2. CAMPAIGN 3. Context Why is that? - Bad images of Vietnam -70% of 90,000 young Vietnamese agree with the negative outlook of Vietnam. -23% of people from 18 24 dont feel comfortable to introduce their nationality to foreigners. -Our heritages have been forgotten -The youth speak without proper actions -Not able to connect values from their ancestors -Not aware of their own values Kyo York with his point of view about the differences between students in Vietnam and America A Japanese student also says something about us 4. VINACAFETRUNG NGUYN EssenceCombination of 5 best coffee beans in the world Original taste from Tay Nguyen, Vietnam Creativity Life Ambition Simplicity, lifes companion Values 5. BrandContext VINACAFE is the brand that has connected with Vietnamese since 1968. Its the pride of Vietnam. With this social campaign, VINACAFE aims to establish the brand role of reviving the forgotten Vietnamese timeless values to connect and wake up the pride of Vietnamese youth, to inspire youth to be ambassadors of Vietnam. 6. ConsumerContext Who are they? Youth, live in Vietnam (HCM, HN) 18-25 years old Class: ABC+ Habit: drink coffee at least 3 times/week Dynamic Passionate Open-minded Outgoing Coffee lovers 7. As a Vietnamese, I want to make Vietnam better but I dont know how because, to me, the heritages and the values of Vietnam seem to be too sophisticated, complex and not really relevant. Insight 8. Strategy Consumer insight Brand role Approaching strategy Vinacafe revives the forgotten Vietnamese timeless values to connect and wake up the pride of Vietnamese youth, to inspire youth to be an ambassador of Vietnam. As a Vietnamese, I want to make Vietnam better but I dont know how because, to me, the heritages and the values of Vietnam seem to be too sophisticated, complex and not really relevant. TRIGGER Raise awareness of heritages, real values, which are originally simple and connected with youth ENGAGING Let the youth find themselves in making Vietnam better AMPLIFY Spread out good images of Vietnam 9. My idea is a big ass idea 10. Message: 20.000 stories of how we make Vietnam better Concept: Coffee is usually a way people start a story. Our Vietnamese values, traditions or heritages have been covered up in stories told to us by grandparents, mother or father, from generations to generations. The stories are not fairy tales, they are peoples lives. Our stories are peoples journeys of achieving their passions. Vinacafe helps them to ease down when they encounter difficulties and help them remember why they started their journeys. Just like vinacafe, people with passion can create masterpieces. 11. Objective Awareness 70% target and engagement with 20.000 youth of target Connect youth with real, timeless values of Vietnam Branding (brand value & equity) VINACAFE is a heritage coffee brand, since 1968 but contemporary with youth Top-of-mind (TOM) 70%, sales 30% 12. Deployment plan Trigger Experience Amplification Content Key hook Message Vlog Timeless machine Event 20.000 stories of how we make Vietnam better How am I be proud of Vietnam? Vlogers will talk about what they are proud of and what they are not in Vietnam. The youth can have their own lessons by listening to their influencers stories of how they are proud of Vietnam. This is when young Vietnamese can build up their stories and what they will do to make Vietnam better. Update clips&pictures on website and place our Timeless machines all over the city. June - July July - August August - September Preserve our timeless stories Stories exhibition Packaging coffee with personal name Ex: My name is Hieu, I am a Vietnamese Little book share stories 13. Deployment plan Trigger Experience Amplification KPIs Budget 20 billion VND500 million VND Views: 500.000/vlog on youtube Earned media: yantv, kenh14, Vlogers facebooks Microsite: 20.000 targeted customers share stories 70.000 engagement 70.000 free coffee cups 50 earned free articles 25 machines in HCMC, 25 machines in Hanoi June - July July - August August - September 9.5 billion VND Claim this campaign as the meaningful campaign Create the difference, and on the way of owning perception Timeless 14. Phase 1 - Trigger Social media, youtube, haivl.vn Vlogers will talk about what they are proud of and what they are not in Vietnam. The youth can see have their own lessons by listening to their influencers stories of how they are proud of Vietnam. Topic 1: The differences between PAST and PRESENT Topic 2: Gi tr di sn l g? n c khng? Engage youth to debate Heritages, real values are just stories which are told from generations to generations 15. Phase 2 - Experience TIMELESS SCREEN: a place to celebrate all stories FACEBOOK Its time to create youths stories because youth is the future of Vietnam. They can write their dream, small action, or even sharing their points of view that make Vietnam better. Each story will be gathered and shown on TIMELESS SCREEN Stories can be made by many ways: social, text, images, video 16. How to use the machine: Step 1: Take a picture of your face with its camera Step 2: Fill your name, your sex Step 3: Watch a situation given and choose your own solution Step 4: Receive a cup of coffee (QR code of how you solve the problem, the story on a cup, brand logo) Step 5: Answer the question: Are you proud of being a Vietnamese Step 6: All the materials are uploaded to our microsite TIMELESS MACHINE: People can tell their stories through this machine and get 1 free coffee This machine is used for showing their activities in real life. It s placed in some popular place such as: Center city (both Hanoi & HCMC) Phase 2 - Experience 17. The cup itself is a way to connect them (customers) and us (Vinacafe) as there is a QR code linked to the clip of them solving the given situation "My name is_______. I'm a Vietnamese" is to strongly encourage them to be proud of VN TIMELESS CUP Phase 2 - Experience 18. Phase 2 - Experience Engage some youths influencer: singers, actors, to share their stories PR: Online channel: Kenh14, yan, zing, vnexpress Social media: Facebook Microsite 19. TIMELESS BOOK GIFT Stored 20.000 stories that make Vietnam better This is a present for 20.000 youth engagement Event Recap , celebrating 20.000 stories that make Vietnam better Inspire youth to be ambassador of Vietnam Claim that I am a Vietnamese and I am proud of that PR Online and offline Social media Timeless stories EXHIBITION Phase 3 - Amplification 20. Thank you is the ultimate sophistication!