Media types
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We executed our campaign with 5 reversed saying, divided into 4 media types: online banner, print ad, elevator ad, guerilla ad.
Visual materials​
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1. Online Banners
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We have two versions of online banner with 2 different layouts and sizes in our chosen channels for online platforms.
The first one will be placed on Facebook, Dan Tri, Vnexpress, Webtretho, and the second one is for Youtube, which are all target audience’s top visited website.
2. Print Ads
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We have a series of 3 print ads, using the rest 3 sayings.
These print ads will be placed in popular magazines among Vietnamese. For example, Heritage is the famous Vietnam Airlines’ inflight magazine , whose print ads can reach up to 1.4 million readers in a month, with 67% of them are male and 33% are female (Heritage 2016). Secondly, Tiep thi & Gia dinh magazine gains highest amount of readers in Vietnam, most of them are females who care about topics such as family life, health, cuisine, etc (Bookingquang cao 2016). A well-known magazine called The Gioi Phu Nu has 95% of readers who are dynamic proactive women from 18 to 50 years old with medium to high income.
3. Elevator Ad
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The outside of elevators recreates a kid from the twisted world, with upset facial expression and a hurtful saying attacking adults. This image and sayings would make them feel offended and confused at first.
When the elevators open, the real world is revealed, they show the image of a child with sad facial expression, overwhelming by adult’s hurtful sayings . People will now understand what we’re implying.
4. Guerilla Ad
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Our guerilla ad contains two separate boards connected to each other by a unseen spinning system. Both of the boards are printed on two sides, and when one is spinned, the other is spinned to the other side. The first board represents the kid’s facial expressions, the second shows the sayings.
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