To execute an effective communication campaign, understanding and capturing customer insights is a critical but challenging task. Therefore, the appearance of the “Insight Masters,” including Ms. Nguyễn Thị Mai Anh, Head of Knowledge & Insights at Adtima (Zalo), and Mr. Phan Trần Quang Huy, Creative Director at Dentsu Creative Vietnam, brought fresh perspectives on decoding customer insights to the students.
With over 12 years of experience in market research and customer strategy, Ms. Nguyễn Thị Mai Anh has held key positions at companies such as Lazada, Masan Consumer Holdings, and Adtima (Zalo) – a pioneer in applying AI to creative advertising solutions. At the talkshow, she provided an in-depth perspective on methods to analyze, evaluate, and classify insights based on collected data, thereby enhancing customer experience with products and services. She also helped students differentiate between facts, observations, and insights, introduced a “golden formula” of 5 steps to build effective insights, and revealed customer trends in Vietnam for 2024.
With more than 10 years of experience in creativity and communication, Mr. Phan Trần Quang Huy has made significant contributions at major companies like Zalo, MullenLowe Vietnam, and Y&R Indochina before joining Dentsu Creative Vietnam. As Creative Director, he has been responsible for crafting strategies and overseeing projects to turn brands’ creative visions into reality. During the talkshow, he guided the audience through the journey of discovering insights through emotions and everyday stories. Using the “Onion Peeling” method, he taught students how to ask deeper questions to uncover the truth behind insights and demonstrated how sound can be leveraged to make advertising messages resonate with customers’ hearts.
Throughout the talkshow, students had the opportunity to hear fascinating stories about insights behind successful campaigns, such as PNJ Jewelry’s emotional film “Share Moments, Mark a Lifetime” and Biti’s “Go to Return” series, which garnered millions of views. Particularly, Zalo’s “Rural” campaign provided a detailed analysis of how insights were used to build customer personas, craft communication messages, and evaluate campaign effectiveness. These practical lessons offered students a comprehensive understanding of the importance of customer insights—not only in creatively executing campaigns but also in targeting customers accurately and effectively.
The event opened with impactful sharing from the guest speakers and was followed by an engaging mini-game where nearly 400 students competed to reinforce their knowledge and win exclusive prizes from Dentsu Creative Vietnam and Adtima (Zalo).
Beyond theoretical knowledge, the talkshow “Right Insight – True Campaign: Decoding Customers” focused on real-world case studies presented by the speakers from leading enterprises. This approach helped students learn how to effectively use insights to develop campaigns and gain practical understanding of their applications. The organizers hope that students can draw valuable lessons and shape their future careers with the insights gained during this journey.
Furthermore, the enthusiasm and active participation of the students contributed significantly to the smooth and successful execution of the event. The organizing team believes that the students’ energy and engagement were the driving force behind the success of the talkshow and will serve as a foundation for bringing more meaningful programs in the future.
