TRUNG HIEU– VAN HUONGBRAND ACTIVATION PLATFORM

AGENDA

DEFINITION BRAND ACTIVATION

BRAND ACTIVATION PLATFORM

CASE STUDY COCA-COLA

Public Activation

Advertising

Trade Promotion

Consumer

promotion

Door2Door Activation

Public relations

Brand Activation

News release

TVC

Pricing

Sponsorship

Brand PositioningSegmentation

Product R&D

Distribution

Promotion

prints

Shopper activation

Launch, Build and Promote brand

Merchandizing

…

…

…

…

WHERE IS BRAND ACTIVATION?

DEFINITION BRAND ACTIVATION (1)

BRAND ACTIVATION is the process of bringing brands to life via

experiences and forming long-term emotional connection with

consumers.

KEY PRINCIPLES To inspire demand for a particular brand, they must tap into the consumers'

passions using creative strategies and ideas.

Timing plays an important role in connecting consumers at the right time, and

the right place so that the consumer becomes a motivated user and fan of the

brand.

Using activation strategies, such as in person experience events, this can lead

to the consumer starting to believe in the brand and what it stands for, which is

a closer step in the path to purchase.

SUCCESS FACTORS

Consumer reach Brand relevance Return on investment

Long-term potential Integration capabilities Uniqueness

Amplification Brand Activation process

Brand Activation Platform

Preliminary Channels

Brand Activation Ideas

Exploitation

DEFINITION BRAND ACTIVATION (2)is conducted through out these forms

Public

Relation

4Shopper

Marketing

2Experiential

Marketing

5Sampling

Campaigns

3Digital

Campaigns1

6Sponsorship

WHYActivation shifts the focus to the core of marketing: stimulating the

buying process

Brand activation events, the consumer can give you feedback on what

to change or improve as they are interacting with you.

It can bring life into an aging brand and even reach younger

Millennials audiences.

It can help to reinforce the brand's positioning in the minds of the

consumer.

Helps to cut through the traditional advertising clutter (TV

Commercials, Print, Web Ads)

It makes your brand more prominent.

To stand out of the clutter & obtaining different & competitive edge

A PULL method to strengthen brand positioning

Build brand love

Enhance brand image & equity

Change consumer’s behavior & attitude toward brand

Positively affect to the purchase intent

DEFINITION BRAND ACTIVATION PLATFORM

A physical or emotional space in consumers’ lives that enables the brand to interact in a

distinct and meaningful way => Actionable, Brand enriching, Consumer involving, Differentiating, Enduring, Feeling

BRAND ACTIVATION PLATFORM

A creative theme derived from the Activation Platform, that can work across different

channels, to achieve the brand’s marketing and communication objectives=> Fit with Activation Platform, Attention, Branding and

Communication, 360 Degree Approach

BRAND ACTIVATION IDEA

Useful communication touchpoints : Public activation (roadshow, event, café activities..),

Door to door activation (sampling, demo-selling,..)Shopper activation (in-store activities, gifts.), Trade support activation (merchandizing,

mysterious shopper), Activation 360O

BRAND ACTIVATION IDEA

CASE STUDY

BRAND ACTIVATION PLATFORM SHARE HAPPINESS

came to Vietnam in 1960 but firstly introduced to public

in 1986

IDEA The happy truck

CHANNEL MT channel (park, movie

theaters,...)

OBJECTIVE Build brand love &

strengthen brand equity

IDEA “Làm sạch bãi biển”

CHANNEL Special: Beach

OBJECTIVE Build brand love by doing

CSR

IDEA “Tết gắn kết”

CHANNEL MT channel (neighborhoods)

OBJECTIVE To own Tet moment with

Coca-Cola

KEY HOOK Coca-Cola truck KEY HOOK Event at Vung Tau KEY HOOK Event at neighborhoods

CASE STUDY

BRAND ACTIVATION PLATFORM BREAKTHROUGH MOMENTS

came to Vietnam in 1960 but firstly introduced to public

in 1986

IDEA Sprite Water Party

CHANNEL MT channel (park, movie

theaters,...)

OBJECTIVE Enhance brand image

IDEA “Sprite khổng lồ”

CHANNEL MT channels

OBJECTIVE Build brand love

KEY HOOK Event KEY HOOK Sprite machine

CASE STUDY

BRAND ACTIVATION PLATFORM PLAY FUN

came to Vietnam in 1960 but firstly introduced to public

in 1986

IDEA “Biệt đội Fanta5”

CHANNEL Online (facebook, forums,…)

OBJECTIVE Enhance the image &

strengthen brand positioning

KEY HOOK Online prizes hunting game

TRUNG HIEU– VAN HUONGT H A N K Y O U