Brand truth:With The Ruler being the core archetype, Viec Lam 24h is motivated to lead and pioneer the industry with multifaceted breakthroughs. Our utmost desire is to add value to the workforce, hence moving society forward. To that, we are not hesitant to go beyond our comfort zone and experiment with new things. Consolidating our job board portfolio comes with a great length of risks and draws unnecessary attention to our business. However, we are not afraid to try and to be put under the microscope if it would serve our vision and bring a more seamless experience to our users in the long run. And if there are hiccups along the way in our transformation, we have the audacity to step up, own our mistake, fix it, and say sorry to those we might have caused the inconvenience. Consumer truth:With our target audience being those in the workforce from 22 to 35, we acknowledge their fears in life. Sometimes they are afraid to speak up just because they assume their voice doesn't matter. Sometimes they refrain from showing their true selves because they think they would be hated for being different. Sometimes they are reluctant to seize new opportunities just because they think others may not approve of their decision. Thus, Viec Lam 24h wants to send an inspiring message to them through the campaign: “You’d rather say sorry for doing what you think is right, than feeling sorry later for not doing what needs to be done."

Given the business objectives, brand truth, consumer truth, and the context of December being the high season of campaigns across industries, we choose a daring approach, using an apology to trigger curiosity and raise awareness of Viec Lam 24h, as the destination brand of the portfolio consolidation, then share the news of the Merge Project. Why sorry? We are sorry to other brands and year-end campaigns because we are taking their spotlight when we combine the power of 4 prestigious job websites into 1, bringing multiple benefits to our users, upgrading their jobs, and giving them their career highlights, which is totally worth the shout-out. We are sorry (not sorry) to bring Viec Lam 24h - an online recruitment brand - fair and square to the forefront of the media playfield, which has been traditionally reserved for consumer goods and e-commerce contenders. How to make our news heard and our claim legit? To add weight to the campaign message and create curiosity, attention, and amusement, we decide to collaborate with Mai Ngo - a trending KOL in beauty pageants and also a rapper - who is loved for her unapologetic attitude and viral on social media as “Miss HR". The duo of Viec Lam 24h and Mai Ngo could be a magnet to draw attention to the brand and widespread the campaign. We choose to convey the message through a short rap song to make it even catchier and easier for the mass audience to consume in a natural and fun way.

With a sound creative idea and a clear set of business objectives in mind, we categorize our touchpoints and execution plans into 3 main groups:• Owned channels (including email marketing, web notifications, phone calls, SMS, ZNS, fan pages, website, etc.): to serve as main channels to officially announce to the users in Sieu Viet's ecosystem: “We have merged Tim Viec Nhanh to Viec Lam 24h, bringing you more benefits in the long run. And we are sorry for the inconvenience we may cause you during the migration process”. • Mass online channels: on one hand to serve as secondary channels to retarget our existing users to re-announce the message but in a more fun manner (GDN, Youtube, Facebook, & TikTok). On the other hand to spread the message and raise awareness and TOM of Viec Lam 24h - as our destination platform - to the mass audience. • Offline channels: To cross-reach the mass audience at high-traffic junctions in HCMC and Hanoi metropolitans. The message of “Sorry for the Glory" (Xin Lỗi Vì Lỡ Nổi) is consistent across the 3 groups but is adapted creatively and interactively per each channel to amaze our viewers & trigger even deeper layers of brand awareness. A. Job seeker & Recruiter touchpoints:As explained above, the campaign is spread among all communication channels and touchpoints towards our current job seekers and recruiters. The message is creatively adapted to fit with each piece of communications and still manages to deliver the overall Sorry themeB. Mass online channels:- Our hero asset is the MV. We leverage Mai Ngo’s rapping talent to produce a rap music video as the key asset for the whole campaign. Featuring Mai Ngo in different layouts from a charming beauty queen to a dynamic office lady, the video introduces the key message of Xin Loi Vi Lo Noi repeated several times right in the first 3 seconds to trigger curiosity for the audience to linger and watch more. The video continues with our merge news and a series of apologies to other powerful groups of 4 (bộ tứ) as our 4 prestigious job boards are merging into 1, making Viec Lam 24h the most outstanding ‘diva’, stealing the spotlights from them all. We use upbeat music and colorful, popping art designs to deliver the overall tone and mood of the campaign and to break the positive news to the market. - The video is made into different cut versions for different usage across platforms, including Youtube (main), Facebook, and TikTok; making sure we stand out among the crowd.- We also adapt the content and seed it on social communities with a series of fun “sorry messages”  to politely ‘poke’ other brands for stealing their spotlight. - On the PR front, we not only distribute the press release to official channels but also add more angles to the sections of Tech/Startup, Macro Economy, Lifestyle, and Showbiz to leverage our unexpected collaboration with Mai Ngo and maximize her heat from the recent beauty pageant she joined.C. Offline billboards:- With the overall Triggering Content Strategy, we utilize the team’s creativity to the max by owning our playground - triggering billboard content to create talkability across online platforms. We only place 3 physical billboards (2 in HCMC + 1 in Hanoi) with contextual content following the locations, under the theme of Xin Loi to make people aware of our brand and see the consistency in our message, and also see how fun we play with our contents:• Next to La Vela Saigon Hotel (Ly Chinh Thang - NKKN): Sorry for overshadowing the neighboring hotel - 4 sites into 1, allowing you to choose the perfect working environment that makes you feel like a holiday retreat• Ba Son Bridge (next to the Tiger Beer billboard): Sorry for overshadowing the tiger over there - 4 sites into 1, saying goodbye to the Year of the Tiger and welcoming a new propelling year• Le Duan crossroad (Hanoi): Sorry for overshadowing the green light - 4 sites into 1,  giving you the career highlight with millions of hot jobs- To link back the offline content with online, we share the paparazzi-style images of those offline billboards with social communities. We even heat the discussions and fuel the virality with a series of billboard mockups using the content framework of “Sorry for…”, making it a fun and natural topic to be discussed and mentioned among forums and online users.

(1) The talk of the town:• ~36,000,000 overall campaign reach (+10% vs KPI)• 10,200,000 views of key video (+2% vs KPI), ~100,000 views of the follow-up podcast episode with Mai Ngo• 12 PR articles on big national media sites, receiving 9,000,000 reach (+350% vs KPI) + 157 pickups across the APAC area with 1,000,000 visitors• 153,000 engagement across Facebook communities (+53% vs KPI)• ~80% Share of Voice with >40,000 buzz - #1 in the industry• Maximum Sentiment score: 1.0• Ad recall +6.18% & Awareness +5.04%, rated as “best-in-class” (by Google Brand Lift)• >80% users aware & understand the campaign message(2) TOM enhancement:• > 80% overall brand awareness• +22% TOM vs 2021(3) Business results:• +7% traffic vs KPI, contributing to a 68% increase in 2022 total traffic• Used only 95% of the total budget, especially Digital spending with a lower CPC compared to 2021 + peak season Q1.2022