This document presents a brief for an online marketplace called Chợ Tốt seeking to recruit more sellers. It aims to attract 50,000 new sellers within 3 months by changing people's perception of the value of selling unused items. The target audience are 25-30 year old digitally native Vietnamese who are online daily and open to recommendations. The deliverable is a 10-slide presentation proposing a digital/social media campaign using up to 3 platforms, with an executive summary slide recapping the campaign, including the campaign summary, creative insight, solution and how it works.

1.
THE BRIEF
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A/ The Brand
Chợ Tốt – Chotot.com
Established in 2012, Chợ Tốt is the leading online marketplace in Vietnam with 1.2 million visits/day. Our vision is to be the
dominant online classified platform that enables Vietnamese wants. With the motto “Muốn Là Có” (“A Way to Your Wants”), Chợ
Tốt has provided a platform for millions of Vietnamese to easily buy and sell various types of products, ranging from electronics,
vehicles, home appliances to collectibles, hobbies and personal items. We are part of a growing international group of more than 40
online marketplaces across Asia, Europe, and Latin America.
Chợ Tốt operates C2C (customer-to-customer) business model providing the platform for users to sell and buy products/services
directly from each other. When buyers go to Chợ Tốt, they have chances to find large numbers of both new and second-hand goods
with satisfactory quality and at a reasonable price. For sellers, they can reach out to a big pool of potential buyers on Chợ Tốt to
sell their used or unused items easily and effectively.
Up till now, Chợ Tốt has been positioned as “a cheerful and helpful neighbour that helps everyone achieve their wants.” Our key
selling points are Effective, Easy to use and the Wow effect (“Đã”).
B/ The Challenge
Chợ Tốt website and mobile app attract 1.2 million visits everyday. In order to better satisfy the huge demand from buyers, we
would like to recruit more people to sell things on Chợ Tốt, whether for additional income, trading for another item or giving away
with good cause.
When people were asked, “Do you have anything you might want to sell or give away?”, the most common response was “I do not
have anything to sell.” However, when probed for more, most respondents would agree that there were many items such as TVs,
mobile phones, laptops, clothes, toys or collectibles that could be sold but they did not think of those items at first. They either didn’t
think those items are sellable, believe that they can come in handy later, or feel attached with memories in previous chapters of
their life, and subsequently keep them at home. Selling as an action doesn’t come to their mind and comes across as an inconvenient
process.
The challenge here is how to change that perception. A person can list anything they want on Cho Tot in a very easy and efficient
way. We want to encourage people to give their pre-loved items a second chance, and more specifically, to sell, trade, or give away
those items on Chợ Tốt.
C/ Target audience
25-30-year-old Vietnam’s digital natives. They’re online almost 24/24, communicating personal information with their friends and
broader communities. Smart and practical, these guys make informed decisions based on proved benefits/examples and are
influenced by word-of-mouth, recommendations, and social conversations.
They’re aware of our brand. They may or may not have bought something from Chợ Tốt. Currently, they’re more interested in
buying than selling things.
D/ What we need you to do
We need a big idea to change people’s perception of their used or unused items by making them realise the benefits of
selling/trading/giving away on Chợ Tốt. To be specific, by selling the benefits of Chợ Tốt, we aim to attract an uplift of 50,000
more new sellers in various categories available on our platform within the 3 months.

2.
The brand personality should stick to Chợ Tốt brand zone – “modern”, ”youthful”, “cheerful”, “friendly”, “enthusiastic”, “uplifting”,
etc.
E/ Deliverables
A 10-slide presentation to propose a digital/social campaign with example of up to 3 digital/social media platforms.
The presentation’s final slide must be the one-page executive summary slide to briefly recap the proposed campaign. This executive
summary must include 4 parts: (Please refer to the example of last year’s winning work from Cannes Young Lions)
(1) Campaign summary
(2) Creative insight – How can creativity help solve the problem using digital/social media platforms and technology?
(3) Solution - The platforms, technology and tools used and why?
(4) How does it work? - How will the social media solution help answer the brief and solve the problem faced by the client?
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