IMC Plan Made by You 2014 : AIS BrandAge Award

transcript

00:01Saturday, November 15

Knock the Judges’ Socks off !

Smile and Surprise them

15/11/14

BBA THAMMASAT

The Scamper is Ready

COMMUNICATION OBJECTIVES :

• Create awareness of product

features through digital and

social media platform

• Encourage consumer target to

register

PROSPECTIVE TARGET : Digitally Connected Lifestyle

BUDGET :3 Million Baht

PERIOD :Jan 2015 – Dec 2015 ( Year Plan )

RECAP BRIEF

WHAT KIND OF THE

COMMUNICATION MESSAGE IS THE MOST EFFECTIVE?

DIGITALLY CONNECTED

PROSPECT TARGET

“INDEPENDENT”

Follow their own rule More time for their interests

Time Independent: Life Independent:

TARGETS’ WANTS

MADE BY YOU WILL BETARGET’S NEED

More than your mobile service, but the key

unlocking you to the world of freedom

LIBERATING KEY THAT

OFFER THE

CUSTOMIZATION TO PLEASE YOUR

UNIQUE

LIFESTYLE

LIBERATION FROM EXISTING

PRE-SET

PRODUCTS

IN A NUTSHELL

COMMUNICATION CONCEPT

“MADE BY YOU อสระของคนยคใหม ทใครๆกออกแบบได”

COMMUNICATION CONCEPT

6 concept

เนนย ำ USP

DIGITAL STRATEGIES

DIGITAL STRATEGY 1

Provoke and trigger consumers for

product trials by tying the product feature with

customer’s digital lifestyle (Product Benefit Level)

DIGITAL STRATEGY 2

To create the brand identity through

digital platform by association with the

customers’ online behaviors (Brand Level)

MECHANICS

Awareness

Educate

Engagement

Branding

Sustain

AWARENESS

ONLINE BANNER

KOL PROMOTE POST

Idea: use consumer’s Page following behavior to provide the awareness with our information and to attract the

innovator and early adopters to use the product.

JayTheRabbit คนอะไรเปนแฟนหม Contrast

VIDEO CONTENT

Thai Belief: ผชำยดๆมแตในนยำย

Product Feature: Customizability

ท ำไมตองรอ ออกแบบเองดกวำ

ควำมแตกตำงระหวำงเจำหญง Disney ยคแรกกบยคน

Idea: Video Idea – Rap Battle

EDUCATE

BLOGGER REVIEW

Idea: use consumer’s ZMOT search behavior to provide the search engine with our information and to attract the

innovator and early adopters to use the product.

FACEBOOK CONTENT: EDUCATE

Idea: use consumer’s lifestyle problem to create a content that emphasis on solutions Made By You can provide.

หมดปญหำมนษยปำ

ENGAGEMENT

Insight

SPIN by You

WEB SCHEME: SPIN BY YOU

PROMOTED BY:

Made by You

Free-trial coupon

Pay Play Post

Press to Start

Voice Data Price

300 3GB 399Play

Accept

Decline

Press to start

Voice Data Price

??? ??? 399

Choose your pricing option

399 599

799 999

1 2 Press the button to start

Note: Accepted package will be validated for the period of 1 month after the confirmation The right can be redeemed once a month

Pay Play Post

Press to Start

Voice Data Price

300 3GB 399Play

Accept

Decline

Choose your pricing option

399 599

799 999

Pay Play Post

Press to Start

Voice Data Price

300 3GB 399Play

Accept

Decline

Press to start

Voice Data Price

??? ??? 399

2 Press the button to start

Pay Play Post

Press to Start

Voice Data Price

300 3GB 399Play

Accept

Decline

Press to start

Voice Data Price

400 2GB 399

2 Press the button to start

SUSTAIN

ADVOCACY AND WOM CUSTOMER JOURNEY

After Log InReferral Code and URL

pop upPost it on FB

Friend Click and direct link to the Made by you website

Register and Pay

You will Receive [Per Friend Register]

a. Free Internet 50MB

b. Free Call time of 15 minutes

c. Free 10 SMS

Your Friend will Receive

a) 10% discount of the next paymentb) Become an invite sender

Idea: Use the customer’s FB wall as word of mouth Generator. By posting on their wall, the link would appear on

their friend’s news feed, thus creating conversation among friends

รวมเขำกจกรรม เลำใหเพอนรและรบของรำงวลมำกมำยโดย Post

Link นบน Wall แลวชวนใหเพอนมำใช-------------------------------------

Example of Unique Landing Page

Kyle Brown

ซมใหม ใชดโคตร! ใครอยากใชกดลงนเลยยhttp://ais-made-by-you.co.th/register/refcode=123456

มาทดลองใช Made By You SIM ใหมทใหอสระในการออกแบบแกคณ เพอ โปรโมชนทดทสดเพราะคณสรางเอง รบสทธพเศษมากมาย

http://ais-made-by-you.co.th/register/refcode=123456

UserFriend

http://madebyyou.com/register/refcode=123456

WEB SCHEME: SUPER SPIN BY YOU

Super Spin

by You

Press to start

Voice Data Price

??? ??? FREE

BRANDING

FACEBOOK CURATED CONTENT AND CO-CREATION

Idea: Digitally Connected lifestyle need things to be fast and simple. By making the Made By You Page as

the hub of Life hacks, it will be perceived as a page that truly understand its target.

CONTENT CO-CREATION JOURNEY

Idea: the brand could even ask its followers to co-create the life-hack tips of which the brand would use

their tips and post them in their Facebook page and Instagram.

MadeByYouAis

Xseries_Design

วธจดเครองปรงใหงายขนโดยใชกลอง Tic Tac จากเพอนทางบาน #lifehackbyYou

Send it their

Life-hacks

Page Create and Post

INSTAGRAM & FACEBOOK CAMPAIGN

KOL POST USER POST LIKES ON BOTH PLATFORM

#BeYouByYou

Idea: Cosplaying is a way to express yourself, it symbolizes individuality, creativity and self-love. By using your

finger as the cosplay canvas, also symbolizes the texting behavior and the easiness of the brand usage. The

campaign would receive IG and FB awareness.

Win an iPhone 6

MEDIA & BUDGET

GOOGLE SEARCH NETWORK

Google AdWords' structure and keywords for each ad group

Example of the ads

GOOGLE DISPLAY NETWORK

Ads placement (Website)

Example of GDN ads

FACEBOOK ADVERTISING

Example of Facebook ads

Newsfeed Ads Right hand column Ads

Classifying Media: 3 Types

PAID MEDIA

• Facebook Ad• Google Display Network

• Google Search Network• Blogger

• KOL

OWNED MEDIA

• Made-By-You by AIS

Facebook page

• Made-By-You by AIS

Instagram

• Made-By- You by AIS

YouTube Channel

EARNED MEDIA

User Generated• Join and share

• Word of mouth

And Social

sharing

Spread out content

And leverage material

Content hub

and AIS

community

MEDIA PLANNING

BUDGET ALLOCATION

List of Expenditure Total Baht/MonthPaid Search 192,000.00THB 16,000

GDN 576,000.00THB 48,000

Facebook Ads 192,000.00THB 16,000

Key Opinion Leader [KOL] 300,000.00THB

The One Video 500,000.00THB

Blogger 90,000.00THB

Branded Content 60,000.00THB

ENGAGEMENT Web Scheme 450,000.00THB

Friend get Friend 25,000.00THB

Web Scheme -THB Minor Tweak

Key Opinion Leader [KOL] 80,000.00THB

Prize: iPhone 6 16GB (2 units) 49,800.00THB

Curate Content 270,000.00THB 45,000

Creative Festive Content 9,000.00THB

Total 2,793,800.00THB

AWARENESS

BRANDING

EDUCATE

SUSTAIN

GOOGLE ADWORDS

SPIN BY YOU

FB CRM

(Friend get Friend)

BLOGGER REVIEW

FB ADS + VIDEO

FACEBOOK CONTENT

FACEBOOK CONTENT:

LIFEHACK

FINGER COSPLAY

CONTENT CO-

CREATION

FebMar

AprMay

Jun JulAug

Sep OctNov

CAMPAIGN

SUPER SPIN BY YOU

DIGITAL COMMUNICATION TIMELINE

PRODUCT FEATURES HELP YOUR DAILY

LIFESTYLE

PRODUCT EFFICACY

Customizability +

Simplicity

ชวตออกแบบไดดวยปลำยนว

AWARENESS

Made By You อสระของคนยคใหม ทใครๆกออกแบบได

EDUCATE

IGN WEB SCHEME

FOR TRIAL: SPIN BY YOU

GOOGLE ADWORDS

SUSTAIN

FB CRM (Friend get Friend)

BLOGGER REVIEW

FB ADS + Video

FACEBOOK CONTENT

Quicker ways to

accomplish your tasks

BRAND IDENTITY

Customizability +

Simplicity

FACEBOOK CONTENT:

LIFEHACK

IG: FINGER COSPLAY

ชวตออกแบบไดดวยปลำยนว

ENGAGEMENT

CAMPAIGN NO1 : Product Benefit Level CAMPAIGN NO2 : Brand Level

PRODUCT EFFICACY

CONTENT Co-Creation

WEB SCHEME: SUPER SPIN BY YOU

FB IG WEB

DIGITAL TASK

Phatcharin

Sriwattanangkoon

4th Year Finance Student

BBA THAMMASAT

Natlada

Kanjanalekha

4th Year Marketing Student

BBA THAMMASAT

Boonsiriphant

BBA THAMMASAT

/BodinBoonsiriphant

Pannathat

Lowthammatus

BBA THAMMASAT

/PannathatLowthamatus

MEMBERS

THANK YOU

BACK UP

Facebook User

Facebook Post

Instagram User

Instagram Post

Instagram Growth

Social Media Integration

Google Search Network

Google Display Network

Facebook Advertising

Media Budget

KOL Information And Target

BACK UP SUMMARY

IMPRESSION AND CLICK

FACEBOOK USER

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FACEBOOK POST

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INSTAGRAM USER

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FACEBOOK POST

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FACEBOOK GROWTH

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SOCIAL MEDIA INTEGRATION

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SOCIAL MEDIA INTEGRATION

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POSITION OF THE ADS IN GOOGLE SEARCH RESULT PAGE

Expected Impression:

100,000 impression / month

Expected Click:

2,000 click / month

CPC Method: Cost per Click or CPC which means that the cost will only be charged if people clicks on our ads.

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keywords

Google Search Result Page

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KEYWORD PLANNER: AIS

We select those keywords that have average monthly searches above 1000 times

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KEYWORD PLANNER: DTAC

We select those keywords that have average monthly searches above 1000 times, except mydtac.

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KEYWORD PLANNER: TRUEMOVE

We select those keywords that have average monthly searches above 1000 times

< BACK

8,000,000 impression / month

Expected Click:

8,000 click / month

< BACK

In addition, the team will also set additional contextual keywords, which refer to the appearance of the ads in a particular

website which contain specific keywords, to make the ads appear even more on the website which we might miss off from the list above. The following are the keywords which we think that it could potentially benefit us and get to the target customers:

1. AIS, เอไอเอส

2. DTAC, ดแทค

3. True-Move, True-Move H, ทรมฟ, ทรมฟ เฮช

4. E-services, อ-เซอรวส

5. I-services, ไอ-เซอรวส

CONTEXTUAL KEYWORDS

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6,400,000 impression / month

Expected Click:

3,200 click / month

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ESTIMATION OF TARGET AUDIENCES ON FACEBOOK

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CTR = Click x100

Impression

Click (CPC) = Budget

Impression (CPM) = Budget x1000

MEDIA BUDGET & EXPECTATION

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MEDIA PLACEMENT GROSS RATE

(CPC) - THB Budget (THB) Impression CTR

Booking

GOOGLE KEYWORD SEARCH 8.00THB 16,000THB 100,000 2.00% 2,000

GOOGLE GDN 6.00THB 48,000THB 8,000,000 0.10% 8,000

Facebook RHS 5.00THB 12,000THB 6,000,000 0.04% 2,400

Facebook New feeds 5.00THB 4,000THB 400,000 0.20% 800

Channel Weight Budget

Facebook 20% 16,000.00THB

GDN 60% 48,000.00THB

Search 20% 16,000.00THB

Total 100% 80,000.00THB

MEDIA BUDGET & EXPECTATION

< BACK

Lifestyle Blogger• Lifestyle and Social content

FB Page: www.facebook.com/jaytherabbitofficial

Facebook fan: 568,157 fans

IG: JaytherabbitofficialIG follower: 184,000 likes

Target: Office Worker [ Esp. Women]

KOL INFORMATION AND TARGET

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FB Page: www.facebook.com/คนอะไรเปนแฟนหมFacebook fan: 986,996 fans

Target: Couples

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FB Page: https://www.facebook.com/ContrastTH

Target: Mass

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Lifestyle Blogger• Cosplay

FB Page: https://www.facebook.com/Lowcostcosplay

Target: Novelty seeker

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Lifestyle Blogger• Art and Lifestyle content

FB Page: https://www.facebook.com/Maebanmeenuad

Target: คนตทๆ

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Technology Blogger• Review Mobile and App content

FB Page: https://www.facebook.com/droidsans

Target: Android Lover

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FB Page: https://www.facebook.com/TechXcite

Target: IT lover

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FB Page: https://www.facebook.com/iPhonemod

Target: Apple Lover

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JOURNEY IN CUSTOMER PURCHASING DECISION PROCESS