2. CAMPAIGN BACKGROUND
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YoMost in the past is really No.1 when it comes to Valentine. However, in the recent years, YoMost is
gradually fading and overwhelmed by other brands such as Close-up or Cornetto. To remain relevant and
updated, YoMost has to take some steps closer to the youth, and Digital choice is trendy and efficiency.
CAMPAIGN OBJECTIVES
• Enhance the Brand Image in consumers' perception: Whenever it comes to Valentine's Day, YoMost is
one of the 1st brands to appear.
• Create a simple but effective,trendy and unique method for couples to express their love to the other
half
EXAMPLE: CREATIVE DIGITAL CAMPAIGN
Question 1
3. TARGET AUDIENCE
Empower the next marketing generation
• Vietnamese Young Couple whose lives stick with their
smart phones.
• Age: 18 – 30
• Life style: dynamic, eager for something unique, love to
express.
"I want to make my lover happily surprise on this special day.
However, it’s challenging finding something new, unique but
still sweet and can reflect our own characteristics. "
CORE INSIGHT
4. Campaign YoLove of YoMost - Inspiring live out every second on
Valentine's Day 2014, YoMost bring to Augmented Reality application
products (YoLove) with the task of transmitting messages of love
between two people.
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CONCEPT
STRATEGY
Under Digital Platform, YoMost engage youth by giving a way for them to creatively, personally express their
love. YoMost then revive to once again become an ambassador of love in Valentine’s occasion.
5. Empower the next marketing generation
"Tỏ tình độc đáo, sáng tạo thiệp YO" và "Ứng
dụng YoLove, tỏ tình phong cách YO“: when
you buy a tornado YoMost will be presented
with 1 YoLove card templates and manual
YoLove application, which make paper card
become lively compositions on phone, to
confess your feelings.
"Gửi thiệp YoLove, trúng buổi hẹn hoàn
hảo“: When using YoLove, the user can
choose one of the prizes to enjoy "perfect
appointment" with your love
Idea
6. DEPLOYMENT PLAN
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1.Viral Clip
(7th Jan, 2014)
"Phút Yêu Đầu (First Moment) – YoMost
Valentine 2014 “
With the signature song of YoMost Valentine as
theme song, the video presents the highlights
of the YoLove app through a love confession
story to inspire the viewers on professing their
love this Valentine's Day
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2. MOBILE APP
“YoLove - Augmented Reality App“
The application uses Augmented Reality technology to show effects lively and message cards with YoLove.
The salient features:
- Speaking love most creative way.
- Write love messages by hand.
- Ultra-kool effect on every message when
scanning cards.
- Effects lively, unique card, design card with 5
diverse sample.
- Opportunity winner, "The perfect date" for
Valentine's Day with him/her
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3. SOCIAL MEDIA
Continually updated photos and information
related to the campaign. Fanpage youthful
style, positive for exchanging and sharing of
know-how to enjoy life and perfect love
4. WEB BANNER
Standard and expandable banners with flying hearts
effects are arranged on website for youth such as
zing.mp3.vn:
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5. WEBSITE
http://www.yotime.com.vn/yolove
details of the campaign, the landing page of the
banners and store the data of the participants.
The main sections:
- Information programs.
- YoLove on mobile.
- YoLove on your computer.
- YoLove Contest: instructions on how to receive the award for the couple, and keep messages and reasons award
for user.
10. CAMPAIGN OUTCOME/RESULT
• Wide-spread viral clip with remarkable impact: after 1 month, 219.600 views, 462 likes on Youtube,
4469 likes on Fb Fanpage
• Hundreds of couples have created their own work
• Thousands of love words have been sent
• Quote" Could you be my Valentine?" in the viral clip has been widely spread and used on social
network as well as in reality.
• Simple & cost effective based on Digital platform
Empower the next marketing generation
11. 1
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STEPS OF CREATIVE DIGITAL CAMPAIGN
Question 2
12. 1
Empower the next marketing generation
STEPS OF CREATIVE DIGITAL CAMPAIGN
Question 2
Background Insight Direction/approve
Big idea
communication
mess
Digital
engagement
tactics
Detail execution
13. 1
• A good creative digital is come from the background and positioning of brand in the market, deep
understand about competitors and market:
• A good digital campaign should hand in hand with detail execution: Viral clip/ pr/social traffic/
content facebook, instagram/key visual/tactis/kols
15. • BACKGROUND
BACKGROUND
Lipton is the market leader of tea market in Vietnam. They
want to remind customer about the effective of tea and
bright their day.
16. INSIGHT
Lipton is the market leader of tea market in Vietnam.
They want to remind customer about the effective of
tea and bright their day.
17. DIRECTION
Lipton moment education, it is suitable for
young adults. Not only healthy but also modern
bright spirit. -> share the brightness -> shinning
Vietnam
18. BIG COMMUNICATION BIG IDEA
Lipton is the accompaniment in all moments of
your urban lifestyle, to make all moments to be
bright - meaningful - and memorable. Sharing
your brightness to create a brighter community
19. DIGITAL EGAGEMENT
Engage with young adult by inspiring them with modern spirit "Be bright and share the brightness"
through photo contest, moblie app and facebook what is the trends of nowadays. Use Mr.Tea
what is a character is closness to the user.
20. DETAIL EXECUTION
Promote for Mr.Tea
Viral Clip: My Tam – Song tuoi sang
Mobile app: Tuoi sang Lipton
Facebook app: Tuoi sang Lipton
Shining Vietnam billboard
Photo contest
