Balance

life Campaign - Vietnam

RMIT electronic submission of work for assessment.

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Assessment declaration.

I.

Introduction

Vietnam has owned a vibrant and active technology market in the recent years. This
is now becoming the golden advantage for many hi-tech firms invest and open
stores in Vietnam (Relander n.d.); particularly Hanoi and Ho Chi Minh City. As the
previous research about the potentials of Vessyl in Vietnam, these two biggest cities
are the greatest choice for some reasonable points. First, many young people, who
are the main Vessyls target audience, are living and working in these cities.
Secondly, the economy and media landscape are growing so fast in these cities;
hence it might be easy to draw attention of customers, in case of a niche product,
Vessyl needs more efforts to put its brand, image and personality to early adopters
mind. This paper will set up some objectives, IMC strategic and media plan for a six-
month campaign of Vessyl, officially launching in Vietnam.

II.

Setting up objectives
1. Communication objectives

Reach 75% of target audience aware Vessyl in the first stage of

recognition by the end of this campaign.

Achieve 65% of target audience recall Vessyl functions through

media by the end of the campaign.

2. Action objectives

Get 8,000 likes on Facebook fan page at the end of the campaign

Get 65% of target audience try Vessyl at the showroom, booths

and electronic supermarket by the end of this campaign

Balance life Campaign - Vietnam

Get 68% of target audience mention, share and use hash tag of
Vessyl through social media (Facebook, YouTube, Vessyl forum
site and Twitter) by the end of this campaign.

III.

Strategic planning for IMC campaign

1. Identified target market
Vessyls target audience is a group of single young adults, who are from 24 to
35 years old; well educated; and mostly white-collar occupation with the
average of salary is 12 million per month. This group of people can be easy to
communicate by the Internet; according to Cimigos research 2011 Vietnam
NetCitizens report: Internet Usage and development in Vietnam, it shows
that the number of young people who are 25 34 use the Internet for all
most activities such as: shopping, searching or blogging (Figure 1 figure 2).
It is the digital time, particularly young people can access easily by all screens
they have, using for their own private purposes.

Balance life Campaign - Vietnam

Internet usage by age

Age 50-64
18
Age 35-49
32
Age 25-34
67
Age 15-24
95
0

10

20

30

40

50

60

Figure 1: Adapted from Cimigo NetCitizen 2011 report

70

80

90

100

Balance life Campaign - Vietnam

Figure 2: Adapted from Cimigo NetCitizens 2011 report

From the column of the Journal.ie columnist (2015), this group of people
seems to very concentrate on body image and diet nutrition. Therefore, the
demand of balance lifestyle is very essential in the dynamic time in these
cities. Somebody has time to exercise otherwise they dose not, so basically
the good nutrition is the easiest way to help them in building and

Balance life Campaign - Vietnam

maintaining the balance life. The reason for having the balance life is not just
only to have a date but also lead them live fullest with their strength and
youth.

=> With the kind of the dynamic target market like this, the price of

Vessyl now is $100. That means the target market can afford to purchase by
both visiting the showroom, electronic supper markets like Phong Vu and
Nguyen Kim, etc; particularly, online purchase at the website plays an
important role due to the research above. Young people now love to shop
online. Vessyl (n.d.) states that the company has the responsibility in the
warranty of the cup internationally, and the sync app can be presented in
customers language.
2. Use relevant media
The main objective of this campaign is using to draw attention from target
audiences, so combining all types of media has played an important role.
However, due to the Cimigo research, Vessyls target market is mainly active
with the Internet; using social media and some tools of online advertising are
considered in this campaign. Social media is the power for Vessyl, using
words of mouth is the advantage for hi-tech product (Oliveira 2013). Basing
on the lifestyle of target audiences, Vessyl still needs to be on the page of
some magazines and newspaper that it customers use. Hence, Vessyl can
reach its right customers. Moreover, Vessyl cannot overlook the strength of
television; there are still some shows or programs that its potential
customers love to watch after working.
Reach target audience

Deeply engaging

Traditional media

Non-traditional media

TVC spots

Sponsors for Dancing

the way to interact with Vessyls

with the stars 2016

potential customers.

Social media: Facebook fanpage is

Balance life Campaign - Vietnam

Billboards

Website include forum and blog

Printed ad: Tuoi tre,

Online advertising: paid search, push

Thanh nien, Barcode,

technologies, pop-up with flash

Her World and Tiep Thi

platform, online commercials and

& Gia nh

interstitials. Vessyl is a hi-tech

TV news release for

product aims to the digital

grand opening

generation, so using more online is

showroom

better.

3. Reach communication synergy goal by a single voice
All media are spoken with the single-minded proposition by visualizing
images. The key message stands for the whole campaign is Vessyl is your hi-
tech assistant. It is right on your hand, help you to make a healthy choice to
balance you life. The big idea is the role of assistant. How to illustrate this
role to customers and let them know that Vessyl is their assistant in healthy
diet. They make the food/beverage choice, not Vessyl, Vessyl just leads them
know how categories they consume. The theme for all advertisement is
about balance life and its image. Furthermore, to simplify and help
customers see their desire about balance life through all media by showing
a clear slogan healthy choice balance life. For instance, the images from
TVC are relevant with all billboards and even the vision of sponsorship.
4. Establish customer relationships
Engagement seems to be the key element in any campaign, but like ** to
stop annoying your customers, one thing needs to remind is permission
advertising in all relevant media.

Newsletter or directly email private communication with a

customer: asking customers permission to sent newsletter or email,
when customers visit website. Potential customers can sign to

Balance life Campaign - Vietnam

subscribe for the newsletter. The news in newsletters or direct email
should include the information about Vessyl and how important to
make a good healthy choice in beverage to balance life. This helps to
raise brand awareness and educate people about hydration (Yaraw
2014)

Social media draw attention and enhance brand image: Create a

strong team in communicating with customers. Furthermore, to
personalize the brand, Vessyl should reply target audiences quickly
and directly. Post about the update apps or new information about
the product, and healthy news. Using social media to communicate
with customers, hence in case customers complain or ask questions,
the team responses as quick and helpful as possible.

Website release updated news on Blog, purchase and discuss

forum: when customer purchase a cup, Vessyl gives one the code to
active the account by sign in on Vessyl forum. Vessyl now has owned
its website; however, when the brand officially comes to Vietnam, it
should lead customers choose their country and then directly link to
Vessyl forum. Website is not simply a place to sale a product, but it is
where the information and news are gathering.
v There is one essential point is that both social media and
website must have the link together. Vessyl official
website is the main media, where is the updated
information is released, and social media is a support
media, playing role as spreading news and drawing
attention, as well as personalizing the brand. For example,
the hash tag also is a slogan healthy assistant on my hand
can be used for both Facebook fan page and Instagram.

5. Affect customers behavior

Balance life Campaign - Vietnam

Using the right media, Vessyl can meet its target audience, and with theme
of execution to deliver Vessyls message; thus Vessyl can reach its target
market. Vessyl (n.d) restates one big fact from National Health and
Nutritioon Education survey is that ones big source of calories comes from
beverages. There are also some sale promotions like give away promotion
after the big event of opening. This can start for the recall level, and require
customers have to know about Vessyl and go to like the Facebook fan page
to share our unique link for the one who participates the promotion. Finally,
with the maximum in expanding the exposure all through potential media,
Vessyl impresses target audience by its unique selling point Vessyl is a
smart healthy assistant. Therefore, people who feel curious about the
functional can come to the grand opening or try Vessyl at the other
electronic supermarkets.
v Event, promotions and sponsoring:
-

Grand opening showroom for the first smart cup on

16th August

Give away offer (one week after opening event)

Christmas and New year 50% of discount (a whole

month of December) for selected colors: red and
green.

Sponsoring for Dancing with the stars 2016 (from 3

January 2016 to 11 April 2016)

Valentine offers buy 2 get 50% discount (1 week of

14 February 2016)

IV.

Creative execution
From the insight of target audience, the main theme for the execution is the
balance in life. Visual images are visible and out-standing in all potential
mediums that both target audiences can reach.

Balance life Campaign - Vietnam

1. Billboards and printed ad
According to Burtanshaw et.al (2006), passers have a few second to watch
the posters or billboards; therefore, just only the most memorable and
creative one can grasp their attention. Vessyls image needs to be eye-
catching.
There are some example key visuals using for billboards and printed ad (see
picture 1 to 3)

Picture 1: projectwellness.pl

Picture 2: ehealthblog.de

Balance life Campaign - Vietnam

10

Picture 3: boxlifemagazine.com
Tone of voice: energetic, feel fresh and enjoy life => touch the main theme:
balance in life.
The idea comes up is that how to live fullest the youth life but still maintain
the balance. Each printed ad and billboards have to include the slogan
Healthy choice Balance life, and the image of the cup sync with the
mobile phone (see sample picture 4). Therefore, the key message: Vessyl is
your hi-tech assistant. It is right on your hand, help you to make a healthy
choice to balance you life can be delivered.

Picture 4: www.maxiapple.com

Balance life Campaign - Vietnam

11

v To touch this point, using some creative techniques such as:
Demonstrate: Because Vessyl is a niche product, which has a strong unique
selling point and this is the first time launching in Vietnam, so focusing on its
functional is essential. Vessyl needs to show the potential customers how it
works and why it is unique.
Finding a feeling: Adding some emotional appealing in advertising can
support and convince customers.
Someone like you: Combining both two techniques above, customers might
see Vessyl is a product that they are seeking for.
2. TVC
The story of TVC, its long version and viral video still have to follow the
theme balance life. The idea is about young woman with the fit and
energetic body is using Vessyl while she sits on the park bench after running.
Her action is catch by another guy nearby. He is crushed by her lifestyle.
Beyond this idea, using storytelling can help potential customers see, listen
and gain awareness about the Vessyl and be emphasized its benefits. Visual
images try to concentrate on the functions that Vessyl can bring to the
customers (rational appeal). The main image focuses on the way Vessyl helps
people in making a smart and healthy choice in real life. Kaser (2013) points
that concrete visuals are the key to make advertising more creative alongside
the single-minded proposition must be synergic through both words and
images in the campaign.
There are the mood board basically:

Balance life Campaign - Vietnam

Picture 5: portfolio.frontlineimage.com

Picture 6: http://shop.martinclinic.com/products

12

Balance life Campaign - Vietnam

13

V.

Media planning


Media Plan for Vessyl - 'Balance Life' campaign - 6 months
Both male and female, 24-35 years old, monthly income is around 12 million, well educate, hi-tech early adopter. Insight, busy life but really care about diet to maintian body image => to own the balance life

Geographic coverage:

Ha Noi and Ho Chi Minh City

10-Jul-2016

3-Jul-2016

26-Jun-2016

19-Jun-2016

12-Jun-2016

5-Jun-2016

29-May-2016

22-May-2016

15-May-2016

8-May-2016

1-May-2016

24-Apr-2016

17-Apr-2016

10-Apr-2016

3-Apr-2016

27-Mar-2016

20-Mar-2016

13-Mar-2016

6-Mar-2016

28-Feb-2016

14-Feb-2016

7-Feb-2016

3-Jan-2016

31-Jan-2016

27-Dec-2015

24-Jan-2016

20-Dec-2015

17-Jan-2016

13-Dec-2015

10-Jan-2016

6-Dec-2015

29-Nov-2015

22-Nov-2015

15-Nov-2015

8-Nov-2015

1-Nov-2015

25-Oct-2015

18-Oct-2015

11-Oct-2015

4-Oct-2015

27-Sep-2015

20-Sep-2015

13-Sep-2015

30-Aug-2015

6-Sep-2015

23-Aug-2015

21-Feb-2016

Give away offer

Grand opening for

official showroom
16-Aug-2015

9-Aug-2015

26-Jul-2015

Christmax and
New year eve time
promotion

2-Aug-2015

19-Jul-2015

12-Jul-2015

Media Details

Valentine Offer

Vessyl - the first smart cup can know what it contains by nutrition analize, tracking with mobile devide, and then help people make a healthy beverage choice

Target Market Description:

Online commercial
- long version

Product Details:

Newspapers:
Tuoi Tre (1/2 page printed ad)

Thanh Nien

x
x

x
x

Magazines:
Full page printed ad

Barcode (Bimonthly) - Full page printed ad

Tiep Thi & Gia nh (Monday weekly) - Full page printed ad

Her World (monthly) - Full page printed ad

Full page printed ad

x

Full page printed ad

Full page printed

ad

x
x
Full page printed
ad

Full page printed ad

x
x
x
Full page printed
ad

Full page printed ad

x
x
x
Full page printed
ad

x
Full page printed
ad

Television:
2 times a
day - after
6pm

3 times a day - after

6pm

HTV7 - 60s TVC

HTV7 - Opening date news release in the 30 senconds program

VTV3 - 60s TVC

VTV3 - Opening date news release in Suc Song Moi program

1time a
day after
6pm

1time a
day after
6pm

1time a
day after
6pm

3 times a day - after

6pm

2 times
a day after
6pm

1time a
day after
6pm

1time a
day after
6pm

X
2 times
a day after
6pm

1time a
day after
6pm

3 times a day - after

6pm

1time a
day after
6pm

1time a
day after
6pm

3 times a day after 6pm

Yan TV - 60s TVC

2 times a
day - after
6pm

2 times a
day - after
6pm

2 times a
day - after
6pm

Billboards
Phu Dong 6 interaction (HCM)
Ong Lanh Bridge (HCM)
Around Guom Lake (Ha Noi)
Nguyen Chi Thanh street (HN)
Sponsoring:

Sponsoring

Buoc Nhay Hoan Vu - Dancing with the stars 2016 - VTV3

Online Advertising
Paid search (Google seach engine site)
Push technologies

Online Commercial (longer version, viral video, speech of CEO on Youtube channel)
Pop-unders by flash platform (demonstrate how Vessyl works)
Facebook fan page
website

1time a
day after
6pm

X
2 times a day after 6pm

Interstitials (Youtube and HayhayTV)

1time a
day after
6pm

30s - while waiting for loading video

30s - while waiting for loading video

30s - while waiting for loading video

2 times a
day - after
6pm

Balance life Campaign - Vietnam

VI.

14

Budget allocation

Budget allocation for media placement

9%

TVC

14%

PR news release
19%

9%

Newspapers
Billboards

17%

Magazines
Sponsoring

20%
12%

other online advertising

Most of budget is spending on newspapers, magazines, billboards and TVC. The
main reason is that this kind of target audience tends to read news, concentrate
on hi-tech product, which is helpful for their life and they are easy catching
billboards on the way go home after working. For instance, Barcode magazine
would like to focus on updating news in hi-tech product, as well as some
promotions (Barcode n.d.).
Sponsoring for Dancing with the stars 2016 is a chance for Vessyl bright
features. The show tends to be sponsored by technology company, such as
Microsoft (Dancing with the stars 2015). Hence, when Vessyl is a sponsor, the
cup can display on the table of judges and can be used by candidates. Dancing,
on the other hand, requires more energy and the strict diet nutrition.
PR news release, TVC spots and billboards are expensive, but they own their
strength. With the new brand like Vessyl, it should be enhancing the brand
image by mass media.

Balance life Campaign - Vietnam

15

The rest of money has to spend for other online advertising such as push
technologies, paid search, interstitials and pop-ups with flash platform.
Vessyl is the first smart cup and officially launching in Vietnam, so
Vessyl needs more efforts to expand its image and exposure
through online. The vital reason is that Vessyl needs to reach its
objectives and increase sale. Online advertising is cheap but the
coverage is large and with this target market, they work more
effectively.
References
Barcode, n.d, official Facebook fan page, viewed 10 May 2015,
<https://www.facebook.com/barcodevietnam/info?tab=page_info>.

Burtanshaw, K, Mahon N & Barfoot, C 2006, the fundamentals of creative advertising,
AVA Publishing SA, Switzerland.

Cimigo, 2011, 2011 Vietnam NetCitizens report: Internet Usage and development in
Vietnam, Cimigo research, April, viewed 1 May 2015, <www.cimgo.vn>.

Dancing with the stars 2015, homepage, viewed 3 May 2015
<http://www.buocnhayhoanvu.vn/gioi-thieu.html>.

Kaser, K 2013, Advertising & sale promotion, Cengage Learning, Ohio.

Maker Inc 2014, Vessyl the worlds smartest cup, Maker Me, 12 September, viewed 9
March 2015, <http://stories.maker.me/meet-the-makers-of-vessyl-the-worlds-smartest-
cup/>.

Balance life Campaign - Vietnam

16

Oliveira, H 2013, Social media: new challenge or opportunity for high-tech B2B
marketing?, Kreavizio, 6 September, viewed 28 March,
<http://kreavizio.com/66/social-media-new-challenge-or-opportunity-for-high-tech-
b2b-marketing/?lang=en>.

Relander, B n.d., Expanding Vietnam tech market attract investors, Investopedia, n.d.,
viewed 10 May 2015,
<http://www.investopedia.com/articles/investing/032615/expanding-vietnam-tech-
market-attracts-investors.asp>.

The journal, 2015, Our bodies are amazing, why dont we give them the love they
deserve?, The Journal.ie, 20 April, viewed 1 May 2015,
<http://www.thejournal.ie/readme/body-image-positive-and-negative-2054077-
Apr2015/>.

Vessyl 2014, homepage, Vessyl, American, viewed 7 March 2015
<https://www.myvessyl.com/team>.

Yarow, J 2014, 10 Things in Tech you need to know this morning, Business Insider, 13
June, viewed 12 May 2015, < http://www.businessinsider.com/10-things-in-tech-you-
need-to-know-this-morning-june-13-2014-6>.