Masan’s ‘Phu Quoc Nam Ngu’ commercial blended authentic storytelling and cinematic visuals to promote the product, associating it with Phu Quoc’s rich traditions. The campaign became one of the most impactful films produced by Masan.
Campaign Overview
Masan launched a TV commercial campaign to promote its Nam Ngu Phu Quoc product, aiming to associate the product with the Phu Quoc identity and enhance its brand presence. The campaign featured a heartfelt narrative capturing the nostalgia of a boy who grew up in Phu Quoc, centered around the traditional process of making fish sauce. The key ingredient of the product, anchovies, harvested from the coast of Phu Quoc, was prominently highlighted throughout the campaign.
Purpose
The primary goal of the campaign was to launch the new product and increase awareness about Nam Ngu Phu Quoc. It sought to associate the product with Phu Quoc’s identity, leveraging the region’s authenticity and rich cultural heritage to create a strong emotional connection with the audience.
Concept
The concept of the commercial was to create nostalgia for viewers by focusing on the traditions of making fish sauce in Phu Quoc. The narrative followed a boy who grew up in Phu Quoc, and it captured the key element of the product: the anchovies harvested from the coast of Phu Quoc. The commercial also emphasized the natural and traditional aspects of the product, showcasing the pristine environment where the anchovies are harvested and turned into high-quality fish sauce.
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Key Concept:
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Nostalgia: The story of a boy who cherishes the traditions of Phu Quoc.
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Cultural Identity: Associating the product with the unique culture and traditions of Phu Quoc.
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Product Highlight: Focus on the anchovies, the primary ingredient harvested from the Phu Quoc coast.
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Execution
The production involved several strategic steps to bring the concept to life:
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Research and Development: The RICE team spent time talking to the locals to understand their stories and experiences in Phu Quoc, ensuring the campaign remained authentic to the local culture.
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Filming Locations: The team spent several days in Phu Quoc, carefully selecting cinematic locations to capture the natural beauty of the region. This included filming the harvesting of anchovies directly from the coast.
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Shooting Process: The production took 8 weeks from creative development to final product, ensuring the commercial was crafted with high-quality cinematography and a compelling story.
Video Phu Quoc Nam Ngu
Video beautifully showcases the process of making Phu Quoc fish sauce with authentic local ingredients, blending emotional storytelling with visually stunning cinematography.
Result
The campaign was a cinematic success, receiving high praise for its quality visuals and emotional connection with the audience. The video was highly engaging and effective in promoting Nam Ngu Phu Quoc as a premium product, establishing its identity with a unique Phu Quoc heritage.
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Key Outcomes:
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Award-winning commercial that became one of the most impactful films produced by Masan and Nam Ngu.
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Successfully increased product awareness and established a strong emotional connection with Vietnamese consumers.
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The campaign highlighted the authenticity of the product’s origin, connecting it deeply with the local culture.
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