Peaking Point 2023

Peaking Point is an annual nationalwide Social Marketing competition organized by SIFE RMIT Hanoi Campus. The contest is aiming to give opportunities for all students in Vietnam to unleash their creativity in communication & marketing campaigns to solve a contemporary social issue.

These days, people keep asking themself the question: “Who am I?”. Such a simple question as it may seem, yet many are still struggling to figure out the proper answer. Failing to discern their personal identity as a person may result in the rise of confusion, and even worse, insecurity. Therefore, Peaking Point 2023's Official Topic is "Identity Crisis" phenomenon.

During the competition, I along with my 3 talented teammates tried really hard to solve the Client Brief: With a tight budget of 300 million VND from the brand, build an IMC plan for a Marketing Campaign to help the community, especially Gen Z, to be aware of an identity crisis with its symptoms, consequences and solutions to overcome. Besides, help people have more knowledge, and specific identification about the importance of mental healthcare (Raise awareness) by using the brand's unique features on the Website.

We have made it to the Top 30 - getting over more than 300+ teams and 1000+ contestants by our Marketing Proposal, however, due to limited experience and knowledge, we did not go further. Above all, I have learned a number of valuable lessons during the competition:

• Worked with a social issue rather than a conventional product

• Performed survey (n=194) and interview >3 people and the targeted audience

• Suggested viral activities with a limited budget 

• Created suggestions for long-term impacts and a sustained community after the campaign ends