assignment tet - minh quang, thai hoang, minh hoang, hoang yen, quang huy

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TOP 7 TET CAMPAIGN INSIGHT Minh Quang + Thái Hoàng + Minh Hoàng + Hoàng Yến + Quang Huy

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TOP 7 TET CAMPAIGN INSIGHTMinh Quang + Thái Hoàng + Minh Hoàng + Hoàng Yến + Quang Huy

Brand Idea - Move for growth

Brand Activation platform - Experiencing

traveling

After “Ky Thuc Tap Trong Mo” campaign of

which the idea is: Experiencing working

through travelling, here comes the Tet

campaign ”Di De Tro Ve” with the idea of

“The feeling of self-maturity earned by

traveling”

BITIS HUNTER - ĐI ĐỂ TRỞ VỀ

CONSUMER TRUTHThe more I go, the more I miss my home

BRAND TRUTHMove Inspirer

CATEGORY TRUTHFacilitating the youthful and active lifestyle

INSIGHTExperiences learnt from my trips help me realize and respect the family value more, then

urge me more to return and rejoin home after each trips

UNDERSTAND more by ask WHY more

Young people stay at home in Tet holiday and not to “phuot”

Some enjoy Tet at homeBut the others do not

Home is a halting-place or transient station on the go for those not enjoying Tet at home.However, for those enjoying Tet at home with their family, home is really a place-to-come-back

FACT OBSERVATION WHY?

NATURALHunter is right there, at the travel-centric and inspire the

youth to move for their growth. Hunter believe the more

you go, the more you respect the family value and

realize the meaning of return in Tết occasion. Therefore,

Hunter encourage the youth to COME BACK HOME

and rejoin their family in Tết

IS IT A GOOD INSIGHT?

SIMPLETravelling, trekking has become part of the today youth’s hobbies

and lifestyle. They believe experiences earned from the trips will help

them be more mature. In 2017 Tết campaign, Hunter is to state the

message “The feeling of home-missing and family-appreciating in

experiencing trips is a manifestation of self-growing”

TOUCHBe purely of the human nature that the love for hometown and family

SOLVE MKT JOB- The growth stage, after intro stage of “Kỳ thực tập trong

mơ”, activation to enforce brand positioning and push sales

GOOD EXECUTION- Trigger by controversial

- Hot KOL: SooBin Hoang Son

- Good song with beautiful lyrics and easy to remember

rhythm “Đi để trở về”

Brand contextContinue affirm the position of brand in Tet in every year with platform : Xuân của người phụnữ Việt ( Spring of Vietnamese Women)

Campaing 2016: Mother's New Year's Eve : The story about at New Year's Eve, young people usually go out with their friend, lover and forget a women reparing a fullfit Tet holiday. It’s MomBut this tesion is not so strong and not so relevant with brand

Campaign 2017: Bao Xuan cleverly chose a social issue of family in Tet và relevant with the most TA of Bao Xuan ( women over 30 y/o) . It is also relevant and Transmission the message of brand: Để xuân nào cũng là xuân trọn vẹn

BẢO XUÂNXUÂN KHÔNG MÀU

CONSUMER TRUTHWhen they’re no longer be with their parents, the married woman will miss the moment of family

gathering the most and wish to be able to celebrate Tết at their mother home as they used to

BRAND TRUTHBalance female hormone, maintain the

beauty to satisfy married life.CATEGORY TRUTH

Protect female health, beauty and physiology

INSIGHTI understand the duties of a wife in Tet at husband family. However, I still need the husband

family to respect and sympathize with my wish to celebrate Tet at my mother home

UNDERSTAND more by ask WHY more

The result of interviewed 3,000 Vietnamese women shows,

since married, every 100 women has 86 women

celebrate Tet in husband house every year

However, 97% women would like to have the opportunity to celebrate Tet at their mother home

Cultural traditions of Vietnam: Married women have to

fulfill the duty of cooking and cleaning in Tết as well as

prioritize the Tết celebration at the husband family

FACT OBSERVATION WHY?

NATURALOver 30 y/o women (after childbirth or postmenopausal) are in

lack of Estrogen. At that time, their health and spirit is not good.

They need the care of their husband more. Tet is the occasion

women have many duties, responsibilities with husband family.

And this is also the time they feel sad, miss their home and

need the care of husband the most

⇒ Campaign insight Tet provide the benefit which Bao Xuan

also want to provide in theire product to their customer:

satisfy married life.

IS IT A GOOD INSIGHT?

SIMPLETet is the time of Family gathering, when they’re no longer be with their parents, the married woman will miss the moment of family gathering the most and wish to be able to celebrate Tết at their mother home as they used to

TOUCHFamily love is most deeply emotion of every human. And this love is more powerful in Tết – the time family gathering. Because of the wife duties, women cant celebrate Tet with their mother family. It make they miss their house a lot and feel so connected, touchful with campaign of Bao Xuan

SOLVE MKT JOBContinue affirm the position of brand in Tet in every year with platform Xuan của người phụ nữ Việt ( Spring of Vietnamese Women)

GOOD EXECUTIONMV Xuan khong mau of Miu Le A short movie about a women miss home and many year dont celebrate Tet with her home. Finally her husband realize and take her home

OPPO - MOMFIEConcept of “Keep Traditional Tet –Live Modern Tet”Context: In modern life, People live their life almost on Social Network, not living with the real life. So OPPO encourage people keep traditional Tet by more active in real life and live modern Tet by using modern device to capture these moments

Concept of “Momfie. OMG! My mom still selfie”

Mom use camera phone to keep track with “Youth Trend” – “Her Children Trend” and capture “Together moment”. But the inner side of the mother is that she just want to stay close to her son/ daughter on TET. “Mẹ chỉ muốn đónxuânđoàn viên”

2016 -TVC

2017 -TVC

Relevant to the brand : “Connect the world

out there but not losing connection with

real life surround”

Keep the relevance

CONSUMER TRUTH

BRAND TRUTHBalance female hormone, maintain the

beauty to satisfy married life.

CATEGORY TRUTHOpen the door to anywhere in the world

INSIGHTI’m too focus on exploring the fancy world through my smartphone screen to really have

some close moment with my surrounding beloved ones

UNDERSTAND more by ask WHY more

Smartphone is an inseparable and indispensable item in

young people’s lives nowadays

Young people are stick to smartphone at any place, any time that they hardly pay any attention to their family members, even in Tết holiday.

The world connected to people through their smartphone is so appealing that it catches all their attention and make them nearly forget their real relationship with the surrounding beloved ones

FACT OBSERVATION CONSUMER TRUTH

NATURALOppo has reinforce the connection between young people

and their beloved ones through a trendy habit of Selfie, which

is also a key feature of a Camera phone like Oppo

IS IT A GOOD INSIGHT?

SIMPLEThere can be so many things more appealing than your familiar and close relationships but nothing can replace them.

TOUCHLeverage on top trend of the youth and recommend a behavioral

change to keep the love and connection that really matter to them

SOLVE MKT JOB

GOOD EXECUTION

- The growth stage, F1S become “hot phone”

- Trigger by hot KOLs ( Sơn Tùng MPT , NooPhước Thịnh, - Good song with beautiful lyrics: “Cả tuổi xuâncủa mẹ là các con, Cả tuổi xuan của con mẹngóng trông, Mẹ chỉ muốn đón xuân đoànviên

Brand Activation platform – The wish for

serenity

A successful campaign – “Mầm Lộc An Lành

(The wish for serenity)” of Vinasoy in 2016 have

become a huge challenge to overcome

themselves for Tet 2017. In 2016, the wish for

serenity makes a big attention - seemingly a

humble wish, but one that can be most

valuable for those in need. In 2017, Vinasoy

have delivered “that wish” more deeply and

humanely – Serenity Sowing with the message:

a seed of serenity sowed is a garden of

serenity reaped

VINASOY NGƯỜI GIEO AN LÀNH

CONSUMER TRUTHThey find themselves peaceful when sowing seeds of kindness

BRAND TRUTHFunctionally, provides functionally a source

of healthy nutrition (Dinh dưỡng lành) Emotionally, the serenity which is the origin

of true happiness CATEGORY TRUTH

The natural nutrition & safe solution for health

INSIGHTThey are willing to sow a seed of kindness due to the belief that they will gain the serenity

(peacefulness and health) for themselves and their families naturally.

UNDERSTAND more by ask WHY more

It is the core value of Vietnamese tradition -Gieo quả nào gặt quả nấy, Là lành đùm lá rách.

Tet is the time Vietnamese people think about good things and do good things for society in life.

Doing good things is the way to have serenity (peacefulness and health) and the wishes for serenity for my family in Tet. They believe in accumulate virtue (Tích đức)

FACT OBSERVATION WHY?

NATURALA seed of soybean is the beautiful scene in this clips,

moreover, sowing seeds of kindness representing for

sowing serenity and serenity is the image of Vinasoy

IS IT A GOOD INSIGHT?

SIMPLEInsight comes from seemingly a humble wish - the wish for serenity,

but one that can be most valuable for those in need. With a lot of

meaningful wishes in Tet, Vietnamese believe that serenity is the

origin of true happiness and good thingsTOUCHThey believe in accumulate virtue (Tích đức). Doing good

things is the way to have serenity (peacefulness and

health) and the wishes for serenity for my family in Tet.

SOLVE MKT JOBThe wish for serenity—seemingly a humble wish, but one that

can be most valuable for those in need. In 2017, Vinasoy

have a successful campaign that leverages their proposition

in Tet into the higher level. Not just stop at the wish for

serenity, Vinasoy encourages people to sow the seeds of

serenity to create a garden of serenity.GOOD EXECUTIONThe beautiful, cinematic video with meaningful content has successfully sent out the message. Every scenes having their own

meanings such as: dolls, seeds of soybean or do-good-things actions which makes the video more humane, but it is quite

polysemous and complicated.

Brand Activation platform Về nhàđón Tết, Gia đình trên hếtFollowing the Tết campaign of previous years of which the message is “It’s the best happiness to be able to celebrate Tết at your home with your family”; Neptune launch the Tết campaign 2017 with the message “It’s the best luck to be able to celebrate Tết at your home with your family”. This year, there has been a development in brand message from remind that family gathering is valuable and meaningful so we should respect it to indicate how much valuable and meaningful the family gathering so we should respect it even more

NEPTUNE VỀ NHÀ ĐÓN TẾT, GIA ĐÌNH TRÊN HẾT

CONSUMER TRUTH

BRAND TRUTHThe warm atmosphere of family

gathering is the best.

CATEGORY TRUTHMore delicious meals, warmer family

INSIGHTComparing to those who don’t have a chance, I feel it’s the best luck to be able to

celebrate Tết at home with my family and respect the family love even more.

UNDERSTAND more by ask WHY more

Many people are not be able to celebrate Tết at home with their family because of their work responsibility or working for subsistence

All those who cannot celebrate

Tết with their family feel sad, lost

and home-missing

Everyone desires for family gathering at Tết but not everyone have that chance

FACT OBSERVATION CONSUMER TRUTH

NATURALNot just the warmth and affinity but also the feeling of being

grateful for being able to celebrate Tết at home

IS IT A GOOD INSIGHT?

SIMPLEPeople don’t realize how valuable and meaningful a thing is until

they see how desirable the others be for it. TOUCHThere’s only 2 types of people in Tết context: The one who

can and cannot celebrate Tết with their family. Everyone

can see themselves in the story told by Neptune and feel

connected to it.

SOLVE MKT JOBContinue to affirm the position of brand with top Tết

campaign in every year.

GOOD EXECUTIONIt’s wise decision of Neptune to combine the 4 different

stories at once as this help to give a full image in reality and

strengthen the message

OMOTRAO ÁO XUÂN CHO VẠN NHÀ THÊM TẾT

Concept of “Coming home”Insight: Tet is commonly for family gathering but many people cannot make this simple wish happen due to economic condition.“Learning from playing is not the center.”

Concept of “Coming home”Insight: The elder feel young when they play with kids as they see their image back. “Learning from playing is not the center.”

Concept of “Learning from playing”Insight: Children learn unconsciously following what adult say then it becomes their habit.“Learning from playing is center.”

CHANGE

OMO is the best brand standing for “stain removal” attribute in fabric cleaning category. OMO is also successful in Vietnam with the concept of “Dirt is good”, to encourage the children to play and learn good things without concern about dirt.OMO has the biggest advertising campaign in Tet for many years. Let’s take a look on what OMO has done recently:

The consistency of “Dirt is good” with concept children learn good things is

still there, but too far from fabric cleaning category.

à Need to be back to category specific.

Fully & successfully focus on building emotional connection to build brand

love.

Category specific and lightly build brand love.

CONSUMER TRUTHI want my child to be a good person so I surround them with good habit from the very young age.

BRAND TRUTHFree mother from stain concern to let

their children play and learn.CATEGORY TRUTH

Stain removal is the first and foremost driver.

INSIGHTI understand the duties of a wife in Tet at husband family. However, I still need the husband

family to respect and sympathize with my wish to celebrate Tet at my mother home

Children are bought new clothes for Tet to welcome a new year. It is very important to mark a Tet of a child. However, 2016 was a year with many serious natural disasters so many parents could not make it for their children like previous year.

OMO host a sharing campaign to bring many free new clothes for children in disaster suffer areas.

TET 2017 CONTEXT OBSERVATION AND CAMPAIGN IDEA

CULTURAL TRUTHDoing good things in Tet will bring luck for the

whole year.

NATURAL

IS IT A GOOD INSIGHT?

SIMPLE

TOUCH

SOLVE MKT JOB

GOOD EXECUTION

Touch the untold love of parents for children: wish them being good

citizen in the future.

Utilize the habit of people in Tet holiday that they easily

realize themselves as a part in the campaign.

Functionally close to the category to reinforce the

best attribute of OMO: stain removal

Cover all key channels & place

Link directly to basket sales

Under corporate campaign as a leading brand

Utilize the year issue: Natural disaster

Single minded idea and message: Share the clothes, spread the

goodness for a full Tet.

Brand Activation platform – Chúc Tết

As a brand of bold fun and their target –

teenagers, Mirinda is having significant success

with platform of “Lunar New Year's greetings”

in Tet with the message “Tet Mirinda – Full of

Laughter”. In 2016, Mirinda found a way out of

stereotyped Tet wishes and brought a new

twist to an old tradition with the Tet Campaign

- Lucky Laughter Envelope. In 2017, with that

platform, Mirinda discovered and executed it

in the new angle – Familiar complaint become

an excuse of love.

MIRINDA CÀM RÀM QUEN THUỘC THÀNH CỚ YÊU THƯƠNG

CONSUMER TRUTHParents usually complain about our mistakes, weaknesses in daily life because they love us most, truly want us to become mature; however, we – teenagers see those complaints as annoyance, especially in Tet holiday.

BRAND TRUTHTet Mirinda – Full of Laughter. Mirinda helps

to send Tet wishes in the bold fun way.CATEGORY TRUTH

Drink CSD leads to happiness

INSIGHTMy parents’ complaints are quite annoying but it comes from their big love. Therefore, in Tet

occasion, I want to send my beloved wishes to my parents in a unique and bold fun way.

UNDERSTAND more by ask WHY more

Only fun can solve the annoying complaints à BRAND TRUTH

NATURALThe annoying complaints of parents just be solved by

the fun wishes. Mirinda represents for the wishes in the

fun way

IS IT A GOOD INSIGHT?

SIMPLEThe situation comes from the cultural truth so it is easy-understanding

by the youth

TOUCHThe complaints is always on in daily life, especially

teenagers. They is annoying although knowing that

complaints just come from loveSOLVE MKT JOBWith the platform – Tet Wishes and message “Full of Laughter”, Mirinda are successful in the new and insightful approach

GOOD EXECUTIONLike 2016, comedy video with many famous KOLs is used

to deliver message to target audiences. Besides that,

apps at Mirinda website allowed users to create their own

Tet wishes and send to their families and friends.