Brand Activation CD CONTENT Test your Brand Activation concept About Activation Case Study

Brand Activation Test your brand activation About Activation Case Brand Activation from your viewpoint

Brand Activation Event Advertising Trade Promotion Consumer promotion Sampling Public relations Communication Brand activation News release TVC Pricing Sponsorship Brand Positioning Segmentation Promotion Product R&D Distribution Launch Plan Outdoor Ad

Brand Activation Public Activation Advertising Trade Promotion Consumer promotion Door2Door Activation Public relations Brand Activation News release TVC Pricing Sponsorship Brand Positioning Segmentation Product R&D Distribution Promotion prints Shopper activation Launch, Build and Promote brand Merchandizing … … … … … … … … Brand activation in marketing

Brand Activation Test Hieu biet B.A Case Brand Activation đang ở đâu? Các công cụ ATL đang trở nên “truyền thống” và không đủ để làm nhãn trong một thị trường ngày càng trở nên bất thường. Trong marketing đương thời, sự toàn cầu hoá tạo nên một một toàn cầu hoá cho Communication và các công cụ ATL. Ví dụ: ngân sách cho các local tvc càng nhỏ đi Activation nay là một phần của mọi chiến dịch 360 o của nhãn hàng. Trong khi Communication tạo awareness và giới thiệu benefit nhãn hàng, chuyển tải brand’s character, thì Activation kết nối tất cả những điều đó vào cuộc sống, tác động trực diện vào hành động mua và tạo ra những trải nghiệm không thay thế được. It activates! About Activation

Brand Activation Test Hieu biet B.A Khai niem – phuong phap Thuc hanh Brand Activation đang ở đâu? Tại Việt Nam, phần nhiều spender của Brand activation là các nhãn hàng worldwide, vì sự hiểu biết, kinh nghiệm và ngân sách của họ trong loại công cụ này Những nhãn hàng của công ty trong nước phần nhiều đang vẫn dành ngân sách cho [1]advertising [2]event & PR và [3]sales & trade promotion

Brand Activation Test Hieu biet B.A Khai niem – phuong phap Thuc hanh Khái niệm về Brand Activation Theo mục tiêu và dưới một chiến lược rõ ràng của nhãn, Brand Activation gồm tất cả những gì có khả năng đưa tinh thần và lời hứa của nhãn hàng vào cuộc sống người dùng mục tiêu một cách tương tác và trải nghiệm. Under clear brand’s objectives and strategy, brand activation is about all that can bring brand spirit and promises to life, with target consumer’s experiences and interaction

Brand Activation Test Hieu biet B.A Khai niem – phuong phap Thuc hanh Các dạng Brand Activation hay gặp Hình thức Public activation (roadshow, event, café activities..) Door to door activation (sampling, demo-selling,..) Shopper activation (in-store activities, đổi quà..) Trade support activation (merchandizing, mysterious shopper) Activation 360 O Mục tiêu: Launch Build equity Boost sales Switch users …

Brand Activation Test Hieu biet B.A Khai niem – phuong phap Thuc hanh Làm một Kế hoạch brand activation MKT situation/challenge Marketing Obj & Strategy & brand campaign Activation objective Activation platform / concept Key message/Key deliveries Activities & Operation mechanics What is the challenge of brand? Its period of the brand cycle? What are the mkt obj? What is the marketing strategy to let the brand reach objectives? In this marketing plan, what is the role of activation? What is the platform, on it the brand can associate with TA ’ s life? What is the single thing that target audience with get from after activation campaign? Yep, we have concept. How we develop it into single executable activities?

Brand Activation Test Hieu biet B.A Khai niem – phuong phap Case Case Study Activation Relaunch KotexWhitePro Timing: Dec 2006 – Jan 2007 Scope: GT5

Inspirational brandHits Basic info Background Activation brief KCV planned to relaunch the brand in Nov 2006 with a new positioning focusing on functional benefits MiR Consultants is briefed to develop an activation campaign, which understood as an integrated part of the launch

Inspirational brandHits Basic info Background Activation brief Activation Objectives Build KWP brand awareness Build KWP brand with premium image and superior quality Target of Activation Competing users of KWP Female 20 – 35, SEC ABC Urban – GT5 ModernFeminineEnjoy her life

Inspirational brandHits Proposal Platform Info Background Activation brief What is the most important to communicate? KWP is Dry and Safe to skin, that help you always feel your best and get most out of life in your period Why should they believe this? Dermatology test for no skin irritation New and revolutionary SA top-sheet

Inspirational brandHits Consumer Insights FGD briefcase Key findings Respondent Group 1: 6 females – non-officer Aged Group 2 6 females, officer Aged Discussion topic 24 hour stat of life and life style Shopping behavior Brand TOM and characterize Reacts to sanitary pad activation

Inspirational brandHits FGD briefcase Key findings What is your TOM brand? (priorized) Kotex Style Whisper Diana Kotex Pro Sofy Carefree Where should we do sampling? “Any places even I am with an opposite sex partner. However sample packaging should be nice and reserved beautiful outfit (dep va tế nhị)” Activation? Just where I am at all-woman places, so that I can spend time and join the activities How about product functional demo? For advertising, it should be verbally (VO), should not use visual description For activation, it’s fine to expose manual demo, but in polite format. -> traditional demo is not preferred. (“I dun wanna see that demo with the pad, even I am in all-woman places or am with female partner”) Key Driven factor to purchase intent? Functionality How about sanitary pad TVCs? There is a need to search for product info, coz they still looking for a best solution for their healthy life But should be a very politely expression (ex: tvc Diana Pretty woman: negative perception)

Inspirational brandHits Key deliveries Consumer insight It’s really uncomfortable for me in “period” day with rash and wet feeling. It restricted me from enjoying my life. Functional benefit Keep me Dry and Safe for my skin (no irritation) Emotional benefit I feel so confident & comfortable in any activities than ever before. I always feel my best, get most out of life! Key delivery Brand awareness Functional benefit Brand experiences Premium, trusted, modern brand personality

Inspirational brandHits Where is a platform that can bring the Key Deliveries to life?

Inspirational brandHits Activation platform PLEASURABLE MOMENTS insights It ’ s really uncomfortable for me in “ period ” day with unsafe, rash and wet feeling. It discouraged me & restricted me from enjoying my life. I wish sanitary pad could bring me soft & safe feeling for my sensitive skin so I could get most out of life and enjoy it at best.

Inspirational brandHits SAMPLING -Rolling Standee -Sampling promoter (boy & girl) LITE ACTIVATION -lighting small booth -restroom branding and sampling FULL ACTIVATION Customized activities by channel WOMEN CLUB WET MART BOOK STORE SMALL OFFICE TOWER OFFICE TOWER SUPERMART PLEASURABLE MOMENTS CINEMA THEATRE NIGHT CLUB PHÒNG TRÀ PREMIUM CAFE BEAUTY CARE - spa

Inspirational brandHits FULL ACTIVATION Supermart Invitation Need recognition Need recognition Product demo Brand interactive Brand interactive Sampling & incentive Sampling & incentive

Inspirational brandHits OFFICE TOWER Premium booth Key ACTIVATION Office tower Invitation to join Sampling with demo sample Invitation to join Sampling with demo sample TA does web games TA does web games IT indoor confirm Winning IT indoor confirm Winning Booth redemption TA gets to pleasurable sites TA gets to pleasurable sites

Inspirational brandHits Mirror sticker Poster on the back of toilet door Violet water bowl with floating flower Key ACTIVATION Office tower Rest room branding

Inspirational brandHits SAMPLING 1 st day at office tower

Inspirational brandHits 2 nd day !

Inspirational brandHits Beauty Care points

Inspirational brandHits 1 st time ever… Rolling standee

Inspirational brandHits 1 st time ever… Night Club sponsor

Brand Activation Prepared by MIRactivation for VMC 2008 Brand Activation Vietnam Outlook