Echo credentials-110816

CREDENTIALSAGENCY

2016

TO BE VIETNAM’S

TO GROW OUR EXPERTISE REGIONALLY

INDEPENDENT IMC AGENCYNO.1NO.1OUR

VISION1

2

MANAGEMENT TEAMA MULTINATIONAL COLLECTIVE

BINH LEFOUNDER & CEO

ADRIAN NGGROUP MD

MARC ROSETCREATIVE DIRECTOR

Binh is a man of multiple talents and has worked in both MNC corporations, research and creative agencies for over 15 years since resettling back in Vietnam from the US. In 10 years, he built and managed well-known advertising and digital agencies and has won Asian awards on activation projects.

Adrian has 25 years experience in integrated communications in mainstream and activation agencies in Malaysia. His career has taken him to the top multinational agencies in Malaysia and Vietnam. His last role was General Manager of McCann KL, leading the agency’s and Malaysia’s biggest brand – PETRONAS.

Marc is originally from Barcelona and now based at Vietnam. Widely travelled, he has studied and worked in Milan, Melbourne, Barcelona and Kuala Lumpur. His travels has given him a opportunity to gain unique local and universal insights to use in his work. NO.1

Establishedin June 2009

OUR MILESTONES& FUTURE GROWTH

2009

2010

2011

Partnered Bates 141 (WPP group) for BTL, activation

and digital services.

Wins Diageo Global Best Agency Award with Bates 141.

Introducing new business services and expanding capabilities into

other Asian markets.

Launched:Echo - Integrated Marketing Communications (IMC)Ignis - BTL I Sphere - Digital

20122015

2016&

BEYOND

Wins PMAA awards with Bates 141 for Smirnoff and Johnnie Walker activations in VN.

Becomes a Unilever Global Agency (the first local independent agency in VN).

PRODeveloping, integrating online and offline strategies in alignment with business objectives and key operations, tools, campaigns and metrics for successes.

Executing tactics and campaigns that map back to key business objectives and provide engagement and consumers’ experiences.

Tracking, reporting, analyzing, optimizing to provide improved brand KPI and consumers’ experiences.

Identifying, and implementing operations, software and systems to enable key business and marketing processes accordingly to strategies.

1. THINK

3. DO

2. TOOLS

4. MEASURE& REFINE

OURPROCESS

PROOUR BRANDS

Integrated Marketing Communications (IMC) solutions & consultancy

Event | Activation | Exhibition |

Interior Display

Mobile | Web | Game |

Digital Technology | Digital Media

CLIENTS

IT & TECH

AUTOMOTIVE

ALCOHOL

FMCG

LIFE STYLE

CORPORATE

SHOWCASE

OURWORK

01CLIENT WIPRO UNZA

BRAND ROMANO VIP

TITLE SHARING THAT

‘TOP OF THE WORLD’ FEELING

In a saturated men’s grooming market, another

‘traditional’ new product launch would be lost in

the clutter.

Our audience was trendy men who paid very close

attention to their image and aspire to always be at

the forefront of new, cool and innovative experiences.

We wanted to create a premium experiential activity

for them which tied their values to that of Romano VIP.

We created Vietnam’s first ever “dinner in the sky”

experience for Romano VIP users. It would be a

priceless and highly talked about event for this

image conscious audience.

ACTIVATING THE PROGRAM

Activations at MT outlets in HCM and HN to stand a

chance to win “ROMANO VIP Treatment” rewards like

movies tickets, entry to the best rooftop bars and the

grand prize, the exclusive dinner in the sky. They would

be hosted by Romano VIP’s brand ambassadors Mai

Phuong Thuy and Kim Ly.

1,500 customers received the “Romano VIP treatment”

at CGV cinemas and rooftop bars during the two weeks

of activation.

110 customers won the dinner in the sky experience at

“DAI TIEC GIUA KHONG TRUNG” over two consecutive

nights and we estimated about 5,000+ onlookers saw

our activity in HCMC and Hanoi.

We believe the activation created the desired impact

and supercharged Romano VIP brand awareness, image/

values within weeks of its launch due to the boldness of

creating a ‘first ever’ highly sharable social event.

RESULTS

CLIENT KIMBERLEY CLARKE

BRAND KOTEX STYLE

TITLE NEVER MISREAD LABELS02

Teen years can be quite daunting for young girls

as they go through life changes. They can be

misinterpreted, misunderstood or have to hide

their true personalities in order to fit in or just

accept whatever they have been labeled as.

Kotex Style wanted to gain traction with its teenage

target audience and deliver their brand message

“Kotex STYLE empowers you to be confident”.

We developed a campaign movement called

“Bye Bye Label” which inspired teenage girls to

liberate themselves from labels and stay true to

their personalities.

Making it real: The key to making teenage girls believe

in the truth of the movement was to feature real life

personalities who had been wrongly mislabeled by the

public/ media to reveal their true selves:

Dong Nhi – mislabeled as “being too self-confident”

Gil Le – mislabeled as “weird”

Suboi – mislabeled as “naughty”

As part of the online engagement, many girls started

sharing their own “Bye Bye Label” true stories and

posting videos. Social media, PR and viral videos

called teens to be part of the nationwide flash mob at

ground events and confidently share Kotex STYLE

across their social channels and brand website. “Bye

Bye Label” parties were also held in HCMC and Hanoi.


6,000+ event attendees at 6 events and estimated high degree of sharing

online running into the thousands (estimated 6 to 10 shares per person).

Our videos garnered more than 19 million views on Zing video in one month.

Hundreds of volunteer flash mobs at key locations across cities also attracted

thousands via shares online.

To-date, this is the most successful Kotex marketing campaign and was

continued for the following year.

R E S U LT S

CLIENT DIAGEO VN

BRAND SMIRNOFF VODKA

TITLE BRINGING THE WORLD TOPARTYGOERS IN VIETNAM03

The domestic vodka market is dominated by premium

brands. Smirnoff was a relative newcomer and

had to create impact, build a fan base and align

itself with a global event which would happen

within 6 months of its launch to deliver the key

message of “Extraordinary Experiences”.

Through social media, young adult partygoers

had a worldview and were daring to try new

experiences and were looking for the next unique

party occasion in Vietnam.

We positioned Smirnoff as being more globally

in tuned with our audience expectations.


We integrated and linked all activities online/ offline

under Smirnoff’s global “Be There” activation platform in

order to build continuous engagement with local consumers

to win event tickets.

A series of mini events leading up to finale showcased the

brand’s global point of view to its new fans. The finale was

the global “Nightlife Exchange Platform” which markets

swapped party cultures. Vietnam and Canada swapped

its respective party atmosphere for the finale.

We had more than 50,000 new digital members in one month with more

than 11,000 Facebook followers and thousands of online interactions and

positive comments.

Smirnoff’s BTS score shot up from 4% to 22% KPI (exceed 500%) within its

6 month activity period.

“Nightlife Exchange Platform” global event was included in Diageo’s

2012 global best case study. It also won a PMMA award in 2012 and

Diageo’s Best Global Agency award in 2011-2012 with Bates141.

R E S U LT S

CLIENTMICROSOFT

BRANDLUMIATITLE

WHEN A PHONE IS MORE THAN A PHONE04

Microsoft mobile phones is not well known or popular brand in

the local market.

We had to develop an integrated strategy for the launch of

Lumia 950 through activation promoting it as a smartphone

that can also work as a laptop to office workers.

Our strategic approach of “CAN YOUR PHONE DO WHAT

LUMIA CAN DO?” to intrigue consumers to understand how

Lumia can improve their productivity anywhere, anytime.

The campaign tagline “FREEDOM OF WORK” emphasized this

spirit of being able to do more


RESULTS

Activations would be held at CBD areas and office

buildings to catch the office crowd (our core target)

through a comprehensive 3-5 min engagement program.

Interactive digital booths to recruit and educate consumers

were located at key buildings (Kumho, Trade Center,

Vincom Ba Trieu), and coffee chain (NYDC …).

To further reach office workers, a partnership with UBER in

HN and HCMC allowed passengers could experience an

actual Lumia handset while they travelled.

Participants got a chance to win gifts ie. mugs, NYDC

vouchers, Lumia phones for their efforts

The activations in HN and HCM successfully overachieved

KPIs by 112%

05CLIENTGOOGLE

BRANDORKUT

TITLELAUNCH ORKUT

To launch Orkut, an online social community network

powered by Google to university students which allows

users to upload movies, photos, music, find new friends,

and create personal apps.

The campaign had to deliver 60,000 sign-ups within a

period of four months and recruit at least 300 students

at each university.


RESULTS

To develop a recruitment event booth design

that would be attention grabbing to students

and public alike.

We ran these recruitment events at 6 key

universities iwithin one month.

Attracted more than 450 students at each

university to attend.

Sign-up rates increased on average by 130%

during one month of the event and thereafter.

06CLIENTUNILEVER

BRANDOMOTITLE

REUNITING LOVED ONES (SE ASIA REGIONAL STRATEGY & CONCEPT)

RESULTS

One of OMO’s brand values is about its caring spirit. For

the 2015 TET festive season, the brand wanted to develop

a more meaningful and engaging connection with its

consumers especially in rural areas.

Our idea was based on the insight that many people

leave their families in smaller towns and rural areas to work

in the city or overseas and can’t always return home for TET.

The CSR theme idea “COMING HOME” was developed

to be a sincere and heart-warming surprise gesture by

reuniting workers with their families during TET.

Part of the program also called on the public to donate

money digitally to support people to purchase tickets to go

home. OMO would also offer free public transportation in

major cities for family reunions.

Unilever SEA adapted this concept across Asia as OMO’s

festive CSR platform which would be executed by their

club agencies

07CLIENTUNILEVER

BRANDOMOTITLE

CELEBRATE TET MEANINGFULLY

OMO wanted to integrate itself to TET festivities and well

as promote its proposition of “no stains, no learning”.

Our idea was based on the insight that as time passes,

rituals and customs of festivals are being forgotten by

the younger generation.

We needed to educate young kids on the values and

richness of celebrating TET and we encouraged mothers

to be part of OMO’s journey to help their kids better

understand this festival.

RESULTS


A series of viral videos of natural, funny, innocent and witty acts of

children being asked and learning about TET rituals to share on

social media

The SMM sharing was a major KPI in the performance of the brand

during TET including microsite visits, YouTube views, interactions and

more… within one month.

One of the most successful digital SMM campaigns for OMO in 2014.

Organic visits to the microsite was more than 70,000 exceeding

500% vs. KPI.

Buzz averaged 140% per month with 99.9% positive comments.

Interactions was more than 130,000, exceeding 600% vs. KPI.

More than 50,000 YouTube organic views on teaser videos. Reach

exceeded 300% vs. KPI averagely across social network.

More than 75% organic engagement user were from larger network

vs. Brand FB Fan page with 3% to 8% sharing rate respectively.

More than 1,500 entries on digital campaign.

08CLIENTUNILEVER

BRANDOMOTITLE

WHEN GETTING DIRTY IS REWARDING

OMO’s ‘Getting Dirty is Good” global campaign was

refreshed with a stronger proposition to stay relevant.

The new brand philosophy “Say Yes To Stains” was to

inspire mothers to allow their children to freely play

with dirt to reinforce the message that dirt is good in

order to learn.

We wanted to provoke debate of modern childcare vs.

the traditional approach to help Vietnamese mothers

understand this.

We knew that mothers are very proud of their children’s

achievements and wanted to give it a “permissible”

link to the fact they their kids improve more if they’re

given the opportunity to get dirty.

And to prove it, our concept had to integrate with the

OMO Manchester United club tour in Vietnam.


RESULTS

We developed an IMC solution to bring consumers to the

OMO-MU playground evolving social debates and children

care. This forum was where facts were provided to educate

moms via social influencers.

We also had a talent search to find kids to emcee the finale

event. At this event, kids could join ground games from their

online participation in the “Say Yes To Stains” campaign

and, demonstrate their football skills with Manchester United.

20 million+ reached on social network, increased by 166%

vs. KPI.

1.2 million + engagement activities on social network,

increased by 210% vs. KPI.

250,000+ unique users interaction across social network,

increased by 142% vs. KPI.

1150+ interaction per social posts, increased by 141% vs. KPI

90,000+ organic video view across social network, increased

by 145% vs. KPI.

09CLIENTUNILEVER

BRANDCOMFORT

TITLECELEBRATING THE UNSUNG HERO

(SE ASIA REGIONAL IMC STRATEGY)

RESULTSAgency pitched and won against two regional Unilever

club agencies for the SE Asia campaign. For the local

market requirements, we only produced a viral video.


A digital campaign was developed to promote “VIP

TREATMENT SURPRISE” for the woman that really matters.

Consumers who appreciated their moms or wives,

could share their inspired story and Comfort would

throw a special surprise event for this special person

The fact is mothers and wives are the ones who run the

household and ensure that we always have the best.

Sometimes we don’t recognize it or take it for granted.

Comfort wanted to capitalize on this fact and integrate

it with its newly launched Comfort Royal fragrance to

inspire and engage with consumers.

Our idea called “Your Pampering Moment is just a sniff

away” was to remind consumers (dads, sons & daughters)

that whenever they smell that fresh fragrance of their

clothes during their day, it was all down to the woman

who cares for you.

10CLIENTMARTELLBRAND

MARTELLTITLE

A 300 YEAR-OLD STORY WELL TOLD

Martell is not a strong brand in the local market with a

few activities which consumers are unaware of. The

significant growth and success of whiskey amongst

young TA was a concern to overcome especially at

modern trade channels.

We were tasked to uplift the brand’s premium image

and rejuvenate the Martell brand in 2015 with the aim

to push for more sales across off-trade channels.

Our solution was to go “back to basics” using Martell’s

300 year’s celebration as a platform to tell their story.


RESULTS

Our theme highlighted the 300 years celebration

called “ART of Tricentanaires” focusing on key aspects

of the brand:

Art of Craftsmanship

Art of Tasting

Art of Gastronomy

while bringing a more modern lifestyle touch as an

aspiration for our target .

We promoted it through social media and PR focusing

on the making the most premium and finest brandy

for those who deserve it.

A prestigious celebration - The 300 Years VIP event

was held at the French Consulate.

From MT channels, Martell Noblige was sold out

and became one of the most successful launches

for Martell in VN.

The celebration event was also one of the most

successful events for Martell with more than 600

guests, celebrities and traders attending.

11CLIENT JOHNNIE WALKER

BRAND JOHNNIE WALKER

TITLEWALKING FOR THE GOOD OF VIETNAM

In-line with Johnnie Walker’s global campaign titled

the “Keep Walking Project”, VN was one of the selected

countries which would activate 3 projects under this

platform. The 3 projects were about technology, a

learning facility and revolution art.

We were tasked to communicate the essence and

spirit of each project.

We initiated a the new messaging direction with a

localised communications angle “hanh trinh khong

ngung buoc toi” (keep walking).


RESULTS

We positioned it as CSR project with the ambition to build

a better Vietnam as each project would bring progress

to the community. Through an integrated approach, a

call-to-action using well known local figures as brand

ambassadors to gather attention and highlight each of

the projects as their pet projects.

The unveiling launch event was held at the HCMC Opera

House in which the 3 projects would have to be expressed

through performance art.

600 VIP invited guests attended

Thousands of positive feedback online to support the projects

Won the PMMA award in 2011-2012.

Won Diageo’s Global Best Agency Award with Bates Asia.

12CLIENTSUBARUBRAND

SUBARUTITLE

REJUVENATION

Subaru is perceived as a Chinese brand from its

logo and is not well-known which inhibits its resale

value and therefore is not a brand for those who

prefer premium cars in same price range.

After 5 years in VN, Subaru only sells the Forester

which is about 100 cars annually. How could they

exceed this KPI by 200%+ in 2015?

Our strategic approach was to position Subaru as a

premium lifestyle brand to offer “MORE” from its core

technology beyond all other premium brands in the

same category.


RESULTS

We repositioned Subaru’s proposition as the world

#1 Japanese safest car brand; therefore help push

sales. This was supported with an integrated

plan featuring print, digital media, PR, on ground

activation and events to support this proposition.

We invited Russ Swift (a stunt driver) to showcase

the uniqueness of the Subaru range in all sorts

of driving conditions.

Subaru sold out its Outback and Forester models

with long waiting list within first 06 months post

brand revamp by 250%.

13CLIENT SYM

BRAND ATTILA

With a rich motorcycle heritage and millions of

bikes on the road, Vietnamese consumers know

a thing or two about bikes! They perceive that

Japanese motorbikes are the best quality and SYM

is a cheaper alternative Taiwan-made brand.

We had to reframe mindsets on the perception of

the brand with the SYM Attila scooter and generate

awareness on it passing the EFI.

We focused on a core target of women riders with

the message “My happiness. What’s yours?“ which

was meant to position confident women and their

SYM bikes

Due to limited budget, we focused on digital and PR. We

built a SYM Attila online community to drive awareness

and engagement online & offline with the message “My

happiness. What’s yours?“ The campaign was divided

into two phases to deliver the self-expression of confident

women and their happiness with SYM Passing via photos

and video sharing on Facebook.

Banner ads were used for awareness, PR articles for

pictorial and advertorial purposes and Facebook

for engagement activities.

After 5 weeks, the campaign drove more than 50,000

fans on SYM Facebook page with thousands of

engaged users.

More than 16,000 viral activities.

KPI was exceeded by 250% vs. planned.


RESULTS

Digital TechnologySolutions

14CLIENT ORIONBRAND

CHOCO-PIE

MOBILE AND COMPUTER APPLICATIONS

OBJECTIVETo design and build an AR application for 14 different iOS

and Andoird smartphones versions as well as computers

to deliver 12 different AR scenarios and messages.

AR technology is normally used for one scenario only for

optimized speed and download.

The requirement is beyond the technology or market offering.

CHALLENGE

SOLUTION

Explore and optimize the technology as well as

server hosting.

RESULTS

100% satisfaction from client with 3D object

orientation scenarios and AR for users to download

at all 3G, wifi, and GPRS network effectively on 14

different smartphone and computer versions.

The first agency to build successful 3D AR with

360 rotation in the Vietnam market qualifying

for iOS, Google android stores.

15CLIENT NESTLEBRAND MILO

DIGITAL UX | UI USER-ABILITY TEST

OBJECTIVETo evaluate the mobile app Milo Energy Calculator (MEC)

before launch to study user experience and improve its usability.

This app was designed for kids aged 6 to 12 years old.

Unbiased feedback, key findings & recommendations to

improve MEC mobile apps was accepted by client.

Agency chosen to be the long term partner of all UX and

UI test of all NESTLE brands.

Agency needed to find out::

1. How users felt about the flow of the app’s journey

2. How did they feel about the visual effect or graphic content

3. Which session did they spend more time in

4. Recommendation to improve the app

5. How important/helpful/relevant was the app

6. How often would they spend on the app

CHALLENGE

RESULTS

SOLUTIONWe conducted the UX Test on 20 consumers who were:

1. Mothers (aged 28-35) with children (aged 6-12)

2. AB economic class, HCMC residents

3. Working (mix of white collars and other occupations)

4. Family-oriented, care about nutrition and scientific rearing.

16CLIENT MEAD JOHNSON

BRAND ALPHA MAMA

SEO, SSL, MOBILE APPLICATION, AND SOCIAL MEDIA

OBJECTIVE

The objectives were to enhance brand presence on SEO,

monitoring brand feedback and offering mobility solutions for

CRM and newsfeed to women and mothers with children.

A media launch strategy to encourage downloads of the

app with 70% of usage rate.

A SSL security solution and server control was required to be

completed across MJN network in compliance with Global

Standards.

More than 6 websites, thousands of pages of content and

unstructured backend.

Mobility to connect with CRM database for call center

action and “personal feeds” information was another

challenge in a local market where users are not yet

familiar with the tech.

CHALLENGE

Optimize technical issues of main site to feed selected content with back-link

through consolidated keywords that is most searched on search engines.

Content optimization and link-building were established to help improve

search findings and Google index ranking.

A mobile app featuring different tools and MJN newsfeed for mothers who

provided information of their usage.

The application website and media plan used different channels such

as mobile, PR, etc to drive downloads.

The social monitoring tool was implemented with more than 70 power key

words and phrases offered to monitor the digital landscape of consumers’

sharing MJN brands and products.

The SSL has been implemented with security login, controlling accesses and

trial passwords of each user with new standard Global SSL certified technology

from front to server back-end.

Organic search grew by 32+% monthly. Ranked top in Google search engine

by selected keywords.

The mobile application had more than 14,000+ downloads in 2 months of launch.

SOLUTION

RESULTS

Print Ad Campaigns

17CLIENTSUBARUBRAND

SUBARU

PRINT ADS

18CLIENT IVB

BRAND IVB

PRINT ADS

19CLIENT UNITED PHARMA

BRAND KREMIL S

PRINT ADS

Events

20CLIENT NHON TRACH

NHON TRACH (VIETNAM PETROLEUM)CUSTOMER APPRECIATION EVENT

Nhon Trach Gala Event

21CLIENT CHEVROLET

BRAND CHEVROLET

VAMA MOTOR SHOW EXHIBITION

22CLIENTSUBARUBRAND

SUBARU

SUBARU LEGACY & OUTBACK LAUNCH

Subaru Legacy & Outback Launch withRuss Swift Event 3D floor plan design

THANK YOU

INTEGRATED MARKETINGFloor 5 - 194/3 Nguyen Trong Tuyen Street, Ward 8.

District Phu Nhuan. HCMC, Vietnam. T +(08) 22168177

Date post:	21-Apr-2017
Category:	Marketing
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