Proposal by: Quân Idea – Creative Director

iLIGHTIS - Vietnam Brand Communication Solutions Consultancy

Brand Communication

Activation Plan

Hanoi, 11/2013

&

Analytics

Orientation

Plan

1. Context

2. Market

3. Customers

1. Objective

2. Audiences

3. Strategy

4. Statement

1. Message

2. Tactics

3. Rick

4. Budget

5. Review

“KaraOishi – A singing competition with an extremely fun twist”

Analytics

Context

Overview Plan

Brand/ Products: Oishi (snack)

Status: Already had a Concept campaign: “KaraOishi”

Desire: Implement Brand Communication and Activation

Requirements: Increase the Awareness and the Consideration in Hanoi

Plan: 2 months

Time: November & December 2013

Budget: 65.000 USD (x 20.800 VND = 1.352.000.000 VNĐ)

Context About Oishi

Company Liwayway Food Industry Co.,Ltd

Core value: Foods & snacks

Brand Image: Oishi is well-known and reputed brand of snack food with the familiar logo of yellow adorable Cuckoo bird in Asian countries such as China, Taiwan, Thailand and Vietnam

Product:

Snack Oishi has many kinds of taste: Sweet (chocolate, strawberry, taro), Salt (sea foods, beef, chicken), Vegetable (onion, potato) …

Plenty of shapes & colors: Round and Yellow (potato), Triangle & Purple (taro), Shrimp shape (sea foods) …

Context KaraOishi’s campaign: Purpose

Brand Communication & Activation

Needs Needs

Rising Awareness &

Consideration in Hanoi

Pull Marketing strategy

Market Research SWOT

- Famous brand, reputation and international quality. - Convenience Products. - There are many price to choose - Snack rich in Taste

S

- Development trend of fast-food industry and food entertainment growing in Vietnam. Because of the entertainment needs of young people, and the opening of many Shopping Mall, Cinema film ....

O

- Powders Snacks are not at high-lever as Potato Snack in customer’s opinion. And there are no attractive story telling about their brands like Potato Snack

W

- There are many negative rumors, bad news affecting prestige product in 2012. - Many products which are in many segments should be competitive at the same time by multiple competitors. - Spending is limited in high-price and money crisis time

T

Market Research Market

Price (VNĐ)

Categories Potato snack Powder snack

High

(>6000)

Medium - High

(2000- 6000)

Medium

(3000- 5000)

Low

(2000 <)

Customers

Target Customers

Buyer & End-user

1. Age : 18 - 22

2. Gender : 30% male, 70% female

3. Job : 80% Student, 20% others

4. Characteristic : Young, dynamic, modern,

personality, Interests in online, opened-mind, have a

positive outlook for snacks. High demand for

recreation, entertaining

Potential Customers

1. Age : 22 - 30

2. Gender :30% male, 70% female

3. Job : 80% office workers, 20% others

4. Characteristic :Young, dynamic, modern,

personality, Interests in online, opened-mind, have a

positive outlook for snacks. High demand for recreation,

entertaining

Buyer & End-user

Customers

Customers and Community

Public opinion

Communications

Partners & Competitor

Potential customer

Target customer

Social networks, forums, social groups, clubs

Journalists, medias, market managers

Manufacturers, dealers, distributors

Young white-colar officer

Student

Orientation

Objective

Impression/ Target

Awareness

Consideration

Trial

Repeat

Loyalty

Reach

Traffic

Sign Up

KnockOut

150.000 People

15.000 People

1.500 People

150 People

6 People Final

Target Audience Portrait & Behavior

Buyer & End-user

Strategy Proposed tools

Contest

KaraOishi

Concept

Awareness (Reach)

Awareness (Reach), Consideration

(Click, Call, Traffic)

Consideration (Click, Call, Traffic) Trial (Buy, Sign Up)

Repeat Loyalty

Statement

Campaign position

“KaraOishi – A singing competition with an extremely fun twist” (Oishi tổ chức cuộc thi hát karaoke độc đáo và hài hước nhất trong năm dành cho giới trẻ Hà Nội)

(Oishi organize a extremely fun karaoke contest for Hanoi youngsters)

Plan

Message

Tagline

“KaraOishi – Cứ hát lên đi, chớ ngại ngùng chi” (KaraOishi - Let’s sing, don’t be shy)

Concept

KaraOishi Singing

Competition.

Humor, Funny

Tagline general campaign

Oishi is implementing TVC :

“Oishi – Vô tư đi”

Kara

“Cứ hát lên đi, chớ ngại ngùng chi”

Kara

“Let’s sing, don’t be shy”

Tactics

Master Plan

Tactics Master Plan: Timeline

12/11/2013 19/11/2013 12/1/2014 29/12/2013

Preparation Qualifying Round Vote Round

Start Final Finish

1. Design Landing Page, Ads 2. Copywriting Com-copies, Ads, POSM, Agenda … 3. Design & Print POSM, Lucky Ticket … 4. Create a facebook fanpage, content 5. Production & Set up booths, event 6. Etc …

1. Activation (Booths & Event) 2. P.R 3. Ads & Media Booking 4. Seeding 5. Facebook Marketing 6. Etc … * Tactic 1, Tactic 2, Tactic 3, Tactic 4

1. Vote 2. Seeding 3. Production & Set Up Final

Show 4. P.R 5. Ads & Media Booking 6. Etc …

Tactics Master Plan: Tactic 1

- Using amusing elements from the Funny contestants Clip to Viral => Supports to Reach & Share more

- Take advantage of the interactive, Reach high, multi-utility and objectives of the Online Tools => Supports up Traffic

Tactics Master Plan: Tactic 2

- Design leaflets and lucky draw in form 2 in 1 => aimed to increase Reach

- Enjoy the funny factors from lucky draw to attract users => aimed to increase Traffic

Tactics Master Plan: Tactic 3

- 5. Use of attractive prizes to attract attention, share the contest => Supports to increase Traffic, Share

Cuộc thi

KaraOishi

Concept

Key

Tactics Master Plan: Tactic 4

Cuộc thi

KaraOishi

Concept

Key

Use of attractive prizes to attract visitor sign up the contest => Supports to increase Trial, Sign Up, Share

Tactics

Communication Plan

Tactics Comunication Plan: Timeline

Campaign

11/2013 12/2013 1/2014

Cost

Unit 1000VNĐ

W2 W3 W4 W1 W2 W3 W4 W1 W2

Pre-launching (Introduce)

Qualifying Round (Review)

Vote Round Before Final Round (Remind & Review)

Reach & Freauency

LOW HEAVY MEDIUM HEAVY MEDIUM

PR 2

Advertorial 2

Advertorial 20.000

FB Ads 10 days 5 days 15.000

Online Ads 2 banner 1 banner 50.000

SMO (Seeding)

5 Fanpage 2 Forum

5 fanpage 25.000

POSM 20.000 leaflet & lucky draw ticket (2 in 1) + 200 poster 20.000

Creative &

Copywriting Copywriting + Design+ Photograph + Fanpage Management + Landing Page + hotline 40.000

Total 170.000

Tactics Communication Plan: Online Media

Forum: target audience 15-30 ages Pageview/Month: ~ 300.000.000 – 400.000.000

Banner: CPM, CPC Social Media

Website

Tactics Communication Plan: Direct Media

20.000 leaflet & lucky draw tickets (2 in 1) 200 Poster

Tactics

KaraOishi Contest

Tactics Contest Rules: : Timeline

Time: From 19/11/2013 to 12/1/2014

Location: Shopping center (movie theaters, public places) and universities

Timeline

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week7 Week 8

19-20/11/2013 29/12/2013 (12/1/2013)

Qualifying Round Vote Final

Shopping Center

University

Tactics Contest Rules: Locations

STT Shopping Mall (movie theaters, public places)

STT University STT University

Danh sách chính

1 The Garden 1 National Economic University 5 HaNoi University of Business and Technology

2 Big C Thăng Long 2 Hanoi University 6 Hanoi University of Culture

3 Ebest Mall 3 Foreign Trade University

4 Roye City (Chung kết) 4 Vietnam National University

Reboothment and Support Options

1 Mê Linh Plaza 1 Phuong Dong University 4 Hanoi Tourism College

2 Savincom Mega Mall or Vincom Center 2 Hanoi University of Science and Technology

5 VietNam University of Commerce

3 Coop Mark Ha Dong 3 Thang Long University 6 Hanoi Architectural University

Tactics Contest Rules: Process

Tactics Contest Rules: Award

Tactics Contest Rules: Participation

Mixer

Beat Line

Beat Line

Lyrics

Select a song

Voice Line

Software Voice

Changer 7.0

Diamond

Funny Voice

Voices Line

Technical Group

Video Line

(There are cameras recording entire images of competitors’ performance, inside and outside to create Funny Clip and Vote)

Step 1: Candidates register song with PG to take part in the gameshow

Step 2: Go to KaraOishi’s Room to select the voice on Ipad Screen

Step 3: Mixer receive information and and add to software to transfer candidates’s voice outside the Micro (Music

beat on two separate paths)

Step 4: Candidates sing KaraOishi

Step 5: Finish the Section

Step 6: Wait for grading results (Automatic)

Tactics Contest Rules: Software

Male voice Female voice Character voice Combination voice

Software Voice Changer 7.0 Diamond

Software Voice Changer 7.0 Diamond

Tactics

Brand Activation: Booths Design

Tactics Design

8m

3m 1m 1m

3m 2,8m

0,2m

1,5m 1,5m

5m

3m

3m

2m 3m

1m

0,1m 0,4m

2m

0,8m 0,4m

Option 1: “Hát vang cùng Oishi” (Singing with Oishi)

Space Diagram: Longitudinal Slice

Tactics Design

Option 1: “Hát vang cùng Oishi” (Singing with Oishi)

Space Diagram: Horizontal Slice

8m

3m 3m 1m 1m

2m

2m 3m 2,8m

0,2m 0,1m

1,5m 1,5m

5m

Tactics Design

Option 2: Oishi – Xứ sở âm nhạc (Oishi - Music World)

Space Diagram: Longitudinal Slice

3m

3m 3m 2m 1m 1m

3m

2m

0,8m 0,4m

4m

0,2m

0,4m

2,8m 2,9m

0,1m

1m

0,4m 0,4m 0,4m

1,5m

Tactics Design

Option 2: Oishi – Xứ sở âm nhạc (Oishi - Music World)

Space Diagram: Horizontal Slice

10m

3m 0,4m

3m

2m

3m

1m

0,4m 0,4m

4m

3m

2m

1m

0,2m

Tactics Production

Sound Booth: Tempered glass, sound insulation – temperature insulation – size 3mx3m, door 2mx0, Border white Alu 8m or focmex 5mm

Screen: LCD or LED screen Showcase: Indoor space frame, pressed wood or 1cm focmec decan overflow, cutting processing

stamping – with 3D floating blocks to display Oishi’s product Stage: size 0.4 m, Modum wood, red carpet Floor: Fuvi 10cm, covered the red carpet Logo: Mica inside, pay decan, 5mm focmex legs, bouncing 3D Block: Focmex 3mm, PP decan

Tactics Layout 3D

Option 1: “Hát vang cùng Oishi” (Singing with Oishi)

Tactics Layout 3D

Option 2: Oishi – Xứ sở âm nhạc (Oishi - Music World)

Tactics

Brand Activation: Agenda at Booths

Tactics Agenda at Booths

Time Promotion Mini Show KaraOishi Draw

8:30-9:30 ▼ ▼

9:30-10:00 ▼ ▼

10:00-10:30 ▼ ▼

10:30-11:00 ▼ ▼

11:00-11h30 ▼ ▼

11:30-14:45 Lunch

14:45-16:30 ▼ ▼

16:30-17:00 ▼ ▼

17:00-17:30 ▼ ▼

17:30-18:00 ▼ ▼

19:30 – 21h00 ▼

▼ ▼

Time Promotion Mini Show KaraOishi Draw

8:00-8:45 ▼ ▼

8:45-9:30 ▼ ▼

9:30-11:30 ▼ ▼

11:30-12:00 ▼ ▼

12:00-14:00 Lunch

14:00-14:45 ▼ ▼

14:40-15:30 ▼ ▼

15:30-17:30 ▼ ▼

17:30-18:00 ▼ ▼ ▼

Agenda at the University Agenda at the Shopping Mall

Tactics Activation: Promotion

LCD Screen display Product Introduction Video

MC introduce and provide information about Oishi such as: development history, the products,

promotions.

PG give leaflets, guides visitor

Illustration Image

Tactics Activation: Minishow

Opt 1: Hiphop – freestyle football “Big Toe – Nam The Men”

Opt 2: Kpop (Dancing) – Magic “Đăng Quân – Bảo Ngọc (ST.319) – Phạm Hồng Minh”

Illustration Image

Tactics Activation: Mini Game

Try snack and guess flavor

Oishi puzzle

Dance with Oishi sounds

Vocalize Oishiiiiiiiiii (make Longest sounds)

Oishi - the third copy is a far cry from the original Game

(Tam Sao Thất Bản)

Illustration Image

Tactics Activation: Lucky Draws

After performance Art, Introduction Product and join

Gameshow, Booth will draw to choose the lucky person who

receive the value prizes

The reward is the pair of movie tickets, T-shirts and hats

are incredibly unique gift of Oishi

Illustration Image

Tactics Activation: MC

Thúy Quỳnh (Queen Bee sister)

Name: Thuy Quynh Pham Year of birth: 1997 Country: Hà Nội. Thuy Quynh Pham is MC of “Ms Yellow Bee” Show on VTV3. She is one of the most promising of VTV.

Shopping Mall

Khương Phương Linh

University

Phuong Linh is a pretty MC, who often leads eventful show for some big brand/company such as: Yamaha, TH True Milk …v..v

Risk The problems may be encountered

Q: The deployment time 11-12/2013 is the first semester exam at the University, students stay at home and focus more performance, less time to school, how to ensure traffic in this period? A: Schedule exam of the field, and even in one school, one department often arranged, scattered alternating and overlapping so the number of students in each school may decline at the moment but the survey will not drop more than 30%. With the selection of the location, large number of students, also help traffic flow will not be affected to much. * It is possible to note when choosing the school which students in dormitories at or near to ensure traffic

Budget Cost Estimate

Job Items Price (VNĐ)

Brand Communication Online (Digital) 110.000.000

Offline (Direct) 20.000.000

Creative, Copywriting, Management 40.000.000

Brand Activation License 18.000.000

Locations 340.000.000

Setup 215.000.000

Personnel, Artist … 340.000.000

Repairs and Transportation 250.000.000

Sub-Total 1.333.000.000

Management Fee 5% 66.650.000

Total 1.399.650.000

Reviews

Awareness

Consideration

Trial

Repeat

Loyalty

Reach

Traffic

Sign Up

KnockOut

150.000 people

15.000 people

1.500 people

150 people

6 people Final

KPI

Thank You

iLIGHTIS – Vietnam Brand Communication Solutions Consultancy Co., Ltd

Address: 37/89 – Thinh Quang- Tay Son – Dong Da- Hanoi

Tel: (+84) 4 66 801 814

Email: info@ilightis.com / Website: www.ilightis.com

Hotline: 0914 163 336 - Mr. Tung Ngo (Event Manager)

Contact

Let’s Sing, Don’t be Shy

This proposal is completed by: iLIGHTIS - Vietnam BCSC Co., Ltd