Creative Execution

The mobile app was launched at the same time with Facebook App on La Vie fan page, synchronizing data with each other, so users can play on both anytime. We combine media & social to optimize awareness & engagement: - Facebook Ads & Mobile Ads - 2-3 posts/week to promote the App on La Vie fan page - Many viral posts on KOLs' Facebook page & hot fan pages

3,115 downloads 218 game players In average, each users play the game about 40 times Visit duration is 03m49s 76% of engaged people are in the age of 18-24 vs. 44% at the beginning of campaign

Insight: - La Vie brand is perceived to be quite an old-fashionable brand and less preferred by Vietnamese youth. - Vietnamese young consumers are spending more and more time accessing the Internet via mobile devices as they have a variety of outdoor activities. Strategy: - La Vie will adopt all the latest technology & platform to offer modern experience to the youth. - La Vie will create a touch point on mobile devices to reach the youth when they're outdoor - La Vie will build a ONE platform that synchronize all channels to create long-term continuous engagement via multi touch points into an activities. The Idea - TVC Game: Tagline of the campaign is separated into single words and hidden in La Vie TVC. Users have to watch the whole TVC to collect enough hidden words to make into a full sentence.