1. A.0.A (awake of awareness)
YOUNG MARKETERS 2
Condoms and young generation
Condoms and young generation
30/09/2013- 18/10/2013
Phạm Hoàng Nam Trung
Phan Minh Duy
2. Ideation
“ICondom” campaign
Message “You are not alone”
Campaign strategy
Our target audience consists of people who are young generation who value self expression. Our Big Idea “ You
are not alone” encourages consumers to allow OK to break the ice. We are always beside you. Let’s fight the
virus in you.
Viral marketing
mobie app which allows users can play “ Fight the virus in you” game after that you can scan QR code then link
to website where allows users “check-in” , information, promotion, where are “OK” stores and post quote by
yourself.
Objectives
-Make “ICondom” become a catchphrase that everyone use
-Break hesitate stereotype when you use condom you are not alone
-We're encouraging our consumers to help spread the facts about condoms.
3. Objectives
•
•
Create new awareness about condom , eliminate the embarrassing when mention
the condom
Make people have the attention about the benefit of condom for society , family ,
especially for themselves ,
Remind them about the dangerous facts when ignore to use condom
•
•
•
•
For company
Increase the demand of condom from 45% to 65%
Take the brand position as the first
Increase profit up to 15%
•
4. Background
•
•
•
Number of abortion in Vietnam on the top of the world
Most of adult in Vietnam know and believe in the contraception
Condom still the first choice of contraception
•
Market provide condom in vietnam
– Direct : currently available from over 11000 outlet , including 9000 pharmacies
that provide condom overall Vietnam (DKT research)
– Indirect : a lot of shop online , delivery at home ,
6. Target customer
•
.
Male and female in age 18-24
Number of women in pregnant age will up to
27 millions in 2015
The number of young people on the target
segment were over 4 millions in 2009
The average age for sexual activities is 18,2
for male and 18 for female
The percentage of male have sex before
married is 13,6% double female
8. Insight
It’s hard for a student like me when buy a product
relate with sexual activities like condom. There are
many contraceptive ways that women can use , so
I don’t need to use condom.
Use the strategy that make people see that
condom just like routine products and make
them see the consequences when don’t use
condom.
10. Place: Universities; park,
People: students, young
generation
Promotion: 40.000
condoms for free to scan
QR code to linke web then
play game and go to map
to check in( sex, age
quote, location)
Message: “ You are not
alone”
We design poster and
baner in outsite with
QR cod and message
of “ Icondom”
campaign
Viral clip and QR
to launching
campaign to make
a trend in young
generation
12. OUT DOOR
Step 1
Viral and lauching
“Icondom” campaign
Scan
QR
Code
Dow load &
install
Right Places: 20 universities
in HCM; 20 Universities in
HN; 23-9 Park
Right consumers: Students,
young generation.
Right promotion: 40 000
condoms for free with QR
code to link web(icondom.vn).
Down load app, play game
and check-in
Step 2
Roles of condom
Step 3
Awareness Brand
Position
Check-in &
Post quote
“Fight the virus in you”( such
as ninja juice) which is a
game allows users live in the
world where people have to
fight with virus(HIV)to survive
We find out 20 peple who get
highest scores to give
awards to motivate people .
After the consumers won the
game, app will ask users link to
the map which allows the users
see people who take part in
Icondom campaign( they can
show your opinion in quote by
yourself) to support Ok fulfill
our mission . And then our
message is “ You are not alone”
We are always beside you.
13. Bus Activity
For the normal condom
We sell condoms in
universities .
With each 7 condoms are
sold we give the 50%
discount voucher for the
product on our Bus (the
routine product like
brushes , noodle ,
washing powder… ) or
sport accessories relate
with student’s life
For VIEWER:
Scan the QR code on the
poster , brochure to visit
our facebook to see the
contest and join.
Video posted on Facebook
for viral
14. Places to sales
Cooperate with host of bar or hotel to glue the
condom vending machines .( at toilet or hotel)
Setup 50 machines in HCM and 50 machines in HN
Invite celeb , KOL , Professor to advice
and knowledge in TV talk show ( can be
on YanTV)
16. Social media-viral clip
1. Kind of viral : scary , sexy
2. Insight : Use condom to prevent the consequences in the future
3. Concept direction : A woman refused all the invites of men who have ghost because of the
irresponsible in the past
4. Content direction :
a. Mood and tone : scary background , sound . When meet the man who is
chosen,change it into the romantic style
b. Story direction : Bring it on and horror movies can’t have any more material
c. Key feature : use the scary content and sound to impress the customer
d. Content detail : A woman can see the ghosts on the shoulder from the men who don’t
use condom , so she refuses to all the invites of theses man . Finally , the man
without ghost is chosen and date with her.
18. Icondom Timeline
12 weeks
4 weeks
Hanoi
Awareness:
Bus in HCM’s high school
Engagement & Trial:
Digital Contests
4 weeks
Ho Chi Minh
4 weeks
Awareness:
Bus in HaNois high
school
Engagement & Trial:
Digital Contests
Amplify:
Feature social
campaign winner.
19. Cost
product
quantity
Price(vnd)
condom
40,000 pices
200.000.000
Rental bus
6 cars
120.000.000
Social media
1 clip
130.000.000
Auto-sell machine
100 machines
300.000.000
Student product
(promotion)
brushes
noodle washing powde
sport accessories
150.000.000
App
130.000.000
Kol , celeb
300.000.000
Post on magazine
200.000.000
Post on website
12 weeks
120.000.000
Facebook
40.000.000
Icondom web
30.000.000
PG & PB
5 people
45.000.000
Poster
10.000
30.000.000
Awards cost for games
20 pices
60.000.000
Total=1.905.000.000
20. KPIs
4 weeks
App
App
Kpis: 30,000 app download
successful
App
App
4 weeks after
Kpis: 80,000 app download
successful
App
App
Kpis: 120,000 app download
successful and more
Social
Social
Media
Media
KPIs :Facebook: 20.000
like fanpage
SEO : OK brand get top
google
Social
Social
network
network
Social
Social
network
network
Check
Check
-in
-in
Out
Out
door
door
Social KPIs : 70,000 view
Social
Media
Media
Social
Social
network
network
Digital
Digital
Social
Social
Media
Media
4 weeks after
KPIs : 30.000 people
checked-in on Icondom
map
Check
Check
-in
-in
KPIs : 30,000 view
Promotion
Promotion
Magazine
Magazine
Direct
Direct
sale
sale
KPIs: 20.000 condom
for free for young
generation
KPIs: 20 article was
posted
KPIs: 70.000 condoms
has sold by machines
KPIs :Facebook: 40.000
like fanpage
SEO : OK brand get top
google
KPIs : 60.000 people
checked-in on Icondom
map
Promotion
Promotion
Magazine
Magazine
Direct
Direct
sale
sale
KPIs: 40.000 condom
for free for young
generation
KPIs: 30 article was
posted
KPIs: 200.000
condoms has sold by
machines
Check
Check
-in
-in
KPIs : 100,000 view
KPIs :Facebook: 60.000
like fanpage
SEO : OK brand get top
google
KPIs : 100.000 people
checked-in on Icondom
map
Promotion
Promotion
Magazine
Magazine
Direct
Direct
sale
sale
KPIs: 40.000 condom
for free for young
generation
KPIs: 30 article was
posted
KPIs: 500.000
condoms has sold by
machines