CAFÉ VIET

THE BRAND CAFÉ VIET is a coffee marrying the NESCAFE international expertise

with the traditional taste of Vietnamese filtered coffee in an instant

format

THE SITUATION In the economic downturn, a sachet of CAFÉ VIET is much cheaper

than a glass of street filtered coffee

THE TASK Making coffee drinkers realize the difference, hence go for CAFÉ VIET

THE IDEA SAVE MANLINESS FOR JUST 2800D A GLASS

CAMPAIGNNARRATIVE Our conversation with people will be in 2 parts

I 2

TEASE

Objective:Create intrigue in the problem of

dropping masculinity and establish the solution of 2800 D

Message:Masculinity is dropping. Solution

costs 2500 D

Touch points:Web banners, Web app., Social media

Duration:2 weeks

MAIN

Objective:Establish the solution of Café Viet now

save man for just 2800 D a glass

Message:Café Viet is for 2800 D that can help

save manliness

Touch points:TV (Infomercials), Web app., Social

media

Duration:6 weeks

CAMPAIGNNARRATIVE WEB BANNERS

CAMPAIGNNARRATIVE WEB APP

CAMPAIGNNARRATIVE

CAMPAIGNNARRATIVE VIDEO

CAMPAIGNNARRATIVE SEEDING - ANGELS

I 2

TEASE

Objective:Create intrigue in the problem of

dropping masculinity and establish the solution of 2800D

Message:Masculinity is dropping. Solution

costs 2800 D

Touch points:Websites, Forums, Facebook, Online

communities

Duration:2 weeks

MAIN

Objective:Establish the solution of Café Viet now

save man for just 2800 D a glass

Message:Café Viet is for 2800 D that can help

save manliness

Touch points:Forums, Facebook, Online

communities, Video Sharing Community

Duration:6 weeks

CAMPAIGNNARRATIVE TIMING

Jul 17th.