Lotte Group has begun tying together the media assets of its 15 affiliates operating in Vietnam. Daehong Communications plans to connect consumer touchpoints that had been scattered across individual affiliates, delivering a consistent brand experience and boosting "One Lotte" synergy.
Lee Won-seok, head of Daehong Communications' Vietnam unit, said in an interview with the Seoul Economic Daily that the company launched the Lotte Vietnam Media Network and began full operations in August. "We plan to raise the value Lotte holds in Vietnam and bring together the media assets of each affiliate to manage everything from ad planning to execution and operation in an integrated way, lifting synergy at the group level," the executive said.
Until now, local affiliates such as Lotteria, Lotte Mart and Lotte Mall have each run the advertising media installed at their stores and facilities separately. As a result, the messages delivered to consumers differed from one affiliate to another, and there were limits to designing consistent campaigns spanning the paths consumers travel during the day.
"Going forward, we will design campaigns tailored to consumer movement, so that a Lotte message seen on a Lotteria outdoor ad on the morning commute is encountered again at a shopping mall at lunchtime, and then at Lotte Mart and Lotte Cinema on the weekend," the executive said. "By using Lotte's business sites, which are embedded throughout consumers' daily lives, as a single media network, we can create an effect in which consumers perceive it as 'One Lotte.'"
To push the integrated media business forward, Daehong Communications recently opened a separate office in Ho Chi Minh City, adding to its existing base in Hanoi. "With the opening of the Ho Chi Minh City office, we will provide integrated marketing services together with Hanoi," the executive said. "We will serve as a 'connection' that supports customer traffic and sales growth, and raise the brand value of Lotte affiliates to lift business performance for the entire group."