2. Analyzing Context
70% young people agree with negative feedback of foreigners about Vietnam
23% young people fell uncomfortable to introduce themselves as Vietnamese
National pride is fading away
Vinacafe is the brand of authentic coffee, represent Vietnamese authentic and
timeless values, they want to launch a campaign to wake national pride up and connect
young people with traditional value.
Motivate the national pride by
inspiring the competitive spirit,
especially in business.
Demonstrate an adaptation of a
foreign brand by understanding
local behaviors (nhập gia tùy tục)
In
comparision

3. ANALYZING CUSTOMER
• Aged 18 – 25, class ABC+
• Lived in Ho Chi Minh and Ha Noi
• Often consumption of coffee, average 3 tiimes / week
OBVIOUS
BEHAVIORS
Try to find every successful
people that have Vietnamese
blood and easily admire them,
even when Vietnam has no
contribution to their succeed.
Claim to be Vietnamese and
comment as much as possible to
“invade” famous fanpages and
express crazily their appearance.

4. When asked: “Why do you love your idol?”
When asked: “Why do you love Vietnam?”
Vì người ấy có gu thời trang rất
chất, mình có thể học hỏi để ăn
mặc sành điệu và đẹp hơn hàng
ngày.
Result from a minor survey by Google Docs on 4/2014
Âm nhạc của người đó rất sôi
động, tính giải trí cao, giúp mình
thư giãn sau khi học tập hoặc làm
việc căng thẳng.
Cách người đó vươn lên và thành
công trong cuộc sống rất truyền
cảm hứng, mình lấy đó làm tấm
gương cho chính mình mỗi khi
gặp khó khăn.
Vì mình là người Việt Nam mà.
Hehe.
Vì Việt Nam có lịch sử anh
hùng, đánh thắng nhiều nước
lớn, độc lập tự do đến ngày nay.
Thực ra mình cũng không rõ lý
do nữa, chỉ yêu vậy thôi. Vì đây
là Tổ quốc, nơi chôn rau cắt rốn
của mình.
# Fact:
When someone says bad things about their idols:
# Fact:
When someone says bad things about Vietnam:

5. CUSTOMER JOURNEY
What they say?
Why they say?
What they do?
Why they do?
“I love Vietnam”
“Because they are Vietnamese and of course, they love
their Motherland.”
“The foreigners have certain reasons to criticize (bad
behaviors of some Vietnamese) but Vietnamese young
people don’t have enough strong and certain reasons
to love their country.”
“They easily agree and feel ashamed about their
country whenever has negative comments from
foreigners”

6. “I agree with the critics to my country. It’s not because I don’t love it. My love for
Vietnam is always there, criticizing is just a reaction to express my confusion on
finding the reason to love my country. Everything which is said to be national
pride: traditional heritage, half-blood successful people, economic numbers…
is so strange for me. I need more familiar things to be the base of my love.”
INSIGHT

7. Coffee Keywords:
Inspire, Connect, Sharing
Vinacafe Brand Keywords:
Authentic, Original taste
Customer Needs:
A life-related reason to love
Choosing reason:
We will choose to amplify
the Humanity Heritage
because it is life- related
and easy to spread out.
Historic Heritage
Buildings, Music, Cuisine….
Humanity Heritage
Kindness, Love, Generous, Friendly…
Authentic Humanity Heritage:
Kindness
In many years, we have been concentrating
too much on the heroic side of Vietnamese on
war times. However, we have forgot the
Kindness. Vietnamese is always ready to host a
stranger, to forgive an enemy and to accept a
new culture. Wars are over, now it is time for
peace, time for celebrating the kindness.

8. A KIND VIETNAM
Are you lost in our country? Just knock a door, and we will show you the way.
Are you from a strange culture, with different look? Just come, we will welcome you.
Are you looking for a help? Just speak it out, we will help you.
Vietnamese are kind people. Just like aroma of authentic coffee, kind people often
don’t speak too loud. They just silently contribute kindness to life.
You can not see it. Just feel it.
BIG
IDEA

9. Who – Youngsters aged 18 – 25 YO
What – Interactive social content
When & where – Every time, every where
Why – They need/ want to update information constantly
How – smart device, smart phone
Communication touch point
We choose Mobile Facebook and Youtube as our campaign touch point. Supported
by SEO and social media.

10. KPI
Measurement
tracking
OBJECTIVE
•Achieving awareness campaign 70% of the target audience and attracting the participation of 20,000 young
people.
1
•Connecting youth with the true values​​, the value of "timeless" in Vietnam, thereby evoking confidence,
awaken the spirit of pride in the nation, to inspire young people to become ambassador - introduce a positive
image of Vietnam to international friends and be inspired by Vinacafé brand.
2
•Reinforcing value & brand equity (brand equity & value) - a heritage coffee brand of Vinacafé, a essence
brand of Vietnamese coffee with the original flavor from 1968, but contemporary, can connect with the
young people.
3
•Increase the level of top-of-mind (TOM) Vinacafé for young people up to 70%, increased sales in Hanoi, HCM
& up 30% on last campaign through converting competitors’ consumers into Vinacafé’s.
4
• Sales.
• Number of articles.
• The number of times appear the messages in the media to the
public.
• The number of participants in each campaign.

11. Are you sophisticated enough to realize
beautiful kindness from your daily life?
Celebrate the kindness of Vietnam
Let’s be kind
Strategy:
Motivate customer to find, to celebrate and finally, to be the treasure.

12. CONCEPT A kind Vietnam
Phase Awareness Engagement Amplification
Key message
Are you sophisticated enough to
realize beautiful kindness from
your daily life?
Celebrate the Kindness of
Vietnam
Let’s be kind
Key hook
“Vietnamese in your eyes
Challenge” photo contest
– with is for both foreigners and
Vietnamese
“From North to South – 45 real life
stories of Vietnamese Kindness”
Facebook photo serie and
Youtube reality serie
“Beautiful Vietnamese” fanpage
– the place to share your
beautiful behaviors
“Beautiful Vietnamese” Station
Information
Budget 10 billion VNĐ 12 billion VNĐ 3 billion VNĐ
Consumer need Brand Role
An authentic reason to be the base for their love.
Amplify the kindness of Vietnamese: Not so loud,
but so meaningful
Deployment plan

13. AWAKENESS
“ARE YOU SOPHISTICATED ENOUGH TO REALIZE BEAUTIFUL KINDNESS FROM YOUR DAILY LIFE?”
OBJECTIVE
Creating a comparison of Vietnam
in the eyes of foreigners and
Vietnamese.
=> Creates challenges in Vietnam's
mind – Are Vietnamese people as
sophisticated as a foreigner to see
the real kindness of us.
CONTENT
“VIETNAMESE IN YOUR EYES”
PHOTO CONTEST
Target: Foreigners & Vietnamese
CHANNEL
Fanpage Vinacafé
Photographic Magazine
Online News
Mobile

14. ENGAGEMENT
“CELEBRATE THE KINDNESS OF VIETNAM”
OBJECTIVE CONTENT
LOOK, VISUALIZE AND CELEBRATE
REAL LIFE STORIES OF KINDNESS
CHANNEL
Facebook
Youtube
Newpapers
Form a team to look for 45 stories
of kindness all around Vietnam.
At the same time, set up a
hotline and a Facebook landing
page for customer to provide
information about stories. Those
stories will be illustrated by
coffee-related images and make
into a short film on Youtube.
2 days / a episode.

15. AMPLIFICATION
“LET’S BE KIND”
OBJECTIVE
Create a place where young
people can find or share the
everyday kindness of them - which
is the enhancement of a forgotten
national heritage.
Online platform is the fanpage and
Photovoice exhibition the offline
platform.
CONTENT
“BE KIND EVERYDAY” FANPAGE
the place to share your beautiful and
kind behaviors
“BEAUTIFUL VIETNAMESE”
PHOTOVOICE EXHIBITION
happen every quarter in 1 year, the
stories will be chosen from the
fanpage.
CHANNEL
Facebook
On Ground