SAATCHI & SAATCHI has set itself a big, provocative and ambitious challenge – to become a hothouse for world changing ideas. We believe in the power of great ideas and their ability to transform the business, brands and reputations of our clients.
We will never be limited to just traditional advertising in resolving our clients problems We believe it is less about how advertising can deliver information We believe in how an idea can create and nurture strong relationships between brands and their users. As an Ideas company S AATCHI & S AATCHI
The Saatchi & Saatchi worldwide network is owned by the Publicis Groupe S.A. 7,000 ideas people work for Saatchi & Saatchi. 134 offices in 84 countries. . Media networks: ZenithOptimedia , the StarCom Mediavest Group S AATCHI & S AATCHI
Our Five Golden Rules 1 Never settle for second best 2 Surround yourself with the best people 3 Work with clients who are equally passionate 4 Reward consumers with great ideas 5 Believe that nothing is impossible
Mystery dissolves with too much technical explanation.
Sensuality is killed by arrogance and distance.
Intimacy does not exists where there is no dialog and no contact.
Love dies without reaffirmation and re-fueling.
Unknown Known Known for something Known for things that are different Known for good things Known for things that I care about Source: Harvard Business School Advocacy Beware the differentiation trap
To Meet Your Objective We Need To Become Known For Something People Care About … Respect Known Known for something Known for something good or different Known for something I care about A brand I identify with Love Unknown S AATCHI & S AATCHI
We live in the Screen Age : The screen has stepped out of the living room into our pockets, our hands, our offices, our cars, our stores, our streets… We’re never more than an arms length away from a screen. Screens are converging. TVs are becoming more game-like, mobile phones more movie-like, and technology more human-like.
Sisomo is : where technology marketing and creativity intersect where art meets science where emotion meets technology the creation of on-demand, on the go, idea-driven screen content The advertising renaissance
ACROSS ASIA S AATCHI & S AATCHI Presence in Asia since 1985. One of the largest networks in the region, largest in China. Depth of Saatchi & Saatchi experience in expatriate staff combined with a very strong local presence in every office. Regional billings have increased by 15% in past year. Top 6 clients are Toyota/Lexus, P&G, HP, Mead Johnson, United Overseas Bank, Diageo
SAATCHI NETWORK TRIBE SESSIONS OUR 10 POINT TRIBAL PROCESS: Tap into the Saatchi network for the best creative talent with knowledge of your category. Invite them to Singapore for a week of Saatchi Tribes. (working late nights, Pizza & beer) All sessions include Planner, Account Service and multiple creative teams. Ground the session with the brief and foundations of the brand: attributes, benefits, personality, POV, etc Share any research or or insights to fuel tribe discussions. Determine key drivers & product truths. Agree a core brand proposition. Develop creative work to road test the strategy. Test the power of the ideas with Creative Compass. Take the approved thematic idea into on the ground activation ideas.
Singapore is embracing the arts and culture more than it ever has.
Young Singaporean artists, designers are a tight-knit community driven by their art – and are anti-establishment.
They are not impressed by traditional marketing and many are cynical of corporations and corporate cultures like that of HP.
HP was considered a gray, corporate brand that was best known for making reliable laser printers rather than savvy intuitive technology. As a result, HP needed a communication campaign to shift this perception.
To make HP credible with young Singaporean artists, designers and photographers….the opinion leaders of the art world.
Activation On ground HYPE Gallery An art exhibition created for the design community, by the design community. Included digital art both online and the real world. They provide the work, HYPE provides the blank space to showcase their ideas in large format color printouts. By doing this HP created an ownable property.
The Results 707 artwork submissions were received and hypegallery.com.sg had over 122,000 hits and 6,400 unique visitors, gathering interest from 20 countries. . Rating of the HYPE Program as good or excellent overall was 96%; in terms of quality, 86%, and as a concept, a resounding 98%. 100% of all surveyed target audience recommended the gallery to their friends and family. Even without corporate HP branding, 96% of those surveyed were aware of HP’s involvement in the HYPE program. The HYPE Gallery was successful in building awareness and credibility of HP’s imaging products with younger users. HP Post-Event Report, 2005
Representative Office opened Feb 1995 / 1st Joint Venture license October 1999 / 80 employees / One of the largest Agencies in Vietnam / Most creative Agency in Vietnam
S AATCHI & S AATCHI The only place on Earth that you can have four for the price of one: Publicis for Network Support; Saatchi for Creativity and local insights; Zenith OptiMedia for Volume strength, skills and relationships; Venus Communication for Best PR & BTL shop.
S AATCHI & S AATCHI Our People because an agency’s greatest resource is its people. More than 90 passionate individuals. A mix of Vietnamese and expatriates. A melting pot of experience and passion.
What’s The Atmosphere? “ Nothing is Impossible”. Chaotic but the food arrives miraculously on time. Fun and warm. Creativity rules. Strong flavor of dedication. Driven by Vietnamese Insight. Food for thoughts everywhere. Expensive—just the air. Permeated with stubbornness (protecting our idea). Everyone talking at the same time. S AATCHI & S AATCHI
VinaPhone was the biggest nationwide GSM mobile network - broadest coverage & most subscribers, but vulnerable due to lack of quality investment for image building.
More and more subscribers were leaving the network. Market share decreased from 62% to 45% in two years. By end of 2005, with only 38% market share, VinaPhone became the runner up to its rival MobiFone.
The Situation VinaPhone was CLOSE to consumers physically (coverage, strong networks) but DISTANT to them emotionally (no emotional hooks). On top of that, people linked them with “bureaucrat”, “no-news”, “giant monopoly” rather than a “service”. Map out the strategy that will… (1) Re-launch the brand: To regain VinaPhone as the leading mobile network via brand building., maintain awareness amongst loyalists (2) Stop the sliding sales, maintain current subscribers and recruit new subscribers. The Issue The Objective
Everyone likes the feeling of being sure that the mobile network is always there. The signal of the network availability follows you everywhere, it’s so close to you that sometimes you don’t notice it.
Between people are different distances. The Vietnamese always share the emotions to the ones that are CLOSER to them, physically and/or emotionally.
The Challenge Bring VinaPhone closer to people by making them FEEL the Presence of VinaPhone always.
What have been done? A Holistic Plan for re-launching the brand VinaPhone to maximize awareness of the New VinaPhone, by communicating through: - Image Line: Make people feel the new image of VinaPhone which is close to Vietnamese emotionally with: New Thematic TVC, New Thematic Prints; and Totally New Brand Identity; - Product Line: Emphasize the physical benefits from VinaPhone as the leading network: ATL & BTL for Cheaper Block Charge; New Prefix; Ring-back Tones; Loading Kit; VAS… - Promotion Line: Recruit new users, at the same time retain current users by attractive promotions & trade deals. The Brand Idea Always by your side, wherever you go
New Thematic TVC “Poem”: We are the first and only agency created a Vietnamese Poem for a re-launch copy, with background music by hot composer Quoc Trung. The TVC was a big hit as a signature of contemporary, modern, hi-tech features of a leading mobile network with the Vietnamese spirit.
Print Campaign for new prefix 094 / Prints, Posters, Wall Stickers; Postcards, Handset Holders… – The print execution made 094 famous by creating an actual “visual game” for viewers to stay longer with the ad.
The Promotion Campaign “Celebrate Friendship” / TVC, Prints, Posters, Banners, Streamers, Web Banners… – VinaPhone is the first to do the “member-get-member” mechanism for mobile network. The campaign was very successful that VinaPhone decided to extend to “Friendship Part 2” and even ‘Friendship Part 3”.
The Promotion Campaign “Scratch” / TVC, Prints, Posters, Banners, Streamers, Web Banners… – The campaign stood out by its unique execution when running at the same time and very similar mechanism with competitors.
The Product Campaign “Tic-Tac” for the 1sec block charge / Animations, Prints, Posters, Banners, Streamers, Web Banners, Postcards, Stickers, Leaflets… – The campaign has altogether 20 pieces of arts in different styles.