Young marketers elite 4 -assignment zero - minh hoàng - bảo như - ái trang - công dũng

1. 7 T E T . C A M P A I G N . I N S I G H T
QUANG MINH | QUYNH PHUONG | BAO NHU | AI TRANG

2. • Result: All of our chosen campaigns are ones that were appreciated and ranked as top campaigns in Tet 2017
according to many sources like advertisingvietnam or brandsvietnam
• Meaningful: We considered seriously the meaning of each campaign so as to filter out the ones which could
touch the target audiences’ heart and insight. They are not only touching, but also funny with insightful feature
behind
• Brand relevance: The insight as well as big idea of each campaign has to be relevant to the brand in general,
and the products in particular.
• Tet relevance: There are many angles in Tet that could be exploited, so we chose the campaigns that have
insight relate to activities or strong facts in this holiday
• Single-minded: All the hooks of all phase have to be consistent with the big idea, so that the campaigns could
be single-minded. Moreover, the key hook must be highlighted.
• Difference: One important factor of our consideration is the difference. The campaign must have innovative
difference comparing with the others in some angles such as topics exploitation, platform execution, or
competitors comparision.
CONSIDERATION STANDARD
(Why we chose the following campaigns)

4. Target consumers
Vietnamese youth, age from 17-25, love moving with
good appearance & high quality shoes.
Functional
Hunter is a premium sport shoes brand that offers
consumers average price footwear items but high
quality (light, durable, ventilated) and fashionable
design.
Emotional
Hunter empowers the “move” of Vietnamese youths:
for an active life, continuous movement, continuous
experiences, continuous connection, continuous
exploration to widen self-world of youths.
“Đi để trở về” is highly relevant with a movement
inspired brand like Hunter in new year occasion
BRAND RELEVANCE

5. Brand Insight
• Category truth: Sport shoes go together with people in every single steps, help protecting, supporting and offering better
looking to foot.
• Consumer truth: Youths love exploring worlds and tend to have an active, continuous moving life.
• Brand truth: Vietnamese sport shoes brand with high quality and fashionable designs, help people moving like a hunter:
fast, focus, and precise.
• Insight: As a youth, I always find out opportunities to exploring the outside world as well as the world inside me,
therefore I need a companion to my foot which not only have premium quality with fashionable design, but also inspire
me to continuous movement and exploration.

6. TET RELEVANCE
• Family gather and come back home are two of
the most discussed topics in Tet holiday
(according to Buzz Metrics). More especially,
from 2016, there is one new activity that many
youths have applied to celebrate this occasion:
Backpacking. From this issue, there have
appeared many controversial topics around,
people have been divided into two groups: one
supports traveling or backpacking in Tet, and
the another argue to stay home or come back
home this holiday.
• Knowing the unnecessary conflict of these two
groups, Hunter with the mission of empowering
“move” for youths, launch a campaign as a
wonderful answer: The more you go, the more
you miss your home, the more you want to
come back to family.

7. Target audiences
Vietnamese youths, 17 – 25, love exploring the world outside and inside
their mind
Context
When the trend of backpacking is growing continuously along with the
passion of exploring the world of large propotion of youths, people tend to
go travel in holidays, especially Tet, in which most of them have free time.
But the tradition of Vietnamese family reunion in Tet state that the going
out from home is not acceptable and unethical.
Truth
Youths living besides parents continuously rarely get the feeling of missing
home or appreciatingamily gathering moments. Whereas, when people
go far from home for a short or long time, the large world outside will
remind them of their small family and enhance their home love.
Insight
As a Vietnamese youth, I always desrire going as far as I can to explore
the large world outside. Therefore, in Tet holiday, I really want to spend lots
of my free time to go travel or backpacking. I go, which is not mean I am
irresponsible with my family, not only to look around the whole world, but
also to raise my home missing and appreciate my family gathering
moments more. So, I go, to come back: “Đi để trở về”.
CAMPAIGN INSIGHT

8. BRAND & CAMPAIGN
At the early phase of the campaign, Hunter used
6 key KOLs, divided into two groups of two
different supporting opinions: JV, Nguyen Ngoc
Thach, Phan Y Yen – who supported staying home
in Tet & Pho, Giang Hoang, Thuy Minh – who
supported going travel in Tet. These people
continuously posted some statuses to express their
point of view, with two hashtag #TeamĐi or
#TeamTrởVề. They rised a controversial dicussion
for their fans.
Moreover, this campaign also continued using
more influencers, in both real people and
fictionary character (like Múc, Lê Bích,…)
At the peak of discussion, Hunter launched an
Music Video of Soobin Hoang Son named “Đi Để
Trở Về” as a reasonable answer for that non-right
or wrong issue: The youths should go for
experiencing, exploring the large world to be
more mature, to realize the importance of family.
This is not just a campaign, but can also be a
great platform in Tet for Hunter

9. Result: The 1st ranked in top ads on Youtube Tet 2017
Meaningful: Neptune bring meaningful humanity value to
consumers: The youths should go for experiencing, exploring
the large world to be more mature, to realize the importance
of family.
Brand relevance: With the mission of empowering “move” spirit
of youths, Hunter deserves to be one of the most appropriate
brands that encourage Vietnamese young people to go
exploring the world and enhance their family love.
Tet relevance: From the growing trend of backpacking, going
travel or coming back home in Tet has been one of the top
controversial discussion topics in this holiday.
Single-minded: The both hooks in this campaign: Rasing
opinions as well as music video are both relate consistently to
big idea: Đi để trở về.
Difference: It can be stated that Hunter is the first brand to
exploit the topic of encouraging go exploring for coming back
home, which is quite different comparing with many other
familiar topics in Tet.
Insight: The insight in this campaign is extremely strong and
inspiring for youths.
BRAND & CAMPAIGN

11. BRAND RELEVANCE
TARGET CONSUMER:TEEN skews to young adult from age 15
to 25 YO
MIRINDA IS orange based aerated soft drink. KIND OF The
carefree, spontaneous and playful soft drink.
Mirinda is a brand of carbonated soft drinksleading with
two delicious flavors: Orange& Sarsi.
Proud to be a specially formulated combination of tangy
fruit flavors and a powerful gas, Mirinda is not only a
delicious drink,but also brought laughter and explosive
fun parties.

12. Teen always look for a “assistant”
to make things different and
creative that could help them
standout and surprise their
beloved ones especially at Tet
holiday.Category truth:
Carbonated soft drink is the must-
to-have drink in Tet occasion
which makes meal more delicious
Consumer truth:
Teen always look out for ways to break
out from routines, make their life more
fun, out-standing, surprising and
connecting
Product truth:
Mirinda is a brand of
carbonated soft drinks bring
not only a delicious drink,
but also brought laughter
and explosive fun parties.
Mirinda with position “BOLD FUN” which bringslaughter and explosive fun parties to teen. Tet will
become more funnyand cool.
INSIGHT:
BRAND INSIGHT

13. TET RELEVANCE
2017
Tet wishing tradition has been there for thousands of years, so finding an outstanding wishes
especially for TA’s beloved is not easy. Mirinda is a strong flavor beverage brand but still
faced with the obstacle of holding stable market share especially in Tet. Mirinda wanted to
go with “NATIVE” in the way they advertise, so Mirinda looked for how Vietnamese youth
saying wishes with their beloved in digital age. Mirinda introduced short film “CHÚC TẾT CỰC
NHẮNG”and Sticker project help teen to turn all “lời càm ràm” into “lời chúc cực nhắng”
which consequently make their Tet more funnyand meaningful.

14. CAMPAIGN INSIGHT
TRUTH: Teen always look out for the way to standout and
surprise the special ones but at home sometimes they are
supposed to be childish and otiose by their parents.
TARGET: TO TEEN skews to young adult from age 15 to 25 YO
CONTEXT: TET is the special occasion in Asian countries like Vietnam for
family reunion,friend gathering,wishing.Tet wishing tradition has been
there for thousands of years when people show not only love for their
beloved but also their characteristics.
Parents who love us the most, but also the people who always complain us everyday
especially Tet holiday. Mirinda help teen to turn all “lời càm ràm” into “lời chúc cực
nhắng” which consequently make their Tet more funny and meaningful.

15. CAMPAIGN & BRAND
Key hook is cute comedy clip by young KOLs as familiar with
Tran Thanh,Chi Pu, Nha Phuong,JVevermind ... Which tell daily
stories in families with humoroussituation between parents and
teen.
Key message: Parents are the ones always scolding at us
but easily calm down by sweet words.
Teen are not only explore themselves through creative activity, but also create their own Tet
wishes library. They are proud to involvein the contribution and feel excited in sending the
wishes to all friendsand family. It’s the truly meaningful Tet,when young generation open to
express their blessing emotion to everybody by the funniest way that has never been done
before.

16. CAMPAIGN & BRAND – Social flatform
BRAND ACTIVATION INSIGHT
MOBILE is the center heart of the digital activation. Mirinda teamed up with Zalo,
introducing: “MIRINDA COOL WISHES” Project.
Mirinda called the teenager community for contributing to the 1st crowd-sourced
project in Zalo. They were able to submit their own cool, funny through Zalo chat box,
and the system will recognize all of them.
I want to have and share my cool wishes that show for everyone I am so cool and
different.
On website http://mirindavietnam.com/ teen
can create their own cool wishes and share for
their friends, be ranked “Thánh chúc Tết” for
bold fun wishes.
PACKAGING INSIGHT
I want to drink a funny, colorful. It is not just a can of drink, it show my
characteristic and keep my story with my friends in Tet more fun.
Make the product so attractive, meet the need of consumer and
significantly increase the chance of buying product of consumer

17. WHY DO WE CHOOSETHIS?
• BRAND RELEVANCE:Mirinda is a brand of carbonated soft drinksleading with two delicious flavors:
Orange& Sarsi.
• Proud to be a specially formulated combination of tangy fruit flavors and a powerful gas, Mirinda is
not only a delicious drink,but also broughtlaughter and explosive fun parties, especially Tet holiday.
• TET RELEVANCE: TET is the special occasion in Asian countries like Vietnam for family reunion,friend
gathering,wishing. Tet wishing show not only love for their beloved but also their characteristics.
• SINGLE-MINDED: Cool wishes in New Year Eve is the platform which Mirinda run campaign for these
period of years.
• DIFFERENCE: Teen are not only explore themselves through creative activity, but also create their own Tet wishes
library. Mirinda success in going in a creative way with “NATIVE” in the way Vietnamese youth saying
wishes in digital age.
• RESULT: Top 10 Campaign Asia-Pacific
presents the YouTube APAC Ads
Leaderboard, a monthly list curated by
Google.
• MEANINGFUL: Mirinda with position “BOLD
FUN” which brings laughter and explosive
fun parties to teen. Tet will become more
funnyand cool.

19. TO Vietnamese married women, age 30 - 55, care about her looks when
getting older in order to keep her family’s happiness,
BAO XUAN IS an optimal formula
THAT not only help balancefemale hormone safely
but also maintainmiddle-aged women’s beauty
BECAUSE Bao Xuan herb tablets contain isoflavone from soybean sprouts &
other vitaminswhich were tested & proven by VN GynaecologyAssociation
BRAND RELEVANCE
“XUÂN” in Vietnamese is a metaphor for “youth” & “beauty”, especially talking about women
à BẢO Xuân - GÌN GIỮ nét xuân mean caring & protecting women’s beauty from the inside out.
“Bảo” stands for “bảo vệ”
“Vietnamese family women’s Tet” platform is so relevant with a FEMALE BRAND like
Bao Xuan from its name to its product, segment & promise.

20. BRAND INSIGHT
“Vietnamese family women’s Tet” platform is so relevant with a female brand like
Bao Xuan from its name to its product, segment & promise.
Category truth:
functional foods help
promote health and
prevent disease
Consumer truth:
women wants to look
beautiful forever
Product truth:
Bao Xuan with
soybean sprouts help
balance female
hormone in order to
maintain midde-aged
women’s health &
beauty
*Fact:
At the age of 30, estrogen -
female hormone start to
decline & it drop fast
INSIGHT:
Starting from my
thirties, I have
physiological issues
which make my beauty
decline. I am in need of
a product with particular functional
ingredients that can help maintain my
inner health & outer beauty so that I can
look beautiful in spite of aging

21. TET RELEVANCE
Top 10 hot topics with many discussions at Tet: besides
mainstream & familiar topics like Foods, Health, Shopping,
there are some specific topics such as Beliefs or
Daughter-in-law’sstories. (Buzzmetrics)
Especially, the most persistent & controverial issue through years is
“Being a daughter-in-law:
stay at paternal grandparents’shouse
or maternal grandparents’shouse at Tet?”
(Tết nhà nội hay Tết nhà ngoại)
Women is a powerful target segment on Tet occasion.
Because women involve in almost tasks (shopping,
cleaning, making Tet traditional dishes,…) during Tet.
They play lots of roles: being a wife, a mother,
a daughter-in-law.
Therefore, they take a lot of responsibilities to ensure a
perfect Tet. Those lead to many things to worry about.

22. CAMPAIGN INSIGHT
FACTS: From 3000 interviews with Vietnamese married women,
• 86 in 100 womens replied that since they get married, they
have been celebrating Tet at their husband’s home
• 97% want to celebrate this upcoming Tet at their home -
maternal grandparents’s house
(baoxuan.vn)
CONTEXT: In VN, it is quite unfair towardswomen, putting
too much burden and responsibilities on them to take care
of families. Wives should be subordinate to their husbands.
When the girl get married,she is apparently choosing to
live far away from her family & begin to take care of
everything in her new husband’sfamily.
Vietnamese women havealready chose the unfair road &
lived with this Asian tradition.
XUẤT GIÁ TÒNG PHU - CON GÁI LÀ CON NHÀ NGƯỜI TA
Since I got married, as a daughter-in-law, I have always tried to be responsible & careful but
when Tet comes, deep within I’m just a lonely ordinary daughter that has been away from
parents for so long. I wish there will be a true reunion “xuân” for me & my family because I
have already “belonged” to my husband’s family all year round.
I deeply want someone that cares about me could speak up for my simple wish.
TARGET: Married women, age 25 - 35,
staying at their husband’s house away
from her family

23. CAMPAIGN & BRAND
has been a trusted female brand which already take care of Vietnamese women’s
“xuân”(figurativemeaning) so of course, at Tet, Bao Xuan can continue to take the role
caring for women’s spring,women’s Tet (“xuân”:literal meaning)
Campaign “Xuan khong mau”is a shared voice for all Vietnamese
married women.
Bao Xuan has spoken up for their “daughter-in-lawsituations” which
is very hard to say it out loud honestly. They see their images in the
TVC & the theme song’s lyrics.
10 mil views & 300.000 shares
after 5 days
Bao Xuan encourages people to spread the message to let others
understand married women’s feelings & make their wish come true.

24. WHY WE CHOOSE THIS?
• MEANINGFUL: “Xuan khong mau” reflects a true story of many Vietnamese daughter-in-law. Bao
Xuan helped raise the issue so their husband, husband’s family can understand their real feelings &
give them a chance to reunite with their family.
• BRAND RELEVANCE: Bao Xuan is the most appropriate brand for this women’s “xuân” issue because
of its name, its promise & its product. BX chose the platform that it has expertise.
• TET RELEVANCE: “Tết ở nhà nội/ngoại” is the most Tet controversial topic among married women. They
worries & cares about it a lot.
• SINGLE-MINDED: focus only one story “đón tết nhà ngoại”
• DIFFERENCE: Bao Xuan step aside familiar Tet stories like celebration, fortune,...BX chose “reunion”
but in a specific angle (daughter-in-law far from home). There is not much brands tackle women
angle during Tet. BX is the only pharmacy brand that have Tet TVC 2017.
• INSIGHT: although Bao Xuan is just a local brand with low budget, it can deliver a TVC with
meaningful insight & message to win people at Tet 2017
• RESULTS: the TVC went viral; there are
many articles about its impact; the
campaign ranked 10th
in top campaigns
Dec 2016 (buzzmetrics)

25. #Tet2017
Người Gieo An Lành

26. BRAND RELEVANCE
TO all Vietnamese people who care about naturally nutritious drink
VINASOY is the purest soymilk
THAT provides essential nutrients, especially soy protein, bringing everyday health
and joy
BECAUSE Vinasoy is produced from 100% carefully selected pure soy beans and put
through a modern and highly controlled process to extract to maximum the
nutrients
“We promise to provide production of nutritional soy-based foods and drinks to deliver the best quality
for the community at large to enjoy a higher quality of life
with meaning and prosperity”
• “An lành” is the good & so
relevant platform for Vinasoy
which describes both functional
and emotional benefits of
product.
• “ An lành” also matches with
slogan of Vinasoy “ Vinasoy, cho
mọi điều tốt đẹp”
• Soybean is such a
totally safe ingredient
to produce milk
• In Vietnamese, we
call it “lành tính”
Functional benefit
Purest milk
provide health
Emotional benefit
Healthy people will
have joyfulness and
peacefulness in life

27. Category truth:
Safe
Natural
Nutritious
Healthy
Consumer truth:
I believe in the naturally nutritious soymilk that
bring health & joy for their beloved and
themselves.
Product truth:
- Produced from 100%
pure soy beans with
safely modern process to
maximum the nutrients
I believe in the naturally nutritious
soymilk that bring health & joy for
their beloved and themselves.
Therefore, I’m in need of a safely
natural soymilk for my beloved but
still contain the maximum nutrients.
BRAND INSIGHT
INSIGHT

28. TET RELEVANCE
• Tet is a meaningful time for each person. We expect for a good new year but we also feel somewhat
bewildered when we look back the old year with full of negative information such as disease, accidents,
floods, fires, environmental pollution, child abuse, ...
Þ All we want is just the peacefulness, the health for ourselves and our beloved family.
Þ “AN LANH” is the best words that totally speak out our wishes in TET
• Tet holidays are the moments of happiness and family enjoy, therefore Vietnamese often dedicate the
most beautiful words to their family and friends on this occasion as a Vietnamese traditional custom
Þ TET is the most suitable time for Vinasoy to deliver this wish to community and make it viral
• In Tet 2016, Vinasoy has launched a short film “Mam loc an lanh” to spread out the message ““Đôi khi tất cả
những gì ta cần trong đời chỉ nằm trọn trong hai chữ: An lành”.
Þ “An lành” has embeded in mind of consumer as one of the best wishes for their beloved
Þ In Tet 2017, Vinasoy continously emphasize the strength and availability of “An lành”

29. CAMPAIGN INSIGHT
Category truth:
Safe / Natural / Nutritious/
Healthy
Consumer truth:
We believe that when we sacrifice for leaving our ego
behind to giving hands to others, we will get more from life.
Product truth:
- Produced from 100% pure soy beans with
safely modern process to maximum the
nutrients
Context:
Nowadays, many negative problems occurred in life and people gradually lose faith in others. They’re just
living for their life benefits, their values. People are afraid of giving their hands to others because many
frauds was written on media.
Tet 2017 is coming as one of the chance for Vinasoy to beautify the goodness in life and deliver the wish
“An lành” to community
Key message :
“AN LÀNH LÀ VẬY ĐÓ – CHỈ CẦN GIEO MỘT HẠT, SẼ TỐT TƯƠI CẢ KHU VƯỜN”
Helping others
Will bring back more
good things in life so I’m always
willing to giving my hands to them as
a way of “gieo an lành”, especially in
Tet to open a new grand chapter of
my year
CAMPAIGN
INSIGHT

30. CAMPAIGN & BRAND
1. A touching short-film “ Người gieo an lành”
Simple and delicate details around on the soybean
and the clay dolls makes viewers realize that peace
still exists. Even in places where life is difficult, many
people hustle for a living, busy with their own, but
they do not hesitate to giving the good, the kindness
to others. Therefore, they always feel peace in their
heart. So peace is there, just sowing a soy bean, we
will get a garden of them – the source of great things.
=> More than 3.3 mils views in a month & be listed as
one of the best Tet2017 advertising
2. “Vườn ươm an lành” microsite
Each share on social media with
hashtag #gieoanlanh, you’ll contribute
to deliver 10 bottles of milk to kid from
Vinasoy
Þ Small action to make other lives
greater
Þ Sowing peace in our lives

31. WHY WE CHOOSE THIS BRAND?WHY WE CHOOSE THIS?
• MEANINGFUL: The belief in existence of goodness, kindness in others. When we do good things, we will get
more back from life and this is one of the way to get “an lành” for us and our beloved ones
• BRAND RELEVANCE: Vinasoy is the most appropriate brand for this platform because “AN LANH” include both
functional benefit and emotional benefit of product.
• TET RELEVANCE: Tet is the time people dedicate the most beautiful words to their family and friends on this
occasion as a Vietnamese traditional custom
• SINGLE-MINDED: focus only one story about “An lành”
• DIFFERENCE: Totally different from other FMCG brand Tet stories, simple but stand out from others when
Vinasoy tell the stories about “An lành”
• SMART: Vinasoy smartly choose the rural areas for their short films, which is different from other brand urban
stories => Emphasize the strength of peace, goodness. Even in poverty, good people are still there to sow the
peace for life.
• INSIGHT: meaningful insight & message to win people at Tet 2017.
• RESULTS: the TVC went viral; there are many articles about its impact; the campaign ranked 10th in top
campaigns of Tet 2017

32. #Tet2017
CÙNG OMO
TRAO ÁO XUÂN CHO VẠN TRẺ HÂN HOAN ĐÓN TẾT

33. BRAND RELEVANCE
TO Vietnamese women, aged 18-55 across Vietnam, income AB, who seek for cleanliness in laundry of their
family and care about children development
OMO is the detergent
THAT frees moms from cleanliness worries to let their children play and learn
BECAUSE our formula to remove the toughest stain, guaranteeing best cleanliness
At OMO, we say dirt is good.
Therefore we always encourage children to explore, play and learn despite of
getting their clothes dirty through the process.
OMO laundry products help tackle tough stains, even at low temperatures.
In the last Tet campaigns of OMO, OMO helped children emotionally connect with their grandparents, to
make Vietnamese Lunar New Year, Tet, happier and more magical. Somehow those themes were relevant
to OMO but they all didn’t describe the best functional and emotional benefits of product.
BUT…. with Tet 2017 campaign, they did it!
“WHITE T-SHIRT” for children is a good choice for OMO
to prove and deliver their brand promise

34. BRAND INSIGHT
Category specific:
Stain removal
Deep emotional drivers:
I know that through playing and discovering,
kids can learn a lot; which will help to unleash
my children potential. But their clothes also
easily get dirty.
Product truth:
- Functional benefit: Remove stain fast
- Emotional benefit: Let mom feel free
for kids to play
Through playing and discovering,
kids can learn a lot; which will help to
unleash their potential. But their clothes
also easily get dirty so I’m in need of a
product that can remove all the stains on
my children clothes that I can feel free to
let them play and learn.
INSIGHT

35. TET RELEVANCE
• Many children who were born in troubled
financial families don’t have a chance to wear
new clothes in Tet
Þ People usually do charity before Tet to provide
the poverty foods, drinks and new clothes
• As a tradition in Vietnamese Tet, people usually buy
new clothes to wear during the holidays with the hope
of a brighter chapter of their life in upcoming year.
Þ Especially with children, they’re always excited to
enjoy and celebrate Tet with their family because
they’ll have new beautiful clothes from their parents.
Þ “NEW CLOTHES” is the biggest wish but very simple of
every child when Tet comes.
“Trao áo xuân cho vạn trẻ hân hoan đón Tết”
is such a relevant platform which aims to bring new clothes for
every children nationwide.

36. CAMPAIGN INSIGHT
Context:
Many poor children don’t have chance to get new clothes for Tet holidays in Vietnam. Therefore, OMO
run the Tet campaign to bring new white shirts to poor children.
Target: Vietnamese mothers who have children, their priority is to take care of and educate their
children
Key message : “ KHI LẤM BẨN SẺ CHIA, KHIẾN LÒNG MÌNH THÊM TẾT ”
Category specific:
Stain removal
Deep emotional drivers:
Through making good things for people around,
kids can naturally get their clothes dirty.
Product truth:
- Functional benefit: Remove stain fast
- Emotional benefit: Let mom feel free
for kids to play
Through playing and making
good things for people around, kids can
naturally get their clothes dirty. Therefore, I
need a product which frees me from
cleanliness worries to let my children make
good things for people around
INSIGHT

37. CAMPAIGN & BRAND
1. TVC: Cùng OMO trao áo xuân cho vạn trẻ em hân
hoan đón Tết
=> Good engagement with more than 3.3 mil views on
Youtube
2. Each OMO product bought will
contribute new shirts to the poor children
with sharing on social media

38. WHY WECHOOSE THIS BRAND?
• MEANINGFUL: do good things to the community and make people more “Tet”, educate children to
help others
• BRAND RELEVANCE: Platform “ trao áo xuân” is so relevant to OMO because it both delivers the
functional and emotinal benefits of OMO
• TET RELEVANCE: Tet is the time that every child will be excited to get new clothes & also the time which
people usually do good things/charity with the hope of receive good things back.
• SINGLE-MINDED: focus only on stories about “ making good things make we feel more Tet”
• DIFFERENCE: This year platform is totally different from other years which has the appearance of new
shirt
• INSIGHT: meaningful insight & message to win people at Tet 2017.
• RESULTS: the TVC went viral; there are many articles about its impact; the campaign ranked 10th in
top campaigns of Tet 2017

40. BRAND RELEVANCE
TO Vietnamese housewives, age 25 - 40, income AB, always take care her beloved family,
NEPTUNE IS premium vegetablecooking oils
THAT gives all family members a variety of nutrients & health benefits
BECAUSE Neptune Gold is a combination from 100%premium natural oils including:
• soybean oil (the best oil for heart health)
• sunflower oil (provide excellent energy source)
• especially rice bran oil (one of the best oils for health)
With “10 points for quality”commitment, Neptune guarantees
GOLD QUALITY product by its high quality oil ingredients.
Neptune aims for GOLD HEALTH of Vietnamese meals.
Neptune has been a trusted high quality cooking oil brand that ensures good & healthy dishes to
make a high quality family meal. Neptune can totally own “family reunion meal”on New Year’s Eve.
That highlightmoment on Tet occasion made a great platform for Neptune: “Tet doan vien” with key
message “Together with Neptune: Come home for Tet, family is the top priority!”

41. BRAND INSIGHT
Category truth:
right cooking oil can
make or break a dish
Consumer truth:
Family especially family health
is 1st priority of Vietnamese
housewives
Product truth:
Neptune cooking oil
with 3 premium oil
ingredients help
bringing gold quality to
family dishes
Neptune has been a trusted high quality cooking oil brand that ensures good & healthy dishes to
make a high quality family meal. Neptune can totally own “family reunion meal”on New Year’s Eve.
INSIGHT:
Being a wife &
a mother, I always
want to cook the best
meal for my family everyday.
I am in need of a premium
cooking oil with good & healthy
ingredients that can help bring out
delicious dishes but do not harm my
family’s health

42. TET RELEVANCE
Until now, “Tet doan vien” has been an annual Neptune
Tet campaign for 7 years. REUNION MOMENTS is a story that
never gets old during Tet season. All 6 previous campaigns
ended happily with a cozy family reunion meal scene &
fireworks on New Year’s Eve.
But this year, Neptune goes the other way. Neptune stills tell
the “Reunion” stories but the characters actually can’t
reunite due to different circumstances. This “unhappy”
angle is still true & relevant with Neptune’s big concept
during Tet. The theme song is “Tet xa”, not “Tet doan vien”
anymore.
2017

43. CAMPAIGN INSIGHT
TRUTH: It is human nature to take things for granted. People
value things which are hard to achieve and value less what
they have already got
TARGET: Vietnamese citizens, have yet
treasure family moments, especially at Tet
CONTEXT: Besides a large group of people trying to buy tickets
to come home for Tet, there is also a group of people can’t
spend & celebrate Tet with their familydue to many
circumstances like: paricular jobs requirement(doctors, train
drivers, ambulancedrivers);staying abroad (workers, students),
family conditions, v.v
During good times when things are easy, family is actually not the most precious asset of my
life. But when it comes to Tet, seeing familiar people around me who have to share 1
incomplete Tet due to unfavourable circumstances, I realize that I’m still luckier. I deeply
want to cherish this upcoming Tet moments with my family when I still have the opportunity.

44. Neptune TVC deliver message through sad endings
4 different stories end sadly but it open a touched message
for others: for people like them, people probably going to be
them, people luckier than them.
That’s is “Let’s treasure such precious family reunion
moments if possible”
CAMPAIGN & BRAND
Neptune has been caring for Vietnamese family meals especiall family health which is
very important. Therefore, Neptune can confidently telling meaningful “family value”
stories. This year, Neptune make the basic story touch more peole because there are
lots of same true stories outhere at Tet. People have sympathy for them a lot.
Neptune launched Neptune packages for
Tet as a meaningful gift for family when
coming back home. On behalf of you,
Neptune will add flavor to your family
meals so as to connect all family members
during familymeals at Tet.

45. WHY DO WE CHOOSETHIS?
• BRAND RELEVANCE: Neptune is a cooking oil brand with gold quality & gold health commitment for
all Vietnamese families. So the “family reunion” story at Tet is so relevant that Neptune can dig in &
make it better every year.
• TET RELEVANCE: Come back home & gather for family meal on New Year’s Eve are meaningful
stories that has been telling years after years. It never gets old on Tet occasion.
• SINGLE-MINDED: “Tet doan vien” is an annual Neptune Tet campaign. Neptune has become a
famous worth-waiting “TVC brand” in every Tet with a uniquepoint: TET REUNION MOMENTS
• DIFFERENCE: Neptune 2017 actually refresh its familiar platform. Unlike previous years, Neptune stops
saying one sad stories but with happy ending & tells 4 different stories at one time with open ending
instead. They are not familiar stories of busy sons & daughters can’t come back home. They are
different people with unfavourable reasons that can’t come back for Tet no matters how deeply
they want.
• RESULT: the TVC ranked 8th
in top ads on
Youtube Tet 2017
• MEANINGFUL: Neptune bring meaningful
humanity value to consumers: family is
always the most precious asset. You
have to treasure it when you still can.

47. BRAND RELEVANCE
Target consumers
Vietnamese youth, age from 15-25, love selfie.
Functional
The selfie expert smart phone
OPPO is dedicated to delivering customers with the most extraordinary mobile
experience through meticulous designs and smart technology.
Emotional
OPPO - Smartphone use in a smart way that cherish the moments with our
beloved people.
MOMFIE Smartphone use in a smart way and not used in a way stupidphone
Smartphone. Let's keep beautiful memories with your family to create a virtual
world but true. Looking virtual images that recall memories with the family.

48. BRAND INSIGHT
With OPPO, Smartphone use in a
smart way help you to keep
beautiful memories with your
family to create a virtual world
but true.Category truth:
Smartphone with camera support
you to make and keep moments
with your lovers.
Consumer truth:
Teen use smart phones, social but
sometimes forget to enjoy the love,
happy family "
Product truth:
The best selfie expert smart
phone – keep moment with
your beloved
OPPO - Smartphone use in a smart way that cherish the moments with our beloved people in New
Year’s Eve
INSIGHT:

49. TET RELEVANCE
Test is an occasion for families reunion especially youngster who
are always busy with their work and other life’s concern. Keeping
moments by taking photos is one of the most meaningful thingsto
do, especially in modern life which can recall memories with the
family.

50. CAMPAIGN INSIGHT
Target Audience
Vietnamese Youth, age (18 – 25), busy to work
Context
Tết is an occasion for families reunion especially youngster who are always busy with their work and
other life’s concern. But nowadays in a fast, social and “virtual” world with the development of social
media, youngster forget, ignore to cherish the moment with their families which consequently makes
Tet not meaningful likeit before.
Truth
Live in a modern life, it is hard for parents to keep up with the fast pace of their children which
consequently make a big generation gap leading to disconnection especially in Tet holiday – time to
reunion and cherish moment.
INSIGHT: Smart phones, social networks are great and I want use the smart way to enjoy the love,
happy family. I want to cherish every moments with my mom in New Year’s eve by selfie that brings us
together which consequently a chance for mom unserstand us deeper.

51. CAMPAIGN AND BRAND
Simple message "Use smart phones - smart" but in a very interesting awake-way "virtual life" of young people "hit"
powerful insight "smart phones, social networks are great but please use the smart way to enjoy the love, happy
family "
Smartphone use in a smart way and not used in a way of stupidphone. Let's keep beautiful memories with your
family to create a virtual world but true. Looking virtual images that recall memories with the family.
Story begin with a simple desire of the mom is that everyone in
family take a photo like the old time. She visits their children in the
city but what she receives is the ignore and not caring from their
children. She blames for the stupid phone what makes their family
far and far away. Sadly back home, she is surprised by moments
the big son bring to her by what she think stupid phone bring.
The clip end with scene all member of family take selfie with
message: "Use smart phones - smart"

52. WHY DO WE CHOOSETHIS?
• BRAND RELEVANCE:With OPPO, Smartphoneuse in a smart way help you to keep beautiful
memories with your family to create a virtual world but true.
• TET RELEVANCE: Test is an occasion for families reunion especially youngster who are always busy
with their work and other life’s concern. Keeping moments by taking photos is one of the most
meaningful thingsto do, especially in modern life which can recall memories with the family.
• SINGLE-MINDED: Leading in camera phone – Expert in camera phone, OPPO own the story of selfie
which keep the family’stogether moment
• RESULT: 4.755.879 views on Youtube, more
than 3.000.000viewson facebook.
• MEANINGFUL: OPPO - Smartphone use in a
smart way that cherish the moments with
our beloved people in New Year’s Eve

53. THANK YOU