ADVERTISING

PLATFORM”
1. Mai Linh Mediacom Overview
2. Human Resources
3. Clients
4. Services
Vehicle Advertising Formats & Quotation
Integrated Campaign & Method
5. Featured Projects
MAI LINH CORP OVERVIEW
MAI LINH MEDIACOM OVERVIEW
• BRAND STORY
• VISSION
• MISSION
• STRENGTHS
Mai Linh Corp is well-known as the largest vehicle operator in
Vietnam with the coverage in 63 cities, provinces, and 04
islands. Embracing the mission of bringing superior
satisfaction to customers, as well as raising a better quality of
life, Mai Linh constantly pursues a new set of values to
complete and enhance the company services.

That is why, starting from the Taxi company, Mai Linh Corp has
gradually expanded its core business to other related
categories such as car rental, e-bus, tourism and travel
services, etc. After 27 years of continuous development,
nowadays, Mai Linh is a familiar and unreplaced brand name
that follows Vietnamese people to anywhere across the S-
shaped country.

Recently, to respond with the new change in market demands,

Mai Linh Corp also put its focus on technological innovation to
enrich the provided services and create a truly supportive
experience. Mail Linh Mediacom - a media agency that fuses
the traditional vehicle ad methods with the digital advances, is
one of the subsidiaries that was founded for this purpose.
“ “Mai Linh Mediacom is a media agency
established to utilize the Mai Linh Corp
ecosystem to deliver a better marketing solution
which enhances the traditional advertising
methods such as car wrap, billboard, or mobile
with the power of creativity and innovation in the
digital age.”
To stand still is to fall behind cause people always move forward.
In the advertising industry, if singly relying on the fixing spots,
the OOH method may no longer keep up with the audiences'
daily lives. Thus, at Mai Linh Media cm, we have worked toward a
solution that enables traditional billboards catching up with the
speed of dynamic modern behaviors.

Inherited the largest vehicle network in Vietnam, we realize that

a vehicle can be a powerful medium for advertisers. Running
across the length and breadth of the city, especially where the
traffic is high, the vehicle can be treated as an extensive
advertising platform to reach customers from all walks of life.
That is why, with the power of creativity, we reimagine every
possibility of customizing this special platform internally and
externally. From this, we create a flexible solution to help
advertisers connect with every second that people let their
minds run free in street, and reach to where and when cannot be
approached by the digital screen to catch the attention of the
market on the move as well as draw brands closer to 'on the go
audiences'.
Brand Story
 Vision
A marketing powerhouse that fuels the growth of Mai Linh
Corp and partners via strategic and creative consultancy

Mission
Brand awareness and creativity solution to people
on the go in every corner of the country
 Mai Linh Corp
Ecosystem

Streamline Absolute
online-offline coverage: 63
marketing cities, provinces
activities & 4 islands

Creative Broad
advertising coverage, high
solutions More frequency
affordable
cost
 MAI LINH CORP ECOSYSTEM
Mai Linh is Vietnam's largest vehicle network. Owning a wide range of mobility services,
such as e-bus, coach, etc., Mai Linh and its ecosystem can easily approach any demographic
from upper, middle to lower class, from urban to rural, from businessmen to family groups...

ABSOLUTE COVERAGE: 63 CITIES, PROVINCES & 4 ISLANDS

With absolute coverage across the country, Mai Linh Mediacom can help brands deliver
a consistent message anywhere, any time with a high exposure rate, satisfying a variety
of advertising purposes and budgets.

BROAD COVERAGE, HIGH FREQUENCY

Covering a huge amount of ground, providing excellent frequency, and never stopping, the
vehicle is an effective medium to drive the attention of targeted audiences and boost brand
appearance. Besides, vehicle ads also can be considered as a supplement for digital channels
to communicate with people on the go - who are absolutely immune to digital screens.

MORE AFFORDABLE COST

Without an intermediate or the third party, Mai Linh Mediacom provides an optimal cost-
effective solution for brands as it owns the advertising mediums.

CREATIVE ADVERTISING SOLUTIONS

Mai Linh Mediacom provides a wide range of innovative advertising solutions
that are customized to satisfy every single need of brands and advertisers

STREAMLINE ONLINE-OFFLINE ACTIVITIES

Vehicle ads are highly adaptable with a wide range of formats, from internal to
external, from vehicles warp to digital integration, etc, which help strengthen the
bond between customers and brands via creative approaches as well as navigate
customers from online to offline, and vice versa.
Managing Director

As a member of the Chartered Institute of Marketing (CIM) - the world's

largest professional marketing association, Mr. Minh Nguyen Hai has more
than 10 years of experience in marketing, specializes in strategic branding
and digital marketing.

Throughout his career, he has undertaken a wide range of national and

international projects from consulting to execution for different fields
such as financial (VIB, NCB, VCBF, VFM, Sun Life), real estate (Phuc
Khang, Thao Dien, An Gia), education (British Council, Apollo), Vietnam
Airlines and others.

Besides, he is also a visiting lecturer of many universities as well as a

founder of Agency Alliance which includes Mai Linh Mediacom, Wisdom
Agency, Digit Matter, etc.
 Finance

Electronics

Telecommunications
 Retail

Consumer Goods

Auto Parts Lottery

Health Care And

Lubricant
Agriculture
VEHICLES ADVERTISING FORMATS & QUOTATION
INTEGRATED CAMPAIGN & METHODS
BRAND AWARENESS SOLUTIONS VEHICLE ADS BASED PERFORMANCE

OOH Advertising Integrated Campaign

• In-vehicle ads Integrated
• On-vehicle ads • Integrated media planning
• IMC campaign management

Vehicles activation Digital marketing

• Vehicles based activation • Digital campaign planning
• Sampling in vehicles • Communications campaign integration

Conversion marketing
• O2O campaign planning
• Vehicle ads based performance
marketing performance marketing
 7 SEATER CAR 4 SEATER CAR
Size: W112 x H89 Size: W110 x H85
Monthly price: 1,800,000 vnđ/car Monthly price: 1,500,000 vnđ/car

The quoted price includes print cost, execution, maintain, report (VAT excluded)
 7 SEATER CAR 4 SEATER CAR
Size: W224 x H89 Size: W221 x H85
Monthly price: 3,500,000 vnđ/car Monthly price: 2,800,000 vnđ/car

The quoted price includes print cost, execution, maintain, report (VAT excluded)
 7 SEATER CAR 4 SEATER CAR
Size: W220 x H104 Size: W180 x H89
Monthly price: 2,300,000 vnđ/car Monthly price: 2,000,000 vnđ/car

The quoted price includes print cost, execution, maintain, report (VAT excluded)
 Size: W30 x H19
Monthly price: 500,000 vnđ/seat

The quoted price includes print cost, execution, maintain, report (VAT excluded)
 Size: W80 x H40
Monthly price: 800,000 vnđ/car

The quoted price includes print cost, execution, maintain, report (VAT excluded)
 7 SEATER CAR
Size: W22 x H40
Monthly price: 500,000 vnđ/car

The quoted price includes print cost, execution, maintain, report (VAT excluded)
 4 SEATER CAR
Size: W27 x H26
Monthly price: 500,000 vnđ/car

The quoted price includes print cost, execution, maintain, report (VAT excluded)
 7 SEATER CAR
Size: W131 x H7
Monthly price: 500,000 vnđ/car

4 SEATER CAR
Monthly price: 300,000 vnđ/car

The quoted price includes print cost, execution, maintain, report (VAT excluded)
 Size: W149 x H37
Monthly price: 500,000 vnđ/car

The quoted price includes print cost, execution, maintain, report (VAT excluded)
Mai Linh Mediacom offers an integrating advertising solution to advertisers so that brands can
directly engage and interact with target audiences to enhance their experience creatively.
Mai Linh Mediacom provides an optimal way to drive targeted audiences from offline to online,
and vice versa to ensure the seamless customer experience throughout attracting, engaging,
and conversion stage. Thus, advertisers can either utilize the Mai Linh Mediacom’s platform to
strengthen the bond between the brand and its community or collect customers’ information
for further activities, such as remarketing, etc.
 • Contact Information (name,
email, mobile number…)
• Personal Information
(Demographic, interest,…)
• Behaviors on landing page
Scan QR code in ads Navigate audiences to
Collect customer
pre-defined landing page
information
Based on collected
information, using
digital channels to
remarketing and
improve digital ads
performance
Remarketing through
digital channels
 We provide advertisers and brands detailed reports
to prove the campaign result.

Number of people who might see

the vehicles ads in a specific area.
Number of Ad views

Number of audiences who accessed the Number of audiences who agreed

landing page via QR code. to fill the form in landing page
Situation
Milo is among the most well-known brands in Vietnam. To attract and trigger
the taxi customer demands at every moment, Milo was looking for a creative
solution and relevant touchpoint that could engage, interact, and bring new
experience for customers during their journey!

Solutions
Milo coordinated with Mai Linh Mediacom to run a testing campaign namely
“Refuel energy on the go”. Not only did this campaign allow advertisers to
promote the brand in-car, but also bring a real-time experience for every
triggering need as the products were directly sold by the driver. At the same
time, the uniquely creative image wrapped outside the car also created a
strong impression and ignited the curiosity of people on the go!
 Milo products directly sold inside Mai Linh cab

MILO Can MILO Breakfast

Side 1 Side 2
 Interactive digital ad screen

In-car sampling products

Seat back advertising format

for promoting brands
 Results
After 3-month-pilot test with a fleet of 30 cabs, an outstanding finding was found

Ø 3700 Milo product units were sold directly inside car

Ø Conversion rate: 13% (equal 28500 consumers)

MILO
• 1613 Cans
• 712 Breakfast Bricks Total Nescafe purchase: 1244 cans
% Conversion rate: 4%
• 225 Nestle Milks
• % Conversion rate: 9%
Situation
Nike React featured a revolutionized cushion technology for
sportswear shoes. The “Choose Go” global concept had been
well established around the world. The task was how to adapt
that concept in Vietnam but still preserve the local relevance.

Solution
“Choose Go” in the Vietnamese sense needed to be shown,
not tell. That was why regardless of how insightful the
message might sound, good celebrity endorsement was still
required plus a little bit of exoticness. We created a campaign
based on the idea of shoes delivered by running celebrities
and free orders to attract the youth’s attention and leveraged
from this big idea to a 2-to-3-month campaign.

Result
6 mil impressions generated
2300 pairs of shoes sold
USD270,000 revenue increment
Highlight

6M digital impressions were generated, with placement in multiple

media channels – on Facebook, Youtube, influencers, online publisher, https://www.youtube.com/wa
tch?v=O32wY5s08UQ&t=4s
hyper local and ad network.

Nike Fanpage page continues to grow in popularity, with over 13,868

fans grew without advertising.

The React Delivery video has been viewed over 2,2M times since its
release in August, making it Nike Vietnam most-viewed videos.

Nike contest and photo booths creating an extraordinary number of

brand impressions with the right audience in a unique, joyful way.
Situation
Big C – the Asean leading retainers with 35 supermarkets in Vietnam – has
been in business since 1998. Every year, Big C launches a mega campaign to
celebrate Tet and appreciate loyal customers.

Solution
We understood that Big C was looking for big hit at the end of 2017. Big C is
a part of Vietnamese modern culture, so we decided to make incorporate
the Three-God theme of Tet into the campaign and built an extremely easy
game mechanism to spread the good luck of Tet and viralise Big C game.

Result
The campaign was executed mostly on digital platform plus integrated
activation activities at all the outlets of Big C chain. We built everything
from the microsite to social posts on fanpage.
 Tet Campaign Game Session

189,015,034 649,297
Impressions Người dùng mới

169,184 1,146,280
Social Lần chơi
Engagements

2,082,782 313,743
Video Views Người chơi

Result
Here is the gained achievements listing:
• Total of impression is over expectation (approximate 410%). more than 189 million impressions in 3 months
• We built communication activities via ads network, mass publishers and social hot profiles for BigC.
Situation
Pocari entered consumer market with the mission to bring refreshing and healthy
Japanese drinks to Vietnam. The product was quite different to competitors’ one,
so they accordingly would need a different brand strategy to stand out from the
marketplace.

Solution
The strategy of Pocari focused on the niche but effective segments by utilising
mostly digital platform and store activation. The brand character was built by a
more matured characteristics and expert-like positioning.

Result
We managed social marketing for the brand and adapted all general brand guide
materials into digital and social content of attraction. There was a variety of
format used to keep the brand up to date with digital trends. We also
contributed with feedback from social platform to sharpen the brand character
during the year.
Result
After 1 year of execution to the beginning of 2018,
we have achieved:
• More than 39,000 fan growth
• Total fan interactions were up to 743,971
• 341 posts with 10,453 comments on fanpage
 Tết tràn trong tim

Situation
Topcake is a newly launched brand in Vietnam, who focused mostly on digital
platform to develop its brand and business.

Solution
One of the key campaigns during the year for Topcake was Tet. We were in
charge of promoting this new brand on social platform and committing traffic
to page.

Scope
Social marketing as key activities, we employed many games and rewarding
schemes to drive traffic to microsite and eventually to store.

Result
Successful execution to introduce Topcake on digital platform
• Click to link game per month: 32,000
• Engagement: 50,000
Tết tràn trong tim

Topcake specializes in producing premium packaged confectionery. Focus on freshness, nutrient-richness,

safety and convenience, Topcake is a combination of modern European fresh baking production
technology with over 25 years in the Philippines and over 15 years in Australia.

We created visual products to promote this new brand on social platform and committing traffic to page.
To meet children as target customers and stimulate their taste, we use colorful, playful and youthful hues,
especially pink as the the identity color.
 Samsung Galaxy S10
Situation
Samsung was launching the Samsung Galaxy S10. With a hole new
design and function, SES – the Samsung Experience Store, wanted
customer to aware about that. Then, attract them to come in and
experience the product in SES.

Solution
We proposed the digital strategy to relieve the pressure on experience
in SES. The strategy was also supported via digital communications.

Scope
Media Planning, Social Content, Online PR

Result
• Total Facebook Reach: 202,348 Reaches
• Total Instagram Reach: 91,243 Reaches
Situation
The bank repositioned as friendly and innovative bank. They decided on the new
concept and looked for social strategy that is suitable for younger audience.

Solution
One of the most outstanding achievements with VIB was the creation of “Teddy
Bears” to be friendly but inspired characters for “Completed Dreams” campaign.

Scope
Social & Content & Media

Result
The use of “Teddy Bears” image was so successful that it contributed more than
10.000 leads and increased 10% of sales conversion during that period. We had
been Facebook retainer partner for VIB in 3 years. Under our management, the
fanpage grew up from 60,000 fans to more than 120,000 fans, monthly
contributing 50 – 100 potential sales deals in retail banking.