[the pr industry you never know] pr landscape in vietnam: campaign "canon - one photo, one...
Post on 14-Apr-2017
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+
ONE PHOTO ONE ACTION 2011
+ AGENDA
1.Client’s brief
2.Project Insights
3. Our Proposal
4. Project Outcome
+ 1. PROJECT BRIEF
Client Canon
After many years with CSR program “ Vì một Việt Nam xanh”
Canon briefed T&A Ogilvy a program that :
+ More engaging with young people
+ Have actual and meaningful impact on the society
+ Continue the ideas of previous year about Environment protection.
+ 2. PROJECT INSIGHTS
+ SOCIAL ISSUES IN VIETNAM
Among those issues, the problem of polluted environment and exhausting resources has been the most significant concern in recent years in Vietnam.
In big cities such as Ho Chi Minh City or Hanoi, the problem of garbage, waste and un-degradable plastics bags is becoming alarming.
One reason for those environmental problems is partly due to the bad habit of the many Vietnamese people in terms of resource usages and garbage dumping
+ TARGET AUDIENCES’ INTERESTS
Target audiences of this year CSR campaign are:
- Young people up to 25 years old
The interests of most youngsters (our target audiences) these days are:
Internet /Computers
Celebrity
Travelling
Fashion
Photography
+ WHAT CANON BEST SELLS
Canon’s power lies in the IMAGES:
- “A pictures tells thousand words”
- It relates closely to our products
- Canon’s products are of great interests from the youngsters
+
ONE
PHOTO
ONE
ACTION
Progam
Image
Solutions
Entertainm
ent stars,
Internet,
Photograp
hy…
Environm
ental
pollution
and
Public
behaviors
THE CONCEPT
SOCIAL
ISSUES
TARGET AUDIENCE’S INTEREST
WHAT CANON
BEST SELLS
THE CAMPAIGN CONCEPT
+ THE CAMPAIGN IDEAS
Each photo in the campaign will initiate an action from the
public to protect the environment
+ 3. OUR PROPOSAL
+ PROGRAM CORE IDEA
A partnership
between
Canon,
photographer
s and
Celebrities
to deliver
Green
Messages
on “Action Bags” or other means ..
to community…
By…
+ PROGRAM FRAME WORK
01.
Partnership
Establishm
ent
02.
MESSAGE
PRODUCTION
04. PUBLIC RELATIONS ACTIVITIES
03.
MESSAGE
DELIVERY
+ PROGRAM FRAME WORK
PHOTOS
1 photo = X million
Supporting communications activities
Environmental
activities
One Photo
One Action
FUND PHOTOGRAPHERS
CELEBRITIES
Public
engagement
+ Picture – Theme Option 1
The theme of the pictures will be “DON’T IGNORE” which send the message that “Do not ignore the problems of environment around you. Look and Act to change it for a better future”
Each picture will be the portrait of the celebrity with a symbolic act such as covering their eyes, mouth, nose, or ears to represent the ideas of ignoring what is happing around you.
Each celeb can work with the photographer and PR agency to choose an expression of themselves => to give the chance for the celeb to tell their own stories and send their own messages and about protecting the environment
+ Samples
+ The picture layout
Do Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !
Lady Gaga by Joe Dane for “One Photo One Action” Fund
Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !
+ The picture layout
Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !
Lady Gaga by Joe Dane for “One Photo One Action” Program
Tagline:
The
message
about
environ
ment
that the
Celeb
wants to
send
One eye is
covered
Credit of the artist, photographer,
and the Program
+ Picture – Theme Option 2
The theme of the pictures will be “SHOCK” which will send about the pollution or environment problem
Each picture will be the image of the celebrity that contains some messages about environment
Each celeb can work with the photographer and PR agency to choose an expression of themselves => to give the chance for the celeb to tell their own stories and send their own messages and about protecting the environment
+ Samples
Do Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !
Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !
+ Layout
Don’t let plastic bags cover
our future
XYZ by Joe Dane for “One Photo One Action” Fund
+ Layout
Don’t let plastic bags cover
our future
XYZ by Joe Dane for “One Photo One Action” Fund
Tagline:
The
message
about
environ
ment
that the
Celeb
wants to
send Credit of the artist, photographer, and
the Program
+ 4. EXECUTION
+
How did it work ? We invited 15 top celebrities of different areas to
be part in the campaign by sending their
messages about the environment via creative
pictures.
+
TH
U M
INH
+
KH
AN
H T
HI
+
HA
AN
H
+
VĂ
N M
AI H
UO
NG
+
HO
NG
AN
H
+
365 A
LB
UM
+
FIN
AL A
RT
WO
RK
+
FIN
AL A
RT
WO
RK
+
UY
EN
LIN
H
+
VIE
T N
GA
+
DU
C T
UA
N
+
QU
OC
TH
AI
+
TIE
N D
OA
N
+
HO
AN
G T
HU
Y L
INH
+
KH
AN
H L
INH
+
BA
GS
+
+
PH
OT
O C
ON
TE
ST
+
How did it work ? The pictures were then printed on canvas bags and sold to fans.
A book with stories about each picture was published .
Money from bags selling was used for cleaning the environment and further educate the youth
+
EV
EN
T
+ THE RESULT
OPOA received great comments from the press
and public for being a creative campaign with
beautiful images and meaningful messages.
216 K of searched
results on Google
50 + news, TV and
thousands of social
posts after the
launching event
~800 Bags
sold to fans
100s of
pictures
for the
photo
contests
14 K fans after 3
months of
campaign
+ SUMMARY & KEY LEARNINGS
On overall, OPOA was a successful campaign with lots of
positive feedback and outcome.
However, there are places where we can improve
1. Stronger and well connection between: OPOA with other programs of
Canon ( Photomarathon, Canon EOS Academy, Help with love..etc)
2. Social activites to follow OPOA more closely and amplify the activities
from the beginning to the end.
3. Partner with other other brands /media to strengthen the effects of the
campaign
4. The Actions that make OPOA a meaningful campaign.
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