Understanding:
- Minh Hanh Food is the largest brand of production and trading of Tea and Milk Tea ingredients in the North, with large resources in finance, human resources, factories and widespread distribution channels. With the goal in the next few years to launch 2 newest product lines: “Homemade Milk Tea Set” and “Instant Tapioca Pearls” as a stepping stone to develop the sub-brand IQ Food to the market.
- However, there are also many big brands launching “Homemade Milk Tea” lines that are more convenient & highly appreciated by consumers for their taste, or some units, retailers have had many years of very successful business on e-commerce platforms, building their brands & loyal customers. Competition on social channels & e-commerce platforms also becomes more difficult & fierce. Forcing IQ Food to have appropriate brand positioning, product positioning, aiming to develop Brand Awareness and Brand Strength.
Client:
Potential customer groups include:
- Young group (16 – 35 years old).
- Young Family Group (with parents – shopper: 27 – under 38 years old; children – customer: 6 years old and up).
- Middle-aged Family Group (with parents – shopper: 38 years old and up; children – customer: 10 – 16 years old)
Solution:
- Deploy CSR programs, strategic product Sponsors events at schools, community locations,…
- Build a tiktok channel targeting mass audiences, suitable for IQ Food products.
- Repositioning the brand through design and re-standardizing the packaging of IQ Food’s strategic products
BRAND GUIDLINE
- Design, standardize and synchronize designs, images and content for IQ Food on Social channels
- Propose some Key visual mockup formats for media publications, OOH, Banners,…
Digital Brand Guideline
CSR CAMPAIGN
- Organizing volunteer activities for the community, in collaboration with VTV television station in the program “Charity Journey Where the Heart Warms!”
- Together with the Hanoi Young Artists Association, we donated hundreds of millions and other gifts from IQ Food to poor children in Ham Yen – Tuyen Quang on the occasion of International Children’s Day.
RESULT
- Building a prestigious image & increasing the level of business awareness to consumers, demonstrating the spirit of community, similar to the product IQ Food brings, “Natural, Safe, Nutritious”.
SPONSOR,
EVENT CAMPAIGN
- Organize and manage brand activities on the day of announcing the award “National Famous Brand” for IQ Food.
- Set up an experience booth inside the Army Theater.
- Event filming/photography activities.
- Organize and manage the activity of giving 1000 cups of milk tea to teachers and students at Pham Kinh An Secondary School. Donate 90 million VND to build 5 smart classrooms for the school.
RESULT
- The activities all have about 100,000 views on IQ food’s Social channels.
- Increase brand reputation & brand love
Understanding:
Seaaluk-i is a prestigious company with a large market share in the construction materials industry in general and Aluminum Profiles in particular. However, they are still a traditional enterprise, not yet building or expanding brand recognition on Digital channels.
After merging with Chien Thang Aluminum Group, Seaaluk has increasingly strengthened its foundation in all aspects. Therefore, in difficult economic times, they want to “rise up” and aim to become a Top of Mind brand in the Aluminum industry.
Solution:
Build a comprehensive multi-channel Marketing solution, synchronize brand identity on Digital platforms. Increase Brand Awareness, Brand Love & affirm that Sealaluk-i is the No. 1 Aluminum brand in the minds of consumers.
Continuously deploy online & offline campaigns to boom the market in the last months of the year, the months when Sealaluk’s annual product introduction events take place.
SOCIAL MEDIA
CAMPAIGN
- Campaign: 15-year journey – Unleashing creativity, reaching the world.
- Standardize the identity through content and design that affirms prestige and highlights brand USPs.
- Building value for the Sealaluk-i brand through 3 factors: Emotion, repetition, leadership.
- Produce and edit TVC and short video content to enhance brand reputation and differentiation.
OFFLINE CAMPAIGN
- Deployment according to the campaign system with the tagline: “European Standards – Leading Solutions”
- Research, build, redesign all signs, product stickers, OOH, banners & brand identity including: Vehicle stickers, uniforms, envelopes, name cards,…
- Research insights, conditions, billboard locations, traffic volume,… to deploy brand awareness through OOH, LCD Screen at central locations in Hanoi.
- The publications are also used to place around showrooms, factories, operating houses, projects bid by Sealaluk-i, and placed at distribution facilities, partners, agents, etc.
TVC, EVENT VIDEO
Scripting, filming and editing TVC and Event videos for offline events introducing SEAALUK products such as: annual gratitude events, Vietbuild fair, Hanoi door industry exhibition,…
BRAND GUIDLINE
- Systematize & standardize brand identity for Sealaluk
- Restructure the brand logo, showing each product line’s strengths
BRAND GUIDLINE
BRAND IDENTITY
Project:
- Lavina Food is a brand with over 40 years of tradition in the agricultural industry, committed to providing high-quality products made from natural ingredients, free of toxic chemicals, ensuring the safety of consumers’ health. In 2024, Lavina Food launched the Ojita red bean brown rice milk product.
- Lasuco’s Ojita brown rice and red bean milk targets women aged 25 to 45. They live in urban areas with high living standards and good education levels, with jobs that require alertness, dynamism and good health. The promotional campaign needs to spread the positive values of a healthy lifestyle, a green lifestyle associated with the product’s USP.
Client:
- Women 25-45 years old
“TET FULL UP” COMMUNICATION CAMPAIGN
Project:
- Viettel Money’s “Tet Day Up” communication campaign was launched in the context of digital payments in Vietnam exploding strongly in 2023, especially during the Lunar New Year when the demand for shopping and lucky money increases. Instead of using cash, people prioritize online payments via banks or e-wallets.
- In response to this trend, banks and payment applications have continuously improved their services with new features such as online lucky money, sending greeting cards, and implementing many attractive promotional programs. Viettel Money not only actively participates in this race but also focuses on the mission of popularizing digital finance for all people, from urban to rural areas, to bring a convenient and diverse payment ecosystem during Tet 2024. This campaign also helps Viettel Money affirm its position in the journey to promote global digital transformation.
Media audience:
Vietnamese people
RESULT
- Regarding brand communication effectiveness: Viettel Money has had nearly 800 million total reach on multiple platforms.
- Regarding the effectiveness of supporting production and business: The number of people participating in Viettel Money’s Tet 2024 campaign has increased nearly 1.5 times compared to Tet 2023. Along with that, the communication budget is also used effectively at a lower cost than in 2023.
MV “COME HOME FOR TET 2”
MV “STEP WITHOUT REST”
VIDEO PROJECT “MECHANICAL AND ELECTRICAL EXPERT TRAN PHU”
Project Objective:
- Strengthening brand recognition: Tran Phu electric cable brand wishes to consolidate its leading position in the electric cable industry by providing useful knowledge and necessary information to consumers, especially civil electricians.
- Consumer Education: The project aims to raise consumer awareness of the importance of choosing safe and quality electrical cables, through videos sharing knowledge and principles of electrical safety.
VIDEO SERIES CONTENT
1. Sharing knowledge of residential electricians: The video provides the necessary skills and knowledge for residential electricians, helping them work more efficiently and safely.
2. Electrical safety principles: Focus on guiding consumers and electricians to comply with safety principles when using and installing electrical systems.
3. How much does it cost to buy electrical wires: Helps consumers better understand the necessary costs when buying electrical wires, thereby choosing products that fit their budget.
4. Choosing the right wire for the capacity: Instructions on how to choose the right type of wire for the capacity of electrical equipment, ensuring safety and efficiency of use.
5. Understanding the operation of electric current: The video provides basic knowledge about how electric current operates in the electrical system, helping consumers better understand the product.
6. 3D Demo of Tran Phu Vsip Hai Duong Electric Cable Factory: Introducing modern production technology and factory scale through 3D model, creating a strong impression of the brand’s production capacity.
TVC Giới Thiệu HNSL Cáp Điện Trần Phú
Demo 3D Nhà Máy Cáp Điện Trần Phú Vsip Hải Dương – SPENCIL BRANDING
IMPLEMENTATION STRATEGY
- Use video as the primary communication tool: Videos are produced in high quality, easy to understand and engaging, to capture the attention of the target audience of consumers and electricians.
- Distribution through digital media channels: Videos will be released on platforms such as YouTube, Facebook, and Tran Phu’s website, to effectively reach the target audience.
Overview of “Electrical Specialist”
EXPECTED RESULTS:
- Increased brand awareness: Consumers and electricians will have a clearer and more positive view of the Tran Phu Electric Cable brand.
- Improve consumer knowledge: Help consumers make smarter decisions when purchasing and using electrical cables.
Video “Electrical Safety Principles”
Video “Sharing knowledge of civil electricity”
Project:
In order to strengthen and remind the brand in the market, MB Ageas Life launched the communication campaign “Accompanying is Happiness” with the profound message that happiness is not the destination, but the moments of love and sharing in the journey together of the family. MB Ageas Life wishes to convey simple and everyday values, affirming its role as a devoted companion of every individual and Vietnamese family.
Media audience:
- Vietnamese Family
Media audience:
The campaign “Companionship is Happiness” is deployed 360 degrees with the following activities:
- Online media activities and Happy Ekiden relay race.
- The short film “Companionship is Happiness” was released in mid-November 2022, attracting attention thanks to its cheerful melody and emotional story.
- The short film is broadcast on YouTube, Fanpage, Zalo, MB Ageas Life’s Website and widely shared on the community and KOLs. MB Ageas Life uses video ads for online advertising, leading users to access the MV on YouTube.
- The Happy Ekiden 2022 race in Hanoi attracted 550 teams (2,200 athletes) to participate, requiring teams to have at least one baby.
- MB Ageas Life donated nearly 1 billion VND to Operation Smile fund, helping 100 children with cleft palates find their smiles again.
Project:
The communication campaign “Home is Kitchen – Kitchen is Sunhouse” was launched to consolidate and position SUNHOUSE as the leading brand in the field of household appliances, especially kitchen equipment in Vietnam. Although SUNHOUSE has led the market share of household appliances with 6 modern factory clusters, the brand has not really been attached to the minds of consumers, especially in the Southern region.
Due to its multi-industry operations, many consumers are not clear about SUNHOUSE’s core field. The campaign aims to associate SUNHOUSE with the word “Kitchen” in the next 5 years, so that when thinking of kitchen appliances, consumers will immediately think of SUNHOUSE. Through the campaign, SUNHOUSE wishes to become the leading brand (TOM) in kitchen appliances, while conveying the image of “Companion” to 18 million Vietnamese kitchens and the Friendly – Honest personality.
BRAND IDENTITY COMMUNICATION STRATEGY
Project Objective:
-
Viglacera, one of the leading construction materials and real estate corporations in Vietnam. With the goal of conveying the message of quality, innovation and sustainability, Viglacera aims to build a modern, prestigious and pioneering brand image.
The communication campaign will include activities such as multi-channel advertising, PR, event organization and social media campaigns, aiming to reach out to target customers. Through this project, Viglacera wishes to affirm its commitment to bringing outstanding values to the community and customers. - Consumer Education: The project aims to raise consumer awareness of the importance of choosing safe and quality electrical cables, through videos sharing knowledge and principles of electrical safety.
Target customers:
- Vietnamese Family
TVC
COMMUNICATIONS STRATEGY
OVERALL BRAND IDENTITY OF HOA PHAT
FUJITON BRAND IDENTITY COMMUNICATION STRATEGY IN VIETNAM MARKET
Project:
- Fujiton, a prestigious Japanese roofing brand, has launched a comprehensive communication project in Vietnam to introduce its high-quality roofing products. With the fiercely competitive construction materials market and the need for durable products that can withstand harsh climates, Fujiton focuses on building a trustworthy brand image that is associated with Japanese values. The campaign targets Vietnamese consumers, emphasizing the quality, durability, and optimal protection of the products.
Media audience:
- Vietnamese people
TVC
COMMUNICATION STRATEGY TO BUILD THE SUNSHINE HOMES BRAND
Project:
- Sunshine Homes is committed to applying 4.0 technology to improve the quality of real estate services and products. The project aims to build and strengthen the Sunshine Homes brand image as a leading choice in the real estate industry, while emphasizing the group’s commitment to innovation and compliance with the law. Through a synchronous communication strategy, Sunshine Homes will enhance brand recognition, attract customers and expand the market effectively.
Media audience:
- Organizations and individuals with strong financial potential
TVC
COMMUNICATION CAMPAIGN
BUILDING THE GERVENNE BRAND
FACEBOOK POST
COMMUNICATION CAMPAIGN
BUILDING THE TMAS BRAND
PROJECT:
The overall communication project for TMAS Vietnam, a leading automotive technology company in Vietnam, was carried out in the context of the domestic automotive industry undergoing a strong transformation with increasing competition from international brands. TMAS Vietnam wishes to affirm its position and differentiation by focusing on advanced technologies and superior product quality. The communication campaign will aim to build a prestigious and innovative brand image, while raising awareness of the company’s breakthrough automotive technology products.
TARGET AUDIENCE:
Individuals and businesses with high paying capacity
COMMUNICATION CAMPAIGN
BUILDING THE BEST BOOKING BRAND
COMMUNICATION CAMPAIGN
BUILDING TRUNG DO BRAND
TVC TRUNG ĐO
COMMUNICATION CAMPAIGN
BUILDING A SPORT MOTIVATION BRAND
MOTIVATIONAL SPORT TVC
COMMUNICATION CAMPAIGN
RAISE AWARENESS OF THE “GENERAL CHECKUP” SERVICE PACKAGE
TVC INTRODUCING GENERAL CHECKUP PACKAGE
SOCIAL MEDIA CAMPAIGN
Understanding:
- Korean products are very popular in Vietnam, especially convenience foods such as dumplings and tteokbokki. This creates a great opportunity for Happy Food to reach and expand its target customer base. In addition, despite high demand, Happy Food has to face many big competitors such as CJ Cau Tre, Lacusina food, Green Food, etc. These competitors have strong distribution networks, diverse products, and great reputation. This is a big challenge that the brand needs to overcome to affirm its position.
- Understanding this, H’Food wants to develop further through repositioning the brand and synchronizing visual content on Social Media channels. In addition, optimizing content, enhancing branding and taking advantage of price advantages will help this brand stand out in a fiercely competitive market.
SOLUTION
- Multi-channel identity communication: Happy Food needs to optimize its presence on existing channels such as Facebook, Instagram, and website, Zalo, and expand to YouTube, TikTok to attract a large number of young people, a potential audience who love to experience Korean food.
- Optimize your website to improve user experience and make it more user-friendly. Improve SEO to help your brand improve SERP and appear more in search results.
BRAND VIDEO
- Plan and arrange filming sessions for branding videos for H’Food
- Edit finished videos that align with the brand’s content direction throughout the campaign.
