Bài dự thi Young Marketers 7 - Lê Nguyễn Lê Hương Trà An SBD: 240

1. OVERVIEWOVERVIEW

2. I S S U E S
Art "Tuong" is gradually
forgotten. Because:
1. Lack of people's
understanding: The young
audience can not
understand the how to
express emotion and
language of Tuong, which
makes it difficult to sense
the meaning of the play.
Theaters created new
dramas, using modern
language, but potentially at
risk of being far away the
traditional core.
2. Lack of viewers: Young
audiences do not like
watching “Tuong”.
3. Lack of performers:
Deficiencies of successors
due to Tuong training
requires specialized study of
the language of the Tuong,
bar training to sing in real
B R A N D
T R U T H
Biti's Hunter inspires young
people to look for
meaningful experiences on
their youth journey.
Highland prides itself on
pure Vietnamese origin and
continues to honor the
traditional arts and culture.
Minh Long ancient brand
ceramics, always put art and
culture of Vietnam to each
product.
O B J E C T I V E S
Solving one or more of the
problems of contemporary
art.
Branding, useful effect for 3
brands companion

3. T A R G E R
A U D I E N C E
Age: 18 - 25 years old,
AB Level
Geographical area: Ho
Chi Minh, Hanoi
Lifestyle: Vietnamese
national pride.
Hobbies: Love the pure
beauty of Vietnam,
passion for exploring
new experiences.
I N S I G H T
Young people in Ho Chi Minh City and Hanoi have
less chance to enjoy themselves in the atmosphere of
traditional local festivals such as the Nghinh Ong
ceremony, the Feast of the Lord, the worshiping of the
King.
The annual festival of Ky Yen will be an opportunity for
people approach to traditional festivals. Wishing for a
good new year for farmers, fishermen, businessman...
Ky Yen Festival is a unique cultural tradition of the
Vietnamese people, which should be spread
throughout the country.

4. C O N T E N T
Ky Yen Festival is a chance for
everyone to wish each other a
good year. It is a cultural value
in the traditional way of life, the
thought of Vietnamese people
should be promoted in the
present era.
At the same time, ritual worship
and other forms of
entertainment art in Ky Yen
should be standardized so that
both Vietnamese have the right
understanding of traditional
culture, while finding the
spiritual value contributing to to
new colors for ethnic art.
I D E A
Preservation of the intangible cultural
heritage of Ky Yen festival. Ritual rituals
and traditional arts of the arts serve the
festival.
Festival performance art: Comedy,
reformed, tuong.

5. EXECUTI
ON
EXECUTIONEXECUTION

6. ATL
Content
Lễ hội Kỳ Yên là khuôn mẫu chuẩn mực về văn hóa truyền thống
dân tộc cần được bảo tồn.
Ý nghĩa kinh tế xã hội của lễ hội Kỳ Yên
Social
engagement.
Ambassador
PR
Online Ads
Watch “Tuong”
clips & shows
Participate “Ky
Yen Fest”
yearly.
Study
Entertaiment
1
2
3
4
AWARE DEMAND
INTEREST ACTION

7. Nét đẹp văn hóa truyền thống của lễ hội Kỳ Yên
Kết nối
Exhibition
Launching new collection
inspired by traditional
festival spirit.
Minh Long: Cup, plate, jar…
Biti’s: Embroidered motifs
sneaker.
Highland: New packaging
coffee.
Activation at Highland
Photobooth
Mini show “tuồng”
Mask art painting
Event
The Ky Yen festival
parade.
Entertaiment show
combined
traditional kinds of
art: Tuồng, Cải
lương, dance,
comedy…
BTL
Content

8. POSTER
Design
Poster introduce “Tuong” show &
other activities at Highland
coffee.

9. TIMELINE
& KPIS
TIMELINE
& KPIS

10. Timeline
AWAREAMPLIFYCONVINC
E
March April May
Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4
Ambassador
PR
Online Ads
Social Engagement
Exhibition & Event
Activation

11. Estimate Cost
TOTAL BUDGET
No Description Amount (VND) Remark
1 Ambassador 500,000,000 Hoài Linh
2 Digital 685,000,000
3 Activation 740,000,000 16 coffee store
4 Public Event 1,127,100,000
TOTAL (not include VAT 10%) 3,052,100,000

12. KPIS
KPIs
No Description Reach Impression Engagement
1 Ambassador 1,000,000 250,000 12,500
2 Digital 800,000 160,000 8,000
3 Activation 33,600 6,720 336
4 Public Event 10,000 2,000 100
TOTAL 1,843,600 418,720 20,936

13. Thank YouThank You