PEPSI_Digital Proposal 2015

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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







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