[MARKETING CHALLENGERS] SMASH TEAM
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This document outlines a marketing campaign to promote the HP Pavilion X2 laptop/tablet hybrid to students at the University of Economics Ho Chi Minh City. The 3-phase campaign aims to: 1) Raise awareness that traditional laptops are burdensome by challenging students to carry weighty objects; 2) Position the HP Pavilion X2 as a "burden-lifter" that provides flexibility through a photo contest and campus activations; 3) Encourage students to share challenges they've overcome through social media to win a Pavilion X2. Key elements include viral videos, on-campus events, social media campaigns and seminars to generate interest and sales of the hybrid device.
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[MARKETING CHALLENGERS] SMASH TEAM
- 1. SMASH TR畉N TH畛 THU H畛NG NGUY畛N TR畛NG NGH懲A NGUY畛N TH畛 Y畉N VY ITS KIND OF FUN TO DO THE IMPOSSIBLE
- 2. BRAND ANALYSIS HP focus on customers who keen on newer designs, innovative technology, comfortable keyboard and touchpad. Moreover, HP makes you feel being taken care by best customer service. TH excellent design and audio very good technical support to customers huge selection of prices styles and configurations to choose
- 3. HP PAVILION X2 You want a handy tablet? You want an effective laptop? We have both, in 1 HP Pavilion X2 EXPERIENCE FLEXIBLY Long battery Any time Afford -able price cool design
- 4. TARGET MARKET UNIVERSITY OF ECONOMICS HO CHI MINH CITY Huge number of students (4000 each year) Students have various characteristics Easy to influence Easy to get permission to execute campaign
- 5. MARKET INSIGHT Consider laptop is a "must- have" device Have general computing use: browse online for entertaining, read books, do research, do assignment, teamwork activities or run some simple apps Have medium budget, willing to spend 8-12 millions VND for a laptop
- 7. INSIGHT I desire to be a DYNAMIC STUDENT as well as build a strong foundation for my student life so I always push myself to EXPERIENCE AS MUCH AS POSSIBLE. It means that I will be busy, move to many places, I NEED A FLEXIBLE DEVICE TO DO EVERYTHING EFFECTIVELY AND OPTIMIZE MY TIME.
- 8. BRAND ROLE FUNCTION 2-1 laptop A laptab Have all pros and minimize all the cons of laptops and tablet Fit all working and entertaining purposes EMOTION Convenient and comfort in any place at any time Dynamic and effective student
- 9. BIG IDEA BURDEN-LIFTIM NOT YOUR BURDEN. IM YOUR BURDEN - LIF TER
- 10. IMC PLAN PHASE 1 (JAN 2016) PHASE 2 (FEB 2016) PHASE 3 (MAR 2016) OBJECTIVE Let students aware that laptop is a burden that constrains and prevent them from being dynamic and flexible Show them a device that is not a burden anymore and also makes them more flexible to work and move - it's a labtab = laptop + tablet And more, HP Pavilion X2 can lift your burden up (solving all of your troubles) KEY MESSAGE Burdened laptop erodes your desire to be dynamic. Laptab is a burden-lifter No more burden. Yes more challenges DESIRED RESPONSE Laptop is very essential in my student life, it's always side by side to me but I don't want to bear a heavy and bulkylaptop to many places to fulfil my roles as a student, a club member, a volunteer. It turns out preventing me from doing what I want and sometimes, making me uncomfortable in public places. I want to have a laptab I have a lot of troubles to carry out : get lost in a strange city, find motel for schooling, connect with people, do assignment, save memorable moments, watch the world moving, keep updated... And now wow, I can not only own a flexible laptab but also a burden- lifter which helps me to solve all troubles.
- 11. IMC PLAN PHASE 1 (JAN 2016) PHASE 2 (FEB 2016) PHASE 3 (MAR 2016) KEYHOOK "Dare you bear challenge" event Viral clip Photo contest Activation And more, HP Pavilion X2 can lift your burden up (solving all of your troubles) CHANNEL Social network (facebook group, fanpage, youtube,...), PR, forum seeding, technology website Social network (facebook group, fanpage, youtube,...), PR, forum seeding, technology website... Ambient ads and event Social network (facebook group, fanpage, youtube,...), PR, forum seeding, technology website Ambient ads and event
- 12. IMC PLAN PHASE 1 "Dare you bear challenge" event Students will be dared to wear an object that has the same shape with laptop and same weight (2 kg) while moving around and overcome challenges and activities. The longer they carry the laptop, the bigger reward they will get Let them feel that a normal laptop is very heavy and bulky. Viral clip A dynamic male student is struggling with lots of problems when using a laptop: - He had to email all materials to others and let his laptop at home - He got bored to bring a laptop however he saved everything in it - He was tired to carry a laptop - He desired to own something small like a tablet of his friends but he could not afford.
- 13. IMC PLAN PHASE 2 Photo contest: "50 shapes of laptab" 1st step: Student has to define what is a laptab and post on their facebook 2nd step: Student is challenged to carry HP Pavillion X2 but they touch it as less as possible and take a photo => A laptab is not your burden anymore Activation: Place HP Pavilion X2 in some most popular places of UEH-ers (like group study, chit chat with friends...) like Meito Boba, font gate of school, school's library,... Each Pavilion X2 area will be set up nicely, friendly to use and attractively with the message: "I am yours". There will be lots of eronic situations when UEH-ers really need laptop to throw their burdens (solve their problems)
- 14. IMC PLAN PHASE 3 Seminar "Dynamer": Consult students to be dynamic to lead the life they want and overcome challenges #Ifacemychallenge activity: Share the challenges you overcom on facebook, who get most likes and shares will receive a HP Pavillion X2
- 15. KPI KPI MEASUREMENT TRACKING BUSINESS OBJECTIVE Sales in 3 months (Jan-Mar, 2016): 10 billions VND Revenue report MARKETING OBJECTIVE 85 % aware of HP Pavilion X2 brand Research report: quantity and quality The number of posts Speed of spreading key messages The number of time that key messages show up on channels The number of people engage in each activity 65 % research about HP Pavilion X2 The number of people ask for consultance from PG, PB The number of people visit HP's channels: website (http://hp.com.vn/), facebook (https://www.facebook.com/VietnamHP) 40 % take action: buying HP Pavilion X2 The number of buyers at HP's POSM: retail stores (MWG, FPT Shop, Vien Thong A), small stores..
- 16. BUDGET PHASE 1 PHASE 2 PHASE 3 BUDGET Viral clip: 150 millions VND "Dare you bear challenge" event: 250 million VND PR: 100 millions VND Social media, online magazine: 100 millions VND => Total: 600 millions VND Photo contest: 150 millions VND Activation: 300 millions VND Social media, online magazine: 300 millions VND => Total: 750 millions VND Seminar: 200 millions VND Hashtag contest: 100 millions VND Social media, online magazine: 150 millions VND => Total: 450 millions VND TRACKING Earned media, PR article: 80 posts Youtube: 200k views/month Facebook : increase 20 000 likes, 30% TAT 1500 participants in event Facebook: increase 30 000 likes, 50% TAT 1000 Facebook users share TVC/ 1000 Facebook users use hashtag #laptabiscomingtotown Website: 100 000 views Facebook: increase 20 000 likes, 60% TAT
- 17. THE END. S M A S H I T S K I N D O F F U N T O D O T H E I M P O S S I B L E