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

• Result: All of our chosen campaigns are ones that were appreciated and ranked as top campaigns in Tet 2017according to many sources like advertisingvietnam or brandsvietnam

• Meaningful: We considered seriously the meaning of each campaign so as to filter out the ones which couldtouch the target audiences’ heart and insight. They are not only touching, but also funny with insightful featurebehind

• 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 haveinsight 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 couldbe single-minded. Moreover, the key hook must be highlighted.

• Difference: One important factor of our consideration is the difference. The campaign must have innovativedifference comparing with the others in some angles such as topics exploitation, platform execution, orcompetitors comparision.

CONSIDERATION STANDARD(Why we chose the following campaigns)

Target consumersVietnamese youth, age from 17-25, love moving withgood appearance & high quality shoes.

FunctionalHunter is a premium sport shoes brand that offersconsumers average price footwear items but highquality (light, durable, ventilated) and fashionabledesign.

EmotionalHunter empowers the “move” of Vietnamese youths:for an active life, continuous movement, continuousexperiences, continuous connection, continuousexploration to widen self-world of youths.

“Đi để trở về” is highly relevant with a movementinspired brand like Hunter in new year occasion

BRAND RELEVANCE

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.

TET RELEVANCE

• Family gather and come back home are two ofthe most discussed topics in Tet holiday(according to Buzz Metrics). More especially,from 2016, there is one new activity that manyyouths have applied to celebrate this occasion:Backpacking. From this issue, there haveappeared many controversial topics around,people have been divided into two groups: onesupports traveling or backpacking in Tet, andthe another argue to stay home or come backhome this holiday.

• Knowing the unnecessary conflict of these twogroups, Hunter with the mission of empowering“move” for youths, launch a campaign as awonderful answer: The more you go, the moreyou miss your home, the more you want tocome back to family.

Target audiencesVietnamese youths, 17 – 25, love exploring the world outside and insidetheir mind

ContextWhen the trend of backpacking is growing continuously along with thepassion of exploring the world of large propotion of youths, people tend togo 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 goingout from home is not acceptable and unethical.

TruthYouths living besides parents continuously rarely get the feeling of missinghome or appreciatingamily gathering moments. Whereas, when peoplego far from home for a short or long time, the large world outside willremind them of their small family and enhance their home love.

InsightAs a Vietnamese youth, I always desrire going as far as I can to explorethe large world outside. Therefore, in Tet holiday, I really want to spend lotsof my free time to go travel or backpacking. I go, which is not mean I amirresponsible with my family, not only to look around the whole world, butalso to raise my home missing and appreciate my family gatheringmoments more. So, I go, to come back: “Đi để trở về”.

CAMPAIGN INSIGHT

BRAND & CAMPAIGNAt the early phase of the campaign, Hunter used6 key KOLs, divided into two groups of twodifferent supporting opinions: JV, Nguyen NgocThach, Phan Y Yen – who supported staying homein Tet & Pho, Giang Hoang, Thuy Minh – whosupported going travel in Tet. These peoplecontinuously posted some statuses to express theirpoint of view, with two hashtag #TeamĐi or#TeamTrởVề. They rised a controversial dicussionfor their fans.

Moreover, this campaign also continued usingmore influencers, in both real people andfictionary character (like Múc, Lê Bích,…)

At the peak of discussion, Hunter launched anMusic Video of Soobin Hoang Son named “Đi ĐểTrở Về” as a reasonable answer for that non-rightor wrong issue: The youths should go forexperiencing, exploring the large world to bemore mature, to realize the importance of family.

This is not just a campaign, but can also be agreat platform in Tet for Hunter

Result: The 1st ranked in top ads on Youtube Tet 2017

Meaningful: Neptune bring meaningful humanity value toconsumers: The youths should go for experiencing, exploringthe large world to be more mature, to realize the importanceof family.

Brand relevance: With the mission of empowering “move” spiritof youths, Hunter deserves to be one of the most appropriatebrands that encourage Vietnamese young people to goexploring the world and enhance their family love.

Tet relevance: From the growing trend of backpacking, goingtravel or coming back home in Tet has been one of the topcontroversial discussion topics in this holiday.

Single-minded: The both hooks in this campaign: Rasingopinions as well as music video are both relate consistently tobig idea:Đi để trở về.

Difference: It can be stated that Hunter is the first brand toexploit the topic of encouraging go exploring for coming backhome, which is quite different comparing with many otherfamiliar topics in Tet.

Insight: The insight in this campaign is extremely strong andinspiring for youths.

BRAND & CAMPAIGN

BRAND RELEVANCE

TARGET CONSUMER: TEEN skews to young adult from age 15 to 25 YOMIRINDA IS orange based aerated soft drink. KIND OF Thecarefree, spontaneous and playful soft drink.

Mirinda is a brand of carbonated soft drinks leading 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.

Teen always look for a “assistant” to make things different and

creative that could help them standout and surprise their

beloved ones especially at Tetholiday.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 brings laughter and explosive fun parties to teen. Tet will become more funny and cool.

INSIGHT:

BRAND INSIGHT

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 funny and meaningful.

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 cựcnhắng” which consequently make their Tet more funny and meaningful.

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 humorous situation 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 Tetwishes library. They are proud to involve in the contribution and feel excited in sending the wishes to all friends and 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.

CAMPAIGN & BRAND – Social flatformBRAND 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

WHY DO WE CHOOSE THIS?

• BRAND RELEVANCE: Mirinda is a brand of carbonated soft drinks leading 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, 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 theseperiod of years.

• DIFFERENCE: Teen are not only explore themselves through creative activity, but also create their own Tet wisheslibrary. Mirinda success in going in a creative way with “NATIVE” in the way Vietnamese youth sayingwishes in digital age.

• RESULT: Top 10 Campaign Asia-Pacificpresents the YouTube APAC AdsLeaderboard, a monthly list curated byGoogle.

• MEANINGFUL: Mirinda with position “BOLD FUN” which brings laughter and explosive fun parties to teen. Tet will become more funny and cool.

TO Vietnamese married women, age 30 - 55, care about her looks whengetting older in order to keep her family’s happiness,BAO XUAN IS an optimal formulaTHAT not only help balance female hormone safelybut also maintainmiddle-aged women’s beautyBECAUSE Bao Xuan herb tablets contain isoflavone from soybean sprouts &other vitaminswhich were tested & proven by VN Gynaecology Association

BRAND RELEVANCE

“XUÂN” in Vietnamese is a metaphor for “youth” & “beauty”, especially talking about womenà 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 likeBao Xuan from its name to its product, segment & promise.

BRAND INSIGHT“Vietnamese family women’s Tet” platform is so relevant with a female brand likeBao 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

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’s stories. (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.

CAMPAIGN INSIGHTFACTS: 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 towards women, 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’s family.Vietnamese women have already 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 butwhen Tet comes, deep within I’m just a lonely ordinary daughter that has been away fromparents for so long. I wish there will be a true reunion “xuân” for me & my family because Ihave 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

CAMPAIGN & BRANDhas been a trusted female brand which already take care of Vietnamese women’s “xuân” (figurative meaning) 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-law situations” 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 sharesafter 5 days

Bao Xuan encourages people to spread the message to let others understand married women’s feelings & make their wish come true.

WHY WE CHOOSE THIS?

• MEANINGFUL: “Xuan khong mau” reflects a true story of many Vietnamese daughter-in-law. BaoXuan 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 becauseof 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. Theyworries & 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 womenangle 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 withmeaningful insight & message to win people at Tet 2017

• RESULTS: the TVC went viral; there aremany articles about its impact; thecampaign ranked 10th in top campaignsDec 2016 (buzzmetrics)

#Tet2017

Người Gieo An Lành

BRAND RELEVANCETO all Vietnamese people who care about naturally nutritious drinkVINASOY is the purest soymilkTHAT provides essential nutrients, especially soy protein, bringing everyday health and joyBECAUSE 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 & sorelevant platform for Vinasoywhich describes both functionaland emotional benefits ofproduct.

• “ An lành” also matches withslogan of Vinasoy “ Vinasoy, chomọi điều tốt đẹp”

• Soybean is such a totally safe ingredient to produce milk

• In Vietnamese, we call it “lành tính”

Functional benefitPurest milk provide health

Emotional benefitHealthy people will have joyfulness and peacefulness in life

Category truth: Safe Natural NutritiousHealthy

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 nutritioussoymilk that bring health & joy fortheir beloved and themselves.Therefore, I’m in need of a safelynatural soymilk for my beloved butstill contain the maximum nutrients.

BRAND INSIGHT

INSIGHT

TET RELEVANCE

• Tet is a meaningful time for each person. We expect for a good new year but we also feel somewhatbewildered 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 themost 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 cảnhững 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 belovedÞ In Tet 2017, Vinasoy continously emphasize the strength and availability of “An lành”

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 justliving for their life benefits, their values. People are afraid of giving their hands to others because manyfrauds 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 communityKey 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

CAMPAIGNINSIGHT

CAMPAIGN & BRAND

1. A touching short-film “ Người gieo an lành”Simple and delicate details around on the soybeanand the clay dolls makes viewers realize that peacestill exists. Even in places where life is difficult, manypeople hustle for a living, busy with their own, butthey do not hesitate to giving the good, the kindnessto others. Therefore, they always feel peace in theirheart. So peace is there, just sowing a soy bean, wewill get a garden of them – the source of great things.=> More than 3.3 mils views in a month & be listed asone of the best Tet2017 advertising

2. “Vườn ươm an lành” microsite

Each share on social media withhashtag #gieoanlanh, you’ll contributeto deliver 10 bottles of milk to kid fromVinasoyÞ Small action to make other lives

greaterÞ Sowing peace in our lives

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 getmore 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 bothfunctional benefit and emotional benefit of product.

• TET RELEVANCE: Tet is the time people dedicate the most beautiful words to their family and friends on thisoccasion 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 whenVinasoy tell the stories about “An lành”

• SMART: Vinasoy smartly choose the rural areas for their short films, which is different from other brand urbanstories => Emphasize the strength of peace, goodness. Even in poverty, good people are still there to sow thepeace 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 topcampaigns of Tet 2017

#Tet2017

CÙNG OMOTRAO ÁO XUÂN CHO VẠN TRẺ HÂN HOAN ĐÓN TẾT

BRAND RELEVANCETO Vietnamese women, aged 18-55 across Vietnam, income AB, who seek for cleanliness in laundry of theirfamily and care about children developmentOMO is the detergentTHAT frees moms from cleanliness worries to let their children play and learnBECAUSE 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, tomake Vietnamese Lunar New Year, Tet, happier and more magical. Somehow those themes were relevantto 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

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

TET RELEVANCE

• Many children who were born in troubledfinancial families don’t have a chance to wearnew clothes in Tet

Þ People usually do charity before Tet to providethe poverty foods, drinks and new clothes

• As a tradition in Vietnamese Tet, people usually buynew clothes to wear during the holidays with the hopeof a brighter chapter of their life in upcoming year.

Þ Especially with children, they’re always excited toenjoy and celebrate Tet with their family becausethey’ll have new beautiful clothes from their parents.

Þ “NEW CLOTHES” is the biggest wish but very simple ofevery 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.

CAMPAIGN INSIGHTContext:Many poor children don’t have chance to get new clothes for Tet holidays in Vietnam. Therefore, OMOrun 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 theirchildren

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 makinggood 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

CAMPAIGN & BRAND

1. TVC: Cùng OMO trao áo xuân cho vạn trẻ em hânhoan đón Tết

=> Good engagement with more than 3.3 mil views onYoutube

2. Each OMO product bought willcontribute new shirts to the poor childrenwith sharing on social media

WHY WE CHOOSE THIS BRAND?

• MEANINGFUL: do good things to the community and make people more “Tet”, educate children tohelp others

• BRAND RELEVANCE: Platform “ trao áo xuân” is so relevant to OMO because it both delivers thefunctional and emotinal benefits of OMO

• TET RELEVANCE: Tet is the time that every child will be excited to get new clothes & also the time whichpeople 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 newshirt

• 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 intop campaigns of Tet 2017

BRAND RELEVANCETO Vietnamese housewives, age 25 - 40, income AB, always take care her beloved family,NEPTUNE IS premium vegetable cooking oilsTHAT gives all family members a variety of nutrients & health benefitsBECAUSE 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 highlight moment 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!”

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 & healthyingredients that can help bring out delicious dishes but do not harm my

family’s health

TET RELEVANCE

Until now, “Tet doan vien” has been an annual NeptuneTet campaign for 7 years. REUNION MOMENTS is a story thatnever gets old during Tet season. All 6 previous campaignsended happily with a cozy family reunion meal scene &fireworks on New Year’s Eve.

But this year, Neptune goes the other way. Neptune stills tellthe “Reunion” stories but the characters actually can’treunite due to different circumstances. This “unhappy”angle is still true & relevant with Neptune’s big conceptduring Tet. The theme song is “Tet xa”, not “Tet doan vien”anymore.

2017

CAMPAIGN INSIGHT

TRUTH: It is human nature to take things for granted. Peoplevalue things which are hard to achieve and value less whatthey 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 family due to many circumstances like: paricular jobs requirement (doctors, train drivers, ambulance drivers); staying abroad (workers, students), family conditions, v.v

During good times when things are easy, family is actually not the most precious asset of mylife. But when it comes to Tet, seeing familiar people around me who have to share 1incomplete Tet due to unfavourable circumstances, I realize that I’m still luckier. I deeplywant to cherish this upcoming Tet moments with my family when I still have the opportunity.

Neptune TVC deliver message through sad endings4 different stories end sadly but it open a touched messagefor others: for people like them, people probably going to bethem, people luckier than them.That’s is “Let’s treasure such precious family reunionmoments if possible”

CAMPAIGN & BRAND

Neptune has been caring for Vietnamese family meals especiall family health which isvery important. Therefore, Neptune can confidently telling meaningful “family value”stories. This year, Neptune make the basic story touch more peole because there arelots of same true stories outhere at Tet. People have sympathy for them a lot.

Neptune launched Neptune packages forTet as a meaningful gift for family whencoming back home. On behalf of you,Neptune will add flavor to your familymeals so as to connect all family membersduring family meals at Tet.

WHY DO WE CHOOSE THIS?

• BRAND RELEVANCE: Neptune is a cooking oil brand with gold quality & gold health commitment forall 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 meaningfulstories 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 afamous worth-waiting “TVC brand” in every Tet with a unique point: TET REUNION MOMENTS

• DIFFERENCE: Neptune 2017 actually refresh its familiar platform. Unlike previous years, Neptune stopssaying one sad stories but with happy ending & tells 4 different stories at one time with open endinginstead. They are not familiar stories of busy sons & daughters can’t come back home. They aredifferent people with unfavourable reasons that can’t come back for Tet no matters how deeplythey want.

• RESULT: the TVC ranked 8th in top ads onYoutube Tet 2017

• MEANINGFUL: Neptune bring meaningfulhumanity value to consumers: family isalways the most precious asset. Youhave to treasure it when you still can.

BRAND RELEVANCETarget consumersVietnamese youth, age from 15-25, love selfie.

FunctionalThe selfie expert smart phoneOPPO is dedicated to delivering customers with the most extraordinary mobileexperience through meticulous designs and smart technology.

EmotionalOPPO - Smartphone use in a smart way that cherish the moments with ourbeloved people.

MOMFIE Smartphone use in a smart way and not used in a way stupidphoneSmartphone. Let's keep beautiful memories with your family to create a virtualworld but true. Looking virtual images that recall memories with the family.

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 smartphone – keep moment withyour beloved

OPPO - Smartphone use in a smart way that cherish the moments with our beloved people in NewYear’s Eve

INSIGHT:

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 things to do, especially in modern life which can recall memories with the family.

CAMPAIGN INSIGHT

Target AudienceVietnamese Youth, age (18 – 25), busy to work

ContextTết is an occasion for families reunion especially youngster who are always busy with their work andother life’s concern. But nowadays in a fast, social and “virtual” world with the development of socialmedia, youngster forget, ignore to cherish the moment with their families which consequently makesTet not meaningful like it before.

TruthLive in a modern life, it is hard for parents to keep up with the fast pace of their children whichconsequently make a big generation gap leading to disconnection especially in Tet holiday – time toreunion 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 ustogether which consequently a chance for mom unserstand us deeper.

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"

WHY DO WE CHOOSE THIS?

• BRAND RELEVANCE: With OPPO, Smartphone use 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 things to 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 selfiewhich keep the family’s together moment

• RESULT: 4.755.879 views on Youtube, morethan 3.000.000viewson facebook.

• MEANINGFUL: OPPO - Smartphone use in asmart way that cherish the moments withour beloved people in New Year’s Eve

THANK YOU