Café Viet is an instant coffee that combines Nescafe expertise with traditional Vietnamese coffee taste. It provides coffee at a lower price than street coffee during economic downturns. The campaign will create intrigue around declining masculinity and position Café Viet as a solution to save masculinity for just 2,800d per glass. It will use web banners, apps, and social media over 2 weeks to tease the problem and 6 weeks to promote Café Viet as the low-cost solution.

1. CAFÉ VIET

2. THE BRAND CAFÉ VIET is a coffee marrying the NESCAFE international expertise
with the traditional taste of Vietnamese filtered coffee in an instant
format

3. THE SITUATION In the economic downturn, a sachet of CAFÉ VIET is much cheaper
than a glass of street filtered coffee

4. THE TASK Making coffee drinkers realize the difference, hence go for CAFÉ VIET

5. THE IDEA SAVE MANLINESS FOR JUST 2800D A GLASS

6. CAMPAIGN
Our conversation with people will be in 2 parts
NARRATIVE

7. I 2
TEASE MAIN
Objective: Objective:
Create intrigue in the problem of Establish the solution of Café Viet now
dropping masculinity and establish save man for just 2800 D a glass
the solution of 2800 D
Message:
Message: Café Viet is for 2800 D that can help
Masculinity is dropping. Solution save manliness
costs 2500 D
Touch points:
Touch points: TV (Infomercials), Web app., Social
Web banners, Web app., Social media media
Duration: Duration:
2 weeks 6 weeks

8. CAMPAIGN
WEB BANNERS
NARRATIVE

12. CAMPAIGN
WEB APP
NARRATIVE

17. CAMPAIGN
NARRATIVE

18. CAMPAIGN
VIDEO
NARRATIVE

20. CAMPAIGN
SEEDING - ANGELS
NARRATIVE

21. I 2
TEASE MAIN
Objective: Objective:
Create intrigue in the problem of Establish the solution of Café Viet now
dropping masculinity and establish save man for just 2800 D a glass
the solution of 2800D
Message:
Message: Café Viet is for 2800 D that can help
Masculinity is dropping. Solution save manliness
costs 2800 D
Touch points:
Touch points: Forums, Facebook, Online
Websites, Forums, Facebook, Online communities, Video Sharing
communities Community
Duration: Duration:
2 weeks 6 weeks

22. CAMPAIGN
TIMING
NARRATIVE
Jul 17th.