Hạnh Phúc Của Mẹ, Để Dành Cho Con campaign for Hạnh Phúc
Art Director
For the course Professional
Communication Studio
July - August 2023
Responsibilities
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Designed visual assets and slides with strict attention to content flow and alignment with the client’s branding.
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Assisted in formulating the target audience profile, campaign framework, and tactics.
Achievement
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Was chosen as the winning pitch by Hanh Phuc.
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Received 2 High Distinctions (80/100; 86/100)
Project summary
Problem
Despite being established in 1980, Hanh Phuc fish sauce has been struggling to keep up with the competitors' brand awareness.
Insight
"High quality" is no longer a suitable differentiating factor for fish sauce. But rather, the target is more inclined to purchase a brand that trusted by their mothers.
Solution
Thus, portraying Hanh Phuc as "mother's choice" was suggested as a meaningful and relevant repositioning. This also serves to bridge the two TA of Hanh Phuc, being 40 to 55-year-old women and 20 to 35-year old women, via the maternal bond.