Personalised packaging

More brands seek to involve their consumers with personalised packaging for viral marketing in Asia. For Vietnamese Woman’s Day on 8th March, Vaseline launched a campaign Only You, where consumers could add their photo to the Vaseline Healthy White Instant Fair variant.  Photos could be submitted online or taken at a Vaseline booth in shopping malls.

Personalised packaging for viral marketing

Personalised packaging plays to Asian consumers’ desire to share photos and new experiences on social media. Involving consumers in such a personal way is key to the success of many viral campaigns.

Coca-Cola Vietnam first personalised packaging on their Coke cans in mid 2014 with Vietnamese names to popular success and a strong viral marketing impact. The campaign evolved to adding emoticons in 2015. In Coke’s own words; leveraging  emoticons which are integral to youth’s social currency is a way to boost the brand’s relevance in this mobile and digital era, giving us a much richer ground to engage with our consumers.

More hot consumer market research trends Vietnam Asia

Cimigo, a market research agency Vietnam, Asia presents the latest consumer trends

McDonald’s emotional activation

McDonald’s is celebrating its 25th years in Indonesia. McDonald’s is asking consumers to reminisce happy times spent with them.  Emphasising the happiness and enjoyment at McDonald’s and not just telling consumers about the delights of their menu. McDonald’s emotional activation is placing emotion before function.

McDonald’s emotional activation before function

McDonald’s consumers may participate in various engaging emotional activations  including a long march parade that was held on Sarinah Thamrin, Central Jakarta in February. The theme was ‘Bring Back Lovin’ Memories’. With the ‘Bring Back Lovin Memories’ theme, McDonald’s held a contest where consumer’s were invited to share their photo and memories, whilst enjoying McDonald’s with friends and families. The best story will be used for McDonald’s upcoming TV advertisement.

There is also an event to introduce a new jingle of McDonald’s re-arrange by Malliq & D’ Essentials (a popular band in Indonesia). If consumers can memorise and sing the full jingle during the event, they would get a free meal from McDonald’s. Jingles are under utilised by today’s marketers and Cimigo has proven time and time again in our Asia advertising research, that they provide a powerful hook to evoke memories of a brand and all that it connotes.

Somewhat similar to the famous and hugely successful Big Mac campaign of 1974 (yes I am old enough to recall this) where the Big Mac name was popularised by an advertising campaign featuring a list of the ingredients in a Big Mac: “Two all-beef patties, special sauce, lettuce, cheese, pickles, onions – on a sesame seed bun”.

McDonald’s consumers, as well as young fans of Maliq & d’Essentials, will likely be more than happy to participate.

More hot consumer market research trends Indonesia Asia

Cimigo, a market research agency Indonesia, Asia presents the latest consumer trends.

Vietnam Market Research Trends 2016

Register Now Join us for Vietnam Market Research Trends 2016 at April’s M2 – Marketing & Media Network.
Six of Vietnam’s leading market research experts who will discuss trends in Consumer, Media, Mobile, Retail and The Future of Market Research.

April 6th (Wed) at Hard Rock Cafe / 6:00pm ~ 9:00pm. Pre-paid – 250,000 VND / At the door – 350,000 VND. As with all  M2 – Marketing events there will be networking with drinks and food before and after the presentations.

The event is co-organized with ESOMAR Vietnam and the Vietnam Market Research Community – If you can attend only one event this year on market research, make sure you attend this one.

Vietnam Market Research Trends 2016

Moderator |
Lien Phuong
Tran Lien Phuong
Research Director
InsightAsia Research Group

Tran Lien Phuong [aka SKINNY], appointed as Research Director, InsightAsia Research Group, Vietnam since August 2015.

  • Research Director at Epinion | October 2011- July 2015
  • Group Account Director & Research Director, TNS Vietnam | 1996 – 2011
  • Senior Account Supervisor, Ogilvy & Mather Advertising | 1994-1996

A well-known moderator and speaker at international seminars on Brand Strategy and Communication and an “honored lecturer” at Vietnam Marcom since 2000. Experienced with many large market research projects for both local and multinational clients across multiple sectors

Skinny is a certified Neuro Linguistics Programming (NLP) Specialist, and one of the most senior research practitioners in Vietnam’s market research industry.

Speakers |
Richard Burrage
Managing Partner


Richard Burrage is the Managing Partner of Cimigo, a regional marketing research agency in Asia. Richard has worked across Asia Pacific consulting across a range of industries and business issues. He travels constantly. He loves advising clients on new product development, brand and communications development. Richard is a UK national, who has lived in Asia longer than his place of birth. He resides in Saigon, with his Vietnamese wife and three children.

Ralf Matthaes
Managing Director
Infocus Consultants

Topic – MOBILE

Ralf is the founder and Managing Director of Infocus Mekong Research, Vietnam’s first dedicated Mobile Market Research firm. Infocus focuses on Mobile phone data collection, specialized custom research and integrated strategic research and covers the Mekong region with partners, MDI & POD Research.

As Vietnam’s longest practicing Market Researcher, Ralf established TNS Vietnam in 1996 and over the years, set-up and ran TNS Media, Kantar Worldpanel and operations in Cambodia and Myanmar, garnering dominant market share in each market, as well as running TNS Thailand & Malaysia.

A Graduate of Wilfred Laurier University, Ralf served as Aide de Campe (read glorified coffee boy) for the Deputy Minister of Ontario Canada before succumbing to the charms of Vietnam in January of 1994.

Ricardo Glenn
Business Director
Kantar Media Vietnam

Topic – MEDIA

Ricardo Glenn is the Business Development Director of Digital and the Cambodia Market for Kantar Media Vietnam. He has more than 20 years of experience working on Marketing, Market Research & Consulting in Mexico and Vietnam.

He has worked with many of Vietnam’s leading Communications & Market Research companies including Epinion, GSK, Millward Brown and Nielsen before joining Kantar Media in 2014. He has worked with a variety of multinational companies including Coca Cola, General Motors, Mars, Nestle and WalMart.

Phil Worthington
Managing Director
Millward Brown Vietnam

Topic – The Future of Market Research

Phil Worthington is the Managing Director of Millward Brown Vietnam, responsible for overseeing the expansion of the Millward Brown brand in Vietnam.

Phil is one of the most experienced authorities on the development of brands in Vietnam, having worked in the market research industry here since 1994. His particular area of focus is on understanding brands and communication impact.

Interspersed with his time in Vietnam, Phil has also worked for market research companies in Myanmar (1997), the UK (1999-2001) and Thailand (2004-2007) and has a keen understanding of marketing in Southeast Asia. He is a key speaker at brand and marketing events in Vietnam and overseas.

Dzung Nguyen
Director, Retail Measurement
Nielsen Vietnam

Topic – RETAIL

Dzung Nguyen is Director of Nielsen Retail Measurement Services. Prior to this, he was a CMI Director of Mondelez Kinh Do and Nielsen Analytics Consulting in USA & China.

Dzung has extensive experience in market research in both developed markets (the United States) and developing markets (China & Vietnam) and a great story of driving team development and client management.

More hot consumer market research trends Vietnam Asia

Cimigo, a market research agency Vietnam, Asia presents the latest consumer trends.