Introduction
Union Square Vietnam
Union Square, located in Saigon’s District 1, is a landmark offering premium lifestyle experiences and housing top luxury brands like Tiffany & Co., Dior, and Cartier. Blending French colonial architecture with modern interiors, it symbolizes Vietnam’s future as a vibrant destination where culture, artistry, and authenticity meet.
Mission &
Execution
We took a holistic approach to elevate Union Square Vietnam, enhancing every aspect of its brand and customer experience, both physically and digitally. Our team developed and executed a comprehensive Business and CRM Strategy aimed at boosting customer engagement and loyalty, while also establishing an exclusive Executive Lounge concept for VIP clientele.
We designed digital signage throughout the mall, including the basement directory, and worked on the LCD Screen Concept to enrich the visitor experience. Additionally, we created essential marketing activities, such as holiday decorations and marketing materials, ensuring a cohesive and impactful brand presence that resonates with everyone who visits.
Challenges
Though known for its iconic building, USQ lacked an established brand identity, leading to an image of being exclusive yet unapproachable.
We inherited a situation with no previous brand data or digital footprint, presenting the challenge of starting from scratch. Our task was to position Union Square in a rapidly developing Vietnamese market, attracting both local customers and international visitors.
It required flexibility, strategic thinking, and a deep understanding of cultural dynamics.
Strategy
We approached Union Square with a vision to redefine the entire brand experience, crafting a strategy that went far beyond traditional marketing. We reimagined every touchpoint—blending digital, physical, and experiential elements. This included curating bespoke events and implementing modern solutions that elevated engagement across platforms.
By seamlessly integrating localized storytelling, influencer collaborations, and creative activations, we positioned Union Square as both a luxury retail hub and a cultural landmark.
Union Square’s manifesto to enrich, curate, and inspire guided our approach in establishing a destination that captures the dynamic spirit of modern Vietnam. We crafted a sophisticated and timeless brand tone that became the foundation for all creative outputs. While we ensured a seamless, high-end experience across physical and digital touchpoints, we also aimed to keep our digital channels and videos entertaining, light, and playful, appealing to a youthful audience.
Enrich - Curate
Inspire
We strategically combined global expertise with local insights to craft a brand identity that resonated with both international and domestic audiences. By leveraging thoughtful collaborations and building strategic partnerships, we ensured that every aspect of Union Square’ s brand aligned with its long-term vision.
Content
Development
Content was one of the latest cores of our strategy, centered around storytelling and authentic human moments to make the brand relatable, along with cutting-edge AI and animation videos. Utilizing advanced tools like CGI, we created narratives that resonated with both local and global audiences. By mid-2024, we executed successful media campaigns for key events, including Women’s Day and Mother’s Day, significantly enhancing Union Square’s visibility.
Our engaging approach on digital platforms rapidly expanded Union Square’s presence and laid the groundwork for sustained digital engagement.
Future
Outlook
Looking ahead, we are poised to build on the strong foundation we’ve established, using our strategic insights and partnerships to further elevate Union Square’s position as a leader in Vietnam’s luxury and lifestyle market.