FamiCANXI

TVC LAUCHING CAMPAIGN

CONTENT

Background Objective TargetAudience Challenge Idea Execution

BACK GROUND

MARKET COMPETITORS

Tasty

78.2%GoldSoyVfreshSoya Number 1

OBJECTIVE

MARKETING

COMMUNICATION

• Increase share by:Recruiting lapsed customers (GoldSoy calcium)

New customers (Fresh milk)

• Raise awareness of new Fami product with calcium

TARGET AUDIENCE

Unisex

From >20

STYLE & CHARACTERISTICSHealthy life style.

Concern about beauty & health

(obesity, heart disease, osteomalacia) of family members

Lapse customers

TARGET AUDIENCETARGET AUDIENCE

CHALLENGE

• Homemade Soy milk is tastier, safer, and more nutritious than

Bottled Soy milk.

• Soy milk is tasty, nutritious, but does not include Calcium, so does

not help bone healthy.

• Soy milk is usually used by women and adults.

INSIGHT

Soy milk is tasty, nutritious, but does not include Calcium,

so does not help bone healthy.

KEY MESSAGE

“Fami Canxi ngon sánh mịn

Chắc khoẻ xương”

idea

• Type: Exaggerate the effect of product

• Tone: Humor, scientific

• Emotion: Enjoyment, surprise

• Endorsement: Hoàng Phi – funny, strong, manly

• Action: Super power - Smash the table.

• Type: Exaggerate the effect of product

• Tone: Humor, scientific

• Emotion: Enjoyment, surprise

• Endorsement: Hoàng Phi – funny, strong, manly

• Action: Super power - Smash the table.

idea

EXECUTION

Open the clip is a boy enjoying a box of fami milk Then he see a funny accident,… …, that makes him can’t stand laughing.

And he accidental push his hand on the stone table,… , suddenly the stone table crashed completely.

He and other people totally are shocked.Close up to main boy, he looks at the fami milk

box in a suspected way.

He realizes as he drinks fami calcium milk every day so he gets the amazing power like

that.

Close up to the product feature, the penetration of calcium ion into bone.

Message: “Fami Canxi Ngon Sánh Mịn, Chắc Khoẻ Xương”

THANK YOU