WAKE-UP

2021 CAMPAIGN
ANALYSIS
GROUP 4’S IMC ANALYSIS
Lecturer: Dinh Tien Hoang
 CONTENTS
TABLE OF
01
INTRODUCTION
VINACAFE BIEN HOA, WAKE-UP
COFFEE AND 2021 CAMPAIGN

02
OBJECTIVES & INSIGHT
CAMPAIGN OBJECTIVES &
CUSTOMER INSIGHT

03
CONCEPT
KEY MESSAGE, KEY VISUAL &
PRINT ADS

04
IMC TOOLS
TOOLS USED &
THEIR COORDINATION

05
PROJECT STAGES
CAMPAIGN RESULT &
LESSON LEARNT
01

GROUP MEMBERS
THAI TUAN NGUYEN

02 PHAM HOANG PHUC

03 NGUYEN THI THAO VI

04 CAN DINH ANH KHOA

05 TRAN TRUNG DUNG

06 TRAN THI QUYNH NHU

07 TRAN LE NGUYET QUE

01 INTRODUCTON
VINACAFE BIEN HOA, WAKE-UP COFFEE
AND 2021 CAMPAIGN
 VINACAFE BIEN HOA
 2004, Bien Hoa Coffee Factory
transformed into Vinacafé Bien
Hoa Joint Stock Company
 Developing Vinacafé & Wake-Up,
accounting for 41% market share
 Famous for Wake up Saigon milk
coffee, Vinacafe Gold Original
coffee, B'fast cereal
 WAKE-UP COFFEE
 High-end segment focusing on
office workers from 20 to 35
 Also emphasizes convenience so
that the whole family can use it.
 Sep 2021, launched Wake-up Black
Da Vietnam & Wake-up Brown Da
Vietnam specializes in the strong
flavor produced from pure coffee
beans
 “CA PHE MANH HON
CA PHAI MANH”
 A strong nuances message,
“confronting" directly with its
competitor, Nescafe
 A collaborative campaign with a
relatively large number of 90
influencers.
02 OBJECTIVES & INSIGHT
CAMPAIGN OBJECTIVES & CUSTOMER INSIGHT
 CAMPAIGN OBJECTIVES
BRAND
20% AWARENESS

7% REVENUE

ADVERTISING
17% LEVEL
BUYER PERSONA

Occupation Motivation
Office Workers  Enjoy
convenience
Ages  Enjoy a strong
20 – 35 y/o flavor coffee
 Enjoy multiples
Gender choices
Male
 CUSTOMER INSIGHT
LOVE STAY COFFEEHOLIC
CONVENIENCE CONSIOUS
Emphasize convenience Help working Love a strong
& ease of preparation better & be more flavor, along with a
productive sense of
masculinity and
sophistication
03 CONCEPT
KEY MESSAGE, KEY VISUAL & PRINT ADS
KEY MESSAGE

“CA PHE MANH

HON CA
PHAI MANH”
Emphasizes boldly with strong
nuances on positioning
high-end instant coffee
with strong flavors.
Brings alertness, strength,
personality, and energy for
an effective and positive
working day.
 KEY VISUAL
MAIN COLORS MAIN IMAGES AUDIO/ SOUND
Brown Male, Pounding,
& Black Strength & Exploding &
Energetic Refreshing
 PRINT ADS
OOH YOUTUBE FACEBOOK
Billboards, Run ads 3 Fanpages
outdoor about (Wake Up,
posters: high- products Hop Showbiz,
traffic areas Wake-up 247).
04 IMC TOOLS
TOOLS USED & THEIR COORDINATION
 BUDGET
TOOLS SUBJECTS KPI

IMC COORDINATION
(VND)
• 3 fanpages: Vẽ Bậy,
• Epidemic (2021): Opportunity to
Hóng Hớt Showbiz,
SOCIAL launch new products since the
Wake-up 247
demand for instant coffee is
MEDIA: • Influencers post 822,500,000
higher
FACEBOOK coffee drinking videos
• World cup qualifying round 3
• 9-10 influencers
(7/9/2021)
posts/ days
• Clip advertising (11/12/2021)
SOCIAL “Ca phe manh hon ca phai manh”: • Video: 4,416,980
MEDIA: 2 videos views 1,323,000,000
YOUTUBE • Run ads on youtuber's clips • Ads: 6,332,000 views
• Sponsor for youtubers
• World cup vòng loại 3 (7/9/2021)
• Macro influencers (8): Bùi Tiến
Dũng, Tuấn Trần, Lâm Bảo
Châu,...
1,475,000,000
INFLUENCERS • Middle influencers (7): BLV Anh • 90 influencers
Quân, Trương Anh Ngọc, Hoàng
Anh Tú,...
• Micro influencers (72): Phan Thùy
Linh, Quỳnh Hương, Kiều Anh,...
 IMC COORDINATION
BUDGET
TOOLS SUBJECTS KPI
(VND)

• Convenience stores:
• 93 banners in
Vinmart, CircleK,
HCM
BANNERS Family Mart,.. 3,280,000,000
• More than 572
• At places with high
in Viet Nam.
traffic density

• World cup qualifying

• 5.5k interactions
round 3 (7/9/2021):
• More than 100
EVENTS Predict the winning 42,350,000
online
score, moment
participants
2:47,…
05 RESULTS & LESSON
CAMPAIGN RESULT & LESSON LEARNT
 RESULTS
150-200% 50-60%
Of KPI on some Brand awareness:
posts, much 29K on Bui Tien Dung’s
higher than videos, 3K on
expected Truong Ngoc Anh’s
photos

Of adsvertising With "glass crack"

video on Youtube effect to visualize
the strong flavor
of the coffee
4.4M views TRENDY

“Achieved great effect, good communication effect,

affirmed its position in an impressive way”
 LESSONS
01.
Quick in seizing opportunities,
taking advantage of
opportunities
02.
Selected influencers need
to have a strong
connection
03.
The agency needs to work
closely with the influencers
THANKS
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