1. A Presentation by Venus Communications
January 22, 2008

2. AGENCY COPYRIGHT
Strategy, proposals and creative ideas contained in agency proposals remain
the property of Venus Communications. All rights of the agency reserved.
Unauthorised copying, adaptation and dissemination of agency proposals
prohibited. Agency’s terms and conditions available on request.

3. Toplines
• Challenge and Response
• Concept and Rationale
• Reaching the Targets

4. Challenge Response
• Build brand image for • Create an avenue for women to
express their inner thoughts
Lactacyd FH & Lactacyd and desires and use ―that‖ as
Confidence as a brand catalyst for confidence
caring for women. building and other areas of
self growth.
• Deliver key messages
"Daily use for Lactacyd • Install relevant merchandising
and brand recall activities that
Confidence" and will engage targets.
"adjunctive treatment" for
LFH.
• Strengthen good • Organize a gathering that will
relationship with target incentivize, foster loyalty,
customers understanding and product
endorsement on trade level.

6. How many times have you looked at your
girlfriend, sister, mother or any other woman
and wondered, ―What is going on inside her
head? What are her heart’s desires?‖
For years now, every woman has been holding
back and keeping her inner self in silence.
This campaign aims to provide a venue for
women to exercise her freewill, to be different,
rise from the norm and celebrate her
femininity with confidence, style and grace.

7. What Women Want or WWW is a
campaign that aims to inspire women to
assess herself, make feminine
options/choices and express her full
confidence through various engaging
activities that will define her as a
W.O.M.A.N. who knows What She
Wants.

8. WWW icon
The campaign will be introduced through merchandising and digital
initiatives featuring the WWW icon: a stylized image of 3 women
jumping/resembling the 3 letter W. —full of confidence and enjoying
utmost expression of femininity.
The image would be utilized and included in all campaign and
communication efforts/materials and would vary accordingly ---
additional tips, call to action and flexible slogans.

9. Reaching the Targets
How to Reach
the Targets?
Pre-Event Event Engagement and Sustaining
To generate buzz and hype  For education & trial  Amplify the activation
To generate interest among  To strengthen technical & campaign through print and
emotional conviction
targets  To create an interaction online PR
To influence the influencers point with consumers &
communicate key message
Key Components Key Components Key Components
 Launch of • Gathering/Party (HCM/HN)  PR Releases
Website/Microsite
 Merchandising and
Education In-Store
 Visits of WWW Agents to
Pharmacies
PR Releases

10. Pre-Event
• Microsite Launch
• Merchandising
• Agents Visits the Pharmacies

11. Website / Microsite Concept
The website will feature areas for interaction, community
building, product talks, database gathering and promotional
areas where visitors can engage and talk.
It will use the creative backdrop of a premium spa. SPA is
associated with water treatment which offers rejuvenation,
medication or replenishment of the body and soul. Each spa
component will represent the various areas for exploration
by visitors.
This website aims to communicate to both trade partners
and end-users the WWW Campaign as well disseminate
product information and corporate/brand activities.

12. WWW Website Components
What Women Want
Stories and Testimonials Body, Spirit and
Women in History Mind All about
Polls and Survey (Survey and
Results)
Lactacyd
Blogs (Women Wants and Wishes) Dr. Confidence (Therapy and
Chat and Message Boards Advice) Product Features
Reaching out (Community Health and Wellness Campaign
Interaction and Help Center) Featurette Other Efforts
Wallpaper and Screensaver Relationships Corporate
Downloads Beauty, Fashion and Beyond
Contests Taste Buds
Guests will be asked to provide and accomplish registration basics including answering a mini-survey which
will make them eligible to win in the weekly raffle – 4 weeks/5winners. Winners will be announced in the
website.

13. Merchandising
Leaflets and Posters
Take one’s leaflets and decals will be available for distribution in
300 pharmacies in Hanoi and 500 pharmacies in Ho Chi Minh.
2000 Leaflets will be 2 Store Decals will
distributed to each be installed in each
pharmacy for the entire pharmacy for the
duration of the entire duration of the
campaign. Frontliners campaign. Decals
will be asked to will include the
distribute the leaflets to following
end consumers who information: Product
inquire about Lactacyd Image, Campaign,
or competing brands. Call to Action and
Leaflets will include the Website URL.
following: product image,
campaign heading and
rationale, call to action,
website URL and product
information.

14. Agents Visits
• Five (5) Male Models dressed
as Lactacyd Agents will be
roving around select
pharmacies. These agents
will dressed in tuxedo/suit
carrying the invitation and
small souvenir gifts to 20-30
pharmacies in HCM and
Hanoi.
• The Agents will be walking
down the main streets of
HCM and Hanoi (Dong Khoi
and Hai Ba Trung
respectively) and will be
seen by the public.
• The Agents will work 2-3
days to complete the task.

15. Event Proper
• Gathering Party

16. Components of Gathering
The event will consist of everything and anything that will answer the question What
Women Want! There will be exhibits and avenues for targets to have fun and express
what they truly want and envision for themselves, health and family.
The Gala Dinner will be held at a Equatorial Hotel/Sheraton Hotel in Hanoi (March 8)
and Majestic Hotel/White Palace/Sheraton Hotel in Ho Chi Minh ( March 6).
Foyer and Reception Area Ballroom Area Stage
Stage design will
Shades of Pink, rose petals and
Reception Area will be transformed to resemble the backdrop of
mirrors will decorate the whole
An arch representing the SPA. a spa. 2 Screen Projectors
Exhibits of Print Ads that exudes ballroom.
to be situated at stage left
Lactacyd brand essence will and right .
Pink accents in chairs and tables
welcome guests.
will set the mood for the evening.
Mirror Confidence Games and Photo
Op will likewise be present.

17. Event Flow
Foyer
Legacy Exhibit, Online
Guests Reception Work Stations and
WWW Banners and Product Display
Streamers will welcome Print ads and endorsers
guests to the event. Guests global endorsers will grace
will be asked to present their the entire foyer. Mini posters
invites. in easel boards will be
arranged in the foyer. This
Guests will be ushered to the will strengthen conviction
foyer to enjoy the games and and legacy of Lactacyd as
exhibit and online the brand most women want
workstations. around the world.
F&B and cocktail drinks to be Website Stations will also be
served. available for patrons.
Male Receptionists will serve Product Display consisting
and assist guests.. of the two Lactacyd variants
will be available.

18. Event Flow
Ballroom
AVP and MC Welcome
To establish the theme of the
event, 2 minute AVP depicting
Guests Ballroom the spa images and Lactacyd
Entrance benefits will be played. This
After the guests have fully AVP will welcome the
mingled and enjoyed the audience and set the mood for
foyer experience, doors will the night.
be opened. Ushers to assist
guests to their seats. After the AVP, MC enters and
welcomes the guests. Male MC
Lights will be dimmed. Only will discuss the following as
the stage will be lighted. well:
Music: Classical Ballet WWW Campaign
Piece / Celtic Spa Ambiant Working Hand-in-Hand with
Trade Partners
Product and Variants

19. Event Flow
Ballroom
MC and WEBSITE
MC introduces the website
and discusses in detail the
Lactacyd Brand Manager following:
Speech
MC to introduce the brand Confidence Testimonials
manager. Brand Manager Chat transcripts
talks about the following: Product
Feedback from Partners
Gratitude to Trade Partners
for Support While the MC is discussing,
Product Innovation and projector screens show the
Brand Leadership screen captures of
WWW Campaign websites and actual photos
Future Efforts of visitors.
Brand Manager exits after
the speech.

20. Event Flow
Ballroom
MD / Sales Head Speech Ballet Performance
MC introduces the Sales Head or In line with the present ATL
Trade Partner Representative. Campaign, ballet
performance by Ho Chi
Sales Head and Trade Partner Minh Ballet and Symphony
go up on stage to render speech Opera (HBSO) will
and appreciation of alliance in entertain the audience.
providing quality product that
helped women.
MC to introduce MD for speech.
MD to address audience, convey
gratitude and forge alliance for a
brighter future.
MD ends with a toast and
confetti shower.

21. Event Flow
Ballroom
Mini-Concert and Dinner Guests Exit
MC introduces singers and MC thank the audience and
dinner to be served. bid good luck for the
coming year.
Singers to sing women-
empowering songs, as well as MC to remind audience to
popular radio hits in Vietnam. take their souvenir gifts
while they exit the foyer.
MC and Singers to call
audience for Videoke and Souvenir gifts will be in the
Dancing Games and 3 Raffle form of USB or leather
Draw. This will be wallet containing the
interspersed in between Lactacyd branding.
songs.

22. Program Timings
6:00 – 6:30 pm Guests Reception
6:30 – 7:00 pm Legacy Exhibit, Online Work Stations
and Product Display
7:00 pm Guests Ballroom Entrance
7:05 pm AVP and MC Welcome
7:10 pm Lactacyd Brand Manager Speech
7:15 pm MC and WEBSITE
7:20 pm MD / Sales Head Speech
7:30 pm Ballet Performance
8:00 pm Mini-Concert and Dinner
8:40 pm Guests Exit

23. Timelines
Pre-Event
• Launch of Website/Microsite February 14 Onwards
 Merchandising and Education In-Store
 Visits of WWW Agents to Pharmacies
PR Releases
Event
March 6 – HCM
• Gathering/Party (HCM/HN) March 8 - Hanoi
Engagement and Sustaining
PR Releases March – April 2008

24. Thank you.