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This document provides background information on potential target consumer segments for a Johnnie Walker campaign in Vietnam. It describes seven segments: Trendy Internationals, Upbeat Locals, Novo Rich Snobs, Wasted Government Officials, Visionary Entrepreneurs, Party Elite Children, and Born Into Money. For each segment, it outlines their demographics, attitudes, lifestyle, drinking occasions, and purchasing behaviors to help identify which segments would be most appropriate targets. The goal of the campaign is to help Johnnie Walker distinguish itself and appeal to consumers wanting to display status and success.
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- 1. A Big IdeaL for Diageo Reserve
- 2. ContentsContents • The Task Ahead • The Big IdeaL • Executive Creative Concept • Step Inside The F1 Elite Circuit • Game Changer and The Voyage • The Team
- 3. The Brief Johnnie Walker has become a “mass brand” and has lost its “status”. It is in need of brand distinction. Target Consumer: • 25-37 year old males/females who enjoy their social life and feel they deserve fame and recognition. • Consumers want to reward themselves for their success and be inspirational to others. • They want to display their “success” and “status”. Task for Agency: A new umbrella idea to localize the global campaign “Step Inside the Circuit”.
- 5. Economic Change: Vietnam flourishes post-DOI MOI and falters post-global recession …1976 1986 1990-2008 Socialist Republic Of Vietnam Government regulated production, rationing Closed economy with limited foreign trade with USSR, Eastern Europe Difficult times of economic hardship and product scarcity DOI MOI (Innovation) begins Liberal Economic policy Foreign investment encouraged with new laws FDI by source: Japan #1, SG #2, TW #3, S.Korea #4, FR #8, US #11 Economic Boom GDP increase impressively; Income per capital improved Become a leading country in export agriculture products Size of middle class doubled from 2006-2008* 2009 2011 VN-Index CPI Economic Slowdown CPI increases sharply Stock market downturn Real estate market freeze Nielsen Consumer Confidence Index 85 Est 2011**‘10‘09 15 % 12 % 7% Inflation Nielsen Consumer Confidence Index Vietnam Q1 2011: 98 Asia Average: 106 High Inflation continues to impact Consumer Confidence Global Recession
- 6. Socio-Cultural Change 9x Born 1990s THE NEXT GENERATION Boom times to first recession, Most brand conscious and entitled Gender roles blurred Do better and differently than last generation 5x and 6x Born 1950-60s Uncertain economic times, Traditional values with Confucian roots Man as Absolute Pillar Saver vs. Spender but also likely to indulge children’s more materialist ways 7x Born 1970s 8x Born 1980sDifficult economic times, Traditional + Contemporary attitudes Transition from Pillar to shared responsibility at home Do better than last generation Boom times to first recession, More modern and optimistic outlook Men must be a pillar and a partner Do better and differently than last generation Our target
- 7. Confucian legacy clearly defined roles: Obligations of family to father, Child to a parent, Wife to husband… Honor and Responsibility of ancestor worship falls to eldest son –personal achievement brings fame to “ancestors” Maintaining kinship relations utmost importance Man is the pillar of the family and has the last word Shift from traditional values
- 8. To contemporary sensibilities BEFORE NOW Men (absolute pillar role) Women Men Woman (Rising power) Earning money Stay at home, Raise Children Work outside the home; Earn money Decide family issues Less involved in family issues Decide family issue Involved in family issue Discipline and Educate children Defer to husband Shared responsibility for children’s upbringing No housework Housework Expected to help with housework Housework General respect elder Respect only successful elder Family oriented Self-esteem & Social Oriented Pace of Cultural Change: Slow through Books, TV Pace of Cultural Change: Too fast through internet, news
- 9. The Relevant Consumer SegmentsThe Relevant Consumer Segments
- 10. Trendy Internationals Influence: Share Status Community: Golf, Vespa Club, Adventure Sport, Travel AB class in urban cities. Middle to upper social class. College/university educated, white collar in corporate environments, manager level and some with own businesses. Who are they? Balancing work, family and friends they want to enjoy life and looks forward to celebrating life’s everyday achievements. They are highly ambitious and seek new experiences that help them to demonstrate progress: symbols of extravagance and generosity allow them to show off their current and desired social standing when with friends. Attitude and lifestyle? Drinking is mostly in friendship ‘nhom’ groups where they’re leader and can share their progress/success. They are somewhat satisfied with the social scene in Vietnam but still go out, motivated by international settings and experiences. Drinking moments? They are confident and worldly, looking further abroad for inspiration. Keeping abreast what is happening internationally is important, influenced by whatever is ‘in’ at a global stage. They care more about quality, provenance and taste rather than brand cache. Price reflects performance. Outlook?
- 11. Upbeat Locals Influence: Share Status Community: Young Entrepreneur Club, Music, fashion & travel clubs Who are they? Graduated from local universities. They are white collars working in the big companies (both local and international) which skews to the “modern” jobs (communications, banking…) rather than “traditional ones”. Some of them are working in art and showbiz industries. Attitude and lifestyle? Very fashionable and always catch up the latest trends in fashion & lifestyle. They love social activities. Big parties/events are the places they often show up, networking and getting to know new friends make them excited. Love music and love travelling abroad. Drinking moments? Friends birthday parties, company parties, random weekend gatherings and social networking event (especially the fashion and music event) They are looking for brand names but valued for money. to showcase their taste Outlook?
- 12. Buying Habit What Are They Drinking? Balantine 30 (5,3million vnd) Chivas 21 (around 3 million vnd) What Are They Using Gucci, LV, Omega What Cars Are They Driving Mercedes GL 300, Audi Q7 It is possible to expose the status (dang cap) Also, it’s suitable to my own taste Why?
- 13. Novo Rich Snob Influence: Prove Status Community: Golf, Business Association Attitude and lifestyle? Highly visible because of their spending power. Riding their success and eager to display it. Luxury products are important symbols of status. Highly ambitious and motivated by wealth and accumulation of material possessions: socially accepted /recognized symbols that signal their success to all around them. Successful business minds that have excelled through entrepreneurial efforts or hold high ranking positions in multinational or large local businesses. Who is they? Socially and for business, constantly looking to prove their status. Drink regularly to network (or as part of a negotiation process). Drinking moments? Rapid financial acceleration and relatively low levels of international exposure: conspicuous and ostentatious behavior often considered ‘tacky’. Price reflects image. Outlook?
- 14. Wasted Government Officials Influence: Prove Status and Power Community: Golf, Hometown Friends Group . Who are they? They work for the government, most graduated from local universities or come from a family whose members are also government officials. Attitude and lifestyle? Extremely political, arrogant & “foxy” with a belief of “money and relationships can solve everything.” Influenced by their senior, tends to build up a “follower” team. Love to show off but not too obvious. Drinking moments? Regularly attend or organize meetings, business trips, parties with their counterparts, as well as colleagues. Not necessarily have knowledge & taste of alcohol but expensive bottles is a must on their dinning table. Never care about the price because they drink on either government’s, partner’s or someone else’s money. Some own a huge alcohol collections that they do not buy since they are either from subordinate officers or businesses give them as “bribery“ Outlook? Always looking forward to being promoted in their careers. Status along with Power and Money is their driven factors.
- 15. Visionary Entrepreneurs Influence: Prove Status Community: Golf, Charity, Hometown Friends Group Attitude and lifestyle? Very critical thinking, decisive and tend to have a dictator mindset. Workaholics & very demanding in using high quality products and services but brand names is not the top criteria to make buying decision. Personal achievements are widely recognized. Who are they? Strategic businessmen, own large scale company. Not necessarily high education background. Might born in the average or even from the poor families but very proud of their starting point and growing process. Drinking moments? Socially for business. Drink regularly to network. Most of the drinking time is along with business negotiation. Outlook? Expanding business to international level.
- 16. Buying Habit What Are They Drinking? Martell: popular premium brand, also show a bit of their taste What Are They Using LV and Gucci, with the big logos so they can show off What Cars Are They Driving The more expensive, the better It all about showing that they are successful Why?
- 17. Party Elite Children Influence: Control Status Community: Golf, Government‘s events, Charity Born into very high ranking political families. Well educated. Working as high ranking government officials or owning big private business Who are they? Attitude and lifestyle? Aggressive but tend to keep to themselves in a “inner circle” due to the privilege they have . Brand conscious and adopt a luxury shopping habit. Showing off power and money to people is what they tend to be but in a very careful & discrete manner. When they attend public activities, it will have to be well prepared Drinking moments? Friends’ parties, government ‘s events & social networking events Outlook? Step up on their parents/endorsers politic careers, they are highly ambitious in achieving top places in government as well as earning profits in business.
- 18. Born Into Money Influence: Control Status Community: Golf, Charity, Social Events, Business Events Born into money or with a lineage of family money or business. Well educated. Independent business owners, family business Who are they? More understated in brand choice, seeking prestigious brands and limited edition (money can’t buy) products and experiences . The ultimate inspiration are real power players who operate with effortless confidence and control, who inspire and not coerce. Pride themselves on level of class and taste. Subtle in aesthetic, more well known as respected members of the community. Attitude and lifestyle? Socialize based on occasion at private dining, events (high end restaurants). Host elaborate house parties, Drinking moments? Their social world demands respect for social norms and values, but are open to new modern values as long as they are in the right balance. Price reflects exception. Outlook?
- 19. High Society Intellectual Influence: Control Status Community: Art Show, Social Event, Charity Who are they? Very well educated, having both local and abroad education background. Born in respected and recognized family with reference to profound knowledge in certain fields. Work as businessmen, writer, artists. Attitude and lifestyle? Highly appreciate the social norms yet still willing to follow the new trend . Sociable in their own selection of relationships. Not easy to be influenced as they have high self esteem. Got sense of aesthetic and prefer to socializing with sophisticated people. Like to show off their intellectual Drinking moments? Networking events, casual meeting with close friends group, party with business partners. Outlook? Keep maintaining their current social status and thriving for a highly widely social recognition
- 20. Buying Habit What Are They Drinking? Balantine 30 (5,3million vnd) Highlandpark 30y (8 million vnd) Why? Because, not many people drink this brand, it’s unique and Vietnam don’t officially sell this brand, hand-carried purchase only! What Are They Using Rolex, Tag Huere, Choppar, Patek Philips, Breitling What Cars Are They Driving Lexus RX 350 and Toyota Avalon I don’t really need to show off. I know who I am Why?
- 21. 1. The glory and freedom of entrepreneurship: a common aspiration if not also a reality 2. Their father was a significant influencer. But navigating life today requires multiple role models and mentors 3. Vacuum of legitimacy about what is the definition of high status- due to the history of the country and the removal of the traditional elite 3 Insights from Vietnamese Elite Class
- 22. The glory and freedom of entrepreneurship: a common aspiration if not also a reality INSIGHT #
- 23. The glory and freedom of entrepreneurship: a common aspiration if not also a reality “Success is when you are your own boss.” –Thieu Bao, age 35 Engineer “I wanted to create something, make a name for myself. So I started my own business. It’s also about freedom, being in control of my own time.” –Bui Nguyen Tung, entrepreneur
- 24. More Men aged 20-29 yrs are engaged in small business than specialist or office positions. More 20-29 year olds overall are engaged in small business in Hanoi than HCMC
- 25. Broader opportunities, new expectations. Still an obligation to bring honor to the family name, provide for a wife and home “I would believe I am successful when I can provide me and my family a life without worries. When I get married I can take care of my wife, my children and see them happy.” —Minh Phuc, age 33
- 26. But beyond patriarchal responsibility is a new expectation of self-fulfillment. The new generation are strivers but the ultimate achievement has a personal dimension “My motto, try everything you want or you will regret after.” – Thieu Bao, age 35, CEO “I live for my life, my passion and for people that I love. I don’t care about judgments from others.”— Anh Dy, age 30, Freelance designer In my opinion, success means you achieve things which really have a significant meaning in your life.” –Ngoc Tien, age 35, Bank Manager “Success means fulfill my responsibility and achieve personal goals at the same time.” “My motto: do what you believe in. I choose a goal I believe in and would do anything to achieve that goal.” —Tuan Luong, age 45, Real Estate development
- 27. Sometimes the journey is as important as the end result “Success is you can do what you love and what the society loves yet still making good money.” –Quang Trung, age 28
- 28. IMPLICATION AND OPPORTUNITY #1 MAKE RESERVE ABOUT BECOMING YOUR OWN BOSS, A GROWN MAN. CHAMPION THE ENTREPRENEURIAL SPIRIT AND AMBITION OF THE NEXT GENERATION
- 29. Their father was a significant influencer. But navigating life today requires multiple role models and mentors. INSIGHT #
- 30. “Life is more competitive than for my father’s generation. Large amounts of information. Multiple approaches.” –Quang Trung, age 28. Their father was a significant influencer. But navigating life today requires multiple role models and mentors “The individual I respect the most, the one that taught me the most would be my father. He taught me the ability to listen and to understand, the ability to accept people’s mistakes, to always be a better me.” –Tuan Luong, age 25. “We want our own style, we don’t want to be like the old generation.” --8x entrepreneur”
- 31. More opportunities. But without a roadmap for success, this generation of strivers seek guidance and new role models with common goals and values
- 33. “Steve Jobs, Bruce Lee, Michael Jackson. They always try their best to make their dreams come true in intelligent and unique ways.” —Anh Dy, age 30 From International examples of vision, intelligence and self-belief
- 34. CEO Vndirect - Nguyen Hoang Giang (1986) Famous Teen Singer – Noo Phuoc Thinh (1988) CEO Vuong Cuong Group - Phan Hung Cuong (1981) To inspiring success stories closer to home
- 35. INSIGHT # Vacuum of legitimacy about what is the definition of high status- due to the history of the country and the removal of the traditional elite
- 36. There is a vacuum in the StatusphereThere is a vacuum in the Statusphere
- 37. The Vacuum in the StatusphereThe Vacuum in the Statusphere • Historical social upheavalHistorical social upheaval • A middle class has emerged but an acceptedA middle class has emerged but an accepted “upper class” has yet“upper class” has yet to appearto appear • Cynicism/negativity with respect to rapid wealth accumulationCynicism/negativity with respect to rapid wealth accumulation • Suspicion of power structuresSuspicion of power structures
- 38. Brand Overview • Competition landscape Cognac Cognac Royal Salute VSOP XO 38 Chivas Chivas Royal Salute 12 18 21 Note: Popular Cognac brands in VN: Hennessy, Martell, Remy Martin
- 39. Competitors PR Activities Chivas Live A place where life is celebrated Experiences unlike any other Extravagant/Exuberant glamour Mark of respect (RS21) (CR18, CR25, RS21 & 62 Gun) Artistry Glamour, refinement & art Expressing Passions (VSOP, XO)
- 40. The ObservationThe Observation 1. Luxury is a requirement in this industry 2. Every Brand Do It 3. Same KOLs/HNIs So much of “fake status”!
- 41. The Big IdeaLThe Big IdeaL
- 42. At Ogilvy we believe brands need more than just an idea, they need a philosophy. We call these types of brand philosophies ‘Big Ideals.’ Big Ideals create deeper, stronger bonds with consumers. The next few slides explain the Big Ideal in a little more detail and also give some examples.
- 43. ‘Brand X believes the world would be a better place if…’ The essence of what or what could make the brand great. The conflict or tension in the consumer’s cultural environment that the brand has the opportunity to address. Big IdeaL Model
- 44. “Status Anxious: I admire famous people but at the same time I also think I deserve and have the capabilities to be famous Cultural Tension:
- 45. The Big Ideal for JW SDXThe Big Ideal for JW SDX The big idea: “JW Reserve believes that people in the Elite circuit also deserve to be Famous” The genuine status Status Anxious: I admire famous people but at the same time I also think I deserve and have the capabilities to be famous
- 46. How do we bring this to life in a creative concept? Simple, Creative, Audacious, Luxurious, Executable
- 47. The Journey Of Fame The Umbrella Concept:
- 48. : This umbrella execution idea can Inspire: dream of the final step of the journey and it’s rewards. Engage conversation between the brand and the customer: where are you on this journey? Insider or outsider? Challenger, front-runner? How deep inside the elite circuit are you? What is your tier of elite identity? Reward: the fame- your portrait, a biography, a documentary, articles about you, your prints of achievement same as those on Hollywood boulevard
- 49. How do we bring this to life in a creative concept? Simple, Creative, Audacious, Luxurious, Executable
- 50. The Execution Campaign IdeaThe Execution Campaign Idea
- 51. What if What If...everybody desire to come to your party -What If...everybody talk about your events and wish they could come -What If...everybody talk about your events in their communities (golf, entertainment, show business events, charity events…) -What If... Everything of your parties symbolize the exclusivity and high-society class
- 52. What If.. Having a ticket to your event is a big pride because it’s as precious as Gold Having a ticket to your event is a big pride because it’s as precious as Gold
- 53. Golden Ticket to the Journie Of FameGolden Ticket to the Journie Of Fame
- 54. We introduce to you the power of JW’s GOLDEN TICKET And yes, you heard it right ! It’s really made from GOLD
- 55. JW’s GOLDEN TICKET to The JOURNIE OF FAME JW’s Golden Tickets will give its carrier the access to: -2 Series of Exclusive Events: F1 and Voyager -Most prestigious bars and clubs in Hanoi and Ho Chi Minh City such as Martini Bar, Shri, Rooftop, Chill Skybar, President Club -VIP room at KhaiSilk’s restaurant chain upon purchasing a JW Blue label bottle -Special Deals at Milano ad DAFC’s Stores -VIP Service at Banks - Special Deals for all JW purchases at any Wine Stores (benefit depend on the ticket type)
- 56. JW’s GOLDEN TICKET to The JOURNIE OF FAME JW’s Golden Ticket – F1 series JW’s Golden Ticket – Voyager Series - 18K Golden ticket -Access to F1 series only -Premium access to the benefit - 24K Golden ticket - White Gold Scupture - Highest access to all benefits of GT carrier
- 57. WHY JW’s GOLDEN TICKET ? Beside the GOLD Value, JW’s Golden Ticket can be carried around within the Owner Wallet and gives him a Unique and Instant Recognition for Status and Rights. Whenever used at the Bars, Clubs and Social events, the Card will trigger a conversation JW (at POS)
- 58. HOW TO MAKE JW’s GOLDEN TICKET DESIRABLE ? JULYJULY JULY - SEPTJULY - SEPT SEPT - NOVSEPT - NOV NOV – ON GOINGNOV – ON GOING Excitement Launching GT event + GT Production + Announcing GT Fund Excitement The making of JW’s Golden Tickets -Behind the scene Viral video & Pictures - Interviewing the designer Engagement The Fellowship of JW’s Golden Tickets - F1 Race to Fame -Voyage of Fame -GT Fund Raising Engagement The Fellowship of JW’s Golden Tickets (on going) - GT Fund in Action
- 59. LAUNCHING OF JW’s GOLDEN TICKET JULYJULY Media hosting at Ly Club for top 40 media in Biz, Lifestyle and General Introducing the Golden ticket and its distribution mechanism Announcing the Journie of Fame – Fund to support new biz ideas of young students -Parnter with SGT group Money from the Fund comes from Golden ticket selling/auction
- 60. MAKING OF JW’s GOLDEN TICKET JULY- SEPTJULY- SEPT Lifestyle Magazine Feature Lifestyle Magazine Feature Interview with the designer Interview with the designer Behind the scene viral video Behind the scene viral video Reality – show of how the cards are made From the search for the best gold maker in VN to the design and final production Influencers – Social buzz Influencers – Social buzz Nightlife webs partner Nightlife webs partner
- 61. EXPECTED OUTCOME LAUNCHING EVENT Key messages JW’s giving out the most premium and precious ticket to its valued customers via its GT campaign JW gives the GT to the Journie of Fame for young entrepreneurs via GT FUND PR Outcomes: • 40+ news coverages • WOM • HYPE on Social media THE MAKING OF GOLDEN TICKET Key messages It’s a never be done before card/ticket The must have ticket in your wallet to show your status PR Outcomes: • 3 advertorials on Nam, The Thao Van Hoa Dan Ong, Elle Man • 50K views of the virals video • 50 Shares of the Card on social media • 20% increase in traffic of the GT page
- 62. THE FELLOWSHIP OF JW’s GOLDEN TICKET AUG – ONGOINGAUG – ONGOING GOLDEN TICKETS TO F1 RACE TO FAME GOLDEN TICKETS TO VOYAGE OF FAME - The Fellowship program - Promotion of the Voyage of Fame - The Epic Experience on the Voyage
- 63. STEP INSIDE THE F1 ELITE CIRCUIT RACING ON THE JOURNNIE OF FAME Singapore Celebration (Aug – Sept – Oct) DOAL Celebration (Nov-Dec-Jan) Monaco celebration (Apr-May-Jun-Jul) Win the golden ticket to join in the most exclusive events of all Campaign message F1 Campaign idea The story Key milestone Message GOLDEN TICKET TO THE JOURNNIE OF FAMEUmbrella Idea Inspire: Small moves can make a huge success? Engage: Signature of my racing win Reward: Ticket to open a new world of golden racing
- 65. PARTNERSHIP Media •The Thao Van Hoa Dan Ong •Autocar Organization 20-30 businessmen club Ambassador 1. Photographer Pham Hoai Nam 2. Director Nguyen Quang Dung 3. Music Composer Huy Tuan
- 66. Create a 2 pages column named “Golden ticket winner” to feature top the “golden tickets” faces. Content: -Their success stories how did they win the golden ticket and the privileges they got from the golden ticket. -Introduce the up-coming event, sharing it as the most exclusive event that everyone dreams to join in. Duration: 1 year (12 issues) THE THAO VAN HOA DAN ONG
- 67. Autocar partnership •Special feature the heat of the Racing Competition (Singapore and Monaco) to create the excitement for our Celebration Party. •Host a auction to sold ticket before each event with the help of the “event companion” (see below)
- 68. 20-30 businessmen club Partnership with the 2030 business men club to: -Award golden ticket to the best members (5 members/month) positioning golden ticket is the very privileged reward that the most elite members can get. -Announce the special events to all the members and issue invitation to the club. (20 invitations/event)
- 69. Ambassador Build –up long-term partnership with the key influencers: 1.Photographer Pham Hoai Nam 2.Music Composer Huy Tuan 3.Director Nguyen Quang Dung What they’ll do to amplify for our event? -Special interview on the top magazines to hint about the “secret hooks” of every event. -Share their success stories and how did they win the golden ticket for their own -They’ll be given a number of golden ticket (20 golden ticket/each). They’ll distribute the golden ticket to the ones who deserve it after they choosing a golden ticket winner, PR will feature the new golden ticket winners on key magazines. -Join in every events and expose on media to
- 70. Media list – golden ticket winners portraying (chosen by the ambassadors) Support channels: 50 articles placement on key magazines features the top 50 golden ticket winners: • Doanh Nhan Sai Gon Cuoi Tuan • The Thao Van Hoa Dan Ong • Dep • Elle • Harper’s Bazaar • Stuff • Autocar • Golf and Life • Heritage • Travellie Key content focus: the stories of how they were chosen by the ambassador Showcase their success and style and prove that they deserves to be the golden winners who represents for the JW’s image • East & West • GF Magazine • Hang Hieu • F Fashion • Sanh Dieu • VNExpress • Ngoisao.net • Dantri • 24h • Vietnamnet Key channel – media partnership: The Thao Van Hoa Dan Dong * It’s up to who is the golden ticket winners, the publication to feature them will be chosen accordingly
- 71. Companionship Singapore Grand Prix DOAL Caparo Launch Monaco Grand Prix Each event will be tied-up with one celeb to promote the event.
- 72. Companionship Responsibilities of the “icon” for each event are: •Expose on the media to showcase the exclusiveness of the event and make everyone desires to join in the event. •The host to organize a golden ticket auction event in cooperation with autocar magazine (20 golden tickets/for the event)
- 74. Teaser before event 1.The Autocar auction which is hosted by our “companions” 2.Series of advertorials on key publications to create the heat for the event. Singapore Grand Prix DOAL Launch Monaco Grand Prix 1.The Thao Van Hoa Dan Ong 2.Elle 3.Heritage 4.F Fashion 5.Autocar 6.Nam Magazine 7.VNExpress 8.Dantri 1.The Thao Van Hoa Dan Ong 2.Autocar 3.GF Magazine 4.Hang Hieu 5.Golf and Life 6.Harper’s Bazaar 7.Vietnamnet 8.24h 1.The Thao Van Hoa Dan Ong 2.Autocar 3.Heritage 4.Dep 5.Sanh Dieu 6.My Thuat 7.VNexpress 8.24h
- 75. Event Wrap-up EDITORIAL FORMAT: -Photo essay -VIP Guests Exclusive interview -Celebs feature: 1.Singapore: Duc Tuan, Giang My, Uynh Linh, Phan Dinh Tung, Quch Ngoc Ngoan (and their friends) 2.DOAL Luanch: Pham Anh Khoa, Binh minh, Ho Duc Vinh, Thai Ha, Miss Thuy Lam (and their friends) 3.Monaco: Ha Anh Tuan, Phuong Linh, Hong Nhung, Jennifer Pham, Truong Nam Thanh (and their friends)
- 76. Post Event – Media List Media Partner (all event) Guest Media List 1. Doanh Nhan Sai Gon Cuoi Tuan 2. The Thao Van Hoa Dan Ong 3. Dep 4. Elle 5. Harper’s Bazaar 6. Autocar 7. Golf and Life 8. Heritage 9. Hang Hieu 10. F Fashion 11. Sanh Dieu 12. VNExpress 13. Ngoisao.net 14. Dantri 15. Vietnamnet 1. Stuff 2. Autocar 3. Golf and Life 4. Heritage 5. GF Magazine 6. Fairways 7. Dan Ong Magazine 8. The Guide 9. Style Magazine 10. OK Magazine * Each event will have around 20 articles to wrap-up (15 on media partner list and 5 on the guest media list)
- 79. Pre EVENT – DOAL launch The exclusive driving day • Venue: racing stadium (TBC) • Invite 3 ambassadors, 3 male celebs and the winner of the face-book contest to attend in a big launch of DOAL Caparo • Activity: Trial driving for ambassadors, celebs and the Autocar’s auction winner • Media Hosting activity • Post driving day: 6 pages special feature to report the driving day on Autocar
- 80. Pre EVENT – DOAL launch The exclusive driving day Pre EVENT – DOAL launch The exclusive driving day FASHION PHOTO-SHOOTING Set-up a fashion photo-shoot with top 10 models (both male and females) with the DOAL super-car. The shooting will be featured on 2 magazines: -The Thao Van Hoa Dan Ong (6 pages) - Heritage fashion (6 pages)
- 81. Pre-event, the “legendary car” exhibition Platform: partnership with Autocar Magazine Release the most desired announcement of all “Now everyone can take photo with the legendary racing car” How? Step 1: partner up with Autocar to set- up a out-door exhibition for DOAL car Step 2: Announce on Autocar the exhibition, readers can come and take photograph with the super car * Announce upcoming DOAL launch event
- 82. The Voyage of FameThe Voyage of Fame
- 83. John Walker & Son Voyager – the number one luxury experience in Asia Pacific THE GOLDEN TICKET to THE VOYAGE OF FAME Excitment (July- Oct) Create a desire for the Golden Ticket Experience (Nov) Celebration of the Voyager Amplification (Dec – Mar) Charity campaign Get a hold of the precious Golden Ticket because you deserve it. It match you status and Fame Be part of the Epic Experience on the most luxurious Ship in APAC Use your Golden Ticket as a rewarding for your Achievement and lend the Golden Chance to the next generation Life is an adventure, especially to wealthy, successful and high-profile individuals for they encounter many ups and downs to make achievements. Voyager will celebrate life’s great journeys and the exceptional individuals who undertake them. And and the Golden Tickets will be presented to the most Deserving Voyager Campaign message Campaign idea The story Key milestone Call-to- action message THE JOURNEY OF FAME Umbrella Idea
- 84. THE FELLOWSHIP OF JW’s GOLDEN TICKET to the VOGAGE OF FAME OBJECTIVES: Via the Distribution of The GOLDEN TICKET, Raise Public Awareness and Desire to The VOYAGE EVENT
- 85. THE FELLOWSHIP OF JW’s GOLDEN TICKET to the VOGAGE OF FAME Who? -The Voyage of Fame is only for those who have achieved a great success on their Journey How ? - The Limited Edition of JW’s GOLDEN TICKETS (70) will be distributed via exclusive channels Ambassadors Program Auction Private PartyAuction Private PartyPartnership
- 86. VOYAGE OF FAME – PARTNER FOR DISTRIBUTION 20 GOLDEN TICKETS will be delivered to the top VIP list of Robb Report and Mercedes 10 GOLDEN TICKETS will be delivered to Media owners of Dep, Bazzar, Elle, SGT, Robb …
- 87. AMBASSADOR PROGRAM Bobby Chinn Ha Anh Charlie Nguyen Kathy Uyen Khai Silk Ngo Thanh Van International, Successful, Elegent, Classy, Intellectual, Influencial A Selected Group of top 6 Celebrities will be Selected to the Ambassador of the Voyage of Fame - They will be granted with the first 6 GOLDEN TICKETS to the Voyage
- 88. PROMOTION OF VOYAGE OF FAME via AMBASSADORS JULYJULY AUGAUG OCTOCT NOV – ON GOINGNOV – ON GOING VOYAGE OF FAME – INTERVIEW SERIES on MEN MAGAZINES VOYAGE OF FAME – INTERVIEW SERIES on MEN MAGAZINES SEPSEP NOVNOV VOYAGE OF FAME – FAM TRIP AROUND ASIA WITH MEDIA VOYAGE OF FAME – FAM TRIP AROUND ASIA WITH MEDIA AUCTION PRIVATE PARTY AUCTION PRIVATE PARTY VOYAGE EVENT VOYAGE EVENT FASHION SHOOTING FASHION SHOOTING GT FUND’s EVENTGT FUND’s EVENT AMPLIFYING ON SOCIAL MEDIAAMPLIFYING ON SOCIAL MEDIA
- 89. AMBASSADORS PROGRAM – INTERVIEW SERIES Key Messages: Each life is a journey on different walks. The Voyage’s Story of each Ambassadors to the big sea will be featured on various Men’s Magazines Suggested media: Doanh Nhan Sai Gon cuoi tuan, The Thao Van Hoa & Dan Ong, Golf & Life, Elle Man JULY - OCTJULY - OCT
- 90. AMBASSADORS PROGRAM – FAM TRIP WITH MEDIA Mechanism: - 2 Ambassadors will join with top media/ senior editors on the Journey of VOYAGE at different countries Suggested itinerary: Shanghai - Taiwan: Dep + Ngo Thanh Van + Khai Silk Taiwan – Hongkong: Elle Men + Charlie Nguyen + Kathy Uyen Hongkong – Malaysia: Doanh Nhan Sai Gon cuoi tuan/ The Thao Van Hoa & Dan Ong + Bobby Chin +Ha Anh Expected Outcome: Editorial about the Voyager event in different locations x3 Photos and news online x10 JULY - OCTJULY - OCT
- 91. AMBASSADOR PROGRAM– AMPLIFYING ON SOCIAL MEDIA OBJECTIVE: Make a buzz on Social media about the VOYAGER EVENT MECHANISM: -A Contest on JW’s Facebook Judged by 6 Ambassadors to select the best 3 contestants and give them the Golden tickets to the VOYAGE OF FAME -A three round contest lasting for 3 months requiring the contestants to tell the story of the Life Voyage rewriting the story of Johnnie Walker’s story “ Around the world” in the modern day. EXPECTED OUTCOME: - 5000 Fans increase and reach of 100 K people during the campaign JULY - OCTJULY - OCT
- 92. AMBASSADOR – GOLEN TICKETS AUCTION PARTY TamajSago Mansion of Ambassadors to invite Celebrity Friends and partners Guests database of Rob report and Mercedes OCTOCT
- 93. VOYAGE OF FAME – GOLEN TICKETS AUCTION PARTY - 20 GOLDEN TICKETS will be sold at the fix price at the party - 6 special ticket will be auctioned with 6 ambassadors - Whoever won the Special ticket will be have to chance to accompany the Ambassador to the Voyage of Fame in the party and a private dinner at one of Khai’s Silk Mansion - 15 top media will be invited to the Auction OCTOCT
- 94. Experience the epic journey
- 95. DAY 1: Media partnership for photo shooting Hanoi the 1st day and HCMC the 1st 2 days •Format: Partner with a number of lifestyle magazines to do photo shooting on the ship •Theme: Luxury on yacht •Recommended Partners: Elle, Dep, Heritage Fashion, Golf & Life, Fmag Hanoi: Heritage Fashion HCMC: Day 1: Elle/ Dep Day 2: Golf & Life Fashion/ Fmag •Expected outcome: Media exposure about the Voyager on prominent top lifestyle magazines.
- 96. Photo shooting on top high-end lifestyle magazine
- 97. DAY 2: The launch event Theme: Odyssey Journey Timing: The 2nd day in Hanoi and the 3rd day in HCMC Guest partners: HCMC Golf Association, Club 20-30, Young President Organization Luxury Branding Partner: DAFC Media partners: The Robb Report, Elle Man, Doanh Nhan Sai Gon cuoi tuan Invitees: 70 golden tickets for each city to be granted to: Ambassadors of the voyage of fame CEO, successful entrepreneurs Editors/ Managing editors of high-end lifestyle & business magazines Influential bloggers Celebrities Winners of the auction Winners of the online contests
- 98. Post Event - Photo Release • Objective: To re-cap significant moments of the launch event • Format: Event of the month • Suggested media: Golf & Life, Dep, The Thao Van Hoa & Dan Ong, Elle Man, vnexpress.net, ngoisao.net, Anyarena, Partyin Saigon
- 99. Photo release Advertorials Social media amplicifation Photo opportunity at the event Media partnership Media release Media hosting & Exclusive interviews Amplifying to Generate Publicity
- 100. GOLDEN TICKET FUND Objectives: To pro long the echo of Golden Ticket campaign via activities to help local talent to reach their Goal
- 101. Amplification – The Charity campaign Idea: Partner with SGT group to use the money from the auction to support Local young talents in Biz. Partner with VTV6 to produce the reality program about this young people using the money to set up the dream biz. Expected outcome: TV coverage Photo editorials on a number of lifestyle magazines and online publications Dec - Mar
- 102. JOHNNIE WALKER- CONVERSTAION CALENDARS Classification JULY AUG SEPT OCT NOV DEC JAN FEB MAR APRIL KICK OFF SINGAPORE –F1 AUCTION PARTY VOYAGER DOAL-F1 MONACO-F1 Branded Content JOHNNIE WALKER’S GOLDEN TICKET Themaking of GOLDEN TICKETS The Fellowship of GOLDEN TICKETS The Fellowship of GOLDEN TICKETS GOLDEN TICKET FUND IN ACTION Special/ Feature Content Press release Viral Video Interview with the ticket maker SGF Amplification AUCTION PARTY for VOYAGER Fashion shooting ODYSSEY Fashion Shooting Interview Rewarding the GT FUND Fashion shooting Interview AMBASSADOR INTERVIEWS - THE VOYAGE OF FAME Event coverage GOLDEN TICKET FUND: Finding the candidate/Partnership with TV and Newspaper Advertorial – Interview of GOLDEN TICKET HOLDERS AFTER EVENT PHOTO RELEASE SOCIAL MEDIA AMPLIFICATION Contest to get the ticket Influencer program Social media amplification Sharing of Golden ticket holders Social media amplification Sharing of Golden ticket holders
- 103. The TeamThe Team
- 104. Team Structure Nguyen Thanh Son – Account Director Elias Hamed– Strategic Planning Director Laura Stoll- Account ManagerThanh Son – Content Strategist Trang Nghiem – KOLs Management Cong Khanh – Communication Manager Duc Thanh- Production Manager Khanh Linh – KOLs managerChi Phuong– Content Manager Tra Linh – Content Manager Thuy Vi – Communication Specialist Hong Hanh– Communication Specialist
- 105. Nguyen Thanh Son General Director • Nguyen Thanh Son is an entrepreneur and well-known communications expert. He founded T&A Communications in November 1996 and grew the company to 60 communications experts agency. His primary roles are overall development planning, alliance and partnership, new communications practices development. As Chief Knowledge Officer, he provides training program for both internal and external audiences. He also emphasizes the evaluation, development and execution of PR strategies for a variety of international clientele with a focus on corporate representation. • Prior to founding T&A Communications, Son served as a Desk Officer for the Vietnam Chamber of Commerce and Industry (VCCI), where he supervised trade promotion in ASEAN countries and in the US • Son began his career as a desk editor at the Vietnam News Agency (VNA) in the World News Section. A native of Hanoi, he graduated from the Moscow Institute of International Relations with a master in International Journalism in 1994 and then earned a second master in public relations from Oklahoma University in the United States. • Son is a USIS Business Fellow (Class of 2002) and a Rockefeller Fellow (Class 2005). He is widely known as a literary critic and an expert in cross-cultural integration. His first book, My Literary Criticism, was an instant success and a bestseller. He contributes to a number of publications and serves as editor for two online magazines. He also lectures on communications and Asian culture at La Trobe University in Australia, Yonsei University in Korea, and the Hanoi National University in Vietnam.
- 106. Elias Hamed Strategy and planning director As strategy and planning director, Elias focuses on looking for fresh insights and strategies to solve brand communication issues. For more and more demanding brands in Vietnam, Elias analyzes the evolution of Vietnam’s society, what we lack in our communication industry and provides a one to one solution to the brand, not a copy and paste strategy. Having joined T&A in early 2012 with his main responsibility in strategic planning, Elias has been working with leading international and local brands engaging the agency’s services and gaining experience in a wide spectrum of industries. His strong background in sales (7 years), in marketing (4 years) before communication gives him a good understanding of the clients business and needs Born into a family of expatriates, Elias has been living and experiencing customs of life in African, Latin American and Western Europe societies. Elias graduated from Sciences Po Aix, a leading French business school and got an MBA in the same university. He was rewarded with two prizes for being major of his promotion. Prior to coming to T&A, Elias worked as strategic director in McCann Erickson for 2 years, 4 years as marketing director in a leading multinational FMCG and seven years in sales in Banking and Insurance. His career in different functions and sectors have allowed him to develop a capacity of comprehensive understanding of the clients business Elias is based in Ho Chi Minh City
- 107. Laura Stoll Account Manager As an Account Manager, Laura works alongside the Lifestyle and Consumer group developing proposals and assisting with new pitches and new clients. She also manages clients for the Social@Ogilvy team. In 2008, Laura was an Intern for Ogilvy Action where her main responsibilities were supporting the team in proposals and client management for three major projects as well as carrying out valuable research. Now she works as Account Manager working with leading international and local brands. Prior to coming to T&A, Laura worked as Listings Editor for AsiaLife magazine, she taught English at VUS English Training Centre and worked as Account Manager for Purple Asia. Originally coming from Germany, Laura has been living life all over the world. Born in Iraq, growing up in Hong Kong and Vietnam whilst going to school in the UK has given her a wide knowledge of cultures. It has also allowed her to develop valuable communication skills and a firm understanding of Vietnam. Laura graduated from the University of Durham with a Bachelors degree in Anthropology coupling her life lessons with a disciplined education. She was also part of many sports teams including playing for Scotland in lacrosse showing dedication and a strong team player. Her global past and experiences in different business sectors means she has the capacity to understand clients both locally and internationally. Laura is based in Ho Chi Minh City.
- 108. Chi Phuong Hoang Managing Director Ogilvy Public Relations Worldwide Having over 5 years in Pubic Relations in Vietnam, Phuong has handled various major accounts across different industries. These brands include top-in-category global and Asian names encompassing both B2B and consumer, from aviation (Boeing, Vietnam Airlines) to destinations (Fraser Suites, Singapore Tourism Board) to real estate (Gamuda, John Lang Lasalle).... Phuong joined T&A Ogilvy in 2006 as a Group Account Manager, she was later appointed as Associate Director of Business Development for T&A Ogilvy. In 2009, she was transferred to Ogilvy PR to lead and oversee the overall management of Ogilvy PR, in terms of both business development and client servicing. She soon became the strong resource in developing outstanding programs as well as managing clients service operations for Ogilvy PR. Her current client portfolio at Ogilvy PR comprised local and regional clients as well as cross-discipline accounts, including AON, Dell, Ford, Kimberly Clark, Tiger Beer, Unilever, UPS, . For these clients, Phuong led and managed all aspects of corporate and marketing branding communications encompassing media relations, CSR management, issue management, promotions, account management, and administration.. Under Phuong’s leadership, Ogilvy PR has expanded to have strong presences in both Hanoi & Ho Chi Minh, the revenue of the unit has tripled in over a year. Currently, she is also leading the Ogilvy PR unit to develop and manage the new practice for social media PR called Digital Influence. Phuong graduated from the University of Texas, Austin with an honor degree in Advertising.
- 109. Nguyen Cong Khanh Account Manager • Having 3 years experience in Public Relations, Khanh has been handling with various clients in FMCG industry in Vietnam including Unilever Vietnam (Pond’s, Dove), Orion Food Vina, Henessy, Wrigley’s (Cool Air), Kimberly Clark (Huggies) and recently has extended to regional clients such as Victoria Milk (Australia) and World Kitchen. • Prior to joining in Ogilvy, Khanh had worked at Hong Thuy Communications as a PR Executive. He gained 2 year solid experience and expertise in both PR & Event management. • Joining in Ogilvy since September 2010, Khanh has accredited his capability in public relations and offered clients with many communications initiatives. • Khanh graduated from Foreign Trade University with honor degree in Business.
- 110. Khanh Linh Bui (Tracy) Account Manager, Ogilvy Public Relations, Vietnam Bui Khanh Linh joined Ogilvy Public Relations Vietnam in 2010 as an Account Manager. Earning a Master degree in Advertising & Integrated Marketing Communication from The Media School of Bournemouth University , United Kingdom, Linh possesses a diversified expertise that covers many facets of IMC including Advertising, PR and Integrated Media Strategy. Khanh Linh is especially entrusted to work with Life style & Consumer brands due to her in-depth experiences working for these groups. Prior to working with Ogilvy PR , Linh was engaged in various major PR projects in United Kingdom includes FMCG , luxury, car, fund raising categories with clients such as : Infinity Nissan, Ryvita, Topshop , Tesco UK. In 2 years, Linh has supported variety of clients such as California Fitness & Yoga Vietnam, Tiger Beer, Hong Leong Bank, Jollibee, Unilever, etc.. Khanh Linh is currently responsible for day-to-day account management, client service and media relations consultancy for Dell, Parkson , Gamuda Land, Kohler, Chevron and Corelle.
- 111. Thuy Vi Nguyen Vu (Vi) Account Manager, Ogilvy Public Relations, Vietnam Having 2 years experience in Public Relations, Vi has handled international and local clients, from various industries such as: Business Software Alliance, Research in Motion, Swinburne University of Technology, Parkson Vietnam and Kohler. Prior to joining Ogilvy, Vi has work at Park Hyatt Saigon Hotel and Vero Public Relations, where she has gained a diverse experience in Public Relations, Media Relations and Event Management. Vi graduated from Boise State University with a honor double degree in Finance and Management (with an emphasis in Marketing)
- 112. Tra Linh Nguyen Senior Account Manager, Ogilvy Public Relations, Vietnam
- 113. Thank youThank you
Editor's Notes
- #6: *Source: TNS VietCycle 1999-2008 **Source: 2011 Estimation by Vietnam government;
- #8: Ancestor worship is the honor and responsibility of first son Other members in family clan must listen to him. Any personal achievement will be considered “Bring fame to Ancestor” Men are supposed to lead various family tradition activities Men have absolute power in disciplining children and maintaining family order Children must listen and pay absolute respect to elders (Even if caning is need) Traditionally men make all key decisions
- #27: They expect to not only be successful but also to enjoy life too.