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Objective Target Audience Key Concept / Message Campaign Roadmap Digital Solution Offline Solution Photo Contest KPI & Cost

Objective Marketing Objective Active Users: 10,000+ Page views: 10,000+ per day Unique Users: 5,000+ Media Impressions: 100,000,000+ Media Interactions: 100,000+ Communication Objective Increase the brand awareness inside target audiences. Increase the sale volume in summer period.

Target Audience
Subject Details Gender: Female & male Class: A, B, C, D Age: 13-18 years old (extend to 25 years old) Working/Learning Status: Secondary & High School Pupil Insights: active, like outdoor, hangout, party, group gather

Piattos Proposal Apr-2012

Big Idea

Main Concept

Skate Boarding popular activities impress the message and spirit of Piattos
Card Collection to increase the number of snack boxes per consumer.
Spin Wheel Lucky Draw will help consumers hold the card and submit it to website

Online Gaming increase the interactive and time on site

Photo contest increases the activities of website users show their impress and feeling.

Campaign Process
Communicate
Standard banner ads in areas most visited by target audience + Viral Clip + Forum Seeding + Promote Fansite Connect with Prints to promote for campaign Sticker / card collection inside box of Piattos Announce about Online Gaming via Microsite

Convince

Convert

Online Gaming Launching Promote for the collection / high valuable prize to attract consumers buy the product more often and introduce to their friends

Advertise

Sticker / Card

Purchase

Card Collection

Card Collection Concept

Consumer

Buying

Piattos

Getting

Pet Card

Card Collection Concept

Card will be used to: Front of card Sticker of Pet Pets Element Attack and Defense Rate Number of Card inside Collection

Back of card

Logo of Piattos URL of microsite

Lucky Code skate Boarding Ticket

Piattos Proposal Apr-2012

Introduction

Two New Models for the Sticker which represented for: Speed, Sport, Style and Strength. Additional attribute : Cards Soul
* Cards soul function: encourage kids to collect a collection of normal cards and get a legend card to play game. Its images also get excited to kids who love Fiction and Imagination the most.

New Model
Model 1: Racing Car Racing Car Model: its familiar with every youth and they easily like it.

Model 2: Skate Deck Skate Deck Model: its brand new model with youth so it will help create new trendy sport

Racing Car Model Demo

Normal Card Fire Birds Soul

Racing Car Model Demo

Legend Card Phoenixs Soul

Skate Deck Model Demo

Normal Card Fire Horses Soul

Skate Deck Model Demo

Legend Card Unicorns Soul

Concept
Card will be used to: Front of card Sticker of Car Items Soul Speed and Acceleration Rate Number of Card inside Collection

Back of card

Logo of Piattos URL of microsite

Lucky Code Ofline event Ticket

Concept
FRONT SIDE BACK SIDE

Front Side Proposed

Card function

Front Side Card

Every Card have 3 attributes: Speed, Acceleration and Cars Soul. Consumers submit their lucky code to website will get a Similar Car in game. Use the car in Racing Ground to win the 1vs1 competition, collect point and win the weekly prize. (1 prize for highest point)

Card elements
Animals Soul inside the Car

New Model: Racing Car

Speed & Acceleration

Card Collection

Front Side Card Collection:

Card collection will divide to 3 kinds:
Normal Card which will be used to exchange for legend Card. Promoted Card critical mean to upgrade to legend Card. Legend Card collect a group of Normal Card (4 Normal Cards) and 1 Promote Card and submit these codes on the website and exchange one Legend Card.

Collection Award:
Collect 20 Normal Cards & 5 Promote Cards users can exchange :
Legend Card (Online Game) Prize: 10 bikes (offline event)

Back Side Proposed

Card Function

Back Site Card Lucky Code:

Lucky Code will be used to get the Car on Sticker via website. Lucky Code will give users getting a chance to win the high valuable prize via Spin Wheel. Note: details execution / game play will be listed below.

Card Function

Back Site Card Skate Boarding Ticket:

At the mid of campaign, the skate Boarding show will be hold to create a place to outdoor activities. Come to the show consumers will get immediately:
Lucky Lottery. Chance to trial skate Boarding and guide by pro users. Exchange card with the others and fill the collection.

Card Function

Back Site Card Website URL:

Remind users about campaign. Branding about Piattos. High prior platform for users.

Additional Attribute
(Upgrade From Normal to Legend Card)

Cards Soul Each cards represented by a mascot.

Normal Card will have Normal Animals soul inside the Card Legend Card will have Legend Animals soul inside the Card

4 Normal Card

1 Promoted Card

1 Legend Card

How to Upgrade to A Legend Card

Thunder Horse

Water Horse Fire Horse

Ice Horse

Mascot Collection Normal Animal Legend Animal

Horse

Unicorn

Bird

Phoenix

Mascot Collection Normal Animal Legend Animal

Wolf

Cerberus

Snake

Hydra

Mascot Collection

Normal Animal

Legend Animal

Lion Griffin

Promoted Card Demo

Promoted Card

Piattos Proposal Apr-2012

Video Concept
Video Skateboarding Diary
Member in group will introduce about skateboarding. Skateboarding fashion style
The types of special shoes The way of decorating skateboard

Technique of performing skateboarding Performing skate

Demo Clip

http://www.youtube.com/watch?v=AFXDnidRc d8

Piattos Proposal Apr-2012

Campaign Strategy

Online Activities

Offline Activities

Media Sharing Online Banner Photo Contest Social Activities

Video Shooting Events in Public

Online Solution
Piattos

Target to Youth from 13 17 (Connect to 18-25)

Microsite

Online Ad

Online Activities

Viral Social Network

Out Standing |

Pro-active Outdoor

Lifestyle

Microsite Sitemap
Homepage

Card Collection

News

Spin Wheel

Photo Contest

Contact Us

Collection - Introduction - Game Online - Submit Code - Legend Exchange

List of Prize How to win? Term & Policy Gallery Vote Support Email/Phone

Pet Collection News Skate Boarding Activities News / Articles

Microsite - Mockup

Microsite Mockup 1 Concept

Vng Quc Piattos vi 9 hn o xinh p. Mi hn o s c nhng hot ng l mt vng t cn c khm ph. Mi vng t i din cho mt hot ng ca chng trnh nh: Th vin linh th, cuc chin linh th, gii thiu sn phm Piattos

Microsite - Mockup

THE ONLINE ENGAGEMENT STRATEGY

Flash Game Spin wheel lucky winning Media Banners on popular website Viral clip via Youtube, Clip.vn, Video.Zing Content Seeding with popular forum. Fansite build up via Facebook and Zing.Me

Piattos Proposal Apr-2012

Game Introduction We will create many difference game card with 3 attributes:
Speed Point Acceleration Point Cars Soul (Does not effect to the result of the game)

User can join Microsite and play this game to stand out of the ground and win the prize every week!

Game Play
1. The system will choose randomly 2 waiting players and let them join a match to play together. (If therere not any others player, they will play with computer) 2. Each game will play in 3 turns. Who win 2 of 3 turns will win. 3. Each player will chose 3 Cars in their inventory and start the game. (if they have less than 3 Cars, they will play with computer to experience the game) 4. In a turn, each player will pick 1 Car in table and start Racing on 2 attributes.

Game Play Demo

Speed : 350 Speed: 250

+100
Player 1 Acceleration : 300 Player 2 Acceleration : 200

+100
Player 1 Player 2

Player 1 Win!

Prize for best gamer of the week

Best Gamers: who has the highest score when playing game above
8 Canon cameras

Piattos Proposal Apr-2012

Spin Wheel

With the Lucky Code on Sticker ticket consumers submit it to website and get one chance per ticket to do lucky draw.

Spin Wheel Process

Buy Piattos and get the ticket

Go to website & submit lucky code from BackSide of ticket

Get 1 chance to spin wheel win the prize

Spin Wheel Prize

3 Ipod Touch, 16GB

20 Ipod Shuffle, 2GB

100 scratch cards

Piattos Proposal Apr-2012

Media Online Purpose

50 45 40 35 30 25 20 15 10 5 0

Websites Statistics
Website Zing Mp3 Nhaccuatui Yahoo Mess. 24h News Kenh14 Dantri Ngoisao 2sao 5giay 360Kpop Clip.vn Muctim.com.vn Category Music Music Chat News News News News News E-Commerce Music Entertainment School Weekly Impression 130,000,000 150,000,000 40,000,000 60,000,000 22,000,000 65,000,000 40,000,000 10,000,000 700,000 450,000 840,000 700,000 Area Focus Nationwide South Nationwide Nationwide North North South Nationwide South Nationwide South South Remark Better awareness, high cost Better clicking, high cost Good awareness but very high cost Lower cost but not really for entertainment Lower cost and really for ours Better awareness but not really for entertainment Better awareness but not really for entertainment Fair awareness, lower cost Good CPC and target to target audience Good to attract user join the contest. Good user, higher cost and very potential for our taget Good user, higher cost and very potential for our taget

Online Media Plan

Website
Mp3Zing Nhaccuatui Nhaccuatui Kenh14 5giay Clip.vn Muctim 360kpop

W 1

W 2

W 3

W 4

W 5

W 6

W 7

W 8

W 9

W 10

Est. Impressions 42,000,000 33,600,000 Free 10,500,000 3,500,000 2,800,000 1,400,000 1,680,000

Est. Clicks 33,600 20,160 Free 5,250 2,800 2,800 420 504

Banner Concepts

Vng Quc B n Ni 5 linh th huyn thoi tr ng Hng trm qu thng cc hp dn Tranh ngay linh th nhn ngay qu HOT Click Click Click!!!

Piattos Proposal Apr-2012

List Of Channel
Forums Forum Hihihehe Forum Yeah1 Forum 360kpop Forum Trng Tn Forum in nh Forum Chip Love Forum Pro9x Forum Uhm Forum zing Forum vn-zoom User 581,499 563.344 203,230 1,381,700 384,377 119,009 233,282 143.903 5,756,271 5.058.657 1,199,787 169.501 142,530 1,470,754 548,204 162,351 142,194 54.727 400,717 1.359.134 Topic

Forum Seeding
Key actions: Create a story on top forums to raise awareness. Use multiple accounts to create a topic, post replies, then raise attention to the campaign.

Forum Seeding
Key actions: Up the topic of Piattos always on top of favorite category.

Forum Seeding leads to Google search

Benefits After 1 month, top of some main keyword of Piattos will lead to Google Search.

Tactics For Forum Seeding

Forum Tactics
Appeal Everyone Play online Card Game

Share products information

Forum

Video Sharing

Introduce Skate Boarding

Positive Topic
Create Positive topic about Snack and create awareness about product. Pros and Cons of product. Create curiosity of kids to try our product and win the prize immediately.

Phase 1 Introduce about Piattos and its special feature. What made it difference from the others? Ask everyone to join our event.

Phase 2 Appeal everyone to join our offline event with Skate Boarding Competition. Ask everyone to join our event and share picture about winners..

Phase 3 Ask everyone to share good feed back and their feeling when become the winner

Raise a question and answer!

Raise some questions and some of them look like a newbie, it will motive people to join that topic to educate Topics Creator and then they will believe the Reply in professional way.

Raise a question and answer!

Connecting people by join old topic related to product and create awareness about product.

Piattos Proposal Apr-2012

Zingme fanpage
Nem nng Gnh

Key actions: Create topic, status and Tab to raise awareness Gameplay, Skate boarding and event about Offline of Piattos. Use multiple accounts to create a topic, post replies about the Gameplay activities on website, the infomation of Skate Boarding. Then raise attention to the Skate Boarding offline of campaign

Facebook Fanpage
Key actions: Create topic, status to raise awareness Gameplay of Piattos on website. Use multiple accounts to create a topic, post replies, post the infomations of Gameplay, of Skate Boarding then raise attention to the campaign

Facebook Tactics

Recruit Fans Share Information

Fan-Page
Create Interaction

Recruit More Fans

Hold a contest to extend number of fan also let everyone know about the campaign. Detail of contest:
We will hold a small contest, 3 times a week in 1 month. Admin will post a status to ask current fans to share Fan-Pages status and tag their friends and ask them to like that share. Top 10 fan get most like will win a gift worth 50.000 VND.

Create Interaction
Hold a contest to increase interaction between Fans and Fan-Page. They will also share your information if its really fantastic. Detail of contest: We will hold a small contest, 3 times a week in 1 month. Admin will post a photo with hidden meaning and ask fans to answer that question. Top 10 fan who give fastest and right answer will win a price worth 50.000 VND

Share Information
Hold a contest to increase interaction between Fans and Fan-Page. They will also share your information if its really fantastic. Detail of contest: We will hold a small contest, 3 times a week in 1 month. Everyday, admin will share a information about Piattoss Product, and at the first day of week, admin will post a question about Piattoss Product. Top 10 fan who give fastest and right answer will win a price worth 50.000 VND

Skateboarding info
Skateboarding: Post status information of Skateboarding: Viral clip about skate Information about: Skate fashion, types of skate, Skate skill.

Offline event update

Offline Images and information of Piattos product Celebrities: V-music band 3 groups Skateboardings 2 hiphops bands Lucky draw programe.

Piattos Proposal Apr-2012

Objective

Create a spirit of stand out of the crowd to youth. Encourage youth participate in social activities and playing sports to enhance their health during summer time. Connect youth and brand though an offline community, the brand will be a friend of youth.

Concept: stand out of the crowd

Concept: love music, love sport, show up the spirit stand out of the crowd

Shows name

Show overview

Phong cch nh cng Piattos

Location: outdoor stage: Nh vn ha Thanh Nin/ L Th Ring Park Time & duration: 9-12h, Sunday, July 29th 2012 Participant: 200 guests

Phong cch nh cng Piattos show

- Hip hop dance, Organize an offline event, where youth meet and enjoy: - Skateboarding performance

- and music performance.

Phong cch nh cng Piattos show

Meet and interact to idols: Skate boarding teams, Big South Hip hop band, V-music band.

Lucky Draw Program

3 portable play stations 100 fashion T-shirt 2 vouchers: kit of skate boards & shoes

5 Cellphones

Mechanism
Keep the card collected from Piattos pack and show up as a ticket to join the offline event. Enjoy the show Try to be a skater: a group of participants to be a volunteer team to train by professional skaters. Exchange the gift (10 bicycles for 10 winners who get a collection of Legend pet on microsite)* Get gifts from lucky draw program.

* Refer to: promotion gift scheme.

Participants Youth who use Piattos. Skate boarding teams (3 -4 teams). V-music band. Hip- hop band. Organizers.

V - music band

Biography: Hot young band V-pop Hit song: I love you, Ngy hnh phc,...

3 skateboarding groups

2 hiphop groups

Piattos Proposal Apr-2012

Milestone
Teasing: Countdown + Teasing Video 11/06 Website Launching 19/06 Teasing Video about Skate Boarding show 23/07 Final Photo Contest 27/08

Card inserted done 18/06

Skate Boarding show start 28/07

Final Prize Award End campaign 03/09

Photo Contest Start 30/07

Phase 1: Teasing

Count down to the time of website launching

Phase 2

Website launching with function:

Gaming Online. Card Collection. Spin Wheel Lucky Prize. Teasing for Skate Boarding show

Phase 2+

Skate Boarding Show

Find the information below

Phase 3: Photo Gallery With the spirit: Stand out of the Crowd Concept of gallery: Crazy Moment (with friend or alone)

Phase 3: Photo Gallery

Participation process:
Upload / Capture with WC Fill the description Submit and get the prize

Phase 3: Photo Gallery

Prize:
TOP 10 users has the highest vote will get the special legend pet and high quality poster (only for photo contest) All the users who submit their image will get one normal pet and high quality poster (only for photo contest)

KPI & Cost

See attachment

Contact Us
Community Communication Limited Company 4th Floor, SCREC Building Truong Sa Str., Dist 3., HCMC Tel: (+84) 08 668 422 37 Email: [email protected] For further information please contact Stephen Nguyen Business Development Director Email: [email protected] Mobile: (+84) 902 660 881

THANK YOU!