OUR BRAND

-First launched in 2014 in South and succeeded

-Target consumer: 18 35 years old - Male/ Female - SEC: ABCD
-USP: CSD brand with rich Vitamin C for great health and lively spirit
-RTB: Longevity Japan Brand (since 1994)
 ACTIVATION OBJECTIVES
-Generate trial & experience of consumers with CCLEMON Rich Vitamin C Good for health.

- Educate consumers about Vitamin C effect in daily life and the necessity to intake
Vitamin C with CCLemon everyday.

- Reinforce connection with South consumers through new message of New formula, good taste.
TA R G E T C O N S U M E R

Male and Female

18 35 years old
Bull eyes: 23 years old
(first jobbers)
Live in urban areas
 I
CONSUMER INSIGHT

Daily workload induces my tiredness

frequently. However, I hardly think of any
other causes but due to heavy workload,
which is unavoidable. Therefore, I seem
to endure this tiredness for the whole
week.
 SCOPE OF ACTIVATION

Mid April June 2015 5 regions: HN, DN, HCMC, HCMP, MK

TIME L O C AT I O N
 CONCEPT

1 NGY 1 CHAI VNG TNG MI NGY

 OUR APPROACH

- By noticing them the root of daily

tiredness, we can directly tackle their
problem via providing them with CCLemon.

=> Emphasize the importance of Vitamin C

and the functional benefit of CCLemon
Rich Vitamin C

- Based on this effect, we can educate the

necessity to intake Vitamin C with CCLemon
everyday for the whole healthy week
MECHANISM
-Booths will be placed at planned locations where PG team hold
responsible for inviting as many users to experience as possible.

-Booths will be decorated following the yellow concept of CCLemon,

showing the lively and friendly spirit and using typical brand images
such as: CCLemon Bottle, KV, Piano,

-A big main screen will be placed in the middle of the booth for TVC
and interactive games interchangeably. 1-2 mini screens for TVC.
MECHANISM
-Users who come to the booth will receive sampling from PG team
then be encourage to join in the interactive games.

-During the games, MC will provide users with information of products

and brands, through which educate users about Vitamin C effect and
CCLemons importance in daily life

(Note: MCs at the activation point in Southern areas include the

message New formula, good taste in their script).
DETAILS
-Time:

+From morning till noon (this is the period that the body need Vitamin C supplement for
a thorough preparation to begin a new day. Besides, at noon, body tend to wear out after
consecutive hours working and studying)

+From afternoon to evening (in case of supermarkets)

-Location:

+University (this is the location where the majority of TA 18-22 years old focus, their
physical state also declines after long class)

+Office Building (bull eyes tend to surround this location, so do the other range of age
24-35 years old, their working hour usually begin from 8 and break at 12)

+Supermarkets (where TA among 27-35 years old do their shopping)

DETAILS
-Booth will be arranged as followed

+ A big main screen right in the middle

+ Piano paddles right in the front of the screen

+ 1 2 mini screens at the two sides, supported by platforms on which are KVs

+ Umbrellas around the booths

+ 3 4 buckets containing sampling bottles, in the form of the bottles.

+ 2 models of CCLemon bottles next to main screen

+ A big main screen right in the middle
+ Piano paddles right in the front of the
screen
+ 1 2 mini screens at the two sides,
supported by platforms on which are KVs
+ Umbrellas around the booths DETAILS
+ 3 4 buckets containing sampling
bottles, in the form of the bottles.
+ 2 models of CCLemon bottles next to
main screen

BOOTHS
INTERACTIVE GAMES

CCLemon Piano Title

Users use their phones with Wifi connection
(CCLemon Mt ngy mt chai) access to
the game similar to the game Piano Title.
The differences lie in the song played
(CCLemon song) and the bonus (for each
right taping, users gain a point symbolized
by an icon CCLemon ballon). Players names
and their scores will be updated second by
second on the main screen. Top 3 winners
will received a block of CCLemon bottles.
Interactive games
Dancing Battle

A voluntary player will stand on the

piano paddle to play. The game
simulates Audition version. Player
run on the paddles on the paddle that
matches with the one indicated on
the screen on the background of a
certain song. The player becomes the
winner if fulfilling the song without
exceeding 3 faults and receive a gift.