BRAND:
PNJ
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
01/02/2023 - 19/02/2023
CREDITS:
Climax & Kim Chỉ
CASE STUDY VIDEO
STRATEGY
PNJ, a brand that honors True Love, transformed Valentine's Day into the ultimate day of marriage proposals, creating a new dimension of celebration for couples all over the country.
Long gone are the days when Valentine's Day was just about gifting flowers and chocolates. By shedding light on the true values of a proposal, PNJ encourages men to prioritize the significance of the gesture over practicality and embrace proposal etiquette. This campaign was designed to reinforce PNJ's image as the ambassador of True Love, touch the hearts of both men and women, and contribute to the brand's commercial performance.
Three clear objectives were:
(1): Win Valentine occasion via Proposal moment to drive Brand Love and Long term Business Growth
(2): Win Share of voice on social media by redefining and spreading out Proposal True Meaning & Value to Gen Z & Gen Y
(3): Create strong motivation leading to sale conversion via strong CTA message encouraging men to propose to the woman of their life
INSIGHT
'Men are from Mars, Women are from Venus.
For Vietnamese men, marriage is more than just a feeling. It is a promise and a pledge to love and honor the woman of their life. It is a strong sense of duty that shapes the men's choices and actions when it comes to marriage. They want to give the woman of their life security, comfort and happiness. That's why they care about material and financial aspects - things they consider "grand" and realistic. Therefore, for men, the act of proposing is seen as an unnecessary and trivial formality.
On the other hand, women are often more emotionally driven. True love, for them, requires sincerity and understanding. What they expect is the assurance and the readiness of spirit and emotion. Therefore, proposing is a highly memorable and meaningful moment that carries immense value, making it the best start for a lasting marriage. Without a proposal, women may feel unsure about the depth of their love.
By revealing the true values of marriage proposals, PNJ is determined to bridge the gap in love languages between Vietnamese men and women. From the men's perspective, a sincere proposal represents a willingness to take responsibility, the courage to face life's challenges together, and a commitment to faithfulness in the relationship. For women, a firm ‘I Do' signifies confidence, loyalty, and dedication to their partner.
CREATIVE IDEA
As PNJ is a brand that honors True Love, we believe in the sacredness of proposing, and strive to inspire men to give their women a truly meaningful start to their marriage while reminding women that they deserve a heartfelt proposal.
Our SHOW-NOT-TELL approach ignites the motivation and desire to pop the proposal and receive the much-awaited answer. Our big idea – “Trao Nhau Khoảnh Khắc, Ghi Dấu Một Đời” [Give Us the Best Moment of Our Life], highlighted the power of a uniquely romantic gesture that men can offer their beloveds, leaving an unforgettable impression on both of their hearts.
1.PNJ presented the results of a social survey on the state of marriage proposals to initiate a lively discussion:
In collaboration with a popular online magazine, we conducted a survey that revealed a shocking fact about marriage proposals. This revelation was aimed to spread on major social media platforms and trigger influencers and communities to share their own stories and opinions on marriage proposals.
2.PNJ showcased its perspective on marriage proposals in a poignant hero film to trigger rethinking:
Building on the shocking revelation from phase 1, PNJ released a film titled "Trao Nhau Khoảnh Khắc, Ghi Dấu Một Đời." The film features couples who were fortunate enough to share a highly memorable and meaningful moment, while the remaining 90% missed out on this once-in-a-lifetime opportunity.
3. PNJ nudged actions with beautiful music:
PNJ collaborated with Đức Phúc and British boyband 911 to create the romantic track "I Do" as a heart-melting weapon to encourage proposals. A mini-show on Valentine's Day featuring Đức Phúc x 911 was also held to inspire more proposals and create beautiful love stories.
CONNECTION PLAN
Over the course of twenty days, we guided our audience through three stages with the goal of shifting their perception on marriage proposal, switching off men’s pragmatic mindset on proposal etiquette, capitalizing on the true values of proposal to both men and women, and motivating men to take the proposing action.
Phase 1 – LET THE FACT OUT
We partnered with ZingNews - a popular ezine with a wide readership across generations - to conduct a public survey on the reality of marriage proposals in the country. The results were shocking - "90% of Vietnamese married women revealed that they were not proposed to." This finding quickly went viral on major social media platforms like Facebook and Tiktok, with influencers and communities joining the conversation, sharing their own experiences and points of view on marriage proposals.
To anknowledge the difference in love languages between men and women, we launched a content hub on ZingNews to gather perspectives from both genders on this heated topic and to foster mutual empathy towards their experiences.
Phase 2 – LET LOVE SHINE
Capitalized on the public interest in the shocking fact that "90% of Vietnamese married women revealed that they were not proposed to" unveiled in phase 1, PNJ released a touching hero film called "Trao Nhau Khoảnh Khắc, Ghi Dấu Một Đời”. Setting in the future context of the year 2063, the film showcased three old couples reflecting on the best moment of their life, the one that left an unforgettable impression on their hearts – their marriage proposal moment. These three couples represent the few 10% of married couples in Vietnam that has fortunately given each other a highly memorable and meaningful moment that carries immense value throughout the years of their marriage. The remaining 90% of married couples in Vietnam are deemed to miss out the best moment of their life.
The film became a sensation on Facebook and YouTube platforms not only due to its bespoke, simple, and heartfelt moments of marriage proposal, but also because of the hard truth it carries.
After the success of the film, a Facebook contest was launched to inspire and encourage unproposed lovebirds of all ages and social backgrounds, including influencers, to share their everlasting moments of love.
Phase 3 – LET’S DO THE ASKING
PNJ left no stone unturned in its efforts to encourage men to propose. We knew a heart-melting track is guaranteed to set the perfect mood for the big moment.
To deliver this last mission, Đức Phúc and the British boyband 911 were our strategic investments. Đức Phúc is both the "Prince of Valentine" with many love hits and a mega-influencer for young Millennials and Gen Z with over 1 million fans across all social channels, including facebook, Instagram, Tiktok, and Youtube. 911 exudes charm and sophistication that resonates with Generation Y. This is a double impact strategy crystallized into a romantic track called "I Do," which resonated deeply with audiences from all walks of life. The collaboration between these artists has become the embodiment of what true love means - bridging gaps, breaking down barriers, and creating something beautiful in the process.
PNJ also covered the basics, such as competitive proposal jewelry deals and a successful mini show of Đức Phúc x 911 on V-day, in hopes to inspire more proposals and create beautiful love stories.
The impact was so remarkable that our Valentine's Day campaign earned free media and was also featured on the national TV channel, VTV.
OBJECTIVE-BASE KPI
PNJ’s BRAND PERFORMANCE:
- Hero Film:l 10M views /2 weeks (Facebook, Youtube & Tiktok combined )
- MV ‘I Do" : 30M views on Youtube
‘I Do' Minishow Live: 3M views on Youtube
PNJ'S COMMERCIAL PERFORMANCE (Source: Internal Data, Feb ‘23')
PNJ'S CAMPAIGN IMPACT ON PROPOSING BEHAVIORS (Source: Facebook Insights, Feb ‘23'):
Despite the fact that the campaign was tackling a deeply ingrained cultural issue, PNJ had found a sustainable platform and all of our efforts had resulted in tangible changes in behaviors
