Agency: Dentsu Creative
Brief: Campaign that highlight Yamaha Grande’s features for young women.
HOW TO SOLVE THE BRIEF?
As technology advances, product quality become saturated, offering consumers various choice. Thus, consumers are more likely to seek out emotional experiences and stick with the brand that create sympathy for them.
Different from Yamaha’s previous advertising that focus on the product’s excellent features, “Surf Yamaha with mother to explore Vietnam” campaign use Yamaha Grande as a transportation to bond between mother and daughter through travel.
TA:
Female(from 23 to 30) who have busy schedule and spend little time with their moms.
Dynamic, modern, love traveling and exploring.
Objective:
Build brand love
Spread out campaign’s message among TA
Highlight signature feature of Yamaha Grande (gas saving, design suitable for women, lightweight
Idea: Surf Yamaha with mother to explore Vietnam
Tactics: Social Media (Facebook, TikTok, Youtube), KOLs, videos and social post series.
Tone and mood: young, dynamic, friendly
My scope: content planner, social writer.
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