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Revive - Summer Campaign 2016 - Brief To Digital
Revive - Summer Campaign 2016 - Brief To Digital
COMMUNICATION STRATEGY
PROMOTION MECHANISM
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
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Key visual
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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
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
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AGENDA
BUSINESS & BRAND OVERVIEW
COMMUNICATION STRATEGY
PROMOTION MECHANISM
# JOYFUL # ENTERTAINING
# REWARDING
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RE-DEFINE SUMMER TERRITORIES
SUMMER MAPPING
SUMMER
TERRITORIES FOODS TRAVEL ENTERTAINMENT
CONSUMER
PAY-OFF ULTIMATE RELAXATION & REFRESHMENT
2014 2012
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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
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ASPIRATIONAL TVC
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POSM
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SUMMER BOMBING: BRING SUMMER TO EVERYWHERE
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7UP AMBIENT HOUSE IN PEP CLUB
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IN-STORE ACTIVATION: BRING EVERY SUMMER HOLIDAYS
TO LIFE BY CANVAS PRINTING
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TOT
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PICTURE OF SUCCESS IN QSR: DRIVE CONSUMPTION
AND EXCITEMENT THROUGH PROMOTION
Collect 7 bottles/Cans to
redeem Summer collection
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SOCIAL ENGAGING HUB & UGC: #BringSummerToYou
07
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AGENDA
BUSINESS & BRAND OVERVIEW
COMMUNICATION STRATEGY
PROMOTION MECHANISM
DEPLOYMENT PLAN
CONSISTENT UTC PROMOTION YET
IN A DIFFERENT WAY
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
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360 INTEGRATED PARTNERSHIP TO DRIVE SUMMER SCALE AND BUZZ
PARTNERSHIP
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ASPIRATIONAL TVC
3 “UP”
EXPERIENCE
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EVENT BASED REDEMPTION: APPLIED FOR RGB & CAN
7 Ring-bull
Redemption
2 big events (2C) 100,000
1 TICKET TO THE EVENT Participants
10 events (Provinces)
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FIRST OF ITS KIND: SUMMER FESTIVAL TOUR
07
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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
Packaging series
In-store POSM/VISIBILITY
Key message focus: LƯỚT DU THUYỀN Ở HAWAII. TRÚNG GIẢI MỖI NGÀY.
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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
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DIGITAL ROLE = DISRUPTIVE & VIRAL
Consideration:
- DISRUPTIVE & VIRAL in EXECUTION
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THANK YOU