2. CONTEXT
Quality of domestic rice is unstable.
Consumer do not care about using branded rice.
No brand can represent for standard of Vietnamese rice.
3. VINARICE meet the Vietnamese standard about rice.
VINARICE is the first Vietnames rice represent for Vietnam.
VINARICE want to take 20% market share which is distributed by traditional channel.
This campaign is aim to build
brand awareness of a rice brand which is represent for
Vietnam and standard of Vietnamese rice.
4. Target customer
Vietnamese
From 25 – 45 years old
ABC+
Consumers habit
- Price rice is above 12,000VND/kg
- Frequency buying rice is 10kg/2weeks/time
TARGETCONSUMER
25 – 45YO
ABC class,
Married, mom
Housewife
Emotional – driven
Sensitive, stay at home alone
Love the moment family sit down and eat together
5. “I put many effort and have high
expectation when cooking, but my
husband and children not always want to
comeback home and enjoy the meal.
I want my dish is the most special, with
rice is the very first important step, to
make other family member think about
me and want to come back home enjoy
my cook.”
CONSUMER INSIGHT
6. Product relevancy
What is good rice?
Taste Aroma Shape
Those kind of product is relevant with the attributes to descibe about a mother.
Brand Relevancy
What can Vinarice
offer to the
consumers?
Vinarice offer a special rice with high
quality to make mom dish be special that
your children and husband cannot reject.
7. TASTE
Delicious taste of good
rice seem like the
education of mom which
raise we grow up
SHAPE
Shape of good rice seem
like shape of mom, this is
normal but close.
AROMA
Aroma of good rice seems
like aroma of mom which
is the most ATTRACTICE.
GOOD RICE = MOM
8. It’s opportunity for Vinarice to let mom
awake children and husband about the
value of mother.
Consumer Insight
Target audience desire a
special meal that other
family member always
remember and want to
come back home.
Women who are housewives feel
really lonely at home. They put many
effort to the meal with the hope that
other family member will remember
them and come back home. And rice
is the very first step to do this.
CON.
TRUTH
BRAND
TRUTH
CAT.
DRIVERS
Rice also has same characteristic with
mom that makes other have to think
back when look at.
Vinarice is a Vietnamese brand so we
understand deeply about the
lonelyness of mother.
Vinarice produce special rice is look
like mom.
9. Comunication message
Good rice like a mom with delicious taste, attractive aroma and close shape.
Let’s think about mom when look at rice.
BIG IDEA
GOOD RICE IS MOM
“GẠO NGON LÀ MẸ”
10. AWAKE
Firstly, the discussion about the lonelyness of women on social and media, with the participation of famous
writers & KOLs to awake the desire of women to make other member come back home, enjoy their cook after
a hard working day.
EDUCATE
Remind that good rice have delicous taste, attractive aroma and full shape. This start with a poem of a famous
writers who is momther which write to remind her children about rice and her. This poem will get mass
communication across print & online media channels.
ENGAGE
A video contest that mom and dad record educate her child to read the poem of this famous writers as a
chance for mom to remind her child that there are three attributes in mom which are Delicious Taste –
Attractive Aroma – Close Shape.
AMPLIFY
The journey is amplified with a “Movie for Mom and Rice” to record the characteristics of momther and rice
and let everyone think that: Mom and Rice are always beside us, we think those normal but they are priceless.
11. AWAKE EDUCATE ENGAGE AMPLIFY
BRAND
ROLE
KEY
MESSAGE
KEY HOOK
Awake the desire of mom
for the hope that other
family to come back home
and enjoy their cook
because of mom
lonelyness.
Vinarice as a Vietnamese
brand recognizes the
women’s lonlyness.
LET’S BACK HOME
VIRAL CLIP
An clip conducted by Trang
Ha to interview married
women living around her
to raise voice about the
loneliness of the
Educate that good rice
plays important role
for a meal of mom
because it is the first
step and it has 3
characters like mom.
Vinacerice provide
good rice as a
Vietnamese standard.
GOOD RICE IS MOM
SPECIAL POEM
Gào compose a special
poem for her children
to let she know that
mom is lonely when no
one at home and
OBJECTIVE
Engage women to
express and remind her
child and even her
husband the message
of the poem.
Vinacerice conduct this
contest to share what
good rice is.
ACTION TO REMIND
CHILDREN MISS MOM
CLIPPING CONTEST
Mom and dad record
clip teaching their
children (5 – 10 yo) to
read and remember this
poem. The winner will
Amplify to remind others
that Mom and Rice are all
normal but people feel
hard to live without mom
and rice, thus they are
priceless.
Vinacerice express a
good mess for good
living attitude.
MOM AND RICE IS CLOSE
BUT PRICELESS
SPECIAL MOVIE
Launching a movie which
is material come from
moment collected from
contest and show on the
final event to recap
12. AWAKE EDUCATE ENGAGE AMPLIFY
DURATION
MEDIA EFFORT
KPIs
KOL
Social Influencer
Online/Offline Editorial
Forum/Facebook
seeding
News feature
SEO, SEM
3 weeks
15%
15 billions
500,000 views
100,000 media
impression
TATICS
TVC
KOL
Social Influencer
Online/Offline Editorial
Forum/Facebook
seeding
News feature
SEO, SEM
3 weeks
25%
25 billions
1,000,000 like
1,000 share
1,000,000 media
impression
TOTAL BUDGET
TVC
KOL
Social Influencer
Online/Offline Editorial
Forum/Facebook
seeding
News feature
SEO, SEM
3 weeks
35%
35 billions
5,000 contestants
2,000,000 media
impression
KOL
Online/Offline
Advertorial
Online/Offline Editorial
Forum/Facebook
seeding
News feature
SEO, SEM
3 weeks
30%
30 billions
2,000,000 views
1,000 organic share
1,000,000 media
impresion
14. Regular readership size of Magazines
Regular readership size of newspaper
14
0 5 10 15 20 25 30
Suc Khoe Magazine
Me & Con Magazine
Tuoi tre Cuoi Tuan Magazine
The Gioi Van Hoa Magazine
Man Anh San Khau Magazine
Tuoi Tre Cuoi Magazine
Thoi Trang Tre Magazine
Dat Mui Cuoi Tuan Magazine
Hanh Phuc Gia Dinh Magazine
The Gioi Phu Nu Magazine
Tiep Thi & Gia Dinh Magazine
0 5 10 15 20 25 30
Nhi Dong TP. HCM Newspaper
Lao Dong Newspaper
Bong Da Newspaper
Cong An TP. Da Nang Newspaper
Sai Gon Tiep Thi Newspaper
Phu Nu Thu Do Newspaper
An Ninh The Gioi Newspaper
An Ninh Thu Do Newspaper
Phap Luat TP. HCM Newspaper
Phu Nu Viet Nam Newspaper
Doi Song Va Phap Luat Newspaper
Phu Nu TP. HCM Newspaper
Thanh Nien Newspaper
Cong An TP. HCM Newspaper
Tuoi Tre TP. HCM Newspaper
Besides, we also invest in some lifestyle / shopping/ cooking magazines, such as
Phu Nu Chu Nhat, Cam Nang Mua Sam, Tu Van Tieu Dung, Mot & Cuoc Song,, Her World,
Shape Magazine, Mon Ngon Viet Nam
RECOMMENDED PRINT/MAGAZINES
16. MEDIA STRATEGY
- News portal to host the discussion and trigger the
engagement with advertorials
- Social seeding to support the virality
- Digital app to boost engagement
Trial campaign to create real experience
Key prints for mass coverage & credibility
Radio for mass coverage
17. PHASE 1
AWAKE THE DESIRE TO MAKE OTHER COME BACK HOME & ENJOY THE COOK
An interview from Trang Hạ to recap
- The women life when they have to stay at home
alone.
- Their effort for the family meal from the very first
step which is choosing rice.
- The disapponted feelings when family member do
not come back home and enjoy her cook.
VIRAL CLIP
18. PHASE 2
EDUCATE RICE IS IMPORTANT IN MOM’S COOK, THEN GOOD RICE IS MOM
Be inspired by Trang Hạ interview, Gào will
compose a poem for her children to remind that
she is lonely when no one at home, thus remember
she whenever see the rice.
This poem show that good rice seem like mom
with three characteristics: delicious taste,
attractive aroma and close shape
“GOOD RICE IS MOM” POEM
19. PHASE 3
ENGAGE WOMEN TO EXPRESS THEIR REAL FEELING AND REMIND HER FAMILY MEMBER
This contest will show that mom and dad teach their
children to read and remember “Good Rice Is Mom”
Poem as a chance for women to let her child and
husband know her feelings and want to come back
home with her, to eat the good cook from the good
rice seem like her.
The contest will rate by voting and score of Trang Hạ
vs Gào.
The winner receive valuable prize and act in a
Vietnamese movie about rice & mom.
CLIPPING CONTEST
20. PHASE 4
REMIND THAT MOM AND RICE IS NORMAL BUT PRICELESS
Material from the contest will conducted into a movie.
Moreover, there are also several celerities
participating in this movie.
The message from this is that “Mom and Rice are
always beside us, we think those normal but they are
priceless. Let’s come back home and enjoy the
greatest cook from mom”
“GOOD RICE IS MOM”MOVIE
21. BUDGETPLANNING
Items Details Cost (billion
VND)
Survey Create meaningful and dependable materials for reporting 1
Viral video Production and seeding 2
Trial experience Super market, market 4
TVC 10
Community engagement Community events in clubs, associations 6
PR Capture the campaign and Report on activation 10
Activation booths Supermarkets, market 10
Final event HCMC 10
Movie 10
Facebook Growth and advertising 3
SEO, SEM, Ad network 3
