A CONTEST WHERE PEOPLE GOT TO GO TRAVEL FREEDOMLY ON BIKE, BLOG ABOUT THIER JOURNEY AND WIN BIG PRIZES
Brief: Adapt the Levi’s Goforth Campaign from U.S into Vietnam market. The U.S’s campaign is about encourage people to go on their journey and explore themself freedomly. It’s basically express everything they want to (from culture, hobbies to even sex..)...and share it to the world.
Challenge: Vietnamese’s culture is still really a consevative at some point. They are really shy and don’t want to stand out of the crowdth. For them this GoForth campaign will be too much and hard to get legal approved as well.
Insight: The cool vietnamese nowaday loves to go back-pack travelling.
They love to write and share their experience online. And other will see then follow them
They love to write and share their experience online. And other will see then follow them
Creative Solution: Create a place to show people how to explore like pioneer type through a Video contest. People will post their introduction video to call people vote for them. 6 team will be selected after the voting process. Each of the team will recieve a list for 5 places that they will travell to. In each of the places, they’ll have to explore ( culture, people, famous landscape...etc) by themself, then later they will blog and show the others their journey on Levi’s site. Team who has the most votes will win the prize.
