XPhin

Xanh Marketing digs deep into human being’s aspects including cultural background, regional and social situation, relationship status and psychology in order to:

We sense target audiences in the angle of human beings before turn them into consumers.
Therefore, the approaching strategy and creative direction of Xanh Marketing are based on: Sense.

Hyperbole

Metaphor

Personification

Imaginations

Comparison

Product Property

Empathy

We analyze campaigns belonging to brands which is in the same category or have similar target audiences, or campaigns being in the same type in order to conclude the best practice.

We want to understand our consumers by dig deep into senses of common humanity.

We gather and include a huge range of data that contributes to brand equity.

We review competitors, research data and trends of the category to sense the nature of the category and competitive advantages provided to consumers by brands or products in the category.

What does brand communicate with target audiences during the period of the campaign?

This is the creative direction for the entire campaign in order to match with the strategic direction of Planner and create the most effective creative solution for the brand.

STEP 1: Open the lid and add two heaped tablespoons of coffee to the phin

(account takes brief)

STEP 2: Pour a little boiling water into the phin to make coffee bloom and be saturated with water

(cp team examines and clarifies the brief)

STEP 3: Fill the phin with boiling water to the top and cover with the lid

(creative planning team researches and propose the direction)

STEP 4: Wait for 10 minutes until all the water drips through the filter dish into the cup

(creative team brainstorms and applies skills to transfer the direction to creative concept)

STEP 5: We finally have a delicious coffee cup

(under the creative concept, we create creative assets and have a conceptual communication flow)