CREATIVE EXECUTION
VIDEO CLIP
PRINT AD SERIES
INTERACTIVE BOARD
INTERACTIVE LISTENING BOOTH
SEAT FOR SUPERMAN
Describe your image.
Describe your image.
Describe your image.
SHARE YOUR STORIES
Our viral video will be posted on social media (our Facebook page and Youtube channel) in order to increase awareness of target audience about our campaign. Facebook is one of the largest social media page in Vietnam with more than 30 millions users (Statista, n.d). Emotional viral clip is believed to gain people attentions by likes and shares on Facebook page. Furthermore, Youtube is also a big channel itself and is associated with Facebook through shares. Some PR articles are also featured on some online newspaper to support this tool.
The series print ads will include three different ones sharing the same concept. We choose our photoshoot to deliver the message in the most efficient way. When audience see the first page of magazine, there is only an image of typical Vietnamese woman is doing housework with her baby, but when the audience fold the right part of magazine, there will be an image of husband helps his wife to do housework. By this method, we will apply for all three print ads. They are published on three big magazines for men such as Car Magazine, Esquire and Hims to draw attention towards our target audience.
For the next phase, we will set up the interactive mood board in three office buildings such as Bitexco, Etown and Kumho Asiana. The audiences are expected to choose the sticker that matched with their wife’s feeling and stick it on the board. Even though this is an interactive board, we do not expect our target audience to interact due to their discreet and shy instinct. This tool only aims to remind our target audience to think about their wife’s feelings.
Go along with interactive board is interactive listening booth. In this tool, we will set up a booth which is similar with photo booth. This booth locates in office buildings like Bitexco, Etown and Kumho Asiana with attention-grabbing title “Superman Walk-in”. As men don't think of themselves as cowards or losers, they might walk in out of curiosity or self-ego. The purpose of this tool to remind the husband of his hero act and his wife at home.
On the weekend, malls are the reasonable place for family to gather together and relax after a working week. Husbands tend to sit at bench in shopping mall while waiting their wife and kids. Thus, we put an ambient advertising with those benches. The background is an image of a woman holding a baby and leaning head aside. There will be a seat entitled “Seat for Superman” to encourage men to sit on it out of curiosity and ego. When a man sit on it, it seems like the woman in the picture is leaning on his shoulder, matching our tagline “Even a wonder woman needs a superman.” This kind of ambient advertising could be placed at some well-known malls like Takashimaya, Vivo City, Vincom, Aeon Mall and Crescent Mall. As the same concept, we would make it outside with bus stations in district 1 and 3.
In the final phase, we will encourage the audiences to share their stories on radio and social media (Facebook page). These two channels have a wide range of our target audience. By applying social marketing theory ‘Self-Perception', this tool will involve more male to participate as they are not shy anymore if they have allies. From the stories, we could conduct PR articles to call for more stories.
REFERENCE
Statista n.d, Number of Facebook users in Vietnam from 2015 to 2020, Statista, viewed on 6 September 2017, <https://www.statista.com/statistics/490478/number-of-vietnam-facebook-users/>.