Young Marketers 4 - Final Round - SLEEP RUNNER
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Transcript of Young Marketers 4 - Final Round - SLEEP RUNNER
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SLEEP-RUNNER
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3 LIVES, 1 PIECE“Behind every piece of dog meat, there are 3 lives.
Stop the dog eating!”
The BIG idea
Dog life Dog owner life Dog thief life
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We want to change those
“EAT OR NOT EAT, IT’S NO DIFFERENCE TO ME”.
SEGMENTATIONMale/Female
18 – 30
ABC+
5 big cities
(N=50)
Regularly eat Occasionally eat
Support dog
eatingNeutral
14% 48%
Do not eat
Against dog eating
or
Neutral
38%
I LIKE DOG
MEAT
EAT OR NOT EAT, IT’S
NO DIFFERENCE TO
ME
DOG EATING IS
SAVAGE
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- Negative issues mostly do not appear in their TOMs
- They need time and suggestion to recall negative
issues
They do not pay much attention to negative issues
48% young people still occasionally eat
dog meat as they are Neutral.FA
CT
OB
SER
VA
TIO
N
Why?
They think negative issues caused by dog
eating are not too serious
Why?
As they observe, they think negative issues are
just few cases.
INSIGHT: I still occasionally eat dog meat because for me dog eating is not
something too serious as I think the negative issues caused by dog eating are
just few cases.
Most TOMs related to
dog eating:
“Truyền thống và văn
hóa ẩm thực”
“Nạn trộm chó“
“Sở thích của mỗi người”
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The negative issues caused by dog eating are NOT just few cases!
WHAT ARE ACTUALLY HAPPENING
PER WEEK?
100,000 dogs are killed
Thousands owners lose their dogs
8 thieves are beaten to death
* theguardian.com: 5 million dogs are killed for meat/year*acpagroup.org: 5 million dogs are slaughtered for food in Vietnam
every year, and many of them are stolen family pets.
*dantri.com, nbcnews.com, thanhniennews.com: 384 thieves were beaten to death/year (estimated)
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THE TRUTH EXPOSER
Bring 3 lives
behind 1 piece
of dog meat
together
Expose the truths to make a better world for dog.
Show the huge
number of case
that they don’t
know.
3 LIVES, 1 PIECE
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AWARE, ENGAGE and SPREAD
AWARE
3 weeks (800 mil)
ENGAGE & SPREAD
5 weeks (1.2 bil)
Objective Raise awareness about 3 lives
behind every piece of dog
meat and the number of
cases.
Engage TA to have real
interaction with 3 lives and
call to make and spread the
promises.
Brand role The truth exposer
Key hook “The last moments” Viral
Clip
“Meet the 3 lives” online
interactive talk.
“Your promise” Video
Supporting
tactics
PR, Social Network, Banner.
Point of
purchase
Key channel: Supermarket (Coopmart, BigC,..)
Supporting channel: Petshop, Pet hospital.
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AWARE OF THE TRUTH
Viral clip (3m): THE LAST MOMENTS POINT OF PURCHASE
Behind every piece of dog meat, there are 3 lives.
Stop the dog eating!
What are
behind 1
piece of
dog meat?
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MAKE YOUR PROMISE
ONLINE INTERACTIVE TALK: “MEET THE 3 LIVES”
The fear of getting
caught and lynched
The sorrow of
losing dogThe pain of a
dog killed
Self-filming: “Your promise”
POINT OF PURCHASE
Check “5 signs of
good health” after
trial and receive
advices
Self-filming: “Your
promise”
“3 lives, 1 promise. You can change it”
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SLEEP-RUNNERThank you!