Young people in Vietnam have high rates of premarital sex but low rates of condom use, contributing to high sexually transmitted infection rates of around 800,000-1,000,000 cases annually. A marketing campaign aims to increase condom use among 18-24 year olds in major cities by raising awareness of the OK condom brand and boosting demand from 45% to 65% in order to increase condom sales revenue by 15%.

1. BIG CASE

2. - In 2012, nearly 17% of young people (from 14
to 25 years old) had sex before marriage, only
45% of which used condoms.
- Half of the buyers feel embarrassed when
buying this product.
- In Vietnam, approximately 800,000 - 1,000,000
cases are exposed to sexually transmitted
infection each year; i.e. there is one in every 70
adults with sexually transmitted diseases.
Current Situation

3. - Vietnamese men and women,
include GAY among 18-24 years old,
mainly in Ho Chi Minh City or Hanoi.
- Income: BCD
- Have sex or have an interest in sex
and condoms
Targeted customer

4. Campaign Goals
- Increased demand for condoms
from 45% to 65%
- Increase awareness of the leading
position of OK brand name
- Increased revenue by 15%

12. THANK YOU