Activation Briefing

Audience & Location:

1. University students/school campuses (urban cities SG & HN)
2. Merchants at wet markets (Mekong delta)

Objective:
1. Establish strong brand awareness and understanding about VieON as an
outstanding product compared to other OTT apps
2. Raise brand awareness
3. Create social media/PR content
4. Distribute VieON merchandise
5. Engage with prospect users in a meaningful way => gain new users

VieON’s background:
• What is the problem?
o Everyone knows VieON is affiliated with RapViet, Penthouse, Cay
Tao No Hoa, but they do not know VieON is an OTT platform with a
lot of other popular content
o Facebook Official VieON is also affiliated with RapViet, with our
previous brand ambassador, causing the drop reach when we
promote our other contents

• What is target audience?

o University activation: Male & Female, 18-25, urban (Saigon, Hanoi)
o Wet market activations: Female dominant, family oriented, low-
middle income, 35-55, Mekong Delta
o People who have heard of VieON but do not know what it is
o People who have not heard of VieON

• What is your brand message and how do you want to communicate your
message?
o Functional: Siêu ứng dụng giải trí xem phim – show – bóng đá –
truyền hình
o Từ giải trí đến thể thao có hết trên VieON

• What do you want your customers to do?

o Understand what VieON is
o Download VieON if they have not
 • What are the project’s must-haves?
o Strategic plan for offline & online touchpoints/activities, logistics
management, KOL (if necessary), & PR
o Discuss VieON’s functional benefits
o Creative messaging & imagery

• Timeline & Budget:

o Concept & budget proposal by 31- Aug for first round, 12-Sep for
final round
o Announce agency: 15-Sep
o Project launch time: 19-Sep to 30-November
o Budget: 600,000,000 VND (including agency fee, not including VAT)

Pitching requirements:
1. Năng lực công ty
• Quy mô công ty, nhân sự
• Kinh nghiệm quá khứ liên quan đến activation

2. Hồ sơ kỹ thuật
• Idea/ Concept
• Key message
• MKT channels
• Kế hoạch thực hiện & phân bổ ngân sách
• KPI

3. Hồ sơ thương mại
• Tổng chi phí
• Điều kiện thanh toán
• Các điều kiện thương mại khác
• Nhân sự thực hiện
• Phương án pháp tiếp cận và kế hoạch thực hiện