1. Prepared by S.E.X Communications – Strategic Emotional Xperts
October, 18 2013

2. OK Condom
OK Condom was the pioneering brand in the
market. This helped OK OWN THE
IDENTITY of condom and contraception in
Vietnam.
Challenge
Major of the youth are ASHAMED of using
condom and 1/70 are having SEXUAL
TRANSMITTED DISEASES (STDs)
The task
Business Ambition
A marketing plan with budget of 5 bil VND to
approach YOUTH (18-24, BCD, HCM & HN)
to deliver brand values.
Switch the youth from non-users to royal
consumers of condom for and increase
brand loyalty for current users.

3. LET’S SEE WHERE WE ARE…
For many years, OK has been positioned
Pleasure
feeling
as low-cost condom with high safety
but low pleasure while Durex is
premium. Moreover, on the market
there are many brands focusing on
pleasure positioning
Safety
OK = ANTI-PREGNANCY
DUREX = THIN AND PLEASURE
Source: Vietnam Condom Market Research by Fuji Latex, 2012

4. OBJECTIVES
Pleasure
feeling

CREATE A NEED OF USING CONDOM
FOR SAFETY AND PREVENT THE
SHAME PSYCHOLOGY.

BRING OK TO THE TOP-OF-MIND OF
THE YOUTH FOR BOTH SAFETY AND
PLEASURE FEELING
Safety

PUSH SALES

5. LET’S TALK ABOUT OUR TARGET AUDIENCE
OR, PRECISELY, THEIR INSIGHT…
Sex is not something to talk in public. And buying
ASHAMED
LACK OF
MOTIVATIONTO USE
UNAWARE
OF STDS
Young men, 18-24, class BCD, students or workers.
condom is perceived as un-civilized
I do not see any of my friends talking this stuff loudly.
It does not give me real feelings.
It is the same as saying my girlfriend has some diseases
It is my girlfriend, anyway. It is safe
Even when I get STDs, it is not serious and easily curable.
Source: Zing News articles, Survey with N = 50, Interview, with N = 4

6. SO, THE TOUCH POINTS ARE…
Sex is not something to talk in public. And buying
Create a community where they can talk about sex
condom is perceived as un-civilized
more open. Make it from virtual to real life by
I do not see any of my friends talking this stuff loudly.
cross-media.
It does not give me real feelings.
It is the same as saying my girlfriend has some diseases
It is my girlfriend, anyway. It is safe
Even when I get STDs, it is not serious and easily curable.
Create a THIN product line and make it as key
product. Educate a attitude of taking safe sex as a
healthy and positive life style
Utilize touch points in media to convey the
message of ANYONE CAN HAVE STD – IT IS NOT RARE
AND SOME MAY KILL.

7. TARGET AUDIENCE BEHAVIOR
95%
56%
TARGET
AUDIENCE
Are online
Have at least 1 social media account
Use mobile to go online
Leverage Digital,
Social & Mobile as the
key approach
In combination of
OOH and PR to
amplify
Source: Cimigo netizen report, 2012

8. TARGET AUDIENCE BEHAVIOR
TARGET
AUDIENCE
Have many different words to express the act
of havingexample: xếp condom on social platforms
sex and hình, làm chuyện ấy, phòng the, áo
For
mưa,…
They avoid to use the
words directly
Utilize it to make the word OK
become REPLACEMENT for
condom, safety and pleasure.
TOP
OF
MIND
Source: VOZ Forum, 2013; Haivl, 2013

9. OVERVIEW
The OBJECTIVE is raising awareness, enhancing brand positioning and pushing sales
INSIGHT
I feel ashamed
when buying
condom.
INSIGHT
I believe when it’s
my girlfriend, it
should be real.
INSIGHT
I am unconscious
that STD can harm
me. Moreover, my
girlfriend can never
transmit STDs to me
BEHAVIOR
- Digital, PR & OOH
are touch points
- Utilize OK as key
word
APPROACH
Utilize touch points of the youth on social and digital to create concern on STDs that any people
can carry STD and it causes dangerous outcomes. Brand steps in, support and give a solution for
the youth to have sex safely but still real.
AMPLIFY
Make a young Vietnam confident on safe sex

10. INTRODUCING
CREATIVE IDEA
IF IT’S OK, THEN OK
(CÓ OK THÌ Ừ KHÔNG SAO)
For the first time in Vietnam, there is a campaign encouraging Vietnamese
youth to talk about sex open and commit to have safe sex public on
billboard. It is also the first platform of a condom brand to educate about an
OK ATTITUDE. OK now can be considered as an attitude of a modern young
to live healthy and positively without any fear.
PRODUCT ROLE: protect users from having STDs, helping avoid pregnancy
BRAND ROLE: inspire, guider for the youth to have a positive lifestyle and an OK attitude

11. OK STORY – CONVERSATION FLOW
A young man shared his
story of getting liver
infected because of his
girlfriend unintentionally
get the virus, and they
had sex. This raised a
big concern on social
about having sex safely
even though that is our
girlfriend…
The young men start to
worry about true
pleasure of having sex,
and OK steps in and
gives solution. New
product of ultra thin
and extremely safe is
the solution.
PHASE 1: PROVOKE
PHASE 2: ENGAGE
AND SOLVE
The young men started
to adapt using OK
condom and as well,
they made a confirm
that they would do it
without any
embarrassment for their
own goods. Together,
the youth of Vietnam
made a promise of a
safer sex with OK.
PHASE 3: AMPLIFY

12. Campaign Roll Out
Phase 1: Provoke
Raise concern on Anyone
can have STD and it is not
an shame to buy condom.
Viral Clip
Teasing Banner
Social Media
Online PR
Phase 2: Engage & Solve
Phase 3: Amplify
The youth now is free to talk
about sex and condom since it
proves that they are healthy.
OK supports you and gives
you platform to express it.
The whole community of
youth in Vietnam now has
a OK ATTITUDE that
confidently talking about
having safe sex.
“Call to action” banner
Facebook / Mobile App
Social Media
Online PR, SEO, SEM
Activation
Sampling
New product
Auto machines
Live Billboard
Vietnam Young Sex live
Billboard
Online PR

13. PHASE 1
HOW?
Viral clip
Create a big concern that anyone can
bring STD in their bodies and having sex
“without OK” is not going to be OK for
them.
Angle: Anyone can carry STD in their body.
Mass online PR to raise concern
Social: forum, hot fan page, influencers to make
the concern more significant
Viral clip
Viral clip is built on the virus’s
ways to be killed. Some are
destroyed by heat, by
medicine, but some cannot be
destroyed but can only be
blocked by condom. These are
also the key characters for
activities in Phase 2.

14. PHASE 2
New Product
OK launched the new line of
product which is ULTRA THIN
to give the best pleasure.
Activation & Sampling
Activation at universities
via doctor seminars,
annual check-ups and
give free sampling.
Auto machines
Create auto machines for users
to buy more conveniently and
the auto machines can interact
with users through digital
platform (can log in by
Facebook accounts). This helps
the users less ashamed and be
more familiar.
PR AND SEO, SEM
To raise awareness and
strongly recommend users
to use this ULTRA THIN to
have the best pleasure.

15. PHASE 2
Digital Engagement
Based on the Virus character,
develop mobile apps and
Facebook apps for users to
play games. The platform is
Defense, and through that,
they will learn the facts
about safe sex and brand OK
Live Billboard
Before playing, the user will
tick to the Agreement terms,
and automatically, their
name will be displayed on
big live update billboard with
the statement that “The user
has already said OK to his life.
Why not you next?”
The billboard also updated
highest score.

16. PHASE 2
TRAFFIC DRIVING TOOL
Display Ad
Facebook
ad
Display ad
Social Media
Hot fan
page
Influencers
FACEBOOK APP /
MOBILE APP
Official fan
page
Online PR
Earned
media
OOH
BILLBOARD
Live update
PR Articles

17. PHASE 3
Live billboard
By collecting all OK
Moments of users
national wide, the
billboard will be a mosaic
of a Confident to be OK
Vietnam.
Online PR and Social
Amplifying the key
message on mass PR
and social platforms.
Emphasize the OK
ATTITUDE.

18. DEPLOYMENT PLAN
Nov
Preparation
Dec
PHASE 1 (4 weeks)
Proke
Jan
Feb
Mar
PHASE 2 (10 weeks)
Engage and Solve
Apr
PHASE 3 (6 weeks)
Amplify
SOCIAL SPREADING
Viral clip
Online PR
Online PR + SEO, SEM
Display ad
Online activity
Auto machine
Activation
Live billboard
Online PR

19. BUDGET ALLOCATION AND KPI
No. Item
Budget
Allocation
1
Social Spreading (hot fan page,
influencers, 9gag clone sites…)
25.000
2
Online PR
20,000
3
SEO, SEM
5,000
4
Display Ad (Google ad network,
Banner duration)
30,000
5
Live billboard
70,000
6
Activation
20,000
7
Sampling
5,000
8
Auto machines
35,000
9
Production: viral clip, app, visuals…
30,000
TOTAL
240,000 USD
~5 bil. VND
KPI MEASUREMENT
- Survey, group focus 
brand awareness and
brand proposition
- Sales measurement
- ROI