This campaign by Vinacafé aims to awaken national pride and values in Vietnamese youth. It will do this in 3 phases. Phase 1 uses a viral video to trigger awareness that the nation is like a youth growing up, facing challenges. Phase 2 engages youth through a video contest calling on them to commit to changing themselves to help change the nation. Phase 3 amplifies the momentum through celebrating the first National Growing Up Day with activities promoting Vietnamese culture and commitments to improve the nation's future. The goals are to increase Vinacafé awareness and sales by positioning it as a brand that inspires youth to grow up with the nation. Engagement will be measured by views of the viral video, number of contest videos/commitments

1. PR
CAMPAIGN

2. Context
Real cases of “the ugly Vietnamese”  Negative feedback from both foreigners & Vietnamese
 The youth is losing their sense of pride in their own country’s values
 The youth is put into a test as well as a decision: whether they will protect traditional values
and proudly stand for Vietnam or they will ignore and turn back from their own country?
The campaign is designed for Vinacafé – one of the most heritage brand in Vietnam to awake
the national pride & values of the youth so that they will become the ambassadors of their own
country, by the great ability of inspiring & connecting generations exclusively from Vinacafé.

3.  70% awareness of target audience and engage at least 20,000 target youngsters to join in the
campaign.
 Connect the youth with truly timeless Vietnamese values to awake the national pride & values so
that they will become the ambassadors of their own country by Vinacafé – an inspiring brand.
 Consolidate Vinacafé’s value & equity as a Vietnamese heritage coffee brand with the
authenticity in flavor since 1968, which also has the contemporary breath & connection through
generation.
 Increase the level of Vianacfé’s TOM to the youth to 70%
 Increase sales to 30% in HCM & HN market at the end of the campaign by converting
competitors’ consumers into Vinacafé’s
Marketing Objectives

4.  Vietnamese youth, 18 – 25 YO, ABC+
 Live in HCMC & HN
 Coffee drinkers (at least 3 times/week)
 Experimenters & soldiers
 Youthful, energetic, passionate, ambitious
Target audience

5. Do they love their country?
 If then, why they still lack confidence and
pride in their country & have not done
something yet to improve it?
 How can we bring back the national pride
and inspire them to be the national
ambassadors?
Insight

6. Insight
My feedback about some national issues could be
positive or negative, but deep in me are always both
the love and concern about my nation. I feedback
means I do care!
BUT
The national image has been much damaged by many
“ugly Vietnamese” lately. Then, it’s hard for love to
be sustained in such a situation.
I do want to do something to improve those
issues
BUT
Whenever I think about the relationship
between me & the nation, there is always a
gap, a distance. I find it hard to sense & to
involve in any national issue. I and the
nation seems to be 2 separate part, while it is
supposed to be integrated.

7. Barrier
The image of nation is too huge &
old
Can’t sense & involve in
Wonder what & how they alone
could join hand in national issue?
Insight
Driver
There are always both
the love and concern
about the nation deep
inside the youth
Brand role
The image of Vinacafé represents the
image of the nation: traditional,
valuable but still close, friendly &
youthful in comparison with the young
generation.

8. Unlike key competitor Trung Nguyen, who has the old & cliché voice toward nation, Vinacafé has
the contemporary & youthful inspiration that could bring the nation and the youth closer.
Vinacafé will help the youth recognize the other image of the nation, so that they could sense and
join hand together to awake and take back the national pride.
Functional
Coffee: An inspiring drink for
people to do great things
Emotional
Vinacafé: An inspiring brand – heritage
but still have a contemporary breath,
traditional but neither old nor out of date
– a truly connection through generation
Brand role

9. Is developing, slowly but day by day
through many pain & difficulties.
Youth time means hard & challenging time. If
we want to grow up, we have to face and go
through difficulties
From a tree to a great cup of coffee, the coffee berry
has to go through a whole tough process so that we
could keep the truly authentic flavor
The beauty of growing up through hardship
Big idea
The nation
Vinacafé The youth

10. Growing Up Together
Cùng trưởng thành, Việt Nam nhé!
Traditionally & commonly, we have always talked about nation with very formal tone & mood. It creates such a
huge & old image for the nation. It makes the young generation feel that nation is something too big, too old ,
too far from them.
But we are going to change the approach this time.
We will visualize the nation as a youth who is growing up, instead of the old man who is helpless.
Big idea
The hardship makes the growing up ,let’s grow up together!

11. Strategic approach
First step: Trigger for awareness &
sympathetic: You and the nation are just
two adolescents on the way to grow up.
Provoke the attention by a touching viral
clip to put people to the moment of truth:
the nation is just like you – a youth on the
way to grow up: On growing up, you
commit mistakes every day and still could
be sympathized, forgiven, and encouraged
by family & friends. How about this “guy”
– the nation? He is such a lonely and
pitiful youth receiving negative feedback
& hatred on his growing up.
Next step: Engage: Let’s grow
up together and become better
Engage and encourage the
youth to grow up with the
nation: Together facing the
problem and over coming it.
Final step: Escalate to the
momentum – The Growing Up
Day.
We just have the anniversary
days for the past and do
nothing for the future. From
now on, it will be the national
day of Growing Up – a day to
look back on what done and
look forward to what will

12. Brand placement
At first, the viral clip will be
unbranded. Later on, Vinacafé
will be featured in the social
debate as the story of coffee from
seed to cup & the story of a
national brand, both constantly
growing through tough time.
Then, Vinacafé will show up
as the host of the contest –
connect the youth to the
nation & inspire them to
work out & grow up
together to encourage &
guide them to Growing Up
Day
Finally, Vinacafé will
celebrate the first time ever
Growing Up Day. Vinacafé,
the youth and the whole
nation, together we will keep
moving forwards

13. Media strategy
 Vietnamese youth, 18 – 25 YO, ABC+
 Live in HCMC & HN
 Experimenters & soldiers
 Youthful, energetic, passionate, ambitious
 Focus more on social & digital platform

14. Media strategy
Social influencers

15. Media key channels
Own media: Website, Facebook fanpage, Youtube
Print
Online

16. Deployment plan
Phase 1: Provoke Phase 2: Engage Phase 3: Amplify
Objective Trigger attention & awareness of new
approach to the nation
Engage and encourage the youth to make
a change & grow up with the nation
Escalate to the momentum – The
Growing Up Day
Duration 2 weeks 8 weeks 2 weeks
Key message You and the nation are just two
adolescents on the way to grow up –
Please realize & sympathy
Let’s grow up and become better together Let’s celebrate the National Growing
Up day from now on
Strategy Provoke the attention by a touching viral
clip to put people to the moment of
truth: the nation is just like you – a
youth on the way to grow up
Engage and encourage the youth to grow
up with the nation: Together facing the
problem and over coming it.
Escalate to the momentum – The
Growing Up Day – a day to look back
on what done and look forward to
what will
Key hook Viral clip I change – You change video contest The 1st National Growing Up day
Key tactics Social Influencer
Online/Offline Advertorial &Editorial
Forum/Facebook seeding
News feature, SEO, SEM
Social Influencers
Online/Offline Advertorial &Editorial
Forum/Facebook seeding & Ad
News feature, Web banner, SEO, SEM
Social Influencers
Online/Offline Advertorial &Editorial
Forum/Facebook seeding & Ad
News feature, Web banner, SEO, SEM
Budget 500,000,000 VNĐ 3,000,000,000 VNĐ 20,000,000,000 VNĐ

17. Phase 1:Trigger
Touching viral clip to put people to the moment of truth: Randomly ask
adolescents about their youth time:
- How do you feel about your growing up? Is it hard? Do you commit
much mistake? Do you receive help & love from family, friends?
- Last question: Do you find your journey of growing up through
hardship similar to something? Such as our nation? Do you think that
our nation is just like you – a youth on the way to grow up?
Trigger social debate: What we have done to our “friend”?
On growing up, you commit mistakes every day and still could be
sympathized, forgiven, and encouraged by family & friends. How
about this “guy” – the nation? He is such a lonely and pitiful youth
receiving negative feedback & hatred on his growing up.
Trial clip :
https://www.youtube.com/watch?v=XZWVzipz_No&utm_source
=trigger&utm_medium=email&utm_campaign=NOT-VID-EXP-
888-YouTube_R

18. Demo PR angles
Đất nước chỉ là một người trẻ -
video clip gây bão cộng đồng mạng
Đất nước chỉ là một người trẻ
mà thôi!
Từ video clip gây xôn xao với cái nhìn lạ, nhìn và nghĩ lại
về đất nước thân thương. Đúng vậy, đất nước của chúng
ta chẳng khác gì một người trẻ đang lớn với, gàn dở với
bao lỗi lầm, hoang mang trước bao ngã rẽ. Chẳng ai cho
đất nước một sự tha thứ, một bờ vai, một sự động viên
khi đất nước đang vật lộn để trưởng thành.
Mấy ngày nay, cư dân mạng nhanh chóng truyền tay
nhau video clip với cái nhìn khác lạ về đất nước: một
người trẻ đang lớn, thay vì hình ảnh vĩ đại lớn lao như
trước đây chúng ta vẫn nghĩ. Rất nhiều cảm xúc đã vỡ
òa: chúng ta đang đối xử thế nào với “người bạn” này?
Mình vấp ngã có muốn ai nâng đỡ
không? Mình thất bại có muốn được
an ủi không? Mình cố gắng có muốn
ai động viên không? Đất nước chính
xác là một người trẻ đang lớn, và bị
những người trẻ hiện tại ghẻ lạnh.
Thói đời, Thạch Sanh thì ít Lý Thông
thì nhiều, anh hùng bàn phím có
chăng chỉ là những người trẻ ích kỷ.
Người trẻ đang lớn.
Làm bạn với đất nước
như những người trẻ
đang trưởng thành cùng
nhau, tại sao không?

19. Phase 2: Engage
Video Contest: I change – You change
Concept: What will you change yourself to make a
change to the nation?
(Đất nước thay đổi khi ta thay đổi)
 Pick any national hot issue, raise your voice, propose
idea for the solution – not a solution from the outside,
but a solution from the inside.
 Capture in 3-minute video clip
 Ask the community to make a change with you
(Like/share = commit “I will change with you”
 Voted by the community to the show case event later
(the number of “I will change with you” commitment
by others)

20. Demo PR angles
Suboi đã join in cuộc thi I
change – You change với bài
rap của chính mình. Các fan
ủng hộ với nào!
[ Share 1 video clip dự thi ]
Chúng ta đã được nói như
chúng ta vẫn luôn ước vọng.
Nhưng chúng ta cần nhiều
hơn một sự thay đổi. Một
cuộc thi quá CHẤT!
I change – You change -
Cùng lên tiếng, cùng
thay đổi, cùng trưởng
thành. Hãy để người trẻ
tự tạo nên tương lai
chính mình. Hãy để
người trẻ sóng đôi cùng
đất nước.
Giới trẻ phấn khích với cuộc thi I
change – You change 2 tuần lễ đầu
tiên của cuộc thi đã diễn ra với số
lượng không nhỏ bài dự thi, trong
đó có một vài ý tưởng thật sự xuất
sắc, rất độc, và cũng rất trẻ. Cùng
xem video clip đang được chia sẻ
nhiều nhất nhé!

21. Phase 3:Amplify
Celebrate the 1st National Growing
Up Day with various activities:
 Show case top proposals from
the Video Contest – together we
make commitments of changing
to make the nation better
 Establish some records such as
making the S shape, flash mob
dancing…
 Activities about VIET NAM
culture, food, travel,…
 Entertainment with new & catch
the youth trends
 I love Vietnam Toolkits (hat, t-
shirt…)

22. Demo PR angles
Đã đến lúc thôi ngoái nhìn.
Đã đến lúc phải trưởng
thành
Chúng ta vẫn luôn kỉ niệm một cách tự hào những chiến
tích vẻ vang trong quá khứ của những thế hệ trước. Nhưng
thế hệ hôm nay liệu sẽ đi về đâu nếu chỉ mãi ngoái nhìn
ánh hào quang đã rất xa ấy? Đất nước đã đến ngày phải
Trưởng Thành. Nhìn lại không chỉ để tự an ủi vỗ về, mà
chúng ta còn phải trông về phía trước – tương lai.
Giới trẻ háo hức với Ngày Trưởng Thành
của đất nước.
Cùng điểm qua những hoạt động hấp
dẫn sẽ diễn ra trong ngày lễ lần đầu kỉ
niệm tại Việt Nam và chỉ cho đất nước
Việt Nam – Ngày Trưởng Thành. Giới trẻ
đã thật sự đã có cái nhìn gần gũi và thân
thiện hơn với đất nước.
Thân tặng các fan MV Grow up Vietnam của nhóm
VMusic nhân sự kiện đặc biệt của đất nước – Ngày
Trưởng Thành. Luôn ủng hộ VMusic và cùng nhau
trưởng thành, các fan nhé!

23. KPIs & measurement
Engagement KPIs:
- 1,000,000 views for viral clip
- 1000 videos for the contest with high level of “I will change with you”
commitments
- 10,000 participants for the National Grow Up Day, both in HCMC & HN
No Particulars
Quantity (total) –
Paid media
Quantity (total) –
Earned media
Social Effort
1 Print articles 50 100
2 Online articles 100 500
3 Status/Social
Seeding
300

24. Thank you
Phương Vi
Hiếu Hiếu