1. ASSIGNMENT 12.1
PUBLIC RELATIONS
THAO NGHI – NGOC TRAM

3. SUMMER PR CAMPAIGN - MY KOOL VIETNAM
CHALLENGE STRATEGY CONCEPT
MY KOOL VIETNAM

4. EXECUTION OUTCOME
• 4392 cool spots updated till now
• Hundreds of young people register to this website as clear cool
hunters
• Thousands of turns downloaded application on both Android and
iOS
• Many review are sent to this website to share about their
experience and recommend places to others people
• Trigger viral clip of K gain 263.556 views on Youtube
(http://www.youtube.com/watch?v=x2qYasMXsSU)
• MV Thanh Bui – My Kool Vietnam gain 218.542 views on Youtube
(http://www.youtube.com/watch?v=lqwqjF9rsU4)
• Video My Kool Vietnam by The Voice Kid – Tran Ngoc Duy gain
265.431 views on Youtube
(http://www.youtube.com/watch?v=mCz3Z__tnxo)
• Meet the objective: Innovation-Leader in the Vietnamese
haircare-market to bring the brand on digital with a relevant and
successful campaign to the youth.
 Create the differentiation, and on the way own 2 perception of
“Summer” and “Cool”
SUMMER PR CAMPAIGN - MY KOOL VIETNAM

5. CAMPAIGN BACKGROUND & OBJECTVE
CLEAR is the No.1 shampoo in Vietnam that offers premium
technology solutions to dandruff and other scalp problems (itch,
dryness and grease) - allowing you to leave behind any inhibitions and
look your flawless best.
Clear is a brand of Unilever which is about to own Vietnam’s summer.
Business challenge:
• Refresh brand image
(haircare industry is quite boring & their communication activities are irrelevant to the
youth)
• One step forward it’s competitors to get closer with the youth
BACKGROUND
OBJECTIVES
• Own the perception of “summer” & “cool” for brand Clear since 2013
• Refresh the brand, make it more dynamic & relevant to the youth
 Create differentiations with competitors
 Strengthen brand’s personality & value  Strengthen brand love
Sunplay summer
campaign
encourages
people to go out &
play regardless of
the harshness of
the sun as Sunplay
will take care of
your skin.

6. COMMUNICATION CONTEXT
• The outburst of mobile marketing
• Hi-tech is prevailing.
• There has been already many breakthrough & successful ideas. Customers are heavily
overloaded with many applications, websites, games… hundred thousands of which
appear every minutes. The followers have pressure to find new yet attractive enough
point to attack
 If CLEAR continue reaching TA (the active youth) by traditional media
 Tough to reach with 1-way message
>> KEY POINT:
Concentrating on ONLINE CHANNELS with great
content & 2-ways message seems to be on the
right track.

7. BRAND CONTEXT
Clear has been sponsoring Vietnam Idol for seasons as it’s
clearly known that the show creates a space where
youngsters can express their own characteristics – which we
call “personal level”.
> Clear has been positioned as an affordable anti-Dandruff master
(niched approach) for years.
> Known as a brand encouraging & supporting the youth to express
themselves & show their characteristics (sponsor of Vietnam Idol)
> But now they want to escalate “the confidence to express
yourself” to another level – higher social one. It’s “the confidence to
show the world your country’s beauty”.
> With this PR campaign, Clear aims to establish the brand role of
empowering the youth to step out exploring the world (based on the
product role of helping them confident with an healthy scalp)
>> KEY POINT:
Communicate to TA effectively & convincingly
that CLEAR is about “kool” and “summer”
Refresh the brand which is more relevant to the
youth.

8. CONSUMER CONTEXT
WHO ARE THEY
- Youth, live in Vietnam key
cities (dominant: HN, HCM,
DN)
- 15-25 years old
- BCD
- Habit: spend at least 1
hour/day on internet – regular
volume is 3-4 hours
- Dynamic, freedom-lover,
passionate, open-minded,
outgoing
- Love to explore the world, then
to share to others
- Love traveling, and updated
stuffs/ events/ news
CONSUMER CONTEXT
- They aware that Vietnam is a land of cool places, believe that
Vietnam is famous for great things and love to explore Vietnam
BUT
- They need motivator to step out to explore in spite of the hot
summer.

9. CORE INSIGHT
CULTURAL TENSION
“Why Vietnamese travel
the foreign country while
they have not discover all
the beauty within Vietnam
yet?
Why foreigners know more
Vietnamese cool places
than Vietnamese do?
Where is our pride?”
CONSUMER MOTIVATION
“ As a young dynamic Vietnamese, I love
moving and explore the new things. New
experience should be great together with
national pride. I wish there is a community that
connect me to Vietnam’s travel & beauty,
otherwise I also can share my point of view, my
experience, my knowledge to contribute to
Vietnam’s traveling, to introduce to beauty of
Vietnam to others.”
MIX WITH

10. FROM CONSUMER INSIGHT TO BRAND STRATEGY
I am young, I love exploring new
places, learning new things. And I know
that Vietnamese sceneries is beyond
fantastic and appealing which are our
nation’s biggest pride. As a Vietnamese
modern & proactive youngster, I want
to explore my country on my own and
show the beauty of my country to
everyone.
However, I really hesitate to do so as
summers are hot which drives my scalp
annoyed with DANDRUFF & ITCHINESS. I
can’t be confident with an unhealthy
hair condition like that.
I need something to help me
confidently exploring my country
without worrying about such
annoyance.
Encourage Vietnamese to
step out to the sunshine
without any worry about
DANDRUFF – ITCHINESS –
HAIRFALL, in order to build
the 1st ever summer map
with exciting places,
activities, sceneries, hot
spots, events,…
CO-CREATION PROJECT
TRIGGER
Create the national pride
ENGAGING
Let TA launch and join the
campaign themselves, as a part
of project
AMPLIFY
Via the summer map of kool
places in VN
CONSUMER INSIGHT BRAND ROLE STRATEGY

11. CONCEPT
Explore my kool Vietnam
with Clear by creating a 1st ever summer map of Vietnam.
It is remarkable that this map is especially made by Vietnamese young people. They will share their
own places, own experiences at every niches of Vietnam. You are a part of making a super “kool”
Vietnam with tons of interesting destinations you share.
“Wow, those sceneries are
breath-taking & wonderful. But I
know there’re still other tons of
amazing places we’re hardly
heard about.
I will go find out by myself.”
If you are inspired to explore our
country,
pack your bag, discover other
hidden beauty of Vietnam…
…and share with your friends &
others to show how wonderful our
country is.
“I’ve made it. I’m here
with my country’s beauty.
So proud.”
“I want to share it with my
friends & others to show my
country’s fabulous beauty.”
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Expected
Response

12. CONCEPT
My Kool Việt Nam
WITH 3 PILLARS OF EQUITIES
PLACE
CLEAR KOOL
SPOTS
PEOPLE
CLEAR KOOL
HUNTERS
ACTION
SHOW THE WORLD HOW
KOOL VIETNAM
Key message: Step up – Step out – Show the world

13. DEPLOYMENT PLAN
Objective
Trigger Experience Amplification
Content
Key hook
Message
Inspire TA to eager to
explore the beauty of
Vietnam
Let TA experience the
beautiful Vietnam
Share & amplify the
beauty of Vietnam to
everyone
> MV “My kool Vietnam” which
shows the beauty of Vietnam
(Vietnam landscape, famous
places, heritage,…)
> Vlog “Travel Vietnam with Kyo
York” which mentions the
beauty of Vietnam through
foreigner’s eyes
> Page
mykoolvietnam.com
shows Vietnam’s kool
map
> App “Clear my kool
spots”
> Clip “Kool hunters” which
shows 15 days along the length
of Vietnam with 5 kool hunters
Raise the talk about why
foreigners know more
about travel in Vietnam
than local citizens. Involve
celebs in this talk to share
their opinions
> Launch & promote
the campaign as well
as MV/App & website
> Keep TA updated on
the map creating
> Amplify the
campaign & reinforce
Clear’s ownership of 1st
ever summer map of
Vietnam
Step up Step out Show the world
Why Vietnamese don’t travel
Vietnam while foreigners do?
Summer is a great opportunity to
explore and experience. Be
Confident to discover the cool
beauty of Vietnam
The pride comes from experience
of Vietnam’s beauty

14. CAMPAIGN OUTCOME/ RESULT
• 4392 cool spots updated till now
• Hundreds of young people register to this website as clear cool hunters
• Thousands of turns downloaded application on both Android and iOS
• Many review are sent to this website to share about their experience and recommend
places to others people
• Trigger viral clip of K gain 263.556 views on Youtube
(http://www.youtube.com/watch?v=x2qYasMXsSU)
• MV Thanh Bui – My Kool Vietnam gain 218.542 views on Youtube
(http://www.youtube.com/watch?v=lqwqjF9rsU4)
• Video My Kool Vietnam by The Voice Kid – Tran Ngoc Duy gain 265.431 views on Youtube
(http://www.youtube.com/watch?v=mCz3Z__tnxo)
• Meet the objective: Innovation-Leader in the Vietnamese hair care-market to bring the
brand on digital with a relevant and successful campaign to the youth.
 Create the differentiation, and on the way owning 2 perception of “Summer” and “Cool”

15. KEY LEARNINGS
GOOD
NEED TO IMPROVE
- Finding an insightful fact among youngsters
- Create a creative yet useful mobile application – “Clear Kool Spots” which is not only a space
where youngsters share their findings but also an interesting teenage updated map.
- Nice MV with catchy music & meaningful lyrics has created a positive viral effect on social media.
- Clear brand role seems to be too faint.
- Though having a strong insight & firmly relevant to brand (“kool” word is attached to Clear
for a long time), deployment plan was not conducted good enough to create a viral effect.
(there’re some errors in the application, quite complicated to use & not updated regularly;
viral clip is not released effectively)