Heretofore,”Kool” text of Clear meant to be personal meaning

(Clear sponsors the program for personal expression such as “VietNam Idol”)

Now, Clear wants to escalate “Kool” to new level, social meaning

CAMPAIGN OBJECTIVES

CAMPAIGN BACKGROUND

Inspire & empower young people to step out and explore the Vietnamese beautiful scenery

Clear recognize that Vietnamese young people are not confident yet also proactive to explore beautiful Vietnamese spots outside the world

TARGET AUDIENCE

-Youngster-Aged 18-30-proud of Viet Nam’s landscapes

CORE INSIGHT

I want to explore new things and new experiences through discover every lands in Vietnam and I need something to simply mark my journey – something can show me where did I do, and also let me know where

the others have gone. Then we can know more new places to explore how beautiful Vietnam is…

STRATEGY

Inspire them to eager to explore the beautiful of Vietnamese landscapeGive them a chance to experience how beautiful of Vietnamese landscapes

Celebrate and amplify the beautiful of Vietnamese landscape to mass

Together with Clear explore my kool Vietnam

CONCEPT

Execution Idea:“Kool map Vietnam” – created by checking at every

beautiful spots in Vietnam

DEPLOYMENT PLANInspire experience amplify

Objectives Inspire them to eager to explore the beautiful of Vietnamese

landscape

Give them a chance to experience how

beautiful of Vietnamese landscapes

Celebrate and amplify the beautiful of

Vietnamese landscape to mass

Keyhook Viral clip Vlog “Travel VietNam with Kyo York” mention that VietNam’s Youth ignore the beauty of the country to look to other countries, expressed through the eyes of a

famous foreigner, Kyo YorkMV “My Kool VietNam” mention that

The beauty of VietNam is described through the landscapes, tourist places…

Landing page mykool vietnam.com to show

kool map Vietnam App “Clear my kool

spots”

Clip “Kool hunters” will show 15 days along the length of the country's 5

Kool hunters

Other tactics Press conferenceSocial seeding

PR

Social seeding PR

Social seedingPR

CAMPAIGN OUTCOME/RESULT

Phrase 1

Phrase 2 Phrase 3

Reason to be success

- pioneers in raising the insightfull issue of young people - discover the beauties Viet Nam

- used successfully to deploy digital - Vlog, MV, website & check in app

- get involved word “KOOL” with “CLEAR” labels

KEY LEARNING

1/Brand Role of Clear has not been clearly expressed.

KEY LEARNING

sales do not increase significantly

Things to be considered

2/ Celeb, Thanh Hang is not inspiring for young people because she is not effective participation

3/Effective communication is not good because video content is not enough impressive to viral(Number of viewer is not as high as other viral clips)