PHAN PHƯỢNG TƯỜNG

LÊ VŨ PHÚC

ON-GROUND ACTIVATION PLANNING & PRACTICES

ASSIGNMENT 1

SAMPLING EVENT

WAKEUP DUAL ENERGY SQUAD

bringing a Dual Energy for body & mind boost up

SAMPLING EVENT

Target Audience

• 20-30, male skewed, with core target of 25-30. • Class A, B, C, modern, independent, mature and experienced • Being more realistic and practical now. Tend to aim for

stability, especially in career and relationship • They usually in the status of working exhausted both

mentally and physically, need instant energy with the unique taste and aroma of coffee

Umbrella Idea

Energy drink Physical Boost

Coffee Mental Boost

Energy Coffee Drink

Dual Energy Boost up

Key Message

DUAL ENERGY boosting your potential to do

something Break-through

Roll Out Phase 2 Phase 1 Phase 3

• Get attention from target audiences by branded booth settings

• PG/PBs in strong and sexy leather uniform

• Road show on motorbike

• PG/PB will approach target audience to deliver sampling & introduce the DUAL ENERGY for Body & Mind boost up of Wakeup 247

• Game at booth

• Peak hour performance

• Deliver leaflet and product sample de deliver message about Dual energy for boosting your body and mind (street sampling)

• Online page for further interaction

Comment • Should retarget to customers in B,C classes only, focus on who need to

work in long hours and need instant energy/ love coffee taste: workers, drivers,….

• Sampling more at other provinces Phase 1: • Good impression on target customers thank to Pgs/Pbs uniform and road

show on motorbike => can be escalated in to bigger activity with attracting performance

Phase 2: • Should have more interesting activities that link with the key message Phase 3: • Link them to other platform such as social platform,….