ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 35. Integrated Marketing Communication

Submission date 04/10/ 2023 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name Vu Quoc Dat Student ID GBH200758

Class GBH1107 Assessor name Nguyen Thu Huyen

Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.

Student’s signature Dat

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P1 M1 D1

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Table of Contents

I. Introduction ...............................................................................................................................................4

II. Introduction of company ........................................................................................................................ 4

2.1 Communication channels of VNPAY in the campaign " Open VNPAY wallet: Celebrate Tet -
Receive 2 million lucky money " .............................................................................................................5
2.1.1.TVC .............................................................................................................................................. 6
2.1.2. Social media .............................................................................................................................. 10
2.2.3. Support media .......................................................................................................................... 14

III. Conclusion ............................................................................................................................................ 17

IV. Referances ............................................................................................................................................18

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I. Introduction

As the brand manager for VNPAY, the author is in charge of keeping an eye on how all of the company's
channels are doing. In order to get ready for the next campaign, the report below was written by the author
to evaluate the success of the company's Integrated Marketing Communications channels. The report talks
about the "Open VNPAY wallet: Enjoy Tet - Receive 2 million lucky money" campaign of VNPAY and
the communication channels used for it. It then gives a detailed analysis of the benefits and drawbacks of
the communication channels used, and in the last section, the author gives his or her opinion on how well
they met the communication goals.

II. Introduction of company

Vietnam Payment Solutions Joint Stock Company (VNPAY) was founded in March 2007 and is now
Vietnam's leading Electronic Payment company. VNPAY's main areas of business are finance and
banking, information technology and telecommunications, and it has helped more than 40 banks in
Vietnam, 5 of the biggest telecommunications companies, and more than 20,000 businesses all over the
country water (VNPAY, 2023) . VNPAY has many easy-to-use payment options, such as the Mobile
Banking app, the VNPAYQR payment gateway, online shopping through the Mobile Banking app
(VnShop), a website for paying bills, and online shopping. Vban.vn, VnTicket Airline Ticket Call Center,
Phone Topup (VnTopup), SMS Banking, Bill Payment (VnPayBill), VnMart e-wallet, and Mobile
Marketing services... (Topcv, 2023)

Official logo of Vnpay (VNPAY, 2023)

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VNP has worked hard for many years to give customers the best products and services. Customers and
business partners have shown their appreciation by giving VNPAY a lot of praise. VNPAY has been
honored to receive many noble titles, cups, certificates of merit, certificates, etc., from prestigious socio-
economic organizations both at home and abroad. These include: "Sustainable Development Brand,
Product Vietnamese high quality", "Sustainable Development Business Certificate", "Famous ASEAN
Brand", "Top 100 Famous Vietnamese Brands", "Products, Services trusted Vietnamese service", "Ranked
into the top 10 businesses with typical 4.0 capabilities", "Achiever Award",…. (Topcv, 2023)

2.1 Communication channels of VNPAY in the campaign " Open VNPAY wallet: Celebrate Tet - Receive 2
million lucky money "

As Tet gets closer, people have a lot more shopping and transportation needs. Understanding this,
VNPAY wallet has officially launched a very appealing promotion: "Open VNPAY wallet: Celebrate Tet
- Receive 2 million lucky money" from January 9, 2023, to February 28, 2023 (News Reporter, 2023). All
new users who open VNPAY wallets will receive lucky money with Singer Trong Hieu, the character that
goes with VNPAY wallet at this program.

Figure 1. A poster promoting the campaign with the following text: "Open VNPAY wallet: Turn on
the rhythm of Tet - Receive 2 million lucky money" (Vnpay, 2023 )

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This Tet, people who open a VNPAY wallet for the first time will get 2 million VND in lucky money right
away. VNPAY has used a lot of different ways to talk to people, like TV, electronic newspapers, and a lot
of supporting channels, like the outdoor campaign that "challenges" users with a fun DOOH puzzle
campaign and new ideas. Because it was bold and risky, VNPAY's communication campaign got a lot of
users involved and was shared on social networks. Also, websites and social networks are used as ways to
spread information through the campaign. make sure that a lot of people can use this program (Nguyet,
2023).

2.1.1.TVC

VNPAY made a 30-second TVC with singer Trong Hieu doing a simple song and dance to get people to
download the VNPAY app. People who download the program will also get some promotional materials
that are part of the advertisement. At the end of the TV ad, the program's poster will be shown along with
application features like shopping, calling a taxi, buying movie tickets, booking train and car tickets, and
scanning QR codes. The TVC is advertised on vtv1 and vtv3, which have the most viewers in the country,
as well as on the brand's official Youtube channel. On Lunar New Year 2023, when the schedules of TV
channels are different from the rest of the year, VNPAY airs this campaign ad after the news at 7:00 p.m.
and during the broadcast time of the 2023 Lunar New Year program "End of year union - Year 2023."

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 Figure 2. VNPAY's TVC on Youtube (VNPAY, 2023)

 Advantages by using TVC

Reach a wide audience : The TVC broadcast times that VNPAY chose for this campaign are great
because they reach a stable number of people of different ages and genders who are likely to be the
campaign's ideal customers. Because it is a VNPAY campaign for the new year, the brand also takes
advantage of advertising opportunities while the show "Tao Quan 2023" is on the air during Tet. The
show "Tao Quan 2023" is one of the most expensive to advertise on because it has the most viewers of
any show all year. "Tao Quan 2023" has been at the top of the list of Vietnamese TV shows with the most
viewers for many years. The Television Advertising and Services Center (TVAd) recently released an
advertising price list for the Tao Quan 2023 program. The program Year-End Meeting - Tao Quan 2023
will air at 8:00 p.m. on January 21, 2023. It costs 645.5 million VND for a brand to appear in a 30-second
broadcast like Vnpay's TVC (Cafebiz, 2023)

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 Figure 3. Unit price for advertising the program “ Gặp nhau cuối năm 2023 “ (Cafebiz, 2023)

People get together to watch "Tao Quan 2023" at the end of the year and start of the new year. This is the
best time for brands to show up on TV with consumers and make a good impression time is up (Cafebiz,
2023).

Create Urgency: By giving away lucky money during the Tet season, this campaign created an element
of urgency, stimulating curiosity and special interest from consumers. With the economic and financial
situation often becoming tense on this occasion, the opportunity to receive 2 million in lucky money is
something that cannot be missed. This motivates consumers to participate in the campaign, download the
VNPAY Wallet application to participate, and after experiencing the application's features and utilities in
receiving lucky money, they can develop the habit of using it. Use VNPAY Wallet for daily transactions
after the Tet holiday. This can create lasting benefits for VNPAY Wallet, because once users have
experienced it and seen its value, they can continue to use it for future payments and transactions (Dayal,
2022).

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Promotion of Application Use : The campaign "Open VNPAY Wallet: Turn on the Tet rhythm - Receive
2 million in lucky money" through promoting application use plays an important role in building deep
relationships with consumers. Encouraging them to download and experience VNPAY Wallet not only
brings immediate benefits from the Tet campaign but also creates opportunities to increase long-term
commitment. Consumers, by testing the app's features and utilities, can experience convenience and
efficiency in daily transactions. The combination of the 2 million lucky money offer and a positive
experience can create a strong motivation for them to continue using VNPAY Wallet after the Tet holiday.
It's important that the campaign not only focuses on encouraging app downloads, but also creates
opportunities for ongoing engagement and support, laying the foundation for long-term customer
relationships and loyalty (Pasqualini, 2022).

 Disadvantages by using TVC

Expensive cost: VNPAY's payment of 645.5 million VND for advertising in the "Year-End Festival"
program for Tet 2023 brings many strategic advantages, but also comes with some risks. Although the
campaign can make a big impact, increase brand awareness and create a positive impression in the minds
of viewers amid the positive sentiment of Tet, the cost is a big negative point. . This large amount of
money poses a high risk of wasted costs if the campaign is not designed and executed strategically.

The challenge facing is high competition in a large program environment, potentially causing VNPAY's
ads to be quickly forgotten by viewers after the program ends. Shareability of advertising messages may
be low, and engagement may also be reduced compared to online platforms. At the same time, measuring
granular performance is also a challenge, especially compared to the greater measurement capabilities
available on online platforms (Cafebiz, 2023).

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 Figure 4. Advertising price list on “Táo Quân” (Cafebiz, 2023)

However, if the campaign is designed in a creative and unique way, capable of generating interaction and
memory, VNPAY can take advantage of this opportunity to strengthen its brand position and stimulate
interest. from the customer's side. The campaign also needed a careful combination of Tet elements,
special offers like lucky money, and brand messaging to maximize value from each on-screen appearance.

2.1.2. Social media

Vnpay has such a large following across its various social networking platforms, the promotional posts
that it has shared on their official channels have received a significant amount of engagement from users.
This advertising campaign features promotional videos that have appealing content, catchy melodies, and
the presence of well-known singer Trong Hieu, all of which contribute to the overall appeal of the
campaign. Content with a green checkmark that was transmitted through the Vnpay channels on Facebook
and YouTube In the descriptions of the various types of media, you will find both fundamental
information regarding the program and links to additional, more in-depth information regarding the
website. Additionally, the company responds to and interacts with comments left by audience members in
the section below the comments area. There will also be an opportunity for questions from the audience to
be answered (VNPAY, 2023).

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  Facebook

Promoting VNPAY's Facebook campaign brings many important benefits. Facebook allows getting closer
to the target audience through a detailed user database, increasing interaction through likes and shares as
evidenced by the fact that this campaign interaction on Facebook attracted more than 20 thousand likes
and hundreds of interactive comments (VNPAY, 2023). The ability to go viral quickly and measure
detailed performance helps optimize campaigns, so budget flexibility and global integration are also
strong advantages that make Facebook an effective platform for campaigns VNPAY's advertising strategy.

Figure 5. Vnpay campaign on Facebook (VNPAY, 2023)

 Youtube

Promoting campaigns on YouTube brings many benefits to VNPAY. With a detailed and creative video
format, TVC attracts viewers with singer Trong Hieu, so through the YouTube platform, it has created an

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opportunity to effectively convey the message for Vnpay. The platform attracts a wide audience, while
also providing the ability to interact through comments and shares, with a record to date of 13 million
views, hundreds of likes, and dozens of comments essay (VNPAY, 2023) . Flexible advertising
functionality and detailed performance measurement capabilities on YouTube help VNPAY optimize
advertising campaigns and achieve strong brand awareness on an important platform of the online market.

Figure 6. VNPAY's campaign on Youtube (VNPAY, 2023)

 Advantages by using social media

In social network advertising, a high level of interactivity is not only an advantage but also an important
factor that helps decide whether or not the campaign will be successful. Customers are not passive

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observers in social settings; rather, they take an active role in the conversation as a result of the presence
of social environments. Interactions such as liking, commenting, and sharing are not merely expressions of
interest; rather, they provide businesses with the opportunity to establish an atmosphere conducive to two-
way communication. Businesses have the opportunity to have direct conversations with customers,
respond to questions and receive feedback when they interact with customer comments. By doing so, a
closer connection is established, trust is built, and customers may even be converted into devoted fans.
Not only does participation aid in raising awareness of the campaign, but it also contributes to the
development of the brand. The brand evolves to become friendlier and more approachable. When it comes
to advertising on social media, it's not just about getting your message across; it's also about creating a
community and developing strong relationships with your customers.

Flexible costs and the ability to measure performance are two important factors that highlight the
advantages of social media advertising. Compared to traditional media, social media advertising offers
significant flexibility in managing budgets and campaign performance. Flexible costs mean the ability to
adjust your advertising budget to your business's specific needs. This has great benefits when it comes to
changing advertising strategies, reacting quickly to the market or adjusting campaigns based on user
feedback. At the same time, tools for measuring detailed performance in online advertising Society is an
important source of information for evaluating effectiveness. Through metrics such as engagement or
direct sales from advertising, businesses can make smart decisions about improving their follow-up
strategy and optimising their advertising budget effectively. The combination of flexible costs and the
ability to measure performance makes social media advertising an important and effective tool for a
business's marketing strategy.

 Disadvantages by using social media

Managing Negative Feedback: Social networks are places where users' ideas can be implemented
publicly. Therefore, an advertising campaign can quickly be affected by negative feedback and sometimes,
this can go viral. As soon as a campaign appears, negative feedback can appear immediately. This sets the
rules for businesses when they need to face and resolve problems quickly to prevent bandwidth extremes.
The transparency and quick actions of social networks also place high demands on communication
process management. Advance preparation and defeating skills are necessary to minimize failures and
maintain brand equity. In addition to dealing with negative feedback, a positive strategy can convert

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negative comments into opportunities for improvement. Listening and learning from this feedback can
help businesses better understand their customers' needs and wants, while also creating opportunities to
solve problems and improve products or services. Honesty in managing negative feedback is not only a
strategy to combat online terrorism but also an opportunity to build positive relationships and please trust
on the part of customers.

In the highly competitive field of social media marketing, saturation poses a significant challenge. With
competitors like Viettel Pay and MoMo,.... businesses have difficulty making a difference and reaching
their target audience effectively. The risk of message oversaturation is high, making it difficult for
businesses to stand out among the barrage of ads. This fierce competition also leads to the possibility of
increased advertising costs. To overcome this, businesses must adopt innovative strategies, such as
creating personalized content and exploring collaboration, to ensure they attract and retain their audience's
attention in the future saturated market.

2.2.3. Support media

Digital outdoor advertising: DOOH (Digital Out-of-home) – Digital outdoor advertising is currently the
most appealing form of communication available, inheriting the most prime billboard locations combined
with the ability to broadcast motion video that has brought to publications that are extremely interesting
and easily attract the attention of passersby (Unique, 2023). Interesting puzzles from VNPAY-QR can be
seen on a number of outdoor advertising LED screens in Hanoi and Ho Chi Minh, as well as on high-
quality LCD advertising screens in busy places. transportation and big business districts,...

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 Figure 7. Image of outdoor advertising of VNPAY on O Cho Dua street in Hanoi (Unique, 2023)

Advertisementon pubilc transportation : The VNPAY e-wallet app has run a large-scale outdoor
advertising campaign in many provinces and cities to get Vietnamese users interested in the brand. The
VNPAY brand has been able to reach a lot of people and cover a lot of ground by advertising on taxis,
which can be as many as hundreds of vehicles. The taxi advertising campaign from VNPAY is running on
three of Vietnam's largest taxi companies: G7 taxi, VinaSun taxi, and Vinataxi. With a large number of
vehicles, a high number of trips, and a brand that has been established over many years, advertising on the
above three taxi companies has helped build VNPAY's reputation and made it more effective at getting its
message across (Nguyet, 2023).

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 Figure 8. VNPAY advertisement on G7 taxi (Nguyet, 2023)

 Advantages by using suport media

The combination of Digital Out-of-Home (DOOH) and vehicle advertising is a powerful marketing
strategy that is flexible and cost-effective. In DOOH, although there is a high initial cost, the cost of
access is low when calculated per thousand interactions (CPM) and eliminates printing and delivery costs.
Vehicle advertising keeps costs low compared to interactive media, retaining mobility and natural
interaction. Both strategies provide granular audience targeting and flexibility to change content,
highlighting the impact and cost-effectiveness of marketing campaigns.

Advertising on public transportation such as buses and trains is an effective strategy in a marketing
campaign. With mobility and diverse reach, brands can interact naturally with on-the-go viewers, taking
advantage of the positive psychological effects when viewers are on the move. The ability of billboards to
move on media helps create a multi-dimensional impression and integrate the brand into everyday life,
increasing brand recall and awareness in the community.

 Disadvangtages by using suport media

Display Time Limit: The biggest problem with advertising on vehicles is that there isn't much time for
the ads to be seen. When the bus or train only stops for a short time, the campaign's job is harder,
especially when it comes to getting people to talk to each other and getting the message across quickly.

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Advertisements only have a few seconds to catch the attention of viewers, which puts more pressure on
them to be creative and accurate. The campaign needs to be made so that the message can hit the viewer's
mind quickly and strongly, leaving a lasting impression in just a few seconds. Creativity, fun and
interaction become the keys to getting past short-term problems and keeping people thinking about your
brand. Transportation advertising has a lot of short-term pressure but is very important, so it takes
maturity and creativity to get the message across. This is a real challenge in the advertising industry today
(Sheldon, 2022).

Limit the Message conveyed : When it comes to advertising on vehicles, having limited space can make
it difficult to effectively communicate messages. When one only has a limited amount of time, it is
essential to select one's words and visuals with great care so as to concentrate on what is truly essential.
Words and pictures need to be able to communicate effectively with one another in order to convey a clear
and compelling message. To be successful in attracting the attention of viewers and ensuring that
information is retained in their memories, it is essential to have the ability to skillfully select which
messages to convey (Menon, 2015).

III. Conclusion
In conclusion, this article looks at the communication channels used by VNPAY for the campaign "Open
VNPAY wallet: Celebrate Tet - Receive 2 million lucky money." It looks at the advantages and
disadvantages of each channel and compares them. Check how well the communication goals are being
met and how well they fit with the business's marketing strategy. The author's research can help
businesses come up with plans for growth, increase the value of their brands, connect with more
customers and in the end, make more money.

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IV. Referances

Cafebiz, 2023. 30 seconds of advertising at Tao Quan increased by more than 100 million VND in 4 years:
It is no exaggeration to say that time is gold, each minute is equivalent to a billion VND!. [Online]
Available at: https://cafebiz.vn/30-giay-quang-cao-tai-tao-quan-tang-hon-100-trieu-dong-trong-4-nam-
noi-thoi-gian-la-vang-cung-khong-ngoa-moi-phut-tuong-duong-ca-ty-dong-176230122234331576.chn
[Accessed 30 Sep 2023].
Dayal, G., 2022. How To Create Urgency In Marketing On Your eCommerce Store. [Online]
Available at: https://wpswings.com/blog/urgency-
marketing/#:~:text=As%20the%20word%20suggests%20%E2%80%9Curgency,and%2For%20may%20e
nd%20soon.
[Accessed 3 Oct 2023].
Hai Trieu, 2023. [Vector Logo] VNPAY – Vietnam Payment Solutions Joint Stock Company. [Online]
Available at: https://haitrieu.com/blogs/vector-logo-vnpay-cong-ty-co-phan-giai-phap-thanh-toan-viet-
nam/
[Accessed 30 Sep 2023].
Menon, S., 2015. Seven C’s of Effective Communication. [Online]
Available at: https://www.linkedin.com/pulse/seven-cs-effective-communication-sarita-menon
[Accessed 3 Oct 2023].
News Reporter, 2023. Customers are eager to join Trong Hieu in "receiving" a gift of 2 million VND to
welcome the spring from VNPAY wallet. [Online]
Available at: https://www.nguoiduatin.vn/nguoi-dung-hao-huc-cung-trong-hieu-34-rinh-34-qua-2-trieu-
ong-on-xuan-tu-vi-vnpay-a590777.html
[Accessed 30 Sep 2023].
Nguyet, T., 2023. VNPAY with a taxi advertising campaign covering all provinces and cities. [Online]
Available at: https://quangcaongoaitroi.com/vnpay-voi-chien-dich-quang-cao-taxi-phu-song-khap-cac-
tinh-thanh/
[Accessed 3 Oct 2023].
Nguyet, T., 2023. VNPAY-QR "challenges" users in an interesting DOOH puzzle campaign. [Online]
Available at: https://quangcaongoaitroi.com/chien-dich-quang-cao-man-hinh-led-lcd-quy-mo-lon-cua-

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vnpay-qr/
[Accessed 30 Sep 2023].
Pasqualini, C., 2022. App Promotion. [Online]
Available at: https://mapendo.co/blog/app-promotion
[Accessed 3 Oct 2023].
Sheldon, R., 2022. What is a display?. [Online]
Available at: https://www.techtarget.com/whatis/definition/display
[Accessed 3 Oct 2023].
Topcv, 2023. Company introduction. [Online]
Available at: https://www.topcv.vn/cong-ty/cong-ty-cp-giai-phap-thanh-toan-viet-nam-vnpay/2792.html
[Accessed 30 Sep 2023].
Unique, 2023. In an interesting DOOH puzzle campaign, VNPAY-QR "challenges" users to do something..
[Online]
Available at: https://quangcaongoaitroi.com/chien-dich-quang-cao-man-hinh-led-lcd-quy-mo-lon-cua-
vnpay-qr/
[Accessed 2 Oct 2023].
VNPAY, 2023. CELEBRATE TET TET WITH TRONG HIEU - RECEIVE 2 MILLION LONG YEARS
FROM VNPAY WALLET. [Online]
Available at: https://www.youtube.com/watch?v=p0VHmUBYGGE
[Accessed 3 Oct 2023].
VNPAY, 2023. Leading e-wallet for families in Vietnam. [Online]
Available at: https://vivnpay.vn/
[Accessed 30 Sep 2023].
VNPAY, 2023. OPEN VNPAY WALLET - TURN ON THE TET RHYTHM - RECEIVE 2 MILLION LONG
YEAR. [Online]
Available at:
https://www.facebook.com/VidientuVNPAY/photos/a.152582766686414/593611059250247/
[Accessed 2 Oct 2023].

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