Generation Gap Team

Ho Chi Minh city

AGENDA

1Background Information

Analyze the problem

2Customer Insight

Behavior, Need and Insight

3Campaign Big IdeaConcept and Strategy

Background Information

Gấu Uniform want to raise awareness about the “Copyright” issue for the Youth

Centralized the information:Copyright in Uniform Design

Target Audience:• Young people study in High schools and Universities• 18 – 22 years old

Customer Insight

Uniform is a way to express the uniqueness of a group. Young people usually copy the uniform design of other people, which they can be found on the Internet.

Why?

Why?

They think that it is the easy and cheap way, and it is difficult to be discovered that they have copy the design of others

There are many designs appear every year. They think copy is OK.

Why it is important?

Because young people highly appreciate the uniqueness. What if the design of Uniform – a symbol of Uniqueness – is discovered that it is just a copy

Customer Insight

Insight

I want a uniform to express the uniqueness of my group. I copy other design because it is easy, cheap and difficult to be discovered. However, if it is discovered, that will be terrible.

Big Idea

Be YouPhase 1 Phase 2If you are caught! Be your self!Make awareness about the shame of being caught copy (by confession, viral clip…)

Express yourself contest to motivate (Design contest, talent contest…)