The presentation for graduation

1. FamiCANXI

2. TVC LAUCHINGCAMPAIGN

3. CONTENT
Background
Objective
TargetAudience
Challenge
Idea
Execution

4. BACKGROUND
MARKET
COMPETITORSTasty78.2%
GoldSoy
Vfresh
Soya Number 1

5. OBJECTIVE
MARKETING
COMMUNICATION
•Increase share by:
Recruiting lapsed customers (GoldSoycalcium)
New customers (Fresh milk)
•Raise awareness of new Famiproduct with calcium

6. TARGET AUDIENCE
Unisex
From >20
STYLE & CHARACTERISTICS
Healthy life style.
Concern about beauty & health
(obesity, heart disease, osteomalacia) of family members
Lapse customers
AUDIENCETARGETAUDIENCE

7. CHALLENGE
•Homemade Soy milk is tastier, safer, and more nutritious than Bottled Soy milk.
•Soy milk is tasty, nutritious, but does not include Calcium, so does not help bone healthy.
•Soy milk is usually used by women and adults.

8. INSIGHT
Soy milk is tasty, nutritious, but does not include Calcium,
so does not help bone healthy.

9. KEY MESSAGE
“FamiCanxingonsánhmịn
Chắckhoẻxương”

10. idea
•Type: Exaggerate the effect of product
•Tone: Humor, scientific
•Emotion: Enjoyment, surprise
•Endorsement: HoàngPhi –funny, strong, manly
•Action: Super power -Smash the table.

11. •Type: Exaggerate the effect of product
•Tone: Humor, scientific
•Emotion: Enjoyment, surprise
•Endorsement: HoàngPhi –funny, strong, manly
•Action: Super power -Smash the table. idea

12. EXECUTION

13. Open the clip is a boy enjoying a box of famimilk
Then he see a funny accident,…
…, that makes him can’t stand laughing.
And he accidental push his hand on the stone table,…
, suddenly the stone table crashed completely.
He and other people totally are shocked.
Close up to main boy, he looks at the famimilk box in a suspected way.
He realizes as he drinks famicalcium milk every day so he gets the amazing power like that.
Close up to the product feature, the penetration of calcium ion into bone.
Message: “FamiCanxiNgonSánhMịn, ChắcKhoẻXương”

14. THANKYOU