Tag: vietnam

Vietnam – Dentsu Redder has teamed up with tech-powered logistics company Giao Hàng Tiết Kiệm (GHTK) in reimagining logistics as a force for good with “Nối Việt Nam – Giao Ngày Mới” or “Connect Vietnam, Deliver Futures”, to empower Vietnamese independent entrepreneurs to achieve the future they deserve.

At the heart of this campaign is the iconic GHTK green tape, which Dentsu Redder has redesigned with a digital pixelated effect to symbolize GHTK’s tech-forward evolution and the bridge-ways it creates for Vietnamese merchants to connect supply and demand to deliver growth.

The campaign includes a teaser launch, a two-minute film highlighting the journey of Vietnamese merchants, and impactful out-of-home (OOH) ads at city gateways, airports, and LED displays in central Hanoi. 

Together, these assets have garnered significant engagement on platforms like TikTok, Facebook, and YouTube, with the main film achieving over 7.7 million views and 33.7 million impressions.

Amidst a slower economic environment and a hyper-competitive e-commerce landscape, entrepreneurship in Vietnam, particularly among independent merchants, has continued to rise. Yet, unlike bigger and more established brands and e-commerce platforms, smaller independent merchants face obstacles in logistics set up.

To serve the needs and enable these merchants to overcome barriers and unlock new opportunities, GHTK transformed itself from a traditional logistics company to offer tech-powered solutions that are accessible to independent entrepreneurs.

Duy Thông, CEO at Dentsu Redder, commented, “As one of Vietnam’s largest logistics providers, GHTK has a remarkable ability to drive significant impact for Vietnam’s independent merchants, and this aligns with our commitment to support our partners to be a force for good.”

He added, “The incorporation of the GHTK tape has established a distinctive and recognizable branding component, positioning the brand as a highway connecting every distance to deliver innovative solutions to Vietnamese merchants. We are delighted to be able to create something meaningful with GHTK that supports growth, resilience, and success within Vietnam’s entrepreneurial community.”

Vietnam – Biti’s Hunter has tapped Dentsu Redder for the launch of “Buoc Toi” (Step Forward), a bold rebranding campaign that captures the emotional journey from fear to exhilaration, represented by the courage to step into the unknown while empowering the audience to overcome self-doubt. 

Through the campaign, Biti’s Hunter embraces a contemporary identity as a sneaker-led lifestyle brand that is a symbol of Vietnamese progress and self-expression, allowing it to resonate with the aspirations of young Vietnamese. 

Centered on “stepping into the unknown”, the campaign used emotional storytelling inspired by the aspirations and challenges of young Vietnamese to resonate with the target audience.

The brand’s decision to undergo a rebranding and repositioning effort by embracing a more contemporary approach aligns with the aspirations and raw emotions of young Vietnamese. It is captured by visualising an individual’s journey that goes from fear and doubt when embarking on something new, to a realisation and eventually an exhilaration knowing that it is something that he/she can now do – a metaphor for the emotions of the generations of today and tomorrow that are questioning their place in Vietnam’s future. 

Biti’s Hunter emerges as a rallying call—empowering them to push boundaries, make history, and shape culture. With a striking new identity, the brand aims not just to stay relevant, but to own the emotional moments where boldness and progress ignite.

To showcase Biti’s Hunter first streetwear collection, Dentsu Redder created a visual narrative that blends contemporary fashion with the rich, vibrant essence of local Vietnamese culture. This approach not only introduces the collection but also highlights the gritty, authentic vibe of the brand.

Phu Le, marketing manager at Biti’s Hunter, said, “For the past decade, Biti’s Hunter has inspired people to take pride in their roots. As we evolve with the progress of our country and people, we will continue to motivate and empower Vietnamese people to believe in the limitless possibilities of where they can go. With “Buoc Toi”, Dentsu Redder has powerfully delivered a story that has helped Biti’s Hunter own the moments where emotions are born.”

Meanwhile, Livio Grossi, group ECD at Dentsu Redder, commented, “The best brands make you feel something. With Biti’s Hunter’s new identity, we are not just showing you change; we’re inviting you to experience it. We have had an endearing journey with Biti’s Hunter’s over the years and are very proud to be able to deliver this meaningful campaign to launch a new and stronger phase for the brand.”

Vietnam – Vietourist, a Vietnam-based tourism company, has partnered with software-as-a-service (SaaS) provider Appier to transform its lead generation and customer engagement strategies through advanced AI-driven solutions.

In collaboration with Appier, Vietourist harnessed the AI-powered personalisation capabilities of AIQUA to automate and optimise its marketing efforts. This strategic deployment led to an impressive 171% increase in lead generation and a notable enhancement in customer engagement. Additionally, Vietourist achieved an 85% open rate for its personalised EDM campaigns, successfully engaging users at critical touch points throughout their travel journey.

Vietourist’s success stems from its use of personalised, automated campaigns on its web and mobile platforms. With Appier’s AIQUA, Vietourist provided tailored messages and product recommendations at key moments in the user journey, resulting in a 300% increase in web subscribers and improved customer retention.

Additionally, with the help of Appier’s BotBonnie conversational marketing platform, Vietourist automated personalised customer interactions via web chat and Facebook Messenger, successfully generating over 1,000 leads in just three months. These AI-powered automated responses significantly reduced the time spent on manual customer engagement while providing a highly personalised user experience.

Vietourist’s partnership with Appier showcases the impact of AI-driven marketing solutions in modern tourism. By utilising Appier’s advanced tools, Vietourist has effectively scaled its operations and gained new market share. 

Nguyen Van Tam, marketing director of Vietourist, commented, “The success we’ve achieved through our collaboration with Appier has been transformative. Appier’s AI-driven solutions have enabled us to connect with our customers in a personal and relevant way, driving significant growth in leads and customer engagement. We’re excited about the future and look forward to continuing our partnership as we enhance our customer experiences even further.” 

Looking forward, Vietourist plans to further expand its use of Appier’s AI solutions to sustain its competitive advantage and enhance the travel experiences it offers to customers. 

Vietnam – Unilever’s laundry power brand Dirt Is Good, known as OMO in Vietnam, has launched a bold new campaign to mark the re-launch of its liquids portfolio in the market. 

The campaign, “Many Stains Come Before The First Win” is the first local expression of Dirt Is Good’s new Play On strategy, which takes the brand into the territory of top performance by championing the value of sports to unleash human potential and drive personal growth, determination, and resilience.

In partnership with lead creative agency, MullenLowe Singapore, the campaign encourages kids and parents not to give up at the first disappointment, and to embrace stains as part of play, learning and success – rather than being seen as a sign of bad behaviour. 

In a deliberate countermove to the under-representation of girls playing sport in Vietnam’s mainstream media, OMO have put a young girl getting muddy playing football at the heart of the narrative for the TV advert.

Dirt Is Good’s first ever 3D billboard, located in the centre of Ho Chi Minh brings the functional benefits of OMO’s new NanoClean Technology to life. The eye-catching display shows a muddy football being kicked, while pink petals appear to jump off the screen, bringing to life the key product benefits of first-time removal of tough stains such as mud and dirt, and superior fragrance. Fragrance is the biggest demand space in liquid detergent in Vietnam and continues to grow steadily in importance for consumers.

Spanning both cities and rural areas, the campaign also includes OOH advertising across 6 key cities, 1,200 Shopping Malls and 60 nationwide wet markets. To further cement sport as the new home of Dirt Is Good, additional activity includes a wide-range of in-store activations with bold displays, floor projections and consumer sampling of a limited OMO sport edition, as well as a partnership with VNE to run a Kid Warrior Run, and limited edition sportwear launch in partnership with leading sportwear manufacturer Coolmate, with 30,000 t-shirts to be won.

This campaign builds on Dirt Is Good’s strong heritage in nuanced local and culturally relevant storytelling. For example, OMO’s celebration of Tet earlier this year, delivered through a moving music video with renowned Vietnamese singer Hòa Minzy, reminding people not to give up during difficult times, and that where there is hard work, and dirt, there is hope.

James Adkin, senior global marketing manager at Unilever said, “Sport is the ultimate home of performance and resilience. We are proud to bring this campaign to Vietnam, as we continue to shift the narrative around dirt and stains – celebrating dirt as a mark of kid’s resilience in learning about the outside world, with the reassurance that clothes can be quickly restored, ready to play again.”

Meanwhile, Sean Lee, senior account director at MullenLowe Singapore, commented, “With OMO, we are constantly working to find new and innovative ways to connect with people. We’re proud to have been the first in the Dirt Is Good team to use a 3D billboard to stop people in their tracks and show them the product benefits in a larger-than-life format. We hope the campaign feels relatable to families across Vietnam, and that it encourages more children and parents to play with no fear of getting dirty.”

Vietnam – Huda, a Vietnamese beer brand owned by Carlsberg Vietnam, has collaborated with creative agency MullenLowe Mishra to launch its first-ever youth focused brand extension that invites young people to join an endless ‘Wave of Fun’.

Drawing inspiration from the brand’s logo of a wave, Huda’s Wave of Fun campaign aims to sweep people up towards the next epic party just as one is winding down, leading youths to exciting and memorable experiences.

In a campaign running until the end of this month, the “Wave of Fun” is dramatised via a new video launched across national television, social media channels and LED screens across provinces.

Digital activations have also been launched, leveraging AI to create an immersive experience for consumers, while nationwide on-ground events have reached 114,000 participants. An ‘Under the Cap’ (UTC) promotion aligned to the theme has also successfully triggered trials with 178% volume growth, whilst the campaign video has earned more than 1 million views on YouTube.

Talking about the campaign, Dang Dinh Chinh, brand director, core beer at Carlsberg Vietnam, said, “With our latest offering, Huda Ice Twist, we wanted to uphold and refresh our brand legacy and we believe this will become the choice for young people’s fun times thanks to its youthful vibe, smooth, easy-to-drink taste and highly evocative brand proposition built around keeping the fun going.”

Meanwhile, Saby Mishra, CEO of MullenLowe Mishra, commented, “For us, Huda Ice Twist was more than just a beer campaign. It marks the birth of a new beer brand in Vietnam by carefully leveraging the legacy of an icon, crafting a compelling new proposition based on real insight and building a distinctive brand code that’s caught the attention of younger cohorts in Vietnam.”

“It is great to see ‘Wave of Fun’ roll out after months of meticulous work by our teams in partnership with the Huda brand team at Carlsberg Vietnam. We are proud to be playing a part in expanding this iconic local beer franchise in Vietnam,” he added.

Vietnam – Happiness Saigon’s most recent campaign alongside Dat Bike have turned the latter’s e-bikes into emergency power generators to help small business owners survive blackouts. A hotline service was established to connect the owners with a nearby Dat Biker and their fully charged e-bike. 

In Vietnam, the number of blackouts has increased by 300%. This presents a big challenge for the many small business owners in the country and results in large revenue losses. 

A full charge of the Dat Bike can power a small convenience store’s lights and two refrigerators for three to four hours. In just the first week, the initiative powered over 200 small enterprises. 

Dat Bike, a Vietnamese e-bike brand, has disrupted a market dominated by foreign corporations, which own 90% of it. They accomplished this by accepting their small-business identity. Happiness Saigon repurposed their e-bikes into mobile emergency generators as part of a mission to help other small businesses survive the country’s frequent power outages. 

Dat Bike proved through this campaign that they are made for Vietnam as well as in Vietnam. With no expense in PR or marketing, the e-bike brand managed to capture 57% of the conversation. 

Multinational corporations control a large portion of the motorbike market in Vietnam, making it difficult for an e-bike company like Dat Bike to enter the market on a startup budget. This is still the case even with their e-bike battery, which is dual-purpose and twice as strong as that of their competitors.

Speaking about the campaign, Jazz Tonna, partner and creative director at Happiness Saigon, said, “We are long past the point where electric vehicles are subpar to combustion vehicles. Unfortunately, the perception remains somewhat different in Vietnam. With Re:Charge, we turned our biggest weakness into a huge strength.” 

Vietnam – In honour of this year’s Tet, the laundry detergent brand OMO, owned by Unilever, collaborated with MullenLowe Mishra to produce a moving music video. The film tries to urge consumers to preserve their perseverance and positivity in the face of the year’s hardships.

This campaign takes place in the context of the recession’s more general economic effects, which include several macro-level issues like increased job losses and limitations on everyday spending. Because many Vietnamese people live far from their hometowns during Tet, OMO tries to bring new life and optimism to the celebration. The brand aims to emphasise that hope flourishes where dedication (and dirt) exist, highlighting the idea that optimism and tenacity triumph even in the face of hardship.

In this five-minute film, two kids live with their grandfather while their mother works in the city to try and support the family during hard times. The kids work hard to care for the apricot trees despite the difficulties, hoping that they will bloom in time for Tet, when their mother can return home to be with them.

The viewer is moved by the children’s use of mud and soil to care for the apricot trees at home, which is a metaphor for their mother’s efforts to work numerous jobs and improve the family’s financial stability.

Ho Chi Minh, Vietnam – Following the last year’s roll-out of Tinder’s first-ever global campaign, ‘It Starts With a Swipe’, the dating app is bringing to Vietnam a series of locally produced short videos exploring the brand’s global message.

This locally conceptualised and produced take on the brand’s narrative in Southeast Asia celebrates the vibrant possibilities that Tinder offers its users. As Tinder continues to redefine the narrative around dating, Vietnam’s It Starts with a Swipe campaign celebrates modern dating experiences and milestones amongst young adult Vietnamese daters today.

The series of three videos will showcase different concepts of romance possibilities from sharing a single goodnight kiss that develops into a long-term relationship, forming a youthful friendship that evolves into a lifetime of shared personal growth, and finding a partner to share all your adventures and seasons with.

In partnership with VMLY&R Vietnam, the campaign launches in the midst of dating’s Peak Season which falls between January 1 and February 14 each year and also coincides with Vietnam’s biggest holiday season Têt, as young Vietnamese singles continue bringing their new year energy to refresh their dating goals and intentions.

Inspired by this new generation of daters, the campaign not only celebrates a diversity of relationship possibilities, but also genders and orientations to reflect the fluid and inclusive attitude that is inherent to Tinder.

Talking about the campaign, Daniel Kim, vice president of marketing, APAC at Tinder, said, “Tinder doesn’t tell you who or how to date, but we power all kinds of possibilities. We welcome all types of people and relationships whether they last for a few messages exchanged on the app, a day, a night, or a lifetime. No matter what kind of possibility you are looking for, It Starts with A Swipe.”

Singapore – Independent creative group DO. in Southeast Asia has been appointed by Red Bull to handle its strategic and creative business in Vietnam. The agency is deep in creative and production currently and the work is expected to launch in the second quarter of 2024.

Beer Poonnotok, founding partner and executive creative director at DO. SEA, commented, “No better way to start our DO journey with an iconic brand like Red Bull. Personally, my passion and connection with the brand runs deep on so many levels. We put work in front of the client that not only excites us but will also have a significant impact on both the brand and the culture in Vietnam.”

Meanwhile, Matthew Collier, managing director of DO. SEA, said, “Winning such a prestigious brand as Red Bull in Vietnam is vindication of our ambition across the region. Myself and Beer have both lived and worked in Vietnam previously and having that market insight aligned with category experience and our desire to get to good work quickly were recognised by TCP and resulted in a win we’re incredibly proud of.”

Red Bull is under the ownership of the Thai F&B conglomerate TCP Group. In Vietnam, TCP Vietnam Co., Ltd., manages all operations related to the Red Bull brand, aligning its strategies with those of TCP Group in Thailand. 

Presently, Red Bull stands as the foremost premium energy drink in the Vietnamese market.

DO.SEA officially launched in May 2023 with the acquisition of regional digital media and KOL agency Ambient Digital Group creating an integrated proposition of creative, digital and KOL divisions all under one roof. 

Ho Chi Minh, Vietnam – Mondelez Kinh Do and Publicis Groupe Vietnam have joined forces on a new ‘One Day of Togetherness’ campaign that calls for employers to give one full day off for families to celebrate Tet Trung Thu together.

The campaign, created by Publicis Groupe Vietnam, revolves around the 400-year tradition of the Tet Trung Thu celebration that is slowly being buried and forgotten as many people began to prioritise work and business over celebrating with their families, especially since it is not a national holiday.

Tet Trung Thu, or mid-autumn festival, is the second-biggest festival in Vietnam, where the moon is at its brightest and crops are fully harvested. Traditionally, families come together to give thanks, light lanterns, and eat mooncakes together as parents make up for lost time with children after harvest seasons.

To kickstart the campaign, Mondelez Kinh Do, makers of Kinh Do mooncakes, gave their 3,000 employees a day off to celebrate the festival with their families. The company also delivered special boxes of their 25th anniversary mooncakes with personal letters to leaders of leading companies in Vietnam to invite them to join the move to give employees a day off.

Already, thirteen companies have pledged to follow suit. Publicis Groupe Vietnam also gave all their employees a day off to celebrate the festivities. 

The ‘One Day of Togetherness’ campaign is rooted in the results of a survey where 92% of Vietnamese wish they could have one day off to celebrate this festival with loved ones. Currently, almost 300,000 Vietnamese have voted on the petition on the Kinh Do platform to declare Tet Trung Thu a national holiday.

Anil Viswanathan, managing director at Mondelez Kinh Do Vietnam, said, “We discovered that deep inside the hearts of every Vietnamese person is the wish to have a whole day to celebrate the mid-Autumn Festival with loved ones. To keep this festival alive, on the occasion of the 25th anniversary of Kinh Do Mooncakes, we gave all our employees in Vietnam the day off, and we hope other organisations in Vietnam will follow suit. Happy Trung Thu! ” 

Commenting on the campaign, Kate Bayona Garcia, CEO at Publicis Groupe Vietnam, also shared, “This initiative is truly meaningful to the preservation of Vietnamese culture and to the wellbeing of our people. Last Friday, we were out-of-office and away from the keyboard, lighting lanterns and enjoying Kinh Do mooncakes with the people we love. Together with Mondelez Kinh Do, we are proud to be part of a movement to keep Vietnam’s mid-autumn festival alive.”