Kangaroo’s 5 second-clip and the classical marketing case study
Along with the essential development of Social, nowadays, viral clips, humorous advertisements and impressive MV that constantly come onto the market with a lot of budget for marketing. However, one of the most difficult questions is how to quickly make a strong impression on the customer’s mind while the viewer now has so many concerns and suffers from too many advertisements in the Internet. Let take a look back at the Kangaroo’s MKT classical case study, the brand that achieved tremendous success after only a broadcast, and what they are doing to the media after holding the crown for the past years.
Go back to the Champion League Final in 2011, “the Kangaroo bomb” was played with only a 5 second-clip, and after that, the brand Kangaroo – “The top Vietnamese water purifier” made a strong impression on millions of consumers and became an unprecedented fact in the advertising industry.
Speaking to the media after the match, Mr. Le Xuan Hoan – General Director of Kangaroo Vietnam commented: “We were successful. An easy-to-remember, easy-to-understand slogan impressively introduced Kangaroo’s new identifier to the market and quickly spread everywhere.”
The 5 second-clip that was broadcasted nearly 100 times during the Champion League Final in 2011, quickly became a fever.
The success of Kangaroo cannot be denied. After the match, the most memorable thing was not the false step of ManU in front of heaven gate or Barcelona’s technical tiki taka but … Kangaroo. Despite the fact that it made many people uncomfortable, the name Kangaroo and slogan “The top Vietnamese water purifier” still made people remember very clearly until now when referring to the C1 Cup or water purifier, Kangaroo officially crowned in this industry by receiving recognition of the community only after a night.
In 2011, social networking like facebook and youtube in Vietnam has just been on the rise. The habit of sharing and making trend was not popular, but Kangaroo became a wave with thousands of photos, TVC sharing clips and also the remix of popular music and spread quickly from many large and small groups, and even the press competed for coverage of this clip of Kangaroo.
Clip about Bao Cong’ judgment on Kangaroo – The top Vietnamese water purifier spread vigorously in the social network
The advertisement of Kangaroo spread across the Universities, put on the classical MKT case study. At that time, many television advertisements also were made with the same motif: “Clack – ABC, the top product in XYZ” and broadcast on many TV channels, or recently, another brand of electric equipment has carried out a mass of advertisement bombs in the media. However, there has been no brand achieved a great effect in a short time like Kangaroo did on the final C1 in 2011.
In football, there is also the case of self-identified as the special one, that is coach Mourinho, a very talented coach, because only a real talent dare to identify himself as the special one. Kangaroo is a similar case. They must have carefully calculated their ways and understood themselves when making this bold advertisement and making the public excited. As an evidence of that, Kangaroo has retained the crown in the market over the past seven years, partly thanks to the difference in media campaigns, but the most important factor is the quality of its products and services.
Kangaroo has continuously presented technical products such as new generation water purifier, breakthrough in antibacterial technology applied on refrigerator freezer, water heater, solar power, etc., and even the most modern loT ecosystem was applied to the KG68IOT smart water heater, which firmly affirmed the top position of Kangaroo, the giant of household products in the market.
With more than 2,000 employees and a network of nearly 40,000 business units and 8 local and overseas branches, Kangaroo are aiming to reach the market of 700 million people by 2020.
In the field of water purifier, Kangaroo has always focused on research and development to make the products better than a regular household water purifier. Kangaroo always knows how to meet the urgent needs of the market and quickly solve the problem of domestic water. Kangaroo was the first company certified for the ability to remove Amp, the bacterium eats human brain and arsenic toxins, the serious problem of many water sources in Vietnam. Recently, Kangaroo has continued to lead the market with hydrogen technology in the machine Kangaroo Hydrogen water purifier and started a new era of water that is both safe and beneficial to human and contributed to change people’s living habits in using water sources to ensure the health of the community.
Hydrogen technology that has been researched and transferred by Korea Kangaroo Institute of Research and Application, has brought new consumption habits to the community.
In the 2018 C1 season, Kangaroo officially celebrated the 15th year of establishment and development. This brand continued to present a new advertising “trailer” when becoming a official sponsor for broadcasting the matches of the C1 quarter-finals, finals and World Cup on K+ PM. Viewers still saw the same 5 second-clip with the new message in the old style: “Kangaroo – The top Vietnamese Hydrogen water purifier”. However this “strange” product appeared more subtly and is designed with the LED screen to show many outstanding features.
New Kangaroo hydrogen water purifier appears subtly in clips broadcasted in the C1 finals this year
Kangaroo’s new product and advertisement presented at this time, have made many people circulate a new super-product integrated with many high-end features invented during the development of Kangaroo. On the other hand, football fans has questioned whether Kangaroo continued to explode in the C1 final round this year or not when K+ often did not limit the number of times to broadcast an advertisement of a brand like VTV before and other channels. All will be revealed on 27/5.
