D O M O R E W I T H L E S S

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The Story Of VIETNAM TOURISM

Fact

In 2015, Vietnam had 7.94 million foreign

travelers and 57 million domestic travelers.

Vietnamese people still have been wary and afraid of domestic travelling or

spending time on travel abroad instead of their country.

OBJECTIVE

30% Target Customer is aware of Bitis Hunter

5% of them buy products

50% Target Audience is aware of campaign

Increase the domestic travellers by 20% to 2015

Communication

Business

Target Audience

Dynamic Passion of Tourism

Enthusiasm

Nationalism

Show-off ego

Reason to choose: This group is a part of Bitis‟s Target Consumer and it

has big impact on other youth.

Age: 18-25

Live in 6 big cities

(HCM, HN, HP, Cần Thơ, Đà Nẵng, Huế)

Income: BC+ Education:12+

Attitude toward Product: Looking for a quality sport shoes with fine design at reasonable price.

How was your last trip?

“It was beautiful and fun”

NOT UNDERSTAND DEEPLY

But

Their Talk And Thinking

LACK OF CONFIDENCE

Driver

I want to learn more

experience to discover myself

and my country and live my

youth fulfilly

Limited resources and afraid of

being judge by people around

about my tourism experience.

à l à không lên è

C ình h

I want to live fulfilly with my youth without wasting a moment. I’m always trying to find experience as much as possible. Then I have not been judged by people around on my

experience. But this makes me un-intentionally forgetting the core value of the trips.

I do not realize that I gradually become a "superficial tourist".

Barrier

Insight

Vietnamese Tourism Opportunity

Has a lot of extremely beautiful landscapes across

the country

Wanna live my youth life

fulfilly and don‟t want to

waste a moment, but this makes

me un-intentionally forgetting

about the core value of the trips

Product truth

Bitis Hunter: Nhẹ Như Bay

Help users more comfortable,

less weary on the long trips to discovering deeply and unique

experience.

Consumer truth

Big Idea

Key message

“Hunting the real Experiece”

Be a real Hunter

Let Travelling like a HUNTER.

Go hunting for their beauty, culture not just looking around.

Strategy approach

What is real

experience hunting 1 How to become

A real hunter 2 Map your Vietnam!

Hunter 3

D E P L O Y M E N T P L A N

First 3 weeks (1/6-18/6)

Viral clip

“PAUSE or POSE”

Activation

“INSPIRED EVENTs” supported

with Real Hunter handbook

Trigger Experience Amplification

Times

Message

Key hook

Next 3 weeks (20/6-10/7) Last 2 weeks (11/7-1/8)

“What is the real

experience hunting?” “How to be a

real Hunter?”

Microsite

“MAP YOUR VIETNAM”

supported with viral song

Objective Define the

„real experience hunting‟

Encourage the youth

hunting the real experience

Brand Role Support the “real experience”

hunting travel attitude.

Connect KOLs with same vision

Encourage Vietnam youth

naturally to share the proud of

country, exploring their own real

and unique experiences

Sponsor for the campaign,

appear in communication

channels as supporter

“Map your Vietnam! Hunter”

Every „Hunter‟ becomes an

Ambassador for Vietnam

KPIs 75% TA aware about

this clip, 2 millions views

through platfroms

5000 youths joining event/city

30% of them accept the Real

experience challenge

5% buying Bitis Hunter

10,000 updates on MAP

YOUR VIETNAM

Domestic traveller increase

by 25%

D E M O E X E C U T I O N

Trigger Budget: 50,000 USD

“PAUSE or POSE” Viral clip

The scenes change rapdily between the “real” and “superficial” traveler/hunter

D E M O E X E C U T I O N

After the journey, what you got ?

“Take a POSE and we GO” “Take a PAUSE and we KNOW”

“The real experience hunting come from

a PAUSE not a POSE” Find the answer in 24/06/2016 at NVHTN

D E M O E X E C U T I O N

Experience Budget: 100,000 USD

Activations in 6 cities

1. Stimulated Game:

Rock climbing, running, high jump

with Bitis Hunter

2. Inspiring talks

Hoang Duc Minh shares experience

and inspires the youth

3. Publishing the handbook

Publishing the real experience hunting

handbooks for Vietnam Youth

D E M O E X E C U T I O N

Experience

3. Publishing the handbook

Publishing real experience hunting

handbooks for Youth

D E M O E X E C U T I O N

Experience

3. Publishing the handbook

Publishing real experience hunting

handbooks for Youth

“Hunt your own moments”

V I R A L T H E M E S O N G D E M O E X E C U T I O N

Amplification Budget: 100,000 USD

“Let‟s map Vietnam

with your experience. Hunter!"

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M I C R O - S I T E : “MAP YOUR VIETNAM”

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Son Tung M-TP ft. Den for travel theme song – emphasize on the epic landscapes and human beauty of Vietnam. The real

morale booster for Vietnamese youth to discover our country.

VIETNAM tourism

start changing

from YOU

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