By the end of May 2022, BAEMIN has released hundreds of thank-you messages to its customers in all media: from billboards on the way, elevator LCD screens to online newspapers, social media, or even music apps (Spotify, mp3)…

The campaign has received a lot of attention from both users and those in the advertising industry.
Background

As a "latecomer" in the Vietnamese market, BAEMIN knows that the piece of cake in the Food Delivery industry has many strong competitors, such as Grab Food, Now Food (now renamed Shopee Food), Go Food,…

However, "knowing others, winning a hundred battles", the brand has very well grasped the opportunities to approach "young customers", from the subtlety imprinted by BAEMIN in the image, the brand logo. The message, font, and mascot “Mèo Mặp” is new but very pure Vietnamese, the brand brings closeness and wit, and it received a lot of positive feedback from everyone.

Objectives of the campaign

Birthdays are often a very important occasion for e-commerce companies to increase customer trust by showing their seniority in the industry and also an opportunity for revenue growth. And communication campaigns to thank customers, and thank customers are not uncommon.

Therefore, the proposed topic is a birthday celebration campaign "without party but still knowing it is a birthday party", but still can receive gratitude from BAEMIN to users, not “imitating” the success of others.

Insight analysis

The campaign is aimed at customers of BAEMIN, with sincere thanks from BAEMIN employees themselves to customers, not using generic, cliché words of thanks, but using very real thanks, rustic and sincere.

In particular, each thank from BAEMIN is a touchpoint, and each advertisement will be a message of different lengths (but no matter how long people still want to read). And while the messages are additional in each place, consumers can still recognize them as the same campaign.

Creative idea

From the beginning of the campaign, BAEMIN's communication channels have changed their interface to a unified "thank you" concept with a new and closed handwritten font. Since then, BAEMIN has aroused the public's excitement and curiosity about what will happen next.

Campaign implementation activities

The flexible perspective is adjusted by BAEMIN right in the campaign to thank customers on all "fronts" on the occasion of turning 3 years old.

 

 

 

Facebook fanpage and satellite channels

BAEMIN's words of thanks have been hotly discussed by many people in the online community.

 

 

OOH

On outdoor billboards, BAEMIN pays tribute to passersby

 

Push app

Even if users don't turn off notifications, they will be thanked on BAEMIN's 3rd birthday

On BAEMIN App

On the app, BAEMIN sends appreciation to those who directly use the app

Led display

On the LCD screens in the university elevator, BAEMIN dedicates its gratitude to the students with a line of the heart.

 

Partnership

Not only that, BAEMIN's 3-year-old birthday campaign also appeared cleverly under the posts of some partner sites.

 

Digital Ads

On the Youtube app (if you don't have Ad Block installed) you can see the lovely ad for BEAMIN

 

 

Gift

BAEMIN birthday customers also have gifts

Feedback from the community

A lot of cute messages BAEMIN has sent to users nationwide. The common point of the messages lies in the fonts, the words are very neat and handwritten by BAEMIN staff, exuding the style that this brand has pursued from the beginning: sincerity. Each greeting comes from employees of different departments, bringing with it an unmistakable characteristic that is intended for customers.

As a result, the campaign was spread across many media channels, from the press, influencers, and professional communities.

The rain of compliments is easily seen in the articles on the fanpage and becomes a topic of discussion with positive reviews from the community.

 

Conclusion

Looking back at the many communication campaigns that BAEMIN has implemented over the past 3 years in Vietnam, BAEMIN always brings creative ways to convey messages to customers as well as the public. BAEMIN has proven that "the long way to know a good horse" - is don't rush in branding, don't shout and then do, on the contrary, do it, do it well, then speak.