5 GIO SANG (5AM)

PRESENTATI
N

Hoang Anh + (Huong x 3)

Our

Content
we want to talk about
1. Situation analysis
2. Statement of need
3. Target publics
4. Ideas
5. Objectives
6. PR tactics
7. Timeline
8. Budget
9. Evaluation

Background

Information
Big picture

32 warm shelters open

houses education and
reform centers
(The poor people 2015)

Only focus on childrens

basic needs
(RFA 2006)

Background

Information
What we know about 5 gio
sang

Football for Childrens

Future program

Contemporary dance
program

Background

Information
What we know about 5 gio
sang

JOY

Current

Situation
Whats

wrong

Current

Situation
Whats

wrong

Current

Situation
Whats

wrong

Id not known what is

5AM and who weve
competed with till my
friends told me few
months ago
(Tony)

Current

Situation
Whats

wrong

What is 5 Gio
sang ?
(Phuong)

Current

Situation
Whats

wrong

Current

Situation
Whats

wrong

Current

Situation
Whats

wrong

We have never talked to

each other!
(Huy)

the

Statement of need
why now

Raise
awarene
ss
Engage

Reposition

Primary

Target Publics
who we will talk to

Teenagers 13-18 years

oldc

INTERNATIONAL
SCHOOLS
Teenagers 13-18 years
old

Living in Ho Chi Minh

City

Living in Ho Chi Minh

City

Vulnerable &
unpredictable

Better conditions

Love playing football

Love playing football

Benefits from & reflect 5

Gio Sang's values

Benefits from & reflect 5

Gio Sang's values

Face-to-face
communication

Face-to-face
communication, social
media

SHELTERS

Secondary

Target Publics
who we will talk to

Living in Ho Chi
Minh City
Audience at Hope
Cup
Social media, buzz
marketing

13-21 years old

Interested in football
and charity
Once understand
values can bring
many benefits

Key

Insights
what they are

thinking

Different backgrounds but share the

same passion
Never communicate
Difference creates diversity

The

Big Idea
what we want to create
Difference

Similarit
y
Communicatio
n

JOY

Key

Concept

Our

Break the ice. Fun unites"

Key

Message

What we want to talk

They have different backgrounds but have the

same passion. Uniting these difference and
similarity creates childhood joy that all kids
deserve.

The

Objectives
what we want to achieve

Communication objectives:
Raise awareness among 70% of T.P about 5
Gio Sang months
Build relationship and engage 60% of T.P
with 5 Gio Sang after 6 months
Recall 5 Gio Sang as a new channel of
charity among 40% of T.P after 6 months
Action objectives:
To encourage 60% of T.P to communicate
with each other during 6-month campaign
To encourage 60% of T.P participate in the 6month campaign

The

Changes
Brand identity

The

Changes
Brand identity

The

Guerilla
Raise

awareness

The

Guerilla
Raise

awareness

Auctio
n

Celebrity

Endorsement
Get attention

Vn Thng
Soccer player

Hi Anh - Dancer

Using

Facebook
Get attention

At least 1,500 total new likes on FB

after 6 months
At least 400 T.P interact on FB within 6
months

Using

Facebook
Get attention
Viral video
Event
Online contest
Story telling
Interaction
Influencers

Using

Facebook
Get attention

Many nights, I cry

because
my

of

parents,

missing
but

know they want me

to try my best.
His father died when he
was 5. And he lost mother
when he was 15. He is
now mother and father to
his sister and be a great
soccer player at 20.

Using

Facebook
Get attention

My mom is selling fish at a

province

market

and,

sometimes, she visits me and

gives me present which she
knows I like the most.
Vuong Tuan Kiet is the newest student
at HAGL Arsenal JMG academy. His
father passed away when he was 3
and his mother has to earn money to
raise him by selling fish far away. Now
living

with

his

grand-mother

and

uncle, he is still a student in class for

Math gifted at An Lac secondary
school.

Using

Facebook
Get attention
2,100,000 followers

2,300,000 folowers

1,250,000 followers

2,130,000 followers

Using

Facebook
To interact

#shareyourjoyat5AM

Mash-up

Training
To engage

Encourage 60% of primary

T.P to communicate to one

another
Encourage 80% of T.P to

attend Mash-up training

Encourage 50% of T.P to

support preparation
activities for Hope cup
2016

Mash-up

Training
To

engage

The

Hope Cup
To

participate

Create interest among

60% of T.P about the
Hope Cup 2016
Attract 70% of T.P to
attend Hope cup event
2016

The

Hope Cup
To participate

The

Hope Cup
To participate

Poster

The

Timeline
a 6-month

campaign

Facebook

July

Aug

Sep

(Hope
cup)

Nov

Dec

Viral videos

Press release

x
x

Guerilla
Posters

Oct

x
x

The

Budget
Worth for

Catergory
Print
Facebook fanpage, website content and
contest
Viral video
PR articles (media tipping)
Catering
Painting colours and decorating material
Awards
Rental venue fee
Refereers tipping
Total

Price
5,000,000
500,000
2,000,000
2,000,000
6,000,000
3,000,000
8,000,000
6,000,000
2,500,000
35,000,000

The

Budget
Worth for

The

Campaign
How can we

achieve
Phase
1
Awareness

Raise awareness

Create interest among

Objectiv
es

Activitie
s

Channel
s

of T.P

Phase 3
Re-position

Phase 2
Engagement

Encourage mutual

Recall the brand

understanding

Foster a passion in team

playing

Engage T.P to 5 Gio Sang

Celebrity endorsement

Mash-up training

Online contest

Viral Video

Hope cup event

Auction

Guerilla Advertising

Digital

Digital

Digital

Press release

Press release

Press release

Media coverage

Print

Word of mouth

Word of mouth

Media coverage

Media coverage

The

Evaluation
Measuring the

successEvaluation

Methods

At least 2,500 visits in three events

At least 1,500 total new likes one
FB after 6 month
Output

At least 400 T.P interact on FB with

in 6 months

Likability + Direct
responses count +
viewers

At least 1,500 views on three clips

on Youtube after 6 month

Outcome

To acknowledge 70% of T.P about 5

Gio Sang and its values after 6
months

Recognition test

To gain the advocacy to 5 Gio Sang

from 20% of secondary T.P after 6
months

Persuasion test

To encourage mutual understanding

between children of different
backgrounds among 60% of T.P

Survey

THANKS
for your attention