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The Brainiacs
YOUR COMMUNICATION AGENCY
![[ICP]_A2_Project_Kickstart_Proposal_TheB](https://static.wixstatic.com/media/0b8091_d301c6a19e0945c4bbc76965a9f31ae6~mv2.jpg/v1/fill/w_1477,h_831,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BICP%5D_A2_Project_Kickstart_Proposal_TheB.jpg)
ABOUT BLUSaigon
In this project, we create a 8-week campaign for BLUSaigon - a fine-writing instrument brand specialized in producing mother-of-pearl pens for businessmen and corporations. In the launch of the new signature product BLU-1997, BLUSaigon needs a campaign to raise awareness and purchase intention toward it as well as to position itself as a unique brand for business gift-giving.
BLU-1997 collection
Belongs to the collection BLUSaigon Signature
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Functional values: High-quality life-long writing instrument.
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Emotional values: Unique pattern from mother-of-pearl and personalized
COMPETITORS
For this campaign, we positioned BLUSaigon among other Vietnam-originated cultural gifts in the national market.
Feng Sui Asset
Mascots, paintings,
statues, etc.
Silk
Silk
Lotus silk
(Le 2022)
Ceramic Product
Minh Long Ceramics, Bát Tràng Ceramics
Lacquer Product
Hạ Thái lacquer craft village, Đình Bảng lacquer craft village, Tương Bình Hiệp lacquer craft village
Jewelry
Jade bracelets, gold circular necklaces, tribal traditional jewelry
(Nguyen 2022)
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Shopping behavior
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Quality > Price
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Prefer most well-known brand/collection for a specific category/brand
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Love limited edition
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Purchase: offline and online
Product behavior (Pens)
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Carrying a pen beside: an indispensable habit
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Frequently used in the regular business setting
(Ha My 2018; Nam Regal 2015; BLUSaigon n.d.)
CONSUMER JOURNEY MAP
TOUCHPOINTS
INSIGHT
Motivation
Mr. Minh has a strong belief that success is made by collaboration among unique individuals, hence, he often sends gifts to his business partners in order to maintain great connections.
Frustration
He finds it frustrating to pick an ideal gift that properly reflects his respect for his business connection's uniqueness because there are many Vietnam-origin gifts available, but they lack customization.
Nguyễn Võ Hà Minh (45)
CMO of BSS Joint Stock Company
Location: District 2, Saigon
Salary: 3000 USD monthly
PROBLEM & OPPORTUNITY STATEMENT
PROBLEM STATEMENT:
TA cannot find the ideal gift to convey their respect for the relationship's uniqueness since the Vietnamese-originated gift industry lacks personalization.
OPPORTUNITY STATEMENT:
By concentrating on business partnerships and promoting the product’s USP of personalization, BLUSaigon can introduce BLU-1997 as the perfect gift to value the uniqueness of every relationship.
PROJECT OBJECTIVES
COMMUNICATION
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To increase 60% awareness of BLUSaigon and its unique value by the end of March 2023.
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To have 30% of TA recall BLU-1997 when buying gifts for their business partners by the end of March 2023.
ACTION
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To have at least 10.000 TAs engage in the campaign online and offline by the end of March 2023.
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To have 100 new consumers by the end of March 2023.
MEDIA
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To have 2.000 views for the BLUNight announcing video by the end of March 2023.
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To have 5.000 views for the BLUNight performance video by the end of March 2023.
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To gain 200 new followers on BLUSaigon’s Facebook fanpage by the end of March 2023.
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To have an average of 200 interactions on each BLUSaigon Facebook post by the end of March 2023.
KEY
MESSAGE
BLU-1997 - A unique gift to value your unique relationship
BIG IDEA
‘Collaboration makes great impacts’
By spotlighting the profound achievements created by unique partnerships, the campaign intends to position BLU-1997 as a one-of-a-kind gift to celebrate the success of the TA's collaboration.
![[ICP] A3_Project Pitching_The Brainiacs_02.png](https://static.wixstatic.com/media/0b8091_9f7a2b536a2e47a2b40d1bb2c1f72c45~mv2.png/v1/fill/w_978,h_550,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BICP%5D%20A3_Project%20Pitching_The%20Brainiacs_02.png)