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Test your Brand Activation concept About Activation Case Study

Brand Activation

Test your brand activation About Activation Case

Brand Activation from your viewpoint

Brand Activation

Sampling Promotion Distribution

Consumer promotion Outdoor Ad Event Segmentation Advertising

Sponsorship Public relations Brand activation Brand Positioning Launch Plan

TVC

Trade Promotion

Communication

News release Pricing

Product R&D

Brand Activation

Brand activation in marketing

Product R&D

Advertising

TVC

prints
Public relations Sponsorship News release

Pricing Segmentation Brand Positioning Distribution Consumer promotion Trade Promotion

Promotion

Merchandizing

Shopper activation
Public Activation
Door2Door Activation

Brand Activation

Launch, Build and Promote brand

Brand Activation

Test Hieu biet B.A About Activation Case

Brand Activation ang u?

Cc cng c ATL ang tr nn truyn thng v khng lm nhn trong mt th trng ngy cng tr nn bt thng. Trong marketing ng thi, s ton cu ho to nn mt mt ton cu ho cho Communication v cc cng c ATL. V d: ngn sch cho cc local tvc cng nh i Activation nay l mt phn ca mi chin dch 360o ca nhn hng. Trong khi Communication to awareness v gii thiu benefit nhn hng, chuyn ti brands character, th Activation kt ni tt c nhng iu vo cuc sng, tc ng trc din vo hnh ng mua v to ra nhng tri nghim khng thay th c. It activates!

Brand Activation

Test Hieu biet B.A Khai niem phuong phap Thuc hanh

Brand Activation ang u?

Ti Vit Nam, phn nhiu spender ca Brand activation l cc nhn hng worldwide, v s hiu bit, kinh nghim v ngn

sch ca h trong loi cng c ny

Nhng nhn hng ca cng ty trong nc phn nhiu ang vn dnh ngn sch cho [1]advertising [2]event & PR v

[3]sales & trade promotion

Brand Activation

Test Hieu biet B.A Khai niem phuong phap Thuc hanh

Khi nim v Brand Activation

Theo mc tiu v di mt chin lc r rng ca nhn, Brand Activation gm tt c nhng g c kh nng a tinh thn v li ha ca nhn hng vo cuc sng ngi dng mc tiu mt cch tng tc v tri nghim. Under clear brands objectives and strategy, brand activation is about all that can bring brand spirit and promises to life, with target consumers experiences and interaction

Brand Activation

Test Hieu biet B.A Khai niem phuong phap Thuc hanh

Cc dng Brand Activation hay gp

Hnh thc Public activation (roadshow, event, caf activities..) Door to door activation (sampling, demo-selling,..) Shopper activation (in-store activities, i qu..) Trade support activation (merchandizing, mysterious shopper) Activation 360O Mc tiu: Launch Build equity Boost sales Switch users

Brand Activation

Test Hieu biet B.A Khai niem phuong phap Thuc hanh

Lm mt K hoch brand activation

Activities & Operation mechanics Activation platform / concept Key message/Key deliveries Activation objective Marketing Obj & Strategy & brand campaign MKT situation/challenge
Yep, we have concept. How we develop it into single executable activities? What is the platform, on it the brand can associate with TAs life? What is the single thing that target audience with get from after activation campaign? In this marketing plan, what is the role of activation? What are the mkt obj? What is the marketing strategy to let the brand reach objectives? What is the challenge of brand? Its period of the brand cycle?

Brand Activation

Test Hieu biet B.A Khai niem phuong phap Case

Case Study

Activation Relaunch KotexWhitePro

Timing: Dec 2006 Jan 2007 Scope: GT5

Brand Activation

Basic info
Background Activation brief
KCV planned to relaunch the brand in Nov 2006 with a new

positioning focusing on functional benefits

MiR Consultants is briefed to develop an activation campaign, which understood as an integrated part of the launch

Inspirational brandHits

Basic info
Background Activation brief
Activation Objectives Build KWP brand awareness Build KWP brand with premium image and superior quality Target of Activation Competing users of KWP Female 20 35, SEC ABC

Urban GT5

Modern

Feminine

Enjoy her life

Inspirational brandHits

Proposal Platform Info

Background Activation brief
What is the most important to communicate? KWP is Dry and Safe to skin, that help you always feel your best and get most out of life in your period Why should they believe this? Dermatology test for no skin irritation New and revolutionary SA top-sheet

Inspirational brandHits

Consumer Insights
FGD briefcase Key findings
Respondent Group 1: 6 females non-officer Aged 25-30 Group 2 6 females, officer Aged 25-30 Discussion topic 24 hour stat of life and life style Shopping behavior Brand TOM and characterize Reacts to sanitary pad activation

Inspirational brandHits

FGD briefcase Key findings

What is your TOM brand? (priorized) Kotex Style Whisper Diana Kotex Pro Sofy Carefree

How about sanitary pad TVCs? There is a need to search for product info, coz they still looking for a best solution for their healthy life But should be a very politely expression (ex: tvc Diana Pretty woman: negative perception)

Key Driven factor to purchase intent? Functionality

Where should we do sampling? Any places even I am with an opposite sex partner. However sample packaging should be nice and reserved beautiful outfit (dep va t nh) Activation? Just where I am at all-woman places, so that I can spend time and join the activities

How about product functional demo? For advertising, it should be verbally (VO), should not use visual description For activation, its fine to expose manual demo, but in polite format. -> traditional demo is not preferred. (I dun wanna see that demo with the pad, even I am in all-woman places or am with female partner)

Inspirational brandHits

Key deliveries
Consumer insight
Its really uncomfortable for me in period day with rash and wet feeling. It restricted me from enjoying my life.

Key delivery
Brand awareness Functional benefit Brand experiences Premium, trusted, modern brand personality

Functional benefit
Keep me Dry and Safe for my skin (no irritation)

Emotional benefit
I feel so confident & comfortable in any activities than ever before. I always feel my best, get most out of life!

Inspirational brandHits

Where is a platform that can bring the Key Deliveries to life?

Inspirational brandHits

insights
Its really uncomfortable for me in period day with unsafe, rash and wet feeling. It discouraged me & restricted me from enjoying my life. I wish sanitary pad could bring me soft & safe feeling for my sensitive skin so I could get most out of life and enjoy it at best.

Activation platform

PLEASURABLE MOMENTS

Inspirational brandHits

WET MART

SMALL OFFICE TOWER

CINEMA

THEATRE WOMEN CLUB

SAMPLING -Rolling Standee -Sampling promoter (boy & girl) PLEASURABLE MOMENTS

LITE ACTIVATION -lighting small booth -restroom branding and sampling

NIGHT CLUB PHNG TR

BOOK STORE

PREMIUM CAFE

FULL ACTIVATION Customized activities by channel

OFFICE TOWER

BEAUTY CARE - spa

SUPERMART

Inspirational brandHits

FULL ACTIVATION
Supermart

Invitation

Need recognition

Product demo

Brand interactive

Sampling & incentive

Inspirational brandHits

Key ACTIVATION
Office tower

Premium booth

OFFICE TOWER

Invitation to join Sampling with demo sample

TA does web games

IT indoor confirm Winning

Booth redemption

TA gets to pleasurable sites

Inspirational brandHits

Key ACTIVATION
Office tower Rest room branding

Mirror sticker Poster on the back of toilet door

Violet water bowl with floating flower

Inspirational brandHits

SAMPLING

1st day at office tower

Inspirational brandHits

2nd day !

Inspirational brandHits

Beauty Care points

Inspirational brandHits

1st time ever Rolling standee

Inspirational brandHits

1st time ever Night Club sponsor

Inspirational brandHits

Brand Activation Vietnam Outlook

Prepared by MIRactivation for VMC 2008

Brand Activation