Young marketers 7 + Ngọc Minh Hiếu

1. NGỌC MINH HIẾU
YOUNG
MARKETERS 7

2. • Social context
• Target customers
• Driver - Barrier
• Insight
• Big idea
• Key message
• Execution plan
• Customer Journey + Channel
• Budget plan
AGENDA

3. “Tuồng” (or “Hát bội”) is a classical drama and one of
the most erudite arts in Vietnam.
Vắng người hiểu Vắng người xem Vắng người diễn
Vietnamese youngsters now
have more options in enjoying
many art forms. Perhaps partly
because traditional arts such as
Tuồng are becoming alien to
them.
Since 2000 Hat Boi Theater in
Ho Chi Minh City has trained
14 young prospects, but to
really succeed, they still need
more time to practice and the
number is too way little for an
inheritance generation.
Tuồng is the art that
chooses the audience, not
that everyone watching
Tuồng will understand it,
where it is one of the folk
art forms popular with the
people.
But there are some existing
problems
SOCIAL CONTEXT

4. • Young people 18-25 years old, living in Ho Chi
Minh City, Hanoi
• Estimated capacity: More than 9 million people
• Education
• Undergraduate at college or university
• Graduated from college or university
• Grade high school
• Having a smartphone
• Looking up information on the internet and being
a part of a digital social network.
DESIGNING CUSTOMER

5. • 6 hours and 53 minutes to browse the Web
using your PC and Tablet; 2 hours 33 minutes if
using a mobile phone
• 2 hours 39 minutes for social network
• Check email, visit social networks, use search
engines (Google, Coccoc, ...), find product
information, and listen to music, video.
• Use social networks like Facebook, YouTube,
FB Messenger, Google+, Zalo, Instagram,
Twitter, Skype, Viber, etc.
CUSTOMER
BEHAVIOR

6. •Driver
Young people play an
important role in preserving
and promoting traditional
values.
•Barrier
They are easily attracted
by other modern art
forms.

7. INSIGHT
“Tôi không thích xem tuồng vì tôi
nghĩ tuồng mang âm điệu cổ xưa, lạc
hậu, không phù hợp với người trẻ.
Chỉ có người trung niên mới thích âm
điệu hoài cổ”.

8. BIG IDEA
The last time you watched “Tuồng” is…
KEY MESSAGE
Tuồng của thanh xuân

9. EXECUTIONPLAN
TRIGGER ENGAGE AMPLIFY ADVOCATE
Objectives
Increase the level of
awareness of the
urgency, the "dying"
status of Tuồng.
Learn about Tuồng
and understand its
cultural values.
Experience the
dramas and spread
positive messages
to the people
around.
Understanding
Tuồng, sympathize
the difficulties that
Tuồng is
experiencing. Be
aware of opposing
viewpoints.
Brand role
Brands that are active for the society with the desire to preserve and promote the
traditional values.
Key message Tuồng là gì? TUỒNG CỦA THANH XUÂN
Highlight key Viral clip
Drawing, photo,
short film contests
about Tuồng
Drama, offline
meeting, social
trend
Offline meeting,
viral clip, social
group & club.
Duration 3 weeks 4 weeks 2 months 2 weeks 2 weeks

10. TRIGGER ENGAGE AMPLIFY ADVOCATE
AWARENESS CONVERSION
LOYALTY/
ADVOCACY
CONSIDERATION
Social network
(Facebook, Youtube)
Website
KOLs
Viral clip
Social network
Website
Email
Search (SEO, SEM)
Student
Union
Youth Union
Club at
universites
Social network
E-com site
Mobile app
Social network
Website
KOLs
Viral clip
E-com site
(with reviews)
Banner
Leaflet
POS
WOM
Offline
meeting
Group
Club
Customer
Journey
CHANNELS

11. PHASE 1 - TRIGGER – VIRAL VIDEO
The story is the monologue of Tuồng artists. The main
content of the clip will tell the difficulties that the artists
are encountering. Difficulties can be mentioned as: fewer
and fewer people go to watch Tuồng, life is unstable due to
low income, lack of living space.
Năm nay đã 69 tuổi và theo nghề hát
bội từ năm 14 tuổi, nghệ sĩ Hề Lạc tâm
sự: "Tui học hát từ ba tui, rồi tui dạy
cho con gái tui, cả gia đình đều theo
nghề hát. Bây giờ khó khăn quá, người
ta ít đi coi hát lại, tui buồn lắm chứ,
nhưng mà hát là đam mê của tui rồi,
không bỏ được, tới chừng nào còn sức
là còn hát”.
“Theo nghề hát bội đến nay đã 33 năm và là một trong
những người giàu kinh nghiệm nhất trong đoàn, nghệ sĩ
Dũng Linh còn kiêm thêm nhiệm vụ quản lý, phân vai cho
các diễn viên khác trong mỗi tuồng hát.
Nếu như ở một số loại hình nghệ thuật khác, công việc
trang điểm cho các nghệ sĩ thường có người phụ trách
riêng, thì ở hát bội, do đã không còn phổ biến và cũng để
tiết kiệm chi phí, mỗi người nghệ sĩ đều phải tự biết trang
điểm, vẽ mặt cho mình. Thời gian để vẽ xong một khuôn
mặt khoảng 1 giờ”.
“Trong sân đình chật chội, sân
khấu được dựng lên đơn giản,
thô sơ, người dân tập trung ở
sảnh chính chuẩn bị xem hát, còn
nơi các nghệ sĩ nghỉ ngơi, trang
điểm, chuẩn bị trang phục chỉ
cách đó có vài bước chân”.

12. PHASE 2 - ENGAGE
CUỘC THI – TUỒNG TRONG TÔI
Attendees will use publications such as pictures, drawings or short clips
about Tuồng to submit the contest.
Young people are encouraged to express their own views on Tuồng.
Finally, all submissions will be uploaded and voted for the categories on
the social media. Points will be based on social interaction.
The best entries will be on display at the art show.
Rewards: incoming Tuồng drama tickets, Biti's “Tuồng – style” shoes,
discount voucher at Highlands Coffee, Minh Long special “Tuồng”
potteries,…

13. PHASE 3 – AMPLIFY
THE LAST TIME YOU WATCHED TUỒNG IS…
Using media channels, advertisers reach out to people who have
looked up information about Tuồng.
Invite finalists of the previous competition to be ambassadors for the
incoming Tuồng show. And hold offline meetings to get their feelings
shared about Tuồng, expressing sympathy with the artists.
After that, they will take picture with a half face mask. Half face is
cover with a Tuồng mask (or some thing like that).
 Create a trend - YOUR REAL FACE IS… and plus, promote the
selling of tickets.
Aiming to the curiousness of young people, we will emphasize
watching Tuồng as a new and interesting experience.

14. PHASE 4 – ADVOCACY
Make discussion (even arguing) between groups of people
through a short clip. The content of the video will turn the topic:
the future development of Tuồng and the inadequacies of doing
so.
By understanding the individual through exploration from
previous periods, social network users will express their
personal views and contribute their opinions on social networks.
Establishing groups, clubs for those who love to learn about Tuồng.

15. PHASE TRIGGER ENGAGE AMPLIFY ADVOCATE
BRANDING Website Website
Offline Meeting
Onsite drama display
Social network
Group/club
Commnity
REVENUE E-com site E-com site
E-com site
Store
Mobile apps
E-com site
Store
Mobile app
BENEFITS FOR BRANDS

16. BUDGET PLAN
TRIGGER
Viral clip
KOLs
100
50
150
ENGAGE
Contest
Searching
50
50
100
AMPLIFY
Drama event x 10
Offline meeting
Advertising
Social trend
200 x 10
100
200
50
2.260
ADVOCATE
Offline meeting Viral
clip
KOLs
Social group club
100
150
70
20
340
TOTAL 2.850

17. THANK YOU