ZALOPAY 2022 NATIONAL FRIENDSHIP CAMPAIGN (Kenh14 Partnership)
(Chiến dịch: Tình bạn vạn người mê)
Advertiser: ZaloPay Vietnam
Creative Lead: Do Quyen
Creative Lead: Do Quyen
Brand Lead: Nguyen Tran Phuong Ngoc
Brand Manager: Nguyen Thuy Hang
Social Outreach: Tran Quang Long
In 2022, ZaloPay wanted to rejuvenate and modernize their brand image to make it closer and more relatable to youngster. They decided to explore a new platform: Friendship, by promoting their unique function: transfer money inside Zalo chat (currently ZaloPay is the only e-wallet in Vietnam can do money transfer in a chatbox).
Main mechanic:
• Users are invited to transfer to their friends with a meaningful card in ZaloPay Friendship Cards Collection.
• Every card will go with a promotion which is couple voucher for both sender and receiver. Vouchers is arranged based on the most popular friendship occasions/needs (i.e coffee, cinema, shopping, travelling)
Key assets:
- Music Video
- Greeting cards collection (collab with artist X.Lan)
In-app asset:
- Random message from the Universe
MUSIC VIDEO
CARD COLLECTION
Version 1: In-app and Landing Page (focus on promotion)
Version 2: Social and Merchants Fanpage (focus on friendship)
Random message from the Universe
CAMPAIGN PERFORMANCE
• The campaign got total ~30M Impressions & ~1.5M Engagements from 4 mains sources: 141 PR articles and 220 social outreach posts & Official MV and Tiktok view which helped ZLP’s weekly SOV in Jul was always on #1 in the number of user creating buzz in EW Market (social listening from Kompa)
• Thanks to many inventories via omni communication channel, all the SOR KPIs exceeded significantly 113-800%
