Brand positioning of national awards in advertising (final episode)

Playground of big brands, top artists

In 2024, the Vietnam Creative Advertising Awards will enter season 2 with more innovations, scale, grandeur and professionalism. The awards bring positive messages, enhance community responsibility in preserving cultural values, customs, lifestyles, and Vietnamese beauty in the community; contributing to promoting the development of the Vietnamese advertising industry in the trend of international integration. In particular, this is an annual national event that attracts the attention of most prestigious advertisers, major brands, beauty queens, and leading artists to participate, bringing widespread and inspiring community values.

Deputy Minister of Culture, Sports and Tourism Ta Quang Dong and Chairman of the Vietnam Advertising Association Nguyen Truong Son presented the Vietnam Creative Advertising Award 2023 to Vietinbank and Nestle's Vietnam.

Mr. Tran Viet Tan, Vice President of Vietnam Advertising Association, Chairman of the Board of Directors of Vinama Media Joint Stock Company - the implementing unit, Deputy Organizing Committee of Vietnam Creative Advertising Awards said that in 2023, within just 3 months of launching, the award received up to 1,000 applications for registration. Among them are many "big guys" with a series of good products and advertising campaigns that touch the hearts of viewers, helping to orient the public towards sharing, love, family affection and positive, humane things that bring the breath of Vietnamese culture to the world such as "Den Dom Dom" by Dutch Lady, "Ve Nha An Tet - Gia Dinh Thuong Tot" by Neptune, "Di Ve Nha" by Honda, "Co Minh Doi" by Nestlé Milo, "Kieu Hung Tiep Buoc" by Acecook Vietnam, "Tet Although Changing, Miracles Still Here" by Coca Cola, "Song Mot Doi Co Tien" by Vietinbank, "Pepsi Brings Tet Home 2023" by Pepsi, etc.

For example, when flying, we always see introductions to Vietnam that are very beautiful, peaceful, majestic.... These TVCs, if widely replicated, will be a bridge to bring Vietnamese culture abroad.

In particular, in 2023 and 2024, advertising through celebrities and artists will receive special attention and bring certain values. For example, the Vietnam Creative Advertising Awards 2023 awarded Artist Den Vau (Inspiring Advertising Ambassador), Artist Duc Phuc (Most Impressive Advertising Ambassador) and Miss H'Hen Nie (Most Favorite Advertising Ambassador) with impressive marks in the campaigns they participated in and brought positive effects to the brand as well as the community. These are typical artists in inspiring the community through advertising products. From the marks in 2023, the Awards will continue to honor artists through the categories of Favorite Advertising Award, Inspiring Advertising Ambassador, Impressive Advertising Ambassador, Best Advertising Ambassador, etc.

Artist Den Vau was honored as Inspirational Advertising Ambassador of the Year 2023 for Vietinbank's advertising MV.

Singer Duc Phuc was honored in the category of Most Impressive Advertising Ambassador of 2023 for PNJ's advertising MV.

"The direct participation of artists in advertising media products plays an extremely important role in creating successful campaigns and has been clearly demonstrated in the Vietnamese advertising market in recent years through activities such as: brand ambassadors, representative faces or participation in sales activities, CSR... of businesses. Cooperating with artists is an effective strategy to increase the effectiveness of advertising media campaigns. However, to achieve the best results, businesses need to have careful selection and a methodical communication plan as well as a crisis management plan when using artists' images when unexpected incidents occur." - Mr. Tran Viet Tan commented.

Defining the value of a national brand award

As for Miss H'Hen Niê, she is very happy, honored and proud to receive the award "Most Favorite Advertising Ambassador". That is the most valuable gift that artists receive, as a recognition from the audience for their own activities and their business; and will be the motivation for H'Hen Niê to try harder in her work, as well as the affection that the audience has given her.

Miss H'Hen Niê was honored as the most favorite Advertising Ambassador of 2023 in the advertising product of Vinamilk brand.

Talking about the Vietnam Creative Advertising Awards, Miss H'Hen Nie commented: "H'Hen Nie thinks that this award is both an opportunity for businesses to look back on a year of their operations, and a place for the audience to participate in expressing and evaluating their feelings towards businesses. In particular, the 2023 Award has attracted public attention, which speaks to the prestige and reputation of this award."

Assessing the "vitality" of the Vietnam Creative Advertising Awards, Mr. Tran Dinh Tai, Deputy General Director of Hoa Sen Group, excitedly said: For Hoa Sen Group, the team implementing the program "Vietnamese Family Home" and I myself truly feel that it is a great honor mixed with pride and emotion. In 2023, "Vietnamese Family Home" left many outstanding marks when participating in the Vietnam Creative Advertising Awards and was honored to receive 2 major awards: "Brand with meaningful social activities/Best brand for the community" and Second Prize in the category of "Integrated media advertising" - Award category of the Ministry of Culture, Sports and Tourism.

Artist Quyen Linh, representing Hoa Sen Group, received the award for Brand with the most meaningful social activities of the year for the program "Warm Vietnamese Family Home"

"For us, this Award is not only a recognition of creativity but also a testament to the positive contributions that the program brings. This is a huge source of motivation for us to continue to carry out more projects for the community, continue to carry out the mission of "sharing happiness with the community", strive to continue writing dreams, continue to sow seeds of love, spread humane messages and help more children in difficult circumstances across the country." - Mr. Tran Dinh Tai emphasized.

Mr. Tran Dinh Phuong, Deputy General Director of Bee Communications Company (Bee Comm) assessed that the Vietnam Creative Advertising Award is a prestigious award for the development of the Vietnamese creative advertising industry. The award does not stop at awarding awards for products on brand advertising, product advertising,... but also has awards for meaningful community projects."

Milo's "Where there's a will, there's a way" campaign wins the 2023 "Impressive advertising message" category

Sharing the same view, Ms. Uong Ngoc Xuan An, Group Account Director of Ogilvy Group Vietnam Company also assessed that the Vietnam Creative Advertising Award for us is not only an award but also an opportunity to join Nestlé Maggi Vietnam brand to contribute to building and improving the quality of the advertising industry in Vietnam.

The representative of Nestlé Maggi Vietnam's production team also said that although this is the first time Vietnam has organized a national award specifically for the advertising industry, they are really impressed with the professionalism and scale that the Vietnam Creative Advertising Award brings. The award has attracted the participation of many outstanding individuals and units, and that proves the growing influence of the advertising industry in Vietnam. The quality of the entries is extremely impressive, clearly demonstrating the creativity, diversity and talent of colleagues in the industry. Nestlé Maggi Vietnam hopes that its works will inspire the younger generation, arousing their passion and desire for creativity.

The Vietnam Creative Advertising Awards is an opportunity for Ogilvy Group Vietnam and Nestlé Maggi Vietnam to contribute to building and improving the quality of the advertising industry in Vietnam.

"It is really difficult to express the joy and pride we feel when we are named to receive the Grand Prix. This is not only an award, but also a testament to the tireless efforts of the whole team. This award will be a great source of motivation for us to continue to innovate, continue to contribute and bring new values ​​to the advertising industry. And what impresses us the most is being able to accompany a talented, enthusiastic team with a shared passion for creativity, together experiencing all the ups and downs to create unique campaigns with their own mark. Every moment working together is a precious memory, and it is these things that make the mark of this prestigious award." - Ms. Uong Ngoc Xuan An said.

The role of artists in advertising:

Artists help increase brand awareness. Artists’ popularity helps attract public attention, thereby increasing brand awareness. Artists’ images are often associated with positive emotions, helping to create a deeper connection between the brand and the consumer.

Artists add credibility to products. Artists are often seen as influential in the purchasing decisions of the public, especially young people. When artists use or recommend a product, it serves as a testimonial to the quality and effectiveness of the product.

Artists also help businesses create more sales opportunities, evoke emotions and create trends for young people or the business's target customers, attracting more customers...

(To be continued)

>>Final episode: Let the national award brand proudly take off and reach far

Source: https://toquoc.vn/xay-dung-thuong-hieu-quoc-gia-giai-thuong-quang-cao-sang-tao-viet-nam-dinh-vi-thuong-hieu-giai-thuong-quoc-gia-ve-linh-vuc-quang-cao-ky-3-20240916181015988.htm