Phan Trung Hiếu

Đỗ Xuân Khang

CAMPAIGN

Context

Why is that?

- Bad images of Vietnam

-70% of 90,000 young Vietnamese agree with the

negative outlook of Vietnam.

-23% of people from 18 – 24 don’t feel comfortable to

introduce their nationality to foreigners.

-Our heritages have been forgotten

-The youth speak without proper actions

-Not able to connect values from their ancestors

-Not aware of their own values

Kyo York with his point of view about the differences

between students in Vietnam and America

A Japanese student also says something about us

VINACAFETRUNG NGUYÊN

EssenceCombination of 5

best coffee beans in

the world

Original taste from

Tay Nguyen, Vietnam

Creativity Life

Ambition Simplicity, life’s companion

Values

Bra

nd

Con

tex

t

• VINACAFE is the brand that has connected with Vietnamese since 1968.

It’s the pride of Vietnam.

• With this social campaign, VINACAFE aims to establish the brand role of

reviving the forgotten Vietnamese timeless values to connect and wake

up the pride of Vietnamese youth, to inspire youth to be ambassadors of

Vietnam.

Con

sum

er C

onte

xt

Who are they?

• Youth, live in Vietnam (HCM,

HN)

• 18-25 years old

• Class: ABC+

• Habit: drink coffee at least 3

times/week

• Dynamic

• Passionate

• Open-minded

• Outgoing

• Coffee lovers

As a Vietnamese, I want to make Vietnam better but I don’t

know how because, to me, the heritages and the values of

Vietnam seem to be too sophisticated, complex and not really

relevant.

Insight

StrategyConsumer insight Brand role Approaching strategy

Vinacafe revives the

forgotten Vietnamese

timeless values to

connect and wake up the

pride of Vietnamese

youth, to inspire youth to

be an ambassador of

Vietnam.

As a Vietnamese, I want to make

Vietnam better but I don’t know

how because, to me, the heritages

and the values of Vietnam seem to

be too sophisticated, complex and

not really relevant.

TRIGGER

Raise awareness of heritages,

real values, which are originally

simple and connected with

youth

ENGAGING

Let the youth find themselves in

making Vietnam better

AMPLIFY

Spread out good images of

Vietnam

My idea is a

bigass idea

Message:

20.000 stories of how we

make Vietnam better

Concept:

• Coffee is usually a way people start a story.

• Our Vietnamese values, traditions or heritages have

been covered up in stories told to us by

grandparents, mother or father, from generations to

generations. The stories are not fairy tales, they are

people’s lives.

• Our stories are people’s journeys of achieving their

passions. Vinacafe helps them to ease down when

they encounter difficulties and help them remember

why they started their journeys.

• Just like vinacafe, people with passion can create

masterpieces.

Objective

• Awareness 70% target and engagement with 20.000 youth of target

• Connect youth with real, timeless values of Vietnam

• Branding (brand value & equity) VINACAFE is a heritage coffee brand, since 1968 but

contemporary with youth

• Top-of-mind (TOM) 70%, sales 30%

Deployment plan

Trigger Experience Amplification

Content

Key hook

Message

Vlog Timeless machine Event

20.000 stories of how we make Vietnam

better

How am I be

proud of Vietnam?

Vlogers will talk about

what they are proud of

and what they are not

in Vietnam. The youth

can have their own

lessons by listening to

their influencers’ stories

of how they are proud

of Vietnam.

This is when young

Vietnamese can build

up their stories and

what they will do to

make Vietnam better.

Update clips&pictures

on website and place

our Timeless

machines all over the

city.

June - July July - August August - September

Preserve our timeless stories

• Stories exhibition

• Packaging coffee

with personal

name

Ex: My name is Hieu, I

am a Vietnamese

• “Little book” share

stories

Deployment plan

Trigger Experience Amplification

KPIs

Budget 20 billion VND500 million VND

• Views: 500.000/vlog

on youtube

• Earned media:

yantv, kenh14,

Vlogers’ facebooks

• Microsite: 20.000

targeted customers

share stories

• 70.000 engagement –

70.000 free coffee

cups

• 50 earned free

articles

• 25 machines in

HCMC, 25 machines

in Hanoi

June - July July - August August - September

9.5 billion VND

• Claim this campaign as

the meaningful

campaign

• Create the difference,

and on the way of

owning perception

“Timeless”

Phase 1 - Trigger

Social media, youtube, haivl.vn

Vlogers will talk about what they are proud of and what

they are not in Vietnam. The youth can see have their

own lessons by listening to their influencers’ stories of

how they are proud of Vietnam.

Topic 1: The differences between PAST and PRESENT

Topic 2: “Giá trị di sản là gì? Ăn được không?”

Engage youth to debate Heritages, real values are just

stories which are told from generations to generations

Phase 2 - Experience

TIMELESS SCREEN:

a place to celebrate all stories

FACEBOOK

• It’s time to create youth’s stories because youth is the future of Vietnam. They can write

their dream, small action, or even sharing their points of view that make Vietnam better.

• Each story will be gathered and shown on TIMELESS SCREEN

• Stories can be made by many ways: social, text, images, video

How to use the machine:

• Step 1: Take a picture of your face with its camera

• Step 2: Fill your name, your sex

• Step 3: Watch a situation given and choose your own

solution

• Step 4: Receive a cup of coffee (QR code of how you

solve the problem, the story on a cup, brand logo)

• Step 5: Answer the question: “Are you proud of being a

Vietnamese”

• Step 6: All the materials are uploaded to our microsite

TIMELESS MACHINE:

People can tell their stories through

this machine and get 1 free coffee

• This machine is used for showing their activities in real life.

• It ‘s placed in some popular place such as: Center city

(both Hanoi & HCMC)

Phase 2 - Experience

The cup itself is a way to connect them (customers) and us (Vinacafe) as there is a QR code linked to

the clip of them solving the given situation

"My name is_______. I'm a Vietnamese" is to strongly encourage them to be proud of VN

TIMELESS CUP

Phase 2 - Experience

Phase 2 - Experience

Engage some youth’s

influencer: singers, actors,…

to share their stories

PR:

Online channel:

Kenh14, yan, zing,

vnexpress

Social media:

Facebook

Microsite

TIMELESS BOOK GIFT• Stored 20.000 stories that make Vietnam

better

• This is a present for 20.000 youth

engagement

Event

• Recap , celebrating

20.000 stories that

make Vietnam better

• Inspire youth to be

ambassador of

Vietnam

• Claim that “I am a

Vietnamese and I am

proud of that”

PR • Online and offline

• Social media

Timeless stories

EXHIBITION

Phase 3 - Amplification

Thank you

is the ultimate sophistication!