ZaloPay Case
Challenge
Group 2
Table of content
GENERAL TARGET
BACKGROUND OBJECTIVES AUDIENCE
INSIGHT
& BIG IDEA EXECUTION BUDGET
ZaloPay is playing in ...
MARKET SIZE ABOUT THE MARKET
In the end of 2022
It is estimated that by July 2024, this market will have 50 million active
The entire market has 120 million e-wallets. Among
users, 100 million by May 2026, and 150 million by July 2030
them, 47 million wallets have been activated, and
29 million wallets are currently active.
(Source: Cổng thông tin điện tử NHNN: sbv.gov.vn)
CUSTOMER PREFERENCE
The e-wallet market is a dynamic and evolving
sector with considerable opportunities for More than once a day
expansion, innovation, and competition
Daily
3-5 times a week 62%
once a week
0 10 20 30 40
77% of users using it at least once per week 62% of users have 2 or
more wallets in use
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
Competitors
MOMO ZALOPAY SHOPPEPAY VIETTELPAY
FOUNDING YEAR: 2007 FOUNDING YEAR: 2016 FOUNDING YEAR: 2014 FOUNDING YEAR: 2018
Market
68% 52% 27% 25%
share
Make payments at convenience Pay bills (electricity, water, Within the Shopee ecosystem -
Network linked with ViettelPay,
Main stores, fast food outlets, coffee internet..); send gifts; top up mobile Shopee, ShopeeFood, ShopeePay -
ViettelStore, and over 200,000
Service chains, plane tickets, charity phones; and make payments for collaborating with many major
Viettel service stores nationwide
funding, finance and insurance VISA/MasterCard credit card bills. joint-stock banks
Integration with the Zalo social
Highest Brand Recognition Within the Shopee ecosystem -
Competi network, the number one Network linked with ViettelPay,
Ecosystem with banks, Shopee, ShopeeFood,
tive messaging app in Vietnam ViettelStore, and over 200,000
international cards ShopeePay
Advanta Within the VNG ecosystem, Viettel service stores
ge Point of sale for online and Collaborating with many major
including mobile games, fintech, nationwide
offline payments joint-stock banks
and the Zing Me social network
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
About ZaloPay
Key Features
Transfer money and make payments instantly within Benefits
the Zalo chat window, taking just 2 seconds.
Make QR code payments and utilize NFC and
Transfer money and make payments instantly within
Bluetooth connections with Android devices.
the Zalo chat window, taking just 2 seconds.
Pay various bills such as electricity, water, internet;
Make QR code payments and utilize NFC and Bluetooth
send gifts; top up mobile phones; and pay
connections with Android devices.
VISA/MasterCard credit card bills.
Pay various bills such as electricity, water, internet;
send gifts; top up mobile phones; and pay
VISA/MasterCard credit card bills.
USPs
Many attractive offers (coupons)
A variety of services bundled in one app, integrated
with Zalo's social features.
Security and safety (PCI DSS and ISO 27001).
Fast transactions.
Free transactions.
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
Customer behavior
Purpose to use e-wallets
Most used brands by generations
Pain points with e-wallets
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
Customer behavior
Behavioral Intention Take Away:
People choose ZaloPay based on 6 factors The number of e-wallet users is on the rise, but
performance expectancy ZaloPay's market share is trending downward, primarily
effort expectancy, due to the emergence of numerous new competitors.
facilitating condition
hedonic motivation Many Gen X individuals use ZaloPay more than Gen Z,
price value reasons could be:
trust Brand perception of the Zalo social app, which is
primarily associated with parents and work-related
However, 'social influence' and 'habit' have a relatively functions.
minimal impact on this choice. The lack of youthful and fun elements (hard to
change this perception)
=> leverage Zalo's strengths in security and the trust it has among adults to appeal to Gen Z, the
younger generation who are learning financial management
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
We are aiming for...
Business Objectives Generate 5,000,000 transactions using the money transfer feature through Zalo's
chat framework by the end of the campaign
Increase engagement with the target audience through gamification activities to
Marketing Objectives
encourage target users to interact with the brand
Attract 1,000,000 ZaloPay users
Communication Spread the "Bonding" brand positioning to the target audience, emphasizing the
Objectives
"social" aspect of ZaloPay
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
The “Banker”
Late Gen Z (aged 18-24),
living in 5 big cities
Behavior
Using money transfers to show
love and care across distances
Opting for online banking to
solve the gift-giving dilemma Psychology
for your loved one while still Embrace the habit of using
easily conveying your affection electronic wallets and online
banking.
Desire to express genuine
affection towards others
through trendy and unique
means.
Always find it challenging to
choose gifts for others.
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
Have you ever...?
TRUTH TENSION MOTIVATION
To express my feelings to I’m concerned that transferring I always want a trendy app that
beloved ones, I usually money can materialized our can make online banking
transfer money so that relationships; they will be activities more delicate and
they can spend on unable to understand my unique. Therefore, I can fully
whatever they wish for sincerity share my feelings and thoughts
to them
INSIGHT
As a gen Zer, I usually use online banking methods to express my love towards other people, especially to my beloved ones.
However, I believe that transferring money can materialized our relationships, which also prevent them from understanding my
sincerity. That’s why I always want a trendy app that can make online banking activities more delicate and unique. Therefore, I can
full share my feelings and thoughts to beloved ones
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
Strategic Approach
BEFORE INSIGHTS FEATURE AFTER
Think GenZ couples (18-24 years old), Think
Think: ZaloPay e-wallet platform integrated into
while texting, I feel so much in love Perhaps I should use ZaloPay
While tend to transfer money to make the most popular texting application in
with my sweetie, I want to express which is integrated in Zalo and
the other person stop being Vietnam, with interesting gamifications
my love right away, but saying it in overcome challenges in
angry, feel happy and to pamper and money transfer in chat box, along with
words is too boring, I need to do gamifications to transfer money
their lovers. But transferring loving cards, helps couples express their
something new and surprising. quickly to my sweetie and make
money too often can cause them love by “playing the game” to earn items to
Unfortunately, it takes me so long send to their sweeties. my sweetie feel my sincerity.
to feel the love insincere
to choose and send a gift, money
Feel
transfer might be the fastest way.
Convenience: The money
Feel VALUE transfer is integrated right into
Waiting too long for the gift to be the chat helps me express my
Functional Benefit: Emotional Benefit:
sent, my lover’s emotions will not love quickly while texting
be as intense as receiving it right Quick and convenient money Don’t need to be afraid that their lovers
without having to go through
away at this moment. transfer, even while texting. will see them as pragmatic or not
other annoying and time-
Transferring money is not a good sincere.
consuming apps.
way because my sweetie may not Comfortable: I put in effort to
feel the sincerity. JOB TO-BE-DONE overcome the gamification
Do challenges. I'm not afraid that
(GET) 1,000,000 people aged 18-24, tend to live a modern life, are regularly exposed
Well, let’s just put the gift aside, my love will see that I'm
to technology, have bank cards, and need to pay and transfer money online (TO) Use
give it later later when we meet, ZaloPay and create 5,000,000 times of using the money transfer feature via Zalo chat pragmatic and not sincere.
hold back the love and just text. Do
frame by the end of the campaign (BY) Building Gamification activities, love message
Use ZaloPay integrated in Zalo.
feature.
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
Creative Concept
BIG IDEA
Make money transaction meaningful again
Hơn cả việc chuyển tiền, đó là chuyển yêu thương
Some couples tend to use money transfers to make their partners happy and demonstrate care. However, this practice is seen by some insincere,
as it requires minimal effort from the sender. ZaloPay is looking to offer an alternative approach, allowing users to express their affection
through gamification activities and heartfelt messages, fostering stronger emotional connections in addition to traditional money transfers.
TAGLINE
Chuyển tìn(h) cùng ZaloPay
KEY MESSAGE
Make money transfer more loveful with ZaloPay
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
The chosen occasion
VALENTINE 2024 REASON
Valentine's Day is an opportunity for couples
to heat up their love life and send love to
their other half.
During this occasion, target customers' need
to spend and transfer money increases. In
addition, it can be reused during big holidays,
or converted into an everyday feature
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
Communication Framework
PHASE TRIGGER ENGAGE ACCELERATE
TIME January February March April
Trigger social discussion around the topic Advocate couples to communicate, bond & share
Motivate couples to transfer money via ZaloPay
OBJECTIVE of love language and money transfer more on their preference and love language with
as a more meaningful and engaging way
among couples the help of ZaloPay
Chuyển tiền có làm em muộn phiền Chuyển tìn(h) cùng ZaloPay Chat là chuyển, yêu là chuyển
MESSAGE
Does money transfer bother you, sweeties? Transfer love with ZaloPay Transfer in chat, Transfer with love
Buzz Marketing: Money is great, but is that ZaloWrap: Pick your love unit, Transfer via
KEY ASSET GAMIFICATION: Đơn vị tình yêu - Your love unit
all? ZaloPay!
Owned channels: Social Media to launch the
Owned channels: Facebook, Youtube Owned channels: Social Media to feature the
feature
and TikTok to air the assets most liked love unit via ZaloWrap and
CHANNELS Paid channels: Discussion in Facebook Social
Paid channels: OOH & Macro KOLs, campaign recap.
groups to review the experience, to create
Influencers, Kenh14 conversation about the new feature/game.
Paid channel: PR booking Kenh14
Spotify Ads
Target ads
SUPPORTING In-app ads & Bumper ads
In-app ads & Push notification ads
TACTICS Buzz & Seeding
AWO Content, PR Article, In-app Ads, Banner Ads
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
Phase 1 - Trigger
BUZZ MARKETING
MONEY IS GREAT, BUT IS THAT ALL?
Description
Influencers and Community Pages join the controversial
discussion of "Money transfer" vs "Love transfer" and share
their thoughts on how to keep love meaningful without being
to materialistic.
Purpose
To trigger the discussion on social media and place ZaloPay
as a “Love wallet” (Ví yêu thương) to transfer money in a
more engaging and meaningful way.
SUPPORT
Target ads PR articles In-app ads & Push notification ads
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
Phase 2 - Engage
GAMIFICATION Description
An add-on gamification feature to money transfer.
YOUR LOVE UNIT Senders can create different unit of money transfer
instead of VND (eg. milk tea cup, dress, etc.).
ZaloPay will suggest cards of puns and rhyme messages
in Valentine theme, corresponding to chosen love unit.
Join the game together Collaborate with products brands for limited gift cards to
YOUR LOVE transfer.
WALLET% Each time a couple transfer money to each other, they
2 bó bông 1,000,000 VND can receive a token to build up their ‘Love wallet’, which
Create new transfer can be redeemed into vouchers.
Yêu nhau chẳng quản lầm than,
Mấy game cũng lội,
Purpose
Tailor unit & message To engage couples in meaningful money transfer with play-
mấy ngàn cũng bank <3
70%
together gamification, hence, create more motivation to
transfer money via ZaloPay among couples.
Receive token per
transfer
Make new transfers to
SUPPORT
fill up your love wallet Buzz, Seeding PR articles In-app ads & Bumper ads
Build up ‘Love Wallet’ and redeem gifts!
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
Phase 3 - Accelerate
Description Purpose
ZALOWRAP After 1 month, ZaloPay will generate To amplify the feature by sharable asset using users’
a ZaloWrap that summarize all the transfer history. Hence, motivate them to keep using
PICK YOUR LOVE UNIT,
love units sent & received, how many ZaloPay as a “Love wallet” (Ví yêu thương) to
TRANSFER VIA ZALOPAY! of each for each couple’s chat box. transfer money and attract new couples to use.
SUPPORT
YOUR LOVE
Buzz, Seeding PR articles In-app ads & Bumper ads
YOUR TOP
LOVE UNIT WALLET%
Ví yêu thương ZaloPay gây sốt mùa Valentine 2024
VALENTINE Đơn vị tình yêu ZaloPay “chiếm sống mạng xã hội
Triệu cặp đôi chia sẻ ZaloWrap, tổng kết Ví yêu thương
EDITION 70%
ZALOWRAP
YOUR LOVE
IS HERE!
YOUR TOP
LOVE UNIT WALLET%
VALENTINE
EDITION
Make new transfers to
70%
ZALOWRAP
fill up your love wallet
IS HERE!
and redeem gifts!
Make new transfers to
fill up your love wallet
and redeem gifts!
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET
BACKGROUND AUDIENCE & BIG IDEA
Budget allocation
TRIGGER
12,12%
ACCELERATE
51,32%
36,56%
ENGAGE
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET & KPI
BACKGROUND AUDIENCE & BIG IDEA
Budget allocation Activities Estimated Cost
DETAIL BREAKDOWN
Subtotal
OOH 700,000,000
KOLs booking 480,000,000
Seeding 360,000,000
TRIGGER 1,970,000,000
PR 100,000,000
Social posts 150,000,000
Facebook ads 180,000,000
KOLs booking 210,000,000
Social posts 2,200,000,000
ENGAGE Bumper ads 150,000,000 5,940,000,000
Spotify ads 180,000,000
OOH 3,200,000,000
Social posts 80,000,000
Bumper ads 130,000,000
ACCELERATE PR booking 570,000,000 8,340,000,000
Vouchers 7,200,000,000
Seeding 360,000,000
TOTAL (including 5% risk management) 17,062,500,000
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET & KPI
BACKGROUND AUDIENCE & BIG IDEA
Metrics & KPIs
TRIGGER ENGAGE ACCELERATE
REACH 20,000,000 cross channels
ENGAGEMENT RATE 27,4% => 5,480,000 engagement cross channels
METRICS
17 % => 5,000,000 transactions
CONVERSION RATE
5 % => 1,000,000 New Users
Bumper ads, seeding, KOLs, social Bumper ads, social posts, Bumper ads, social posts,
CHANNELS
posts, PR seeding, KOLs, PR seeding, voucher, PR
GENERAL TARGET INSIGHT
OBJECTIVES EXECUTION BUDGET & KPI
BACKGROUND AUDIENCE & BIG IDEA
Thank you!
Group 2
