The Campaign

Vietnam still adheres to the usual path of having popular TV shows backed up and fully sponsored by consumer brands. This also follows with movies in which product placement for such brands are widely seen. Secondary to this would be Chinese and/or Korean serialized dramas that dominate the afternoon segment. The country having a fast growing population, these kinds of branded entertainment still has merit and will continue for the years to come. With the country having a Socialist Republic government, the range of topics or genres that can be produced are also strongly controlled. When the concept for “The Partner” was initially formulated, it was the first of its kind to be jointly produced and promoted in both countries, Vietnam and Japan, and was also widely accepted not only by the viewing public, but was also recognized by its prominent government leaders.

Results

Although technology made people closer, one of the greatest challenges for international players has remained unchanged. It is to ensure that their products/services and communications are relevant even in different countries or regions. This is the case for Japanese marketers who consider Vietnam a strategically important market with great potential – one of the most rapidly developing markets in APAC – while suffering from established but not fully activated cultural connections between Vietnam and Japan. Vietnamese audiences were less familiar with Japanese culture, so it had been difficult for Japanese advertisers to make their brands relevant in Vietnam. However, in today’s media environment, well-designed content can be an effective vehicle to cross cultural boundaries and be accepted by international audiences naturally. Understanding the power of content in connecting people, we crafted an unusual media content solution by producing a special television drama celebrating the 40-year diplomatic relations between Vietnam and Japan to be broadcasted on one of the most influential television stations in their respective markets – VTV and TBS. The drama – “The Partner” – describing the beginning of the bilateral partnership since 1900s, literally brought the two countries together by simultaneously appearing in prime time on September 29th, 2013, in Vietnam and Japan. It was filmed in the two countries, with collaborating directors and VTV/TBS staffs, and featuring two leading actors from each country. Through an opportunity where both audiences share the very moment to reaffirm the roots of their partnership, we aimed to enhance understanding of Japanese culture in Vietnam. We also provided support in forging the partnership between the two broadcasters as well as in managing the production.

Both countries Vietnam and Japan share a common trait, and that is the deep patriotic sense that is innate in them. Timing this with the 40-year anniversary of diplomatic ties, a story about friendship and trust hit a soft spot in the hearts of the common man. This engaged both cultures to be pulled in to the story of the show, which in turn generated the widespread views and reviews that the show has achieved.

The drama attracted more than 18 million viewers, and even caught the attention of top-level government officials– including the Prime Ministers of Japan and Vietnam, which generated headlines in both countries. Quite unusual for a media agency, we designed and executed a cross-border effort that contributed to beyond just content creation– it even facilitated cultural exchange and cross-country dialogue. The drama itself was highly evaluated in the industry, and awarded in five major categories including the grand prix (Gold Lotus), Best Cinematography, Best Art Design, Best Actor, and Best Actress in Direct-to-Video Film at the Vietnam Film Festival. Held once every two to three years by the Vietnamese Ministry of Culture, the event is considered the country's most prestigious recognition for the cinema arts industry. With its extremely high standard, we can say that the awards are the culmination of months of hard work by the casts and production teams from the two TV stations as well as a clear sign of the drama's tremendous impact on Vietnamese audiences. After the broadcast, VTV agreed to broadcast multiple drama series produced by TBS, giving Japanese advertisers more opportunities to enter Vietnamese households and to be accepted into the Vietnamese market