1. PHAN PHƯỢNG TƯỜNG
BÙI THỊ TRUNG HIẾU
PRACTICE SESSION – INTEGRATION OF SOCIAL, TRADITIONAL PR,
ON-GROUND ACTIVATION AND OTHER PLATFORMS
ASSIGNMENT 19.1

2. COCA-COLA TẾT – TẾT GẮN KẾT
CÙNG GẮN KẾT – TẾT MỚI VỀ
Location: Vietnam
Timeline: Tet holiday 2014

3. COCA-COLA TẾT – TẾT GẮN KẾT
Communication Big Idea
OPEN HAPPINESS
Campaign/Advertising Big Idea
CÙNG GẮN KẾT – TẾT MỚI VỀ
Location: Vietnam
Timeline: Tet holiday 2014

4. CAMPAIGN OBJECTIVE
- Encourage Vietnamese youngsters to raise the sense of initiative in
make truly family’s Tet
- Consumer’s engagement to brand – Coca cola
- Convey an understandable, reliable and meaningful concept: “cùng gắn
kết, Tết mới về”

5. STRATEGY and TACTICS
How to attract young people to engage, share and talk about issue?
• Build trend: Crest and family crest – the family’s unique signature.
• Reminding all about family.
• Encourage connect family for an exciting Tet.
• Promote the connect to build the best Tet ever.
• Coke make exiciting Tet, making Tet holiday inspiration with connecting truck and activities to connect
people everywhere in Vietnam.
• Amplify campaign. (activation on ground at 2 tenement of Hanoi and Hochiminh, activities at 2 big mall
Vincom Hanoi and Crescent mall – Hochiminh)

6. COCA-COLA TẾT – TẾT GẮN KẾT
TVC Tet on air with the song “Gan ket mua xuan”
Day by day, Tet is so boring? Let do “Tet” with the people you love most. Meet
the need of Vietnamese youngters’s thinking about traditional holiday,
coperating them to enjoy own way.
GIVING THEM THE CHANCE TO MAKE A SPECIAL TET
Change packaging for
Coke can. It relevants to
the tradtition Tet of
Vietnamese, concluded
wish for the good year.

7. COCA-COLA TẾT – TẾT GẮN KẾT
Tết gắn kết’s information also showed on many big news and
magazine ( online and offline ) such as: tuoitre, dantri, phunu, người
lao động, 24h….

8. COCA-COLA TẾT – TẾT GẮN KẾT
Official Fanpage
They also build the Facebook App to make users’s Tet logo by themselves. Key words was
about family, memories about Tet, what do you like best in Tet, the characties of people
who you love most…What kind of Tet you wanna have…Nice logo would be create to
make the gift for them such as T-shirt, calender, glass…All of them focus to make the “Tet
gan ket”.
It’s time to generate your family’s unique signature – Family Crest creator,
brought to your by Coke
Almost content remind youngsters about Tet,
encourage them to build own Tet, connect
family member together.
Hot fanpage and KOLs: Nhật ký, Hội chế ảnh,
Qùa tặng cuộc sống, Trấn Thành, Hari Won,
Trang Hạ, Hà kin…

9. Best showcases win special prizes in Ha Noi and Ho Chi Minh. More and more people are joining.
Together with Coke, Vietnamese youngsters madea biggest family crest collection.
2 place for activation in Hanoi and Hochiminh where collected the most of swift logo. They had to redecorate and drink coke free….
Pham Viet Chanh – TP Ho Chi Minh Trung Hoa Nhan Chinh – Ha Noi
COCA-COLA TẾT – TẾT GẮN KẾT

10. Big idea for activation: Visualize the “Connection”
Cocacola give people chance to connect with their love & family & neighbors by activity connect with each other and create a big symbol of Tet at 2 area in
each city. People in North & South can connect with each other by Cocacola machine
Give people in North and South have chance to experience the Tet atmosphere in the other area by decoration in 2 big area : Creasent Mall – Ho Chi Minh City
( Ha Noi décor style ) & Royal City – Ha Noi ( Sai Gon décor style)
COCA-COLA TẾT – TẾT GẮN KẾT
Decoration
Connection machine

11. CONNECTING SPIRIT - CONNECT YOUR FAMILY FOR AN EXCITING TET
Together with family to prepare for exciting Tet Tet holiday inspiration
Milestones for you and the family to take action & prepare for Tet
Celebrate the Tet gan ket by Happiness factory in Ha Noi and Ho Chi Minh. Exchange enviroment both of them and bring the new experiences for viewer.
Recap the awesome moment that people feeling when join the event.
COCA-COLA TẾT – TẾT GẮN KẾT
Video clip sum-up:
https://www.youtube.com/watch?
v=lWti8rq-
LOs&list=PLCIVZWq1FAwfPeTo-
2h1OvjGSGI0JH1Fz&index=6

12. - Trigger viral clip reach 150.000views on Youtube, impressed on
TV
- More than 5000 people make family signal.
- Creat the signal trend. 50 earned free articles.
- Interact more than 3000 times in Pham Viet Chanh and Trung
Hoa Nhan Chinh and successful in happiness factory.
- Claim this campaign as the meaningful campaign
Key learning
1. Utilize the brand equity
2. Touching right point in consumer’s insight.
3. Single minded objective through the campaign
4. It have a wow idea/platform with a new experiences.
5. But it does not clear and delivery asap information for viewer.
COCA-COLA TẾT – TẾT GẮN KẾT