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  • AIM DP10 Brief BAEMIN Late Night Sales

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    Tom Hoang
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    BAEMin is a food delivery company in Vietnam that aims to provide customers with their preferred food experiences. To do more than just food delivery, BAEMin seeks to understand customers and target young urban professionals aged 22-30 who are tech-savvy early adopters. BAEMin wants to launch a late-night food promotion campaign to explore the emerging segment of late-night eating among customers who work long hours or have night activities. The proposed "Night Life Experience at Home" campaign will use various creative assets to raise awareness of BAEMin's late-night delivery option and coupon among the target audience through an initial 1-week tease phase followed by engagement, amplification and ongoing maintenance over 4 weeks each with a

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    BAEMin is a food delivery company in Vietnam that aims to provide customers with their preferred food experiences. To do more than just food delivery, BAEMin seeks to understand customers and target young urban professionals aged 22-30 who are tech-savvy early adopters. BAEMin wants to launch a late-night food promotion campaign to explore the emerging segment of late-night eating among customers who work long hours or have night activities. The proposed "Night Life Experience at Home" campaign will use various creative assets to raise awareness of BAEMin's late-night delivery option and coupon among the target audience through an initial 1-week tease phase followed by engagement, amplification and ongoing maintenance over 4 weeks each with a

    Copyright:

    © All Rights Reserved
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    14 views16 pages

    AIM DP10 Brief BAEMIN Late Night Sales

    Uploaded by

    Tom Hoang
    BAEMin is a food delivery company in Vietnam that aims to provide customers with their preferred food experiences. To do more than just food delivery, BAEMin seeks to understand customers and target young urban professionals aged 22-30 who are tech-savvy early adopters. BAEMin wants to launch a late-night food promotion campaign to explore the emerging segment of late-night eating among customers who work long hours or have night activities. The proposed "Night Life Experience at Home" campaign will use various creative assets to raise awareness of BAEMin's late-night delivery option and coupon among the target audience through an initial 1-week tease phase followed by engagement, amplification and ongoing maintenance over 4 weeks each with a

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    of 16

    ABOUT

    BAEMIN

    Highly Confidential
    WE BAEMIN is a food delivery company
    that values experience.

    DO MORE We make sure everybody has the food


    experience they enjoy the most.
    THAN
    FOOD
    DELIVERY

    2
    how DO WE DO THAT?

    3
    WE MUST KNOW
    OUR CUSTOMER first!

    4
    Target Young. Aged 22– 30.

    Smartphone user.

    audience Tech-savvy and open to adopt new


    habits.

    Modern lifestyles

    Live in urban areas

    5
    Be a brand she trusts
    and adores

    6
    1. look

    High quality standard Attention to details Craft with passion and


    creativity

    7
    2. wit

    8
    3. relevancy
    Late-night
    CAMPAIGN
    BRIEF
    We want
    To explore
    LATE-NIGHT
    eating!

    11
    Late night promotion
    Situation:

    Late night eating is an emerging segment.

    Context:
    • Our users work for longer hour. Dinner time gets delayed to late night.
    • Our users had more night activities (hanging out, drinking etc.) that they had a need for stomach refill
    before going to bed.
    • More late night merchants open up – bringing new cuisines that is uniquely for the late night occasions
    (eg: cháo ếch).

    Our Offer:

    BAEMIN will treat all Saigonese with a coupon of 20k for late night eating!
    (note: the coupon can be used for only 3 times/month)
    CAMPAIGN Idea
    “Night Life Experience At Home”
    Insights
    Our young target audiences don’t want the fun to be over just because bedtime is coming.

    Key Message
    With BAEMIN, you can experience the excitement of Saigon night life food right at the convenience of
    home.

    Campaign Objectives:
    Awareness: 70% of TA aware of BAEMIN’s late night promotion.
    Actions: Call for late night orders by at least 10% of our current users.
    brief deliverables
    Key Campaign Assets
    • Propose a list of key assets that helps us convey our campaign idea and key
    message to our target audience.

    Communication Plan
    • A master communication plan that helps reach 1M of our target audience for
    awareness and 10k current users for order during the campaign period based on the
    above assets that you proposed.
    • Media budget: 50k USD.

    14
    TIMING
    1 WEEKS 4 WEEKS 4 WEEKS ONWARDS

    TEASE ENGAGE AMPLIFY MAINTAIN


    THE END

    16

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