This document outlines a 3-phase on-ground activation plan for a new dual energy drink product called "Wakeup Dual Energy". Phase 1 involves attracting target audiences of young professional males through branded booths staffed by promoters in leather uniforms and road shows on motorbikes. Phase 2 focuses on games and peak hour performances at booths to deliver samples and introduce the product's ability to boost both body and mind. Phase 3 expands sampling through street promotions and establishes an online page for continued engagement. The comment provides feedback on refining the target audience and scaling up Phase 1 activities with performances, as well as making Phases 2 and 3 interactions more linked to the key message.

1. PHAN PHƯỢNG TƯỜNG
LÊ VŨ PHÚC
ON-GROUND ACTIVATION PLANNING & PRACTICES
ASSIGNMENT 1

2. SAMPLING EVENT
WAKEUP DUAL ENERGY SQUAD
bringing a Dual Energy
for body & mind boost up
SAMPLING EVENT

3. Target Audience
• 20-30, male skewed, with core target of 25-30.
• Class A, B, C, modern, independent, mature and experienced
• Being more realistic and practical now. Tend to aim for
stability, especially in career and relationship
• They usually in the status of working exhausted both
mentally and physically, need instant energy with the unique
taste and aroma of coffee

4. Umbrella Idea
Energy drink
Physical Boost
Coffee
Mental
Boost
Energy Coffee
Drink
Dual Energy
Boost up

5. Key Message
DUAL ENERGY boosting your potential to do
something Break-through

6. Roll Out
Phase 2Phase 1 Phase 3
• Get attention from
target audiences by
branded booth
settings
• PG/PBs in strong and
sexy leather uniform
• Road show on
motorbike
• PG/PB will approach
target audience to
deliver sampling &
introduce the DUAL
ENERGY for Body &
Mind boost up of
Wakeup 247
• Game at booth
• Peak hour
performance
• Deliver leaflet and
product sample de
deliver message
about Dual energy
for boosting your
body and mind
(street sampling)
• Online page for
further interaction

7. Comment
• Should retarget to customers in B,C classes only, focus on who need to
work in long hours and need instant energy/ love coffee taste: workers,
drivers,….
• Sampling more at other provinces
Phase 1:
• Good impression on target customers thank to Pgs/Pbs uniform and road
show on motorbike => can be escalated in to bigger activity with
attracting performance
Phase 2:
• Should have more interesting activities that link with the key message
Phase 3:
• Link them to other platform such as social platform,….