BACKGROUND

OBJECTIVE

TARGETED
CUSTOMERS

IN VIETNAM
POPULATION USE
INTERNET
OF THEM USE INTERNET
TO ACCESS
SOCIAL NETWOR...
BACKGROUND

OBJECTIVE

TARGETED
CUSTOMERS

INSIGHT

BIG IDEA

RAISE AWARENESS OF
HANDWRITING VALUE
VALUE UP A
HANDWRITING ...
BACKGROUND

OBJECTIVE

TARGETED
CUSTOMERS

INSIGHT

BIG IDEA

SECONDARY AND HIGH SCHOOL STUDENTS
- THEY ARE DECISION MAKER...
BACKGROUND

OBJECTIVE

TARGETED
CUSTOMERS

INSIGHT

BIG IDEA

1. GENERAL INSIGHT :
• FAMILIAR WITH INTERNET -> COMFORTABLE...
BACKGROUND

OBJECTIVE

TARGETED
CUSTOMERS

INSIGHT

BIG IDEA

CREATE A PLATFORM FOR CUSTOMERS TO DISCUSS ABOUT
HANDWRITING...
BACKGROUND

OBJECTIVE

TARGETED
CUSTOMERS

INSIGHT

BIG IDEA

STAGE 1
KICK-START VIDEO
RASING THE ISSUE

RAISE AWARENESS O...
BACKGROUND

OBJECTIVE

TARGETED
CUSTOMERS

INSIGHT

BIG IDEA

STAGE 2
OPEN A PLATFORM TO DISCUSS ON
OUR WEBSITE

A WEBPAGE...
BACKGROUND

OBJECTIVE

TARGETED
CUSTOMERS

INSIGHT

BIG IDEA

STAGE 3
WRAP UP
REPORTING VIDEO

RECAP THE CAMPAIN :
-TO CON...
BACKGROUND

OBJECTIVE

ONLINE

TARGETED
CUSTOMERS

INSIGHT

BIG IDEA

OFFLINE

“TIKI HỎI CÁC BẠN TRẢ LỜI”
- UTILIZE FANPAG...
BACKGROUND

OBJECTIVE

TARGETED
CUSTOMERS

OUR LOGAN

INSIGHT

BIG IDEA
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Marchar y2 m

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Marchar y2 m

  1. 1. BACKGROUND OBJECTIVE TARGETED CUSTOMERS IN VIETNAM POPULATION USE INTERNET OF THEM USE INTERNET TO ACCESS SOCIAL NETWORK USERS USE INTERNET ON A DAILY BASIS INSIGHT BIG IDEA PEOPLE TEND TO INTERACT WITH OTHERS VIA DIGITAL DEVICES PEOPLE LOSE THEIR HANDWRITING HABIT ESPECIALLY WRITTEN COMMUNICATION THE YOUTH PREFER DIGITAL MESSAGE TO HANDWRITING ONE
  2. 2. BACKGROUND OBJECTIVE TARGETED CUSTOMERS INSIGHT BIG IDEA RAISE AWARENESS OF HANDWRITING VALUE VALUE UP A HANDWRITING LETTER OVER TEXTING OR EMAIL BOOST UP TRAFFIC AND INTERACTION ON TIKI.VN MAKE BOOK BECOME A TRENDY GIFT IN TEACHERS’ DAY THE YOUTH PREFER DIGITAL MESSAGE TO HANDWRITING ONE
  3. 3. BACKGROUND OBJECTIVE TARGETED CUSTOMERS INSIGHT BIG IDEA SECONDARY AND HIGH SCHOOL STUDENTS - THEY ARE DECISION MAKER - THEY ARE GEN Z – GREW UP IN THE AGE OF INFORMATION TECHNOLOGY - THEY ARE STILL IN THE TRADITION OF GIFTING THEIR TEACHERS - THEY ARE ON THE EDGE OF LOSING THEIR HABIT OF USING HANDWRITING.
  4. 4. BACKGROUND OBJECTIVE TARGETED CUSTOMERS INSIGHT BIG IDEA 1. GENERAL INSIGHT : • FAMILIAR WITH INTERNET -> COMFORTABLE WITH ONLINE SHOPPING 2. FACTORS AFFECTING WEBSITE/BRAND AWARENESS AND ONLINE DECISION: • WOM • LINK FROM SOCIAL NETWORK • SMO • MOBILE ADVERTISING 3. COMPATIBLE MEDIA CHANNEL • ONLINE : TVC, SOCIAL NETWORK : • FACEBOOK • ZINGME • MOST VISITED WEBSITE: • KENH14, • GOOGLE • ZING • YOUTUBE • TRADITIONAL NEWSPAPER : • HOAHOCTRO, 2!, MUCTIM, TUOITRECUOI .
  5. 5. BACKGROUND OBJECTIVE TARGETED CUSTOMERS INSIGHT BIG IDEA CREATE A PLATFORM FOR CUSTOMERS TO DISCUSS ABOUT HANDWRITING VALUE, EXPRESS THEIR VIEWPOINT WHETHER WE SHOULD USE HANDWRITING MESSAGE OR NOT KICK-START VIDEO RASING THE ISSUE OPEN A PLATFORM TO DISCUSS ON OUR WEBSITE WRAP UP: REPORTING VIDEO
  6. 6. BACKGROUND OBJECTIVE TARGETED CUSTOMERS INSIGHT BIG IDEA STAGE 1 KICK-START VIDEO RASING THE ISSUE RAISE AWARENESS OF THE ISSUE RECORD THE REACTION WHEN A RANDOM CHOSEN TEACHER RECIVE A GIFT FROM TIKI WITH A HANDWRITING LETTER OF THEIR STUDENT. RECORD THE TEACHERS’ OPINION ON OUR DISCUSSION MAKE IT GO VIRAL, ATTRACT PEOPLE TO OUR DISCUSSION ON WEBSITE.
  7. 7. BACKGROUND OBJECTIVE TARGETED CUSTOMERS INSIGHT BIG IDEA STAGE 2 OPEN A PLATFORM TO DISCUSS ON OUR WEBSITE A WEBPAGE ON TIKI.VN (AS ILLUSTRATED IN KEY VISUAL) 1.QUESTION: “THIỆP VIẾT TAY HAY THƯ ĐIỆN TỬ?” 2. LET PEOPLE PICK ONE 3. DEBATE ABOUT THEIR CHOICE. SHOWING TEACHER’S OPINION THAT RECORDED IN THE 1ST STAGE (VIDEO) SHOWING TEACHER REACTION WHEN RECEIVE A WRITTEN NOTE IN THE 1ST STAGE (VIDEO) WEB APP FOR PEOPLE GET RECOMMENDATION FROM THEIR INPUT(TEACHERS’S INFORMATION ) AND OTHERS BUYER SELLING BY Ads OF TIKI “BOOK COVER + CARD” AS A SUGGESTED SOLUTION FOR THE ISSUE
  8. 8. BACKGROUND OBJECTIVE TARGETED CUSTOMERS INSIGHT BIG IDEA STAGE 3 WRAP UP REPORTING VIDEO RECAP THE CAMPAIN : -TO CONLUDE THAT TEACHER REALLY APPRICIATE THE HANDWRITTING NOTE FROM THEIRS STUDENTS. (AS A RESULT FROM THE DISCUSSION FROM STAGE 2) -MOST COMMON OPINION FORMED FROM THE DEBATE. EMPHASIZE THE VALUE OF HANDWRITING NOTE OVER THE DIGITAL ONE THE PURPOSE OF THIS VIDEO IS TO ENCOURAGE YOUTH TO WRITE TO THEIR TEACHER, RECOVER THE CULTURE OF WRITE. CONTINUE SELLING BY Ads OF TIKI
  9. 9. BACKGROUND OBJECTIVE ONLINE TARGETED CUSTOMERS INSIGHT BIG IDEA OFFLINE “TIKI HỎI CÁC BẠN TRẢ LỜI” - UTILIZE FANPAGE TO NAVIGATE TRAFFIC TO OUR DEBATE ON WEBSITE -PAID MEDIA, AND BOOST POST -WELL FACEBOOK CONTENT (FROM COMMON OPINION IN DEBATE) -UTILIZE TIKI’S AVAILABLE SHIPPING CHANNEL: Encloses an already stamped envelope include : . Cover letter . Clarify our incentives for most favourable response. - MAGAZINES, RADIOS, NEWSPAPER. (SEE INSIGHT)
  10. 10. BACKGROUND OBJECTIVE TARGETED CUSTOMERS OUR LOGAN INSIGHT BIG IDEA

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