In Vietnam, Close Up is the leading brand in the “Freshness” segment of the toothpaste category with more than 60% brand awareness among the youth. However within Vietnamese youth community, Close Up was observed as less exciting and engaging brand. In spite of continuous media interventions and activations, Close Up was still struggling to win the interest of Vietnamese youth and strengthen the brand love.

Challenge: How can Close Up strengthen brand love and build more brand awareness by finding something engaging and exciting that draws attention towards Vietnamese youth?

Mục tiêu

Increase brand awareness
Increase brand talk ability

Target Audience: The Close Up youth (18-24 YO) age group like to be Independent, socialize with friends at coffee shop. They are young, bold, and dynamic. When it comes to love & relationships, they like to be sincere rather than being serious.

Within television content, they mostly prefer to watch singing reality shows on television like The X Factor, Vietnam Idol and The Voice Kids for pure entertainment.

More than 90% (i.e. – 8.6 million) of the youth owns mobile phones and nearly 72% (i.e. – 6.4 million) of the target group access mobile internet. Nearly 50% of the digital time is spent on mobile watching videos, playing games, chatting with friends, updating status and uploading selfies on Facebook.

Insight

This is 1st year of the mobile audition campaign. The first and only strategic choice was to use Mobile as the lead medium for this campaign. We used the power of mobile which allowed youth to interact and participate in the singing contest on a mobile in fun and engaging manner.

Strategy

Creative Idea

During research, we discovered the Vietnamese youth are fanatic behind watching singing talent shows like Vietnam Idol and The X Factor. To perform on stage in front of large crowd, one need “Confidence” while they honestly believed they lack self-confidence to perform on stage.

Wow!!! An idea was born with the above powerful insight.

Close Up SING IN YOUR STYLE with CONFIDENCE: a contest on mobile that let you sing on mobile with CONFIDENCE.

Hoạt động thực thi

We used cross media channel strategy which raised awareness about the contest. We exclusively partnered with Zalo – the No 1 youth focused media channel to reach our Close up audience.

Simple media interventions like Mobile, Facebook, Online PR, KOL (Famous singer Thanh Bui) and Zalo application and messenger were used.

For the first time, we used “iVoice technology” on mobile from Zalo that produced an exciting singing contest for Close Up users to participate from their mobile via Close Up Zalo page using OTT (Over-The-Top) platform to enable the record voice function. Nearly 69% of the budget went on mobile out of the total digital campaign budget for a one month campaign

Video Case-study

Case-study Closeup - Sing In Your Style!

Mobile

Consumer First
Zalo is the No 1 online social messaging application & entertainment focused media channel with base of 30 million users. Nearly 68% of the Close Up target group accounts for Zalo users.

We invited consumers to participate in the 4 weeks contest via Zalo mobile notification and mobile banner on Close Up Zalo page and later users can continue to get more updates on the contest from the Close Up Zalo page.

Technology First
For the first time in Vietnam, we leveraged “iVoice” technology from Zalo and created an exciting contest within Close Up Zalo page to attract users to participate in the “Be Confident to sing high note” contest that challenged user to sing along with perfect voice quality recording function from their mobile. Each week had different themes to sing: “High note”, “Belting-note“, “On-pitch” .

We asked user to send #closeupidol as a message from their mobile to Close up Zalo page which then system will send them a part of song sung by a singer together with lyrics. Consumer was asked to hold their voice record function from mobile & sing within 15 second as long as it sounds good as per the sample. Once it’s done, they could submit it when the recorded version sounded correct or they could record again until satisfied.

Close up Zalo page installed music recognition technology to recognize & analysis their cover & instantly credit them with score from 1 to 100 (This technology system was built base on fingerprint of each audio sample that matches between recorded existing song vs user’s versions. The greater similarity between the original vs participants will define user’s score). User could then upload their song on Close Up Zalo gallery and share their song link with friend on Facebook to ask for voting to win prizes.

End of each week, top 10 scored users win Vietnam Idol branded gifts set (T-shirt, cap, bag, notebook).
Top 3 of 40 winners within 4 weeks will get special prize from Closeup:

First prize: 1 recording voucher at Soul Productions
Second Prize: Beats solo headphone
Third Prize: CGV movie voucher

Kết quả

The campaign surpassed KPIs across all the dimensions:-

Brand awareness of Close Up strengthened by +3 points.
Market share nationwide increased by +0.5% .
Market share Ho Chi Minh city increased by 0.8% within one month while rival brand Colgate had lost share by 0.5%.
Brand imagery “Close Up is Better than Other Brand” increased by +5 points.
Mobile full screen banner for i-audition received over 4 million unique impressions out of all total 14 million impressions delivered.
With the strategic and innovative use of i-Voice on Zalo for the first of its kind in Vietnam, Close Up achieved total 50746 followers within 1st week of the campaign which was higher v/s past Close up campaigns generated 30,000 followers.
66000 clicks made on the mobile banner i.e 2% CTR.
PR articles generated over 1.1 million view (Approx 44K USD)
Close Up Zalo page achieved total 52491 followers against KPI of 25000 .
The 1st time ever i-audition contest on mobile reached 50,746 audience within 1 week.
6960 entries were recorded from mobile.

MARKET IMPACT:

For a country with more than 36 % of the population (i.e 33 million) owns smartphones, impact of Word of mobile became more powerful than Word of Mouth.

Source :

MMA
www.Techinasia.com

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