GROUP HIGH

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Nguyễn Quang Đức

Vũ Minh Trường

Phạm Khắc Mạnh

 STRUCTURE

1. Advertising

2. Guerrilla marketing

3. The Coffee House

collab NEU

4. Tết Campaign

5. Curriculum vitae
PART 1: ADVERTISING

STIRRING TO THE MOON

Special Mid-Autumn Festival with simple things Every
8th month of the lunar calendar, the streets of
Vietnam are filled with drums and lanterns.But last
year, many people suddenly "welcomed the moon"
differently, with the moonlight activities taking place
somewhat more limited and quiet.

Welcoming Mid-
Autumn Festival at
home, family members
remotely through
phone screens or
watching the moon
online, etc These are
the unforgettable
memories of
Vietnamese people
about a special Tet
Reunion.
Stir to see the moon - Stir up happiness As a coffee chain that always
brings surprises to young people, The Coffee House not only creates
its own drink for the Mid-Autumn Festival but also brings an extremely
new experience. With the Hi-Tea Bling Bling Collection, people just
need to stir up to see a whirlpool of golden glitter moving like a
beautiful moonlight. The bling bling effect first appeared in the House
drink, making tea enjoyment more enjoyable for young people.

After the Covid 19 people would love to try some new experience, and
the new drink Bling bling can do it so good. therefor, a trend had risen
in the young people who would love drink. The way The Coffee House
sell the new drink, they choose Mid autumn and with the promotion.
When people buy 2 cup, The Coffee House will give them a gift that is
a moon cake. To sum up, The Coffee has a good advertisement that
they can sell a lot and they also have more new customers who want
to try something new, something different.
PART 2: GUERRILLA
MARKETING
WHAT IS GUERRILLA MARKETING ?

Guerrilla is a marketing
tactic in which a company
uses surprise and/or
unconventional interactions
in order to promote a
product or service

FEATURES OF GUERRILLA MARKETING

The element of surprise

Interactiveness

Costeffectiveness

Used in B2C

Provocativeness
 GUERRILLA MARKETING TYPES

Viral or buzz marketing

Stealth

Ambient

Pop-up retail

Projection advertising

Astroturfing

Grassroots

Wild posting

Street

Ambush
 ADVANTAGE

Increased brand awareness

Standing out from competitors
Emotional connection with a brand
Building partnerships

DISADVANTAGE

Annoying to
consumers
 Part 3
The Coffee House x NEU
Attractive place in Hanoi
A must-visit place every time you set foot on Ha land

An extremely attractive gift from the

sponsor : 40% discount voucher for
checking in at the above 3 locations,
applicable exclusively to the
establishment at NEU on Saturday &
Sunday morning.

NEU( English: National Economics

University) is a leading research-
oriented university in the field of
training schools in Economics,
Management and Business
Administration in Viet Nam. The
Vietnam National Key University is
one of the most prestigious in
Vietnam. National Economic
University is famous for training
many of the most senior leaders for
the Communist Party of Vietnam
and the State of the Socialist
Republic of Vietnam, many
businessmen famous . At the same
time, the university is also a center
for in-depth economic research and
consulting on macro policies for the
State of Vietnam.
NEU , the school is often called
with the name "noble school"
because the facilities here are very
spacious and modern. Century
Building - Lecture Hall A2 of NEU
with an area of ​96,000m2, is
designed in the form of a spiral
staircase and modern French
architecture in the dominant white
and red tones. This is a famous
and favorite virtual living place of
many generations of students.

In addition, the school's Pham Van

Dong library provides students with
countless good books in many fields
for students to freely refer to and
study. Check-in enthusiasts are also
fascinated by the luxurious and super
modern space of the school library.

Coming to the NEU catches your

eye, there are countless
restaurants along with many
delicious dishes waiting for you.
There is one detail that cannot
be ignored when entering The
Coffee House, this is a small
cafe located in the hall of the A2
e other than the coffee house
building, a quiet space for students to study together, nothing like
studying. Order a cup of coffee while studying here while drinking coffee
to improve concentration, create inspiration, and the sponsor of the
program is non
Hashtag #NEU#TheCoffeeHouse#TCHxNEU to receive an gift
 PART 4
TẾT CAMPAIGN
After The Coffee House Cloudtea
project - Quality of time took place in
November 2022, The Coffee House
has partly successfully built the
image of the coffee brand of
Vietnam. However, Vietnamese
young people - the potential market
that The Coffee House wants to
expand, are not yet in the target of
this campaign, so they have not yet
found themselves close to the brand.

Meanwhile, Tet for Vietnamese

people is a time to unite all
generations, young people with
the elderly, children and parents.
At the same time, coffee is always
in the TOP 3 most popular Tet
gifts. Realizing the opportunity to
attract more young customers,
and continue to connect with
existing customers, The Coffee
House decided to set foot in the
hottest advertising time of the
year with the goal of becoming a
coffee brand. Tet is the top-of-
mind of consumers.
Customer insight
The foundation that affirms
the success of this campaign
comes from a valuable tacit
truth, where every target
customer of the project finds
themselves in it. As young
people 18-25 years old, in
Vietnam, they value family
values ​and are always
looking for a meaningful gift
for their parents on Tet
holiday. They really love and
cherish their parents. but
feel too embarrassed to say
it. Meanwhile, every parent
wants their child, like a
young child, to run over and
hug them and say "I love you
dad, I love you". But when
the "children" grew older, the
love gradually thinned out
and disappeared completely,
as everyone knows, it's
embarrassing to say it out
loud.
 “Cup of love” is part of The Coffee
The big idea is understanding that
House Tet gift box that young
mentality, plus the category truth
people can easily use as a gift for
– Coffee is seen as a means for
their parents. On each cup, The
people to talk to each other, big
Coffee House has the son's
idea “The Coffee House – Cup of
"confession" printed.
love” born.
"Confession" of gratitude for the
love and care and concern of
parents. Because The Coffee
House knows, the gift that
parents want the most, is not
expensive things, or a
commitment to take care of their
parents for a lifetime, they just
want their children to
understand the hearts of fathers
and mothers. mom. "Confession"
is not heavy and rigid but is
expressed in the language of
young people. This mischievous
but lovely "confession" helps
young people overcome their initial hesitation when facing their
parents, creating an atmosphere for them to easily raise their voices
 IMPLEMENTATION
The campaign was implemented in 3 phases

In phase 1, the message "It's

embarrassing to say I love you
parents" is conveyed through Viral
Clip "Confessions difficult".. Viral
Clip hits the moments when the
son tries to overcome shyness. shy
to say love, but encounter doubts
and strange reactions from
parents. Despite the humorous and
witty content, the clip also posed a
question worth pondering for
viewers: since when did parents
feel so alien to their children's
words of love?

With the participation of

many famous young people
in the country, the clip will
easily attract a large number
of viewers. Tran Thanh,
Robbery or JV, etc., when
challenged to call to express
their love to their parents,
are also shy and faltering,
just like us.
 Media tools to support Viral Clip:
Masthead on Youtube for 1 day,
statuses boosted on Quality fanpage,
with many celebrities & influencers
shared on Facebook and PR stories
transmitted at the same time to create
fame loud at the start of the campaign.
Giving different perspectives, the
controversy about "does the word of
love have to be expressed in words?"
pulled the entire public into the story
Right after that, phase 2 of of The Coffee House.
the campaign promoted the
message "Let The Coffee
House help you overcome
shyness to say love to your
parents". TVC with the
participation of Tran Thanh,
Thai Trinh shows the image of
young people who have
difficulty expressing their love
to their parents, but with the
Tet gift box The Coffee House
and the loving cup,
everything becomes easier.
much easier. 500,000 Tet gift
boxes at the same time will
be widely covered on retail
channels nationwide.
Through sharing on facebook
of 10 famous people (Tran
Thanh, Ly Hai - Minh Ha,
Harry Lu, Khoi My, Isaac ...),
1500 cups of love were
moved by The Coffee House
on behalf of the children.
home for parents.
PR clip "Speak love while
you can" ends the meaning
of the project with real
stories and real characters.
The clip gives very close
and insightful situations to
Vietnamese people. It is the
story of a son with many
mistakes and regrets for
having upset his parents;
about a young mother who
has just given birth, has
understood to the end not
only love, but also the pain
her mother had to endure
to give birth to her and
raise her; about an 85-year-
old man who feels how
happy and lucky he is to
spend most of his life with
and taking care of his
mother. The story created a
strong emotion in the
online community.
MINIGAME
 PART 5:
CURRICULUM VITAE
NGUYỄN QUANG ĐỨC
25/01/2004

CONTACT ME
0853507913
EDUCATION
HUYNH THUC KHANG HIGH SCHOOL
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NATIONAL ECONOMICS UNIVERSITY
quangduc040404@gmail.com Major: Audit ICAEW CFAB

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 Vũ Minh
Trường
NEUer
A student goes to college with opportunities
and challenges.
Confidence, professionalism, responsibility
are the key that unlock my door.

Contact Education
Phú Xuyên A high school
Class :12A1

National Economics University

Major:Audit-CFAB

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