Our Challenge: With only a week until Women’s day the Nestle 3in1 team briefed us they wanted to do something for it. The brief was short and sweet; Nescafé to inspire real connections with busy every day Vietnamese women.
The Insight: (Social Trend) Phuong Vy, the winner of Vietnam Idol has a YouTube channel and Facebook fanpage, which are popular with Nescafé 3in1’s target women. A video had just been released on Valentines day by Sean (Phuong Vy's husband), where he sang about his love to her. The unexpected moment around this was that he sang in Vietnamese even though he was a westerner. This had trended online and created a growing buzz on social channels… A relevant trend around real connections between West, East, Husband, Wife and appreciation to woman Nescafé could build on! A Truth!
The Solution: The answer was to build on an already real connection around appreciation, Sean’s unexpected moment of singing in Vietnamese to Phuong Vy. So we created a share worthy digital music video that leveraged on this admirable couple to reach as many people as possible on around relevant moment, Women’s day. By recording an acoustic version of “Va Toi Cung Yeu Em,” a popular romantic Vietnamese song about expressing love to a loved woman, with the couple we created an anthem that showed Vietnamese men a simple every day way they could really connect by showing appreciation to the women in their lives in a moment that counted, breakfast. This married that appreciation around the action and time of day “It all starts with a Nescafé”.
The Results: 0ver 7 million view over 2 channels (Facebook, Youtube) in one week, 65% engagement with over 90% positivity around the brand message. One of the most recognized brand moments of 2017 in Vietnam. Top 5 Social media Campaigns.
