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CATEGORY
Chat application
BRAND
Mocha Messenger – Viettel
BUSINESS ISSUE
Low Penetration
ROOT CAUSE
Non-attractive product features
Unclear positioning
Low awareness
JOBs TO BE DONE
Get 15 million GenZ users to use Mocha chat app by:
- Repositioning competitively and relevant to TA with matching product features
- Creating big awareness and appealing image for download attraction
BRIEF RECAP
OUR TARGET GEN Z
Demographic:• 13 - 22, core (16 – 20) • Using smartphones with 3G/4GUsage: • Spend ~ 100 minutes/ day on chat appsAttitude:• Love making friends• Enjoy connecting with friends through
chit chat• Be care free, playful and fun seekers
TENSION
BUT
FUN TRIGGERS NEW AND LONGER CONVERSATION
75% users agree that fun factors on chat app make the conversation more exciting and unstoppable.
Source: Keepitusable.com
CONSUMER OVERVIEW
Love to chat, chat with more people but less time spent on each…
BOREDOM OF TEXTING
52% confess that they usually have shorter chat with friends because texting
only is boring and repetitive everyday.Source: decisionlab
”“
THEY ARE A PLAYFUL GENERATION…ENJOYS A CARE FREE AND HIGHLY ENTERTAINING LIFE STYLE.
“Đời loài người này rất vội
Em ơi cứ sống sao cho mình thấy vuiSống như ta chưa từng được sốngCầm bàn tay ta đi qua đêm dài…”
“Tuổi trẻ này mình cùng nhauKhoác vai đi từ sáng tới đêmHát lên như chưa từng được hát
Vui nay thôi ai biết mai sau…”
PASSION POINTFUN IS WHAT I SEEK FOR EVERYDAY. FUN IS FOOD FOR LIFE!“Tuổi trẻ mà, không cần lo nghĩ nhiều, ngày ngày dong chơi quên ngày tháng, vuilà được J.”
INSIGHTAs a teenager, I love chatting with my friends.
But just only texting back and forth makes the conversation more boring through time. ”
“
MESSAGING CORE (ZALO, LINE)
SOCIAL NETWORK (FACEBOOK, INSTAGRAM)
COMPETITORSSEE THEIR FUN FACTOR IN CONVERSATION?
Strategy & Differentiators: All-in-one frictionless integration mobile-first platform.
Business resource: VNG CorporationFun factor is only delivered through the stickers
FACEBOOK MESSENGER
Strategy & Differentiators: Facebook social network is successful and it helps a lot for Messenger
because of rich consumer base. Connecting which is the biggest driver in chatapps is owned by
FacebookFun factor is from through more ways like the
stickers, GIF, ... But are not customized for Vietnamese people and not be focused
VIDEO, PHOTO MESSAGE (SNOW)
Strategy & Differentiators: Video, photo messaging apps with fun live face effects creating fun
Snow is positioning as the camera tools, it is not perceived as messaging apps
ZALO
SNOW
WHAT DO
WHAT IF MOCHA CREATES MORE FUN IN THEIR CONVERSATION IN DIFFERENT
NON-TEXTING FEATURES?
…MULTIPLE FUN ACTIVATORS
FUN CONVERSATI
ON FROM FUN STORE
GROUP GAME BOTS
The Group Game Bot can provide some fun and simple games to play, have fun and challenge friends in group
conversations
Example: You can play “Werewolf – Ma Sói” in the
conversation with Ma Sói Bot
FUN STICKERS(Diversified kinds of stickers)
The Group Sticker Bot can help you to have multiple fun stickers to have fun conversation (pictures,
music, voice, GIF,...)
Example: You can chat with DIY Stickers to have your
own booming stickers
HAVING FUN TOGETHER FEATURE
Not only chatting fun with friends, The Group Together can provide the tool to enjoy fun moments and activities
together
Example: Listening Music Together, Watching Video/
Film Together
TREND UPDATING BOTS
The Bot understands what users' interests are through their activities on Mocha and then immediately updates day by day the trending information about that interest to users. From that, users can share that information to communicate
with friends
KEY FEARTURE
GROUP GAME BOTS DEMOThe Group Game Bot can provide some fun and simple games to play, have fun and challenge friends in group conversations
FUN STORE DEMO TRUTH OR DARE
GROUP GAME BOTS DEMOThe Group Game Bot can provide some fun and simple games to play, have fun and challenge friends in group conversations
DEMO MA SÓI
TREND UPDATING BOTSThe Bot understands what users' interests are through their activities on Mocha and then immediately updates day by day the trending information about that interest to users. From that, users can share that information to communicate with friends
DEMO TREND UPDATING BOT
MAKING FRIENDS
THROUGH ENTERTAINM
ENT
MAKING FRIENDS THROUGH
ENTERTAINMENT
The feature of making friends through
entertainment can enable target to make new friends through the entertaining activities like listening to
music together, randomly play games with strangers,...
MOCHA FUN MOMENTS
MOCHA FUN MOMENTS
Capture those fun times with super simple feature MOCHA
FUN MOMENT.
Experience a fun way to record your daily life to not
miss real fun moments
SUPPORTING FEARTURES
PRODUCT VALUESDeliver fun chat experience by activating unique fun factors
INSIGHTAs a teenager, I love chatting with my friends. But just only
texting back and forth makes the conversation more boring through time.
BRAND IDEAACTIVATING MORE FUN IN EVERY CONVERSATION
BRAND IDEA
POSITIONING STATEMENT
WHAT NEEDCreate more fun for escaping from boredom in chatting
TO WHOM 13-22, Love making friends, Enjoy chatting moments, Seek for fun.
DIFFERENTIATE BYActivating more fun in chat
RTBMulti-function designed to create the fun factors in every conversations
POSITION- ING
BRAND ESSENCE
BRAND COMMUNICATION IDEA
ACTIVATION PLATFORM
ACTIVATING MORE FUNEvery touch with Mocha is fun.
IT’S MORE FUN WITH MOCHA!Chat has more fun when you user Mocha.
FUN CONVERSATIONS
Every conversation has its own way of fun.
PRODUCT DEVELOPMENT
ROADMAP
FUN CONVERSATION – MOCHA FUN STORES
2018 2019 2020
PRO
DU
CT
DEV
ELO
PMEN
T
MAKING FRIENDS THROUGH ENTERTAINMENT
MOCHA FUN MOMENTS
TARGET CONSUMER13 – 22 y.o, nationalwide, having smartphone and living in the digital world. Frequently chat online through messaging appsInsight: Chatting online with only texting is boring, I need more fun on my conversation to have bonding with my friends
PRODUCT FEATURE HIGHLIGHTGROUP GAME BOTS - provide some fun and simple games to play, have fun and challenge friends in group conversations
BIG IDEACHATTING IS MORE FUN WITH MOCHA CHAT VUI BÙNG NỔ CÙNG MOCHA
COMMUNICATION
CAMPAIGN
KEY HOOK & TACTICSKEY HOOK – VIRAL LAUNCHING EVENTS with multiple celebrities endorsement: Son Tung MTP, Tran Thanh and Bich Phuong.Mocha appears and brings more fun to the conversation among the youth
SUPPORTING TACTICS: Digital: Viral Clip, PR, Social Media;ATLs: TVC, Billboard; BTLs: Viettel Distribution POSM, School Activation
ENGAGE
Let youngster feel crazy about the
Raise awareness about the key features and drive trials for
Mocha itself
CHAT VUI BÙNG NỔ CÙNG MOCHA
PR ONLINE VIRAL LAUNCHING EVENTS
Objective
Message
Key hook
Tactics
Influencers, social seeding,
PR
Recap Clips, Influencers, social seeding, Digital banner
PR
TRIGGER
CAMPAIGN ROLL-OUT
VIRAL EVENTSCreating launching events at HCM, HN, DN with the fun and attractive title:
• Chat vui bùng nổ và chơi MA SÓI cùng SƠN TÙNG đầu hói
• Chat vui bùng nổ và chơi TRUTH or DARE cùng TRẤN THÀNH ma le
Coming to the events, our celebrities will promote Mocha and all the multi-features of Mocha make the conversation more fun. Promoting the fun chatting world of Mocha
BRAND PURPOSE
FUN BRINGS PEOPLE CLOSER!We live in the world of easier connection, but less closeness.People are be more connected, but the relationship is superficial.
As virtual communication limits self expression. We empower users to express themselves more with bold fun.
AS WE BELIEVE, ONLY WHEN PEOPLE GET FUN, THEY EXPRESS MORE, UNDERSTAND MORE, AND STAY CLOSER.