Co.opSmile – 100 Cửa tiệm Hạnh phúc 2019


100 Cửa tiệm Hạnh phúc


Saigon Co.op

Scope of Work:

  • Integrated Communication
  • Creative Direction & Production
  • Video Production
  • Other creative production

Executive Summary

Co.op Smile, a brand under The Saigon Union of Trading Cooperatives (Saigon Co.op), after 3-year development, has reached the 100th store milestone. It was such an event to celebrate and be proud of as it has shown the validity and success of this business model.


Starting from 2016 with the vision of bridging the gap between modern and traditional trade, Co.opSmile – a hybrid store format between medium-sized street shop and convenient store, has become that one next-door shop prodiving all the localized needs of the residents.

However, even though Co.opSmile has made it to this turning point, many customers still don’t understand its concept and business model- whether it is a grocery or a convenient store. This 100th-store milestone would be a perfect time to finally pause for a celebration and explain the story behind as well as what Co.opSmile truly is to the customer.


  • Create and increase brand awareness
  • Enhance employee’s love as well as trust from partners
  • Push sales


We need one concept that both works for the customers as well as the brand’s employees and partners. 

For customers, a place like Co.opSmile not only serves as a store where they get what they need for daily necessity but also a community hub: free social gathering space for snacks, small talk, bill payments etc. 

For employees, they are inspired by the concept of being a part of the community and contributing even more to their neighborhood. Every satisfied customer means much to them.

We came up with the concept of “100 CỬA TIỆM HẠNH PHÚC” to be the key message for this campaign. Why Happiness stores? Having developed to the 100th store, Co.opSmile has already proved the customers’ satisfaction. Here we use Happiness as a metaphor for the functional and emotional benefit that the brand delivers. Therefore, Co.opSmile has become a store that sells “happiness” to every Saigonese wherever it appears and while providing this special product, they also receive “happiness” back from their customers’ loving and bonding.


Understanding the customers’ insight of liking lucky draws and incentives, for the very first time, we created the O2O customer journey for Co.opSmile – a somehow-austere brand. Shoppers with bill from 200K at any Co.opSmile store would get a code used to spin at Smiley Lucky wheel on #100_Happiness_store landing page and receive the gift right at the store. 

Moreover, we came up with the optimal solution for the operation management by establishing a dashboard in the system on which the store’s employees could easily validate the information and proceed with the gifting.

We also delivered the message through various formats: video, social post, POSM, articles and so on.


It was our pleasure to deliver such a meaningful campaign with Saigon Co.op. We had so much fun, below are some ideas we had brainstormed and tried to sell passionately (Khoai Lang Thang just has our team members’ hearts, so yeah :P).

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