ISC Marketing - Example of Cafe Viet Online Marketing campaign
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Café Viet is an instant coffee that combines Nescafe expertise with traditional Vietnamese coffee taste. It provides coffee at a lower price than street coffee during economic downturns. The campaign will create intrigue around declining masculinity and position Café Viet as a solution to save masculinity for just 2,800d per glass. It will use web banners, apps, and social media over 2 weeks to tease the problem and 6 weeks to promote Café Viet as the low-cost solution.
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ISC Marketing - Example of Cafe Viet Online Marketing campaign
- 1. CAFÉ VIET
- 2. THE BRAND CAFÉ VIET is a coffee marrying the NESCAFE international expertise with the traditional taste of Vietnamese filtered coffee in an instant format
- 3. THE SITUATION In the economic downturn, a sachet of CAFÉ VIET is much cheaper than a glass of street filtered coffee
- 4. THE TASK Making coffee drinkers realize the difference, hence go for CAFÉ VIET
- 5. THE IDEA SAVE MANLINESS FOR JUST 2800D A GLASS
- 6. CAMPAIGN Our conversation with people will be in 2 parts NARRATIVE
- 7. I 2 TEASE MAIN Objective: Objective: Create intrigue in the problem of Establish the solution of Café Viet now dropping masculinity and establish save man for just 2800 D a glass the solution of 2800 D Message: Message: Café Viet is for 2800 D that can help Masculinity is dropping. Solution save manliness costs 2500 D Touch points: Touch points: TV (Infomercials), Web app., Social Web banners, Web app., Social media media Duration: Duration: 2 weeks 6 weeks
- 8. CAMPAIGN WEB BANNERS NARRATIVE
- 12. CAMPAIGN WEB APP NARRATIVE
- 18. CAMPAIGN VIDEO NARRATIVE
- 20. CAMPAIGN SEEDING - ANGELS NARRATIVE
- 21. I 2 TEASE MAIN Objective: Objective: Create intrigue in the problem of Establish the solution of Café Viet now dropping masculinity and establish save man for just 2800 D a glass the solution of 2800D Message: Message: Café Viet is for 2800 D that can help Masculinity is dropping. Solution save manliness costs 2800 D Touch points: Touch points: Forums, Facebook, Online Websites, Forums, Facebook, Online communities, Video Sharing communities Community Duration: Duration: 2 weeks 6 weeks
- 22. CAMPAIGN TIMING NARRATIVE Jul 17th.