(*) Đây là chiến dịch thử nghiệm từ ý tưởng của các thí sinh vòng chung kết tại cuộc thi Young Marketers mùa 10 với sự bảo trợ chuyên môn từ đường dây nóng Ngày Mai và Dentsu Redder. Young Marketers - Building future purposeful marketing leaders since 2013 ------ Đồng hành với Young Marketers mùa thứ 10 là đối tác từ 2013 Brands Vietnam và Dentsu Redder, cùng với đối tác truyền thông Advertising Vietnam từ 2018.

1. How do you feel today?
Jan 2022
by Thanh
Young marketer
Season 10

2. Social objective Business objective
Increase awareness &
acknowledgement of mental
health among young people
Encourage GenZ to take
action towards mental health.
Self understand, open to
share and then open to listen.
Raise Ngàymai awareness and
trustworthiness among target
audience
Increase the number of calls
to Ngàymai hotline in
short-term during campaign
objective
1st
2nd

3. 03
02
01
understanding
Ngàymai is a full-stack solution,
but getting youngster there is
a question mark
Innovative mental health consultation model via telephone, with advantage in free cost,
convenience & friendly approach
Ngàymai as a... … listener
… advisor … connector
Listening rationally,
empathically, and
non-judgmental.
Provide expert
information to the user
Connect callers with
professionals
?
… but not yet a thought-provoker
to seed the very first thought about
taking care of the inner mental health
also THE CHALLENGE

4. I
S
N
THE SAD SKIP-ER
I
G
GenZ who have a sense of their feeling
but clumsy label it and quickly let it go
who’re we talking about?
“I know I’m in a bad mood, but all these
feelings are simply sadness in a moment and
don’t want to think about it. Since admitting
psychological crisis means being “too sensitive”
“irresponsible” “lazy” “overreacting”

5. SELF NURTURING
FEELINGS
reaching Ngàymai
share with
others
self-solution
professional
treatment
empathy with
others
gratitude
meditation
journaling
self talk
confide in friends
family sharing
confide in strangers
They're
disconnecting
with inner self
understanding
Losing connection with their inner self makes
them more vulnerable by every time they hurt
and prevents them from listening,
understanding, and empathizing with others.
“ There is no time to be such a weak and lazy. It's ok,
things will be fine on it own”
they said

6. A
S
who am I talking about?
THE SAD-LOVER
Who is drowning in
sadness and have no
choice but to embrace it.
“I fully aware of my sadness, it accompanies
me every day. I just can't get myself to smile.
No one would comprehend the odd sorrow
I have even if I voiced it.”

7. sadness
Connecting to
inner emotions
can't help
understanding
“Anh thấy nỗi buồn thật đẹp, vì nó bên anh mỗi
ngày, ngay cả khi không còn ai khác. Niềm vui nhiều
khi giả tạo”
“Trước mỗi lần đi ngủ anh lại nghĩ: Sáng mai mình
có nên thức dậy nữa không?”
he said
He was immersed enough in his sadness that
he can found its beauty
But sadness leads to longer sadness.
He was trapped in a spiral of his own feelings,
with no way out.
sadness
sadness
sadness
sadness
sadness

8. “I know I’m in a bad mood, but all these feelings are
simply sadness in a moment and don’t want to think
about it. Since admitting psychological crisis means
being “too sensitive” “irresponsible” “lazy” “overreacting”
01
sad skip-er
02
sad-lover
“I fully aware of my sadness, it accompanies me every
day. I just can't get myself to smile. No one would
comprehend the odd sorrow I have even if I voiced it.”
To aware:
All the feelings are equally normal and should be
recognized and appreciated, firstly by myself.
They meet at the same point:
Depression is abnormal
To believe:
For someone suffering from depression, that sadness is
normal. I'll share and will be listened.

9. Normally odd
feelings
tiếp cận
Depression and the accompanying emotions are
nothing extreme or abnormal. It's understandable.
“Extreme”
act
Symptoms of depression are
equated with weakness and
overreaction.
sadness, tearfulness,
emptiness to self-hurt. to
commit suicide...
“Normal”
solution
Supposedly common
solutions to overcome
sadness.
shopping, listening to
music, going out with
friends...
normalize the “extreme” right at the moment when
they look for the “normal”
Ngàymai
a place where every
story, emotion, action is
cherished and nurtured

10. the idea
Ai cũng có thể tới đây gửi một chút nỗi buồn,
dù là những điều dị thường nhất.

11. as an ordinary store
We are also based on an exchange basis
For those who want to stop.
Send the rope to tighten your heart and
soul here, together we find the “rope of
connection”, so that you can know life is
connected and should not be missed.
For sleeping through sadness.
Send the sleeping pill easing your sadness
here, together we find the “pill of
empathy”, so that you know your reason to
wake up every morning
For those who are hurting them self
Send unspeakable pain here, together we
find the “razor of sharing”, so that you
know your pain is listened.
We want to show how much we value abnormal emotions. And simple is that emotion becomes our currency.

12. deployment plan
Journey
Objective
Channel
Tactics
Aware Consider Call
Catch attention and raise
awareness by the concept
of “Tiệm ký gửi cảm xúc"
Provide essential knowledge
about depression.
encourage making calls
Listen, advise and connect
Facebook microsite Ngàymai hotline
Facebook advertising,
community support
micro influence
social post,
microsite content
be genuine
Timeline
One-phase campaign
26/12 - 9/1

13. media channel connection
tiemkyguicamxuc.shop
● social post
● advertising
● influence
● others

14. we run
Facebook ads - as an ordinary online store
1,2M
impressions
674,603 reach
3,900 link click
● Gen Z, concentrated in key cities (HN & HCM)
● There is no proper psychological awareness.
● Tech savvy, often present on social networks.
Finding joy through digital activities (shopping,
listening to music, watching movies, ...)

15. we run
Social post & influence - as an ordinary online store
600k
impressions
9 community & KOL in mental
health support
4,400+ organic
engagement

16. center channel
https://www.tiemkyguicamxuc.shop/
“Product review” is the place where they
leave their thoughts and listen to the
stories of others.
60+
direct messages of mental illness
successfully deliver to Ngaymai via
tiemkyguicamxuc.shop
1,500 unique visitors
and 15+product reviews
Ngày Mai appears as a dedicated seller
who take care of every single visitor
through store chat bot, reviews reply and
direct contact from customers.

17. for the future
Amplify the normally odd in Tiệm
Enhance Tiệm's presence
Increase Tiệm's presence and emphasize
the core idea of “bình thường hoá"
collaborating w Ecommerce platform
Elevate Tiệm's communication
Help Tiệm be more widely known
through the social media, PR & KOL
Diversify Tiệm's content
We cherish the most outlandish
emotions. Therefore, the more emotions
are appreciated, the higher the Tiệm’s
educational value will be

18. Thank you