Digital Proposal 2015
AGENDA
1. The picture of Pepsi Pepsi’s communication message. 2. Brief recap 3. Audience insights. 4. The big idea. 5. Strategic framework. 6. Implementation plan.
THE PICTURE OF PEPSI PEPSI’S COMMUNICATION MESSAGE
Pepsi has launched its first global campaign around the theme of "Live for Now" both a rallying cry and a spirit the company hopes to embody with a popculture-focused campaign. Based on extensive global research with thousands of fans, "Live for Now" launches in the U.S. May 7 and will be centered around a major new social and content curation platform, Pepsi Pulse.
“"It’s not enough for a brand to just say something, they also have to live it”
THE PICTURE OF PEPSI PEPSI’S COMMUNICATION MESSAGE
In Vietnam, there aren’t a strong impaction on the audience, and a mass communication, the message is difficult to undersand. Pepsi wanted convey this massage more powerfully, inspiring the message of “Live the most of every moment”.
BRIEF RECAP
Communication Objectives: Build the brand loyalty. Build interactive platforms to inspire Pepsi fans to tell their stories about passion, character and dream; to live each moment for the creativity.
BRIEF RECAP
Target Audience Buyer/ Competitor’s fans/ Pepsi fans = Target audience
AUDIENCE INSIGHTS
Young people want to express themselves, want take their voices by whatever, whenever to public , everyone wants to be respected. The desire of being creative, making the product that is recognized and exchanged.
AUDIENCE INSIGHTS
Personalities
Self-motivated, passionate, opened-mind available to share.
Attitude
Life to creat, life to share, dare to express.
Social behavior
Like to share the product make by self that have beloved brandmark on this.
THE BIG IDEA
live to create, create every moment
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
Each can talks about each story Everyone will individualize their Pepsi can to make a different sounds when they sing.
THE BIG IDEA
Communication tasks Build brand loyalty
Understand thoroughly message
Give something back, make them feel like they are a special part of Pepsi.
Make a specific orientation about communication massage: “Live for now”, live for passion, live for creative, ...
Communication objectives Communication tasks:
BIG IDEA: “Creavite every moment”
STRATEGIC FRAMEWORK
Facebook content KOLs Pepsi Youtube Channel Give something back, make them feel like they are a special part of Pepsi. Give real stories about Pepsi around the world, mini contest in order to keep in their mind the image of Pepsi.
Microsite KOLs Digital Display/ Facebook Ad Social Seeding Youtube Channel Make a specific orientation about communication massage: “Live for now�, live for passion, live for creative, ... Inspire audiences to share the story of the creation, direct audiences to understand the message by splitting the messages to many approaches, put out stories about life and creativity.
STRATEGIC FRAMEWORK
Media Flow Youtube Channel
Display banner Facebook Ad Activation
Search Youtube Ad KOLs Seeding
Facebook Fanpage Application Contest Facebook daily content
Microsite
Content Video Contest KOLs sharing
Yantv
Banner/ Ad Video Sharing/ TVC
STRATEGIC FRAMEWORK
KOLs + Social seeding Call to join contest “Sáng tạo trọn từng giây” Populize “Uyên Linh sing a song with Pepsi can” clip on Youtube/ Yantv
IMPLEMENTATION PLAN
Microsite: www.sangtaotrontunggiay.com Facebook Pepsi/ Youtube Channel/ Yantv
The Homepage for microsite www.sangtaotrontunggiay.com
IMPLEMENTATION PLAN
IMPLEMENTATION PLAN
MICROSITE Overview: The microsite is an official channel for the digital campaign. Where audiences can interact, choose their kind of Pepsi cans, and upload their voice to join the contest: “Sáng tạo trọn từng giây”. In addition, they can read stories about passion, creativity; KOLs’s stories; guidelines to make an individual Pepsi can.
IMPLEMENTATION PLAN
THE CONTEST Audiences individualize a Pepsi can, make any figure that they are able to sing a song completely. Players make an account on the microsite. Fill out informations and choose their figure of Pepsi can they used to take a song. First Round: They are going to compete with the competitors who has the same figure of Pepsi can. This round, the winner is the person with a highest number of voting. Final Round: first round winners are going to compete again to find the winner of contest.
IMPLEMENTATION PLAN
Page to vote
IMPLEMENTATION PLAN
3 Music Videos on the microsite.
Uyen Linh is going to make three her Pepsi cans, then use it to take three songs and MVs.
IMPLEMENTATION PLAN
Facebook and Microsite
Sharing your idea about making the Pepsi can. How to make the Pepsi can to sing the best song? Sharing stories about KOLs in passion, the way they live the most of every moment. Writing a few posts talk about: �Live to create, life is creativities�
IMPLEMENTATION PLAN
Facebook fanpage
Make the Pepsi can
PRODUCT
Digital Campaign Activities
Timely response and consistent mood and tone
VALUABLE
Live to create Life is creativites
KOLs Stories
Campaign Application
Mixture of stories and experiences
IMPLEMENTATION PLAN
Yan.vn/ Yantv/ Mlog
Thank you!
Digital Proposal 2015