Tham gia lên ý tưởng về chiến dịch truyền thông sáng tạo cho các nhãn hàng trong nhiều lĩnh vực.
Thiết kế key visual cho các chiến dịch truyền thông.
Thiết kế các định dạng quảng cáo cho chiến dịch như social post, video clip, comic.
Vẽ minh hoạ storyboard TVC, thiết kế nhân vật mascot, thiết kế showreel
Thỏa sức sáng tạo trong một môi trường digital agency năng động và chuyên nghiệp.
Cơ hội tham gia các giải thưởng sáng tạo trong nước và quốc tế
Tham gia vào các công việc khác theo điều phối của cấp trên.
YÊU CẦU ỨNG VIÊN
Tốt nghiệp chuyên ngành đồ họa hoặc có bằng cấp tương đương.
Sử dụng thành thạo After Effects, Adobe Premiere, Adobe Illustrator, Adobe Photoshop. Biết vẽ tay. Có khả năng chụp ảnh là một lợi thế.
Ưu tiên có kinh nghiệm làm việc trong các Digital Agency/ Advertising Agency.
Ứng tuyển gửi CV đính kèm portfolio.
Năng động, sáng tạo, yêu thích tìm tòi, nhạy bén trong việc cập nhật thông tin, các hình thức quảng cáo mới.
Chịu được áp lực công việc cao, có khả năng quản lý thời gian tốt.
Tinh thần trách nhiệm, cẩn thận, chủ động trong công việc.
QUYỀN LỢI
Làm việc trong môi trường chuyên nghiệp, năng động, đồng nghiệp trẻ trung và giàu nhiệt huyết, tại một trong những Tập đoàn hàng đầu về Digital Marketing tại Đông Nam Á, Top 10 doanh nghiệp công nghệ 4.0 của Việt Nam, Top 50 trong 500 doanh nghiệp tăng trưởng nhanh nhất việt nam (Fast500) trong 3 năm liên tiếp, Top 12 Doanh nghiệp nền tảng số uy tín được Phó thủ tướng Vũ Đức Đam vinh danh năm 2020.
Được đóng BHXH, BHYT, BHTN, hưởng đầy đủ các quyền lợi dành cho người lao động theo Luật lao động.
Chế độ khám sức khỏe, dành cho nhân viên chính thức định kỳ.
Chế độ phúc lợi: Du lịch hàng năm, dã ngoại, sinh nhật và thưởng các dịp lễ, tết, lương tháng thứ 13, thưởng KPI quý, thưởng KPI năm theo hiệu quả kinh doanh…
Có cơ hội tham gia các buổi training về chuyên môn nội bộ và bên ngoài.
Làm việc Thứ 2 – thứ 6, và 1 buổi T7 đầu tháng .
ĐỊA ĐIỂM LÀM VIỆC
Tòa nhà CIC, 219 Trung Kính, Yên Hòa, Cầu Giấy, Hà Nội
Brandformance is a strategy that promises to attract the attention of many businesses starting in 2023 to address the balance between brand building and performance optimization, bringing long-term benefits to companies.
1. Definition, Origin, and Importance of Brandformance
In the digital environment, users encounter thousands of pieces of content every day. Their attention span is continuously shrinking. It can be said that users are increasingly distracted by the abundance and allure of various digital content formats. Furthermore, numerous digital platforms are constantly evolving and expanding, continuously testing algorithms that pose greater challenges for businesses in attracting their target customers.
The common difficulties facing the economy in 2023 are putting significant pressure on many businesses, leading many leaders to prioritize achieving short-term sales goals. From this strategy, companies focus on optimizing marketing costs and expect to see quick results from their implemented campaigns. Businesses are increasing investments in formats such as sales advertising, prioritizing high return on investment (ROI), and looking for rapid results.
However, companies are also aware that profits from advertising are an approach that only serves short-term needs. Therefore, establishing a marketing strategy that balances short-term and long-term benefits has become more urgent than ever.
Brandformance emerged as a method to balance and optimize both short-term and long-term benefits for businesses. This approach combines branding and performance in communication strategies. While branding is used to establish an attractive and distinctive appearance for a brand or product in the market to attract and retain customers, performance focuses on stimulating sales and popularity, while keeping customer acquisition costs as low as possible.
2. What does the LEVI effect explain about how to implement Brandformance?
Imagine separating the activities of brand building and performance marketing and placing these two activities on a graph with one axis representing time and the other representing the effectiveness of the company’s marketing activities.
A phase in the implementation process will consist of four steps:
L – Lift-up: Optimistic about market prospects.
E – Effectless: Activities begin to trend toward saturation, gradually losing effectiveness.
V – Vague: The team questions the reasons for failure and explores alternative methods.
I – Illuminated: New methods are tested and prove effective, leading to strong implementation.
And the cycle continues.
LEVI – Exclusive model from Novaon Digital explains the effectiveness of Brandformance
The graph illustrates the trend line of brand value and performance ROI, corresponding to the individual activities of brand building and performance marketing.
If we place this in the context of a company implementing these activities simultaneously, the characteristics of the two activities are as follows:
Performance ROI increases rapidly during the Lift-up phase. Brand value also rises but at a slower pace. The effectiveness of performance ROI is much more evident compared to brand value. At the peak of performance ROI, the effectiveness of brand value is visibly lower and tends to plateau (but is not yet saturated) before performance ROI reaches its maximum.
From the Effectless phase to the Vague phase, performance ROI tends to decrease rapidly, while brand value remains stable (flat), and even shows a slight upward trend toward the end.
From the Vague phase to the Illuminated phase, performance ROI continues to drop to its lowest point. Upon reaching the starting point of the Illuminated phase, performance ROI begins to increase again. During this phase, brand value continues to rise and shows better effectiveness than performance ROI.
Therefore:
Investing in increasing brand value yields more sustainable results than focusing solely on performance ROI.
Combining these two activities simultaneously through the “Brandformance” method will provide optimal effectiveness for the business.
When implementing Brandformance, metrics traditionally associated with performance can also be effectively used to measure brand health (branding). Below is an example of website metrics in the banking sector.
3. Why many large companies will strive to implement brandformance from 2023
Apple’s Actions Since the Release of iOS 14
User privacy protection is becoming a crucial trend at the moment. Apple has taken the lead in implementing new privacy policies through their actions concerning IDFA (Identifier for Advertisers) in iOS. According to various predictions, the percentage of users who agree to share their IDFA with advertisers does not exceed 10%.
Since the release of iOS 14, the restriction on accessing IDFA has been a significant blow to the advertising system. When users decline to share their IDFA, advertisers are unable to track actions such as clicks, downloads, sign-ups, and purchases. This poses a disadvantage, as the inability to monitor user interactions with ads makes it difficult for marketers to measure their effectiveness, leading to wasted budgets on ads targeting disinterested audiences.
Changes in Advertising Algorithms on Major Platforms (Facebook, Google, etc.)
Major platforms like Facebook and Google are continuously updating their algorithms to prioritize content from friends over content from brands. This forces businesses to increase their advertising budgets. A cycle is created where marketers find themselves “drained” in both budget and energy while managing ads on these large platforms.
Compared to 2020-2021, advertising on Facebook is now much more restricted. One noticeable aspect is that in the past, simply having anyone’s phone number or email and entering it in Facebook’s search bar would yield their profile, but that is no longer the case. For example, previously, spending 15 million VND would get you 158,000 impressions. Now, you have to spend at least 20-25 million VND to achieve the same number of impressions. The cost of advertising on Facebook has increased by 5-10% if you want to achieve the same effectiveness as in previous years.
KhGoogle’s algorithm is also reducing visibility, forcing businesses to run more ads and spend more money. Companies are now competing directly for both organic search results and paid search traffic.
Towards Sustainable Marketing
Separating performance advertising from branding is not a sustainable long-term strategy because:
Over-reliance on Ads: Relying solely on advertising to attract as many customers as possible can negatively impact brand image and customer perception.
Missed Opportunities: It leads to missed opportunities to attract quality customers through indirect “organic” channels, which are more subtle in their advertising nature.
Resource Allocation Issues: Companies struggle to allocate resources effectively for two separate strategies, leading to budget waste.
Incomplete Assessments: This approach can result in inadequate evaluations of brand growth.
Brandformance perfectly addresses the challenge of balancing short-term and long-term goals by establishing a foundation for sustainable business growth while achieving key performance indicators. Brandformance enables companies to simultaneously communicate continuously with their target audience and build a strong brand presence, ultimately improving the overall ROI of their marketing campaigns.
Positive Impacts of the Brandformance Strategy
Brandformance brings numerous positive impacts to businesses, including increased brand awareness, building customer trust, and subsequently improving conversion rates. When a brand effectively connects and shapes its image, customers can easily perceive it as trustworthy, leading to quicker and easier purchasing decisions.
Additionally, by optimizing brand building based on performance metrics, the Brandformance strategy helps save resources and marketing budgets. This results in improved cost-effectiveness and higher profit margins.
4. Typical examples of brandformance implementation
Let’s follow the case study of the hair dye brand from Indonesia, Hello Bubble below:
Hello Bubble has built a Brandformance strategy and achieved impressive metrics: attracting 32,000 participants on TikTok, recording an 18.1% increase in brand recall among the target audience, and a 700% increase in total transaction value within one month. So, what did this brand do?
Hello Bubble launched a store on TikTok Shop to simultaneously enhance brand awareness (branding) while engaging users and increasing revenue (performance). They utilized brand ambassador Blackpink to visually showcase the hair dye colors to users. The brand created stickers and effects on TikTok and encouraged users to use these effects in their own videos. Additionally, various advertising formats, including viral videos with KOL collaborations, TopView ads, and Reach & Frequency (R&F), were employed to amplify the spread of videos using the effects created by Hello Bubble.
Target Audience Messaging
A deep understanding of the target customers is the first factor for an effective Brandformance strategy. Businesses need to grasp customer needs, desires, and how they interact with the brand to deliver appropriate messaging.
Many Brandformance campaigns start with customer surveys, asking specific questions such as:
What influences your decision to purchase?
What do you find special about your shopping experience with our brand?
What aspects of our product do you find most satisfying?
How does our product help you solve your problem?
Customer feedback is far more valuable than advertisers hypothesizing customer needs and wants.
Data-Driven Decisions and Analytics
Using data and analytics to monitor campaign performance will help businesses understand how customers respond and adjust their strategies in real time. Data not only shortens the decision-making process but also aids in effective budget allocation, especially for Brandformance.
For instance, a Brandformance campaign employing targeted content testing allows marketers to frequently monitor which content is performing well based on data. This enables them to scale successful content that has already proven effective. This content testing approach, developed by Meta, has proven effective in increasing ROI, shortening the time to create effective ads, and reducing costs associated with underperforming advertisements.
Constant Innovation and Adaptation
Optimization and adaptation are essential to keep pace with the continuous changes in the market, technology, and target customer groups. Businesses need to regularly review and adjust their Brandformance strategies to ensure they continue to achieve desired results. Let’s look at a case study where a brand focuses on innovation and adaptation in its Brandformance strategy:
At the end of the year, the retail sector receives a lot of customer attention. As a distributor of sleep products, Vua Nem aimed to attract more customers to purchase premium mattresses during this peak season. Additionally, Vua Nem sought to enhance its branding effectiveness to gain a competitive edge in a strong market and create a gap with its competitors.
Guiding Principle of Performance Culture in Decision-Making
To make quick and highly accurate decisions, a business needs to build, maintain, and develop a performance culture over time. This culture has helped the marketing team continuously generate creative ideas in a short period while ensuring that the decisions made are data-driven and precise.
At this point, imagine a system of barriers on a highway. The highway allows you to drive at high speeds to reach your destination quickly. The barriers provide a clear framework within which you can navigate. If needed, you can change lanes at any time. What remains constant is the direction and high speed at which you are moving.
Similarly, a performance culture acts as a system of barriers for decisions regarding campaign expansion. It provides a clear framework within which decisions can be made without requiring significant adjustments. The benefit of this “barrier” is time savings. For example, when a brand considers “jumping on a trend” on TikTok, it’s crucial to recognize that trends often end much faster than the time many companies spend evaluating whether they want to participate. Performance, in other words, is about pursuing goals, prioritizing speed and effectiveness.
5. How businesses can improve their Brandformance capabilities
Investing Heavily in an In-House Team
To successfully implement Brandformance, businesses need a well-rounded in-house team comprising experts in various areas: market analysis, data analysis, content creation, performance marketing, design, and more. However, it is crucial that team members are strong in their ability to collaborate, understand, and be familiar with the roles of other members, as Brandformance campaigns often require a high level of integration between creativity and technology.
Building a strong in-house team demands time, effort, and significant investment, but it allows businesses to better control the Brandformance process and make necessary adjustments to ensure they meet their business objectives.
Preparing a Budget for Brandformance
Brandformance campaigns typically require a budget for integrated communication activities, such as advertising, social media channel development, hiring influencers (KOLs), and organizing events. To achieve both brand and performance goals, businesses need to allocate their budget reasonably across each category and according to a specific timeline. This approach will help businesses control resources when executing campaigns.
Brandformance is not a short-term strategy; it needs to be maintained and continuously improved over time. Preparing a budget in advance ensures that the business can sustain long-term Brandformance activities.
Finding an Agency Partner with Strong Brandformance Capabilities
When first implementing a Brandformance strategy, businesses are likely to encounter mistakes and failures due to various reasons, including a lack of experience and resources. At this stage, seeking a reputable agency partner can help avoid unnecessary risks and losses for the following main reasons:
Agencies Have Specialized Resources to Support Businesses Holistically: Agencies typically have access to a wide range of expertise and resources that can enhance a company’s Brandformance efforts.
Reducing Time and Optimizing Goal Achievement Rates: Agencies have established processes for analysis and research, allowing them to expedite the campaign setup and execution.
Agencies Can Evaluate Advertising Channels Transparently and Objectively: They can provide insights based on the performance of each channel, ensuring that businesses make informed decisions.
Agencies Can Respond to Platform Changes Effectively: With techniques and experiences that have been continuously tested, agencies are better equipped to adapt to shifts in advertising platforms.
One secret to finding the ideal agency for implementing Brandformance is ensuring that they cover all three elements: Strategy, Creative, and Technology, in their service offerings. They know exactly how to combine these elements effectively and can explain the respective processes in detail to the business.
6. Wrapping Up: The Future of Brandformance and Branding
Brandformance will really become the marketing trend of the digital age. Therefore, businesses that want to build a brand image while achieving good results in terms of revenue need to start doing Brandformance right now.
When companies prioritize sales goals, they may struggle to be remembered, reducing their ability to reach new audiences. Conversely, over-prioritizing brand goals can lead to significant costs in brand building while hindering growth. This article, referencing Kantar’s research, aims to provide a more nuanced perspective on this perennial issue.
When Prioritizing Sales Goals, Companies Risk Being Forgotten
In Summary: Is branding or focusing on numbers and growth more important?
The CEO expects Marketing to drive short-term sales, evidenced by the numerous internal meetings created solely to answer the question, “Why aren’t we generating sales?” “Marketing for sales” is essentially known as performance, sales, or activation marketing (for example, promotional programs) aimed at achieving revenue efficiency.
In 2023, due to the notable impacts of economic fluctuations, a company’s ability to see profits from every dollar spent on marketing has become a decisive factor in the short term. Facing tough conditions, up to 48% of the global Marketing teams surveyed by Kantar reported that they are investing in promotional activities to attract customers rather than in brand building or more abstract concepts like optimizing customer experience. This is very dangerous.
In essence, it cannot be denied that digital advertising has evolved significantly. Instead of simply introducing products, describing their uses, and persuading purchases, modern digital advertising has a greater mission: representing the voice of the brand. In other words, digital advertising—this potential media channel—can achieve more than just selling stories.
The Importance of Long-Term Brand Building
Branding has become part of daily life, the experience of the masses, and a component of culture. Building a brand is more closely related to the sales story. Most importantly, brand building must make the brand stand out compared to competitors and facilitate consumer choice.
A famous case study in long-term brand building is Airbnb. In recent years, Airbnb has made significant changes to its marketing strategy. Since 2019, the company has sought to rely less on search advertising, focusing instead on marketing forms that have good virality and emphasizing public relations to strengthen its brand. Airbnb has actively communicated news about its business operations and has run television ads. Brands like Airbnb have become stronger, broader, and capable of continuing to exist with us for many years to come.
Dissecting Global Marketer Perspectives
A serious study conducted by Kantar (2021) aimed to find the key answer: What is the most important factor in measuring ROI—performance marketing, brand building, or a combination of both?
While 86% of marketers believe that the combination of both is necessary, only 63% of them report that they ACTUALLY MEASURE the effectiveness of campaigns based on both types of data.
The perennial story: measuring digital marketing campaigns in organizations. In many companies, measurement simply involves counting clicks and checking if sales have increased. While an increase in clicks is a positive signal, this metric is too basic to ascertain whether the money spent on marketing is truly effective.
The lack of research in digital advertising activities and the reliance on surface-level metrics like click counts have caused digital advertising to evolve primarily as a tool for performance. Given its low cost and immediate visible returns, using digital advertising in this manner can lead to a lack of a holistic view and strategic vision.
Another issue arises from the average tenure of a marketer—typically 2 to 3 years—which has sparked debate in many companies about whether to invest in a permanent Chief Marketing Officer (CMO) position. With new and attractive job opportunities on platforms like LinkedIn, a marketing role often doesn’t stay long enough to see the results of long-term strategies. As a result, marketers feel the pressure to demonstrate their abilities through quick achievements or results before moving on to their next position.
Is it possible to achieve brand building and performance marketing objectives simultaneously?
Assuming the goal of an advertisement is to achieve both branding and performance objectives, what would the weighting of each outcome be? Looking at data collected by Kantar over the past five years, it indicates a strong correlation between brand building and performance marketing.
Two-thirds of advertisements perform similarly in both areas. Very few ads excel significantly in one aspect while performing poorly in the other.
Evidence shows that ads successful in the short term still perform well in the long term, and vice versa. The key lies in the brand’s focus on brand building when developing advertisements.
It is especially important to not lose sight of long-term objectives, even when producing ads aimed at short-term results.
What Would Advertising That Achieves Both Outcomes Look Like?
Analyzing a dataset of 50,000 ads targeted at consumers over the past five years, several potential factors have been identified that help digital ads perform effectively in both branding and performance aspects (Source: Kantar).
Product or Brand Variations: Successful ads often showcase the product or brand in various forms. The top 5% of ads that excel in both branding and performance tend to provide more information about the product, including demonstrations of use, specific ingredients, or materials.
Brand Placement: The brand should be introduced early in the first few seconds of the ad. This helps establish brand recognition and sets the stage for the audience.
Wordplay: Incorporating humor through wordplay in ads increases engagement metrics and enhances the overall performance of the advertisement.
Trendy Influencer Marketing: The effectiveness of using celebrity influencers is particularly noticeable when reputable or well-known personalities are featured in ads. Their presence can significantly boost the impact of the campaign.
Important: Focusing on Brand Building Increases ROMI
While performance-focused advertising can show direct increases in ROI, a stronger emphasis on brand building has been proven to enhance ROMI, which is a more direct metric in marketing discussions.
ROMI measures the revenue generated by a marketing campaign relative to the costs incurred to run that campaign. It is calculated using the formula:
ROMI = (Marketing Income – Cost of Goods – Marketing Spend)/Marketing Spend * 100
Solving Problems with AI Assistants
The future of advertising shows promising potential for ensuring both brand identity and performance flexibly.
Artificial Intelligence (AI) has the capability to create dynamic content, allowing for the adjustment of ads during their execution. This integration facilitates a seamless combination of branding and performance content while enabling effective measurement. The ability to modify an advertisement in real-time—such as adding or removing offers or changing messages targeted at users—will ensure that both aspects are effectively represented in a single ad.
A successful example of a campaign that builds brand identity while showcasing sales techniques is McDonald’s ‘Hungry Eyes’ campaign. This advertisement does not aggressively prompt customers with a call-to-action; instead, it subtly reminds viewers that, thanks to the McDonald’s app, their favorite meals can be delivered at any time. This clever approach effectively boosts sales.
Understanding the strengths and influencing factors of digital advertising enables marketing teams to optimize their communication and advertising strategies, aligning with the significance of both sales objectives and brand building.
In the midst of an economic downturn, Airbnb made a groundbreaking impression in the travel industry by achieving its highest performance to date after shifting its focus from Search Engine Marketing (SEM) to Brand Marketing. So, why did the home-sharing giant make such a pivot, and how did Airbnb execute this plan?
Airbnb is one of the most popular online booking companies in the world. Since its establishment in 2008, it has revolutionized the hospitality industry by offering users unique lodging experiences at local destinations.
The shift from search engine marketing to building brand marketing, combined with the recovery of the travel industry after the pandemic, helped Airbnb achieve its strongest growth ever in the third quarter of 2022.
Airbnb Inc. stated that its strategy to cut advertising spending, invest in brand marketing, and reduce Search Engine Marketing (SEM) campaigns proved to be highly effective. As anticipated, Airbnb’s marketing budget was reasonably reduced starting in 2022 to avoid sudden cuts in the face of the impending economic downturn in 2023.
1. How Airbnb Implemented Its Brand Communication Strategy
“We see Search Engine Marketing (SEM) as a way to balance supply and demand rather than a way to attract a large number of customers.” — Brian Chesky, CEO of Airbnb.
Airbnb reduced its overall marketing budget. In the first quarter of 2021, the budget for sales and marketing dropped by 28% compared to the same period the previous year, down to $229 million. This cut was primarily due to reducing performance marketing costs, as Airbnb prioritized leveraging the power of Brand Marketing to attract potential customers.
CFO Dave Stephenson stated, “Our company is pleased with the return on investment we are receiving from our new strategic communication approach. We spent $383 million on sales and marketing in the three months ending September 30, 2022.”
He added, “The results from our Brand Marketing strategy are outstanding, with a high return on investment, so much so that we want to expand our services into more countries.”
Specifically, Airbnb made significant changes to its marketing strategy. In 2019, the company began experimenting with limiting search engine marketing and focusing more on broad marketing campaigns and public relations to build its brand image.
The company concentrated on PR activities, developing informative content strategies about its business operations, and launching advertising campaigns across various channels such as television, social media, video campaigns, user-generated content (UGC), and influencer marketing.
Airbnb CEO Brian Chesky further stated in a call that the company does not view marketing as a way to “buy” customers, noting that over 90% of the traffic to their platform comes directly without the need for search advertising. Instead, their strategy now focuses on using communication efforts to promote Airbnb Categories, which allows users to search for homes based on factors such as housing style or proximity to specific activities like surfing or skiing. Additionally, they are promoting AirCover, a policy designed to assist travelers facing issues like finding the wrong home or hosts canceling bookings at short notice. The company also offers AirCover for hosts, which includes liability insurance and damage protection.
When analysts asked whether Airbnb would cut advertising spending in light of the economic downturn or continue to invest in broader market expansion to attract consumers to new services, Airbnb executives indicated that they expect the percentage of marketing expenses relative to revenue next year to remain at similar levels as before.
2. What are the challenges for Airbnb when the wave of tourism marketing is back in full swing?
Mat Zucker, a senior partner and co-leader of global sales and marketing operations at consulting firm Prophet, noted that “Airbnb seems to have no priorities. They are actively integrating both.” One reason for this could be that Airbnb operates relatively leanly and is a newer player compared to traditional hotel chains. He mentioned, “They don’t have the burden of business structure, departmental divisions, and competitive personnel, which might be part of the reason they can do this seemingly easily.”
However, the Airbnb brand could face challenges if competitors ramp up their marketing expenditures. “I’m not sure if apartments are enough to maintain their share of voice,” Zucker said. “If hotel marketing comes back and spending begins to rise in the travel and hospitality sector, can Airbnb maintain its share of voice when hotels return aggressively?”
Airbnb has identified three strategic priorities for 2023:
Make Hosting a Mainstream Trend
Refine Core Services
Build the Foundation for Future Products and Services
According to Chesky, this means investing in marketing to raise awareness and educate travelers about Airbnb’s new services and offerings, such as Airbnb Categories.
The company expects to maintain its adjusted EBITDA margin in 2023, with a slight decrease in the first quarter as the brand increases its marketing spending. Sales and marketing will be higher by approximately 150 basis points as a percentage of revenue in the first quarter, but will remain unchanged for the entire year.
3. Enhancing Effectiveness and Scale by Balancing Branding and Performance
Novaon Digital, an agency providing brand experience solutions, believes that instead of approaching target customer groups in traditional ways, businesses need to focus on three key factors:
Implementing Long-term Marketing Strategies: Companies should adopt a long-term marketing strategy that emphasizes brand experience while balancing branding and performance.
Integrating Creative Content: Creativity should be integrated into communication and advertising activities, following the principle of driving creativity.
Leveraging Technology: Businesses should apply technology in their marketing activities to scale up rapidly while managing data effectively and minimizing advertising costs. The application of technology should be streamlined yet systematic, using two methods: integrating a CRM system and automating processes.
As they strive to enhance customer experience, Novaon Digital consistently seeks new solutions, incorporating technological elements and creative content to maximize effectiveness and create a more positive experience for customers.
Source: WSJ – Megan Graham (Reporter, The Wall Street Journal)
On June 13, 2023, Meta announced the Vietnam Business Messaging Awards 2023. Novaon Digital was honored as the Agency in Vietnam recognized in the Best Diversity category.
The Vietnam Business Messaging Awards 2023 is an award that recognizes the innovative, diverse applications and the integration of creativity by agencies in maximizing Conversations to help businesses unlock the power of dialogue. This award showcases Novaon Digital’s success after a significant transformation aimed at creating comprehensive and diverse brand experience solutions for all clients.
Novaon Digital is honored to be an agency in Vietnam honored in the Best Diversity category
1. Optimizing Profit for Businesses Through Conversational Marketing
According to Meta, Vietnam has the highest usage rate of Business Messaging among the surveyed countries: 73% of Vietnamese consumers reported using conversations to reach businesses. Approximately 40% of Vietnamese consumers indicated that they have increased the frequency of their conversations with businesses. At least 1 in 3 Vietnamese consumers chat with businesses once a week. Conversational Marketing is popular across all age groups, especially among Millennials and Gen Z.
The appeal of conversations through Messaging Platforms for businesses wanting to communicate with customers is crucial. However, merely applying these tools is not enough to meet customer expectations. In reality, businesses are struggling with the data leads from various advertising platforms flowing into their CRM systems. This results in fragmented data systems, affecting processes and personnel, and businesses need a robust tool to connect this vast data.
At the Vietnam Business Messaging Awards 2023, Meta also highlighted several new features of Business Messaging. The solutions and tools for Business Messaging, powered by advanced technology, help businesses reach their most promising customers and provide a personalized messaging experience easily and effectively. This also helps businesses optimize advertising costs while delivering the smoothest connection experience to their potential customers, enhancing conversion rates and revenue.
Panel Discussion: Transform business with Business Messaging Innovation
According to Ms. Van Le, Market Lead – Vietnam Growth Business at Meta, to effectively implement Business Messaging solutions, businesses need to:
Understand and apply Business Messaging at each stage of the marketing funnel to connect with and convert customers most effectively.
Leverage data and signals to optimize strategies alongside Business Messaging.
Collaborate with experienced agencies and Meta’s messaging partners to easily start and scale on a larger scale.
Recognizing this demand, Novaon Digital provides a solution through a new product that combines core technology with comprehensive brand experience services to optimize management for customers. In the process of enhancing customer experience, Novaon Digital consistently seeks new solutions, incorporates technological elements, and fosters content creativity to maximize effectiveness and create a more positive experience for customers.
2. How Novaon Digital Unlocks the Power of Conversational Marketing?
Novaon Digital has made a big turning point in its development strategy. Novaon Digital launches the mission of “Digitally transform Brand Experience with Strategy, Technology and Creativity” to become an agency providing brand experience transformation services on a digital platform with strategy, creativity and technology.
Le Viet Hai Son – CEO, NOVAON DIGITAL & Ben Joe – VP, Southeast Asia & Emerging Markets, Meta
In this context, Novaon Digital has developed a new product that maximizes solutions to promote and effectively implement Conversational Marketing:
Integrate new solutions from Messaging Platforms into the existing ecosystem and marketing funnel of businesses, including Messenger Offer ads, Lead Generation through messages (Click-to-Messenger Lead Generation), optimizing lead acquisition methods (Destination Optimization), chatbots, and CRM integration.
Develop a strategy for implementing the Messaging Platform, deploying strategies with a comprehensive brand experience solution from Novaon Digital.
Continuously innovate and diversify Creative Formats in content, providing rich materials for the Messaging Platform.
Effectively apply automation technologies like XChatbot with the Messaging Platform.
It is evident that in the digital transformation journey of customer experience, the application and upgrading of new tools are extremely important and necessary. Therefore, with technological improvements and new innovations from Novaon Digital and the Meta team, tools like Business Messaging will help brands quickly connect with and understand their customers better.
3. Vua Nem: Quality Brand Experience on Digital Platforms
From comprehensive brand communication solutions, Novaon Digital has successfully implemented many large campaigns for brands in the Vietnamese market and the region.
Vua Nem is a leading brand in Vietnam in the field of mattress distribution and retail, having conducted strong communication activities across multiple platforms.
In the process of seeking potential customers, Vua Nem consistently aims for and continuously experiments with new technological solutions and methods to change and enhance the customer experience when they interact with the brand.
Le Viet Hai Son – CEO, Novaon Digital & Le Huy Long – Head of Digital, Vua Nem
During the period from 2021 to 2023, recognizing the potential and effectiveness of Conversational Marketing, particularly the new Business Messaging tool launched by Meta, Vua Nem partnered with Novaon Digital to develop a plan to apply and implement this new method, aiming at two goals: increasing conversions and enhancing the customer experience. In the process of implementing Business Messaging, Novaon Digital developed strategies, creative content, and integrated new technologies to optimize Vua Nệm’s communication efficiency with potential customers, accelerating customer engagement through technical setups and continuous testing.
In addition to new communication strategies and the monthly sales push plan provided by Vua Nem, Novaon Digital created highly flexible advertising content for customers, which effectively conveyed the brand’s message while easily gathering customers’ desires and needs regarding seasonal services and products for the brand as a whole. As a result, Novaon Digital collected high-quality customer data that met Vua Nem’s expectations.
Novaon Digital has accompanied Vua Nệm for many years, with conversion rates continually improving.
Mr. Le Huy Long – Head of Digital at Vua Nem believes: “We trust that Novaon Digital helps us connect and engage with customers easily, providing them with appropriate service experiences, thereby increasing conversion potential. Updating relevant information meets the customers’ needs.”
Winning prestigious awards has recognized the efforts of the creative team at Novaon Digital. This is also a motivation for Novaon Digital to continuously harness the power of Strategy – Technology Solutions – Innovative Creative Thinking, developing more interesting and effective solutions for future marketing communication campaigns. This creates a comprehensive brand experience, especially in a digitally-led environment.
The Vietnam Business Messaging Awards 2023: Best Diversity further encourages Novaon Digital on its journey to become a trusted strategic partner for businesses and the choice of clients in every campaign and the long-term brand-building journey.
The success stories of brands partnering with us: See details
About the Vietnam Business Messaging Awards 2023
The Vietnam Business Messaging Awards 2023 is an award that recognizes the innovative, diverse, and integrative application of agencies in maximizing conversations to help businesses unlock the power of dialogue. The award showcases Novaon Digital’s success following a significant transformation aimed at creating comprehensive and diverse brand experience solutions for all customers.
In 2022, Novaon Ads, a member of Novaon Digital, had the honor of being recognized as the Meta Agency of the Year 2022 in the Business Messaging category in Vietnam.
Summer is considered the peak season for the home appliance and electronics sector. The hot weather in Vietnam requires strong support from cooling and refrigeration devices. As summer approaches, home appliance brands need assistance to navigate the fierce competition in the market and gradually win the hearts of consumers.
How to Navigate the Feature/Function Matrix of Products in Summer?
Feature/Function Matrix
Home appliances and cooling products have a wide variety of SKUs with numerous models. Each model is designed to meet specific consumer needs. Sometimes, this diversity in functionality creates an information “matrix” for consumers when they approach these products.
Promotional Matrix
In the summer of 2022, most home appliance supermarkets implemented promotional programs with messages like “Welcome the Bright Summer, Huge Discounts” or “Good Air Conditioners, Instant Deals.” Customers purchasing air conditioners during this time received discounts ranging from 10% to 30%, with some products being discounted up to 50%.
Specifically, in March 2023, Điện máy Xanh supermarket organized a discount program of up to 32% for the Beko Inverter air conditioner 12000 BTU RSVC12VT, reducing the price from 10.9 million VND to 7.3 million VND. The LG Inverter air conditioner 12000 BTU V13APFP model 2023 was reduced from 16.2 million VND to 15.8 million VND.
Similarly, Media Mart supermarket offered a discount of up to 25% on the Casper 1-way 12,000 BTU SC-12FS33 air conditioner, lowering the price from 10.1 million VND to 7.4 million VND. The Midea Msmall-10CRDN 9,000 BTU Inverter air conditioner saw a significant reduction of 46%, from 10.2 million VND to 5.4 million VND. (Source: VNBusiness Newspaper)
In general, these massive discounts to stimulate demand are a common strategy among many brands. However, a limitation of this approach is that it can still be challenging to capture customers’ attention if the communication strategy lacks differentiation or attraction.
Challenges for Brands: The Differentiation Dilemma
As consumer purchasing power increases, brands face the challenge of standing out amidst fierce competition. đi tìm lời giải với thương hiệu và thoát khỏi cuộc cạnh tranh về “giá và khuyến mãi” khắc nghiệt:
Brands Need to Establish Their Advantages Through:
Features and Uses
Emotional Media Stories
Give customers a compelling reason to buy
Going from the STC (Strategy – Technology – Creativity) model, Novaon Digital offers a communication framework to solve the problem through these 03 aspects as follows:
#01: Direct – Delivering Direct Benefits
In this approach, home appliance brands need to address the core issues by providing clear benefits of their products to customers.
Based on the experience of Novaon Digital, the home appliance category can be divided into two product segments:
Premium Products
Affordable Products
For each product segment, the user’s demand file is different.” The affordable product segment aims to solve the following problems: Cooling, heat resistance; cost-effective and emphasis on durability. Meanwhile, the premium product segment aims to provide values in: Optimal cooling, Health & beauty, Smart (the ability to connect multiple devices, use voice control,…).
In the role of the Electrical – Refrigeration brand, what the brand needs to do is to orient to affirm the rational benefits of the product to meet the specific needs of consumers.
#02: Thoughtful – Quan tâm tới người tiêu dùng
Based on the perspective of two popular product segments: Affordable and Premium, there are two ways that brands can approach to show interest in consumers. This lies in the emotional values that brands are capable of providing to their consumers.
Premium Emotional offer: Overcome hot season discomfort caused by cooling equipment: sharp headache, dry throat,…
DISCOMFORT DUE TO SUMMER WEATHER CHARACTERISTICS
The discomfort caused by summer weather includes:
Heat and stuffiness
Impact on health and skin
Leveraging the unique aspects of summer weather, Sunhouse once promoted its air fan products with a creative TV commercial. The brand posed the question to viewers: What would you do without the Sunhouse air fan? The video quickly went viral thanks to its delivery of three humorous scenes along with the repeated message, “You can live without many things, but you can’t live without the Sunhouse air fan.”
TVC has brought unexpected results to the Sunhouse brand with impressive numbers such as 1 million views on Youtube and thousands of views on the Sunhouse fanpage
2. DISCOMFORT CAUSED BY COOLING DEVICES
Uncomfortable airflow leading to discomfort and headaches.
Effects of being in a closed environment for too long: mold, bacteria, etc.
Cost impacts: wasted electricity, product durability affected, etc.
Panasonic air conditioners are inspired by the most advanced air purification technology, helping to filter the air for a quality living experience. The brand introduces the unique “Nanoe air purification dance” to convey a modern, dynamic, and colorful lifestyle. The campaign attracts support with the endorsement of the beloved MC Tran Thanh. Novaon Digital proposes 2 creative ideas that brands can use to tap into their emotions during the familiar summers:
From here, Novaon Digital proposes 02 creative communication concepts named:
ENJOY SUMMER and SUMMER SHELTER.
#01: Quick – Closing customers with swift decisions
“Consumers shop quite… impulsively.”
Many consumer purchases are often unplanned.
Some even believe that taking advantage of deals is smarter than sticking to a shopping plan.
The increase in searches for “nearby stores” proves that consumers shop without a fixed plan.
(Source: According to Google’s search report, 2022)
Leveraging the psychological effect of “impulse shopping,” which is actually observed across many age groups, Novaon Digital suggests optimizing three factors that influence customers’ decision-making time:
Quick #02: Consumer Information Provided
Home appliance products have a relatively high value, so consumers will take some time to decide whether or not to pay for those products. What brands can do best is to provide as much valuable information to customers as possible, as this can help accelerate the decision-making process.
Suitable channels for providing information:
Brand’s website
Online news sites
Social media
Content from influencers
The more specific and reliable the information provided, the more likely customers are to make a quick purchasing decision.
Quick #03: The Practical Ability for Consumers to View Products
Shoppers desire the most realistic viewing and testing experiences of products.
They are interested in: the color, design, actual size of the device, its suitability for the space, etc. They also want to experience the product to visualize how it will assist them in their lives.
To quickly close sales, brands should provide consumers with the ability to experience products as realistically as possible. For instance, at online touchpoints, brands can design high-level interactive games like VR Rooms, VR challenges, etc. This approach serves a dual purpose: consumers satisfy their entertainment needs while gaining a more realistic understanding of the products they are interested in. This helps accelerate their shopping pace.
Contact Novaon Digital here to learn more about how to apply VR and AR interactive solutions in the customer conquest process.
Suitable Channels for Providing Information:
The brand’s website
Electronic news sites
Social media
Content from influencers
The more specific and reliable the information provided, the more likely customers are to make quick purchasing decisions.
Quick #04: Convenient Shopping Channels for Consumers
Consumers have a multi-channel shopping habit:
Multi-channel shopping from online to offline.
Online multi-channel shopping through platforms such as Facebook, YouTube, TikTok, Instagram, etc.
Each channel integrates various product options/methods of shopping and payment.
Therefore, diversifying shopping channels is a way for brands to encourage consumers to make quicker purchases.
Conclusion
Thus, Novaon Digital has dismantled its communication formula to solve 02 difficult problems for the Electrical, Electronics, and Technology brands. The peak season is approaching, brands should quickly take shortcuts in this 2023 campaign to make summer’s key product lines stand out from the feature matrix or price competition.
To receive 1-on-1 advice on tailor-made Digital Marketing solutions for Summer campaigns, brands can REGISTER HERE.
As a combination of Brand Experience Solutions, Novaon Digital harnesses the power of strategy – technology solutions – innovative creative thinking.
With a team of more than 800 experts in Digital Marketing and advanced technology/data systems, Novaon Digital has accompanied and brought success to major customers across 20 industries, such as Peugeot, Huawei, Panasonic, Masterise Homes, Vietnam Airlines, etc. in the Vietnamese market.
With the characteristics of a tropical country, Vietnam faces hot and sweltering weather when summer comes. Catching up with the signals of summer, the Beverage and Bottled Beverages (non-alcoholic) industry has become extremely busy. In April 2023, when summer knocks on the door, the race to conquer consumers of FMCG beverage brands officially begins.
The FMCG Beverage Industry and the “Thirstiest” Season of the Year
The summer market is a playground for major FMCG players in the non-alcoholic beverage sector. The unique climate of the country, characterized by hot and humid summers, along with people’s active outdoor lifestyles, leads to an essential demand for refreshment and “cooling down.” In tune with the diverse needs, FMCG beverage brands have indeed launched a plethora of SKU beverage products with a wide range of functions to serve the refreshing needs of numerous consumers: from “cooling down” and “instant thirst quenching” to more abstract benefits like “detoxification,” “body purification,” and “electrolyte replenishment.”
In 2023, the landscape of non-alcoholic beverages becomes diverse and exciting due to new habits that have led to new behaviors and preferences compared to two years ago. For instance, the trend of environmental protection and reducing plastic usage has prompted consumers to limit their purchases of plastic bottled products and show significant interest in whether products are recyclable, leading to changes in the marketing strategies of many brands.
From a branding perspective, let’s review these fresh consumer trends before shaping the “to-do list” for summer 2023 with Novaon Digital:
New Aspects in the Context
Having experienced two summers intertwined with social distancing and health protection narratives, in 2023, the approach of FMCG beverage brands needs to be novel and distinct if they wish to capture consumer attention.
Through surveys conducted during collaborative campaigns with major FMCG brands, Novaon Digital has identified key challenges that FMCG brands need to address:
The challenge of product and messaging focusing on consumer health.
The challenge of green living: How FMCG brands can share their mission with society.
The challenge of mental health: How to ensure consumers are not only healthy but also happy.
05 opportunity trends for the FMCG Beverage/Non-Alcohol/Milk industry:
Summer Entertainment Trends: Quick, Concise, Explosive
Another approach is to utilize “snackable content” (quick and highly entertaining content).
The summer weather poses a challenge, so the presence of products or brands should make everything easier. Snackable content is a typical way to realize that goal.
“In the same amount of time, users want to see more.”
According to a survey by Meta, fast entertainment is gradually becoming a popular trend among Vietnamese users as they begin to prioritize watching more short entertainment videos. Recent years have officially marked the explosion of short video social media platforms such as TikTok, Facebook Reels, and YouTube Shorts.
For these reasons, short content with explosive touchpoints is the direction that beverage brands should leverage this summer to seize the opportunity to get closer to consumers’ hearts.
Proactive Health Care
Cooling the body is a top health concern for consumers during the summer. Specifically, consumers are interested in methods to mitigate the negative effects of hot weather (nutritional drinks for cooling down and ways to eliminate body odor, etc.).
Having lived with the pandemic for two years, the mindset of “prevention” has deeply ingrained itself in consumers’ subconscious. They have become accustomed to raising their awareness of health issues, shifting from “treating illnesses” to “preventing illnesses.” In the summer of 2023, the narrative goes beyond COVID-19 to encompass all potential illnesses one might encounter during the summer. Consumers are more concerned about health improvement methods, which requires brands to understand and “care for” them.
Suggestion for Brands: Implement a “Delicious Summer Dishes” menu or a guide to keeping a healthy throat during the summer to ensure that consumers can confidently enjoy all beverages in the hot weather.
Mental health is urgently concerned: In addition to physical problems, mind care is also a new trend that is of interest to a large number of consumers. Phrases like “Burn out”; “Healing”,… appearing more on social media, this is a very good opportunity for brands to build brand love for consumers through “deep care”.
According to the Google Year In Search 2022 report, the number of search results associated with the phrase “stress reduction” increased by 60% over the same period last year.
Mobile Games Take Over and Maintain Appeal After COVID
Tightly connected with consumers as a familiar means of entertainment during the pandemic, the use of mobile devices in general and mobile games in particular has been on the rise. The strong growth of mobile gaming stems from consumers’ demand for entertainment and their desire to connect with communities while working from home.
As of December 2022, there are 28.4 million gamers in Vietnam, with revenue from mobile games produced in Vietnam and released globally reaching $200 million per year.
The mobile gaming market is poised to “capture the airwaves” for FMCG beverage brands this summer, as consumers tend to stay indoors more when the weather becomes harsh.
Suggestion from Novaon Digital for Brands: Design interactive games for consumers as part of summer campaigns.
The game “Which Pair – Which Dish” is inspired by the choice of drinks that Novaon Digital suggests to the brand
Podcasts Intrude into Everyday Life
In an era where creative content formats are gaining popularity, trying to capture consumers’ attention, podcasts stand out as one of the key players.
According to Statista, by the end of 2022, it is estimated that the number of podcast listeners will account for over 20% of the total number of Internet users worldwide (approximately 424 million people).
Listening and viewing trends have diversified during lockdown and continue to infiltrate consumer behavior. Podcasts are often closely associated with commuting for work or study, but they have also become ingrained in daily life. Waiting times, travel times, exercise, and even bedtime have become suitable moments for listening to podcasts.
This is a precious timeframe that brands should not miss to penetrate into the world of consumers.
Virtual Reality Experience Leading the Trend to Upgrade CX (Customer Experience)
VR and AR have traditionally been known through gaming, films, and entertainment. However, today, VR and AR have expanded beyond their origins and are becoming a leading trend in applying technology across various industries. This presents a potential opportunity for the FMCG sector, which requires continuous investment, change, and development to cater to diverse customer groups.
Virtual reality experiences enhance the level of interaction, strengthening the connection between digital experiences and real emotions.
In 2022, the FMCG sector in general witnessed outstanding VR campaigns. A notable example is the Kinh Đô case study, “Keeping Festive Stories Virtually Alive,” which was very successful during the Mid-Autumn Festival 2022.
Or the typical case study “1170 Defense System” of Vinamilk has successfully conveyed the brand’s youthful and healthy personality through the AR game “Healthy belly dance”. The campaign was carried out during the period from Spring to Summer, showing that Vinamilk is a delicate brand when exploiting the story of the immune system and the time of changing seasons.
Summary of Part 1: Opportunities for Beverage FMCG Brands
Consumer Trends
The trends and consumer behaviors, as well as the concerns and worries of consumers in Summer 2023, have not changed significantly from previous years, such as the demand for entertainment, travel needs, and health care—specifically summer cooling.
However, the COVID-19 pandemic and the global economic crisis since late 2022 have impacted Vietnamese consumers: They now demand more comprehensive “care” from brands and expect entertainment to be “quicker” or “more abundant.”
This is forecasted to be the leading content trend in Summer 2023.
Platform Trends
In addition to the entertainment and media platforms that Vietnamese consumers are familiar with, the period from 2022 to 2023 marks the emergence of new platforms that are increasingly attracting and being favored by Vietnamese consumers. This presents an opportunity for brands to integrate into their communication strategies: Gamification, Podcasts, Virtual Reality (VR), and Short Videos.
In Part 2, Novaon Digital will provide four “Summer Concepts” suggestions to elevate this most promising seasonal campaign for beverage FMCG brands. Stay tuned for our article.
As we prepare for the Summer 2023 campaign, if brands are still struggling to shape their implementation strategy, please reach out to Novaon Digital for consultation.
Novaon Digital has been and continues to be a strategic Digital Marketing consultant for many major brands, proudly partnering with businesses during this Summer 2023 consumption season.
78% of customers using AR shopping say they are satisfied with their shopping experience.
The application of AR in marketing activities is becoming one of the most effective practices for many businesses, promising significant potential for growth in the future.
Createch Marketing: Utilizing technology to drive creativity and enhance every brand experience
“The perfect formula blends Strategy, Technology, and Creative Ideas”
Createch serves as a “bridge” between ideas and technology, providing creative communication solutions for brands. Applying Createch Marketing means utilizing one or more technologies in creative activities to effectively execute one or more marketing campaigns. To achieve this, brands need to have a clear understanding of the creative values they pursue and the technology they need to use.
The Createch Marketing model from Novaon Digital.
In this article, we discuss VR & AR solutions, one of the best forms to engage the entertainment layer for the target audience, shortening their shopping journey by providing them with more enjoyable motivations for shopping.
Context of 2023: What needs drive the application of AR & VR technology?
From the consumer perspective, there are many underlying needs that make VR & AR one of the preferred means of engagement for them.
The need for real experiences
These technologies allow shoppers to interact with digital content, overlaying virtual information onto the real world (AR) or immersing them in a virtualized environment (VR). Customers can experience products realistically anywhere without having to visit a physical store.
The need for personalized shopping
“70% of online shoppers want their shopping searches to be personalized according to their needs and preferences.”
The pandemic has driven many customers to shop online, allowing them to access personalized experiences. As a result, buyers continue to raise their shopping expectations and hope to receive better experiences.
On the other hand, to meet this demand, the development of real-time analytics and optimization technologies has increased the ability to deliver a more relevant multichannel experience than ever before. “Personalizing” the shopping experience through technological means is one of the reasons brands choose to utilize AR & VR.
The need for entertainment and mental comfort
After living with COVID-19 for two years, many people have chosen to seek different forms of entertainment to adapt to a life of “social distancing” and independence. Deep down, they crave mental comfort through entertainment media and content.
1) Virtual Reality Solution: VR Room
One of the highly practical solutions is the Virtual Reality Room (VR Room). This is a simulated space that strives to present details as realistically as possible, aiming to help users experience visual and auditory effects that closely resemble reality. The VR Room stimulates the imagination, visualization, and re-creation of the sensations of the viewer or player. Therefore, this technology is often applied in many specific industries, including Interior Design, Electronics, Fashion, and is now effectively utilized in sectors that require a high level of “display,” such as Agriculture, Technology, or even FMCG.
The VR Room can also be “enhanced” for higher interactivity by integrating gamification. This modern trend elevates the traditional VR format, boosts the effectiveness of the solution, and increases the likelihood of player engagement. This presents a goldmine for brands willing to explore it.
Some direct benefits of utilizing the VR Room solution:
Provides a new experience for customers.
Connects online-to-offline channels.
Reveals service processes.
Allows players to practice immersive experiences.
The VR Room format is categorized into solutions with the following applications:
Product Story Room
Heritage Gallery
Challenge Room
The Product Story Room is a format for telling the product story through a display room. When using the Product Story Room, customers can visualize the product in 360 degrees without having to see it in person. The benefit for the brand is that it can “educate” customers about useful information regarding the product.
H&M uses 3D technology to create a product story room for its new sustainable product line
Not only helping to display products, the Product story room is also a great form to help brands describe the production process, visit, and experience,… with customers in an authentic way. This great opportunity is for industries such as Liquid Milk – visiting dairy farms, Coffee – coffee farms, Fish sauce – shows about the fish sauce brewing process,… extremely interesting and creative.
Heritage gallery is a form of heritage exhibition that leads viewers into the tableau and feel the story. The form of Heritage Gallery is suitable for the purpose of building brand impression and sympathy, through the story of the anniversary of the establishment, the mission and vision, and the brand heritage left behind,… This solution gives viewers a sense of nostalgia and appreciation.
The form of VR Heritage gallery helps build brand impression and sympathy.
Source: VR360
Challenge room, as the name suggests, is a virtual reality room born for players to conquer. Challenge room promotes interaction through games and challenges set by the brand. Through challenges, players understand product information, campaign messages, brands, or a specific sales program. This form is especially suitable for: product launch media campaigns, promotional campaigns, giveaways,… of the brand.
1) Virtual Reality Solution: VR Room
In addition to the VR Room, AR Game is also a popular form favored by marketing campaigns due to the advantages brands gain from it.
AR Game is a type of game that utilizes augmented reality (AR) technology to recreate images and objects in a 3D format within the real environment, enhancing user experience and interaction. In this way, players and viewers can see their real surroundings while also viewing virtual images or content, making it easy to interact (touch, catch, etc.) with them.
AR Games can be applied across various industries and products/services, particularly in sectors with a relatively young customer base: FMCG, Technology, Education, Banking, Insurance, etc.
For brands, some notable benefits of AR Games include:
Enhanced user experience.
Creation of entertaining and interactive brand environments.
Ability to incorporate and customize for diverse themes.
Viral potential through sharing on platforms like TikTok, Facebook Watch, Stories/Reels, etc.
The AR Game format is categorized into solutions with the following applications:
AR Interactive Game
AR Lifestyle Filter
AR Interactive Game is a form of interactive game that aims to perform the tasks that the brand has set (dancing to the choreography, interacting with the product, choosing random messages,…). AR Interactive Game is suitable for the purpose of promoting a campaign or for a new product, increasing brand engagement on social media channels. With high interactivity, this form is also suitable for brands who want to build an image that is close and friendly to their customers.
AR Interactive Game: Weapons to help South Asian banks increase recognition
AR Lifestyle filter is an innovative form of creating attractive filters and encouraging users to use them. Applied in Marketing campaigns, brands design trendy filters to convey the spirit and message of the campaign and call on their consumers to spread. AR Lifestyle Filter is suitable for the purpose of promoting a campaign or new product, or increasing brand awareness on social media platforms.
Kimiko vegetable jelly applies AR Lifestyle Filter in conveying
Player’s choreography
Capabilities of Novaon Digital in Providing VR & AR Services
Novaon Digital proudly stands as one of the leading providers of VR & AR solutions derived from comprehensive communication strategies. The effectiveness of VR & AR will be closely aligned with the creative ideas of the campaign.
Advantages of Novaon Digital’s Createch Marketing VR & AR Service Package:
Proposal of ideas based on an overall strategy, addressing long-term business challenges.
Scientific methodology and comprehensive solutions.
Experienced consulting and production team with a wide network of partners.
Successfully executed communication campaigns for thousands of clients.
With these advantages, Novaon Digital has successfully applied VR & AR in over 30 large and small campaigns in 2022. As peak seasons for many industries approach, brands should quickly take the lead by utilizing Createch Marketing forms to achieve breakthrough results.
As a consortium of solutions for brand experience (Brand Experience Solutions), Novaon Digital harnesses the power of strategy, technological solutions, and innovative creative thinking.
With a team of over 800 digital marketing experts and an advanced technology/data system, Novaon Digital has partnered with and brought success to major clients across more than 20 industries, including Peugeot, Huawei, Panasonic, Masterise Homes, and Vietnam Airlines in the Vietnamese market.
In recent years, digital technology has been changing and transforming the way we live, work, and entertain ourselves. In the field of media and marketing, E! SHOW has become one of the preferred promotional formats for brands on digital platforms.
In 2023, Novaon Digital’s E! SHOW, themed “Emotional Touchpoints – Connecting Customers on Digital Platforms,” promises to deliver emotionally engaging entertainment experiences for audiences. E! SHOW consists of two main formats: Talkshow and Entertainment Show.
With a combination of technology and entertainment art, E! SHOW 2023 will be an unmissable media format for brands looking to reach their target customers and provide vibrant experiences on digital platforms.
E! SHOW: Connecting Emotion with Customers
E! SHOW is a program vividly presented through images, voice, and experiences in a real-life setting. The show features a group of characters engaging in conversations, discussions, and entertainment activities around topics introduced by the host. The content of E! SHOW is executed through various scenarios such as singing, games, sharing personal stories, taking challenges, and problem-solving.
The program is broadcast live or recorded on platforms such as Facebook, YouTube, TikTok, online newspapers, and entertainment apps. Notably, E! SHOW in its online format enhances interaction by allowing participants to discuss topics with new guests and engage in online shopping among users and potential customers through digital technology.
Novaon Digital’s E! SHOW focuses on two formats: Talkshow & Entertainment Show.
The format of E! SHOW is chosen by many domestic and international industries for their media and marketing campaigns. Among them, the most prominent industries include: Electronics/Home Appliances, Automotive, FMCG, and Finance-Banking.
Các ngành hàng phù hợp
An Emotionally Engaging Entertainment Program with E! SHOW 2023
Novaon Digital’s E! SHOW will feature interesting stories that brands have implemented, alongside various broadcasting formats on digital platforms, as well as behind-the-scenes scenes showcasing a professionally organized production process and scripts that have never been revealed.
1.Talkshow – A Unique Storytelling Combination to Inspire Brands
The Talkshow will discuss a specific product or service in a direct manner. Brands can promote product features through live recording sessions or indirectly through a character who has used the product. It will explore brand stories: the formation of the business, the CEO’s journey, lifestyle stories, etc., produced with specialized content themes.
Regarding the duration and presentation format of the Talkshow, it is expected to have one or several episodes in a monthly series, lasting over 30-45 minutes per episode. It will be implemented in the form of a video series or livestream. Guest participants will include the show host, industry experts, KOLs, influencers, and reviewers.
When broadcasting the Talkshow in these formats, Novaon Digital always ensures that brand imagery is prominently displayed, maintaining an engaging narrative and interaction with viewers.
Novaon Digital is launching a new format: “The Driver’s Seat”, featuring an impressive concept and content specifically designed for the Automotive industry. Brands can combine a Special Offer with an AI KOL in the Talkshow through two formats:
Booking an AI KOL to appear in the Talkshow.
Creating a customized AI KOL according to the brand’s wishes to appear online.
Talk Show: The driver’s seat
2. Entertainment Show – Utilizing Entertainment Elements to Highlight Product Brands
The Entertainment Show will focus on a specific product or service and will be produced with innovative and specialized content lines that incorporate entertainment elements. It aims to use entertainment to emphasize the product brand.
Regarding the duration and presentation format of the Entertainment Show, it is expected to have one episode per month, lasting approximately 30-45 minutes per episode. It will be implemented through livestreams and content that spans the entire campaign. The format will include a video series and livestream.
During the broadcast, the show will ensure brand imagery is prominently displayed, with vibrant sound and interactive engagement with viewers.
Novaon Digital is launching a new format called “Blindfolded Taste Challenge”, featuring an exciting concept and activities specifically designed for the FMCG industry.
Entertainment Show: Blindfolded to “catch” the taste
Why Choose E! Show by Novaon Digital?
The E! SHOW package possesses significant and unique advantages in the market, designed to provide customers with a high-quality and modern brand experience. There are several reasons to choose E! Show from Novaon Digital, including:
Marketing expertise from Novaon Digital’s professional advisors.
Content concepts that align with digital content trends, featuring innovative presentations that are easily accessible to viewers and evoke genuine emotions.
Utilizing advanced technology in the deployment and execution of E! Show to effectively reach the target customers.
Support from Novaon Comm, Onfluencer, NovaonX, Novanet, and more.
Novaon Digital is a strategic partner of over 34,000 KOLs & Influencers in Vietnam and regularly collaborates with reputable production companies, media, and journalism entities.
In the context of a rapidly developing digital transformation market, Novaon Digital’s E! Show has delivered a comprehensive and high-quality service package to clients. With the message “Emotional Touchpoints – Connecting Customers on Digital Platforms,” E! Show asserts its goal of creating a complete brand experience and ensuring customer satisfaction.
E! Show from Novaon Digital not only delivers product value but also creates a strong connection between customers and brands through digital platforms. With a commitment to excellent customer care, E! Show is becoming one of the top choices for brands looking for reliable and high-quality product promotion methods.
As a comprehensive solution for brand experience (Brand Experience Solutions), Novaon Digital harnesses the power of strategy, technological solutions, and innovative creative thinking.
With a team of over 800 digital marketing experts and advanced technology/data systems, Novaon Digital has accompanied and contributed to the success of major clients across 20 industries, including Peugeot, Huawei, Panasonic, Masterise Homes, Vietnam Airlines, and more in the Vietnamese market.
Novaon Digital harnesses the power of Strategy, Technology, and Creativity to drive brand growth. Drawing inspiration from crafting transformative experiences, we aim to enhance customer understanding and appreciation of your brand.
