YOUNG MARKETERS 8

FINAL ROUND

Nguyễn Xuân Vinh

Nguyễn Thị Hoài Thương
Clarify the Challenge

Background Jobs to be done

‘High-Quality Vietnamese Goods’ 1 Refresh and Reactivate, Elevate

(HVNCLC) - once a renowned High-Quality Vietnamese Goods
guarantee, is losing its impact on 2 Create interest and support
consumers, business and media. from Vietnam brands
3 Create interest and positive
NOTE reception from Millennials
We use HVNCLC as the consumers
abbreviation for High-Quality
Vietnamese Goods in this
proposal
Clarify the Challenge

The Symptom

VIETNAMESE MILLENNIALS ARE HIGHLY AWARE

ABOUT HVNCLC, BUT HAVE NO CARE ON IT

90%
Know the existence of HVNCLC
but they don’t care about that Self-conducted
survey

The impact in the past has leave huge impression of

HVNCLC on Vietnamese Millennials.
However, they don’t consider about it when buy
goods – even Vietnamese goods.
Clarify the Challenge

The Key Problem

THIS COMES FROM A ‘CATEGORY’ ISSUE –

THE SOULLESS LABEL OF ‘VIETNAMESE GOODS’

‘VIETNAMESE GOODS’

The significant trends that promote Vietnam-labeled Goods

has made the label obsessive and mainstream to
Vietnamese Millennials.

They perceive it as a superficial and meaningless label. This

perception damages their consideration for HVNCLC as well
as other related trends.
Clarify the Challenge
In-depth Understanding

THEY DON’T SUPPORT

THE ‘VIETNAMESE GOODS’ LABEL
THEY SUPPORT THE VIETNAMESE IDENTITIES WITHIN
Vietnamese Millennials grow smarter and more skeptical. The more we say ‘Vietnamese
should prioritize Vietnamese Goods’, the more meaningless they feel

Instead, they look for goods that embrace Vietnamese identities within
Insight & Strategy

Insight

WE DON’T BUY ‘VIETNAM’ BRAND.

WE BUY VIETNAM-FIT.
We don’t look for the goods with superficial Vietnamese label.
We look for the goods that embrace Vietnamese identities
Because it’s also our identity, the goods would fit ourselves.
Insight & Strategy

Branding Task
We need to disrupt Millennials perception on our
meaningless “Vietnamese Goods” label

Mindless Mindful
Millennials Millennials

“It is mainstream and “It has meaningful

meaningless” connection with
Vietnamese identities”
Insight & Strategy

Strategic Approach
By integrating ‘Local Fit’ in our
guarantee for Vietnamese goods

Soulless Soulful
Guarantee Guarantee

The quality checking is generic The quality checking that put

or does not highlight the local the understanding and
understanding in products/ serving Vietnamese local
brands identities at the core
Insight & Strategy

Strategic Direction
LOCALITY IS THE NEW QUALITY
We define the way products or brands are built to fit
Vietnamese local identities as a new type of quality
that need guarantee.

As Vietnamese Millennials see local identities as their

identities, the products or brands that fit with those
identities can fit and serve them better.

This quality won’t go against the ‘globalization’ quality

that HVNCLC is running. Instead, they have
interconnection with each other.
Brand and Product Idea

Product Concept | Product Innovation

HIGH-QUALITY VIETNAMESE GOODS –

GLOBAL STANDARD, LOCAL FIT

We developed a new sub-brand: High-Quality Vietnamese Goods - Global

Standard, Local Fit – which is a new prize for Vietnamese brands that
highlights local identities fit in building quality products and brands.

We match Local Fit with Global Standard to show in people perception that
Local Fit is also a “quality” like Global Standard, but still focus more on Local Fit

GLOBAL STANDARD
LOCAL FIT
Brand and Product Idea

Brand Promise

THE LOCAL-FIT GUARANTEE

ON VIETNAMESE GOODS

Tagline

‘Vietnamese Goods fit Vietnamese’

‘Hàng Việt phù hợp với người Việt’

We are not just a guarantee, we are a local-fit guarantee,

measuring and judging the way Vietnamese products and brands
fit with Vietnamese local identities.

Our purpose is to empower those ‘Local-Fit’ Vietnamese brands

that define quality as the understanding and serving
Vietnamese local identities
Brand and Product Idea

Mechanism

HOW IS A ‘LOCAL-FIT’
PRODUCTS / BRANDS?

The products or brands need The identities can come from anywhere –
embrace and serve certain from geography to culture, from physical
Vietnamese local identities to ritual, from generation to generation

The deeper the local identities are fit with

The local fit is based on well- (culture, tradition, lifestyle) the higher
received attitude and positive ranking of Local Fit goods
feedback from consumers
Campaign Execution

RE-LAUNCHING CAMPAIGN

CAMPAIGN OBJECTIVE
Raise awareness of Millennials (primary) and
brands (secondary) on our new Global Standard –
Local Fit as the new focus on the local identities
fit in every products and brands we guarantee.

Target Audience
Millennials 20 – 30 y.o
Live in Hanoi & Ho Chi Minh City

I feel relevant with

Vietnamese local
identities because those
are what make me ‘me’
 ‘Made in Vietnam’ is mainstream and meaningless
‘Made of Vietnam’ is for something deeper.

A product made of Vietnam fits with a person made of Vietnam.

We leverage ‘Made of Vietnam’ as an umbrella concept to talk about the fit
between Vietnamese goods and Vietnamese consumers and by then,
highlight our Global Standard – Local Fit as a new focus on local fit guarantee.

Key Message: ‘We are all made of Vietnam’

Campaign Execution

MADE
OF VIETNAM

PRE-LAUNCH LAUNCH & OPERATE AWARD

2 months 5 months 2 months
2 billion VND 8 billion VND 5 billion VND

OBJECTIVE TRIGGER ENGAGE AMPLIFY

Trigger social awareness Engage target with the Spread the trend of Local-
on our new focus into new-launch of ‘Global Fit for more brands to
Local-Fit between brands Standard, Local Fit’ embrace
and consumers

KEY HOOK THE FIT MADE OF THE VOTE MADE OF THE TALK MADE OF
VIETNAM VIETNAM VIETNAM

A set of print-ads An online platform for A series of talks in the

featuring the Vietnamese target audience to awarding week to share
identities of typical contribute, to vote and knowledge and
Vietnamese brands even to shop Local-Fit experiences on Local-Fit
Vietnamese Goods from brands to brands
Campaign Execution

AWARENESS
THE ‘FIT’ MADE OF VIETNAM
We collaborate with typical brands in the markets to public a set
of print ads featuring how both Vietnamese and Vietnamese
brands are made of unique identities of local.

Through the print-ads, we inform target audience on our new

focus for Local-Fit Quality.

The print-ads are adapted through multi-channels, including

social media, OOH, etc.
Campaign Execution
PRINT-ADS DEMO
Campaign Execution

ENGAGE
THE ‘VOTE’ MADE OF VIETNAM
The essence of both HVNCLC and Vietnamese identities is all about people.
So, for the launching the new prize, we invite consumer to contribute their
opinions on which brands having strong Local-Fit.

The phase is run for 5 months to get much opinions and support from
consumers as well as the thorough investigate from board of HVNCLC
Campaign Execution

ENGAGE
HOW TO RUN THE PHASE FOR 5 MONTHS?
WITH TOKEN AND ECOMMERCE
We create the First Ever Ecommerce Fair for only Vietnamese goods. This
fair is run monthly since the launching of the Local-Fit prize.

Those who contribute their opinions for the Local-Fit would receive the
Token working as the promotions for the Fair.

We would have our own Ecommerce Platform as well as partner with Sendo
and Tiki to create monthly session for Vietnamese Goods using the Token
Campaign Execution

AMPLIFY
THE TALKS MADE OF VIETNAM
For the last month of campaign, when the Local-Fit Award is held, we
also establish a week for a series of talks where notable Vietnamese
brands can share their stories of local fit – called ‘LocalxTalk’, inspired
from TED Talks

Through the LocalxTalk, we can spread the knowledge and experience

on Local-Fit for more business and get appreciation from consumers on
our new focus as well as ‘Local-Fit’ brands

Reference Only
THANK YOU

Background photo credit goes to Tết là nhất Campaign of Pepperidge Farm