ABOUT CLIENT
The "Creativity: The Game Changer", organized by RMIT University and The Digital Lab, is a playground to find and support Vietnamese young people applying innovative technology in communication and marketing (TDV 2021). It brings an opportunity for students to apply the knowledge they have learned with the guidance of leading experts.
Launched for the first time, “Creativity: The Game Changer” had received a positive response not only from students across the country, but also from experts, specialized lecturers, and partners of Communication in Marketing, Technology, and Innovation:
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The contest’s Facebook page reached 1 million hits after 3 weeks of launching.
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The Top 5's posts about ideas and contested products ended up reaching nearly 20,000 views and over 1,000 interactions.
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On December 21, the final live stream of the contest achieved more than 1,000 views and nearly 650 interactions after only 2 hours of its premiere.
PROBLEM
STATEMENT
The main problem for the competition’s low awareness is that the contestants did not have enough spirit to attend the competition. This stems from an ineffective communication approach of focusing on hard-selling tactics, while the consumers not only demand the prizes and opportunities that the competitions provide but also need a relaxing and valuable experience.
OPPORTUNITY
STATEMENT
“Creativity: The Game Changer” can take this opportunity to utilize the emotional approach of happiness and positivity for its content to persuade the contestants to focus on, not only the prizes but also the spirit of the playground which can fulfill their satisfaction with what they have experienced in the competition.
COMMUNICATION
GAP
Other competitions often focus on hard-selling approaches while consumers prefer soft-selling approaches.
PRIMARY TARGET AUDIENCE
People who are really concerned about social problems and aim to make a positive contribution to society
DEMOGRAPHIC &
GEOGRAPHIC
Primary Target Audience
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Age: 18 - 25 years old
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Occupation: College students and fresh graduates
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Location: HCMC, Hanoi, and Danang
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Gender: Male and Female
PSYCHOGRAPHIC
Primary Target Audience
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Interesting in discovering, challenging, and trying out new experiences (Young&Rubicam EMEA 2010).
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Be motivated by the opinion of others rather than their own values (Young&Rubicam EMEA 2010).
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Open to new experiences, digitally-driven, risk-takers (Thu 2021).
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Refer to the emotional connection and being empowered by brands (Aghadjanian 2021).
BEHAVIORAL
Primary Target Audience
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Peer pressure plays a significant role in college students (Hambrick 2018).
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Have a strong awareness of social issues (Mah 2019).
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Aspire to improve themselves, gain experience, and enhance employability skills (Peet 2015).
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Interesting in emotional communication (Peet 2015; Ly 2021).
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Online touchpoints (e.g paid social media and influencers posts) are strong (Kantar n.d.)
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Media usage: Facebook & Youtube (Nguyen 2022).
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Use the mobile search and social media for information; watch short videos on social media ( Mai 2021; MMA 2019).
PERSONA
EMPATHY MAP
KEY INSIGHT
The target audience does not have enough spirit and motivation to attend the competitions since they feel overwhelmed by the aggressive atmosphere of the competitions. However, they feel under peer pressure when comparing themselves with others. They want to step out of their comfort zone to improve themselves and gain more experience. Therefore, they are looking for a competition with an inspiring and relaxing environment that not only helps them to achieve their goals, without being stressed out.
COMMUNICATION OBJECTIVES
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To increase the awareness of 350,000 18-to-25-year-old Vietnamese consumer about the enjoyment and uniqueness of the competition from August to September 2022.​
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To achieve 100,000 18-to-25-year-old Vietnamese consumer to associate the competition with an enjoyable and creative vehicle from September to November 2022.
ACTION OBJECTIVES
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To boost engagement on the Facebook platform of the “Creativity: The Game Changer Season 2 (2022)” competition of 15,000 18-to-25-year-old Vietnamese consumers from June to August 2022.
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To attract submissions for the “Creativity: The Game Changer Season 2 (2022)” competition 400 18-to-25-year-old Vietnamese consumers from June to August 2022.
KEY MESSAGE
“Creativity: The Game Changer Season 2 (2022)”, an exciting vehicle that provides you the knowledge and an inspiring and relaxing environment that can boost your confidence, help you to get out of your comfort zone and fulfill your satisfaction.