Young Marketers 9

Cao Nhã Đình

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 THE MOBILE CATEGORY
2,30% Brand Feature / Price Category Comparison
5,40%
2,45% 93
2,00% 91 91
2,70%
Samsung
3,80%

Search Percentage
Oppo
Apple
5,00%
Huawei
46,87% Xiaomi
7,40% Nokia
Realme
Vivo 20
22,09%
VSmart
10 10
Others 5
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Online Purchaser Online Purchaser Of ine Purchaser

(pre-purchase) (purchase)

Fierce competition dominated by big players >90% searches of online searches are brand-led
like Samsung, Oppo & Apple (GfK, 2019). (ESOMAR, APAC, 2020).

In a market of big players and consumers in uenced by brand names,

VSmart needs its brand to stand out.
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THE MOBILE CATEGORY
BRANDS RACING TO INTRODUCE NEW FEATURES
REVOLVING AROUND A GLAMOROUS LIFESTYLE

Mid-tier phones & The Trendy Gen Z Premium & agship phones & The Fabulous Millennials
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 IS THAT ALL THE VIETNAMESE

YOUTH ASPIRES?

When Vietnam is one of the most booming,

fastest-evolving market with the increasing

BUT dominance of startup ecosystem,

technology & advanced digital sector like
gaming, retail, payment, and nancial
services (Tech Collective, SEA, 2019)

Vietnamese millennials are thus much

more driven and are re-de ning their
aspiration & success in many ways.

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OUR AUDIENCE
MEET VŨ - THE EVERYDAY,
ORDINARY MILLENIALS

• modern, smart and hard-working 29 YO

• living and working an of ce job in the city.
• 5-6 years into his job, stable life.

But something’s missing.

His income is good, but not great.
His life is comfortable, but not thrilling.
His work is better everyday, but not break-through.

At the same time, pressures weigh on him.

Car and house, wedding and family, this position
• Male / Female Vietnamese of 25-34 YO
and that salary.
• Living in 6 big cities
All the things that people around his age are • Income: class A1 & B
achieving. • Current low/mid-tier phone users wanting to upgrade

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THE INSIGHT

“Age 25-35 is stressful. I’m

already set on my path
but it is not enough for
me to champion all the
life pressures and
become successful.
I’m trapped in the
familiars and don’t know
the next step for change.”

Strategic Approach

CATEGORY TRUTH CONSUMER TRUTH

Fierce competition that Already used to their current

demands a brand to stand- career path while facing
out in order to drive values increasing pressures to
“GAME CHANGING CREATIVITY
become successful
Sáng tạo thay đổi cuộc chơi”
a good t for Category, Consumer &
Brand truth, yet lacks speci cations to
resonate with struggling millennials
“I know all these mottos already, but
how am I gonna do it?”

BRAND TRUTH

A brand that dared to escape Vietnam’s con ning manufacturing

role and is now representing Vietnam’s growth to challenge the
big players with Aris Pro

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Strategic Approach
BREAK DOWN & “ACTIONIFY” the “GAME CHANGING CREATIVITY - Sáng tạo thay đổi cuộc chơi” spirit

TO STEP OUT OF TO STEP UP TO

new position in the mobile

Vietnam’s manufacturer/
VSmart Aris competition - challenging
Brand supplier role and yet-to-
Narrative Pro represents the “GAME world’s players and
develop technology sector
CHANGING representing Vietnam’s growth
CREATIVITY -
Sáng tạo thay đổi
& motivate new challenges & ways of
cuộc chơi” spirit familiar paths, con ned
Consumer millennials to reaching success in their
Narrative thinkings and comfort zone
embrace own de nition

VSmart Aris inspires millennials to step out of the familiars and comforts,
and step up to new ways of reaching and de ning their success.

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Strategic Approach
VSMART ARIS - EMPOWERING
YOUR OUT & UP STEPS
a phone with camera under display & entirely
visible screen for full, immersive focus without
any distractions

a phone with Quantis QRNG security chip for

more con dent making money breakthroughs

a phone with 4 AI cameras that never stop learning

a phone that don’t just make you look cool

but motivates fruitful, productive usages &
represents a driven & striving generation

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 The Big Idea

OUT & UP
Amongst thousands of steps you take everyday,
how many of them are out & up?

LET VSMART ARIS TAKE YOU

out of the familiars and comforts
up to new ways of reaching and de ning success

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Campaign Ambassadors
A mix of representatives with diverse backgrounds & paths to their own success, going out & up against the conventionals.
GIANG ƠI
Vlogger
Used to be an of ce worker, Giang
quitted to become a Vlogger about
approachable, mundane matters.
Now she has it all: a modern yet
practical mindset, a exible work
life that she truly enjoys and a
steady personal nance strategy.
LÝ THÀNH CƠ
Associate Creative Lead /
Travel Blogger / Book Author
Cơ embodies the “slash” generation
when he’s able to pursue his travel
passion, spread in uence, earn
extra income and still ful ll his full-
time job as an Associate Creative
Lead at Leo Burnett Vietnam.
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NGUYỄN TRƯỜNG GIANG
Founder / CEO of The Small T
Feeling like everything has fallen into
comfort and repetitive, Giang quitted
his 15-year bank job and proved that
start-up isn’t just for the “smart biz
guy” or the “Sllicon Valley genius”, but
can start from the smallest inspiration
when you have zero clue in life.
CHU QUANG HUY
HR Director of FPT
Huy sticked through with his
corporate life at FPT, always trying to
bring in new ideas and innovative
changes. After 7 years, he was
appointed HR Director of FPT when
he was only 29.
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TRIGGER | Trigger TA to think about “Out & Up” & nd out more with VSmart Aris

OOH - Provoking TA to think about their steps

right at their daily walks
Ads in big of ce building that counts the steps they’ve taken
& triggered them with the question: “Amongst thousands of
steps you take everyday, how many of them are stepping out
& stepping up?”
Online teaser - Explaining the “Out & Up” de nition
& teasing for video series
On social, we launch a teaser to de ne our “step out” & “step up”
concept & trigger TA with our question: “Amongst thousands of
steps you take everyday, how many of them are stepping out &
stepping up?”

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RE-LAUNCH | Introduce VSmart Aris through passion points and engage for trials

“Out & Up” Brand video
A video re-introduce VSmart Aris
under the inspiring “Out & Up” story
of VSmart,
and highlight Aris with its product
features as the representative of
Vietnam’s technology to challenge
world’s players
“Out & Up” Campaign
Ambassador videos
Authentic, speci c & helpful stories of
Campaign Ambassadors’ “Out & Up”
stories and how they’re still making more
out & up steps everyday with VSmart Aris
“Out & Up” Aris Product
Demos content
Series of VSmart Aris product feature
demos within relevant “Out & Up” context

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RE-LAUNCH | Introduce VSmart Aris through passion points and engage for trials

“Out & Up” talks

A series of activations inviting Campaign

Ambassadors & other successful guest speakers
sharing deeper about their “Out & Up” stories and
answering participants’ questions.

These events are also where we have VSmart Aris Pro

experience booths for participants to try out the
product & VSmart Aris Pro lucky draw.

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SUSTAIN | Amplify awareness through engagement and push trials

“What’s your step?” challenge

A social weekly challenges that asks:
“What will you do with VSmart Aris?”

Participants are then encouraged to share on their feed

the “out & up” steps they plan to take with VSmart Aris,
along with hashtags #VSmartAris
#GameChangingCreativity #OutandUpChallenge

VSmart will give out 10 Aris Pro each week for the lucky
winners.

Amplify & sustain awareness with relevant sponsorship

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Touch Point Mapping

OOH trigger Awareness
Online teaser & Video
Campaign Ambassadors
Social challenge Interest

Product Demos
Consideration Activations

Intent

POSM
PR & KOLs (tech-focused) Evaluation
Retailer display & promotions

Purchase

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 IMC Plan Summary & Budgeting

RE-LAUNCH ENGAGE SUSTAIN
(2 weeks) (1.5 months) (1 month)

Trigger TA to think about “Out & Up” & Introduce VSmart Aris through Amplify awareness through
OBJECTIVE
nd out more with VSmart Aris passion points and engage for trials engagement and push trials

“Out & Up” brand & Campaign

“How Many Steps” OOH Ambassador videos
KEY HOOK “What’s your step” challenge
& teaser “Out & Up” Product demo content
“Out & Up” talks

Activations, social, digital ads, Social, KOLs, POSM

TOUCH POINTS OOH, social, KOLs
PR & Tech KOLs, POSM Sponsorship / Promotions

2 billion VND
4,5 billion VND
• Social: 10%
0,5 billion VND • Activations 40%
• Media: 30%
• Media (OOH & social): 80% • Social: 10%
• KOLs: 20%
• Social: 20% • Media (social, digital): 30%
• Prize: 20%
• PR & Tech KOLs: 20%
• Sponsorship/ Promotion: 20%
BUGGET

3 billion VND
• 4x Campaign Ambassador: 1bil VND for full scope (social posts, videos, events & image copyright)
• POSM: 500mil
• Production (KV, teaser, videos & product demos): 1,5bil 17
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Thank You !

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