Slide creative brief Baemin

1. CÙNG
VUITẾTĐOÀNVIÊN

2. Nguyễn Ngô Xuân Phương ( Leader )
Nguyễn Ngô Xuân Phương ( Leader )
FREESHIP
FREESHIP
MEMBERS
MEMBERS
Nguyễn Hồng Phương Khanh
Nguyễn Hồng Phương Khanh
Nguyễn Lê Đức Mạnh
Nguyễn Lê Đức Mạnh
Nguyễn Bá Thuật
Nguyễn Bá Thuật
Nguyễn Đăng Vũ
Nguyễn Đăng Vũ
Nguyễn Huỳnh Trung Tín
Nguyễn Huỳnh Trung Tín

3. Brand statement
Project background
Competitor
Target audience
Objective
Insight
Big idea
Key message
Advertising tone
Tools
CREATIVE
BRIEF

4. "Enjoy your favorite
dishes at any place,
anywhere you want”
Brand
statement

5. Project
background

6. AFTER TWO YEARS OF
COVID, PEOPLE ARE
PROBABLY USED TO THE
DISTANCE DUE TO THE
IMPACT OF THE EPIDEMIC.
it seems that the Mid-
Autumn Festival is gradually
losing its inherent position.

7. Competitor
Competitor
GRAB FOOD
GRAB FOOD GO FOOD
GO FOOD SHOPEE FOOD
SHOPEE FOOD LOSHIP
LOSHIP

8. Age: 15 - 35
1
Gender:
all gender
2
Mostly
students
and young
adults
3
Target audience
Target audience

9. Geographic
Geographic
TP.HCM
TP.HCM
Hà Nội
Hà Nội
Đà Nẵng
Đà Nẵng
Hạ Long
Hạ Long
Hải Phòng
Hải Phòng
Hội An
Hội An
Cần Thơ
Cần Thơ
Đà Lạt
Đà Lạt
Vinh
Vinh
Huế
Huế
Nha Trang
Nha Trang
Phan Thiết
Phan Thiết
Pleiku
Pleiku
Thái Nguyên
Thái Nguyên
Bình Dương
Bình Dương
Buôn Ma
Buôn Ma
Thuột
Thuột
Thanh Hóa
Thanh Hóa

10. Behavioral
Behavioral
Don't have time to cook
Don't have time to cook
Looking for convenience
Looking for convenience
Willing to pay for higher
Willing to pay for higher
quality and services
quality and services

11. Psychographic
Interest:
Interest: food & drink,
food & drink,
technology, social media,…
technology, social media,…
Personality:
Personality: emotional,
emotional,
dynamic, open-minded,…
dynamic, open-minded,…
Need:
Need: good food, convenience,
good food, convenience,
discount and promotion,…
discount and promotion,…

12. ADVERTISING
OBJECTIVE
Strengthen brand awareness.
Increase discussion market share.
Encourage more people to
download and use the app.
Spread positive messages from
Baemin to everyone.
Bringing back memories of
traditional Mid-Autumn Festival
and childhood for everyone.

13. M O T I V A T I O N
T R U T H
T E N S I O N
Mid-Autumn Festival is often thought of only for
children.
As we get older, we gradually lose interest in
this day, however, everyone has a childhood
and memories of the Mid-Autumn festival.
Mid-Autumn Festival is not only for children but
also for adults.
Insight
Insight

14. TRUNG THU GÕ CỬA,
KỶ NIỆM ĐONG ĐẦY
TRUNG THU SUM VẦY,
TRÀN ĐẦY HẠNH PHÚC
BIG IDEA KEY MESSAGE
Recalling the memories of the
Mid-Autumn Festival so everyone
can once again immerse in their
childhood memories, thereby
prolonging this meaningful
traditional festival.

15. Advertising Tone
Baemin shows a memorable
campaign with traditional
elements, love and peace.

16. DIGITAL
MARKETING
PR ADVERTISING
ADVERTISING PROMOTION
PROMOTION
Advertising
Advertising Medium
Medium

17. Thank you
Thank you
for listening!
for listening!