This document outlines a brand activation campaign by OMO for Vietnamese mothers around the Lunar New Year, or Tet, holiday. The campaign aims to help kids understand traditional Tet values through family activities. It involves three phases: 1) Triggering awareness of Tet values through TV commercials and editorials. 2) Experiencing Tet through activities like a festival street fair. 3) Amplifying the experience through a YouTube series and Facebook app that celebrate learning about Tet values. The goal is to encourage mothers to let kids freely experience Tet traditions while reinforcing OMO's message that dirt is acceptable for learning.

1. SCAPE

2. Brand Activation is
A process delivering Brand Promise to consumer by creating brand experiences
BRAND PROMISE
CONSUMER
BRAND EXPERIENCES
We think

3. Brand Activation
“The core marketing process through which we bring a brand to life through a variety of Brand Experiences” to:
Change the way consumers see our brands
Change the way those consumers behave
Influence their purchase behavior

4. Brand Activation Platform
“A physical or emotional space in consumers’ lives that enables the brand to interact in a distinct and meaningful way”

5. Brand Activation Idea
“A creative theme derived from the Activation Platform that can work across different channels, to achieve the brand’s marketing and communication objectives”

6. Brand Activation Channel
“A system or method that is used to interact and give customer integrated brand experience to bring the spirit of brand to customer’s life in a distinctive way”
Social Network
Magazine, Newspaper
Word of mouth
For example:

7. INVITATION
EXPERIENCE
AMPLIFICATION
Maximizing awareness of the Brand Experience among the RIGHT consumers
A motivating and meaningful Experience for consumers that reflects the essence of the brand and delivers against objectives
Driving the Experience to achieve impact and reach with a much bigger audience
Activation Campaign Phases

8. OMO-Tết2014
YêuthêmgiátrịTết, lấmbẩnlạicànghay
Brand Activation Campaign

9. Target consumer
-Women, 22-35 years old
-Class ABCD
-Office lady
-Live in HCMC, HaNoi
-Marriage with kids
Brand Activation Objective
Life concern
-Enjoy life and take care of their new family. Spend most of their life concern on their kids & family.
-Have big concern with education for kids, always look for the best way to help their kid learning and develop.
Life style & Media habit
-Modern mom style: always busy with work, kids & housework. They don’t have so much time for themselves.
-Whenever they hang-out or travel, it must be with their family (kids & husbands).
-Media habit: Webtretho, Eva, Vnexpress,… (topic concern: Kids’ caring & education, Kids’ schooling, Health, Issues of Husbands & Wives,..)
Campaign objective
Help kids understand more about traditional Tet values through a variety of activities in preparation for Tetwith their mom.
OMO encourages moms to let their kids feel free to experiences traditional Tetvalues.

10. Brand Activation Platform
KID’S PLAYGROUND

11. Brand Activation Idea
Kid’s learning & experiencing Tet values
YêuthêmgiátrịTết, lấmbẩnlạicànghay
This Idea aims to offer moms a springboard to teach their children good values, using Tet as an inspiration

12. Campaign Rollout
Trigger
Dec-Jan
Awaken the story of traditional Tet values in modern life
There are many story out there about traditional Tet values
TVC
Advertorials
Editorials
ChibiPicture Collection
Experience
Jan
Experiences traditional values of Tet in modern life
Let’s experience
Tet festive street
Advertorials
Editorials
Amplify
Jan -Feb
Advertorials
Editorials
Youtubeseries and Facebook application
Let’s celebrate the beautiful result of the action
Celebrating traditional Tet in modern life

13. Phase 1: Trigger the traditional Tet values
OMO’s TVC translates this story into the modern day. After his mom tells him that the fish will watch and relay his deeds, a young boy goes about doing good turns for his neighbours–helpful acts which we also observe from the viewpoint of his watery friend. At the end of the reel, even after the fish has been released, the little boy has learned, and continues to do good turns.
OMO triggers mom to help kid feel the importance of traditional Tetvalues in modern life.
Key Hook: TVC
http://www.youtube.com/watch?v=BRNmEKtH8Qo&index=12&list=UUY8_xLO3NE3CayDLmb4jMig

14. Differences in traditional Tetvalues in modern life
PR
A photo contest “Khoanh KhacTet” –Sharing traditional Tetvalues
Phase 1: Trigger the traditional Tet values
Social Media

15. Key Hook: Tet Festival
Content:
OMO gives moms and kids a space to experience and feel traditional values of Tetin a more meaningful way.
Phase 2: Experience traditional Tetin modern life

16. PR
Encourage moms to let their kids play freely and experience Tetvalues
On ground
Social
Tet festive street for kids to learn
about traditional Tet values
Location: Tao Dan Park (TP.HCM)
VincomRoyal City (Ha Noi)
A drawing contest “Hieuthem gia tri Tet-Be hoa sac xuanvui” An online space helps kids learn about Tetvalues
Phase 2: Experience traditional Tetin modern life

17. Key hook: Youtubeseries & Facebook application
http://www.youtube.com/watch?v=EEXtX89wnxM&list=UUY8_xLO3NE3CayDLmb4jMig&index=3
Content:
Celebrate and share beautiful results of kids’ learning about traditional Tetvalues.
Phase 3: Spread out traditional Tetvalues

18. Socialmedia
PR
Phase 3: Spread out traditional Tetvalues

19. This campaign also carries OMO’s over-arching message that ‘Dirt is Good’.
It doesn’t matter if your child gets dirty clothes, if he
has the freedom to get out there, play and learn.
It is OMO’s job to manage the dirt –leaving
mom and dad to get on with the important role of parenting