign's objectives are to make the brand the most talked about shoe launch, increase brand love and modern perceptions, and double flipflop sales within 12 months. A 10.5 billion VND budget is allocated across television, digital, social media, events, and PR over a 6 month period starting in April 2017. The key performance indicators are to generate 100 billion VND in sales and reach 625,000 customers, achieving a 6% market

1. FLIP&FLOPda0363008e38c474bbae40f8ea22d370

2. Executive summary
Campaign objective: Launch new range of non-slip flipflops
to appeal to 18-25 young & hip ‘wanna show who I am’ demographic to modernize brand image and
double the flipflop business.
Brand concept – ‘Be comfortable in your own flipflop’
The moments we feel the most carefree, the most comfortable with ourselves is when we are
wearing flipflops. With new range of Biti’s flipflops, be comfortable to show who you are,
however you feel and wherever you are. And the comfort of your feet Biti’s will take care…
with its non-slip, soft strap, soft padding design…
Product concept - BITI’S ‘Flip&Flop’
New range of unique fully customizable statement flipflops, that come with a kit of straps,
pads, and base made from non-slip & comfortable materials. Feel free to Flip & Flop around to
create your own flip&flop to match who you are, however you feel or wherever you are. You can
even do it together to define the identity of your group of friends or as a couple. So now, you
can always feel comfortable in your own ‘flipflop’.
Creative deliverables
• Drive awareness about new range of Flip&Flop through TVC, KV, Interactive OOH, Digital display
• Drive buzz and set the trend, through social and digital initiative
• Drive purchase (esp. group purchase/consumption)Through activation in relevant
onground touchpoints, instore & ecommerce
Campaign budget & Timing
• 10.5b vnd (TVC & KV 3bio, Digital & Social 2.5bio, On-ground 3bio, PR 1bio, OOH 1bio)
• Launch Summer April 2016 (6 months campaign)

3. Quality & Durability
Seriously you won’t be able to get rid of us
Biti’s Objective
Good old fashion brand…
But ok let’s be honest here, everyone says it
We could do with some restyling
So, objective is let’s jazz it up a bit…
And we have a great new product to do it...
You gonna love it!!!

4. Let’s Meet Kate
But first things first...
Kate is 22
Kate is weird
Kate likes to go
all over the places
To be her
true self
And be free
Kate is young

5. Kate feels most comfortable with herself
when she is in the flipflops
Travelling Out with besties At home
As long as she does
not slip & fall!

6. Kate doesn’t understand
why they even say
Be comfortable in your own shoes
Showing
all of you
Comfortable
Carefree
Socially
constrained
No social
constrains
Showing just a
Tiny bit of you
Physically
Constrained
Flipflop Shoe

7. Kate has an idea…
Be comfortable in your own flipflops
Be comfortable and free
to show who you are
Whoever you are
However you feel
Wherever you are
For comfort
of your feat
Non-slip
Soft padding
Soft strap
Just like we have always promised,
to take care of comfort of VN feet

8. Kate is cool
Kate’s carefree
Kate’s wears Biti’s
customizable
Flip & Flop
Be like Kate
Whatever feels
comfortable to
who you are…...…
Customizable
Components
(strap, sand
stamp base,
pads, button)
Flip&Flop
100k vnd
Mixing kits:
by mood
personality
nationality
social group
120k vnd
Freely flip
& flop around
………..And comfort
to your feet:
non-slip, soft
materials

9. What we need from you..
Tell everyone
We are here!
Lets get buzzing
& set the trend
You buy,
Your friends buys
Your mums buys
Everyone buys
TVC (30s, 15s)
KV online, offline
Cool interactive digital
OOH display
Social & Digital
PR online
Activation at public places
(beach party, university,
music event, instore)
Ecommerce
3bio vnd
1bio vnd
2.5bio vnd
1bio vnd
3bio vnd
Total 10.5bio vnd
Media Strategy: Across touch points, be where the youth are: social gathering, public places
Objective Deliverables Budget

10. The numbers we need to hit
The brand we need to be
N1 most talked about shoe brand at launch
Increase 5pts in brand love (BE score)
Increase 7pts in attribute ‘modern up to-date brand’, maintain on ‘durability’
Scope of launch: Urban 8 key cities
The date:
Final materials delivery by January 2017
April 2017 Summer season – 6 months campaign
…now the most exciting stuff
The KPI
100,000,000,000TO to generate
100,000 + (120,000 x 50%)Price
50% of ppl
buy mixing kit
=
Get into hands of
625,000 ppl
6% penetration
In UrbanDouble the business in 12 months(easy right?)