Romano Summer 2022
IMC Campaign

INSIGHT

BRAND ROLE

True success is not for those only talking or pointing fingers, but those rolling up their sleeves to make things happen.

However, under severe heat of summer, as a gentlemen, the fear of losing his decent image (body hygiene & smell), is hindering him from being the man he wants to be.

PAIN POINT

Fear of losing his elegance due to the heat of summer hindering him from being hands-on or doing fieldwork, a critical part to build his true success.

ENABLE MEN TO GET THE HARD WORK DONE
UNDER SEVERE HEAT OF SUMMER,
WHILE KEEPING UP HIS ELEGANT APPEARANCE

CAMPAIGN PROPOSITION

HARSH SUMMER CONDITIONS *

CANNOT STOP A MAN FROM PURSUING HIS WAY TO SUCCESS **

*harsh summer conditions: any kind of fieldwork/ hands-on/ outdoor jobs under the heat of summer, making men lose their elegance (sweat & odor).

**way to success: his dedication to small jobs which accumulates experiences for him to arrive at his bigger success.

KEY MESSAGE

Hard conditions cannot stop a man

from being a gentleman

COMMUNICATION CHALLENGE

How do we create motivation to join the summer campaign, and to add our products into daily usage to be a gentleman even in the hard conditions of summer?

When it comes to success, no one wants to wait.

So do Romano Men.

Thus, summer heat and hassles caused by the environment are not big deals in the way of accumulating knowledge and earning hands-on experience, once they insist.

CREATIVE IDEA

THÀNH CÔNG KHÔNG NGẠI MÙI
LỊCH LÃM CHẤP HÈ NÓNG

This summer, Romano encourages ambitious young gentlemen to immerse themselves in every process of the work to get expertise, do not rush for success, learn & achieve small goals on the way to bigger success, due to the full range of products with advanced technology.

Heat & Smell can't stop me from success

Phase 1 | Tease

MISSION #1 | RAISE THE TENSION

A social experiment video will be conducted to survey the viewpoints of randomly selected individuals from the target audience group regarding the concept of achieving small tasks under the summer heat to pave the way for greater success.

Tension related to the thematic message will be elicited to capture and maintain the attention and interest of the crowd, ultimately leading to a surprise revelation tied to achieving success this summer with Romano.

MISSION #2 | GIVE HINTS TO THE MUSIC VIDEO

We ignite curiosity on Romano's official fanpage with a captivating title that entices users to guess the full name of the iTVC, fostering an atmosphere of anticipation and excitement.

Through strategic seeding, we encourage users to become more deeply engaged with this upcoming announcement, inspiring them to embark on a journey of discovery and anticipation.

Click here to discover the post

Phase 2 | LAUNCH & AMPLIFY

We utilize music marketing as the key asset for this summer campaign to creatively convey the thematic message while seamlessly embedding the product's unique selling points into the song lyrics in a natural, non-intrusive manner, minimizing the "hard sell" approach.

Hey Romano men, make this summer ours and achieve more success with Romano!

Show off your dance moves or grooming transformation under the sun, but keep it classy to win big prizes from Romano!

At the same time, we harness the power of PR to further spread the message of "fearlessly embracing every small task to pave the way for greater success."