Contrasts go freedom!

Objective: Trigger new trials via renovating Biti’s Flip-

flop proposition in Young Adult’s mindAdult’s mind

Scope: New flip-flop range Biti’s II with innovations built

on inherent Durability

2 Jobs to be done:

#1: Double turnover of Flip-flop in Year 1 from

launch date

#2: Transform “yesterday brand” image of Biti’s into a

“contemporary brand” for Young adults

Core essence: Nurturing Vietnamese feet

Functional benefits: Biti’s II- Double Innovations - bring

you Double benefits: Proper Look on top of Inherent

Durability

Emotional benefits: Embrace young adults’ “liberal

moments”

Big Idea: Contrasts come in pair, as 2 is better than 1

Product::

+ “Double-strap”, easily turn your “guilty” flip-flops into

proper sandals and vice versa in a snap

+ “Double durability”= durability (flip-flops + sandals) Target audience

Vietnamese young adults,, age between 22 to 30- young

labor force, capture 65% of Vietnamese adults

Key insights:

When my adult life seems to be loaded with solemnity, I

need a break from full-time formality. However, even my

“tiny liberal moments” such as wearing flip-flops or ripped

jeans, might be seen as impropriate manner.

I’m stuck between “Being Proper” & “Enjoying guilty

Pleasure”

• Price: 100,000 vnd/pair

• KPIs: Brand sales growth & Marketing KPIs

• Channel selection priority: social, digital, on-ground

• Key milestone: Deployment: Summer 2017

• Budget: 10 bio/ year ( 5% of annual turnover)

• Brand personality: Contrasts in harmony

casual // proper

durable // up-to-date

Vietnamese heritage // contemporary youth

1-page summary

The ambition

A smartly FRUGAL yet IMPACTFUL campaign for a

HERITAGE VIETNAMESE brand’s comeback

The challenges

1. Biti’s wants to DOUBLE its Flip-flop revenue by expanding its market to the Young adults

2. Biti’s urges to CONNECT with the Young adults to be their happy, friendly, family-oriented brand

3. Young adults spontaneously think of Biti’s as a YESTERDAY brand that they don’t feel related to

“When my adult life seems to be loaded with solemnity, I need a break from full-time formality.

However, even my “tiny liberal moments” such as wearing flip-flops or ripped jeans, might be

seen as impropriate manner.

I’m stuck between “Being proper” & “Enjoying guilty Pleasure”

The insight

Who are they: Vietnamese young adults,, age between 22 to 30- young labor force

With “Biti’s II” , why choose when you can have both, as 2 is better than 1!

Biti’s II offers:

- A proper LOOK: “Double-strap”, easily turn your “guilty” flip-flops into proper sandals

- Inherent DURABILITY: new technology for superior durability

“Biti’s II- Contrasts come in pair, as 2 is better than 1!

Product concept

A simple hook to

keep the strap

flexible

Easily turn

into a sandal

1. WHAT IS IT?

We want to build II a symbolic icon:

- a pair of flip-flop

- always an improved version vs I (one/first)

- symbolize “contrasts come in pair”:

casual // proper

durable // up-to-date

vietnamese heritage // contemporary youth

Brand concept

2. WHAT DOES IT IMPLY?

Empower young adults’ to embrace

"liberal moments” without emotional

conflicts

Campaign objectives

Trigger new trials via renovating Biti’s Flip-flop proposition in Young

Adult’s mind

2 Jobs to be done

#1: double turnover of Flip-flop in Year 1 from launch date

#2: transform “yesterday brand” image of Biti’s into a “contemporary brand” for

Young adults

How success looks like

2,000,000 pairs/ year of Biti’s II in Y1. Means:

- Each of current stores to sell ONLY more 1 pair of “Biti’s II”/day

- Among 100 young adults, 12 people are up to buy a pair of “Biti’s II”

OBJECTIVE

INTRODUCTION ENGAGEMENT

CHANNEL

DELIVERABLES

TV, Youtube Social, On-ground activation

Experience idea that can be implemented across touchpoints:

1. Branding Identity (II, Key visual)

2. Communication Content ( 2 Videos 30s for online & 1 cut-on 5s vignette for TV)

3. Content Strategy and/or concept for:

• Referral Strategy that links online & offline

• Integrated Social/Digital focusing on mobile ( Facebook, Instagram)

Reach: 50% targeted consumers

Earned: 5%+mentions, shares on Digital

Geo: Urban centers (6 key cities)

Strategy & Production: 2.5 bio VND

Media: 7.5 bio VND

KPIs

BUDGET

Build awareness & excitement

The pleasure of having contrasts come in pair

Trigger Trial & Referral Mechanics

Experience Biti’s II & refer to your friends as

#2isbetterthan1

Deliverables & Budget

Contrasts go freedom!

(*) All photos without copyright watermark ( i.e: shutterstock) are pictures that we took then designed by ourselves