Ym2 assignment 171 - hoang thach thuy tien
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The document outlines a 3-phase campaign for a brand called COZY targeted at males and females aged 18-25 in Ha Noi. Phase 1 aims to trigger the "YOLO spirit" in young people through social media seeding, influencer posts, and a viral video clip promoting an event. Phase 2 has the event called the "Green Night Out" where participants can experience living the YOLO lifestyle through performances, games, and sampling COZY products. Phase 3 celebrates the YOLO spirit through post-event articles and further educational articles about the brand's message. The campaign aims to educate consumers about COZY's new message.
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Ym2 assignment 171 - hoang thach thuy tien
1) The document outlines a 3-phase on-ground activation campaign for a brand called COZY targeted at males and females aged 18-25 in Ha Noi.
2) Phase 1 involves triggering the "YOLO spirit" through social media seeding and a viral video to promote an event.
3) Phase 2 has the event which allows participants to experience the "YOLO spirit" through performances and sampling COZY products.
4) Phase 3 celebrates the "YOLO spirit" through articles wrapping up the event and further educating on the brand's message.
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Ym2 assignment 171 - hoang thach thuy tien
1) The document outlines a 3-phase on-ground activation campaign for a brand called COZY targeted at males and females aged 18-25 in Ha Noi.
2) Phase 1 involves triggering the "YOLO spirit" through social media seeding and a viral video to promote an event.
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3. The document defines three levels of brand strategy:
1. The brand big idea is the essence of what the brand promises customers.
2. The communication big idea translates the brand idea into a consistent theme.
3. The campaign big idea is the single creative idea executed across all channels over time to achieve objectives.
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This document contains a student's assignment on brand communications and advertising big ideas. It includes:
1) Definitions of a brand communications big idea as linking a brand's essence to how consumers see the brand, and an advertising big idea as a creative initiative that builds on strategy and joins benefits with consumer desires.
2) An example of each using the brands OMO and Mr. Big.
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1) The document proposes a "Completed Cleaning Solution" product package by Cif to help Vietnamese women restore the beauty of their homes, which are considered their "masterworks", during the busy Tet holiday period.
2) It involves launching a subscription-based online cleaning platform that provides cleaning techniques and refill products. The goal is to increase brand penetration, basket size, and consumer loyalty.
3) A two-phased promotional plan is outlined, beginning with celebrity endorsements and social media debates to bring awareness to the message that "home is a woman's masterwork". The second phase focuses on launching the product and driving engagement through an inspirational "From Rio to your home" viral video.
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The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
Ym2 assignment 171 - hoang thach thuy tien
- 1. ASSIGNMENT 17.1 – ON-GROUND ACTIVATION
- 3. Target Audience Male and Female aged 18-25, mostly in Ha Noi, dynamic Dare to LIVE Dare to DREAM Dare to DO
- 4. Live your life because You Only Live ONCE Key message
- 5. THE NIGHT TO LIVE YOUR GREEN YOUTH TO THE FULLEST WITH COZY [OBJECTIVE: Educate consumer about the new message of brand]
- 6. Trigger Experience Wrap-up Did you live the YOLO spirit? Let’s live your life, be YOLO with COZY Let’s celebrate the YOLO spirit and live it on YOLO COZY profile application GREEN NIGHT OUT WITH COZY Amplifying articles Phase Key message Key hook Trigger the YOLO spirit in young people Let them experience living the YOLO spirit with COZY Celebrate the night of YOLO spirit Objective Social seeding, Advertorials, viral clip Social seeding, influencers’ sharing Social seeding, Advertorials, Editorials Supporting tactics CAMPAIGN ROLLOUT
- 7. PHASE 1 – TRIGGER THE YOLO SPIRIT TA registers, answering persona discovering questions and gets ticket to the party Facebook app Viral clip Influencers sharing their YOLO spirit and introducing the event
- 8. PHASE 2 – LIVE THE YOLO SPIRIT IN THE GREEN NIGHT OUT Dynamic performance YOLO spirit sharing COZY tea cocktail performance Game and sampling
- 9. PHASE 3 – CELEBRATE THE YOLO SPIRIT Articles wrapping up the event Articles to further educating the message
- 10. Key learnings PROS CONS • Capturing the trendy message of youth in Ha Noi • Diversified tactics delivering noticeable number of participants • Utilize the event for product placement • Message is trendy but not original • COZY’s role is not clear and persuasive