The document outlines a campaign by Clear to inspire Vietnamese youth aged 18-30 to explore and appreciate the natural landscapes of Vietnam. The campaign's objectives are to inspire curiosity about Vietnamese beauty, give opportunities to experience it directly, and broadly promote awareness. The strategy uses viral video clips, a music video, a map-based checking app, and social media to first spark interest, enable exploration, and then amplify shared experiences. The outcomes were only somewhat successful in changing perceptions and behaviors, with lessons about more clearly defining Clear's role and using ambassadors that truly engage the target audience through impressive content.

2. CAMPAIGN BACKGROUND
Heretofore,”Kool” text of Clear meant to be
personal meaning
(Clear sponsors the program for personal
expression such as “VietNam Idol”)
Now, Clear wants to escalate “Kool” to new
level, social meaning
Clear recognize that Vietnamese
young people are not confident yet
also proactive to explore beautiful
Vietnamese spots outside the world
CAMPAIGN OBJECTIVES
Inspire & empower young people to step out and explore the Vietnamese beautiful scenery

3. TARGET AUDIENCE
-Youngster
-Aged 18-30
-proud of Viet Nam’s landscapes

4. CORE INSIGHT
I want to explore new things and new experiences through discover every lands in Vietnam and I need
something to simply mark my journey – something can show me where did I do, and also let me know where
the others have gone. Then we can know more new places to explore how beautiful Vietnam is…

5. STRATEGY
Inspire them to eager to explore the beautiful of Vietnamese landscape
Give them a chance to experience how beautiful of Vietnamese landscapes
Celebrate and amplify the beautiful of Vietnamese landscape to mass

6. CONCEPT
Together with Clear explore my kool Vietnam
Execution Idea:
“Kool map Vietnam” – created by checking at every
beautiful spots in Vietnam

7. DEPLOYMENT PLAN
Inspire
experience
amplify
Objectives
Inspire them to eager to explore
the beautiful of Vietnamese
landscape
Give them a chance to
experience how
beautiful of Vietnamese
landscapes
Celebrate and amplify
the beautiful of
Vietnamese landscape
to mass
Keyhook
Viral clip Vlog “Travel VietNam with Kyo
York” mention that VietNam’s Youth
ignore the beauty of the country to look to
other countries, expressed through the
eyes of a famous foreigner, Kyo York
MV “My Kool VietNam” mention that
The beauty of VietNam is described
through the landscapes, tourist places…
Landing page mykool
vietnam.com to show
kool map Vietnam
App “Clear my kool
spots”
Clip “Kool hunters” will
show 15 days along the
length of the country's 5
Kool hunters
Other tactics
Press conference
Social seeding
PR
Social seeding
PR
Social seeding
PR

8. CAMPAIGN OUTCOME/RESULT
Phrase 1
Phrase 2
Phrase 3

9. KEY LEARNING
Reason to be success
- pioneers in raising the insightfull
issue of young people - discover the
beauties Viet Nam
- used successfully to deploy digital Vlog, MV, website & check in app
- get involved word “KOOL” with
“CLEAR” labels

10. KEY LEARNING
Things to be considered
1/Brand Role of Clear has not been clearly expressed.
sales do not increase significantly

11. 2/ Celeb, Thanh Hang is not inspiring for young people because she is not effective participation

12. 3/Effective communication is not good because video content is not enough impressive to viral
(Number of viewer is not as high as other viral clips)