1. ABOUT KHIÊT MINH BAKERY

Winbee Group Co., Ltd. is a large-scale company specializing in cakes, pastries, snacks… The leader in food and beverage in the Mekong Delta. Owning 39 branches and stores spread across the West and a diversified marketing system (in charge of SanMedia), Khiet Minh Bakery is considered the largest bakery company in the Western region today.

TVC introduces WINBEE company made by SanMedia

2. BACKGROUND AND TARGET AUDIENCE

Background

At the end of the year with many festivals and shopping events, brands are constantly implementing many aggressive marketing programs to seize the opportunity to develop customer files and build advantages for the brand.

As a leading brand of Bakery in the Western region, Khiet Minh Bakery needs a prominent campaign to maintain and affirm its position as a leading brand.

Key hook là event biễu diễn trực tiếp bánh kem khổng lồ

Key hook is a giant cake live performance event

Target customers

This program Khiet Minh Bakery & Coffee Vinh Long is aimed at 2 main target audiences: housewives and office workers.

> Housewives are the most potential customers, because their demand for bakery products for the family is very high, especially for families with small children. Besides, birthday parties are also a type of party with high popularity in today's society, and the people who often take the lead for the parties are also housewives.

> Office workers are the second target that Khiet Minh Bakery targets. This is considered a potential audience because they often sit at a cafe to work. This program aims to attract them to experience the space and turn them into customers soon after.

3. SANMEDIA WORKS IN THE IMPLEMENTATION

> Prepare, support the Design Banner Standee, Stage Backdrop,...

Chuẩn bị, hỗ trợ các Thiết kế Banner Standee, Backdrop sân khấu

> Actively communicating, promoting spread on social networking sites such as Facebook, Tiktok, Youtube, ..

> Setting up the scene for the performer

> Organize a cake tasting program

Tổ chức chương trình ăn thử bánh kem

> Organize games for customers

Tổ chức trò chơi cho K/H

> Continue to promote the program's buzz on post-event platforms

Tiếp tục đẩy mạnh tiếng vang chương trình trên các nền tảng sau sự kiện.

4. THE IDEA FORMATION PROCESS

Topic

As a long-standing brand that has existed for more than 25 years in the F&B industry in the region, Khiet Minh Bakery has not had a truly outstanding and resonant marketing event or activity.

When working together, Team Sanmedia realized that the opportunity to develop this brand was very potential, so it advised the Board of Directors of Khiet Minh Bakery to organize a big event to affirm its position.

After more than a week of thinking and discussing, the Content and Creative teams have come up with many good and bold ideas and the final idea is finalized as "The only giant Red Velvet cake performance in Vietnam"

Plan implementation and estimate budget
After agreeing on the idea, the SanMedia team continued to spend 2 weeks developing detailed implementation steps, mapping out what to do and finally estimating the budget for the entire event before presenting to the audience. client.

To complete the action plan, SanMedia had to answer the following questions:

> Event venue?

> Event time?

> Who are the guests?

> Minigame ideas?

> Need to design posters, banners?

> Accompanying marketing activities

> What is the budget?

Act
After having a detailed plan, SanMedia directly went to pitch with customers who are the leaders of Khiet Minh Bakery. Thanks to an attractive plan and an appropriate budget, the management of Khiet Minh Bakery decided to approve and run this program.

5. SANMEDIA'S ROLE IN THIS EVENT

SanMedia came up with the idea of the event implementation context, along with a script line for the program to run smoothly. The program "Giant Red Velvet Cake" was prepared by SanMedia 1 month in advance.

The event "Giant Red Velvet Cake" will be recorded and broadcast live on Vinh Long TV station as well as on social networking platforms such as Facebook, Tiktok, Youtube, etc. A meaningful community program with free distribution of these cakes is also implemented.

> Time to take place: 11/12/2022

6. RESULTS

The event "giant Red Velvet cake" has received a huge spread on media channels as well as in Vinh Long province. Attracting the participation of a large number of customers: housewives, students, office workers, television stations and leaders of departments.

In addition, the program was also reported by television stations such as Tay Ninh, Ben Tre, Hau Giang, and Can Tho, helping the program create a community spillover effect, creating resonance in the region, helping to increase awareness. for products and brands.

Khiet Minh Bakery: Giant Red Velvet cake performance