Media Rationale
Sponsored posts
on social media
Zalo
- 74% of the Vietnamese people use Zalo (Hoang 2019)
- Common age group with Honor's TA: 24-29 and 30-39
- Uses mainly use to send photos. (Q&Me 2017)
- 95% of the Vietnamese people use Facebook (Hoang 2019)
- Common age group with Honor's TA: 18-23 and 24-29
- Uses mainly to connect and share. (Q&Me Vietnam Market Research 2017)
- 51% of the Vietnamese people use Instagram (Hoang 2019)
- Common age group with Honor's TA: 16-35 (Q&Me 2015)
- Sharing photos platform -> focuses on the image's quality and content (Minh Sơn 2019)
Youtube
- 96% of the Vietnamese people use Youtube (Hoang 2019)
- Common age group: 18-34
- Well-targeted advertisings (Hayes 2019)
Banners on
online newspapers
Kenh14
ZingNews
Bao Moi
- These online newspapers, websites and mobile apps all have a huge amount of montly visitors.
- The demographics of the audiences are also similar to that of HONOR:
+ Kenh14, Zing: 18-25 ('Bảng giá quảng cáo trên báo điện tử kenh14.vn' 2019; 'Bảng giá quảng cáo banner trên zing.vn' 2019)
+ VnExpress: 18-60 (VnExpres 2007)
+ Báo Mới: 13 ('Kenh14' 2019c; ‘Zingtv.vn’ 2019f, 'Zing.vn' 2019e; 'Zing MP3' 2019a; ‘Zing.vn - Vietnam Daily News’ 2019b; ‘baomoi.com’ 2019a; ‘news.zing.vn’ 2019b; 'Vnexpress' 2019d)
Banners on websites & mobile apps
ZingMp3
ZingTV
Advertorial on online newspaper
Kenh14
VnExpress
ZingNews
Adwords
- Top search engine in Vietnam (Hoang 2019)
Shopee
- The no.1 E-commerce sites in Vietnam in 2019 (Minh Anh 2019)
ZaloShop
- A potential and reliable market for Vietnamese, especially for young people (Chi Thịnh 2019)
KOL
Hoang Thuy Linh
- Popular w/ our TA group, Traditional + Modern--> unique ('Hoàng Thùy Linh' n.db)
Khoai Lang Thang
- 1 mil subs, ask him to take images with HONOR HULK and write a review post ('Đinh Võ Hoài Phương' n.db)
Vat vo Studio
- Technology review site with 1.7 mil subs ('Vật Vờ Studio' n.dc)
Dance contest
Phones for 5 Groups (Round 2)
- HN's Pedestrain zone--> high reach rate
- Hoang Thuy Linh's dance cover has 19 million views on Youtube (CAC Official 2019)
Prize for Winning Team
Banners at cinema
BHD Cineplex
- Going to the cinema: a popular form of entertainment of the TA - Cheaper movie tickets: fits the purchasing habits of TA (Thanh Huyền 2019)
Galaxy Cinema
Guerrilla Ad
Living Statue Prank
- April Fools' Day, venue: HN's Pedestrain zone--> high reach rate
Events at mall
Aeon Mall Long Bien
- A hotspot during the weekend for youth and young families.
Aeon Mall Tan Phu
Vincom Plaza Can Tho
Media Plan
Sponsored posts
on social media
February
March
April
May
W1
W2
W3
W4
W3
W2
W1
W4
W2
W1
W4
W3
W2
W1
W4
W3
Zalo
Facebook & Instagram
Youtube
Banners on
online newspapers
Banners on websites & mobile apps
Kenh 14
ZingNews
Zing TV
Bao Moi
Advertorial on online newspaper
Adwords
KOL
Dance contest
Banners at cinema
Guerrilla Ad
Events at mall
70,000,000
120,000,000
27,600,000
440,000,000
1,800,000,000
134,000,000
40,000,000
88,000,000
50,000,000
50,000,000
20,000,000
2,000,000,000
100,000,000
50,000,000
40,000,000
10,000,000
76,680,000
89,600,000
70,000,000
70,000,000
70,000,000
70,000,000
Kenh 14
VnExpress
Zing
Total
4,969,600,000
Budget Allocation
Banners
8.7%
Advertorial
6.2%
Events at malls
3.4%
Adwords
1.9%
KOLs
34.7%
Guerilla
1.1%
KOLs
34.7%
Sponsored Posts
3.5%
Dance Contest
0.8%
Back-up Funds
11.6%
Reference:
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Aeon Mall n.da, ‘CHO THUÊ MẶT BẰNG TỔ CHỨC SỰ KIỆN’, Aeon Mall, viewed 30 November 2019, <https://aeonmall-tanphuceladon.com.vn/dich-vu/cho-thue-mat-bang-to-chuc-su-kien/>.
Aeon Mall n.db, ‘SPACE FOR RENT’, Aeon Mall, viewed 30 November 2019, <https://aeonmall-binhtan-en.com/services/eventspace/>.
Aeon Mall n.dc, ‘THUÊ SẢNH SỰ KIỆN’, Aeon Mall, viewed 30 November 2019, <https://aeonmall-long-bien.com.vn/dich-vu/sanh-su-kien/>.
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Thùy 2019, ‘Làm sao để chạy quảng cáo bán hàng trên Shopee?’, ATP Software, viewed 30 November 2019 <https://seeding.vn/lam-sao-de-chay-quang-cao-ban-hang-tren-shopee/>.
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