“HERITAGE”

Integrated

Campaign

Agenda 1. Brand Background & Campaign Objectives

2. Campaign Planning 3. Campaign Execution

4. Key learning points

Brand Background - Established in 1968, 1st soluble coffee brand in Vietnam - Market Share: Biggest in South but just the runner-up in North - Brand Image: Old-fashioned, Stand-still, Out-of-date

Campaign Objectives - Rejuvenate brand image, leverage the strength of the brand’s authenticity and turn it into a heritage brand - Defend current users (more mature Vietnamese coffee lovers)

- Appeal to younger consumers

Target Audience

Age: 31 – 45

Coffee lovers

Daily drinkers

Traditional

Current Users

Age: 22 – 30 Young

Coffee drinkers

Future Users

Common points: have a certain interests level for coffee and own a deep within pride for Vietnam and national values

Big Idea

True Value - True Experience

Communication Message

Vinacafe represents a Heritage brand that can give you true experience of coffee,

reflects true experience of life value

Platform On-ground Activation PR Digital Media

Role Build trial Create awareness

Build awareness + brand image as “Heritage” Brand

- Spread out + Engage consumers with the spirit of brand

- Bring the brand closer to youth

Raise awareness Inspire + trigger trial

Message Vinacafe – Heritage brings you true coffee experience

Vinacafe is the heritage brand that represents true values, true experiences

Vinacafe – Heritage is something daily, usual, familiar and emotionally attached with everyone, including youth

Vinacafe – Timeless Tase, Heritage Tase

Activities Sampling booth Print/Online, Music video Microsite, Fanpage, Social Seedings, Photo Contest

TVC, Print Ads

Key hook Sampling Social Debates Photo Contest TVC

Tactical Execution Highly invested in designing booth/materials/uniform… brings about the “heritage” looks & feels for consumers Tell the heritage story through deliverable materials

Raise national pride amongst communication target through series of Japanese friend’s letter Endorsed KOLs to clarify and gently insert role of heritage brand like Vinacafe

Create a trend using black & white photo. Partnership with VNPhoto Forum Microsite & Fanpage as a hub to showcase all photos

Using a true people-true story, under a skillfully art way, showcase the essence of timeless taste of Vinacafe

CAMPAIGN EXECUTION

Photo Contest

Microsite

Unbranded

Fanpage

Viral Song

Print Ads

On-ground Activation of Vinacafe is such a great example for high standard of Sampling. It breaks the prejudice for

sampling as an cheap and not premium way to showcase brand image. Besides letting consumers try the product,

Vinacafe has also offer materials that can tell the brand story, the Heritage story.

PR has raised a big wave amongst society. However, it seems that the big buzz from the beginning cannot sustain long.

The following PR outcomes, when the brand insertion is clear cannot create big impact.

The song should be a good food for PR, since it can be generated in different versions to represent patriotism of youth.

However, the rhythm is not catchy and viral enough. The song’s meaningful message cannot help to make it spread out

enough.

Black & White Photo Contest is a wonderful method to spread out the spirit of the brand. However, the final phase of the

contest is a little bit quiet. Should have been highly invested to create a huge exhibition in city scale to make it more

impactful.

TVC is well-known and appreciated, but the message taken away most is “thong tha thoi” which is not relevant with the

whole campaign