The document discusses a marketing campaign for The Jelly Belly Company's Bean Boozled product. The campaign will target teenagers and young adults aged 18-21 in Hanoi, Danang, and Saigon with a budget of $80,000. The campaign will include strategic planning, creative practice, media planning, and execution components. The strategic planning will include background on the client, SWOT analysis, target segmentation, and objectives. The creative practice will develop a creative strategy, concept, moodboard, and TV commercial. The media plan will include online, outdoor, and event components. The campaign aims to increase brand recognition and position Bean Boozled as a viral trend among youth.

1. The Jelly Belly Company
BEAN BOOZLED

2. What do we do?
Our client: The Jelly Belly Company
Their product: Bean Boozled
Its category: Confectionery
Released from October 3rd to February 2nd
Released at: Hanoi - Danang - Saigon
Our budget: Estimated $80,000

3. #songao Agency
Art Director Creative DirectorCFO
Account Manager CopyWriter

4. What do we want to speak?
PART 1 Strategic Planning
Client Background
SWOT Analysis
Target Segmentation
(SMART) Objectives
Proposition
PART 3 Media Planning
Media Plan
Media Flowchart
PART 4 Execution
IMC Tools
Evaluation
PART 2 Creative Practice
Creative Strategy
Creative Concept
Moodboard - TVC

5. Strategic Planning
▧ Client Background
▧ SWOT Analysis
▧ Target
Segmentation
▧ (SMART) Objectives
▧ Proposition
PART ONE

6. CLIENT BACKGROUND
History
Mission
Values
Family business
Family recipe
146 years & still running
Product quality
Delivery service
Business ethics
CSR
Customer service
“...create a reliable & enjoyable produce line”

7. SWOT
ANALYSIS
Widely
consumed
Delicious
flavours
Unique
theme STRENGTHs
WEAKNESSesCrazy flavoursShort-term
attraction
Low price Easy to go viral OPPORTUNITies
One timerNotorious trend THREATs

8. TARGET SEGMENTATION
18-21
Teenage
Lovebirds
Hanoi Danang
SaigonMiddle
Income
SWEET
TOOTHS
Youthful Upbeat
EXPERIMENTALIST
TREND
FOLLOWERS
Community Act
Romance
LAUGHTER
New Idea
Money
SavingFUN

9. (SMART) OBJECTIVES
Communication objectives
❖ After the execution of this campaign, increase 30% of brand recognition.
❖ After 1 month, raise 43% of brand position as youthful, exploded of crazy
experiences, a combination of happiness and daring mind.
Action objectives
❖ After 1 month, 73% of the primary target public will consider Bean Boozled
as a new viral trend.
❖ After 2 months, 35% of the number above will create Bean Boozled challenge
video.
❖ After 3 months, 22% of the number above will have a thought of re-use the
product, due to the act of engagement through our fanpage, our pinterest and
other social media channels.

10. “Unbox and expect the unexpected
happiness adventures with your loved one
PROPOSITION

11. Creative Practice
▧ Creative Strategy
▧ Creative Concept
▧ Moodboard
▧ TV Commercial
PART two

12. CREATIVE STRATEGY
▶ CONSUMER-oriented Strategy
Lifestyle: Youthful
Attitude: Experimental
▶ Advertising Appeal
Youth Appeal
▶ Turning Features to Benefits
BRAND
BEAN
BOOZLED
FEATURE
CRAZY
TASTES
BENEFIT
FUN IDEA
OF DATING
COPY
“At least we don’t hide
our terrified tastes”

13. CREATIVE TECHNIQUES
▶ Demonstration:
Show how the Bean Boozled challenge can be a fun idea
of dating for a couple.
▶ Metaphor
The opposite tastes of each jelly pairs are like the ups and
downs in a relationship. You will have all eventually, but
what matters is that you try them together and learn the
fun afterwards.
▶ Emotional Transformatioin
Awkward, boring to fun, joyful and beyond happy

14. MOODBOARD

15. MOODBOARD

16. TV
COMMERCIAL

17. Media Planning
▧ Media Plan
▧ Media Flowchart
▧ IMC Tools
▧ Evaluation
PART thREE

18. Our process is easy
PHASE ONE PHASE TWO PHASE THREE
Seeding / Adverbs
Online Banners
OOH Billboards
Sample Usage
Bean Boozled Challenge
Advertorial
TV Commercial
Promo Events TV Commercial
WiFi marketing

19. Media Flowchart

20. EXECUTION
▧ IMC Tools
▧ Evaluation
PART FOUR

21. SALES
PROMOTION
PUBLIC
RELATIONS
ADVERTISING
DIRECT
MARKETING
POINT-OF
-PURCHASE
Voucher 20%
for 1 SHARE
Seeding
Advertorials
Adverbs
Wifi Marketing

22. ❖ Website traffic and response to forum post
❖ Facebook (Plugin Social Media Metrics tool),
pinterest (Reachli tool), twitter (retweet rank)
engagement
❖ Hot topic (Top on first page) on Search Engine
(Share this tool)
❖ Youtube insight
❖ Bounce rate
❖ Conversion towards sale

23. REFERENCE
Jelly Belly (n.a.), Company History, viewed on August 22nd 2015, http://www.jellybelly.com/company-history
Jelly Belly (n.a.), Mission Statement, viewed on August 22nd 2015, http://www.jellybelly.com/mission-statement
Jelly Belly (n.a.), Faces of Bean Boozled contest, Bean Boozled, viewed on August 22nd 2015,
https://contest.beanboozled.com/en-us/Enter
Amazon (n.a.), Jelly Belly Bean Boozled Third Edition, Customer Review, viewed on August 22nd 2015,
http://www.amazon.com/Jelly-BeanBoozled-Edition-Flavors-Stinky/product-reviews/B00EWTB8FQ
Greenwood, V. (2010), Sweet Memories: How Jelly Belly invents Flavours, The Atlantic, viewed on August 22nd
2015,
http://www.theatlantic.com/health/archive/2010/08/sweet-memories-how-jelly-belly-invents-flavors/61477/
Duty Calculator (n.a.), Import Duty rate for Importing Bean Boozled from United States to Portugal, viewed on
August 22nd 2015, http://www.dutycalculator.com/dc/192489793/food-drinks/sweets-snacks-
confectionery/sweet-candy/import-duty-rate-for-importing-bean-boozled-from-united-states-to-portugal-is-9/

24. Thanks!
Any questions?