EXECUTION PLAN
The campaign's goals, as well as the media channels, campaign structure, and timetable, are outlined in this execution plan.
All the campaign's main hooks and supporting strategies are laid down together with their respective rationales, purposes, and contents.
CAMPAIGN FRAMEWORK
Phase 1
Awareness
TVC Storyboard
Linh invites her friends to go around Sai Gon with her. Her friends said that they feel Saigon is boring & there’s nothing new to explore. Cannot persuade her friends, Linh decides to go by herself.
As she’s wandering around Saigon, Linh is attracted by L’Usine. Looking through the L’Usine window, Linh imagines herself as if she is traveling on the train. Then all the scenery through the window changes quickly from the 1960s to the 2020s.
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When the waitress calls her, Linh is back in the present. She looks through the L’Usine window and smiles. Finally, the slogan appears: Tinh hoa văn hoá - Khai phá giác quan.
Exhibition announcement
posts and ads
Supporting tactics
Display ads at airport, malls, bus stations, and cinemas
Standees at L'Usine locations
Phase 2
Engagement
Exhibition
In the second phase, there will be the exhibition, and we will walk the visitors through a 14-cabin train to let them explore the richness of the Saigon culture then and now. Different Saigon cultural features are portrayed through architecture, cuisine, and clothing styles through the lens of the Indochine concept.
Talk Show
Following that, a talk show hosted by Thuy Minh starring artist Pham Tuan Ngoc. He will present his inspiration from the Indochine era on their present Saigon lifestyle, thus encouraging the TA to immerse themselves in the vibrant multicultural experience that only L'Usine can offer.
Supporting tactics
Phase 3
Amplification
Supporting tactics
In the third phase, we aim to amplify the campaign mainly on social media by running ads on various platforms, including Youtube, Facebook, and Instagram, as these are virtual chosen media channels to reach different target audiences across Ho Chi Minh City. Accordingly, we will have to recap the campaign and emphasize L'Usine in each social media content with key hashtags to gain more interaction so that the engagement rate will be higher than the previous and recent social media activities.