SAIGONTECHCOM Credential 2018 Company Profile #saigontechcom #agency #marketing #digital #activation #360

1. COMPANY
PROFILE
90-92 Dinh Tien Hoang
Str., Dakao W., HCMC +65 31634634 ad@saigontechcom.vn

2. AGENDA
1
2
3
4
BACKGROUND
STRUCTURE
PHILOSOPHY
CASE STUDIES

4. BACKGROUND
50
80
08
180
Worldwide
& National clients
Full-time
Experienced specialists
Years in
Digital & Innovation Industry
Projects
handled annually

6. 1. ACCOUNT
§ Understand Clients
§ Manage Projects
§ Coordinate Parties
2. PLANNING
§ Reasearch Data
§ Analyze Consumers’ Insights
§ Coduct Strategic Approach
3. CREATIVE
§ Develop Story-telling Concept
§ Craft Creative Ideas
§ Direct Arts
§ Develop Content across channel
§ Coordinate Media/ KOLs
§ Keep track of project milestones
4. PROJECT MANAGEMENT
§ Monitor Project Outcomes
§ Report Clippings
§ Evaluate Campaign
5. MEDIA MONITORING
6. GOVERNMENT RELATION
§ Apply operation licenses
§ Consult legal procedure
§ Solidify government relation

7. PHILOSOPHY

8. At SAIGONTECHCOM, we believe in the incredible power of stories.
Not only a story can connect information in a logical way, it helps
audience decode brand message faster and more emotionally. As the
world is filled with stories hidden in every brand, business or person,
it is necessary for us to accompany our clients on the odyssey of
bringing out the best stories and winning consumers’ hearts.
STORY CREATORS
EVERY BRIEF IS AN OPEN WAY TO GOOD STORIES
THAT EVERYONE WOULD LOVE TO TELL THE WORLD.
IS YOUR BUSINESS READY FOR THAT?

9. Vietnam Women's Union is one of the closest
partners with SAIGONTECHCOM.
In recent years, the two sides have coordinated
and implemented health care programs for
children, students, women and older people.
Most notably, the programs focus on women,
helping women share stories about health and
beauty as well as a way of paying more attention
to the lives of the Vietnamese community.
CORPORATE

11. WHAT WE DO?

12. MARKETING
COMMUNICATIONS
DIGITAL MARKETING
EVENT & ACTIVATION
PUBLIC RELATION
DIRECT MARKETING

13. DIGITAL
Social Media Marketing
Public Relation
PR & KOLs booking
SEO & SEM
Display Advertising
Website Design

14. EVENT - ACTIVATION
Brand Opening
Product Launching
Road-Show
Brand Activities
Special Event

15. Event & Activation
The unique journey to consumers’ mindsets
For nearly a decade since our first campaign. we know what is the most efficient way
to run an offline campaign in Vietnam. To achieve outstanding marketing outcomes,
SAIGONTECHCOM has to get the support from government institutions. Therefore,
we take the initiative in building our CSR programs being based on Government
projects. 9 years till now, we obtain a good relationship with Vietnam Women Union
that helping us to approach target audiences, especially women.

16. Seminar: Là phụ nữ tôi chọn đẹp hơn mỗi ngày
● Hosted : 48 seminars at 36 provinces in
Vietnam
● Attended by: 26,000 Vietnamese Woman
● Activities:
○ Participants are advised by well known
doctors and nutritionists in Vietnam
○ Skin care, skin care consultant
○ Nutrition scales with expert advice
Big event: 1000 Bước chân kỳ diệu
● Hosted at: Hoa Lu Stadium
● Attended by: over 1000 women from districts
in Ho Chi Minh City
● Main Brand: Nat C 1000 & Enat 400
● Activities:
○ Mobilize your body by walking
○ Skin care, skin care consultant
○ Nutrition scales with expert advice

17. MEGA WECARE
Một Ngàn Bước Chân kỳ Diệu
Link: https://youtu.be/IElRGXDaOeM
Hành Trình Khoẻ Đẹp Cùng Nàng MEGA
Link: https://youtu.be/U3G5XuVfBOM

18. Social Media
As times change, a lot of changes become evident in Marketing field. In
spite of unexpected minor impacts on society, we couldn’t deny the role
of online social media. To adapt to the changes, SAIGONTECHCOM has
to build new tactics using online platform.

19. PR Communication
Distributing brand’s messages is never enough without PR communication. To
make the messages take root in consumers’ minds, we have to use PR tools such
as: News, Conference, Article and Media Communication. SAIGONTECHCOM
collaborates with group newspaper offices to formulate integrated PR planning
that is a combination of magazine, newspaper, artwork newspaper, online artwork
newspaper, …

20. MEDIA - BOOKING

23. GALAXY S7 LAUNCH
• Samsung Galaxy S7 is the next generation
of S Series and the flagship product of
Samsung Hand phone.
• Product Launching Phase (2 months in
advance) has been creating a big buzz in
local market, this Thematic phase has
another mission: to create more consumer
engagement with the product message
"Defy limits"
BACKGROUND CHALLENGE
• How to create inspiring & relevant stories
around S7 campaign message "Defy limits".
• How to reflect product role in all PR tactics
& angles (both functional & emotional).
• How to maintain consumer interest in
campaign message

24. • Total 177 outcomes during 2 months
• Impressive product and model shooting
• PR Value: 875,374 USD
• ROI: 405%
• STORY: Samsung Galaxy S7 presents three
pioneers of fashion and entertainment
fields. More than just a fashion designer, a
model or an actress, their capabilities
stretch beyond whatever label imposed on
them. They defy the limits to release their
full potential.
• KEY HOOK: Each BA will create some
interesting activities to show how they uplift
their chosen pathway to a whole new level
with Samsung Galaxy S7 & its ecosystem.
ACHIEVEMENTSOLUTION
GALAXY S7 LAUNCH

25. How can we make the unfriendly more friendly?
Easy, make them be a part of everyday life!
Smart TV Home
Entertainment
Evolution

26. Smart TV has been in the market for years,
Samsung Smart Hub with biggest apps Store
and Vietnamese apps is expected to be
Samsung’s USP in competition.
The growth is not as fast as expected
because the 2 biggest problems with TV
apps have not been solved: Awareness
(What) & Relevancy (Why)
Create fictional family stories to
bring out real scenarios that TV apps
play a big role in solving daily
problems. Make audience feel like a
part of the stories.
Settings Challenges Resolution
Happy Ending: 31 coverage in 1 month, ROI: 393 %
Samsung Smart Content
Infographics Smart Family Series KizCiti Family Day

28. LIFEBUOY TET 2016
• Lifebuoy is a 120-year-old brand. A number
one hygiene soap with the promise of germ
protection and a mission of life saving as a
core in its DNA
• The story of family and traditions during
Tet period is no longer a new topic in the
market. It was really a challenge for us on
how to refresh the content and make it
uniquely relevant with Lifebouy consumers
BACKGROUND CHALLENGE

29. • The campaign created full impact from
online to offline activation and social
with big buzz about the new Lifebuoy
red soap packet. ACHIEVEMENT is quite
amazing with 43 articles, 40 Facebook
posts in one month and most of all,
thousands of people had come to the
book road to make a wish with Lifebuoy
red soap packet tree.
• ‘Don’t just wish, give a gift of health’ is a
meaningful & well-thought concept, first
time ever brought to you by Lifebuoy with
a breakthrough initiative: a unique red
soap packet that can wash away germs as
a gift of health to your beloved. This Tet,
consumers had a chance to celebrate
tradition in a different way.
LIFEBUOY TET 2016
ACHIEVEMENTSOLUTION

30. LIFEBUOY TET 2016

31. BACKGROUND CHALLENGE
• Nivea Men has just been well perceived for
their product quality but having not strong
emotional bonding with target consumers
• Nivea Men planned to leverage their global
partnership with Real Madrid FC, one of the
most favorite football clubs among
Vietnamese consumers to build reassurance
for target consumers when choosing their
products
• How to maximize the global partnership
with Real Madrid FC to inspire local
consumers talk about Nivea Men across
channels (PR, Social & Events).
• How to highlight brand role & maximize
brand exposure in all communication: Nivea
Men products appear in Real Madrid stars'
locker room to help them get ready before
every match.
NIVEA MEN

32. ACHIEVEMENTSOLUTION
• TOTAL DIGITAL REACH: 23.8 MILLION
(committed)
• Total Online PR Reach (including 3 big
media partnerships): 10.8 mil
• Campaign microsite attracts 12,158 users
• 19.5% fan growth on Nivea Fan Page
• 3 video clips with total 7.7 mil views
• STORY: ALWAYS READY AS REAL
MADRID STARS - With Nivea Men, men
can always get ready & confident as a
Real Madrid star to unlock any
possibilities in daily life.
• KEY HOOK: Road to Real Madrid
campaign (Partnership announcement -
Football Tournament - Trip to Real
Madrid).
NIVEA MEN

33. NIVEA MEN

35. BACKGROUND CHALLENGE
• Ranee is an AFO's first fish cooking oil
brand in Vietnam which was launched to
the market in 2014. Being endorsed by
Nutrition Institute, the product has been
nicely creating a healthy trend of home
cooking among Vietnamese families
• Ranee is a totally innovative product in
cooking oil market where consumers are
well-informed to use vegetable oils in
cooking for good health. Since the brand
stands along in the market, the challenge
is how to eliminate consumer barriers to
change into fish oil on their daily habit of
cooking.
RANEE LAUNCH

36. ACHIEVEMENTSOLUTION
• TOTAL DIGITAL REACH: 20 MILLION
(committed)
• Total Online PR Reach 8 mil
• Campaign microsite attracts 9,123 users
• Creating a cooking frenzy starting from a
league of KOLs (celebs, top chefs, and hot
food bloggers…) then spreading to social
moms. The key hook "Bep Thom Vang Rum"
webisodes amplify product USP as well as
trigger target audience interest.
RANEE LAUNCH

37. RANEE LAUNCH

38. BACKGROUND CHALLENGE
OREO
• Cookies is not part of Vietnamese culture
• Although the attribute “Twist-Lick-Dunk” is
well acknowledged among Vietnamese
people that might cause curiosity and result
in instant product trials, there haven’t yet a
strong emotional connection with
consumers for a long-term product
consumption effect
• One Big Challenge: How to emotionally
reinforce brand love toward OREO.

39. ACHIEVEMENTSOLUTION
• The campaign was totally a huge success for Oreo, the
viral clip "My Kids Are Growing Up" achieved more
than 02 million views on YouTube and Facebook, with
over 67% view-through-rate and 25,000 shares. The clip
was also featured in YouTube Trend Dashboards as the
most shared and most viewed video.
• Most successfully, 40% of total outcomes was earned
media, the campaign has made Oreo become the brand
for family bonding moments with the insightful content
that related to many of Vietnamese family situations.
• Thanks to Oreo, family bonding moments finally have
something fun to enjoy together!!
• STORY: LET OREO EXCITE YOUR
BONDING PLAY TIME
• KEY HOOK: INTERACTIVE CLIP: an
inspiring and meaningful viral clip about
family in which Oreo is the hero that helps
parents to reconnect and effectively bond
with their children. Viewers can interact
with the story to explore “Secrets of
Bonding” empowered by OREO
OREO

40. BACKGROUND CHALLENGE
• Swing – a potato snack brand from Orion
has launch a new taste Chicken Teriyaki
into the market .
• Differ from other Orion’s brands, Swing
awareness among TA (highschool students)
is significant low
• How to create strong attention from target
audience about Swing Chicken Teriyaki
as a fun & dynamic snack in such an 1
month project.
SWING

41. ACHIEVEMENTSOLUTION
• More than 3.400.000 views over the “An
gi day” clip within 1 month with more
than 150 contestants participated in the
dance contest
• 230% interaction KPIs achieved with
136.000 turns to prove for the real
attention from teens.
• Associate the brand with fun & comic
communities, catchy magazine format to
get first impression of teens,
• A music video with fun & catchy rythm
“Ăn gì đây – Swing version” from famous
singer as a key hook to call for teens’
actions – to join in the mini dance contest
with snack prize
• Indepth understanding about target
audience habit to crack the code of what
to say & where to say across channels
SWING

42. SWING

44. BACKGROUND CHALLENGE
• Sanofi is a historical sponsor partner of
the ASEAN Dengue day which is in
charged by Ministries of Health from
ASEAN countries.
• Vietnam is among the top 30 most dengue
infected countries in the world, yet the
public consciousness is still quite limited.
This contributes to the spread of the disease
in Vietnam. Thus, the challenge is how to
strongly awake the danger of dengue fever.
DENGUE DAY

45. ACHIEVEMENTSOLUTION
• The campaign created big impacts across
provinces and shape market’s opinion and
perception on dengue management and
prevention
• Facebook Fan page reach: 3.900.000 users,
8.000 likes, 11.000 fans and 390.000 shares
& comments
• Short film contest reach 8000 audience,
46.000 engage& 60 submissions
• 90 appearances on media include 40
popular titles
• Viral clip: 53.000 views & 300 shares
• Dengue is not a new: often everyone has
heard about it, read about it. People know it
can lead to fatal, and it can happen to
everyone. But still, they’re incautious,
because what they hear what they know
seems like someone’s story. This year, Sanofi
is going to change this perception by 3
simple actions: clear away stagnant water,
raise up water holders, mosquito larva
termination.
DENGUE DAY

46. THANK YOU