Another memorable work during my university years is mock-up campaign pitching to promote the new Garmin VivoFit jr. to Vietnamese consumers.

 

For this project, our team paid extra attention to establishing solid big idea. We first identified our target audience and their insights -

Successful, wealthy parents who are mindful about their children but clueless in dealing with them.

 

Based on that insight, we visioned the big concept as -

Parents can deal with anything but their child.

 

And key message to audience as -

With VivoFit jr, child nurturing is no longer parents’ toughest job.

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