THE GOAL
The objective of this project/campaign was to enhance brand awareness and spread the message about a “smart self-care method” with the Romano product range, including shampoo, body wash, and eau de toilette (perfume).
THE RESEARCH
After doing research about the target demographic and the brand itself, we then settled on the core insight to develop further, which was: “stressed from work and finances after months of social distancing during COVID, men must do more so that they can enjoy the Tet holiday happily”.
From the core insight, we came up with the tagline “Hương Như Ý, Dẫn thành công” (Desired Scent, Destined Success) - Romano will bring to the gentleman “a desired scent” before entering a new year. “Như Ý” is a wordplay to describe the scent, literally “like an Italian scent” (which Romano represents) or figuratively “as desired” in Vietnamese, frequently used in traditional Tết greetings.
A lingering masculine scent will create a new confidence and elegance so that the gentleman can gain successful accomplishments, and it will only go up from there - highlighting the analogy “Dẫn Thành Công”. After the tagline was validated, we kept ideating and then came up with 2 slogans that would be used for the campaign: “Chất hương BẢN LĨNH, Khẳng định Thành công” (Confident Scent, Destined Success) and “Chất hương ẤN TƯỢNG, Chinh phục Ánh nhìn” (Attractive Scent, Conquered Attention), highlighting the masculine scent and the traits of the gentlemen with their success goals.
The brief also wanted to share a smart self-care method for gentlemen, so we came up with a method called “S.M.A.R.T”: - “Diện mạo SẠCH SẼ để Tạo sự sảng khoái” (Have a SHARP look to always feel refreshed) - “Tố chất MẠNH MẼ để làm chủ cuộc chơi” (Build MASCULINE energy to take control of the game) - “Phong thái ẤN TƯỢNG để gây sức hút” (Exude ATTRACTIVE charm to gain attraction) - “Ghi dấu ấn RIÊNG BIỆT để tạo điểm nhấn” (Leave a RARE impression to steal the spotlight) - “Bứt phá TỰ TIN để chinh phục mọi thử thách” (Break through TENACIOUSLY to overcome any challenges)
THE CHALLENGE
After doing the insight research and settling on the “umbrella concept”, we started planning for the campaign, including defining the Platform executions (Teasing, Engaging, and Amplification Phases). In each phase of the campaign, we had to plan the marketing approaches (ATL, TTL, and BTL). This included mapping out a full timeline and deliverables: social posts, a virtual contest, a viral clip/iTVC, and a master Key visual for engagement and to promote more about the message and brand.
The biggest obstacle for this project was that due to COVID and social distancing, the plan scale was reduced heavily. Therefore, for the Key visual, we could only shoot one talent, and for the iTVC, we had to combine stock footage and motion graphics instead of shooting in live action.
THE POST-MORTEM
As a team assignment, we learned a lot about how to approach the brief and dissect it, ideate, and research to come up with the executions for the campaign. For this showcase, we want to share more about the process rather than the technical skills for each deliverable.
*All writing is my own - no AI used.