Vietjet Air
Summer Campaign 2018
Summer 2018 is even more exciting with the World Cup. Our task is to combine the love for football with summer spirit and make it relevant to travel habits of Vietnamese consumers.
The whole campaign includes 2 phases. The main asset for the first phase was a viral clip fit with World Cup season and for the second phase, a music video featuring famous singer focusing on summer travel was to amplify the idea of "Summer must be fly".
Campaign Idea
Đá phải Say, Hè phải Bay! (Soccer must be high, Summer must be fly!)
Rationale: We utilise the emotional connection between soccer and flying with Vietjet which is feeling “high”, that’s the excitement and thrill summer supposed to be. Also, another way to say “high” in Vietnamese slang is “flying” which can be used to associated with Vietjet.
Phase 1
Viral Clip: Săn “Bàn” Hè Vui! (Score your fun summer)
Rationale: Making a trip could be as fun as enjoying a soccer match, there are challenges, there are planning and quick decisions, such a right fit for those who are looking for excitement. With this campaign, we encourage people to score their way out of ordinary daily life and enjoy a fun summer, just as exciting as watching soccer!
Tactic: We “footbalize” the whole consumer journey so people can enjoy their experience with Vietjet the same way they enjoy a match.
Full Script
Ghi bàn hè vui (Score your fun summer)
Film opens with a quiet office place; everyone is working seriously at their desks. There is one girl who sneakily looks around and look down on her table to see her travel documents like hand-writing planning and budgeting on the table, hidden under other papers.
Then she opens VJA website to book air ticket. The moment the website opens, the VO of a famous soccer commentator also started.
VO (soccer commentator): “Ladies and gentlemen, the match has started and I can already feel the exciting atmosphere in the stadium. ”
“Kính thưa quý vị, trận đấu của chúng ta vừa mới bắt đầu và không khí trên sân đã nóng lên ngay lập tức.”
The girl starts to choose the destination and date according to her plan. People in the office anxiously look at her.
VO (soccer commentator): “It’s a smooth kick-off, here comes the first attack, what a beautiful move!”
“Khởi đầu có vẻ rất thuận lợi, và cầu thủ của chúng ta đang thực hiện cuộc tấn công đầu tiên, rất ngoạn mục!”
Going to the next page with calendar with different prices, there’s promotion banner pop-up “Ticket 0đ before every World Cup match!”.
VO (soccer commentator): “And here it is, an amazing chance!!! Zero dollar tickets from 12 pm! Can she score? Ooh, she missed!”
“Cơ hội đã xuất hiện!!! Vé 0đ từ 12h trưa! Hãy xem liệu chúng ta có thể săn vé thành công hay không! Chưa vào!””
She gets very anxious because the 0đ tickets are not the dates she wants. Looking back to her travel plan, she quickly changes her decision to the dates that has 0đ. People in the room look so excited and hopeful.
VO (soccer commentator): “Still there!!! 0đ tickets are still here!! Quick! Shoot!"
“Vẫn còn! Vé 0đ vẫn còn!!! Nhanh lên! Sút! Sút!”
The girl successfully get the 0đ tickets and move to the next page which is input personal information and click next.
Suddenly the monitor screen is interrupted by chat window popping up.
VO (soccer commentator): “A defender suddenly blocks the way, but…yes, she slides her way right through the defense!"
“Một hậu vệ bất ngờ xuất hiện, nhưng cầu thủ của chúng ta đã vượt qua vô cùng khéo léo!”
Moving to payment and confirmation, the girl now completed the booking.
VO (soccer commentator): “Goal!!! Goal!!! What an amazing play! She won the 0 dollar ticket! Now, it’s time to fly around Vietnam and the world!
"Vàooooo! Tuyệt vời, quá tuyệt vời!!! Một chiến thắng thật ngoạn mục, vé 0đ đã thuộc về chúng ta! Nào cùng bay khắp Việt Nam và thế giới!
She jumps up in excitement. At the same time, everyone in the office also jump up and cheer for her victory like of a soccer match. The whole office becomes brightful as everyone suddenly changes to summer clothes and swimsuits, the girl also changes to sexy bikini and starts dancing with everyone.
End frame: Hè phải bay. Bay phải Vietjet
Phase 2
Music Video "Hè Phải Bay" (Summer must "fly") - MIN ft. Mr. A
We utilized the catch phrase "must" to encourage people to enjoy to the summer to the max. This is also to create the trend to let people make their own version.
Tình phải tỏ (Love must be confessed)
Buồn phải bỏ (Sorrow must wipe away)
Mệt phải nghỉ (Tired must rest)
Hè phải chơi (Summer must have fun)
Trẻ phải YOLO (Young must be YOLO)
Xa phải nhớ (Being away must be missing you)
Selfie phải ảo (Selfie must be fantasy)
Hè phải bay (Summer must fly)
Bay phải Vietjet (Fly must be Vietjet)
Vé phải săn (Ticket must hunt)
0 đồng phải 12 giờ trưa (0 usd ticket must be at 12pm)
Then the ideas are developed into situations that all together they depict the whole journey of the customers with Vietjet, from booking the ticket to in-flight experience.