CASE REVIEW

OBJECTIVES

• Re-positioning MOMO e-wallet

• Build product & marketing strategy for MOMO in 3 years with new positioning

• Build first marketing campaign to re-launch MOMO.

• 10,000,000 consumers awareness

• 300,000 new active users

• No.1 e-wallet in Vietnam

• 3,000,000 active users

3 YEARS AFTER

RE-LAUNCHING

LAUNCHING

CAMPAIGN

AND WE WANT TO

MAKE IT HAPPENS

HERE IN VIETNAM

E-wallet will replace traditional wallet

In the near future

WHY WE ARE SO SURE ABOUT IT?

Euromonitor report in 2015 | Moore Corporation KPBC Internet Trends 2015 | Nielsen Research Vietnam

1.1 bil USD

0.71% per

year

SIZE GROWTH

58% Digital natives

145% Mobile penetration

E-WALLET WITH SUPERIOR FEATURES

1. Manage all cash-in and out

3. Peer to peer transfer

2. Retail pay

4. Mobile topup

5. Bill payment

6. Online shopping

But the most

important one

REAL TIME DATA

REAL TIME DATA

Real time insight

Real time actions

No longer demo graph

Now taste graph

Enable us to interact with

consumers in an very

personal way

LOCATION

GRAPH

We know

where they

are

INTEREST

GRAPH

We know

what they

buy

AUDIENCE

GRAPH

We know

who they are

INTENT

GRAPH

We know

what they

like

MoMo – smart wallet that gives recommendation

for your daily payment habit

OPTIMIZE DAILY PAYMENT

PRODUCT CONCEPT

MILLENIALS

• Age 21-29, Urban, sec BC+

• Personality:

Young and always in the know

Carefree, dare to take risk

• Behavior:

Mostly pay with cash, owning at least 1 credit/debit card but use it mostly for withdrawing money.

Spend money mostly on Food & Drink, Shopping..

WHY WE CHOOSE THEM?

• Accounting for 35% Vietnam population

• 2.5 times more likely to be early adopters of technology.

KPCB report

TARGET CONSUMERS

CONSUMER TRUTH

They crave more experiences

82% attended in a variety of live experiences in the past year.

72% would like to increase their spending on experiences rather than physical things in the next year.

But their daily life is monotonous

CATEGORY TRUTH

Smart wallet that optimizes your daily payment.

INSIGHT

Because experience is the greatest treasure of youth, I always want to have more new experiences every day. But new experience often costly so can’t always do that.

INSIGHT

Age 21-29, balanced

gender, urban, sec

BC+, who crave more

experiences but worry

about cost

New interesting

experiences

everyday in

specified budget.

Big data & analysis

algorithm.

E-wallet that

understanding your

daily payment habits

and recommend you

the best budget-fit

experiences.

Unique RTB What need

BRAND ESSENCE

MAXIMIZE YOUR DAILY EXPERIENCE

To Whom

BRAND POSITIONING

BRAND WHEEL

BRAND INFRASTRUCTURE

MAXIMIZE

YOUR DAILY

EXPERIENCE

Personality Discriminator

RTB Benefit

Root strength

Competitive environment

Target

Brand insight

Aged 21-29, Young, carefree,

dare to take risk. who crave more

experiences but worry about cost

Other e-wallet

(Timo, MobiVi,

Moca), raditional

wallet

Database

Because experience is the greatest treasure of youth, I always

want to have more new experiences every day. But often

costly new experience so I do not always do that. Carefree, Fun

Loving experience

Live for now

Real time data

Big data &

analysis

algorithm.

Function:

Optimize daily

payment

Emotional: live the

max experience

BRAND KEY

Automatically

payment

Group sharing

payment

Customized payment

Pre-ordering

Price comparison

Less payment

Year 1 Year 2 Year 3

Objective: attracting

consumer to use app

Advanced payment

Advanced

Recommendation

QR code

Coin fund

Recommendation best deal

(relevant, favorite & cheap)

Objective: maintaining consumers

PORTFOLIO

PRODUCT

Data tracking and

recommendations.

PRICE

Source of business

- Data & Insight: Understanding transaction amount/time, daily

payment habits & motivation of consumers:

+ Mobile marketing targeted by payment habits.

+ Reach out to new customers with Momo.

- Charge fee

PLACE

Convienience Stores, shopping

stores, coffee shop, medium and

high restaurants...

PROMOTION

PACKAGING

- Keep old color of

MoMo: Purpule

- Add 1 button:

Coint Fun (to clarify 1st feature)

MARKETING MIX

OBJECTIVE:

- Marketing Objective: Increase penetration to 300.000 active users

- Communication Objective: Raise awareness about MoMo as an e-wallet that optimizes your daily payment

INSIGHT:

I want to use my vouchers or all

accumulated point promotion on

time and wherever I go

TARGET:

- First jobbers belong to millennial, 22

– 25 y.o,

- Always seek for new experience in

life, high tech savvy

OBSERVATION:

Accumulated point promotion

often expires

before I can use it

FACT: -7/10 first jobber said that they feel

it’s is wasteful when they cannot

used up all their vouchers or

membership card

-6/10 said that I they often receive

vouchers that are not their favorite

RELAUNCHING CAMPAIGN

JUMPING COINS

Key message: Take and exchange coins wherever you want

Exchange coins at any stores having partnership with MoMo

Phase 1 Phase 2

Objective Trigger the pain when realizing

that membership card expired

before using

Call to use MoMo to take

and exchange coins

Message Expiring voucher is a pain. Use

MoMo now!

Take and exchange coins

with MoMo

Key hook TVC, PR, Social Media In-store activation

THANK YOU

10/15/2016