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Slogan developing

Slogan developing. Competitor. VIP Plus. Audience. Competitor. Know when to stop, when to play. Play hard, be safe. Don’t forget your partner. warning style. Know when to stop, when to play. Play hard, be safe. Don’t forget your partner. Competitor. VIP Plus. Audience.

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Slogan developing

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  1. Slogan developing

  2. Competitor VIP Plus Audience

  3. Competitor

  4. Know when to stop, when to play Play hard, be safe Don’t forget your partner

  5. warning style Know when to stop, when to play Play hard, be safe Don’t forget your partner

  6. Competitor VIP Plus Audience

  7. VIP Plus

  8. Sensitivity Safety Core values of condoms product

  9. Where do you positioning VIP Plus??? Luxury Sensitivity

  10. Sensitivity, luxury

  11. Competitor VIP Plus Audience

  12. Audience

  13. “Male clients of Female Sex Workers aged between 18-40 who have had sex with a FSW within the last 3 months”

  14. What is the first thing are you looking for when you visit a FSW?

  15. Safety???

  16. Girl friends/ wives/ masturbate

  17. Sexual satisfaction but safe

  18. Sensitivity, luxury Satisfaction but safe Not warning style

  19. Quality Sensitivity Safety Sexy, masculine Sophistication

  20. Sensitivity, luxury Satisfaction but safe Not warning style Safety Quality Sensitivity Sexy, masculine Sophistication

  21. Safety Quality Sensitivity Sexy, masculine Sophistication

  22. Sensitivity Sexy, masculine Sophistication

  23. Phase 1: We developed nearly 50 slogans

  24. Phase 2: We narrowed down to 5 slogans

  25. Niềm vui trọn vẹn • Hơn một lần yêu • Luôn sẵn sàng • Đẳng cấp V.I.P • Vui kiểu V.I.P • Completed joy • More than one love • Always ready • The V.I.P level • Enjoy the V.I.P way

  26. Testing result

  27. Total sample: 52

  28. Clients of FSW

  29. Clients of FSW: 31

  30. Condom Purchase & Use The last time you used condom with SW, did you buy that condom or get it for free? • Buy: 4 (12.90%) • Free: 27 (87.10%) Who suggested condom use last time? • Myself: 1 (3.23%) • SW: 30 (96.77%)

  31. Result: Branding • All of them have sex with SWs in the past 3 months. • 16,13% of them like VIP Plus (Will use if seeing in the hostels) • 38,71% of them like OK (Will use if seeing in the hostels) • 29,03% of them like Number 1 (Will use if seeing in hostels)

  32. Result: Pricing

  33. Result: Slogan Testing • “Always ready” concept account for nearly 50% with “ready” word • “Always ready” is best concept, short but strong!

  34. Result: Condoms consuming

  35. FSW

  36. Result: Branding & Pricing • Almost of them used Ok, Number one for the sex.

  37. Result: Slogan Testing

  38. Hotel/Guess house Managers

  39. Result: Branding & Pricing

  40. Result: Slogan Testing

  41. RESULT 1. Always ready 2. Completed joy 3. More than one love.

  42. Luôn sẵn sàng Always ready Hơn 1 lần yêu More than one love Niềm vui trọn vẹn The completed joy

  43. WE CHOOSE Always ready

  44. Always ready is the first thing man think of when he prepares to have sex 1: VIP plus condoms always there when you need 2: Sexual capable:you are always capable to have sex when there’s a chance

  45. Short Simple & memorable Meaningful

  46. 50 items list Sketch Idea approval 20.Apr.2012 10 days 10 days Timeline for other products • 50 Template Marquette for used for promotional stuffs (like Cups, bags, pen, posters, billboard, clock, header of paper, name card…). • Finish • Adjustment • Survey • Finalize

  47. Sketch Idea approval 30.Apr.2012 12 days 20 days Timeline for other products • 3 Images used for poster, billboard, advertising... • Finish • Survey/ Testing • Finalize

  48. Sketch/Scripting Idea approval 5.May.2012 12 days 25 days Timeline for other products • 01 TV spot for TV advertising... • Finish • Survey/ Testing • Produce TVC • Finalize

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