The document describes an activation campaign by Acnes skincare brand at MT Channels supermarkets in Vietnam to target teenage girls. It outlines the target audience, context, and umbrella idea of providing a quick and complete 3S formula solution for acne concerns. The activation was designed to have booths like small clinics where product guides (PGs) would test customers' skin, give advice, and present the Acnes product portfolio and promotion. However, the feedback noted the activation was not very effective as supermarkets were the wrong channel, the PGs did not clearly deliver the key 3S formula message, and there was a lack of tactics to attract customers and amplify the messaging through social media.

1. ASSIGNMENT 18.1
N G U Y E N N G O C T R A M
N G U Y E N P H U C U O N G
On-ground Activation

2. CASE STUDY: ACNES – SUMMER ACTIVATION AT MT CHANNELS

3. Target
Audience
Bio
• 13-20 years old
• Teen girls
• Mass/ Mainstream
• Urban & Rural, Vietnam
Lifestyle/ Habit
• Start caring about their appearance
• Outgoing, active in life - study, but
conservative in the physical &
mental changing from puberty
• Face troubles come from puberty –
getting nervous but lack of advice/
knowledge to take care of
themselves and to bring
themselves confidence
• Look up to their idols

4. CONTEXT
Hot weather comes with acne – teen girls’ phobia.
It’s time Acnes – the hero, to appear and introduce a new
formula to protect teen’s skin: 3S Formula for this summer
without acne – easy, quick and complete solution.
Acnes also provide solutions/ advice for teen girls as an expert.
REASON TO BELIEVE
3S Formula
3S is not only stand for 3 steps to erase acne completely, but
also 3 pharmaceutical factors: Sulfur, Sallicytic Acid, Stearyl.
ACTIVATION UMBRELLA IDEA
Organize activation at MT channels (supermarkets) to deliver:
“As expert, we understand your concern about skin, and
present 3S formula with deep & scientific understanding, give
each of you a complete solution for acne concern.”
Umbrella idea
&
Key message
Umbrella idea

5. Umbrella idea
&
Key message
Key message
“As expert, we understand your concern about skin, and present 3S formula
with deep & scientific understanding, give you a quick & complete solution for
acne concern.”

6. Activation
Deployment
Invite Experience Amplify
The booth is designed as a small
clinic – clean & bright
PG invites customers to test their
skin

7. Activation
Deployment
Invite Experience Amplify
PG test customers’ skin, tell them
the situation & give advice.
Then present the Acnes whole
portfolio

8. Activation
Deployment
Invite Experience Amplify
After giving customer the Acnes solution
(advice which kind of Acnes they should
use) – PG presents the promotion:
“Buy 100k Acnes get 1 bag”

9. Our
Feedback
Traffic effectiveness & Reach right target
Message Delivery
Brand Image
Not attract lots of people because don’t reach right target (teen girls are
not in supermarkets  wrong channel, should be school), the content is
not outstanding, and the method is not attractive enough.
PGs are not proactive, not understand well what they’re selling. The
reason should be that they have to remember too much knowledge.
 Not effective, low traffic – wrong channel
Failed in delivering message, PGs even don’t mention about 3S formula,
they just test the skin, present the portfolio, let customer experience some
products, and introduce the promotion. While the TVC, the booth visual
all talking about 3S formula. Activation’s activities are so scattered.
 Message not delivered
The booth is like a clinic, clean & bright, well designed to build Acnes’
brand image.
PG is nice, patient, confident when giving advice
 Deliver good brand image

10. Our
Feedback
Other
Should have leaflet to capture information, esp. highlight key
message about 3S formula.
Need more tactics to attract target customer: make loud, give
samples, play game with prizes,…
Giving advice at booth is helpful, but should amplify by link this
activity to facebook fanpage, which is also have the same
topic at the booth: Give teen girls advice to take care of their
skin. Activation now has no link to the social world
 weak amplification.