2014 VYS: Final Round: Refugee
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INSIGHT Teens are brought up to be what their parents/families/state expect them to be They normally conform to the usual way but do not listen to their instincts and do not follow what they are passionate about TASK Sprite want to build higher brand relevance to teens by sharing brand POV And encourage teens to be who they are and follow their dream TARGET AUDIENCE Vietnamese teens (15-19). Urban. Nation wide. Skewed to HCMC Brief recap
Transcript of 2014 VYS: Final Round: Refugee
INSIGHTTeens are brought up to be what their parents/families/state expect them to beThey normally conform to the usual way but do not listen to their instincts and
do not follow what they are passionate about
TASKSprite want to build higher brand relevance to teens by
sharing brand POVAnd encourage teens to be who they are and follow their
dream
TARGET AUDIENCEVietnamese teens (15-19). Urban. Nation wide. Skewed to HCMC
Brief recap
Big idea
“BE YOURSELF”
CHANGING BEHAVIORS
To TEENSObey themselvesGive them a chance to take action
To FAMILIES/SOCIETYChange their perceptionGive their child permission to be themself
• Touch point where the target instantly consume the product.
• Using product as an ambient for the campaign
• Objective: drive the traffic the website
The Teaser
A teen is going to get a Sprite at his school canteen.
He instantly drink the product He will be shocked and disappointed to find out that inside the bottle is not Sprite but plain water.
Then he will instantly check the bottle if there is something wrong and soon to find out the message
«Isn’t it disappointing to be
someone not yourself?» «visit www.beyourself.com»
After reading the message, he can come back to the canteen and get another real Sprite
• Target audiences will come to this website and share their story• Sprite then select 10 stories which can be picked randomly or based on number of ‘’like’’ they get• Objective:
• Encourage teens to share their own story of who they are and what they want to be/to do• Recruit 10 cases to be featured in the viral video
The Recruitment
• The video will feature the journey of «be yourself» share it to public via youtube, Sprite website, online magazines, social network create publicity
• Objective: CHANGE THE BEHAVIORS• Teens: be themself• Families/ society: understand and support their child
The Viral Video
The Viral VideoCase example #1
The Viral VideoCase example #2
?
The Viral VideoCase example #2
Public outrages that could help teen to win the challenge
The Theme Song
• All 10 participants will together perform a theme song «Be Yourself» • Objective: using this song as a fun exciting conclusion to motivate youth to
obey and be themself
The Summary
«This is not just an ad but act that can change the behaviors of our target and people behinds»
THANK YOU!
