1. BACKGROUND
OBJECTIVE
TARGETED
CUSTOMERS
IN VIETNAM
POPULATION USE
INTERNET
OF THEM USE INTERNET
TO ACCESS
SOCIAL NETWORK
USERS USE INTERNET ON A
DAILY BASIS
INSIGHT
BIG IDEA
PEOPLE TEND TO
INTERACT WITH OTHERS
VIA DIGITAL DEVICES
PEOPLE LOSE THEIR
HANDWRITING HABIT
ESPECIALLY WRITTEN
COMMUNICATION
THE YOUTH PREFER
DIGITAL MESSAGE TO
HANDWRITING ONE
2. BACKGROUND
OBJECTIVE
TARGETED
CUSTOMERS
INSIGHT
BIG IDEA
RAISE AWARENESS OF
HANDWRITING VALUE
VALUE UP A
HANDWRITING LETTER
OVER TEXTING OR EMAIL
BOOST UP TRAFFIC AND
INTERACTION ON TIKI.VN
MAKE BOOK BECOME A
TRENDY GIFT IN
TEACHERS’ DAY
THE YOUTH PREFER
DIGITAL MESSAGE TO
HANDWRITING ONE
3. BACKGROUND
OBJECTIVE
TARGETED
CUSTOMERS
INSIGHT
BIG IDEA
SECONDARY AND HIGH SCHOOL STUDENTS
- THEY ARE DECISION MAKER
- THEY ARE GEN Z – GREW UP IN THE AGE OF
INFORMATION TECHNOLOGY
- THEY ARE STILL IN THE TRADITION OF GIFTING THEIR
TEACHERS
- THEY ARE ON THE EDGE OF LOSING THEIR HABIT OF
USING HANDWRITING.
4. BACKGROUND
OBJECTIVE
TARGETED
CUSTOMERS
INSIGHT
BIG IDEA
1. GENERAL INSIGHT :
• FAMILIAR WITH INTERNET -> COMFORTABLE WITH ONLINE SHOPPING
2. FACTORS AFFECTING WEBSITE/BRAND AWARENESS AND ONLINE DECISION:
• WOM
• LINK FROM SOCIAL NETWORK
• SMO
• MOBILE ADVERTISING
3. COMPATIBLE MEDIA CHANNEL
• ONLINE : TVC, SOCIAL NETWORK :
• FACEBOOK
• ZINGME
• MOST VISITED WEBSITE:
• KENH14,
• GOOGLE
• ZING
• YOUTUBE
• TRADITIONAL NEWSPAPER :
• HOAHOCTRO, 2!, MUCTIM, TUOITRECUOI .
5. BACKGROUND
OBJECTIVE
TARGETED
CUSTOMERS
INSIGHT
BIG IDEA
CREATE A PLATFORM FOR CUSTOMERS TO DISCUSS ABOUT
HANDWRITING VALUE, EXPRESS THEIR VIEWPOINT WHETHER
WE SHOULD USE HANDWRITING MESSAGE OR NOT
KICK-START VIDEO
RASING THE ISSUE
OPEN A PLATFORM TO
DISCUSS ON OUR WEBSITE
WRAP UP:
REPORTING VIDEO
6. BACKGROUND
OBJECTIVE
TARGETED
CUSTOMERS
INSIGHT
BIG IDEA
STAGE 1
KICK-START VIDEO
RASING THE ISSUE
RAISE AWARENESS OF THE ISSUE
RECORD THE REACTION WHEN A
RANDOM CHOSEN TEACHER RECIVE A
GIFT FROM TIKI WITH A HANDWRITING
LETTER OF THEIR STUDENT.
RECORD THE TEACHERS’ OPINION ON
OUR DISCUSSION
MAKE IT GO VIRAL, ATTRACT PEOPLE TO
OUR DISCUSSION ON WEBSITE.
7. BACKGROUND
OBJECTIVE
TARGETED
CUSTOMERS
INSIGHT
BIG IDEA
STAGE 2
OPEN A PLATFORM TO DISCUSS ON
OUR WEBSITE
A WEBPAGE ON TIKI.VN
(AS ILLUSTRATED IN KEY VISUAL)
1.QUESTION: “THIỆP VIẾT TAY HAY THƯ
ĐIỆN TỬ?”
2. LET PEOPLE PICK ONE
3. DEBATE ABOUT THEIR CHOICE.
SHOWING TEACHER’S OPINION THAT
RECORDED IN THE 1ST STAGE (VIDEO)
SHOWING TEACHER REACTION WHEN
RECEIVE A WRITTEN NOTE IN THE 1ST
STAGE (VIDEO)
WEB APP FOR PEOPLE GET RECOMMENDATION
FROM THEIR INPUT(TEACHERS’S INFORMATION
) AND OTHERS BUYER
SELLING BY Ads OF TIKI “BOOK COVER + CARD”
AS A SUGGESTED SOLUTION FOR THE ISSUE
8. BACKGROUND
OBJECTIVE
TARGETED
CUSTOMERS
INSIGHT
BIG IDEA
STAGE 3
WRAP UP
REPORTING VIDEO
RECAP THE CAMPAIN :
-TO CONLUDE THAT TEACHER REALLY
APPRICIATE THE HANDWRITTING NOTE FROM
THEIRS STUDENTS.
(AS A RESULT FROM THE DISCUSSION FROM
STAGE 2)
-MOST COMMON OPINION FORMED FROM
THE DEBATE.
EMPHASIZE THE VALUE OF HANDWRITING
NOTE OVER THE DIGITAL ONE
THE PURPOSE OF THIS VIDEO IS TO
ENCOURAGE YOUTH TO WRITE TO THEIR
TEACHER, RECOVER THE CULTURE OF WRITE.
CONTINUE SELLING BY Ads OF TIKI
9. BACKGROUND
OBJECTIVE
ONLINE
TARGETED
CUSTOMERS
INSIGHT
BIG IDEA
OFFLINE
“TIKI HỎI CÁC BẠN TRẢ LỜI”
- UTILIZE FANPAGE TO NAVIGATE
TRAFFIC TO OUR DEBATE ON
WEBSITE
-PAID MEDIA, AND BOOST POST
-WELL FACEBOOK CONTENT
(FROM COMMON OPINION IN
DEBATE)
-UTILIZE TIKI’S AVAILABLE SHIPPING
CHANNEL:
Encloses an already stamped envelope
include :
. Cover letter
. Clarify our incentives
for most favourable
response.
- MAGAZINES, RADIOS, NEWSPAPER. (SEE
INSIGHT)
