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Test
Testyour
yourBrand
BrandActivation
Activationconcept
concept

About
AboutActivation
Activation

Case
CaseStudy
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 TVC
Public relations
Brand activation

Brand Positioning
Launch Plan
Trade Promotion

Communication

News release Product R&D

Pricing

Brand Activation
 TVC
Advertising TVC
Brand activation in marketing Advertising
prints
prints

Product
ProductR&D
R&D Sponsorship
Public Sponsorship
Publicrelations
relations
News
Pricing
Pricing Newsrelease
release
Segmentation Brand
Segmentation BrandPositioning
Positioning
Distribution
Distribution
Consumer
Consumer
promotion
Promotion promotion
Promotion
Merchandizing
Trade Merchandizing
TradePromotion
Promotion
Shopper
Shopperactivation
activation

Public Activation
Brand Public Activation
BrandActivation
Activation
Door2Door Activation
Door2Door Activation

Launch,
Launch,Build
Buildand
andPromote
Promotebrand
brand

Brand Activation
Test Hieu biet B.A
Brand Activation ang u?
About Activation
Cc cng c ATL ang tr nn truyn thng v khng
Case
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
Brand Activation ang u?
Khai niem phuong phap
Ti Vit Nam, phn nhiu spender ca Brand activation l cc
Thuc hanh
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
Khi nim v Brand Activation
Khai niem phuong phap
Theo mc tiu v di mt chin lc r rng ca nhn,
Thuc hanh
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
Cc dng Brand Activation hay gp
Khai niem phuong phap
Hnh thc
Thuc hanh
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
Lm mt K hoch brand activation
Khai niem phuong phap

Thuc hanh
Activities & Operation Yep, we have concept. How we develop it
mechanics into single executable activities?

Activation platform / What is the platform, on it the brand can

concept associate with TAs life?

Key message/Key What is the single thing that target audience

deliveries with get from after activation campaign?

Activation objective In this marketing plan, what is the role of

activation?

Marketing Obj & Strategy What are the mkt obj? What is the marketing
& brand campaign strategy to let the brand reach objectives?

What is the challenge of brand?

MKT situation/challenge
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
Activation Objectives
Background Build KWP brand awareness
Build KWP brand with premium image and superior
Activation brief 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 What is the most important to communicate?
KWP is Dry and Safe to skin, that help you always feel
Activation brief 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 Respondent
Group 1:
Key findings 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
 What is your TOM brand? (priorized)
Kotex Style
Whisper
Diana
Kotex Pro
Sofy
FGD briefcase Carefree

Key findings 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 Emotional benefit

Keep me Dry and Safe for my skin I feel so confident & comfortable in any
(no irritation) 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
 SMALL
WET OFFICE
MART TOWER CINEMA

THEATRE
WOMEN CLUB
SAMPLING
-Rolling Standee LITE ACTIVATION
-Sampling promoter NIGHT CLUB
-lighting small PHNG TR
(boy & girl) booth
PLEASURABLE -restroom
MOMENTS branding and
sampling PREMIUM
BOOK STORE CAFE

FULL ACTIVATION
Customized activities
by channel
BEAUTY CARE
- spa
OFFICE TOWER

SUPERMART

Inspirational brandHits
FULL ACTIVATION
Supermart

Need
Need Brand
Brand Sampling
Sampling
Invitation
Invitation Product
Productdemo
demo
recognition
recognition interactive
interactive &&incentive
incentive
Inspirational brandHits
Key ACTIVATION Premium booth
Office tower

OFFICE TOWER

Invitation
Invitationtotojoin
join ITITindoor
indoor TATAgets
getstoto
TA
TAdoes
does
Sampling
Samplingwith with confirm
confirm Booth
Boothredemption
redemption pleasurable
pleasurable
web
webgames
games
demo
demosample
sample Winning
Winning sites
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