1. NGUYEN BICH VAN
.
LE HOANG THACH
ASSIGNMENT 11.1 DIGITAL MARKETING

2. CAMPAIGN BACKGROUND
From the company:
“Clear perceived to be “a cool brand” amongst teenage and first
jobber at 18-25 year old which is its main target market.”
From the customer:
“Travel is a trend now, from the inspiration of “Phượt” movement and
especially the book Xách ba lô lên và đi.”

3. CAMPAIGN OBJECTIVE
1. Bridging brand “cool” experiences
2. Iterating offerings
3. Collecting & activating an interaction
community for customer
Strengthen the Kool and Confident
personality of brand
Stimulate the Patrionism and Explore
spririt of youngster

4. TARGET AUDIENCE
Vietnamese youngsters,
aged 18 – 25, in urban
areas, who are confident,
energetic, love to travel
and highly appreciate the
“cool” personality.

5. OBSERVATION
Foreigners love traveling in Vietnam & know traveling
locations more than Vietnamese youngsters.
Why?
Vietnamese youngster prefer traveling abroad.
Why?
They think it sounds cooler than Vietnam – their
country, it’s always about Nha Trang, Da Lat, Ha Long...
Why?
Vietnam is too familiar to be cool.

6. CORE INSIGHT
I’m Vietnamese, I want to be cool in everything I
do. Thus, although I love my country but I want
to travel abroad, because my country is so
familiar and I don’t know is there any “cool”
places in Vietnam.

7. STRATEGY: Digital-lead
The digital channel is the leading channel. It holds the core direction for the other channel
such as outdoor, print, event…
Phase 1:
Awakening
Introduce the core message through the digital media and activate the viral
interest of the target audience to that. Other channels will be use as the
support to attract the interaction.
Phase 2:
Experience
Encourage the target audience to directly take part in the experience to be
bounded with the core message by important activities such as events,
outdoor… They are also encouraged to shared that to the digital platform.
Phase 3:
Amplify
Strengthen the benefit of the brand to the community by the
recommendation from the real experience in the digital platform.

8. CONCEPT
MY KOOL VIETNAM
The concept is all about encouraging
Vietnamese youngster to be confident to
explore and share the interested (“kool)
places of Vietnam with everyone to prove
that Vietnam is also Kool!
Creative idea:
Landing page check-in “kool” places of Vietnam
Key message:
Tự tin khám phá, tự hào Việt Nam

9. DEPLOYMENT PLAN
Phase 1:
Awakening
Stimulate the interaction through the viral clip of Kyo York about Vietnam
tourism, followed by the discussion of influencers such as Miss Vietnam Ngoc
Han, government member…
Opinions from influencers
Viral clip from Kyo York
Stimulate the discussions of
the community about the key
hook: “Why do foreigners
recognize Vietnam as a
“cool” place, but Vietnamese
young people don’t?”

10. DEPLOYMENT PLAN
Phase 2:
Experience
Release the main events to invite the interaction from the target audience as
well as encourage them to share their experienced to digital platform.
MV My Kool Vietnam
Press meeting on Bitexco
Clear Kool Hunter contest

11. DEPLOYMENT PLAN
Phase 3:
Amplify
Continue to invite the target audience shared their “kool” experience – the
cool places of Vietnam – to the digital platform
Landing page check-in
Travel diary of Kool hunters

12. CAMPAIGN OUTCOME
Speadability:
- Clip Kyo York: 263,605 Views
- Clip «My Kool Vietnam»: 202,701 Views
Engagement:
- Cuộc thi Clear Kool Hunters thu hút hàng ngàn bạn trẻ quan tâm, tham gia và bắt đầu thói
quen sử dụng landing page check-in
Network Effect:
- 4392 Spots was "check in” (28/02/2014)
- 606 Hunters joined (18/12/2013)

13. KEY LEARNING
• Strong key-hook, rooted from a strong inside conflict of target audience
Love Vietnam but prefer travel abroad
• Single-minded flow to develop the bound of audience to the core
message
Why you think Vietnam is not cool?  Prove that Vietnam is cool  Share!
• Understand the driven behaviors of target audience to make it the main
viral action of the campaign.
Go and share habit all over the social media
• The digital channel plays the true leading role and others channels are
supportive role.
Everything is started in Digital platform and amplified by other channels