Halong Canfoco used to be fist-placed canned food product which leaves a deep impression on consumers such as: pate, canned meat or instant sausage. Throughout the year, the quality still stays and remains. Nevertheless, many aggressive competitors appear both domestically and internationally makes people forget Canfoco. The brand has no experience in campaign implementation as well as the weak system of communication channels, has not invested and has no specific orientation. The challenge is how we can introduce the brand for the first time on the digital platform.
To reposition the brand image in customer mind, especially young generations.
People often appreciate things that have been confirmed for a long time but still retain their value. Old but Gold.
Besides, Vietnamese people have great national pride and patriotism. They often tend to support historical and purely Vietnamese values.
Idea
6 Decades preserving Vietnamese food soul
The idea of using canned food is the companion for Vietnamese people through every year: from Vietnam War, New Independence, Subsidy Period and Tech Era. Canfoco still supports and still remains the quality, affirming timeless quality.
By supporting the TVC, we also build a PR campaign on other social channels such as: FB ads, YouTube ads to raise awareness to the audience optimized. The video was organicly shared by 2 famous hotpages/websites: Beatvn & Kenh14.
Result
After nearly 5 months of launching, the video gained 1,424,916 reaches, 31,293 interactions, 91 shares, 167 comments, 707K views. Content attracts high organic engagement from the audience. Totally recall result for the brand image and benefits in the clip.