Adtima - Rural Playbook 2023

CONTENTS
*To reach a specific section, please click on its page number
1. Overview of Vietnam’s Rural Landscape 07 Definition of which city/demographic

is classified as rural
2. Dive into Rural Audience Behavior
2i. Consumer Journey To Purchase 11
Defining the rural demographic in Vietnam is complex because
2ii. Digital Behaviours 18
different companies use various classification schemes.
3. Winning Rural Framework 29 This playbook defines the rural Vietnam demographic as areas
that exclude the 06 key cities of Ha Noi, Hai Phong, Da Nang,
4. How FMCG brands can successfully apply this framework 32 Nha Trang, Ho Chi Minh, and Can Tho.
Zalo Rural Playbook

HOW FMCG BRANDS FOREWORD
CAN DEEPEN
THEIR PENETRATION
As of 2020, internet penetration in Vietnam’s rural areas was 77%*, and
mobile phone penetration rate was 90%** and still evolving. Despite the
strength and enormous potential of rural areas, there is a lack of behavior
IN RURAL? understanding due to Vietnam's diverse regions

As the most popular messaging app in Vietnam, with an 87% usage rate in
and areas.
“ ZALOCALIZED 2022 and particularly popular in rural areas, Zalo deeply understands rural
residents and plays a significant role in their lives. It is a convenient and
NHẬP ZA TÙY TỤC ” affordable way to communicate, get information, and stay entertained.
That’s why Zalo is the golden key for brands and marketers to unlock the
amazing opportunity to engage with rural Vietnamese consumers.
Here is our new Rural approach playbook, "Za-localized" - Nhập Za tùy tục
- a comprehensive guide aimed at assisting how FMCG brands can
leverage Zalo to deepen their penetration in rural areas. In this playbook,
this playbook leverages the concept of "Nhập gia tùy tục" (adapting
one's behavior according to local customs when visiting a new place),
emphasizing respecting local norms and customs in approaching and
communicating with rural communities.
(*) Source: We are social - Vietnam report 2020 – 2023

(**) Source: Satista
The view of expert
“
WINNING IN RURAL MARKETS At the heart of this playbook is the By following the AAC framework, FMCG
THIS PLAYBOOK IS ESSENTIAL TO THE GROWTH AND AAC framework - which provides brands can create a comprehensive
SUSTAINABILITY OF FMCG BRANDS a clear roadmap for brands to navigate strategy that delivers results in rural
EMPHASIZES LOCAL However, penetrating rural markets can be
the unique challenges of rural markets.
markets and drives sustainable growth.
Finally, the Rural Playbook provides best
01 ASSESS
CREATIVES a daunting task, as it requires a different
THE PILLAR practices and use cases for FMCG brands
approach than urban markets. To address
AND PERSONALIZED “ this challenge, Adtima has developed
involves conducting market research
to follow when entering and succeeding in
the Rural Playbook - a comprehensive rural markets. These best practices

COMMUNICATION. guide to help FMCG brands deepen their
to gain a deep understanding of the
consumers' needs, preferences, and
draw on Adtima's experience working with
penetration in rural markets. behavior in rural areas. FMCG brands in rural markets and provide
actionable recommendations that can be
02 ACTIVATE
THE PILLAR
The Rural Playbook is based on a implemented immediately.
comprehensive study conducted by
Adtima, which included three online Overall, the Rural Playbook is
focuses on targeted advertising that
surveys and gathered insights from over leverages Adtima's digital platform, a valuable resource for FMCG brands
3,200 rural respondents. This study using geo-targeting, platform-specific looking to penetrate rural markets and
creatives, & hyper-relevant messaging drive sustainable growth. Adtima's
provided valuable insights into rural
to engage with rural consumers.
consumers' needs, preferences, and strengths as a platform owner and digital
marketing solutions provider enable us to
03 CONVERT
behavior, which informed the suggestions
outlined in the playbook. By leveraging
THE PILLAR assist FMCG brands in implementing
these insights, FMCG brands can effective rural strategies and achieving
create targeted strategies that resonate is all about building and sustaining success in these markets. By working
long-term relationships with
with rural consumers and drive growth in together, we can unlock the potential of
consumers by providing exceptional
these markets. customer experiences & personalized rural markets and help FMCG brands
communication reach new heights of success.
The Rural Playbook offers a powerful
LÊ BÁ AN BÌNH
framework for FMCG brands to unlock the
Managing Directors, Adtima
potential of rural markets and drive growth.
The authors
Lương Thị Xuân Mai Huỳnh Thiên Phú Nguyễn Thanh Hồng Uyên Bùi Anh Khoa
Head of Strategic Planning Strategic Planning Manager Strategic Planning Executive Sr.Audience Insights Specialist
Phan Trần Quang Huy Ngân Võ Nguyễn Việt Hoàng Hoàng An

Creative Director Senior Creative Copywriter Senior Creative Designer Associate Product Manager
Get started! Được rồi đi thôi!
Dìa xem xóm làng,
dìa thăm bà con
Việt Nam mình nhé!
“ Born from the terraced rice fields of northern Vietnam,

maturing along the sun-bleached coastlines in
the central & vast southern rice fields has given me nuanced
insights into the regional differences in
culture and lifestyle.
I am Mr. ZA, inviting you along our journey around

this S-shaped nation. Together, we will listen and
learn more about the people there and how brands
can “Zalocalized - Nhập Za tùy tục”.
DATA SOURCES & METHODOLOGIES Đất nước khởi sắc,
dân mình bây giờ đã khác
xưa nhiều zồi!
PRIMARY SOURCES OF INFORMATION:
Findings in the next section is combined from 3 Online surveys of Adtima,
which includes:
+ Buying behavior study in Rural in Feb 2023 | n=926.
+ Digital behavior study – a study conducted with RMIT in Feb 2023 | n= 378.
+ Digital behavior study in May 2021 | n=1,352.
TARGET RESPONDENTS:
The target Respondent of 3 studies is 16 years old and above. Rural Respondent
refers to people who living in Rural areas, which are outside of 6 key cities of
Vietnam (Ho Chi Minh, Ha Noi, Da Nang, Can Tho, Hai Phong, Nha Trang).
SECONDARY SOURCES:
In addition, to supplement insights information, we also gather data and findings
from published study reports conducted by other prestigious research institutes
such as Kantar, Nielsen, etc.
07
1. VIETNAM’S RURAL LANDSCAPE
Rural areas still remain
a large and prospective market for FMCG brands
Despite waves of urbanization, in Vietnam, rural areas still cover a major proportion of the total population,
consequently, the need for daily consumer goods is indispensable.
As income and living conditions are gradually improving, consumers’ purchase power in rural areas
is gaining a respective momentum. It is necessary to record and acknowledge the growth of good purchase
in these areas, which is one driving sale forces for product brands.
63% 46% +11%

Of Vietnam Families with annual income Increased in total rural
population resides from 500M+VND lived outside FMCG spend value between
in rural areas1 15 biggest cities (2020)2 2022 and 20213
Source: Source: Source:
1 GSO 2 McKinsey – The new faces of the Vietnamese consumer 3 Worldpanel Division | Households Panel | Rural Vietnam
Zalo Rural playbook | 1. Overview of Vietnam’s Rural Landscape 08

Internet access grows across Vietnam's rural regions
Vietnam is undergoing a rapid digital transformation on a nationwide scale.

Under strong government policies and the push during the pandemic, Internet and online
applications are becoming a regular part in daily life, even among rural areas.
The percentage of rural population with Internet access keeps going up through the years and
catching up with that of the whole country. At the same time, people in rural areas are more active
online. That leads to a new challenge for brands and products, which is to understand new rural
consumer behavior shifting from offline to online, and how that changes the demand and means of
approach.
Internet Penetration In Rural Daily Active User | Among Internet Users

Source: We are social - Vietnam report 2020 – 2023 Source: Satista
77% 91%

As urban markets are saturating and increasing competition, rural areas are the next destination
for FMCG brands to expand to and seize more share. In order to do that, it is essential to capture
a “portrait” of the target customers, such as what they often do, which factors influence
their choices etc.
In other words, understanding rural consumer insights will provide brands the first brick to start
building up a winning process.
Rural consumer behaviors

This section collects pieces about common consumption and digital habits of rural consumers,
then puts them together to draw a draft painting about this consumer group. The insights
gathered and presented focus on two main topics:
CONSUMER JOURNEY TO PURCHASE: TYPICAL DIGITAL BEHAVIOR:

A brief summon about who rural consumers are, Deep-dive into rural consumers’ online habits, to fully
how they proceed from product selection until comprehend which sources and content are captivating
purchase decision making; so as to identify key to them, thereby deploying the most relevant
touchpoints for brands to tap in. campaigns for best performance and conversion.

2. Dive into Rural consumer behaviors Trả tiền mặt hay
quét mã nè cưng?
i. Consumer Journey To Purchase Dì Thắm cài Zalo chưa?
Dì Thắm, mua gì cũng
ii. Digital Behaviours giao tận ghe nha dì!
11
EXPOSE CONSIDER PURCHASE
What are main information sources for rural consumers?

Nowadays, consumers are easily overloaded given the huge communications from brands. However, in rural areas, from time to time, conventional
face-to-face methods preserve the prominence in propagandizing about products. In particular, Word-of-Mouth (WOM) is the source
that rural consumers find most familiar, convenient and trustworthy. WOM can be either recommendation from their families, friends, close
acquaintances or active referrals by retailers / sellers. Hence, retailers also play an utmost role in spreading product news among rural consumers.
Top sources of information mostly affect purchasing decision Top most useful sources of information in rural
Q: Top 3 sources of information that mostly affect your decision on purchasing a product? Q: You usually know about promotion programs of brands through?
50
58
27
29 28 24
17 17
WOM from Social Platform Review from others TV Sellers

Retailer actively I know it myself I know it myself
friend/family
introduce to me through the POSM through the Online Ad
Zalo Rural playbook | 2. Consumer Behaviours - Consumer Journey To Purchase Source: 2015 – Media survey of Kantar Worldpanel | 2023: Rural consumer survey of Adtima 2023 12
What drives rural consumers’ choice of products?

Brand is one critical factor that drives rural consumers’ choice. In those areas, people are still preservative and most
look for a ‘prestigious, reliable brand’. Besides, matching functional product efficacies and clear transparent package
are the next two important elements to rural consumers.
Top influencers when choosing product (%)

Q: What are factors that influence/most influence your decision when purchasing a product?
56
52
50
34
28 27
22 23
7
4
Prestigious/ Product’s benefits meet Information in product’s Well-known Promotion

reliable brand my neeeds package brand
Zalo Rural playbook | 2. Consumer Behaviours - Consumer Journey To Purchase Source: Buying behavior study in Rural in Feb 2023 with n=926 Rural respondent 13
Loyal & reluctant-to-switch favorite brands

Rural consumers show their persistence and loyalty when choosing a brand. Once having picked up a brand (which is prestigious and popular),
they will stick to that choice, regardless where they shop (in a brick-and-mortal store or via the Internet).
One difference between online vs offline shopping is that while coming directly to familiar stores is less worrying, purchasing online raises
a concern about reliability, therefore rural consumers tend to select credible or certified online sellers
Purchasing at store Shopping online

Q: Which of the following statements best describe you Q: Which of the following statements best describe you
when purchasing [CATEGORY] at store/point of purchase? when purchasing [CATEGORY] online?
58% 43%
I decided the brand and ONLY buy if store has that brand I search and buy the brand I want
13% 21%
Available in store I choose brand from prestige sellers (Mall)
9% 12%
Advertised brand I choose brand with promotion
7% 12%
Brand with sales staff at store Good review
6% 6%
Promotion brand I follow E-commerce sites suggestion
Zalo Rural playbook | 2. Consumer Behaviours - Consumer Journey To Purchase Source: Buying behavior study in Rural in Feb 2023 with n=926 Rural respondent 14
Brand familiarity is powerful...

To rural consumers, brands that are popular or they used before will stay at their top of mind. Across several common FMCG baskets, rural consumers are
not really open to buying entirely new products. This finding, again emphasizes the solid power of brand imprintation in rural people’s mind, and leads to a
thorny question for brands who want to penetrate new remote regions.
PURCHASE BEHAVIOURS - “I usually buy…”

Most advertised brands I like to try new brand Any brand which meets my needs
Well-known brand Brand I usually use
9 12 9
14 11 13
10
14 13
14 11 13
35 37 30 43 Definition of “Familiarity”
39 39
“ High familiarity brands are
brands consumers usually
42
37 36
29
34 30 use & well-known brand. ”
Source: Buying behavior study in Rural in Feb 2023

Personal Care Home Care Beverage Beer/ Alcohol Powder/ Liquid milk Seasoning with n=926 Rural respondent
Zalo Rural playbook | 2. Consumer Behaviours - Consumer Journey To Purchase 15

... but easily copied or confused

Although a large proportion of rural consumers claim that they are able to distinguish their desired brand from many others, there are still a number who
face with difficulty to choose and some end up taking wrong brands.
In fact, up to 63% of rural consumers have been seeing similar packaging and names that are confusing, manufacturers and brands should be well aware
of the huge potential risk of brand mis-perception, so as to prepare better differentiation tactics as well as come with counter measures to protect their
own brand name and imageries.
63
How do consumers distinguish fake/wrong product? % “ Consumer see variants brand
Q: When there are too many brands with similar name & packaging, how do you choose? with similar packaging and name
when buying. “
15
It's difficult so I bought 29
the wrong one 17
Need a lot of time to choose 19
the brand I want
I can distinguish the brand 68

I want 52
Those who buy familiar brand Those who does not
Zalo Rural playbook | 2. Consumer Behaviours - Consumer Journey To Purchase Source: Purchase behaviors – Adtima Rural Study 2023 16
01
Strong branding &
matching with rural
consumers' need
are the most crucial factors
02
Take out this section
in steering rural consumers Word-of-Mouth
to buy products. (WOM) matters
i. Consumer Journey They are more likely to buy

from brands that are familiar
Rural users in Vietnam maintain an
To Purchase
old habit of trusting word-of-mouth
to them and stay loyal for a
over brand information. Therefore,
long time. Making brands brands’ mission is not only to raise
This session has captured key traits of the rural stand out from the crowd is their presence amongst rural
consumer journey and purchase behavior: also important. population, but also to stimulate
consumers to engage and share
In spite of increasing purchase needs and power as with each other; as well as measure
well as gaining more shopping utilities, the purchase the actual performance through key
journey of rural consumers is still quite primitive and indicators.
simple to them.
Rural
Zalo Audience Behaviors
Rural playbook - Consumer
| 2. Consumer Journey To- Purchase
Behaviours Consumer Journey To Purchase 17
2. Dive into Rural consumer behaviors
i. Consumer Journey To Purchase
ii. Digital Behaviours
18
Digital has penetrated and become a daily activity among rural people.
Having said that, online activities of rural Internet users are just at a moderate level, aiming to supplement the most basic functional and emotional needs.
02 biggest needs of users are Relationship bonding via Chat and social connection. Other fundamental needs with high rural interaction are online
entertainment like music livestreams, movies and online news updates.
Key Online activities in P7D

Q: What online activities have you done in Past 7 days?
88 88 87 86
79
72
43
Chat Download/listen Download/watch movies, Log in Read news Look for Play games
to music clips Social networks information
Zalo Rural playbook | 2. Consumer Behaviours – Digital Behaviours Source: Digital behavior study in May 2021 19
Rural individuals now integrate digital connectivity into the routines
of their days to get updated and relax
LET’S EXPLORE A TYPICAL DAY IN RURAL Update news

Connect/ chat
with friends
Entertain/
Online news Online communication Video Online music Social network watch video
Update news
Connect/ chat
with friends
Connect/ chat Update news
Relax
with music
Entertain/ Uplift
the mood (vid & music)
6-8h 8-10h 10-12h 12-14h 14-16h 16-18h 18-20h 20-22h 22-24h
Start the day & gather Engage in various Quick update & Engage in various Gather again for dinner End the day
for breakfast with their activities: energy boost activities: & watching TV. and go to
family work, farm, attend local events, after half day work, farm, attend local events, Use video calls to bond bed
socialize socialize
with neighbors... with neighbors...
across distance
Zalo Rural playbook | 2. Consumer Behaviours – Digital Behaviours 20

NEWS READER
BEHAVIOR
Reading news is a long-standing habit
– to connect and feel as a part of society.
Rural consumers update news to be
motivated in life and avoid the FOMO*
(*) FOMO: Fear of missing out
Top Online News Topics
49% 49%
Health Law
58%
Breaking News
Source: Digital behavior study – a study conducted
with RMIT in Feb 2023 | n= 378
Needstate: Needstate: Needstate:
- Update HOT news - Relax & entertain - Update HOT news
- More energy in life - Have the topic for and Showbiz
discussion - Kill time and not feel lost
AVERAGE TIME SPENT Preferred topics: in the crowd
on daily online news - Politics Preferred topics:
- Politics Preferred topics:
- Entertainment (Movie,
64 MINS PER DAY music,..)

READING NEWS CHATTING LISTENING MUSIC
BÁO MỚI, 24H & ZINGNEWS are For more information

top 3 news websites/apps
rural users usually visit
- With over 15 years in the market: Bao Moi gains a solid stance in rural
audience’s mind, as 2/3 of its readers in rural areas all over the
country.
- Bao Moi is a unique online news platform that gathers all the latest
Top online news website/app users usually visit (%) articles from other publishers into one place, making it convenient for
Q: What online news website/app do you usually do? readers to surf through the hottest content and topics.
72
50
40
Nhờ cô cài giùm tui
37 cái Báo Mới với
35
33
Source: Big Study 2021 - Consumer's Connected Moments Needstates - Rural (exclude HCM & Hanoi)

CHATTING
BEHAVIOUR
The act of sharing and chatting with friends

and family helps rural users feel relaxed,
self-reward, and enjoy the moment with
their lovers. Furthermore, rural consumers
use chat (on Zalo) as the main way to search
for products and connect with sellers
Rural user
use chatting app for…
Share enjoy Socially

moments connected
Relax, Buy and

self reward chat with sellers
Needstate: Needstate:
AVERAGE TIME SPENT - As a habit
Needstate:
- Reduce body fatigue - Search for HOT news
on daily online chatting - Keep up with friends - Get more motivation - Get more motivation
95 MINS PER DAY

Rural consumers are using ZALO the most

when it comes to chatting & sharing
Top chat platform users usually use (%) Key drivers
Q: What chat platform do you usually use? Q: What are the main criteria you have when choosing to use a chat platform?
95%
80%
50% 46%
High security Stable transmission
10% 9% 9%
45% 46%
Connect with friends/ relatives User-friendly interface
Source: Big Study 2021 - Consumer's Connected Moments Needstates - Rural (exclude HCM & Hanoi) Source: Digital behavior study – a study conducted with RMIT in Feb 2023 (rural areas)
For more information ZALO has surpassed Facebook Messenger to become the largest
online chat platform in Vietnam and covers 90% of Vietnam’ online
population. That is the clearest evidence of its popularity.
#1 Messaging app DAILY MESSAGE ZALO has deeply penetrated the daily life, even in rural regions. With
73.4M
monthly active users
2 BILLION a simple interface and stable transmission, users can easily text,
video call, send stickers... to loved ones whenever needed. It is not
exaggerating to say that ZALO has formed a new chatting culture in
Vietnam.

MUSIC LISTENER
BEHAVIOR
Music is considered the mental medicine
of rural consumers. They listen to music
to relax, reduce stress, easy sleep,
boost energy and motivate in life.
Top Music Genres

62% 44%
Youth Music Bolero
Needstate: Needstate: Needstate:
- Sleep better - Relax - Update new song/ music
- Self-reward - Get energy for life video
AVERAGE TIME SPENT - To satisfy curiosity - Enjoy friend/ family - Be more confident
on daily online music moment - Not feel lost
Preferred music genre:
- Revolutionary music Preferred music genre: Preferred music genre:
59 MINS PER DAY - EDM / Dance - Ballad
Zalo rural playbook | 2. Audience Insight – Digital Behaviours 25

ZINGMP3 and YOUTUBE are top music streaming app

for rural music lovers
Top Music Streaming Platform Key characteristic of an “ideal app”
Q: What music website/app do you usually use? Q: What are the key characteristics of an “ideal music app?
80
70
66% 51%
Diversified and User-friendly / easy
35 rich music library to use platform
52% 49%
7
Báo Mới 24h Zing News Kênh14 Dân trí There are songs/videos Recommended playlists
(baomoi.com) (24h.com.vn) (news.zing.vn) (kenh14.vn) (dantri.com.vn) of interested singers match my interests
Source: Big Study 2021 - Consumer's Connected Moments Needstates - Rural (exclude HCM & Hanoi) Source: Music Understanding of Adtima 2023 (rural areas)
TOP-OF-MIND Zing MP3 lives in the memory of early-generation Internet users as

the first online music site, with numerous melodies of their youth.
Vietnamese music platform
Until now, Zing MP3 has firmly held and claimed the 1st position as
28.000.000+ the most popular online music platform in Vietnam, along with a
regular listener base across all country regions.*
Monthly active users
Zalo rural playbook | 2. Audience Insight – Digital Behaviours *Source: Music Understanding 2023 (rural data) 26
The Internet provides rural consumers with more means to access
the world. In fact, they adopt new techs quite quickly and practice
in daily life to fulfill their most basic needs:
Take out this section STAY UPDATED CHAT & EXCHANGE NEWS RELAX - ENTERTAIN
Digital Behaviors
Consequently, online news, online chat and online music are 3 most
popular digital platforms that rural users practically use on daily basis.
Rural North consumers spend the most time on online Rural Central consumers spend the least time on online Rural South also loves to get updated, but for a
activities. This group is keen on reading more news on activities. They consider going online to seek relaxation, more specific need: to catch up with the latest
multiple topics to satisfy their curiosity and not stay reduce physical/mental fatigue, and find motivation. trends, not just mere general news. That gives
behind. Additionally, they prioritize keeping up with close It is not really what they do but how stress-free they feel them more confidence and aspiration to show
connections (friends/ relatives/ family). when doing it. themselves in a crowd.
Rural
Zalo Audience Behaviors
rural playbook – Digital Behaviours
| 2. Audience Insight – Digital Behaviours 27
Implication
1
Strong brand & matching
2
Enhance relevancy
3
Rural consumers
consumer’s needs are the with rural users in trust word-of-mouth
most crucial factors in different regions to (WOM) more than
steering rural users to buy stay in their brand-provided
products. top-of-mind (TOM) information
Zalo rural playbook | Rural Landscape – Digital Behaviours 28

SO HOW BRANDS CAN ASSIMILATE LIKE MR. ZA
Based on the understandings above, we can deduce some challenges
for brands to approach this rural user group:
Challenge 1 How brands can build a strong brand

to stay in top-of-mind (TOM)
Challenge 2 How brands can enhance relevancy

with rural users in different regions
Challenge 3 How brands can leverage WOM to

build relationships with consumers
WINNING RURAL FRAMEWORK – AAC ®
The Rural Playbook offers a powerful framework for FMCG brands
to unlock the potential of rural markets and drive growth
At the heart of this playbook is the AAC framework | Assess, Activate, and Convert
- which provides a clear roadmap for brands to navigate the unique challenges of rural markets.
ASSESS ACTIVATE CONVERT

conducting market targeted advertising that building and sustaining
research to gain a deep leverages Adtima's digital long-term relationships with
understanding of the platform, using geo- consumers by providing
consumers' needs, targeting, platform-specific exceptional customer
preferences, behavior creatives, and hyper- experiences & personalized
and brand perception relevant messaging to communication
engage with rural consumers
BY FOLLOWING THE AAC FRAMEWORK, FMCG BRANDS CAN CREATE A COMPREHENSIVE

STRATEGY THAT DELIVERS RESULTS IN RURAL MARKETS AND DRIVES SUSTAINABLE GROWTH

OBJECTIVES OBJECTIVES
OBJECTIVES
• Understand the rural market landscape: • Develop targeted advertising campaigns
• Build long-term relationships with rural
consumer needs, preferences, and behavior that reach rural consumers
consumers
• Assess consumer perception of the brand • Deliver hyper-relevant messaging to rural
• Provide exceptional customer experiences
• Identify opportunities for growth and audiences based on their interests
that exceed rural consumers' expectations
potential barriers to entry in the rural market • Use Adtima's digital platform to optimize
• Develop personalized communication
advertising performance
strategies that resonate with them
PRINCIPLES PRINCIPLES
PRINCIPLES
• Conduct comprehensive market research to gain • Utilize geo-targeting to reach rural consumers
• Create Authentic Brand hub with centralized
insights into rural consumers and the market in specific regions with optimal reach level
communication & engagement activities
• Use data-driven analysis to identify opportunities • Create platform-specific creatives that
• Personalized communication strategies that speak
for growth and potential barriers to entry resonate with rural audiences
to rural consumers' unique needs and preferences
• Develop a deep understanding of consumer • Deliver hyper-relevant messaging to rural
• Provide value-added services that enhance the
behavior and preferences audiences based on their interests and
customer experience and foster loyalty
preferences
ENABLERS ENABLERS ENABLERS

• Market research tools and methodologies • Adtima Audience Management (AAM) • Adtima's customer engagement tools and
• Adtima data analytics capabilities (AAP) • Adtima's creative capabilities analytics
• Adtima's digital advertising platform • Zalo OA & Zalo Mini-app
• Adtima Box

Các bác ôi nghỉ tay
Lên Zalo làm cái khảo sát tí,
nhận ngay túi mì chính này!
ASSESS
Consumer behavior differs between rural and urban areas, further impacted
by geographic dispersion across North, Central, and South Vietnam.
Consequently, market research is crucial to comprehend rural consumers'
needs, preferences, behaviors, and perceptions. This section offers tools to
deeply understand these rural customer insights, enabling effective
strategic planning.
32
With ADTIMA AUDIENCE PULSE (AAP), we help brands gain a deeper understanding of the rural market landscape, including
consumer needs, preferences, and behavior). Then, identify opportunities for growth and potential barriers to entry in the rural market.
#User Interface – Survey Platform
Wide coverage High quality Internet-enabled

600K+ users, 52% in rural Multiple combined layers to Easy to access remote areas
Wide coverage of Age, Gender control response quality Real-time result updates
#Insight Dashboard
Zalo Rural Playbook | 4. How FMCG brands can successfully apply this framework AAC: ACCESS – ACTIVATE – CONVERT 33
Identify opportunities for growth and potential barriers
to entry with ADTIMA AUDIENCE PULSE (AAP)
Business Need
RESEARCH &
BUSINESS STRATEGY STRATEGY & CAMPAIGN CUSTOMER
DEVELOP
& PLANNING EXECUTION PERFORMANCE SERVICES
COMMUNICATION
BRAND TRACK |
PRODUCT CUSTOMER
INCIDENCE CHECK | DATA ACTIVATION BRAND LIFT STUDY
CONCEPT TEST SATISFACTION
USAGE & ATTITUDE
• Profile of electronic • Which TV concepts can • Go beyond basic demographic, our • How do my ads campaign • What can I do to improve my
consumers? generate strong consumer insights & activation can identify impact consumers’ products/services to make
• Triggers/barriers of consumers interest? users at a deeper level such as their perception of my customers happier and stay
when buying electronic • What are strength & specific interest, intentions to product/brand? with us?
products? weakness of each aircon support media ad targeting &
concept & room to optimize? personalized ads delivering
Cá tôm đầy boong,
lúa thơm đầy bồ. Chúng tui
có hàng chất lượng cao
sẵn sàng phục vụ đê!!!
ACTIVATE
Our research illuminates how brand familiarity, need fulfillment, and
appropriate contextualization determine top-of-mind awareness.
By accurately targeting them on our platform and serving localized
creative that resonates with their daily realities and aspirations, we
can help improve brand awareness, category identification and,
ultimately purchasing consideration for products.
Geo-targeting Localized creative
35
GEO-TARGETING LOCALIZED CREATIVE
Ensuring rural relevance via

Geo-targeting meets relevant messages
Geo-targeting combined with hyper-relevant messaging proves its impact via different cases. Empowered by AAM - Adtima Audience Manager, brands can leverage
refined audience segments created from various data signals (location, demographics, interests, and behaviors) to reach potential rural customers effectively. These
segments based on qualitative data help improve ad relevance and effectiveness.
We have this
very cool case !!! The Enabler
DISPLAY ADS + LOCAL SIGNATURE + ALIGN AUDIENCES WITH MARKETING STRATEGIES

LOCATION TARGETING
Anonymous Data
WEB/APP
To reach customers in MKD in Vietnam,
Sabeco used targeted digital advertising IOT/OTT
strategies. They employed geo-targeting
combined with banner ads that leveraged Le
MEDIA
Duong Bao Lam, one of the most loved
artists in rural with his signature smile.
Sabeco built Lam as an avatar to brand, 2P / 3P DATA
strengthen the image, take Mr.Rural aka

Sabeco to rural’s heart.
CRM DATA
Known Data
COMMERCE
Geographic Demographic
MARKETING
Psychographic Behavioral
EXTERNAL DATA
Quê tui nè!
GEO-TARGETING LOCALIZED CREATIVE
Thần tượng
When in rural,
tui kìa!
Cái này nhà
tui xài được nè!
do as rural people do
With that being said, localization matters. However, it is more important
to create appealing ads for rural users that celebrate the uniqueness of
local culture but still combine harmoniously with platform guidelines. Hợp với tui quá!
Let’s explore our suggestions based on users' preferences tailored for

three regions. However, there is no right and wrong creative; the best
emerges through customization and adaptation.
HOW BRAND CAN APPLY THIS GUIDE TO YOUR CAMPAIGN
GEO-TARGETING + LOCALIZED CREATIVE
CONTENT THAT GRAB THEIR ATTENTION

SOUNDS THAT REEL THEM IN
(VISUAL + COPY)
AWARENESS ON ZALO IMPACTFUL DISPLAY BESPOKE CONTENT RING BACK BRANDED AUDIO AD &
PACKAGE ACROSS PLATFORMS HUB TONE SONG AUDIO PLUS
ZALO ECOSYSTEM ZALO ECOSYSTEM BAO MOI ZALO ZINGMP3
CREATIVE RESONATE WITH
GUIDE
EACH REGION
LET VISUAL HIGHLIGHTS THE
CONTENT
LOCAL UNIQUENESS
LET CONTENT
INFLUENCE THROUGH
GRAB THE LOCAL-TALENT
RURAL USER’S LANGUAGE SPEAKS
ATTENTION EACH REGION
*All demos are used for reference only, not for any commercial purposes or to represent any brands
Utilize geo-targeting to reach rural consumers in specific regions
with optimal reach level via AWARENESS ON ZALO PACKAGE
Creating an effective media plan for rural users requires balancing reach and frequency. The goal is to ensure that brand messages
are seen widely without overwhelming users. Brands can leverage our Awareness on Zalo package to optimize this balance and
maximize TOM/ Brand presence in Zalo ecosystem (for the first time).
WHY DOES IT WORK IN RURAL?

Welcomes ads on
Baomoi, Zing MP3
✓ Extend inventory lineup to Zalo platform
Nước mắm Knorr
Được tài trợ
✓ Hijack user’s attention for TOM awareness

✓ Effective Reach expansion to approach Rural users by level
REGION SALES REGION LIST OF PROVINCES
Our tips for

this solution
Use simple and Feature people & places Earn trust through consistent,
straightforward language they can relate to helpful messaging
Note: Reservation package
of committed Impressions
Tips for this solution
REACH LEVEL % REACH FREQUENCY
ACHIEVE OPTIMAL MARKET & TARGETING
REACH LEVEL • Market expansion

• High market share
HIGH 60%-65% 1 per week
THROUGH
• Market growth
MEDIUM 45%-55% 2-3 per week
AWARENESS ON ZALO • Competitive switchers
PACKAGE
CAMPAIGN TYPE
Our recommendation to ensure • Promotion

• Maintain Awareness MEDIUM 45%-55% 1-2 per week
optimal level of reach & frequency after launching
• New Brand Awareness

HIGH 60%-65% 2 per week
• New Product Launch
Be prominent on top online platforms
with content tailored to their online need
Fresh start the day Entertain during Relationship Relax before

Update new news lunch break bonding going to bed
UPCOMING
SOLUTION
Highrise Sharking interactive ad Zalo Masthead Out-stream ads (Z-studio)
Ads should fit the need that happens during the day, i.e, Ads should create a sense of locality and Leverage local ambassadors with an appropriate
humorous content with appealing visual is appropriate community with relatable and tone of voice.
to reach users when they need to relax straightforward messages Add interactive elements to trigger engagement
Zalo Rural Playbook | 4. How FMCG brands can successfully apply this framework AAC: ACCESS – ACTIVATE – CONVERT *All demos are used for reference only, not for any commercial purposes or to represent any brands | 42
Hijack brand in relevant content with BÁO MỚI
- Bespoke content hub
“Hóng tin” is a part of daily activities for rural people to

connect with others.
These communities enjoy keeping up with concise news roundups and

little-known facts and entertainment in their downtime. To leverage
this behavior, brands can establish their content hub on Báo Mới,
catering to the topics that rural users are most interested in. This hub
will ensure a comprehensive brand presence and increase brand
engagement.
Our tips for

this solution
Exclusive
Content Natively integrate Diverse and & Brand association
resonates with the product into a simple interaction • Brand engagement
• Consumer feedbacks
different regions familiar local theme + Engagement
+ Product samples • PII data, product trials
+ Survey
CREATIVE
WE SHOULD CHOOSE
GUIDE Local music Suitable

voice-overs
For the region
Local singer Slang language
Related to rural life
MAKE
SOUND
THAT REEL THEM IN WE SHOULD DO
• Making branded but native sounds • Clearly mentions the brand & RTB
• Impressive, trustworthy stories: • An appropriate length of time

and at the right moment.
• Relating to rural life
Create local audio content to win rural users’ heart
When brand and region come together through heartfelt music, the message will spread far and wide.
Immerse yourself in the local culture to capture its essence and translate it into melody. Create a branded song or audio content that addresses
everyday themes and issues that engage the audience while uplifting their spirits through hard work, family, and community virtues.
We have this
very cool case !!!!!
What we offer
Spread out the sound with our solution:

Boost listen of Bivina Tết songs natively on
Utilize Zingmp3's promote song solution to feature your song in
Zing MP3 & gain traction with consumers
native zones and utilize push stream solution for maximum reach.
• Blend the branded songs natively into
users’ streamingline
• Display as native content of Zing MP3
• Charged by listen count (CPS30s)
• Bivina target users: south and coastal
areas
Seamlessly integrate brand into the user’s relationship
bonding routine – Ring Back Tone on Zalo
UPCOMING
SOLUTION
Many users frequently rely on Zalo to call and connect with their relatives, In addition to the default ring back
tone of Zalo, users can proactively
especially parents reaching out to their children and siblings who are far away.
set another they like, such as the
Branded Ring Back Tone
By hijacking the waiting time before a call with engaging sound and visual
cues, brands can increase the brand's visibility and strengthen the connection
RINGBACK TONES
with them, especially on occasions such as Tet, the Mid-Autumn Festival…
The most catchy part Call Interface with Tết
of a song played in – theme and brand
What we offer “waiting time” when elements for both
calling to others caller and receiver
ZALO RING BACK TONE is a value-added solution
for brands, enabling them to replace the default
ring back tone with users’ preferred music or sounds
Our tips for Fullscreen Sticker

this solution
• Choosing a branded chorus that natively represents the brand's spirit The solutions hijack
Example: the chorus “Chuyện cũ bỏ qua” of Mirinda Tet song. brands into chatting
moments
• Making a waiting screen with more native elements.
Example: applying for Coke Tet demo, brands should use the iconic swallow STAY TUNED !!!
Detail Package will be
and colors red and yellow. available soon
* Strictly follow guideline to ensure Zalo neutrality
Evoke emotions and establish a sense of familiarity through
AUDIO AD & AUDIO PLUS
Sound has the remarkable ability to evoke emotions and establish We have this
very cool case !!!
a sense of familiarity. Through audio ads on Zing MP3, brands can
reinforce campaign messages by engaging listeners with sonic
KNORR LUMOS 2022
…
storytelling between songs combined with visual ads, creating a
The audio campaign reinforces the product benefits
completed experience that resonates deeply.
that, when added to Vietnamese daily dishes, can
help them achieve a rich, well-rounded taste for
different types of dishes, not only soup. This ad has a
catchy melody that easily attracts rural users'
attention when they are listening to music and
natively educates brand messages.
What we offer What we offer
AUDIO AD AUDIO PLUS Results:
A simple melody to remind user A combination audio and pop-up

of brand message & product’s banner when user open ZMP3 App, 9%
Awareness lift
14%
Consideration lift
11%
Brand favorability
benefits achieve impressive results
100% Share of voice x8 %CTR 85% + AD RECALL

Q: Have you heard this audio?
PURCHASE INTENTION
Q: Will you consider buying Knorr in future?
59% More likely to remember vs %CTR of Audio ads Viewbility

the slogan of a campaign
9% Higher brand awareness 89% 81%
Food for thoughts:
Mr. ZA, how to create Ruralized Audio ad for Brand of Instant Coffee?
Adtima partners with Pencil Music Studio to help brands develop branded audio content
OUR OBSERVATION:
Vietnamese households stock instant coffee for daily use. Preferences
vary by region: in the South, they prefer sweet and fatty coffee, often
replacing breakfast with it; in the North, bold flavors are popular,
perfect for all-day consumption and entertaining guests.
Let’s mix it with our above tips and add more rural elements to attract
MUSIC STUDIO:
target customers.
OUR FOOD FOR THOUGHT: North version –

Audio demo
Tailor audio ads to rural females aged 18-44 in the South and
North with familiar local sounds.
South version –
• South: Highlight strong, icy coffee preferences. Use
Audio demo
accents to describe the richly flavored instant coffee that
uniquely satisfies.
• North: Emphasize the pursuit of golden coffee ratios.

Incorporate dialect references to promote the secret
formula of instant coffee with the perfect flavor.
*Audio combines typical regional accents and familiar sounds

reminiscent of the product. Repeat product name multiple *All demos are used for reference only,
times and remind promotion program to believe for further not for any commercial purposes or to
represent any brands.
action “Đậm đà đúng ý, rinh 3 chỉ vàng”
SECTION TAKEAWAY
“ACTIVATE”
ZALO TARGETING + CREATIVE = ZA-LOCALIZED
Utilize geo-targeting to reach rural consumers effectively in specific regions with optimal reach level
- Adtima Audience Manager to refine audience segments, combining location, demographics,
interests, and behaviors to reach potential rural customers.
Deliver relevant creative assets (attractive visual and hyper-relevant messages) to rural consumers
based on their interests and preferences
VISUAL THAT GRAB THEIR ATTENTION SOUNDS THAT REEL THEM IN
AWARENESS ON ZALO IMPACTFUL DISPLAY BESPOKE CONTENT

BRANDED SONG RING BACK TONE AUDIO AD & PLUS
PACKAGE ACROSS PLATFORMS HUB
- Visual essentials/ checklist: - Sound essentials/ checklist:

✓ Content that resonates with each region ✓ Making branded but native sounds relating to rural life
✓ Content grab the local attention ✓ Impressive, trustworthy stories
✓ Talent next door ✓ Clearly mentions the brand & RTB
✓ Language speaks each region ✓ Advs with an appropriate length of time and
broadcasting messages at the right moment.
CONVERT
When approaching rural users, one of the concerns is how to re-
approach them and nurture the relationship with them, from that,
brands can generate more positive interactions (engagements,
content views, referrals) and ultimately increase the brand's
love. In this section, let's find out the right approach to help
brands stay in connection with rural users and convert desired
engagement and action.
50
With those being said, WOM significantly affects the thoughts and decisions of rural people.
They discuss products with their social circles, value close relationships, and interact when they see their community participating.
As Vietnam's leading messaging app, Zalo fosters connections, facilitates memorable moments, and serves as a reliable source for product
and service searches. With these inherent strengths, Zalo solutions empower brands to integrate seamlessly into rural' daily lives. So that, we
propose brands utilize personalized strategies on Zalo to create a sense of community and craft customized interactions, hence
establishing familiar connections and nurturing enduring relationships with rural users.
CONVERT
3 KEY STRATEGIC PILLARS
1
Create an Authentic Brand hub
with centralized communication
and engagement activities
2
Personalized communication
strategies that speak to rural
consumers' unique needs and
3
Provide value-added services
that enhance the customer
experience and foster loyalty
preferences
Zalo Rural Playbook | 4. How FMCG brands can successfully apply this framework AAC : ACCESS – ACTIVATE – CONVERT 51
Brand hub
Create an authentic brand hub (all in one platform)

with centralized communication and engagement activities
A centralized Hubs integrated on Zalo

communication hub for brands to engage
with user seamlessly
The more activities brand deploys on Zalo,

The deeper brand can understand their consumers.
Personalized communication strategies that speak to rural

consumers' unique needs and preferences
Rural users appreciate brands they feel understand their realities. By leveraging data, brands can segment rural audiences by location, demographics,
and purchase behaviors and tailor messaging strategies accordingly.
What we offer
Utilize all channels Leverage their data to deliver information that

to trigger rural users to onboard resonates with their need
Personalized Message
✓ Relevant brand information/update
OOH or Activation Booth

✓ Useful tips
at wet markets / local stores
✓ Collect and manage data by labels ✓ Relevant offer: scholarship program
✓ Back-end tool for brand to set up &
for children, household items, etc.
personally take care followers
Relevant engagement
that fit their preference
TV / Radio Local Sale Online source
PERSONALIZED MESSAGE:
Personalized communication strategies that speak to rural consumers' unique needs and preferences
From user behaviors to

tailored solutions
ZNS message
Send personalized messages to group Building a content hub that houses articles, videos,
members (who have the same labels) infographics, and other forms of content lets users take a
Content hub
to update relevant info or keep them deep dive into a specific area where the brand is an
engaged. authority or expert.
Here are a few notes for you to build a content hub

3. Create and
schedule
1. Understand the messages
• To meet rural users' need for swift daily updates, brands should
your members or articles
provide lifestyle content besides product and brand information
2. Define receivers
• Follow social trends
group by
customized
labels • Follow social trends
4. Send 5. Reporting
personalized Message • Provide info in a practical way (3 ways, 4 steps, 5 secrets)
message to this Performance
Click & drive to the article
group • Vote, Rate & Observe
Brand hub Personalized communication Value-added services
How to effectively promote your brand activities?

Provide value-added services
BEYOND MEDIA,
that enhance customer LOCAL PEOPLE ARE POTENTIAL
Embrace the concept of training local individuals as rural agents
experience & foster loyalty
What Brand will offer who can serve as brand ambassadors within their close-knit circles
Digital Engagement Consumer Retailer
Local Influencer
Offline activities
Value-added services
1. DIGITAL ENGAGEMENT
Harnessing the power of word-of-mouth among rural consumers, brands can create simple activities to encourage participation and sharing, providing
opportunities for existing consumers to recommend and endorse the brand in their trusted circles. With rural consumers, entertainment habits are built
from their daily activities. Some initial ideas that are easy-to-play & share, relevant to them, and emotionally resonant all help brand to keep
engaged and sustain relationship with rural consumers.
What we offer
SHAREABLE
& REFERRAL
ACTIVITY
LOCAL RECIPE SHARING INTERACTIVE GAME E-CARD X GENERATIVE POEM CHALLENGE CREATOR
RECRUITMENT & ORGANIC SHARING TOGETHER ENGAGEMENT / NETWORK EXPANSION PRACTICAL INCENTIVE/REWARD
Current users promote activity New members within circle With a success referral /
with friends & send out are recruited, participate in share / participations,
personalized invitation. brand activities users are rewarded,
Case Study | Personalized Communication:
How SURF fostered better connections with consumers in the mekong delta
The Approach: Factors Of Success:

By leveraging the popular TV show in MKD • Tap in a local TV show & leverage all exposure
- "Vợ tôi là số 1", Surf creates a seamless experience resources to make the game easily accessible
for users to engage & check the level of compatibility (EX: embed entrance QR code on a TV show
with their partners. during prime time).
• Adapt local preference into digital activity
Besides that, develop an infotainment hub on Zalo for • Ensure all actions happen within one platform
rural in the Mekong Delta who would like to update new for the best experience
trends or tips & hacks for taking care of their family • Offer instant & relevant rewards to TA
“VỢ TÔI LÀ SỐ 1” TV SHOW “HỘI CHỊ EM SURF” ON ZALO GAME “TÂM ĐẦU Ý HỢP” ON ZALO
Value-added services
*Local product fair / roadshow
2. OFFLINE ACTIVITIES
*Branded event
Besides digital engagements, offline activities* allow
face-to-face interactions, community gatherings,
and participation in local events. Offline activities
serve as a critical bridge between brands and rural

*Activation –
communities. By leveraging their daily communication promotion booth
and messaging platform like Zalo to connect with rural

What we offer
consumers, brands can establish initial touchpoints

BASED ON BRAND ACTIVITIES, ADTIMA
that subsequently lead to other engagements. CAN PROVIDE BRANDS WITH DIGITAL
PLATFORMS TO OPERATE INTERACTIONS
BETWEEN BRANDS, LOCAL TEAMS, AND
CONSUMERS
Brand hub Personalized communication Value-added services
Based on brand ACTIVITIES, adtima can provide brands platforms to

operate interactions between brands, local teams, and consumers
UTC* Campaign Event Check-in management Brand activation
Know event & Be reminded via Join event

fill-in the form Zalo message & receive gift
- What it is: *Under the cap campaign.
A campaign involves users engaging with brands
through products that have unique QR codes
hidden under the caps or the packaging. - What it is: - What it is:
A Platform on Zalo to enhance user experience with A platform to manage interaction between users &
They buy products, scan, or submit the codes to offline event, from step of registration, check-in PGs (Register by PGs, play game or pick the sample
participate in promotions to receive rewards. processes, connecting with user until post-event. at event…), then follow-up with messages
- Be suitable for the brand: - Be suitable for the brand: - Be suitable for the brand:
✓ Have promotion campaigns ✓ Have offline events / festivals ✓ Manage user data ✓ Have PG / Activation / Road Show ✓ New way for trials
✓ Aim to collect & manage user data ✓ Manage interaction between local teams and consumers ✓ Manage PG team & limit cheating scenarios
✓ Standardize campaign management (reward status,…)
Case Study
How Nestlé leverages digital platforms to strengthen relationship with rural users
Personalized messages
The Objective: Drive traffic for brand nutritional events and

encourage ongoing engagement for brand loyalty.
Brand: MILO, Nestlé Bear brand
The Approach: Leverage local women's unions to expand the event

reach and utilize digital platforms to better interact with rural
customers and streamline operational support from local teams.
The solution:
• Onboard rural users on Brand hubs on Zalo - "Bí Quyết Dinh
Dưỡng" Zalo OA and Event mini-apps by the local VN Women's
Union, then update and get feedback on events digitally and
seamlessly. Communication hub -
• Build a unified user profile, allowing Nestlé to personalize its Zalo OA
communication and offers for rural users
Factors of success
o Leverage local people
o Digital Integration: Brand hub (Zalo OA, Zalo Mini-App),
and Adtima Box
Event mini-app on Zalo
SECTION TAKEAWAY
“CONVERT”
Objective: To build relationships and stay in connection with

the consumers through human interaction
Create Authentic Brand hub with:

- Centralized communication via Zalo OA
- Centralized engagement activities via Zalo Mini-app
Personalized communication strategies that speak to rural

consumers' unique needs and preferences, enabled by Adtima box
Provide value-added services that enhance the customer

experience and foster loyalty
- Customized engaging activities: Sharable & referral activities
- Businesses organizing local offline activities can consider
digitalizing the program to increase user experience.
If Mr. ZA can become a part of rural, so can you!
Let Mr. A remind you of The framework AAC ® that helps him to
become a companion of rural users.

Mr. ZA understands himself. Mr. ZA communicates with Mr. ZA builds & strengthens
He knows how other rural suitable language based on the relationship with others
user perceives him preferences/interests via consistently interact with
of the users them via Zalo
Tips & tools for brands Tips & tools for brands Tips & tools for brands
Adtima Audience Pulse: (1) ZALO TARGETING Create an authentic Brand hub
AAM tool to target by Demographic, with centralized communication &
- Brand Health Check Geographic, Behavioral, etc.
engagement activities. Then,
- Consumer Insight
(2) CREATIVE - Personalized communication strategies
- Innovation & Media Visual that grab attention & sounds
- Provide value-added services that enhance
that reel them in
the customer experience and foster loyalty
(1 + 2) = ZALOCALIZED
Headquarter Ho Chi Minh City
- Block B2, Sarimi Building, No. 74 Nguyen Co Thach,
An Loi Dong Ward, Thu Duc, Ho Chi Minh City
Hanoi Branch
16th Floor, TNR Building, No. 54A Nguyen Chi Thanh,
Lang Thuong Ward, Dong Da District, Hanoi Contact
Email: contact@adtima.vn Hotline: (+84) 903 167 096

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Adtima - Rural Playbook 2023

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CONTENTS

*To reach a specific section, please click on its page number

1. Overview of Vietnam’s Rural Landscape 07 Definition of which city/demographic

Zalo Rural Playbook

IN RURAL? understanding due to Vietnam's diverse regions

(*) Source: We are social - Vietnam report 2020 – 2023

the Rural Playbook - a comprehensive rural markets. These best practices

Phan Trần Quang Huy Ngân Võ Nguyễn Việt Hoàng Hoàng An

“ Born from the terraced rice fields of northern Vietnam,

I am Mr. ZA, inviting you along our journey around

63% 46% +11%

Zalo Rural playbook | 1. Overview of Vietnam’s Rural Landscape 08

Vietnam is undergoing a rapid digital transformation on a nationwide scale.

Internet Penetration In Rural Daily Active User | Among Internet Users

Zalo Rural playbook | 1. Overview of Vietnam’s Rural Landscape 09

Rural consumer behaviors

CONSUMER JOURNEY TO PURCHASE: TYPICAL DIGITAL BEHAVIOR:

Zalo Rural playbook | 1. Overview of Vietnam’s Rural Landscape 10

What are main information sources for rural consumers?

WOM from Social Platform Review from others TV Sellers

What drives rural consumers’ choice of products?

Top influencers when choosing product (%)

Prestigious/ Product’s benefits meet Information in product’s Well-known Promotion

Loyal & reluctant-to-switch favorite brands

Purchasing at store Shopping online

Promotion brand I follow E-commerce sites suggestion

Brand familiarity is powerful...

PURCHASE BEHAVIOURS - “I usually buy…”

Source: Buying behavior study in Rural in Feb 2023

Zalo Rural playbook | 2. Consumer Behaviours - Consumer Journey To Purchase 15

... but easily copied or confused

Need a lot of time to choose 19

the brand I want

I can distinguish the brand 68

Those who buy familiar brand Those who does not

i. Consumer Journey They are more likely to buy

Key Online activities in P7D

LET’S EXPLORE A TYPICAL DAY IN RURAL Update news

6-8h 8-10h 10-12h 12-14h 14-16h 16-18h 18-20h 20-22h 22-24h

Zalo Rural playbook | 2. Consumer Behaviours – Digital Behaviours 20

(*) FOMO: Fear of missing out

Top Online News Topics

Zalo Rural playbook | 2. Consumer Behaviours – Digital Behaviours 21

BÁO MỚI, 24H & ZINGNEWS are For more information

Zalo Rural playbook | 2. Consumer Behaviours – Digital Behaviours 22

The act of sharing and chatting with friends

Share enjoy Socially

Relax, Buy and

95 MINS PER DAY

Rural consumers are using ZALO the most

Zalo Rural playbook | 2. Consumer Behaviours – Digital Behaviours 24

Top Music Genres

Zalo rural playbook | 2. Audience Insight – Digital Behaviours 25

ZINGMP3 and YOUTUBE are top music streaming app

TOP-OF-MIND Zing MP3 lives in the memory of early-generation Internet users as

Zalo rural playbook | Rural Landscape – Digital Behaviours 28

Challenge 1 How brands can build a strong brand

Challenge 2 How brands can enhance relevancy

Challenge 3 How brands can leverage WOM to

ASSESS ACTIVATE CONVERT

BY FOLLOWING THE AAC FRAMEWORK, FMCG BRANDS CAN CREATE A COMPREHENSIVE

Zalo rural playbook | Rural Landscape – Digital Behaviours 30

ENABLERS ENABLERS ENABLERS

Zalo rural playbook | Rural Landscape – Digital Behaviours 31