This document outlines a marketing campaign for Bitis Hunter to promote simple and daily exercise. It targets university students aged 18-25 in Hanoi and Ho Chi Minh City. The campaign aims to challenge perceptions that exercise requires dedicated time and show that it can be incorporated into daily activities. It consists of 3 phases: 1) Trigger awareness through a "SIMPLE Race" activation. 2) Build experience with a photo contest, mobile app with step tracking and challenges, and tips. 3) Amplify messaging with a "Rooftop Music Party" activation to celebrate stories of simple daily exercise. The goal is to position Bitis Hunter as helping people exercise in a comfortable and simple way through their daily routines.

1. ĐẬU TEAM

2. TARGET AUDIENCE
- Age: 18-25
- Live in Ha Noi and HCM City
*Bull-eyes: University Student
Attitude:
- Usually getting access to the
Internet and Social Network

3. FACT
80% people used to do exercise
in the past
WHAT HAPPEN?
They didn’t maintain doing
exercise
WHAT THEY SAY?
Pressure in studying and
working make me don’t have a
relevant time to “vận động”
WHAT THEY THINK?
I think “vận động” means doing
exercise and it takes
a particular time in a day
INSIGHT
I perceive “vận động”
will take a particular
time in a day and I
don’t realize that I can
“vận động” through my
daily activities

4. BIG IDEA
Just make exercise SIMPLE
KEY MESSAGE
Do your SIMPLE way

5. Challenge people perception about
“Doing exercise requires to take a
significant time in their routine”
Actually, you can totally do exercise in
daily routine
BITIS HUNTER will help you “vận động”
in the most comfortable and simple way
STRATEGIC
APPROACH
BRAND
ROLE

6. DEPLOYMENT PLAN
PHASE
Trigger
(1 Month – 500 mil)
Experience
(2 Months – 2 Bil)
Amplify
(2 Weeks – 500mil)
Objective -Draw attention to
campaign
-Raise awareness about
“Vận động” in simple way
-Bring the interesting
experience of feeling
SIMPLE when “vận động”
-Raise awareness that
“Mọi người có thể vận
động bằng những cách
đơn giản”
Key Message Do your SIMPLE way
Key Hook -Activation:
“SIMPLE Race”
-App mobile:
“SIMPLE MOVE”
-Contest:
“How do you do your
exercise?”
-Activation:
“Rooftop music party”
Supporting
Tactics
Social Media, Poster,
KOLs
Social Media, Influencers,
KOLs
Social Media, Influencers,
KOLs

7. Details Campaign PHASE 1: TRIGGER
Activation:
“SIMPLE RACE”
Choose 10 universities for
sample.
Hold a race that all
challenges are daily
activities ( walking on the
stair, sweep the floor,...)

8. Details Campaign PHASE 2: EXPERIENCE
Contest: “How do you do
your simple way in
exercise?”
-Take a picture or record
your clip about your
“vận động đơn giản
hằng ngày”. Post status
and share to receive
gifts.
App mobile: “SIMPLE MOVE”
-Tracking daily steps, share and invite friend to
earn coin to redeem gifts and up level.
-“Mini challenges” everyday in 21 days , the
hardness increase accordance with level of user.
-Tips: There is “Many SIMPLE Things” for every
day (Stair is better than elevator, get off the bus
before your stop station and take a walk…) to get
healthy through “vận động”
-Remind (you still have 3 days to finish your
challenge...)

9. Details Campaign PHASE 3: AMPLIFY
Activation:
“Rooftop music party”
• Celebrate “Rooftop Music Party” with challenge: Participants
have to run on the stair to rooftop
• Honor the story of “vận động đơn giản hằng ngày”
• Choose “Moving ambassador” – to communicate about “vận
động” with Bitis

10. ĐẬU TEAM
THANK
YOU!