In Marketing On Air 2021, my team overcame more than 700 teams to win as the second runner-up with a marketing proposal helping young people to feel comfortable sharing and expressing affection to their families and beloved ones through the largest messaging app in Vietnam (Zalo). At the same time, it encourages current Zalo users to use ZaloPay (an E-wallet on the Zalo app), especially during Lunar New Year.
The marketing plan leveraged gamification to create a space where Zalo users can send their love messages to other people without shyness as well as transfer money as lucky money (a traditional activity on Lunar New Year).
The main idea of gamification is inspired by an IKEA study named "Bully Plant" ✨click here✨. The live experiment highlights the negative effects of verbal bullying and they believe that happiness is spread through how we treat each other. The mechanics of gamification on the Zalo app are quite similar when users can grow their plants by expressing affection to their families and beloved ones or transferring “lucky money” on the Lunar New Year.
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