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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
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.
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%

•
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 ,
information
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
Target

Teen

Student

Young
generation

Young
couple
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.
BIG
IDEA
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
POSTER
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.
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
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)
Digital Marketing
KEY HOOK
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.
Chanel
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.
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
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
Thanks You

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Young Marketers 2 - A.O.A

  • 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