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

OUR TARGET GEN Z

Demographic:• 13 - 22, core (16 – 20) • Using smartphones with 3G/4GUsage: • Spend ~ 100 minutes/ day on chat appsAttitude:• Love making friends• Enjoy connecting with friends through

chit chat• Be care free, playful and fun seekers

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

”“

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 vuiSống như ta chưa từng được sốngCầm bàn tay ta đi qua đêm dài…”

“Tuổi trẻ này mình cùng nhauKhoác vai đi từ sáng tới đêmHát lên như chưa từng được hát

Vui nay thôi ai biết mai sau…”

PASSION POINTFUN 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, vuilà được J.”

INSIGHTAs a teenager, I love chatting with my friends.

But just only texting back and forth makes the conversation more boring through time. ”

“

MESSAGING CORE (ZALO, LINE)

SOCIAL NETWORK (FACEBOOK, INSTAGRAM)

COMPETITORSSEE THEIR FUN FACTOR IN CONVERSATION?

Strategy & Differentiators: All-in-one frictionless integration mobile-first platform.

Business resource: VNG CorporationFun 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

FacebookFun 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

WHAT IF MOCHA CREATES MORE FUN IN THEIR CONVERSATION IN DIFFERENT

NON-TEXTING FEATURES?

…MULTIPLE FUN ACTIVATORS

PRODUCT CONCEPTFUN CHAT ACTIVATOR FOR GENZ

FUN CONVERSATION

FUN MOMENT

FUN FRIENDS MAKING

FEATURES

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

GROUP GAME BOTS DEMOThe 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

GROUP GAME BOTS DEMOThe Group Game Bot can provide some fun and simple games to play, have fun and challenge friends in group conversations

DEMO MA SÓI

TREND UPDATING BOTSThe 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

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

PRODUCT VALUESDeliver fun chat experience by activating unique fun factors

INSIGHTAs a teenager, I love chatting with my friends. But just only

texting back and forth makes the conversation more boring through time.

BRAND IDEAACTIVATING MORE FUN IN EVERY CONVERSATION

BRAND IDEA

POSITIONING STATEMENT

WHAT NEEDCreate more fun for escaping from boredom in chatting

TO WHOM 13-22, Love making friends, Enjoy chatting moments, Seek for fun.

DIFFERENTIATE BYActivating more fun in chat

RTBMulti-function designed to create the fun factors in every conversations

POSITION- ING

BRAND ESSENCE

BRAND COMMUNICATION IDEA

ACTIVATION PLATFORM

ACTIVATING MORE FUNEvery 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.

PRODUCT DEVELOPMENT

ROADMAP

FUN CONVERSATION – MOCHA FUN STORES

2018 2019 2020

PRO

DU

CT

DEV

ELO

PMEN

T

MAKING FRIENDS THROUGH ENTERTAINMENT

MOCHA FUN MOMENTS

TARGET CONSUMER13 – 22 y.o, nationalwide, having smartphone and living in the digital world. Frequently chat online through messaging appsInsight: Chatting online with only texting is boring, I need more fun on my conversation to have bonding with my friends

PRODUCT FEATURE HIGHLIGHTGROUP GAME BOTS - provide some fun and simple games to play, have fun and challenge friends in group conversations

BIG IDEACHATTING IS MORE FUN WITH MOCHA CHAT VUI BÙNG NỔ CÙNG MOCHA

COMMUNICATION

CAMPAIGN

KEY HOOK & TACTICSKEY 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

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 EVENTSCreating 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

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.