It all starts with a smallest

Young people do not like old things

That young people can not connect

to heritages as it is

That we must forcefully translate

heritage into daily moments and

sentiments

that

BUT THEY DO Vinacafé TVC test tells that the daily moment version lost to the old, artistic one

It’s just the assumptions that prevent young people and ourselves from believing in and discovering the true beauty of heritage

So our role is not to

AVOID, but to

ABSOLVE the old –

time less values of

assumptions. By…

National PRIDE AWAKENING campaign

AGENDA

Campaign background

Objective

Strategic approach

Deployment plan

Big idea generation

Measurement tracking

70% target awareness,

20000 engagement

National pride connectivity

Strengthen brand equity

70% TOM and 30% sales increase

OBJECTIVES

BACKGROUND Consumer context

• I have the tendency to avoid or

criticize Vietnam’s image.

Because media is bombarded with

either negative or cheesy information about Vietnam.

• There’s a trend of returning to

simplicity, originality,

authenticity (organic products,

true values…) (the size of organic market has grown in double from 2010 till now, Economics University research – 2013)

Target defining:

Male and female aged 18-25, ABC+, coffee drinkers,

experimenters and soldiers

BACKGROUND Brand context

Many brands have tapped in the area of

Heritage. Vinacafé also, has already

run a heritage recalling program (CHAT

THOI GIAN), which is a successful

practice but has caused them to

face the problem of being too far and

too old for young people (80% of Vinacafé CHAT THOI GIAN contestants are over 30, Redder advertising quick report)

BACKGROUND Timeless value context

• There are scandals that are

masking the original beauty of

Vietnam heritage (Hoi An street

fee, Hanoi rude waiters, stealing

habit…)

• Vietnamese heritage tends to be

calm, silent. They do not

proactively speak for themselves,

clarifying the scandals

It’s TIME

to… Change the conversation

Freshen the story

Release the hidden PRIDE

Insight Driver Barrier

• The love for Vietnam,

especially my own

hometown has been

nourished in me through

my journey of growing up,

subconsciously. • As life gets faker, I turn

back to appreciate the

truth, the authentic

values

• Media has incepted

assumptions about

Vietnam and its heritage in

me.

• I am young and fresh.

Heritage is old and boring,

We do not speak the same

language.

The true beauty of my

hometown is being masked

by assumptions. And I

will surely speak up with

love to defense my

hometown’s

authenticity.

Insight

Nescafé: Coffee for everyone

G7: Strong inspiration from coffee

Vinacafé: We are different, because we are the heritage of Vietnam

that has been loyal to our authentic values through times. The signature

light, full taste does not need big words to prove its attraction.

Brand

role

Awaken authentic moments in life

with authentic taste that lived on through times.

Vinacafé is the

symbol of

authenticity

Heritage’s

authentic

beauty is

masked behind

assumptions

As life gets

faker, young

people turn back

to appreciate

the truth, the

authentic

values

AUTHENTICITY

ABSOLVENT

CONCERTO of Big idea

On the platform of art performance Where Vinacafé empowers young people to absolve their beloved hometown of assumptions

Leveraging their own authentic talents to release the authentic beauty of Vietnam

Preface

I love my hometown

unconsciously and deeply

Insight Strategic approach

Ignite their hometown love by letting

heritage scream out calling for

absolvent

I am incepted with assumptions

about heritage. I appreciate

authentic values

Engage them in the journey of using

their own talent to absolve their

hometown heritage with Vinacafé

I do not speak the same

language with heritage

Award them with the role of

heritage speakers, keeping the

story of heritage young and fresh

and live on

Awaken

authentic

moments in life with authentic taste

that lived on through times.

CONCERTO FLOW

Prelude Interlude Postlude

Ignite hometown love Call for action Celebrate and leave a

legacy

Let’s absolve the heritage,

exposing their authentic

beauty with VNC

Heritage is hurt by

assumptions

Let’s celebrate the

authentic beauty of Vietnam

HOI AN absolvent dance Authentic beauty contest Authentic Vietnam

concert

Viral clip, press conference

SEO, SEM

Social seeding, PR articles

Social contest

SEO, SEM

Social seeding, PR articles

Concert

PR articles

TV capturing

objective

Message

Hook

Tactic

Media touch points

Vietnamese

disappointed Tourists annoyed Ancient town abandoned

The rumor that Hoi An forces visitors to pay to walk in ancient town makes…

Why Hoi An?

Fee is only applied on certain landmarks, tourist who comes to Hoi An can still enjoy

ancient town without paying any fee. But the true beauty can not speak for

itself. It is abandoned.

But the

TRUTH is…

Making Hoi An’s

young hearts feel

hurt, unfair and want

to take action to

absolve

Hoi An, by…

HOIAN Absolvent

dance

Prelude Phase 1

A group of Hoi An young people will dress up and body-paint to camouflage on the walls of ancient town

When the music raises, they start to move.

The dance and music is the cry of Ancient town, telling

how hurtful and injustice the rumor was, calling people to

turn back to see the true beauty of Hoi An.

The dance sweeps the town!

Recap into a video and go viral

Angles for advertorials and editorials:

- The mesmerizing dance of Young Hoian-ese - absolving their hometown

- There are lots of bad assumptions about Vietnam, masking its true beauty

- Young people with their stamina are the only to draw social attraction, bring justice

Influencers’ sharing

The authentic beauty of Vietnam

is endangered, not only Hoi An, but

many other heritages are being

misunderstood, abandoned. Only

Vinacafé is relevant to this,

because we are the symbol of

authentic values, we awake and

nourish authentic beauty of Vietnam.

Now we call young people to step

in with us, together we bring

Vietnam beauty back to life. It is now VINACAFÉ sees its role.

Vinacafé jumps in with a press conference

Launching the AUTHENTIC VIETNAM contest

Ana Mandara Hoi An

• Vinacafé representative

• Vietnam Student Union, YanTV

• My Linh, Hoai Linh, John Huy

• Representatives of art performing clubs

nationwide

Objective

Location

Attendee

AUTHENTIC VIETNAM

Contest

Interlude Phase 2

A playground for young people to show their free-style

art performance (whatever the art is, like “Vietnam’s

got talent), inspired by the authentic beauty of their

hometown’s heritage

Contest description

BOARD OF JUDGES

Mechanism

Young people to submit

their video to Vinacafé

Youtube channel.

Call for votes. 5 most

voted of the week will

be aired on YanTV and

receive 3mil VND

10 most voted at the end

of the contest will be

featured in the gala finale

concert and the best will

receive 50mil VND,

become VNC ambassador

2 months

How our target audience engage into the project at each step?

Show their talents through videos Sharing, voting, updating, watching Follow, update, discuss the results

People mock the accent of QUANG NGAI

people

Rapping in QUANG NGAI accent

People says Hue is calm and boring

Breakdance of Hue

People thinks Hanoi waiters always

yell at customers

The song of Hanoi yelling voice

It can bring us simple but unique performance that goes viral easily

…

AUTHENTIC VIETNAM Gala Concert

Postlude

Phase 3

The finale of our contest - A celebration of Vietnamese

authentic beauty, where we show our beauty to the world

and leave a legacy to continue reminding young people to

love Vietnam

Concert description

The concert will be hell at Ha Long, and live report on Television

Concert description

On each peak of mountain, from under the water, our contestants

raise up and perform in the natural heritage of Vietnam

Judges to decide who wins – who will become VNC ambassador

Announce our AUTHENTIC VIETNAM fund

Ticket redemption: buy VNC, lucky draw

AUTHENTIC

VIETNAM

FUND

A fund raised by Vinacafé that will annually hold or

sponsor activities that maintain the connection between

heritage and youth

KPIs

Submission Vote VNC TOM and sales

increase

200 2000,000 70% - 30%

BUDGET ALLOCATION

Prelude Interlude Postlude

1 billion 15 billion 14 billion

S TO RM

Thank you.