[Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan
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Young Marketers Marathon
Social campaign for Vinacafe
70% young people agree with negative feedback of foreigners about Vietnam23% young people fell uncomfortable to introduce themselves as VietnameseNational pride is fading awayVinacafe is the brand of authentic coffee, represent Vietnamese authentic and timeless values, they want to launch a campaign to wake national pride up and connect young people with traditional value.
Motivate the national pride byinspiring the competitive spirit, especially in business.
Demonstrate an adaptation of a foreign brand by understanding local behaviors (nhập gia tùy tục)
• Aged 18 – 25, class ABC+• Lived in Ho Chi Minh and Ha Noi• Often consumption of coffee, average 3 tiimes / week
Try to find every successful people that have Vietnamese blood and easily admire them,
even when Vietnam has no contribution to their succeed.
Claim to be Vietnamese and comment as much as possible to “invade” famous fanpages and
express crazily their appearance.
When asked: “Why do you love your idol?”
When asked: “Why do you love Vietnam?”
Vì người ấy có gu thời trang rất chất, mình có thể học hỏi để ăn mặc sành điệu và đẹp hơn hàng ngày.
Result from a minor survey by Google Docs on 4/2014
Âm nhạc của người đó rất sôi động, tính giải trí cao, giúp mình thư giãn sau khi học tập hoặc làm việc căng thẳng.
Cách người đó vươn lên và thành công trong cuộc sống rất truyền cảm hứng, mình lấy đó làm tấm gương cho chính mình mỗi khi gặp khó khăn.
Vì mình là người Việt Nam mà. Hehe.
Vì Việt Nam có lịch sử anh hùng, đánh thắng nhiều nước lớn, độc lập tự do đến ngày nay.
Thực ra mình cũng không rõ lý do nữa, chỉ yêu vậy thôi. Vì đây là Tổ quốc, nơi chôn rau cắt rốn của mình.
# Fact:When someone says bad things about their idols:
# Fact:When someone says bad things about Vietnam:
Đúng rồi! Việt Nam mà! Xấu hổ quá!
What they say?
Why they say?
What they do?
Why they do?
“I love Vietnam”
“Because they are Vietnamese and of course, they love their Motherland.”
“The foreigners have certain reasons to criticize (bad behaviors of some Vietnamese) but Vietnamese
young people don’t have enough strong and certain reasons to love their country.”
“They easily agree and feel ashamed about their country whenever has negative comments from
“I agree with the critics to my country. It’s not because I don’t love it. My love for Vietnam is always there, criticizing is just a reaction to express my confusion
on finding the reason to love my country. Everything which is said to be national
pride: traditional heritage, half-blood successful people, economic numbers…is so strange for me. I need more familiar things to be the base of my love.”
Coffee Keywords:Inspire, Connect, Sharing
Vinacafe Brand Keywords:
Authentic, Original taste
Customer Needs:A life-related reason to love
Choosing reason:We will choose to amplify the Humanity Heritage because it is life- related and easy to spread out.
Historic HeritageBuildings, Music, Cuisine…. Humanity Heritage
Kindness, Love, Generous, Friendly…
Authentic Humanity Heritage: Kindness
In many years, we have been concentrating too much on the heroic side of Vietnamese on war times. However, we have forgot the Kindness. Vietnamese is always ready to host a stranger, to forgive an enemy and to accept a new culture. Wars are over, now it is time for peace, time for celebrating the kindness.
A KIND VIETNAMAre you lost in our country? Just knock a door, and we will show you the way.Are you from a strange culture, with different look? Just come, we will welcome you.Are you looking for a help? Just speak it out, we will help you.Vietnamese are kind people. Just like aroma of authentic coffee, kind people often don’t speak too loud. They just silently contribute kindness to life. You can not see it. Just feel it.
Who – Youngsters aged 18 – 25 YOWhat – Interactive social contentWhen & where – Every time, every whereWhy – They need/ want to update information constantlyHow – smart device, smart phone
Communication touch point
We choose Mobile Facebook and Youtube as our campaign touch point. Supported by SEO and social media.
•Achieving awareness campaign 70% of the target audience and attracting the participation of 20,000 young people.
•Connecting youth with the true values , the value of "timeless" in Vietnam, thereby evoking confidence, awaken the spirit of pride in the nation, to inspire young people to become ambassador - introduce a positive image of Vietnam to international friends and be inspired by Vinacafé brand.
•Reinforcing value & brand equity (brand equity & value) - a heritage coffee brand of Vinacafé, a essence brand of Vietnamese coffee with the original flavor from 1968, but contemporary, can connect with the young people.
•Increase the level of top-of-mind (TOM) Vinacafé for young people up to 70%, increased sales in Hanoi, HCM & up 30% on last campaign through converting competitors’ consumers into Vinacafé’s.
• Sales.• Number of articles.• The number of times appear the messages in the media to the
public.• The number of participants in each campaign.
Are you sophisticated enough to realize beautiful kindness from your daily life?
Celebrate the kindness of Vietnam
Let’s be kind
Strategy: Motivate customer to find, to celebrate and finally, to be the treasure.
CONCEPT A kind Vietnam
Phase Awareness Engagement Amplification
Key messageAre you sophisticated enough to realize beautiful kindness from your daily life?
Celebrate the Kindness of Vietnam Let’s be kind
“Vietnamese in your eyes Challenge” photo contest – with is for both foreigners and Vietnamese
“From North to South – 45 real life stories of Vietnamese Kindness”Facebook photo serie and Youtube reality serie
“Beautiful Vietnamese” fanpage – the place to share your beautiful behaviors“Beautiful Vietnamese” Station Information
Budget 10 billion VNĐ 12 billion VNĐ 3 billion VNĐ
Consumer need Brand Role
An authentic reason to be the base for their love.Amplify the kindness of Vietnamese: Not so
loud, but so meaningful
“ARE YOU SOPHISTICATED ENOUGH TO REALIZE BEAUTIFUL KINDNESS FROM YOUR DAILY LIFE?”
Creating a comparison of Vietnam
in the eyes of foreigners and
=> Creates challenges in
Vietnam's mind – Are Vietnamese
people as sophisticated as a
foreigner to see the real kindness
“VIETNAMESE IN YOUR EYES”
Target: Foreigners & Vietnamese
“CELEBRATE THE KINDNESS OF VIETNAM”
LOOK, VISUALIZE AND
CELEBRATE REAL LIFE
STORIES OF KINDNESS
Form a team to look for 45 stories of kindness all around Vietnam. At the same time, set up a hotline and a Facebook landing page for customer to provide information about stories. Those stories will be illustrated by coffee-related images and make into a short film on Youtube.2 days / a episode.
“LET’S BE KIND”
Create a place where young
people can find or share the
everyday kindness of them -
which is the enhancement of a
forgotten national heritage.
Online platform is the fanpage
and Photovoice exhibition the
“BE KIND EVERYDAY” FANPAGE
the place to share your beautiful and
happen every quarter in 1 year, the
stories will be chosen from the