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ASSIGNMENT 12.1 PUBLIC RELATION
Hoang Thach – Phuong Vi
CAMPAIGN BACKGROUND
The banking industry of VN is growing fast, especially the Retail Banking field(credit
card, personal ...
CAMPAIGN OBJECTIVES & ROLE OF PR
• Recruit more Credit and Debit card user
• Encourage user to make transactions with larg...
KEY ANALYSE
Brand Context Customer Context Communication Context
• Current consumers are
mostly age 27 – 45
• Banking indu...
STRATEGY
- Build awareness and encourage action among MU fan’s community in VN by offering them the
service which is both ...
CONCEPT
Merge banking and Football admiration together, using the event to activate and the benefit to
maintain the connec...
DEPLOYMENT PLAN
Introduction Provoke Amplify
Objectives Raise the awareness of target
audience about the BIDV – MU
card se...
EVALUATION
Output
• Launching conference with the famous player Peter Smeichei
• Promotion for both the branch to sell mor...
KEY LEARNING POINT
- Creative concept: merge the
banking service with football
admiration to attract target
audience (youn...
[Young Marketers Elite 2013] Assignment 12.1 (Hoang Thach - Phuong Vi)
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[Young Marketers Elite 2013] Assignment 12.1 (Hoang Thach - Phuong Vi)

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Transcript of "[Young Marketers Elite 2013] Assignment 12.1 (Hoang Thach - Phuong Vi)"

  1. 1. ASSIGNMENT 12.1 PUBLIC RELATION Hoang Thach – Phuong Vi
  2. 2. CAMPAIGN BACKGROUND The banking industry of VN is growing fast, especially the Retail Banking field(credit card, personal e-banking services…). BIDV is the 2nd biggest bank of Vietnam with the slogan “Share the Opportunity, Corporate for the success”. They has the 5-year vision to gain the biggest market share in the Retail Banking. In 2013, BIDV want to attract awareness from young people (age 22 – 25) about its Retail banking service. (Since most current customer of BIDV is age 27 – 45). The BIDV – Manchester United campaign will also create the first step for BIDV to introduce itself as the bank with the most added value for the retail banking service.
  3. 3. CAMPAIGN OBJECTIVES & ROLE OF PR • Recruit more Credit and Debit card user • Encourage user to make transactions with large amount of money through the new card system • Attract awareness to the Retail banking services to become TOM among young people • Gain communication benefit from the corporation with a international famous brand – Manchester United Sales objectives Communication objectives • Gain public exposure by spreading information through free community activities (conference, promotion, sponsor…) • Persuade the customers to appreciate BIDV as the Bank with Most added value to the Retail banking service. Role of PR
  4. 4. KEY ANALYSE Brand Context Customer Context Communication Context • Current consumers are mostly age 27 – 45 • Banking industry is not interesting to young people • Brand image is about sharing and corporation • Brand vision is to become the biggest Retail Bank  Find the platform to introduce their services to young people • Young Vietnamese (22 – 25) who have certain income begin to have to habit if using card instead of cash • 25 million Vietnamese watch MU and top 10 number of fans on MU fanpage • Ready to do anything to show their fan spirit  The admiration to their beloved team will be the greatest motivation to try something • Brand communication: sharing opportunities, successful cooperation • weak activations to deliver this communication  blurred in customer’s mind • Not very effective on owned media  Strive to deliver the message effectively and appealingly to customers
  5. 5. STRATEGY - Build awareness and encourage action among MU fan’s community in VN by offering them the service which is both profitable and interesting to keep track with their idols - Positioning the BIDV Retail banking service as indispensable once you are a MU’s fan thanks to its wide range of ultimate benefits for users - Key message: Co-brand retail banking service – A symbol of the connection between your fan spirit and your beloved MU. - Channels: owned media (website of BIDV and Dau Tu newspaper), Bought media (Sponsor and Newspaper) and earned media (News agency from VN and international) - Tactics: trigger users by many related – to – MU events and inform about the related – to – MU benefits  Use the admiration to MU as the trigger
  6. 6. CONCEPT Merge banking and Football admiration together, using the event to activate and the benefit to maintain the connection between the banking service and the support to the beloved team.
  7. 7. DEPLOYMENT PLAN Introduction Provoke Amplify Objectives Raise the awareness of target audience about the BIDV – MU card services Raise the number of users and the transaction amount of money Build the brand trust image by CSR activities Content Attract the target audience to the event to trigger their admiration as the motivation to try the brand, as well as attract the media to talk about the corporation of two brands Motivate bank branches to sell more card and consumer to transact more money with their card Build the image of a brand which is ready to pay the responsibility the develop the football movement of street children by corporation with MU Message Connect the Legend A chance to meet your beloved team Spread the passion Key-hook Attention of famous player Peter Scheimei on Launching Conference to introduce the service Promotion: Top 10 branches with at least 500 card issued and Top 5 customers with at least 1 billion VND transacted will have a chance to come to England to watch MU match BIDV – Manchester United Street Football Cup KPIs The number of earned media and people attended The number of cards issued and money amount transacted The number of teams and earned media
  8. 8. EVALUATION Output • Launching conference with the famous player Peter Smeichei • Promotion for both the branch to sell more card and the consumer to transact more to have a chance to go to England to watch MU match • BIDV – Manchester United Street Football Cup Out take • 3.000 people attended launching event, which attracted national (TuoiTre, Thanhnien…) and international (BBC, Bangkok post…) • More than 2000 cards were issued and almost 100 billion VND were transacted through the system in 6 months • 64 teams joined the Cup and gain national media attraction Outcome • Gain the awareness of the target audience (young MU’s fan) and the communication benefit about the launch of the service • Recruit more customer and successfully encourage them to try the service • Gain the trust and build the good brand image by CSR activities
  9. 9. KEY LEARNING POINT - Creative concept: merge the banking service with football admiration to attract target audience (young people 22 – 25) - Relevant to brand image: Sharing and Corporation - Good deployment among the MU’s fan, by successfully attracting them to events and persuading them to make more transactions through BIDV - Earned attraction from both national and international media. - Too small market to achieve their vision as the biggest Retail bank - Lack of digital interaction (using only the events, official website and newspapers) so that some consumer who live far from cities don’t know about the activity. The engagement of consumer is also not as high as expectation - The amplify phase of the campaign is weak since the teams take part in the cup is not so famous  the spreadability after the campaign is low
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