SCAPE

Brand Activation is

A process delivering Brand Promise to consumer by creating brand experiences

BRAND PROMISE CONSUMERBRAND EXPERIENCES

We think

Brand Activation

“The core marketing process through which we bring a brand to life through a variety of Brand Experiences” to:

Change the way consumers see our brands

Change the way those consumers behave

Influence their purchase behavior

Brand Activation Platform

“A physical or emotional space in consumers’ lives that enables the brand to interact in a distinct and meaningful way”

Brand Activation Idea

“A creative theme derived from the Activation Platform that can work across different channels, to achieve the brand’s marketing and communication objectives”

Brand Activation Channel

“A system or method that is used to interact and give customer integrated brand experience to bring the spirit of brand to customer’s life in a distinctive way”

Social Network Magazine, Newspaper Word of mouth

For example:

INVITATION EXPERIENCE AMPLIFICATION

Maximizing awareness of the Brand Experience among

the RIGHT consumers

A motivating and meaningful Experience for consumers

that reflects the essence of the brand and delivers

against objectives

Driving the Experience to achieve impact and reach

with a much bigger audience

Activation Campaign Phases

OMO - Tết 2014Yêu thêm giá trị Tết, lấm bẩn lại càng hay

Brand Activation Campaign

Target consumer

- Women, 22- 35 years old- Class ABCD- Office lady- Live in HCMC, HaNoi- Marriage with kids

Brand Activation Objective

Life concern

- Enjoy life and take care of their new family. Spend most of their life concern on their kids & family.- Have big concern with education for kids, always look for the best way to help their kid learning and develop.

Life style & Media habit- Modern mom style: always busy with work, kids & housework. They don’t have so much time for themselves. - Whenever they hang-out or travel, it must be with their family (kids & husbands).- Media habit: Webtretho, Eva, Vnexpress,… (topic concern: Kids’ caring & education, Kids’ schooling, Health, Issues of Husbands & Wives,..)

Campaign objective

Help kids understand more about traditional Tet values through a variety of activities in preparation for Tet with their mom.

OMO encourages moms to let their kids feel free to experiences traditional Tet values.

Brand Activation Platform

KID’S PLAYGROUND

Brand Activation Idea

Kid’s learning & experiencing Tet valuesYêu thêm giá trị Tết, lấm bẩn lại càng hay

This Idea aims to offer moms a springboard to

teach their children good values, using Tet as an

inspiration

Campaign Rollout

TriggerDec - Jan

Awaken the story of traditional Tet values in

modern life

There are many story out there about traditional

Tet values

TVC

Advertorials Editorials

Chibi Picture Collection

ExperienceJan

Experiences traditional values of Tet in modern

life

Let’s experience

Tet festive street

Advertorials Editorials

AmplifyJan - Feb

Advertorials Editorials

Youtube series and Facebook application

Let’s celebrate the beautiful result of the

action

Celebrating traditional Tet in modern life

Phase 1: Trigger the traditional Tet values

OMO’s TVC translates this story into

the modern day. After his mom tells

him that the fish will watch and relay

his deeds, a young boy goes about

doing good turns for his neighbours

– helpful acts which we also observe

from the viewpoint of his watery

friend. At the end of the reel, even

after the fish has been released, the

little boy has learned, and continues

to do good turns.

OMO triggers mom to help kid

feel the importance of

traditional Tet values in modern

life.

Key Hook: TVC

http://www.youtube.com/watch?v=BRNmEKtH8Qo&index=12&list=UUY8_xLO3NE3CayDLmb4jMig

Differences in traditional Tet values in modern life

PR

A photo contest “Khoanh Khac Tet” – Sharing

traditional Tet values

Phase 1: Trigger the traditional Tet values

Social Media

Key Hook: Tet Festival

Content:OMO gives moms and

kids a space to

experience and feel

traditional values of Tet

in a more meaningful

way.

Phase 2: Experience traditional Tet in modern life

PR

Encourage moms to let their kids

play freely and experience Tet

values

On ground Social

Tet festive street for kids to learn

about traditional Tet values

Location:Tao Dan Park (TP.HCM)

Vincom Royal City (Ha Noi)

A drawing contest “Hieu them gia tri

Tet-Be hoa sac xuan vui”

An online space helps kids learn

about Tet values

Phase 2: Experience traditional Tet in modern life

Key hook: Youtube series & Facebook application

http://www.youtube.com/watch?v=EEXtX89wnxM&list=UUY8_xLO3NE3CayDLmb4jMig&index=3

Content:Celebrate and share

beautiful results of kids’

learning about

traditional Tet values.

Phase 3: Spread out traditional Tet values

Social mediaPR

Phase 3: Spread out traditional Tet values

This campaign also carries

OMO’s over-arching message

that ‘Dirt is Good’.

It doesn’t matter if your child

gets dirty clothes, if he

has the freedom to get out

there, play and learn.

It is OMO’s job to manage the

dirt – leaving

mom and dad to get on with

the important role of parenting