An integrated campaign containing TV, print, OOH and online elements, the initiative makes use of a popular Vietnamese folk tale, giving it a quirky, modern twist.
The TV spot features Tam, a princess who is given the task of separating red beans from white. She successfully completes the task with the help of Yahoo, and so can go to the ball to meet her prince.
The presence of popular Vietnamese actors Ngo Thanh Van and Thanh Loc gives the commercial an extra edge.
The target audience for the 12-week campaign is what the company calls ‘Generation 8X’, or Vietnamese people born in the 1980s.
Bennett Porter, head of marketing for Yahoo! Southeast Asia, said: “ Gen 8x covers a spectrum from ambitious, get-rich-quick Vietnamese, to the ‘enjoyaholic’ types who embrace a live-for-today motto.
Regardless of their differences, they all share the same craving for new things, from the latest fashion trends to blogging.”
A key insight that Yahoo uncovered about its target audience was that they view the internet as a place of limitless possibilities. Hence the ‘Tam Cam’ fairytale idea was used to communicate the transformation that Yahoo brought to Tam’s world.
“This updated, modern twist on a classic tale gave us the opportunity to convey the Yahoo brand’s sense of fun and helpful nature in a very local way,” added Porter.The campaign seems to have elicited a good response from consumers so far. The TVC has been uploaded on YouTube and other Vietnamese websites.
Katryna Mojica, MD of Ogilvy Vietnam said. “In just two weeks after the launch the campaign was cited as impressive; the audience forwarded it to their friends, and enjoyed watching it repeatedly.”
The campaign also promotes Yahoo as a platform for marketers to reach web users in Vietnam.
