Test join in Phibious

1. The Phibious Egg Internship programme

2. BIG IDEA
FOR THE COMMUNICATION
CAMPAIGN OF …
#CREATIVE
POSITION#

3. Share a Coke
Coca-Cola is launching its new ‘Share a Coke' campaign in
Saigon and Hanoi. 127 Vietnamese names will be
appearing on Coke cans and bottles.
Hanoi and Saigon are not the best of friends – the people
don't really like each other. But Coke can help them find
happiness together.
What could you do digitally (online and via digital billboards
– social media – Facebook, Zing - mobile) that could help
promote friendship and smiles?
Examples:
http://www.youtube.com/watch?v=ts_4vOUDImE
http://www.youtube.com/watch?v=x_9fQEqZCWs
http://www.youtube.com/watch?v=bPsNE7lxl_k
Stay true to the spirit of Coca-Cola’s positivity and
togetherness.

4. Insight
Why do Hanoi youths and Saigon ones always compare their home land with
each other and really unlike each other?
“ Because their pride in their homeland is so huge that they never want
someone talking bad information about it or ranking it after the other. ”
Big Idea
Create truly love stories and find out the real ones
about “A couple: a Hanoian and a Saigonese”.
This creates many positive sides about
the people and culture of Saigon and Hanoi.
=> Change the attitude of target audience (T.A)
1

5. Progress of
changing attitude
Stage 1. Like
By a set of love stories on digital channel, T.A has
been felt “a possible love” between Saigonese
and Hainoian if they really understand each other
and sympathize the differences between them.
Stage 2. Respect and Be respected
Set a series of culture and people of these two
cities with Coke’s animation on “Share a Coke”
fan page.
Help youth have a chance to discover the beauty
of culture and people so that they respect and
are respected for each other.
Stage 3. Love
Help them to express their love to each other.
Interact them with some activities.
2

6. Brand Role
It is not just a drink brand but the happy one.
CREATE GREAT LOVES
SHARE HAPPINESSES
CONNECT PEOPLE
3
MAKE YOUTH CONCERN EACH OTHER

7. 4
STAGE 1: LIKE
Objective: SHARE HAPPINESSES
Tactics:
Social
media
Create a love story film between a Hanoian, a Saigonese and a
Coke, approximately under 75 minutes.
“The boy with his Coke flute make the girl feel happier in her life.
Every time she hears sounds from the flute, she remembers the
sound from the boy’s Coke flute in the first time they met each
other…
She falls in love with him then.
And Coke helps them find out each other in the bustle life.”
Share these short films on Fanpage Facebook.
Make a trend with Coke instrument: “Coke flute, Coke drum” on
Youtube and FB
with slogan: “Share Cokes. Make friends. Yaahh!” on fanpage .
AFTER
LAUNCHING
FILM

8. 5

9. 5
Online via
digital
billboards
STAGE 1: LIKE
Create the biggest pictures which is collected with a
personal picture of people having the same name.
- After digital billboard appears a name, it also appears
with the picture and the last seconds is a QR CODE with
a message: “Scan to see your picture on the screen”
- Update frequently the picture on digital billboards to
promote everyone join this campaign.

10. 6
STAGE 2: RESPECT AND BE RESPECTED
Objective: MAKE THE YOUTH CONCERN EARCH OTHER
Tactics:
Social
media
On Facebook
Introduce the culture and people of Hanoi and Saigon with the
real picture or performed by funny Coke’s animation.
• What foods does a Hanoian (Saigonese) often use in their
breakfast?
• Funny folks of Hanoi (Saigon) etc
• Experience journeys in Hanoi or Saigon, written by Phan Hon
Nhien author, Duong Thuy author or celebrities (Son Tung MTP,
Van Mai Huong, Thuy Minh etc) and drawn by Thai My Phuong
(Comic Artist)
Note: Develop the fan page’s content in this stage with the
positive concept. Do not use the comparison between Hanoi and
Saigon to build content.

13. 7
STAGE 2: RESPECT AND BE RESPECTED
Online via
digital
billboards
Create the biggest pictures which is collected with personal
picture of people the same name.
- After digital billboard appears a name, it also
continuously appears with the picture and the last
seconds is a QR CODE with a message: “Scan to see
your picture on the screen”.
- Update frequently the picture on digital billboards to
promote everyone join this campaign.
Continuing …

14. 8
STAGE 3: LOVE
Objective: CREATE GREAT LOVES
Tactics:
Social
media
On Facebook:
Use celebrities to encourage young people “Creative,
Dynamic and Express LOVE with COKE” by sign language.
=> TRENDS : EXPRESS LOVE WITH “COKE’S LANGUAGE”

16. 12
Online via
digital
billboards
Create the biggest pictures which is collected with personal
picture of people the same name.
- After digital billboard appears a name, it also
continuously appears with the picture and the last
seconds is a QR CODE with a message: “Quét để thấy
hình ảnh của bạn xuất hiện trên màn hình”.
- Update frequently the picture on digital billboards to
promote everyone join this campaign.
Continuing …
STAGE 3: LOVE
+ PICTURE + SIGN
LANGUAGE

18. Be true to you
Sprite is all about being true to yourself. As with many
tensions is Vietnam such as leaving home, choosing your
career, coming out as gay, finding a partner and more,
teenagers have difficult decisions to make. If you want to do
your own thing but everyone else is pressuring you to do
something else, how do you encourage teens to be strong
and do their own thing?
And how does a drinks brand show off people who have
chosen their own path in life? Maybe use celebrities for
inspiration – 'I did it. So can you'.
Examples:
http://www.youtube.com/watch?v=8ajZ67sUyd8
http://www.youtube.com/watch?v=_3IBMv5AbYE
http://www.youtube.com/watch?v=SG1p4yTpH-c

19. 1
INSIGHT
WHY ARE YOUNG PEOPLE DIFFICULT TO
MAKE DECISION?
Because they are afraid with public opinions. They are
nervous of what other people see them when they express
their own character.

20. 2
BIG
IDEA
LET YOU
DON’T SPITE YOURSELF
DO YOUR
OWN
THINGS

21. Think about
“CHANGE” MOTIVATOR
(Brand Role)
Accept everything
TO CHANGE
3 JORNEY OF CHANGE

22. STAGE 1
THINK ABOUT
“CHANGE”
EVENT: “TIME FOR CHANGE”
- Inspire young people with celebrities: Vu Cat Tuong singer, Thuy Minh Yan TV,
Nguyen Phuong Mai Author, My Tam Singer, and some celebrities in other
fields.
- Young people wear T-shirts printed slogan: “Let you SPRITE, don’t spite
yourself”
- Activities:
YOU WANT “CHANGE”, WHY? : Talk show between celebrities and young
people -> to definite young people who they are. , and what they should correctly
think, act to change into the people they want to become.
HOW CAN I SPRITE? : Meet Adam Khoo – Khoo will share what the best
advice is.
LET YOU SPRITE, DON’T SPITE YOURSELF : Make groups of people, who
have the same passion and purpose in the future. => SPRITE will take mentors
into group to help young people “SPRITE” themselves.

23. STAGE 2
ACCEPT ERYTHING TO
CHANGE
After one month,
Facebook fan page and Youtube
Be used throughout 2 stages
All groups will come back to “SPRITE stage” to present what they did together,
and show off their maiden works.
SPRITE will give sholarship to talent people and continue supporting all of them.

25. Ngo Ngoc Thuy Van
10/21/1993
Major in Marketing, University of
Finance and Marketing
093 7499 621
22/7 Nguyen Du , Tan Phu District
fb.com/ngo.thuyvan.9