Vinacafe aims to establish its brand role of reviving forgotten Vietnamese values and inspiring youth pride. Younger Vietnamese agree their country has negative images and they do not feel proud or knowledgeable about Vietnamese heritage. The campaign will collect 20,000 stories from youth about how to improve Vietnam. It will use influencer videos, interactive machines, and exhibitions to trigger awareness of simple Vietnamese values, engage youth to find pride in their country, and amplify positive images of Vietnam. The goal is to connect 70% of the target audience and spread goodwill for Vinacafe and Vietnam.

1. Phan Trung Hiếu
Đỗ Xuân Khang

2. CAMPAIGN

3. Context
Why is that?
- Bad images of Vietnam
-70% of 90,000 young Vietnamese agree with the
negative outlook of Vietnam.
-23% of people from 18 – 24 don’t feel comfortable to
introduce their nationality to foreigners.
-Our heritages have been forgotten
-The youth speak without proper actions
-Not able to connect values from their ancestors
-Not aware of their own values
Kyo York with his point of view about the differences
between students in Vietnam and America
A Japanese student also says something about us

4. VINACAFETRUNG NGUYÊN
EssenceCombination of 5
best coffee beans in
the world
Original taste from
Tay Nguyen, Vietnam
Creativity Life
Ambition Simplicity, life’s companion
Values

5. BrandContext
• VINACAFE is the brand that has connected with Vietnamese since 1968.
It’s the pride of Vietnam.
• With this social campaign, VINACAFE aims to establish the brand role of
reviving the forgotten Vietnamese timeless values to connect and wake
up the pride of Vietnamese youth, to inspire youth to be ambassadors of
Vietnam.

6. ConsumerContext Who are they?
• Youth, live in Vietnam (HCM,
HN)
• 18-25 years old
• Class: ABC+
• Habit: drink coffee at least 3
times/week
• Dynamic
• Passionate
• Open-minded
• Outgoing
• Coffee lovers

7. As a Vietnamese, I want to make Vietnam better but I don’t
know how because, to me, the heritages and the values of
Vietnam seem to be too sophisticated, complex and not really
relevant.
Insight

8. Strategy
Consumer insight Brand role Approaching strategy
Vinacafe revives the
forgotten Vietnamese
timeless values to
connect and wake up the
pride of Vietnamese
youth, to inspire youth to
be an ambassador of
Vietnam.
As a Vietnamese, I want to make
Vietnam better but I don’t know
how because, to me, the heritages
and the values of Vietnam seem to
be too sophisticated, complex and
not really relevant.
TRIGGER
Raise awareness of heritages,
real values, which are originally
simple and connected with
youth
ENGAGING
Let the youth find themselves in
making Vietnam better
AMPLIFY
Spread out good images of
Vietnam

9. My idea is a
big
ass idea

10. Message:
20.000 stories of how we
make Vietnam better
Concept:
• Coffee is usually a way people start a story.
• Our Vietnamese values, traditions or heritages have
been covered up in stories told to us by
grandparents, mother or father, from generations to
generations. The stories are not fairy tales, they are
people’s lives.
• Our stories are people’s journeys of achieving their
passions. Vinacafe helps them to ease down when
they encounter difficulties and help them remember
why they started their journeys.
• Just like vinacafe, people with passion can create
masterpieces.

11. Objective
• Awareness 70% target and engagement with 20.000 youth of target
• Connect youth with real, timeless values of Vietnam
• Branding (brand value & equity) VINACAFE is a heritage coffee brand, since 1968 but
contemporary with youth
• Top-of-mind (TOM) 70%, sales 30%

12. Deployment plan
Trigger Experience Amplification
Content
Key hook
Message
Vlog Timeless machine Event
20.000 stories of how
we make Vietnam
better
How am I be
proud of Vietnam?
Vlogers will talk about
what they are proud of
and what they are not
in Vietnam. The youth
can have their own
lessons by listening to
their influencers’ stories
of how they are proud
of Vietnam.
This is when young
Vietnamese can build
up their stories and
what they will do to
make Vietnam better.
Update clips&pictures
on website and place
our Timeless
machines all over the
city.
June - July July - August August - September
Preserve our timeless
stories
• Stories exhibition
• Packaging coffee
with personal
name
Ex: My name is Hieu, I
am a Vietnamese
• “Little book” share
stories

13. Deployment plan
Trigger Experience Amplification
KPIs
Budget 20 billion VND500 million VND
• Views: 500.000/vlog
on youtube
• Earned media:
yantv, kenh14,
Vlogers’ facebooks
• Microsite: 20.000
targeted customers
share stories
• 70.000 engagement –
70.000 free coffee
cups
• 50 earned free
articles
• 25 machines in
HCMC, 25 machines
in Hanoi
June - July July - August August - September
9.5 billion VND
• Claim this campaign as
the meaningful
campaign
• Create the difference,
and on the way of
owning perception
“Timeless”

14. Phase 1 - Trigger
Social media, youtube, haivl.vn
Vlogers will talk about what they are proud of and what
they are not in Vietnam. The youth can see have their
own lessons by listening to their influencers’ stories of
how they are proud of Vietnam.
Topic 1: The differences between PAST and PRESENT
Topic 2: “Giá trị di sản là gì? Ăn được không?”
Engage youth to debate  Heritages, real values are just
stories which are told from generations to generations

15. Phase 2 - Experience
TIMELESS SCREEN:
a place to celebrate all stories
FACEBOOK
• It’s time to create youth’s stories because youth is the future of Vietnam. They can write
their dream, small action, or even sharing their points of view that make Vietnam better.
• Each story will be gathered and shown on TIMELESS SCREEN
• Stories can be made by many ways: social, text, images, video

16. How to use the machine:
• Step 1: Take a picture of your face with its camera
• Step 2: Fill your name, your sex
• Step 3: Watch a situation given and choose your own
solution
• Step 4: Receive a cup of coffee (QR code of how you
solve the problem, the story on a cup, brand logo)
• Step 5: Answer the question: “Are you proud of being a
Vietnamese”
• Step 6: All the materials are uploaded to our microsite
TIMELESS MACHINE:
People can tell their stories through
this machine and get 1 free coffee
• This machine is used for showing their activities in real life.
• It ‘s placed in some popular place such as: Center city
(both Hanoi & HCMC)
Phase 2 - Experience

17. The cup itself is a way to connect them (customers) and us (Vinacafe) as there is a QR code linked to
the clip of them solving the given situation
"My name is_______. I'm a Vietnamese" is to strongly encourage them to be proud of VN
TIMELESS CUP
Phase 2 - Experience

18. Phase 2 - Experience
Engage some youth’s
influencer: singers, actors,…
to share their stories
PR:
Online channel:
Kenh14, yan, zing,
vnexpress
Social media:
Facebook
Microsite

19. TIMELESS BOOK GIFT
• Stored 20.000 stories that make Vietnam
better
• This is a present for 20.000 youth
engagement
Event
• Recap , celebrating
20.000 stories that
make Vietnam better
• Inspire youth to be
ambassador of
Vietnam
• Claim that “I am a
Vietnamese and I am
proud of that”
PR
• Online and offline
• Social media
Timeless stories
EXHIBITION
Phase 3 - Amplification

20. Thank you
is the ultimate sophistication!