VỌNG NGUYỆT AUGMENTED REALITY CONCERT EVENT PROPOSAL

Vision: MORE FLAVOR TO LIFE Event description Event name: Vọng Nguyệt Event concept: Main idea: Emerge into the future of technological advancement, breaking all the boundaries between

“VỌNG NGUYỆT” AUGMENTED REALITY CONCERT EVENT PROPOSAL

Instructor: MA Trần Mỹ Hải Lộc Group: Hurricane

HO CHI MINH CITY, DECEMBER 2021

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1 Tào Thị Tường Vy 19DH700553

PRE-EVENT 5

Overview of the organizer 5

Event description 5

Event Management 6

Approvals and consultation 10

SWOT Analysis 11

Timeline 12

Ticket and price program 18

Advertising and Promotion 20

Media activities 21

Budget (VNĐ) 24

Risk Management 30

Pre Event Staffing 34

ON THE DAY 38

Event Staging 38

Agenda 42

On the day staffing 45

Buffet of the event 47

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Overview of the organizer

Hurricane was officially founded in September 2021 As a part of Kinh Do The New Marketing Project,

Hurricane specialized in Event management Having such passion for technology, Hurricane is dedicated to

developing creative products for the corporation We offer the next level of production with real-time visual

effects performance Hurricane dreams to be the leading event organizer of the nation and in the far future, of the

entire world by innovating and exceeding any current limits of an event definition in its management field

About KIDO

Since its establishment nearly 27 years ago, KIDO Group has been expanding its line of delicious products that are

thoughtfully produced with essential flavors aimed at brightening up the lives of every Vietnamese family To

contribute to the communities in which we operate through sponsorship programs and targeted communitydevelopment activities We aim at becoming a leader of progress for Vietnamese society Our impact is not onlycommercial, we also embrace social responsibility

Vision: MORE FLAVOR TO LIFE

Event description

Event name: Vọng

Nguyệt Event concept:

Main idea: Emerge into the future of technological advancement, breaking all the boundaries between modernity and traditionalism Experiencing the Mid-Autumn Festival in the liveliest and the most original method without forsaking the purities of cultural values with the help of VR technology and visual lightshow.

Theme: Augmented Reality

Performance Type of event: Signature

Cultural Concert Target audience:

HCM City’s young adults, we also welcome middle-aged residents and their

children Objective

Kinh Do is implementing its new technology Reality Virtual Studio, to make a quantum leap in the

world of media and virtual production

To achieve a strong emotional connection with the audience on a physical and biological level, beyond every confines

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Creating a leisure activity for the visitors to have a fascinating and breath-taking experience.

Creating an unforgettable memory for the visitors, fabricating the new event standard for the public, making

ours the new leading event platform in the management field

Increasing sales, economic profit by selling Kinh Do diversified Food & Beverage for the

visitor Site description: Large-size stadium with proper lighting and equipment

Venue/ location: Thống Nhất Stadium

Event organizers contact details

Name of event manager: Nguyen Giao Son

Department: Event Management

Mobile: 0706 221 183

Email: NgsKD@gmail.com

Hotline Telephone: 0322 331 777

Event Management

Major stakeholders and agencies:

Stakeholder organization, Potential role group or individual in the activity

Government sector

Ward People's Committee Support in the management of regional security, documents to go into

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Local Medical Assistant

Local Firefighting Crew

Department of Culture, Sports and Tourism

of Ho Chi Minh City

Sound and Lightning

Pro-AVL Company

Tech Support

Augmented Reality Technology (A.I.T.P)

Representing the AR brand in Vietnam

Representatives of electronic equipment

parties FindTech Company (Momo)

Drone technology support representative,

filming technical support

Asus, Lenovo, Intel, AMD Representative in

Viet Nam

Location Thong Nhat Stadium Manager

operation in the local areaAssist in ensuring the health and safety of all event participants

Ensuring safety in fire protectionApproving the license to organize events in the city

Commercial sector

Responsible for the sound and lightning

Technical guarantee for all kinds of machinesSupport to provide electronic equipment for the eventCooperate as a payment method partnerMake sure the drone function properly

Discuss the contract document on the rental location

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Manage the team leaders of the event

Team nội dung và đạo diễn sân khấu

Việt Tú Stage Director

Kido - bakery retail

Street Food small reatil

The partner with the beverage segment

Aquafina

Manage each support department, make a list, provide information and

tasks for each volunteer member to participate

Responsible for supervisory management for the stage area

installation, stage designMake sure the green landscape is presentable before and after event

Ensure security for the event area

Contribute to event content

Event Partner

Cooperation in the buffet

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Chương Dương Insurance

Generali

Television Commercial

HTV VTV K+

Magazines and Newspaper

Science and technology magazine

Vietcetera Tuoi tre Thanh nien Financial magazine

Venues/ locations:

Cooperation in the buffet

Guarantee of property and people

safety Communication sector

Inform public using data and information about event

Provide accurate and relevant data andinformation to engage mass media

Introduction: A multi-purpose stadium in Ho Chi Minh City The stadium also is the largest stadium in HCMC which has a 100 meters long and 68 meters wide football field and a capacity to seat up to 25.000

Location: 138 Dao Duy Tu Street, Ward 6, District

10 Benefits:

o Located in the center of Ho Chi Minh City: Popular and more convenient for the audiences to arrive

o Parking lot: The stadium’s parking lot and rent a parking lot from Bách Khoa dorm, so it won’t cause traffic jams

even in peak hours

o Spacious: Comfortable atmosphere and easy to organize activities of the event including buffet food mobile vans, exhibition and

AR performance It increases the feelings and moods of the audience during the event

Activities:

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they will all arrive out of the stadium fast and smoothly which won’t affect the main performance.

Event map:

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Approvals and consultation

License to Organize/ Licensing of related parties/Event-Facility Rental Agreement:

License from Department of Cultures, Sports, Department of Finance, People's Committee of District 10 Application such as: Event script

Ticket form

A copy of business registration

certificate Authorization letter

Letter requesting permission to organize a performance

Venue rental: Agr with Thong Nhat stadium

Music: License from Department of Performing

Arts Security

The aims and objectives of the security plan in relation to crime and disorder

are: To prevent and deter incidents of crime

To deal positively and proportionately with any incidents of disorder / anti-social

behavior To provide an eviction service from the site

To ensure the security of onsite infrastructure, bars, stages

etc The key objectives of our security strategy will be:

The interaction of security staff at an early stage with ticket holders in a positive and friendly

manner The use of response units to react quickly to reports of incidents

The eviction of persons attempting to cause problems or stirring up large groups of people to behave in an antisocial manner

The use of a coordinated approach with strong management from the Security

Coordinator Facilities

Ask the local authorities' permission for

assistance Stage, seats ensure quality and safety

Ensure the security of the stadium, build lanes to separate guests into the stage and parking

lot Toilet areas are arranged separately between men and women

Waste and environmental management: Agr with TKT Cleaning Company

Arranging more trash bins at the 4 doors into the hall to ensure environmental

sanitation Always remind the audience to be self-aware to avoid littering

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STRENGTHS WEAKNESSES

An exceptional and unique program for middle-aged and children in

Advantageous time schedule and careful preparation time in 1 year workforce is required

The wide reach of communication platforms

Mechanical malfunctionThere is a risk that the COVID 19 pandemic could

Possibly tainted reputationTraffic jamTimeline

Department

NoteIn-Charge

1/9/2021

-Analyze the current event

Content With the purpose of implementing AR technology tomanagement situation in

Vietnam

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-Headhunting members for

necessary roles Recruitvolunteers, Recruit KOLsaccording

to the Marketing department

requirements

Finding data of sponsors

Contract each supplierBrainstorm for everyfundamental details of the

event proposalSketch any crucial eventdetails for the contentdepartment Brainstorm ideafor event promotion and social

HR

BusinessAffairsLogisticContentManagerDesignManagerMediaManager

BusinessAffairs

DesignManagerLogistic

Connecting departments' ideas and members Gain common ground and their needs Helping them

with recruitment

Finding the information, contact of business partners

Negotiate on pricing, amounts, types of equipment,

facilities, and everything else

An event proposal with basic structure and crucial

aspects is needed for approvalAnything that needs materialized will be sketched inthis period of time and handed to content manager

- Analyze the information, value of business partners -Select potential and suitable sponsors

-Pre-select main sponsors

Finalize the proposal for investors, shareholders,

agencies, etc

Countermeasures against risks of human or property

Meeting with Design Team to

unify the design concept for

Make a sketch plan then

discuss and fix with others

team

Develop any design material

for the first phase

ContentManager

ContentManager

HR

BusinessAffairs

MediaManager

DesignManager

damages

To develop the first design concept period

For adaptation and planning

Summarize suitable sponsors, discuss the benefits for

them

Unify the proposal

Including the main decoration, stage, exhibition lane,

etc

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Meeting with Logistic and

HR to elaborate the event byinfrastructure and resourcesMeeting with Business affairand Media Team toincorporate effectivecommunication strategyPublic meetings withvolunteers and partners

Assist every team with conceptual data for attachment

Important meeting for conclusion of the first development period.

Contact the design team aboutposters, banners,

Contact all sponsors

ContentManager

ContentManager

HR

ContentManagerContentManager

MediaManager

BusinessAffairs

To develop the first infrastructure and resources period

To develop the first communication period

introduce them to the event with details for theirwork Also provides training for volunteers andorientations (benefits, rewards .Q&A, culture).The first period of development will be working in this

them to cooperate, )

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Contact for permission and

licensesCheck for permission and

licensesRelease press statements onofficial websites and multi-media channels

Release public announcement

for other related companies

of interest

Making contracts with all

sponsorsDevelopment of third phaseConcluding every detailed

ContentManager

DesignManagerContentManager

MediaManagerMediaManager

HR

BusinessAffairContentManagerDesign

To develop the second phase of the event.Everything will be intact and follow the same concept

Make a contact list to make sure not missing anydepartments or companies, asking for permission

and licensesMake sure permission and license are all done

-Dealing the benefits in detail & make contract-Booking position for food stalls

Including the conclusive design of decoration,

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Run bus/bus stop advertising

Publish early bird ticketsContact SecuritiesMedicalFirefighter

Assist Media Team and Business

Affair for communication strategy design

ManagerContentManager

MediaManagerMediaMediaMedia

Logistic

DesignManager

exhibition, buffet area, seating, walking lane, etc.September is the final destination, so the last two months will need extreme attentiveness and effort.

Post about events on Kinh Do’s Facebook and website

Planning with the security department Minimalizingsecurity risks, planning to protect the participantsProvide a mobile medical facility and equipment for

medic

Inform the local firefighter department, provide details

of the event and potential combustion

Most of the team members of the design department will

be instructed towards these two departments, the rest sweep up anything that’s left to be done.

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Testing Environmental issues (1 week before): Noise,

public health such as food safety, water, air, pollution,sanitary accommodation, litter and waste, vehiculartraffic to make sure everything is in order

31/7/2022

-Publishing media activities

Contentwith Media team and

Final phase

accomplishing the event’sactivities5/9 -

Bartering with the supplier, rent transportations,Transport and Parking Logistic parking space, and backup plan in case of trafficking11/9/2022

risks

11/9/2022

Follow the event

Media Tracking the process, posting photos and videos on

Ticket and price program

Ticket quantity: Total 20.000 tickets7.000 tickets for Early Birds - VIP package type 13.000 tickets for Standard typeType of tickets:

Early Bird - VIP Package: Combo Augmented Reality show & mooncake buffetStandard tickets: Only Augmented Reality (AR)

show Benefits of each type of ticket:

Early Bird- VIP Package:

a Upper box (upper row seats near the stage): 3.000 tickets

Price: 3.500.000 VND

b General admission (lower row seats far from the stage): 4.000 tickets

Price: 3.300.000 VND

2 Visit the exhibition

3D Acrylic Stand Mini folding photo

A special mooncake (only in mid-autumn 2022 & 3 main types of mooncakes) Poster

Badge set or keyring (Keychain Badge of Kinh Do) Bucket Bag or pouch

Voucher of business partners

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Bucket Bag or pouch (Tote bag)Voucher of business partners

Special Tickets: 100 tickets for homeless children

Guests: 100 (Journalists, VIPs,….)

Event tickets selling procedure:

Online: through middle transaction companies such as: Momo, Kinh Do, Official Fanpage Offline: Thong Nhat stadium, Kinh Do

Bakery Place of selling event ticket

Venue: Thong Nhat Stadium, Kinh Do bakery or any other Kinh Do establishments Online payment

through Momo

Time: Before the on-air day 2

weeks Feasibility ticketThere have not been many artistic activities due to the COVID-19 epidemic during 2019-

2021 Using AR technology to reach people for the first time

“Vong Nguyet” is a world-class program with the best quality and experience

Message: “Transcending into Kinh Do of fairy tales - Đắm chìm vào Kinh Đô cổ tích”

Through this message, the event "Vong Nguyet" Kinh Do wants to create a fairy space at the Mid-Autumn Festival The traditional features combined with modern features, and the appearance of characters thought only in their thoughts, Kinh

Do helps viewers feel and see that fairy feature with images using augmented reality technology Creating conditions for Kinh

Do to achieve its goals in conquering new technologies, leading in business development Besides, to mark the milestone of operation after the difficult time due to the COVID-19 pandemic, Kinh Do hopes that everyone will spend time together and spend a special and meaningful Mid-Autumn Festival.

LED Screens

Other banner (if any)

Banner and ticket sample:

0.6x1.6 cm (small) or 0.8x2m (large)Consider P5 Screen (6m x 4m) or larger

No.123

Youtube ads

80.000 views200.000 reachesKOLs

2 posts (Facebook and Instagram) and 2 stories (Facebook and

Instagram)/KOL

Chanel/Press

12 posts(4 posts/channel/press for pre-event, on-air, and after event)Media plan or marketing timeline

Date

Channel/

Press25/7/2022

Bus stopVarious Event main informationBanner

LED screen

FacebookInstagram Event informationTiktok

Facebook

Event informationWebsite

FacebookWebsite

Announce officialMomo

payments methodplatform

PressFacebook Publish early bird ticket

Posts and stories on Facebookand InstagramImages and Videos

Promote discount forticketMedia Promote for pre-event,

Invite friends by sharing Kinh

Run ads

Do event and receive free ticketDiscount 10% per ticket if

Bill at least 499.000customer bring the bill after

VNDbuying Kinh Do’s mooncake

offline newsRemind customersabout the event

Do a survey to collectfeedback fromaudiences

10 Budget (VNĐ)

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Licenses Estimate for all the licenses 15 000 000 150 000 000

(Zero Density sponsor for 48% cost of technique) ~450 000 USD

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