THE BRIEF

CYBER

A/ The Brand Chợ Tốt – Chotot.com Established in 2012, Chợ Tốt is the leading online marketplace in Vietnam with 1.2 million visits/day. Our vision is to be the dominant online classified platform that enables Vietnamese wants. With the motto “Muốn Là Có” (“A Way to Your Wants”), Chợ Tốt has provided a platform for millions of Vietnamese to easily buy and sell various types of products, ranging from electronics, vehicles, home appliances to collectibles, hobbies and personal items. We are part of a growing international group of more than 40 online marketplaces across Asia, Europe, and Latin America. Chợ Tốt operates C2C (customer-to-customer) business model providing the platform for users to sell and buy products/services directly from each other. When buyers go to Chợ Tốt, they have chances to find large numbers of both new and second-hand goods with satisfactory quality and at a reasonable price. For sellers, they can reach out to a big pool of potential buyers on Chợ Tốt to sell their used or unused items easily and effectively. Up till now, Chợ Tốt has been positioned as “a cheerful and helpful neighbour that helps everyone achieve their wants.” Our key selling points are Effective, Easy to use and the Wow effect (“Đã”). B/ The Challenge Chợ Tốt website and mobile app attract 1.2 million visits everyday. In order to better satisfy the huge demand from buyers, we would like to recruit more people to sell things on Chợ Tốt, whether for additional income, trading for another item or giving away with good cause. When people were asked, “Do you have anything you might want to sell or give away?”, the most common response was “I do not have anything to sell.” However, when probed for more, most respondents would agree that there were many items such as TVs, mobile phones, laptops, clothes, toys or collectibles that could be sold but they did not think of those items at first. They either didn’t think those items are sellable, believe that they can come in handy later, or feel attached with memories in previous chapters of their life, and subsequently keep them at home. Selling as an action doesn’t come to their mind and comes across as an inconvenient process. The challenge here is how to change that perception. A person can list anything they want on Cho Tot in a very easy and efficient way. We want to encourage people to give their pre-loved items a second chance, and more specifically, to sell, trade, or give away those items on Chợ Tốt. C/ Target audience 25-30-year-old Vietnam’s digital natives. They’re online almost 24/24, communicating personal information with their friends and broader communities. Smart and practical, these guys make informed decisions based on proved benefits/examples and are influenced by word-of-mouth, recommendations, and social conversations. They’re aware of our brand. They may or may not have bought something from Chợ Tốt. Currently, they’re more interested in buying than selling things. D/ What we need you to do We need a big idea to change people’s perception of their used or unused items by making them realise the benefits of selling/trading/giving away on Chợ Tốt. To be specific, by selling the benefits of Chợ Tốt, we aim to attract an uplift of 50,000 more new sellers in various categories available on our platform within the 3 months.

 

 

The brand personality should stick to Chợ Tốt brand zone – “modern”, ”youthful”, “cheerful”, “friendly”, “enthusiastic”, “uplifting”, etc. E/ Deliverables A 10-slide presentation to propose a digital/social campaign with example of up to 3 digital/social media platforms. The presentation’s final slide must be the one-page executive summary slide to briefly recap the proposed campaign. This executive summary must include 4 parts: (Please refer to the example of last year’s winning work from Cannes Young Lions)

(1) Campaign summary (2) Creative insight – How can creativity help solve the problem using digital/social media platforms and technology? (3) Solution - The platforms, technology and tools used and why? (4) How does it work? - How will the social media solution help answer the brief and solve the problem faced by the client?  

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