BRAND:
Vietjet Air
AWARD CATEGORY:
The Best Social & Commerce Integration
CAMPAIGN TIME RANGE:
05/07/2022 - 31/03/2022
CREDITS:
Admicro – VCCorp
CASE STUDY VIDEO
STRATEGY
After two years of Covids, tourism showed signs of recovery when traffic and runway were opened. This is not only an opportunity but also a tremendous challenge for tourism. The question is how to provoke the travel desire of people.
Consumer trends have elephantine change. Consumers' shopping habits now are turning to online shopping, which has led to the rise of online shopping platforms such as Lazada, Shopee, TikTok Shop, etc, which have huge exploiting potential. However, there are many barriers that airline brands are hindered, and opportunities to exploit are not much. Vietjet needs to develop a new one to help them increase their market share potential.
Understanding consumers' online shopping behavior, Vietjet has converted air tickets into online E-Voucher. It is no longer the kind of old airline ticket with specific dates and flights. E-Voucher is flexible and can switch to official tickets anytime, completely solving the problem of airlines selling air tickets through e-commerce channels.
With the success of the KOC Vietnam show, VCCrop and Vietjet created a reached form to sell Airline E-Voucher called "SHOPPERTAINMENT”. This new trendy and fashionable sales livestream series combines entertainment and shopping (e-commerce and entertainment) following the 3C model: Content + Commerce +(KOC) Community. This model resonates with the power of entertainment content, new sales strategies, and communities of KOC/VJ to create strength and efficiency for brands on social media platforms.
SHOPPERTAINMENT includes:
+ Shopping: Create new shopping products (E-Vouchers) on the e-commerce platform. The first time the airline industry was sold in E-commerce.
+ Entertainment: Shopping during Livestream on Facebook, LazLive, Tiktok, and other platforms so viewers can purchase easily. The sales form of direct interaction with the audience has created an intimate and friendly relationship between customers and brands. In addition, combining tourism-related content on a specific occasion will kick off young people's enthusiasm for exploration and immediately stimulate their interest in tourism, mainly to entertain users who watch the Livestream. Vietjet's deputies have a dialogue with the role of the brand to provide brand information and preferential transactions for the audience, and famous KOC - as the customer - would bring real experience and optimize sales in the sales competition.
INSIGHT
After a hard time during the pandemic, young people have realized that they should strive to enjoy every moment of life, follow their dreams and experience life.
Having an adventure or simply flying somewhere to visit relatives is not only a wish of personal but also a necessity of people, especially Generation Z.
With the development of technology and e-commerce, Generation Z is able to obtain and own cheap air tickets easily, especially from popular airlines.
However, to choose a popular airline, young people no longer just can learn information through word of mouth or traditional reviewing way, but gradually tend to have a decision and evaluate brand reliability through rankings on e-commerce platforms.
Hunting good-deal airline ticket sales become hobbies, which enables them to keep the deal and maintain long-term use, and actively plan their travels.
CREATIVE IDEA
Understanding the insights of the target audience, VietJet has decided to launch an E-commerce booth on the Lazada platform, selling E-vouchers and other brand souvenirs.
The main activity for driving customer traffic to the VietJet booth in E-commerce is the contest of selling VietJet's voucher between the KOC in the Livestream series "Được Rồi Bay Thôi".
The key hook will include two main parts:
1. Electronic Commerce (E-Commerce)
VietJet and VCCorp created the Voucher VietJet Sales Competition - a challenge between famous KOCs. KOC from many majors will join the competition to determine who becomes the best seller.
In each episode, KOC appeared as the MC of Livestream, and joined a representative from Vietjet. They have interactive and humorous impromptu performances, aiming to attract audiences and calling people to buy VietJet vouchers on Lazada. In addition, in the whole livestream, minigames and flash sale pop-ups randomly attract users to watch Livestream till the end and increase the opportunities for users to have a voucher as the prize. Through 15 episodes, KOC, with the most significant number of sold vouchers, will receive cash rewards from VietJet. This makes KOC more explosive when participating in this competition and stimulates the audience's interest to watch it.
2. Entertainment
Each episode of the Livestream has different content (popular travel stories, travel experiences, or essential occasions at other times of the year) to create trendy, viral, and highly entertaining content.
The standard of KOC is a young one who can share their unique experience in tourism and exploration in a natural and friendly voice and create strong interaction through humorous content related to travel. Some notable KOCs include Bé Duy Tiktok, Withduong, Tạ Công Bằng, Châu Muối, Lý Thành Cơ.
The different competitive factors of this concept will promote the sales of KOC, thus increasing the revenue for VietJet.
We designed content based on the research of customers' needs, which naturally integrates entertainment and brand into the customer experience and provides customers with complete information. So that Livestream still provides an explicit guarantee of brand safety while keeping it natural, humorous, and attractive. (For example, limitation of hand luggage, flights to some Asian countries like India, Japan, and Australia...)
CONNECTION PLAN
Series Livestream "Được Rồi Bay Thôi" is a multi-channel activity, and its main purpose is to drive the traffic of Lazada to increase the purchase rate and product evaluation.
External marketing activities:
Key Tastic:
+ Multi-platform livestream: Fanpage VietJet and KOC's Fanpage/Tiktok
+ Minigame, flashsale is thrown throughout the livestream to stimulate instant purchase.
Support activities such as: Young and travel community pages: Kenh14, Welax, Theanh28, Check in Vietnam support to provide information about the Vietjet E-Voucher. KOC supporting story post that trigger their fan to watch Livestream.
Extenal Marketing activities:
+ Livestream on Lazlive to get massive traffic of available customers.
+ Lazada internal marketing plan, such as Megasale, Event, LazFeed... combined with the development of Lazada's customer service team to maximize the customer experience.
OBJECTIVE-BASE KPI
After launching 15 episodes of the livestream in five months, 15,044 E-Vouchers were sold, with revenue of 19 billion VND with ROI 660%. VietJet's E-Voucher became first in the Service Voucher category, within high indicators such as
Follower: 4,429
Positive review rating: 96%
Quality rating: 4.8/5
Achieving of key hook activities Livestream;
+ Over 2,000,000 Views
+ Over 8,000,000 Reach
+ Over 320,000 Engagements
SHOPPERTAINMENT Campaign has opened up a new direction for reaching airline ticket sales and opened a special channel for VietJet.
It helps solve problems about minimizing the customer's purchase decision-making time and using a new platform to increase revenue. Besides, it solves the conflict between sales channels, avoids dumping, and helps optimize the marketing budget in challenging economic times.
