Tình người duyên Mar

“Chất” Vietnam

Manual travel

Context

Vietnamese travellers aged 18-24 feel uncomfortable when saying “I’m Vietnamese” 23%

Source: fanpage Young Marketers Among 90.000 samples taken from 300 different forums & social fanpage…

70% Agree with the negative comments about Vietnam

About Vinacafé Connect Vietnamese youngsters with positive values – the truly real values represent for the true Vietnam

Bring the original coffee with real taste – representative of Vietnamese coffee – the heritage of Vietnam

Vinacafé

Vinacafé is now changing with new packaging & new communication message – “Tinh túy vị thời gian”

Defined as a representative of timeless-true-heritage values.

When referring to national pride with heritage and true values of Vietnam, it should be Vinacafé as:

First coffee brand in Vietnam – since 1968

Harness & treasure one of Vietnam heritage – coffee bean

Communication message – “Tinh túy vị thời gian – thưởng thức giá trị nguyên bản vượt thời gian”

Only Vinacafé is able & has privilege to solve this national pride issue.

Campaign Objectives

Gain 70% TA awareness & at least 20.000 TA participating in campaign

Media agency Qualitative & quantitative research: > Mobile app downloads > Frequency of key message on media > View/ like/ share of viral clip, social channels, etc.

Connect youngsters with real values – timeless values of Vietnam

Research agency

Consolidate brand equity & value of Vinacafé as a heritage coffee brand –

since 1968 but still connected with young people

Increase TOM of TA up to 70%

Increase sales at HCM & HN up to 30%

At the end of the campaign…

Sales report

Target Audience Vietnamese youngsters Aged 18-25 ABC+ class

Live in HCMC, Hanoi Coffee drinker

(> 3 times/week)

Reasons why they are losing faith and pride in Vietnam without any effort to gain the pride back…

Their eyes & ears are blocked with bad news of

Vietnam day by day which made them feel that

Vietnam & Vietnamese are getting worse and worse,

losing their old values once they were proud of.

They are living too fast to keep pace with good things happened around them to

build up their belief.

They are bored with aged values & heritage which are

reminded year by year. They don’t feel connected with them as they didn’t experience them on their

own.

Country is a “national asset”, why should I but not others

care whether or not its values are fading away or people are

losing faith in it…?

KEY BARRIER

What they do?

They feel annoyed when things that are important and closest to them such as: family,

best friends or even nation and country, are said to be loved much more by others.

Then, they will fight to show that they understand, know and love them more more.

Why they do?

People are mean and selfish. Their nation, country, family, best friends and others closest

things to them are always there. That’s why they don’t take it for granted but if there are some

“intruders” in threat of sharing those relationships with them, they will fight to show

that they are the one who love them most.

Finding insight

KEY DRIVER

Finding insight

Vietnam is ours. If there is someone who love Vietnam

most, it should be Vietnamese.

Country is a “national asset”, why should I but not others care

whether or not its values are fading away or people are losing

faith in it…?

KEY BARRIER

Of course I love my country no matter how bad it is. It is as true as you love your parents. I am mean and selfish, I know. That’s why I don’t want to spend my time and effort in saving Vietnamese pride as well as building up my knowledge of old values & heritage of Vietnam. Vietnam is ours, we will always take it for granted until we are on the verge of sharing with or losing to others.

KEY DRIVER

Vietnam is ours. If there is someone who love Vietnam

most, it should be Vietnamese.

Country is a “national asset”, why should I but not others care

whether or not its values are fading away or people are losing

faith in it…?

KEY BARRIER

Show them that they are not the one who love their country

most

Strategic Approach

Yes, Vietnam is just a “national asset” but it’s in threat of “losing“ to “out-of-nation”

hands

Foreigners talk about their deep love

towards Vietnam

TA at first will feel happy & proud of Vietnam. But then we will raise some concern – a foreigner is loving your country more than you?

TA make Vietnam proud of them…

As making someone proud in some way means that you love them. As to express their love towards VN, TA will make VN proud of them.

…by creating their own generation’s

heritage

Not only showing that they love Vietnam, it also helps gaining back their faith & pride in VN.

Now they have their own heritage which they fully take pride in

Passing to next generation the new founded

heritage

Strategic Approach

LET VIETNAM PROUD OF YOU

with

“CHẤT” VIETNAM TRAVEL MANUAL

BIG IDEA

Instead of making them feel proud of Vietnam, we will call them to do vice versa. – let Vietnam proud of them as

a way to express their love towards Vietnam.

Key partners

Photo forums

Media partners (YanTV, Xone, FM, Yeah1!)

Tong cuc du lich Vietnam

Ambassadors

Foreign celebrities who are deeply connected to and have strong feeling towards Vietnam: Hari Won/ KYO YORK/ Lee Kirby/ Joe

Domestic celebrities who are at TA’s ages, living “chất”: SUBOI/ Đinh Hương

Famous teen photographers: Khểnh

Media touchpoints

Top favorite websites

Mobile behavior

Online Print Ambassadors

Social media

KEY MEDIA CHANNELS

LET VIETNAM

PROUD OF YOU

Key message

Holistic deployment plan

Campaign Idea “Chất” Vietnam travel manual

Campaign phases Phase 1 (2 weeks) – “Ngẫm” Phase 2 (6 weeks) – “Khuấy” Phase 3 (4 weeks) – “Cảm”

Announce cause, drive pride & participation

Engaging Amplification – enjoy the achievement

Objectives > Generate buzz about a beautiful Vietnam in foreigners’ eye. They deeply love Vietnam & know it well. What about you – Vietnamese people? > If there is one who love Vietnam most, it should be Vietnamese.

> Show them/ the world how you love Vietnam by making Vietnam proud > Join hands creating “Chất” Vietnam travel manual

> See how your effort work by releasing “Chất” Vietnam travel manual at the int’l airports > You are beautifying your country

Key hook Viral clip Creating “Chất” travel manual Releasing “Chất” travel manual

Brand role Representative of national pride & heritage

Through interviews with famous foreigners in Vietnam (Hari Won,

Kyo York, Lee Kirby, etc.) show

that how much they love Vietnam and what do they

do/think when it comes to bad news about Vietnam.

Phase 1 (2 weeks) – “Ngẫm”

Articles on key media

(print & online)

Viral clips – Describe VN in 1 word

Gather many foreigners – they are having fun in Vietnam with funky

moments captured, they feel pleased and love it, it’s like their

second hometown.

Your country is loved by others that much. What

about you?

Storyline

Viral clips on social media

Raise concern in TA mind

“Mình đã xác định sẽ ở lại Việt Nam dù ba mẹ Hari vẫn sống tại Hàn Quốc. Ở Việt Nam Hari thấy cuộc sống thoải mái hơn. Hàn Quốc thì có nhiều chỗ ăn chơi nhưng ở Việt Nam thấy mọi người vui vẻ, cởi mở hơn.”

“Vâng, tôi ngày càng “Việt hóa” đấy! Tôi thì tôi có cái nhìn khác, và tôi cho rằng người Việt Nam đôi khi đánh giá quá cao về một số điều “Tây” đồng thời đánh giá quá thấp về một số điều “ta”.”

“Tôi đã bị âm nhạc Việt Nam giữ chân”

Articles on key media

(print & online)

Viral clip – describe VN

in 1 word

Challenging

Endless happiness

Strange foods

Memory

Labor

Your country is loved and treasured…

Don’t you?

Phase 2 (6 weeks) – “Khuấy”

We intend to make “Chất” Vietnam travel manual

which collects all memorable moments of

Vietnamese people, places, foods and other stuffs.

This will help beautifying the “chất” images of VN in

people’s eyes.

Gather materials to make our country “Chất” travel manual The manual is a collection of

“Then-now” photos through which we will portray the beauty of Vietnamese people, places, etc. Many things are changed (places, context, etc.) but some will never change (love, friendships, etc.). There’s always a story behind every photos.

Articles on key media to

inform this project.

Key influencers appears as pioneers

contributing to this project

Collect photos via “Chất” app

in parallel with posting photos

on “Chất” fanpage & instagram

Phase 3 (4 weeks) – “Cảm”

Publish the manual & distribute at HN, HCM airports as well as souvenirs shops

Phase 1

Viral clip reach 500.000 views in 2 weeks Views of articles: each reach 10.000 views

Media tracking

Internal report KPI &

measurement tracking

Media tracking (on youtube and key media)

Phase 2

Views of articles: each reach 10.000 views Collect 2.000 photos in 6 weeks

10.000 app downloads in 6 weeks

Phase 3

Publish & deliver 50.000 manuals in 2 weeks