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Momo

Momo's advertising campaign for a refund promotion affected customers' purchasing decisions. The campaign used various media channels to raise awareness of the promotion and encourage people to make purchases using the Momo wallet app during specific times at select locations. By stimulating demand for refunds and discounts, the ads generated interest that guided people through the buying process - from learning about the promotion to making purchase decisions in order to receive the refunds. The widespread advertising efforts were effective at driving traffic and transactions within the Momo app.

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Van
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194 views26 pages

Momo

Momo's advertising campaign for a refund promotion affected customers' purchasing decisions. The campaign used various media channels to raise awareness of the promotion and encourage people to make purchases using the Momo wallet app during specific times at select locations. By stimulating demand for refunds and discounts, the ads generated interest that guided people through the buying process - from learning about the promotion to making purchase decisions in order to receive the refunds. The widespread advertising efforts were effective at driving traffic and transactions within the Momo app.

Uploaded by

Van
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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MOMO ADS AFFECT

THE BUYING
PROCESS OF
CUSTOMERS
MKT101- IB1263
Teacher: Nguyen Hoang Huu Giao
Group 1:
Nguyen Phuong Thu Ky
Le Thi Thu Huong
Le Thi Hong Van
Dinh Dung Co
 INTRODUCTION
 ANALYSIS MOMO’S
ADVERTISING CAMPAIGN
 ADVERTSING AFFECTS
PURCHASING DECISIONS
 CONCLUSION
INTRODUCTIO
N
Momo E-wallet
The MoMo Wallet application is the
first financial application in Vietnam
to allow fast money transfer via
mobile phone. At the same time, the
application also supports prompt
payment of monthly bills for users
and quick payment of electricity,
water, internet, landline, postpaid
phones, cable TV, consumer loans ...
 Transfer - Receive money: For people with MoMo
and people without MoMo.
 Deposit - Withdraw money: At nearly 4,000
transaction points nationwide.
Momo’s
 Phone recharge: Always have commission. function
 Pay bills: Electricity, Internet, Water, postpaid
phone bills, landline phones.
 Service payment: Mobi Cable TV, Vietnam Cable
Television (VTVCab), Jetstar Air Tickets, Vietjet Air,
SJC LifeOn, ...
 Shopping: Tiki, Jupviec, Cheap Car Tickets, Buying
Groups,..
 Buy movie tickets: CGV, Galaxy, BHD ...
 Payment for personal consumption loans:
Shinhan Finance, Home Credit; Doctor Dong, FE
Supper Refund Program
01.11.2019
Brief of Super Refund Program 01.11.2019
Super Market

Convenient Store

Fast food
Group 1
Coffee

Milk Tea

Dinner at Golden Gate


Group

Group 2 Traditional coffee shop

Group 3 The gas station


COLLECT BONUSES
-Regulation-
You just need to pay with MoMo Wallet during golden hour
at the following locations
 TP.HCM Local area:
👉7h-9h at Circle K Nguyen Hue
(43 Nguyen Hue, P. Ben Nghe, District 1)
👉12h-13h at Passio Ho Tung Mau
(43 - 45 Ho Tung Mau, P. Ben Nghe, District 1)
 Hanoi area:
👉7h-9am at Circle K Dinh Tien Hoang
(27 Dinh Tien Hoang, Hoan Kiem)
20 SPECIAL AWARDS
1 year of free gas
1 year of convenience store (or coffee-

COLLECT milk tea) for free


180 FIRST PRIZE
BONUSES 6 months of free gas

-Awards- 6 months of convenience store (or


coffee-milk tea) for free
600 SECOND PRIZE
6 months of free gas
6 months of convenience store (or
coffee-milk tea) for free
ANALYSIS MOMO’S
ADVERTISING
CAMPAIGN
Before November 1: PR articles about Tutorial, Tip
& Trick, etc. spread out in the top newspapers to
spread awareness about the campaign. At the
same time, using media channels besides the
press also has Radio Ads on VOH and VOV and TV
News on VTV1 and HTV9 on the peak days of
October 31 and November 1 to remind users
about the refund date. To bet on this big
"gamble", MoMo has built a methodical strategy
to deploy the campaign on a large-scale.
About Social: Momo uses a
reasonable KOLs, influencers and
Social content strategy, suitable
for each audience.
Peak on November 1: MoMo focuses on deploying in all major newspapers such
as VNE, Tuoi Tre, Thanh Nien, 24H, Vietnamnet, Yeah1, Eva, ... to remind,
quickly update the buying situation. and encourage users to go to the nearest
store to buy and pay for MoMo wallet.
Besides, they also use hot fanpages to attract attention to using real people
caught at MoMo's preferential queue with the image "Shipper reluctantly"
holding more than 10 phone to wait in line for a November 1 refund of MoMo
to go on Not afraid of dogs, BeatVn, ... to create engagement and curiosity of
potential customers.
Creating the most popular free app trends for users on iOS and
Android devices for users to increase interaction and download more.
ADVERTSING
AFFECTS
PURCHASING
DECISIONS
Need
Recognition
Externa
l
stimulu
See Momo's Advertising stimulates
advertising demand for refunds s
Information
Search
HOÀN TIỀN MOMO

 Commercial sources: advertising,


Internet

 Public sources: mass media,


consumer organizations
Evaluation of
Alternatives Search

Comparison with Compare with other

cash use: payment apps:


 No refunds  No refunds

 No promotion  Have promotions


Purchase
Decision
 Attitudes of others: people who also
use Momo app for payment: friends,
family members or 1 stranger

 Unexpected situational factors: no


cash
Post-Purchase
Decision
 Be refunded immediately
after payment
 Receive these promotions
CONCLUSION
MOMO ADS AFFECT
THE BUYING Momo's refund ads generate great
attention to all consumers who are
PROCESS OF using and not yet using Momo.

CUSTOMERS

 Maintain use of Momo


Know information Want to come and  Prefer online payment on
about the program buy products at
Momo
content, time, Momo's 50% refund  Keep track of ads next
location of the event locations promotions
Thanks for
listening

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