Post on 13-Apr-2017
Brand Idea - Move for growth
Brand Activation platform - Experiencing
traveling
After “Ky Thuc Tap Trong Mo” campaign of
which the idea is: Experiencing working
through travelling, here comes the Tet
campaign ”Di De Tro Ve” with the idea of
“The feeling of self-maturity earned by
traveling”
BITIS HUNTER - ĐI ĐỂ TRỞ VỀ
CONSUMER TRUTHThe more I go, the more I miss my home
BRAND TRUTHMove Inspirer
CATEGORY TRUTHFacilitating the youthful and active lifestyle
INSIGHTExperiences learnt from my trips help me realize and respect the family value more, then
urge me more to return and rejoin home after each trips
UNDERSTAND more by ask WHY more
Young people stay at home in Tet holiday and not to “phuot”
Some enjoy Tet at homeBut the others do not
Home is a halting-place or transient station on the go for those not enjoying Tet at home.However, for those enjoying Tet at home with their family, home is really a place-to-come-back
FACT OBSERVATION WHY?
NATURALHunter is right there, at the travel-centric and inspire the
youth to move for their growth. Hunter believe the more
you go, the more you respect the family value and
realize the meaning of return in Tết occasion. Therefore,
Hunter encourage the youth to COME BACK HOME
and rejoin their family in Tết
IS IT A GOOD INSIGHT?
SIMPLETravelling, trekking has become part of the today youth’s hobbies
and lifestyle. They believe experiences earned from the trips will help
them be more mature. In 2017 Tết campaign, Hunter is to state the
message “The feeling of home-missing and family-appreciating in
experiencing trips is a manifestation of self-growing”
TOUCHBe purely of the human nature that the love for hometown and family
SOLVE MKT JOB- The growth stage, after intro stage of “Kỳ thực tập trong
mơ”, activation to enforce brand positioning and push sales
GOOD EXECUTION- Trigger by controversial
- Hot KOL: SooBin Hoang Son
- Good song with beautiful lyrics and easy to remember
rhythm “Đi để trở về”
Brand contextContinue affirm the position of brand in Tet in every year with platform : Xuân của người phụnữ Việt ( Spring of Vietnamese Women)
Campaing 2016: Mother's New Year's Eve : The story about at New Year's Eve, young people usually go out with their friend, lover and forget a women reparing a fullfit Tet holiday. It’s MomBut this tesion is not so strong and not so relevant with brand
Campaign 2017: Bao Xuan cleverly chose a social issue of family in Tet và relevant with the most TA of Bao Xuan ( women over 30 y/o) . It is also relevant and Transmission the message of brand: Để xuân nào cũng là xuân trọn vẹn
BẢO XUÂNXUÂN KHÔNG MÀU
CONSUMER TRUTHWhen they’re no longer be with their parents, the married woman will miss the moment of family
gathering the most and wish to be able to celebrate Tết at their mother home as they used to
BRAND TRUTHBalance female hormone, maintain the
beauty to satisfy married life.CATEGORY TRUTH
Protect female health, beauty and physiology
INSIGHTI understand the duties of a wife in Tet at husband family. However, I still need the husband
family to respect and sympathize with my wish to celebrate Tet at my mother home
UNDERSTAND more by ask WHY more
The result of interviewed 3,000 Vietnamese women shows,
since married, every 100 women has 86 women
celebrate Tet in husband house every year
However, 97% women would like to have the opportunity to celebrate Tet at their mother home
Cultural traditions of Vietnam: Married women have to
fulfill the duty of cooking and cleaning in Tết as well as
prioritize the Tết celebration at the husband family
FACT OBSERVATION WHY?
NATURALOver 30 y/o women (after childbirth or postmenopausal) are in
lack of Estrogen. At that time, their health and spirit is not good.
They need the care of their husband more. Tet is the occasion
women have many duties, responsibilities with husband family.
And this is also the time they feel sad, miss their home and
need the care of husband the most
⇒ Campaign insight Tet provide the benefit which Bao Xuan
also want to provide in theire product to their customer:
satisfy married life.
IS IT A GOOD INSIGHT?
SIMPLETet is the time of Family gathering, when they’re no longer be with their parents, the married woman will miss the moment of family gathering the most and wish to be able to celebrate Tết at their mother home as they used to
TOUCHFamily love is most deeply emotion of every human. And this love is more powerful in Tết – the time family gathering. Because of the wife duties, women cant celebrate Tet with their mother family. It make they miss their house a lot and feel so connected, touchful with campaign of Bao Xuan
SOLVE MKT JOBContinue affirm the position of brand in Tet in every year with platform Xuan của người phụ nữ Việt ( Spring of Vietnamese Women)
GOOD EXECUTIONMV Xuan khong mau of Miu Le A short movie about a women miss home and many year dont celebrate Tet with her home. Finally her husband realize and take her home
OPPO - MOMFIEConcept of “Keep Traditional Tet –Live Modern Tet”Context: In modern life, People live their life almost on Social Network, not living with the real life. So OPPO encourage people keep traditional Tet by more active in real life and live modern Tet by using modern device to capture these moments
Concept of “Momfie. OMG! My mom still selfie”
Mom use camera phone to keep track with “Youth Trend” – “Her Children Trend” and capture “Together moment”. But the inner side of the mother is that she just want to stay close to her son/ daughter on TET. “Mẹ chỉ muốn đónxuânđoàn viên”
2016 -TVC
2017 -TVC
Relevant to the brand : “Connect the world
out there but not losing connection with
real life surround”
Keep the relevance
CONSUMER TRUTH
BRAND TRUTHBalance female hormone, maintain the
beauty to satisfy married life.
CATEGORY TRUTHOpen the door to anywhere in the world
INSIGHTI’m too focus on exploring the fancy world through my smartphone screen to really have
some close moment with my surrounding beloved ones
UNDERSTAND more by ask WHY more
Smartphone is an inseparable and indispensable item in
young people’s lives nowadays
Young people are stick to smartphone at any place, any time that they hardly pay any attention to their family members, even in Tết holiday.
The world connected to people through their smartphone is so appealing that it catches all their attention and make them nearly forget their real relationship with the surrounding beloved ones
FACT OBSERVATION CONSUMER TRUTH
NATURALOppo has reinforce the connection between young people
and their beloved ones through a trendy habit of Selfie, which
is also a key feature of a Camera phone like Oppo
IS IT A GOOD INSIGHT?
SIMPLEThere can be so many things more appealing than your familiar and close relationships but nothing can replace them.
TOUCHLeverage on top trend of the youth and recommend a behavioral
change to keep the love and connection that really matter to them
SOLVE MKT JOB
GOOD EXECUTION
- The growth stage, F1S become “hot phone”
- Trigger by hot KOLs ( Sơn Tùng MPT , NooPhước Thịnh, - Good song with beautiful lyrics: “Cả tuổi xuâncủa mẹ là các con, Cả tuổi xuan của con mẹngóng trông, Mẹ chỉ muốn đón xuân đoànviên
Brand Activation platform – The wish for
serenity
A successful campaign – “Mầm Lộc An Lành
(The wish for serenity)” of Vinasoy in 2016 have
become a huge challenge to overcome
themselves for Tet 2017. In 2016, the wish for
serenity makes a big attention - seemingly a
humble wish, but one that can be most
valuable for those in need. In 2017, Vinasoy
have delivered “that wish” more deeply and
humanely – Serenity Sowing with the message:
a seed of serenity sowed is a garden of
serenity reaped
VINASOY NGƯỜI GIEO AN LÀNH
CONSUMER TRUTHThey find themselves peaceful when sowing seeds of kindness
BRAND TRUTHFunctionally, provides functionally a source
of healthy nutrition (Dinh dưỡng lành) Emotionally, the serenity which is the origin
of true happiness CATEGORY TRUTH
The natural nutrition & safe solution for health
INSIGHTThey are willing to sow a seed of kindness due to the belief that they will gain the serenity
(peacefulness and health) for themselves and their families naturally.
UNDERSTAND more by ask WHY more
It is the core value of Vietnamese tradition -Gieo quả nào gặt quả nấy, Là lành đùm lá rách.
Tet is the time Vietnamese people think about good things and do good things for society in life.
Doing good things is the way to have serenity (peacefulness and health) and the wishes for serenity for my family in Tet. They believe in accumulate virtue (Tích đức)
FACT OBSERVATION WHY?
NATURALA seed of soybean is the beautiful scene in this clips,
moreover, sowing seeds of kindness representing for
sowing serenity and serenity is the image of Vinasoy
IS IT A GOOD INSIGHT?
SIMPLEInsight comes from seemingly a humble wish - the wish for serenity,
but one that can be most valuable for those in need. With a lot of
meaningful wishes in Tet, Vietnamese believe that serenity is the
origin of true happiness and good thingsTOUCHThey believe in accumulate virtue (Tích đức). Doing good
things is the way to have serenity (peacefulness and
health) and the wishes for serenity for my family in Tet.
SOLVE MKT JOBThe wish for serenity—seemingly a humble wish, but one that
can be most valuable for those in need. In 2017, Vinasoy
have a successful campaign that leverages their proposition
in Tet into the higher level. Not just stop at the wish for
serenity, Vinasoy encourages people to sow the seeds of
serenity to create a garden of serenity.GOOD EXECUTIONThe beautiful, cinematic video with meaningful content has successfully sent out the message. Every scenes having their own
meanings such as: dolls, seeds of soybean or do-good-things actions which makes the video more humane, but it is quite
polysemous and complicated.
Brand Activation platform Về nhàđón Tết, Gia đình trên hếtFollowing the Tết campaign of previous years of which the message is “It’s the best happiness to be able to celebrate Tết at your home with your family”; Neptune launch the Tết campaign 2017 with the message “It’s the best luck to be able to celebrate Tết at your home with your family”. This year, there has been a development in brand message from remind that family gathering is valuable and meaningful so we should respect it to indicate how much valuable and meaningful the family gathering so we should respect it even more
NEPTUNE VỀ NHÀ ĐÓN TẾT, GIA ĐÌNH TRÊN HẾT
CONSUMER TRUTH
BRAND TRUTHThe warm atmosphere of family
gathering is the best.
CATEGORY TRUTHMore delicious meals, warmer family
INSIGHTComparing to those who don’t have a chance, I feel it’s the best luck to be able to
celebrate Tết at home with my family and respect the family love even more.
UNDERSTAND more by ask WHY more
Many people are not be able to celebrate Tết at home with their family because of their work responsibility or working for subsistence
All those who cannot celebrate
Tết with their family feel sad, lost
and home-missing
Everyone desires for family gathering at Tết but not everyone have that chance
FACT OBSERVATION CONSUMER TRUTH
NATURALNot just the warmth and affinity but also the feeling of being
grateful for being able to celebrate Tết at home
IS IT A GOOD INSIGHT?
SIMPLEPeople don’t realize how valuable and meaningful a thing is until
they see how desirable the others be for it. TOUCHThere’s only 2 types of people in Tết context: The one who
can and cannot celebrate Tết with their family. Everyone
can see themselves in the story told by Neptune and feel
connected to it.
SOLVE MKT JOBContinue to affirm the position of brand with top Tết
campaign in every year.
GOOD EXECUTIONIt’s wise decision of Neptune to combine the 4 different
stories at once as this help to give a full image in reality and
strengthen the message
OMOTRAO ÁO XUÂN CHO VẠN NHÀ THÊM TẾT
Concept of “Coming home”Insight: Tet is commonly for family gathering but many people cannot make this simple wish happen due to economic condition.“Learning from playing is not the center.”
Concept of “Coming home”Insight: The elder feel young when they play with kids as they see their image back. “Learning from playing is not the center.”
Concept of “Learning from playing”Insight: Children learn unconsciously following what adult say then it becomes their habit.“Learning from playing is center.”
CHANGE
OMO is the best brand standing for “stain removal” attribute in fabric cleaning category. OMO is also successful in Vietnam with the concept of “Dirt is good”, to encourage the children to play and learn good things without concern about dirt.OMO has the biggest advertising campaign in Tet for many years. Let’s take a look on what OMO has done recently:
The consistency of “Dirt is good” with concept children learn good things is
still there, but too far from fabric cleaning category.
à Need to be back to category specific.
Fully & successfully focus on building emotional connection to build brand
love.
Category specific and lightly build brand love.
CONSUMER TRUTHI want my child to be a good person so I surround them with good habit from the very young age.
BRAND TRUTHFree mother from stain concern to let
their children play and learn.CATEGORY TRUTH
Stain removal is the first and foremost driver.
INSIGHTI understand the duties of a wife in Tet at husband family. However, I still need the husband
family to respect and sympathize with my wish to celebrate Tet at my mother home
Children are bought new clothes for Tet to welcome a new year. It is very important to mark a Tet of a child. However, 2016 was a year with many serious natural disasters so many parents could not make it for their children like previous year.
OMO host a sharing campaign to bring many free new clothes for children in disaster suffer areas.
TET 2017 CONTEXT OBSERVATION AND CAMPAIGN IDEA
CULTURAL TRUTHDoing good things in Tet will bring luck for the
whole year.
NATURAL
IS IT A GOOD INSIGHT?
SIMPLE
TOUCH
SOLVE MKT JOB
GOOD EXECUTION
Touch the untold love of parents for children: wish them being good
citizen in the future.
Utilize the habit of people in Tet holiday that they easily
realize themselves as a part in the campaign.
Functionally close to the category to reinforce the
best attribute of OMO: stain removal
Cover all key channels & place
Link directly to basket sales
Under corporate campaign as a leading brand
Utilize the year issue: Natural disaster
Single minded idea and message: Share the clothes, spread the
goodness for a full Tet.
Brand Activation platform – Chúc Tết
As a brand of bold fun and their target –
teenagers, Mirinda is having significant success
with platform of “Lunar New Year's greetings”
in Tet with the message “Tet Mirinda – Full of
Laughter”. In 2016, Mirinda found a way out of
stereotyped Tet wishes and brought a new
twist to an old tradition with the Tet Campaign
- Lucky Laughter Envelope. In 2017, with that
platform, Mirinda discovered and executed it
in the new angle – Familiar complaint become
an excuse of love.
MIRINDA CÀM RÀM QUEN THUỘC THÀNH CỚ YÊU THƯƠNG
CONSUMER TRUTHParents usually complain about our mistakes, weaknesses in daily life because they love us most, truly want us to become mature; however, we – teenagers see those complaints as annoyance, especially in Tet holiday.
BRAND TRUTHTet Mirinda – Full of Laughter. Mirinda helps
to send Tet wishes in the bold fun way.CATEGORY TRUTH
Drink CSD leads to happiness
INSIGHTMy parents’ complaints are quite annoying but it comes from their big love. Therefore, in Tet
occasion, I want to send my beloved wishes to my parents in a unique and bold fun way.
UNDERSTAND more by ask WHY more
Only fun can solve the annoying complaints à BRAND TRUTH
NATURALThe annoying complaints of parents just be solved by
the fun wishes. Mirinda represents for the wishes in the
fun way
IS IT A GOOD INSIGHT?
SIMPLEThe situation comes from the cultural truth so it is easy-understanding
by the youth
TOUCHThe complaints is always on in daily life, especially
teenagers. They is annoying although knowing that
complaints just come from loveSOLVE MKT JOBWith the platform – Tet Wishes and message “Full of Laughter”, Mirinda are successful in the new and insightful approach
GOOD EXECUTIONLike 2016, comedy video with many famous KOLs is used
to deliver message to target audiences. Besides that,
apps at Mirinda website allowed users to create their own
Tet wishes and send to their families and friends.