Download - Young Marketers 4_Badboys_Final round
BADBOYSFrom
SAVE DOGS
In Viet Nam, 60% people raising dogs eat dog meat
PASSIVE
75%
ACTIVE
25%
- Only eat when being invited by
their friends or eating with their
families
- Do not consider dog meat as
their favourite food
- Caring about their dogs
- Actively going to dog meat
store or buying dog meat back
home
- Consider dog meat as their
favourite food
- Do not care about their dog
Hard to change their
behaviour
Potential for changing their
behaviour
Source: Vietnamese care for Pet 2014
WHAT HAPPEN?
WHY?
WHY?
INSIGHT
There are people who used to eat dog meat BUT do not any more
FACT
They saw the fear of the dogs before being killed so
they don’t want to continue eating dog meat
They feel pity for the dogs
They feel compassionate whenever they see the fear of their
closest domestic animal before being killed
As a person who eats dog meat passively, at the moment I
see the fear before being killed of THE CLOEST DOMESTIC
ANIMAL, I feel compassionate
STRATEGIC APPROACH
Then, execute Trade Marketing to
attract the target’s attention at
POP, call to buy Pedigree in order
to meet the business goals and
spread out the current campaign
Reappear the dogs’ fear before
being killed to trigger target‘s
compassion, to urge into action
Primary Target
PassiveSecondary Target
Dog Lover
- Age 18 – 30
- Using the Internet frequently
- Only eat when being invited or
eating with their family
- Do not consider dog meat as
favourite food
- Caring about their dogs
- Using the Internet frequently
- Loving dog
You can choose
Your choice can change dog’s life
BIG IDEA
MESSAGE
THE SECRET BEHIND DOG MEAT DISH
Day 1: was stolen from home
Day 2: was being carried in an iron cage
Day 3: saw the killer stepped in
Day 4: witnessed his friends being killed
Then, The Clip will show 2 constrast pictures
Die or Save
Each day, Việt Nam has about 13,500 similar stories
WOULD YOU AGREE WITH PEDIGREE TO CHANGE THE DOG’S LIFE LIKE LU?
Thanks for your vote - Lead to FANPAGE Continue to convince by giving STRONG FACT
YES
Last day: “Today,
I do not feel scared anymore because…
NO
WIFI MARKETING- Set up Wifi Free near dog meat
stores in 6 big cities
- Wifi: Fast, Strong and Free
SUPPORT
Dog meat Stores
- FB Ads
- Youtube Ads
- KOL
Viral Clip
- PR:
+ Kenh14.vn
+ Zing.vn
+ tuoitre.vn
+ vnexpress.vn
Key channel
I choose save dogs,
I choose
10.000
VND
Support Save
dogs Fund of
Pedigree & ACPA
Each day, in Viet Nam,
there are about 13.500
dogs facing the fear
before being killed
Modern Trade - Supper Market: Lotte
Mart, Big C, Co.op Mart
- PetStores
- Introduce Campaign
- Focus on introducing
puppy food
TRADE MARKETING
THANK YOU