Phan Trung Hiếu
Đỗ Xuân Khang
CAMPAIGN
Context
Why is that?
- Bad images of Vietnam
-70% of 90,000 young Vietnamese agree with the
negative outlook of Vietnam.
-...
VINACAFETRUNG NGUYÊN
EssenceCombination of 5
best coffee beans in
the world
Original taste from
Tay Nguyen, Vietnam
Creati...
BrandContext
• VINACAFE is the brand that has connected with Vietnamese since 1968.
It’s the pride of Vietnam.
• With this...
ConsumerContext Who are they?
• Youth, live in Vietnam (HCM,
HN)
• 18-25 years old
• Class: ABC+
• Habit: drink coffee at ...
As a Vietnamese, I want to make Vietnam better but I don’t
know how because, to me, the heritages and the values of
Vietna...
Strategy
Consumer insight Brand role Approaching strategy
Vinacafe revives the
forgotten Vietnamese
timeless values to
con...
My idea is a
big
ass idea
Message:
20.000 stories of how we
make Vietnam better
Concept:
• Coffee is usually a way people start a story.
• Our Vietn...
Objective
• Awareness 70% target and engagement with 20.000 youth of target
• Connect youth with real, timeless values of ...
Deployment plan
Trigger Experience Amplification
Content
Key hook
Message
Vlog Timeless machine Event
20.000 stories of ho...
Deployment plan
Trigger Experience Amplification
KPIs
Budget 20 billion VND500 million VND
• Views: 500.000/vlog
on youtub...
Phase 1 - Trigger
Social media, youtube, haivl.vn
Vlogers will talk about what they are proud of and what
they are not in ...
Phase 2 - Experience
TIMELESS SCREEN:
a place to celebrate all stories
FACEBOOK
• It’s time to create youth’s stories beca...
How to use the machine:
• Step 1: Take a picture of your face with its camera
• Step 2: Fill your name, your sex
• Step 3:...
The cup itself is a way to connect them (customers) and us (Vinacafe) as there is a QR code linked to
the clip of them sol...
Phase 2 - Experience
Engage some youth’s
influencer: singers, actors,…
to share their stories
PR:
Online channel:
Kenh14, ...
TIMELESS BOOK GIFT
• Stored 20.000 stories that make Vietnam
better
• This is a present for 20.000 youth
engagement
Event
...
Thank you
is the ultimate sophistication!
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Ym3 warm up marathon - grand interview - simple team

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Ym3 warm up marathon - grand interview - simple team

  1. 1. Phan Trung Hiếu Đỗ Xuân Khang
  2. 2. CAMPAIGN
  3. 3. Context Why is that? - Bad images of Vietnam -70% of 90,000 young Vietnamese agree with the negative outlook of Vietnam. -23% of people from 18 – 24 don’t feel comfortable to introduce their nationality to foreigners. -Our heritages have been forgotten -The youth speak without proper actions -Not able to connect values from their ancestors -Not aware of their own values Kyo York with his point of view about the differences between students in Vietnam and America A Japanese student also says something about us
  4. 4. VINACAFETRUNG NGUYÊN EssenceCombination of 5 best coffee beans in the world Original taste from Tay Nguyen, Vietnam Creativity Life Ambition Simplicity, life’s companion Values
  5. 5. BrandContext • VINACAFE is the brand that has connected with Vietnamese since 1968. It’s the pride of Vietnam. • With this social campaign, VINACAFE aims to establish the brand role of reviving the forgotten Vietnamese timeless values to connect and wake up the pride of Vietnamese youth, to inspire youth to be ambassadors of Vietnam.
  6. 6. ConsumerContext Who are they? • Youth, live in Vietnam (HCM, HN) • 18-25 years old • Class: ABC+ • Habit: drink coffee at least 3 times/week • Dynamic • Passionate • Open-minded • Outgoing • Coffee lovers
  7. 7. As a Vietnamese, I want to make Vietnam better but I don’t know how because, to me, the heritages and the values of Vietnam seem to be too sophisticated, complex and not really relevant. Insight
  8. 8. Strategy Consumer insight Brand role Approaching strategy Vinacafe revives the forgotten Vietnamese timeless values to connect and wake up the pride of Vietnamese youth, to inspire youth to be an ambassador of Vietnam. As a Vietnamese, I want to make Vietnam better but I don’t know how because, to me, the heritages and the values of Vietnam seem to be too sophisticated, complex and not really relevant. TRIGGER Raise awareness of heritages, real values, which are originally simple and connected with youth ENGAGING Let the youth find themselves in making Vietnam better AMPLIFY Spread out good images of Vietnam
  9. 9. My idea is a big ass idea
  10. 10. Message: 20.000 stories of how we make Vietnam better Concept: • Coffee is usually a way people start a story. • Our Vietnamese values, traditions or heritages have been covered up in stories told to us by grandparents, mother or father, from generations to generations. The stories are not fairy tales, they are people’s lives. • Our stories are people’s journeys of achieving their passions. Vinacafe helps them to ease down when they encounter difficulties and help them remember why they started their journeys. • Just like vinacafe, people with passion can create masterpieces.
  11. 11. Objective • Awareness 70% target and engagement with 20.000 youth of target • Connect youth with real, timeless values of Vietnam • Branding (brand value & equity) VINACAFE is a heritage coffee brand, since 1968 but contemporary with youth • Top-of-mind (TOM) 70%, sales 30%
  12. 12. Deployment plan Trigger Experience Amplification Content Key hook Message Vlog Timeless machine Event 20.000 stories of how we make Vietnam better How am I be proud of Vietnam? Vlogers will talk about what they are proud of and what they are not in Vietnam. The youth can have their own lessons by listening to their influencers’ stories of how they are proud of Vietnam. This is when young Vietnamese can build up their stories and what they will do to make Vietnam better. Update clips&pictures on website and place our Timeless machines all over the city. June - July July - August August - September Preserve our timeless stories • Stories exhibition • Packaging coffee with personal name Ex: My name is Hieu, I am a Vietnamese • “Little book” share stories
  13. 13. Deployment plan Trigger Experience Amplification KPIs Budget 20 billion VND500 million VND • Views: 500.000/vlog on youtube • Earned media: yantv, kenh14, Vlogers’ facebooks • Microsite: 20.000 targeted customers share stories • 70.000 engagement – 70.000 free coffee cups • 50 earned free articles • 25 machines in HCMC, 25 machines in Hanoi June - July July - August August - September 9.5 billion VND • Claim this campaign as the meaningful campaign • Create the difference, and on the way of owning perception “Timeless”
  14. 14. Phase 1 - Trigger Social media, youtube, haivl.vn Vlogers will talk about what they are proud of and what they are not in Vietnam. The youth can see have their own lessons by listening to their influencers’ stories of how they are proud of Vietnam. Topic 1: The differences between PAST and PRESENT Topic 2: “Giá trị di sản là gì? Ăn được không?” Engage youth to debate  Heritages, real values are just stories which are told from generations to generations
  15. 15. Phase 2 - Experience TIMELESS SCREEN: a place to celebrate all stories FACEBOOK • It’s time to create youth’s stories because youth is the future of Vietnam. They can write their dream, small action, or even sharing their points of view that make Vietnam better. • Each story will be gathered and shown on TIMELESS SCREEN • Stories can be made by many ways: social, text, images, video
  16. 16. How to use the machine: • Step 1: Take a picture of your face with its camera • Step 2: Fill your name, your sex • Step 3: Watch a situation given and choose your own solution • Step 4: Receive a cup of coffee (QR code of how you solve the problem, the story on a cup, brand logo) • Step 5: Answer the question: “Are you proud of being a Vietnamese” • Step 6: All the materials are uploaded to our microsite TIMELESS MACHINE: People can tell their stories through this machine and get 1 free coffee • This machine is used for showing their activities in real life. • It ‘s placed in some popular place such as: Center city (both Hanoi & HCMC) Phase 2 - Experience
  17. 17. The cup itself is a way to connect them (customers) and us (Vinacafe) as there is a QR code linked to the clip of them solving the given situation "My name is_______. I'm a Vietnamese" is to strongly encourage them to be proud of VN TIMELESS CUP Phase 2 - Experience
  18. 18. Phase 2 - Experience Engage some youth’s influencer: singers, actors,… to share their stories PR: Online channel: Kenh14, yan, zing, vnexpress Social media: Facebook Microsite
  19. 19. TIMELESS BOOK GIFT • Stored 20.000 stories that make Vietnam better • This is a present for 20.000 youth engagement Event • Recap , celebrating 20.000 stories that make Vietnam better • Inspire youth to be ambassador of Vietnam • Claim that “I am a Vietnamese and I am proud of that” PR • Online and offline • Social media Timeless stories EXHIBITION Phase 3 - Amplification
  20. 20. Thank you is the ultimate sophistication!
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