Ym2 assignment 171 - hoang thach thuy tien

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Ym2 assignment 171 - hoang thach thuy tien

  1. 1. ASSIGNMENT 17.1 – ON-GROUND ACTIVATION
  2. 2. Target Audien ce Male and Female aged 18- 25, mostly in Ha Noi, dynamic Dare to LIVE Dare to DREA M Dare to DO
  3. 3. Live your life because You Only Live ONCE Key message
  4. 4. THE NIGHTTO LIVEYOUR GREEN YOUTHTO THE FULLEST WITH COZY[OBJECTIVE: Educate consumer about the new message of brand]
  5. 5. Trigger Experience Wrap-up Did you live theYOLO spirit? Let’s live your life, be YOLO with COZY Let’s celebrate the YOLO spirit and live it on YOLOCOZY profile application GREEN NIGHTOUTWITH COZY Amplifying articles Phase Key message Key hook Trigger theYOLO spirit in young people Let them experience living theYOLO 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
  6. 6. PHASE 1 –TRIGGERTHEYOLO SPIRIT TA registers, answering persona discovering questions and gets ticket to the party Facebook app Viral clip Influencers sharing theirYOLO spirit and introducing the event
  7. 7. PHASE 2 – LIVETHEYOLO SPIRIT INTHE GREEN NIGHT OUT Dynamic performance YOLO spirit sharing COZY tea cocktail performance Game and sampling
  8. 8. PHASE 3 – CELEBRATETHEYOLO SPIRIT Articles wrapping up the event Articles to further educating the message
  9. 9. Key learnin gs 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

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