A cademic report

1. 
   Nguyễn Hoàng Anh Tuấn.
   
2. 
   Lê Cao Hạnh Nhân.
   
3. 
   Nguyễn Nhật Gia Hân.
   

1. 
   Đỗ Nguyễn Hữu Trí
   
2. 
   Trần Kiều My.
   
3. 
   Đặng Trung Văn.
   
4. 
   Nguyễn Trung Tín.
   

1. 
   Ogilvy & Mather Vietnam:
   

1. 
   About us:
   

• 
  Ogilvy & Mather was founded in 1948 in New York City by David Ogilvy. Currently, Ogilvy & Mather is one of the PR firms with a network that covers all continents, with more than 450 offices in 120 countries.
  

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  Ogilvy & Mather Vietnam Group has entered the Vietnamese media market since the early years of the country's opening. For nearly 20 years since 1995, in any country where Ogilvy & Mather's office is located, they are always among the top creative agencies of that country and Vietnam is also one of them.
  

2. 
   Operating model of Ogilvy & Mather Vietnam:
   

The current operating model of Ogilvy & Mather Vietnam and also the model taken from Ogilvy & Mather Worldwide, 360-degree communication, includes companies operating in Vietnam with distinct expertise.

• 
  Ogilvy & Mather Vietnam
  

• 
  OgilvyOne
  

• 
  The role of Ogilvy T&A includes:
  

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  Corporate PR
  
• 
  Consumer PR
  
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  Social Media
  
• 
  Government Relations
  
• 
  Technology
  
• 
  Lifestyle
  
• 
  Internal Communication
  
• 
  Crisis Management
  

3. 
   Most Successful PR Campaign:
   

• 
  “Devalue Rhino Horn - Làm mất giá trị sừng tê giác” Campaign
  

1. 
   Background:
   
2. 
   Vietnam is one of the world's largest consumers of illegal rhino horn from South Africa and a gateway to China. Rhino horn is even more expensive than gold and drugs, but Vietnamese people are still searching for this item because of the mistaken belief that rhino horn has medicinal effects, and can even cure cancer.
   

3. 
   There have been many previous rhino rescue campaigns in Vietnam about this endangered animal by touching people's emotions but the end result was not high. Even comparing rhino horn to human fingernails and toenails in an attempt to reduce the value of rhino horn did not stop people from searching for this product.
   

1. 
   Strategy:
   

• 
  The campaign aims to eliminate the horn trade by turning rhino horn from a "priceless" status symbol into a "worthless" poison.
  

2. 
   Their activities:
   

• 
  In the campaign “Devalue Rhino Horn - Devalue rhino horn”, Ogilvy Vietnam Company cooperated with Dr. Lorinda Hern of Rhino Rescue Project in South Africa. She is the one who infused rhino horns with a pyrethroid-based solution that is harmless to rhino, but if consumed by humans, can cause health problems, nausea, vomiting, paralysis or potentially death.
  

3. 
   Result:
   

• 
  Although there is no funding for media in this campaign, Ogilvy Vietnam has been very successful when implementing the article covering the media channels including 85 news articles in newspapers, magazines, programs Television and blog within just two weeks after the start of the campaign, with a total estimated media value of 127,500 USD (more than 2, 8 billion).
  

• 
  After the press published, many famous singers and bloggers shared and spread the message #Cuutegiac (#SavetherHinos) on forums and their personal pages.
  

• 
  As noted, since the campaign began, the number of rhino was injected into hunted horns to 2%, the amount of rhino horn consumption in Vietnam dropped sharply by 77%.
  
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  Awards:
  

• 
  Ogilvy Vietnam won the Bronze Lion in the PR Lions category at the 2016 Cannes Lions International Festival of Creativity.
  
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  This campaign also received a Silver prize in the Direct Marketing category
  
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  The campaign also won the Gold Award at the APAC Effie Awards Gala 2016 in Singapore- also the first Effie award awarded to a PR campaign in Vietnam.