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Heretofore,”Kool” text of Clear meant to be personal meaning
(Clear sponsors the program for personal expression such as “VietNam Idol”)
Now, Clear wants to escalate “Kool” to new level, social meaning
CAMPAIGN OBJECTIVES
CAMPAIGN BACKGROUND
Inspire & empower young people to step out and explore the Vietnamese beautiful scenery
Clear recognize that Vietnamese young people are not confident yet also proactive to explore beautiful Vietnamese spots outside the world
TARGET AUDIENCE
-Youngster-Aged 18-30-proud of Viet Nam’s landscapes
CORE INSIGHT
I want to explore new things and new experiences through discover every lands in Vietnam and I need something to simply mark my journey – something can show me where did I do, and also let me know where
the others have gone. Then we can know more new places to explore how beautiful Vietnam is…
STRATEGY
Inspire them to eager to explore the beautiful of Vietnamese landscapeGive them a chance to experience how beautiful of Vietnamese landscapes
Celebrate and amplify the beautiful of Vietnamese landscape to mass
Together with Clear explore my kool Vietnam
CONCEPT
Execution Idea:“Kool map Vietnam” – created by checking at every
beautiful spots in Vietnam
DEPLOYMENT PLANInspire experience amplify
Objectives Inspire them to eager to explore the beautiful of Vietnamese
landscape
Give them a chance to experience how
beautiful of Vietnamese landscapes
Celebrate and amplify the beautiful of
Vietnamese landscape to mass
Keyhook Viral clip Vlog “Travel VietNam with Kyo York” mention that VietNam’s Youth ignore the beauty of the country to look to other countries, expressed through the eyes of a
famous foreigner, Kyo YorkMV “My Kool VietNam” mention that
The beauty of VietNam is described through the landscapes, tourist places…
Landing page mykool vietnam.com to show
kool map Vietnam App “Clear my kool
spots”
Clip “Kool hunters” will show 15 days along the length of the country's 5
Kool hunters
Other tactics Press conferenceSocial seeding
PR
Social seeding PR
Social seedingPR
CAMPAIGN OUTCOME/RESULT
Phrase 1
Phrase 2 Phrase 3
Reason to be success
- pioneers in raising the insightfull issue of young people - discover the beauties Viet Nam
- used successfully to deploy digital - Vlog, MV, website & check in app
- get involved word “KOOL” with “CLEAR” labels
KEY LEARNING
1/Brand Role of Clear has not been clearly expressed.
KEY LEARNING
sales do not increase significantly
Things to be considered
2/ Celeb, Thanh Hang is not inspiring for young people because she is not effective participation
3/Effective communication is not good because video content is not enough impressive to viral(Number of viewer is not as high as other viral clips)