Strategic Plan
The chosen topic is anti Nitrous oxide (N2O), which is commonly known as Laughing gas, Funky ball, or ‘Bóng cười’ in Vietnam. N2O is a chemical element and is known as a kind of legal highs. ‘Legal highs’ contain one or more chemical substances which produce similar effects to illegal drugs (like cocaine, cannabis and ecstasy). These new substances are not yet controlled under the Misuse of Drugs Act 1971 (FRANK n.d). However, the danger of Nitrous Oxide is significant which are stimulants, ‘downers’ or sedatives, psychedelics or hallucinogens. It slows down your brain and your body’s responses, damage the brain in a long term and may cause death. At room temperature, it is non-flammable gas, no colored and has sweet taste (Buchanan 2015). Nitrous Oxide is usually brought into the pressurized canisters and people often bump it into the balloon. However, just small amount of N2O mixed with oxygen is used in dentist office to reduce patients’ anxiety (Szalavitz 2012).
We have created a survey on social networks and we had got 202 responses just in 2 days. After we published the survey on Facebook, we had received many considerations from the public, especially young people, some people also invited us to use funky ball. This proves that Nitrous Oxide currently is a very hot issue in Vietnam which attract huge public consideration.
How did Funky ball come to Vietnam?
It was brought to Vietnam by backpackers and it created a "fever” in Hanoi and Ho Chi Minh city (Nguyễn 2013). The drug has become very popular, especially in clubs, bars and parties. Gradually, it has become a night-life routine of young adults in Vietnam's big cities. Having a very cheap price (about 25.000 to 50.000 vnd), Funky ball have become popular in Vietnam among young people. They can easily buy it everywhere, in the night clubs, in the coffee shop or even on the street.
We have created a survey on social networks and we had got 202 responses just in 2 days. After we published the survey on Facebook, we had received many considerations from the public, especially young people, some people also invited us to use funky ball. This proves that Nitrous Oxide currently is a very hot issue in Vietnam which attract huge public consideration.
How did Funky ball come to Vietnam?
It was brought to Vietnam by backpackers and it created a "fever” in Hanoi and Ho Chi Minh city (Nguyễn 2013). The drug has become very popular, especially in clubs, bars and parties. Gradually, it has become a night-life routine of young adults in Vietnam's big cities. Having a very cheap price (about 25.000 to 50.000 vnd), Funky ball have become popular in Vietnam among young people. They can easily buy it everywhere, in the night clubs, in the coffee shop or even on the street.
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Challenges
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Oppotunities
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Target Audience |
1.Demographics
+Gender: Male and Female +Age: 18-25 + Occupation: Students, Young adult having jobs, some of them are unemployed ( or seeking for jobs) +Income: Medium to high income 2.Geographic +Location: Urban areas, big cities such as Hanoi & Ho Chi Minh City 3.Psychographics a, VALs style : -Experiencers +Want to experience new things +Are first in and first out of trend adoption +Go against the traditional ideas +See themselves as very sociable +Believe that friends are extremely important ( Strategic business insight n.d ) b, Lifestyles: Social, trendy , communal c, Occasions: Social gatherings (party, celebration, festivals, ..) |
Basing on analysing the target audience psychology and behaviouristic , we came up with the key insight.The very first challenges of this campaign is young people in Vietnam lack of Information about legal highs and Nitrous Oxide, as well as its negative impacts on human’s body, some of them tend to ignore the information because they think they are young, they do not need to care about health care yet.
Many of people have the believe “ Legal is safe “. Young people are at the transition between teenager and young adults, therefore, most of them cannot deal with personal problems like family, friendship, emotional life. They find Funky Ball as the way to ease emotional problems. Our target audience, the young people often see themselves as very sociable and do not want to be isolated from their peer. They tend to mimic each others to blend in with their peers. Young people believe that friends are extremely important, therefore, they have high temptation from peer and they really care about peer acceptance Young people want to prove themselves, therefore, they want to be differents and look cool. Therefore, Young people always want to be the first in and first out of trend adoption, and using Funky ball means they updating on the latest trends. Curious is the psychological feature of young people. They are energetic to express themselves, that why they always want to experience new things, especially experience the hottest trend. |
Key insight |
Objectives
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Key message: “Using Nitrous Oxide is Paying for fun with your life” Headline : " Funky or Deadly?" |
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Basing on the ‘Self-control’ theory, some people can refrain from crime if they can see the consequence of their actions . As the target audience of the campaign is young people, who believe they are socialized and friends are the most important, they have the fear of being isolated from their friends, therefore, they always live under the temptation of getting the peer acceptance. Moreover, basing on the psychological feature of young people, they are at the transition of teenagers and adults; they are looking for the way to position themselves in the society, trying to get other admires. The key concept of the campaign is the black balloon virus. This virus is the metaphor image of Nitrous Oxide which is spreading quickly among young people. When people use Nitrous Oxide, they will be affected by the black balloon virus and they will be turned into the balloon man. The balloon man image represents the diseases and health problem caused by Nitrous Oxide. We decided to choose the image of young boy who wearing hoodie and jeans with the balloon head to make the target audience see themselves in this image. The theme color of the campaign would be black and violet which create the dark, danger and death feeling. |