LIFT MILKY JUICE

SAMPLING &
ACTIVATION
PROPOSAL
1ST PROPOSAL

Presented by 3IN

AGENDA

1- RECAP THE BRIEF

2- CONCEPT IDEAS

3- EXECUTION

CAMPAIGN OBJECTIVES

Build AWARENESS and

TRIALS for LIF milky juice
via activation/ sampling
by ENGAGE with Youth
through interactive
activities

TARGET AUDIENCE : YOUTH

Both
genders

Age:
18 - 22

Active
explorer

Enthusiastic,
passionate,
easy going,
dynamic

- Seek for activities that bring good time

with friends.
- Love gathering around with friends.
- Tend to express their unique identities.

YOUTH
- Look for entertaining activities.
- Enjoy taking pictures and participating in
creative activities.

AGENCYS TASK

Propose
activation &
sampling idea
with interactive
game
make LIF
different vs
others brands

follow the
brand
direction and
create WOM

How do we achieve our tasks?

Concept Ideas

LIF Milk = Real milk + Real fruit

These are healthy ingredients to make users feel better with real &
natural energy

Natural Energy = Positive Energy

Positive Energy will make

you more exciting

More Joy

More Fun

NowBe readyfor a new

wave of Natural Energy..

to LIFT you UP and take you to ENDLESS FUN

Theme campaign

Why Lift U Fun fit with our brand ?

The theme is created from the brand name LIF (word-play to be LIFT)
and the proposition or communication message Sustaining Energy.

For Endless Fun.

LIF Milk is the fuel to

sustain your energy
lift you up
& take you to endless fun

Strategy Approaches

The decisive design of campaign will be carried out by this themes concept

Energy, Active, Fun.

It inspires youngsters by a fun, fresh and exciting atmosphere which attracts

them and involves them in the unlimited

campaign.

fun activities of the

LIFT U FUN - new message to spread out by YOUTH

How we execute the campaign ?

Program Execution
Series of unique and new way of sampling/ activation events.
Different design and activities at sampling sites.

Big event at the end of campaign, which will be a convergence of previous

sampling events as well as fun activities and music concert.
Social media will be used alongside with all events

Program process

Stage 3- Event

Stage 2- Sampling & Activation

Stage 1 - Buzz & Hype

-Create a venue to reinforce

LIFT milky juicy spirit & brand
experiences

Bring LIF Milky juice to life to meet T.A by :

- Create a unique and new way of sampling.
- Create hype of T.A about big event.

- Create excitement and buzz about LIFT U FUN message &

upcoming sampling to T.A

Social media to amplified

stage 1 - Buzz & Hype

To create hype & excitement about LIF U FUN to
the youth

Hashtag challenge # liftufun

- Facebook users are asked to post a picture/ clip regarding funny
moments of their life using hashtag #LiftUfun- Then they will tag 3
other friends to do the challenge
Create excitement by using celebrity endorsement

MEDIA CHANNELS
Online

Social Platforms

To make a buzz of LiftUfun campaign

on social networks

VIRAL
CLIP

To trigger Fun activities & moments

with full of power

To call for participation towards photos/Video

contest to gain surprising prize of LIF and
get lucky code at event

INFLUENCERS TO ACT IN VIRAL CLIP

NGOC THAO
Hot Blogger & Popular hilarious actress on social
Having big influence in youth
Facebook: 2.300.000 FANS

PHO DAC BIET

Top Blogger & Popular hilarious actor on social
Having image that drive huge attention towards
youth
Facebook: 1.609.000 FANS

4 KEY INFLUENCERS TO MAKE VIRAL CLIP/PHOTS A BUZZ

NGOC THAO, PHO, DIEU NHI & NGOC TRAI WILL POST VIRAL CLIP ON THEIR FANPAGE AND STIMULATE THEIR FANS TO SHARE THEIR
FUNNIEST MOMENTS WITH THEM IN FUN CONTEST.

ANOTHER SOCIAL INFLUENCERS TO CO-SHARE VIRAL CLIP & CALL FOR

PARTICIPATION

INFLUENCERS TO ACT IN VIRAL CLIP

DIEU NHI
Favorite VJ YAN TV
Famous by Chien dich chong e TV
Emerging hot image on social
Facebook: 51.610 fans

NGOC TRAI
Popular VJ Yan TV
Fun, Cutie, Crazy image & acting talent

VIRAL CLIP

Ngoc Trai, Dieu Nhi, Ngoc Thao, Pho Dac

Biet to ask that: which are funniest
moments in your life?

Piggyback fighting crazily with

your friends?

Learn to juggle.. So coolllll

Skipping like kids?

Footbag endlessly, wow!

These are our funniest moments ever. How about

you? Tell us your fun moments? We will reveal a
secret that LIFT U FUN !!!!
Facebook.com/loveinfarm

SOCIAL
VIRAL MAP

Online news

Feature FUN
contest on
target
websites.
Using viral clip
with
Influencers as
hook in
content.
Announce
contest with
triggering
information.

Facebook Ad

Sponsored Ad on
news feed to
feature Fun
Contest Visual.
Drive attention
and traffics to
LIF fanpage for
contest
participation.

Social
Seeding

Youtube Ad

Run True View

Ad for viral
clip.
Define target
audience to
watch viral
clip.
Generate views
and leverage
awareness
Lift U Fun
brand message.

Social seeding
on Youth
communities to
widespread
Viral clip and
call for
participation in
Fun contest.

Influencers

Gather
Influencers
who match LIF
target
consumers to
share Viral clip
and help call
for
participation
towards FUN
contest.

stage 2- sampling & activation

bring LIF milky juice to meet T.A in real
life !

Where brand meet the target in HCM?

Universities
HCMC University of
Technology
RMIT University
Ton Duc Thang
University
International University

Popular Public areas for

Young
Ban Nguyet lake
23/9 park
Youth cultural house

Big Department stores/

supermarket

Crescent Mall, SC Vivo

Aeon mall
Lotte mart
Coop mart

Where brand meet the target in Hanoi?

Universities
Hanoi University of
Technology
National Economics
University
Foreign Trade University
Academy of Journalism
and Communication

Popular Public areas for

Young
Cau Giay Park
Royal City Vincom Park

Big Department stores/

supermarket

Vincom Center
Aeon mall
Lotte mart
Big C mart

Where brand meet the target in Danang?

Popular Public areas for Young
2/9 Square
23/9 Park

Big Department stores/ supermarket

Lote mart
Big C mart
Coop mart

Estimated project scale

Total estimated hits 40,000- 50,000 hits/ campaign ( T.B.D)

Venue

Hochiminh

Sampling

20,000 hits

Event

3,000 hits

Danang
6,000 hits

Hanoi
20,000 hits
3,000 hits

Interactive sampling process

Seeing

Impressive design
booth
POS & Product display

Hearing

Product introduction

Playing

Interactive Games at
booth
Freestyle/sport dance
( optional)

Sampling

Drinking LIF MILK

in fun way

Proposed activities at sampling areas

Booth
Sampling

POS
merchan

Interactive
Games

-dising

Interactive
sampling

Freestyle /
sport dance
(optional)

PGintroduce
product

Activities at sampling areas

The design & activities will be designed to follow spirit of brand

Energy, Active, Fun.

1. FUN CHALLENGES to do fun things to win fun gifts

2. FUN photos

3. Enjoy drinking LIF milky juice in fun way

Fun challenges
Activities are designed to deliver Energy/ Active spirit

FUN CHALLENGES

-Sticky notes containing challenges for visitors (shake your hula dance,
cover popular song/singer,)

Fruit- balls challenges

Players will have 1 minute to throw
fruit-balls into LIF bottle.
Player who can throw more than
40 fruit-balls will be the winner.

Shake your hula dance

Players are asked to do pull-ups and hula hoops at the same time.
The player who can do this challenge in 1 minute will be a winner.

Zig zag game

Players will use roller-skaters to pass through a line of obstacles (LIF bottles)
The one who pass through all the bottles and not let any bottles fell down will be
the winner.

Winners of the games can get fun design T-Shirt with Lif
branding

Logo

printed at the back of T-shirt

Fun Masks of Stars

The other gift is masks of famous celebrities.

Fun photos
Fun 3D pictures will be set up next to LIF Milk bar. Youngsters can make fun

selfies with their friends and share them on their Facebook.

Different pictures for different sampling sites.
Pictures should link to product/ TVC.

FUN 3D PHOTOS

FUN 3D PHOTOS

Having fun with fun 3D street art and taking photos for viral

Having fun with fun 3D street art and taking photos for viral

Having fun with fun 3D street art and taking photos for viral

Other options for 3D pictures at small venue

Other options for 3D pictures at small venue

Enjoy drinking LIF milky juice in Fun way

Booth / POS are designed in a fun look.

Sampling booth opt 1

Sampling booth opt 1

Sampling booth opt 2

Sampling booth opt 2

Sampling booth opt 3

Sampling booth opt 4

Fun straw

PGs uniform (inside booth ) opt 1

Costumes designed with fruits

patterns.
Funny headband as fruit
leaves/ fruits.

PGs uniform opt 2

PGs uniform for interactive games

(outside)

Roller-skating

fun T-shirts to promote gifts.

PGs (outside)
Wearing personalized T-shirts to promote gifts.

PGs (outside)
Wearing personalized T-shirts to promote gifts.

Summary activities at sampling venue

Big space for sampling

AMPLIFIED SAMPLING ACTIVITIES THROUGH

Social media
Viral on Facebook:
- Fun Photos at sampling sites will encourage FB users
share on social media

AMPLIFIED SAMPLING ACTIVITIES THROUGH Social media

using hashtag #Liftufun
to send your photos to win ticket to LIFT U FUN party

Stage 3-Big event

Create a venue to reinforce LIF milky
juice spirit & brand experiences
Est. 3,000 PARTICIPANTS

Now be ready for whole day long of fun and exciting

activities at

Fun Active games

Fun Water color battle/ Water gun battle
DJ/EDM concert OR LIP SIN BATTLE concert
Free drink ( LIF Milky juice )

Water gun battle

Air balloon football game

Soccer in water

Inflatable walking ball

Plates battle

Catching apples by mouth

Trampoline

Stilt Walker Fun Festival

Stilt Walker Fun Festival for Youngsters and also families

Shape game
Group of friends will be asked to fulfil a spotted area.
The area will be in a shape of heart, flower or juice milk bottle.
They can take their picture and upload on social media.

EDM concert

index

Options for theme campaign

Opt1- Loop of infinitive fun = LIF

Loop: a structure, series, or process the end of which is
connected to the beginning
LIF is a continuous and boundless process of
youths fun.

LIF itself is a sustainable energy.

-> This idea fits with product benefit and

communication message.

Other options
1. Unlimited power for your endless fun
2. Charging your endless fun
3. Make the fun always be with you

Options for game at small areas

( super market)

Wii funnn

 Players will stand on a smart board called

Wii Balance Board.
The board will connect to the screen and
record all the players movement.
They can play numerous exciting and
active games (football, surfing, dancing,
cycling, etc.) via this device.

Fun-man Fun Roadshow ( optional)

Fun Roadshow of fun-man (clowns) on colorful
bikes carrying LIF Milk products.
Sometimes the clowns will stop at some places
and give people LIF Milk products.

Details for sampling execution

Sampling execution summary

Location

Universities

Department store/
super market

Public areas

Working time

Week day

Weekday & Weekend

Weekend

Activities

- Fun photos
- Interactive game
- sampling

- Fun photos
- Interactive game
- Sampling

- Fun photos
- Interactive game
-Sampling

Duration

1 day

3- 4 days

1-2 days

Personnel

TEAM 1
1 sup
5 PGs
2 helpers
1 MC
Music band/ dance group (
optional)

TEAM 1
1 sup
3 PGs
1 helpers
1 MC

TEAM 2
1 sup
5 PGs
2 helpers
1 MC
Fun mand road show (
optional)

Booth

Big booth

Small booth

Big booth

Human resources
OVERALL LEADER

PROJECT LEADER

PROJECT LEADER

Sampling HCM

Sampling HN

Super Market

Super market

Theme park

University

ADMIN

PROJECT LEADER
Sampling in Danang

Theme park

Super market

University

Theme park

Activation Management
1 Supervisor

-Overall supervision at booth

- Dealing location/ management person
- Problem solving if any/ making report
- Attracting the

1 - MC

4- 6 PGs

1-2 Helper/
security guard

attention of shopper
- Game conducting
- Interacting with audiences to excite the booth
atmosphere
- To

work at the assigned area

- To interact with consumer
- Deliver samples
- To help team with the logistic, booth setting up
& booth discharging, keep watching booth etc.

Three In s strong Points

Understand the
T.A

Creative &
Experienced

Know how to get

their insight

Expertise in this
kind of work

Disciplined, well trained staff

Fast response,
Fast problem-solving

Quick and sustainable

Problem Solving

LIF
success

Thank you !