SUMMER CAMPAIGN

(Apr – June 2016)

AGENDA
BUSINESS & BRAND OVERVIEW

COMMUNICATION STRATEGY

PROMOTION MECHANISM

COST & TIMING

CAMPAIGN BRIEF- EXECUTIVE SUMMARY

BUSINESS OBJECTIVES
Drive CSD/7UP Volume, Share Leadership And Strengthen 7UP Brand Equity

• STRATEGY:
1. Drive consumption via a big CSD/SPO consumer promotion & summer festival experience
2. Own summer as key strategic platform to fuel sustainable growth for not only 7UP but total CSD

• MECHANISM: (1) UTC PROMOTION-EVERYDAY WIN

Detail scheme: open the cap, get unique code and text to win INSTANTLY.
Pack-type: PET SS, PET MS
(2) EVENT BASED REDEMPTION
Detail scheme: redeem 7 caps/crowns to get ticket for Summer Events (10 Events NW)
Pack-type: RGB, CAN

3
Key visual

4
CAMPAIGN BRIEF- PRIZE COMMUNICATION & KEY SUCCESS FACTORS
PRIZE COMMUNICATION: DRINK TO WIN EVERYDAY in 70 DAYS

01 7 70 700

A TOUR TO HEAVEN HAWAII PLUS 7 SAMSONITE PREMIUM 70 E-VOUCHER AT LAZADA 700 CARD MOBILE 20K
EXCLUSIVE PRIVATE YATCH TRAVEL LUGGAGE

Cool Packaging Experience Yacht to Hawaii Summer Festival Tour

Celebrate Summer Refreshment and trigger 4th Apr 16- 12th Jun -16 W4 May – W4 Jun
consumption

Consumer
Journey CONSUMPTION CONSUMPTION EXPERIENCE 5
PACKAGING SERIES WITH WITTY BRAND MESSAGES &
CALL TO ACTION #SIPUPSUMMER

PACKAGING SERIES

2016 ENGAGEMENT PROGRAMS #SIPUPSUMMER 6

7
PEPSI: EXCLUSIVE PEPSIMOJIS COLLECTION

8
AGENDA
BUSINESS & BRAND OVERVIEW

COMMUNICATION STRATEGY

PROMOTION MECHANISM

COST AND TIMING

SUMMER INSPIRATION- WHERE CONSUMER HAVE MOST
EXCITMENT

BEACH, TRAVEL FOODS RELAXATION COLORFULNESS

POPULAR HASHTAGS: #MySummer #Summer #SummerArt #SummerTime

13
WHAT PAYS OFF FOR CONSUMER
# ENJOYTOTHEFULLEST
# RELAXING # TOGETHERNESS

# JOYFUL # ENTERTAINING

# REWARDING

14
RE-DEFINE SUMMER TERRITORIES

SUMMER MAPPING

SUMMER
TERRITORIES FOODS TRAVEL ENTERTAINMENT

CONSUMER Enjoyment, Connection Exploration, Recharge Fun, Excitement

INSIGHT

CONSUMER
PAY-OFF ULTIMATE RELAXATION & REFRESHMENT
2014 2012

IMPLICATION (1) SUMMER TERRITORIES CAN BE BIGGER AND MORE IMPACTFUL

(2) PRIZE SCHEME CAN SPAN FROM FUNCTIONAL TO EMOTIONAL RELEVANCE
(3) RELAXATION & REFRESHMENT PRESENTS HIGH CATEGORY RELEVANCE 15
CONSUMER INSIGHT

When you are always adapting and responding to what

life demands of you, you hardly find your own time to
truly restore and refresh

16
THE CAMPAIGN IDEA
Brand proposition
Bring out your natural flair

Advertising Idea
Feel refreshed to be yourself

Big Idea
Sip Up Summer/ Uống cạn hè này

Campaign Idea
Everyday Refreshment With YATCH EXPERIENCE in HAWAII
LƯỚT DU THUYỀN Ở HAWAII. TRÚNG GIẢI MỖI NGÀY

BRAND ROLE: 7UP (CSD) BRINGS YOU TO RECONNECT TO THE MOST REFRESHING TIME OF THE
YEAR, RELAX AND HAVE A TRULY ULTIMATE SUMMER 17
360 APPROACH TO BUILD MASS SCALE AND SUMMER BUZZ
Summer TVC 30s, 15s
Fest Tour & Pop up 5s
Yacht in Hawaii

Engaging
social hub

Exclusive
Pack +
promotion

Outdoor
In-store Activation/ bombing
Promotion
18
ASPIRATIONAL TVC

19
POSM

21
SUMMER BOMBING: BRING SUMMER TO EVERYWHERE

22
7UP AMBIENT HOUSE IN PEP CLUB

23
IN-STORE ACTIVATION: BRING EVERY SUMMER HOLIDAYS
TO LIFE BY CANVAS PRINTING

24
TOT

25
PICTURE OF SUCCESS IN QSR: DRIVE CONSUMPTION
AND EXCITEMENT THROUGH PROMOTION

Collect 7 bottles/Cans to
redeem Summer collection

26
SOCIAL ENGAGING HUB & UGC: #BringSummerToYou

INSPIRE INVITE CELEBRATE

Generate buzz and attention with Social Encourage audiences to share their Win Exclusive Tickets to attend
Influencers in various Summer collection Summer moments with friends, family to First time ever Summer Festival
photos on Facebook, Instagram spark up the conversation tour across nation

Influencers could be mainly

photographers /
instagrammers… Content
captured should focus more on
7UP platforms of Summer Social Toolkit
perspectives in Foods, Travel, to drive engagement Mass media to drive
awareness
Entertainment 27
FIRST OF ITS KIND: SUMMER FESTIVAL TOUR

07
28
29
AGENDA
BUSINESS & BRAND OVERVIEW

COMMUNICATION STRATEGY

PROMOTION MECHANISM

DEPLOYMENT PLAN
CONSISTENT UTC PROMOTION YET
IN A DIFFERENT WAY

Get UNIQUE code Text to INSTANT

Open the cap
(Under the cap) win
UTC PROMOTION : APPLIED FOR PET SS & PET MS

PET 390 ML PET 1500 ML 32

TRIGGER FOR MORE CONSUMPTION WITH INSTANT WIN

1
DRINK TO WIN EVERYDAY (in 70 days)
1 7 70 700

A TOUR TO HEAVEN HAWAII PLUS 7 SAMSONITE PREMIUM 70 E-VOUCHER AT LAZADA 700 top up
EXCLUSIVE PRIVATE YATCH TRAVEL LUGGAGE +20.000 vnd

33
360 INTEGRATED PARTNERSHIP TO DRIVE SUMMER SCALE AND BUZZ

Chat App: 35 MM users

E-Commerce: 40 MM users 2 POWER OF

JBP:

PARTNERSHIP

34
ASPIRATIONAL TVC

3 “UP”
EXPERIENCE
35
EVENT BASED REDEMPTION: APPLIED FOR RGB & CAN

RGB 330ML CAN 330 ML

36
SUMMER FESTIVAL TOUR: DRIVE SUMMER BUZZ AND
OFF-TAKE FOR CAN & RGB IN STRATEGIC LOCATIONS

7 Ring-bull
Redemption 
2 big events (2C) 100,000
1 TICKET TO THE EVENT Participants
10 events (Provinces)

37
FIRST OF ITS KIND: SUMMER FESTIVAL TOUR

07
38
39
AGENDA
BUSINESS & BRAND OVERVIEW

COMMUNICATION STRATEGY

PROMOTION MECHANISM

TIMING
 TIMELINE
2015
W1 - APR W2-APR W3 - APR W4-APR W1 - MAY W2 - MAY W3-MAY W4-MAY

TVC 30s, 15s

Packaging series

OOH AMBIENT DISPLAY, BILLBOARDS

In-store POSM/VISIBILITY

MT, QSR ACTIVATION/PROMOTION

PR/ SOCIAL ENGAGEMENT & ACTIVATION

SUMMER FESTIVAL TOUR (W4-MAY TO W4 – JUN)

42
DIGITAL ROLE = DISRUPTIVE & VIRAL
“ THANK YOU 7UP FOR INSPIRING ME TO
HAVE THE BEST SUMMER TIME EVER”
MASSIVE AWARENESS

Outcome from audience: Create awareness & trigger consumer to join

+ Emotional: being inspired, refreshing & rejuvenate.
+ Promotion: massive awareness, best promo in Summer.
43
DIGITAL ROLE = DISRUPTIVE + VIRAL
Objectives:
1. Inspire & Engage consumers to enjoy the ULTIMATE SUMMER REFRESHMENT
2. Amplify for Everyday Win.
3. Build Awareness for the SUMMER campaign.

Target Audience: Primary: 24-29 years old. Secondary: Mass consumers.

Key message focus: LƯỚT DU THUYỀN Ở HAWAII. TRÚNG GIẢI MỖI NGÀY.

44
Timeline
Exciting Summer part Deadline PIC
Brief 23th Feb 15 MKT
1st Proposal present 29th Feb 15 Agency
Finalize Agency & 2nd proposal 4th Mar 15 PCU/ MKT/ Agency
Production 7th Mar 15 Agency
Launch 04th Apr 15

45
DIGITAL ROLE = DISRUPTIVE & VIRAL
Consideration:
- DISRUPTIVE & VIRAL in EXECUTION

- REAL TIME WINNER ANNOUCEMENT

- THINK BIG via PARTNERSHIP with VNG & LAZADA

46
THANK YOU