YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Assignment 12.1]
Đình Giang + Đức Hiệp + Ngọc Khánh

Conceptualization process
XIDEA
X
eXploration
I
Ideation
D
Development
E
Evaluation
A
Action
WHAT
to do
WHY
to do
Understand the current
status (where are we?),
what’s your real challenge
(why are we hear?) and
what is our purpose –
business objective,
marketing objective
(where we want to go
to?)
Find out knowledge
gaps and perceptual
blind spots. Gain novel
insights into your case
[and initial ideas].
Generate the 1st
draft ideas for the
challenge without
worrying about the
quality, just focus
on the quantity of
raw ideas
Increase the
likelihood of
producing truly
original ideas that
are outside the
tunnel of the
traditional ways of
thinking.
Increase the quality of
ideas by generating
meaningful concepts
and solutions from the
most attractive idea is
second stage.
According to Pareto’s
thesis, 80% value of this
stage comes from only
20% of all raw ideas.
Remember to use the
most intriguing ideas to
create meaningful Big
Idea
Discuss, analyze
and select the top
idea concept.
If underestimate this
stage, we can not
find the concept that
has the highest value
potential and ideally
is feasible to take
further action.
Take action to
turn top idea
into reality
BIG IDEA =
Meaningful idea +
excellent action
OUTPUT Creative brief
Enormous room
of ideas
Holistic picture in mind
about what to do
Meaningful, Valuable
idea concepts
Winning big
idea
XIDEA
Is a process of
action to
conceptual and
generate a
winning big idea
for the marketing
campaign

• Brand: Sunsilk
• Client: Unilever.
• Creative Agency: Ogilvy Việt Nam
• Media Agency: Mindshare
• Mobile Platform: Zalo / Adtima (VNG)
• Channels: TV, Print, Digital / Mobile / Social.
• Laucnh Date: 10/2014
Ngôn ngữ
TÓC
• Within the campaign period, the brand gained 0.5 percent of value market share
in its top four cities and 0.7 percent value share in Hanoi, one of Sunsilk’s key
markets.
• The campaign reached 67 percent of the Sunsilk target audience on Zalo within
one month.
• Sunsilk became the only fast-moving consumer goods brand to rank on the Top
Five Zalo Page with over 100,000 followers.
• The Sunsilk Zalo Page received approximately 2,500 engagements per feed.
• Audience members submitted over 75,000 photos, and created 32,000 chibi
drawings.
• Over two million Sunsilk Chibi Stickers were downloaded, and 260,000 chibi stickers
were used per day.
• The campaign generated over 600,000 views on YouTube and Zing TV within one

Normally, after a thorough eXploration of the case scenario, the
initial perception of the challenge changes in almost all cases.
1. eXploration 2. Ideation
XPRESS the initial
Challenge
Your Knowledge & Un-
knowledge list
3 steps in this stage
XPLORE your case:
 Check: Facts, numbers,
assumptions
 Ask 5x WHY, 5W1H,
 Look Differently at it
 Map: Sketch it, visualize
XTRACT new evidence
& key out put
Insights, initial ideas, final
challenge & evaluation
criteria
Target: women 20 – 28, busy, want
to look best at all times.
In Vietnam, hair is the form of
communication.
During research, Sunsilk found that:
the way a woman touches her hair
reflects her immediate emotions and
her typical characteristic so far.
4 GROUND RULES FOR IDEATION
Defer
judgment
Go for
QUANTITY
The
WIDER the
better
Combine
&
improve
on ideas
Example
Insight: As a woman, every stroke,
twist or brush my hair holds a secret
meaning about what message I
want to express.
The final challenge: comes out is
how to decode the meaning of
these acts to hair.
8 IDEATE TOOLS
Solo brain
writing
Attribute
listing
Word
association
chain
Pool brain
writing
What if
Other
worlds
Random
word
Reversal
To decode the meaning of women’s acts to hair:
1. Men can take a photo, upload to an app created by Sunsilk for
decoding the meaning. (Random words: “photo” + “app”)
2. Let hair speak up the meaning (What if hair can speak?)
3. Bring human to a world where people don’t have hair. Every time
a woman touches her hair habitually, she feels embarrass and then
has to explain what she want to say. (Other worlds)
4. Why we don’t make a list to show all the meanings of acts on hair?
5. What if every girl makes her own list of meaning of acts on hair
and then public it
Sunsilk shampoo had always been
known for its “soft and shine”. In
Vietnam, there are 7 big competitors
of Sunsilk in women shampoo market:
Dove, Garnier, Head&Shoulders,
Lifeboy, L’ Oreal, Pantene and
Tresemmé.
Sunsilk wanted to reconnect with its
young fashionable consumers and
differentiate itself from competitors

 Improve idea 4: We can call a list is a
“dictionary” => Dictionary of finger comb
language decoding the language behind
each touch on hair of women. =>
Concept 1: “The language of hair”
 Combine Idea 1 and 5: Each woman can
take her own picture, send to an app to
receive a cute picture with the
explanation about her hair language =>
Concept 2: “Show your hair decode”
 Tame wild idea 2: Hair is a best friend of
every woman, whenever woman can not
explain what she feels, the hair will speak
up to clarify the feeling => Concept 3:
“The voice of hair”
 Tame wild idea 3: Don’t relevant.
3. Development 4. Evaluation
Discover INTRIGUING Ideas
+ Wild ideas: unique, strange and may reflect
the disruptive view of thinker, very potential but
needs to be developed more.
+ Interesting ideas: An idea contains a exciting
hook and makes people say “wow” at the first
time hearing about it, more achievable
3 steps in this stage
Design realistic BIG
IDEA Concept
+ Improve on
interesting ideas
+ Combine them
+ Tame a wild idea
DEVELOP idea
concepts further by
adding more value
and meaning
EVALUATE the portfolio
of idea concepts
Gain an in–depth
understanding of the
pros & cons of an idea.
Then identify what’s
interesting about the
idea – or find a way to
make it interesting.
3 steps in this stage
ENHANCE promising
BIG IDEA concept
ELECT the top Big idea
Concept 1: The language of hair
_ Pros: generate the insight, relevant to
brand characteristics, relevant to
consumers (elegant women)
_ Cons: Are all explanations right to all
women? (Does one act have the same
meaning with different women?)
Concept 2: The voice of hair
_ Pros: very cool and creative way to
generate insight.
_ Cons: may be not relevant to consumer
because of its magic, not reliable
Concept 1: The language of hair
_Viral clip about the boy understands the
language of a beautiful girl’s hair thanks to
the dictionary “The language of hair”
_ Zalo: Where women can make their own
cool stickers and use on chatting.
Concept 2: The voice of hair
_ Viral clip: The world where hair can
speak when needed to help women
express their true feelings.
_ Zalo: sound-sticker about different kinds
of hair touches
Example
The winning concept: Idea 1
“THE LANGUAGE OF HAIR
 Concept 2 can become a tactic for
execution of Concept 1 => Combine it
together
 Concept 3 can be developed through a
series of cartoon short film (like Comfort)
 Wild ideas: 2, 3
 Interesting ideas: 1, 4, 5

5. Action
Campaign kicked off with a story
about the cute perky was attracted
to a pretty girl but couldn’t
understand the subtle gestures that
she used to express herself.
The short film was broadcast and
promoted on Youtube and Zing TV,
receiving more than 600.000 views in
the first month.
https://www.youtube.com/watch?
v=BxlWpo0XDHY
To increase engagement, Sunsilk launched a Chibi
Maker Contest that challenged audience members
to incorporate their knowledge of Hair FingerComb
language into their chibi drawings. The best chibis
were selected, and Sunsilk released a Hair
FingerComb Language Chibi Sticker Collection as a
gift to Sunsilk women. The sticker collection was
released on the Zalo Sticker Store and announced
on the Sunsilk Zalo page, through sticky messages,
and through other media channels.
The second part of the
campaign involved “chibi,” a
Japanese slang word meaning
a short person or little child.
Using chibi drawing to create a
cute mini cartoon version of a
girl had become a trendy
activity among Vietnamese
women. The Sunsilk fan page
was promoted on Zalo’s home
page. Zalo users could then
send their photos to the Sunsilk
page using Zalo chat, and the
Chibi Maker Tool created a
personal chibi drawing and sent
it back to them based on the
photo submitted.
To reach the core
audience on mobile
platforms, Sunsilk chose to
use Zalo, the most popular
social media chat app in
Vietnam. Nearly 67
percent of the target
audience, young women,
actively used Zalo to chat
with friends and share
photos every day. Sunsilk
leveraged video, media
banners, social, and
online PR to lead
audience members to the
campaign fan page on
Zalo
1 2 3 4

DEFINE REAL CHALLENGE
Popular toothpaste brand, Close Up has always been viewed as a refreshing, youth focused brand. The brand wanted to
engage young consumers in Vietnam to reinforce its brand message: ‘Confidence to get Close’.
So, how to engage this audience differently in this Valentine’s Week?
X-PRESS
Lists Knowledge & Unknowledge
- In Western countries, people are completely free in
expressing their love every moment
- In many Eastern countries and Vietnam, expressing
love in public places are seen as
- Valentine is a great time to express love. In this
occasion, young couples often go out to celebrate
their love
- Kisses are sweetest expression in love
- Youth also has different points of view in expressing
love in public places
XPLORE
* Target
Young couples, 18 -25 years old, living in urban.
This target audience is always connected and
accesses Internet primarily via their smartphones.
* Facts/Observation
Huging or kissing in public places would be
criticised and seen as an unsuitable action for
Vietnamese and Eastern countries. As the
result, this limited young couples be free to
express their love.
Closeup positioned as the toothpaste that
gives people confidence in those very "up
close and personal" situations
CONSUMER INSIGHT
“Kissing is the sweetest expression in love and I always want to express this to my lover.
But I am afraid of criticsing from others when doing it in public places”
XPLORATION
Brand’s
Best Self
Cultural
Tension
XTRACT
FACTS
53% young people don’t
dare to kiss/hug or
express their live in
public places
WHY?
They are afraid of the
criticism from others

We can:
- Organize funny contests relate to kiss
- Generate a record about kiss in
Vietnam
- A big event in Valentine Day
IDEATION DEVELOPMENT
Solo brain
writing
Attribute
listing
Word
association
chain
Pool brain
writing
What if
Other
worlds
Random
word
Reversal
Big Idea: Free to kiss
Massage: “Be confident to giving love kisses
every moment”
EVALUATION
DARE YOU KISS
Design
campaign like a
challenge.
“KISS CAM”
We can
encourage
people give
kisses to
strangers
FREE TO KISS
We can
encourage
young couples
to overcome
criticism to be
free to kiss
WORD ASSOCIATION CHAIN: Love => Hug => Kiss => Sex ???
What if Close up encourages young couples to give sweet kisses,
against to cultural barriers?
DARE YOU KISS
Design campaign
like a challenge.
“KISS CAM”
We can
encourage
people give kisses
to strangers
FREE TO KISS
We can
encourage
young couples to
overcome
criticism to be
free to kiss
Like social campaign
It can deliver a meaningful message
meaningful message about love without
borders between man to man
Dare people kiss in public places and
then up photos on social network like
Facebook, Instargram. When they done,
they can receive a gift from Close up
Why it work?
- Doable: Can generate a lot of creative
ideas for execution from this
- Deep: Comes from an insightful of
Vietnamese
- Combine business objectives and
communication objectives

1.
- Nice short caption, related to youth,
attractive photos
- Added knowledge and nice
information about kisses, how to kiss
for young couples
INTERESTING CONTESTS
- Photo contests on many different channels to
save romantic moments of young couples
giving their kisses
- Hastag: #Free2kiss
CONVENIENT STORES
Combine with Convenient stores Circle K:
Couples who take kissing photos ai Circle K and
post on FB with hastag #damyeudamhon
VIDEO CLIP
Message: “Nếu trái tim bạn
chưa loạn nhịp, nếu toàn
thân chưa run lên thì bạn
chưa thật gần. Hãy tiến
thật gần và trao nụ hôn!
INLUENCERS
ACTION
CONTENT ON FACEBOOK FANPAGE
(10 MILLION LIKES) 2.
4.
3.
5.

- Decrease in sales: Pepsi's sales fell 2% in 2015 and 2% in 2014
- Competitor: Coca-Cola first launched a popular Share a Coke campaign in 2014 and revived t in 2015. Coke tagged bottles with
hundreds of different first names and other phrases like "BFF”. Many consumers posted pictures of themselves with bottles that used their
name – A sucessful campaign
How to engage young people strongly in this summer to convince them buy Pepsi?
X-PRESS
Lists Knowledge & Unknowledge
- Trend: Emoji will be a strong trend in next years. With 2 bil
global smartphone users sending 6 bil emojis daily.
Their importance and popularity can be ascertained
by the simple fact that the world celebrates their use
on The World Emoji Day i.e. July 17.
How Pepsi use this for campaign?
- Researching on chat applications shows that: “Users
especially would like to use interesting iconics/symbols to
commnicate”
XPLORE
* Target
Young people, 18 -25 years old, living in urban.
This target audience is always connected and accesses Internet
primarily via their smartphones.
* Facts/Observation
Users especially would like to use interesting iconics/symbols to
commnicate
WHY?
It is the convinient way for me to express just right what I want to say.
Emojis are very good because they are a shared language now across
cultures. Emojis are the language of today, so why not Pepsi has put
them in the world this year.
In the present , when the information are flooding on
the media, people become be overloaded with
reading too much
Pepsi is as a brand that has always been on the cutting-
edge of culture and the voice of new generations
CONSUMER INSIGHT
Sometimes, when takeing over text or email, words fall short of what one I truly wants to say. In such cases, the simple use of Emojis can help me
express just right what one is feeling, whether it is disgust, anger, fear, anxiety or any other emotion
XPLORATION
Brand’s
Best Self
Cultural
Tension
XTRACT

Pepsi can:
- Print emojicons on packaging. Global
and locally uniquely designed emojis
printed on cans, bottles and cups
throughout the world.
- Design app for smartphone
- Users can post photos of their emojis
and use bottles to communicate with
each other in places, such as
loud concert venues
IDEATION DEVELOPMENT
Solo brain
writing
Attribute
listing
Word
association
chain
Pool brain
writing
What if
Other
worlds
Random
word
Reversal
Big Idea
SAY IT WITH PEPSI
EVALUATION
Like Coca Cola’s
campaign –
Share a Coke,
Pepsi can launch
a Share a Pepsi
Moji SAY IT WITH
PEPSI
- Print emojis on each Pepsi
bottles/cans and encourage people
share it on social media
Why it work?
- Doable: Can generate a lot of creative ideas for
execution from this
- Deep: Comes from an insightful of young generation
- Combine business objectives and communication
SHARE A
PEPSI MOJI
SAY IT WITH
PEPSI
SHARE A
PEPSI MOJI
Pepsi can make
emojis globally and
locally by
encouraging young
people use this to
express their feeling

ACTION
INNOVATE PACKAGING
Around this summer, the emojis will be featured on
packaging across the brand's portfolio of drinks. All of
the designs use Pepsi's circle globe shape and the
colors of blue, red and white, creating a universal
language system proprietary to the brand.
MUSIC EVENT
A big event is
organized to launch
new packaging
FEATURE RETAIL AND IN-STORE MEDIA, DIGITAL AND SOCIAL MEDIA AND OTHER
EXCITING ACTIVATIONS TO ENCOURAGE CONSUMERS TO "SAY IT WITH PEPSI."
KEYBOARD PEPSIMOJI FOR SMARTPHONE with
slogan “Have fun, talk less and say more”

X-PRESS
Lists Knowledge & Unknowledge
- Clear positioning is NO.1 Shampoo in Vietnam. Clear onwed
key words "COOL" and "CONFIDENT" in consumer perception,
but NOT STRONG and Brand Image is QUITE OLD
- Head&Shoulder is strongest competitor under P&G, always
compete in sales and market share
- Summer is a great time for people to traveling, but
Vietnamese Summer is hot. So people prefer to indoor than
outdoor, to hide from the sun.
=> With owning key words “COOL” and “CONFIDENT” in
consumer perspective, Clear can do something to build brand
love more
XPLORE
* Target
Younger, 18 -25 year old, living in urban
- Love to discover new places, want to have more
experiences
Observation:
Summer is a great time for people to traveling, but Vietnamese
Summer is hot, so younger prefer to indoor than outdoor, to
hide from the sun.
Why?
Summer is the time for scalp or dandruff hair problems appears
most
Vietnamese travel the foreign country while they have
not discover all the beauty within Vietnam yet and
foreigners know more Vietnamese cool places than
Vietnamese
Clear onwed key words "COOL" and "CONFIDENT" in
consumer perception
CONSUMER INSIGHT
As a younger, I want to discover and experiment new things in summer. However, summers in VN is hot, which drives my scalp annoyed with
dandruff & itchiness. I need something to help me confidently exploring my country without worrying about such annoyance.
XPLORATION
Brand’s
Best Self
Cultural
Tension
XTRACT

Clear can:
- Trigger proud of country in every young
people to engage them to discover beauty of
Viet Nam
- Design app for smartphone
- Users can post photos of their
experience in summer and share beauty
of Viet Nam, show proud of Viet Nam
IDEATION DEVELOPMENT
Solo brain
writing
Attribute
listing
Word
association
chain
Pool brain
writing
What if
Other
worlds
Random
word
Reversal
Big Idea
My Kool Vietnam
EVALUATION
Clear can talking about
the cool in summer to
inspire younger go out to
discover
My Kool
Vietnam
- Show fact about summer – summer is
a great time to discover
- Inspire younger by the story about
experience of youth in summer
Why it work?
- Doable: Can generate a lot of creative ideas for
execution from this
- Deep: Comes from an insightful of young generation
- Combine business objectives and communication
Summer is
cool
My Kool
Vietnam
Summer is
cool
Clear can change perception from
“I hate summer” to “I love summer” by
trigger 1 emotion that is in every
young Vietnamese’s heart – a main
love for their country.

ACTION
Viral Clip: “Travel Vietnam with Kyo York” which
mentions the beauty of Vietnam through
foreigner’s eyes and raises the question “Why
Vietnamese's young people don’t know about the
beauty of own country while foreigners know and
interested in it?”
And then, MV My Kool Vietnam was launched
with two brand ambassadors received the
admiration of so many young people: Thanh Bui,
Thanh Hang.
Different from initial impression of Viral Clip:
““Travel Vietnam with Kyo York”” , MV My Kool
Vietnam went into his heart to the beautiful lyrics
such as urging people to "Hurry up backpack and
discover new land of Vietnam".
Launch app and landing page: attract people to
discuss and share about experiences of
yourself about interesting places in Vietnam.
Stimulate travel events was held in the
potential local travel as Phu Yen, Da Nang
Young people travel to new lands, explore new
experiences are encouraged to share to the
environment by the check-in on Vietnam
tourism map - Kool Clear Spots
Clip “Kool hunters” which shows 15 days
along the length of Vietnam with 5 kool
hunters
Kool hunters: Trailblazers, Love exploring,
Bring on something new, Love sharing. It
was super Kool hunters, explore lots of
Kool Clear Spots, created a tourist map
Vietnam with Clear

X-PRESS
Lists Knowledge & Unknowledge
- Dutch Lady is a brand stand for nutritional care for children
- 28/6 - Vietnam Family Day is a chance for families to express
emotions, parents express their love for their children.
=> The opportunity for Ducth lady to talk about the story the
care of parents for their kids
XPLORE
* Target
parents, 30 – 45 year old, living in urban
- Love their family
- Busy to work
Observation:
Busy life makes me feel I don’t have many time to spend for
my family
So what?
I feel my family lacks of cohesion and mutual understanding
lives are increasingly busy, meaning that the time for
family become fewer
Ducth laday is a brand about caring and nutrition
CONSUMER INSIGHT
As a parent, I wish I had more time to care for my child.
XPLORATION
Brand’s
Best Self
Cultural
Tension
XTRACT

IDEATION DEVELOPMENT
Solo brain
writing
Attribute
listing
Word
association
chain
Pool brain
writing
What if
Other
worlds
Random
word
Reversal
Big Idea
20+ minutes per day
EVALUATION
20+ minutes
per day
The value
of family
Xây nền sức
khỏe, gắn kết
gia đình
The value
of family
Word association chainL Family => Health => Happiness
Tell story about the value of
family through story of KOLs
- Design a friendly character
with children to deliver
promotion
- Organize a big event for
families to take part in. In this
event, every member can
play games together to
connect more

ACTION
Series film about the lives of
famous families if they had
more time in a day
Image contest on
facebook
“20 phút gắn kết gia
đình”
Event: “Ngày hội nông trại gia
đình” with the participation of
1300 families and committed
to spend more time with
family

Thank you.