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Young Marketers 4 - Final Round - The last five days

Young Marketers
Young Marketers

Young Marketers 畉n 2014 bao g畛m c叩c n畛n t畉ng: 1. Young Marketers Contest - cu畛c thi marketing dnh cho sinh vi棚n 動畛c t畛 ch畛c hng nm; 2. Young Marketers Elite Development Program - ch動董ng tr狸nh 30 tu畉n h畛c v畛i c叩c chuy棚n gia marketing hng 畉u Vi畛t Nam dnh cho c叩c b畉n xu畉t s畉c nh畉t c叩c k畛 thi Young Marketers Contest; 3. Young Marketers Connection - n畛n t畉ng k畉t n畛i chia s畉 v畛i 箪 t動畛ng let the young marketers empower the next young marketers; 4. Young Marketers Initiatives - qu畛 khuy畉n kh鱈ch c叩c young marketers ph叩t tri畛n v th畛c hi畛n c叩c 箪 t動畛ng v狸 c畛ng 畛ng. Young Marketers - Empower the next marketing generation.

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THE LAST FIVE DAYS FINALROUND
Emotional: Help people feel good when they feed their dogs. Solution Bring out the good in people Who are we?
Truth Through the eyes of a child, dogs are friends
BUT Dogs are just animal. We eat the others like chickens, pigs, cows why excepting dogs?. I never eat my dog because I love it. The dogs out there have no relation to me so I feel nothing when eating it A dog is just what it is. Dont be too serious. Many people are eating dog meat with many reasons When growing up, They eat those friends
Insight I dont realize that im getting more insensitive to dogs, comparing to my childhood, and eating dogs is proving it Why ? Why ? For them now, Dogs are just DOGs As growing up, people tend to be more pragmatic they become INSENSITIVE Why ? Their perception of dogs has changed
Target audience YOUNG ALDULT 22 30 years old Male & Female Income : BC Location: Ho Chi Minh city In contact with dogs when being a child Attitude: - Dog is just an animal - Eating dog meat is normal Behaviors: - Eating dogs meat
BIG IDEA COMMUNICATION IDEA
Deployment plan Objective Key hook Supporting tactics Budget Billboard 1.100.000.000 VND Printads: Pet stores, supermarkets, public area A series of truths about dogs and human illustrated in funny and creative ways are displayed on billboards and under PrintAds form. The truths are are released one by one KOLs Sharing: Vloger sharing about people are getting more insensitive when eating dogs. Seeding, KOLs sharing, KOLs sharing Awaking people gently together with bringing out strong impacts
Deployment plan Objective Key hook Supporting tactics Budget 900.000.000 VND Viral clip Call for action PR, Pedigree booth Viral clip: is about Nam who is going to eat dog meat with his friend. Suddenly he see a traffic accident of a kid with his dog on the way. The dog is strongly hurt and the kid is crying loudly. The man try to save the dog but he cant. The kid is supposed to cry much more but surprisingly thie kid just give a tight hug to his dog as a goodbye. What has just happened reminds Nam of his childhood with his dog. He realize he forget his old friend as well as his love to dogs has gone through the time. He cancel his appointment and decide not to eat dog meat anymore Do the good Viral clip Booth Wont you eat me ? This booth is equiped with an interactive electronic screen. A dog appears on the screen and always wishes people to cuddle it. If someone has done, theyll recieve a small gift from Pedigree. By the end of the game, they will get a message spoken out by the dog: Wont you eat me? They have to choose YES or NO as a commitment of not eating dog meat.
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Young Marketers 4 - Final Round - The last five days

  • 1. THE LAST FIVE DAYS FINALROUND
  • 2. Emotional: Help people feel good when they feed their dogs. Solution Bring out the good in people Who are we?
  • 3. Truth Through the eyes of a child, dogs are friends
  • 4. BUT Dogs are just animal. We eat the others like chickens, pigs, cows why excepting dogs?. I never eat my dog because I love it. The dogs out there have no relation to me so I feel nothing when eating it A dog is just what it is. Dont be too serious. Many people are eating dog meat with many reasons When growing up, They eat those friends
  • 5. Insight I dont realize that im getting more insensitive to dogs, comparing to my childhood, and eating dogs is proving it Why ? Why ? For them now, Dogs are just DOGs As growing up, people tend to be more pragmatic they become INSENSITIVE Why ? Their perception of dogs has changed
  • 6. Target audience YOUNG ALDULT 22 30 years old Male & Female Income : BC Location: Ho Chi Minh city In contact with dogs when being a child Attitude: - Dog is just an animal - Eating dog meat is normal Behaviors: - Eating dogs meat
  • 8. Deployment plan Objective Key hook Supporting tactics Budget Billboard 1.100.000.000 VND Printads: Pet stores, supermarkets, public area A series of truths about dogs and human illustrated in funny and creative ways are displayed on billboards and under PrintAds form. The truths are are released one by one KOLs Sharing: Vloger sharing about people are getting more insensitive when eating dogs. Seeding, KOLs sharing, KOLs sharing Awaking people gently together with bringing out strong impacts
  • 9. Deployment plan Objective Key hook Supporting tactics Budget 900.000.000 VND Viral clip Call for action PR, Pedigree booth Viral clip: is about Nam who is going to eat dog meat with his friend. Suddenly he see a traffic accident of a kid with his dog on the way. The dog is strongly hurt and the kid is crying loudly. The man try to save the dog but he cant. The kid is supposed to cry much more but surprisingly thie kid just give a tight hug to his dog as a goodbye. What has just happened reminds Nam of his childhood with his dog. He realize he forget his old friend as well as his love to dogs has gone through the time. He cancel his appointment and decide not to eat dog meat anymore Do the good Viral clip Booth Wont you eat me ? This booth is equiped with an interactive electronic screen. A dog appears on the screen and always wishes people to cuddle it. If someone has done, theyll recieve a small gift from Pedigree. By the end of the game, they will get a message spoken out by the dog: Wont you eat me? They have to choose YES or NO as a commitment of not eating dog meat.