• Situation

Sunrise Riverside is the newest project in Ho Chi Minh City’s south, located on the arterial route Nguyen Huu Tho and in the densely populated residential area Tran Thai.

Sunrise Riverside requires a suitable content plan to differentiate itself on the market, highlight the location’s strengths. Furthermore, Sunrise Riverside needs an effective digital strategy to reach and convert target audiences into leads via digital platforms.

• Solution

Officers and managers are defined up to the C level as the target customers interested in real estate investment and family-oriented lifestyles. The plan is to approach current Facebook fanpage followers and track the code to create a database. We are leveraging different platforms (from Facebook Ads to GDN) to drive traffic to the landing page with the created call-to-action content. 

With the clear objectives and audience mentioned above, Wisdom Agency has designed content direction for this campaign. Firstly, by highlighting Sunrise Riverside & Project’s unique selling points and emphasizing the value retrieved from the prime location—close to everywhere, Sunrise Riverside came up with the creative idea of “Khi cự ly là ưu thế”. Then, provide informative content and a Call-to-Action effect with promotions or events to drive users to the sales gallery. Lastly, provide the benefits of purchasing the Sunrise Riverside project, from social status, investment value, and strategic and long-term vision, to a modern lifestyle and more.

• Scope of work 

Digital Content Plan

Digital Marketing Plan

• Result

  After 4 months of campaign running, there were 1,500 leads created in a total of 375,000 clicks with the level of CPL at 1,500,000 VND.

• • Situation

  NovaGroup is Vietnam’s leading economic development and investment corporation, principally engaged in Services – Technology – Industry. With over 10,600 hectares of land bank, Novaland has focused on developing three key product lines, including: Residential Real Estate, Hospitality Real Estate, and Industrial Real Estate. Through a journey of 30 years of establishment and development, Novaland currently owns a portfolio of more than 50 projects with trend-leading projects and products in Residential Real Estate and large-scale Residential Hospitality Real Estate.

  Since 2015 till now, Wisdom Agency has been on the shortlist of agencies of NovaLand assisting the company in marketing and digital planning for a variety of projects which include both resorts and residential properties.

  • Solution

  Wisdom Agency has a long history of involvement with the real estate market shaping and defining the ways marketing is performed in such a particular industry. Early in 2015, when leads and qualified leads were still new concepts in marketing with no defined definitions, Wisdom Agency was one of a few agencies that pioneered the process of defining and applying these concepts in Vietnam, particularly in the fiercely contested real estate industry. We successfully defined the standardised Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL) as conventional understanding for performance agencies and real estate across multiple projects Wisdom Agency has worked on with Novaland. Wisdom Agency has worked with Novaland on a Marketing Qualified Lead (MQL) basis for residential projects and branded content management for resort real estate since then. Prospects who express interest in the projects and are willing to visit the sales galleries are defined as MQLs for residential properties.

  Moving on to the next stage of market evolution alongside the increase in lifestyle and income of Vietnamese, the premium and branded residences have been on the rise with the participation of internationally renowned brands such as Marriott in this segment. Marketing practices in real estate therefore have shifted from performance marketing to branded marketing to justify the premium nature of such expensive properties. Wisdom Agency was once again one step ahead of the majority when we decided to shift our focus from performance marketing to this new demand of premium service by offering integrated brand, communications, and content services, designed specifically for luxury property segments. Because of this, we have obtained contracts in the resort category of Novaland – Novaworld – and worked with them throughout the launch and completion of various projects. As early as 2022, Wisdom Agency has managed branded content for Novaland because we understand how important it is to the target audience of the ultra-rich individuals who can afford these luxury properties and have an exquisite taste of content as well as media habit unlike the general public.

  Our cooperation throughout the years has been immense, and Wisdom Agency has had a chance to work with NovaLand on multiple projects, including but not limited to Sunrise Riverside, The Grand Manhattan and the latest one – Novaworld Ho Tram. 

  • Scope of work 

  Brand strategy and execution

  Content management

  Digital media planning

  Website

  Online PR

  • Result

  The length of our collaboration demonstrates the quality and commitment of our services. This client highly praises Wisdom Agency for its exquisite taste for premium branded content development for luxury resort estates, complemented also by precise digital planning and management capabilities.

• • Situation

  IELTS Mentor started their business in the North with certain achievements. They want to turn the business model Southward. Upon entering the new market, there are many big rivals in the new market, such as VUS, ILA, and British Council, among others. As a result, the challenge for IELTS Mentor is to gain a piece of the competitive “cake” market share by distinguishing the unique selling points of the IELTS Mentor from others for the South market in particular and the Vietnamese market in general.

  • Solution

  Based on the insight that “Those who have, are, and will be learning IELTS, IELTS is a difficult language qualification in terms of knowledge and requires all four skills. While practicing, they might easily get lost when they can’t help themselves with a clear learning path, the appropriate learning method, and motivation. Therefore, they need a mentor to accompany, help, and assist them in the right way so that their concerns will be at ease while practicing IELTS”. Since then, Wisdom Agency has chosen to position IELTS Mentor as a mentor, encouraging students to approach IELTS in a clear but fascinating and simpler way, hence fostering excitement in review. With the above positioning, IELTS Mentor has increased market awareness as well as customer trust in the brand.

  • Scope of work

  • Building brand strategy
  • Building brand identity 
  • Content strategy planning
  • Digital marketing 

  • Result

  • • Art direction: IELTS Mentor uses the image of a close, friendly, not too professional, serious, and formal expert to suit the target audience (18–24 years old) and clearly demonstrate the educational element of the IELTS English Center.
  • Content direction

  Positioned as a “mentor”, the writing style that Ielts Mentor uses will

  • Flexibility: do not simply rely on one type of teaching; flexible writing style based on each customer and topic presented.
  • Suggestive: Encourage creativity and open thinking, and boost learners’ ability to proactively and openly express their opinions.
  • Systematic: State the goals, strategies, and reasons for sharing, encouraging, and advising clearly.

• • Situation

  Even though TOEIC MASTER has been developing effectively in the North market, entering the South presents many powerful competitors, like VUS, ILA,…, making it even harder to stand out in the eyes of the public. 

  The problem posed to TOEIC MASTER is: 

  • What is the ideal value proposition to create a new positioning for the TOEIC MASTER brand? 
  • Which positioning will be consistent with the branding orientation and set you out from other market competitors? 
  • From the new value proposition and positioning, how have the content orientation and design orientation changed?  

  • Solution

  Differentiating the TOEIC Master brand with the meaning of “MASTER”: Overcome – Conquer – Master.

  Creating a journey, clarifying the message you want to convey: helping students in all stages of the journey, from mastering basic English skills to conquering the TOEIC test, to serve their lives or those who need them for their dream job.

  • Scope of work

  • Consulting brand strategy: brand architecture, value statement, brand idea, brand message, brand personalities, brand belief.
  • Building brand identity: Logo, brand colors, art direction, brand pattern, typography, application to publications.

  • Result

  • • Successfully developing the big idea “MASTER TOEIC – MASTER LIFE”, based on the customer’s desire to be able to use their English skills outside of the classroom, at work, and in daily life. They demand more than just a certificate that can be applied in the real world.
    • About the meaning of the TOEIC Master logo:
  • Icon: Use “negative space” to show the image of the road to success, mastering the future in the stylized 2 letters “T” and “E”.
  • Color: using 3 main colors inspired by the flags and symbols of the US and UK countries.
  • Fonts: To convey the tough, strong, and serious brand image, the brand name is stylized from Gotham font with bold strokes. 
  • Complete the Brand Guideline for TOEIC Master brand.

• Situation

EduTalk is an educational ecosystem for scheduling classes that best meet students’ needs. In order to directly offer suitable educational solutions for students, Edutalk also shares ownership of prestigious education brands. The brand architecture of Edutalk consists of:

• EduTalk: Learning Service Connection Platform 
• Ecoach: Live learning platform
• TOEIC Keypass: TOEIC Learning Program 
• IELTS Mentor: IELTS Learning Program 
• GenZ: Dermatoglyphics 
• Eduteacher: A Network of Tutors

As the business model is being created and improved, Edutalk’s objective for 2022 is to standardize market operations in order to offer clients the greatest services and experiences. Building a comprehensive brand strategy for the complete brand system is one of the key components to ensuring coherence from identity to experience at all customer touchpoints.

• Solution

• Synchronously apply 3C MODEL for the brand ecosystem (EduTalk, Ecoach, IELTS Mentor, TOEIC Keypass).
• Renew the brand strategy of EduTalk to create a strong foundation to adjust or develop a corresponding strategy for its sub-brands. 

• Scope of work

• Brand repositioning
• Brand Strategy
• Integrated Brand Management 

• Result

Building and renewing the respective brand strategy and new strategy adapted for its sub-brand: 

• Ecoach (Product brand)
• IELTS Mentor (Product brand)
• TOEIC Keypass (Product brand)

Successfully repositioning the EduTalk brand in the market with the big idea “More than just talk” with the mission “Develop the country’s education to its most advanced education in the world.”

Internal communication messages “Together our fleet advances” is the link between the big idea and the employees to create a close coordination and connection.

Context

MaiLinh Media is a media agency, which focuses on taxi advertising, and is a sub brand of Mai Linh Corp. As a new established company, MaiLinh Media requires a brand identity which inherited the characteristics of the Mai Linh brand as well as modern enough to be claimed as a media agency. 

Solution

 Develop the brand positioning, brand identity, brand story as well as guideline for future communication campaign.

Scope of work

Brand anatomy, positioning, theory, tagline. Brand identity (Design trends, direction for brand).

Result

MaiLinh Media has officially put into operation in time to serve the high demands during the holiday season.

Tell us if you need some advice!

Situation

Mai Linh is a pioneer and leading brand in the traditional taxi segment. To keep growing despite the strong competition from ride-hailing companies and the changed behaviors of the urban market, Mai Linh has restructured and expanded its services, which required a corresponding change in its core value and brand strategy. 

Solution

Renew the brand strategy of Mai Linh Corp to create a strong foundation to adjust or develop a corresponding strategy for its sub-brands. 

Scope of work

Build brand positioning, brand purposes, brand idea, distinguish beliefs, brand personality, and brand tagline.

Result

Building and renewing the respective brand strategy and new strategy adapted for its sub-brand: 

• Mai Linh Media (Source Brand Model)
• Mai Linh Logistic (Umbrella Brand Model)
• Mai Linh Smart Car (Source Brand Model)

Fully completing Mai Linh Group’s ecosystem service:

• Smart mobility
• Trading, garage and maintenance
• Retail finance
• Insurance
• Media 
• Security
• Logistics
• Real Estate

Successfully repositioning the Mai Linh brand in the market with the position of “For Life Journey” with the purpose “Enrich lives by igniting the opportunities in movement”. 

Tell us if you need some advice!

Situation

In the delivery and shipping market, almost every major player focuses on standardized shipment, the heavier segment (over 30kg) remains an opportunity for newcomers because: the small & hi-tech players do not have enough facilities or expansion budget to serve this new demand, meanwhile, the traditional big brands are too complicated and slow to make a change. Mai Linh has unique advantages which allow them to tap into this potential yet unexploited market. 

Solution

Building a long-term brand strategy and brand identity for Mai Linh Logistic. 

Scope of work

• Consulting brand strategy: brand architecture, value statement, brand idea, brand message, brand personalities, brand belief.
• Building brand identity: Logo, brand colors, art direction, brand pattern, typography, application to publications.

Result

• Successfully applied brand architecture for Mai Linh Logistic as an umbrella brand. 
• Successfully developing the “Safe – Fast – Save” position for market penetration phase in the market with the mission “Becoming the top 10 logistics companies providing leading logistics services by 2025 through the application of technology – innovation in the Vietnam delivery service industry in the segment of 30 kg and above”.
• Completing the Mai Linh Logistic brand identity system.

Tell us if you need some advice!

Situation

Mai Linh Logistic is a brand inside the Mai Linh Group ecosystem that has inherited the parent brand’s potential. As a result, the brand’s long-term ambition is to rank among the top ten logistics organizations in the world by 2025, with a comprehensive service network.

Solution

Wisdom focuses on the 30-kg-plus transport segment. From this point on, Mai Linh Logistic positions itself as a freight solution that utilizes flexible technologies to clients’ transportation demands.

Communication message: “Nhanh vượt bậc, cỡ nào cũng giao” adapt to content routes, and run digital ads on multiple platforms.

Scope of work

• Website
• Video production
• Photoshot
• PR
• Blog
• Social content
• Advertising

Result

Increased social media reach by 155%. At the same time, outperform the KPI in comparison to the original plan.

Tell us if you need some advice!

Situation

Novaworld Ho Tram introduces the sixth subdivision: Long Island – the only place in Ho Tram has a private yacht dock and a “sea-forest-lagoon” nature setting. ​

Long Island needs a suitable communication strategy to differentiate itself on the market, highlight the location’s strengths, and reach the high-end target audience through digital platforms.

Solution

Long Island came up with the creative idea of “luxury American lifestyle” to turn up the luxury and class.

However, the American lifestyle is over-communicated in the resort segment in particular, and real estate market in general. So our aim was to define Long Island’s American style and how it differs from others.

In contrast to most American lifestyles, which are defined as modern, vibrant, luxurious, flashy, or unique and upper-class. Wisdom provides clients with another value: a lifestyle inspired by the freedom of the American island lifestyle.

Novaworld Ho Tram – Long Island requires a more unique, distinct, and genuine approach to the target client group’s insights.

Scope of work

• Channel strategy planning
• Social media content strategy
• Graphic design

Result

• Reaching over 7 million Facebook reach equates to exceeding 126% of the initial KPI.
• Reaching 2,388,447 views, equivalent to 615% KPI and 17,499 clicks through the campaign’s media channels.
• Received 17,499 clicks to the landing page through media channels.

Tell us if you need some advice!