The document outlines a digital marketing campaign for the Clear brand aimed at Vietnamese youth aged 18-25. The campaign's objectives are to strengthen the brand's "cool" personality, stimulate patriotism and a spirit of exploration. The core insight is that young Vietnamese want to be cool but think traveling abroad is cooler than within Vietnam. The campaign concept "My Kool Vietnam" encourages youth to confidently explore and share cool places within Vietnam. The deployment plan has three phases: awakening interest through influencers and videos; experiential events; and amplifying shared experiences on digital platforms. Outcomes included high video views, engagement on check-in pages and a growing network effect. The key learnings centered around developing audience insights