2. EXECUTIVE SUMMARY
To revolutionize the signature Biti’s flip-flop into a
footwear of desire for the 20-something
generation
A completely new Biti’s Walker range with extended
longevity and statement design
Create a long-lasting exciting, liberal, inspirational experience by
demonstrating that the flip-flop you wear expresses who you are,
through a digital-led launch with hero video, social profiler, and
always-on community platform.
Let’s
unlock
to
offer
that
and Increase brand differentiation and double the business size of flip-flop
segment toVND 200 bio in 12 months through increased affinity.
with To ensure 100% digital reach urban 18-25 years old, GT4 (~
5.4 mio pax) withVND14 bio media budget & 3.8 bio creative
budget (including agency & production fee).
3. THE
BUSINESS
QUESTION
How do we make
Biti’s flip-flops a
fashionable
statement piece
that consumers not
only need but desire,
and double the
business in doing so?
WHY ARE WE HERE?
… because needs your creative power
to revolutionize its signature flip-flop range!
STRENGTH
Biti’s is an established brand for its
durable footwear and legendary mission
of “Cherishing theVietnamese feet”. Flip-
flop has been Biti’s signature product
since its 1982 establishment,
WEAKNESS
Outdated and plain positioning that are
not appealing to the young generations.
OPPORTUNITY
The dynamic and active 20-something
generation is willing to pay more for
statement pieces that express
themselves.
THREAT
A number of other stereotypical
footwear options (sneakers, flats,
sandals)
4. WHO ARE WETALKINGTO?
… meet the 20-something generation!
• Digital-savvy urban18-30 years old are the generation of selfies, 15-
second video, memes, start-ups, social media.
• Regardless of gender and occupations, they are active and
constantly on the move to explore themselves and the world.
• Emotionally, they seek inspiration and want to leave their own
marks. Functionally, they seek durable support to go where they
want to go.
IN-HOME
FOOTWEAR (simple,
comfortable, cheap)
OUT-OF-HOME
FORMAL
FOOTWEAR
(serious, fancy)
OUT-OF-HOME
INFORMAL
FOOTWEAR
(comfortable,
personable)
T H E I N S I G H T
The footwear I choose does not only
protect my feet, but also expresses
my self.
U S AG E O C C A S I O N
5. THINK DO FEEL BELIEVE
NOW
“Biti’s has
quality flip flop
that I can use in
a long time.”
AFTER “Who would have
thought Biti’s and I
share the same
value”
“A well-known,
familiar but PLAIN
brand that I feel
INDIFFERENT to”
“I am empowered
by Biti’s to express
the my personality
in a carefree way”
“I use flip-flop
regardless of brand for
casual task around the
house, and choose
other footwear
(sneaker, sandal, flat…)
when I go out.”
“I wear Biti’s flip flop
when I go out
because I want
everyone to see it”
“Quality,
comfortable flip
flop is just for
casual tasks”
“I can express the
my personality
with a flip-flop, and
Biti’s is the Brand
for me because “I
can be anything in
my Biti’s” ”
CONSUMERTASKMAP
6. SO,
WHAT
IS
?
… our
BRAND
CONCEPT
is LIBERAL.
is CAREFREE.
is INSPIRATIONAL.
is HAPPY.
is represented by the 2 archetype: Inspirator and Enabler.
brings excitement that its flip flop well expresses my personality.
makes me feel comfy and carefree in my casual outfit.
Only care about how your casual footwear make you feel comfortable and
most yourself, that’s why we are committed to making the most long-lasting and
expressive flip flops.
continues the 34-year commitment to “Cherish the Vietnamese feet” &
heritage of durability. It takes pride in its locality: sourced, designed, manufactured in
Vietnam to best serve the Vietnamese consumers and best fit the Vietnamese landscape
& weather.
ROOTS &
PURPOSE
PERSONA
LITY
EMOTION
AL
BENEFIT
DISCRIMI
NATOR
7. The
Adventurous
Wanderer
SO,
WHAT
DOES
OFFER?
… our
PRODUCT
CONCEPT
TO
BITI’S FLIP-FLOP IS
THAT
THAT’S BECAUSE
Urban 18-30 years old, who are relentlessly on the move and exploring about themselves.
The coolest and most risk-free flip flop in the market
Gives you a durable and trendy footwear so you can comfortably express
your personality.
• Biti’s has added a layer of EVA over the sole to prevent it
from losing shape & breaking, ultimately extending the
longevity of our flip-flops.
• The new range is affordable at only VND100,000/pair.
• Biti’s offers 5 DISSTINCTIVE DESIGN ranges that
correspond to the 5 typical personality profiles:
The Artistic
Saunter
The Romantic
Stroller
The Energetic
Strider
The Cool
Walker
OLD NEW
8. CAMPAIGN PILLARS
LAUNCH
(4
WEEKS)
ENGAGEMENT
(8 WEEKS)
AMPLIFICATION
Reveal BITI’S WALKER with 5
distinctive Walker ranges via
digital viral video & launch event.
Enable consumers to find out “What Kinds of Walker
Are You?” through social profiler survey, followed by
product recommendations, and extend talkability via
celebrity endorsement and social mentions.
Sustain the excitement with an always-on social platform that connects all Biti’s Walkers on different occasions
JUNE OCT NOVJULY AUG SEPT DEC APR MAYJAN FEB MAR
9. CAMPAIGN OBJECTIVE
JTBD:
BY showing them that Biti’s is the coolest and risk-free flip-flop
TO wear Biti’s flipflop for their casual occasion.
GETYoungsters 18-30 in Urban
MMO: DoubleTO from 100 bio to 200 bio within 12 months
Recruit 1.500.000 new users (~30% target user in GT 4)
(uptrade 50% from current segment)
MCO: Improve overall Brand Equity
Awareness: 100% reach 100% digital reach urban 18-25 years old, GT4 (~
5.4 mio pax)
10. CREATIVE DELIVERABLES
BRANDING
• Surface AW design
for 5 Walker
profiles.
• Key Visual for
online & offline.
• In-store POSM
adaptation.
LAUNCH STRATEGY
• Hero Video
• Social profiler template
(questions will be provided)
• PR activation with relevant
KOLs (including both on-
ground event & in-store
activation)
ALWAYS-ON STRATEGY
• Full year social content with
regionality (North/South) &
seasonality (hot/cold)
consideration
BUDGET:
Media:VND 14 bio
Creative production:VND 3.8
bio (including agency &
production fee).
LAUNCH ALWAYS-ON FULLYEAR
Target Group
Duration 2 months 10 months
MEDIA 7,922,268,463 6,001,718,533
Video Reach 60% target, F1, 0.03 USD/reach 0
Display Reach 40% target, F3, 0.03 USD/reach 50% target, F5
ACTIVATION 4,850,000,000 10,550,000,000
OOH Activation 800,000,000 2,400,000,000
Beach, Cinema, Shopping mall
15 events/HCM, HN
5 events/DN, HP
repeat 1 burst every quarter
Key Event 2,000,000,000 2,000,000,000
Ourdoor 1/city repeat 1 burst in Full year
Instore Activation 2,050,000,000 6,150,000,000
82 Bitis store 1 show/store repeat 1 burst every quarter
100% Reach 18-35 yo Urban, GT 4, 5.4 mio
LAUNCH ALWAYS-ON FULLYEAR
Target Group
Duration 2 months 10 months
MEDIA 7,922,268,463 6,001,718,533
Video Reach 60% target, F1, 0.03 USD/reach 0
Display Reach 40% target, F3, 0.03 USD/reach 50% target, F5
ACTIVATION 4,850,000,000 10,550,000,000
OOH Activation 800,000,000 2,400,000,000
Beach, Cinema, Shopping mall
15 events/HCM, HN
5 events/DN, HP
repeat 1 burst every quarter
Key Event 2,000,000,000 2,000,000,000
Ourdoor 1/city repeat 1 burst in Full year
Instore Activation 2,050,000,000 6,150,000,000
82 Bitis store 1 show/store repeat 1 burst every quarter
PRODUCTION 2,800,000,000 1,000,000,000
Packaging Design 300,000,000
Digital Production 1,500,000,000 700,000,000
(Viral video, Activation
Concept, Strategy)
(always-on Digital content)
Talent - KOL 1,000,000,000 300,000,000
TOTAL LAUNCH ALWAYS-ON FULL YEAR
100% Reach 18-35 yo Urban, GT 4, 5.4 mio
