Brand Context

For 66 years, Hong Ha Stationery has been part of everyday learning and work in Vietnam through familiar products such as Truong Son, Hoan Kiem, and Hong Ha pens. Its nationwide distribution network now includes more than 120 distributors and over 20,000 retail points. As the brand renewed its image, it needed a campaign that felt younger, warmer, and closer to both new audiences and loyal customers.

RED Agency’s Role

RED Agency developed the integrated communications plan for the “Love” gathering campaign, translating the brand’s heritage into a contemporary live format.

• Integrated marketing communications planning

• Brand and communications channel management

• Livestream show concepts, scripts, and execution plans

• Communications crisis support