This document discusses outdoor exercise trends in Vietnam and barriers to outdoor exercise. It notes that while many people want to exercise, there are few public places for outdoor activities. It also mentions that heavy workloads can cause burnout. The document then proposes a brand strategy to promote outdoor exercise. The strategy would create interactive billboards and distribute handbooks with maps and instructions for games in city parks, in order to make outdoor exercise more accessible, fun and social. Influencers would help share experiences on social media to get more people participating in "streetercise" and other outdoor group activities. The goal is to establish outdoor exercise as an enjoyable daily lifestyle rather than a pressured activity.

1. YM2016 – WILD CARD

2. NEW TREND IN EXERCISE
- Outdoor exercise (green exercise) in
the top 12 of most popular sport
trends in 2016 **.
- Sports trend of Vietnamese’ officers
2016: Healthy, cheap, useful ***
OUTDOOR EXERCISE
FACILITIES
72/100 say they like to do
exercise, but there are very
few places in the city meet
their demand.
BAD EFFECTS FROM
TRYING TOO HARD ON
STUDY/WORK
68/100 say heavy working
all day make them run out of
energy, which are symptom
of “burnout work” *.
* According to Wikipedia: Syndrome "burnout" is a psychological term – a medical phenomenon characterized by exhaustion, feelings of ineffectiveness after a long time
of working, causing serious consequences to health. Treatment by doing entertaining/ creative activities, lowering the goal of life.
** Annual Fitness Trends Worldwide Survey for 2016 from The ACSM's (American College of Sports Medicine).
*** According to www.bongdaplus.vn

3. Age: 22 - 30
Live in Hanoi, Ho Chi Minh
- Like to move/exercise but not frequently
- Having symptom of “burnout syndrome”
- Don’t have suitable place for exercise to become a habit
- Usually access to Internet and Social Network
After a long tired working day, I feel
exhausted mentally. I don’t want to
do physical activities which are
heavy, I feel like I am forced to do it.
And I don’t have ideal option for a
comfortable place to do exercise.
I don’t like being locked around four
corners again. It makes me feel
stress.
I love to go outside, ideal place will
have fresh air, green tree, friendly
people, a lot activities to explore.
It is not interesting enough for me to
do exercise outdoor and maybe bad
weather conditions make me just
want to stay at home.

4. BARRIER
Too crowded, noisy
 Price
 Stressful of objectives in exercise,
feel like a pressure jusk like work
DRIVER
 Fresh air
 Variety of physical activities
 No price at all
A long tired working day plus stuffy urban environment make me feel
like I ‘m loosing my own vitality.
I want a relax, fun, entertain solution, and do not want to be locked
around the walls anymore.
BARRIER
 Lack of companionship
 No high tech equipment
 Lack of opportunities close
to home/ office

5. DESIRED RESPOND Curious Energetic Continue Moving habit
Tired Move RefreshSTRATEGIC APPROACH
BRAND ROLE
Nuture “Moving Spirit”
Outdoor Exercise Guide
BIG IDEA
You don’t need a heavy method for
exercise. What you need is a fresh,
enjoyable, fun exercise so you can make it
become your active daily lifestyle.

6. PHASE
TRIGGER
1 month – 2 bil
AMPLIFY
1 month – 1 bil
Objectives
- Draw attention to campaign
- Show that exercise outside
is fun, relax and interesting
Biti’s Hunter play a role of
outdoor exercise guide
Streetercise Move Your City
Interactive Billboard Offline Activities
Handbook, KOLs sharing Social Media, KOLs sharing
Key Message
Key Hook
Supporting Tactics

7. Vietnam’s First Interactive - Exercise Billboard,
which are an advertising and training machine at
the same time.
 6 billboards at 2 key cities
 KOLs sharing “Streetercise” experience by post/video
clip with hastag #Streetercise #Haveyoutried
*Cầu lông tốc độ, bóng né, bóng trí tuệ, ném đĩa bay – các bộ môn vận
động mới du nhập và đang thịnh hành tại Việt Nam
“MOVE YOUR CITY” HANDBOOK
 Free handbook beside billboard
 Handbook has two parts:
- Direction to “Move Your City” Kiot (green place
in the city: park, square. . .)
- Creative Fun Exercise – How to play:
Speedminton, Dodgeball, Wiser Ball, Frisbee *

8. “Move Your City” Kiot in 8 big parks of 2 key
cities – where people can take a handbook for
free and get a “Move Your City” wrist band.
Then they can find their #teammoving to join in
the game.
 KOLs sharing “Move Your City” experience by
post/video clip with hastag #Moveyourcity
#teammoving

9. They do “streetercise” with
interactive billboard
because they’re curious.
Then what could be more
curious by giving them a
moving map to explore
places they’ve never been
in the city to do fun thing?
Working can be
stressful. But moving
can be fun and energetic.
People choose gym
mostly because they
care about their body,
but they will do fun
exercise for a long
healthy life.
Parks have been called
a place for children and
for old people only. Let
us change that
definition by giving
more fun color, with big
support from Hunter.

10. WILD CARD