ABOUT

GENVIET is a jean clothing brand from the north of Vietnam, who wants to expand their business into the southern market, especially in Ho Chi Minh city. They are going to introduce their brand new product in this fall, 2016 and they would like to make a communication campaign for that. The objective of the campaign is creating brand awareness & engage with the target consumer in this area. For that, they prefer the campaign can be spread into 3 channels: TVC, Digital & Activation.

After 2 weeks of studying their SWAT, product's USP & their brand positioning, we found that most of the inbound component of GENVIET in Saigon doesn't have a "Saigonese campaign" that can engage the audience, especially the young generation who is GENVIET's target customer. As a result, we come up with an idea is that we associate GENVIET's jean clothing style with Ho Chi Minh most common & favorite street style: Bụi. We do that by spreading a viral story "Bụi is Jeans" via KOLs & TVC and encourage the audience to share their opinion about "Bụi is..." via GENVIET's microsite & minigame on social media, with the reward as a ticket to GENVIET's fashion weekend (an activation for their showroom & product with fashionista & influencer). Our campaign proposal has successfully win us a collaboration contract & makes us GENVIET's exclusive agency in the Ho Chi Minh.