MINI GAME

WHO IS IN THIS PICTURE ?

A. J97

B. HIEUTHUHAI

C. ĐEN VÂU
WHO IS IN THIS PICTURE ?
A. J97

B. HIEUTHUHAI

C. ĐEN VÂU
WHAT IS THE NAME OF THIS SONG?
A. MANG TIỀN VỀ CHO MẸ

B. SÓNG GIÓ

C. PICKEBALL
WHAT IS THE NAME OF THIS SONG?
A. MANG TIỀN VỀ CHO MẸ

B. SÓNG GIÓ

C. PICKLEBALL
INTEGRATED MARKETING COMMUNICATION
CAMPAIN: “MANG TIỀN VỀ CHO MẸ”
BRAND: HONDA
Lecturer: Bui Anh Dung

Class: MKT1135E- B01E

Group: The Fabulous Five

 GROUP MEMBERS
LE NGUYEN TO NHU NGUYEN THANH BINH QUACH HAI QUYNH

NGUYEN VAN THANH THUYEN LE BA KONG

 01 INTRODUCTION

02 SWOT

TABLE OF 03 MARKETING OBJECTIVE

CONTENTS
04 TARGET AUDIENCE

05 MARKETING CHANNELS

06 ACHIEVEMENT
01 INTRODUCTION
ABOUT COMPANY
Established in 1996, Honda Vietnam has become one
of the leading brands in the Vietnamese market's
production and supply of automobiles and motorcycles
after more than twenty years of development.

Winner X Campaign (2022 Lunar New Year):

Collaborate with rapper Đen Vâu in the campaign
"Mang tiền về cho mẹ".

This prominent campaign aimed to reposition the

Honda brand and reach a new target audience,
especially the youth.
 PERCEPTUAL MAP
DIRECT COMPETITORS
HIGH
Quality

LOW HIGH
Price

Honda is positioned at high quality and mid-price compared to competitors

 PERCEPTUAL MAP
INDIRECT COMPETITORS
HIGH
Quality

LOW HIGH
Price

Honda continues to be in the high-quality and mid-priced segment

02 SWOT ANALYSIS
Strengths SWOT Weaknesses
High-tech products. Depends on traditional vehicles.
Diverse product portfolio. Limited to high-end segment.
Largest car manufacturer. Product recall issue.
Has a large market share in the motorbike Slow in the electric vehicle trend.
market, accounting for 29.9% of the market
share in the world and 79.9% in Vietnam. S W

O T
Opportunities Threats
Electric vehicle (EV) expansion. Fuel prices increase.
Exploit new markets. Trend of transition to green energy.
Invest in self-driving car technology. Competition in the market is high.
Expanding the high-end segment.
03 MARKETING OBJECTIVE
GOALS
Communication Objectives
Boost brand awareness, presence, and affinity
among mass and young audiences.

Highlighting Honda's vision to continue supporting

the people of Vietnam on every journey.

Increase the brand's relevance to the young target

audience (Gen Z).

Marketing Objectives
Increase consideration and purchases of the
new-generation Winner X.
 S
Honda aims to achieve 5M interactions in one month to
boost brand awareness

M
The MV "Mang tiền về cho mẹ" hit 50M views on YouTube
and 2M hashtag uses on TikTok and Instagram, tracked via

SMART A
YouTube Analytics, TikTok Analytics, and Instagram Insights

Base on "Đi về nhà" (Top 1 YouTube, 50M views) and Đen Vâu's

GOALS
reach (5M subscribers, 4.7M followers), 5M interactions is achievable

R
Yamaha's “Bật chất J” campaign in early 2022 gained 1.2M Facebook
engagements, 5M TikTok views, and 500K likes on hashtags #BatChatJ
and #Janus2022

T December 29, 2021 - January 31, 2022

04 TARGET AUDIENCE
 Demographic
Age: Focused on young customers, mainly aged 18–28.
Gender: Male
Occupation: Students, Workers, Office workers,
Freelancers, etc.
Income: Monthly income between 15 million to 20
million VND, matching Honda’s affordable product lines.

Geographic
People living or working in 3 big cities: Ha Noi, Ho
Chi Minh, Da Nang.
 Psychographic
PainPoint: After one year of social distancing due to the COVID-
19 pandemic, young people studying and working away from
home faced many difficulties in their lives. They were worried
about success and failure.
[9] Sources: Kantar

[8] Sources: Admicro Insight

Therefore, they are individuals who care about and wish to
return home to visit their families, hoping to bring the best
things for their loved ones. Accompanying them is the
motorbike, crossing all roads to come home.
 Behavioral

[6] Sources: DataRepotal

Media behavior: Highly interactive on social media, enjoying emotional content, and tending
to share stories that highlight family connections.
 Behavioral

[7] Sources: InffoQ

Buying behavior: Regularly traveling long distances, prioritizing fuel-efficient and durable motorcycles.
05 MARKETING CHANNELS
TRADITIONAL
TVC ADVERTISING
TVC is broadcast on prime time
frames of television stations
such as VOH Online.
 SOCIAL MEDIA
02 YOUTUBE
The MV " Mang tiền về cho mẹ ",
caused a storm thanks to its
meaningful message and memorable
melody. The MV is optimized on
YouTube with relevant titles and
hashtags like #Honda, #DenVau.

03 TIK TOK
Encourage users to post creative
videos based on songs. Many
videos are made by famous

01 FACEBOOK
TikTok influencers, spreading to
the young community.
The MV "Mang tiền về cho mẹ "
has also created a fever across
online platforms.
COMMUNITY CHANNELS
PR & MEDIA RELATIONS
Major newspapers such as Kenh14 or Thanh Nien
newspaper all published articles analyzing the
meaning of the song and the Honda campaign.

The content focuses on Honda conveying a positive

message, building the image of motorbikes as a
tool to "Đưa con người về với gia đình".
EVENT
Honda organized a livestream of the concert night
Winner League x ĐEN "Chiến hữu đồng hành".

The brand has fully exploited emotional

approaches through music, contributing to
increasing relevance and engagement with
young customer groups.
CAMPAIGN STRATEGY
BIG IDEA: When children come into this world, strive to earn an honest living and live well so your
mother can be at peace. Every time you return home, bring back the best things, not additional
worries for your parents.

Key message: “Mang Tiền Về Cho Mẹ, Đừng Mang Ưu Phiền Về Cho Mẹ”
06 ACHIEVEMENT
RESULT
1 MONTH AFTER THE MV WAS RELEASED
THE CAMPAIGN NOTED

The MV reached more than 40 million

views after only 1 month of release.

Reached Top 1 YouTube Trending after

only 6 hours from the time of launch.

4,843 posts talked about MVs and

brands with a total of 5,571,763
engagements.
 CONCLUDE
SENTIMENT SCORE OF 1.0 WITH A POSITIVITY RATE OF 80%
(ACCORDING TO BUZZMETRICS)

Đen Vâu very real story is the key

to helping "Mang tiền về cho mẹ"
become the focus of discussions
across platforms.
THE RATE OF EARNED MEDIA REACHED 86%
This media product's success
highlights the brand's commitment
to understanding its audience and
delivering the right message with
optimal "frequency."

Thereby, the campaign contributes to

increasing brand recognition and love.
 PROMOTIONAL CAMPAIGN PROPOSAL
PROPOSED ADD-ON CAMPAIGN: GIVI LUGGAGE
SET AND REAR RACK
CAMPAIGN CONCEPT
To position the Winner X as a versatile and reliable motorcycle for long-distance
travel, Honda could include a GIVI luggage set and rear rack as part of its
promotional offer.

CUSTOMER BENEFITS
Enhanced Utility: The luggage set adds practical storage options for travel, addressing the
lack of built-in compartments.
Increased Value: Aligns with the adventurous spirit of the Winner X, attracting enthusiasts.

CONCLUSION
The proposed GIVI Luggage + Rack Campaign transforms the Honda Winner X into a travel-ready
motorcycle. This strategy goes beyond traditional discounts by addressing a real customer need and adding
emotional value. It strengthens the Winner X’s adventurous image, setting Honda apart in the market.
 REFERENCE
[1] Thu Nga (2021). Honda - "Mang tiền về cho mẹ" - Kết thân với Gen Z bằng những trăn trở của thế hệ. Brands Vietnam. Available at:
https://www.brandsvietnam.com/campaign/748-honda-mang-tien-ve-cho-me-ket-than-voi-gen-z-bang-nhung-tran-tro-cua-the-he [Accessed 8 December 2024]

[2] BradEmar, 2024. Phân tích mô hình SWOT của công ty Honda. Available at: https://brademar.com/phan-tich-mo-hinh-swot-cua-cong-ty-honda-2/ [Accessed 8 December 2024]

[3] Nguyên, T., 2022. Yamaha Motor Việt Nam thoát khỏi vùng an toàn trong chiến dịch “Bật chất J, Đẹp – Độc – Đỉnh”. Brands Vietnam. Available at:
https://www.brandsvietnam.com/23117-yamaha-motor-viet-nam-thoat-khoi-vung-an-toan-trong-chien-dich-bat-chat-j-dep-doc-dinh [Accessed 8 Dec. 2024]

[4] Yamaha. (2022) Yamaha ra mắt xe tay ga Janus và FreeGo 2022: Lột xác về ngoại hình, nhiều nâng cấp với mức giá hấp dẫn. Available at: https://afamily.vn/yahama-ra-mat-
xe-tay-ga-janus-va-freego-2022-lot-xac-ve-ngoai-hinh-nhieu-nang-cap-voi-muc-gia-hap-dan-20220413111600204.chn (Accessed: 8 December 2024)

[5] Brands Vietnam, 2021. “Đi về nhà” – Chiến tích mùa Tết 2021 của Honda Việt Nam. [online] Available at: https://www.brandsvietnam.com/21491-di-ve-nha-chien-tich-mua-tet-
2021-cua-honda-viet-nam [Accessed 8 December 2024]

[6] Kemp, S., 2022. Digital 2022: Vietnam. DataReportal. Available at: https://datareportal.com/reports/digital-2022-vietnam [Accessed 9 December 2024]

[7] InfoQ Research, 2024. Khó khăn, tình hình sử dụng và nhu cầu mua xe máy của người tiêu dùng Việt Nam. [online] Available at:
https://www.slideshare.net/InfoQResearch/kho-st-v-tnh-hnh-s-dng-v-nhu-cu-mua-xe-my-ca-ngi-tiu-dng-vit-nam [Accessed 9 December 2024]

[8] Advertising Vietnam. (2024). Quảng cáo Tết và những nỗi đau: Insight hay định kiến? [online] Available at: https://advertisingvietnam.com/quang-cao-tet-va-nhung-noi-dau-
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[9] Phú, D.V., 2021. Insight người tiêu dùng Việt Nam dịp Tết 2022. Brands Vietnam. Available at: https://www.brandsvietnam.com/congdong/topic/321738-insight-nguoi-tieu-
dung-viet-nam-dip-tet-2022 [Accessed 9 December 2024].
THANK YOU