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[Case Study] Di ve nha - Honda Vietnam x Dentsu Redder

Oct 6, 2021
Note: Because I really love this MV and my idol so I want to write something about this. Let's enjoy!






The Brief: The Vietnamese motorcycle market is currently in a sharp decline due to the impact of the Covid-19 pandemic. To increase competitiveness with other car brands and boost sales, Honda Vietnam has combined with Rapper Den Vau to renew brand image with a youthful style by the song "Going Home" ("Đi về nhà")
Target Audience: Z generation, wanderlust, traveling

Objective:

  • Reposition the image of Honda in the heart of gen Z: fresh & durable companion

  • Build brand love with the impactful message: Catchy melody with a positive vibe like an encouragement for the new year in a difficult situation.

ISSUE:

  • Honda is considered as the image of the past with an insight “comfort is better than pride” (ăn chắc mặc bền), now the consumer tend to pursue a higher goal, for nice clothes and good food (ăn ngon mặc đẹp)

  • Honda want to refresh themselves with a youthful and traveling spirit to catch up with gen Z’s trends and continually create a meaningful message: “Ride to Happiness.”


INSIGHT:

The youth always wants to get out of the comfort zone of their parents to explore the world. However, after experiencing many ups and downs in life, they keep another wish in their hearts to return to their family, especially every Tet holiday


IDEA:

"Even when things have changed, home has always been home." Let's go home this Tet, to come back with our parents, with “banh chung”, with peace and happiness, with Honda Vietnam in every journey

Concept: Going Home (Đi về nhà).

Everything will go, “home” is always waiting for you



WHAT MAKE IT SO STUNING?

Honda is gradually repositioning its brand image to be more suitable for the youth at the right time, with the right people

  • The right time: After the Rap competitions, combining with Rappers has become an advertising trend to convey messages to viewers. Rap become more and more popular among the youth who love traveling.

  • The right people: Den Vau is known as a symbol of the new generation love traveling, experiencing, strong but also simple and close, like a motorbike that always accompanies the roads, both familiar and durable. The combination with JustaTee - the witch of melodies, created a catchy tune about the familiar scenes of the village and family.

1. The image of the Honda motorbike integrates MV

The image of a Honda motorbike is cleverly integrated into all scenes. Honda becomes the companion of every family. Following that, Winter X in modern life accompanies the young generation with the longing to go home to celebrate Tet. “Di ve nha” is also a very successful new year marketing strategy using Music Ads to help reposition the prominent brand after “Going Far To Be Truly Back” by Bitis Hunter.


2. Meaningful key message: “Happiness journey, many paths of love”

A well-invested product is created from best combination of visual effects and lyrics, the heart of communication and deep insight. “Di ve nha” has conveyed an impactful message and an empathetic inspiration for everyone sharing the same longing at Tet holiday. "Even when things have changed, home has always been home."


3. Media effects from KOLs, Influencers

Many social media, online news, vloggers also constantly share “Di ve nha”, together with spreading the message from Honda Vietnam: "Driving love to home - Joy go all the way". (“Chở yêu thương về nhà – Niềm vui đi muôn ngả”)




4. Many hot music events follow

The event to welcome Honda Vision 2021: “Honda Vision – CHẤT BẤT CHẤP” in Hanoi, "Honda Youth Fest 2020" in Da Nang and TP. In Ho Chi Minh City



5. Result

MV was winning Music Video of The Year by the prestigious Cong Hien award 2020.

“Di ve nha” is one of the efforts to reposition the brand image with a breakthrough communication strategy and rich in humanistic meaning.



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