Isobar_Vietnam_Creds_April13_Final

1 Property of Isobar. Privileged & Confidential.
An Introduction
Isobar Vietnam
13th April, 2016

the first truly global communications networkfor the digital age
By acquiring the stregnths of top-class agencies in Digital,
Media and Creative fields, we synergize our world class
advertising services for our clients.

our digital capabilities under one roof
EVALUATION
& INSIGHTS
SPECIALIST
ACTIVATION
TRACKING
HOLISTIC
STRATEGY
AD OPERATIONS
(e.g. tagging, trafficking, ad serving)
REPORTING
(including dashboards & applications, e.g. AMOS, bespoke solutions)
SOCIAL MONITORING
DIGITAL STRATEGY
(BOUGHT / OWNED / EARNED)
ANALYTICS
(including advanced analytics such as attribution, econometrics, computational modelling)
TECH
INNOVATION
(MULTI-
SCREEN)
MEDIA STRATEGY
(BOUGHT)
SEARCH STRATEGY
(BOUGHT / OWNED)
SOCIAL / MOBILE STRATEGY
(OWNED / EARNED)
MEDIA
PARTNERSHIPS
VIDEO & AUDIO
(Multimedia)
PUBLISHING
(Multimedia)
OUT-OF-HOME
DISPLAY
(Online, Mobile,
Social)
PERFORMANCE
DISLAY
(Online, Social,
Mobile)
PROGRAMATIC
/ REAL-TIME
BIDDING (RTB)
AFFILIATE MKT
(Where Available)
PPC
(Paid Search)
CONTENTSEO
(Organic Search)
SOCIAL
PUBLISHING
SOCIAL
MODERATION,
MEDIATION
PUBLIC
RELATIONS

leading digital revenue performance

e
identifiedas
beingatthe
leadingedge
forinnovation
andforthe
completenessof
ourvision

isobar conceives, designs and builds experiences for
the world’slargest organisations
• Full-service digital agency, part of the Dentsu Aegis Network
• Unique multi-disciplinary approach
• Largest digital agency group in APAC - Network AOY 2011, 2012, 2014
& 2015
• Isobar NowLab innovation accelerators in North America, South
America, Europe and Asia (total of 6 in APAC)
• Innovation partnership with MIT Media Lab
4,500
People Globally
1720
APAC Employees
70+
Offices Globally
350+
Awards in last three years

our relationships are strategic and longstanding

2015 recognition
1
st
250+ 18 350+
2011
2012
2014
2015
Campaign’s Most Awarded Digital
Agency Network APAC
Awards in the past three yearsInnovation Cannes Lions Award for
Fiat Latin America in 2014
New client wins
Across 30 markets
In 2014
Agency of the Year Titles Currently
Held

notable client partnerships
Isobar is giving leading FMCG company P&G a
whole new way to deliver it’s global brand.com
websites spending over more than 50 markets.
Isobar has a 9-year strategic relationship with Coca-
Cola in China & Japan and now recently expanding
out to SEA region to conceive, prioritize, roadmap,
design, and build their digital media & experiences.
As Jetstar's Digital Agency of Record, Isobar is
working across a number of initiatives to transform
their digital business and catapult take them into the
leader category.
Developing Asia-out clients. We truly understand Asia and are
in a unique position to help our Asian clients grow globally
through our global network. In addition to Isobar China driving
Huawei’s international growth in more than 18 markets.
Our relationship spans multi market full service
digital to design & implement their digital marketing
activities. Our latest innovation peace includes the
use of neuro science technology for Umood.
Retail transformation project which touches every digital entry point
into the bank. It allows customers to create a financial health record of
their financial affairs (initially with a banker) and establish financial
goals for their life stages. This can be used to match new products as
they progress through life, bringing the bank into the digital age and
increasing the bank’s share of wallet
Walking hand-in-hand through a digital journey since 2004.
Crafting a seamless brand experience with a sophisticated
and award winning booking engine.
Our cruise planner opened a new business channel for the
company and is the leading pre-cruise planning tool in the
industry.

SOCIALIN. MOBILE UP.
SOCIAL IS NOT A
DEPARTMENT, IT IS BAKED
IN TO EVERYTHING THAT
WE DO. IRRESISTIBLE IDEAS
THAT SPREAD AND TAKE
ON A LIFE OF THEIR OWN
PERSON TO PERSON
MOBILE WILL DOMINATE
HOW WE ACCESS THE
INTERNET. WE’VE FLIPPED
OUR APPROACH ON IT’S
HEAD, WE BUILD OUR
RELATIONSHIPS FROM THE
MOBILE DEVICE UP
ALWAYS ON.
WE OPTIMISE CONTINUOUS
PROGRAMMES OF ACTIVITY
BETWEEN YOU AND YOUR
COMMUNITY. FROM
CAMPAIGNS TO
RELATIONSHIPS, 360 TO 365

We create strategies that transform
business processes and disrupt
industries
We create, measure and optimize digitally
focused campaigns
We design experiences that are both easy to
use and a joy to use
We design and build flexible and scalable
technology solutions
We invent digital products that
generate new revenue streams
Business Planning
competitive & industry analysis, maturity
models, roadmaps, business cases
Strategy Development
brand, digital marketing, Omni-channel
experience (web, mobile, social, wearable,
environmental), technology
Planning
research and insights,
communications planning
Creative
advertising, visual design, content
creation, studio production
Optimization
analytics, monitoring, SEO, SEM, multi-
variate testing, dynamic landing pages,
media ROI analysis
User Research
primary and secondary user research,
segmentation, personas, Omni-channel
user journeys
User Experience Design
information architecture, taxonomy and
meta data, functional requirements, content
analysis, interaction design, copywriting &
story telling, visual design, motion graphics
Omni-Channel
In-store, Mobile, Web
Solution Development
content management, search, portals, native
mobile, responsive front-end technology,
internet-enabled devices & wearables, custom
web applications, commerce platforms, social
apps, marketing automation
Service & Platform Development
web services, security, big data, cloud
infrastructure and support
Technology Partners
Adobe, Google, Apple, hybris, Demandware,
Amazon, HP Autonomy, Sitecore, EZ Publish,
Microsoft
Commerce Partners
Hybris, Demandware, Magento
Product Development
digital product design & development,
digital product extensions,
brand as a service
Innovation Support
product roadmaps, innovation
programs & workshops, innovation
culture development
isobar services

isobar vietnam
13

a member of the largest advertising group in vietnam
DENTSU ALPHA LTD. DENTSU VIETNAM LTD.

leadership
Denise Thi
Managing Director
Nguyen Khoa Hong Thanh
Operations Director
Lee Le
Business Director
Mint Chau
Creative Strategy Director
Giang Duong
PR Director
Nguyen Phuc Chau
Technology Director
Nguyen Phuong Linh
Chief Accountant
Luong Duy Binh
Associate Account Director
Phan An
Head of Content

highlighted services
BRAND CREATIVE BRAND COMMUNICATIONS BRAND EXPERIENCE
Creative Strategy
Creative Production
Creative Studio
- Concept Message
- Story Telling
- Digital Content
- Digital Product
PR Services
Full Digital / Communications
- Communication Strategy
“how to tell”
- Execution Services (*)
- Tracking and Measurement
- Government Relations
(*) Search, Performance, Ads,
Social Media, Digital Production
Digital Activation
Location-based Eco-system
- On-the-go Consumer Engagement
- Location-based Marketing
- Retail Digital Marketing
- Omni-channel Consumer Journey
Design
- iCRM & E-commerce Strategy
Crisis Management Omni-channel Marketing

digitalclients
ict/hi-tech
finance/real estate
pharmaceutical
automotive
others
fmcg
f & b

pr clients
ict/hi-tech
finance/real estate
pharmaceutical
automotive
others
fmcg
f & b

selected cases
19

kido – đại giađình: tết 2016 campaign
► Business Challenge
− To build brand awareness with great differentiation among competitors as due to the Tet occasion’s culture,
the brands’ theme have always been emphasizing mainly on family reunions.
− To effectively build up awareness without heavy spending on the media like other competitors.
► Insight
− Moms care for family everyday event Tet. All they need is just a happy family with appreciation.
►Idea & result
− The concept was developed by the unspoken and unrecognized needs/wants of women to be appreciated
by their loved ones, instead of focusing family reunion.
− Thus, an integrated campaign with a digital-lead was launched with the initial use of PR and social media to
voice out the lack of appreciation husbands and children have towards women who make daily sacrifices.
Then, we created a microsite for people to display their appreciation towards their women by creating
message, not only online but also broadcasted live at big shopping malls.
− Men of all ages participated in rewarding the women in their lives with KIDO with more than 10,000 thank-
you messages were sent through the online campaign and digital activations. Brand awareness increased
up to 94% during the campaign and sales reached 300% of average monthly sales.

► Business/Consumer Challenge
− Tết, as Vietnamese culture is the time best time of happiness, time of family reunion after a hard – working
year. However, its meaning has faded out as years gone.
− NEPTUNE, a brand leader among cooking oil category has run their Tet for 05 years with consistent
concept “Tet Doan Vien” (Lunar New Year reunion). In 2015, Neptune continues this concept with new
touching Tet TVC to enhance consumer’s love and promote Neptune gift bundle.
− Agency is requested to spread out this TVC on Digital & introduce Neptune gift bundle as ideal gift on Tet.
► Insight
− “For Youngsters, Tet is the time to relax and reward themselves by travelling abroad with friends”
►Idea & result
− We create conversation & controversy on Digital & PR about TVC content of “Lunar new year, go home or
travel?” by leverage KOLs opinion about their own Lunar new year by diversified contents.
− TVC YouTube views: over 2 mils after the campaign (vs. KPI 1.3 mils).
− Top 03 Tet most favorite campaigns.
− Sales increase significantly during the campaign.
neptune: tết 2016 campaign

► Challenge
− Ensure - The competitor is the leading brand: TOM and owns 90% of market share
− Lack of Brand Awareness
► Insight
− Target to the consumers who want to take care of their parents, especially in terms of health
► Idea & result
− Taking advantage of Fathers’ Day, we create chances for those who want to say thanks to their fathers. By
recording their voices via a Facebook App, we select 100 Best Thanks and send to their fathers with a
recorded CD, a Thank-you card and a Sure-Prevent product.
− Besides, we coordinate with 1080 switchboard to deliver the voice message via phone calls.
vinamilk: sure-prevent’s father day

► Challenge
− Due to Vietnam's legal constraint against advertising to mothers with babies under 2 years-old, the milk
industry suffers from collecting accurate data of consumer profiles for execution of brand activation.
► Idea: Our innovation - Digital Activation on wifi marketing platform
− The innovation of digital activation on wifi marketing platform has proven its advantages over the
conventional way, which helps ABBOTT’s targeted samplings reach their right audiences – moms with
children aged 3 to 6, as well as simplifying the user journey and increase ROI by minimize the labor cost.
► Result
− 73,833 mothers reached in a week in 5 different places via wifi marketing platform. 1,921 people signed up
into brand platform. 70% acquisition cost per lead saved
abbott: digital sampling activation

► Opportunity
− Wifi is a new media channel to connect with the digital generation consumers.
− Reach can be targeted to specific locations with wifi marketing.
− Messages & approach takes a new innovation, enabled through new technology.
− An essential part in So-Lo-Mo strategic planning.
− An trust-worthy entrance for omni-channel marketing.
s-wifi:location-based marketing

thank you!
41

Isobar_Vietnam_Creds_April13_Final

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