Full Digital Plan for LG Primary target: High Earners, Not Rich Yet (HENRYs)
Note: This is a brief I have received from my friend to practice my crafting skill.
Practice makes perfect!
Debrief all the important information
Desk research about OLED TV market in Vietnam
Come to the conclusion and approach
Connect the set-lit function in the darkest scene to the best quality picture with the darkest struggles in life, when we come out of them to make beautiful incredible moments.
Detailed analyzed target audience: portrait, concerns, behavior
Concluded the potential insight that comes from the Self-expression motivation:
"Age 28 - 40 is the most stressful with many challenges. Tough times create tough people. In those DARK difficulties, I still do not give up, every small moment, every difficulty I overcome, I believe that small efforts every day will create incredible LIGHTS one day."
Came up with a big idea that can solve our target audience’s insight.
Self-lit incredible moments
On the way to great success, it is indispensable for small lights.
Let’s self-lit INCREDIBLE MOMENT with small lights everyday!
From the big idea, I planned a campaign framework with 3 phases:
- Phase 1: Launching Event and Pitching with media
- Phase 2: Engage with the target audience by boosting the emotional values of the product
- Phase 3: Sustain the momentum of phase 2 and clarify its functional values
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