COMMUNICATION GAP
OPPORTUNITY STATEMENT
PROBLEM STATEMENT
We are attempting to solve the problem of L'Usine's low brand awareness among local Vietnamese in Ho Chi Minh City (our target audience). This concerns our target group because they do not fully comprehend the values that L'Usine provides.
In recent years, young Vietnamese have emphasized and become more willing to pay for experiences. This is perfect timing for L'Usine to promote its new campaign, which aims to entice local Vietnamese residents of Ho Chi Minh City to visit and enjoy the restaurant's ideally relaxing atmosphere.
L’Usine has not well translated and communicated its concept and values to the new TA - the local Vietnamese customers in Ho Chi Minh City.
OUR RESEARCH
Feeling disconnected from their Saigon homeland and culture, they struggle to express their personal identity
Consumer Truth
Brand Truth
L’Usine offers the TA a space with diverse experiences to evoke their cultural identity
Key Message
" All in 1 place - L'Usine offers you vibrant experiences for discovering to reconnect with your cultural identity "
OUR STRATEGY
Big Idea
Train to vibrant discovery
Being passengers on the L'Usine train, you can witness the intertwined timeline between the old and the new Saigon from the Indochina period to the present. We will take you on a journey of multicultural experiences. With 5 senses, you can explore and fully embrace your cultural identity.
Strategy Statement
young Saigonese people
feel disconnected to Saigon and lack of cultural identity
realize that Saigon's cultural richness is worth to explore
showing all on place, young Saigonese can immerse themselves into vibrant cultural experiences to awaken their cultural identity.