6.

BIG CONCEPT

SHARING CULTURE
SHARING THE MOMENT
CAMPAIGN
Prepared by Oddsome Agency
For Vinamation
Pitching date: 19/12/2016

AGENDA
1. About Oddsome

6. Strategic Statement

2. Project Brieng

7. Tactics

3. Target Audience

8. Timeline

4. Goals & Objectives

9. Budget

5. Key Message

10. Evaluation

When ODD become

AWESOME

WE ARE THE ODDSOMERS

Account Executive

CopyWriter

Concept Provider

Community Executive
Strategic Planner

2. PROJECT BRIEFING

Market Research
Markets consumption : 5.2 billion/year,
Submarket (toys & baby care) : 1.1 billion (2015)
Growing & has a lot of opportunities
China toys: 80%. Just only 10% are Vietnamese toys
Domestic toy companies are in the small scale
5% of Vietnamese companies are active in the toys market

Market Research
Educational toys is potential
BUT NOT many Vietnamese brands focus on historical & cultural
perspective
Vinamation stands out, opening a niche market
First Vietnamese educational toy about historical and cultural heritage

SWOT Analysis

Educational toys New trend

Toys made by Vietnamese (USP)
Experienced in 3D animation
Combination of bilingual book
& board game

Parents emphasis on kids

development
Vietnam toys is a new
trend
Parents avoid Chinese toys
Parents prefer highquality & safe toys

Packages appropriate for the boys

than girls
Complicated for children under 5
Small dice

S W
O T

Strong foreign rms.

Foreign rms dominate the market

Domestic rms lack effective
marketing strategies & distribution
methods

PEST Analysis

Safety measure in
using plastic

Parents tend to use

electrical gadgets to
keep their children
company.

Vietnamese consumers
have more
consumption power
& willing to invest on
buying high-quality
products.

The share of traditional

toys & games has
decreased over
the years.

Van Tichs USP

Learn national culture and history
through playing
Remake the story into poem
Bilingual story
High quality plastic
Toys made by Vietnamese

Problem Statement
Production technologies &
marketing strategies
Too many foreign brands &
distributors
High price

3. TARGET AUDIENCE

a. Primary - Parents
- Vietnamese adults
- Have at least 1 child from 3-10 years old
- Aged: 25-40
- In Ho Chi Minh City & Hanoi
- Income: 10 - 30 million VND/month
- Can be reached social media channels,
especially Facebook.

They like Vietnamese products, smart consumption.

Not only care about childrens personal development but
also the toys their children play with

b. Secondary - Vietnamese children

- Aged: 3 to 10
- Live in Ho Chi Minh City & Hanoi
- Income: 100.000 - 500.000 VND/month
- Kids incomes depend on family because
of their studying
- Connect through: Social media, RMIT
database, their parents

In the family, kids are the one who play

& decide which toys they want to play
Not only care about the toys design but also its characteristics

Persona

Nhi: 34 years old, has 6 years old daughter.

She loves playing with digital device. Nhis kid often loses
toys and easily gets bored, 3-4 weeks Nhi will buy new
toys.
Supermarket & Bookstores are where Nhi purchases toys
Price is not big deal, she afraid of China toys
She pays attention on the quality
She knows two types of toys are foreign toy & Chinese
toys. Nhi has no knowledge about Vietnamese toys.

Jack: 6 years old

Jack talks a lot, and asks a lot of questions, loves to
play with toys and friends.
He loves to make up stories & act them out.
He loves to hear stories, draw, play with clay & craft
materials.
Especially loves every Lego products
Mom and dad buy toys for him in shopping mall

4. GOALS & OBJECTIVES

Goals
Building brand & product
awareness
Increasing brand engagement
through online and ofine
activities among the target
public
Creating a new trend in
Vietnam educational toy market

Communication Objectives
Get 70% of primary TA (around 500,000 people) know that Van
Tich is a 100% Vietnamese board game which adapting from
Vietnamese folk culture and it is completely safe and high-qualied
for children.
Reach 65% of primary target aware of the brand and product.
Raise awareness among 40% of primary TA about the importance
of educating cultural values to children.
Motivate 80% of secondary T.A to perceive playing Van Tich as an
interesting way to learn folk tales/ historical stories.

ACTION OBJECTIVES
Reach 60% of primary T.A purchase toy package by the end of Phase 2
Inspire 10% of TA continue purchasing other games from Van Tich.
Recruit 500 people comes to interactive event per day, occurring in week
7 Phase 2
Get 10,000 likes on Facebook fan page at the end of campaign.

Kids get bored with cultural folktales

But, they love to play and share stuff with friends

Playing and imagination are their power!

5. KEY MESSAGE
Kids share their funny playing moments and
at the same time share cultural values to
enliven culture through the liveliest angle

TAILORED KEY MESSAGE

FOR PARENTS - PRIMARY T.A
Van Tich helps parents

FOR KIDS - SECONDARY T.A

Van Tich creates shared funny

to cultivate and nurture

moments among kids to

kids enthusiasm

enliven cultural values through

towards cultural values

an innocent and hungry- for-

through a healthy leisure

discovery eyes so that kids feel

activity.

like they are both the heir and

the creator of heritage.

Sharing culture is sharing the moment

7. TACTICS

Campaign Path
TRIGGER
(10 Dec - 31 Dec)

EXPERIENCE
(31 December - 4 March)

Stage 1: 31/12/2016 4/02/2017

Soft launching on
Christmas and New Year Students-end year
Tet Holiday Grand launching
Holiday
Stage 2: 4/02/2017 4/03/2017
Teasing activities

AMPLIFY
(4 March - 1 April)

Focusing on digital
marketing, Print
media, Outdoor
marketing and
sponsor activities.

Facebook Strategy
Facebook-a magical marketing tool by
storytelling & engaging

Mothers are heavily

engaged on social
media, both giving and
receiving a high level of
support via their
networks.

75% of parents use

social media turn to
social media for
parenting-related
information and social
support

Facebook is a great source of information for parents

Pew Research Center (2015)

Big concept for Fan-page strategy

We dont just sell toys. What we do is to become a trustful
partner with parents in child rearing by providing them useful
tips and information related to childrens development.

VAN TICH FANPAGE

Visually attractive image

Nice storytelling style

Fanpage Strategy
Diversify the content to become a source of parenting information
Use visually catchy image to engage with children and trigger their
interests
Use interactive activities (Minigames) to engage and interact with
T.A
Update Fanpage daily to increase reachability

Turning Fanpage into a parenting forum with

useful information and parenting tips

Recommended post topics

Information of Van Tich toy
Focusing on unique design and safe material
Focusing on cultural and heritage values
Promote the bilingual book in helping kids learning English
Tips on how to be a smart consumer on buying kids toys
What factors to be considered
Different kinds of toys for kids development

MINIGAMES
1. Occurring before
the event 1 week

2. Occurring during Tet

holiday

Visual Demo Layouts

Special Theme Occasions

Soft Launching
THIS CHRISTMAS -2016

Key Words
Christmas gift for children (qu gi sinh cho b)
Education toy for children ( chi gio dc cho tr
em)
The rst educational toy from Vietnam ( chi gio
dc u tin t thng hiu Vit Nam)
Toys made from folktale Son Tinh - Thuy Tinh (
chi gio dc ly tng t trun Sn Tinh - Thu
Tinh)

Google
Adwords

Youtube

Warm Press
Meeting
Location: Work Cafe

Interactive Event

The Moments We Share"

Location: Takashimaya Event Hall
The real rst interactive activity with the board game

Event
Overview

Event Set Up

Back drop for

event

Poster

Mock Up Map

3D Standees

Outdoor activities
Leaet

POP

Advertising & PR Activities

Advertising & PR Activities

MC Quyn

Ly Hais

Linh

Family

KOLs

Toy Reviewer

Sponsoring & Cooperation

Sponsoring & Cooperation

8. TIMELINE

Timeline
TRIGGER
(10 Dec - 31 Dec)

Soft launching
Teasing activities

EXPERIENCE
(31 December - 4 March)

Stage 1:
31/12/2016 4/02/2017
Stage 2:
4/02/2017 4/03/2017

AMPLIFY
(4 March - 1 April)

Digital marketing,
Selected print
media

PHASE 1

PHASE 2

PHASE 3

9. BUDGET

Budget Allocation By Channels

Total Budget

10. EVALUATION

Interim Evaluation
After post soft launching/ news release and in week 7
(Experience phase)

Facebook Analysis
Number of likes, share, comments, and mini game par7cipants.

Online Newspaper/Magazines
Comments and views

Online Advertisements
Number of clicks reports from our third parties helping us air online advertisements

Social Listening Tool

Post Evaluation
Starting in the middle of Phase 3

Facebook Analysis
Number of likes, share, comments, and mini game participants.

Online Players in each game

Tracking trafc at the ofine event manually
by hand tally counter.
Social Listening Tool
Monthly Sale Report

RECOMMENDATIONS

Animation

Coloring papers