Leo Burnett repositioned YoMost as the companion to ‘liven up’ occasions in the lives of young people because research showed that the target demographic fears wasting life on dull moments but lacks inspiration, according to the agency.
The online platform allows users to curate their personal YoList, akin to a 'bucket' list, as well as connect and share experiences with others. It also provides daily content to inspire users.
Paolo Garcia, digital creative director at Leo Burnett Vietnam, said YoList is an instrument to unlock young people's desire for experiences and get them to leave the couch, pack their bags and chase their dreams.
To launch the site, YoMost organised a one-day event that brought a 10-metre-high free-drop experience to Vietnam for the first time.
Kate Bayona-Garcia, head of digital and innovations at Leo Burnett Vietnam, told Campaign Asia-Pacific the launch event was the most challenging aspect of the campaign, given the logistics of importing the Bagjump and its crew from Sydney and Austria, as well as securing legal licences for the event and ensuring all possible risks have been assessed and mitigated.
About 2,000 Vietnamese youth attended the event, and more than 500 people registered to take the jump. The brand streamed the event live online and received more than 46,000 views as it happened.
“There are requests from youths via the YoMost website and social communities to have a part two of the YoJump post the launch event,” said Bayona-Garcia. “This is a great indication that Vietnamese youth are now ready to step out of their comfort zone to live life to the full.”
The site will continue to conduct regular contests and activities, offering users the chance to fulfil more items on their YoLists.
Agency Leo Burnett Vietnam
Executive creative director Jeremy Southern
Head of strategic planning Abhijit Das
Head of digital and innovations Kate Bayona Garcia
Digital creative director Paolo Garcia
Digital account manager Julian Brzoska
Digital producer Guilherme Tonon
Content writer Tran Le Minh Bao
Digital designer Ngo Nguyen Phuong
Social community manager Ta Ngoc Duy An
Social / event manager Vuong The Dat