ISC Marketing - Example of Holistic Marketing Strategy

Holistic Marketing Strategy

2008

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Cạnh Đối Huyệt Mong LợI Giá
tranh tượng Tâm lý muốn ích O.W.E
Hottest trị

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Retail / Shoppers BE IN! New The FPT The New
Stand 26-35 ME! Shopping Cool Is Hi-Tech
Out 18-25 NOW! Experience Community Trustmark Lifestyle

Cool
Expert


[IN]


Chuùng ta muoán [IN] trôû thaønh LoveMark


Love Mark is the power of brand built on emotional ideas.
La Holistic is tool to bring ideas to life.
Love Mark is to where we want to go.
La Holistic is the way to get there.


La Holistic Difference?

“Holistic Difference” laø caùch tieáp caän cuûa Publicis Worldwide
nhaèm ñöa ra phöông aùn toái öu ñeå keát noái Thöông hieäu vaø Ngöôøi
Tieâu duøng, treân cô sôû hieåu thaáu ñaùo caùc vaán ñeà truyeàn thoâng.

Phöông phaùp naøy döïa treân cô sôû raát ñôn giaûn “Caùi gì cuõng coù
theå chuyeån taûi thoâng ñieäp ñöôïc”. – Taát caû nhöõng gì moät
thöông hieäu coù theå laøm ñeå tieáp xuùc / ñoái thoaïi vôùi Ngöôøi Tieâu
duøng, aûnh höôûng tôùi thaùi ñoä cuûa ngöôøi ta tôùi Thöông hieäu
NHÖNG
 Löïa choïn ñöôïc caùch tieáp caän “Ñaùnh Truùng Huyeät”
môùi laø vaán ñeà.


Integration vs. The Holistic Approach
Integration The Holistic Approach
Khi ngöôøi ta thaáy saûn Truyeàn thoâng tôùi ñuùng
phaåm truyeàn thoâng, thì nhöõng ñieåm chí maïng vôùi
coù veû nhö chuùng ñeán töø ngöôøi tieâu duøng trong töøng
cuøng moät Thöông hieäu quaù trình caân nhaéc, mua,
söû duïng, vaø gaén boù vôùi
thöông hieäu.

Ñôn thuaàn gia taêng “söùc
naëng” cuûa hình aûnh
thöông hieäu coù ñöôïc treân Toái öu hoùa hieäu quaû cuûa
thò tröôøng. hình aûnh thöông hieäu
baèng caùch laøm cho ngöôøi
tieâu duøng CAÛM THAÁY raèng
ñaây laø thöông hieäu cuûa hoï.


Ba böôùc Holistic

Thöông hieäu

Hieäu quaû Keát noái


The Holistic Thöông hieäu

Caùc vaán ñeà chính…
„ Muïc ñích?
„ Ñaâu laø Giaù trò Coát loõi cuûa Thöông hieäu ‟ Caùi “THAÀN”?
„ Xaùc ñònh - taàm nhìn laâu daøi cuûa Thöông hieäu ‟ seõ ñöôïc theå hieän
qua taát caû caùc keânh truyeàn thoâng?


Muïc ñích?

1. VEÀ LÖÔÏNG: Giôùi thieäu hình aûnh HOAØN TOAØN MÔÙI cuûa [IN]
ñaûm baûo möùc ñoä xuaát hieän (visibility) lôùn nhaát ôû möùc coù theå
 Logo, nhaän dieän thöông hieäu;
 Thoâng ñieäp cuûa thöông hieäu;
2. VEÀ CHAÁT: Ñaûm baûo caùch theå hieän cuûa hình aûnh nhaän dieän
vaø thoâng ñieäp [IN] roõ raøng, thoáng nhaát vaø phuø hôïp theo
töøng möùc ñoä khaùc nhau
 Phuø hôïp vôùi ñaëc thuø cuûa phöông tieän truyeàn thoâng
 Xuaát hieän ñuùng luùc, ñuùng choã nhaát


[IN]Temple
(Saûn phaåm)
[IN]
BRAND ROOF
This is the positioning
of the brand in the
hearts and mind of

Lôøi höùa cuûa thöông hieäu “Be IN!!!” the consumer. It is
what the brand stands
for.
Customer Service

[IN] [IN] [IN] [IN] BRAND PILLARS
The individual
strategic business
Mobile Laptops Network Portable units (SKU’s) that
contribute to the
brands sales and
business growth.

Internet
BRAND
Caùc hoaït ñoäng cuûa La Holistic Difference FOUNDATION
all marketing inputs
that provide the basic
perception of the
brand and its
attributes / values

[IN]Temple
(Truyeàn thoâng)
[IN]
BRAND CORE
EQUITY
This is the positioning
of the brand in the

Lôøi höùa cuûa thöông hieäu “Be IN!!!”
hearts and mind of
the consumer. It is
what the brand stands
ATL for.

[IN] [IN]
Caûm tính: Lyù tính:
Luoân môùi laï Saûn phaåm toát BRAND PILLARS
Hieän ñaïi Dòch vuï toát The legs that
communication should
Quoác teá Khuyeán maõi hay stand on to build the
core equity
Treû trung Giaù hôøi
Saùng taïo Luoân phaùt trieån

BTL
BRAND

Caùc hoaït ñoäng cuûa La Holistic Difference
FOUNDATION
The creative tone,
direction and
execution


Giaù trò
Khám phá
Freedom
Nhaân caùch Thành công
Cool expert
Style
Hieäu quaû Hiện tại Sướng
Luôn mới, luôn cập nhật
Trẻ trung . Đam mê / Tự tin Chung niềm đam mê
Sáng tạo / Thách thức Cho bạn cảm thấy
Lôi cuốn / Hấp
dẫn/Hieän ñaïi /
Hot
luôn kết nối
Giaù Trò
Tinh
Thân thiện,
teáu Coát loõi
Vui

Moâ taû
Hottest Lôïi ích
ñaëc ñieåm
Ñaùp öùng moïi
Chuỗi Cửa nhu caàu cuûa
hàng Thiết bị bạn
Nhiều lựa chọn
Di động
ĐTDĐ Thuận tiện , thoaûi maùi, yeân taâm
Laptop Chính hãng Thoâng tin, giaûi trí ngay khi mua saém
SIM, số, thẻ DĐ One-stop shopping for all
Bảo hành Mobile needs
Tư vấn / Chăm sóc / Hỗ trợ
Khuyến mãi Price Deals

Nhieäm vuï
 Taïo neân ñöôïc caùch tieáp caän “Holistic” ñeå theå hieän roõ
raøng Giaù trò Coát loõi cuûa thöông hieäu [IN] ñoái vôùi cuoäc
soáng cuûa Ngöôøi Tieâu duøng.
Cho neân:
 Mang hình aûnh [IN] vaøo cuoäc soáng nhö theá naøo? Ñeå
laøm ñöôïc vieäc naøy, ta phaûi xaây döïng ñöôïc Cô sôû Saùng
taïo thaät ñôn giaûn vaø roõ raøng döïa treân Giaù trò Coát loõi.


Giôùi thieäu TABS Matrix cuûa Publicis…


[IN] The TABS Matrix
Cô sôû saùng taïo cho thoâng ñieäp truyeàn thoâng cuûa thöông hieäu

What does the brand stand for? What emotional/cultural values
What does it „own‟? are associated with the brand?

Territory Association
Taát caû nhöõng gì môùi nhaát, hieän ñaïi Môùi laï / Khaùm phaù / Haáp daãn
nhaát, ñuùng ñieäu nhaát, saùng taïo Hieäu quaû / Hieän ñaïi / Taän taâm
nhaát.

You’re Always IN
The Vision behind the Brand: What does the Brand stand for?
Base Delivery Satisfaction
Chuoãi cöûa haøng thieát bò di ñoäng Luoân tìm thaáy ñöôïc taát caû nhöõng gì
toaøn quoác cuûa FPT HOT nhaát veà coâng ngheä cao

Core competence: Product performance
How does the product work? What does it excel at?
In essence, what does it do? How is it unique?


YÙ töôûng saùng taïo seõ khoâng coù hieäu quaû neáu khoâng
ñöôïc ñöa vaøo cuoäc soáng moät caùch thaät hôïp lyù.

Caàn hieåu ñöôïc thaáu ñaùo Haønh trình cuûa Ngöôøi Tieâu
duøng vaø Tieáp caän hoï ôû ñuùng luùc, ñuùng choã nhaát.


The Holistic Keát noái

Caùc vaán ñeà chính…
„ Haønh trình cuûa Ngöôøi Tieâu duøng:
„ Moät ngaøy trong ñôøi cuûa hoï?
„ Ñaâu laø ñieåm keát noái truyeàn thoâng vôùi hoï?
„ Khi naøo thì hoï deã nghe / hieåu / thaám thoâng ñieäp cuûa ta nhaát?
„ Ta tieáp caän hoï taïi caùc ñieåm keát noái nhö theá naøo?


Ñieåm keát noái
Maët tieàn OÂtoâ / Taxi Traïm xaêng Xe buyùt
Caét toùc Sieâu thò / Chôï
Göûi xe Röûa xe
Quaùn nöôùc Xe maùy Quaùn caø pheâ Saïp baùo
Ñieän thoaïi DÑ
Ngoaøi ñöôøng Cöûa haøng Quaùn aên
TV Theå thao
Ñi / Gaàn Beänh vieän Tröôøng hoïc
TV Thôøi söï / Thôøi tieát
Cô quan / Coâng sôû
TV Ca nhaïc / Giaûi trí
Game / Chat / CafeNet
Baùo & taïp chí / Q.caùo
ÔÛ / Veà Döøng / Ñôïi
Beán xe / nhaø chôø xe buyùt
Baùo & taïp chí / baøi vieát
Cöûa haøng ÑTDÑ
Chat Internet
Ñi / Xa Traïm ÑTCC Trong taxi
Ñoà ñaïc / Trang phuïc
Sieâu thò Ñieän töû Saân bay
Chôi Radio
Nhaø ga / taøu hoûa
Bieån baùo ñòa phöông Quoác loä
Nhaø Vaên Hoaù
Chuïp aûnh / Quay phim Xe khaùch Ñieåm Du lòch


Pre-Launch

You will have to be [IN] to know… 
Gaây ra ñöôïc söï toø moø cuûa ngöôøi tieâu duøng treû, veà
moät “coäng ñoàng” môùi naøo ñoù saép xuaát hieän, khieán
hoï phaàn naøo mong muoán trôû thaønh moät thaønh vieân
cuûa “coäng ñoàng” aáy…
 Ñaït ñoä chuù yù cao nhaát coù theå, chí ít laø veà
location cuûa caùc cöûa haøng khai tröông ñôït ñaàu tieân.


Pre-Launch

You will have to be [IN] to know… 
ATL Location BTL

TV Teaser Construction Wrap Mysterious Device

Pop-up Teaser Signage Near Store Insertion Teaser

Print Teaser

Internet Teaser

On different media 2 weeks before official launch date

Launch

You’re always [IN]
Caáp taäp, raàm roä, ñaït ñoä phuû treân dieän roäng ‟ Ñaûm
baûo Ngöôøi Tieâu duøng baét gaëp ít nhaát laø device [IN]
treân töøng böôùc ñi, ôû khaép moïi nôi.
 Ñaït Ñoä Nhaän bieát cao nhaát coù theå.


Launch

You are always [IN]
ATL Location BTL

Thematic TVC Unwrapping at one hour Streets

Pop-up Programs Opening Event Transit

Print Programs First-Month Events Shops

Print Thematic Shop Displays Others

Web Launch

On Launch Date & 01 Month After Launch

Giai ñoaïn 2

You are always [IN]

Vaãn tieáp tuïc giöõ möùc ñoä xuaát hieän nhö giai ñoaïn 1
- Theâm caùc hoaït ñoäng chuù troïng tôùi thoâng ñieäp ñaït
tôùi chieàu saâu hôn.
 Xaây döïng quan heä gaén boù hôn vôùi thöông hieäu.


Launch

You are always [IN]
ATL Location BTL

Thematic TVC VMD Systems Shops

Pop-up Programs Retailtainment Others

Print Programs Shopper Marketing Transit

Web Programs Shop Displays Insertions

Community Web Launch

02 Months from Launch

The Holistic Hieäu quaû

Caùc tieâu chí chuû yeáu…
„ Ñieåm Keát noái / Ñaùnh giaù / Hoaït ñoäng:
„ Hoaït ñoäng truyeàn thoâng taïi ñieåm keát noái coù phuø hôïp vôùi yù töôûng khoâng?
„ Ngoân ngöõ / noäi dung / yù nghóa?
„ Hình aûnh?
„ Coù tính xuyeân suoát vôùi yù nghóa thöông hieäu khoâng?


An Example of a Holistic Approach…


„The Halida TABS Matrix

Territory Association
Every moments of life that is worth to celebrate. Sociability / Celebration
Modernity
Fun / Enjoyment
Take-It-Easy Attitude

To celebrate moments of life with fun cool excuses

Base Delivery Satisfaction
A local beer brewed with international technology from Appealing of a fun cool guy (among drink mates) who has
Carlsberg, offering a smooth & crispy taste that everyone always been inside you.
can enjoy.


Got any solutions to “wash” the new bike?
Worth to celebrate. Why not?

Outlets
• Motorcycle
• Mobile Phone
• Electronics
• Furniture
• House ware
• Real Estates
•…


Bike wash here.
“Wash” the newly washed bike at Halida.
Bikewash 


The vehicle’s thirst quenched. How about yours?

Petrol
Station 


Billboard 
Gotta go where you want to go.

No Sunburnt. No Rain.
Bus / Taxi


Promotion Girl
A cutie approaches you with a smile…
Coasters Worth to celebrate. Why not?
For a beauty just passing by…
Free Halida tomorrow…
Pls put the glass where it is to be…


Red Envelope

TET Plan:
Step 1: Li` xi`.
Step 2: Drink to celebrate.
Step 3: Repeat Step 1, 2.

A grandeur TET Plan.


Barber’s Mirror Worth to celebrate. Why not?

That’s handsome.

News Stall
Know more new things everyday.



TV pop-ups

Hot action / Achievement / Gotcha
• Game show “Wheel of fortune”
• Sports 360o
• Sports 24/7
• Game show “Who’s millionaire”?
• Movies / dramas


And more… and more… and more…
Door-Open Sticker: Light Box:
A Hard Day Just Passed. Bottle is Bottomed.
ATM: Karaoke Screen:
Still some amount in your account. You got 40 points.
Elevator: You got 100 points.
Up. Down. But you gotta be where you want to Screen Saver (turn off):
be. It’s time.
Bus Shelter: Key hanger / compass:
Still something to be waiting for. The Sun still rises this direction.
Menu: Oh! Here comes the North.
Order succeeded.
Lighter:
PG Activities: Still has some gas.
Quiz; Mini Billiards; Lucky Draws… Time for a new lighter.


An Example of a real case study


2007 ‟ A brand new skyline

The launch of
THE SAIL @ Marina Bay
For City Developments Ltd (CDL)

The brief
 A truly world-class residential property
„ 70 storeys, 1,111 units - among the 10 tallest in the
world
„ Designed by one of the world’s top 5 architects
„ Situated in the heart of Singapore’s future waterside
city centre (Downtown @ Marina Bay)
„ Its outstanding design ( and location) will alter the
skyline of Singapore
 Its iconic nature must make CDL pre-eminent ‟ in the
region as well as in Singapore
 The agency’s launch work must exceed the brilliance of
the property!


Conventions of property marketing in Singapore

 Sell on hard
attributes ‟ price,
amenities, land
tenure


Convention of property marketing in Singapore
 Cliche lifestyle images ‟ happy faces, fashionable
couples, families of four, etc
 Launch starts with placement of large print ads
and TV commercials


Our positioning set a new standard
Association
Territory International stature
The place to HAVE and to BE High aesthetic quality
in the New Asia (Singapore) Outstandingly aspirational
Totally new lifestyle level

A LANDMARK of new city living in new Asia
Satisfaction
Base Delivery Landmark location, scale &
70-storey residences and architecture
shops by Singapore’s new 6-star inner city living combining
downtown waterfront centre, work and leisure
Integration with “emerald necklace”
the heart of Hub of Asia,
Fantastic views – in the building that
offering a 24x7 lifestyle
makes many postcard out of date!
Huge investment value


Our various target audiences
 Potential buyers (local & regional)
• High net worth individual/ business leaders
• Top “DINK” professionals
• SOHO
• Locals & expats
 Key opinion leaders in business, culture, F&B, tourism
and entertainment
 Media – local and regional journalists
 Government agencies – STB, URA


The making of the sales gallery
September to October 2004


Proposed Area for
sales gallery
The Old Custom
House
(Right by the
Singapore River and
stone throw away from
actual site)


Publicis team collaborated closely with the
client‟s architect and interior designer…


Art Gallery and
reception


Art Gallery and reception


Banker’s Room


Marketer’s Room


Marketer’s Room
- Tri-vision Panel


Scale Model Area/
Extendable Pole Displays


Bedroom Wall Posters


Options, Site Plans &
Facilities Wall Posters


Viewing Deck Wall Posters


Tower Poster


Bunters


Entrance
Billboard


OUH Banner


Directional
Signages


Project Signboard


Day Night


The name unveiling


The Ground Cover


“Soft” Launch


Venue ‟ Merlion Park
 A landmark of Singapore
 Waterfront ambience
 Overlook THE SAIL


Launch of the Landmark – Private event with
public audience


Attended by over 300 guests and Media Reps


Full throttle start to the launch…


Pyrotechnics effects followed by a water screen and laser
display


Video featuring the architecture and character of Marina
Boulevard was projected onto the water screen


Finale - Spectacular 3 minute
Pyrotechnics and Fireworks fireworks display orchestrated with

Display
music

Pyrotechnics
were activated opposite the event
area- 1.2 km leading to the
actual SAIL site


Reception


Entertainment


Official Launch


Ad Break ‟Mid November 2004

TV and print campaign supported by special publicity via
commercial flash


The follow-up campaign
Late November 2004


Outdoor – Day shots


Outdoor – Night shots


In summary, a truly holistic campaign
Sales Gallery message Marketing video Logo flash animation
management & display
Facilities perspectives Advertorial
Directional signages
Commercial flash
Outdoor ambient
media Overseas launch ads

Outdoor advertising Radio

Print Campaign Oversea road show
signages
(Press & Magazines)

Event water screen Site hoarding &
video presentation PR Planning Soft launch event ground cover

TV Animation flythrough Collaterals


The Results


The Results
(Phase 1 launch ‟ 550 units)

 Night of the soft launch ‟ 15 units sold
 Week 1 - >100 units sold
 Week 3 ‟ 350 units (63%) sold
 Week 9 ‟ 470 units (85%) sold


The Results
Revenue gain on THE SAIL

 2004 (Actual)
Publicis Singapore ‟ S$1.25Mil
(>10% of total agency revenue)
Publicis Dialog Singapore ‟ S$98K
 2005 (Projected)
Publicis Singapore ‟ at least S$500K


PR Coverage for Publicis

Marketing Magazine – Dec 2004

PR Coverage for Publicis

Singapore Business Review – Dec 2004


Xin caûm ôn!


ISC Marketing - Example of Holistic Marketing Strategy

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