MMA Smarties 2023 Awards is a prestigious award held annually to honor outstanding Mobile Marketing campaigns, meeting the criteria of diversity, creativity, feasibility, and the ability to create a positive impact on users.
Representatives of Vietnam Airlines and Novaon Digital with the prestigious trophy.
Campaign Background “Hurry Up!”
Over 30 years of continuous development, Vietnam Airlines has consolidated its position as a leading national airline. The airline attracts mainly middle-aged customers with its traditional brand image and reliable service.
However, as the country begins to recover from the pandemic and the number of flights gradually increases again, many people still feel health concerns when thinking about traveling.
Survey results show that only 21.08% of middle-aged tourists expressed their willingness to travel at this time (Source: Report “Vietnam Tourism - First 6 months of 2023”). Therefore, Vietnam Airlines faces the risk of losing market share to lower-cost airlines that focus on serving younger tourists.
To solve those challenges with the Marketing campaign in early 2023, what did Vietnam Airlines cooperate with Novaon Digital to prepare for the campaign?
With the main goal of increasing revenue and expanding market share, Vietnam Airlines identified the young tourist group, specifically Gen Z, as the target group to target in this campaign. To do that, Vietnam Airlines faced the problem of renewing its image to be more suitable for young people.
Gen Z - the target audience of the campaign.
Understanding the psychology of young people to encourage them to travel
First of all, it is important to know that social media has become an integral part of Generation Z’s lives. This is where they connect, interact, and express themselves. Gen Z is often influenced by groups of people they admire and who have the ability to inspire them.
At the same time, Gen Z often favors local brands, most of whom have a desire to experience new and creative activities.
An internal survey from Vietnam Airlines shows that young people often delay their travel decisions, and this is one of the reasons why the tourism industry's revenue at the beginning of the year is low. Vietnam Airlines needs to "urge" young people to make travel decisions after Tet with a strong communication message, showing that the airline shares the same "travel language" with young people.
Harnessing the Power of Influencers
Vietnam Airlines decided to collaborate with a group of influential creators, instead of just sticking with outstanding individuals.
This is a strategy of "gathering" influencers to express the "new travel language" of young people. Vietnam Airlines chose SpaceSpeakers, a famous group with outstanding young talents in the field of music and entertainment, to co-create the MV "Nhanh len nhe!", promoting it on many media platforms.
SpaceSpeakers is the ideal group of influencers that the campaign envisions. (Source: Vietnam Airlines)
Influencers and trendy music: The formula for aviation's rise
Vietnam Airlines has partnered with SpaceSpeakers to use music in its marketing strategy, identifying this as a long-term direction to provide a more modern and youthful experience for passengers. In the future, Vietnam Airlines also plans to screen SpaceSpeakers' music products on many other flights.
MV “Hurry up!” - The work shows the majestic natural scenery of Vietnam. (Source: Vietnam Airlines)
The MV "Nhanh Len Nhe!" has created a fever on social networks after only 05 days of release. The MV quickly climbed to #8 in the popular music tab and top #14 in the Trending section. The MV's views have surpassed 5.6 million, and on the social network channel, there have been 590 posts and 10 million interactions. In addition, up to 50 domestic newspapers and 257 international newspapers have reported on this MV.
The future of brand experience
Thanks to careful research, exploitation and access to the right key factors of target customers at the right time, the campaign was successful in converting members of the young travel community into real customers, transforming media investment into actual revenue.
Ending a season of MMA Smarties with pride, Novaon Digital - an agency specializing in Brand Experience building solutions, believes in the future of businesses providing many different strategic and creative solutions to help brands realize their goals.
Readers can quickly find interesting content about the campaign by quickly searching on Google with the keyword: "Vietnam Airlines and Novaon Digital".
Bao Anh
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