Gross Rating Points It’s a measure of audience coverage with duplication, may be

expressed with the formula:

GRP=frequency x ratings
= impression : total population

Total reach of every time the ad is aired, duplication included

Ví dụ : một chiến dịch quảng cáo được phát (aired) 4 lần cho đối tượng là 100k người
trưởng thành ở Hồ Chí Minh. Tại Hồ Chí Minh có khoảng 4 triệu người trưởng thành thì
GRP sẽ là:
GRP= 4 x (100,000/4,000,000) x 100 = 10

Reach = 100,000/10,000,000 = Target Audience (1media) / TA(campaign)

Composition = 100,000/900,000 = Target Audience (1media) / Tổng audience của 1
hđộng
CPM = 50.000.000/900.000 x 1000 = (Price/Tổng audience) x 1000
(chi phí tiếp cận 1000 khán giả)
● Tháng 4/2023, Công ty Cổ phần Di động Thông minh - GSM Xanh chính
thức đưa vào vận hành dịch vụ taxi thuần điện đầu tiên tại Việt Nam. Taxi
điện là một trong những giải pháp tiên tiến, mang lại nhiều lợi ích cho cộng
đồng, góp phần giảm thiểu ô nhiễm không khí và tiếng ồn, đồng thời tiết
kiệm năng lượng, giảm chi phí cho người sử dụng.
Anh/chị hãy đề xuất ít nhất 2 công cụ truyền thông mà GSM Xanh có thể sử
 dụng để nâng cao nhận biết về dịch vụ và thúc đẩy dùng thử. Giải thích cơ
sở của đề xuất.
Trường hợp này nên chọn PR, Quảng cáo (lí do là vì đây là thương hiệu mới cần nhận
biết và sản phẩm có ý nghĩa xã hội cao)
Given that GSM Xanh's electric taxi service is a pioneering and socially impactful
solution, I would recommend utilizing PR (Public Relations) and advertising as the
primary communication tools to enhance awareness of the service and encourage trial
usage.
PR (Public Relations):
- Basis of Recommendation: PR is particularly suitable for a new brand and
service with significant societal benefits, such as GSM Xanh's electric taxi
service. Through PR efforts, the company can leverage media coverage, press
releases, and partnerships to amplify its message about the environmental and
cost-saving advantages of electric taxis.
- Explanation: PR can help GSM Xanh establish credibility and trust with the
public by highlighting the positive impact of its electric taxi service on reducing
air pollution, noise pollution, and energy consumption. By securing media
coverage in reputable outlets and organizing events to showcase the service's
benefits, GSM Xanh can effectively reach its target audience and generate
interest in trying out the service.
Advertising:
- Basis of Recommendation: Advertising is essential for creating widespread
awareness and visibility, especially for a new service like GSM Xanh's electric
taxis. Through targeted advertising campaigns, the company can reach a larger
audience and communicate key messages about the convenience, reliability, and
environmental benefits of electric taxis.
- Explanation: Advertising channels such as digital ads, outdoor billboards, and
radio spots can be utilized to raise awareness of GSM Xanh's electric taxi service
among the general public. The advertisements can emphasize the unique selling
points of the service, such as its eco-friendliness and cost-effectiveness, while
also encouraging potential customers to try out the service for themselves.
By combining PR efforts to establish credibility and advertising to create
widespread awareness, GSM Xanh can effectively promote its electric taxi
service, attract customers, and contribute to positive societal change. These
communication tools will help position GSM Xanh as a leader in sustainable
transportation solutions and encourage widespread adoption of its electric taxi
service in Vietnam.
 ● TikTok tung ra tính năng cho phép người dùng tạo hình đại diện Avatar do
AI tạo cho chính họ bằng cách tải lên 3-10 ảnh chân dung. Hình đại diện kết
quả là 2D, hoạt hình, người dùng chưa từng thấy trước đây. Tiktok thực
hiện một chiến dịch truyền thông quảng bá cho tính năng này. Hãy xác định
nhiệm vụ truyền thông mà chiến dịch này cần tập trung? Phân tích nhu
cầu, mong muốn, hành trình trải nghiệm thương hiệu của công chúng mục
tiêu và đề xuất một vài đặc điểm tâm lý (insight) của công chúng mục tiêu
mà chiến dịch có thể khai thác khi xây dựng các hoạt động truyền thông cho
chiến dịch này

Communication task
TikTok's communication campaign for the AI-generated Avatar feature should focus on
the following key tasks:
- Increasing awareness of the new feature: Widely inform TikTok users about the
existence and benefits of the AI-generated Avatar feature.
- Promoting experimentation and usage: Encourage users to upload portrait photos
and create Avatar profiles to experience the new feature.
- Facilitating interaction and sharing: Encourage users to share their new Avatars
on TikTok and other social media platforms to create a spreading effect.

Analysis of the needs, desires, and brand experience journey of the target audience
Needs:
- Self-expression: Social media users have a high demand for expressing
themselves through creative images and content.
- Novelty and uniqueness: Users are always seeking new and different experiences
to stand out in the online community.
Desires:
- Personalization: Desire for a unique and personalized Avatar that reflects their
style and personality.

- Creativity and entertainment: Desire to use creative tools to create interesting

and entertaining content.
Brand experience journey:
- Awareness: Users learn about the new feature through advertising on TikTok, in-
app notifications, and other social media platforms.
 - Interest: The feature attracts user attention due to its uniqueness and the ability to
personalize Avatars.
- Experimentation: Users upload portrait photos and create AI-generated Avatars,
experiencing the novelty and excitement of the feature.
- Regular usage: Users start using their new Avatars in TikTok videos and on
other social media platforms.
- Sharing and spreading: Users share their Avatars, creating spreading effects and
encouraging others to join the experiment.

Insights of the target audience

- High self-expression: TikTok users, especially Gen Z and Millennials, highly
value self-expression through creative content. They want their images and
content to stand out and be unique to attract attention and interaction from
others.
- Seeking novelty and unique experiences: Users are always looking for new and
unique experiences on social media to refresh their image and maintain interest
in the platform.
- Connection and sharing: TikTok users tend to connect and share their interesting
experiences with friends and the online community, creating strong spreading
and interaction.

Proposed communication activities

Hashtag campaign (#MyAIAvatar):

Goal: Encourage users to create and share their AI-generated Avatars with the hashtag
#MyAIAvatar.
Activities: Organize creative challenges on TikTok, where users can participate and
share their AI-generated Avatars.
Influencer Marketing:
Goal: Use influencers to introduce and promote the new feature.

Activities: Collaborate with famous TikTokers to create and share their AI-generated
Avatars, along with inviting followers to join.

In-app and other platform advertising:

Goal: Enhance awareness of the new feature through advertising.
Activities: Use short video ads on TikTok, YouTube, Instagram, and Facebook to
introduce the feature and provide instructions on how to use it.

Creative Contest:
Goal: Motivate users to experiment and be creative with AI-generated Avatars.
Activities: Organize a contest with attractive prizes for the most creative and impressive
AI-generated Avatars, evaluated by the community and judges.

Conclusion
By leveraging the psychological characteristics and needs of TikTok users, the
communication campaign can focus on increasing awareness, promoting
experimentation, and encouraging sharing to create a strong spreading effect for the AI-
generated Avatar feature. This will not only enhance interaction and usage of the new
feature but also strengthen TikTok's position as a creative platform and pioneer in
providing unique tools for users.

● Beck's Ice là thương hiệu bia Đức nấu từ lúa mạch nguyên chất không pha
trộn loại ngũ cốc nào khác như gạo, ngô..., sử dụng công nghệ lọc đặc biệt ở
nhiệt độ đóng băng -1,5 độ C. Ra mắt thị trường Việt cuối 2017 và hướng
đến giới trẻ 25-35 tuổi, cả nam và nữ, bia Beck’s Ice có thiết kế thể hiện sự
mới mẻ, hiện đại, gây ấn tượng với hình ảnh phù hợp với thế hệ trẻ. Thiết
kế chai trong suốt, không màu, tạo phong cách tối giản hiện đại, phô bày sự
tinh tế của chất bia. Hương vị đặc trưng và chất lượng chuẩn Đức - điểm
thu hút giới sành bia khi thưởng thức bia thuần lúa mạch là lợi thế lớn nhất
của thương hiệu này. Sản phẩm cũng có mức giá hấp dẫn trong thị trường
Việt Nam cho một thương hiệu bia quốc tế làm từ 100% lúa mạch. Đề xuất
2 hoạt động truyền thông có thể giúp Beck's Ice thuyết phục công chúng
mục tiêu lựa chọn thương hiệu này? Giải thích cơ sở của đề xuất

Communication Activity 1: Organize the "Beck's Ice Chill Fest" Experience Event

Activity Description:

● Concept: The "Beck's Ice Chill Fest" experience event will be held in major
cities such as Hanoi, Ho Chi Minh City, and Da Nang, aiming to provide a fresh
beer tasting experience for young people.
● Main Activities:
 ● A tasting area designed with a modern, youthful space, combined with
lively music and entertainment activities like DJ performances and street
art shows.
● Check-in photo areas with eye-catching and modern designs, suitable for
young people who love taking photos and sharing on social media.
● Booths introducing the production process and standout features of
Beck’s Ice, combined with free beer tasting activities.
● Minigames with attractive prizes related to Beck’s Ice to enhance
interaction and brand recall.

Basis for the Proposal:

● Direct Experience: When the target audience directly experiences the taste and
feel of the beer, they are more likely to be convinced of the product's quality.
● Social Interaction: Check-in and sharing activities on social media from the
event will help Beck’s Ice spread its brand strongly and quickly to more people.
● Community Value: Creating a space for meeting, networking, and entertainment
helps build a community that loves Beck’s Ice, thereby enhancing brand
recognition and loyalty.

Communication Activity 2: Digital Campaign "Beck's Ice Challenge - Cool Your

Taste"

Activity Description:

● Concept: The online campaign "Beck's Ice Challenge - Cool Your Taste" aims to
challenge consumers to explore and share their experiences with Beck’s Ice
through social media platforms.
● Main Activities:
● Create short video clips with creative and humorous content, focusing on
highlighting the unique aspects of Beck’s Ice (such as the freezing
filtration technology and pure flavor) and release them on YouTube,
Facebook, Instagram, TikTok.
● Encourage consumers to participate in the "Cool Your Taste" challenge
by posting videos or pictures of them enjoying Beck’s Ice in fun or
unique situations, with the campaign hashtag.
● Use young and famous KOLs (Key Opinion Leaders) and influencers on
social media to promote the campaign and product, sharing their personal
experiences with Beck’s Ice.
 ● Organize an online contest with prizes such as trips or exciting
experiences for the most creative videos or pictures.

Basis for the Proposal:

● Social Media: The 25-35 age group is the target audience that frequently uses
social media, making digital campaigns easily accessible and engaging for them.
● Influencers: Using the influence of KOLs will help Beck’s Ice quickly build trust
and preference among the target consumers.
● Viral Potential: Interesting challenges and attractive prizes will encourage
consumers to participate and share, helping the campaign to spread widely and
effectively.

● Select a marketing communication activity with the goal of changing the

audience’s attitudes about a brand feature. Analyze how this activity has
succeeded (or failed) in this purpose.

Dove launched its "Real Beauty" campaign in 2004 with the aim of shifting
societal perceptions around beauty standards. This campaign was a bold move,
emphasizing body positivity and self-esteem by featuring women of various
shapes, sizes, ages, and ethnicities in its advertisements. This strategy
represented a significant departure from the conventional portrayal of beauty in
the media, which often relies on narrow and unrealistic standards.

The primary goal of the "Real Beauty" campaign was to change the audience’s
attitudes about beauty and, by extension, about Dove as a brand. Dove sought to
associate itself with a more inclusive and realistic perception of beauty,
distancing itself from the industry norm of using unrealistic and narrowly
defined standards. By doing so, Dove aimed to build a more positive and
relatable brand image.

The "Real Beauty" campaign achieved notable success in changing audience

attitudes. Research indicated that many women reported feeling more confident
and appreciative of their natural appearance after engaging with the campaign.
Dove successfully positioned itself as a champion of real beauty and body
 positivity, distinguishing itself from competitors. This positive brand perception
also translated into increased sales and market share, as consumers who
identified with the campaign’s message were more likely to purchase Dove
products. Additionally, the campaign influenced the broader beauty and
advertising industries, encouraging other brands to adopt more inclusive and
diverse representations in their marketing efforts.

However, the campaign faced some challenges and criticisms. Some critics
questioned the authenticity of Dove’s message, pointing out that Unilever,
Dove’s parent company, continued to promote traditional beauty standards
through its other product lines. This raised doubts about the genuine nature of
Dove’s commitment to body positivity. There were also concerns about the
commercialization of social issues, with some arguing that Dove was leveraging
body positivity primarily for profit rather than genuine social change.
Maintaining consistency across all of Unilever's brands proved challenging, as
some of Dove’s sister brands continued to use traditional beauty standards in
their marketing, creating a perceived conflict and diluting Dove’s message.

In conclusion, Dove’s "Real Beauty" campaign succeeded in changing audience

attitudes towards beauty standards and enhancing the brand’s image as a
promoter of body positivity and self-esteem. Despite some criticisms and
challenges, the campaign effectively resonated with a large audience, driving
both brand affinity and commercial success. The key factors in its success were
the authentic representation of diverse beauty, emotional storytelling, and
strategic use of media and partnerships.

● Select and describe an example of communication activity aimed at

stimulating audience intention to buy or to try. Is it a successful or
unsuccessful activity? Explain.

Background: Coca-Cola's "Share a Coke" campaign was launched in 2011 in

Australia and later rolled out globally. The campaign involved replacing the
Coca-Cola logo on bottles and cans with popular first names, nicknames, and
terms like "friend" and "family." The idea was to encourage consumers to
purchase Coke products with personalized labels to share with friends and loved
ones.
Goal: The primary goal of the "Share a Coke" campaign was to stimulate
consumer intention to buy Coca-Cola products by creating a personalized and
emotional connection with the brand. By featuring individual names on their
packaging, Coca-Cola aimed to appeal to consumers on a personal level, making
the product more relatable and encouraging social sharing.

Successes:

- Increased Sales: The "Share a Coke" campaign led to a significant

increase in Coca-Cola sales in many markets where it was implemented.
By personalizing the product, Coca-Cola tapped into consumers' desire
for individualized experiences, driving purchase intention and repeat
purchases.
- Brand Engagement: The campaign generated high levels of consumer
engagement, both online and offline. Consumers actively searched for
bottles with their names, shared their Coke experiences on social media,
and participated in promotional events. This increased brand visibility and
strengthened brand loyalty.
- Word-of-Mouth Marketing: The personalized nature of the campaign
sparked conversations among consumers, leading to word-of-mouth
marketing. People shared stories about finding their names on Coke
bottles or receiving personalized bottles as gifts, further amplifying the
campaign's reach and impact.

Challenges:

- Limited Names: While the campaign featured a wide range of names, not
every consumer could find their name on a Coke bottle. This led to some
disappointment among consumers whose names were not included,
potentially impacting their perception of the campaign.
- Sustainability Concerns: The production of personalized labels for
millions of bottles and cans raised concerns about environmental
sustainability. Critics argued that the campaign generated unnecessary
waste and contributed to pollution, particularly as many personalized
bottles were kept as keepsakes rather than recycled.

Conclusion: Overall, Coca-Cola's "Share a Coke" campaign can be considered a

successful communication activity aimed at stimulating audience intention to
buy or try the product. By leveraging personalization and social sharing, Coca-
 Cola created a unique and engaging experience for consumers, driving increased
sales and brand engagement. While the campaign faced some challenges, such as
limited name availability and sustainability concerns, its overall impact on
consumer behavior and brand perception was overwhelmingly positive.

● Kombucha is a healthy fermented drink with Scoby yeast and tea.

Kombucha in general is believed to have digestion and immunity benefits as
it contains probiotics, antioxidants and vitamins. In Vietnam, Star
Kombucha is the only kombucha drink distributed at Circle K. At the price
of 27.000 per can, the brand wants to attract students and young with
discretionary income around 3-4 million a month. However, the sales are
still lagging because youngsters’ awareness of the product’s health benefits
is low.

Identify the business issues and communication tasks for Star Kombucha.
What communication tools do you advise Star Kombucha to use in this
case? Why?

Business Issues for Star Kombucha:

- Low brand awareness, especially among students and young adults.

- Limited understanding of the product's health benefits within the target
audience.
- High price point compared to perceived value by the target demographic.

Communication Tasks for Star Kombucha:

- Increase brand awareness among students and young adults.

- Educate the target audience about the health benefits of kombucha and
how Star Kombucha specifically addresses their needs.
- Address the perceived value gap between the price and the product.

The primary business issue for Star Kombucha is the lack of awareness among
young consumers about the health benefits of their product, leading to lagging
sales despite being the only kombucha drink distributed at Circle K in Vietnam.
Therefore, the main communication task is to increase awareness and
understanding of the product's benefits among the target demographic of
 students and young individuals with discretionary income.

Considering this, the most effective communication tools for Star Kombucha
would be:

- Digital Marketing: Leveraging social media platforms such as Instagram,

Facebook, and TikTok to engage with young consumers. Through
interactive content, such as videos, posts, and stories, Star Kombucha can
effectively introduce its product and highlight its health benefits. Digital
marketing allows for direct engagement with potential customers and
provides an opportunity to tailor messaging to specific audience
segments.
- PR (Public Relations): Collaborating with health influencers, nutritionists,
or celebrities who resonate with the target demographic can amplify the
brand's message. Partnering with reputable figures to endorse the health
benefits of Star Kombucha can lend credibility to the product and increase
awareness among young consumers. PR efforts can include media
appearances, interviews, and sponsored content placements.
- Advertising: While traditional advertising may not be the most effective
tool in this case due to budget constraints and changing consumer
preferences, targeted online advertising can still be beneficial. Investing
in digital ads on social media platforms and relevant websites can help
increase brand visibility and reach the desired audience. Additionally,
native advertising or sponsored content can provide valuable
opportunities to educate consumers about the health benefits of
Kombucha in a more engaging and informative way.

These communication tools are recommended because they align with the
brand's objective of increasing awareness and understanding of the health
benefits of Star Kombucha among young consumers in Vietnam. By utilizing
digital marketing, PR, and targeted advertising, Star Kombucha can effectively
reach its target audience and drive sales growth.

Personal Selling is less applicable in this case. Kombucha is not a complex

product requiring a salesperson's expertise.

● Knorr is a condiment brand from Unilever that has been in Vietnam for the
last two decades. Knorr advertises its product as a flavor enhancer that
brings about the “roundedness taste” to homemade dishes. It targets
 mothers of all ages in metropolitan areas of Vietnam. Like many other
Unilever brands, Knorr always tries to innovate and expand its product line
to better meet the customer’s needs. Recently, Knorr launched its newest
Knorr Organic mushroom product.
Who do you think is the target audience for the new product?
Do you think the Masked Singer Vietnam Game Show would be an
appropriate media to promote the product? Why or why not?

Target Audience for Knorr Organic Mushroom Product

The new Knorr Organic mushroom product is likely targeting a specific segment of

consumers who prioritize health and sustainability. This audience can be characterized

as follows:

1. Health-Conscious Consumers: Individuals who are particularly attentive to their

diet and prefer organic and natural ingredients. They are likely to be concerned

about the nutritional quality of their food and avoid artificial additives.

2. Environmentally Aware Individuals: Consumers who are environmentally

conscious and prefer products that are sustainably sourced. They are willing to

pay a premium for organic products because of the perceived benefits to the

environment and personal health.

3. Affluent Urban Dwellers: Typically, organic products are more expensive. Thus,

the target audience is likely to include middle to upper-income families,

especially those living in metropolitan areas where there is greater access to a

variety of organic products.

4. Modern Mothers: Considering Knorr’s existing target demographic, modern

mothers who are educated and concerned about the health of their families
 would be a key target. They seek to provide nutritious and safe meals for their

children and are open to trying new, healthier cooking ingredients.

Suitability of Masked Singer Vietnam Game Show for Promotion

The Masked Singer Vietnam Game Show could be an appropriate platform to promote

Knorr's new organic product, for several reasons:

1. Wide Audience Reach: The Masked Singer is a popular show with a broad

viewership across different demographics. This wide reach ensures that the

advertisement will be seen by a large and diverse audience, including the target

demographic of health-conscious and affluent urban dwellers.

2. Family-Friendly Content: The show is designed to appeal to families, making it a

good fit for promoting a product targeted at mothers. Families who watch

together may be more likely to notice and discuss the new product, especially if

it is framed as beneficial for family meals.

3. Engaged Viewers: The nature of the show – being entertaining and engaging –

means that viewers are likely to pay attention to the content, including

advertisements. This high level of viewer engagement increases the likelihood

that the product message will be absorbed.

4. Celebrity Influence: The involvement of celebrities and well-known

personalities in the show can add credibility and appeal to the product. If

celebrities endorse the product or are shown using it, it can create a positive

association and influence viewers to try it.

Potential Drawbacks

While the Masked Singer Vietnam Game Show is a strong candidate, there are potential

drawbacks to consider:

1. Cost: Advertising on a popular prime-time show can be expensive. Knorr would

need to assess whether the potential reach and impact justify the investment.

2. Match with Brand Image: The show’s tone and style should align with the

brand’s image. If the show’s content is too frivolous or disconnected from the

health-conscious and sophisticated image that Knorr might want to project with

its organic line, it could dilute the brand’s message.

● Golden Gate Restaurant Group recently announced its plan to launch 3

lines of craft beer Mala Mania, GoGo GoGi, Happy Kichi in September
2023. These 3 craft beers are designed with a special yeast flavor that
matches the dishes in the group's restaurant system, creating a unique
premium feeling enhancing the customer experience.

What communication tools do you propose to Golden Gate to promote these

beer brands to customers? Explain the strengths and weaknesses of your
choice with respect to the business issues and brand positioning.

To promote the craft beer brands Mala Mania, GoGo GoGi, and Happy Kichi
from Golden Gate Restaurant Group, I would recommend utilizing a
combination of advertising, PR (Public Relations), and sales promotion
techniques. Each of these communication tools offers unique strengths that can
effectively promote the beer brands to customers while aligning with the
business objectives and brand positioning.
Advertising:

- Strengths: Advertising allows Golden Gate to reach a wide audience and

generate brand awareness quickly. Through targeted advertising
campaigns on various platforms such as social media, print media, and
digital channels, the group can showcase the unique features and flavors
of its craft beer brands.
- Weaknesses: Advertising can be costly, especially for comprehensive
campaigns across multiple channels. Additionally, it may not always
guarantee immediate results in terms of sales, as it primarily focuses on
brand building and awareness.

PR (Public Relations):

- Strengths: PR efforts such as press releases, media interviews, and

influencer partnerships can help generate positive publicity and enhance
brand credibility. By securing media coverage in relevant publications
and online platforms, Golden Gate can position its craft beer brands as
premium and desirable choices for consumers.
- Weaknesses: PR efforts may require time and resources to build
relationships with media outlets and influencers. Additionally, the impact
of PR activities can be challenging to measure quantitatively, making it
difficult to gauge the effectiveness of the strategy.

Sales Promotion:

- Strengths: Sales promotion tactics such as discounts, tastings, and special

offers can incentivize customers to try Golden Gate's craft beer brands
and drive immediate sales. By offering promotions in conjunction with
specific dishes or events at the group's restaurants, Golden Gate can
create synergy between its beer brands and its existing customer base.
- Weaknesses: While sales promotions can boost short-term sales, they may
also risk devaluing the perceived quality and premium positioning of the
craft beer brands. Additionally, relying too heavily on promotions could
lead to a dependency on discounts and erode brand loyalty in the long
run.

By leveraging a combination of advertising, PR, and sales promotion, Golden

Gate can effectively promote its craft beer brands to customers while reinforcing
 their unique flavors and premium positioning. Each communication tool offers
distinct strengths that, when used together strategically, can maximize brand
visibility, credibility, and sales opportunities for the group's beer offerings.

● Comfort là thương hiệu nước xả vải nổi tiếng của Unilever. Gần đây,
Comfort đã mở rộng dòng sản phẩm của mình và tung ra nước giặt
Comfort. Nước giặt này có giá đắt hơn thương hiệu OMO (cũng của
Unilever) khoảng 100.000 đồng.
Để xây dựng thông điệp truyền thông cho Comfort, Anh/chị đề xuất sẽ sử
dụng hình thức thu hút nào ? (nêu cụ thể hướng xây dựng thông điệp tùy
theo hình thức thu hút lý trí/ cảm xúc/ kết hợp).
Giải thích lựa chọn của anh/chị và gợi ý cách thức thực hiện sáng tạo để
triển khai

To build a communication message for Comfort's new laundry detergent

product, I would propose utilizing an emotional appeal strategy. Emotional
appeals can create a strong connection with consumers by tapping into their
feelings and desires, thereby influencing their purchasing decisions.

Specifically, I would focus on the emotional benefits that Comfort's laundry

detergent offers compared to OMO. This could include emphasizing the
luxurious experience of using Comfort, the joy of wearing freshly cleaned and
soft clothes, and the peace of mind that comes from knowing your clothes are
well cared for.

Here's how we could creatively execute this strategy:

- Storytelling Campaign: Develop a series of heartwarming stories or anecdotes

that depict how Comfort transforms the laundry experience for families. These
stories could feature relatable characters facing everyday laundry challenges and
showcase how Comfort brings comfort and happiness into their lives.

- Celebrity Endorsement: Partner with a well-known celebrity or influencer who

embodies the values of comfort, luxury, and care. The celebrity can endorse
Comfort through personal testimonials or by sharing their own positive
experiences with the product, resonating with consumers on an emotional level.

- Interactive Social Media Campaign: Launch an interactive social media

 campaign that encourages consumers to share their "Comfort moments" –
moments when they feel the most comfortable and at ease. This user-generated
content can be shared across social media platforms, creating a sense of
community and belonging among Comfort users.

- Sensory Experience: Create a multisensory experience around Comfort's

product launch, incorporating elements such as scent samples, tactile packaging,
and soothing visuals. By appealing to multiple senses, consumers can form a
stronger emotional connection with the product and its brand message.

- Cause-Related Marketing: Align Comfort's brand message with a relevant

social or environmental cause, such as sustainability or supporting families in
need. By associating the brand with a meaningful cause, consumers are more
likely to feel emotionally invested in supporting Comfort and its values.

By implementing these creative strategies, Comfort can effectively communicate

its emotional appeal to consumers and differentiate itself from competitors like
OMO. This approach not only highlights the product's features but also resonates
with consumers on a deeper, emotional level, driving engagement and loyalty.

5. Tết Tân Sửu 2021, OMO tung ra MV ca nhạc Tết “Cả ngàn lời chúc” đến với
giới trẻ với sự kết hợp của hai nghệ sĩ Suboi và Rhymastic, truyền tải thông điệp
về một cái “Tết xanh” với hành động trồng cây bảo vệ môi trường. Mở đầu bài
hát, lời ca theo phong cách nhạc rap nêu tình trạng chúc “suông”, thiếu chân
thành đang tiếp diễn hàng năm, để sau đó đưa ra cách giải quyết “Lời chúc chỉ là
một chút nguyện vọng - Để thành phúc, cần một lúc hành động”. Khẩu hiệu “Lời
chúc hóa hành động - Lấm bẩn mang điều hay” của nhãn hàng OMO được lồng
ghép ở cuối MV kêu gọi mọi người biến lời chúc thành hành động lấm bẩn trên
khắp Việt Nam; cụ thể là trồng cây, gieo an lành cho năm mới. Hãy cho biết chiến
thuật sáng tạo thu hút được lựa chọn ở đây là gì? Trong tình huống này, anh/chị
cho rằng chiến thuật này có ưu điểm và nhược điểm gì?

● Advantages:

Attracting the attention of young people: Combination between music and famous
artists such as Suboi and Rhymastic help increase interest from young people. This is
important because young people are often a difficult audience and this strategy helps
get the message to this audience effectively.

Establishing a connection with the brand: OMO's integration of the slogan "Greetings
turns into action - Getting dirty brings good things" at the end of the MV helps establish
a connection between the brand and the positive social message. Viewers can connect
the brand with environmental protection actions, creating a positive impression of
OMO. I

mplementing social goals: This strategy is not only aimed at advertising products but
also towards an important social goal, which is environmental protection. Encouraging
viewers to plant trees and sow peace is a positive action that can create a positive
impact in the community.

● Disadvantages:

Risks of targeting: Although this tactic can attract young people, it may not be effective
if the right audience is not selected. Some people may not be interested in rap music or
not properly aware of the environmental protection message.

Potential for misunderstanding of message: Rap style and artistic elements can make
the message complex and confusing for some people. This can lead to
misunderstandings or loss of message effectiveness.

Does not fully reflect the actual state: Using a style such as rap can lose the solemnity
and seriousness in conveying the message of environmental protection. This may make
some people feel like the message isn't sincere or important enough

6. Theo Bệnh viện Răng hàm mặt Trung ương, 85% trẻ em Việt Nam từ 6-8 tuổi bị
sâu răng sữa, là tác hại của việc trẻ chưa chải răng 2 lần mỗi ngày. Tuy vậy, các
ông bố bà mẹ cũng có phần trách nhiệm khi 30% cho biết thường bỏ qua việc
đánh răng mỗi tối cho trẻ. Hè 2018, P/S Việt Nam kết hợp với Mindshare thực
hiện chiến dịch “Cuộc phiêu lưu của vua Leo và những người bạn” tạo hình
những nhân vật hoạt hình in trên bao bì dòng sản phẩm mới, kết hợp với công
nghệ AR trên thiết bị di động. Chỉ cần một thiết bị thông minh có camera trước,
cả mẹ và bé có thể tham gia vào hành trình 21 ngày thay đổi hành vi đánh răng
qua tương tác trực tiếp với các nhân vật, trong đó mỗi đêm là một thử thách làm
quen với các nhân vật mới như Ngư Phủ Frank, Sơn Dương Mike, Đội Trưởng
Jean…để dẫn dắt các bé qua buổi vệ sinh răng miệng đầy thú vị, khiến bé phải
ngóng trông đến giờ chải răng. Âm nhạc bắt tai cùng các hoạt đông tương tác vui
nhộn vừa thu hút, vừa dạy trẻ đánh răng đúng cách. Anh/chị hãy đánh giá hoạt
động truyền thông nêu trên của P/S Việt Nam trên các phương diện phù hợp với
công chúng mục tiêu và định vị thương hiệu?

Suitable for target public: P/S Vietnam's communication activities target children
between the ages of 6-8 years old and their parents. Creating an interactive animated
adventure that incorporates AR technology on mobile devices is a creative and relevant
way to capture the interest and engagement of children and parents.

Brand positioning: P/S Vietnam positions itself as an oral care brand for children. This
communication activity creates a unique and fun interactive experience, helping to
build P/S's image as a toy and educational brand, while ensuring children's oral and
health health.

Interactive and educational: This campaign leverages AR technology to create an

interactive experience between children and cartoon characters. By participating in
daily adventures and challenges , children are guided and learn how to brush their teeth
properly in a fun and exciting way. This helps build proper oral care habits from an
early age.

Create positive expectations and engagement: Offering a 21-day adventure with new
animated characters each night creates positive anticipation and engagement on the part
of children. They become excited and look forward to their daily brushing time, thanks
to catchy music and activities.

However, there are some downsides to consider:

Range of interaction: This activity requires the participation of mobile devices with
front cameras, which may limit the range of interaction for families who do not have
compatible devices .

Durability and impact: In a 21-day campaign, there can be challenges in its durability
and impact. To maintain the interest and participation of children and parents , there is a
need for continuous improvement and innovation in content and activities.

● (Knowledge)

Television and radio media : TV and radio advertising can be effective ways to
communicate about innovation and bring information to the masses.

Social Media: Use platforms like Facebook, Twitter, LinkedIn to share information and
create awareness.

Print and online: Newspaper articles, magazines, and websites can provide detailed and
popular information about innovation.

● Interest:

Shareable content: Create interesting and engaging content on social media platforms to
attract interest.

Events and conferences: Organize events and conferences to increase community

engagement and interest.

● Evaluation:
Blogs and online product reviews: Provide reviews, comments, and insights so
consumers can evaluate innovation.

Educational videos: Use videos to explain in detail how the innovation works and its
benefits .

● Trial:

Test program: Organize trial programs, practical working sessions, or provide trial
versions for consumers to experience.

User guides and consulting: Provides guidance materials and consulting support to help
consumers adapt to innovation.

● Adoption:
News and PR: Use positive news and advertising strategies to promote a positive image
of innovation.

Share positive experiences: Use success stories and share positive experiences from
consumers who have embraced the innovation.