BẢN LĨNH MARTER 2021 Nguyễn Văn Tuyền - M29A

Covid 19 has swept through all over Vietnam.

Especially in the South, normal life here is currently

and

“Work from home is just a temporary solution”

“I should not complain because there are still thousand of miserable

people out there”
 Campaign Objective

Business Objectives Recruit 1M new users in the South in 6 months

Marketing Objectives
Raise awareness & penetrate into the South
with a win-win solution & feasible IMC plan

Social Objectives Better the life of community right during Covid

days by decreasing their struggles
 Despite the current situation,
Southern people has been considered the most

people in Vietnam
Are they optimistic all the time?

TARGET
AUDIENCE

Meet Trang

optimistic personality like a Southern person

living in Bình Dương
busy with both works & daily chores

Covid days weigh on her every ordinary day:

She is physically safe BUT her mental health is struggling
She works remotely BUT she feels disconnected
She tries enjoy being at home BUT she feels trapped in
this social distancing time
Trang can be a
CUSTOMER
PERSONA
Male/Female age 25-34
Living in Southern Vietnam, medium city:
Vũng Tàu, Biên Hòa, Mỹ Tho, Thủ Dầu Một,
Rạch Giá, Bạc Liêu, Cao Lãnh,...
Income: class BC
Care about: health, entertaining, news...
Media used: Facebook, Zalo, Tiktok, PR...
 INSIGHT

My covid days make it difficult for me to be optimistic like my everyday.

On the outside, I still have to show my optimism to people because I am

aware that everybody has suffered. But, deep down inside, I feel locked in
this current situation when my future holds unstable & pessimistic.

I need to find the truly happy me and be free to express my real feelings.

BRAND ROLE
MB - modern banking for the promising future of customers.
Once again, MBBank helps raise their inner happiness freely

approach
INTRODUCE Turn the boring referral link to
THE IDEA the most personalized and happiest referral

Click link này tải app nhận

tiền liền chị hai ơi!!!!

MBbank empowers the everyday millennial Xinh hông chị hai ơi

Tải app này vừa cười, vừa
chances to freely smile (with free cost) during được lời nữa đó!!

this period of time by

Leveraging the current referral marketing cam-

paign which has been very successful so far Using smile
detection technology

92%
customer completely trust
their “circle” (Nielsen)
HOW
IT WORKS?
Step Step Step Step
1 2 3 4
Free to create Send out positivity Receive a reward Donate to community

Create your referral video/ Send your referral video to Both receive an extra Notifications appear
picture in app MBbank or in your friends/relative amount of money when the to request person to
partnered app (Zalo) by person referred complete donate for “COVID preven-
smiling freely register the account tion” fund from MBbank

Mấy nay Covid ở nhà

bùn ghê, gửi chị hai cái nè

Hay lắm á, em cười hết cỡ

xong app nó mới cho qua

Innovations from “FREE TO SMILE” campaign Current running CSR mission

IMC
PLAN
Creative concept: FREE TO SMILE
Message: Cười không mắc, mắc gì không cườ

Duration Phase 1: Awareness Phase 2: Engagement Phase 3: Amplify

(Sep - Oct 2021) (Nov - Dec 2021) (Jan - Feb 2022)

Key hook Social discussion Series Video Facebook Frame

Tiktok Ads Hashtag to donate

Objective Raise awareness on the Educate on the feature’s Widespread

Free To Smile campaign benefits & CTA campaign’s mission
MB App

Media
Channel KOLs KOC Social content
Social Community Tiktok Video Affiliate
Tiktok In-app Ads Apple search ads Social seeding
Influencer Marketing Digital Ads Email MKT
Social seeding SMS
PR
Phase 1:
TRIGGER
Famous comedians
To discuss about
spreading smile
in this pandemic

Xem Tiktok thì hài Dịch ở nhà,

thật đấy nhận quà gì thì vui?

Nhưng bạn có đang

thực sự vui cười?

Social discussion

Trigger audience with a To make people realize the

question: are they really need of both mental and
happy even on Tiktok? finance health
Phase 2:
ENGAGE

KOC - Key Opinion Consumer

compete to invites their friends
using the smile detection referral

Stickers Tiktok Short Video

Direct to referral link All KOLs cry or become sad

Widespread the happiness until MB appears to give
them free smiles

Call to actions to download

and use smile detection
Phase 3:
AMPLIFY

Facebook Avatar Frame Hashtag to donate

Encourage millenials to change After each profile picture with hashtag
their profile picture with frame #SmilewithMB #ByebyeCovid. MB will
from donation project spend 10.000 VND to donate for
COVID prevention fund

And many more...

TOUCHPOINT
MAPPING

Awareness

KOLs
Tiktok In-app
Social discussion Engage
Social seeding KOC
PR news Affiliate
Tiktok video
Zalo ads
Social Ads
Amplify Apple search ads

Social content
Social seeding
Digital ads
Affiliate Referral
KOC
App push
Email MKT
SMS
KPI &
BUDGETING

Medium and
Time Phase Creative assets/ format KPI Cost Total
Channels
PR 10 articles: CafeF, Kênh14 50.000 Impression 50.000.000 đ
Fanpage discussion: GenZ J Chòy, Không sợ chó,
Social Community 600.000 Impression 50.000.000 đ
BMSB
Influencer Marketing Macro Influencer 1.000.000 Impression 250.000.000 đ
SEP - OCT Trigger 585.000.000 đ
Tiktok In-app Ads 1.000.000 Impression 200.000.000 đ
Google Search Ads PPC 500.000 Impression 20.000.000 đ
Digital Ads
50.000 Impression
Apple Search Ads: CPT 15.000.000 đ
6.000 taps

Viral Marketing Series video 3.000.000 views 500.000.000 đ

Influencer Marketing Medium Influencer 500.000 Impression 400.000.000 đ

Facebook Ads Engage/ CVR/ Leadform/ Install App 10000 Install/ Leads 400.000.000 đ
NOV - DEC Engagement 1.831.000.000 đ
Google Video Ads/ Google Search Ads 15.000 Install 270.000.000 đ
Digital Ads
Tiktok Ads: CPI 3000 Install 225.000.000 đ
120.000 Impression
Apple Search Ads: CPI 36.000.000 đ
10.000 Install

Content production Social content - 400.000.000 đ

Donation budget Hashtag accumulation 50000 people engage 500.000.000 đ
JAN - FEB Amplify App Push Notifiaction App Customer Retention Rate (CRR >= 20%) fix cost 1.005.000.000 đ
Email Send Email to khách hàng chưa verify 100.000 emails, 5.000.000 đ
SMS Send SMS to khách hàng chưa verify 100.000 SMS 100.000.000 đ
Total 3.421.000.000 đ
WHY THIS
IDEA WORKS?
This is not a WIN-WIN solution
This is a WIN - WIN - WIN solution

Brand Users Community

motivates response benefited

solve a timing problem with a single-minded, feasible and

budget-wise timing

aligned with brand essence (reliablity, convenience)

place a signature brand image in the audience’s mind

easy to catch on and benefit for lots of people

EXECUTIVE
SUMMARY

The target audience

1. Smile to refer
2. Refer to receive
3. Receive to donate

Phase 1

Zalo
sticker

The insight
On the outside, I still have to show my optimism.
But, deep down inside, I feel locked in this situation.
I need to find the truly happy me and be free to
Phase 2
express my real feelings.
Social discussion

The idea Video KOC

Phase 3

Turn the boring referral link to

the most personalized and happiest referral
BẢN LĨNH MARTER 2021 Nguyễn Văn Tuyền - M29A