Young Marketers đến 2014 bao gồm các nền tảng: 1. Young Marketers Contest - cuộc thi marketing dành cho sinh viên được tổ chức hàng năm; 2. Young Marketers Elite Development Program - chương trình 30 tuần học với các chuyên gia marketing hàng đầu Việt Nam dành cho các bạn xuất sắc nhất các kỳ thi Young Marketers Contest; 3. Young Marketers Connection - nền tảng kết nối chia sẻ với ý tưởng let the young marketers empower the next young marketers; 4. Young Marketers Initiatives - quỹ khuyến khích các young marketers phát triển và thực hiện các ý tưởng vì cộng động. Young Marketers - Empower the next marketing generation.

1. SLEEP-RUNNER

2. 3 LIVES, 1 PIECE
“Behind every piece of dog meat, there are 3 lives.
Stop the dog eating!”
The BIG idea
Dog life Dog owner life Dog thief life

3. We want to change those
“EAT OR NOT EAT, IT’S NO DIFFERENCE TO ME”.
SEGMENTATION
Male/Female
18 – 30
ABC+
5 big cities
(N=50)
Regularly eat Occasionally eat
Support dog
eating
Neutral
14% 48%
Do not eat
Against dog eating
or
Neutral
38%
I LIKE DOG
MEAT
EAT OR NOT EAT, IT’S
NO DIFFERENCE TO
ME
DOG EATING IS
SAVAGE

4. - Negative issues mostly do not appear in their TOMs
- They need time and suggestion to recall negative
issues
 They do not pay much attention to negative issues
48% young people still occasionally eat
dog meat as they are Neutral.FACTOBSERVATION
Why?
They think negative issues caused by dog
eating are not too serious
Why?
As they observe, they think negative issues are
just few cases.
INSIGHT: I still occasionally eat dog meat because for me dog eating is not
something too serious as I think the negative issues caused by dog eating are
just few cases.
Most TOMs related to
dog eating:
“Truyền thống và văn
hóa ẩm thực”
“Nạn trộm chó“
“Sở thích của mỗi người”

5. The negative issues caused by dog eating are NOT just few cases!
WHAT ARE ACTUALLY HAPPENING
PER WEEK?
100,000 dogs are killed
Thousands owners lose their dogs
8 thieves are beaten to death
* theguardian.com: 5 million dogs are killed for meat/year
*acpagroup.org: 5 million dogs are slaughtered for food in Vietnam
every year, and many of them are stolen family pets.
*dantri.com, nbcnews.com, thanhniennews.com: 384 thieves were beaten to death/year (estimated)

6. THE TRUTH EXPOSER
Bring 3 lives
behind 1 piece
of dog meat
together
Expose the truths to make a better world for dog.
Show the huge
number of case
that they don’t
know.
3 LIVES, 1 PIECE

7. AWARE, ENGAGE and SPREAD
AWARE
3 weeks (800 mil)
ENGAGE & SPREAD
5 weeks (1.2 bil)
Objective Raise awareness about 3 lives
behind every piece of dog
meat and the number of
cases.
Engage TA to have real
interaction with 3 lives and
call to make and spread the
promises.
Brand role The truth exposer
Key hook “The last moments” Viral
Clip
“Meet the 3 lives” online
interactive talk.
“Your promise” Video
Supporting
tactics
PR, Social Network, Banner.
Point of
purchase
Key channel: Supermarket (Coopmart, BigC,..)
Supporting channel: Petshop, Pet hospital.

8. AWARE OF THE TRUTH
Viral clip (3m): THE LAST MOMENTS POINT OF PURCHASE
Behind every piece of dog meat, there are 3 lives.
Stop the dog eating!
What are
behind 1
piece of
dog meat?

9. MAKE YOUR PROMISE
ONLINE INTERACTIVE TALK: “MEET THE 3 LIVES”
The fear of getting
caught and lynched
The sorrow of
losing dog
The pain of a
dog killed
Self-filming: “Your promise”
POINT OF PURCHASE
Check “5 signs of
good health” after
trial and receive
advices
Self-filming: “Your
promise”
“3 lives, 1 promise. You can change it”

10. SLEEP-RUNNERThank you!