The Dragons of Asia Awards are one of the most prestigious accolades in the media and marketing industry in Asia, with a history spanning over two decades. The awards have gained immense repute due to their international jury of experienced professionals and stringent selection criteria.
According to the organizers of Dragons of Asia, the annual awardees are recognized for their innovative, creative, and contextually relevant marketing campaigns. The winning enterprises are lauded for their strong customer-centric approach, effectively connecting with their target audience, enhancing brand visibility, and positively impacting their business outcomes.
This year, Dragons of Asia comprised 17 categories, and Phu Nhuan Jewelry Joint Stock Company (PNJ) stood out by achieving a remarkable double win. PNJ was awarded the Best Event & Experiential Marketing Campaign for its “Jewelry Journey across Vietnam 2023” initiative and the Best Brand Trial or Sales Generation Campaign for its “God of Wealth 2023” campaign.
PNJ’s triumph at the Dragons of Asia Awards cements its leading position in the jewelry and lifestyle retail industry. It also testifies to the company’s successful retail marketing strategy, which places customers at its core and introduces novel, market-relevant activities.
PNJ’s leadership attributes this success to their pioneering adoption of new trends, catering to the evolving consumption behaviors of their clientele. By tailoring their marketing initiatives to diverse customer segments, PNJ optimizes experiences and fosters a strong bond with its customers.
A notable example is the “Jewelry Journey across Vietnam,” which aimed at enhancing customers’ shopping experiences through engaging activities and exclusive promotions. Going beyond, PNJ also intended to convey a meaningful message celebrating the diverse beauty of individuals in their everyday lives, instilling pride and confidence. This journey left a profound impression across Vietnam, attracting tens of thousands of participants and generating a powerful media wave with over 20 million views on TikTok and other social media platforms.
PNJ successfully continued the legacy of the “Jewelry Journey across Vietnam – Radiant Everyday Beauty” campaign in 2023, introducing a refreshed “Jewelry Journey across Vietnam” in 2024 with the theme “Blossom with Colors, Shine with Joy.” The event witnessed enthusiastic participation from customers. (Photo: Thanh Giang)
Additionally, the “God of Wealth 2023” campaign was highly acclaimed by industry experts for its integration of traditional values with modern shopping experiences. Based on the age-old Vietnamese custom of Via Than Tai, or God of Wealth Day, the campaign embodied hopes for a prosperous new year. With its creative and unique approach, the campaign attracted one million participants in a short period and introduced a novel shopping experience during the festive season.
Customers enthusiastically participated in the “Shake for Luck” challenge during the God of Wealth 2023 campaign. (Photo: Hong Phuong)
Previously, PNJ had also excelled in various international award categories, including three consecutive wins for “Best Retail Marketing” at the Marketing Events Awards from 2022 to 2024, two successive triumphs with “Marketing Initiative of the Year” at the Retail Asia Awards in 2023 and 2024, “Best Retail Event” at the Event Marketing Awards 2024, and “Instant Impact/Promotion” at the MMA Smarties 2023.
The success of these retail marketing campaigns has not only left a strong impression on customers but also significantly contributed to the company’s financial performance, serving as a driving force for PNJ’s long-term sustainable growth objectives. The management team expects their innovative and market-differentiating initiatives to play a pivotal role in achieving their ambitious revenue and profit targets for 2024, which stand at VND 37,147 billion and VND 2,089 billion, respectively.
As of Q3 2024, PNJ has recorded impressive financial results, with revenue and profit after tax reaching VND 29,242 billion and VND 1,382 billion, respectively. These figures represent approximately 79% and 66% of the company’s annual targets. Notably, both revenue and profit have shown significant growth compared to the same period last year, with a 25% increase in revenue and a 3.2% rise in profit, despite market fluctuations and unpredictable consumer behavior.
Building on these financial achievements, PNJ remains committed to enhancing the effectiveness of its sales and marketing programs to attract new customers and expand its loyal customer base. These efforts are expected to provide a substantial boost, helping the company achieve its annual targets in the remaining three months of the year.
