1. ASSIGNMENT 12.1
PR PROPOSAL
VU PHUC – HUYNH PHONG

3. BRAND/CAMPAIGN BACKGROUND
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.
Business challenge:
• Refresh brand image/ Get closer with the youth
• Own platform of SUMMER TOURISM with COOL PLACES
BACKGROUND

4. CAMPAIGN OBJECTVE & ROLE OF PR
OBJECTIVES
• Refresh the brand, Strengthen brand’s value & love
 Encourage the youth to step out to discover beautiful Vietnam without worrying
about dandruff.
• Own the perception of “summer” & “cool” for brand Clear since 2013
ROLE OF PR
• Leading role: As just a small group of target customers may have chance to step out
and ultilize the value of “Map of Vietnam’s cool spots” but almost target group desire
to discover Vietnam beauty and appreciate CLEAR as a symbol brand

5. CONSUMER CONTEXT
TARGET AUDIENCE
- Youth, live in Vietnam key cities
(dominant: HN, HCM, DN)
- 15-25 years old
- BCD
- Habit: spend at least 1 hour/day on
internet
- Dynamic, freedom-lover,
passionate, open-minded, outgoing
- Love to explore the world, then to
share to others
- Love traveling, and updated stuffs/
events/ news

6. 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. More over, deep down
inside of me is a great 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

7. COMUNICATION CONTEXT
OPPORTUNITIES
THREATS
• Clear is attaching it’s image with Football which link good to it’s brand image
(confident, no dandruff,..) but not strong in consumer’s mind because too many
brands endorses in this field
 The invest money is not very efficient
• Clear marketing plan has not been localized and cannot win heart of consumers
• Functions benefits of this brand are appreciated by consumers, it’s an opportunity to
move to an higher level of emotions
• Summer tourism is such a big platform plus with the trend of travelling freely of the
youth => Good to own

8. PR STRATEGY
Objective
Question the youth about the adventurous beauty of their own country in order to create the
“Exploring spirit” => CLEAR appears as the national ambassador of the Vietnam travel
Consumer
Journey
Be awaken by the current
issue of the Vietnamese youth
Be trigger the national pride
referring from the talk
Experienced the precious value
through the journey around
Vietnam from North to South
Inspired by the
message about the
important role of
each Vietnamese
The key feature The attraction from the celebrity to become the leader of the youth
Strategy reflected
via PR Raise a talk about the national
pride of the Youth in travel
from a foreigner
Touch the audience by the
national exploring story
Amflify the role of the
audience with the whole story

9. CONCEPT
My Kool Việt Nam
Awake National pride deep down inside each Vietnamese youngsters, creating the first
Tourism map ever of Cool spots in Vietnam to Encourage the youth to step out
and discover the hidden charm of Vietnam just by check in on the website

10. DEVELOPMENT PLAN
My KOOL VietnamConcept
Your country – Your Pride. Be confident to explore it in your own way
The ending
message
Trigger Engagement Inspire
Attach the attention and raise the
issue about the pride of the youth
through Vietnam travel
Let the TA see a beautifully
different Vietnam
Inspire the youth to travel
themselves
Objective
Why the Vietnamese don’t realize
their country’s beauty as the
foreigner do?
Vietnam is so amazing and worthily
to explore
Travel and seek for your own
Vietnam’s beauty
Message
The controversy between Kyo York
and Vietnamese people
Key Hook
The journey through Vietnam - “My
Kool Vietnam tour”
MY KOOL Vietnam app
The story about the youth’s own
journey

11. DEVELOPMENT PLAN: PHASE 1
1. Spark a controversy in the media social by the Kyo’s
Vlog about the Vietnam’s travel:
• Follow by many media and presses such as vnexxpress,
zing news, 24h.com… to create a discussion and
debate in the society
• Seed bloggers and celebrities ( such as Miss VietNam
Ngoc Han) for rising their voice to make the issue
bigger. Key turning point is Thanh Bui with “My Kool
Viet Nam”
2. Give the youth the leader to prove their national pride
after the controversy:
• Organize a press conference to announce CLEAR
project “My KOOL Vietnam”, co-operate with Vietnam
Tourism Ministry
• Choose Thanh Hang as the embassador to make a
exploring tour around Vietnam

12. DEVELOPMENT PLAN: PHASE 2
1. Introduce the website “Clear My KOOL Vietnam” with
2 highlights:
• app Clear Kool Spots to create the Vietnam Travel map
• The Kool Hunters contest
Support by the media, press and the celebrity involve
=> Prove and spread out the message “Vietnam is so
amazing and worthily to explore”
2. Follow the Journey of Thanh Hang – Ambassador of
My KOOL Vietnam in a tour to explore the amazing and
beautiful Vietnam.
Support by the daily news in media, the activities in each
passed regions.
=> Attract the attention for the campaign

13. DEVELOPMENT PLAN: PHASE 3
2. Extend the story of My KOOL Vietnam by the next
version by the Vietnamese youth.
Media follow to attract and spread out the KOOL spirit.

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 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”

15. KEY LEARNINGS
o A clear path for the PR activity, which attracted TA by an interesting story throughout
the campaign
o Effective usage of influencer
o Good platform to attach the youth
Good
Brand Role and Clear image is not clear with consumer.
Need to
improve