GROUP 11

Media planning

WHY NOT?
POHE Marketing K61
 CONTENT
01 02
Brand Overview Competitors analysis

03 04
Target audience analysis Current communication
strategies
Brand Overview Brand positioning
the first Vietnamese watch startup
Hi! We are Curnon

Reach to more than 50,000

2020 Customers
customers

Officially have 5 stores in HN and

2019 Stretching
HCM City

Quang Thai and the founding team

2018 SharkTank successfully called for 5 billion VND
to invest through Shark Tank

A number of young Vietnamese to

2016 Foundation
bring high-class domestic products to
Founder - CEO Quang Thái consumers who love fashion
 Mission Method Core Values

" With faith in the strength of

Vietnamese youth, we bring
"Start with customer, end with
customer"
Dare to think,
dare to do
products, Inspirational
Curnon insists that we have the
spiritual symbols to help
ability to develop products that
them express themselves, to Start and end with
reach out to the world
confidently explore their customers
own potentials and values.
"
Inspiration
 Our products
Bold, youthfull designs and extremely minimalistic

Sapphire glass screen

equipped with quality Quartz

movements from the manufacturer
Miyota (Citizen)

largely focuses on the variety of

wire materials, band colors and dial
background colors

Breaking all the usual mold conventions of design

Competitors Focus on social media
- Choose social networks
analysis - Build a marketing strategy on Instagram
- Targeting potential customers have Facebook,
Instagram, Twitter,...

Influencial Marketing and Social Media

- Make a list of suitable influencers, then send them a

watch model.
- Running ads on Instagram and Facebook

Personalize Promotion campaigns for influence

- Offers influencer followers an exclusive promo

- Launched the "Picture of the day" programe
Target
audience
analysis
The Millennials
 Demographic Media habit

Age: from 18 to 35 High frequency of social

Income levels: B+, A, A+ media usage
Living area: Big Cities Often follow brands on
Typical careers: Office social media and using
worker, CEO, creator,... social media for branding

themselves

Needs Behaviour

Love and belonging needs Prefer branded products

Esteem needs Try hard
Self-actualization needs Satisfied by convenience

and decency
Pay attention to their
appearances
Current communication
strategies
Communication Channels

180.000 likes on facebook

70.000 followers on instagram

Main theme (color, style, design) for fanpage cover and

illustrations mostly follow the style of minimalism but
modern
Current communication
strategies
PR
builds relationships with the community
through PR content by contracting with
large communication stakeholders (the
influencer, vietcetera, key4you) by
storytelling through articles, video and
podcast,...

Influencer Marketing
Main strategy: using micro-influencer on
Social Media platforms (5.000 - 25.000
followers)
 Current communication strategies
Influencer Marketing

One of the most effective influencer campaigns of curnon is “Góc cạnh đi” for 2
new types of products for male and female. Message of this campaign is about
the manifestation of a role model type of person who actually always desires to
break down rules in society but is afraid to do so because of the “frame” which
was created in the past. This campaign inspires the young to live their lives and
be themself, with passion for everything they do.
Strength Weakness
- Launched 33 models - Capital is still low
- Product Combines the designs of - Assembled at Chinese factories
popular, trend and the style of - Vietnam’s first watch brand
Vietnamese - Some materials create
- Vietnam’s first watch brand heterogeneous products such as
- Customer care, pre- and post- leather straps and glasses
purchase advice - Not key product yet

Oppotunity Threat
- Market size wristwatch in Vietnam -Competition with international
- No VN's official watch brands yet brands
- Vietnam’s first watch brand - Isn't have outstanding type or key
- Digitized right from the start of the product
launch
II.
CAMPAIGN
PROPOSAL
 01
a. Product: Launching new watch Campaign
Anastas: version for male information
Anastasia: version for female

*Images are for illustrative purposes only.

 Demographic Media habit
b.Target audience

Age: from 18 to 30 High frequency of social media usage

Gender: Male and female Enjoy watching videos
Income levels: B+, A, A+ Regularly search for information on
Living area: Big Cities social networks
Typical careers: Office worker, CEO, Love content created by influencers
creator,...

Needs Behaviour

Want to express personal identity Buy on e-commerce platform

Want to assert themself Love promotion, free delivery

Care about the price
Love buying authentic product
c. Objectives

Enhancing the awareness about Curnon after the

Covid-19 epidemic.

Affirm the position and USP of the first and the only
watch brand in Vietnam.

Launching new watch series.

Develop and recruit to website (Long&short section).

 d. Insight
TRUTH TENSION MOTIVATION
Life of social distancing in Although social distancing is The time of approaching a new
COVID - 19 reduced my now easing than before, I year prompts me to think about
opportunities for growth still couldn’t escape the old a new beginning. I can't wait to
and advancement in my lifestyle there was passive get up, get rid of the stagnant
career because I can't go and stagnant that I spend a lifestyle of the epidemic so that I
to school and have to large amount of time on can continue with my plans and
work from home. errands and social activities. strive for my career. I want to
move towards a new life cycle:
active, proactive and completely
in control of time.
INSIGHT
Social distancing reduced my opportunities for growth and advancement,
leaving me feeling stagnant. Although the current time has removed the
distance, but I still can't get rid of the old life of passive stagnation, not
completely ready to return to life before the epidemic. But approaching a
new year prompts me to think about a new beginning. I consider this
moment as a milestone marking a change, a new beginning of myself. I am
ready to get rid of the stagnant lifestyle of the pandemic so that I can
continue with my plans and strive for my career.
e. Big idea
It’s time to create a new version of yourself!
Anastasia and Anastas is a great way to mark
a new beginning and to remind you to make
the most of your time.
 PHASE 1: AWARENESS PHASE 2: ENGAGEMENT PHASE 3: ADVOCATE

Time 4 weeks (1/1 - 31/1) 4 weeks (1/2 - 28/2) 2 weeks (1/3 - 15/3)

Raise customer awareness of message to

inspire them. Launch new watch products:
Objective Encourage them to tell their stories. Maintain and amplify the campaign.
Anastasia and Anastas.
Make them feel curious about “What’s
new from Curnon?”

It’s time to create a new version of Anastasia and Anastas is a great way to Curnon Watches are companions of
Message yourself! mark a new beginning and to remind you customer who provide new experiences.
to make the most of your time.

“Có gì mới” topic - Long&Short story “Có gì mới” topic - KOLs version: Tiktok Trend "Có gì mới": Curnonians
sharing by audiences & micro Influencers. Long&Short story sharing by KOLs create video of their daily life in a
Keyhook together with their photoshoot wearing professional working vibe or productive
Anastasia and Anastas. vibe, start with Curnon watches and get
somethings new.

- Facebook Fanpage - Ads Facebook - Viral clip - Facebook group

- Ads Facebook - Ads Youtube - OOH - Tiktok
Support - Curnon Watch Instagram - Online newspaper - KOLs - Online Magazine
- How I Met Dtx Instagram - Products Landing Page
media
- Curnon Website - Curnon Watch Instagram
- Micro KOLs - How I Met Dtx Instagram
- Facebook groups
02 MEDIA
PLANNING
 VIRAL CLIP
Main idea: start a day with all brand new things
(exp: just some hints like a new day, new year,
new clothes, new hairstyle, new watch,...) which
will not be noticed until the audience read the
final - scene text and rewatch the clip.

Main actress: Cara Phương (a new face of

showbiz, born in 1995, working as an actress,
singer, and model).

Timeline: 1/2 - 28/2.

 OOH PR
Objective: Massively reach to target Objective: Spread the news and
audiences who are at colleges reach campaign information to
customers about new product
Activity: Featuring TVC and actual
images of new products in Hanoi Activity: Using highly engaged
and HCM media to tackle 3 angles: campaign
analysis, Curnon x Noway and Cara,
KPI: 2,000,000 impressions New product launching.
Timeline:
+ LED LCD: 10/2 - 28/2 KPI: 20.000 views
+ Poster and Standee:10/2 - 15/3 Timeline: 1/1 - 7/3
 Working time of LCD Public rate
Discount
No Type City Location Detail Unit rate Total (VND)
From To hour/day/day hour/day/day
A1 elevator 223,000 5% 4,025,150
National Economics University
A2 elevator 223,000 5% 4,025,150
HN Foreign Trade University Buliding A 7:00 AM 7:00 PM 223,000 0% 4,237,000
HUST 223,000 0% 4,237,000
College, All sections 0%
FPT 223,000 4,237,000
LED University VNU 223,000 0% 4,237,000
HUTECH 296,000 0% 5,624,000
Hoa Sen 296,000 0% 5,624,000
All sections 7:00 AM 7:00 PM
HCM Tôn Đức Thắng 296,000 0% 5,624,000
Vietnam National University 296,000 0% 5,624,000
HN 33 Hàm Long, Hoàn Kiếm, HN 10,000 0% 20,000
9 B7 Phạm Ngọc Thạch,
10,000 0% 20,000
Đống Đa, HN
Offline 173C Kim Mã, Ba Đình, HN Outside, 10,000 0% 20,000
Poster Store inside All day
25 Nguyễn Trãi, Quận 1,
store 10,000 0% 20,000
TPHCM
HCM 348 Lê Văn Sỹ, Phường 14,
10,000 0% 20,000
Quận 3, TPHCM
33 Hàm Long, Hoàn Kiếm, HN 150,000 0% 150,000
9 B7 Phạm Ngọc Thạch,
HN 150,000 0% 150,000
Đống Đa, HN
Offline 173C Kim Mã, Ba Đình, HN Outside All day 150,000 0% 150,000
Standee
Store 25 Nguyễn Trãi, Quận 1, TPHCM 150,000 0% 150,000
HCM 348 Lê Văn Sỹ, Phường 14,
150,000 0% 150,000
Quận 3, TPHCM
 Total 48,344,300
VAT (10%) 4,834,430
Total Bill 53,178,730
 DIGITAL
Objective: Make use of viral content on
social media.

Activity: Increase reach for Products

Post on fanpage. Increase reach for PR
mini project.

Timeline: 1/1 - 15/3.

 TIMING Unit
KOLs Followers January February March cost/ Qty Total
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3
post

Hieu Shyn 1,200,000 x 5,000,000 1 5,000,000

Hải Ninh Nguyễn 1,400,000 x 4,000,000 1 4,000,000

Trang Lou 1,800,000 x 9,000,000 1 9,000,000

Châu Bùi 1,500,000 x x 14,000,000 2 28,000,000
Phương Ly 574,000 x 14,000,000 1 14,000,000
Tun Phạm 2,700,000 x 10,000,000 1 10,000,000
Giang Ơi 1,470,000 x 13,000,000 1 13,000,000
Noway x 8,000,000 1 8,000,000
Kaity Nguyễn 1,400,000 x 14,000,000 1 14,000,000

Cris Phan 10,100,000 x 10,000,000 1 10,000,000

 03
BUDGET
 TOTAL INCLUDING TAX
No. MEDIA DETAIL
(VND)

1 Viral Clip Video 30s 110,550,000

LCD LED 53,178,730

2 OOH
Offline store (Standee, poster) 850,000

Booking Celebrities & hot KOLs 105,000,000

Paid Media: Social Ads 229,730,000

3 Digital
Owned Social Media Channels
Management: TikTok, Facebook, 2,000,000
Instagram, Youtube, Website

4 PR Mini-project "Có gì mới?" 86,500,000

Total including tax: 587,808,730

Thanks for
listening!