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[VIETNAM YOUNG LIONS 2018] MARKETERS CATEGORY - THE BRIEF

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[VIETNAM YOUNG LIONS 2018] MARKETERS CATEGORY - THE BRIEF

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[VIETNAM YOUNG LIONS 2018] MARKETERS CATEGORY - THE BRIEF

  1. 1. CONTACT US We are proud to be the official representative of 146 bis Nguyen Van Thu, Da Kao, D.1, HCMC facebook.com/AIMACADEMY.VN www.aimacademy.vn Hotline: 0914 508 448 vietnamyounglions@aimacademy.vn www.vietnamyounglions.net BRIEF MARKETERS CATEGORY A/ Background information • About Infinity Blockchain Labs Established in 2015, Infinity Blockchain Labs (IBL) is one of the global pioneer blockchain R&D and RegTech labs focusing on building blockchain intermediary services and partnering with leading partners and alliances. Some key numbers: 170 employees in Vietnam headquarter (100+ blockchain engineers). • About Vietnam Blockchain Country Initiative Vietnam was referred mostly by “Vietnam War”, or Vietnam agriculture, with some reference to Vietnam as an IT outsourcing hub. But our founders believed in the potential of Vietnamese young generations, especially in technology field. Vietnamese developers have proper education, strong mathematics logic and cryptographic theories, they are also hardworking and always try to learn and update their skills. With young population, government support for technology development and reasonable labor cost, IBL aspires to empower and transform Vietnam into a global blockchain development hub (similar to Silicon Valley for startup ecosystem or India as the leading outsourcing destination for IT projects). This is not only a dream, but a clear vision and definition of whichever activities we do in IBL’s headquarter in Vietnam. Since establishment in 2015 (the first blockchain-related company in Vietnam), IBL has been the leader of blockchain ecosystem in Vietnam, with the following key activities: 1. Blockchain development: Pre-projects and Proof-of-concept projects with various industries and governmental bodies. We also released global products such as Infinito Wallet (multi-coin crypto wallet – mobile application) and Blockpass (identity services on blockchain). 2. Education & R&D: With Asia Blockchain Education project, IBL has strategic partnerships with leading universities in Vietnam and Malaysia, co-organized 7 university-based blockchain labs. We also incubate and accelerate potential blockchain projects (one of our incubated project for the top students in Bach Khoa university was the finalist of Fintech Challenge Vietnam 2018). We also ran the first official blockchain course in Vietnam since 2016 with hundreds of graduates. 3. RegTech R&D: Sustainability and compliance are in our DNA and actually the unique strong point. We join forces with global and local regulatory institutions and ensure total compliance in the jurisdiction of our operating markets. We organize Global RegTech Tour, focused on global regulations experts’ discussion regarding blockchain. 4. Partnership and Alliance: We focus on collaborative relationships with communities and alliance in FinTech, RegTech, education and blockchain-interested industries to facilitate industry adoption of blockchain technologies. We also launched Vietnam Blockchain Club – the community for blockchain thought leaders. We organized the first Blockathon in Vietnam, and global blockchain summit (Vietnam Blockchain Week 2018) with 2,500 international attendees and 80 global keynote speakers.
  2. 2. CONTACT US We are proud to be the official representative of 146 bis Nguyen Van Thu, Da Kao, D.1, HCMC facebook.com/AIMACADEMY.VN www.aimacademy.vn Hotline: 0914 508 448 vietnamyounglions@aimacademy.vn www.vietnamyounglions.net • About Blockchain Technology * Understanding how Blockchain technology works is not required for this Marketers challenge * In a simple summary, a blockchain is “an open, distributed ledger that can record transactions between two parties efficiently and in a verifiable and permanent way”. We call it a blockchain because it is a continuously growing list of records in blocks (with multiple data recorded in a data block). These blocks are linked and secured by cryptography, which leads to the blockchain being referred as a “transparent, immutable” ledger, creating trustless trust. Blockchain technology impact is being anticipated as the Internet Revolution, which could revolutionizes all industries, although the most prominent movements now come from cross-border payments, banking, supply chain and peer-to-peer platforms. More details about how blockchain works and how it can be applied in various industries, a presentation by Mr. Long Do – IBL’s President Office Director (in Vietnamese): https://www.youtube.com/watch?v=ZmwG9788LGY B/ Challenges • Current public awareness about blockchain is not strong. Common myths: o Blockchain = Bitcoin = crypto currencies = illegal money o Blockchain sounds like rocket science or future sci-fi, definitely not for me. o Blockchain startup = ICO = Initial Coin Offering to raise funding = scam o Blockchain is for technical or financial people, not for everyone • Strict and careful regulations from all governments for cryptocurrencies in specific and blockchain technology in general. • Regular media: Twitter, Facebook, Mail Chimp, Google blocked all ads related to crypto currencies (exchange, wallet, services, news etc.), but not blockchain technology! • We invested a lot in all of our community activities, but we have not appointed appropriate Marketing resources to promote our corporate brand and our vision. Within the blockchain community in Vietnam, IBL already achieve the top-of-mind position as the ecosystem leader. But for the public, we are never heard of. C/ What we need you to do We don’t want to educate or scare away people with the details of blockchain technology. Just like the Internet Revolution in the 1990s, when the mass public adoption phase comes, people do not need to know how the technology infrastructures work, they can start to feel comfortable and use daily applications from the technology such as email (revolutionizes the traditional mail industry), e-learning (revolutionizes traditional training industry),… We want a strategic marketing analysis that results in the brief of a creative and innovative, general-public- appealing campaign to promote the awareness of Vietnam as the Blockchain Country (with IBL as the key factor behind this movement). It’s a plus point if we can create a social campaign to engage and
  3. 3. CONTACT US We are proud to be the official representative of 146 bis Nguyen Van Thu, Da Kao, D.1, HCMC facebook.com/AIMACADEMY.VN www.aimacademy.vn Hotline: 0914 508 448 vietnamyounglions@aimacademy.vn www.vietnamyounglions.net encourage the public/ potential partners or related communities to contribute contents or actions or ideas, because the spirit of blockchain technology is transparency and decentralization (voice of the public, everyone is equal, no entity is the central head). Campaign timeline: 6 months Budget range: 100,000 USD – 400,000USD D/ Target audience We want a social campaign that could build up awareness and engage maximum numbers of people, even those who have not known anything about blockchain technology. Primary target audience: Digital-natives, young and open people 18-35 years old that want to support a cause. You can also identify and choose the most appropriate target audience profile to suit the strategic approach of your mass awareness campaign. Region: Global, with a focus on Asia-Pacific Region, secondary region is Europe. E/ Further information We want a growth-hacking and guerilla marketing mindset for this social campaign. The final objective is that, after 6-month, we have built a meaningful and mass-engaging campaign about “Vietnam Blockchain Country story” that can be featured in top global media such as CNN or BBC. F/ The assignment Create a clear and inspiring Communication Brief (no more than 10 slides) covering:1. Project description | 2. Business and Marketing outcome | 3. Target audience | 4. Insight | 5. Campaign objective | 6. Key message | 7. Tone of voice | 8. Deliverables | 9. Budget | 10. Timeline | 11. KPI(s) G/ References blockchainlabs.asia (IBL’s website) vietnamblockchainweek.com (IBL’s key summit conference platform) http://vietnamblockchainclub.com/ (IBL’s initiative to connect all thought leaders in Vietnam blockchain ecosystem) https://www.infinitowallet.io/ (One of IBL’s globally launched product with praises from blockchain experts from around the world, this product was proudly 100% developed in Vietnam.) ---------SEE THE JUDGING CRITERIA IN THE NEXT PAGE--------
  4. 4. CONTACT US We are proud to be the official representative of 146 bis Nguyen Van Thu, Da Kao, D.1, HCMC facebook.com/AIMACADEMY.VN www.aimacademy.vn Hotline: 0914 508 448 vietnamyounglions@aimacademy.vn www.vietnamyounglions.net JUDGING CRITERIA MARKETERS CATEGORY The submission is a Communication Brief with maximum 10 slides of presentation. 1. Brief - 10% Short, concise 2. Reasonable - 10% Budget, timelines 3. Insightful - 20% Show deep target audience understanding and how to effectively connect to them 4. Equity - 10% Respect the equity of the organization and leverage current resources 5. Clear - 20% Clearly defined objectives, mood and tone, channel mix, KPI expectations and deliverables 6. Impactful – 10% Make a big impact on the community 7. Inspirational - 20% Motivate agencies to create great works; agencies are also the one contributing to this social cause. Notice of Confidentiality This document contains information that has been prepared for the sole and exclusive use of the intended recipient and on the basis agreed with that person for the 2018 Vietnam Young Lions. Please note that by disclosing part or entire information to any other third parties might infringe the regulations and result in the disqualifications of the contestant(s). ---------GOOD LUCK & THANK YOU--------

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