Challenge
Europeans travel to Southeast Asia by the planeload. Invariably, they flip through in-flight magazines but they may well ignore anything that looks too much like an advertisement.

Strategy
Our strategic approach was to first develop a target media list maximizing the project media budget. Then we selected an eye-catching photo and recommended quick, to-the-point copy in a high-contrast layout.

Result
Leonito developed and produced the attractive advertorial campaign, on behalf of Care, for DIPECHO and the resulting design brought in numerous positive comments from readers and stakeholders.

Challenge
Create a brand attractive and relevant to young men in vocational schools and street youth in urban cities

Strategy
Create an approachable, aspiring brand that evokes the key brand benefit: young mean achieving their dreams

Result
Developed logotype, brand-line slogan, brand graphic, typography and style guidelines

Challenge
Create a brand attractive and understandable to an multi-national client base which is also relevant and meaningful to local Vietnamese business partners

Strategy
Create an approachable, classic brand that evokes the owner's location and key brand benefit: partnership

Result
Developed logotype, stationery system, exterior signage, web template, and email signature standard

Challenge
Develop and introduce a new restaurant concept brand that will appeal to a highly diverse, international audience

Strategy
Create a new brand name that is easy to pronounce in many languages, create an appealing but simple brand identity system, create an integrated, branded restaurant interior

Result
Strong consumer response and initial foot-fall traffic to the business

Challenge
Attract media attention to real estate topic in a crowded market

Strategy
Develop a public relations program including media release and media briefing

Result
Media briefing attended by 100% of invited journalists; TV broadcast; web, print coverage

Challenge
Vietnam's powdered milk segment is extremely competitive

Strategy
In concert with GREY's above the line campaign, develop a public relations program including advertorials, consumer testimonials, and key opinion leader engagement events to reinforce key brand benefits

Result
Campaign clearly positioned Arla as the most premium in the category

Mission
Pre-launch an international hotel brand in Vietnam

Challenge
Drive pre-sales of rooms and facilities, introduce a new brand in Vietnam

Strategy
Develop campaign to play up site-specific features and strongly position the hotel

Result
From day one, sales call-center volume up

See InterContinental Hanoi Westlake

Challenge
introduce a new comestible and lifestyle retail concept

Strategy
In concert with GREY and IdeaPartners launch event, pitch key brand benefits and key messages to lifestyle media

Result
Program raised profile of store, drove initial foot-fall traffic, and created buzz amongst influencer audiences

Mission
Nationwide program to raise awareness of Baileys® product features and enjoyment occasions

Challenge
Activate sales in a controlled market

Strategy
In concert with GREY's above the line campaign, develop an advertorial campaign to introduce Baileys® "Ladies in the City" lifestyle; complete editorial and public relations campaign

Result
Total campaign result 50% increase in sales in first campaign report

Visit Baileys® Vietnamese site on the web

Mission
Increase usage of Commune Health Stations by women, their partners and families by creating a branded franchise health centre

Challenge
Research found that women travel to regional hospitals and private clinics in search of improved facilities and care
Commune Health Stations were greatly lacking in atmosphere, service and overall perception of quality

Strategy
In partnership with Grey group we developed a new name and graphic identity, and a marketing and public relations program for 'tinh chi em', Vietnam's first government social franchise project, led by Marie Stopes International Vietnam

Result
The project, funded by The Atlantic Philanthropies resulted in the creation of 'tinh chi em' which means 'sisterhood'
'tinh chi em' is the new mark promising quality reproductive healthcare services for women, their partners and families

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Implemented activation marketing plan and PR program for Asia Injury Prevention Foundation's (AIPF) participation in the 1st UN Global Road Safety Week.

Spokesmodel Miss Vietnam 2006 appears on print collateral to deliver the message and to provide celebrity endorsement. A motorbike drawing contest was designed to drive traffic to the communications delivered in the mall center atrium. "Sandwich board" wearing promoter people passed out flyers, registered contest entrants and delivered key messages. We also placed banners near major primary schools where parents wait on motorbikes to pick up children after school.

We issued a press release to mass-media sources in Vietnam to deliver the important message that fatalities and injuries caused by motorbike incidents impact families, friends and society. The media was invited to visit the mall to report the activities and communications tools. The tool drawing the most attention was a painted, key message bearing "speed-bump" in the mall and in parking lot egresses.