VỌNG NGUYỆT AUGMENTED REALITY CONCERT EVENT PROPOSAL

Vision: MORE FLAVOR TO LIFE  Theme: Augmented Reality Performance  Type of event: Signature Cultural Concert...  Creating an unforgettable memory for the visitors, fabricating the new

“VỌNG NGUYỆT” AUGMENTED REALITY CONCERT EVENT PROPOSAL

Instructor: MA Trần Mỹ Hải Lộc Group: Hurricane

MEMBER STUDENT ID

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

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 todeveloping creative products for the corporation We offer the next level of production with real-time visual effectsperformance Hurricane dreams to be the leading event organizer of the nation and in the far future, of the entireworld 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

 Theme: Augmented Reality Performance

 Type of event: Signature Cultural Concert

 Having such cutting-edge performance, Kinh Do aims to produce resounding effects across the nation or on a global scale.

 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

District People's Committee Issuing certification of operation

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

operation in the local area

Local Medical Assistant Assist in ensuring the health and safety of all event participants

Local Firefighting Crew Ensuring safety in fire protection

Department of Culture, Sports and Tourism

of Ho Chi Minh City Approving the license to organize events in the city

Commercial sector

Sound and Lightning

Tech Support

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

Representing the AR brand in Vietnam Technical guarantee for all kinds of machines

Representatives of electronic equipment

parties Support to provide electronic equipment for the eventFindTech Company (Momo) Cooperate as a payment method partner

Drone technology support representative,

filming technical support Make sure the drone function properly

Asus, Lenovo, Intel, AMD Representative in

Viet Nam Location Thong Nhat Stadium Manager Discuss the contract document on the rental location

Human Resources

Volunteers

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

tasks for each volunteer member to participate

Manage the team leaders of the event

Ensure security for the event area

Yuki Sepre 24 securities corporation

Entertainment

Team nội dung và đạo diễn sân khấu

Việt Tú Stage Director

Contribute to event content

Kido - bakery retail

Cooperation in the buffet

Street Food small reatil

The partner with the beverage segment

Aquafina

Cooperation in the buffet

Magazines and Newspaper

Science and technology magazine

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:

o AR techniques collaborate with musical play: perform at the center of the football field

o Exhibition: half of the athletics field

o Food mobile vans: half of the athletics field and because they are food mobile vans, so before the AR performance starts, they will all arrive out of the stadium fast and smoothly which won’t affect the main performance

 Event map:

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 anantisocial 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

 Toilets will be cleaned, won't be used after PM, and open after PM

SWOT Analysis

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

VietnamExtremely experienced team, stakeholders, and agencies

Massive budgetInnovation technologyAdvantageous time schedule and careful preparation time in 1 year

The wide reach of communication platforms

Above standard pricing ticketDifficult to manageHigh contingency costs (if any)The number of attendees is large, so a large

workforce is required

Little competition, few high-tech programs in Vietnam organize for

teenagers and childrenHigh-tech application that paved the way for a new trend in Vietnam

Become an attractive investing target

Leading the trend

Mechanical malfunctionThere is a risk that the COVID 19 pandemic could

happen againRisk of new technologyPower cutThe noise outside if it rainsOverexcited audiencesPossibly tainted reputationTraffic jamTimeline

1/9/2021

-30/9/2021

Analyze the current eventmanagement situation inVietnam

ContentManager

With the purpose of implementing AR technology toeffect types of events and its audience4/9/2021 -

15/09/2021-31/12/2021

Headhunting members fornecessary roles Recruitvolunteers, Recruit KOLsaccording

to the Marketing departmentrequirements

HR Gain common ground and their needs Helping themConnecting departments' ideas and members.

with recruitment

1/9/2021

-31/10/2021

Finding data of sponsors Business

Affairs Finding the information, contact of business partners

1/9/2021

-30/11/2021 Contract each supplier Logistic

Negotiate on pricing, amounts, types of equipment,

facilities, and everything else

1/10/2021

-30/11/2021

Brainstorm for everyfundamental details of theevent proposal

ContentManager

An event proposal with basic structure and crucial

aspects is needed for approval1/10/2021 -

30/11/2021

Sketch any crucial event details

for the content department

DesignManager

Anything that needs materialized will be sketched inthis period of time and handed to content manager1/10/2021 -

3/01/2022 Choosing potential business

affairs

BusinessAffairs

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

30/11/2021

-31/12/2022

Accomplish designing proposal

for the consultation

DesignManager Finalize the proposal for investors, shareholders,agencies, etc.15/11/2021 - Provide insurance with the Logistic Countermeasures against risks of human or property

1/1/2022

-8/1/2022

Meeting with Design Team to

unify the design concept for the

event

ContentManager To develop the first design concept period

2/01/2022-15/1/2022

Key volunteer leaders meeting,

Meeting between company'sstakeholders HR For adaptation and planning

4/01/2022

-28/02/2022

Summarize & discuss thesuitable benefits for mainsponsors and others

BusinessAffairs

Summarize suitable sponsors, discuss the benefits for

Develop any design material

for the first phase

DesignManager

Including the main decoration, stage, exhibition lane,

etc

9/1/2022

-15/1/2022

Meeting with Logistic and HR

to elaborate the event byinfrastructure and resources

ContentManager To develop the first infrastructure and resources period

18/1/2022-29/5/2022 Public meetings with

volunteers and partners HR

introduce them to the event with details for their work.Also provides training for volunteers and orientations

(benefits, rewards .Q&A, culture)

22/1/2022

-28/2/2022 conceptual data for attachmentAssist every team with

ContentManager The first period of development will be working in thisperiod of time.

28/2/2022

-10/3/2022

Important meeting forconclusion of the firstdevelopment period

ContentManager

Concluding everything that we’ve been through in thelast month and keeping up the event department with

them to cooperate, )

10/3/2022

-30/4/2022

Assist every team with second

phase of conceptual data forattachment

ContentManager To develop the second phase of the event

10/3/2022

-30/4/2022

Finalize the second designmaterial for the entire eventdepartment

DesignManager Everything will be intact and follow the same concept.1/5/2022 -

8/5/2022

Important meeting forconclusion of second phase

ContentManager

1/5/2022-11/5/2022 Contact for permission andlicenses ManagerMedia

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

licenses1/6/2022 -

5/6/2022 Check for permission andlicenses ManagerMedia Make sure permission and license are all done

4/6/2022-30/7/2022

Release press statements onofficial websites and multi-media channels

Release public announcement

for other related companies of

1/6/2022 design of the event Manager exhibition, buffet area, seating, walking lane, etc.1/6/2022 -

31/7/2022 Finalize phase of preparation

ContentManager September is the final destination, so the last two

months will need extreme attentiveness and effort.4/7/2022 -

10/7/2022

Work with HR Manager about

recruiting collaborators fortaking photos

MediaManager25/7/2022 -

31/7/2022 Begin social media promotion Media Post about events on Kinh Do’s Facebook and website1/8/2022 -

15/8/2022 Run bus/bus stop advertising Media

Medical Provide a mobile medical facility and equipment formedic.

Firefighter Inform the local firefighter department, provide detailsof the event and potential combustion.

31/7/2022

-10/9/2022

Assist Media Team andBusiness Affair forcommunication strategy design

DesignManager

Most of the team members of the design departmentwill be instructed towards these two departments, therest sweep up anything that’s left to be done

1/8 - 9/9/2022 Testing Logistic

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

-10/9/2022

Publishing media activitieswith Media team andaccomplishing the event’s

activities

Content

5/9

-11/9/2022 Transport and Parking Logistic

Bartering with the supplier, rent transportations,parking space, and backup plan in case of trafficking

risks

11/9/2022

(On air) Follow the event

MediaManager

Tracking the process, posting photos and videos on

social media,

Ticket and price program

 Ticket quantity: Total 20.000 tickets

 7.000 tickets for Early Birds - VIP package type

 13.000 tickets for Standard type

 Type of tickets:

 Early Bird - VIP Package: Combo Augmented Reality show & mooncake buffet

 Standard tickets: Only Augmented Reality (AR) show

 Benefits of each type of ticket:

 Early Bird- VIP Package:

1 Price:

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 Mooncake buffet & Augmented Reality Show

2 Parking their car at Thong Nhat Stadium

2 Visit the exhibition

2 Seat: near the stage, private area

2 Having their own entrance

2 Designate check-in and on-site event staff

2 Gift: A box including

3D Acrylic StandMini 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

2 Only Augmented Reality Show

2 Parking their car at dorm

2 Casual seating

2 Having their own entrance

2 Designate check-in and on-site event staff

2 Gift: A box including

3D Acrylic Stand

Mini folding photoBadge set or keyring (Thermos cup)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 ticket

 There 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

8 Advertising and Promotion

 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-AutumnFestival The traditional features combined with modern features, and the appearance of characters thought only intheir 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 businessdevelopment 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

Standee 0.6x1.6 cm (small) or 0.8x2m (large)

Resolution: (600/0.5*400/0.5=1200×800 Pixel) Other banner (if any) Vertical banner: 60cm x 160cm, 80cm x180cm, 80cm x 200cm, 80cm x 220cm. Horizontal banner: 100cm x 500cm, 100cm x

600cm

Banner and ticket sample:

9 Media activities

 Target media (2 phase) nd

No

1 Bring the image of the event to everyone 1.000.000 – 5.000.000 reaches

2 The average amount of audience willinteract 10.000 people/post

3 The official like on fanpage -> 300.000 likes

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

Instagram)/KOL

(4 posts/channel/press for pre-event, on-air, and after event)

 Media plan or marketing timelineNo

Channel/

1 25/7/2022 FacebookWebsite Event coming soon

3 3/8/2022

-6/9/2022

Youtube

Event promotion +Promote AR technique

-Skippable in-stream ads-Bumper ads-Outstream ads

4 20/8/2022 -26/8/2022 KOLs

Promote AR techniqueperformance of theevent

Posts and stories on Facebook

5 3/8/2022 -6/9/2022

BusBus stopVariousBannerLED screen

Event main information

Images and Videos

6 27/8/2022

-7/9/2022

FacebookInstagramTiktok Event information

Comic ads

AR content in general(Target customerfavorite content pages,channels,…)

7 20/8/2022 Facebook

Website Event information Time, location

8 21/8/2022

FacebookWebsiteMomoplatformPress

Announce officialpayments method Momo & KinhDo

8 27/8/2022 -28/8/2022

FacebookWebsite Publish early bird ticket

Run adsFacebook Facebook sharing event Do event and receive free ticketInvite friends by sharing Kinh

Bill at least 499.000VND

11 10/9/2022 Facebook Remind customers “You have an appointment with

Kinh Đô tomorrow”

Remind customersabout the event

12 11/9/2022 Facebook Update On-air day Update photos and stories at theevent

13 12/9/2022 Facebook End of the eventannouncement

-Give thanks to audiences, forjoining the events-Asking for feedback fromaudiences

Do a survey to collectfeedback fromaudiences

10 Budget (VNĐ)

Reserved parking lots 5 5.000.000 25.000.000

Rental sanitary module truck 10 2 000 000 20 000 000

Hotspot internet providers 50 000 000Licenses Estimate for all the licenses 15 000 000 150 000 000

Main Technique Augmented Reality Technology

(Zero Density sponsor for 48% cost of technique) 2 8 000 000 000 10.341.000,00

~450 000 USD

Laptop for Employee 20 20 000 000 400 000 000