Golden Dragon Digital campaign
About Project
Hoan My's O&G Specialty has been a cornerstone for years. Anticipating a surge in births in 2024, the Year of the Dragon, our Digital Department launched a comprehensive campaign to promote O&G services across all hospitals. This will be Hoan My first-ever multi branches campaign, with the participation of 11 hospitals.
My role
Spearheaded the visual concept development from initial ideation to final execution. I also collaborated closely with the development team to ensure an efficient workflow and deliver optimal results.
Problem Statement
Obstetrics has long been a core specialty across all Hoan My hospitals, yet the corporation has never launched a unified campaign to leverage this strength.
The Year of the Dragon’s expected birth surge highlighted the need for a cohesive, organization-wide campaign to attract potential customers.
Goal
Develop a unified obstetrics campaign for Hoan My’s participating hospitals, ensuring compelling messaging and promotions for expecting mothers during the Year of the Dragon, while remaining flexible for each location’s specific needs.
Situation | From the beginning
Kicking off the campaign proposal marked a significant leap in expanding Hoan My’s digital footprint.
This allowed me to test the waters in the creative concepts and diversify the brand’s visual communication across multiple channels. However, given the campaign's scale and significance, it also presented the challenge of navigating through unprecedented governances.
So, my Task
Develop A Cohesive Visual & Creative Concept
For the campaign that resonate deeply with the target audience.
Action
Goal-Archiving Methods
Cultural Approach:
2024 - Year of the Golden Dragon: In Vietnamese lunar calendar, the 2024 is the Dragon year (Giáp Thìn), symbolizes luck, nobility, and exceptional traits. Children born this year are believed to inherit charm, resilience, and kindness.
Cultural Trend: I noticed that in recent years, there has been a growing trend of blending traditional Vietnamese culture with modern design elements. This aligns perfectly with our Golden Dragon theme and presents Hoan My with a fresh opportunity to explore new visual directions.
Target Audience: We target parents who, despite their modern lifestyle and financial stability, remain connected to traditional values. These families cherish familiar cultural practices and often plan childbirth during “lucky” years, not out of superstition, but a belief in time-honored customs.
Idea:
Visual Direction
Traditional and Cultural Focus: Utilized Hoan My’s soft pink, paired with subtle dragon patterns and Asian cultural motifs to evoke tradition and resonate with the concept, while not being too overwhelming with a festive (Tet-like) vibe.
⛔ Roadblock encounter:
Too different from the “Hoan My norm”: However, the visual concept was considered significantly different from the established ‘Hoan My norm,’ particularly given the involvement of 10+ branches.
(Also no Dragon, no Asian motifs...)
#cry #screaming #sobbing
Visual Direction Solution
I started by thinking about what other types of visual cue that could represent the floating and meandering of a dragon → Ribbon
Modern Elegance: Combined Hoan My's clean, minimal image with a golden ribbon—symbolizing the Dragon, wrapped around the subject. It conveys the message: "Rồng Vàng đến nhà, Hoàn Mỹ tặng quà” (The Golden Dragon arrives, and Hoan My brings gifts.)
Dream Gift: For many parents, having a child is one of life’s greatest joys. For the target audience, having a ‘dragon baby’ is even more special, it symbolizes a gift of fulfillment.
✅Roadblock unblock:
The new concept will focus on telling the story of parents receiving their dream gift—their golden dragon baby at Hoan My Hospitals.
I changed my focus toward images that related to dragon: cloud, sky, dream, mystical, dragon balls,..
Action
Execution
Social Post: Created two sets of five customizable templates—one for Hoan My branch hospitals and another for Hanh Phuc Hospital (a Hoan My subsidiary). The designs ensure brand consistency while allowing flexibility for each branch’s unique needs. For example, while posts feature sponsored products, not all 11 branches share the same sponsors due to differing requirements or limited availability.
Landing Page: The campaign’s landing page is also designed as a set of template, including a main page and customized sub-pages for each hospital. This setup gives each branch its own space, reducing internal competition. Additionally, clients receive a customized thank you/ confirmation email based on each branch’s promotion when they submit their bookings.
Thank you/ Confirmation Auto-mail
Result
A Comprehensive Digital Campaign
Successfully developed Hoan My Corporation’s first all-rounded digital campaign
Acquired Valuable Knowledge
This project allowed me to refine my design process, highlighting the importance of adaptability as each project presents its own set of unique challenges. I gained valuable insights into the collaborative nature of design, emphasizing the significance of continuous feedback and iteration.
This experience has bolstered my confidence in approaching design challenges with a logical mindset, critical reaction and a deep understanding of user needs.
