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OUTSTANDING CASE STUDY

Hermès Heritage in Vietnam

Overview – Briefing

After 10 years in Vietnam, Hermès presence is well established in the country but it was time for the house to invite the public and customers to discover the most iconic pieces and story of the French luxury brand. From 25th October to 3rd November 2019, “Hermès Heritage – In Motion” was held at the Temple of Literature, Hanoi.

 

The exhibition presents the history of the house founded in 1837 by Thierry Hermès with its iconic themes, colors and objects, following the thread woven by generations of creators and craftsmen, from its origins as a harness-maker and saddler to the present day. After Harnessing the roots and Rouges Hermès, the cycle continues with this exhibition, In Motion, which showcases objects that carry within them the desire to take off, to go elsewhere, to ramble and roam. The exhibition is testament to this, presenting objects from the Émile-Hermès collection, the archives, the Hermès Conservatoire of Creations and contemporary pieces.

PR Objectives

  • Raise the awareness of the Exhibition in Vietnam (especially Hanoia area)
  • Highlight key points (uniqueness) of the Exhibition
  • Create a “desirability” in target audience, entice the crowd to visit the Exhibition.

Event Format

  • Hermès Heritage exhibition lasted for 10 days opened to public
  • Private viewing for the exhibition opening exclusively for VIP

EXECUTION

Facebook Event Page

Communication

Being a long-term communication agency for Hermès in Vietnam has helped Opal to leverage its strength and to become the exclusive Event and Communication Agency for Hermès Heritage Exhibition in Vietnam.

 

With a massive scope of works including content preparation, (both content production and localization), media planning, media hosting, KOL management…Opal has contributed to the success of the biggest ever-held event of Hermès in Vietnam.

 

360 degrees communication was put in place to promote the exhibition in order to attract a large crowd – a broader public then the usual target audience of the brand.

Facebook Event Page Sharing Post
Facebook Video Ad
Facebook Video Ad

An exclusive banner ads campaign

In order to maximize the Exhibition’s awareness among local audience, we teamed up with the 2 prominent media in Vietnam to launch an exclusive banner ads campaign on 2 most visited news platforms: Vnexpress and Kenh14.

 

The campaign featured full display of the Exhibition’s design on Vnexpress and Kenh14 homepage, PC and mobile version. With eye-catching design reflecting the “In motion” spirit, the campaign received positive media buzz and talk-about curated content on social media – making the Exhibition to become the most noticeable event in Hanoia at that time.  local audience, we teamed up with the 2 prominent media in Vietnam to launch an exclusive banner ads campaign on 2 most visited news platforms: Vnexpress and Kenh14.

 

Hermès Heritage Banner Ads Display

PR content curation and media monitoring

The PR content strategy was divided into 2 phases corresponding to the event’s chronology: pre-event, post-event with different PR activities and curated content satisfying distinctive PR objectives.

Pre-event

Pre-event PR activities focus on print media with Print advertising (Thanh Nien, Tuoi tre, Vietnam Economics Times, Vietnam News) as well as a number of online media with PR articles teasing about the event and its uniqueness (the collection, exhibits, story behind…).

 

The Print ads on mainstream and reputable local newspapers addressing to both English and Vietnamese speaking community, helped to reach a broad spectrum of public. While curated and dynamic PR content (informative & educational content, teasing, dynamic photo and video…) with different tone of voice (educational, leisure and entertainment, event angle…) contributed to the success of the event with more than 12.000 visitors. 

 

Thanks to a series of curated talk-about content embracing the event, Hermès Heritage Exhibition remained the most prominent event at the time, satisfying both the Brand (Hermès) and the audience.

 

Post-event

Anchored with the 3 articles in form of exclusive interviews with Ms.THARAUD Marie-Amélie; Patrimony Director of Hermès Conservatory of
Creations on Forbes (Business Magazine), DEP (Lifestyle Magazine) and VTV3 (TV broadcasting), the post-event clippings continued with a long list of reputable media covering the Exhibition. 

 

Thanks to the intensive pre-event PR campaign, the Exhibition received a remarkable number of talk-about content from the most notable online news platforms in Vietnam after the public opening: Vnexpress, Kenh14, Zing news, Dantri, Café F, Robb Report, Luxuo,….as well as an undeniable interest of the public on social media via the famous hashtag #hermesheritage #InMotion

 

E-magazine on Kenh14
Interview on VTV3 CAFE SANG

KEY RESULTS

12.5K OF TOTAL ATTENDANCE
MORE THAN 20 HIGH-PROFILE KOL AND CELEBRITIES
MORE THAN 33 MILLION ENGAGEMENT ON SOCIAL MEDIA
253 MILLION VIEWS ON DIGITAL ASSETS

GALLERY