[young marketers marathon - elite assignment] hoang tthach - hoang lan

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Young Marketers Marathon Social campaign for Vinacafe

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Page 1: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

Young Marketers Marathon

Social campaign for Vinacafe

Page 2: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

Analyzing Context

70% young people agree with negative feedback of foreigners about Vietnam23% young people fell uncomfortable to introduce themselves as VietnameseNational pride is fading awayVinacafe 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 byinspiring the competitive spirit, especially in business.

Demonstrate an adaptation of a foreign brand by understanding local behaviors (nhập gia tùy tục)

In comparisio

n

Page 3: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

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.

Page 4: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

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:

Đúng rồi! Việt Nam mà! Xấu hổ quá!

Page 5: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

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”

Page 6: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

“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

Page 7: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

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 HeritageBuildings, 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.

Page 8: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

A KIND VIETNAMAre 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

Page 9: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

Who – Youngsters aged 18 – 25 YOWhat – Interactive social contentWhen & where – Every time, every whereWhy – They need/ want to update information constantlyHow – smart device, smart phone

Communication touch point

We choose Mobile Facebook and Youtube as our campaign touch point. Supported by SEO and social media.

Page 10: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

KPIMeasurement

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.

Page 11: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

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.

Page 12: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

CONCEPT A kind Vietnam

Phase Awareness Engagement Amplification

Key messageAre 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

Page 13: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

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

Page 14: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

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.

Page 15: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan

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

Page 16: [Young Marketers Marathon - Elite Assignment] Hoang Tthach - Hoang Lan