Published on February 15, 2014
A TH MILK C T I V A T I O A Presentation by Dentsu Alpha Limited July 30, 2010 N
Consumers have been searching for fresh milk A whole lot in every drop.
Discover & Experience LIFE’s Milk Truths with TH Farm
Discover Life’s Milk TRUTHS in TH Cow Kingdom Activation. TH Cow Kingdom ONE SOURCE Pavilion TH Flagship Store An Immersive Museum Exhibit Experience TH Cow Kingdom Fresh Milk Drop LOUNGE Offices Virtual TH Farm /Sampling TH Cow Kingdom FRESH MILK BAR Farm Fresh Feel at POS Merchandising / Sampling TH Cow Kingdom Mobile Classroom School Habit-Forming Milk Experience
OBJECTIVES REVIEW Help consumers experience TH’s largest world-class cow farm TH tasked the Agency to compose Activation Ideas that will aid consumers to experience... TH’s Largest World Class Cow Farm Agency Task Communicate Key Message: TH’s Fresh Milk comes straight from the world most advanced self-contained farm. Ensure premium and 100% fresh natural images. Vital / Healthy Look and Feel. Help consumers interact with TH Farm and the 3 core quality pillars to understand and be inspired by our qualities of high nutrients, great taste and complete safety. Highly interactive and inspiring activities (including sampling) to attract target consumers. Strong and Clear branding. Good product visibility. We ensure you that the activation plan meet all the criteria you have set. Criteria and Success Measurement Guidelines
PLAN CONTENTS Activation Ideas for: TH Cow Kingdom ONE SOURCE Pavilion - TH Flagship Store TH Cow Kingdom Fresh Milk Bar - POS Activation TH Cow Kingdom Fresh Milk Drop Lounge - Ofﬁce Activation TH Cow Kingdom Mobile Classroom - School Activation
TH FLAGSHIP STORE TH Cow Kingdom ONE SOURCE PAVILION An Immersive Museum Exhibit Farm Experience TH brings Cow Kingdom nearer to its targets by creating Flagship Stores in Hanoi. The 300 square meters area will be transformed to an exhibitmuseum which will house the technology, innovation and the extra-care put in every TH drop of milk.
TH COMMUNICATION PLATFORM S afety Modern cow-milking system, computerized managerial system and manual health care checking. High N U trients Cows are fed with nutritious menu and puriﬁed water. Great T A TH Brand will be built on 3 Core Values. aste Cows take a bath and listen to music every day. Activation to follow the Communication Platform. Hygenic and Safe Fresh Milk with quality consistency. Fresh Milk with nutritious ingredients and High Quality. Delicious Fresh Milk.
TH COW KINGDOM AREAS Restaurant SPECIALIZED COW NUTRITION CENTER Spa SHOWER & SONGS Health Check MAINTAINING OPTIMUM HEALTH & BALANCE Music Milking Process SEALING WITH TOP QUALITY CONTROL
ACTIVITIES The TH Pavilion will both experiential and learning activities which will communicate TH Farm’s core platform: (1) Safety; (2) High Nutrients; and (3) Great Taste. Engagement Restaurant Music & Spa Health Check Milking Process Cow’s Special Feeding Regimen and Puriﬁed Water Display / Exhibit Feed the Cow Computer Game Cow Music Hitlist Cow Shower Display Computerized Health Check Cow Milking Robotics Quality Safe & Secured Milking Demo
THE TH COW KINGDOM ONE SOURCE PAVILION
TH PAVILION Highlight TH Branding (logo and Drop Icon) and product display area in front of the building ediﬁce.
TH PAVILION Highlight TH Branding (logo and Drop Icon) and product display area in front of the building ediﬁce.
TH PAVILION Clean-looking, White color, and simple design reminiscent of TH Milk Drop Icon.
TH COW KINGDOM ONE SOURCE PAVILION WALKTHROUGH
TH COW KINGDOM ONE SOURCE PAVILION WELCOME Visitors will fall in line to register. They will be given a brief orientation and a TH Cow Kingdom Kit consisting of: One Source Pavilion Map Paper & Pencil Score/Reward Cards
TH COW KINGDOM ONE SOURCE PAVILION - RESTAURANT PURIFIED WATER TH Cows are also given water-processed and puriﬁed from its source. The diagram will show the process of water puriﬁcation, from the Sao River to long pipes of water ﬁlters and balancing technology before the cow Display } WATER CORN LIPID Cow moving motion = reaching for the food to simulate feeding. VEGGIES NUTRITIOUS FOOD Exhibit Display to talk about the how TH Cows are fed with only the best natural nutrition ﬁt for total physical nourishment. Almost real mock-up of ingredients will be placed in containers. How it helps in making the cows healthy will also be explained.
TH COW KINGDOM ONE SOURCE PAVILION - RESTAURANT Fresh Milk Meter LCD Monitors TH Cow Food and Puriﬁed Water FEED THE COW GAME To check what the audience have learned from the Restaurant Exhibit, a computer game with big screens will serve as the engagement point. The player should give the proper amount and combination of food to our cows until the FRESH METER is Full. After the game, the players will be ranked 1-4. Engagement
TH COW KINGDOM ONE SOURCE PAVILION - MUSIC & SPA COW SHOWER Lifesize mock-up of cows in shower cubicles will show how TH Farm champions cleanliness to ensure that cows feel good and healthy as they produce the freshest milk in Vietnam. Cow moving motion = reaching for the food to simulate feeding. Engagement Display } COW SHOWER TRIVIA Scientiﬁc studies will show how activities like frequent shower (5X for TH Farm Cows), massaging and other physical activities contribute to happy cows and how happy cows lead to clean, safe and fresh milk.
TH COW KINGDOM ONE SOURCE PAVILION - MUSIC & SPA COW MUSICAL DROP "TH Farms found that cows respond to a pleasant auditory environment by producingmore quality milk. It seems that music had the effect of alleviating stress and relaxing the animals which resulted in greater quality milk yields." COW MUSIC HITLIST List of music to be played will be listed. HEADPHONES Big cow headphones.
TH COW KINGDOM ONE SOURCE PAVILION - HEALTH CHECK-UP Loop Video of Actual Cows in the Farm to simulate realtime. Computer Terminal to show Health Statistics of the Cow Lights Buttons to choose the Health Statistics of which cow. HEALTH MONITORING TH Cows are healthy cows --supported by experts who effectively monitor and maintain general wellness of each cow. Combining stateof-the-art technology and manual individual cow checking, TH Farms strive to produce the best milk that reﬂects the health of its every cow.
TH COW KINGDOM ONE SOURCE PAVILION - MILKING Lifesize robotics cow being milked using TH Farm Facility. MODERN MILKING FACILITY Advance Milking facilities preserve and capture the milk integrity and all natural nutrients in every milk drop. So by the time, TH Milk is poured in the glass, every drop contains the exact same ratio of true freshness quality coming from its one true source.
TH COW KINGDOM ONE SOURCE PAVILION - MILKING & SAMPLING MILK COLLECT A game involving 3D Technology will give a Real as Life appeal to Real Cow Milking. The objective of the game is to gather as many cows and place them in milking facility. Each contestant will be given 60 seconds to ﬁll up the COW FRESH METER. 3D Glasses SAMPLING After the tour, visitors will be treated to the fresh, great taste of TH MILK. Sampling Stations will be designed after the drop icon.
SERVICE AREA 5 TH COW KINGDOM FLOOR PLAN UTILITY AREA MUSIC DROP SPA & MUSIC DISPLAY HEALTH CHECK UP 6 7 4 MILKING STATION 10 WC DOME DISPLAY WC 9 3 RESTAURANT DISPLAY FOYER FLAGSHIP STORE 2 ENTRANCE 1 EXIT GAME AREA 8 Additional Activities ~ Sampling ~ Photo Opportunity with Real TH Cow
TH COW KINGDOM LAUNCH EVENT During the launch, projection of TH COW Farm cow images will be projected in the walls of the Pavilion.
TH COW KINGDOM FRESH MILK BAR Activation in Point-of-Sale (including GT/MT and TH Stores) to replicate a farm-feel comfort of home and education-hub-in-a-bar for curious milk buyers and Fresh Milk adopters. Supermarket Arch COMPONENTS TH Milk Genius TV LCD Milk Message Board Sampling Drop Icons TH Farm Process Product Display Green Carpet
TH COW KINGDOM FRESH MILK BAR ARTWORK
Milk Message Board Drop Icons TH Farm Process TH Milk Genius Green Carpet Product Display WHAT’S IN A TH FRESH MILK BAR? Bar also stands for STANDARD.
TH COW KINGDOM FRESH MILK BAR To announce the availability of TH Milk in all key accounts, a welcome arch will be installed in front of every supermarket entrance. “LotteMart NOW SELLING TH FRESH MILK. DISCOVER A WHOLE LOT IN A DROP INSIDE.”
TH Cow Kingdom Milk Genius is a pool of young experts who will act as ambassadors and representatives of the TH Brand. They will be sharing stories about TH Farm and the 3 core quality pillars + the qualities of high nutrients, great taste and complete safety. TH COW KINGDOM FRESH MILK
FRESH MILK GENIUS TH Milk Genius will be the ambassador sharing MILK knowledge and TH expertise to audience. With the aid of TH PGs, She/He will be tasked to give samples of TH Fresh Milk to guests visiting the TH Milk Bar. TH Farm Process TH Milk Sampling Product Display TVC Playback Drop Icons & Green Carpet OTHER ELEMENTS
TH MILK QUALITY PROCESS TH MILK MESSAGE BOARD TH Quality Process will be printed on banners or cardboard sheets. Scripts and spiels will be included in Milk Genius ‘ announcements. TH Milk trivia and Milk quotes will be written on a blackboard (similar to bar menus) to communicate message we want audience to remember.
TH COW KINGDOM FRESH MILK DROP LOUNGE
TH COW KINGDOM FRESH MILK DROP LOUNGE TH reaches out to professionals in ofﬁce buildings and business districts. Lounges to be setup in ofﬁce buildings where people can converge, drink milk and engage in innovative activities relevant to their interest. DROP Icon COUCH COMPONENTS TH Cow Farm Binoculars Sampling TH iPAD Interactive TH Music Nook Product Display TH Farm Process TH Milk Genius TV - LCD
TH COW KINGDOM FRESH MILK DROP LOUNGE ARTWORK
TH DROP ICON COUCH TH reaches out to professionals in ofﬁce buildings and business districts. Lounges to be setup in ofﬁce buildings where people can converge, drink milk and engage in innovative activities relevant to their interest. Artwork Inspiration for Drop: Painting of Nge An Artist TH Cow Kingdom Map Drop Designs
C TH LOUNGE INTERACTIVE AREA TH Lounge will offer an interactive area where young professionals can play, read and experience being in TH Farm via digital website, applications, online publications and videos. The interactive area aims to seed the TH experience and create a virtual connection long before the activation is done. an D lau be ig nc u ita h se l W of d eb TH as si te . TH + Technology that is relevant to the targets. Virtual Farm Games TH Cow Kingdom Virtual Map Youtube Cow Videos Good News Magazine TH Farm Website
TH LOUNGE MUSIC NOOK Music played in the TH Cow Kingdom will be played as background pipe-in music. In addition, a special corner shaped like a DROP will have headphones to enable audience to listen to speciﬁc tunes enjoyed our cow friends in TH Kingdom. 1. Music Hit List Post list of all music available for listening. 4. Share Share the experience with friends. 2. Plug In Listen to the music or use our Cow Kingdom Headphones. 3. Read Read interesting facts about Cow & Music.
TH COW KINGDOM LOUNGE BINOCULARS TH Cow Kingdom will offer audience to have a glimpse of the vast TH Cow Kingdom. They can switch the visuals to show the Cow Spa, Restaurant, Hospital and greeneries which cover the whole TH Cow Kingdom land. Can be replicated in POS and School Activation.
A PEEK INTO THE TH COW KINGDOM Paper Binoculars can be bundled in promo
FRESH MILK GENIUS TH Milk Genius will be the ambassador sharing MILK knowledge and TH expertise to audience. With the aid of TH PGs, She/He is tasked to give samples of TH Fresh Milk to guests visiting the TH Lounge. TH Farm Process TH Milk Sampling Product Display TVC Playback OTHER ELEMENTS
TH COW KINGDOM MOBILE CLASSROOM
TH advocates and encourages teachers, moms and students to “Drink Fresh Milk and Eat Breakfast in the morning.” Activation in school will recreate the TH Farm Experience and the habit of including milk in daily nourishment routine to prepare their minds and bodies for hours of learning and studying in school. TH COW KINGDOM MOBILE CLASSROOM The activity culminates with a Live Cow Demonstration to remind teachers and students how TH Farm ensures that every drop of Milk retains all the nutrients they need for the day. Mobile Cow Kingdom Bus COMPONENTS TH Cow Origami Making Make-Milk-A-Habit Talk TH Farm Quality Process Free Breakfast + TH FM Cow-Wow Demonstration
TH COW KINGDOM MOBILE CLASSROOM ARTWORK
TH COW KINGDOM MOBILE CLASSROOM A TH-Branded Mobile bus will be touring the city and visiting select schools. The bus will scout the following design elements: *minimal branding 1 TH Product Packaging 2 TH Cow Kingdom Drops 3 Images of TH Core Quality Process 4 Call to Action: MAKE MILK A HABIT EVERY MORNING!
TH MAKE-MILK-A-HABIT S U A Make Milk a Habit! Free Breakfast TH Milk Genius will share about importance or drinking Milk, particularly Fresh Milk every morning ---- it helps in performing school’s daily activities. It will be a discussion to illustrate that there’s a lot in a drop. TH Milk Genius announces free breakfast (containing cookies and biscuits from partner bakeries) will be distributed. Creating and Naming of Cow Pets A sheet containing cow origami pattern will be given to students. TH Milk Genius will assist kids in making their origami cows. TH Milk samples will be passed on for everyone’s consumption. The kids will be asked to name their cows and to take care of it at home. A TH Jingle will be made to remind kids about TH Milk and the Habit.
TH FARM CORE QUALITY PROCESS TH Milk Genius will orient students about the TH Cow Kingdom Quality Process to enlighten the kids about the high quality procedure and utmost care in making every drop of milk. Restaurant Hospital Spa Music Milking Process
TH COW-WOW-DEMONSTRATION To top all the activities is a showcase of a REAL COW being milked. The students and teachers will be given a front row seat to see the last quality process in TH Cow Kingdom. Also, the cow will engage the kids to be aware that TH Milk provides real and pure fresh milk.
Summary S afety High N U trients Great T A aste
List of Activation and Components