IMC PLAN

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 MARKETING STRATEGY/ SOLUTION PRODUCTION

SOCIAL MEDIA EVENT/ACTIVATION

MEDIA PITCHING RISK MANAGEMENT

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 CLIENT'S BRIEF
• Campaign launching: Middle of October
• Grand opening: Middle of December
• Campaign purpose: To create awareness and reignite local customer’s interest in the next-generation franchise of
GS25 which is leading convenience store chain Korean brand.
• Launching channels:
• Offline: Grand opening event, OOH ads, FOH ads, POSM
• Online: Social media channels: Facebook fanpage, Instagram,
Website, Omni platform including mobile app and digital platform
• Target audience:
• Primary:
• YAM (18 – 35 years old) – students, officers, workers
• Teens (13 – 17 years old)
• Secondary:
• YAF
• Families (Parents, kids)

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 ABOUT
• GS Company in Korea is a group of different companies in different industry, including GS Enegery, GS Caltex, GS
Shop, GS EPS, GS Global, GS E&R, GS Sports, GS E&C and GS Retail
• GS Retail diversifies its brands including:
• GS25 (the leading convenience store brand in South Korea)
• GS Supermarket (ensuring safe, fresh food products to reach consumers)
• Watsons (broadening consumer choices in health and beauty)
• Parnas Hotel (global leading hotel brand)
• GS25 was launched in December 1991. Until now, GS25 is the leading convenience store brand in South Korea.
• GS25 has almost every food product ranging from instant food and vegetables to fruits, and other ingredients.

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 ABOUT

FAIR

to suppliers/franchisors

FUN

A bright and fun environment

4 FRIENDLY
to people
for employment/customers

FRESH

Food quality is always guaranteed

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 ABOUT
• Advantages • Disadvantages

• A big & successful brand name from Korea, and it’s • Customers get used to know more how to use CVS
truly image of Korean culture. and start comparing, demanding of the quality of
products.
• There’s no Korean store chain in CVS on the market.
• Location seems a big deal with CVS industry
• The Korean wave has been affected Vietnamese
population for a long time => consumers are willing • Korean wave is familiar with Vietnamese population
to accept products and goods from Korea as well as and is likely to dilute among US culture and Japan
Korean culture culture

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 VIETNAM CONVENIENCE STORE MARKET
• The growth of the convenience channel in Vietnam
will increase by more than 37 percent.
• The retail market in Vietnam is shifting from
traditional to modern trade
• Vietnam convenience stores have become popular
destinations, especially for young consumers
• Local demand for the stores as a place to not only
shop but to hang out, providing an air-conditioned
area to consume freshly-served convenience foods
and snacks, modern merchandising systems, a mix
of imported and local goods and in some stores
free wifi.

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 VIETNAM CONVENIENCE STORE MARKET
• With the expansion of Vincom, the number of Vinmart + stores are leading and still increasing, yet Vinmart+ is
not the direct competitor of GS25 since the opening time, the products and target segments are different.
• Family Mart, Mini Stop and Circle K are the direct competitors of GS25 in terms of operation and products.

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 VIETNAM CONVENIENCE STORE MARKET

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 VIETNAM CONVENIENCE STORE MARKET
• When talking about convenience store, Circle K
and Family Mart are 2 top-of-mind brands to
Vietnamese consumers since it’s:
• Popular
• Wide distribution in big cities (HCMC and
Hanoi)
• Offer wide range of products
• For B’s Mart - a Thailand convenience store
brand that uses Family Mart's location and
operation, therefore it’s familiar to Vietnamese
consumers
• Ministop is a now convenience store brand with
the support of Aeon Group, therefore it has a
lot of Japanese snacks and products. With the
advantage of location, Ministop is familiar to
Vietnamese consumers

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 VIETNAM CONVENIENCE STORE MARKET
• In terms of recognition, visit and usage:
• Family Mart is leading in Vietnam for better location (near office buildings, schools, apartment buildings)
• Vinmart+ has good recognition because the number of store is large and distributes in most of the districts in
HCMC and Hanoi
• Circle K has better visits because it's been entered Vietnam for long and familiar to Vietnamese consumers
• B’s Mart is a Thailand convenience store that follow Family Mart’s lead in terms of location and operation, therefore
the recognition is high but the usage is low

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 OPPORTUNITIES FOR GS25 IN VIETNAM
• Hallyu has heavily influenced youth culture in Vietnam

• Young people in Vietnam are fascinated by the modern lifestyles of Korea.

• Korean culture and products have had dramatic and significant impact on Vietnamese youth as the dramas and other media
portrayed Korea living a high standard of living as a dynamic and developed country.
• The young age groups of consumers were adapting Korean lifestyles all the way from fashion, food and consumption patterns to
plastic surgeries.

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 WHY GS25 IS GOOD FOR VIETNAM MARKET
• GS25 will be the first Korean convenience store chain in
Vietnam
• Product brand (YOUUS) is unique and attractive to
Vietnamese consumers since it’s:
• Has cute packaging which can attract Vietnamese
consumer behavior (like to take photo of cute products)
• Offer good quality product with suitable flavors for
Vietnamese consumers
• Familiar to travelers who have been to South Korea

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 YOUUS - GS25'S PRODUCT ADVANTAGES

YOUUS – The Friendly packaging High-quality Wide range of Suitable for target
product brand is products products (18 audiences (YAM,
exclusive and only products including YAF)
available at GS25 snacks and drinks)

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 GS25'S CHALLENGES IN VIETNAM
• “Wide range of snack food” is among the top 3 factors shoppers
consider when choosing a store, especially ready-to-eat food and
ready-to-cool fresh

• Vietnam is still a very tradition-trade-driven market where 85% FMCG

sales comes from this channel.

85%
• Family Mart and Circle K are considered the two biggest competitors.

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 GS25 MESSAGE

Key Target Reasons to

Benefit believe

Same Original, • We bring you closer to • With us, you will feel
All New Tone high living standard. like living in Korea.
• We are hearing your need • With our Product
Brand (YOUUS) which
is ONLY produced and
distributed for GS25.

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 SR DELIVERY

Short-term
• Announce the arrival of GS25 in Vietnam

In 6 months:
• Create GS25 characteristics in Vietnam
• Make GS25 familiar to Vietnamese consumers

In 3 years:
• Create a better convenience store culture in Vietnam
• Make GS25 more Korean and more friendly to Vietnamese
consumers
• Enhance Korean wave in Vietnam

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 SR DELIVERY - SHORT TERM
BIG Grand opening
Introduction of GS25 to Vietnam
EVENT market

Enhancing GS25
Create the GS25 story-telling
awareness along with the
based on the brand's
convenience lifestyle; and
information
highlight GS25
Build media/ social media to get
personalities by using
consumers’s attention on GS25
KOLs, Facebook contents.

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 SR DELIVERY – IN 6 MONTHS
Emphasize GS25 images through
series of videos about GS25 and
GS25 products

Highlight GS25
personalities by
creating contents Creating the story:
and stories on GS25 - Your new
social media convenient lifestyle

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 sr DELIVERY – IN 3 YEARS
Create the trend: Living the
Korean lifestyle right in Vietnam

Reminding about the

Make Vietnamese
Korean wave => the
consumers become
harmony mixture lifestyle
well-aware and loyal
between Vietnam and
to GS25 brand and
Korea at GS25
products.

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 IMC PLAN
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YOUNG GS25 CHARACTERISTICS
Building the personalities of GS25 like a modern
character who is young, friendly, like Korean culture
and keen on energetic, convenient lifestyle
FRIENDLY ENERGETIC

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 GS25 MESSAGE

“GS25 - Hàn Quốc trong tầm tay” is the key message that we want to emphasize for GS25 to
deliver the message that Vietnamese consumers can now enjoy the Korean high living standard as
well as Korean culture with GS25. GS25 will bring the real-life Korean experience to anyone that
comes to GS25.

• GS25 – Sống trọn niềm vui

• GS25 - Sự lựa chọn của bạn
• GS25 - Cửa hàng tiện lợi và hơn thế nữa
• GS25 - Mang Hàn Quốc đến gần bạn

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 STORY-TELLING

Although living in Vietnam, Korean culture still

has great impact on Vietnamese people's life
through movies, dramas, music, beauty,
fashion, cuisine, technology... Trends in Korea
are easily followed by Vietnamese people in
terms of clothing, beauty techniques, food to
eat... But not yet in lifestyle. And GS25 will be
the puzzle piece to complete your Korean
experience. With the Korean atmosphere and
products, we will bring you the Korean
lifestyle right in Vietnam

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 CAMPAIGN TIMELINE
Phase 1 Phase 2 Phase 3
(15/10 – 15/11) (16/11 – 14/12) (15/12 – 30/12)

• Create awareness for GS25 • Create the characteristics of GS25 which in friendly, • Enhance the characteristics of
knowledgable, convenient and Korean GS25
• Educate customers about the
Korean wave and its lifestyle • Make customer more familiar with GS25 image and • Remind customers about the
products Korean wave
• Highlight: Not just a convenience
store, it's a convenient lifestyle • Highlight: “GS25 - Hàn Quốc trong tầm tay” - high • Highlight: Greeting seasons
Korean standard living at Vietnam and promotions

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 CAMPAIGN TIMELINE
PHASE 1 (15/10 - 15/11) PHASE 2 (16/11 - 30/11) PHASE 2 (1/12 - 15/12) PHAE 3 (16/12 - 30/12)
Introducing the Korean lifestyle Building characteristics for Big boom/ Grand opening Amplification
GS25

• Building brand ambassador: • Facebook: • Facebook: • Facebook:

Casting and building 2 characters • Continue acquireing users; • Minigames and activities to • Amplify GS25 grand
as brand ambassadors • Create contents and drive traffic to Grand opening;
• Production: Photoshooting about visuals with GS25’s tone opening; • Continue sharing GS25
GS25 products and mood • Online activities: create the information
• Video shooting: The GS25 song; • Brand ambassador: Start talking challenge “GS25 - Hàn Quốc • Greeting seasons
Series of videos about GS25 and sharing information about trong tầm tay” on Facebook promotion
ambassador and GS25 products GS25 on social media • Youtube: Share GS25 videos on • Youtube: Share GS25 videos on
• KOL choosing: Start working • KOLs: KOLs start sharing Youtube channels Youtube channels
with KOL for online and offline information about GS25 and • OOH: Display POS/ POSM at • Media: Media pitching about the
activities/ Build up GS25 grand opening event GS25 store challenge ““GS25 - Hàn Quốc
ambassador • OOH: Display GS25 photoshoot • Youtube: Share GS25 videos on trong tầm tay”
• Social media: Create Facebook to trigger awareness Youtube channels • Offline activities: In-store
fanpage and acquire users; • Media: media booking (70%) and • KOLs: KOLs to attend GS25 activities (Lucky draw)
Create Youtube channel for media pitching (30%) about grand opening • Greeting season activity: Korean
GS25 GS25 grand opening • GS25 Grand opening mini festival (optional)
• Event opening
• Opening activities
• Opening promotions

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PHASE 1 - INTRODUCE THE KOREAN LIFESTYLE

Introducing the Korean lifestyle - Draw attention to GS25 Vietnam

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 PRODUCTION

PHOTOSHOOTING VIDEO SHOOTING

• Create GS25 Key visual about GS25 • Create series of videos about GS25
products products
• Create GS25 Key visual with KOLs • Create a viral clip for GS25
• Localize GS25 Korean visuals to • Using KOLs or GS25 ambassador
suit Vietnamese customers as main VJ for GS25 videos

Utilize videos for social media

Utilize photoshoots for social media
(Facebook, Youtube channel) and
(Facebook fanpage) and online media
online media

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SUGGESTED PHOTOSHOOTING

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SUGGESTED PHOTOSHOOTING

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SUGGESTED PHOTOSHOOTING

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SUGGESTED PHOTOSHOOTING

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 SUGGESTED VIDEO SHOOTING
• Shooting videos with the content of Korean lifestyle, Korean culture
• Shooting videos to review GS25's products; Youus product brand
• Video references:
• Let's eat: https://www.youtube.com/watch?v=6gLPwqF1Jow
• GS25: https://www.youtube.com/watch?v=RHQOqVej3j4
• Food reaction: https://www.youtube.com/watch?v=MZUnB4GRl1U
• Food challenge: https://www.youtube.com/watch?v=4C4HvL2Uuc4
• Youus: https://www.youtube.com/watch?v=BxB9LeOOIlM
• Korean food love song: https://www.youtube.com/watch?v=_ngJU8kKepI
• I love Korean food: https://www.youtube.com/watch?v=z1LxFSivxl8

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 SUGGESTED VIDEO SHOOTING - OPTION 2
• Create the “Shopping song” or “The food song” to make the cute trend on social media and engage customers to
aware of the song
• Create the dance version of the song and make the dance moves viral
• Video references:
• Super Junior: Cooking cooking - https://www.youtube.com/watch?v=OCK5FX0Y-7A
• Big Bang: Lollipop - https://www.youtube.com/watch?v=zIRW_elc-rY
• LeeTeuk: Ice cream - https://www.youtube.com/watch?v=WwTdVCg5i9A
• Milktea: Ramen King - https://www.youtube.com/watch?v=Z-7KdqXF9uo

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 KOLS OPTIONS

Utilize KOLs Building brand ambassador

• Using already famous KOLs to participate in GS25 • Using a not-so-popular talent to represent the GS25
online and offline activities during the introduction and participate in GS25's photoshooting and video
phase shooting
• Pros: Easier to generate awareness and interactions • Pros: Inexpensive, can control talent’s content for
from KOL’s fans social media and videos; talent will be remembered as
GS25's representative
• Cons: High cost; Will get dilute after all • Cons: Take long time to build image.

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 BRAND AMBASSADOR - CASTING CAMPAIGN

• Creating an internal casting for KOLs:

• To carefully trigger, recruit and select ambassadors
that suit GS25’s brand image
• Cost-saving: Instead of the expensive, widespread
casting campaign, we can create a niche casting
campaign targeting on people who show real
interest in working with GS25 in long-term to fit the
role.
• Can ensure commitment between ambassadors and
GS25
• Create a fresh, surprising feeling when launch.

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 BRAND AMBASSADOR - FEMALE SELECTION CRITERIAS

• Criterias ambassadors should have:

• Photogenic.
• Have nice, sweet Southern voice
• Have good sense of humor
• Good communicator
• Have storytelling ability
• Can act in front of camera
• Have unique talent (acting, singing…)

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 BRAND AMBASSADOR - MALE SELECTION CRITERIAS

• Criterias ambassdors should have:

• Good-looking.
• Have warm, Northern baritone voice.
• Have MC ability
• Have good sense of humor
• Good communicator
• Can act in front of camera
• Have positive attitude
• Socially active
• Can act naturally in front of camera

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 WHAT BRAND AMBASSADORS DO?
• Building brand ambassador to represent GS25 on GS25 Facebook fanpage and Youtube channel:
• Featuring ambassadors in most of GS25’s contents on social media.
• Ambassadors will involve in GS25’s activities
• Ambassadors will involve in GS25’s photoshooting and video shooting

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 HOW TO CHOOSE BRAND AMBASSADORS

STEP 1 STEP 2 STEP 3

Create a casting call to get a Select the suitable candidates Sign long-term contract with the
great pool of ambassador based on the criterias ambassadors to ensure they will
candidates only represent for GS25 brand

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 SINGER SUGGESTION – ISAAC

• Facebook: https://www.facebook.com/Isaac.fann

• Followers: 493,391

• He is a famous singer in Vietnam

• He is familiar to the media and social media

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 SINGER SUGGESTION – MIN

• Facebook: https://www.facebook.com/minho.bita

• Followers: 238,076

• She is a famous singer in Vietnam

• Her style sets trend for Vietnamese youngster to follow

• Have good coverage on media

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 SINGER SUGGESTION – SUNI HA LINH

• Facebook: https://www.facebook.com/suni.halinh0609

• Followers: 123,354

• Suni Ha Linh is a well-known Vietnamese singer

• She follows the cute, Korean style in music and daily life

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 SINGER SUGGESTION – LIP.B

• Facebook: https://www.facebook.com/lipb.6se/

• Followers: 362,155

• Lip.B is a famous girl band in Vietnam with the hit “So

Nho”, “Anh oi anh a”...
• They are known to follow the Korean lifestyle

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 SUGGESTED KOLS WORKS
KOLs will only be utilized for pop-on/ pop-out social media posts to:

Gain awareness Make GS25 Create GS25 Attend to GS25 Live-streaming

from consumers more familiar to trend before Grand Opening at the GS25
Vietnam market Grand Opening Grand Opening

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 SUB KOLS
• Sub KOLs are the hot facebookers with modern lifestyle and great influence on social media
• Their reviews and testimonials about products are highly trusted by their followers and communities
• Sub KOLs’ scope of works:
• Sharing information about GS25 and GS25’s products on social media
• Participate in GS25’s contest “GS25 - Hàn Quốc trong tầm tay” to share photos of them with GS25's
products

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 SUB KOLS SUGGESTIONS

San Hara - The Voice 2017 VJ Đàm Phương Linh Phương Tâm

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 SUB KOLS SUGGESTIONS

Hiền Hồ - The Voice Thuỷ Nguyễn Quỳnh Trân Nhật Trường

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 SUB KOLS SUGGESTIONS

Thái Vũ Huỳnh Phương Gia Huy

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 FACEBOOK

Create a Facebook fanpage for GS25 Vietnam

Start acquiring users via Facebook ads display

Build GS25 personalities on GS25

Vietnam Facebook fanpage via
contents and visuals

Using Facebook ads sponsor to display

GS25’s photos or videos to target audiences

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 FACEBOOK SUGGESTED TARGET AUDIENCES

• Demographic:
• Gender: Male/ female
• Age: 15 – 55
• Occupation: Student, officer, worker, housewives, family-owners
• Preferences: Korean culture, K-pop music, Korean dramas, Korean actors, actresses, singers
• Activities: Like shopping, like food and beverage, like convenient and modern lifestyle

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 FACEBOOK CONTENT PILLAR - PHASE 1

GS25
Introduction

Promotional
Korean lifestyle GS25 products Minigames
contents

Live like Korean What Korean usually Korean culture The exclusive Korean What you can get at
right at Vietnam gets for meals in Vietnam products GS25

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 FACEBOOK - SUGGESTED MINIGAMES

• Name the dish at the photo above and list down its
ingredients

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 FACEBOOK - SUGGESTED MINIGAMES

• Count the number of Youus bottles and list down its

flavors

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PHASE 2 - BUILDING CHARACTERISTIC

Enhancing the message “GS25 - Hàn Quốc trong tầm tay” to make customers feel a modern and convenient lifestyle

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 YOUTUBE CHANNEL

• Create a Youtube channel named GS25 Vietnam

• Start uploading videos from the video shooting on GS25

Vietnam Youtube channel
• Share the Youtube videos on GS25 Facebook fanpage to
drive traffic

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 FACEBOOK FANPAGE

• Continue acquiring users via Facebook ads sponsor

• Display videos on Facebook ads sponsor to attract
users and drive traffic

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 FACEBOOK CONTENT PILLAR - PHASE 2

GS25 Grand
Opening

Grand opening Promotional

Lifestyle GS25 products
announcement contents

10 popular Korean’s favorite 5 things to get at a YOUUS product Minigames to drive Information about
snacks in Korea drinks convenient store information traffic the Grand opening

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 KOLS AND SUB KOLS PARTICIPATION
• KOLs and sub KOLs start sharing about:

A memory of them Experiences of them Information about

with Korea/ Korean with Korea/ Korean GS25 Grand
products culture opening

• KOLs and sub KOLs to take photo of them with Youus products and share on their Facebook

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 MEDIA/ PR
• Media booking about the opening of GS25
• Media pitching about Korean lifestyle, Korean trend that affect Vietnam

Media

Media booking Media pitching

Youus - Cute products

Meet X and Y - The The Korean wave - Vlogging trend is
from Korea now arrive GS25 - Lifesyle in Korea
young and energetic Lifestyle and trend has coming back with the
to Vietnam that appear to Vietnam
ambassador of GS25 come back cute review videos from
X (ambassador)

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 SUGGESTED ONLINE MEDIA
• Criteria:
• Popular channels
• Media suggestions:
• Kenh14.vn
• Yan.vn
• Yeah1.vn
• News.zing.vn
• Tiin.vn
• Pose.com.vn
• Since we invest in content that is interesting and intriguing, the content is committed to features in any
possible channels, including lifestyle, trends, , …

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 OOH - DIGITAL FRAME

• Display GS25 photoshooting KV on digital frames to

attract potential customers
• High coverage: Available at more than 1,000 office
buildings and apartment buildings in HCMC and
Hanoi
• High frequency: 10 seconds/ layout, repeat 360 –
720 times/ day
• Focusing on hi-footfall traffic areas where audiences
are in idle time (reach up to 84% target audiences)

This document is strictly private, confidential and personal to its recipients and should not be copied, distributed or reproduced in whole or in part, nor passed to any third party.
 SUGGESTED OOD CHANNEL - DIGITAL FRAME

This document is strictly private, confidential and personal to its recipients and should not be copied, distributed or reproduced in whole or in part, nor passed to any third party.
 SUGGESTED OOD CHANNEL - DIGITAL FRAME

This document is strictly private, confidential and personal to its recipients and should not be copied, distributed or reproduced in whole or in part, nor passed to any third party.
 SUGGESTED OOD CHANNEL - DIGITAL FRAME

This document is strictly private, confidential and personal to its recipients and should not be copied, distributed or reproduced in whole or in part, nor passed to any third party.
 SUGGESTED OOD CHANNEL - DIGITAL FRAME

This document is strictly private, confidential and personal to its recipients and should not be copied, distributed or reproduced in whole or in part, nor passed to any third party.
PHASE 2 – BIG BOOM/ GRAND OPENING
Drive traffic to the GS25 Grand opening

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 FACEBOOK CONTENT PILLAR - GRAND OPENING

GS25 Grand
opening

“GS25 - Hàn Quốc

Promotional
GS25 Grand opening GS25 products trong tầm tay”
contents
challenge

You can live the

Photos of GS25 KOLs to join GS25 Youus product Korean lifestyle in “GS25 - Hàn Quốc Information about
Grand opening Grand opening information Vietnam trong tầm tay” grand opening
challenge
announcement

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FACEBOOK CHALLENGE – “GS25 - HAN QUOC TRONG TAM
TAy” - OPTION 1
• Create a challenge “GS25 - Hàn Quốc trong tầm tay” on
GS25 Facebook fanpage for KOLs, sub KOLs and users to
participate
• Contesters will take photos of them at GS25 store and
share on Facebook with hashtag #GS25Vietnam #youus

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 FACEBOOK CHALLENGE – “ME+YOUUS” – OPTION 2

• Create a challenge “ME+YOUUS” on GS25 Facebook

fanpage for KOLs, sub KOLs and users to participate
• Contesters will take photos of them with Youus products
and share on Facebook with hashtag #GS25Vietnam
#meyouus
• The idea is to take photo with Youus products as a couple
to deliver the message “Me + You = Us"

This document is strictly private, confidential and personal to its recipients and should not be copied, distributed or reproduced in whole or in part, nor passed to any third party.
 FACEBOOK CHALLENGE – PRIZE SUGGESTION

• GS25 will be the judge for the contests and rate the
submissions based on their photos and testimonials
(caption)
• Participants who win the contest will get (suggestions):
• 1. First prize: An air ticket to Korea
• 2. Second prizes: 5 GS25 voucher with
1,000,000VND/ voucher
• 3. Third prizes: 100 product set of Youus products

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 YOUTUBE - GS25 CHANNEL

• Sharing the dance version of The Shopping Song/ The

Food Song on Youtube channel
• Re-sharing Youtube videos on GS25 Vietnam Facebook.

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 OOH - POS/POSM DISPLAY

• Display GS25 poster/ POS/ POSM at GS25 store and

related Korean stores to attract customers
• Suggested Korean stores in HCMC:
• Hanuri Korean Restaurant
• Poki Poki Korean Restaurant
• Papa's Chicken Korean Restaurant

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 GS25 - GRAND OPENING

This document is strictly private, confidential and personal to its recipients and should not be copied, distributed or reproduced in whole or in part, nor passed to any third party.
 GRAND OPENING
• Brand ambassadors, KOLs and media will be invited to GS25's Grand opening (Expected invitation: 10 – 20 KOLs and
media)
• The Grand Opening will be set up in cute, Korean style:

Participants will
The location will Korean music Finger food and join in the mini- Press media will
be decorated in played as drink will be game and mini receive gift
bright, pastel background music served activities to get vouchers from
Korean theme discounts for their GS25
decoration purchases

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 GRAND OPENING ACTIVITIES - PHOTOBOOTH

• Have photobooth with Korean theme or cute GS25

character theme for participants to take photo at the
grand opening

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 GRAND OPENING ACTIVITIES – FINGERFOOD

• Serve bite-sized Korean signature fingerfood at the Grand

opening
• Serve Youus drinks at the Grand opening

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 GRAND OPENING ACTIVITIES – MUSIC

• Play Korean songs at the background during the Grand

opening.
• Brand ambassadors to perform The Shopping song/ The
Food song at the Grand opening

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 GRAND OPENING ACTIVITIES - WALL OF MESSAGES

• KOLs and participants to join the Grand opening will leave

good luck messages for GS25 Store at the Grand
opening
• Customers to leave the message on the wall will receive
20% discount for their purchase at the Grand opening

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 GRAND OPENING ACTIVITIES - Q&A

• Suggested mini activities:

• Participants will partake in the mini-game at Grand
opening.
• The mini-game will include Q&A about GS25 and
Korean culture
• The participants with correct answer will be given
GS25’s vouchers.

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 GRAND OPENING - SUGGESTED INVITATION LIST

• Singer: KOL to perform The Shopping Song/ The Food

Song
• KOL: Food reviewers and lifestyle KOLs (Mina Liêu, Lâm
Thuý Nhàn, ..)
• Press/ media invitation

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 MEDIA PITCHING - GRAND OPENING

GS25 Grand opening

Media pitching Media booking

Singers perform the GS25 - Korean leading

KOLs to join in the
cute Shopping Song convenience store
Grand opening
at the grand opening opening in Vietnam

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 PHASE 3 - AMPLIFICATION

Enhance brand awareness and keep reminding customers about GS25 characteristics

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 FACEBOOK CONTENT PILLAR - PHASE 3

GS25 - The
convenient
lifestyle

GS25 Grand opening GS25 products “GS25 - Hàn Quốc trong Promotional contents
amplification tầm tay” challenge

Korean lifestyle - Using

Re-sharing the photos of 5 Korean products you can Korean products in Challenge amplification
grand opening now find in Vietnam Vietnam and prize announcement

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 YOUTUBE - GS25 VIETNAM CHANNELS
• Continue sharing the videos from video shooting on Youtube:
• Videos about GS25
• Videos about Korean lifestyle
• Video about joining GS25 product’s challenge (try the new flavor of GS25 drink; first time eating GS25
snack...)

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 MEDIA PITCHING

GS25 - The convenient

lifestyle

Top 5 products you always

see in Korean movies (ramen, 5 cute products you should
banana milk, Youus drink, get for Christmas
topokki, sochu wine)

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 IN-STORE ACTIVITIES - LUCKY DRAW

• Time: 16/12 – 30/12

• After the Grand opening and during greeting season, GS25
will have a lucky draw/ lucky spin activity for customers
who shop at GS25.
• With the total bill of 25,000VND, customers will get to spin
to get a prize from GS25
• The prize will be Youus products to encourage customers
to try out the new products; or GS25 voucher to use for
the next purchase

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 OFFLINE ACTIVITY - KOREAN FESTIVAL

• Create a Korean festival to demonstrate the Korean

culture, lifestyle, as well as introduce GS25 brand and
products to Vietnamese consumers in the event.
• Time: 20/12 to 30/12
• Suggested location: Nhà Văn hoá Thanh niên
• Customers who purchase more an 25,000VND in total bill
at GS25 will receive ticket admission to the festival.

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 OFFLINE ACTIVITY - KOREAN FESTIVAL

• Suggested activities:
• K-pop performance
• Korean tradition culture demonstration
• Korean fashion show of traditional Hanbok attire
• Promotional booth/ GS25 booth: sampling of Korean
food at GS25 booth
• Selling Youus products at GS25 booth
• Participate in the The Shopping Song dance to
receive gifts from GS25

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 THANK YOU

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