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7/25/2019 K hoch truyn thng v kch hot thng hiu
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Trnh by bi: Qun Idea Creative Director
iLIGHTIS - Vietnam Brand Communication Solutions Consultancy
TRUYN THN
KCH HOT
THNG Hi
Khoch
H Ni, 11/2013
&
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Phn tch
nh hng
Khoch
1. Bi cnh
2. Mi trng3. i tng
1. Mc tiu
2. Cng chng
3. Chin lc
4. Tuyn b
1. Thng ip2. Chin thut
3. Ri ro
4. Ngn sch
5. nhgi
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KaraOishi A singing competition with an extremely fun twist
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Phn tch
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Bi cnh
Tng quan dn
Thng hiu/ sn phm: Oishi (snack)
Tnh trng: c Concept campaign: KaraOishi
Mong mun: Thc thi trin khai Truyn thng & Kch hot thng hiu
Yu cu: Gia tngmc Nhn bit v Quan tm ti thtrng H N
Khoch: 2 thngThi gian trin khai: Thng 11 Thng 12/2013
Ngn sch: 65.000 USD (x 20.800 VND = 1.352.000.000 VN)
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Bi cnh
n vchqun: Cng ty cphn thc phm Liwayway Vit Nam
Li ch ct li: Thc phm, nnhanh dnh cho mc chgii tr (snack - nvt)
Nhn bit thng hiu: Oishi l thng hiu bnh snack ni ting v c uy tn ti cc nc Chu nh: Trung Quc,iLoan, Thi Lan v Vit Nam vi logo quen thuc ch chim Cuckoo ngyu mu vng
Sn phm:
Snack Oishi c nhiu loi hng vnh: Ngt(chocolate, du ty, taro),Mn(hi sn, tht b, g), Rau(onion, khoai ty)
- Nhiu hnh dng v mu sc phong ph: Trn v mu Vng (khoai ty),Tam gic v mu Tm (khoai mn), Hnh ming Tm (hi sn)
VOishi
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Bi cnhMc chKaraOishi campaign
Truyn Thng & Kch Hot Thng Hiu
Nhu cuNhu cu
TngNhn bit & Nhu
Chin lc Marketing Ko
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Mi trng cnh tranhSWOT
- Thng hiu ni ting, uy tn, cht lng quc t.- Sn phmTin li.- C nhiu mc gi la chn- Hng vphong ph
S
- Xu hng pht trin ngnh hng nnhanh v ngiitr angngy cng tngti Vit Nam, do nhu cu gii trca gii trngy 1 nng cao cng sra i ca nhng Trungtm thng mi, Rp chiu phim .
O
- Sn phm Snack Bt khng c nhgibng Snack Khoai Ty, cha c nhng cu chthng hiu hp dn knhSnack Khoai
W
- C nhiu tin n khng tt, thng tin xu ghng uy tn vsn phm tnm2012.- Nhiu sn phm nhiu phn khc nn cncnh tranh bi nhiu i th.- Chi tiu thi bo gi, khng hong btht
T
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Mi trng cnh tranhThtrng
Gi (VN)
ChnSnack Khoai Ty Snack Bt
Cao(>6000)
Trung bnh - Cao(2000- 6000)
Trung bnh(3000- 5000)
Thp(2000
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i tngKhch hng Mc tiu
Buyer & End-user
1.tui : 18 - 222. Gii tnh : 30% nam, 70% n
3. Nghnghip : 80% sinh vin, 20% khc
4.c im : Tr, nng ng, hin i, c
tnh. Sthch online, c ci nhn tch cc, ci mv
nnhanh. Nhu cu vui chi, gii tr cao
Khch hng Tim Nng
1.tui : 22 - 302. Gii tnh :30% nam, 70% n
3. Nghnghip : 80% nhn vin cng s, 20
4.c im : Tr, nngng, hin i, c
thch online, c ci nhn tch cc, ci m v
Nhu cu vui chi, gii tr cao
Buyer & End-user
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i tngi tng & Cng ng lin quan
D lun x hi
Thng tin, truynthng
ith , itc
Khch hng timnng
Khch hngmctiu
Mng XH, din n, hinhm, CLB
Phng vin, bo i,qun l thtrng
Nh sn xut, i l,phn phi
Cng chc trtui
Sinh vin
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nh hng
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Mc tiun tng/ Kt qung li
Awareness
Consideration
Trial
Repeat
Loyalty
Reach
Traffic
Sign Up
KnockOut
150.000
15.000
1.500
150
6Final
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Cng chng mc tiuChn dung & Hnh vi
Buyer & End-user
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Chin lcCng cxut sdng
Cuc thiKaraOishi
Concept
Awareness (Reach)
Awareness (Reach),Consideration
(Click, Call, Traffic)
Consideration(Click, Call, Traffic)Trial(Buy, Sign Up)
RepeatLoyalty
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Tuyn b
nh vCampaign
KaraOishi A singing competition with an extremely fun twi(Oishi tchc cuc thi ht karaoke c ov hi hc nht trong nmdnh cho gii trH Ni)
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Khoch
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Thng ip
Thng ip truyn thng chnh
KaraOishi Cht ln i, chngi ngng chi
Concept
Cuc thi ht Karaoke
Vui nhn, Funny
Tagline campaign chung
Oishi angtrin khai TVC:
Oishi V ti
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Kara
Cht ln i, chngi ngng c
Ch h
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Chin thut
Khoch tng th
Chi h
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Chin thutKhoch trin khai: Timeline
12/11/2013 19/11/2013 12/129/12/2013
CHUN B Vng loi Vng bnh chn
Start FiFinish
1. Design Landing Page, Ads2. Copywriting Com-copies,Ads, POSM, Agenda 3. Design & Print POSM,Lucky Ticket 4. Create a facebookfanpage, content5. Production & Set up boots,event6. Etc
1. Activation (Boots & Event)2. P.R3. Ads & Media Booking4. Seeding5. Facebook Marketing6. Etc
* Tactic 1, Tactic 2, Tactic 3, Tactic 4
1. Vote2. Seeding3. Production & Set Up Final
Show4. P.R5. Ads & Media Booking6. Etc
Chi th t
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Chin thutKhoch trin khai: Tactic 1
- Sdng yu tgy ci tcc Funny Clip ghi hnh th sinh Viral => HtrtngReach, Share
- Tn dng tnh tng tc, Reach cao, atin ch, ngmc tiu ca cc cng cOnline => HtrtngTraf
Chi th t
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Chin thutKhoch trin khai: Tactic 2
- Thit ktri v phiu bc thmmay mn theo hnh thc 2 in 1 => tngReach
- Sdng yu thp dn tphn thng bc thmmay mn thu ht ngi tham quan gian hng => Htrtn
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Chi th t
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Chin thutKhoch trin khai: Tactic 4
- Sdng sc hp dn ca Gii thng gi trthu ht th sinh tham gia => HtrtngTrial, Sign Up, Share
Cuc thiKaraOishi
Concept
Key
Chin th t
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Chin thut
Khoch Truyn thng
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Chin thut
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Chin thutKhoch truyn thng: Knh Online
Forum: target audience 15-30 agesPageview/Month: ~ 300.000.000 400.000.000
Banner: CPM, CPC Social Media
Website
Chin thut
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Chin thutKhoch truyn thng: Knh Trc tip
20.000 leaflet & lucky draw tickets (2 in 1) 200 Poster
Chin thut
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Chin thut
Cuc thi KaraOishi
Chin thut
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Chin thutThlcuc thi: Timeline
Thi gian: T19/11/2013 n ht 12/1/2014
a im: Trung tm thng mi (rp chiu phim, ni cng cng) v cc trng i hc
Timeline
Tun 1 Tun 2 Tun 3 Tun 4 Tun 5 Tun 6 Tun 7
19-20/11/2013 29/12/2013
Vng loi
Trung tm Thng mi
Trngi hc
Chin thut
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Chin thutThlcuc thi: Danh sch a im
STT TRUNG TM THNG MI(Rp Chiu Phim,a im Cng Cng )
STT CC TRNG I HC STT CC TRNG
Danh sch chnh
1 The Garden 1 HKinh TQuc Dn 5 HKinh Doanh & C
2 Big C ThngLong 2 HH Ni 6 HVnHa
3 Ebest Mall 3 HNgo i Thng
4 Roye City (Chung kt) 4 HQuc Gia
La chn thay thhoc bsung
1 M Linh Plaza 1 HPhngng 4 Caong Du Lch
2 Savincom Mega Mall hoc Vincom Center 2 HBch Khoa 5 HThng M i
3 Coop Mark Hng 3 HThngLong 6 HKin Trc
Chin thut
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Chin thutThlcuc thi: Quy trnh thi u
ngk tdo ti 9 a imVng lo i
180 ngi c chn t9a im20 ngi/a im
NHNHT
BA
6 th sinh c im scao nht
150 ngi dthi
Vng chung kt
135 ngi im cao nht ngi/a im)
Vo thng CK
Chm i
m bnhchn Clip trn
fanpage
15 ngi im cao nht
45 ngi cn li(5 ngi/a im)
Chin thut
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Chin thutThlcuc thi: Ccu gii thng
VNG LOI
VNG CHUNG KT
CCU TRAO GII
T19/11/2013- 12/01/2014
Khong 1.500ngi tham d/ 9 a im
Ngy 12/01/2014
150 ngi c chn t9 a im
NHNHT
BA
02 iPad MINI
01 iPhone 5S
03 iPod NANO GEN 7
6 th sinh c im scao nht
Chin thut
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Chin thutThlcuc thi: Phng thc tham gia
(Xuyn sut qu trnh dthi, sc camera ghi hnh ton bhnh nh phn trnh din ca tng th sinh, trong v
phng thi to clip funny v xt bnh chn)
B1: Ngi dthi ngk bi cnh vi PG khi ngk phn chi.
B2: Vo phng KaraOishi chn ging mn hnh ipad.
B3: Mixer nhn thng tin v chuyn qua phn mm chuyn ging th sinh tMicro ra ngoi (Nhc beat t
ng dn ring bit)
B4: Ngi chi thc hin phn dthi
B5: Kt thc phn thi
B6: Chchm im kt qu(bng my tng)
Mixer
Line nhcLine nhc
Li bi ht
Chn bi
Line ting
Phn mmVoice
Changer7.0
Diamond
Funny Voice
Line ting
Bphn kthutLine hnh
Chin thut
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Chin thutThlcuc thi: Phn mm kthut
Ging Nam Ging N Ging Nhn vt Ging gh
Phn mm
Voice Changer 7.0 Diamond
Phn mm
Voice Changer 7.0 Diamo
Chin thut
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Chin thut
Kch hot thng hiu: Thit kgian hng
Chin thut
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Chin thut tng thit k
8m
3m 1m1m
3m 2,8m
0,2m
1,5m1,5m
5m
3m
3m
2m3m
1m
0,1m0,4m
2m
0,8m 0,4m
Phng n 1: Ht vang cng Oishi
Smt bng: Mt ct Dc
Chin thut
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Chin thut tng thit k
Phng n 1: Ht vang cng Oishi
Smt bng: Mt ct Ngang
8m
3m3m 1m1m
2m
2m 2,8m
0,2m0,1m
1,5m1,5m
5m
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Chin thut
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Chin thut tng thit k
Phng n 2: Oishi Xsm nhc
Smt bng: Mt ct Ngang
10m
3m0,4m
3m
2m
3m
1m
0,4m 0,4m
4m
3m
2m
1m
0,2m
Chin thut
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Chi n thutM tquy cch sn xut
Booth cch m: Knh cng lc, cch m-cch nhit kch thc 3mx3m, ca 2mx0,8mBo vin Alu trng hoc focmex 5mm
Mn hnh: LCD hoc mn LED Trng by: Gin khung khng gian, Gp hoc focmec 1cm trn decan, gia cng ct dp k
ni 3Dtrng by sn phm Sn khu: kch thc 0,4m, modum g, thm Mt sn: Fuvi 10cm, phthm Logo: Mica trong, bi decan, chn focmex 5mm, ht sng Khi ni 3D: Focmex 3mm, bi decan PP
Chin thut
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Chi n thutLayout 3D
Phng n 1: Ht vang cng Oishi
Chin thut
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Chi n thutLayout 3D
Phng n 2: Oishi Xsm nhc
Chin thut
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h n thut
Kch hot thng hiu: Kch bn gian hng
Chin thut
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Kch bn hot ng ti gian hng
Thi Gian GTSP Mini Show KaraOishi 8:30-9:30
9:30-10:00
10:00-10:30
10:30-11:00
11:00-11h30
11:30-14:45 Lunch
14:45-16:30
16:30-17:00
17:00-17:30
17:30-18:00
19:30 21h00
Thi Gian GTSP Mini Show KaraOishi Bc Thm8:00-8:45
8:45-9:30
9:30-11:30
11:30-12:00
12:00-14:00 Lunch14:00-14:45
14:40-15:30
15:30-17:30
17:30-18:00
Kch bn ti cc trngH Kch bn ti cc Trung tm thng mi
Chin thut
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Hot ng htrti gian hng: Gii thiu sn phm
Mn hnh LCD pht TVC gii thiu vsn phm
MC gii thiu v cung cp thng tin vOishi nh: lch shnh thnh pht trin, cc loi sn ph
trnh khuyn mi ..
PG pht tri, phiu bc thmtrng thng, hng dn khch tham quan
Hnh nh chmang tnh minh ha
Chin thut
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Hot ng htrti gian hng: Biu din nghthut
PA1: Hiphop Tng bng nghthutBig Toe Nam The Men
PA2: Kpop (Dancing) o thutngQun Bo Ngc (ST.319) Phm Hn
Hnh nh chmang tnh minh ha
Chin thut
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Hot ng htrti gian hng: Mini Game
Nm bim bim onv Mnh ghp Oishi (xp hnh gi bim bim) No ta cng nhy theo giai iu Oishi Ai di hi hn (khi pht m Oishiiiiiiiiii) Oishi - Tam sao tht bn
Hnh nh chmang tnh minh ha
Chin thut
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Hot ng htrti gian hng: Bc thmtrng thng
Sau khi biu din nghthut, gii thiu snphm v chi trchi, stin hnh bc thmtrng thng thu ht khch
tham quan.
Phn thng l nhng cp v xem phim, o phng mv nhng
qu tng v cng c oca Oishi
Hnh nh chmang tnh minh ha
Chin thut
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Hot ng htrti gian hng: MC
Thy Qunh
(ChOng vng)
Tn tht: Phm Thy Qunh
Nmsinh: 1997Qu qun: H Ni.Hin angdn cho chng trnh ChOng vL gng mt MC trin vng ca iVTV.Trung tm
thng mi
Khng Phng Linh
Trng i hc
MC hot no, thng xuyn dn cc chngcc doanh nghip ln nhYamaha, TH True
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Ri ro
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Cc scc thgp phi
Q: Thi gian trin khai chin dch thng 11-12/2013 ri vo thi im Thi hc k1 t
trngH,sinh vin c nghn thi nhiu, thi gian ti trng t, lm thno bo traffic ti cc a im ny?A: -Lch thi ca cc trng, v ngay trong 1 trng, 1 khoa thng c sp xp, phn btri, xen kv gi u nhau nn slng sinh vin n trng trong tng ca hc thi ituy c st gim nhng c tnh theo kho st khng st gim qu 30%.
Vi vic la chn cc a im trng ln, c s lng sinh vin ng, cng gip cho lu
traffic skhng bnh hng nhiu.* C thlu la chn cc trng c k tc x sinh vin ngay ti hoc gn trng m bo tra
Ngn sch
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gDtr chi ph
Cng vic Hng Mc Chi ph (VN)
Truyn Thng Th
ng Hi
u Online (Digital) 110.00Offline (Direct) 20.00
Creative, Copywriting, Management 40.00
Kch Hot Thng Hiu Giy php 18.00
a im 340.00
Setup 215.00
Nhn s 340.00
Sa cha v vn chuyn 250.00
Tng 1.333.00
Ph Qunl 5% 66.65
Tngchi ph 1.399.65
nhgi
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g
Awareness
Consideration
Trial
Repeat
Loyalty
Reach
Traffic
Sign Up
KnockOut
150.000 ngi
15.000 ngi
1.500 ngi
150 ngi
6 ngiFinal
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CHN THNH CM N
Lin h
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CNG TY TNHH TVN GII PHTRUYN THNG THNG HIU VIT N
a Ch: S37/89 Thnh Quang- Ty Sn nga- H
in Thoi: (+84)4 66 801 8
Email: [email protected]/ Website: www.ilightis.c
Hotline: 0914 163 336- Mr. Tung Ngo (Event Manag
mailto:[email protected]://www.ilightis.com/http://www.ilightis.com/mailto:[email protected]7/25/2019 K hoch truyn thng v kch hot thng hiu
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CHT LN I, CHNGI NGNG C
Hsc thc hin bi: iLIGHTIS - Vietnam BCSC Co., Ltd