2. Context
Vietnamese travellers
aged 18-24 feel
uncomfortable when
saying “I’m Vietnamese”23%
Source: fanpage Young MarketersAmong 90.000 samples taken from 300 different forums & social fanpage…
70% Agree with the negative comments about Vietnam
About Vinacafé
Connect Vietnamese youngsters with positive values – the truly real values
represent for the true Vietnam
Bring the original coffee with real taste – representative of Vietnamese coffee –
the heritage of Vietnam
3. Vinacafé
Vinacafé is now changing with new packaging & new
communication message – “Tinh túy vị thời gian”
Defined as a representative of timeless-true-heritage values.
When referring to national pride with heritage and true
values of Vietnam, it should be Vinacafé as:
First coffee brand in Vietnam – since 1968
Harness & treasure one of Vietnam heritage – coffee bean
Communication message – “Tinh túy vị thời gian – thưởng thức giá trị
nguyên bản vượt thời gian”
Only Vinacafé is able & has privilege to
solve this national pride issue.
4. Campaign Objectives
Gain 70% TA awareness & at least
20.000 TA participating in campaign
Media agency
Qualitative & quantitative research:
> Mobile app downloads
> Frequency of key message on media
> View/ like/ share of viral clip, social
channels, etc.
Connect youngsters with real values –
timeless values of Vietnam
Research agency
Consolidate brand equity & value of
Vinacafé as a heritage coffee brand –
since 1968 but still connected with
young people
Increase TOM of TA up to 70%
Increase sales at HCM & HN up to 30%
At the end of the campaign…
Sales report
5. Target Audience Vietnamese youngsters
Aged 18-25
ABC+ class
Live in HCMC, Hanoi
Coffee drinker
(> 3 times/week)
6. Reasonswhy they are losing faith and pride in Vietnam without any effort to gain the pride back…
Their eyes & ears are
blocked with bad news of
Vietnam day by day which
made them feel that
Vietnam & Vietnamese are
getting worse and worse,
losing their old values once
they were proud of.
They are living too fast to
keep pace with good things
happened around them to
build up their belief.
They are bored with aged
values & heritage which are
reminded year by year.
They don’t feel connected
with them as they didn’t
experience them on their
own.
Country is a “national asset”,
why should I but not others
care whether or not its values
are fading away or people are
losing faith in it…?
KEY BARRIER
7. What they do?
They feel annoyed when things that are
important and closest to them such as: family,
best friends or even nation and country, are
said to be loved much more by others.
Then, they will fight to show that they
understand, know and love them more more.
Why they do?
People are mean and selfish. Their nation,
country, family, best friends and others closest
things to them are always there. That’s why they
don’t take it for granted but if there are some
“intruders” in threat of sharing those
relationships with them, they will fight to show
that they are the one who love them most.
Finding
insight
8. KEY DRIVER
Finding
Vietnam is ours. If there is
someone who love Vietnam
most, it should be Vietnamese.
Country is a “national asset”,
why should I but not others care
whether or not its values are
fading away or people are losing
faith in it…?
KEY BARRIER
Of course I love my country no matter how bad it is. It is as true as you love
your parents.
I am mean and selfish, I know. That’s why I don’t want to spend my time and
9. KEY DRIVER
Vietnam is ours. If there is
someone who love Vietnam
most, it should be Vietnamese.
Country is a “national asset”,
why should I but not others care
whether or not its values are
fading away or people are losing
faith in it…?
KEY BARRIER
Show them that they are not
the one who love their country
Strategic Approach
Yes, Vietnam is just a “national
asset” but it’s in threat of
10. Foreigners talk about
their deep love
towards Vietnam
TA at first will feel
happy & proud of
Vietnam. But then
we will raise some
concern – a foreigner
is loving your
country more than
you?
TA make Vietnam
proud of them…
As making someone
proud in some way
means that you love
them. As to express
their love towards
VN, TA will make
VN proud of them.
…by creating their
own generation’s
heritage
Not only showing
that they love
Vietnam, it also
helps gaining
back their faith &
pride in VN.
Now they have
their own
heritage which
they fully take
pride in
Passing to next
generation the
new founded
heritage
Strategic Approach
11. LET VIETNAM
PROUD OF YOU
with
“CHẤT” VIETNAM
TRAVEL MANUAL
BIG IDEA
Instead of making them feel proud of Vietnam, we will
call them to do vice versa. – let Vietnam proud of them as
a way to express their love towards Vietnam.
13. Ambassadors
Foreign celebrities who are deeply connected to and have
strong feeling towards Vietnam: Hari Won/ KYO YORK/
Lee Kirby/ Joe
Domestic celebrities who are at TA’s ages,
living “chất”: SUBOI/ Đinh Hương
Famous teen photographers: Khểnh
17. Holistic deployment plan
Campaign Idea “Chất” Vietnam travel manual
Campaign phases Phase 1 (2 weeks) – “Ngẫm” Phase 2 (6 weeks) – “Khuấy” Phase 3 (4 weeks) – “Cảm”
Announce cause, drive pride &
participation
Engaging
Amplification – enjoy the
achievement
Objectives > Generate buzz about a
beautiful Vietnam in
foreigners’ eye. They deeply
love Vietnam & know it well.
What about you – Vietnamese
people?
> If there is one who love
Vietnam most, it should be
Vietnamese.
> Show them/ the
world how you love
Vietnam by making
Vietnam proud
> Join hands creating
“Chất” Vietnam travel
manual
> See how your effort
work by releasing
“Chất” Vietnam travel
manual at the int’l
airports
> You are beautifying
your country
Key hook Viral clip Creating “Chất” travel manual Releasing “Chất” travel manual
Brand roleRepresentative of national pride
& heritage
18. Through interviews with famous
foreigners in Vietnam (Hari Won,
Kyo York, Lee Kirby, etc.) show
that how much they love
Vietnam and what do they
do/think when it comes to bad
news about Vietnam.
Phase 1 (2 weeks) – “Ngẫm”
Articles on key media
(print & online)
Viral clips – Describe VN
in 1 word
Gather many foreigners – they are
having fun in Vietnam with funky
moments captured, they feel
pleased and love it, it’s like their
second hometown.
Your country is loved by
others that much. What
about you?
Storyline
Viral clips on social
media
Raise
concern in
TA mind
19. “Mình đã xác định sẽ ở lại Việt Nam
dù ba mẹ Hari vẫn sống tại Hàn
Quốc. Ở Việt Nam Hari thấy cuộc
sống thoải mái hơn. Hàn Quốc thì có
nhiều chỗ ăn chơi nhưng ở Việt Nam
thấy mọi người vui vẻ, cởi mở hơn.”
“Vâng, tôi ngày càng “Việt hóa” đấy! Tôi thì tôi có cái
nhìn khác, và tôi cho rằng người Việt Nam đôi khi
đánh giá quá cao về một số điều “Tây” đồng thời
đánh giá quá thấp về một số điều “ta”.”
“Tôi đã bị âm nhạc Việt Nam giữ
chân”
Articles on
key media
(print &
online)
20. Viral clip –
describe VN
in 1 word
Challenging
Endless
happiness
Strange
foods
Memory
Labor
22. Phase 2 (6 weeks) – “Khuấy”
We intend to make “Chất”
Vietnam travel manual
which collects all
memorable moments of
Vietnamese people, places,
foods and other stuffs.
This will help beautifying
the “chất” images of VN in
people’s eyes.
Gather materials to make our
country “Chất” travel manual The manual is a collection of
“Then-now” photos through
which we will portray the
beauty of Vietnamese people,
places, etc. Many things are
changed (places, context,
etc.) but some will never
change (love, friendships,
etc.). There’s always a story
behind every photos.
23. Articles on key
media to
inform this
project.
Key
influencers
appears as
pioneers
contributing to
this project
Collect photos
via “Chất” app
in parallel with
posting photos
on “Chất”
fanpage &
instagram
24. Phase 3 (4 weeks) – “Cảm”
Publish the manual & distribute at HN,
HCM airports as well as souvenirs shops
25. Phase 1
Viral clip reach 500.000 views in 2 weeks
Views of articles: each reach 10.000 views
Media tracking
Internal report
KPI &
measurement
tracking
Media tracking (on youtube and key
media)
Phase 2
Views of articles: each reach 10.000 views
Collect 2.000 photos in 6 weeks
10.000 app downloads in 6 weeks
Phase 3
Publish & deliver 50.000 manuals in 2
weeks
