Communication Studio Course
Advertising campaign for SURF (Student assignment)
BIG IDEA:
“Wash away bad luck with Surf”
The big idea focuses on the negative and positive in Tet preparation.Doing bad things, breaking or making abstinent customs in this period will lead to bad things for next year, therefore, people usually try to avoid these things. However, it is not easy for all to avoid them. As the result of this, the campaign figure out the slogan “Hóa rủi thành may, Tết vui hết sẩy”. Based on the support from Surf product, Brand's role in this big idea is more emphasis. Surf products can help people finish doing household chores without making a mistake, helping them wash away all the dirty things or unlucky things of the previous year. Although they made the bad things which may cause bad luck, Surf can help them transform these bad things into positive things in Tet preparation.
SLOGAN:
"Hóa rủi thành may, Tết vui hết sẩy"
KEY INSIGHT:
Before Tet period, although it is not an easy task, people believe that they should avoid breaking things or other abstinent customs since it may cause bad luck for next year. Therefore, they are looking for a product that can support them in Tet preparation.
GOALS:
There are two main purposes for this campaign. Firstly, raising awareness of customers that Surf is not only a detergent brand, but also is a homecare master brand. Secondly, This campaign encourages Surf’s main target audience that Surf products are an effective solution for Tet preparation.
My role in this student project: Leader, designer