Marketing Arena is a marketing competition hold by Creatio - FTU2.

1. D O M O R E W I T H L E S S
OPTIMIZE
The Story Of VIETNAM TOURISM

4. Fact
In 2015, Vietnam had 7.94 million foreign
travelers and 57 million domestic travelers.
Vietnamese people still have been wary
and afraid of domestic travelling or
spending time on travel abroad instead of
their country.

5. OBJECTIVE
30% Target Customer is aware of Bitis Hunter
5% of them buy products
50% Target Audience is aware of campaign
Increase the domestic travellers by 20% to 2015
Communication
Business

6. Target Audience
Dynamic Passion of Tourism
Enthusiasm
Nationalism
Show-off ego
Reason to choose:
This group is a part of Bitis‟s Target Consumer and it
has big impact on other youth.
Age: 18-25
Live in 6 big cities
(HCM, HN, HP, Cần Thơ, Đà Nẵng, Huế)
Income: BC+ Education:12+
Attitude toward Product:
Looking for a quality sport shoes with fine design at
reasonable price.

7. How was your last trip?
“It was beautiful and fun”
NOT UNDERSTAND DEEPLY
But
Their Talk And Thinking
LACK OF CONFIDENCE

8. Driver
I want to learn more
experience to discover myself
and my country and live my
youth fulfilly
Limited resources and afraid of
being judge by people around
about my tourism experience.
à l à không lên è
C ình h
I want to live fulfilly with my youth without wasting a moment. I’m always trying to find
experience as much as possible. Then I have not been judged by people around on my
experience. But this makes me un-intentionally forgetting the core value of the trips.
I do not realize that I gradually become a "superficial tourist".
Barrier
Insight

9. Vietnamese Tourism
Opportunity
Has a lot of extremely
beautiful landscapes across
the country
Wanna live my youth life
fulfilly and don‟t want to
waste a moment, but this makes
me un-intentionally forgetting
about the core value of the trips
Product truth
Bitis Hunter: Nhẹ Như Bay
Help users more comfortable,
less weary on the long trips to
discovering deeply and unique
experience.
Consumer truth

10. Big Idea
Key message
“Hunting the real Experiece”
Be a real Hunter
Let Travelling like a HUNTER.
Go hunting for their beauty,
culture not just looking around.

11. Strategy approach
What is real
experience hunting
1 How to become
A real hunter
2 Map your Vietnam!
Hunter
3

12. D E P L O Y M E N T P L AN
First 3 weeks (1/6-18/6)
Viral clip
“PAUSE or POSE”
Activation
“INSPIRED EVENTs” supported
with Real Hunter handbook
Trigger Experience Amplification
Times
Message
Key hook
Next 3 weeks (20/6-10/7) Last 2 weeks (11/7-1/8)
“What is the real
experience hunting?”
“How to be a
real Hunter?”
Microsite
“MAP YOUR VIETNAM”
supported with viral song
Objective
Define the
„real experience hunting‟
Encourage the youth
hunting the real experience
Brand Role
Support the “real experience”
hunting travel attitude.
Connect KOLs with same vision
Encourage Vietnam youth
naturally to share the proud of
country, exploring their own real
and unique experiences
Sponsor for the campaign,
appear in communication
channels as supporter
“Map your Vietnam! Hunter”
Every „Hunter‟ becomes an
Ambassador for Vietnam
KPIs
75% TA aware about
this clip, 2 millions views
through platfroms
5000 youths joining event/city
30% of them accept the Real
experience challenge
5% buying Bitis Hunter
10,000 updates on MAP
YOUR VIETNAM
Domestic traveller increase
by 25%

13. D E M O E X E C U T I O N
Trigger Budget: 50,000 USD
“PAUSE or POSE” Viral clip
The scenes change rapdily between the “real” and “superficial” traveler/hunter

14. D E M O E X E C U T I O N
After the journey, what you got ?
“Take a POSE and we GO” “Take a PAUSE and we KNOW”
“The real experience hunting come from
a PAUSE not a POSE”
Find the answer in 24/06/2016 at NVHTN

15. D E M O E X E C U T I O N
Experience Budget: 100,000 USD
Activations in 6 cities
1. Stimulated Game:
Rock climbing, running, high jump
with Bitis Hunter
2. Inspiring talks
Hoang Duc Minh shares experience
and inspires the youth
3. Publishing the handbook
Publishing the real experience hunting
handbooks for Vietnam Youth

16. D E M O E X E C U T I O N
Experience
3. Publishing the handbook
Publishing real experience hunting
handbooks for Youth

17. D E M O E X E C U T I O N
Experience
3. Publishing the handbook
Publishing real experience hunting
handbooks for Youth

18. “Hunt your own moments”
V I R A L T H E M E S O N GD E M O E X E C U T I O N
Amplification Budget: 100,000 USD
“Let‟s map Vietnam
with your experience.
Hunter!"
F Share
“mình th s
c th s
s tr v
này „”
Nguy s tùng
M I C R O - S I T E : “MAP YOUR VIETNAM”
u Upload
ìm hi
Ninh Bình
 Vì sao ch
Hoa L
 Dê núi nuôi nh
nào?
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Son Tung M-TP ft. Den for travel
theme song – emphasize on the
epic landscapes and human
beauty of Vietnam. The real
morale booster for Vietnamese
youth to discover our country.

19. VIETNAM tourism
start changing
from YOU

20. THANK YOU
FOR LISTENING
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