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Young Marketers 7 - Pham Ho Truc Ha

Ha Pham
Ha Pham

Bài dự thi vòng loại Young Marketers 7 - 2018

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YOUNG MARKETERS 7
Pham Ho Truc Ha
Thanks to artist Nguyen Hong Anh for the amazing art, copyright Ve Ve Hat Boi all rights reserved
THE BRIEF
Tuồng (aka Hát bội) – a form of Vietnamese
theater - is one of the oldest art forms in
Vietnam yet falling into the oblivion, diverging
from the Vietnamese young generation
nowadays.
Center for Research Conservation and
Development of National Culture (CRCDC) is
now associated with Biti’s Hunter, Minh Long
and The Highland Coffee to launch a new
campaign helping to preserve and light up this
precious traditional art form of Vietnamese
culture.
Organizing a campaign with an impactful insight that helps Vietnamese
young people to change their attitude about Tuồng. Simultaneously, the
campaign must be also aligned with the brand essences as well as add
more values to brands.
At least 2 millions young people from 18 to 25 y/o in HN & HCM city
are aware of the campaign.
At least 20% of them show their interests to get to know more and 5%
of them desire to watch Tuong after 3 months of launching
The campaign should satisfy those KPIs:
1.
2.
What we need to do?
Based on the levels of involvement and the levels of familiarity with the traditional
culture, the audiences could be divided into 4 groups. As the result of the quantitative
research*, the percentage of each group is shown as below:
* A self-conducted quantitative research through online survey with target audiences (N= 30)
** Despite the limitation of the sample size, it still shows the idea of the small ratio of this group in total population
TARGET AUDIENCE & Segmentation
Millennials generation
Involving
Less involving
Less familiar Familiar
Think that the traditional
culture is no longer fit with
this digital era.
“It is too cheesy, isn’t it?”
The Contributors
Proactive & seriously care about the
traditional culture conservation by
talking realistic actions to promote it.
“We need to protect it with any costs!”
The Outsiders The Consumers
0% (**)
The Deniers
66.7%
10%
23.3%
Do nothings and care for nothings
with the “whatever” mindset
-> Hard to make impacts on them
“What is this, I don’t care”
❖ Young people (18 – 25)
❖ In 2 key cities – Hanoi & HCM city
❖ Digital savvy, highly sociable
❖ Willing to try or discover new
experiences
Although understanding the values of
traditional culture but not take any
actions or clearly show their attitude.
“I know but no one around me even talk
about it and I don’t have enough
motivation to take action”
Core tension
“They don’t feel that it is something belonging to them because it does not exist in their daily lives and
they have no ideas about the dangerous level of its existence.”
It sounds interesting but no one around me takes it as a seriousness and it seems quite boring & far away
with our daily lives or the goals that we have to focus on.
01.
02.
03.
Driver
They don’t have much time for involving in or proactively protect the traditional values but they still
believe in, respect those values. They will take actions whenever having a chance
Barrier
Always have the desire to be different with others but they're still effected and do mind about what
others think about them.
“No one around me even see that", “I'm quite interested but I don’t like it enough to search for them”,
“It's so strange to my daily life”, “if I watch it, I would wonder if there's someone laughing at me”
“The Consumer”
Biti’s Hunter Highland Coffee Minh Long
A friend who accompanies with
youngsters on their youth journey to
discover new experiences, enjoy their
youth but also stay connected with the
traditional values of Vietnamese
culture.
Not only respect but also promote the
traditional values of Vietnamese culture by
modernizing them in many ways (using Phin,
mixed traditional & modern decoration, Dong
Ho art modernization campaign…)
Traditional-toward and respect
Vietnamese culture values by using
Vietnam patterns and symbotic images in
every products
Our brands
Biti’s Hunter Minh LongHighlands Coffee
Age
• Product: Fashion products, easy to get
the attention of the youngsters if
being used as the gifts
• Place: A lot of retail stores but difficult
to organize promotion activities.
• Product: Food & Beverage for daily use
• Place: Highland Coffee stores are almost
located at the streets corner or inside big
malls which are easy to catch a lot of
attention.
-> Can be used as the places for promotion
activities
• Product: Premium ceramic and
porcelainwares, usually used as a gift
for beloved people
• Place: Based on brand personality &
product characters, difficult to be used
as a place for promotion activities for
youngster
The culture of a country is the foundation that helps to shape its people’s personality as well as bold
their lifestyle and ideological values.
The values of the Vietnamese traditional theater can not even be denied but proved throughout many
generations so the key problem is that the youngsters are not aware of and even do not spend time for
it.
In the maturity journey of the
young generation, respecting and
conserving the traditional values is
also an experience and a lesson for
them.
Going further, out of the country
to learn, to discover the world and
then realize the true values of the
traditional culture
Traditional culture is
something that belongs to
the previous generations and
it does not seems to have
any connections with us.
It sounds
interesting but no one
around me take it as an
seriousness. It seems quite
boring & far away from our
daily lives or the goals that
we have to focus on.
It's not motivated enough for
me to take actions!
Social problem truth
Consumer truthBrands truth
Insight

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Young Marketers 7 - Pham Ho Truc Ha

  • 1. YOUNG MARKETERS 7 Pham Ho Truc Ha Thanks to artist Nguyen Hong Anh for the amazing art, copyright Ve Ve Hat Boi all rights reserved
  • 2. THE BRIEF Tuồng (aka Hát bội) – a form of Vietnamese theater - is one of the oldest art forms in Vietnam yet falling into the oblivion, diverging from the Vietnamese young generation nowadays. Center for Research Conservation and Development of National Culture (CRCDC) is now associated with Biti’s Hunter, Minh Long and The Highland Coffee to launch a new campaign helping to preserve and light up this precious traditional art form of Vietnamese culture. Organizing a campaign with an impactful insight that helps Vietnamese young people to change their attitude about Tuồng. Simultaneously, the campaign must be also aligned with the brand essences as well as add more values to brands. At least 2 millions young people from 18 to 25 y/o in HN & HCM city are aware of the campaign. At least 20% of them show their interests to get to know more and 5% of them desire to watch Tuong after 3 months of launching The campaign should satisfy those KPIs: 1. 2. What we need to do?
  • 3. Based on the levels of involvement and the levels of familiarity with the traditional culture, the audiences could be divided into 4 groups. As the result of the quantitative research*, the percentage of each group is shown as below: * A self-conducted quantitative research through online survey with target audiences (N= 30) ** Despite the limitation of the sample size, it still shows the idea of the small ratio of this group in total population TARGET AUDIENCE & Segmentation Millennials generation Involving Less involving Less familiar Familiar Think that the traditional culture is no longer fit with this digital era. “It is too cheesy, isn’t it?” The Contributors Proactive & seriously care about the traditional culture conservation by talking realistic actions to promote it. “We need to protect it with any costs!” The Outsiders The Consumers 0% (**) The Deniers 66.7% 10% 23.3% Do nothings and care for nothings with the “whatever” mindset -> Hard to make impacts on them “What is this, I don’t care” ❖ Young people (18 – 25) ❖ In 2 key cities – Hanoi & HCM city ❖ Digital savvy, highly sociable ❖ Willing to try or discover new experiences Although understanding the values of traditional culture but not take any actions or clearly show their attitude. “I know but no one around me even talk about it and I don’t have enough motivation to take action”
  • 4. Core tension “They don’t feel that it is something belonging to them because it does not exist in their daily lives and they have no ideas about the dangerous level of its existence.” It sounds interesting but no one around me takes it as a seriousness and it seems quite boring & far away with our daily lives or the goals that we have to focus on. 01. 02. 03. Driver They don’t have much time for involving in or proactively protect the traditional values but they still believe in, respect those values. They will take actions whenever having a chance Barrier Always have the desire to be different with others but they're still effected and do mind about what others think about them. “No one around me even see that", “I'm quite interested but I don’t like it enough to search for them”, “It's so strange to my daily life”, “if I watch it, I would wonder if there's someone laughing at me” “The Consumer”
  • 5. Biti’s Hunter Highland Coffee Minh Long A friend who accompanies with youngsters on their youth journey to discover new experiences, enjoy their youth but also stay connected with the traditional values of Vietnamese culture. Not only respect but also promote the traditional values of Vietnamese culture by modernizing them in many ways (using Phin, mixed traditional & modern decoration, Dong Ho art modernization campaign…) Traditional-toward and respect Vietnamese culture values by using Vietnam patterns and symbotic images in every products Our brands Biti’s Hunter Minh LongHighlands Coffee Age • Product: Fashion products, easy to get the attention of the youngsters if being used as the gifts • Place: A lot of retail stores but difficult to organize promotion activities. • Product: Food & Beverage for daily use • Place: Highland Coffee stores are almost located at the streets corner or inside big malls which are easy to catch a lot of attention. -> Can be used as the places for promotion activities • Product: Premium ceramic and porcelainwares, usually used as a gift for beloved people • Place: Based on brand personality & product characters, difficult to be used as a place for promotion activities for youngster
  • 6. The culture of a country is the foundation that helps to shape its people’s personality as well as bold their lifestyle and ideological values. The values of the Vietnamese traditional theater can not even be denied but proved throughout many generations so the key problem is that the youngsters are not aware of and even do not spend time for it. In the maturity journey of the young generation, respecting and conserving the traditional values is also an experience and a lesson for them. Going further, out of the country to learn, to discover the world and then realize the true values of the traditional culture Traditional culture is something that belongs to the previous generations and it does not seems to have any connections with us. It sounds interesting but no one around me take it as an seriousness. It seems quite boring & far away from our daily lives or the goals that we have to focus on. It's not motivated enough for me to take actions! Social problem truth Consumer truthBrands truth Insight
  • 7. With the fact & the observation that the young generation prefers something new and challenging. The solidarity will get higher when having something touch into their annoyance, touching or even scary likes Change.org platform (Crowdfunding - sharefunding) What makes something go viral? Observation Take a look at the below social phenomenon Ice Bucket Challenge #Sharefunding – Sign for...
  • 8. Based on the vision of Change.org, we come up with an idea called “Saving Vietnam” to create an platform to measure & evaluate the real-time data so that calling for youngster’s attention and making the impact by digital technology. Data collection through many activities in the platform is to help the target audiences have more opportunites and occasions to watch and experience Vietnamese Traditional Theater with communication messages “Saving Vietnam”. Strategic Approach What’s hot? Real-time tracking feel challenged strive for the compound to become “winner” (like playing a game)
  • 9. Listing the ranking every week to announce the top to receive vouchers (buy items from Highland Coffee, Biti’s Hunter or Minh Long’s traditional collection Campaign ecosystem Paid Media Owned Media Offline Earned Media Digital ads and Interactive billboards Everyday challenges to get V-coin Earned Media Real-time tracking video (Interactive video, VR) 1 3 2 4 5 1 Digital Ads and Interactive billboards catch attention and let people take action by clicking in the ads and then link to our website 2 3 4 5 Share the campaign or anything related to social media The very-first image when people launch in website is to watch Hat Boi to save it from disappearing forever Interactive website To join the very first challenges, people need to find the place that shows Hat Boi/ Tuong (will be listed in website, included Highland coffee store, Biti’s ) to accumulate watching-time. Real-time data will be displayed in the website Account signup in website for more challenge everyday. Eg: • Use 1 product/ food made in Vietnam • Do not waste any plastics • Call your parents KOLs
  • 10. Channel strategy: Offline touchpoint Where people have the longest waiting time, esp. airport is place that people far away from their home so it is easily to let them perceive our messages. Highland Coffee stores are the place that traditional culture is expressed in the modern way. • Highland Coffee store • Airport • Bus station Online touchpoint The most typical platform of our target audiences • Zalo ads • Instagram story ads Interactive Ads We use target audience’s database to know which Vietnam culture that effects to them most Eg: Home meal, “phở” or “áo dài”… to catch their attention then calling to action to our ads. Ads will be placed online and offline to reach to the most touch-point platform with our target audiences How it works 1 2 To trigger people interact with ads then link to our home page HÁT BỘI IS FALLING INTO THE OBLIVION & DIVERGING FROM THIS GENERATION SAVE IT! TO #SAVEVIET NAM Do you believe that someday… This kind of Vietnamese meals no longer available in your home?
  • 11. HÁT BỘI IS FALLING INTO THE OBLIVION AND DIVERGING FROM THIS GENERATION SAVE IT! #SAVINGVIET NAM 420,653 seconds… 1 Millions minutes watching to save Hát Bội Click here to find your nearest available VR booth 7 Thousand minutes of Hat Boi watched Interactive Platform • Our home page will show the dashboard tracking the minutes of watching Hat Boi in real time. People can easy to get the address of Highland coffee store and Biti’s Hunter store to watch Hat boi and experiences VR technology • Beside of joining these challenges, people can signup in the website to receive mini-challenge #SaveVietnam everyday accumulating points (V-coin) to get the voucher of Biti’s Hunter & Minh Long’s VN traditional collection
  • 12. Estimated Budget Interactive Ads 500,000,000 VND VR Booth 1,500,000,000 VND Interactive Website 500,000,000 VND PR Articles & KOLs 250,000,000 VND V-coin building 250,000,000 VND Biti’s Hunter & Minh Long traditional limited collection (Not count in total budget) Total: 3,000,000,000 VND
  • 13. THANK YOU “we do know that a country without its culture can not last” 100% Target audience – The Consumer said that they will watch Hat Boi/ Tuong whenever having chance (Quantitative research – Online survey n=30) Thanks to artist Nguyen Hong Anh for the amazing art, copyright Ve Ve Hat Boi all rights reserved