The wildest idea stuns the world

Ngo Minh - Lan Anh - Thuy Vi

 EXECUTIVE SUMMARY
Big Idea IMC

THE EXTRAORDINARY #TeamUnstoppable3 #TeamUnstoppable3

Behind an ordinary person is an extraordinary effort
x Sky Conquerors
Key mess
NGƯỜI BÌNH THƯỜNG VỚI NỖ LỰC PHI THƯỜNG
8 Billion 4 Months 2 Million 12 Days

We encourage the ordinary storytellers to communicate their "Có bao giờ " series OOH Phase 1 "Có bao giờ" series Post
extraordinary effort in their daily lives and resiliently break their barriers.

Target Audience "Có bao giờ" series OOH

(poster, standee)
"Có bao giờ" series OOH
Primary target: Primary target: Phase 2 (reveal message)
(reveal message)
Age: 18-25 years old Age: 18-22 years old TVC
University students, First jobbers FTU2 students, First jobbers
Countrywide (Bull-eye: 6 key cities)
Contest Contest
Unconfident about what they have done
Feel pressured in the very flashy world Unitour Phase 3
Hesitate to share the story because they are stereotyped as the
smartest, the best MONO video series Huỳnh Thư Hoàng video
The insight:
I want to express my voice to create a positive influence. However, I
am afraid to share because I think my results are ordinary
compared to thousands of outstanding & glamorous stories out there Microsite Showcase Phase 4 Microsite Showcase

1
 Demographics RECAP
Behavioral
Primary target:
Strive for the better, exert effort everyday to
Age: 18-25 years old
achieve what they want
University students, First jobbers
Busy with many schedules in a day, easily to
Countrywide (Bull-eye: 6 key cities)
get stressed and pressure from others
Secondary target (nourish for future users) Admire people with inspirational stories and
Age: 14-17 years old willing to inspire other people but hesitate to
Countrywide share their own ones

Psychographics
Pain points
Feel pressured in the very flashy world
Overlook their own effort when life is so
Wish to express their own voice but not proud
competitive with many outstanding
to share about what they have gone through
achievements of other people
since they consider it as not excellent when
R D IN A R Y S T O R Y T ELLER Hesitate to share stories because gen Z tend
compared to others TH E O to be stereotyped as the best

Gen Z is the generation most I always admire people who create Lots of people with extraordinary
TRU susceptible to pressure DRI good values for the community. I BAR stories out there so I am afraid to
TH brought about by the boom of VER also want to contribute my voice RIER express my voice because I think
social networks. to create a positive influence. my results are ordinary.

I WANT TO EXPRESS MY VOICE TO CREATE A POSITIVE INFLUENCE

HOWEVER, I AM AFRAID TO SHARE BECAUSE I THINK MY RESULTS ARE ORDINARY COMPARED TO
THOUSANDS OF OUTSTANDING & GLAMOROUS STORIES OUT THERE

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 2
 Starting from society norms
“Cần cù bù thông minh” is the typical When telling a story that shows off how
characteristics that represents successful you are, you are assumed to
Vietnameses’ traits. When mentioning be an overconfident and arrogant
Vietnamese, they would say hard-working, achiever. However, a story with a lot of
patient and endlessly make an effort. efforts is much more enhanced.
BIG IDEA
When coming into the inspirational stories, the extraordinary
models are shaped. But is that what all Gen Z want to convey?
In the society of outstanding & glamourous stories are
conveyed, there are some other stories that they want to tell

THESE STORIES ARE NOT FLASHY BUT HUGE EXTRAORDINARY

EFFORT LIES IN THE ORDINARY RESULTS

STRATEGIC APPROACH

Behind an
But the
MESSAGE
Although the ordinary result are
RESULT extraordinary EFFORTS We encourage the ordinary storyteller to shout out their
IS SMALL efforts ARE BIG extraordinary efforts in their daily lives and resiliently break their
barriers to create a positive impact on the community

Make extraordinary efforts become more significant

By zooming in an ordinary result, the extraordinary
efforts are revealed

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 3
 EXECUTION IMC PLAN
Phase 1: Trigger Phase 2: Reveal Phase 3: Amplify Phase 4: Wrap-up

Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11 Day 12
Timing
27/11 28/11 29/11 30/11 1/12 2/12 3/12 4/12 5/12 6/12 7/12 8/12

Raise awareness about Recall the impact of campaign

Trigger the fear of Encourage gen Z to share their stories and create
Objective extraordinary effort lying to sustain message & brand
being ordinary mass discussion about contest
in ordinary result love

TEAM UNSTOPPABLE 3 VIDEO CONTEST

TVC
CÓ BAO GIỜ
Key Hook BA VIDEO MICROSITE SHOWCASE
SERIES POSTS
Microsite
showcase

OOH SERIES Maintain OOH Series

Community pages (MOA &

Community pages (MOA & others pages)
others pages)
Channels Student Influencers Brand Ambassador (TikTok ) Students Influencers
Student Influencers (social posts
Student Influencers (social posts & stories)
& stories)

50K 800K 1100K 50K

Budget
2.5% 40% 55% 2.5%

5000 reaches 7500 reaches

KPIs 1000 engagements 1200 views in TVC 70 TA join the contest 20 microsite posts
300 scans OOH 2500 views in BA video

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 4
 MASTER TIMELINE :
Total
duration

Trigger Reveal Amplify Reveal

Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11 Day 12
Timing
27/11 28/11 29/11 30/11 1/12 2/12 3/12 4/12 5/12 6/12 7/12 8/12
Phase 1

Có bao giờ Post -

Influencers/
series post Ambassadors
Critical
evaluation point

Share - Ambassadors
Phase 2

TVC Post - Ads running

Community page Share - Community groups
(MOA fp, TIkTok)

OOH series Share - Ambassadors Email marketing

Kick-off
Team (MOA fanpage)
Share - Community pages

Unstoppable
Phase 3

video Share & Join - Influencers/ Ambassadors

Contest Ads running

Reup -
Post -
Community
BA video BA's TikTok/
page Critical
BA Facebook evaluation point
(MOA fanpage)

Critical
Phase 4

Microsite evaluation point Join - Influencers/ Ambassadors

Showcase
Share - Influencers/ Ambassadors

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 5
 Characteristics: bold, resilient, inspirational, striving,
breakthrough, trend setter, influential
Coverage: Reach ability: FB (Followers: 1K | Avg. reacts
per post: 200-400), Instagram (5K), TikTok(10.4K)
Brand Persona of followers: university students
ambassador
(Number: 1) Represnt spread message of campaign through
Brands Ambassador's video on Tiktok
Kick-off post share
TVC share

2 university students with energetic image & high

influential ability on social network
Campus
brand Mainly support to spread message of campaign through
ambassador Series "Có bao giờ" post
Brand ambassador (Number: 2) Kick-off contest post share
TVC share
Since the starting point as an ordinary
student in his learning journey, he has
had a great passion and efforts to
learn, to grow and to challenge FTU2 Influencers that encourage the young dare to
any preconceptions. FTU2 student break any barriers and live the life they want

Now, he is striving everyday as an

Influencers Massively reach out to FTU2 students through:
(Number: 15-20)
academic influencer, marketing Series"Có bao giờ" post
enthusiast with highly positive impact Kick-off contest post share
and inspiration to FTU2 students. Microsite spread

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 6
Phase 1: Trigger
"Có bao giờ" Series Objectives:
Create a discussion on social media about the fear of being an
Có bao giờ series Facebook post ordinary person
Share stories about moments they feel their results are ordinary
- Get low grades in school while friends around get scholarships Total duration:
every semester 1 day
- Struggle to get a job after graduating while friends become
managers, and work at MNCs... Description:
Có bao giờ series Facebook post
Share stories about moments when they feel their results are
Number of posts: >15 posts ordinary
KPIs: >1000 engagement Image: Photo of student influencers with the frame "Có bao giờ"
(reach & comment) Có bao giờ series story Facebook/ Instagram 24h
Ask "CÓ BAO GIỜ" questions and use survey feature to interact
with views
Image: Photo of student influencers with the frame "Có bao giờ"
Có bao giờ series Facebook post
Ask "Có bao giờ" questions & use survey feature to interact with views: Channels: Influencers/ Ambassadors
- Có bao giờ bạn thấy mình bình thường giữa những quái vật săn học bổng? Share the "Có bao giờ" posts on Facebook/ Story
- Có bao giờ bạn thấy mình bình thường trước những bộ não phi thường? (post & story format)

Day 1 (27/11)

Number of posts: >25 stories

KPIs: >2500 Reach Post -
Influencers/
Ambassadors

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 7
Phase 2: Reveal Channels:
Ambassadors | Community groups | Ads running
Objective:
Campaign TVC Reveal the message D2 (28/11) D3 (29/11) D4 (30/11) D5 (1/12) D6 (2/12) D7 (3/12) D8 (4/12) D9 (5/12) D10 (6/12)

"Người bình thường với nỗ

Share - Ambassadors
lực phi thường" and attract
target audience to the Post - Ads running

THE SCRIPT
Community page Share - Community groups
#Unstoppable3 contest (MOA fp, TIkTok)

Scene Content Effect Music Duration

Có bao giờ bạn cảm thấy...

White background with text
Main character is surrounded
by "glamorous" people
Bạn chỉ là một vai diễn bình thường trong một cuộc đời Text: Typing effect 6s
hào nhoáng của ai đó?
Light
Calm,
Light effect: focus on 2
Hào quang chỉ chiếu rọi những con người thành công Slow 8s
supportings actors

White background with text Nhưng có bao giờ, bạn nhận ra rằng bạn đã từng có... Text: Typing effect 2s

45s
Extraordinary effort of Ngày đêm không Những đêm dài thức Giấc ngủ quên Speech-up
Dark effect 16s
main characters ngừng nghỉ trắng trách vội Strong

Nỗ lực chỉ mãi ở nơi cánh gà tối tăm không ai nhìn thấy.
White background with text Samsung tin rằng sau chúng ta đều là những nỗ lực phi 8s
thường từng ngày Light
Text: pop-up effect Calm,
Tham gia #TeamUnstoppable3 x Sky conquerors để những Slow
Ending (call to action) nỗ lực của bạn được xuất hiện bên ngoài ánh sáng 5s
30/11-06/11/2022

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 8
Phase 2: Reveal
Campaign TVC
Link: DEMO TVC

Being shy due to glamour of friends

Times studying through Times struggling with deadlines

days and nights in the midnight

Times blaming myself for not

working hard enough

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 9
Phase 2: Reveal
OOH series Objectives:
Raise awareness about extraordinary effort lying in ordinary result

Total duration:
9 days (Focus to promote: first 2 days)

Display:
Elevator poster at 5 floors (Number: 5)
Standee at lobby (Number: 2)
Poster at class (Numer: 20)

Description:
Scan the OOH to see the movements - people are exterting
their efforts

Channels: Influencers/ Ambassadors

illustration Upload their videos on microsite
featuring the
extraordinary Share the presence of the microsite to raise its awareness and
efforts call people to participate

D1 (28/11) D2 (29/11) D3 (30/11) D4 (1/12) D5 (2/12) D6 (3/12) D7 (4/12) D8 (5/12) D9 (6/12)

Share - Ambassadors Email marketing

With FTU2 students: Inform the appearance of the OOH at

FTU2 and to trigger the curiosity and calt to scan the OOH
to see the hidden message
With other schools' students: Send out the poster in digital
form to scan online

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 10
Phase 2: Reveal
Link: DEMO SCANNING OOH
OOH series (POSTER/STANDEE)

Artivive

CH Play
download

App store
download

Step 3
Step 1 Step 2
Record a video and post
Download the app Scan the poster/standee to
on social media
named "Artivive" see the hidden message
(Facebook/ TikTok/
for scanning (see the poster's movements)
Instagram)

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 11
Phase 3: Amplify
Objectives:
Brand Ambassador video Kick off the contest, convey the message of the campaign through
videos and encourage others to share their stories

Total duration:
1 day

Message convey in 1 episode:

Although there are glamourous stories out there that put
pressure on you and restrain you from telling your own stories
However, behind the normal things, there are extraordinary
effort everyday and that worth being told to spread positivity.
Hashtag #TeamUnstoppable3 #extraordinary
#nguoibinhthuongnolucphithuong #lamdieukhongthe
Music used: Unstoppable - Sia

HUỲNH THƯ HOÀNG Channels:

INSPIRING EXTRAORDINARY EFFORTS VIDEO Brand Ambassador
Upload his video on his TikTok account, Facebook account
Community pages
MOA fanpage upload Brand ambassador's video

D4 (30/11) D5 (1/12) D6 (2/12) D7 (3/12) D8 (4/12) D9 (5/12) D10 (6/12)

Reup -
Post -
Community
BA's TikTok/
page
BA Facebook
(MOA fanpage)

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 12
Phase 3: Amplify
Brand Ambassador video
Link: DEMO BRAND AMBASSADOR VIDEO

Hoàng - A normal students at But behind those small improvements are sleepless Hoàng is proud of himself for
FTU2 among the glamourous nights studying, completing tasks, days of hard constantly making efforts to
achievements around practice or even times receiving bad results move forward every day

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 13
Phase 3: Amplify
Team Unstoppable 3 TikTok video contest Objectives:
Turn the motivation into action: Encourage Gen Z to join the contest,
share their stories and spread in society

Total duration:
7 days

Description:
People upload videos about extraordinary efforts on TikTok with
hashtags, to spread the main message and win prizes

Channels:
Community pages
Upload kick-off post (fanpage MOA) & Share kick-off post (others
community pages)
Prize announcement Influencers/ Ambassadors
Join the contest & share contest's information
Ads running

D4 (30/11) D5 (1/12) D6 (2/12) D7 (3/12) D8 (4/12) D9 (5/12) D10 (6/12)

Kick-off
Share - Community pages
(MOA fanpage)

Share & Join - Influencers/ Ambassadors

Ads running
Key visual (Kick-off post) Countdown post

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 14
Phase 3: Amplify
Team Unstoppable 3 video contest

STEP 1 STEP 2 STEP 3

Take the video of your stories Upload your video on TikTok with hashtags Optional:
with extraordinary efforts #samsung #teamunstoppable3 Challenge your friends by tag their
#nguoibinhthuongnolucphithuong accounts with hashtag #Yourturn

People share their stories of extraordinary efforts and upload on TikTok to

spread out the positive campaign message to everyone and win a prize
Main channel to upload video: TikTok
Music used: Unstoppable - Sia
Video duration: 30s-60s

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 15
Phase 4: Wrap up
Objectives:
Microsite wrap up Record participants’ stories and sustain the brand's
campaign message among the public

Total duration:
3 days

Description:
People can walk through the top 10 videos from the TikTok
video contest
For whom are not be selected to be in top 10, they can
upload their videos again on the microsite to win the 2nd
chance prize: "The most voted video"
People can also vote for the video they found interesting
to help them win the prize

#1 Ngo Minh #2 Thuy Vi #3 Lan Anh

Thanh Liêm Mỹ Tiên Vu Duc Channels:
Influencers/ Ambassadors
Upload their videos on microsite
Share the presence of the microsite to raise its
awareness and call people to participate
Binh Minh Thao Nhi Huy Huy
#4 Le Duy #5 Cong Danh #6 Thao Nhi

Day 10 (6/12) Day 11 (7/12) Day 12 (8/12)

Tab 2: 2nd chance
Tab 1: Top 10 People can freely upload their videos Join - Influencers/ Ambassadors
Samsung re-post top to win a prize of "The best voted videos"
10 videos in the TikTok Share - Influencers/ Ambassadors
People can vote for the videos they
video contest
found interesting

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 16
 KPIs PLAN
KPIs MEASUREMENT TRACKING

- Increase PTO, the level of pride when

owning Samsung products
BUSINESS
- Increase brand love Assessment survey
IMPACT - Promote Samsung's student incentive
program for students

> 1000 engagements on "Có bao giờ" series post
> 5000 reaches and >1200 views in TVC
CAMPAIGN > 300 scans OOH
IMPACT > 7500 reaches and >2500 views in BA video
> 70 TA join the contest and >3000 views videos
> 20 microsite posts
Statistics on Student Influencers account
Statistics on the MOA fanpage
Statistics from scan app
Statistics from TikTok and MOA fanpage
Database from TikTok hashtag
Database from website

> 40% TA are touched

SOCIAL Take first step to bravely share their
Assessment survey | Usual observation
IMPACT extraordinary effort on social media
(esp. TikTok)

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 17
 PHASE 1: TRIGGER BUDGETING
SERIES Ambassador, Influencer post booking 50K
50K 2.5%
PLAN
POST Design post frame 0

PHASE 2: REVEAL

Filming + Editing 200K

TVC Ads (reach format) 150K
Community page, Influencer post booking 100K
Poster and standee printing 150K 800K 40%
Filter setting-up & drawing 100K
OOH
Email marketing 0
Ambassador, Influencer post booking 100K

PHASE 3: AMPLIFY

Prize and certificates for winners 550K

VIDEO Ads (reach format) 200K
CONTEST 1100K 55%
Ambassador, Influencer post booking 150K
BA VIDEO Filming & Editing 200K

PHASE 4: WRAP-UP

MICRO Creating & Design microsite 0

50K 2.5%
SITE Ambassador, Influencer post booking 50K

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 18
 RISK MANAGEMENT & MITIGATION PLAN

RISKS MITIGATION ACTION

Impact - Increase number of influencers

TVC
for organic reach
1 Reach limitation due to
- Reach out to student-relevant
Facebook policy
community pages
High

4
2 OOH
Place OOH at coffee
2 Unable to display OOHs
working place near schools
at school due to policy

1
Medium

- Increase the total prize value

TikTok video contest
and number of prizes
3 Failure to meet expectation
3 of number of participants
- Increase number of influencers,
community group post & seeding

Brand ambassador video

Limited reach due to Run ads (reach) for
4
Facebook policy to spread BA’s video
Low

5 the message

Microsite wrap-up
Failure to meet expectation Reach out to student-
Low Medium High Likelihood 5 relevant community pages
of number of video
uploaded on microsite

Target understanding Approach & Idea IMC Plan KPIs, Budgeting & Mitigation Plan 19
 Thank you!

When the inner fire is flaming, we are

rocking #TeamUnstoppable to the sky
When zooming into ordinary 20 slides, there are
extraordinary efforts, including 30 pages of drafting in
docs and a series of nights discussing until 1 a.m
 APPENDIX
Why are FTU2 students our target audiences
in this demo campaign?

01 RELEVANT
FTU2 is a prestigious university school that have many glamourous
achievements (Queens, 1000$ salary, champions,...)

Therefore, it's easy to put pressure on others, especially those who

have ordinary results.

02 MEASURABLE
The advantage of deploying the campaign with FTU2 students lies
in the fact that the total number of students at the university is
relatively modest, concentrated at a single campus and without
dispersion among many different institutions.
From there, it is easier to approach and measure the effectiveness
of the campaign.

03 SUITABLE
We are students at FTU2 so that we easily to understand our target
audiences to create a suitable tactics which suit their demand