EVALUATION OF

ELITE 5 PROPOSAL & EXECUTION

Note:

The text highlighted by white color is achievements.

The text highlighted by red color is failures

YM Camp: From zero to hero

– Phan Trung Hieu -

INSIGHT

“I want to have a better start in my Marketing career”

- Quite deep desire.

- Brand role is strongly performed

- The truth is suitable for mass target .

BIG IDEA

& CONCEP

“YM Camp: From Zero to Hero”

- Ideas is consistent with the truth.

- The product role of being a souvenir, a memory is so

persuasive

- The concept “From zero to Hero” is so dramatic.

YM Camp: From zero to hero

– Phan Trung Hieu -

EXECUTION

SUMARY

Content of camp:

- Clear introduction, agenda.

- Good package (package for 2,3, 4 people) with

reasonable price .

Communication:

- Shortage of strong motivator in trigger phase.

- Utilizing good channels (community group, marketing

fanpage or influencers„)

- Good promotion (Gold-Hour)

My key improvement: YM camp need a certification and

following steps after ending the camp.

My key learning: See consumer need on angle in relevant

to brand roles. ( see the need “a better start” on the angle

“empower” via“Young marketers activities”)

“Hire me yet” Service

– Van Thien Quoc Hung-

INSIGHT

“They are starving motivations to believe in themselve again”

- Very touchable truth.

- Don’t start from good observation and logical thinking.

- Brand role is invisible

BIG IDEA

& CONCEP

Idea“Raising belief service” Concept“Hire me yet”

- Idea is consistent with insight but concept is not.

- The reason to sell T-shirt isn’t persuasive, presence of product

is far-fetched Role of product is weak, consumer just focus

on people of “Hire me yet” service.

- The trend is not new so it’s hard to re-viral that trend once

again

- The effectiveness of that idea depend on impact of

selected influencers.

EXECUTION

SUMARY

- Execution don’t have any highlight activity or strong

motivator, but just a series of introduction post on

personal wall and fanpage YM.

- Content of the talk between influencers and TA is not

relevant to marketing topic.

My improvement: Insight is suitable with idea “Dauntless winer”

@@

My key learning: We can come up with many services

activities and sell them bundled with the T-shirt. But that’s non-

sense if these service or activities is not performed brand role.

“Hire me yet” Service

– Van Thien Quoc Hung-

I accepted the challenge and you?

– Ngo Phuc Nguyen -

INSIGHT

“I love marketing, I want to show it and connect with people with

the same interests”

- Very general, not specific; lack of deep understanding, it’s just a

“what they think”.

- Can’t see brand role in it

BIG IDEA

& CONCEP

Idea“I accepted the challenge and you?”

- Don’t relevant to insight.

- Role of product is seen as a commitment between 2

people, which is neither strong nor clear.

- But that idea is so meaningful and bring value of YM

“empower” , TA will try and participate if using stronger

commitment than the T-shirt

EXECUTION

SUMARY

- Execution is still simple and stop at introduction step.

- Good message, but lack of effort to spread out this.

My key improvement: The commitment need to be visible and

remind-able Build the flatform or community to follow their

commitment

My key learning: Execution is essential. Medium idea, but good

execution , maybe reachable KPI. Good idea but poor

execution, FAIL.

I accepted the challenge and you?

– Ngo Phuc Nguyen -

Dauntless winner

– Pham Van Khai-

INSIGHT

“I want my dauntless effort to be rewarded”

- Good segmentation (Mountain-climber)

- The truth start from good fact and has a logical thinking flow in

other to “dig” into insight.

- The need “be rewarded” is so strong.

BIG IDEA

& CONCEP

Idea “Dauntless winner

- The link between idea and insight is really strong (Explain

more how is the link between “community” and “ be

rewarded”)

- Product role is certification as a dauntless winner, which

seem to be interesting but actually non-sense (“be

rewarded” means that they are appreciated, are encourage, are

pointed out their strength and weakness; and the community can

figure out all these things. So what is role of a certification?)

EXECUTION

SUMARY

- Big effort to build a meaningful “Dauntless winner” group

with the participant of Eliters, Finalists and “empower”-s

- Strong message to encourage TA to interact and share

their mind

- As mentioned above, the step of turning the

engagement to business (sell T-shirt) is unreachable.

- Offline event don’t attract to a large of student

My key improvement: Emphasize product role in

communication.

My key learning: Giving meaningful benefits, but not translate

that benefits into sales is wasting your efforts.

Dauntless winner

– Pham Van Khai-

THANK YOU