As Vietnam has become more open to the world economy, the need for entertainment and communication with Vietnamese young adults and teenagers has been growing more drastically. However, by 2006, there was no television channel that was totally dedicated to youth, and there was still a lack of interaction in TV programs that were broadcast daily throughout the country. Meanwhile, the young, dynamic audience was thirsty for a place to present themselves and to socially communicate with each other.
The National Vietnam Television Network reviewed the situation and decided to establish a new interactive TV network that would act as a friendly companion of teenagers and young adults. The objectives were to develop a totally unique and appealing brand identity for the new channel which was originally named vtv6 trực tiếp bóng đá, and to operate it as a pilot broadcast project on VCTV cable network before it would be officially launched to the broad audience. We were asked to establish a fundamental image strategy for this network, and then to create a brand identity that fits its target audience.
Action & Result
The brand differentiation strategy for vtv6 trực tiếp bóng đá was developed concurrently with a formal research conducted throughout the country to study the target audience more deeply on emotional levels.
As a result, it was decided that it would be more appealing if we could shift the public’s perception of vtv6 trực tiếp bóng đá not as a normal TV channel but as a “meeting space for youth”. This frame of reference coupled with the network’s major points of difference allowed us to define the most dominant traits for a Brand Personality which include “Open”, “Ingenious”, and “Kool”. These traits not only helped shape an overall image for vtv6 trực tiếp bóng đá but were also the criteria for development of the logotype. The vtv6 trực tiếp bóng đá Logo symbolizes a gesture of saying “Hi!” with two extended fingers that is very common among teenagers. The graphic design and the selection of colors and typeface were carefully based on the personality traits to project a dynamic, youthful feeling that fits the target audience. With its “kool” appearance, vtv6 trực tiếp bóng đá will gradually become a friendly meeting space for teens and youth.
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