Young Marketers 9 - Cao Nhã Đình

1. Young Marketers 9
Cao Nhã Đình
1

2. THE MOBILE CATEGORY
Fierce competition dominated by big players
like Samsung, Oppo & Apple (GfK, 2019).
>90% searches of online searches are brand-led
(ESOMAR, APAC, 2020).
5,40%
2,00%
2,30%
2,45%
2,70%
3,80%
5,00%
7,40%
22,09%
46,87%
Samsung
Oppo
Apple
Huawei
Xiaomi
Nokia
Realme
Vivo
VSmart
Others
SearchPercentage
Online Purchaser
(pre-purchase)
Online Purchaser
(purchase)
Of
fl
ine Purchaser
35
2 213
20
1010
919391
Brand Feature / Price Category Comparison
2
In a market of big players and consumers infl uenced by brand names,
VSmart needs its brand to stand out.

3. THE MOBILE CATEGORY
3
BRANDS RACING TO INTRODUCE NEW FEATURES
REVOLVING AROUND A GLAMOROUS LIFESTYLE
Mid-tier phones & The Trendy Gen Z Premium &
fl
agship phones & The Fabulous Millennials

4. 4
When Vietnam is one of the most booming,
fastest-evolving market with the increasing
dominance of startup ecosystem,
technology & advanced digital sector like
gaming, retail, payment, and
fi
nancial
services (Tech Collective, SEA, 2019)
Vietnamese millennials are thus much
more driven and are re-de
fi
ning their
aspiration & success in many ways.
IS THAT ALL THE VIETNAMESE
YOUTH ASPIRES?
BUT

5. OUR AUDIENCE
5
MEET VŨ - THE EVERYDAY,
ORDINARY MILLENIALS
• modern, smart and hard-working 29 YO
• living and working an of
fi
ce job in the city.
• 5-6 years into his job, stable life.
But something’s missing.
His income is good, but not great.
His life is comfortable, but not thrilling.
His work is better everyday, but not break-through.
At the same time, pressures weigh on him.
Car and house, wedding and family, this position
and that salary.
All the things that people around his age are
achieving.
• Male / Female Vietnamese of 25-34 YO
• Living in 6 big cities
• Income: class A1 & B
• Current low/mid-tier phone users wanting to upgrade

6. THE INSIGHT
6
“Age 25-35 is stressful. I’m
already set on my path
but it is not enough for
me to champion all the
life pressures and
become successful.
I’m trapped in the
familiars and don’t know
the next step for change.”

7. Strategic Approach
Fierce competition that
demands a brand to stand-
out in order to drive values
Already used to their current
career path while facing
increasing pressures to
become successful
A brand that dared to escape Vietnam’s con
fi
ning manufacturing
role and is now representing Vietnam’s growth to challenge the
big players with Aris Pro
BRAND TRUTH
CONSUMER TRUTHCATEGORY TRUTH
“GAME CHANGING CREATIVITY
Sáng tạo thay đổi cuộc chơi”
a good
fi
t for Category, Consumer &
Brand truth, yet lacks speci
fi
cations to
resonate with struggling millennials
“I know all these mottos already, but
how am I gonna do it?”
7

8. VSmart Aris
Pro represents the “GAME
CHANGING
CREATIVITY -
Sáng tạo thay đổi
cuộc chơi” spirit& motivate
millennials to
embrace
TO STEP OUT OF
Vietnam’s manufacturer/
supplier role and yet-to-
develop technology sector
familiar paths, con
fi
ned
thinkings and comfort zone
TO STEP UP TO
new position in the mobile
competition - challenging
world’s players and
representing Vietnam’s growth
new challenges & ways of
reaching success in their
own de
fi
nition
VSmart Aris inspires millennials to step out of the familiars and comforts,
and step up to new ways of reaching and defi ning their success.
Brand
Narrative
Consumer
Narrative
BREAK DOWN & “ACTIONIFY” the “GAME CHANGING CREATIVITY - Sáng tạo thay đổi cuộc chơi” spirit
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Strategic Approach

9. 9
Strategic Approach
VSMART ARIS - EMPOWERING
YOUR OUT & UP STEPS
a phone that don’t just make you look cool
but motivates fruitful, productive usages &
represents a driven & striving generation
a phone with camera under display & entirely
visible screen for full, immersive focus without
any distractions
a phone with Quantis QRNG security chip for
more con
fi
dent making money breakthroughs
a phone with 4 AI cameras that never stop learning

10. OUT & UP
The Big Idea
Amongst thousands of steps you take everyday,
how many of them are out & up?
LET VSMART ARIS TAKE YOU
out of the familiars and comforts
up to new ways of reaching and de
fi
ning success
10

11. Campaign Ambassadors
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LÝ THÀNH CƠ
Associate Creative Lead /
Travel Blogger / Book Author
Cơ embodies the “slash” generation
when he’s able to pursue his travel
passion, spread in
fl
uence, earn
extra income and still ful
fi
ll his full-
time job as an Associate Creative
Lead at Leo Burnett Vietnam.
GIANG ƠI
Vlogger
Used to be an of
fi
ce worker, Giang
quitted to become a Vlogger about
approachable, mundane matters.
Now she has it all: a modern yet
practical mindset, a
fl
exible work
life that she truly enjoys and a
steady personal
fi
nance strategy.
NGUYỄN TRƯỜNG GIANG
Founder / CEO of The Small T
Feeling like everything has fallen into
comfort and repetitive, Giang quitted
his 15-year bank job and proved that
start-up isn’t just for the “smart biz
guy” or the “Sllicon Valley genius”, but
can start from the smallest inspiration
when you have zero clue in life.
CHU QUANG HUY
HR Director of FPT
Huy sticked through with his
corporate life at FPT, always trying to
bring in new ideas and innovative
changes. After 7 years, he was
appointed HR Director of FPT when
he was only 29.
A mix of representatives with diverse backgrounds & paths to their own success, going out & up against the conventionals.

12. TRIGGER | Trigger TA to think about “Out & Up” &
fi
nd out more with VSmart Aris
Ads in big of
fi
ce building that counts the steps they’ve taken
& triggered them with the question: “Amongst thousands of
steps you take everyday, how many of them are stepping out
& stepping up?”
On social, we launch a teaser to de
fi
ne our “step out” & “step up”
concept & trigger TA with our question: “Amongst thousands of
steps you take everyday, how many of them are stepping out &
stepping up?”
Online teaser - Explaining the “Out & Up” de
fi
nition
& teasing for video series
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OOH - Provoking TA to think about their steps
right at their daily walks

13. RE-LAUNCH | Introduce VSmart Aris through passion points and engage for trials
“Out & Up” Brand video
13
A video re-introduce VSmart Aris
under the inspiring “Out & Up” story
of VSmart,
and highlight Aris with its product
features as the representative of
Vietnam’s technology to challenge
world’s players
“Out & Up” Campaign
Ambassador videos
Authentic, speci
fi
c & helpful stories of
Campaign Ambassadors’ “Out & Up”
stories and how they’re still making more
out & up steps everyday with VSmart Aris
“Out & Up” Aris Product
Demos content
Series of VSmart Aris product feature
demos within relevant “Out & Up” context

14. 14
A series of activations inviting Campaign
Ambassadors & other successful guest speakers
sharing deeper about their “Out & Up” stories and
answering participants’ questions.
These events are also where we have VSmart Aris Pro
experience booths for participants to try out the
product & VSmart Aris Pro lucky draw.
“Out & Up” talks
RE-LAUNCH | Introduce VSmart Aris through passion points and engage for trials

15. SUSTAIN |
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A social weekly challenges that asks:
“What will you do with VSmart Aris?”
Participants are then encouraged to share on their feed
the “out & up” steps they plan to take with VSmart Aris,
along with hashtags #VSmartAris
#GameChangingCreativity #OutandUpChallenge
VSmart will give out 10 Aris Pro each week for the lucky
winners.
“What’s your step?” challenge
Amplify & sustain awareness with relevant sponsorship
Amplify awareness through engagement and push trials

16. Touch Point Mapping
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Awareness
Interest
Consideration
Intent
Evaluation
Purchase
OOH trigger
Online teaser & Video
Campaign Ambassadors
Social challenge
Product Demos
Activations
POSM
PR & KOLs (tech-focused)
Retailer display & promotions

17. IMC Plan Summary & Budgeting
RE-LAUNCH
(2 weeks)
ENGAGE
(1.5 months)
SUSTAIN
(1 month)
OBJECTIVE
Trigger TA to think about “Out & Up” &
fi
nd out more with VSmart Aris
Introduce VSmart Aris through
passion points and engage for trials
Amplify awareness through
engagement and push trials
KEY HOOK
“How Many Steps” OOH
& teaser
“Out & Up” brand & Campaign
Ambassador videos
“Out & Up” Product demo content
“Out & Up” talks
“What’s your step” challenge
TOUCH POINTS OOH, social, KOLs
Activations, social, digital ads,
PR & Tech KOLs, POSM
Social, KOLs, POSM
Sponsorship / Promotions
BUGGET
0,5 billion VND
• Media (OOH & social): 80%
• Social: 20%
4,5 billion VND
• Activations 40%
• Social: 10%
• Media (social, digital): 30%
• PR & Tech KOLs: 20%
2 billion VND
• Social: 10%
• Media: 30%
• KOLs: 20%
• Prize: 20%
• Sponsorship/ Promotion: 20%
3 billion VND
• 4x Campaign Ambassador: 1bil VND for full scope (social posts, videos, events & image copyright)
• POSM: 500mil
• Production (KV, teaser, videos & product demos): 1,5bil 17

18. Thank You !
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