PNJ's "Exchanging Moments, Marking a Lifetime" campaign won the gold award at the ASEAN Public Relations Excellence 2023 event on September 11.
The award ceremony is part of the 4th ASEAN Public Relations Forum, organized by APRN, VNPR and the Ho Chi Minh City Department of Tourism . With 12 categories (bronze, silver, gold, diamond), the award demonstrates the diversity of projects implemented by individuals, businesses, government organizations and non-profits.
Phu Nhuan Jewelry Joint Stock Company (PNJ) launched the campaign "Exchanging moments, marking a lifetime" on Valentine's Day 2023, honoring the meaning and value of the proposal moment, inspiring young people, couples about to get married or couples who missed the moment. Thereby, the company hopes to consolidate its leading position in the Vietnamese jewelry market, turning Valentine's Day into a proposal festival for couples.
PNJ representative (middle) received the Gold Award at the 2023 ASEAN Public Relations Excellence Awards. Photo: Thanh Trang
Mr. Nguyen Khoa Hong Thanh - Senior Marketing Director - said that this campaign is a continuation of True Love - a media platform launched in 2018. The business aims to understand the needs and emotions of customers, thereby accompanying the most beautiful moment in love - the proposal.
"The gold award is a valuable recognition and motivation for us to continue implementing a series of other meaningful programs, contributing to the development of the field of communications - marketing, and public relations in Vietnam. The campaign also affirms the journey that PNJ has been pursuing: not only being a quality jewelry retailer, but also connecting consumers through valuable messages," Mr. Hong Thanh added.
"Exchanging Moments - Marking a Lifetime" conveys a meaningful message about love. Photo: Thanh Trang
PNJ representative explained that in the West, proposing is considered an indispensable ritual for couples before getting married. However, in Vietnam, this first step is often "forgotten". In a survey conducted by the company in collaboration with a media agency, more than 90% of women said they had not been proposed to. Most Vietnamese men think this action is "superficial", formal, and cumbersome.
Through the short film Trao nhau phung nguoi - Ghi dau mot doi , the jewelry retailer recreates the above reality through simple, familiar stories in daily life, thereby depicting the desire of women: no matter the circumstances, at any time, men should give a sincere proposal to their other half. The project reached a total of 10 million views in two weeks.
Within the framework of the campaign, the company also cooperated with Duc Phuc and group 911 to release the MV " I agree ", which entered the top trending on Youtube, TikTok, and Facebook, with a total of more than 200 million views. The keyword "propose" was searched a lot, up 22% compared to last year.
MV "I do" (I agree) in collaboration with Duc Phuc and the band 911. Photo: Thanh Trang
In addition, PNJ is also present in many rankings such as: "Most valuable jewelry brand in Vietnam" by Brand Finance; honored by Retail Asia with the award "Retail marketing initiative of the year"...
Van Phat
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