Jollibee: a chance for the lonely
Executive summary
In 2018, Jollibee successfully brought joy for the heart broken and increased sales by
11% on Valentine’s Day. Their campaign “Jollibee: Valentine’s joy for the heartbroken”
went viral and was loved by the majority of Filipinos. In the Philippines, Jollibee is
considered the national brand which has hundreds of branches all over the country.
However, in Vietnam, this brand is still at its early stage and not as popular.
In order to increase sales in Vietnam on Valentine’s Day this year, Jollibee will make
various adjustments so that the campaign would be suitable for the Vietnam market.
This includes changing the concept to “Jollibee: A chance for the lonely” which has a
brighter and more cheerful tone of voice.
Contents which will be addressed in this paper:
I. Problems faced by Jollibee when running in Vietnam.
II. Target Audience
III. Goals and Smart Objectives.
IV. Key Message
V. Campaign Concept
VI. PR tools/tactics and other IMC tools
VII. Media Strategy
VIII.Evaluation
I. Problems faced by Jollibee when running in Vietnam.
In early 2018, Jollibee achieved the milestone of establishing its 100th store in Vietnam
(3). Becoming the third largest fast food restaurant and there are many chains located in
different cities in Vietnam shows that Jollibee rapidly growth currently and as known as
potential brand in this country. However, on the other angles, Jollibee confronts with
three main challenges in Vietnam context:
1. Kiddie brand:
Since the day Jollibee was founded, its brand images and messages surrounding
about bringing food towards every family (4). Unsurprisingly, Jollibee is also
considered as a kiddie brand and not strong enough to attract a huge number of
the youth or adults in Vietnam. Especially on Valentine’s Day, when Jollibee
targets more on the adults and youngsters than children and families, it is a real
challenge that the brand need to face.
2. The threat of street food paradise:
Even though there are hundreds of Jollibee restaurants in Vietnam, however, the
company's profit is still a big problem (5). The reason behind might considered
because Jollibee is doing business in Vietnam where also called “street food
paradise” (6). With the diversity in Vietnamese cuisine culture and street food in
particular, not only Jollibee but also every foreign fast food restaurant must face
this obstacle. Moreover, the close relationship between Vietnamese and street
food has been formed for a long time, so Jollibee is struggling to boost growth in
the number of consumers.
3. Difficulties during Valentine’s Day:
On Valentine's Day, Vietnamese hang out with their lovers or friends in some
common destinations are cinemas, amusement parks, cafes, etc. (7) However,
going to fast food restaurants seems unusual, hence, Jollibee does not benefit
from the spikes in restaurant sales during this season.
II. Target Audience
Segmentation:
Based on Facebook Insight, the majority of Jollibee’s consumers is
predominantly young adults from 18-24 which are young adults.
Cultural Context:
Vietnam is a food paradise. Nowhere is there a diverse food culture like this
place (1). In fact, Vietnamese people enjoy eating and they usually have a habit
of eating many times a day, not only just in the main meals such as lunch or
dinner. However, Vietnamese don’t eat alone, they love to talk and share, they
often enjoy more if there are people who eat with them (2).
Every Vietnamese people cares about their relationships and also food, in other
words, eating for them is to satisfy both sustenance demand and also socialize
(9). When Vietnamese want to meet their relationships, they go to eat. When
they want to talk, they go for food. Or even sometimes they just need to have fun
with others for no reason, they go to eat together as well. Fully understand the
insight of Vietnamese in this context, Jollibee realized that the campaign needs
to play a role that: food for consumers who care and love their relationships.
In short, Vietnamese people always believe that relationships are one of the most
important things in their life. Moreover, they really need a relationship that can
hang out to eat with them. What Jollibee Vietnam role is bringing people together
and that would drive domestic customers to the brand in this Valentine.
III. Goals and SMART
Goals:
Creating a campaign that makes people visit store and eat Jollibee on
Valentine’s day.
After Valentine’s day, Jollibee will become more popular and familiar with
Vietnamese.
Communication:
To increase brand awareness of the customers by 40% throughout the
campaign.
To create brand recognition of the consumers by 50% throughout the
campaign
To achieve the interaction of the TA and the brand on social media by
60% one week before Valentine’s day.
To grow Jollibee's total sales on Valentine's Day in 2020 to 200% in
comparison with the sales in 2019.
Action:
To receive 1000 positive comments of the TA on Facebook fan page one
week before Valentine’s day.
To reach at least 1000 video shares of the TA on social media one week
before Valentine’s day.
To achieve at least 2000 consumers in total who visit Jollibee restaurant
on Valentine’s day.
To reach the repeat purchase of consumers by 40% after the campaign
ends.
IV. Key message
Jollibee is a fun and flirty place to meet a new romantic partner and enjoy a fun
friendly environment. This will make your Valentine’s Day less lonely.
V. Campaign Concept
a. Name of the concept: Speed Dating at Jollibee
b. Strategic Idea: Get the single Vietnamese young adults to come to Jollibee to
enjoy the cozy and fun experience together along with other couples on
Valentine’s Day.
c. Execution:
1. Using KOL to capture the young adults’ attention.
2. Launch a series of advertising videos which will be mainly published on
different media platforms and digital newspaper.
3. Host the event at various Jollibee branches on Valentine’s Day.
VI. PR tools/tactics and other IMC tools
PR Tactics:
1. Poster featuring Son Tung M-TP
At the beginning stage of the campaign, Jollibee uses Son Tung M-TP figure who
has the strong influence on Vietnamese young adults. The purpose is to
powerfully capture their attention about the campaign. In details, the poster which
includes Son Tung images with the name of our campaign “Jollibee: a chance for
the lonely” will be published on January 14 th on Jollibee official Facebook fan
page and the stores.
(Illustrating Image)
2. Series of Advertising Videos
Video Series of Video Ads Purpose Date
1 On Valentine’s Day, Jollibee Creating the curiosity January
sets up 5 male and female among the consumers 31st
customers who come to Give them a clearer
participate in the event. They idea of what the real
enjoy the date and the event is going to be
“chicken-love” together. like.
Length: 2 minutes
2 Continuing from the first Creating a storyline February
video, the couples start with the first video 7th
getting to know each other Stimulate the curiosity
and their favorite dating place about what happens
is Jollibee. next (The ending)
3 Afterall, the last video is about Bring the excitement February
the result of participants’ and optimism to the 11th
relationships which is happy audiences
ending. Excitement is pushed
to the peak
In Philippines, Jollibee decided to choose the approach involving the message
that love didn’t always come with a happy ending because the majority of
Filipinos are hopeless romantic. In contrast, Vietnamese are more positive with
enjoyable things. That is why three continuously advertising videos appear with
the purpose of providing optimistic messages about love. At the end, consumers
would feel excited and be willing to accompany us on Valentine’s day.
3. Speed Dating at Jollibee during the Valentine’s Day
Event: February 14th, 2020
Step 1: For this special occasion, Jollibee will set up a banner named “Speeding
Dating” outside each store and have an employee to instruct the participants
about the event.
Step 2: Each Jollibee restaurant will be divided into two sections. One for regular
consumers, and one for the “Speed Dating” participants. In case the insufficient
number of male or female, we will randomly match them.
Step 3: Once they are matched, we will introduce the special menu only for
Valentine’s Day which includes appealing combos:
o The “Chicken love”: Four pieces with 30% on sale.
o The “Puppy” Spaghetti: Two dishes of Jolly Spaghetti with 20% on sale.
o Special Buy 1 Get 1 ice-cream
VII. Media Strategy:
In the era of 4.0 industry, it is undeniable that the media have had a strong
impact to the people and that is where Jollibee will strike the audience. Especially
on Facebook, where our fan page has the most interest with about three times
more responses compared to other franchise.
1. Poster:
In order for the audiences to have enough time to fully get the idea of the
campaign. Jollibee will introduce a poster with the content about “A chance for
the lonely” one month before Valentine.
2. Videos:
Two weeks before the event, Jollibee will release the first video of the series to
propose our campaign to the public, especially the lonely. The next two videos
will be published respectively once a week to stimulate the audiences’ curiosity.
3.The “golden time”:
According VChat (2016), 86% of the Vietnamese people tend to go after a long
day at work and especially before going to sleep. From 7 to 10pm will be the
ideal time to release our product to the public in order to seek the most viewers
and feedbacks from the audience. Furthermore, Friday is known for the
“international day-off” after long working weeks, the idea is to release products to
entertain.
VIII. Evaluation
Objectives Evaluation
To increase brand awareness of Online surveys created by Google
Forms
the customers by 40% throughout
the campaign.
To create brand recognition of the
consumers by 50% throughout the
campaign
To achieve the interaction of the Based on the interaction (Likes,
comments, shares) of the official fan
TA and the brand on social media page.
by 60% one week before
Valentine’s day.
To grow Jollibee's total sales on Sale report of the campaign
Valentine's Day in 2020 to 200%
in comparison with the sales in
2019.
To reach at least 1000 video Based on the number of shares on
Facebook
shares of the TA on social media
one week before Valentine’s day.
To achieve at least 2000 Sale Report of the campaign
consumers in total who visit
Jollibee restaurant on Valentine’s
day.
To reach the repeat purchase of Daily Sale Report
consumers by 40% after the
campaign ends.
References:
