TET ASSIGMENT Ái Trang – Minh Quang – Lan Chi – Công Dũng

CHALLENGE The government merge the two events together into one big spring festival. How to make 5.000.000/10.000.000 people vote for this?

OUR OBJECTIVES 10.000.000 TA join campaign. 70% vote YES for combining Tết. Campaign in 1 month

CONTEXT According  to the latest statistics of the General Administration of Customs, the total import and export turnover of Vietnam goods in the period 1 January 2/2016 (from 1/2 to 15/2) just over 7.18 billion US dollars, to 48.2% decline (respectively decreased to 6.69 billion US dollars) compared with the 2-month period 1/2016.

-> Long offwork in Tet holiday impacts badly in the economy of Vietnam (Especially economic activities related to foreign)

WEAK ECONOMY WASTE GOLDEN PERIOD

TARGET AUDIENCES  Primary: Leaders of capitalism companies Have big financial damages in Tet holiday Secondary: Staffs in capitalism and related. Live in 6 big cities. Income: B, C+ Modern, busy to work, usually meet financial problem in Tết holiday.  

Every Tet holiday, staffs in capitalism always face financial problems (gifts for family, …) -> Convince by give them benefits: Increasing the minimum wage, increase minimum annual bonus according to state regulations, due to increased labor productivity.

PRIMARY Leaders of capitalism companies  According to the "routine" every year, just after Tet, workers, especially workers refused to go to work after the New Year or incomplete work that many bosses expect them to ensure the progress of work in hopelessness. Reduce 10% revenue every Tet holiday. -> EASY to change (Call to vote) cause it affects directly to the profit of them.

Staffs in capitalism and related SECONDARY

Key tension in Tet: Business result: No cash in, delay in business with foreign company but still need to pay salary  

Key tension in Tet: Overspend & Little saving  

TET is one of the most special occasion in Vietnam for family reunion, friend gathering and relax. However, with the fast pace development,  Tết comes with so much trouble and unnecessary rituals, especially long off work day which consequently effect negatively on the economic development. Although never officially addressing those concerns, the Vietnam government has recently tried to keep the holiday more simple. This year, it pushed for a holiday with no fireworks and ordered officials not to visit or bring gifts to superiors. The recent week-long holiday was also shorter than the official break in the previous years. Instead of couraging people vote for merging (Hard to control volume), government make policies which request leaders of capitalism companies vote and they make request on their staffs themselves. Moreover, Government combine policies which reduced anti discussion on social channel (Block, control facebook, words reactionary,…)

STRATEGY TOUCH THE DIRECT BENEFITS OF KEY STAKEHOLDERS IN TET TO CONVINCE  

BIG IDEA DREAM “BE RICHER”

MERGING TET IS THE KEY ACTION IN RENNOVATE VIETNAM

PHASE  1:  STRATEGIC  TRIGGER  

 RAISSE  SOCIAL  

DISSCUSSION  &  VIRAL  NATIONWIDE  BY  TVC    

PHASE  2:  INFLUENCE    

CALL  TO  JOIN  THE  CAMPAIGN  TO  

SUPPORT  GOVERNMENT  TO  DO  

GREAT  MISSION  

PHASE  3:  CLOSING    

FORCE  THE  LAW  INTO  REALITY  

1 MONTH HERE  

CONCEPT Provoke social discussion about weak growth of Vietnam: (We all share the same DREAM “BE RICHER”) The discussion tackles 3 angles: 1. Make it relevant with Tết: (But what prevent our dream from coming true?) “Tháng giêng là tháng ăn chơi” -> What negative effects does it cause on the weak economic growth of VN? -> According to many researches, celebrating Lunar New Year of Vietnamese has caused a huge waste and negative impact on the treadmill of work, which makes the economy lose about 10% to 15%. Moreover, it also leads to tragic consequences such as traffic accidents, family violence, gambling habit... 2. Make it relevant with TA: ( It’s time to turn our dream into reality) TA wish to be richer -> Make them demand more. -> Merge Lunar New Year with Western New Year. 3. Get the story of Japan. -> Real story, Real proof to inspire and to believe in

TRIGGER PHASE - VIRAL TVC STEP KEY MESSAGE CONTENT

1 We all share the same DREAM “BE RICHER”

(financial problems, anxiety of money before & after Tet)

- People working away from home are very busy before Tet because they are worried about money. - Meanwhile enjoying Tet with family, people are still worried about money when Tet is over. - They are looking forward to a brighter future, a richer country, a more stable finacial situation.

2 But what prevents our dream from coming true?

- The leading economic experts of VN tell the truth that celebrating Lunar New Year of Vietnamese has caused a huge waste and negative impact on the treadmill of work, which makes the economy lose about 10% to 15%. This is the consequence of “Tháng giêng là tháng ăn chơi” tradition. - Negative scenes of: traffic accidents, family violence, gambling habit in & after Tet. - TEXT: “Is Tet an excuse for people’s laziness and wastefulness?”

3 It’s time to turn dream into reality

- Successful entrepreneurs overcame economic waste after each Tet holiday. - TEXT: “VOTE FOR A RICHER VIETNAM”

OUTCOME:

- Reach: 60 million people - At least 10 million people join the campaign and >70% vote agree

1. TVC viral nature to be shown on television has both viral on social networks

2. Since the main aim is still to vote online should first TVC that's enough. What we need is to strike hard on E-marketing for TVC is communicated widely to their desired target.

To do that, we need:

DESCRIPTION EXECUTE

Survey  storyboard  for  the  target  audience,  the  target  audience  group  that  feels  like,  would  research  interest  groups  to  find  channels  that  

upload

-­‐  Forum:  Essence  (5th  largest  VN  forum  on  Science  &  Technology)  -­‐  On  TV:  The  channel  VTV,  HTV  (in  all  required  subject)  -­‐  KOLs:  Phan  Anh  -­‐  Lai  Van  Sam  -­‐  Cucumber  (KOLs  influenPal  and  they  concur  with  this  view)  -­‐  The  Pme  of  launch:  between  May  10.  Lasts  for  1  month  (easy  lauch  in  2018)

Promote this TVC aired in the company offline toward employees

THANK YOU!