Japan · Motorcycles · International Women's Day · March 2016
A motorcycle brand that spoke to women — by letting men do the talking.
For 8 March 2016 Yamaha had to reach an 18–24 audience in a category that talks almost exclusively to men. We made the brand the place where people said the thing they never say out loud — and became the first agency-led campaign in Vietnam to enter the Top Buzzmetrics ranking.
The film
The campaign, in ninety seconds.
Yamaha · 8 March 2016
Cho Người Phụ Nữ Tôi Yêu
The emotional centre of the campaign — the everyday moments a woman gives away, and the words she rarely hears back.
Watch on YouTube ↗The brief
Be liked by women, in a category built for men.
Objective 01
Own Women's Day with real feeling
Create positive brand impression by genuinely honouring women, rather than running a discount with a flower on it.
Objective 02
Be first, not another entry
Become the first brand in Vietnam to run an online sharing contest built on meaningful stories about women.
Objective 03
Lift recognition and preference
Move both awareness and affinity among an 18–24 audience, male and female.
Insight
She gives constantly. She hears it back almost never.
A woman gives so much — yet one loving word from the people closest to her makes up for all of it
The gap was not appreciation, it was expression. Vietnamese men feel it and don't say it. So the campaign's job was not to tell women they are valued; it was to give the people around them a reason, a format and an audience for saying so.
Big idea
"For the woman I love."
A platform for anyone to publicly thank the woman who matters to them — a mother, a sister, a wife, a girlfriend — in their own words and their own photographs.
The story contest
4–28 March 2016. Entrants submitted a photo, a story and a message to the woman they love. Grand prize: a Yamaha Grande, VND 42 million.
Make it easy to join
Facebook minigames — word puzzles, spin-to-win, GIF games — to convert passive scrollers into participants.
Give it a voice
A music video blog with Nhật Anh Trắng, plus an emotional viral clip built on ordinary family moments.
Give it a laugh
Comics from Lê Bích, Đậu đỏ tung tăng and Thỏ bảy màu, so the message travelled in the humour formats the audience already shared.
Give it authority
Editorial features across Kênh14 and aFamily, amplified with Viewplus, mobile and Facebook advertising.
Results · contest
588 stories, from 56 provinces.
Not impressions — submissions. Each one a person who wrote something personal and put their name on it.
Results · channel
What it did to the brand's own page.
Content performance
The pieces that carried it
Music video 56,122 views · viral clip 60,000 views · Thỏ bảy màu comic 13,200 likes · Lê Bích comic 4,000 likes and 625 shares.
Earned & paid
Editorial and amplification
6 articles delivered 99,862 views against an 81,000 target. The Viewplus burst hit 154.9% of its KPI.
Recognition
The first of its kind.
This is the campaign the women & family practice was built on — and the reason a decade of mom & baby brands came to us afterwards.
Keep reading
More work in women & family.
Each of these ran in the same market, through the same owned publisher, community network and KOL bench.
Social Athena — Women & Family Practice