Campaign overview Biti's Hunter, a Biti's sub-brand, has come up with a limited edition pair of sneaker called #theRedSnow to celebrate Vietnamese football team success in the AFC U23 Championship (Mobile Marketing Association 2018). Biti's Hunter introduced the product in 29 January 2018, the day Vietnamese football team returned to Vietnam after the final. Figure 1. Reproduced from Behance 2018 Key elements to success Figure 2. Reproduced from Xpertmoney 2015 People tend to have more desire to own limited edition as product availability tend to increase customers purchase intention (Steinhart, Mazursky & Kamins 2013). An invisible competition among buyers is created as they desire an exclusive offer that not everyone can benefit from (Aggarwal, Jun & Huh 2011). The assumption among consumers that the special product would really run out triggers their thoughts of potential loss of the sales offer (Kahneman & Tversky 1984). For a young target audience like Biti’s Hunter’s, this strategy worked as milennials are craving to be the unique and ‘one of a kind' type (Lindquist 2008; Upshaw, Amyx & Hardy 2017). Moreover, given that these sneakers were on time restriction (only available online in one day), which is another aspect of scarcity advertising appeal, it has become an advantage for Biti’s as consumers have been proved to be more motivated to purchase the product in restricted condition, rather than a limitless time range (Schins 2014). Figure 3. Reproduced from Voz Forums 2018 Biti’s held a give away of 23 sneakers pairs. With the concept and purpose of this product, #theREDsnow sneakers easily triggered customers to like, share and comment. Biti’s was also very lucky to have extremely impactful ‘influencers’: the football team. After the championship, they became heroes and gained an enormous number of fans. Player Do Duy Manh shared his #theREDsnow sneakers online, which reached 38,000 likes and nearly 400 shares (theAlist 2018). Biti’s chose to launch the products just two days after the final match, while the heat of excitement among Vietnamese people still at high level. #theREDsnow succeeded because it caught the trend faster than other competitors. Figure 4 . Reproduced from Chien luoc Marketing so 1 2018 Figure 5. Adapted from The Alist 2019 Further improvement For such a low-budget campaign, Biti’s did a fairly good job on executing a basic strategy: producing event-based products, writing an meaningful message that customers can relate and use social influencers. However, the impact on brand power or motivating brand love is low. The brand should also focus on promoting their core values in terms of quality and benefits instead of just posting about product meaning. Some suggestions for Bitis’s include: featuring U23 members in real TVCS to increase brand trust; sponsoring fanmeeting for U23 fans along with surveys online to effectively engage with customers and promoting for brand image. References Aggarwal, P, Jun, S., Y & Huh, J., H 2011, ‘SCARCITY MESSAGES: A Consumer Competition Perspective’, Journal of Advertising, vol.40(3), pp.19-30, viewed 17 November 2019, <https://www-jstor-org.ezproxy.lib.rmit.edu.au/stable/pdf/23048691.pdf?refreqid=excelsior%3 A3d02d48b3d409f0096181e5252640ea3> Behance 2018, ‘The RedSnow | 2018 U23 Vietnam football team’, Behance, 26 September, viewed 16 November 2019, <https://www.behance.net/gallery/70512117/The-RedSnow-2018-U23-Vietnam-football-team > Bitis 2018, ‘BITI'S LÀ THƯƠNG HIỆU VIỆT DUY NHẤT ĐƯỢC ĐỀ CỬ CHUNG KẾT GIẢI THƯỞNG TRUYỀN THÔNG DANH GIÁ NHẤT CHÂU Á – PR AWARDS ASIA 2018’, Biti, viewed 15 November 2019, <https://www.bitis.com.vn/pages/biti-s-la-thuong-hieu-viet-duy-nhat-duoc-de-cu-chung-ket-gi ai-thuong-t> Kahneman, D & Tversky, A 1984, ‘Choices, Values and Frames', American Psychologist, vol.39, no.4, pp.341-350, viewed 17 November 2019, <http://web.missouri.edu/~segerti/capstone/choicesvalues.pdf> Lindquist, T., M, ‘Recruiting the Millennium Generation: The New CPA’, The CPA Journal, vol.78(8), pp.56-59, viewed 17 November 2019, <https://search-proquest-com.ezproxy.lib.rmit.edu.au/docview/212255167?accountid=13552 &rfr_id=info%3Axri%2Fsid%3Aprimo> Mobile Marketing Association 2018, ‘Biti's Hunter: #theREDsnow’, WARC, viewed 15 November 2019, <https://www-warc-com.ezproxy.lib.rmit.edu.au/content/article/mma-smarties/bitis_hunter_th eredsnow/124323> Nhan Dan 2018, ‘AFC U23 final sets record in TV viewership and media engagement in Vietnam’. Vietnamnet, 9 February, viewed 15 November 2019, <https://english.vietnamnet.vn/fms/sports/195536/afc-u23-final-sets-record-in-tv-viewership-a nd-media-engagement-in-vietnam.html> PR Awards Asia 2018, ‘Shortlist 2018’, Campaign Asia, viewed 16 November 2019, <http://www.prawardsasia.com/shortlists/2018/> Schins, M 2014, ‘The influence of quantity scarcity and time restrictions on consumer preference and purchase intention’, Management, Economics and Consumer Studies, viewed 17 November 2019, <https://edepot.wur.nl/313388> Steinhart, Y, Mazursky, D & Kamins, A., M 2013, ‘The process by which product availability triggers purchase’, Marketing Letters, vol.24(3), pp.217-228, viewed 17 November 2019, <https://link-springer-com.ezproxy.lib.rmit.edu.au/article/10.1007/s11002-013-9227-4> The Alist 2018, ‘Ra mắt phiên bản giới hạn "The Red Snow"’, TheAlist, viewed 16 November 2019, <https://thealist.vn/portfolio/bitis-hunter-2/> Upshaw, D, Amyx, D & Hardy, M 2017, ‘The Nature of Exclusivity’, Journal of Marketing Development and Competitiveness, vol.11(2), pp.46-63, viewed 17 November 2019, <https://search-proquest-com.ezproxy.lib.rmit.edu.au/docview/1949447657?accountid=1355 2&rfr_id=info%3Axri%2Fsid%3Aprimo>
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