Bài báo cáo tốt nghiệp nhóm Sẽ Chat YOUNG MARKETERS ELITE DEVELOPMENT SEASON 4

2. CATEGORY
Chat application
BRAND
Mocha Messenger – Viettel
BUSINESS ISSUE
Low Penetration
ROOT CAUSE
Non-attractive product features
Unclear positioning
Low awareness
JOBs TO BE DONE
Get 15 million GenZ users to use Mocha chat
app by:
- Repositioning competitively and relevant
to TA with matching product features
- Creating big awareness and appealing
image for download attraction
BRIEF
RECAP

3. OUR TARGET
GEN Z
Demographic:
• 13 - 22, core (16 – 20)
• Using smartphones with 3G/4G
Usage:
• Spend ~ 100 minutes/ day on chat apps
Attitude:
• Love making friends
• Enjoy connecting with friends through
chit chat
• Be care free, playful and fun seekers

4. TENSION
BUT
FUN TRIGGERS NEW AND LONGER
CONVERSATION
75% users agree that fun factors on chat app make the
conversation more exciting and unstoppable.
Source: Keepitusable.com
CONSUMER
OVERVIEW
Love to chat, chat with more people
but less time spent on each…
BOREDOM OF TEXTING
52% confess that they usually have
shorter chat with friends because texting
only is boring and repetitive everyday.
Source: decisionlab
”
“

5. THEY ARE A PLAYFUL GENERATION…
ENJOYS A CARE FREE AND HIGHLY ENTERTAINING LIFE STYLE.
“Đời loài người này rất vội
Em ơi cứ sống sao cho mình thấy vui
Sống như ta chưa từng được sống
Cầm bàn tay ta đi qua đêm dài…”
“Tuổi trẻ này mình cùng nhau
Khoác vai đi từ sáng tới đêm
Hát lên như chưa từng được hát
Vui nay thôi ai biết mai sau…”
PASSION POINT
FUN IS WHAT I SEEK FOR EVERYDAY. FUN IS FOOD FOR LIFE!
“Tuổi trẻ mà, không cần lo nghĩ nhiều, ngày ngày dong chơi quên ngày tháng, vui
là được J.”

6. INSIGHT
As a teenager, I love chatting with my friends.
But just only texting back and forth makes
the conversation more boring through time.
”
“

7. MESSAGING CORE (ZALO, LINE)
SOCIAL NETWORK (FACEBOOK, INSTAGRAM)
COMPETITORSSEE THEIR FUN FACTOR IN CONVERSATION?
Strategy & Differentiators: All-in-onefrictionless
integration mobile-first platform.
Business resource: VNG Corporation
Fun factor is only delivered through the stickers
FACEBOOK MESSENGER
Strategy & Differentiators: Facebook social network
is successful and it helps a lot for Messenger
because of rich consumer base. Connecting which
is the biggest driver in chatapps is owned by
Facebook
Fun factor is from through more ways like the
stickers, GIF, ... But are not customized for
Vietnamese people and not be focused
VIDEO, PHOTO MESSAGE (SNOW)
Strategy & Differentiators: Video, photo messaging
apps with fun live face effects creating fun
Snow is positioning as the camera tools, it is not
perceived as messaging apps
ZALO
SNOW
WHAT DO

8. WHAT IF MOCHA CREATES MORE FUN IN
THEIR CONVERSATION IN DIFFERENT
NON-TEXTING FEATURES?
…MULTIPLE FUN ACTIVATORS

9. PRODUCT CONCEPT
FUN CHAT ACTIVATOR FOR GENZ
FUN
CONVERSATION
FUN
MOMENT
FUN FRIENDS
MAKING
FEATURES

10. FUN
CONVERSATI
ON FROM
FUN STORE
GROUP GAME BOTS
The Group Game Bot can
provide some fun and simple
games to play, have fun and
challenge friends in group
conversations
Example: You can play
“Werewolf – Ma Sói” in the
conversation with Ma Sói Bot
FUN STICKERS
(Diversified kinds of stickers)
The Group Sticker Bot can
help you to have multiple
fun stickers to have fun
conversation (pictures,
music, voice, GIF,...)
Example: You can chat with
DIY Stickers to have your
own booming stickers
HAVING FUN
TOGETHER FEATURE
Not only chatting fun with
friends, The Group Together
can provide the tool to enjoy
fun moments and activities
together
Example: Listening Music
Together, Watching Video/
Film Together
TREND UPDATING BOTS
The Bot understands what users' interests are through their activities on Mocha
and then immediately updates day by day the trending information about that
interest to users. From that, users can share that information to communicate
with friends
KEY FEARTURE

11. GROUP GAME BOTS DEMO
The Group Game Bot can provide some fun and simple games to play, have fun and challenge
friends in group conversations
FUN STORE DEMO TRUTH OR DARE

12. GROUP GAME BOTS DEMO
The Group Game Bot can provide some fun and simple games to play, have fun and challenge
friends in group conversations
DEMO MA SÓI

13. TREND UPDATING BOTS
The Bot understands what users' interests are through their activities on Mocha and then
immediately updates day by day the trending information about that interest to users. From
that, users can share that information to communicate with friends
DEMO TREND UPDATING BOT

14. MAKING
FRIENDS
THROUGH
ENTERTAINM
ENT
MAKING FRIENDS
THROUGH
ENTERTAINMENT
The feature of making
friends through
entertainment can enable
target to make new friends
through the entertaining
activities like listening to
music together, randomly
play games with strangers,...
MOCHA FUN
MOMENTS
MOCHA FUN
MOMENTS
Capture those fun times with
super simple feature MOCHA
FUN MOMENT.
Experience a fun way to
record your daily life to not
miss real fun moments
SUPPORTING FEARTURES

15. PRODUCT VALUES
Deliver fun chat experience by activating unique fun factors
INSIGHT
As a teenager, I love chatting with my friends. But just only
texting back and forth makes the conversation more boring
through time.
BRAND IDEA
ACTIVATING MORE FUN IN EVERY CONVERSATION
BRAND
IDEA

16. POSITIONING
STATEMENT
WHAT NEED
Create more fun for escaping from boredom in
chatting
TO WHOM
13-22, Love making friends, Enjoy chatting
moments, Seek for fun.
DIFFERENTIATE BY
Activating more fun in chat
RTB
Multi-function designed to create the fun factors in
every conversations

17. POSITION
- ING
BRAND
ESSENCE
BRAND
COMMUNICATION
IDEA
ACTIVATION
PLATFORM
ACTIVATING MORE FUN
Every touch with Mocha is fun.
IT’S MORE FUN WITH MOCHA!
Chat has more fun when you user Mocha.
FUN
CONVERSATIONS
Every
conversation
has its own
way of fun.

18. PRODUCT
DEVELOPMENT
ROADMAP
FUN CONVERSATION – MOCHA FUN STORES
2018 2019 2020
PRODUCTDEVELOPMENT
MAKING FRIENDS THROUGH ENTERTAINMENT
MOCHA FUN MOMENTS

19. TARGET CONSUMER
13 – 22 y.o, nationalwide, having smartphone and living in the
digital world. Frequently chat online through messaging apps
Insight: Chatting online with only texting is boring, I need more
fun on my conversation to have bonding with my friends
PRODUCT FEATURE HIGHLIGHT
GROUP GAME BOTS - provide some fun and simple games
to play, have fun and challenge friends in group
conversations
BIG IDEA
CHATTING IS MORE FUN WITH MOCHA
CHAT VUI BÙNG NỔ CÙNG MOCHA
COMMUNICA
TION
CAMPAIGN
KEY HOOK & TACTICS
KEY HOOK – VIRAL LAUNCHING EVENTS with
multiple celebrities endorsement: Son Tung MTP,
Tran Thanh and Bich Phuong.
Mocha appears and brings more fun to the
conversation among the youth
SUPPORTING TACTICS:
Digital: Viral Clip, PR, Social Media;
ATLs: TVC, Billboard;
BTLs: Viettel Distribution POSM, School Activation

20. ENGAGE
Let youngster feel crazy
about the
Raise awareness about the key
features and drive trials for
Mocha itself
CHAT VUI BÙNG NỔ CÙNG MOCHA
PR ONLINE VIRAL LAUNCHING EVENTS
Objective
Message
Key hook
Tactics
Influencers,
social seeding,
PR
Recap Clips, Influencers, social
seeding, Digital banner
PR
TRIGGER
CAMPAIGN
ROLL-OUT
VIRAL EVENTS
Creating launching events at
HCM, HN, DN with the fun and
attractive title:
• Chat vui bùng nổ và chơi MA
SÓI cùng SƠN TÙNG đầu hói
• Chat vui bùng nổ và chơi
TRUTH or DARE cùng TRẤN
THÀNH ma le
Coming to the events, our
celebrities will promote Mocha
and all the multi-features of
Mocha make the conversation
more fun. Promoting the fun
chatting world of Mocha

21. BRAND PURPOSE
FUN BRINGS
PEOPLE CLOSER!
We live in the world of easier connection, but less closeness.
People are be more connected, but the relationship is superficial.
As virtual communication limits self expression.
We empower users to express themselves more
with bold fun.
AS WE BELIEVE, ONLY
WHEN PEOPLE GET FUN,
THEY EXPRESS MORE,
UNDERSTAND MORE, AND
STAY CLOSER.