9. DEPLOYMENT PLAN
Phase 1 – PROVOKE
-->Provoke the story of a character named “An” as a sample of tragedy
Campaign “Pain of An”
10. DEPLOYMENT PLAN
Phase 2 - ENGAGE
Interactive Billboard
Mẹ ơi, con sợ..
1st touch
Mẹ ơi, con sợ..
2nd touch
Campaign “Pain of An”
Mẹ ơi, con sợ..
final touch
11. DEPLOYMENT PLAN
Phase 3 – AMPLIFY (1/2014)
PR, TV news
--> impress the audience with the number of people engage
with the Interactive Billboard
-->Utilize more cases successful find way back to home in Tet
-->Establish a column for audiences to send mail and a hot
line on Tuoi Tre newspaper for long-term development.
Campaign “Pain of An”
12. LONG TERM VISION
> SUCH A BIG PROBLEM TO BE SOLVED IN 3 MONTHS
_Establish Hot line and Column on Tuoi tre newspaper to help
specific cases
_Make “Pain of An” a national wide campaign with launches
of Interactive Billboard in Ha Noi, Da Nang, Can Tho…
_Autobiography of An’s Mom to be published
_Hold local seminars…
Campaign “Pain of An”
13. EVALUATION
Quantitative method
- Number of reach / impressions / publications / delivery of
wrap.
- Number of Engagement
- Value of advertisement in the campaign period.
Qualitative method
- Measure by interview / focus group
Campaign “Pain of An”
14. SUMMARY
key message: “His/ her life is hard enough”
TV Shows
PR
phase 1
TVC
Supermaket wrap
Interactive billboard
PR
PR, TV news
phase 2
phase 3
Campaign “Pain of An”