Background

Football is the king of sport in Vietnam. People love the national football team with passion. Every win the team had is a triumph for the whole country. In recent years, the football team's popularity is even greater thanks to their winnings at regional tournaments. Being the top star partner of Vietnam national football teams, Honda wants to leverage such love & popularity to build the corporate brand for Honda in Vietnam. Our objective is to connect Vietnamese passion for football to the Honda brand and build brand love for the brand in the process.

Describe the strategy

For this campaign, we aim high & wide. We talk not just to football fans or Honda customers but all Vietnamese. We want to speak to & inspire all the people who share the team's pride and joy. While other sponsors focus on the team only, the supporters are rarely seen. This is the opportunity for honda to connect and win the heart of the Vietnamese people. At the heart of Honda is the brand belief in "The power of dreams." Honda believes that when we pursue a dream, we feel empowered. This power gives us the strength to overcome significant challenges and inspires us to spread the joy of our dream to others. We believe that the football team's winning dreams are not theirs alone, but for all Vietnamese. Our approach is more than just the Vietnam football team; Honda will celebrate all Vietnamese dreams.

Describe the execution

The thought of seeing the National Football Team of Vietnam competing on the highest level and representing their country against world-class teams has been a life-long dream of all Vietnamese people. It started as “near-impossible” but grew over time stronger and stronger and now. With the recent string of victories of the Vietnamese Team, it unites athletes, fans, and casual supporters of all walks of life. Each new goal scored by the National Team players feels like a combined result of the individual emotional contributions of the millions of fans who believed in it long before it was deemed possible. Honda, as a proud Top Star Sponsor of the National Football Teams of Vietnam and a brand with a firm belief in the Power Of Dreams, jumped on the opportunity to celebrate this time-defining feeling of shared accomplishment with its anthemic TV spot: “DREAM TOGETHER, GOAL TOGETHER!”

List the results

Honda VFF campaign has employed multiple approaches to bring the spirit of “Dream together, goal together” to Vietnamese. The digital film, carrying the main message, has reached four million people in less than one month of launching. The excellent performance is thanks to people who proudly share the VDO to show their strong support for the national football team. We also build a Facebook fanpage for the Vietnam national football team, the first official community for all Vietnam football fans to gather. In less than one month, the community has reached 3.4 million impressions. More importantly, Honda has successfully become the top sponsor for not only the Vietnam football team but for all Vietnamese who share the love & the pride for the team, all under the brand purpose “The power of dreams.”