1. It all startswith a smallest

2. Young people do not like old things
That young people can not connect
to heritages as it is
That we must forcefully translate
heritage into daily moments and
sentiments
that

3. BUT THEY DO
Vinacafé TVC test tells that the daily moment
version lost to the old, artistic one
It’s just the assumptions that prevent young
people and ourselves from believing in and
discovering the true beauty of heritage

4. So our role is not to
AVOID, but to
ABSOLVE the old –
time less values of
assumptions. By…

5. National PRIDE AWAKENING campaign

6. AGENDA
Campaign background
Objective
Strategic approach
Deployment plan
Big idea generation
Measurement tracking

7. 70% target awareness,
20000 engagement
National pride connectivity
Strengthen brand equity
70% TOM and 30% sales increase
OBJECTIVES

8. BACKGROUND Consumer context
• I have the tendency to avoid or
criticize Vietnam’s image.
Because media is bombarded with
either negative or cheesy
information about Vietnam.
• There’s a trend of returning to
simplicity, originality,
authenticity (organic products,
true values…) (the size of organic
market has grown in double from 2010
till now, Economics University
research – 2013)
Target defining:
Male and female aged 18-25, ABC+, coffee drinkers,
experimenters and soldiers

9. BACKGROUND Brand context
Many brands have tapped in the area of
Heritage. Vinacafé also, has already
run a heritage recalling program (CHAT
THOI GIAN), which is a successful
practice but has caused them to
face the problem of being too far and
too old for young people
(80% of Vinacafé CHAT THOI GIAN
contestants are over 30, Redder
advertising quick report)

10. BACKGROUND Timeless value context
• There are scandals that are
masking the original beauty of
Vietnam heritage (Hoi An street
fee, Hanoi rude waiters, stealing
habit…)
• Vietnamese heritage tends to be
calm, silent. They do not
proactively speak for themselves,
clarifying the scandals

11. It’s TIME
to…
Change the
conversation
Freshen the
story
Release the
hidden PRIDE

12. Insight
Driver Barrier
• The love for Vietnam,
especially my own
hometown has been
nourished in me through
my journey of growing up,
subconsciously.
• As life gets faker, I turn
back to appreciate the
truth, the authentic
values
• Media has incepted
assumptions about
Vietnam and its heritage in
me.
• I am young and fresh.
Heritage is old and boring,
We do not speak the same
language.

13. The true beauty of my
hometown is being masked
by assumptions. And I
will surely speak up with
love to defense my
hometown’s
authenticity.
Insight

14. Nescafé: Coffee for everyone
G7: Strong inspiration from coffee
Vinacafé: We are different, because we are the heritage of Vietnam
that has been loyal to our authentic values through times. The signature
light, full taste does not need big words to prove its attraction.

15. Brand
role
Awakenauthentic moments in life
with authentic taste that lived on through times.

16. Vinacafé is the
symbol of
authenticity
Heritage’s
authentic
beauty is
masked behind
assumptions
As life gets
faker, young
people turn back
to appreciate
the truth, the
authentic
values
AUTHENTICITY

17. ABSOLVENT
CONCERTO ofBig idea

18. On the platform of art performance
Where Vinacafé empowers young people to absolve their beloved hometown of assumptions
Leveraging their own authentic talents to release the authentic beauty of Vietnam
Preface

19. I love my hometown
unconsciously and deeply
Insight Strategic approach
Ignite their hometown love by letting
heritage scream out calling for
absolvent
I am incepted with assumptions
about heritage. I appreciate
authentic values
Engage them in the journey of using
their own talent to absolve their
hometown heritage with Vinacafé
I do not speak the same
language with heritage
Award them with the role of
heritage speakers, keeping the
story of heritage young and fresh
and live on
Awaken
authentic
moments in life
with authentic taste
that lived on
through times.

20. CONCERTO FLOW
Prelude Interlude Postlude
Ignite hometown love Call for action
Celebrate and leave a
legacy
Let’s absolve the heritage,
exposing their authentic
beauty with VNC
Heritage is hurt by
assumptions
Let’s celebrate the
authentic beauty of Vietnam
HOI AN absolvent dance Authentic beauty contest
Authentic Vietnam
concert
Viral clip, press conference
SEO, SEM
Social seeding, PR articles
Social contest
SEO, SEM
Social seeding, PR articles
Concert
PR articles
TV capturing
objective
Message
Hook
Tactic

21. Media touch points

22. Vietnamese
disappointed
Tourists annoyed Ancient town abandoned
The rumor that Hoi An forces visitors to pay to walk in ancient town makes…
Why Hoi An?

23. Fee is only applied on certain landmarks, tourist who comes to Hoi An can still enjoy
ancient town without paying any fee. But the true beauty can not speak for
itself. It is abandoned.
But the
TRUTH is…

24. Making Hoi An’s
young hearts feel
hurt, unfair and want
to take action to
absolve
Hoi An, by…

25. HOIAN
Absolvent
dance
Prelude Phase 1

26. A group of Hoi An young people will dress up and body-paint to camouflage on the walls of ancient town
When the musicraises, they start to move.

27. The dance and music is the cry of Ancient town, telling
how hurtful and injustice the rumor was, calling people to
turn back to see the true beauty of Hoi An.
The dance sweeps the town!

28. Recap into a video and go viral
Angles for advertorials and editorials:
- The mesmerizing dance of Young Hoian-ese - absolving their hometown
- There are lots of bad assumptions about Vietnam, masking its true beauty
- Young people with their stamina are the only to draw social attraction, bring justice
Influencers’ sharing

29. The authentic beauty of Vietnam
is endangered, not only Hoi An, but
many other heritages are being
misunderstood, abandoned. Only
Vinacafé is relevant to this,
because we are the symbol of
authentic values, we awake and
nourish authentic beauty of Vietnam.
Now we call young people to step
in with us, together we bring
Vietnam beauty back to life.
It is nowVINACAFÉ sees its role.

30. Vinacafé jumps in with a press conference
Launching the AUTHENTIC VIETNAM contest
Ana Mandara Hoi An
• Vinacafé representative
• Vietnam Student Union, YanTV
• My Linh, Hoai Linh, John Huy
• Representatives of art performing clubs
nationwide
Objective
Location
Attendee

31. AUTHENTIC
VIETNAM
Contest
Interlude Phase 2

32. A playground for young people to show their free-style
art performance (whatever the art is, like “Vietnam’s
got talent), inspired by the authentic beauty of their
hometown’s heritage
Contest description

33. BOARD OF JUDGES

34. Mechanism
Young people to submit
their video to Vinacafé
Youtube channel.
Call for votes. 5 most
voted of the week will
be aired on YanTV and
receive 3mil VND
10 most voted at the end
of the contest will be
featured in the gala finale
concert and the best will
receive 50mil VND,
become VNC ambassador
2 months
How our target audience engage into the project at each step?
Show their talents through videos Sharing, voting, updating, watching Follow, update, discuss the results

35. People mock the accent of QUANG NGAI
people
Rapping in QUANG NGAI accent
People says Hue is calm and boring
Breakdance of Hue
People thinks Hanoi waiters always
yell at customers
The song of Hanoi yelling voice
It can bring us simple but unique performance that goes viral easily
…

36. AUTHENTIC
VIETNAM
Gala Concert
Postlude
Phase 3

37. The finale of our contest - A celebration of Vietnamese
authentic beauty, where we show our beauty to the world
and leave a legacy to continue reminding young people to
love Vietnam
Concert description

38. The concert will be hell at Ha Long, and live report on Television
Concert description
On each peak of mountain, from under the water, our contestants
raise up and perform in the natural heritage of Vietnam
Judges to decide who wins – who will become VNC ambassador
Announce our AUTHENTIC VIETNAM fund
Ticket redemption: buy VNC, lucky draw

39. AUTHENTIC
VIETNAM
FUND
A fund raised by Vinacafé that will annually hold or
sponsor activities that maintain the connection between
heritage and youth

40. KPIs
Submission Vote
VNC TOM and sales
increase
200 2000,000 70% - 30%

41. BUDGET ALLOCATION
Prelude Interlude Postlude
1 billion 15 billion 14 billion

42. STO
RM
Thank you.