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RMIT electronic submission of work for assessment declare that in submitting

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COMM 2380 - CLASS GROUP 02
LECTURER: NGUYEN THI NHAI
MEMBERS: DANG THUY QUYNH S3410306
NGUYEN BA TUE LINH S3467632
VO THI HONG HAO S3500327
PHAM LE NGOC QUYNH S3500343
LE THI QUYNH ANH S3501320
DATE OF SUBMISSION: AUGUST 25, 2015

HOPE CUP 2015 PROPOSAL

Presented by Eleanor Team
August 25, 2015

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AGENDA
Client Brief
Statement of Need
Audience background
Creative Idea
Communication
Strategies
Timeline & Budget
Evaluation
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5GIO
SANG

Awake early to play

October,
2010

Mission

Support disadvantaged
children for personal
development through
playing their favorite
sport

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AGENDA
Client Brief
Statement of Need
Audience background
Creative Idea
Communication
Strategies
Timeline & Budget
Evaluation
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CURRENT
SITUATIONS
Social
Administration
issue

Loss of audience attention +

awareness

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CURRENT
SITUATIONS
Stereo-typed
perception about
charity

Sponsor is
challenging issue

Loss of audience attention

because of undifferentiated
point

Be unable to develop
sustainability

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SOLUTIONS

To plan

new PR
strategy for
Hope Cup

To focus
on the orphans
physical &
mental
improvement

To target

the right
sponsors

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AGENDA
Client Brief
Statement of Need
Audience
background
Creative Idea
Communication
strategies
Timeline & Budget
Evaluation
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TARGET AUDIENCE
15-28 years old
Live in HCMC
Start a new phase of life
Active on social media

Young, dynamic & intellectual

15-25 years old

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TARGET AUDIENCES INSIGHT

Most teenagers find it hard to define the

difference between being alive and truly
living. They seem to be disoriented and
remain absorbed in chasing in their
vague life.

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TARGET AUDIENCES
INSIGHT

Young generation has a playful

side they crave to bring out. They
all yearn for a playground where
they can have fun and live
passionately.

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BRINGS
Hope Cup is a spiritual fulcrum where
youngster can define their passion.
CORE VALUES
PASSION

RESPECT

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AGENDA
Client Brief
Statement of Need
Audience background
Creative Idea
Communication
strategies
Timeline & Budget
Evaluation
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CONCEPT

Contemporary warriors
Passion in Living

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KEY MESSAGE

Hope beautifully. Live

passionately.
Sub-message

Watch Hope. Share passion.

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GOAL

Passion in living

spread out

Youngster

e
pr
ap
e
at
ci
d

ra
aw ise
ar
en
es
s

Be
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CAMPAIGNS
OBJECTIVES

By the end of tournament, there will be at least 500

general audiences coming to see and engage with Hope
Cup 2015.

By the end of tournament, 60% of audiences will change

their mindset of doing charity not only about giving
accommodations but also beating the same value of
humanity.
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AGENDA
Client Brief
Statement of Need
Audience background
Creative Idea
Communication
strategies
Timeline & Budget
Evaluation
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VIRAL VIDEO
(PRE-LAUNCHING)
Storyboard

Scene 1
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VIRAL VIDEO
(PRE-LAUNCHING)
Storyboard

Scene 2
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VIRAL VIDEO
(PRE-LAUNCHING)
Storyboard

Scene 3
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VIRAL VIDEO
(PRE-LAUNCHING)
Storyboard

Scene 4
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SHARING MILESTONE BOX

(PRE-LAUNCHING)

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ONLINE AMBASSADOR

Vu Thu Phuong (Gao)

Be patient and push
passion in what you want
to do. Dont wait the
perfect happens, make
the moments perfect

Nguyen Khang
Youth can break the
limit. Have passion,
take action, magic will
happen
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EXHIBITION
(DURING-LAUNCHING)

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AGENDA
Client Brief
Statement of Need
Audience background
Creative Idea
Communication
strategies
Timeline & Budget
Evaluation
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TIMELINE

Cong Vinh plays

as ambassador
to engage with
audience

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BUDGET
10,000vnd/page
Couche paper
(Art paper)

Exhibition
booth
200,000vnd/3 days

~300,000vnd/frame
Frame
(60x120)

Tea/Coffee
200,000vnd/day

TOTAL: 5million VND / the whole campaign

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AGENDA
Client Brief
Statement of Need
Audience background
Creative Idea
Communication
strategies
Timeline & Budget
Evaluation
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EVALUATION

Adapted from Le Nga (2015)

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EVALUATION

Adapted from Hoang Nhat (2015)

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REFERENCE LIST
Hoang Phuong, 2015, 'Chuyn gia ti phm hc: 'Gy thm n do ngi tr mt phng hng',
Vnexpress, viewed 25th Aug. 2015, <http://vnexpress.net/tin-tuc/thoi-su/chuyen-gia-toi-pham-hoc-gaytham-an-do-nguoi-tre-mat-phuong-huong-3264162.html>
Kestin, T. 2015, The Passion Myth: Why Teens Struggle to Find Their Purpose in Life, Huffingtonpost,
viewed 25th Aug. 2015, <http://www.huffingtonpost.com/todd-kestin/the-passion-myth-whyteen_b_6503226.html>
Unicef 2015, homepage, Unicef, Ho Chi Minh City, homepage, viewed 25th Aug. 2015,
<http://www.unicef.org/vietnam/vi/media_24368.html>
Vision21 2015, homepage, Vision21, Ho Chi Minh City, viewed 25th Aug. 2015,
<http://www.vision21.vn/view/p4/44#>
Young, S.H n.d, Feeling lost? Stop worrying about your "Life Purpose", ScotthYoung Blog, blog post,
viewed 25th Aug 2015, <http://www.scotthyoung.com/blog/2010/09/30/feeling-lost/>
Le Hoang Nhat 2015, The amount of natural reach of Facebook is growing?, 13 July, viewed 20 August
2015, <http://www.hisella.com/vi/luong-reach-tu-nhien-cua-facebook-dang-tang/>
Frier, S n.d, 'Facebooks Popularity Among Teens Dips Again', viewed 20 August 2015,
<http://www.bloomberg.com/news/articles/2014-12-19/facebook-s-popularity-among-teens-dips-again>
Le Nga 2015, 'Average number of Vietnamese have mobile phone', 23 January, viwed 20 August 2015,
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<http://ictnews.vn/khoi-nghiep/bao-cao-thong-ke-cac-con-so/trung-binh-moi-nguoi-viet-nam-so-huu-1-4-

THANK YOU