COMMUNICATION PROPOSAL

Some people
Interpretation of the brief
spend their lives
looking for Strategic approach

Happiness. Campaign Platform & Idea

Media plan

Process & Next steps

“Creative work
drives better #IdeasMatter
business”

3
 Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Strategy 3603 3603 3603 Learn & Improve
Concept Content Production
Providing (concept 1) Providing (concept 2)

Brand 3603 3603 3603 Measure (KPI)

& Data Central concept Execution and Production of all Analyze
& Creative crafting of all content Learn
& Content content, slow and Optimize
fast content.
& Connectivity
Strategy 3603
KPI planning Connectivity Plan

Feasibility Check

Strat/Brand planner
Connectivity Planner Producers Data scientists
Data scientist
Content writers Coders
Concept Providers
Creative technologists
Lead
10 – 12 working days Min. 5 working days 10-15 working days Real Time
Time(s)
 Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Strategy 3603 3603 3603 Learn & improve
Concept Content Production
Providing (concept 1) Providing (concept 2)

Brand 3603 3603 3603 Measure (KPI)

& Data Central concept Execution and Production of all
& Creative crafting of all content
& Content content, slow and
fast content. Analyze
& Connectivity
Strategy 3603
KPI planning Connectivity Plan
Learn

Feasibility Check
Optimize

Strat/Brand planner
Connectivity Planner Producers Data scientists
Data scientist
Content writers Coders
Concept Providers
Creative technologists
Lead
10 – 12 working days Min. 5 working days 10-15 working days Real Time
Time(s)
Some people
Interpretation of the brief
spend their lives
looking for Strategic approach

Happiness. Campaign Platform & Idea

Media plan

Process & Next steps

Brand today
Challenge #1: Lack of master brand awareness

Bibigo master brand awareness increased,

but still very low.

Challenge #2: Lack of product trial with 2 barriers

● High awareness, low product understanding

● High price

Challenge #3: What is ‘Korean flavor'?

Communications build awareness for Korean flavor

and educate consumers on product usage, but have
not specified what “Korean flavor” is and how
‘authentic’ it is?
Some people
Interpretation of the brief
spend their lives
looking for Strategic approach

Happiness. Campaign Platform & Idea

Media plan

Process & Next steps

 OUR MOONSHOT

Build top of mind choice & trial, trial, trial

for bibigo known as Korea’s
#1 packaged food
 STRATEGIC PRINCIPLE #1

We need to think long term

 Bibigo 3 year brand building road map

Fix Basics Take Off Fly Fly High

Awareness Familiarity Relevant Set First Choice

Consumers know Consumers Consumers

Consumers are
Communication aware of bibigo’s what bibigo stands become advocates consider bibigo as
Objectives uniqueness for & use its of ‘their brand of
products bibigo. choice’.

Overarching awareness &

Brand reputation building
Focus of
Communication Establish unique
functional communication

Q1’2020 Q3’2020 2021 2022

2020 2021
 STRATEGIC PRINCIPLE #2

We start from the mother brand

 We turn 4 briefs into:
1 x bibigo brand campaign platform with 4 x
campaign
 STRATEGIC PRINCIPLE #3

We need to build meaning

into the mother brand
 STRATEGIC PRINCIPLE #3

We need to build meaning

into the mother brand

What we say
How we say it
How can we showcase bibigo’s
authentic Korean flavour?
 SHARE
We add more
meaning into the
proposition.
REAL KOREAN
FLAVOR
Bibigo is “Traditional" (CJN34 process),
“Authentic”, “Refined”.

Bibigo respects the process of the past to bring the

real flavor of Korea.
 STRATEGIC PRINCIPLE #3

We need to build meaning

into the mother brand

How we say it
Some people
Interpretation of the brief
spend their lives
looking for Strategic approach

Happiness. Campaign Platform & Idea

Media plan

Process & Next steps

 CREATIVE CONCEPT

Real Korean from

the first bite
 CREATIVE CONCEPT OPTION 1

CHUẨN VỊ HÀN –
KHAI VỊ KHÓ PHAI
 CREATIVE CONCEPT OPTION 2

CHUẨN VỊ HÀN
TỪ LẦN ĐẦU NẾM
A simple way of showcasing the
Real Korean Taste
 Campaign #1
bibigo Mandu

Real Korean from the first bite

 Campaign Period

Connectivity Plan bibigo March April May June

MANDU CAMPAIGN

Consumer Actions/Touchpoints KIMCHI LAUNCHING

Performance KPIs
Stages
Roadshow
View
Youtube - Hero clip - Trueview est. 6,740,000

From Broad to Core

Youtube - Bumper Ads Impression
SEE

Evaluate Digital Banner 01 Digital Banner 02 Impression & Click

Social Communities: Facebook group/ Engagement

Spotify ads
Facebook hot fanpage

THINK Road show Influencers Activation: Vlogger/ Challenges View /Share

Find

Traffic
Website/ Digital filter
est. 92,500
DO
POS Activation
Convert & Bond

Engagement
Social Always On: Facebook & Instagram Contents/ Ads
est. 65,500
CARE Digital Measurement
Advocate
 Campaign Period

Connectivity Plan bibigo March April May

MANDU CAMPAIGN
Consumer Actions/Touchpoints Performance KPIs
Stages

Youtube - Hero clip - Trueview

• View

Youtube - Bumper Ads

Impression

SEE
From Broad to Core Digital Banner 01 - Impression Digital Banner 02 - Click Impression & Click
Evaluate

Social Communities: Facebook group/

Facebook hot fanpage
Spotify ads Engagement

THINK
Road show
Find

Website/ Digital filter Traffic

DO
Convert & Bond

Social Always On: Facebook & Instagram Contents/ Ads Engagement

CARE Measurement
Advocate
 Campaign Period

Connectivity Plan bibigo March April May

MANDU CAMPAIGN
Consumer Actions/Touchpoints Performance KPIs
Stages

Youtube - Hero clip - Trueview

• View

Youtube - Bumper Ads

Impression

SEE
From Broad to Core Digital Banner 01 - Impression Digital Banner 02 - Click Impression & Click
Evaluate

Social Communities: Facebook group/

Facebook hot fanpage
Spotify ads Engagement

THINK
Road show
Find

Website/Digital filter Traffic

DO
Convert & Bond

Social Always On: Facebook & Instagram Contents/ Ads Engagement

CARE Digital Measurement

Advocate
 STORYBOARD

Tasty packshot Tasty eating shot

Mmmm. Look at those delicious pieces of meat.

See
A Vietnamese family is having a Korean
The mom is in the kitchen and she is Mom puts the Mandu’s on the table. She
night. The family is sitting around a
cooking the Mandu’s from bibigo. takes a bite of a Mandu.
table.

Hear “Mmmm” she says but she suddenly

She explains what a Mandu from bibigo
Some chatting in Vietnamese is. How it’s made, preserved but still starts talking in Korean: “Look at those
fresh and how easy it is to cook. delicious pieces of meat.”

Subtitles Look at those delicious pieces of meat.

 STORYBOARD

Tasty eating shot Tasty packshot

Real Korean from the first bite.

They are made following old Korean traditions Hmmm, that’s where the flavors come from...

Kids and dad both grab a Mandu too, and

See Her family looks surprised by the
start speaking Korean with each other. We end with a packshot of the product
mother’s immaculate Korean. They look
Even the little baby is mumbling and While we hear Korean launching in the
at her super focused. She looks at the
starts speaking her first words. In background
Mandu and shows the inside.
Korean.

Hear She continues to talk in Korean about

how it’s made following ancient We end
Try the with from
mandus a packshot
bibigo.ofReal
the
Baby starts speaking in Korean product.
traditions, how the taste is preserved, Korean from the first bite.
where the flavors come from…

hmmm, that’s where the flavors come

Subtitles It’s made following ancient traditions,
from…
making sure taste is preserved,
DISRUPTIVE BANNER
ADS

In collaboration with news sites,

our banners will turn the whole
article you are reading in
Korean on the exact moment
the person in the banner took a
bite of a bibigo product.
 6S BUMPER ADS

Tasty packshot Tasty eating shot

See
We see a tasty packshot of Mandus from We see a tasty eating shot of a person
The person/child starts speaking Korean.
bibigo. A chopstick picks up the product. eating it.

Hear
These are the Mandus from bibigo with We end with a packshot of the
Nomnom, hmmm In Korean: “Oh!! This is so delicious!”
product.
the real authentic Korean flavor.

Subtitles
 Campaign Period

Connectivity Plan bibigo March April May

MANDU CAMPAIGN
Consumer Actions/Touchpoints Performance KPIs
Stages

Youtube - Hero clip - Trueview

• View

Youtube - Bumper Ads

Impression

SEE
From Broad to Core Digital Banner 01 - Impression Digital Banner 02 - Click Impression & Click
Evaluate

Social Communities: Facebook group/

Facebook hot fanpage
Spotify ads Engagement

THINK
Road show
Find

Website/Digital filter Traffic

DO
Convert & Bond

Social Always On: Facebook & Instagram Contents/ Ads Engagement

CARE Digital Measurement

Advocate
 We place a food truck in front of malls, where people can try
the mandus from bibigo. The truck does a roadshow
ROADSHOW through big cities.

ACTIVATION If you take a bite, you can express your emotions by yelling
something in Vietnamese into a megaphone that
automatically translates it to Korean.

Making sure people will try because of their curiosity.

 Want to know what our mandus taste like? Apparently very good and
very… Korean! 🇰 🇰 🇰

ROADSHOW CONTENT
We’ll be at Lotte Mart Q7 and Q11 all weekend. Come try it for yourself!

Copy:

Want to know what our new stir fried Kimchi tastes like?
Apparently very good and very… Korean! 🇰 🇰 🇰

We’ll be at Lotte Mart Q7 and Q11 all weekend. Come try

it for yourself!
 Have you tried the bibigo Mandus yet? Come to your local supermarket
and discover the real Korean taste from the first bite. 🇰 🇰

ROADSHOW CONTENT

During the roadshow we will also create a social

video and more content out of the activation.

In the video we see funny reactions of people trying

out the megaphone.
 The Mandus from bibigo give you the real Korean taste
from the first bite. Try it yourself. 🥟 🥟

SOCIAL

Copy:

The Mandus from bibigo give you the real Korean

taste from the first bite. Try it yourself. 🥟 🥟 그리
고 갑자기 당신은 한국어를 말할 것입니다!
😮
SPOTIFY AD We translate our video content into short format radio
ads for Spotify.

First we hear a voice explaining the new bibigo product,

then we hear someone eating the Mandu and they start
talking Korean. It fades out as we hear the VO with the
message “Real Korean from the first bite”
 SPOTIFY AD

VO Enjoy Korean cuisine and traditions at

home with the Mandu’s from bibigo. Mandu from bibigo.
*bite* Hmm 이것은 놀라운 맛! (fade out)
The chewy skin and chunky fillings taste Real Korean from the first bite.
perfect, just like...

Sound
We end with a packshot of the
Mandu sizzling in a pan Someone taking a bite from the Mandu product.
 Campaign Period

Connectivity Plan bibigo March April May

MANDU CAMPAIGN
Consumer Actions/Touchpoints Performance KPIs
Stages

Youtube - Hero clip - Trueview

• View

Youtube - Bumper Ads

Impression

SEE
From Broad to Core Digital Banner 01 - Impression Digital Banner 02 - Click Impression & Click
Evaluate

Social Communities: Facebook group/

Facebook hot fanpage
Spotify ads Engagement

THINK
Road show
Find

Website/Digital filter Traffic

DO
Convert & Bond

Social Always On: Facebook & Instagram Contents/ Ads Engagement

CARE Digital Measurement

Advocate
 DIGITAL FILTER

After the launch of the hero movie, everybody

will become an ambassador of bibigo.

By creating a filter, people can experience the

effect of the real Korean flavor for
themselves.

The digital filter will be launched by KOLs

how will hype it up.
 DIGITAL FILTER

Script :
Frame 1: Show yourself cooking a Mandu.
Frame 2: Bite the Mandu.
Frame 3: You are talking… in Korean.

Tools:
Add a Korean voice filter
Add props to your face
Add logos and doodles

Mention @bibigo in your post and get a

promotional code or a free sample or discounted
product!

KOLs help to get the word out.

 Campaign Period

Connectivity Plan bibigo March April May

MANDU CAMPAIGN
Consumer Actions/Touchpoints Performance KPIs
Stages

Youtube - Hero clip - Trueview

• View

Youtube - Bumper Ads

Impression

SEE
From Broad to Core Digital Banner 01 - Impression Digital Banner 02 - Click Impression & Click
Evaluate

Social Communities: Facebook group/

Facebook hot fanpage
Spotify ads Engagement

THINK
Road show
Find

Website/Digital filter Traffic

DO
Convert & Bond

Social Always On: Facebook & Instagram Contents/ Ads Engagement

CARE Digital Measurement

Advocate
 Taste the real Korean flavor from the first bite.
Fresh and tasty, what would you pick for lunch? 🇰 🇰

SOCIAL CONTENT

Copy:

Taste the real Korean flavor from the first bite. Fresh
and tasty, what would you pick for lunch? 🥟 🥟
 Central Insight

Proof of Concept Executions

When eating a product form bibigo,
you experience the real Korean flavour from the first bite.

Central Concept Hero Video

After taking a bite, the characters start
speaking Korean.

bibigo Mandu - Real Korean from the first bite

Spotify Same format as the hero ad but shorter

Bumper ads 6 second adaptation of the hero movie.

How will it work When people take a bite out of a product from
bibigo, they will all of a sudden be expressing
themselves in Korean. Filter lets people experience the hero movie
Digital Filter for themselves. +KOL

Campaign Line Real Korean from the first bite Banner ads will turn its environment in
Banner ads Korean after taking a bibigo bite.

Campaign # #BibigoBite
Social content Engaging people to try the filter and
products.
Call-to-Action Try the real Korean flavor for yourself!
A food truck in front of big malls where your
Roadshow VN will be automatically translated to Korean
by using a special megaphone.
 Campaign #2
bibigo Kimchi

Real Korean from the first bite

 Campaign Period

Connectivity Plan bibigo April May June

KIMCHI LAUNCHING
Consumer Actions/Touchpoints Performance KPIs
Stages
Roadshow

Youtube - Hero clip - Trueview View

From Broad to Core

SEE Youtube - Bumper Ads Impression

Evaluate Digital Banner - Impression Digital Banner - Click Impression & Click

Influencers Activation: Vlogger/ Challenges View /Share

THINK
Find

POS Activation
DO
Convert & Bond

Social Always On: Facebook & Instagram Contents/ Ads Engagement

CARE Digital Measurement

Advocate
 STORYBOARD

Tasty packshot Tasty eating shot

You can mix it with rice, as a side for BBQ’s

See
The chefs takes a bit from the kimchi.
We see a woman giving a cooking class in The woman is talking about the kimchi
Suddenly she speaks Korean. She is very
a classy home. and we see a product shot.
surprised.

Hear
This is the Kimchi of Bibigo and you can It has the authentic taste from Korea, it’s In Korean: “You can mix it with rice, as a
use it in a lot of dishes. fresh... and it’s very delicious. side with BBQ ”

Subtitles “You can mix it with rice, as a side with

BBQ
 STORYBOARD

Tasty eating shot Tasty packshot

Real Korean from the first bite.

And of course you can stir fry it for an
This would be great in my noodles.
even better taste.

See
The people around her look surprised. People can’t wait to take a bite and try it
They look at her super focused. She themselves. We close up on one of the We end with a packshot of the product
invites other people to try it too. persons and she starts speaking Korean.

Hear
In Korean: “And of course you can stir fry it In Korean: “This would be great in my We stir
Try the end fried
with kimchi
a packshot
fromofBibigo.
the
for an even better taste.” noodles” Realproduct.
Korean from the first bite.

Subtitles “And of course you can stir fry it for an

“This would be great in my noodles.”
even better taste.”
 6S BUMPER ADS

Tasty packshot Tasty eating shot

Real Korean from the first bite.

See
We see a tasty packshot of the stir fried We see a tasty eating shot of a person
The person starts speaking Korean.
Kimchi. A chopstick picks up the Kimchi. eating it.

Hear
This is the Kimchi from bibigo and it’s We endThis
In Korean: withisareally
packshot of the
tremendously
Nomnom, hmmm product.
even more delicious and authentic taste. good!

Subtitles Try the stir fried kimchi from Bibigo.

Real Korean from the first bite.
INTERACTIVE
BANNER ADS

We create an interactive banner

ad where we see Vietnamese
copy. The banner stays in place
but when you scroll down the
page, the copy of the banner
changes to Korean.
 Campaign Period

Connectivity Plan bibigo April May June

KIMCHI LAUNCHING
Consumer Actions/Touchpoints Performance KPIs
Stages
Roadshow

Youtube - Hero clip - Trueview View

From Broad to Core

SEE Youtube - Bumper Ads Impression

Evaluate Digital Banner - Impression Digital Banner - Click Impression & Click

Influencers Activation: Vlogger/ Challenges View /Share

THINK
Find

POS Activation
DO
Convert & Bond

Social Always On: Facebook & Instagram Contents/ Ads Engagement

CARE Digital Measurement

Advocate
INFLUENCERS: VLOGGER ACTIVATION

To get the word out about the new stir fried

Kimchi from bibigo, we film a viral video
with an (unknowing) KOL.

We invite the KOL to a cooking evening

where they will learn how to make
authentic Korean food.

However, all the people in the cooking

course are actors who are fluent in
Vietnamese and Korean.

Once they are finished cooking the Kimchi

(the way bibigo does it) and start tasting
the Kimchi, everyone in the room will start
speaking fluent Korean. Leaving our KOL
very confused and surprised.

There are some hidden cameras in the room

that will capture the whole thing.
INFLUENCERS: VLOGGER ACTIVATION

Phan Anh esheep Vũ Dino

 KOL MUKBANG

Mukbang is a Korean invented phenomenon

and is mostly used by people who are alone
and want to see other people eating while they
are eating.

We apply the same mechanic of the Hero

video script on a mukbang livestream.

A famous KOL will be livestreaming a

mukbang with bibigo products and from the
moment she takes a bite, she will start talking
Korean. Everything around her transforms
into a Korean environment.

Mandu from bibigo.

Real Korean from the first bite

KOL: Ninh Titô

 Campaign Period

Connectivity Plan bibigo April May June

KIMCHI LAUNCHING
Consumer Actions/Touchpoints Performance KPIs
Stages
Roadshow

Youtube - Hero clip - Trueview View

From Broad to Core

SEE Youtube - Bumper Ads Impression

Evaluate Digital Banner - Impression Digital Banner - Click Impression & Click

Influencers Activation: Vlogger/ Challenges View /Share

THINK
Find

POS Activation
DO
Convert & Bond

Social Always On: Facebook & Instagram Contents/ Ads Engagement

CARE Digital Measurement

Advocate
 POSM ACTIVATION

We create a POS wobbler that changes when

seen from a different angle..

In the first shot you read “Taste the real

Korean flavor!” In the next one you see it in
Korean.
AMPLIFICATION OF POS GIVEAWAY

When you buy a big pack of stir fried Kimchi

you get a free bibigo megaphone with pre
programmed Korean words and sentences.

This way people can recreate the

commercial while eating bibigo Kimchi at
home, just like in the commercial.
 Campaign Period

Connectivity Plan bibigo April May June

KIMCHI LAUNCHING
Consumer Actions/Touchpoints Performance KPIs
Stages
Roadshow

Youtube - Hero clip - Trueview View

From Broad to Core

SEE Youtube - Bumper Ads Impression

Evaluate Digital Banner - Impression Digital Banner - Click Impression & Click

Influencers Activation: Vlogger/ Challenges View /Share

THINK
Find

POS Activation
DO
Convert & Bond

Social Always On: Facebook & Instagram Contents/ Ads Engagement

CARE Digital Measurement

Advocate
 GOOGLE TRANSLATE
SOCIAL PROMO POST

We make a promo post for FB in Korean.

People take a screenshot of the google
translate and get discount on the stir fried
Kimchi.

If you translate it with google translate it will

say: Buy one, get two!
 Central Insight

Proof of Concept Executions

When eating a product form bibigo,
you experience the real Korean flavour from the first bite.
After taking a bite, the characters start
Hero Video speaking Korean.

Central Concept KOL

Mukbang
engagement
Stir Fried Kimchi - Real Korean from the first bite
Bumper ads 6 second adaptation of the hero movie.

A food truck in front of big malls where your

Roadshow VN will be automatically translated to Korean
by using a special megaphone.
How will it work When people take a bite out of a product from
bibigo, they will all of a sudden be expressing
Banner ads will turn in Korean after taking a
themselves in Korean. Banner ads bibigo bite.

Social content Engaging people to try the Kimchi.

Campaign Line Real Korean from the first bite

POS activation A tiny megaphone with programmed Korean

Campaign # #BibigoBite words.

Call-to-Action Try the real Korean flavor for yourself!

KOL
Viral video
engagement
 Campaign #3
Discover Korea

Discover Korea with the first bite

KOREAN THEME

During the Korean theme month, we will be

giving away a trip to South-Korea for one
lucky person and his or her family members.

The trip is focused on emerging them

completely in Korean culture from food to
language and traditions.
 TVC TAG ON

Go to bibigo.vn for more information

See
Snapshots of a traditional Korean
Show packaging that says “Win a trip to
language class, cooking class, restaurant
Korea with bibigo!”
tasting…

Hear Want to become a real Korean? With

So you can learn the language, cook the We end withfor
a packshot of the
every bibigo product you buy during the Go to bibigo.vn more information &
mandu’s, eat the kimchi and live like a
month of September, you get the chance win.product.
real Korean with your whole family.
to win a trip to South-Korea!

Subtitles bibigo.vn
MECHANIC

How do you win?

To win people need submit their unique

code on a landing page and film themselves
saying a difficult Korean sentence.

Korean judges will decide who wins.

 Don’t forget! You’ve got 5 more days to enter
the Korean culture trip competition! 🇰 🇰 🇰 🇰

KOREA CONTENT

Copy: Don’t forget! You’ve got 5 more days to enter

the Korean culture trip competition! 🥟 🥟 🥟 🥟
 Central Insight

Proof of Concept Executions

When eating a product form bibigo,
you experience the real Korean flavour from the first bite.

Central Concept
Educating people about the Korean
Tag on experience they can win.
Korean theme with bibigo - Real Korean from the first bite

Educating people about the Korean

Bumper ads experience they can win.

With every product the customers buy, they get the

How will it work Engaging people to buy products and win
chance to win a light to Korea to learn Korean, cook Social content
Mandu’s and Kimchi and live like a Korean with the the trip of a lifetime.
whole family.
Educating people about the Korean
Banner ads experience they can win.
Campaign Line Real Korean from the first bite
Reminding people they can win a full Korean
POSM experience.
Campaign # #BibigoBite

Where you need to repeat a difficult Korean

Call-to-Action Want to become a real Korean? Try the real Korean Landing page sentence in order to win.
flavor for yourself and win the full Korean experience.
 Campaign #4
bibigo Red Mandu

Upgrade your Tet with bibigo

 TVC TAG ON

Tasty packshot Tasty packshot

Go to bibigo.vn for more information.

bibigo.vn

See
Product shot red mandu Product shot kimchi

Hear Available now in your favorite

and the classic taste of bibigo Kimchi. We end with
Make Tết extra special this year with the supermarket! Tryaitpackshot
now andof thea tet
win
Guaranteed to give you and your family product.
limited edition red bibigo Mandus. dinner sponsored by Bibigo. More info on
extra luck in the new year!
bibigo.vn

Subtitles
TET SPONSORED BY BIBIGO

People who buy the red mandu can win a

fully organised tet dinner for the whole
family. If you win, you’ll get chefs, waiters,
decoration, a live band...

To win, people need submit the unique code

on the back of bibigo packaging and film
themselves saying a difficult Korean
sentence related to Tet.

Korean judges will decide who wins.

 Don’t forget! Counting down the days til Tet? So are we! 🇰 🇰 Buy a
pack of bibigo products and win a full Tet dinner sponsored by bibigo.

TET CONTENT
행운을 빕니다! 🇰

Copy: Counting down the days til Tet? So are we! 🥟

🥟 Buy a pack of bibigo products and win a full Tet
dinner sponsored by bibigo.vn. 행운을 빕니다! 🥟
 Central Insight

Proof of Concept Executions

When eating a product form bibigo,
you experience the real Korean flavour from the first bite.

Central Concept
After taking a bite, the characters
Hero Video traditional clothes turn into traditional
Tet with bibigo - Real Korean from the first bite korean clothes.

Traditional Tet themed banner ads will turn

Banner ads into traditional Korean style banner ads
after the person in the banner takes a bite.

How will it work When people take a bite out of a product from
bibigo, there traditional clothes will suddenly change Bumper ads 6 second adaptation of the hero movie.
into traditional Korean clothes.

Social content
Engaging people to discover the red Mandu.
Campaign Line Real Korean from the first bite

Campaign # #BibigoBite Landing page On the landing page people can win a
sponsored Tet by bibigo.

Call-to-Action Try the real Korean flavor for yourself!

 MANDU KIMCHI KOREAN TET
OVDO

TAG ON TAG ON
Hmmm, that’s where the flavors come from... Hmmm, that’s where the flavors come from...

POSM

EVENT
 MANDU KIMCHI KOREAN TET
DIGITAL

SOME

SOCIAL
Some people
Interpretation of the brief
spend their lives
looking for Strategic approach

Happiness. Campaign Platform & Idea

Media plan

Process & Next steps

DECISION #1

KPI SETTING: FOCUS ON BRAND AWARENESS

PRIMARY KPI (65%) = AWARENESS ON SOCIAL MEDIA & DIGITAL
CHANNELS

Awareness is main KPI of the campaign. To raise brand awareness for Bibigo, we need all message
drives REACH; IMPRESSION; CLICK AND ENGAGEMENT
DECISION #1

KPI SETTING: FOCUS ON BRAND AWARENESS

PRIMARY KPI (65%) = AWARENESS ON SOCIAL MEDIA & DIGITAL
CHANNELS
Awareness is main KPI of the campaign. To raise brand awareness for Bibigo, we need all message
drives IMPRESSION; CLICK, VIEW AND ENGAGEMENT
 DECISION #1

KPI SETTING: FOCUS ON BRAND AWARENESS

SECONDARY KPI (35%) = TRIGGER TRIAL BY TRAFFIC TO WEB &
MEASUREMENT ON DIGITAL

Source: GWI, female 20-35, Vietnam urban

DECISION #1 WE DO TARGETING & RE-MARKETING BY COLLECTING DATA
DECISION #1 WE DO TARGETING & RE-MARKETING BY COLLECTING DATA
DECISION #1

KPI SETTING: FOCUS ON BRAND AWARENESS

PRIMARY KPI (65%) = AWARENESS ON SOCIAL MEDIA & DIGITAL
CHANNELS

Awareness is main KPI of the campaign. To raise brand awareness for Bibigo, we need all message
drives REACH; IMPRESSION; CLICK AND ENGAGEMENT

SECONDARY KPI (35%) = TRIGGER TRIAL BY TRAFFIC TO WEB &

MEASUREMENT ON DIGITAL
 DECISION #2

TARGETING: FOCUS ON F&B TOPIC TO REACH IN-

TARGET AUDIENCES

Source: GWI, female 20-35, Vietnam urban

DECISION #2

TARGETING: FOCUS ON F&B TOPIC TO REACH IN-

TARGET AUDIENCES
SOCIO- DEMO
AFFINITY USERS Age range: 25-40 years old.
Potential audience: Gender: Female
Geo: City based
10,000,000 HCM, HN, DN, CT

In-target
Potential audience:
7.100,000
SOCIO- DEMO INTERESTS
Age range: 25-40 years old.
Interests in: food, Korean
Gender: Female
cuisine.
Geo: City based
HCM, HN, DN, CT
 DECISION #3

USE DIGITAL MEASUREMENT FOR OPTIMIZING TRIGGER TRIAL

OUR RECOMMENDATION:
1. YOUTUBE BRAND LIFT SURVEY
2. BRAND LIFE STUDIES RELY ON EXPERIMENTAL DESIGN- FACEBOOK
 DECISION #3

USE DIGITAL MEASUREMENT FOR OPTIMIZING TRIGGER TRIAL

YOUTUBE BRAND LIFT SURVEY

*We will need to spend a certain amount of budget for the first week to activate BLS
 DECISION #3

USE DIGITAL MEASUREMENT FOR OPTIMIZING TRIGGER TRIAL

BRAND LIFE STUDIES RELY ON EXPERIMENTAL DESIGN- FACEBOOK
 DECISION #3

USE DIGITAL MEASUREMENT FOR OPTIMIZING TRIGGER TRIAL

BRAND LIFE STUDIES RELY ON EXPERIMENTAL DESIGN- FACEBOOK
 Campaign Period

Connectivity Plan bibigo March April May June

MANDU CAMPAIGN

Consumer Actions/Touchpoints KIMCHI LAUNCHING

Performance KPIs
Stages
Roadshow
View
Youtube - Hero clip - Trueview est. 6,740,000

From Broad to Core

Youtube - Bumper Ads Impression
SEE

Evaluate Digital Banner 01 Digital Banner 02 Impression & Click

Social Communities: Facebook group/ Engagement

Spotify ads
Facebook hot fanpage

THINK Road show Influencers Activation: Vlogger/ Challenges View /Share

Find

Traffic
Website/ Digital filter
est. 92,500
DO
POS Activation
Convert & Bond

Engagement
Social Always On: Facebook & Instagram Contents/ Ads
est. 65,500
CARE Digital Measurement
Advocate
Est. KPIs on media budget of 71k $

MANDU
Est. KPIs on media budget of 21.5k $

KIMCHI
Some people
Interpretation of the brief
spend their lives
looking for Strategic approach

Happiness. Campaign Platform & Idea

Media plan

Process & Next steps

COST ESTIMATION

*Notes:
- All costs above are excluding VAT
- All video assets are shot at the same time: 2 hero videos for Kimchi & Mandu + 2 TVC tag on 1 USD = 23,310 VNĐ
Next Steps

1. Full proposal Presentation | 09.03.2020

2. Confirmation on the platform / agency | 11.03.2020

3. Workshop to review revisions | 13.03.2020

4. Roll-out plan finalization | 16.03.2020 – 23.03.2020

5. Production | 23.03.2020 - 17.04.2020

6. Launching | 17.04.2020
Thank you