Vero in Vietnam
2019 was the year that Vero relaunched in Vietnam, starting from zero at the beginning of the year and moving up to an all-new, fully owned street-level office in Ho Chi Minh City’s central District 1, with 15 employees (and counting!) by its end. Our Vietnam office has already landed a lot of excellent new clients – Intel, Air Asia, Leroy Merlin, WeWork – and completed some fantastic campaigns.
For Japanese air conditioner manufacture Daikin, Vero developed an integrated marketing communication strategy to re-establish their brand positioning following the construction of their new state-of-the-art factory in Vietnam. This involved a wide range of communication platforms including Social Media, Influencers, PR, and TV, but the most attention-getting element was the dance video we conceptualized, which took place inside the factory and involved both Japanese and Vietnamese dance teams to symbolize the company’s modern spirit of unity. The campaign gained over 5.8 million combined views more than 40 pieces of media coverage from top-tier publications.
Vero officially introduced Mixed Martial Arts organization ONE Championship, a long-time international partner of ours, to Vietnam, hosting the very first Vietnam media exclusive interview with Chairman & CEO Chatri Sityodtong to spread awareness of the brand entering the country, leading to the publication of 48 pieces, and we handled promotion for ONE’s first event in the country.
Central Group Vietnam, a branch of the Thai real estate and consumer goods giant, came to Vero for our pan-ASEAN focus that allowed us to position their brand as a gateway between the two countries in both business and lifestyle media. With planning assistance from Vero’s Thailand office, we brought Vietnamese journalists to their press conference in Bangkok and arranged exclusive media interviews with brand partners to strengthen the concept. We also organized an online challenge event with Vietnamese influencers in the Bangkok shopping mall where Central Group Vietnam was holding its annual trade show.
To draw some local attention to our new Vietnamese presence, we decided to show off our modern, humorous sensibility and challenge ourselves to create buzz from nothing. Based on our own research into Vietnamese youth trends, we brainstormed and came up with the concept of GetBone, a Tinder-style dating app for pets. From an input of just $5000, we created an accompanying promotional video and received coverage in 18 business publications, shares across 25 Facebook groups, showcases in 12 Facebook business and tech communities, 40 published articles, 300k views, 150,000 engagements, and over 200 applications to become app testers. Of course, we later published articles taking responsibility for the prank.