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Consumer Database
Group 1: AFFLUENT CONSUMERS
Description:
•
Have significant discretionary income and well-education
•
Key executives and decision-makers in companies (E.g.
CEO, Directors, etc.)
•
Prefer expensive and luxurious things in life
•
Living in big cities (HN, HCM, HP, DN)
Data classification:
•
Foreigner / Expat
•
Local
•
Viet Kieu
•
Name
•
Company address
•
Job title
•
Landline / Cell phone number
Consumer Database
Group 2: CAR OWNERS
Description:
•
People who own kind of luxury cars ( E.g. BMW,
Mercedes, Camry, Lexus, etc.)
Data classification:
•
Name
•
Home address
•
Landline
•
Car brand name
•
Car model
Consumer Database
Group 3: WHITE COLAR PROFESSIONAL
Description:
•
Have stable income ( > 5 mil per month)
•
Hold managerial and mid-level positions with
companies in Vietnam
•
Concern and prefer to consume good quality goods
Data classification:
•
Name
•
Gender
•
Age
•
Home address
•
Landline / Cell phone number
•
Job title
•
Area
Consumer Database
Group 4: MOM & KIDS
Description:
•
Mothers with young children
•
Pregnant women
Data classification:
•
Mom’s name
•
Kid’s name
•
Home address
•
Landline / Cell phone number
•
Area
Consumer Database
Group 5: CONSUMER DATA
Description:
•
Consumers who are using the post-paid cell phone
service
•
Can estimated how much they spend on mobile fee
every month
Data classification:
•
Name
•
Home address
•
Cell phone number
Consumer Database
Group 6: MEDIUM & SMALL BUSINESS
Description:
•
Business/Enterprise are activating in market
Data classification:
•
Key person’s name
•
Company name
•
Company address
•
Landline/Cellphone number
•
Sector/Industry
Rate Card
* w/o 10% VAT
Our Clients
AMERICAN EXPRESS
Product: Centurion
Media: Mail
Country: Australia
Campaign date: Feb – Aug’ 2007
Case Study:
Background & Objectives
BACKGROUND:
o
2004: launched – Centurion represented the ultimate in recognition for super
affluent
o
2006: converted Centurion black plastic to titanium
o
To reinforce the product’s uniqueness
o
To offer new benefits and services
o
To increase new card fee from AUS $2,800 to $4,300 per year
OBJECTIVES:
o
To leverage the impact of this innovation
What they did …
CREATIVE IDEA: “The new element of excellence” message to create an
emotional connection to product.
HOW TO EXECUTE:
o
Send a packaged mail to their members
o
Packaged mail included:
Metal letter
Booklet with new benefits in details
Metal card
