Background

At the end of 2022, post-COVID, although Vietnam’s domestic tourism market has prospered and is one of the first Southeast Asian countries to reopen, the recovery rate is still the lowest in the region, especially in terms of international visitors.

As a market leader, together with Lotusmiles – the most unique loyalty program in Vietnam, Vietnam Airlines has focused on attracting new customers, especially from international customers, upgrading the brand experience, optimizing on the mobile platform and strengthening the connection with new technology.

By leveraging the strengths of technology and expanding online interaction, Vietnam National Airlines has successfully attracted both domestic and international customers, contributing to stimulating Vietnam’s tourism demand to develop strongly again.

Objective

Vietnam Airlines is focusing on important goals to promote sustainable growth and development.

• Communication Objective: The company aims to constantly improve the brand experience through the application of advanced technology, especially on online platforms App Mobile, website, Gmail, Zalo, Viber… to provide convenience and a seamless personal experience.
• Marketing Objective: Build deep connections with current and potential customers through content personalization, omnichannel engagement, and specialty care programs, thereby enhancing Vietnam Airlines’ brand recognition and engagement.
• Business Objective: Boost sales from new customer sources, especially international customers with high spending power, which plays an important role in business recovery and expansion.

In this way, Vietnam Airlines aims to build a strong and long-term relationship, increase the rate of returning customers and stick with the brand, affirming the pioneering position of Vietnam’s national airline.

Idea

Salesforce AI Analytics

The campaign is powered by Salesforce’s artificial intelligence (AI). Salesforce AI Analytics provides insights into CRM processes and real-time operational data, helping Vietnam Airlines have a more comprehensive view of customer behavior assessment. After consolidating the data, the platform enables prediction of customer behavior across sales, marketing, and service channels, including analyzing customers’ past habits on websites and mobile apps, as well as their spending trends to expand cross-selling opportunities for products and services. This approach helps optimize marketing activities according to individual preferences and expected behavior of each customer.

In addition, thanks to geotargeting technology, Vietnam Airlines can identify the country where potential customers are located. Combined with user data (identified and unknown), this technology supports the creation of relevant content and offers that are maximally personalized to the currently recorded behavior. All based on more than 10 important factors in the customer’s trip such as weather, cuisine, culture and language… creating a unique experience for each separate journey.

Campaigns Powered by Salesforce’s Artificial Intelligence (AI)

Salesforce AI Analytics – provides information about customer relationship management (CRM) processes and real-time operational data to help Vietnam Airlines have a more comprehensive view of customer behavior evaluation

Strategic Solutions

1. Personalization Content  

Based on CRM data, Vietnam Airlines has developed a sophisticated and effective customer outreach strategy by creating more than 200 different customer segments.

Each of these segments is not only defined based on distinct consumer characteristics and behaviors, but is also served by the most appropriate content and communication channels. This allows Vietnam Airlines to meet the diverse needs of each customer group, and at the same time attract and retain potential customers effectively.

Vietnam Airlines understands that every customer has their own desires and preferences, so personalizing the communication message is extremely important. Thanks to the detailed data analysis from the CRM, Vietnam Airlines can identify the factors that affect the purchase decision of each segment, thereby developing attractive and value-added content. The communication channels that Vietnam Airlines chooses are also optimized to match the behavior and habits of our customers, ensuring that our messages reach the right people at the right time. Thereby, Vietnam Airlines not only improves the efficiency of approaching customers but also contributes to building a sustainable and reliable relationship with them.

Vietnam Airlines has classified customer groups to tailor programs and messages to each target group

Vietnam Airlines has effectively applied a customer segmentation strategy to optimize communication activities and create a personalized experience for each audience group.

For potential customers: The airline focuses on highlighting its image as a national airline with four-star standards, outstanding flights and excellent customer service, in order to attract attention and stimulate customers to learn more about Vietnam Airlines’ products.

For potential customers, the campaign emphasizes Vietnam Airlines as the national airline with four-star standards, premium flights and excellent customer experience

For current customers: The strategy is divided into two main groups

• Non-members: Vietnam Airlines implements attractive incentive programs to motivate them to participate in the loyalty program.

For existing customers, Vietnam Airlines’ goal is to encourage them to register to become a member to upgrade their membership tier, buy more tickets or become loyal customers for future flights

• Members: The airline constantly enhances the value of the experience by personalizing messages and offers, encouraging them to upgrade their membership tier, buy more tickets, or increase their use of the service.

Customers upgrade their membership tier, purchase additional tickets, or become loyal customers for future flights. This approach not only helps to strengthen relationships with customers but also creates sustainable revenue growth opportunities for Vietnam Airlines.

Customer experience at Lotus Lounge

Vietnam Airlines expects customers to upgrade their membership tier, buy more tickets or become loyal customers for the following flights

2. Event Marketing  

Vietnam Airlines also actively sponsors many local cultural events, with the goal of not only promoting domestic tourism but also attracting international tourists. These programs are promoted to each customer segment, accompanied by attractive incentives for flights on corresponding routes, creating opportunities for customers to fully experience the beauty of the country’s culture.

In July 2023 in Hanoi, Lotusmiles members are invited to experience the art of Ikebana flower arrangement and Japanese cuisine.

Lotusmiles members are invited to experience the art of Ikebana flower arrangement

Hozo International Music Festival 2023 has attracted hundreds of thousands of spectators and has become an annual music event of Ho Chi Minh City. Appearing at the Food Festival area within the framework of Hozo Super Fest 2023, Vietnam Airlines’ Lotus Deli bubble milk oolong attracted the attention of a large number of genZ. Young people queue up to enjoy delicious bubble tea of Vietnam Airlines.

Hozo International Music Festival – HOZO Music Festival 2023 has attracted hundreds of thousands of spectators and has become an annual music event of Ho Chi Minh City

In Nha Trang, Vietnam Airlines accompanies the VnExpress Marathon to become one of the largest sports events annually.

Vietnam Airlines accompanies many annual races such as the VnExpress Marathon

3. CSR Marketing: “1 Million Miles of Love”

Novaon Digital accompanies Vietnam Airlines to conquer MMA Smarties 2024 Vietnam Airlines launches a charity program called “1,000,000 Miles of Love”

Vietnam Airlines launched a charity program called “1,000,000 Miles of Love”, a meaningful initiative to connect the community and spread love. The program allows members to donate their miles to support practical volunteer activities, thereby helping disadvantaged people in society. With every mile donated, we not only create opportunities for those in need, but also inspire a spirit of sharing and connection among community members, including:

• 9 surgical projects for 1,100 children with cleft nose and palate
• Screening and surgery for 3,000 children with deformities existing in remote areas
• 4 projects of Head – Face – Neck – Eye deformity surgery for 180 cases

This is a way for Vietnam Airlines to join hands to build a better society, bringing joy and hope to those who are in need of support.

4. Data Activation & Real-time Marketing

Vietnam Airlines has implemented Data Activation and Real-time Marketing to optimize customer experience on Vietnam Airlines App, Gmail, iMessage, Zalo, Website, Viber… Our customer segments are offered unique offers tailored to each route they choose. The itinerary is personalized according to specific stages: From ticket purchase, pre-flight, in-flight, post-landing procedures.

After the data is synchronized and activated, Vietnam Airlines has set up an automated communication process for each segment. Communication content is tested through A/B Testing to determine the most optimal solution, thereby ensuring that the message conveyed is always accurate, timely and suitable for customer needs, improving interaction efficiency and building a strong relationship with them.

Vietnam Airlines has implemented Data Activation and Real-time Marketing to optimize customer experience on Vietnam Airlines App, Gmail, iMessage, Zalo, Website, Viber.

RESULT

The campaign has garnered impressive numbers:

• The campaign attracted 43 million new customer records from 17 countries.
• The number of international visitors increased by 283.5%.
• International sales increased by 154%.
• The number of new Lotusmiles members increased by 1 million.
• 20% growth in the number of Lotusmiles members.
• Online sales increased by 145%.
• The percentage of active Lotusmiles members increased by 63%.

At the SMARTIES Awards Vietnam 2024 ceremony, Vietnam Airlines’ “Million miles of wonder experiences” campaign also achieved a successful double:

• Silver (no Gold) in the Personalization category
• Bronze Prize in the Real Time Marketing category

Novaon Digital accompanies Vietnam Airlines to conquer MMA Smarties 2024

Through a meticulously designed campaign, making full use of customer data, Vietnam Airlines has reached the right audience with the right method, timing and message, thereby significantly improving the indicators of customer experience performance with the brand. The campaign not only succeeded in attracting international visitors, but also laid the groundwork for long-term goals, turning investments in marketing technology and data architecture into tangible revenue outcomes.

Novaon Digital is proud to be an agency accompanying Vietnam Airlines in its journey to conquer the MMA Smarties 2024 award this time.

At the end of the MMA SMARTIES season in Vietnam, Novaon Digital and Vietnam Airlines believe that in the future, more strategic initiatives and innovations in marketing will be implemented, in order to optimally meet the needs of customers and contribute to the sustainable development of the brand as well as the whole industry.

The campaign continues to be nominated by the MMA SMARTIES APAC (Asia Pacific region) shortlist. This achievement is a clear testament to the strength and effectiveness of the “Million miles of wonder experiences” campaign with innovative and groundbreaking marketing initiatives. Stay tuned for the latest information about this contest in the near future!