assignment1-200109164458

YOUNG MARKETERS
ELITE DEVELOPMENT PROGRAM 7

ASSIGNMENT 01
NGUYỄN XUÂN VINH


PERSONAL CRITERIA FOR
PICKING TET CAMPAIGN

Brand-Fit

Tết-Fit

The relevance with brand
uniqueness, including promises ,
values, USP, etc. to promote and
gain consideration on brands and
products

The leverage of cultural
understanding in building up
campaign idea and execution

Impactful
Fresh
The freshness in big idea or
execution that makes campaign
spotlight among others

The possibility that campaign can

spark or lead a positive and
meaningful real-life actions/
changes/ movement of
consumers related to Tết


#1

BITIS HUNTER & THE ‘SOULFUL’ ARRIVAL OF TẾT
Campaign: Hành trình đặc biệt của Tết
Brand: Bitis Hunter
Message: Bạn về, Tết về
Creative

Assets:

Short

film,

Music

Video,

Countdown Performance, etc.

Reason Summary: Aligning with the platform ‘Đi
để trở về’, Bitis Hunter freshly leverages ‘sound’
platform to depict how the arrival of beloved ones
impacts the arrival of Tết.

Consistent with the platform ‘Đi
để trở về’ in depicting how ‘đi’
impacts the ‘trở về’ of the youth

Leverage the ‘humanmeaning’ of Tết – Tết is Tết
when there are beloved ones

Depict the connection between
the arrival of Tết and the arrival
of the beloved through the use
of ‘sound’ platform

Spark the real-life movement to
arrive home earlier, to bring
home the Tết earlier


#IMPROVEMENTS

CONSISTENT ROLL-OUT
The independent launching of Short Film and Music Video makes the
campaign less consistent and more scatter, despite telling the same message.
 We can merge them together in the way that the song can be the main
OST for the Short Film. By doing so, launching the full song after that would
have more meaning and consistence.


#2

GENERALI VIETNAM & THE TRUE WISH OF TẾT

Campaign: Sống như ý mình
Brand: Generali Vietnam
Creative Assets: Music Video
Reason Summary: Generali Vietnam reminds us
to live our own expected life, following the iconic
yet misused wish of Tết - ‘Sống như ý’.

Highlight Europe-base of the
brand through the use of
European music

Leverage the ‘Sống Như Ý’ – a
common wish of Tết for people
to actualize their expectations
for life

‘Sống Như Ý Mình’ – A simple
add-on, supported with catchy
execution, to break the
obsession of others expectations

Encourage the ownership of
our own life-choices, especially
for the youth


#IMPROVEMENTS

CONSISTENT STORIES
The Key Hook MV has 3 stage – The obsession of others expectation, the
desire to live with our own expectation and the empathy of family
members.
Regard the first 2 stages, the stories are not totally consistent and can be
confusing. For the first stage, the expectations of others are much broad
and diverse, including career, marriage, gifting, etc. For the second stage,
the referred desire focuses on career path only.
If the stories of second stage are more diverse, the execution of the MV
would become sharper and more impactful


#3

VINASOY & THE ‘NATURAL’ TẾT GIFTS

Campaign: An lành từ Tự nhiên
Brand: Vinasoy – Fami
Message: Hạnh phúc đến từ an lành tự nhiên
Creative Assets: Music Video
Reason Summary: Fami – Vinasoy enhance its
‘natural goodness’ essence with the fresh definition
of ‘peaceful Tết’ – a Tết with natural and genuine
connection with our beloved ones.

Highlight the essence ‘Goodness from
Nature’ of Vinasoy, which means natural
base, functionally, and ‘natural’/genuine
attitude, emotionally.
Peace (An lành) is the consistent

platform for Tết of the Fami

Leverage the gifting
tradition of Tết that often
becomes burden with costly
and excessive gifts

The ‘peaceful’ Tết is defined to
be the ‘natural’ Tết – the Tết that
people behave naturally and
genuinely, not excessively, with
each others

Potentially spark the disruptive
view and changes on Tết
gifting – simple, genuine and
natural


#IMPROVEMENTS

CLEARER ON ‘NATURAL’ PLATFORM
‘Tự nhiên’ (Natural) mentioned in the Key MV can be confusing it can be
natural ingredients and also the natural and genuine way of people
behaving. If the word contains both meanings, it should deliver clearly the
connection between them.
 We can define the way how natural ingredients of Fami-Vinasoy can
genuinely and simply impact the peace of Tết

#4

TRAVELOKA & THE MAGICAL TẾT IN THE EYES OF OUR KIDS

Campaign: Mang nhiệm màu về với Tết
Brand: Traveloka
Creative Assets: TVCs
Reason

Summary:

Traveloka

appreciates

and

actualizes the magical views on Tết of our kids by
linking

them

with

the

real-life

appealing

destinations and experiences.

Highlight the attractive and
reachable destinations and
experiences through Traveloka

Leverage the genuine and
hopeful view of kids on Tết –
an upcoming magical and
joyful journey

Connect the magical and
imaginative view of kids with
real-life destinations and
experiences

Empower the movement to
bring the more joyful and
satisfying Tết to our kids and
families


#IMPROVEMENTS

CAMPAIGN
ACTIVATION
We can establish real-life activation
that show how we connect the
magical views of our kids with real-life
destinations and experiences

PRODUCT
CONCEPTUALIZATION
We can conceptualize the options in the
products through magical and imaginative
concepts following our kids’ views, with
stories, visuals or narrations, etc.


#5

HIGHLANDS COFFEE & THE ‘EAR-COMFORTING’ TẾT CONVERSATION

Campaign: Tết ngưng cà khịa – Chuyện thêm bùi tai
Brand: Highlands Coffee
Creative Assets: Short Film by Huỳnh Lập
Reason Summary: Highlands Coffee makes the ‘earcomfortness’ benefit of the ‘Lotus Oolong Tea’
spotlight through a symbolic and sarcastic leverage
of the ‘cà khịa’ conversation in Tết.

Highlight the benefit of
‘comforting’ conversation (bùi tai)
of the product ‘Lotus Oolong Tea’

Leverage the annoying Tết
questions and conversations
that often aim to troll others life

Deliver the platform of “EarComfortness” (Bùi Tai) through
symbolic and sarcastic execution

Deliver and Encourage
proper and comfortable
conversation of Tết


#IMPROVEMENTS

SOCIAL CONVERSATION
BOOSTING
The iconic conversations in the short film are potential
materials for social buzz
We can exploit them like memes through social
channels to make the campaign and brand more viral


#6

VIETTEL PAY & THE CAREFREE TẾT
Campaign: Làm gì phải Hốt
Brand: ViettelPay
Message: Tết dễ dàng với ViettelPay
Creative Assets: Music Video ‘Làm gì phải Hốt’,
supported with TVC

Reason

Summary:

Enhancing

the

‘Carefree’

benefit, ViettelPay continue to invest strongly to
catchy

Tết

campaign

to

own

the

“money-

harshness” platform when Tết comes.

Continue to Enhance the
brand benefit of ‘Carefree’
on money

Leverage the money worry and
challenge for the upcoming Tết,
which often comes from the slow
and disconnected money transfer

The excellent and catchy
execution with music, visual,
stories, etc. has made a simple
campaign idea become
unique and trendy

Deliver and Encourage an
enjoyable and comfortable Tết
with no worry and harshness
related to money


#IMPROVEMENTS

RELEVANT
MONEY ISSUES
In the MV, the key hook of the campaign, most
money issues are superficially about lacking of
money, which often links with money-lending
services at first impression
The issues in transferring money should be
more highlighted, so that the brand role are
more meaningful

CLEARER BRAND
UNIQUENESS
The Key Hook MV has not defined the uniqueness of ViettelPay
yet, compared to other competitors.
Although other supportive TVCs have done that role, the key MV

still need to clarify or summarize it.
A simple case is ‘Hết Mana’ of previous Tết that focuses to
promote the speed ‘Trong một nốt nhạc’ of ViettelPay.


#7

COCACOLA & THE NEW LEVEL OF TẾT CONNECTION

Campaign: Kết nối nhà nhà, Tết thêm rộn rã
Brand: Coca Cola
Creative Assets: TVC and Activation
Reason Summary: Coca Cola empower a greater
openness among people when Tết comes by

scaling up its connection stories, especially with
the record-breaking activation.

Continue to Empower the
brand values of happiness and
emotions, particularly the
openness for the Tết seasons

Leverage the connection value
of Tết – people become more
open for others with less barriers,
prejudice and skepticism

Connection is ‘level-up’ –
Scaling up the openness of

people – from individuals to
larger groups

Deliver and Encourage greater
openness and connection of
people in Tết


#IMPROVEMENTS

SCALING-UP THE ACTIVATION
The “largest party of Asia” is an iconic activation yet can be limited
in scale to reach and fuel the movement of connection.
Therefore, whether the budget is proper, Coca Cola can leverage
that activation to continue an ‘amplify stage’ with party-theme
events around the country to make the idea more impactful.


THANK YOU
for consideration