The document provides information about MEDASON Group, a strategic marketing and creative agency in Vietnam. It introduces the founders and their experience. It then summarizes several current and past projects the agency has worked on, including brand repositioning for Mollis towel brand, the "More You" campaign for Dell Vietnam, and events for MegaVNN online gaming platform. The document shows the variety of integrated marketing communications strategies and creative assets MEDASON Group develops for its clients.

3. OUR GROUP

4. FOUNDER
 9 years experience in strategic marketing and creative
counselling for leading brands in various industries:
 Agency partner in successful market penetration of
Dell (2008), Phong Phu Home Textile (2008), Sennheiser
(2010).
 ATL & BTL creative planning for Dell (since 2008), Acer
(since 2009), Phong Phu Home Textile (since 2008).
 Creative planner for nation-wide events: Ngay hoi
MegaVNN – 2008 for VDC (MegaVNN Festival), Di bo vi
nu cuoi & The Charity book “Suc Manh nu cuoi”- 2010
(Walk for life Walk for smiles & The Charity book “The
Power of Smiles”), “More you” campaign for Dell (2011),
“Thu Thach Yeu” reality show -2011 (Love challenge).
Melissa Ho
 Creative Director & Founder of MEDASON Group since
Managing Director 2006.
 Founder of BROADCAST Media since 2009.

5. CO- FOUNDER
 Ph.D Nanyang Tech Univ, Singapore
 MBA Kauffman (Harvard & MIT), USA.
 7 years of experience in marketing consumer
goods, healthcare and online services in USA,
Vietnam and Singapore markets.
 2 years of experience in business strategy and
Vinh Nguyen, PhD investment advisory.
Strategic Director
 Strategic Director of ENLIVO Group.

6. CO- FOUNDER
 Rutgers University, USA
 PR copywriter, The Cherenson Communication
Group, USA
 Marketing Manager, Sun Flower Media.
 Communication Associate of ENLIVO Group.
Linh Nguyen
Communication Associate

16. Case study: Mollis brand (current project)
A strategic brand of Phong Phu Corp, the biggest textile group in
Vietnam. We are in charge of:
 Brand re-positioning: toward the no.1 “Premium Towel” in Vietnam
& a stronger international brand awareness. Building love- mark with
the concept “Be with you”.
 IMC strategy: marketing plan, distribution channel, price strategy,
product trend.
 Brand concept Creative (Identity profile, corporate video, website,
catalogue, company profile)
 PR & social media campaign on X’mas 2011 & Lunar New Year 2012.
All ATL & BTL services are deployed to create a new Mollis brand value!

17. Corporate identity
Corporate logo Brand logo
Concept store

18. Corporate identity

19. Catalogue

22. Calendar

23. Website www.phongphuhome.com

24. Case study: More you campaign for Dell brand (current project)
 Public relation & social media management.
 Event planning & management
“More you” campaign is the latest, biggest campaign for the next 2 years.
Key points: More fun, more care, more excellence.
Broadcast Media is in charge of campaign planning & creative, campaign
website and CRM system planning.

25. “MORE YOU” CAMPAIGN FOR DELL
Submitted by BROADCAST MEDIA

26. Campaign site: www.moreyou.com.vn

27. Website: www.dellstore.moreyou.com.vn
 Update all Dell products &
services in Vietnam (members
can select & compare Dell
products)
 News & promotions
 Support centers, distributors &
retails.

28. Website: www.dellpass.com.vn
 Loyalty system which help Dell manage & take care all customers.
 Dell’s customers will get more benefits from Dell & thousand
shopping stores.
 Platform for digital marketing services.

29. Website: www.youth.moreyou.com.vn
 Youth activities, game show
and campaigns site.

30. Dell FC fan page
 Product review
 Product usage tips
 Q&A
 Forums with over 20.000
members.

31. Commercial video / TVC
Phong Phu Home Textile Phong Phu Yarn & Thread Phong Phu Fabric
Saigon Pearl corporate video Diamond Island DELL - Alienware

32. Creative – Print Ads

33. Creative – Print Ads

34. Creative – Print Ads

35. Commercial POSM

36. Event Creative

37. Creative – Studio
Collection shooting to promote product’s “stylist” image & use for PR campaign

38. Creative – Studio
Collection shooting to promote product’s “stylist” image & use for PR campaign

41. News / Report/ Interview on TV channels

42. Short news

43. Planning, writing, booking or publicity
Articles – Dell

44. Planning, writing, booking or publicity
Advertorial _ Coast

45. Planning, writing, booking or publicity
Advertorials_ Taft Gel

46. Planning, writing, booking or publicity
Advertorials_ Schwarzkopf

47. Planning, writing, booking or publicity
Fugacar editorial references

48. Planning, writing, booking or publicity
Advertorials_Canon IXUS

49. Planning, writing, booking or publicity
Advertorials_ Dell

50. Planning, writing, booking or publicity
Advertorials_ Dell

51. Planning, writing, booking or publicity
Advertorials_ Acer

52. Planning, writing, booking or publicity
Fashion Collection

53. Planning, writing, booking or publicity
Fashion Collection

54. Planning, writing, booking or publicity
Fashion Collection

55. Planning, writing, booking or publicity
Fashion Collection

56. Planning, writing, booking or publicity
Fashion Collection

59. Creative: Online flash game
Product launch – online interactive game attracted thousands of
players within 2 weeks

60. Community Management
Build & manage big communities with over 50.000 fans & customers.

61. Community Management
Build & manage fan pages from content to activities.

62. Social / Community event

64. Walk for life charity campaign
Build & manage fan pages from content to activities.
•Published the book “The Power of Smiles” with
stories of 30 international & Vietnamese
ambassadors.
•Call for donation for Operation Smile children.

65. Walk for life charity campaign
Build & manage fan pages from content to activities.

66. Trusted Brand Website
Built website and managed content to promote brand and products to
the public

70. Integrated campaign in which event is the key factor

71. Campaign: “I’m a DELLAHOLIC”
The first campaign, remarks Dell officially presence
in Vietnam. Youth & online focus.
Brand: Dell
Venue: during 3 months online & X’mas party at
Nguyen Du Sporting Hall.
Guests: 20.000
Concept: I’m a Dellaholic (who crazy loves Dell
brand)
Reputation result: start Dell awareness activities
and bring fans to Dell communities.

72. Online contest: I’m a Dell aholic
Write a application on Facebook which allows Fans interact.
Online contest with 3 contents: Fashion Studio, Music Studio and Design Studio
During 3 months

73. I’m a Dell aholic contest
Fashion Studio – pictures from Fans

74. I’m a Dell-aholic contest
Design Studio – artworks from Fans

75. I’m a Dell-aholic contest
Music Studio

76. I’m A Della-holic party
Nguyen Du Sporting Hall

77. Gala Night: “I’m a Dellaholic”

78. Fashion contest

79. Fashion contest

80. Fashion show – performance with Dell laptop

81. Fashion show – performance with Dell laptop

82. “Charity auction” & X’mas boom !!!

83. “Charity auction” & X’mas boom !!!
With famous celebrities…

84. Campaign: “MegaVNN Festival”
Client:
An biggest integrated 360 Degree campaign
which focus into Youth, increase brand awareness
& loyalty.
Brand: MegaVNN
Venue: 7 provinces (HCM, Vung Tau, Ca Mau, Can
Tho, Kien Giang, An Giang, Tien Giang)
Guests: 70,000 attendances, 2 days & night
event/ each provinces & cities.
Ngày hội Mega VNN Concept: Ket Noi Dam Me (Connect to Passions)
Reputation result: become a case study for
Northern & Middle.

85. Creative
design

86. Public contest: Mega Dance.
Mega Dance is breakdance contests which attracted thousands of dancer groups, B.boy & fans.
Until now, it came to 7 big cities& provinces.

87. Public contest: Mega Model.
Mega Model is talent contests which are seeking hot boy- hot girl who nice- appearance,
cool, active & have special skills in studying or art subjects.
It’s also purposed for choosing MegaVNN ambassadors.

88. Mega Model Contest

89. Public contest: Mega Idol.
Mega Idol is the contest which are seeking new singers/ bands.
Until now, it came to 8 big cities& provinces.

90. Game, internet area, classroom, teen consulting area, mini-shooting area

91. “Cau Vong Tuyet”
live musical dramatics night

92. A moved story about life of blind girl - nickname
“cauvongtuyet”.
Combined between dramatics & music style, this tour is
attracted thousands of reporters & teens join in.
These tours was attracted over 50.000 people/ 7 places and
live television on VTV, HTV, VTC and local channels.

93. With famous singers - dancers – models and beautiful scenes…

94. “Ket noi dam me” roadshow

95. Print

96. Advertorial

97. Mega VNN news & editorials

98. Ket noi dam me in community view

99. Online contest

100. Charity event: audio CD which attended by thousands of teens & famous singers (Lam Truong, Thao Trang, Dong
Nhi, Wanbi Tuan Anh, Thuy Chi, Mai Tron). 1.000 CDs for blind teens, street children & audiences of Tiep Thi Gia
Dinh magazines.

101. Thien Long Bat Bo Game (2 years anniversary)
The biggest event, remark 2 years development of
FPT online and Thien Long Bat Bo online game.
Brand: Thien Long Bat Bo
Venue: Hoa Binh Theatre
Guests: 3.000 gamers
Concept: Tay Ha Kingdom seeks a Prince for his
Princess.
Reputation result: an impressive story and exciting
contest for over 2.000.000 online game users.

102. Thien Long Bat Bo Ceremony in Hoa Binh Theatre, 3.000 gamers and exciting unique- interactive activities

103. Game & entertainment

104. Exciting contest with special story … 30.000 gamers joined in pre-launch period.

105. Singers played as an actors & actresses.

107. Practical training & product launch

108. Alienware launching event
An exclusive and impressive product launch party.
Brand: Alienware, Top brand of Dell computer for
gamers.
Venue: Hard Rock coffee
Guests: 300 people
Concept: The story is about Michael Dell, who is Dell’s
father and the team created Alienware with top
technology. The first Alienware was delivered to a new
planet for the new research. Then the Alienware laptop
evolved and survived by itself.
PR & social media results: over 40 TV channels/
newspapers/ magazines/ IT & game forum &
communities report this event & Alienware products

109. Alienware launching event

110. Alienware launching event
An exclusive launching party to remark Sennheiser
brand in Vietnam market
Brand: Sennheiser.
Venue: Intercontinential HCM & HN
Guests: 600 people
Concept: Sense. The. Life
PR result: over 45 TV channels/ newspapers/
magazines/ hitech communities talk about this
event/ the co-operation/ CEO interview/
Sennheiser products.

111. Sennheiser Launching in Vietnam

112. Dell Digital House at Diamond Island

113. Canon 500D launching

116. Hot girl with Canon 500D

117. Hot girl with Canon 500D

118. Hot girl with Canon 500D

119. Event: Launch Sapphire Towers “The Sapphire Day” – Sheraton Hotel
(600 customers and investors, 4 banks, 30 journalists & famous persons).

122. Product launch & kick off event for Manulife Vietnam

123. Kick off event _ Manulife Vietnam

124. Other kinds of event

125. Great Gala Dinner with great idea & concept, also bring a joyful night with games, drama, fashion – music & famous singers

128. Kick off event _ Diamond Island (BTA Vietnam)

130. Dell Streak roadshow