Dentsu Isobar - VietJet FY2019 Digital Strategy - Dec6

“Making a big Touch Down in Japan”
FY2019 Creative Concept & Marketing Strategy Proposal

ABOUT US
About Isobar / Dentsu Isobar
Dentsu Isobar All Rights Reserved.

ABOUT ISOBAR
We are a global agency that

delivers experience-led
transformation – creatively
unlocking the digital potential
of businesses and brands
85 45 6,500+ 300+
Offices globally Countries People Awards in 2017

ABOUT DENTSU ISOBAR
VIETNAM LAB
4F, 5F, 6F and 9F, Saigon Finance Center,
9 Dinh Tien Hoang Street, District 1,
Ho Chi Minh City
10
Professionals
TOKYO
Tsukĳi Shochiku Building,
1-13-1 Tsukĳi, Chuo-ku,
Tokyo 104-0045
400
Professionals
OSAKA
Osaka Nakanoshima Building,
2-2-2 Nakanoshima, Kita-ku,
Osaka-shi, Osaka 530-0005
35
Professionals

OUR TEAM
Shinichiro Taba
Kaori Tomimori Creative Director
Planning Director
Takahiro Saegusa Rikka Nakajima
Social Media Planner
Social Media Planner
Takeshi Kanamaru
Creative Planner
Greg Smillie
Account Executive
Toshiaki Iwai
Creative Director

GOAL
The Goal for FY2019

OUR GOAL
Raise awareness of Vietjet

in the Japanese market
Capitalise on VietJet’s strengths and unique positioning
and build / implement a mid to long term brand strategy

CURRENT STATUS
Awareness today

CURRENT STATUS
VietJet’s Corporate Philosophy
We are NOT an LCC

We areNew-Age Carrier !
by Nguyen Thi Phuong Thao CEO

CURRENT STATUS
Inflight bikini show 2012 @Vietnam Free ticket offering 2018 @Japan
・ An approach unlike any other airline

・ Promotions have viral appeal
・ High affinity with “New Age”

CURRENT STATUS
The perception of
VietJet / Vietnam
in Japan

CURRENT STATUS
Interest in Vietnam
VietJet, awareness levels today
Ranked 18th among popular travel destinations
VietJet (Japanese) Vietnam Airlines
“Chikyu no arukikata” travel publication survey.

Google trends – Comparison of search volume
TOP 20 most popular overseas destinations (2017/12/7) n=2,765 people

OUR POV
VietJet‘s awareness is understandably low,

Given that interest in Vietnam as a destination is not high
We want to make sure that we’re

reaching the right target with the
right message, for it to be further
diffused between peers

OUR POV
Growing awareness around VietJet

Select a target with high affinity with the brand
Understand the characteristics of that target

TARGET
Target outlined in the brief ＝ Young people in Japan

High affinity target ≠ Young people in Japan

TARGET
Disinterest in
overseas travel

TARGET
Interest in overseas travel
Disinterest in
overseas travel

TARGET
Interest in Vietnam
as a destination
Disinterest in
overseas travel

TARGET
Interest in Vietnam
as a destination
Disinterest in Interest in flying

overseas travel with VietJet

TARGET
Interest in overseas
travel ＋ Interest in Vietnam
as a destination ＋ Interest in flying
with VietJet =
？
TARGET
So, who should we be targeting?

TARGET
LCC Users
Young Millennials
(20’s-30’s)
TARGET
Looking at the demographics of frequent LCC flyers in Japan,

both men and women in their 20s and 30s are high
50
40
30
20
10
male
female
0
20’s 30’s 40’s 50’s 60’s
https://honote.macromill.com/report/20170914/

TARGET
University
Students

TARGET
Characteristics of VietJet Relevant people
Daily flights Flexible / Adjustable weekday schedules

Late night departures Active
Low cost Low income
Japan Vietnam Tourism ＞ Business
All apply to University Students

TARGET
Extensive time spent on digital devices (Smarphone, PC, tablet)

A look at the ratio of time spent on digital channels
29%
50% 50%
71%
Target Total
http://mekanken.com/mediasurveys/

TARGET
75%
95% 98%
95% 75% 98%

https://bit.ly/2rn6soL

TARGET
Extensive time spent on social media

A look at the ratio of total time spent on social media
29%
40%
60%
71%
Target Total
https://www.hakuhodody-media.co.jp/column_topics/column/media_environment/20170920_19228.html

TARGET
University students use

social media as their main
form of communication and
create strong communities

TARGET
A shoutout on social media

will bring people
to far away music festivals

TARGET
And take them to sports events

TARGET
Or for a dressed up party in the streets

TARGET
University students are known

for taking spur of the moment
action influenced by their friends

TARGET
University students…
・Are willing to spend money on experiences

・have a strong spirit for adventure
・Are quick to try new experiences
・Respond well to relevant messaging that addresses them personally

TARGET
University
students
SNS

TARGET
Interest in Vietnam
as a destination
Interest in flying
with VietJet
Disinterest in
overseas travel Young The Message
Millennials
(University Students)

MESSAGE
They need a strong message to turn vague interest into action

MESSAGE
VietJet‘s tagline in Japan

MESSAGE
The message needs to be catered to them personally
Position VietJet as a New Age carrier for everyone

MESSAGE
空は、あなたのものだ。
Translation:
The sky is yours

MESSAGE
That country is waiting for you.

That country will inspire you.
Our wings are here for you if you’d like to experience Vietnam.
Service like no other.

An experience in the sky like no other.
More fun before you land.

We are the New Age airline.
The sky is yours

MESSAGE
However,
The brand’s awareness is still low

and interest in Vietnam as a destination is also low
We therefore need an additional hook

to tie the campaign together

CATCH COPY
Campaign Catch Copy

CATCH COPY
＃ベト××
# + Viet + XX
Social viral appeal ＋ Part of the brand name ＋ Part of the campaign
‣ The word “Beto” (Japanese pronunciation of “Viet”) also means “to stick” or “have traction” and is a word with a lot of impact
‣ Use a formula of abbreviation that is very familiar with young people in Japan
（ex. Instagram ＝ “Insta”, Social gaming ＝ “Soshage”)

CATCH COPY + TAGLINE
Catchcopy to convey the appeal of VietJet Tagline to give it a morepersonal / inclusive feel
＃ベトめし
＃ベト婚 “#Vietkom”(match making) 空は、あなたのものだ。
＃ベト成人 “#Vietseijin”(coming of age) ×

＃ベトディスコ “#Vietdisco” The sky is yours
＃ベトチューバー “#Vietuber”

CASE STUDY
The combination of a product or company name in the catch copy

is has proved to be a successful method in the past in Japan

CASE STUDY
These are some examples of popular promotional campaigns in Japan that abbreviate
/ combine words to create new words promotional words as campaign taglines and social media hashtags

CASE STUDY
Words with impact are turned into hashtags, become a trend and are shared across social media

PLAN
So what kind of initiatives would appeal to our target

and create a buzz in the market?

PLAN
We can categorise the initiatives

into 3 content pillars
University student-targeted
Buzz-worthy “Event flights” The appeal that is “VietJet"
special flights

PLAN
“#Viet-tuber”
＃ベトチューバー
ベトナムって、相当面白いじゃん。
ちょっと行ってくるわ。
University Buzz VietJet

PLAN
Example of viral reach ＃ベトチューバー (Youtuber Flight)
Recruitment Youtuber flight Youtubers post their own original content

Next time
I’m going with VietJet!
Today is the ＃ベトチューバー
Vietuber flight!
I wan’t to visit Vietnam!

We’re heading off!

I missed my flight!!
Press Release Share on the ＃ベトチューバー

Official channels too
PR article
“Great news for Youtubers!
!

PLAN
“#Viet-seijin”(coming of age)
＃ベト成人
大人になったんだからお祝いします。
新成人、無料便就航！
University Buzz VietJet

PLAN
Example of viral reach ＃ベト成人 (Coming of age Flight)
Social Ads Word of mouse on campus Tweet in real time Users document their trip visually
about your experience on Instagram
Hey,
I’ve just turned 20!
This is for me!
＃ベト成人
Press Release
PR article
“Great news for
Coming of age!”
＃ベト成人
Let’s all sign up together!

Just search for:＃ベト成人

ANNUAL MOMENT CALENDAR
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
1/14 Coming of age day J League (Football) Season begins 6/16 Father’s day 8/16 University girl’sday 10/1 Glasses day
March Result announcement 5/12 Mother’s day 9/16 Respect for the aged day
5/5 Children’s day 10/31 Halloween
Certain initiatives will not be seasonal for flexibility throughout the year

MEDIA
And in order to reach our target with these messages…
We want to target them at different touchpoints
The “right message” to the “right person” at the “right time”

MEDIA
Capitalising on the characteristics / strengths of each social

media channel, ensuring that each work together in creating a digital
ecosystem in parallel with the customer journey.

SNS CASE STUDY IN JAPAN
Awareness Branding Reach Conversion

Official announcements of Interesting / comical content Product / service information and
Images with visual appeal corporate information with viral appeal direct link to booking

EXAMPLE
Picturesque scenes of a Corporation VietJet information A more personal touch to posts in Booking tool and flight information /
Modern and appealing Vietnam and corporate event reports line with real-time happenings Sale information etc.
Vietjet Air VietjetAir

CEOグエン・ティ・ホン・タオが成田へ到着しま来週は母の日、なので、
した。今週いっぱい、
本日は午後から都内の大学を訪問予定です！全国のお母さんは無料便、はじめます。
#ベトママ #母の日
VietjetAir VietjetAir
弊社のアカウント運営、大変なんすよ、
SALE
クレーム多くて。
CEOがすぐ変なことやりだすか
ら・・・・・＿¦￣¦○
VietjetAir
#YouTuber無料便やるんですけど、
HIKAKINさん@hikakin きてくれない
かなあ。きてきてきてきてくれーーー
い！
#ベトチューバー
VietjetAir
VietjetAir チケット運行の

Vietjet Air自慢の機内食。
予約確認
ここ一番人気は、写真のフォーです。
ハノイに着く前に、本場の味を。
な、なんと #Youtuber無料便予約見通し
HIKAKINさんが登場！俺のツイート見
て参加が決まったらしい。俺、やるじゃ
ん？しかも生で会えちゃったよー！#ベ
トチューバー

Digital Ecosystem
It is important to connect each channel / initiative in the

context of the user end to end user journey and stay with the
customer from awareness to purchase and beyond

Digital Ecosystem
Customer Journey / Data and KPI

Action Phase Trigger Destination / Consideration Detailed / Planning Booking ∼ Travel Return ∼ next trip
SNS Search
I want to travel!
Destination
Messaging Budget VietJet Web Site

tool Timing Dtld. Planning
Target Audience
Chat Share experience

(Offline) Competitor info. Travel magazines On the ground schedule via social
I want to visit Sites / Blogs
Vietnam! Accommodation
Ads How to get around Booking

display/video Which airline to fly with ↓
Social media information
Transaction Fly with Vietjet again
Search ↓
I want to visit Comparison sites / Travel sites
Vietnam （Organic Search） Departure
With VietJet!
Search Data SNS Official Account Data/

Data Data SNS Media Data SNS Official Account Data
Google Analytics Social Listening
Organic search Number of shares

Site visitors
KPI Engagement / Traffic to site Engagement / Traffic to site Visitors per channel Social listening
Tickets sold
Campaign-related visitors Tickets sold

Digital Ecosystem
The Current ecosystem. The “Trigger” and “Booking” initiatives are currently disjointed
SNS Search
I want to travel!
Destination
Budget VietJet Web Site
Facebook Timing
Announcements on FB Dtld. Planning
Target Audience
Share experience
Competitor info. Travel magazines On the ground schedule via social
How to get around Booking site
Ads
display/video Which airline to fly with
Fly with Vietjet again
I want to visit Search

Comparison sites / Travel sites
Vietnam （Organic Search）
With VietJet!


Site visitors
Tickets sold

Digital Ecosystem
The proposed ecosystem for FY2019, covering all phases in the journey
Instagram Search
Show a visually appealing Social viral campaign
modern Vietnam
I want to travel!
Encourage shares /
Destination
comments
Facebook Timing
Regular / Structured Dtld. Planning
Target Audience
official announcements Share experience

Competitor info. Travel magazines On the ground schedule via social
twitter
Diffuse more digestable information
Serve to compliment more in depth information
Which airline to fly with

Amy Campaign LP
Vietnam
(Optional) Archive VietJet related
With VietJet! information
PR / Viral initiatives


Site visitors
Tickets sold

Digital Ecosystem
AD / Media Plan

Digital Ecosystem
Plotting the media touchpoints

Instagram Search
IG Show a visually appealing Social viral campaign
I want to travel! Ads modern Vietnam
Encourage shares /
Destination
comments
Facebook Timing FB Planning
Dtld.
FB Regular / Structured Custom
Target Audience
Ads official announcements Audience Share experience

Competitor info. Travel magazines On theAds
ground schedule via social
RTG RTG
Vietnam! Accommodation Ads
Ads
New Booking site Repeat
twitter How to get around
TW Diffuse more digestable information
Ads Serve to compliment more in depth information
Which airline to fly with
Listing
SEO
I want to visit Comparison sites / Travel Listing
sites Repeat
Amy Campaign LP SEO
Vietnam New


Site visitors
Tickets sold

Digital Ecosystem
Media Simulation
Instagram Search
Social viral campaign
IG Show a visually appealing
Ads modern Vietnam
Option Option
I want to travel!
Encourage shares /
Trigger Consideration Destination
comments
Budget Detailed Planning Booking
VietJet Web Site Return Next Trip
Facebook Media operation Timing FB Planning
Dtld.
FB Regular / Structured Custom Media operation Media operation
Target Audience
Ads official announcements

Reach, engagement, Site visits using social Ads Audience Share experience
Competitor info. Travel magazines On theAds
ground schedule via social
I want to visit Sites / Blogs Retargeting, listing to push new ticket sales Retargeting, listing to push
RTG RTG
Vietnam! Accommodation Ads repeat ticket sales
Ads
Repeat
twitterReach (IMP): 123,800,000
New
TW Diffuse more digestable information
ENG:
Ads Serve to compliment more15,638,000
in depth information
Which airline toReach
fly with (IMP): 20,356,000 Reach (IMP): 3,574,000
Traffic (Click): 278,350 Traffic (Click): 51,770 Traffic (Click):
Fly with Vietjet 47,710
again
Listing
I want to visit Ticketsites Sales (New CV): 356
Comparison sites / Travel Listing
SEO Ticket
Repeat Sales
Amy Campaign LP SEO
Vietnam New (Repeat CV): 699


Site visitors
Tickets sold

Digital Ecosystem
Trigger Consideration
Reach, engagement, Site visits using social Ads
Destination Detailed Booking Return

Media Menu Budget Trigger Reference
Consideration Planning ∼ Travel ∼ next trip
Reach Traffic Traffic Ticket Sales Ticket Sales

KPI ENG CPM CPE CPC CPA
（IMP) （Click）（Click）（New CV）（Repeat CV）
Stories ¥10,000,000 28,500,000 2,285,000 57,000 ― ― ― ¥351 ¥4.4 ¥175 ―
Instagram ENG Ads ¥5,000,000 12,500,000 1,125,000 23,750 ― ― ― ¥400 ¥4.4 ¥211 ―
Link Ads ¥5,000,000 7,700,000 ― 26,900 ― ― ― ¥649 ― ¥186 ―
ENG Ads ¥10,000,000 10,000,000 800,000 35,000 ― ― ― ¥1,000 ¥12.5 ¥286 ―

Facebook
Link Ads ¥10,000,000 8,000,000 ― 50,000 ― ― ― ¥1,250 ― ¥200 ―
Twitter Promo Tweet ¥20,000,000 57,100,000 11,428,000 85,700 ― ― ― ¥350 ¥1.8 ¥233 ―
Total ¥60,000,000 123,800,000 15,638,000 278,350 ¥485 ¥3.8 ¥216 ―

Digital Ecosystem
Detailed Planning Booking

Retargeting, listing to push new ticket sales

Facebook Custom Audience ¥3,000,000 2,500,000 ― ― 12,500 63 ― ¥1,200 ― ¥240 ¥47,619
G/Y/FB/TW Retargeting (New) ¥5,000,000 14,285,000 ― ― 21,420 150 ― ¥350 ― ¥233 ¥33,333
G/Y Listing（New） ¥5,000,000 3,571,000 ― ― 17,850 143 ― ¥1,400 ― ¥280 ¥34,965
Total ¥13,000,000 20,356,000 ― ― 51,770 356 ― ¥639 ― ¥251 ¥36,517
Return Next Trip

Retargeting, listing to push repeat ticket sales

G/Y/FB/TW Retargeting（Repeat） ¥1,500,000 2,727,000 ― ― 5,357 ― 64 ¥550 ― ¥280 ¥23,438
G/Y Listing（Repeat） ¥3,600,000 847,000 ― ― 42,353 ― 635 ¥4,250 ― ¥85 ¥5,669
Total ¥5,100,000 3,574,000 ― ― 47,710 ― 699 ¥1,427 ― ¥107 ¥7,296

Digital Ecosystem
LINE

Digital Ecosystem

SNS Search
I want to travel!
Destination

LINE
Target Audience

LINE is a platform that has
(Offline) Competitor info. Travel magazines On the
theground
ability toschedule
cover the entire via social
I want to visit Sites / Blogs user journey

Transaction Fly with Vietjet again
Search ↓
With VietJet!


Site visitors
Tickets sold

Digital Ecosystem

SNS Search
I want to travel!
LINE Official AccountDestination
LINE Official Account
Target Audience

(Offline) Push Message
Competitor info.
Travel magazines On the ground schedule via social
I want to visit Timeline Message
Sites / Blogs
Vietnam! Sticker Accommodation

LINE Ad Platform Transaction Business Connect
Search ↓
Business Connect
With VietJet!
No. of friends ENG / Site traffic Site traffic

Data Ticket sales
Ticket sales
No. of active friends No. of Business Connect IDs
KPI Media Data Official Account & Business Account Data Google Analytics Business Account Data

Digital Ecosystem
Media plan for LINE (Optional)

Ticket Sales
Reach Traffic Traffic Ticket Sales （Repeat
KPI Friends Active Friends CPF CPE CPC CPA
（PV/IMP) （Click）（Click）（New CV）
CV）
LINE Official Account Official Account ― ― ― ― ―
Sponsored Sticker ¥40,000,000 3,500,000 1,050,000 ― ― ― ― ― ¥11 ― ― ―
LINE Ads NEWS LINE Digest Spot ¥5,000,000 ― ― 900,000 18,000 ― ― ― ― ― ¥278 ―
LINE AD PLATFORM : Travel ¥5,000,000 ― 9,270,000 ― 65,000 50 ― ― ― ¥77¥100,000
LINE Business
TONARIWA ― ― ― ― ―
Connect
Total ¥50,000,000 3,500,000 1,050,000 10,170,000 18,000 65,000 50 ―

LINE
VietJet ONLINE Service

Powered by LINE

LINE
There are over 70M active LINE users in Japan.

(Over half of the total population)
LINE is also becoming very popular in other Asian

markets such as Thailand and Taiwan

LINE
Build a solid fan-base for VietJet = Encourage repeated use of VietJet
Provide a premium service to users

LINE
Aps have a download hurdle to The vast majority of young people

overcome and a learning curve in Japan already use LINE and are
regarding the UI accustomed to interacting with
brands / services through LINE

LINE Case Study: AIRDO
Before
Tools / touchpoints
were disjointed
Plan by searching Book at ticket through Check booking Receive ticket at Board using counter-
online / in magazines the website information by email airport counter issued ticket
A New
Customer
Experience
Obtain useful planning Book flights Check booking Issue boarding ticket Board using QR code
information information (QR code)
The entire process is contained within the LINE interface

Customer LINE Business Connect
Search booking
information
Booking
System
Booking
information

Boarding service with LINE

Planning Concierge with LINE

By following (becoming a “friend” of) the official LINE account, users can access a host of content /
services via the rich menu, including travel tips / destination information & hotspots etc.
A simplified search method allows users to search by “see”, “taste”, “experience”, “shop”
ＡＩＲＤＯ
Links to booking site
Links to website or LP

AirDo was the first airline ever to incorporate LINE

into its boarding service and it received a large
amount of press coverage as a result.
In the first 6 months after launch, 500,000 people

were using the service
A considerable increase in adoption by millennials.
14.2% increase in customers in the year after

launch

Budget Allocation
(Operational Cost)

Budget Allocation(Operational Cost)
Monthly Strategy / Social media Operational Cost

Hours Unit Rate Fee
Monthly Project Management / Strategy fee
Overall Project / Account Management Account Director 15.00 Hours ¥24,000 ¥360,000
Account Executive 30.00 Hours ¥16,000 ¥480,000
Project Manager / Director 40.00 Hours ¥20,000 ¥800,000
Communication / Creative Strategy Creative Director 15.00 Hours ¥24,000 ¥360,000
(Banner / Video asset creation etc.) Designer 15.00 Hours ¥20,000 ¥300,000
Senior Social Media Planner 25.00 Hours ¥16,000 ¥400,000
Hours Unit Rate Fee
Monthly Social Media Account Operation fee

Facebook Operation Community Management 20.00 Hours ¥16,000 ¥320,000
(4-8 posts a month) Content planning 30.00 Hours ¥16,000 ¥320,000
Content creation / Copywriting 20.00 Hours ¥20,000 ¥400,000
Instagram Operation Community Management 20.00 Hours ¥16,000 ¥320,000

(4 posts a month) Content planning 30.00 Hours ¥16,000 ¥320,000
Monthly Reporting Site traffic / Social media performance / Media report / KPI tracking 45.00 Hours ¥20,000 ¥900,000
Total Annual Operation Cost (x 12 months) ¥68,160,000
Tentative Exchange rate: USD 1.00 = JPY 112.00

USD 608,571

Budget Allocation(Operational Cost)
Monthly Media Operational Cost
Media Menu Budget
Trigger Consideration
Instagram Stories ¥10,000,000
Engagement Ads ¥5,000,000
Link Ads ¥5,000,000
Facebook Engagement Ads ¥10,000,000
Link Ads ¥10,000,000
Twitter Promo Tweet ¥20,000,000
Total Media Investment ¥60,000,000

USD 535,714
* We would like to adjust the balance between media spend vs. creative production based on KPI definition and an audit of current traffic volume
* We have included several optional menus in the media on the earlier slides of this presentation.
* Dentsu Isobar will take 30% commission from media cost to cover media operation / daily optimization etc.

Budget Allocation
(LINE)

Budget Allocation(LINE)
Rough Estimate for LINE Business Connect solution
Discovery Phase
Phase hours Rate Fee
Discovery Process & Planning

Initial Discussions (1 week) Account Manager 16.00 hour ¥20,000 ¥320,000
(to determine scope of work) Account Executive 8.00 hour ¥16,000 ¥128,000
Discovery Process & Planning (1 month) Account Manager 120.00 hour ¥20,000 ¥2,400,000
(deliverables: Account Executive 120.00 hour ¥16,000 ¥1,920,000
- Business requirements audit Technical Director 100.00 hour ¥24,000 ¥2,400,000
- Technical requirements audit) Social Experience Community Design 60.00 hour ¥16,000 ¥960000
UI Designer 60.00 hour ¥16,000 ¥960000
Discovery Phase Total ¥9,088,000

USD 81,143

Development & Deployment Phase: Customer Support function

Customer support functions
Project Management (3 months) Account Manager 72.00 hours ¥20,000 ¥1,440,000
Account Executive 144.00 hours ¥16,000 ¥2,304,000
Development & Roll Out (3 months) Technical Director 144.00 hours ¥24,000 ¥3,456,000
AS Technical Architect 240.00 hours ¥14,000 ¥3,360,000
(1 month) UI Designer 48.00 hours ¥16,000 ¥768,000
Sub Total ¥11,328,000
Development & Deployment Phase: Boarding Support function

Boarding support functions

Project Management (2.5 months) Account Manager 128.00 hour ¥20,000 ¥2,560,000
Account Executive 192.00 hour ¥16,000 ¥3,072,000
Development & Roll out plans (2.5 months) Technical Director 320.00 hour ¥24,000 ¥7,680,000
AS Technical Architect 512.00 hour ¥14,000 ¥7,168,000
(1.5 months) UI Designer 72.00 hour ¥16,000 ¥1,152,000
Sub Total ¥21,632,000
Development & Deployment Phase Total ¥32,960,000

USD 294,286

Account Setup and Operation Phase Tentative Exchange rate: USD 1.00 = JPY 112.00
USD 328,929 / Month
Assuming that operation will be carried out by Dentsu Isobar, we will also include an operation manual upon delivery.
Reporting will also be carried out in order to optimise operation
Initial
Category Detail Amount Unit Unit cost Total
Introduction production Account content proposal 4 Person-days ¥75,000 ¥300,000
KPI setting 1 Set ¥100,000 ¥100,000
Operation structure Operation manual production 2 Person-days ¥50,000 ¥100,000
Total ¥500,000
USD 4,464
The quotation assumes that all operation of posting planning, production and distribution will be carried out by Dentsu Isobar. The following is in the case of 2 home posts and 2 messages per month. The monthly billing amount will change depending on
production, number of posts, production (optional). We will submit approximate estimate and final billing quotation at the end of each month when the planning content of the month is confirmed.
Operation cost
Category Detail Amount Unit Unit cost Total
Operation management Community management cost 1 Set ¥300,000 ¥300,000
Planning / Posting / Message 2 Set ¥80,000 ¥160,000
Home (Text + 1Image) 2 Set ¥100,000 ¥200,000
Design Message・Home 4 Page ¥50,000 ¥200,000
Distribution setting (Post) Message posting operation 2 Set ¥20,000 ¥40,000
Home posting operation 2 Set ¥20,000 ¥40,000
Reporting Monthly report cost 1 Set ¥300,000 ¥300,000
Weekly meeting participation (2person, transportation fee included) 1 Time
Total ¥1,240,000
USD 328,929 / Month

Assumptions
1.Customer Support
- LINE users’ block information linkage is not included.
- Testing is to be carried out on Android, iPhone; 1 device for each.
2.Boarding
- Reservation (implement by conversation control, per Facebook messenger specifications)
- Control for tickets such as provisional reservation is not included. Only include implementation of errors occurring during purchase flow.
- Reservation inquiry (assuming to inquire information API)
- Web check-in (assuming to inquire information API)
- Control for check-in such as selecting the same seat is not included. Only include implementation of error occur during check-in flow.
- Display QR code (assuming to inquire information API)
- Block information linkage of LINE users is examined inclusive of the usage method at the time of definition of requirements and is separately estimated.
- Testing is to be carried out on Android, iPhone; 1 device for each.
3.Others
- TONARIWA(LINE business connect )cost is not included.
- TONARIWA Fee: 500,000 JPY/Monthly (separate from fees payable to LINE)
- Message Fee:1JPY per message (separate from LINE’s1 JPY per message fee)

Finally…

10 years from now,
This is the kind of conversation we’d like to see happening…

When I was in University, my friends
and I travelled on VietJet for the first
time and had an incredible time.
I’ll never forget that!

VietJet and students both
represent New-Age
A new airline and a new generation who are

about to carve out the future for Japan
We hope to work together with you

to create a series of content
that helps them learn about
and love Vietjet!!

Thank you

AMY Communication Plan

AMY
Find AMY and

something good might happen!?
=
Lucky Item

AMY
Good things happen when you find AMY!
Crane Game Inflight Food Fortune Cookies Overhead Compartment

Place a crane game in the airport / If you find AMY’s sticker
boarding gate with an Amy toy inside your inflight Find your fortune inside Find AMY in one of
inside. Win a free flight or other food container, win a prize! a cookie. Find an AMY print the overhead compartments
incentive if you win! on your fortune and win a prize! and win a prize!

AMY
Twitter Voice
= Personified
Character

AMY
Twitter post voice to be set as AMY’s voice with specific character traits
Timely event posts Viral appeal posts

Vietjet_AMY Vietjet_AMY
来週末は、母の日ーーー！ Aah, I’m bored, I’m bored, I’m bored!
あー疲れた疲れた疲れたー！
Next weekend is Mother’s Day!! I’m tired of seeing the same face in the
いつもお世話になっているお母さんの
In order to give mother’s around Japan our そもそも機体に目と口足しただけの
mirror.
thanks, how about a free flight for mums
ために、全国のお母さんは誰でもキャラなんて安直すぎるだろ！
next week! I need a change…
フライト無料にしちゃおうかなっと！
#Vietmama #Mother’s Day
#The Sky is Yours
#ベトママ＃母の日
#空はあなたのものだ Vietjet_AMY
Aaaah, what can I do about this face?
ああもうこんな顔イヤ！
I need to give myself more of an edge…
Vietjet_AMY ムズムズしてきた！
I wrote a letter for Mother’s Day!
母の日にお手紙書いてみた！
What? How do I write a letter without hands,
え？手がないからかけないだろって？
you say?!
…It’s none of your business!! Vietjet_AMY
ほっとけ！#ベトママ
#Vietmama #Mother’s Day
＃母の日
#The Sky is Yours
#空はあなたのものだ I AM REBORN!!!!!!!!!!!!!!!!!!!!

AMY
AMY sends your personal messages

to help you on your travels
=
Your travel partner

AMY
Using LINE’s beacon / chatbot features to allow AMY to send customers

ticket information and flight reminders.
Before your trip
Don’t forget, tomorrow is

明日はフライト。
your flight! Are you
たのしみだね。
looking forward to it?
パスポートは
Don’t forget your
♪
わすれないで！
passport!
何便に乗るんだっけ？
What are the flight
details again?
ベトジェットの
It’s VietJet’s VJ939,
VJ939便だよ。
leaving at 09:20.
09:20発だよ。
寝坊は禁止！！
Don’t oversleep!

AMY
On the ground in Vietnam, AMY is with you too, giving you advice and
things to do at your destination.
In Vietnam
Where are you

now?
Tell me the
♪
street name!
A place called Le
Duan, Near Hanoi
station.
If you go South
down that street,
on your right you ll
see a hospital.

Digital Ecosystem
Budget Allocation
(AMY Communication Plan)

Budget Allocation (AMY)
Rough Estimate for AMY Communication Plan
hours Unit Rate Fee
Initial Costs Strategy / Persona Social Planner 50.00 Hours ¥20,000 ¥1,000,000
definition / Account
setup Senior Strategist 40.00 Hours ¥20,000 ¥800,000
Twitter Monthly Operation Account Management 30.00 Hours ¥20,000 ¥600,000

(around 8 posts a month)
Community Management 40.00 Hours ¥16,000 ¥640,000
Content planning 30.00 Hours ¥16,000 ¥480,000
Physical asset production (crane game etc.) Creative production 30.00 Hours ¥20,000 ¥600,000
Total ¥36,840,000

USD 328,929
Dentsu Isobar All

The quotation Rights
assumes thatReserved.
all operation of posting planning, production and distribution will be carried out by Dentsu Isobar. The following is in the case of 2 home posts and 2 messages per month. The monthly billing amount will change depending on
production, number of posts, production (optional). We will submit approximate estimate and final billing quotation at the end of each month when the planning content of the month is confirmed.
Appendix

REAL VOICE
We decided to interview actual

university students
to gather some insights

REAL VOICE
ご飯が美味しそうなイメージはなんとなくある。
インスタでも綺麗なランタンの写真とかみたことあるから
ぼんやりと素敵な印象はありますね。
21歳都内大学生女子
“I have a vague impression that Vietnam has good food. I’ve also seen
pictures of beautiful lanterns on Instagram. I have a vague but positive
perception.”
21 year old University Student, Tokyo / female

REAL VOICE
行った友達が街並みが綺麗っていうのを聞いてから
ちょっと気になっています。
そういえば大学にもベトナムからの留学生いる！』
20歳都内大学生女子
“I’ve had some interest since my friend went there and told me that it has
a really nice street vibe. Oh yeah, and we have Vietnamese students at
our University”
20 year old University Student, Tokyo / female

REAL VOICE
俺たち大学生のこと考えてくれてるなーというか
携帯の学割とかもそうっすけど、
学生の・・・みたいに言ってくれると単純に好きっす。
あ、俺らのなんだ、って思えるというか。』
19歳都内大学生男子
“Anything that looks like its thinking about us students is great, like,
student mobile phone plans.etc. I respond well to anything with “for
students” in it, you know? Something specific to us.”
19 year old University Student, Tokyo / male

REAL VOICE
僕はなんかノリが良ければとりあえずノリたい笑
安かったら特に。で、良かったら友達にもすすめるし
授業ない日にみんなでやろーぜ、とかもありますよ。
ハロウィンの仮装とかも、毎年そんなノリです。
22歳都内大学生男子
“For me, if the vibe is right, I’ll get on board… lol. Particularly if its
affordable. If its good, I’ll recommend it to my friends, and on days when
we don’t have class, I’d be up for all going together. Every year at
Halloween it’s a similar thing.”
22 year old University Student, Tokyo / male

PLAN

PLAN
“#Viet-ome” (Exam result celebration) “#Viet-JD”(Female Uni student Day)
＃ベトおめ＃ベトJD
8/6女子大生の日。
努力が報われたすべての人へ。女子大生ウェルカム！
大学に合格した人、全員無料便いきます！女子大生だけ、無料に！
“#Viet-megane”(glasses) “#Viet-san”(characters in name)
＃ベトめがね＃ベトさん
10/1めがねの日。
名前に「べ」と「ト」が入る人だけが乗れる
めがねをかけている人に
無料便。
無料便、出します！

PLAN
“#Viet-hatsutabi”(first flight) “#Viet-compa”(matching party)
＃ベト初旅＃ベトコンパ
学生よ、飛び立て！地上での出会いに飽きたあなたに。
大きなチャレンジを応援。出会いはまだまだ転がっている。
初海外なら無料に！空の上で、コンパ開催。
“#Viet-ween”(Halloween) “#Viet-fes”(music festival)
＃ベトウィン＃ベトフェス
ハロウィンだし、ベトはノリよく
その特別便ではDJやアーティストがプレイをし
コスプレしたら無料にしちゃうよ！
乗客が心を揺らす。
空の上のハロウィン、ベトウィン。

PLAN
“#Viet-mama” / #Viet-papa”
“#Viet-baby”
#ベトパパ
＃ベトベビ
#ベトママ
育児を頑張るパパとママへ。 2019年に生まれた子へ。
いつもお疲れ様。そしてありがとう。君の未来は、無限に広がる。
パパママのために無料便を出しちゃう。 20年後に使える無料チケットをプレゼント！
“#Viet-mago”(grandchild) “#Viet-silver”(senior)
＃ベト孫＃ベトシルバー
こどもの日。敬老の日。
新しい時代。感謝の気持ちを込めて。
お孫さんと一緒に搭乗する無料便、やります！シニアのフライト、無料に！

PLAN
“#Viet-gassen”(Sports game/match) “#Viet-toki”(Quiz solving)
＃ベト合戦＃ベト解き
赤と黄色のチームに分かれてバトル！その特別便の中では難解で壮大な
赤か黄色のユニフォームを身につけて解きゲームが繰り広げられる。
搭乗すると無料に！？一人でも正解者がでたら、全員が無料。
“#Viet-tameshi”(ticket exchange with competitor) “#Viet-gatcha”(Capsule machine)
＃ベト試し＃ベトガチャ
他社便のチケットと無料でチェンジしちゃうよ∼ お楽しみは空の上で！
とりあえず、試してみたら？機内のガチャで当たれば
結構ハマっちゃうかもよ。次回無料に！

PLAN
“#Viet-meshi”(food) “#Viet-hyakuen”(100 yen)
＃ベトめし＃ベト100円
２択じゃない。全部で９種類。大好評１００円便。
レストランのように楽しめるお食事を。みんなに乗ってもらいたいから
ワンコイン便、またしてもやります！
“#Viet-fukuoka”
＃ベト福岡
福岡空港へも路線拡大！！
福岡ーハノイの路線を
無料に！

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“Making a big Touch Down in Japan”

FY2019 Creative Concept & Marketing Strategy Proposal

About Isobar / Dentsu Isobar

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We are a global agency that

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The Goal for FY2019

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Raise awareness of Vietjet

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VietJet’s Corporate Philosophy

We are NOT an LCC

by Nguyen Thi Phuong Thao CEO

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・ An approach unlike any other airline

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VietJet (Japanese) Vietnam Airlines

“Chikyu no arukikata” travel publication survey.

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VietJet‘s awareness is understandably low,

We want to make sure that we’re

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Growing awareness around VietJet

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Target outlined in the brief ＝ Young people in Japan

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Interest in overseas travel

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Interest in overseas travel

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Interest in overseas travel

Disinterest in Interest in flying

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So, who should we be targeting?

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Looking at the demographics of frequent LCC flyers in Japan,

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Characteristics of VietJet Relevant people

Daily flights Flexible / Adjustable weekday schedules

All apply to University Students

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Extensive time spent on digital devices (Smarphone, PC, tablet)

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95% 75% 98%

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Extensive time spent on social media

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University students use

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A shoutout on social media

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And take them to sports events

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Or for a dressed up party in the streets

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University students are known

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VietjetAir チケット運行の