HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES – INFORMATION TECHNOLOGY

FACULTY OF INTERNATIONAL RELATIONS

PROPOSAL OF ADVERTISING FOR

LIFEBUOY BRAND

Subject: ADVERTISING
Lecturer: MSc Trần Tuấn Anh

Member List

STT Full Vietnamese Name ID

1 Đào Thị Quế Anh 21DH701600

2 Nguyễn Minh Anh 21DH702592

3 Lưu Mỹ Linh 21DH700860

4 Phạm Nguyễn Tường Vi 21DH703602

5 Nguyễn Ngọc Như Ý 21DH701482

Ho Chi Minh City, 11 December 2023

 HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES – INFORMATION TECHNOLOGY
FACULTY OF INTERNATIONAL RELATIONS

PROPOSAL OF ADVERTISING FOR

LIFEBUOY BRAND

Subject: ADVERTISING
Lecturer: MSc Trần Tuấn Anh

Member List

STT Full Vietnamese Name ID

1 Đào Thị Quế Anh 21DH701600

2 Nguyễn Minh Anh 21DH702592

3 Lưu Mỹ Linh 21DH700860

4 Phạm Nguyễn Tường Vi 21DH703602

5 Nguyễn Ngọc Như Ý 21DH701482

Ho Chi Minh City, 11 December 2023

Examiner’s Comment
 Member evaluation
N Full Vietnamese
ID Role Evaluate
o Name

1 Đào Thị Quế Anh 21DH701600 Designer 100

Nguyễn Minh Copywriter,

2 21DH702592 100
Anh Art, Editor

3 Lưu Mỹ Linh 21DH700860 Planner 100

Leader,
Phạm Nguyễn
4 21DH703602 Account, 100
Tường Vi
Planner

Nguyễn Ngọc Như Copywriter,

5 21DH701482 100
Ý Designer
TABLE OF CONTENTS
CLIENT BRIEF 1

01
Brand presentation 1
Product description 4
Product positioning 5
Marketplace analysis 6
Request to agency/ Scope of work 7

CREATIVE BRIEF 8
Key insight 8

02
Advertising problem 9
Advertising objectives 9
Target customer 9
Competition 10
Key customer benefits 12
Support 12
Message/ Creative essence 12

CREATIVE DRIVE 13

03 Campaign name/ name of concepts

Campaign description
Target audience
13
14
14

EXECUTION 15
Platforms/Tools/Used tools
description/Timeline
Budget
04
APPENDIX 25
 01. CLIENT BRIEF
BRAND PRESENTATION

History of Lifebuoy

Lifebuoy is a brand of soap developed by Unilever. Lifebuoy

was introduced by Lever Brothers in 1895 in England.
Originally a phenol-containing carbolic soap, different types
were later introduced without the medicinal carbolic scent,
such as the coral-colored Lifebuoy in the late 1950s and the
Lifebuoy Minty Refresher in 1966. was one of the most
popular soaps in the United States from about 1923 until the
mid-fifties, when scented soaps took over the market. It was
the best-selling medical/health soap in North America until
about 1951. Unilever manufactures Lifebuoy in Cyprus for the
UK, EU, US and Brazilian markets, in Trinidad and Tobago for
the Caribbean market and in India Degree for the Asian
market. Cyprus, Trinidad and Tobago are producing carbolic
scented red Lifebuoy Soap. India and Indonesia produce
'modern' fragrant reds and other colors for South and
Southeast Asia.

Since Lifebuoy’s launch in 1894, they have supported people

in their quest for better personal hygiene. The classic red bar
of soap and its distinctive medicated carbolic scent was
synonymous with cleanliness throughout the twentieth
century.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 1

 Lifebuoy’s development process in Vietnam

Lifebuoy appeared in Vietnam in 1995, Unilever's motivation

has always been towards improving health and protecting
the health of the country.

When starting to join the Vietnamese market, Lifebuoy

placed a strong emphasis on keeping clean and hygienic and
launched a main line of cleaning products.

Since 2008, Lifebuoy has brought to Vietnam a health

protection program called "Wash hands with soap - For a
healthier Vietnam".

As of 2013, Lifebuoy has donated more than 5 million bars of

soap. Lifebuoy has supported the Ministry of Health to fight
the flu pandemic and hand, foot and mouth disease by
spreading the habit of hand washing to everyone.

The outbreak of the Covid-19 pandemic Lifebuoy has

accompanied Government agencies to carry out the "Strong
Vietnam" campaign towards the mission of repelling the
epidemic and bringing support products to medical centers
and hospitals.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 2

 Lifebuoy's mission in Vietnam

If the mission of parent company Unilever in Vietnam is to

make the lives of Vietnamese people better, then Lifebuoy's
mission is "For a healthier Vietnam". All Lifebuoy products
launched, regardless of form, maintain consistency, aiming
at the mission of protecting consumers' health through
hygiene.

All marketing strategies of Lifebuoy hand sanitizer in the

community spread the above message. Lifebuoy aims to
have 100% of Vietnamese people aged 18 to 35 have the
habit of daily hand hygiene by 2025.

Lifebuoy's brand identity

LIFEBUOY'S
LOGO THROUGH
THE AGES:

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 3

 PRODUCT DESCRIPTION

LifeBuoy shower gel with Ag+ helps kill

99.9% of disease-causing bacteria.

With a formula containing Ag+, LifeBuoy shower gel helps

protect against disease-causing bacteria, supports natural
skin resistance, and the creamy foam can penetrate deep
into pores, deeply clean and eliminate 10 types of bacteria
that cause acne diseases, helping consumers have clean,
healthy skin, avoiding health problems caused by bacteria
and preventing bacteria from spreading to the community.

Capacity of recycled plastic bottles.

Bottle 850g/147,000 dong.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 4

 PRODUCT POSITIONING
Lifebuoy shower gel products position
and bring the following benefits to
customers and the market:

1 Ensure hygiene because the product is specially

developed with a formula containing bacterial
minerals, eliminating bacteria and viruses on the
skin.

Health protection: the product not only cleans the

skin but also helps strengthen the immune system.
2

3 Brings convenience value: Lifebuoy shower gel has

many different variations and scents, from
traditional scents to fresh and modern scents. This
allows customers to choose products that suit their
personal preferences and needs.

Lifebuoy shower gel meets the needs of a large

4
part of the market, especially those concerned
about personal hygiene and health. Based on its
positioning, Lifebuoy shower gel can serve all ages
and genders.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 5

 MARKETPLACE ANALYSIS
Target Market

Lifebuoy's main customers are housewives, who always care about

health and hygiene in the family. In addition, they are also people
who regularly buy essential items for their homes.

DEMOGRAPHIC INFORMATION

Gender: Female Income:

3.000.000 - 7.000.000
VND

Age Range: 25 - 45 Homeowner: Homeowers

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 6

 Target Demand
It has a delicate fragrance.
The primary factor for consumers is price. They look for
product value and quality to enhance their purchasing
decisions, as well as to tailor and maximize their personal
budgets. Due to rising prices across brands, consumers are
increasingly moving towards branded products to get the
most out of their money.
Door-to-door delivery brings unprecedented convenience to
consumers.
A multifarious in patterns.
Makes feeling fresh a breeze.
Suitable for all skin types
Consumer purchasing criteria will influence corporate social
responsibility like never before. For example the customer
towards products that protect the environment, their choice
almost is the product, which can be recycled.

Ranking changes on E-commercial (05/2023)

1. Lifebuoy
2. Safeguard
3. Bath & Body works

REQUEST TO AGENCY
Creating TVC, has a duration of about 90
seconds.
Advertisement for the Lifebuoy shower gel
product that kills 99.9% of bacteria.
Convey key messages “Bảo vệ khỏi 99.9% vi
khuẩn”.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 7

 02. CREATIVE BRIEF
KEY INSIGHT

Enhanced health and convenience

After the COVID-19 epidemic, consumers may continue to
pay attention to personal health care and a healthy
lifestyle. In addition, consumers also tend to choose
natural, organic products that do not contain
preservatives or toxic chemicals. They also want
convenient and safe solutions to access health-related
products and services, such as home delivery, online
consultation, and medical appointment scheduling.

Sustainable consumption
Vietnamese consumers are increasingly interested in
issues related to the environment, society and health,
prioritizing buying products with clear origins, not
harmful to health and nature. They tend to choose
products and services that can minimize negative impacts
on the planet and people.

E-commerce platforms and online shopping experience

The end of the year is the biggest shopping occasion of
the year, and Vietnamese consumers increasingly prefer
online shopping because of convenience and diversity.
and at a reasonable price.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 8

 ADVERTISING PROBLEM

The product does not have much moisturizing properties for the
skin.
The scent doesn't last long.
Some people with very sensitive skin may experience rashes when
using the product.
Not suitable for infants
The covid period has passed, so people do not need to use
products with high antibacterial properties.
There are many other options for shower gel for the family at
cheaper prices.

ADVERTISING OBJECTIVES

Make customers recall the brand.

Product advertising aims to create demand for that product
while encouraging consumers to make quick purchasing
decisions when seeing the product.

TARGET CUSTOMER

Housewife: They are mothers who take care of children, or maybe

older housewives. Besides, it is also for mothers who are raising
children in their developing years to easily take care of their
children to avoid bacteria that are harmful to the body.
Age: 25-45 years old.
Income: 3.000.000 - 7.000.000 VND/month.
No geographical area distinction.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 9

 COMPETITION

Functional Emotional
Effective skin care and deep Lifebuoy delivers to customers
cleansing with our advanced the sensation of having
10+ silver ion protection smooth, non-greasy, and
formula. Gently cleanses and refreshing skin every time they
nourishes the skin from deep experience our product. The
within. Free from fragrances subtle fragrance ensures
and preservatives, exceptionally consumers feel comfortably
safe for sensitive skin. refreshed without being
overpowering, providing a
sense of security for product
users

Functional Emotional
Gives customers smooth skin Lux emphasizes a sensory
and the fragrance stays on the experience through their
skin for up to about 12 hours. products, aiming to create a
feeling of luxury and
pampering during your shower
routine. The scents and
textures of Lux shower gels are
designed to evoke positive
emotions and a sense of
relaxation and freshness

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 10

Functional
Cleans bacteria and deodorizes, cleans skin effectively.
- Gentle and does not cause dry skin.
- Fresh fragrance, minimizing unpleasant body odor.
- Health care for users.
Natural ingredients are safe for everyone.

With Superior Protection technology, Safeguard has been

scientifically proven to eliminate the following bacteria:
- Bacteria that cause common diseases.
- Bacteria cause infections on the skin.
- Food bacteria.

Emotional
Safeguard shower gel brings experiential feelings that give users
confidence when purchasing, helps clean the body, has a fresh
scent, and reduces the possibility of infection through the skin.

Functional Emotional
Take care and protect the Aiken brings emotions to
consumer's body from customers as a brand with
harmful bacteria, help protective products for the
keep the body clean and whole family, highly antibacterial
eliminate 99.9% of harmful with benign, natural fragrances,
bacteria on the body. a feeling of safety for the whole
family.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 11

KEY CUSTOMER BENEFITS

New lifebuoy shower gel works with your skin's natural

immunity to protect you from 99.9% of bacteria.

SUPPORT

Body wash have:

Vitamin+: VITAMIN+ formula helps strengthen natural skin
resistance, strengthening the body's protective barrier.
Ion Ag+ (includes ion Ag, thymol và terpineol):

MESSAGE/ CREATIVE ESSENCE

Lifebuoy is the choice of parents to protect for family's health

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 12

 03. CREATIVE DRIVE
NAME OF CONCEPT

Name of concepts: “Mùa hè bất tận”.

Main concept: Swimming pool.

Filming space: Swimming pool, doctor's space, message

associated with summer days.

Describe: The child wearing a white swimsuit was

standing in the water with a red buoy with the word
Lifebuoy boldly printed on it and raised his hands in the
air, smiling happily in the middle of the lake.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 13

DESCRIPTION OF STORY IDEAS & STORY BOARD

On the occasion of summer vacation, her parents took him

to swim to avoid the heat of the hot, stuffy summer. Before
leaving, the parents wrapped the baby in a towel, but he
was too naughty and didn't want to go home and refused
to listen, so he dropped the towel on the ground. The baby
quickly picked it up and wrapped it around him before
continuing to run and play with his friends. After returning
home, the boy had itchy all over his body. Parents see their
child showing unusual signs, so they feel worried and
immediately take their child to the doctor for examination.
The doctor asked why, and the parents told the story of
going swimming. After hearing the story, the doctor began
to explain that bacteria are everywhere, then
recommended antibacterial products like Lifebuoy - Kills
99.9% of disease-causing bacteria, protecting the health of
the family.

TARGET AUDIENCE (OPTIONAL)

As people aged about

Someone who is
25-45 years old, they
interested in health
have a need to care for
care products,
and take care of their
especially products
families, especially
with high antibacterial
taking care of their
properties
children's health.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 14

 04.
EXECUTION

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 15

 TEASING (7 DAYS)

Use Tools
Platforms Tools Location Timeline Budget
Description

Online

Turn TVC,
take posters
Actress Phạm Thị
and post 150.000.000 đ
Hồng Ánh
ads on
Facebook

Turn TVC,
take posters
Model - singer - actor
Celebrity and post 125.000.000 đ
Hứa Vĩ Văn
ads on
Facebook

Turn TVC,
take posters
and post
Bé Bo 80.000.000 đ
ads on page
Facebook of
Social Lifebuoy 01/06/2024 -
Media 07/06/2024

PR on Lifebuoy's
main Facebook page
so people can easily
follow the product.
Giveaway before
launching, after
launching it check
Facebook 14.000.000 đ
the giveaway and
send the product to
the user.Celebrities
post a new product
promotion along
with the main poster
image of the plan.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 16

 Use Tools
Platforms Tools Location Timeline Budget
Description

Estimated total
TVC 316.800.000
TVC production
Production đ
costs
Video Publication
Youtube
Advertising summary TVC ads 11.000.000 đ
Advertising
on AD
TVC 15s to
TikTok 34.000.000 đ
promote products
Advertising
Native
Google Lifebuoy's new 27.000.000 đ
Advertising
product poster
Outdoor
By 10 person
motorbikes going
around the
walking street
area to promote
Nguyen Hue
products.On the
Street to 01/06/2024- 105.000.000
OOH Roadshow motorbike are
Ben Thanh 10/06/2024 đ
stickers of the
Market
brand name and
product imageBox
on motorbike with
product name
and image

TOTAL BUDGET FOR TEASING

862.800.000 VNĐ
BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 17
 LAUNCHING (60 DAYS)

ONLINE

Platforms Tools Use Tools Description Location Timeline Budget

PR on Lifebuoy's main
Facebook page so
people can easily follow
the Giveaway
announcement, check
the giveaway and send
the product to KOL
Social Media Facebook users who will post the 14.500.000 đ
new product
promotion along with
the main poster image
of the plan.Post posts
on the main page with
the purchase link for
easy customer tracking.

10/06/2024
Youtube Broadcast full TVC 90s
- 45.000.000 đ
Advertising ads on AD with KOL
08/08/2024

TVC 15s to promote

products Call for a
challenge or make a
Video
hashtag so that KOL
Advertising
can promote new
TikTok products to 12.000.000 đ
consumersPromote the
product with the
purchase link below so
customers can make
their purchases easier

Native Advertising Lifebuoy's

Google 30.000.000 đ
Advertising new product poster

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 18

 OUTDOOR
Platforms Tools Use Tools Description Location Timeline Budget
Bệnh viện
42.000.000 đ
Thống Nhất
Trần Hưng
Đạo _
21.000.000 đ
Nguyễn Cư
Crowded traffic Trinh
intersections, roads with
Ngã 6
high traffic density,
Nguyễn Văn 21.000.000 đ
crowded places…Hanging
Cừ
on light poles, fences,... in
prime locations, in the city
Banner
center, with a dense
population to attract the
attention of
households.Conveying the Tô Hiến
Lifebuoy message "Bảo vệ Thành –
27.000.000 đ
khỏi 99,9% vi khuẩn" Thành Thái

10/06/2024 -
OOH
08/08/2024

Big C
Truong
Chinh - 201.000.000 đ
Etown
Tower
Set up an image of a Pham Van
Billboard Lifebuoy’s product with a Dong - Go 18.000.000 đ
(Pano) message on a Billboard in Vap
places where many people
255-257
pass by, with red lights that
Nguyễn Tri 15.000.000 đ
stop for a long time.
Phương
Hàng Xanh
18.000.000 đ
Roundabout
Lăng Cha Cả
13.200.000 đ
Roundabout

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 19

 OUTDOOR
Use Tools
Platforms Tools Location Timeline Budget
Description

Cộng Hòa Garden

62.100.000 đ
(Block Apartment)

In apartment
elevators,
advertising will Central Plaza 46.920.000 đ
be done both
inside and
outside.
Lữ Gia Apartment 93.840.000 đ
Short clip on 10s

Aeon mall Market 186.300.000 đ

Bách Hóa Xanh 10/06/2024 -

LCD Nguyễn Thiện 53.220.000 đ
08/08/2024
Thuận

Coopmart Trường
53.220.000 đ
Chinh
Convenience
OOH
stores are in the
apartment Winlife Block E
complex. 52.200.000 đ
TECCO
Short clip on 10s

Winmart+ Hoa
26.400.000 đ
Phượng

Area 1: District 11 -
Rent 3 double-
District 10 - District
decker buses to
3.
run in 3 key
Area 2: Tan Binh
areas near
District, Phu Nhuan 10/06/2024 -
Roadshow medical centers, 1.680.000.000 đ
District, Binh Thanh 23/06/2024
hospitals and
District.
densely
Area 3: Go Vap
populated
District, District 12,
areas.
Hoc Mon District.

TOTAL BUDGET FOR LAUNCHING

2.731.900.000 VND BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 20
 MAINTAINING (7 DAYS)

ONLINE
Use Tools
Platforms Tools Location Timeline Budget
Description
Use the best keyword
when customer search
on Shopee are "sữa
Shopee tắm", "sữa tắm tốt",
Shopee Product "diet khuan" , "đề 62.100.000 đ
Research kháng da tự nhiên',
E-commerce
"sữa tắm Lifebuoy", "ion
platforms
bac" , "sữa tắm vitamin
+", "Lifebouoy"
Display product
banners on the
Lazada Display ads 24.600.000 đ
homepage of the
Lazada application
PR on Lifebuoy's main 08/08/2024 -
Facebook page so 15/08/2024
people can easily follow
the Giveaway
announcement, check
the giveaway and send
the product to KOL
users who will post the
Social Media Facebook Facebook 14.500.000 đ
new product
promotion along with
the main poster image
of the plan.
Post posts on the main
page with the
purchase link for easy
customer tracking.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 21

 MAINTAINING (7 DAYS)

ONLINE
Use Tools
Platforms Tools Location Timeline Budget
Description

Broadcast full TVC

Youtube
90s ads on AD with 45.000.000 đ
Advertising
KOL

TVC 15s to promote

products
Video Call for a challenge or
Advertising make a hashtag so 08/08/2024 -
that KOL can 15/08/2024
promote new
products to
TikTok 12.000.000 đ
consumers
Promote the product
with the purchase
link below so
customers can make
their purchases
easier.

Advertising Lifebuoy's
Google 30.000.000 đ
new product poster

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 22

 MAINTAINING (7 DAYS)

OUTDOOR
Use Tools
Platforms Tools Location Timeline Budget
Description
Crowded traffic
intersections,
Bệnh viện Thống
roads with high 4.900.000 đ
Nhất
traffic density,
crowded places…
Hanging on light
Trần Hưng Đạo _
poles, fences,... in 2.450.000 đ
Nguyễn Cư Trinh
prime locations,
in the city center, Ngã 6 Nguyễn
2.450.000 đ
Banner with a dense Văn Cừ
population to
attract the
attention of
households.
OOH Conveying the Tô Hiến Thành – 08/08/2024 -
15/08/2024 3.150.000 đ
Lifebuoy Thành Thái
message "Bảo vệ
khỏi 99,9% vi
khuẩn"
Set up an image Big C Truong
of a Lifebuoy’s Chinh - Etown 23.450.000 đ
product with a Tower
message on a
Billboard Billboard in
(Pano) places where
many people pass Pham Van Dong 2.100.000 đ
by, with red lights - Go Vap
that stop for a
long time.

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 23

 OUTDOOR
Platforms Tools Use Tools Description Location Timeline Budget

255-257 Nguyễn Tri

1.750.000 đ
Set up an image of a Phương
Lifebuoy’s product with a
Billboard message on a Billboard in
(Pano) places where many people
pass by, with red lights Hàng Xanh
2.100.000 đ
that stop for a long time. Roundabout

Lăng Cha Cả
1.540.000 đ
Roundabout

Cộng Hòa Garden

7.245.000 đ
(Block Apartment)

In apartment elevators, Central Plaza 5.474.000 đ

advertising will be done 08/08/2024 -
OOH
both inside and outside. 15/08/2024
Short clip on 10s Lữ Gia Apartment 10.948.000 đ

Aeon mall Market 21.735.000 đ

LCD
Bách Hóa Xanh
Nguyễn Thiện 6.209.000 đ
Thuận

Coopmart Trường
6.209.000 đ
Convenience stores are in Chinh
the apartment complex.
Short clip on 10s Winlife Block E
6.090.000 đ
TECCO

Winmart+ Hoa
3.080.000 đ
Phượng

TOTAL BUDGET FOR MAINTAINING

253.780.000 đ
THE TOTAL AMOUNT OF FUNDS + 10% VAT

4.233.332.400 đ
BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 24
APPENDIX

LCD & FRAME

Poster

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 25

ROADSHOW OOH

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 26

 OOH
BILLBOARD

QR CODE
TVC

BÀI THI CUỐI KỲ MÔN QUẢNG CÁO - 27