Vinasoy aims to stand out from other FMCG brands during Tet by highlighting the importance of family over material things. The insight is that people wish each other fame, fortune and prosperity during Tet but forget the most important thing - family. The big idea is a TVC showing families enjoying time together over a meal instead of lavish gifts, reinforcing the message that "Family is the best gift of Tet".

1. Young Marketers Elite 3
Group 3
Minh Thông – Thanh Thùy – Khánh Thy

2. 5 STEP FROM INSIGHT TO CAMPAIGN/ ADVERTISING BIG IDEA
IdeationXploration Development Evaluation Action
Step 1: XPRESS your initial
Challenge Your Knowledge & Un-
knowledge.
Step 2: XPLORE your case: Check
(Facts, numbers, assumption)–
Ask (5x WHY, 5W1H) – Look
(Differently at it) – Map it out
(Sketch it, visualize)
Step 3: XTRACT new evidence &
key output (Insights, initial ideas,
final challenge & evaluation
criteria
Make clear any information you
can get about:
- Market , competitor,
- Brand, product
- Consumers
What is business challenge?
What is campaign/ advertising big
idea‘s objective?
How can campaign/ advertising
big idea ‘s solve business
challenge?
Find some clues , potential output
from available information
Insight and information Ideas Potential ideas The best idea Brand strategy
The 4 ground rules for
ideation:
1. Defer judgment
2. Go for quantity
3. The wider the better
4. Combine & improve on
ideas
-Find the hook to link
interesting idea and wild idea
-Sharpen and find a better
way to express wild idea.
Keep the core point of the
idea and omit useless points.
Cluster those into attractives
ideas.
Seperate ideas into WILD
IDEA and INTERESTING
IDEA and develop them with:
1. Improve on an interesting
idea
2. Combine them: find the
hook to link interesting idea
and wild idea
3. Tame a wild idea
From the holistic picture
above come up with key
words.
Words should be diversified
into verbs, adjective, noun,...
in other to be easier to be
combined.
Pop-up and Pop-up as many
ideas as possible from
brainstorming whether it
looks awkward or nice.
Extend the field from which
the ideas are picked.
Start evaluation to select the
best BIG IDEA among BIG
IDEA has grown up - a BIG
IDEA concept elicit more
promising when it comes to
helping successful brands on
the market.
Compare pros and cons of
those ideas, compare
audience size.
The best idea must:
-Critical, links with brand and
target consumers.
-The best solution for
business challenge
-Actionable
Creative brief
Result
Take
action
Why

3. Brand situation: new
platform “Leave a man. Come
back a hero” instead of “The
mating game”
Market penetration
challenge: Axe Body Spray is
known for its overly sexual ads
that center on the
objectification of women and
the insistence that their
products somehow build
confidence in straight men
This concept are not widely
accepted in Vietnam.
Solution: Translate the
sedutive image of Axe into
an meaning which revelant to
Vietnamese male perception.
Target consumer:men ages
18-24
Insight: I want to attract
other people by doing
extraordinary things.
Approach Strategy: Link the
image of Axe „s sedution with
extraordinary action/ icon.
X
I
Key words
-chinh phục
-àm chủ
-vượt qua
-anh hùng
-giải cứu
-siêu nhân
-vũ trụ
-đại dương
-khó khăn
-chông gai , thử thách
Combination:
-Lặn xuống biển sâu
-Vượt qua thử thách
-Giải cứu thế giới
-Làm chủ vũ trụ
D
-Wild idea:
Lặn xuống biển sâu is
sharpen to Khám phá đại
dương
Attendants.with the
support and protection of
Axe campaign, can diver
down the ocean and get
closer to a dangerous sea
animal such as whale,...
To show off their brave
-Interesting idea:
Làm chủ vũ trụ
 Chinh phục vũ trụ
Attendants canexperience
the feeling of conquer the
universe.
E
Compare 2 idea
-The image of
astronaut is more
actrative and
extraodinary than a
diver
-The word “Conquer”
is more relevant to
Axe position than
“show off or prove
your brave”
Idea:Axe-tìm
người Việt Nam
thứ hai chinh
phục vũ trụ
A
Ignite:
TVC:
-Fireman
-Lifeguide
Change perception
about true hero- an
astronaut.
Raise the passion
about conquer the
space and do
extraodinary thing
Engagement:
Competition: 5 bước
chinh phục vũ trụ.
Attract attendant to
join the competition.
Amplify:
-Gala night to making
an announcement of
the lucky man
Axe apollo- Tìm người Việt
Nam thứ hai chinh phục vũ trụ

4. Consumer Understanding:
Claws hair is a lovely habit of
girls. It reflects their emotion
at those situation and can
convey their discreet
messages. They only can
claws their hair when it is
smooth and in shape.
Solution: Evoke the fact
that Sunsilk can be an
solution for hair.
Target consumer:girl ages
18-28
Insight: I want to release
my emotion and messages
to other boys in a discreet
way.
X
I
Key words
-tóc rối
-tóc suôn mượt
-nữ tính
-cảm xúc
-thông điệp
-ngôn từ
Combination:
-Tạm biệt tóc rối
-Tóc suôn mượt bộc lộ
cảm xúc
-Tóc cũng mang thông
điệp
D
-Wild idea:
“Tóc cũng mang thông
điệp” was sharpen to “
Ngôn ngữ của tóc
Each way the girl claws
her hair means different
meaning/ different
emotion.
-Interesting idea:
“Tóc suôn mượt bộc lộ
cảm xúc”
E
Compare 2 idea
Idea: Ngôn ngữ
của tóc
A
Ignite:
Viral clip: “Chuyện
chàng ngố”
Announce girl can
show her thought by
clawsing hair.
Engagement:
Zalo app: hair emoji
Girl can use hair
emoji to conver her
messages instead of
wording.
Amplify:
TVC:Ngôn ngữ của
tóc
KOL: ChiPu, Khả
Ngân
Each girl has her
own way to express
her emotion.
Sunsilk- Ngôn ngữ của tóc
“Ngôn ngữ” is
more meaningful and
Have wider meaning
Than “cảm xúc"

5. ActionIdeationXploration Development Evaluation
Xpress
Background: Tet is the reunion occasion and
enjoy traditional food.
Objective: increase sales of products in 2
months of Tet
Target audience: Housewives with kids, 25 -
40 years old, consider cooking as the way
bonding her family.
Xplore
Facts: every mother always does the best
things for her child, especially in cooking
delicious dishes that her child loves.
Number: 80% mothers know and remember
all meaningful moments of their children
when their children enjoy favourite dishes
made by them.
What if they was older and their children
become mature?
When I become more mature and am a
mother, I also understand what my child like
best. But my mother, however old she is, she
remain to remember my favour
Xtract
Insight: “Only mother understands her
child best, even when their child becomes
mother”
Approach Strategy: remind young
mother of her mother's love in cooking
expressing how her mother loves her.
• Hạnh phúc khi Tết
con trở về bên mẹ
• Ngày ấy, bây giờ
• Món ngon đầy yêu
thương của mẹ
• Mẹ có nhớ...
• Tình thương yêu
trọn vẹn
• Tết vắng mẹ
• Mẹ ơi, con nhớ!
• Tết bên mẹ
Mẹ ơi, con nhớ!
Series of shortstories
written by young housewife
between her and her
mother about meaningful
moments in kitchen when
she was a child. These
shortstories will be
collected in the small
notebook and attached in
Knorr packaging.
Ngày ấy, bây giờ
The photo contest follows
concept “Now and Then”
with background “in
kitchen” and activities
“cooking, eating, gathering”
CÓ MẸ LÀ CÓ TẾT
Show even over several
years and she becomes a
young mother, her mother
always remember all her
favourite dishes as well as
she also know everything
about her child. To respect
this love, Knorr gives
switchboard where people
living away from home can
call and say love with their
mothers.
BIG IDEA: CÓ MẸ LÀ CÓ TẾT
-Tổng đài mẹ ơi
-Switchboard is a good
way for unbosoming
authentic feeling and is
suitable for housewives
who are not used to
approaching digital
channel. It’s also
meaningful in Tet
occasion for people living
away from home to share
their love and respect
towards their mothers.
This emotive approach
creates good image for
Knorr and can increase
sales.
-It’s not relevant for
consumers to buy Knorr
only because they want
to read these stories.
-It’s more suitable for
housewives in urban,
which makes up only
30% to understand and
engage in.
- Packaging
- Social network (facebook,
youtube)
- TVC/Viral clip “Có mẹ
là có tết”
- OOH
Có mẹ là có tết

6. ActionIdeationXploration Development Evaluation
Objective: raise awareness of
Close Up brand 's message
“Confidence to express your
love”
Target audience: young
people, 15 - 25 y.o, look for
real love.
Insight: Because of cutural
prejudice, we feel hesitated to
express our intense love.
Approach Strategy: draw
attention to community by
showing that expressing love
is essential and need to be
respected.
• Tìm em nơi đâu
• Booth tình yêu
• Yêu em, anh có
dám!
• Kiêu hãnh và sợ
hãi
• Close up, ta đến
bên nhau.
• Lời thú nhận
ngọt ngào
• Yêu em trong
từng hơi thở.
Tìm em nơi đâu
Story about journey
“seeking for real
love” of a guy on the
Internet.
Booth tình yêu
Booths where young
people can confess
their feeling to lovers
secretly .
Kiêu hãnh và sợ hãi
Variation of film
“Pride and Prejudice”
to tell a story about a
love which can not be
reveal only because
of fear.
Yêu em, anh có dám!
Reality program
about journey of girls
who dare to say “I
love you” with boy.
Tìm em nơi đâu
-Draw great attention to
young peple thanks to online
marketing on Blog 360,
facebook, forum, youtube…
which were new and exciting
towards youth in this time
(2009)
-The company must spend
more money for booths.
Morever, message of Close Up
brand is “Confidence to
express your love”, young
people should have
opportunity to reveal their
feeling directly and
exprerience how more
confident Close Up can help
them.
-Copyright is a considerable
problem. “Pride and Prejudice”
with the tone of elegance and
courtesy does not fit with
brand Close Up. Morever,
reckless variation for this
famous film can make mixed
opinions.
Maybe it was not suitable
for Vietnamese culture in
this time. It can be consider
as brand for only audacious
and energetic girls
BIG IDEA:
TÌM EM NƠI ĐÂU
-Viral real love story of a
guy called Nam on Blog
360, youtube, forums
-PR articles (un-brand)
-Online contest (writing,
painting, video)
-Event “Lễ hội tình nhân”
and reveal the end of
love story.

7. ActionIdeationXploration Development Evaluation
Challenge: 3in1 has done a great
job in selling coffee. But failed to
create an emotional connection
with people.
Objective: build brand loyalty to
make Nescafé 3in1 most loved?
Strategy: get a Vietnamese
citizenship for Nescafé 3in1
Insight: For Vietnamese people,
coffee start conversations about
every aspect in our life. We can
engage in gossip, discuss a lots
topics including from polistics,
economics, cuture, travelling… to
daily activities, families, children…,
as long as mugs of coffee are
steaming on the table.
Approach Strategy: facilitate highle
local conversations by giving the
coffee back it’s rightful place,
among conversations.
• Cùng trò chuyện
• Booth chuyện trò
• Ngồi quán cóc, tán
dóc.
• Hôm nay có gì nói
nào?
• Café buổi sáng
• Café Việt, chuyện
Việt
Cùng trò chuyện
Give the people a
platform to talk
about what ever they
wanted which is quite
audacious for
Vietnam. And a tasty
Nescafe 3in1 enables
smooth & open
conversation.
Café Việt, chuyện
Việt
Writing contest,
especially with
controversial topics
about Vietnamese
people.
Booth chuyện trò
Booths where people
use code in Nescafé
3in1 packaging to
register a fixed time
to gather and share
their stories.
Cùng trò chuyện
BIG IDEA:
CÙNG TRÒ CHUYỆN
Phase 1: start the
converstion:
Unbranded internet
banners on forums
Phase 2: build awareness
of conversations
TVC
Introduce: website:
cungtrochuyen.com
Phase 3: Allow people to
create conversations
about what is really on
their minds
Launch website
cungtrochuyen.com
(platform to dicuss).
-Penetrate locally into
Vietnamese people‘s
minds and their daily
lifestyle.
-Triggering people to raise
their voice can create
great influence in
community.
Booth which become a
place for chatting,
dicussing is not
comfortable, even
forceful. Therefore, it can
not solve the challenge of
Nescafé 3in1 because of
not understanding
Vietnamese people
deeply.
Maybe make negative
brand perception when
discussing bad habits of
Vietnamese people.

8. FOODFORTHOUGHTS
Brief
Gather
information
Key
issue
Insight
RESPONSESTIMULUS
IdeaIntegrated
DM
…
PR
Print
Web
POSM
TVC
Event
STIMULUS
• Create awareness / saliency
• Create a favorable impression
• Modify attitudes
• Sustain awareness
• Reinforce attitudes
• Evoke an immediate response
• Enthuse the staff/trade/constituents
RESPONSE
• “Now I’ve heard of it”
• “What a good idea”
• “Really?”
• “That reminds me”
• “I always knew it”
• “I should go do that”
• “That’s great for us”

9. EXAMPLE - VINASOY
Brief
Tet is the golden chance for FMCG
brands to drive sales. Therefore,
many brands run their
communication campaign / TVC
at Tet. Though Vinasoy is the
leader in the soy milk category, it
is still very weak compare to other
big brands in the FMCG field (or
even beverages brands).
So the challenge is how can we
stand out from the crowd to gain
attention and drive sales?
Information
Tet is the time people gather with
their family, share the happiness
and wish each others to have a
wonderful year.
But it seems like they have
forgotten the most important
thing.
Key issue
People send their best wishes to
their families, their friends at Tet,
hoping them to have a wonderful,
happy year – but most of the
wishes are about the fame, the
fortune, the prosperity…
Are those things really make the
happiness? Are they the things
that their families, their friends
need? We say “NO”.
Insight
Tet is the most beautiful time of
the year, it is the start of a grand
new chapter of our lives.
Therefore, I always send my best
wishes to my beloved ones at Tet
– However, it seems like I’ve
missed the most important thing
that we’re all eager to achieve in
our lifetime- The peacefulness.
RESPONSE
“An lành đúng là thứ quan trọng nhất trong cuộc
đời. Vinasoy thực sự gợi nhớ cho tôi điều tưởng
chừng rất đơn giản này”
Idea
“Hạt mầm an lành”
Soybean represents the
peacefulness.
Đậu “nành” – an “lành”
STIMULUS
Short film
“Vì an lành là điều quan trọng nhất trong cuộc đời.
Vinasoy chúc bạn một cái tết an lành.”

10. Thank you !