Scope Of Work- OGILVY

Purpose: Create a campaign for Vietnam airlines with a focus on their new flight route
between Saigon to San Francisco.

Objective:
- We want to have 70% of followers aware of the campaign after 2 weeks after
the campaign launch.
- Have 40% of them share the information about the campaign on their social
media after 2 weeks of the campaign.
- Have 15% of our frequent flyers to book tickets for this route during the
campaign.

Any third party work that is not included in our SOW will incur a commission of 15 %.
Work covered by Ogilvy:

1. Research:
Investigate the market and conduct research that analyses that target audience.
Do first-hand research and go through secondary research to later present
key findings.
The research includes
- Literature searches.
- Offline survey at the end of every flight.
- Personal interviews with people at the airport flying to the US.
- Online Mail Surveys.

Duration: 1st September to 15 September Milestone 1.

Location: Saigon & San Francisco.
2. Planning / Developing Ideas

Developing up to 3 different ideas for the campaign.

Responsible for media planning, developing ideas and budgeting for the media
campaign, launching the campaign that includes 360 marketing (ATL, TTL &
BTL) - both traditional and digital marketing.

Period of time: 15 September - 15 October (Deadline for checking)

Milestone 2
Location: Saigon.

Traditional marketing:
● Print in Magazine.
● Billboards.
● Email to Vietnam Airline’s members.

Digital marketing
● Social media sites.
● Pop-up ads.
● Youtube ads.
● Ads on traveling websites.

Period of time: 20st October - 1st December (Deadline for final Changes).
Location: Saigon.

3. Media Production:
Media production will be outsourced to third part.
Ogilvy will be responsible for choosing a media production company.
Deadline for the product: 20th November Milestone 3.
Period of time: 15 October - 1st December (Deadline).
4. Launching the Campaign:
Ogilvy is responsible for coordinating the campaign launch. Ogilvy is also
responsible for supervising the progress of the campaign from the preparation
to the assessment phase. Responsible for coordinating the ATL, BTL, TTL
traffic in.

Location: San Francisco, Saigon.

Duration: 1st December to 31st December.

5. Languages:
Ogilvy will be responsible for delivering and translating the campaign in both
English and Vietnamese.

Translation for Media deadline: 30th November.

Translation for Evaluation deadline: 31st January.

6. Measuring results and evaluating in order to see if the KPI is reached.

Ogilvy will measure the effectiveness of the campaign through:
+ Viewers on Youtube (Youtube analysis).
+ Reactions on Facebook and Instagram.
+ Comments on social media pages (Youtube, Facebook, Instagram).
+ Sale number of airline tickets before and after the launch of the
campaign.

Duration: 1st January - 31st of January.

Location: Saigon & San Francisco.
TIMELINE :
Launching the campaign during the period: 1st December to 31st December.
The Sow will cover the 1st of September and January 31st.

Payment Method:
60 % of the budget in the beginning: 1st September 2019.

20 % of the budget halfways: 1st November 2019.

20 % of the budget at the end of the campaign: 31st January 2020.