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CREATIVE GREEN

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by

Tram Pham

on 4 June 2015

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Transcript of CREATIVE GREEN

Action plan
Risk & Evaluation
Application Introduction
25/5
5/6
20/9
10/8
10/5
Media Tools
Celebrities
2.

a) Using Viral Clips
Stimulate viewer's emotions
-> Raise their awareness about the environment
b) Press Conference
Officially provide the public a mean to practice saving the environment
c) Series Creative with Star
-> Use celebs to viral and prove that recycling can be done by anyone even if they're busy or not, and make it like a trend.
a) Creative Green Contest
Encourage them to not only recycling but also recycling with creativity more and reward them
b) ”Creative Lantern” Day
->Make the recycle activities become meaningful, show them the effectiveness of recycle
Viral Clip "Xám hay Xanh"
Copyrighting infringement
Receiving low views after publishing
Requires DamTV to give a preventive script
Promoting the Clip’s link
Taking care of the content thoroughly

Problems with Key message
Censor and check the script carefully
Press Conference
Bad content articles after conference
Work with journalists to solve any misunderstandings.
Series of “Creative with Star” videos
Boring content
Learn from feedback and fix the content
Build a better content

Creative Green Contest
Identical/ copy ideas
Make evaluation based on the sent time
Buy Facebook Likes
Compare the number of approaches and likes and make judgement
Few participants
Enhance promoting the contest
Connect with universities
Call upon employees’ relatives, friends to participate

Errors of the network/ Internet connection problems
Allow participate to send video directly (DVD, USB,...)
Creative Lantern Day
Registered but don’t attend
Promote the reasons to join Creative Lantern Day
Send email and SMS to remind registered
Facebook to spread the day and attract the Views/Likes
Require the number of registered more than the real target 3 times.

The idea is stolen
Post the information earlier than 2 weeks
Bad feedback from participants and the media
Disable comment function
Prepare good PR articles to run after the event

Application
Technology Problems:
Huge capacity-occupied
No supporting
Video problems (no sound/ picture)

Have a team to fix and update application frequently
Content Problems:
Hard to understand

Check audience’s feedback frequently
Give clear description

Copy-cat application
Alert the users
Highlight the App logo

BUDGET
1) Viral clip
"Xám và Xanh
"
33.500.000

85.000.000

400.000

26.000.000

= 144,900,000
2) Introduce "Creative Green" App
65.800.000

12.500.000

12.500.000

16.000.000

34.000.000

40.000.000

= 168,300,000
3) Online
Contest
43.500.000

89.000.000

21.200.000

16.000.000

33.000.000

= 117,500,000
4) “Creative
Lantern” Day
43.500.000

6.800.000

21.200.000

13.000.000

33.000.000

= 136,500,000
TOTAL OF THE CAMPAIGN = 769,900,000
Putting Coca become not only produce leading products, but also concerned about the living environment of the community
Vietnamese youth, 15- 30 years old, use smartphone and Internet.
“Sáng tạo vì môi trường Việt”
(Creative with Coca Cola for Viet Nam environment)

Navigation Bar:
Showing menu, Setting for the Account
Like, Comment
Share the post of your friends
Feeds:
Showing the posts of you friends and your following people
Coca news:
Showing the newest information, posts from the Campain
Uploading photo/video
Categories:
Showing all of kinds of recycling items such as Decorations, Gifts, Household items, etc

Favourite:
Showing posts that you marked as favorite
Explore:
Showing Suggetions Tips, posts all around the World
Changing Vietnamese youth's perception
Introducing Viral Clip “Xám hay Xanh”

Introducing Application "Creative Green”
Introducing “Creative with Star” Series
Creative Green Online Contest
“Creative Lantern” Day
Campaign Framework
Created by DamTV
Using funny and creative factors.
Creating a Viral effect
Including 6 episodes with many celebrities.
Attracting the attention of the public and especially the celeb's fan.
Decorating and Household items
2 weeks
10.000.000 VND
Most Likes winner
Uploading on Facebook with Hashtag and link to Youtube channel
Volunteer from the university and Environmental club.
Using recycling materials from organizers + volunteers
Donating lanterns to charity centers
1.
Clip Viral "Xám hay Xanh"
Media
Position
Content
Note
Entertainment
Clip viral
Use Description to create conversations
Actively comment
Pushing the rates of Search Result

Timeline
Photos

Clip Viral
Protecting environment conversations
Recycle photos

Share the Clip to others
Update pictures regularly.

Videos
Clip viral
Videos
Entertainment
Online social
Clip Viral
Editorial “5 minutes think about environment polluted”

Use tags: DamTV, funny, environment,...
2.
Introduce "Greative Green" App
Timeline
Introduce App features
Introduce Creative Green campaign

Add the app download link
Add #CreativeGreen

Homepage
News
Download app

Advertorial
Guides


Answer all customer's questions
Follow and fix app's errors

Diary
Message

Advertorial
Funny sticker
Use features message
Facebook
Youtube
Online newspaper

Buy keyword
SEO


Send email to introduce Creative Green App and Campaign
Advertorial App
Advertorial Campaign
Social
Lifestyles
Youth
24hours
Use the common tag
Youtube
Facebook
Online newspaper
Website
Promote the App
App download link
Campaign message

3. Series Creative with Star
Entertainment
Howto & Style
Upload an episode each week
Ask the guests to share the video
Videos
News
Upload in series
Inform the series
Link Cocacola VN - Campaign website
Photos
Timeline

Upload in series
Inform the series
Ask the guests to share the video
Use hash tags

Uploading Pictures/Video in Series
Ask the guests to share the video
Using hash tags

Uploading Video in Series.
Editorial “Stars join to Creative Green campaign”

1.
Online Contest “Creative Green
Howto & Style
Upload Contestants Clip
Upload Summarized Clip

Link to Creative Green Fanpage

Inform contest progress and result

Homepage
News
Videos

Link to Creative Green Fanpage
Hold the contest
Inform about the contest

Timeline
Photos

Add hash tag
Link to the contest post.

Upload pictures of the Contest
Add hash tag
Link to the contest post on Fanpage

Advertorial
Editorial
Testimonial


Online social
Youth
Made by me
Hot
Use common tag
2.
“Creative Lantern” Day
Call for participants
Registration form
Testimonial

Home
News
Photos

Call for participants
Update photos
Timelines
Events
Photos

Link to Registration Form
Use hash tag

Update photos
Use hashtags
Lifestyles
Youth
Social
Online social


Advertorial
2 Editorials
Testimonial

Creative Green Contest
Creative Lantern Day
Application
Activities
1. Clip Viral
2. Press Conference
3. Series " "Creative with Star"
4. The" Creative Green Contest"
5. “Creative Lantern” Day
Evaluate
Target
Views, likes, comments and shares
Increase views gradually
~80% the viewers have good feedback

Successfully conference
App downloads
Good effect for the public
Appear on more 20 newspapers
More 200,000 downloads the app

The viral of the series
Feedback
More people download the app
Views and Shares increases rapidly
More public attention

The effectiveness of the contest to the app
> 300 attendees
> 100 talks on social network
> 10 online newspapers
Create a habit in public
Receive the good feedback
Numbers of attendees
Feedback
> 500 attendees
Hot keyword “Lantern Day”
Improve Cocacola's image
Online newspaper post related information
More people access website
More video shares about the program
More viewers
More app download numbers



6. The Campaign
Viral degree /Spreading level
Effectiveness

More Loyal and trust customers
Revenue increased 1,2%/ year
50.000 Facebook likes
> 50.000 results on Google with “Creative Green”


Promoting Coca Cola's goodwill to the community
Impacting on the youth’s awareness about recycled products
OBJECTIVE
Encouraging Vietnamese youth to express their creativity
Making Creative Green application became useful and familiar within the youth
Improving Coca Cola's image
Increasing Coca Cola's brand awareness
OBJECTIVE
Understanding Stage
1.
4
PERCEPTION
STAGE
UNDERSTANDING
STAGE
5
RISKS & SOLUTIONS
EVALUATION
THANK YOU FOR LISTENING
TIMELINE
overview
strategy and tactics
action plan
evaluation & risks
Introducing the application.
Introducing two ammbassador Văn Mai Hương & Miss Việt Nam Ngọc Hân
Perception Stage
Viral Clip
Creative Green App
"Creative with Star" series
Creative Green Online Contest
Creative Latern Day
Full transcript