[Young Marketers Elite Program] Assignment 17.1 - Phương Vi_Huỳnh Phong
description
Transcript of [Young Marketers Elite Program] Assignment 17.1 - Phương Vi_Huỳnh Phong
[ ON GROUND ACTIVATION ]
On-Ground Activation Analysis in Vietnam, May 2014
Targ
et A
udie
nce
- Kids from 6 – 14 (primary school to junior high school students)- Mostly live in urban which high living standard for studying & playing- Active, energetic, dynamic, eager to learn and explore new things
Challe
nge
&
Objec
tive
Toonies has launched a new version with the heroes flying gift cards for 2-3 months but children still
haven’t know how to play with it.
So the objectives are
- Instruct kids to play with the flying cards
- Encourage them enjoy the snack & games with their friends
Insig
ht
Every kid has a dream of being hero with supernatural power to rescue the world.They would love if they are empowered and encouraged to dream on being hero.
Toonies empowers kids to be hero
Umbr
ella
Idea
Key
mes
sage
Collect Toonies’s flying cards to compete with your friends in a hero realistic game
Phase 1 - Trigger Phase 2 - Engage Phase 3: Amplify
Strategy Start with kick off event for kids to try out products & educate them to play flying cards
Sampling tours to many key schools for kids to enjoy the snack and play games with flying cards
Report/review about the product with flying cards, encourage kids to keep playing game and enjoy the snack
Key message Special gift from Toonies: Flying cards to have the super power.
Let’s play and enjoy the snack withYour friends.
Keep playing and enjoy the snack, Toonies is your friend!
Key hook Kick off event at Vietopia Sampling tour PR report/review
Tactics POSM, event, Advertorial/Editorial, SEO, SEM
POSM, event, Advertorial/Editorial, SEO, SEM
Advertorial/Editorial, SEO, SEM
Deplo
ymen
t pla
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Kick off event at Vietopia (3/5 – 4/5): The journey to save the world
• 5 booths for kids to play with the flying cards, represent the new journey of the Toonies hero with the new supernatural power.
• Educate kids to play with the flying cards.
• Giving snack as reward.
Kick o
ff eve
nt
Sam
plin
g To
ur
Sampling Toonies snack with Flying cards to many key schools and places for outdoor activities of children.
Key the message: “Collect Toonies’s flying cards to compete with your friends in a hero realistic game” through the game and the snack they share.
PR re
port PR angles
“Cơn bão Thẻ Bay Anh Hùng kéo đến các trường”
“5 cách chơi với Thẻ Bay Anh Hùng”
“Thỏa sức sáng tạo cùng Toonies”
Good points:+ Interesting tool for kids to play+ Exciting enough to engage kids to join in
Need to improve:- Kids hardly know how to play the cards without
personal instruction- Not much outstanding from other brands with
toys promotion for kids
Eval
uatio
n
Phương Vi
Huỳnh Phong