Echo credentials-110816

TO BE VIETNAM’S
TO GROW OUR EXPERTISE REGIONALLY
INDEPENDENT IMC AGENCY
NO.1
NO.1
OUR
VISION
1
2

MANAGEMENT TEAM
A MULTINATIONAL COLLECTIVE
BINH LE
FOUNDER & CEO
ADRIAN NG
GROUP MD
MARC ROSET
CREATIVE DIRECTOR
Binh is a man of multiple talents and
has worked in both MNC corporations,
research and creative agencies for
over 15 years since resettling back in
Vietnam from the US.
In 10 years, he built and managed
well-known advertising and digital
agencies and has won Asian awards
on activation projects.
Adrian has 25 years experience
in integrated communications in
mainstream and activation agencies
in Malaysia. His career has taken him
to the top multinational agencies
in Malaysia and Vietnam.
His last role was General Manager of
McCann KL, leading the agency’s and
Malaysia’s biggest brand – PETRONAS.
Marc is originally from Barcelona and
now based at Vietnam. Widely travelled,
he has studied and worked in Milan,
Melbourne, Barcelona and Kuala Lumpur.
His travels has given him a opportunity
to gain unique local and universal
insights to use in his work.
1

Established
inJune 2009
OUR MILESTONES
& FUTURE GROWTH
2009
2010
2011
Partnered Bates 141
(WPP group) for BTL, activation
and digital services.
Wins Diageo Global Best Agency Award with Bates 141.
Introducing new business services
and expanding capabilities into
other Asian markets.
Launched:
Echo - Integrated Marketing Communications (IMC)
Ignis - BTL I Sphere - Digital
2012
2015
2016
&
BEYOND
Wins PMAA awards with Bates 141 for Smirnoff
and Johnnie Walker activations in VN.
Becomes a Unilever Global Agency
(the ﬁrst local independent agency in VN).

PRODeveloping, integrating online and ofﬂine
strategies in alignment with business objectives
and key operations, tools, campaigns and
metrics for successes.
Executing tactics and campaigns that map
back to key business objectives and provide
engagement and consumers’ experiences.
Tracking, reporting, analyzing, optimizing to
provide improved brand KPI and consumers’
experiences.
Identifying, and implementing operations,
software and systems to enable key business
and marketing processes accordingly to
strategies.
1. THINK
3.DO
2.TOOLS
4.MEASURE
& REFINE
OUR
PROCESS

CLIENTS
IT & TECH
AUTOMOTIVE
ALCOHOL
FMCG
LIFE STYLE
CORPORATE

01
CLIENT
WIPRO UNZA
BRAND
ROMANO VIP
TITLE
SHARING THAT
‘TOP OF THE WORLD’ FEELING

In a saturated men’s grooming market, another
‘traditional’ new product launch would be lost in
the clutter.
Our audience was trendy men who paid very close
attention to their image and aspire to always be at
the forefront of new, cool and innovative experiences.
We wanted to create a premium experiential activity
for them which tied their values to that of Romano VIP.
We created Vietnam’s ﬁrst ever “dinner in the sky”
experience for Romano VIP users. It would be a
priceless and highly talked about event for this
image conscious audience.

ACTIVATING THE PROGRAM
Activations at MT outlets in HCM and HN to stand a
chance to win “ROMANO VIP Treatment” rewards like
movies tickets, entry to the best rooftop bars and the
grand prize, the exclusive dinner in the sky. They would
be hosted by Romano VIP’s brand ambassadors Mai
Phuong Thuy and Kim Ly.
1,500 customers received the “Romano VIP treatment”
at CGV cinemas and rooftop bars during the two weeks
of activation.
110 customers won the dinner in the sky experience at
“DAI TIEC GIUA KHONG TRUNG” over two consecutive
nights and we estimated about 5,000+ onlookers saw
our activity in HCMC and Hanoi.
We believe the activation created the desired impact
and supercharged Romano VIP brand awareness, image/
values within weeks of its launch due to the boldness of
creating a ‘ﬁrst ever’ highly sharable social event.
RESULTS

CLIENT
KIMBERLEY CLARKE
BRAND
KOTEX STYLE
TITLE
NEVER MISREAD LABELS
02

Teen years can be quite daunting for young girls
as they go through life changes. They can be
misinterpreted, misunderstood or have to hide
their true personalities in order to ﬁt in or just
accept whatever they have been labeled as.
Kotex Style wanted to gain traction with its teenage
target audience and deliver their brand message
“Kotex STYLE empowers you to be conﬁdent”.
We developed a campaign movement called
“Bye Bye Label” which inspired teenage girls to
liberate themselves from labels and stay true to
their personalities.

Making it real: The key to making teenage girls believe
in the truth of the movement was to feature real life
personalities who had been wrongly mislabeled by the
public/ media to reveal their true selves:
Dong Nhi – mislabeled as “being too self-confident”
Gil Le – mislabeled as “weird”
Suboi – mislabeled as “naughty”
As part of the online engagement, many girls started
sharing their own “Bye Bye Label” true stories and
posting videos. Social media, PR and viral videos
called teens to be part of the nationwide flash mob at
ground events and confidently share Kotex STYLE
across their social channels and brand website. “Bye
Bye Label” parties were also held in HCMC and Hanoi.

6,000+ event attendees at 6 events and estimated high degree of sharing
online running into the thousands (estimated 6 to 10 shares per person).
Our videos garnered more than 19 million views on Zing video in one month.
Hundreds of volunteer ﬂash mobs at key locations across cities also attracted
thousands via shares online.
To-date, this is the most successful Kotex marketing campaign and was
continued for the following year.
R E S U LT S

CLIENT
DIAGEO VN
BRAND
SMIRNOFF VODKA
TITLE
BRINGING THE WORLD TO
PARTYGOERS IN VIETNAM
03

The domestic vodka market is dominated by premium
brands. Smirnoff was a relative newcomer and
had to create impact, build a fan base and align
itself with a global event which would happen
within 6 months of its launch to deliver the key
message of “Extraordinary Experiences”.
Through social media, young adult partygoers
had a worldview and were daring to try new
experiences and were looking for the next unique
party occasion in Vietnam.
We positioned Smirnoff as being more globally
in tuned with our audience expectations.

We integrated and linked all activities online/ offline
under Smirnoff’s global “Be There” activation platform in
order to build continuous engagement with local consumers
to win event tickets.
A series of mini events leading up to finale showcased the
brand’s global point of view to its new fans. The finale was
the global “Nightlife Exchange Platform” which markets
swapped party cultures. Vietnam and Canada swapped
its respective party atmosphere for the finale.

We had more than 50,000 new digital members in one month with more
than 11,000 Facebook followers and thousands of online interactions and
positive comments.
Smirnoff’s BTS score shot up from 4% to 22% KPI (exceed 500%) within its
6 month activity period.
“Nightlife Exchange Platform” global event was included in Diageo’s
2012 global best case study. It also won a PMMA award in 2012 and
Diageo’s Best Global Agency award in 2011-2012 with Bates141.
R E S U LT S

CLIENT
MICROSOFT
BRAND
LUMIA
TITLE
WHEN A PHONE IS MORE THAN A PHONE
04

Microsoft mobile phones is not well known or popular brand in
the local market.
We had to develop an integrated strategy for the launch of
Lumia 950 through activation promoting it as a smartphone
that can also work as a laptop to ofﬁce workers.
Our strategic approach of “CAN YOUR PHONE DO WHAT
LUMIA CAN DO?” to intrigue consumers to understand how
Lumia can improve their productivity anywhere, anytime.
The campaign tagline “FREEDOM OF WORK” emphasized this
spirit of being able to do more

RESULTS
Activations would be held at CBD areas and office
buildings to catch the office crowd (our core target)
through a comprehensive 3-5 min engagement program.
Interactive digital booths to recruit and educate consumers
were located at key buildings (Kumho, Trade Center,
Vincom Ba Trieu), and coffee chain (NYDC …).
To further reach office workers, a partnership with UBER in
HN and HCMC allowed passengers could experience an
actual Lumia handset while they travelled.
Participants got a chance to win gifts ie. mugs, NYDC
vouchers, Lumia phones for their efforts
The activations in HN and HCM successfully overachieved
KPIs by 112%

05
CLIENT
GOOGLE
BRAND
ORKUT
TITLE
LAUNCH ORKUT

To launch Orkut, an online social community network
powered by Google to university students which allows
users to upload movies, photos, music, ﬁnd new friends,
and create personal apps.
The campaign had to deliver 60,000 sign-ups within a
period of four months and recruit at least 300 students
at each university.

RESULTS
To develop a recruitment event booth design
that would be attention grabbing to students
and public alike.
We ran these recruitment events at 6 key
universities iwithin one month.
Attracted more than 450 students at each
university to attend.
Sign-up rates increased on average by 130%
during one month of the event and thereafter.

06
CLIENT
UNILEVER
BRAND
OMO
TITLE
REUNITING LOVED ONES
(SE ASIA REGIONAL STRATEGY & CONCEPT)

RESULTS
One of OMO’s brand values is about its caring spirit. For
the 2015 TET festive season, the brand wanted to develop
a more meaningful and engaging connection with its
consumers especially in rural areas.
Our idea was based on the insight that many people
leave their families in smaller towns and rural areas to work
in the city or overseas and can’t always return home for TET.
The CSR theme idea “COMING HOME” was developed
to be a sincere and heart-warming surprise gesture by
reuniting workers with their families during TET.
Part of the program also called on the public to donate
money digitally to support people to purchase tickets to go
home. OMO would also offer free public transportation in
major cities for family reunions.
Unilever SEA adapted this concept across Asia as OMO’s
festive CSR platform which would be executed by their
club agencies

07
CLIENT
UNILEVER
BRAND
OMO
TITLE
CELEBRATE TET MEANINGFULLY

OMO wanted to integrate itself to TET festivities and well
as promote its proposition of “no stains, no learning”.
Our idea was based on the insight that as time passes,
rituals and customs of festivals are being forgotten by
the younger generation.
We needed to educate young kids on the values and
richness of celebrating TET and we encouraged mothers
to be part of OMO’s journey to help their kids better
understand this festival.

RESULTS
A series of viral videos of natural, funny, innocent and witty acts of
children being asked and learning about TET rituals to share on
social media
The SMM sharing was a major KPI in the performance of the brand
during TET including microsite visits, YouTube views, interactions and
more… within one month.
One of the most successful digital SMM campaigns for OMO in 2014.
Organic visits to the microsite was more than 70,000 exceeding
500% vs. KPI.
Buzz averaged 140% per month with 99.9% positive comments.
Interactions was more than 130,000, exceeding 600% vs. KPI.
More than 50,000 YouTube organic views on teaser videos. Reach
exceeded 300% vs. KPI averagely across social network.
More than 75% organic engagement user were from larger network
vs. Brand FB Fan page with 3% to 8% sharing rate respectively.
More than 1,500 entries on digital campaign.

08
CLIENT
UNILEVER
BRAND
OMO
TITLE
WHEN GETTING DIRTY IS REWARDING

OMO’s ‘Getting Dirty is Good” global campaign was
refreshed with a stronger proposition to stay relevant.
The new brand philosophy “Say Yes To Stains” was to
inspire mothers to allow their children to freely play
with dirt to reinforce the message that dirt is good in
order to learn.
We wanted to provoke debate of modern childcare vs.
the traditional approach to help Vietnamese mothers
understand this.
We knew that mothers are very proud of their children’s
achievements and wanted to give it a “permissible”
link to the fact they their kids improve more if they’re
given the opportunity to get dirty.
And to prove it, our concept had to integrate with the
OMO Manchester United club tour in Vietnam.

RESULTS
We developed an IMC solution to bring consumers to the
OMO-MU playground evolving social debates and children
care. This forum was where facts were provided to educate
moms via social influencers.
We also had a talent search to find kids to emcee the finale
event. At this event, kids could join ground games from their
online participation in the “Say Yes To Stains” campaign
and, demonstrate their football skills with Manchester United.
20 million+ reached on social network, increased by 166%
vs. KPI.
1.2 million + engagement activities on social network,
increased by 210% vs. KPI.
250,000+ unique users interaction across social network,
increased by 142% vs. KPI.
1150+ interaction per social posts, increased by 141% vs. KPI
90,000+ organic video view across social network, increased
by 145% vs. KPI.

09
CLIENT
UNILEVER
BRAND
COMFORT
TITLE
CELEBRATING THE UNSUNG HERO
(SE ASIA REGIONAL IMC STRATEGY)

RESULTS
Agency pitched and won against two regional Unilever
club agencies for the SE Asia campaign. For the local
market requirements, we only produced a viral video.
A digital campaign was developed to promote “VIP
TREATMENT SURPRISE” for the woman that really matters.
Consumers who appreciated their moms or wives,
could share their inspired story and Comfort would
throw a special surprise event for this special person
The fact is mothers and wives are the ones who run the
household and ensure that we always have the best.
Sometimes we don’t recognize it or take it for granted.
Comfort wanted to capitalize on this fact and integrate
it with its newly launched Comfort Royal fragrance to
inspire and engage with consumers.
Our idea called “Your Pampering Moment is just a sniff
away” was to remind consumers (dads, sons & daughters)
that whenever they smell that fresh fragrance of their
clothes during their day, it was all down to the woman
who cares for you.

10
CLIENT
MARTELL
BRAND
MARTELL
TITLE
A 300 YEAR-OLD STORY WELL TOLD

Martell is not a strong brand in the local market with a
few activities which consumers are unaware of. The
signiﬁcant growth and success of whiskey amongst
young TA was a concern to overcome especially at
modern trade channels.
We were tasked to uplift the brand’s premium image
and rejuvenate the Martell brand in 2015 with the aim
to push for more sales across off-trade channels.
Our solution was to go “back to basics” using Martell’s
300 year’s celebration as a platform to tell their story.

RESULTS
Our theme highlighted the 300 years celebration
called “ART of Tricentanaires” focusing on key aspects
of the brand:
Art of Craftsmanship
Art of Tasting
Art of Gastronomy
while bringing a more modern lifestyle touch as an
aspiration for our target .
We promoted it through social media and PR focusing
on the making the most premium and ﬁnest brandy
for those who deserve it.
A prestigious celebration - The 300 Years VIP event
was held at the French Consulate.
From MT channels, Martell Noblige was sold out
and became one of the most successful launches
for Martell in VN.
The celebration event was also one of the most
successful events for Martell with more than 600
guests, celebrities and traders attending.

11
CLIENT
JOHNNIE WALKER
BRAND
JOHNNIE WALKER
TITLE
WALKING FOR THE GOOD OF VIETNAM

In-line with Johnnie Walker’s global campaign titled
the “Keep Walking Project”, VN was one of the selected
countries which would activate 3 projects under this
platform. The 3 projects were about technology, a
learning facility and revolution art.
We were tasked to communicate the essence and
spirit of each project.
We initiated a the new messaging direction with a
localised communications angle “hanh trinh khong
ngung buoc toi” (keep walking).

RESULTS
We positioned it as CSR project with the ambition to build
a better Vietnam as each project would bring progress
to the community. Through an integrated approach, a
call-to-action using well known local ﬁgures as brand
ambassadors to gather attention and highlight each of
the projects as their pet projects.
The unveiling launch event was held at the HCMC Opera
House in which the 3 projects would have to be expressed
through performance art.
600 VIP invited guests attended
Thousands of positive feedback online to support the projects
Won the PMMA award in 2011-2012.
Won Diageo’s Global Best Agency Award with Bates Asia.

12
CLIENT
SUBARU
BRAND
SUBARU
TITLE
REJUVENATION

Subaru is perceived as a Chinese brand from its
logo and is not well-known which inhibits its resale
value and therefore is not a brand for those who
prefer premium cars in same price range.
After 5 years in VN, Subaru only sells the Forester
which is about 100 cars annually. How could they
exceed this KPI by 200%+ in 2015?
Our strategic approach was to position Subaru as a
premium lifestyle brand to offer “MORE” from its core
technology beyond all other premium brands in the
same category.

RESULTS
We repositioned Subaru’s proposition as the world
#1 Japanese safest car brand; therefore help push
sales. This was supported with an integrated
plan featuring print, digital media, PR, on ground
activation and events to support this proposition.
We invited Russ Swift (a stunt driver) to showcase
the uniqueness of the Subaru range in all sorts
of driving conditions.
Subaru sold out its Outback and Forester models
with long waiting list within ﬁrst 06 months post
brand revamp by 250%.

With a rich motorcycle heritage and millions of
bikes on the road, Vietnamese consumers know
a thing or two about bikes! They perceive that
Japanese motorbikes are the best quality and SYM
is a cheaper alternative Taiwan-made brand.
We had to reframe mindsets on the perception of
the brand with the SYM Attila scooter and generate
awareness on it passing the EFI.
We focused on a core target of women riders with
the message “My happiness. What’s yours?“ which
was meant to position conﬁdent women and their
SYM bikes

Due to limited budget, we focused on digital and PR. We
built a SYM Attila online community to drive awareness
and engagement online & ofﬂine with the message “My
happiness. What’s yours?“ The campaign was divided
into two phases to deliver the self-expression of conﬁdent
women and their happiness with SYM Passing via photos
and video sharing on Facebook.
Banner ads were used for awareness, PR articles for
pictorial and advertorial purposes and Facebook
for engagement activities.
After 5 weeks, the campaign drove more than 50,000
fans on SYM Facebook page with thousands of
engaged users.
More than 16,000 viral activities.
KPI was exceeded by 250% vs. planned.
RESULTS

14
CLIENT
ORION
BRAND
CHOCO-PIE
MOBILE AND COMPUTER APPLICATIONS

OBJECTIVE
To design and build an AR application for 14 different iOS
and Andoird smartphones versions as well as computers
to deliver 12 different AR scenarios and messages.
AR technology is normally used for one scenario only for
optimized speed and download.
The requirement is beyond the technology or market offering.
CHALLENGE

SOLUTION
Explore and optimize the technology as well as
server hosting.
RESULTS
100% satisfaction from client with 3D object
orientation scenarios and AR for users to download
at all 3G, wiﬁ, and GPRS network effectively on 14
different smartphone and computer versions.
The ﬁrst agency to build successful 3D AR with
360 rotation in the Vietnam market qualifying
for iOS, Google android stores.

15
CLIENT
NESTLE
BRAND
MILO
DIGITAL UX | UI USER-ABILITY TEST

OBJECTIVE
To evaluate the mobile app Milo Energy Calculator (MEC)
before launch to study user experience and improve its usability.
This app was designed for kids aged 6 to 12 years old.
Unbiased feedback, key findings & recommendations to
improve MEC mobile apps was accepted by client.
Agency chosen to be the long term partner of all UX and
UI test of all NESTLE brands.
Agency needed to find out::
1. How users felt about the flow of the app’s journey
2. How did they feel about the visual effect or graphic content
3. Which session did they spend more time in
4. Recommendation to improve the app
5. How important/helpful/relevant was the app
6. How often would they spend on the app
CHALLENGE
RESULTS
SOLUTION
We conducted the UX Test on 20 consumers who were:
1. Mothers (aged 28-35) with children (aged 6-12)
2. AB economic class, HCMC residents
3. Working (mix of white collars and other occupations)
4. Family-oriented, care about nutrition and scientific rearing.

16
CLIENT
MEAD JOHNSON
BRAND
ALPHA MAMA
SEO, SSL, MOBILE APPLICATION, AND SOCIAL MEDIA

OBJECTIVE
The objectives were to enhance brand presence on SEO,
monitoring brand feedback and offering mobility solutions for
CRM and newsfeed to women and mothers with children.
A media launch strategy to encourage downloads of the
app with 70% of usage rate.
A SSL security solution and server control was required to be
completed across MJN network in compliance with Global
Standards.
More than 6 websites, thousands of pages of content and
unstructured backend.
Mobility to connect with CRM database for call center
action and “personal feeds” information was another
challenge in a local market where users are not yet
familiar with the tech.
CHALLENGE

Optimize technical issues of main site to feed selected content with back-link
through consolidated keywords that is most searched on search engines.
Content optimization and link-building were established to help improve
search ﬁndings and Google index ranking.
A mobile app featuring different tools and MJN newsfeed for mothers who
provided information of their usage.
The application website and media plan used different channels such
as mobile, PR, etc to drive downloads.
The social monitoring tool was implemented with more than 70 power key
words and phrases offered to monitor the digital landscape of consumers’
sharing MJN brands and products.
The SSL has been implemented with security login, controlling accesses and
trial passwords of each user with new standard Global SSL certiﬁed technology
from front to server back-end.
Organic search grew by 32+% monthly. Ranked top in Google search engine
by selected keywords.
The mobile application had more than 14,000+ downloads in 2 months of launch.
SOLUTION
RESULTS

17
CLIENT
SUBARU
BRAND
SUBARU
PRINT ADS

18
CLIENT
IVB
BRAND
IVB
PRINT ADS

19
CLIENT
UNITED PHARMA
BRAND
KREMIL S
PRINT ADS

20CLIENT
NHON TRACH
NHON TRACH (VIETNAM PETROLEUM)
CUSTOMER APPRECIATION EVENT

21
CLIENT
CHEVROLET
BRAND
CHEVROLET
VAMA MOTOR SHOW EXHIBITION

22
CLIENT
SUBARU
BRAND
SUBARU
SUBARU LEGACY & OUTBACK LAUNCH

Subaru Legacy & Outback Launch with
Russ Swift Event 3D ﬂoor plan design

THANK YOU
INTEGRATED MARKETING
Floor 5 - 194/3 Nguyen Trong Tuyen Street, Ward 8.
District Phu Nhuan. HCMC, Vietnam. T +(08) 22168177

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