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TRANSCRIPT
Context
Vietnamese travellers aged 18-24 feel uncomfortable when saying “I’m Vietnamese” 23%
Source: fanpage Young Marketers Among 90.000 samples taken from 300 different forums & social fanpage…
70% Agree with the negative comments about Vietnam
About Vinacafé Connect Vietnamese youngsters with positive values – the truly real values represent for the true Vietnam
Bring the original coffee with real taste – representative of Vietnamese coffee – the heritage of Vietnam
Vinacafé
Vinacafé is now changing with new packaging & new communication message – “Tinh túy vị thời gian”
Defined as a representative of timeless-true-heritage values.
When referring to national pride with heritage and true values of Vietnam, it should be Vinacafé as:
First coffee brand in Vietnam – since 1968
Harness & treasure one of Vietnam heritage – coffee bean
Communication message – “Tinh túy vị thời gian – thưởng thức giá trị nguyên bản vượt thời gian”
Only Vinacafé is able & has privilege to solve this national pride issue.
Campaign Objectives
Gain 70% TA awareness & at least 20.000 TA participating in campaign
Media agency Qualitative & quantitative research: > Mobile app downloads > Frequency of key message on media > View/ like/ share of viral clip, social channels, etc.
Connect youngsters with real values – timeless values of Vietnam
Research agency
Consolidate brand equity & value of Vinacafé as a heritage coffee brand –
since 1968 but still connected with young people
Increase TOM of TA up to 70%
Increase sales at HCM & HN up to 30%
At the end of the campaign…
Sales report
Target Audience Vietnamese youngsters Aged 18-25 ABC+ class
Live in HCMC, Hanoi Coffee drinker
(> 3 times/week)
Reasons why they are losing faith and pride in Vietnam without any effort to gain the pride back…
Their eyes & ears are blocked with bad news of
Vietnam day by day which made them feel that
Vietnam & Vietnamese are getting worse and worse,
losing their old values once they were proud of.
They are living too fast to keep pace with good things happened around them to
build up their belief.
They are bored with aged values & heritage which are
reminded year by year. They don’t feel connected with them as they didn’t experience them on their
own.
Country is a “national asset”, why should I but not others
care whether or not its values are fading away or people are
losing faith in it…?
KEY BARRIER
What they do?
They feel annoyed when things that are important and closest to them such as: family,
best friends or even nation and country, are said to be loved much more by others.
Then, they will fight to show that they understand, know and love them more more.
Why they do?
People are mean and selfish. Their nation, country, family, best friends and others closest
things to them are always there. That’s why they don’t take it for granted but if there are some
“intruders” in threat of sharing those relationships with them, they will fight to show
that they are the one who love them most.
Finding insight
KEY DRIVER
Finding insight
Vietnam is ours. If there is someone who love Vietnam
most, it should be Vietnamese.
Country is a “national asset”, why should I but not others care
whether or not its values are fading away or people are losing
faith in it…?
KEY BARRIER
Of course I love my country no matter how bad it is. It is as true as you love your parents. I am mean and selfish, I know. That’s why I don’t want to spend my time and effort in saving Vietnamese pride as well as building up my knowledge of old values & heritage of Vietnam. Vietnam is ours, we will always take it for granted until we are on the verge of sharing with or losing to others.
KEY DRIVER
Vietnam is ours. If there is someone who love Vietnam
most, it should be Vietnamese.
Country is a “national asset”, why should I but not others care
whether or not its values are fading away or people are losing
faith in it…?
KEY BARRIER
Show them that they are not the one who love their country
most
Strategic Approach
Yes, Vietnam is just a “national asset” but it’s in threat of “losing“ to “out-of-nation”
hands
Foreigners talk about their deep love
towards Vietnam
TA at first will feel happy & proud of Vietnam. But then we will raise some concern – a foreigner is loving your country more than you?
TA make Vietnam proud of them…
As making someone proud in some way means that you love them. As to express their love towards VN, TA will make VN proud of them.
…by creating their own generation’s
heritage
Not only showing that they love Vietnam, it also helps gaining back their faith & pride in VN.
Now they have their own heritage which they fully take pride in
Passing to next generation the new founded
heritage
Strategic Approach
LET VIETNAM PROUD OF YOU
with
“CHẤT” VIETNAM TRAVEL MANUAL
BIG IDEA
Instead of making them feel proud of Vietnam, we will call them to do vice versa. – let Vietnam proud of them as
a way to express their love towards Vietnam.
Ambassadors
Foreign celebrities who are deeply connected to and have strong feeling towards Vietnam: Hari Won/ KYO YORK/ Lee Kirby/ Joe
Domestic celebrities who are at TA’s ages, living “chất”: SUBOI/ Đinh Hương
Famous teen photographers: Khểnh
Holistic deployment plan
Campaign Idea “Chất” Vietnam travel manual
Campaign phases Phase 1 (2 weeks) – “Ngẫm” Phase 2 (6 weeks) – “Khuấy” Phase 3 (4 weeks) – “Cảm”
Announce cause, drive pride & participation
Engaging Amplification – enjoy the achievement
Objectives > Generate buzz about a beautiful Vietnam in foreigners’ eye. They deeply love Vietnam & know it well. What about you – Vietnamese people? > If there is one who love Vietnam most, it should be Vietnamese.
> Show them/ the world how you love Vietnam by making Vietnam proud > Join hands creating “Chất” Vietnam travel manual
> See how your effort work by releasing “Chất” Vietnam travel manual at the int’l airports > You are beautifying your country
Key hook Viral clip Creating “Chất” travel manual Releasing “Chất” travel manual
Brand role Representative of national pride & heritage
Through interviews with famous foreigners in Vietnam (Hari Won,
Kyo York, Lee Kirby, etc.) show
that how much they love Vietnam and what do they
do/think when it comes to bad news about Vietnam.
Phase 1 (2 weeks) – “Ngẫm”
Articles on key media
(print & online)
Viral clips – Describe VN in 1 word
Gather many foreigners – they are having fun in Vietnam with funky
moments captured, they feel pleased and love it, it’s like their
second hometown.
Your country is loved by others that much. What
about you?
Storyline
Viral clips on social media
Raise concern in TA mind
“Mình đã xác định sẽ ở lại Việt Nam dù ba mẹ Hari vẫn sống tại Hàn Quốc. Ở Việt Nam Hari thấy cuộc sống thoải mái hơn. Hàn Quốc thì có nhiều chỗ ăn chơi nhưng ở Việt Nam thấy mọi người vui vẻ, cởi mở hơn.”
“Vâng, tôi ngày càng “Việt hóa” đấy! Tôi thì tôi có cái nhìn khác, và tôi cho rằng người Việt Nam đôi khi đánh giá quá cao về một số điều “Tây” đồng thời đánh giá quá thấp về một số điều “ta”.”
“Tôi đã bị âm nhạc Việt Nam giữ chân”
Articles on key media
(print & online)
Phase 2 (6 weeks) – “Khuấy”
We intend to make “Chất” Vietnam travel manual
which collects all memorable moments of
Vietnamese people, places, foods and other stuffs.
This will help beautifying the “chất” images of VN in
people’s eyes.
Gather materials to make our country “Chất” travel manual The manual is a collection of
“Then-now” photos through which we will portray the beauty of Vietnamese people, places, etc. Many things are changed (places, context, etc.) but some will never change (love, friendships, etc.). There’s always a story behind every photos.
Articles on key media to
inform this project.
Key influencers appears as pioneers
contributing to this project
Collect photos via “Chất” app
in parallel with posting photos
on “Chất” fanpage & instagram
Phase 3 (4 weeks) – “Cảm”
Publish the manual & distribute at HN, HCM airports as well as souvenirs shops
Phase 1
Viral clip reach 500.000 views in 2 weeks Views of articles: each reach 10.000 views
Media tracking
Internal report KPI &
measurement tracking
Media tracking (on youtube and key media)
Phase 2
Views of articles: each reach 10.000 views Collect 2.000 photos in 6 weeks
10.000 app downloads in 6 weeks
Phase 3
Publish & deliver 50.000 manuals in 2 weeks