Academic case

Marketing and Digital Communications (High Distinction)

High Distinction

A digital communications and IMC proposal for AATC Numo KCare, an assistive toilet arm product for elderly care.

Overview

This IMC campaign project shows end-to-end marketing thinking, from market context and audience insight to creative message, channel planning, budget, KPIs, and activation ideas.

Core Insight

In Vietnamese families, love is often shown through quiet practical actions. Numo KCare can become a visible act of care that protects elderly independence without making them feel dependent.

Proof from PDF

Vietnam elderly care market projected at USD 3.60B by 2032 in the deck.
Aged 60+ population estimated at 18-20M by 2030.
37.6% of falls occur in bathrooms; 49.4% are linked to slippery floors.
Product proposition highlights no-drill installation and support up to 150kg.
Campaign objective includes 400,000+ reach, 55K engagements, 1,500+ raw leads, and 1,250+ qualified leads.
Campaign budget plan totals 525M VND across awareness, consideration, conversion, and amplification.

Challenge

Build awareness and trust for a premium assistive device in a sensitive category where buyers care about safety, dignity, ease of installation, and family responsibility.

Approach

Mapped market growth, competitor landscape, SWOT, customer personas, and a full customer journey.
Built the campaign around the big idea “The Language of Care” and message “Love speaks through small acts of care.”
Connected emotional storytelling with proof-based product claims, showroom activation, KOL/KOC review, livestream, and referral tactics.

Deliverables

IMC campaign deck for Numo KCare
Primary and secondary target personas
TVC storyboard, interactive website concept, showroom activation, KOC plan, budget, KPI, and risk management

Outcome