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Fami proposal

Sang Meo
Sang Meo

This document outlines a marketing campaign for a new soy milk product called FamiCanxi that includes calcium. The campaign aims to increase market share by recruiting lapsed customers and attracting new customers. The target audience is people over 20 years old who care about health and nutrition. The challenge is that while soy milk is tasty and nutritious, it lacks calcium needed for strong bones. The campaign idea is to exaggerate the bone-strengthening effects of the product through a humorous video depicting a character gaining super strength from drinking the soy milk.

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FamiCANXI
TVC LAUCHINGCAMPAIGN
CONTENT Background Objective TargetAudience Challenge Idea Execution
BACKGROUND MARKET COMPETITORSTasty78.2% GoldSoy Vfresh Soya Number 1
OBJECTIVE MARKETING COMMUNICATION Increase share by: Recruiting lapsed customers (GoldSoycalcium) New customers (Fresh milk) Raise awareness of new Famiproduct with calcium
TARGET AUDIENCE Unisex From >20 STYLE & CHARACTERISTICS Healthy life style. Concern about beauty & health (obesity, heart disease, osteomalacia) of family members Lapse customers AUDIENCETARGETAUDIENCE
CHALLENGE Homemade Soy milk is tastier, safer, and more nutritious than Bottled Soy milk. Soy milk is tasty, nutritious, but does not include Calcium, so does not help bone healthy. Soy milk is usually used by women and adults.
INSIGHT Soy milk is tasty, nutritious, but does not include Calcium, so does not help bone healthy.
KEY MESSAGE FamiCanxingons叩nhm畛n 遺鞄畉c一鞄看畉x動董稼乙
idea Type: Exaggerate the effect of product Tone: Humor, scientific Emotion: Enjoyment, surprise Endorsement: HongPhi funny, strong, manly Action: Super power -Smash the table.
Type: Exaggerate the effect of product Tone: Humor, scientific Emotion: Enjoyment, surprise Endorsement: HongPhi funny, strong, manly Action: Super power -Smash the table. idea
EXECUTION
Open the clip is a boy enjoying a box of famimilk Then he see a funny accident, , that makes him cant stand laughing. And he accidental push his hand on the stone table, , suddenly the stone table crashed completely. He and other people totally are shocked. Close up to main boy, he looks at the famimilk box in a suspected way. He realizes as he drinks famicalcium milk every day so he gets the amazing power like that. Close up to the product feature, the penetration of calcium ion into bone. Message: FamiCanxiNgonS叩nhM畛n, Ch畉cKho畉X動董ng
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Fami proposal

  • 3. CONTENT Background Objective TargetAudience Challenge Idea Execution
  • 4. BACKGROUND MARKET COMPETITORSTasty78.2% GoldSoy Vfresh Soya Number 1
  • 5. OBJECTIVE MARKETING COMMUNICATION Increase share by: Recruiting lapsed customers (GoldSoycalcium) New customers (Fresh milk) Raise awareness of new Famiproduct with calcium
  • 6. TARGET AUDIENCE Unisex From >20 STYLE & CHARACTERISTICS Healthy life style. Concern about beauty & health (obesity, heart disease, osteomalacia) of family members Lapse customers AUDIENCETARGETAUDIENCE
  • 7. CHALLENGE Homemade Soy milk is tastier, safer, and more nutritious than Bottled Soy milk. Soy milk is tasty, nutritious, but does not include Calcium, so does not help bone healthy. Soy milk is usually used by women and adults.
  • 8. INSIGHT Soy milk is tasty, nutritious, but does not include Calcium, so does not help bone healthy.
  • 9. KEY MESSAGE FamiCanxingons叩nhm畛n 遺鞄畉c一鞄看畉x動董稼乙
  • 10. idea Type: Exaggerate the effect of product Tone: Humor, scientific Emotion: Enjoyment, surprise Endorsement: HongPhi funny, strong, manly Action: Super power -Smash the table.
  • 11. Type: Exaggerate the effect of product Tone: Humor, scientific Emotion: Enjoyment, surprise Endorsement: HongPhi funny, strong, manly Action: Super power -Smash the table. idea
  • 13. Open the clip is a boy enjoying a box of famimilk Then he see a funny accident, , that makes him cant stand laughing. And he accidental push his hand on the stone table, , suddenly the stone table crashed completely. He and other people totally are shocked. Close up to main boy, he looks at the famimilk box in a suspected way. He realizes as he drinks famicalcium milk every day so he gets the amazing power like that. Close up to the product feature, the penetration of calcium ion into bone. Message: FamiCanxiNgonS叩nhM畛n, Ch畉cKho畉X動董ng