Phibious

TheEggProgram
Proposing Ideas for Coca-Cola, and Sprite
Jimmy
5/12/2014
Brand: Coca-Cola
Target audience: Teenagers to young adults
Objective: Connect HaNoi & Saigon people in Share a Coke campaign
Challenge: HaNoi & Saigon people have two distinctive characters, theyre not best friends.
Concept: Despite the differences, they both adore and wish to speak in each others
Vietnamese accent.
Creative Idea1: A face-call + voice detective interactive vending machine in shape of a door
that can recognize the two accents, and allows people to communicate from SaiGon to HaNoi,
vice versa. Their mission is to help the person theyre communicating with to say a simple
sentence imitating their accents (name) want to share a coke with (name) through a voice
detector. If the imitating voice is qualified at a certain level, a free coke with their name on it
will roll out.
Idea Illustration:
Facebooks Page for the campaign:
The campaign will also be enhanced by Coca
plan out a media plan posting tips, videos, information, that help Saigonese/Hanoian to practice
each others accent. Simultaneously connect them by tailor contents th
Saigonese and Hanoian (e.g. how many % Saigonese are you if youre a Hanoian)
Facebooks Page for the campaign:
The campaign will also be enhanced by Coca-Cola Vietnams Facebook page by strategically
plan out a media plan posting tips, videos, information, that help Saigonese/Hanoian to practice
each others accent. Simultaneously connect them by tailor contents that show the similarity of
Saigonese and Hanoian (e.g. how many % Saigonese are you if youre a Hanoian)
cebook page by strategically
plan out a media plan posting tips, videos, information, that help Saigonese/Hanoian to practice
at show the similarity of
Saigonese and Hanoian (e.g. how many % Saigonese are you if youre a Hanoian)
Rationale:
By helping Saigonese to practice their Hanoian accent and vice versa, it shows an appreciation
to one another, people get closer as theyre communicating.
Location for the vending machine:
At Ha Ni: Royal City Mall.
At Sai Gon: AEON Mall
Rationale: These are the two most crowded entertainment centers that attract most of the
target audience. They give a good vibe for the idea and execution to be succeeded.
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Brand: Sprite
Target audience: teenagers to young adults
Objective: encourage people to be true to themselves
Challenge: be true to one-self is depending on characters and personalities. Its a mindset.
Concept: Making them foreseen the furious consequences of not being themselves.
Creative Idea 1: Produce a 3D Virtual Reality Glass video in style of a falling roller-coaster
ride. The ride takes them frame by frame; point to point about how small they become how
fast theyll fall if theyre not being themselves. Screaming is expected due to the effect of the
virtual reality glass. The video ends with a copy stating Picturing yourself screaming and falling
like this, if you arent honest to yourself
Rationale: Aim at triggering their instant fear in a short moment. When were scared, our
pupils get larger to see better (KidsHealth 2014) which will help them to see the copies during
and at the end of the video better in their thinking.
Video art-direction: it should be dark with dim light which perpetuates a sense of loneliness
and frightening.
Location for the booths: Besides attractive malls in Sai Gn like AEON, Bitexco, VINCOM, the
park in front of Notre-Dame Basilica is an ideal place to interact with young adults about the
idea.
Mood Board:
Reference:
KidsHealth 2014, Being Afraid, Nemours, seen on May 10
th
2014,
http://kidshealth.org/kid/feeling/emotion/afraid.html