EXECUTIVE SUMMARY
Shhh! is a sound someone makes to ask other people to be quiet (Urban Dictionary n.d.). This action is illustrated with the behavior of putting the pointer finger in front of the lips. Everyone has definitely been in the situation that someone speaks shrilly in the cinema once so far. Based on our research on social behavior and media, loud conversation in cinema hasn’t been addressed and might become a social norm, thus cinema etiquette should be educated. As a result, Shhh! campaign is launched to urge people to stop talking loudly in cinema as well as other behaviors such as kicking on the chair or throwing out popcorn which are inappropriate behaviors happening now in Vietnam public.
From perspectives of ones who tend to commit that action in the cinema, we - the RED team craft a thorough IMC plan. A well-researched issue background is provided in the beginning of the paper. With a variety of news articles reporting on this issue and our survey results, it proves the current situation of youth's cinema behavior is negative and needed to change. However, we find there are some obstacles for our campaign execution. For example, hesitation in reporting impudent cases of the mass challenges us to give them courage and confidence in doing it. Also, others can use human rights of speech to against this issue. Based on that foundation, the target, who are likely to have inappropriate behaviors in the cinemas, are students aged 13 - 18 living in Hanoi. They are young, energetic, and broad-mined; hence sometimes they are unaware of their attitudes or behaviors' effects on the public. To have a great impact on this group, our advertising concept is to tell them 'smart audiences whisper' in a friendly and sarcastic way. Employing the cinema indoor spaces and magazines can assist to approach directly to them. During and after the campaign, we wish people to understand the meaning of Shhh!, beware of talking out loud in the cinema, and prevent its occurrence.
CAMPAIGN BACKGROUND
The Vietnamese Cinema was first founded by the French in 1895 with the purpose of art promotion and human education (Movie Movie 2012). Since 2000s, foreign movies had then approached local cinemas, mostly serving entertaining purposes (Nhan 2012). Therefore, people who want to relax after working will choose the cinema as a perfect place to hang out with friends.
However, inappropriate cinema behavioyrs have been increasing in Vietnam; few people don’t seem to respect the crowd even though every cinema place basic rules on banners and cinema screens (Phan 2012). Phan (2012) also points out two cases, Mr. Hoang Trung - ‘While I’m enjoying movie, there is a man talking over phone as loudly as being at home’ and Ms. Ngoc Mai – ‘After a while we watch this horror movie, 15 students next to us keep talking, laughing and calling other’s names.’
We have conducted an online survey to attain insights of 215 cinema’s customers
ged 13 - 26, living in Hanoi; who often go to the cinemas at least once per month. As a result, 93% of them have met and felt uncomfortable when others speak too loud during the movie show. Out of 109 interviewees who put comments about the cinema culture, around 50% expected the situation need to be improved as they are mostly unpleasant with too-loud-talks. Here are some feedbacks ‘they never seem to respect others’ / ‘some teenage groups have super loud voice’ / ‘Too impolite. They don’t care when I ask them to minimize their volume. I hate that’ / ‘It is terrible. No one bans talking right, but please talk softly’.
As the consequence, when the problem is getting bigger, people start thinking to fix it, for example: a very popular vlogger named JVevermind uploaded his video about Cinema Behaviors in 2012, clearly identified the list of Vietnamese Youth inappropriate actions. The video was seen by 1.2 million people, most of them are young people, which is a positive sign from the crowd for changing cinema’s behaviors (JVevermind 2012). In addition, recently, it is very embarrassing to read an article from an oversea man named Kyo York, who has mentioned ’13 things’ which are considered as Vietnamese stereotypes in cinema behaviors (Thien Huong 2014). His comments which were critical, specific and straightforward creates a bad public behavior reputation for the Vietnamese; especially for the national image. It challenges our communication strategy to give people courage and confidence in expressing their
We have conducted an online survey to attain insights of 215 cinema’s customers
ged 13 - 26, living in Hanoi; who often go to the cinemas at least once per month. As a result, 93% of them have met and felt uncomfortable when others speak too loud during the movie show. Out of 109 interviewees who put comments about the cinema culture, around 50% expected the situation need to be improved as they are mostly unpleasant with too-loud-talks. Here are some feedbacks ‘they never seem to respect others’ / ‘some teenage groups have super loud voice’ / ‘Too impolite. They don’t care when I ask them to minimize their volume. I hate that’ / ‘It is terrible. No one bans talking right, but please talk softly’.
As the consequence, when the problem is getting bigger, people start thinking to fix it, for example: a very popular vlogger named JVevermind uploaded his video about Cinema Behaviors in 2012, clearly identified the list of Vietnamese Youth inappropriate actions. The video was seen by 1.2 million people, most of them are young people, which is a positive sign from the crowd for changing cinema’s behaviors (JVevermind 2012). In addition, recently, it is very embarrassing to read an article from an oversea man named Kyo York, who has mentioned ’13 things’ which are considered as Vietnamese stereotypes in cinema behaviors (Thien Huong 2014). His comments which were critical, specific and straightforward creates a bad public behavior reputation for the Vietnamese; especially for the national image. It challenges our communication strategy to give people courage and confidence in expressing their
As the consequence, when the problem is getting more serious, people start thinking to fix
it, for example: a very popular vlogger named JVevermind uploaded his video about
Cinema Behaviors in 2012, clearly identified the list of Vietnamese Youth
inappropriate actions. The video was seen by 1.2 million people, most of them are
young people, which is a positive sign from the crowd for changing cinema’s
behaviors (JVevermind 2012).
In addition, recently, it is very embarrassing to read an article from an popular expat singer
named Kyo York, who has mentioned ’13 things’ which are considered as
Vietnamese stereotypes in cinema behaviors (Thien Huong 2014). His comments
which were critical, specific and straightforward creates a bad public behavior
reputation for the Vietnamese; especially for the national image.
STRATEGIC COMMUNICATION CHALLENGES
To our campaign, a potential obstacle is hesitation in reporting impudent cases – a common characteristic of Vietnamese, as Malarney (1997) found. Malarney also stated that we all value proper outlook and easily get annoyed with others nearby, who discuss freely and loudly during movie times. However, there is a fear to express their feelings or to argue with those impolite ones in the cinema. According to our survey results, 68% of respondents belong to this group. It challenges our communication strategy to give people courage and confidence in expressing their opinions while facing ill-mannered situations in movie theaters.
Besides that in terms of perspectives of criminals, unintentionally making noise, they may have a habit of speaking loudly and not know its negative effect. Thus it takes time to change their deep-rooted behavior towards courteous custom in talking in the public, especially quiet places like the movie theater. The campaign needs to create powerful influences on this group of people, and effectively raise awareness of noise pollution in an attractive method.
There is no rule to state that please don’t talk out loud during the movie although a large number of people feel irritated with it. Also no one has carried out research and study about this issue. People may not realize its seriousness and may use human rights to argue against this issue. It can limit our campaign execution and effectiveness in the future. So well research on the issue and target audience is essential to the successin the end.
OBJECTIVES
Communication Objectives:
Action Objectives: (measured through observation methods & collaborate with cinema authorities to )
TARGET AUDIENCE
This campaign focuses on Hanoi secondary and high school students aged 13 to 18. They are called teenagers; accounted for 1/10 of Hanoi population (GSO 2011). The noticeable difference between teenagers with others is quick adaptation of new mindsets as they are eager to find new things. Dynamism, creativeness and openness are typical characteristics to describe them (Nguyen 2011); hence the campaign may easily appeal to them, if it’s interesting and extraordinary enough. Urban teenagers often prioritize spiritual life; they are interested in hanging out with friends, shopping or going to cinema. According to Mr. Le Quang Sac - a Lotte cinema supervisor (2013), large proportion of cinema’s customers are students. However, Nguyen (2011) finds out that, with a good living standard, this group often shows ignorance, carelessness and selfishness in public areas. Teenagers are tech-savvy so they belongs to active online group who accesses the internet and social networking most frequently compared to other age groups (Cimigo 2011). Also, Hanoi is the city which has the highest internet penetration in our country, so digital channels will be the easiest tools to approach teenagers. This generation can be also influenced by their role models or their friends, it will be more effective if the campaign has the participation of hot teens and viral contents. Schools and public places (coffee shops, cinemas, bus stops) are then ideal destinations to target them.
KEY INSIGHTS
Internationally, talking loudly is listed as one of the most significant stereotypes of Asians (Chew 2013). Vietnam is not an exception when this action becomes a typical Vietnamese stereotype in cinemas in foreigners’ eyes. The campaign will be the chance for young Vietnamese people to get rid of this stereotype and replace by a better image in cinema culture. Secondly, online opinions are a very important key to discover where problems come from, as well as solutions the public have proposed, giving us better ideas of how to implement the project in most appropriated way. There’ve been lots of comments posting online everyday about Cinema Behaviors, such as: “I just met a very ‘funny’ girl today. She actually crossed her legs and started laughing very loudly in the cinema even she went by herself. Then she started leaning on someone else shoulder!’ (Quynh 2014). The public is already aware about it; they only need paths and directions for improvement.
Our primary research of 215 Hanoians shows that, 91% interviewees admit they chat during the movie, in which only 32% admitted that people around take a glance at them while they discuss the movie . 85% of them are likely to feedback while they were watching, the rest talk about personal & other businesses. Based on our own observation, due to high volume of the movies, audiences usually try to talk louder than usual to ensure their partners hear properly. Meanwhile, nearly 70% of interviewees believed that their talks didn’t affect others. Overall, the survey demonstrates that people acknowledged the problem but they didn’t realize they might unintentionally contribute to the problem.
Thirdly, coming from the cinemas, audiences are asked to respect others in show time and in general public, for instance: no refund, pet or smell food,, camera and smoking (Lotte 2014). These are great disadvantages for us because cinemas are not specifically paying attentions to create quiet and comfortable atmosphere for audiences to enjoy. Therefore, it is very important to recommend them to any acts beneficially for both cinemas and audiences, then to raise public awareness about respecting others and behaving appropriately in general.
Finally, there are no rules of ‘Noise Prevention’ from the Government, but only referred to ‘dress appropriately in public’, as there is lack of rules and statementseven with public concerns. This isn’t supporting the campaign; however, it shows needs to improve legal regulation to improve Youth Behaviors, which helps maintaining the national reputation.
ADVERTISING CONCEPT
The image of putting the finger in front of the mouth will be used throughout the campaign. In Vietnam context, the image means that action's owner expects others to talk with minimum volume or even to keep silent.
The advertising campaign uses emotional appeals ( (Belch & Belch 2009) as the key to achieve the objectives. In order to achieve the Cognition, Affection and Behaviors objectives we use the combining of Humor and Teaser Advertising. They may first laugh at the funny action in the ad but then acknowledge the sarcastic purpose meaning in it and think about their behaviors. The Ad aims to create the feeling of embarrassment among the target audience in a subtle and friendly way. We avoids repeating cinema rules or using serious tone of voice which are less effective and comfortable, especially for young people. The campaign also use curiosity factor in both content and image to get attention quickly. The teaser uses “Metaphor” element (the screen “one of the main characters of the Ad” as a metaphor of “movie”) to emphasize the particular situation and to pose the fact that “Movies are innovations and the audience should respect them”. This makes the Ad more relevant and friendly.
PROPOSITION
Talking with the minimum voice is to respect the audiences while watching the movie.
CREATIVE STRATEGY
Theme of execution: Slogan: Smart audiences whisper.
The campaign aim to approach the target audience in a humorous and sarcastic way by humanizing the cinema screen with the gentle reminding the audience to minimize their voice. Audiences normally are the listeners or watchers, not speakers. Therefore, when they talk loudly in the cinemas, they unintentionally ruin their image as well as the movie. So, a smart audience should whisper rather than gossip with high volume.
KEY VISUAL
The screen is humanized to make advertising become more friendly because be avoid the talking the issue seriously. Also, using this image is relevant to demonstrate this particular issue and easy for the target audience to get the message straightforward. Finally, the screen is also the metaphor of movies in general, so when audiences speak soft, they show their respect to the movies.
MEDIA STRATEGY
Our media strategy combine 6 kinds of media which are broadcast, print advertising, online advertising, indoor advertising, ambient advertising and event. We choose this types of media to utilize because we are focusing on teenager, who are curious with excitement. They interact with a very wide range of media. Focus on the media that our target audience exposes to the most, we will easily reach them.
Advertising
Print Media: Hoa Hoc Tro
Size & Duration: Double full color page - Scratch & Sniff Ad within in April & August
RATIONALE: Hoa hoc tro is market leader in the youth reading industry, offering latest knowledge about news, music, fashion trend, and technology, sharing experiences to enrich life of young Vietnamese people. Magazine advertisements can reach huge number of target audiences and provide them more details about standards of cinema cultural; then enhance awarenesses for them.
Online Advertising: Digital Ads in movies on ZingTV
Time & Duration: A month in the middle of the campaign.
RATIONALE: ZingTV is a famous online movie website where people visit to watch films and dramas. Therefore, putting awareness ads here will definitely grab public attention. It wouldn’t annoy watchers as it’s only 5s- 10s length.
Indoor Advertising
Obviously, cinema is the most appropriate place to reach our target audiences. Thereby, advertisements in cinema are the best way to influence audience behaviors.
In-store Posters
Time & Duration: From May to July 2014
Location : National cinema center, August Cinema
Digital TVC
Time & Duration: From May to July 2014
Location: CGV Vincom; Lotte Landmark; Platinum Garden.
Ambient Advertising
Flyers (Key visual’s shape)
Time & Duration: During the whole campaign
RATIONALE: When people ask for Wifi password at Coffee Shops near cinemas, they will be given a lip tag containing the password and a message reminding them about cinema behaviors. Also, using ambient Ad is cheap, high frequency and gets a lot of attention.
Location: Cafeterias around cinemas: Highlands Cafes, Twitter Beans or London Cafe.
Public Relations
TV channels: VTV6 & YanTV
Time & Duration: VTV6:
- 21:45 - 21:50 on Saturday one week before & after the “Blockbusters to
- School” events - during Menu for Next Week
- YanTV: 20:00 - 20:15 on Sunday one week before & after the “Pay silence for tickets” events - during Yan Around
RATIONALE: VTV6 & YanTV are two popular channels following the taste of the youth, providing programs that focus on music, fashion, global cultural, living skills and so on. Particularly, Menu for Next Week offers basic information of latest occasions in Hanoi for young people. Timeframe between 20:00 and 22:00 is considered as the golden hour which attracts a huge number of views. Our event and campaign reported on this program at that time will help create and increase awareness among the target audience about the campaign and get them involved in our activities.
Blockbuster to school event
Location; 12 secondary schools & high schools in Hanoi
Time & Duration; Middle of the campaign
RATIONALE: We are focusing on secondary and high school student, thereby, conducting event at school is a very effective idea to reach the campaign’s target audience and also a chance for the them to interact directly with the campaign. A cinema booth containing about 25-30 students will be set up in school yards. Students are invited to watch a short part of the movie and in the cinema booth, they will learn the way to watch a movies fluently in the cinema, which is remain silent.
Be silent and get event ticket!
RATIONALE: In our goal, we expect to achieve action objectives of stopping talking loudly in cinema and we do this by an interactive way.This event will be applied for secondary to high school students who go to the cinema in group of more than 5 people . This activity will attract more target audiences because it will be conducted base on the discount day for students in a specific cinema. Target audience will be encouraged to join in the event and all they have to do is commit to talk to the minimum in the cinema during movie show. If they can do it, free movies tickets for the group will be their prizes. The campaign will also organize a period of time with free cinema movie showing for target audience.
Time & Duration: August (Once a week)
Location: Specific cinema
Social Media
Time & Duration: During the campaign
RATIONALE: A Facebook page of Shhh! campaign will be conducted from the beginning of the campaign. Knowledge that related to cinema’s culture, standard of behavior in cinema and also up-to-date information about events of the campaign will be posted constantly
Viral video
Time & Duration: During the campaign
RATIONALE: As the most visited video sharing sites, Youtube youtube has been always the initial place which generated numerous viral video. Video included the final version of the teaser and video of the campaign’s events.
BUDGET ALLOCATION
Print and online advertising are two media that need to be focused on the most because we are talking about teenager. They are at the age range that curious about the world around with excitement. They always want to look for more knowledge to enrich their living skills through magazine and Internet. Cinema is the place that the campaign wants target audience to change their behavior at so it is necessary that we make them familiar with the campaign’s image right at the cinema by dense ads. Event will not cost a lot of money because material used in previous school can be used for the next ones.
WORD COUNT: 2778
it, for example: a very popular vlogger named JVevermind uploaded his video about
Cinema Behaviors in 2012, clearly identified the list of Vietnamese Youth
inappropriate actions. The video was seen by 1.2 million people, most of them are
young people, which is a positive sign from the crowd for changing cinema’s
behaviors (JVevermind 2012).
In addition, recently, it is very embarrassing to read an article from an popular expat singer
named Kyo York, who has mentioned ’13 things’ which are considered as
Vietnamese stereotypes in cinema behaviors (Thien Huong 2014). His comments
which were critical, specific and straightforward creates a bad public behavior
reputation for the Vietnamese; especially for the national image.
STRATEGIC COMMUNICATION CHALLENGES
To our campaign, a potential obstacle is hesitation in reporting impudent cases – a common characteristic of Vietnamese, as Malarney (1997) found. Malarney also stated that we all value proper outlook and easily get annoyed with others nearby, who discuss freely and loudly during movie times. However, there is a fear to express their feelings or to argue with those impolite ones in the cinema. According to our survey results, 68% of respondents belong to this group. It challenges our communication strategy to give people courage and confidence in expressing their opinions while facing ill-mannered situations in movie theaters.
Besides that in terms of perspectives of criminals, unintentionally making noise, they may have a habit of speaking loudly and not know its negative effect. Thus it takes time to change their deep-rooted behavior towards courteous custom in talking in the public, especially quiet places like the movie theater. The campaign needs to create powerful influences on this group of people, and effectively raise awareness of noise pollution in an attractive method.
There is no rule to state that please don’t talk out loud during the movie although a large number of people feel irritated with it. Also no one has carried out research and study about this issue. People may not realize its seriousness and may use human rights to argue against this issue. It can limit our campaign execution and effectiveness in the future. So well research on the issue and target audience is essential to the successin the end.
OBJECTIVES
Communication Objectives:
- To reach 90% of target audience being aware that talking loudly is an inappropriatecinema behavior within the first three months.
Action Objectives: (measured through observation methods & collaborate with cinema authorities to )
- To encourage 70% of target public to talk with minimum volume when watching a movie in the cinema, during the last three months and after the campaign.
- To encourage 50% of people telling others to stop talking loudly in the cinema during and after the campaign.
- To get 3000 students participate in Blockbusters to school event at the end of the third month.
- To have at least 150 students for each movie show in the event Pay silence Get ticket during the fourth month of the campaign.
TARGET AUDIENCE
This campaign focuses on Hanoi secondary and high school students aged 13 to 18. They are called teenagers; accounted for 1/10 of Hanoi population (GSO 2011). The noticeable difference between teenagers with others is quick adaptation of new mindsets as they are eager to find new things. Dynamism, creativeness and openness are typical characteristics to describe them (Nguyen 2011); hence the campaign may easily appeal to them, if it’s interesting and extraordinary enough. Urban teenagers often prioritize spiritual life; they are interested in hanging out with friends, shopping or going to cinema. According to Mr. Le Quang Sac - a Lotte cinema supervisor (2013), large proportion of cinema’s customers are students. However, Nguyen (2011) finds out that, with a good living standard, this group often shows ignorance, carelessness and selfishness in public areas. Teenagers are tech-savvy so they belongs to active online group who accesses the internet and social networking most frequently compared to other age groups (Cimigo 2011). Also, Hanoi is the city which has the highest internet penetration in our country, so digital channels will be the easiest tools to approach teenagers. This generation can be also influenced by their role models or their friends, it will be more effective if the campaign has the participation of hot teens and viral contents. Schools and public places (coffee shops, cinemas, bus stops) are then ideal destinations to target them.
KEY INSIGHTS
Internationally, talking loudly is listed as one of the most significant stereotypes of Asians (Chew 2013). Vietnam is not an exception when this action becomes a typical Vietnamese stereotype in cinemas in foreigners’ eyes. The campaign will be the chance for young Vietnamese people to get rid of this stereotype and replace by a better image in cinema culture. Secondly, online opinions are a very important key to discover where problems come from, as well as solutions the public have proposed, giving us better ideas of how to implement the project in most appropriated way. There’ve been lots of comments posting online everyday about Cinema Behaviors, such as: “I just met a very ‘funny’ girl today. She actually crossed her legs and started laughing very loudly in the cinema even she went by herself. Then she started leaning on someone else shoulder!’ (Quynh 2014). The public is already aware about it; they only need paths and directions for improvement.
Our primary research of 215 Hanoians shows that, 91% interviewees admit they chat during the movie, in which only 32% admitted that people around take a glance at them while they discuss the movie . 85% of them are likely to feedback while they were watching, the rest talk about personal & other businesses. Based on our own observation, due to high volume of the movies, audiences usually try to talk louder than usual to ensure their partners hear properly. Meanwhile, nearly 70% of interviewees believed that their talks didn’t affect others. Overall, the survey demonstrates that people acknowledged the problem but they didn’t realize they might unintentionally contribute to the problem.
Thirdly, coming from the cinemas, audiences are asked to respect others in show time and in general public, for instance: no refund, pet or smell food,, camera and smoking (Lotte 2014). These are great disadvantages for us because cinemas are not specifically paying attentions to create quiet and comfortable atmosphere for audiences to enjoy. Therefore, it is very important to recommend them to any acts beneficially for both cinemas and audiences, then to raise public awareness about respecting others and behaving appropriately in general.
Finally, there are no rules of ‘Noise Prevention’ from the Government, but only referred to ‘dress appropriately in public’, as there is lack of rules and statementseven with public concerns. This isn’t supporting the campaign; however, it shows needs to improve legal regulation to improve Youth Behaviors, which helps maintaining the national reputation.
ADVERTISING CONCEPT
The image of putting the finger in front of the mouth will be used throughout the campaign. In Vietnam context, the image means that action's owner expects others to talk with minimum volume or even to keep silent.
The advertising campaign uses emotional appeals ( (Belch & Belch 2009) as the key to achieve the objectives. In order to achieve the Cognition, Affection and Behaviors objectives we use the combining of Humor and Teaser Advertising. They may first laugh at the funny action in the ad but then acknowledge the sarcastic purpose meaning in it and think about their behaviors. The Ad aims to create the feeling of embarrassment among the target audience in a subtle and friendly way. We avoids repeating cinema rules or using serious tone of voice which are less effective and comfortable, especially for young people. The campaign also use curiosity factor in both content and image to get attention quickly. The teaser uses “Metaphor” element (the screen “one of the main characters of the Ad” as a metaphor of “movie”) to emphasize the particular situation and to pose the fact that “Movies are innovations and the audience should respect them”. This makes the Ad more relevant and friendly.
PROPOSITION
Talking with the minimum voice is to respect the audiences while watching the movie.
CREATIVE STRATEGY
Theme of execution: Slogan: Smart audiences whisper.
The campaign aim to approach the target audience in a humorous and sarcastic way by humanizing the cinema screen with the gentle reminding the audience to minimize their voice. Audiences normally are the listeners or watchers, not speakers. Therefore, when they talk loudly in the cinemas, they unintentionally ruin their image as well as the movie. So, a smart audience should whisper rather than gossip with high volume.
KEY VISUAL
The screen is humanized to make advertising become more friendly because be avoid the talking the issue seriously. Also, using this image is relevant to demonstrate this particular issue and easy for the target audience to get the message straightforward. Finally, the screen is also the metaphor of movies in general, so when audiences speak soft, they show their respect to the movies.
MEDIA STRATEGY
Our media strategy combine 6 kinds of media which are broadcast, print advertising, online advertising, indoor advertising, ambient advertising and event. We choose this types of media to utilize because we are focusing on teenager, who are curious with excitement. They interact with a very wide range of media. Focus on the media that our target audience exposes to the most, we will easily reach them.
Advertising
Print Media: Hoa Hoc Tro
Size & Duration: Double full color page - Scratch & Sniff Ad within in April & August
RATIONALE: Hoa hoc tro is market leader in the youth reading industry, offering latest knowledge about news, music, fashion trend, and technology, sharing experiences to enrich life of young Vietnamese people. Magazine advertisements can reach huge number of target audiences and provide them more details about standards of cinema cultural; then enhance awarenesses for them.
Online Advertising: Digital Ads in movies on ZingTV
Time & Duration: A month in the middle of the campaign.
RATIONALE: ZingTV is a famous online movie website where people visit to watch films and dramas. Therefore, putting awareness ads here will definitely grab public attention. It wouldn’t annoy watchers as it’s only 5s- 10s length.
Indoor Advertising
Obviously, cinema is the most appropriate place to reach our target audiences. Thereby, advertisements in cinema are the best way to influence audience behaviors.
In-store Posters
Time & Duration: From May to July 2014
Location : National cinema center, August Cinema
Digital TVC
Time & Duration: From May to July 2014
Location: CGV Vincom; Lotte Landmark; Platinum Garden.
Ambient Advertising
Flyers (Key visual’s shape)
Time & Duration: During the whole campaign
RATIONALE: When people ask for Wifi password at Coffee Shops near cinemas, they will be given a lip tag containing the password and a message reminding them about cinema behaviors. Also, using ambient Ad is cheap, high frequency and gets a lot of attention.
Location: Cafeterias around cinemas: Highlands Cafes, Twitter Beans or London Cafe.
Public Relations
TV channels: VTV6 & YanTV
Time & Duration: VTV6:
- 21:45 - 21:50 on Saturday one week before & after the “Blockbusters to
- School” events - during Menu for Next Week
- YanTV: 20:00 - 20:15 on Sunday one week before & after the “Pay silence for tickets” events - during Yan Around
RATIONALE: VTV6 & YanTV are two popular channels following the taste of the youth, providing programs that focus on music, fashion, global cultural, living skills and so on. Particularly, Menu for Next Week offers basic information of latest occasions in Hanoi for young people. Timeframe between 20:00 and 22:00 is considered as the golden hour which attracts a huge number of views. Our event and campaign reported on this program at that time will help create and increase awareness among the target audience about the campaign and get them involved in our activities.
Blockbuster to school event
Location; 12 secondary schools & high schools in Hanoi
Time & Duration; Middle of the campaign
RATIONALE: We are focusing on secondary and high school student, thereby, conducting event at school is a very effective idea to reach the campaign’s target audience and also a chance for the them to interact directly with the campaign. A cinema booth containing about 25-30 students will be set up in school yards. Students are invited to watch a short part of the movie and in the cinema booth, they will learn the way to watch a movies fluently in the cinema, which is remain silent.
Be silent and get event ticket!
RATIONALE: In our goal, we expect to achieve action objectives of stopping talking loudly in cinema and we do this by an interactive way.This event will be applied for secondary to high school students who go to the cinema in group of more than 5 people . This activity will attract more target audiences because it will be conducted base on the discount day for students in a specific cinema. Target audience will be encouraged to join in the event and all they have to do is commit to talk to the minimum in the cinema during movie show. If they can do it, free movies tickets for the group will be their prizes. The campaign will also organize a period of time with free cinema movie showing for target audience.
Time & Duration: August (Once a week)
Location: Specific cinema
Social Media
Time & Duration: During the campaign
RATIONALE: A Facebook page of Shhh! campaign will be conducted from the beginning of the campaign. Knowledge that related to cinema’s culture, standard of behavior in cinema and also up-to-date information about events of the campaign will be posted constantly
Viral video
Time & Duration: During the campaign
RATIONALE: As the most visited video sharing sites, Youtube youtube has been always the initial place which generated numerous viral video. Video included the final version of the teaser and video of the campaign’s events.
BUDGET ALLOCATION
Print and online advertising are two media that need to be focused on the most because we are talking about teenager. They are at the age range that curious about the world around with excitement. They always want to look for more knowledge to enrich their living skills through magazine and Internet. Cinema is the place that the campaign wants target audience to change their behavior at so it is necessary that we make them familiar with the campaign’s image right at the cinema by dense ads. Event will not cost a lot of money because material used in previous school can be used for the next ones.
WORD COUNT: 2778