BIG STORY

 Fun, Excited, Surprised

Mood & Tone
 Fresh, Majestic, Luxury, Modern
Keyword:
 CGV
 Tagline
 Big Idea
Include factor
Image:
 Logo CGV
 CGV’s experience space
 Movie scene

 A person goes to buy movie tickets, they are preparing to spend 3x VND for a movie ticket at a
normal theater
 They accidentally dropped to 4x copper, then the whole movie theater transformed into a
Story line
grandiose theater. They pull up, it's back to old. For enough money 4x, a whole world
transforms around them.
 Ticket buyers are immersed in different worlds of movies
 After credit: a scene around is a long line of people queuing to buy tickets, holding 4x copper.
Storyboard
Sender CGV
Source  Trong campaign video:
 Main character: Song Luân
 Back up character: The portrait characters are the target audience Khả Ngân
  Trong campaign billboard, print art, poster:
Receivers All Group in Target Market
1. Verbal:
 Spoken Word: Ticket purchase process conversation at CGV
Forms of  Written Word: Tagline of campaign
encoding 2. Musical:
 Instrumentation: Spectacular, mysterious, attractive
 Voice: Music comes from an outstanding movie that is familiar to viewers

Likability: Using Celebrities Song Luan's most recent project "Nha Ba Nu" received a lot of
Attractiveness
attention. Increased his popularity in the media
Perceived control: there are not too many scandals makes Song Luan a source of positive views for
Power
viewers.
Advertising appeals:
 Emotional Appeals: Satisfy emotional needs with the quality amenities of the cinema as the
central focus - By showcasing the high-quality amenities of the cinema, we can appeal to the
Message emotional needs of the audience, making their movie experience enjoyable and unforgettable.
Content Creative execution:
 Dramatization: Use a compelling and exaggerated storyline to convey the big idea in an
engaging and vivid manner. - To creatively execute the ad, we can use a dramatic and
captivating storyline that exaggerates the benefits of going to the cinema. This will not only
capture the viewers' attention but also leave a lasting impression on their minds.
Message 1. Conclusion Drawing: Draw a conclusion that emphasizes the positive impact of the cinema
Structure experience on the audience.
2. Presenting the strongest arguments at the beginning of the ad - we can immediately grab the
viewers' attention and keep them engaged throughout the entire ad.
3. Incorporate a two-sided argument approach, where we showcase the cinema's strengths such as
 state-of-the-art technology, comfortable seating, and excellent service. Simultaneously, we can
acknowledge any minor shortcomings, showing honesty and transparency, which can increase
the audience's trust in the brand.

1 Jack went to the theater to experience his favorite movie after many months of waiting
2 When Jack was buying tickets, he was only supposed to pay 3 unit for a movie ticket
3 The immediate scene of a basic and simple movie theater appeared before Jack's eyes
4 Accidentally added 1 unit in Jack's hand fell and placed next to the original 3 units
5 Right after that, the whole space around Jack became more brilliant and luxurious
6 Jack is determined to spend an extra 1 unit for 4 units to get the best experience at the theater
7 Jack seems to be caught up in the vivid and colorful world of cinema ahead
8 The effect is realistic as if Jack is really a character in the movie
9 Jack is excited and in love with the great cinematic quality that the cinema has to offer
1 The next guests also wanted like Jack to have a unique movie viewing experience from every angle, so they also
0 accepted to spend 4 unit
1 Closing with the luxurious theater scene and the slogan of CGV
1