REDVOLUTION

by
 about our agency
Verve (n): vigour and spirit or enthusiasm
Verve Agency was founded in Hanoi by a team of six creative advertising members. We are
dedicated to providing innovative and effective advertising solutions that help clients achieve
their business goals.
Our Mission:
• To help businesses achieve sustainable growth through creative and effective advertising
solutions.
• To develop customized advertising strategies that leverage the cutting edge of advertising
trends and technology to reach the right audience.
 OUR MEMBERS

TRAN HOANG HONG NHUNG BUI MINH PHUONG NGUYEN DUY ANH
Strategic Planner Account Manager Film Director

DAU VINH HIEU NGUYEN THI KHANH LINH VU NGOC LINH

Creative Director Media Planner Research Director
TABLE OF CONTENTS
I. Situation Analysis III. Campaign Execution
1. Vietnam’s Tourism Industry 1. Phase 1
2. Vietnamese Music Background 2. Phase 2
3. Red Music Overview 3. Phase 3
4. Target Audience
5. Insight

II. Campaign Overview IV. Budget & KPIs

1. Big Idea 1. Budget
2. Key Message 2. KPIs
3. Slogan
4. Objectives
5. Key Visual
I. Situation
Analysis
1. Vietnam’s Tourism Industry
2. Vietnamese Music Background
3. Red Music Overview
4. Target Audience
5. Insight
1. VIETNAM’S
TOURISM
INDUSTRY
The rapid growth of Vietnam's tourism
industry in the post-Covid-19 period

Vietnam has begun

to open its doors to
welcome foreign
visitors after Covid-19
pandemic.

Source: Google
Destination Insight

A chart of the increase in the search for accommodation by

foreigners in Vietnam in the post-Covid period.
The rapid growth of Vietnam's tourism
industry in the post-Covid-19 period

Source: Google A chart of the increase in international flight searches to

Destination Insight Vietnam in the post-Covid period.
 250

The rapid growth of Vietnam's

tourism industry in the post-
Covid-19 period 200

• The number of international visitors to

Vietnam in the first 6 months of 2022 hit 150

602,000, representing a 582.2% increase

over the same time in 2021.
100

• In June, the number of visitors hit

237,000, nearly 6 times higher than in
50

March 2022 (reaching 42,000).

Source: General Statistics Office 0

January February March April May June

International visitors that come to Vietnam in the first 6

months of 2022 (thousands).
The rapid growth of Vietnam's Korea

tourism industry in the post-

Covid-19 period
United States

China
At the end of 2022:
• International visitors to Vietnam hit 484.4 thousand Cambodia

arrivals in October 2022aah and 45.9 times higher

Singapore
than last year.

Australia

• Korea, the nation with the highest number of tourists

to Vietnam in the first ten months of 2022, has over Japan

619,000 people, 24 times higher than the same

Taiwan
period in 2021.
Malaysia

• With over 218,000 arrivals, the United States placed

Thailand
second in tourist arrivals to Vietnam, an increase of
0 20 40 60 80 100 120
74 times over the same period in 2021.

Source: General Statistics Office

Location
Top 10 most popular foreign
tourist destinations in 2022:
• Hanoi
• Ho Chi Minh City
• Da Nang
• Phu Quoc
• Hoi An
• Nha Trang
• Da Lat
• Hue
• Quy Nhon
• Phan Thiet
Location 1. HANOI

Reasons why we choose In 2022, reached 18.7 million tourists, an

increase of 4.7 times compared to 2021;
international tourists are estimated at 1.5
million.

2. HUE
In 2022, reached 2.05 million tourists, an
increase of 296% compared to 2021.

3. HO CHI MINH CITY

In 2022, attracted nearly 30 million
international and domestic tourists, up
100% over the same period in 2021,
reaching 100% plan in 2022.
VIETNAM'S
TOURISM
INDUSTRY
SWOT
MODEL
S
STRENGTH ANALYSIS:

1. Favourable geographical location, diverse climate

and natural environment.
2. The political security situation is stable and
guaranteed.
3. Numerous tourism activities.
4. Reasonable travel and accommodation expenses.
 WEAKNESSES ANALYSIS:

1. The policy of visa exemption for foreign visitors

w
remains limited.
2. Poor and degraded infrastructure (public
transport,...)
3. Public restrooms are dirty and not convenient.
4. Traffic mess.
5. The price is not clearly listed
6. Lack of nightlife activities, especially in Hue.
O
OPPORTUNITIES ANALYSIS:

1. The era of globalization, technology makes travel

easy and convenient.
2. The demand for travel and entertainment after the
Covid-19 pandemic has increased sharply.
3. International airports are upgraded and expanded.
4. Attracting a lot of investment capital.
5. The World's Leading Heritage Destination 3 times;
Asia's Leading Destination 4 times
 T
THREATS ANALYSIS:

1. Recession and economic crisis.

2. Tendency of reduced spending.
3. Environmental pollution accompanies many diseases.
4. Procedures and documents are still limited and not fully
supported.
2. VIETNAMESE
MUSIC
BACKGROUND
 02

Background
Because of Covid-19's influence, the Vietnamese
music market marked a strong return in 2022 for
the first time in a long time. There, a series of
music products made a strong impression due to
professional and organized investment,
impressive content and form, unified music, and
created effects in life. The songs are diverse in
genres and styles.
 About Tan Nhac segmentation

“Easy-to-listen” Vietnamese
Cultural History
Rhythm patriotism

- Red music
- Love song
- Yellow music - Red music
- Red Music - Red music
- Pre-war music - Yellow music
- Young music
- Anti-war music
3. RED MUSIC
OVERVIEW
REASONS OF CHOOSING 02

• We chose Red Music which is the revolutionary

music genre in Vietnam. Began soon after the
beginning of the 20th century during the French
colonial period, independence, socialism, and anti-
colonialism.
• Spreads culture and respects the country's ideals.
Revolutionary songs solidarity, sacrifice, and
national independence.
• Using revolutionary music helps foreigners learn
culture and spirit of the Vietnamese people help
build the cultural image of Vietnam.
 RED
MUSIC
SWOT
MODEL
S
STRENGTH ANALYSIS:

1. Red music shows the heroic history of Vietnam and

carries the message of patriotism, and comradeship.

2. Built on the foundation of traditional Vietnamese

music, combined with traditional and western
instruments.
 WEAKNESSES ANALYSIS:

1. Contains many political and historical elements,

w
which can be difficult to hear for many people.

2. It has not been heavily invested and widely

promoted by the state.

3. Considered outdated: red music has existed for a

long time and the lack of innovation and creativity.
O
OPPORTUNITIES ANALYSIS:

1. The State places a great focus on investing in and

developing the culture and music.

2. Red music has many potential aspects to exploit and

develop.
 THREATS ANALYSIS:

T
1. Red music is in fierce competition to attract younger
listeners with a variety of new and popular music genres.

2. Lack of successors to develop this music: the

Vietnamese red music genre is in need of more young
musicians and singers with high professional
qualifications, passion and creative ability.
 RED
MUSIC
PEST
MODEL
P
POLITICAL ANALYSIS:
1. The government has policies to protect and develop art,
culture, and music.

2. The Vietnamese government has approved the publication

of red music songs for use in revolution propaganda, but
there are several regulations that must be complied with in
both their publication and their use.
 E
ECONOMIC ANALYSIS:

1. Reforms in Vietnam's economic policy have the

potential to create a wide range of opportunities in
order to advance Vietnamese red music.

2. There is investment and budget allocation to

promote cultural and musical activities.
S
SOCIAL ANALYSIS:

1. Red music is an important part of Vietnamese

folklore and loved by a part of the Vietnamese
public.
2. In today's music market, it is no longer as well
regarded as it once was, and has to compete with
new genres of music to the throne.
 T
TECHNOLOGICAL ANALYSIS:

1. Technology is thriving, especially in the entertainment

and media sectors. Modern light and sound technologies
are being used in music shows.

2. Can take advantage of digital platforms, like Spotify or

Apple Music to promote red music.
4. TARGET AUDIENCE
• Foreign tourists to Vietnam, mostly from Northeast Asia: Korea, Japan, and Taiwan.
DEMOGRAPHIC
• No limitation on ages, occupations, or icome.

• Motivations: They are attracted to Vietnam by its culture, cuisine, stunning scenery, and
affordable prices.
• Often use travel apps and social networking sites to research places to visit and share
BEHAVIOUR
experiences.
• Often choose to travel through Vietnamese companies and agencies.
• Plan to travel in Vietnam (Ha Noi, Hue, and Ho Chi Minh ) between June and September
• No or little understanding of English

• Desire to learn more about the culture, places, history, and cuisine of Vietnam
• Tend to enjoy engaging in unique travel experiences, outdoor activities, and discovering local
PSYCHOGRAPHIC
culture.
• Want to travel to Vietnam due to the security and political safety regime.
5. INSIGHT
Truth: When I come to Vietnam in June to September, I want to explore
more about Vietnamese culture and history.

Tension: However, I do not understand Vietnamese language so my

research and understanding of information are interrupted.

Motivation: Music is an international language so if Vietnamese culture

and history information is conveyed through music, I can understand.

⇒ Coming to Vietnam, I want to explore more about Vietnamese culture

and history. However, I do not understand Vietnamese language so my
research and understanding of information are interrupted.
II. Campaign
Overview
1. Big Idea
2. Key Message
3. Slogan
4. Objectives
5. Key Visual
BIG IDEA
• Inspired by the "Giai Dieu Tu Hao" program.
• Not too many campaigns to introduce and
promote red music to foreigners.

KEY MESSAGE
“Revive Red Music, a historical and national
pride of Vietnam, as a modern "pop" sensation”
 .

SLOGAN
Red is the new “pop”
BUSINESS
OBJECTIVES
1. Selling 7000 pieces of merchandise.
(1/6– 2/9)
2. Convert 7% of foreigners into people who
listen and love red music.
3. 81,000 foreigners will come to the 3
exhibitions in 3 months (from ⅙ to 2/9).
4. 12,000 people will join the 3 live concerts
in total in 3 places.
 1. 400,000 foreigners know about Vietnam’s red

MARKETING & music.

2. 2,000,000 people engage with the Redvolution
COMMUNICATION campaign.
OBJECTIVES 3. Changing the perception of 15% of total foreigners

(1/6– 2/9) who come to the exhibitions and/or live concerts

about Vietnamese music, affirming the position of
Vietnamese music.
4. Reaching 3,000,000 times of original red music
playlist on 2 platforms (Spotify and Apple Music) in
3 months
5. Reaching 7,000,000 times of remaking red music
playlist on 2 platforms (Spotify and Apple Music) in
3 months.
6. Reaching 200,000 views of viewing the TVC.
 .

KEY VISUAL
COLOUR PALETTE 03

Primary colour palette

ROJO JASMINE CARIBBEAN

CURRENT
#D82727 #FFE97C #15605C
COLOUR PALETTE
Secondary colour palette

LIGHT RED BITTERSWEET EERIE BLACK WHITE

SHIMMER
#FDF8F90 #FDF8F90 #191919 #FFFFFF
TYPOGRAPHY

Myriad Pro Semibold

Semiextended
Abc
nokia abc

Gotham Light Abc

EXPLANING THE
DESIGN
DESIGN STYLE
III. Campaign
Execution
1. Phase 1
2. Phase 2
3. Phase 3
 04

PHASE 1
Engagement
1. Create a QR code for
a red music playlist
Listeners can add or remove some songs to
personalize their playlists
2. At the airport
(Tan Son Nhat airport + Noi Bai airport + Phu Bai airport)
• Run ads on the screen
• Set up standee at the airport
3. Locations for standee
Imported supermarkets, Hoa Lo prison, Independence Palace, Hue Royal Palace
4. On the airplane (from 1/6 to 2/9)

• Each foreign passenger on the flight

will be given a gift box.

• The gift box are printed key visual

(rice cotton flower) and the name of
the campaign, slogan...

• The gift box contains random

souvenir.
4. On the airplane (from 1/6 to 2/9)
• Screen in front of each passenger's seat:
Show a TVC including a brief introduction about Vietnam + Vietnamese people, culture,
history...., and then video about the Redvolution Campaign, Hoa Lo prison .
4. On the airplane (from 1/6 to 2/9) 04

When the plane is about to take off, at gift delivery time, a red music playlist will
be shown for passengers to listen to and write their thoughts on the postcard.
x
 04

PHASE 2
Engagement
THE MEDIA 1/7-27/7/2023 23

Run communication on Fanpage

about Hue place, Hue royal court.

28/7 – 19/8/2023
Running communication on Fanpage
about the location of exhibition in Ho Chi
Minh City.

1/8 – 2/9/2023
Running parallel communication on
Fanpage about both Ho Chi Minh City,
Hanoi, Hoa Lo prison, Independence
Palace.
EXHIBTIONS 23

In Hoa Lo and others, we will give many historical contexts and have headphones that play songs that match
the context for foreigners to hear and understand the content of the song we want to convey.
PHOTOBOOTH
1/6 – 2/9: all 3 locations will set up a booth to check in.

• The background will be the background on the

battlefield and the campaign name + slogan.
• Filter: army clothes, hand holding gun, head wearing a
mortar, recreating the atmosphere of the Vietnam war
in the past in a fun and cute way, not barbaric
• Music: each person will have 15 seconds to pose with
the filter and then the software will automatically save
their video with that filter in the background of red
music. Participants will enter their email and the
software will send them the video. They can post and
share that video on social networking platforms, along
with the hashtags #redvolution, #redmusic...
PHOTOBOOTH
1/6 – 2/9: all 3 locations will set up a booth to check in.

Each photograph taken will be a piece of the big picture. The

more people take pictures, the bigger this picture will be.
 04

PHASE 3
Concert
CONCERTS
Date of organization
• Hue: 27/7
• HCMC: 19/8
• Hanoi: 2/9

Venue of the event:

• Hue: Hue Royal Palace
• HCMC: Independence Palace
• Hanoi: Imperial Citadel of Thang Long

Scale organizations:
• Hue: 1000-2000 people
• HCMC: 2000-3000 people
• Hanoi: 3000-4000 people
Form:
• In the concert, there will be both veteran singers and
young singers performing together
• The songs will have both traditional version songs and
remake songs.

The concert will be divided into 3 stages:

Stage 1: Domain of memories
- Veteran singers

Stage 2: They and I

- The veteran singers will sing a duet with young singers

Stage 3: Burning with fire

- Young singers
Guest Singer:
23
• Hue: Chillies, Viet Hoan, My Anh
• HCMC: My Anh, Trong Tan, Anh Tho, Chillies, Cam
Van
• Hanoi: Trong Tan, Anh Tho, Chillies, My Anh, Ta
Minh Tam

Featured song:
Each city will have 1 symbolic song and the opening
song for the concert:
• Hue: Mưa trên phố Huế
• HCMc: Mùa xuân trên Thành phố HCM
• Hanoi: Bài ca Hà Nội
IV. Budget
& KPIs
1. Budget
2. KPIs
THANKS FOR
WATCHING
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