2. VIETNAMESE CONTEXT
•In Vietnam, in 2012, nearly 75% of young men (aged 14-24 years) have
had sexual intercourse before marriage. But among them only about 45%
of condom users, and up to half of the users feel awkward every time have
to buy this product.
•According to estimates, each year Vietnam has about 1 million
abortions, of which about 200,000 cases in adolescence.
•Approximately one quarter of girls said that "too young" factor to their
abortion decision and 15% said that parents do not want others to know
that they were pregnant.
(*)Understanding Vietnam’s Condom Market: Key findings from an outlet survey – 2012, N = 762
(**)Population and Development No.7/124 – GOPFT Vietnam

3. CHILDREN becomes the BURDEN OF AN PROTECTED SEX
CHILDREN are not born from LOVE and EXPECTATION of
their PARENTS
They DO NOT have a chance to LIVE or
GROW UP in LOVE DEPRIVATION of a FAMILY

4. “I want to enjoy the Pleasure of sex but still want to protect
My future Babies not to be born in Inappropriate time”

5. BIG IDEA
Only have Children when you are READY and have ENOUGH LOVE.
If you are not ready, let “OK” protect not only your future but also
your babies’ future. Awake the hidden spiritual motherhood inside
each women.
“Say OK to your Future Child”
Campaign

6. TARGET CUSTOMERS
Our Customers:
•Vietnamese Females and Males from 18 to 25 years old
•Students and workers
•Internet users
•Have concern in sex and condoms
Their Characteristics:
•Not ready to become parents
•Focus on career development
•Follow the new/updated trend of society
•Respond to thing that offer new sensation, indulgence
and new effects
•Community Awareness

7. WHY WE CHOOSE WOMEN AS THE
CENTER OF OUR CAMPAGIN?
•They can require her partner to use condom.
•They tend to be more conscious about sexual protection.
•Modern women are open-minded about things related to sex before
marriage.
•They are afraid of consequence of sex without contraceptives (pregnant,
surgical abortions, STDs)
•They want the best for their future child and reserve motherhood.
•Women role have not been mentioned in any previous campaigns for
condoms.
•They have hardly been mentioned in any previous condom campaigns.

8. WHY ok condom is appropriate
for them?
•Big Established Brand with guaranteed
quality
•Reasonable Price
•Wide distribution channels

9. -People are embarrassed to buy
and use condoms
-People are lack of knowledge
about using the contraceptives
care products in general and
condom in particular
THINKING:
-Negative
connotation
-Embarrassing
products
CONDOMS
TALKING
-Banned topic
-Sensitive topic
-Rarely talking
about it
HAVING
-Disengage
-Spoiled
-Irresponsible

10. NAVIGATION
Phase1: Introduction
•Objectives: Provide background knowledge about condom for
customers
•Key activities: Webminar, App multiple question “How much
you understand about condoms”,
Phase2: Promising Campaign
•Objectives: Make customers realize about the pure/true
meaning of using condom “protect their child’s future” and
make a commitment about safe sex
•Key activities: “Promise ring “ campaign
Phase3: Maintainance
Objectives: Enhance understanding lovers and Ennourage buy
OK condom.
Key activities: Direct and secret advisory services, love chat,
Online shop.

11. PHASE 1. INTRODUCTION
AWAKE
ACTIVITIES
TIME
OWN
Application Introduction “Little finger 1.0” (LFA)
Articles appears on prints Application Is launched in 3
versions for Android, iOS ,
and online
Window Phone
October 2013
November 2013
ENGAGE
REWARD
Send e-mails to
invites friends to
download LFA
10,000,000VND
voucher/week for
downloader
November 2013
December 2013
•Education Function:
•Provided background knowledge about condoms
•Fun fact about condoms.
•Review
•Fun test about condoms.
•Top 100 highest score will be selected to “Ring Ring
Ring” contest on Phase 2.
•Consultant
•Question-mess online
•Webinar

12. PHASE 1. INTRODUCTION
AWAKE
ACTIVITIES
TIME
Application Introduction
Articles appears on print
and online
October 2013
OWN
“Little finger 1.0” (LFA)
Application Is launched in 3
versions for Android, iOS ,
Window Phone
November 2013
ENGAGE
REWARD
Send e-mails to
invites friends to
download LFA
10,000,000VND
voucher/week for
downloader
November 2013
December 2013
•When download LFA, user will receive 5 code.
•Share to friends by email.
•If friends set up LFA successfully, user will receive 1 code for
one friend.
•Each week there will be a lottery to choose the winner.
•More codes, more chances.
•Best prize for women in Holiday season: voucher 10,000,000
VND in Shopping center Vincom.

13. PHASE 2. PROMISING RING CAMPAIGN
PRE-EVENT
ACTIVITIES
TIME
Send invitation
through LFA, Event
Introduction Article
on prints and website
January 2014
EVENT
Big event “Promise rings”
occurs at Phu My Hung
District 7
14 February 2014
POST EVENT
Create Photobook
online for
participant
February 2014
•LFA receive Invitation message. Choose “OK” – receive a
barcode.
•Present this barcode in the event – receive a small gift.

14. PHASE 2. PROMISING RING CAMPAIGN
PRE-EVENT
ACTIVITIES
TIME
Send invitation
through LFA, Event
Introduction Article
on prints and website
January 2014
EVENT
Big event “Promise rings”
occurs at Phu My Hung
District 7
14 February 2014
POST EVENT
Create Photobook
online for
participant
February 2014
•Every participants will receive a free plastic “Promise Ring”
•LFA users with the bar code receive small gift in addition.
•Photo Booth: Each couples (friends or lovers) take free picture
in romantic background with the “Promise Rings” pose.

15. PHASE 2. PROMISING RING CAMPAIGN
PRE-EVENT
ACTIVITIES
TIME
Send invitation
through LFA, Event
Introduction Article
on prints and website
January 2014
EVENT
Big event “Promise rings”
occurs at Phu My Hung
District 7.
14 February 2014
POST EVENT
Create Photobook
online for
participant
February 2014
•“Ring ring ring” Contest with the similar format to “Ring the
Golden Bell” Gameshow with 100 couples in Phase 1.
•Prize for winner: Free tour to Haiwaii and a couple platinum
“Promise Rings”

16. PHASE 2.
PRE-EVENT
ACTIVITIES
TIME
Send invitation
through LFA, Event
Introduction Article
on prints and website
January 2014
EVENT
Big event “Promise rings”
occurs at Phu My Hung
District 7
14 February 2014
POST EVENT
Create Photobook
online for
participant
February 2014
•Photobook with “Promising” Pictures will be the commitment
of the participant to their child’s future.
•Photobook will be uploaded to Fanpage Facebook.

17. PHASE 3. MAINTAINANCE
•Secret Shopping
•Find the nearest OK Condom
store through Maps in LFA.
•Order and wait for delivery or
Call and take-away later.
•Love chat
•Instant Message for only
couple. Password required to
access.
•Enhance love and
understanding through direct
secret conservation between
lovers.

18. OBJECTIVES
•Changing the outdated way of thinking about condoms
•Increase the knowledge about reproductive health and safe contraceptives
care products to
•Target customers
•Enhance women’s freedom to avoid unwanted or frequent pregnancy
•Increasing Brand Awareness of “OK”
•Increasing Revenue 15%
•Increasing the demand of condom use from 45% to 65%

19. BUDGET ALLOCATION
Phase 3
Application update and maintenance
Online order application
Love chat application development
Advisors/Consultants
Total
Unit(VND)
100,000,000
300,000,000
200,000,000
200,000,000
800,000,000
Phase 1
App development/ Maintainence
Prize for winner in app
Experts for conceptives education
Advisors/Consultants
Total
Unit(VND)
500,000,000
80,000,000
100,000,000
50,000,000
730,000,000
Phase 2
TVCF/online viral clip making cost
Phase 3
TOTAL COST: 4,960,000,000 VND
100,000,000
Advertising on TV (Yan TV, VTV6, Phunutoday)
Phase 2
300,000,000
Press (Newspapers, Magazines) (2! Magazines,
sinhvienvn)
Online advertising(Website/ University Forum…)
Phase 1
Unit (VND)
200,000,000
Production of 1000 plastic "Promise rings" and 2
Platium rings for Prize
Hawaii trip package for 2 people
40,000,000
Cost for running Events in Hochiminh and Hanoi(Venue,
Design, Light, Music…)
Singers/ Music bands
Total
300,000,000
120,000,000
2,000,000,000
100,000,000
3,160,000,000

20. EVALUATION
Channel
“Little finger”
Application
Expectation
1,000,000+
Total people have participated in Webinar, read fun facts,
joined Fun Test to get prizes
800,000+
Virality
Total share on facebook about this app
800,000+
Virality
Total view on Youtube
3,000,000+
Total like, share, comment about this clip on Fanpage
“Promise rings
Day”
Description
Total people have down loaded this app
Engaged users
Marketing clip
for “Promise
ring campaign”
KPIs
Participants
1,000,000+
5000+
Popularity
Total number of articles/posts by press
4+
Total posts /comments on facebook/fanpage about this event
after it
“Little finger”
app version 2
Total people have attended the event and receive “Promise
rings”
Engaged attendants Total people take photos at photo booth and share on fanpage
Total people print their little print to make commitments
Total people participant in games
2000+
Total number people access OK booth to know aboout their
product lines
Total people have accounts in “Love chat”
2000+
Total people discuss about sex and using condoms in app
500,000+
Total revenue from online order
+15%
Participants
OK Products
Understanding
Participants
Sales
4500+
1,000,000+