Bài thi vòng loại

1. Team
STORM
OK Proposal – 18/10/2013

2. 3
Insight
1
Situation
Target
Issue
5
Overall
Execution
Plan
2
Objective
4
Communication
challenge

3. Situation – Target - Issue
Threats
Strong competitors, both
domestic and foreign
Weaknesses
o Most recognized brand
o Reliable quality
o Length of existence,
which brings experience and
strengthen reliability
Situation – TOWS analysis
Oppoturnities
Emerging market with support
from the government
(55%Vietnamese youngsters (14-24) perform
pre-married sex without condoms  1 mil
STIs cases
The “100% condom” project” announced by
HCM city’s committee on 5/3/2103 to put
condoms in every hotel rooms within the city)
Strengths
o Limited promotions
o Lack of creativity, especially
dangerous when competitors like
Durex enter the market

4. Situation – Target - Issue
Target
• Vietnamese male and female, aged 1824 mostly in HCMc and Hanoi
• Income: BCD
• Have sex or care about sex and
condoms.

5. Situation – Target - Issue
To address the issue and insight, we conducted a mini group discussion.
• A group of 10 people aged 18-40, including
2 parents and 8 youngsters (5 males, 5
females) who are employees in auditing,
media, PR and students
• Topic: How do they think a bout condoms?
Did they use them? Why don’t they use
condoms? What can possibly make them use
condoms?... and similar questions

6. Situation – Target - Issue
Lack of
information and
STRAIGHTFORWARDNESS
of
Issue
Educators
and Media
Direct consumers
Female partners
– afraid to ask
their man
Because of the reserved culture, which hesitates to face the rough truth

7. Insight
I know it’s good
to use condoms,
but I don’t
consider it
a MUST
I absolutely don’t
want my kids to
have unsafe sex!
I don’t wanna
have STIs!
I don’t wanna be
a teenage mom!

8. Objective
Communication Challenge
Increase condom use by
20%
Increase OK’s brand
awareness
Increase sales by 15%
Claim the need of using condoms in the
most straightforward way, exposing the
consequences, up-closed and fearlessly.
Let OK be the first to talk about
condoms with BRAVERY, while others
try to use metaphors or humors to
approach the topic.

9. Big Idea – Communication message
,You don’t want this.
(OK, bạn không mong muốn điều này.)
The FIRST condom campaign to find
impactful stories about people suffering
diseases, isolation and pain because of the
hesitation not to use condoms, put it on POSM,
TVC, radio straightforwardly
Help those cases with a charity project, extracting
from sales of condoms.

10. You don’t want this.
Where are my
parents?
The question they asked
They was left almost dead in
front of a temple. Their parents
did not use OK.
Communication tone
and style
Black and White, short,
straightforward
Demo tone and style

11. You don’t want this.
The surgeon
performing an
abortion case for a 17
year old girl
She did not ask her
boyfriend
to use OK.
Demo tone and style

12. Execution plan
3
PR – charity project
5
1
Distribution
Adjustment
Activation
2
Radio Online
4
Advertising

13. Activation
Gather 10 celebrities to record
a song “Em không muốn” (I
don’t want) for abandoned kids
and other victims, making a
Video clip.
Reality show, each episode
challenge a group of celebrities to:
- Have fun with abandoned kids
- Cook for them
- Comfort their pain, sharing stories
and emotions.
Airing on YanTV for at least 3
episodes, one for each week

14. Execution plan
“OK YOU DON’T
WANT THIS” website,
syncing with FB
fanpage and youtube
channel, shares
reportages,
documentaries,
impactful stories and
support the charity
project in 3 main
sessions
Digital Radio Website
Weekly Radio online and
viral clips sharing true
stories of teenage moms,
abandoned kids and STI
sufferer, occasionally
featuring celebrities.
Articles on love, gender,
sex and radio scripts.
Open for comments,
syncing with facebook
Sexual, Physical and
Mental health care
Sharing on Celebrities’ fan pages (Andrea, Ngo Thanh Van, Hoai Linh,
…) to promote

15. Execution plan
PR – charity project
1. Extract 300 dong from each sold OK condom to
help victims of unsafe sex.
2. Pitch or book articles on newspapers on and offline
(Thanhnien, Tuoi tre, Kenh14…) about the program
and reportages that we find.

16. Execution plan
Advertising
TVC or an official youtube clip featuring victims with impactful stories.
Put obsessive pictures on POSM
Where are my
parents?
Their unknown
Parents did not use
OK.
You don’t want this.
Demo POSM design

17. Execution plan
Distribution Adjustment
1. Expand Distribution in Rural areas
2. Diversify sizes of packages ( packs of
3 and 5 condoms, in addition to
maintaining the big boxes)

18. Execution plan
Timeline and Budget
Launch TVC, put
up POSMs, launch
Digital pages and
release the song
Granting gifts for
victims on a show
or event
01/03/2014
Tháng 11
Tháng 12
Gather reporters, seek for
materials
Tháng 1
Tháng 2
Design, produce
POSM
1. Build Digital channels
2. Produce new packages
3. Produce Digital, PR and Advertising materials
(clips, radio, articles...)
4. Record “I don’t want”
15/05/2014
Tháng 3 Tháng 4 Tháng 5 Tháng 6
Share on
Celebrities’
facebook
Prepare and
Pre-PR for
the reality
show
Reality
show
Post
PR
and
Evalu
-ation
Digital channels, reality show and distribution adjustment are run continuously
until evaluated as unsupported or out of date

19. Execution plan
Budget and Risk management
Press + Digital + Advertising + Charity + song recording + reality
show
= $30000 + $30000 + $10000 + $30000 + $1000 + $100000
= $201000 (4,2 tỉ VND)
Raw images and stories can bring bad reactions
Meticulous testing and adjustment before launching. If reactions come after
launching, use PR to back up, focusing on the REAL factor.
Cannot persuade celebrities to join the program
Choose at least one big name with their own related stories (Viet Trinh, Hien
Thuc,…) to encourage others. If not, ask them to share only some stories, not the
whole program.
In case of other problems, conduct a Risk management team to follow up and take
care of them.

20. SECRET
Group
Thank you!