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T E T C A S E
HIEU AN | QUANG MINH | BAO NHU | TON HAO
DEBRIEF
WHAT TO DO
Government campaign to persuade Vietnamese to integrate Western New Year & Vietnamese New Year
CHANGE
T...
TARGET
AUDIENCES
• Age: 25– 35 years old
• Live in key cities
• Knowledgable
• Christian or No religion or Ancestry worshi...
FACTS
The tenth lunar month is
the most auspicious time
for weddings
The 5th, 14th & 23th lunar
day of the month is
unluck...
OBSERVATION
Besides happiness and excitement in Tet, people are
often under pressure & stressful before Tet and after
Tet ...
“TET”
SPRIRITUAL BELIEFS
We can call it “Tet-phobia”: Tet actions forecast same
things in the upcoming year
On the 1ST, 2N...
DIG DEEPER
I want to have a FULLY ENJOYABLE Tet
A Tet with just excitement & happiness
A Tet without burden & pressure
Fro...
BRAND TRUTH: NEW TET
Less spiritual burden
because it follow
solar calendar not
lunar calendar
CATEGORY TRUTH: TET HOLIDAY...
What if we celebrate A new Tet with full of ritual features BUT NO spiritual burden?
STRATEGY
New Year in solar calendar in Vietnam & Asia in general is not tied to spiritual beliefs
Not only avoid the spiri...
Why we CANNOT just simplify Tet and celebrate it in Lunar new year?
The more time Vietnamese people still celebrate Tet
ac...
B I G . I D E A
MAIN
KEY HOOK
Series of
React Clips
Key message
Minimize spiritual burdens to maximize Tet’s enjoyment
Foreigners compare and contrast with
their New Year holidays full of love and
true celebration.
Let foreigners react to th...
Explaining to them that if we
celebrate Lunar New Year the
usual way, but according to
Gregorian calendar, none of the
app...
A 20 minute clip on how the two
cultures collide for the better
• Featuring how fun and happy a Vietnamese
wife who is mar...
Thank you!
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Young Marketers Elite 4 - Tet Big Case Round 2 - Hieu An + Quang Minh + Bao Nhu + Ton Hao

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Young Marketers Elite 4 - Tet Big Case Round 2 - Hieu An + Quang Minh + Bao Nhu + Ton Hao

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Young Marketers Elite 4 - Tet Big Case Round 2 - Hieu An + Quang Minh + Bao Nhu + Ton Hao

  1. 1. T E T C A S E HIEU AN | QUANG MINH | BAO NHU | TON HAO
  2. 2. DEBRIEF WHAT TO DO Government campaign to persuade Vietnamese to integrate Western New Year & Vietnamese New Year CHANGE THE TIME we celebrate: 11 days off from 30/12 to 8/1, according to Gregorian calendar, not Lunar calendar anymore KEEP THE WAY we celebrate as usual Rituals & meaningful traditions actually make the taste of Tet “more Tet” (ex: “cung Giao thua”, visit relatives’s house, lucky money, etc) They influenece people’s enjoyment during Tet. OUR CHALLENGE why why
  3. 3. TARGET AUDIENCES • Age: 25– 35 years old • Live in key cities • Knowledgable • Christian or No religion or Ancestry worship • Not too superstitious • Too busy
  4. 4. FACTS The tenth lunar month is the most auspicious time for weddings The 5th, 14th & 23th lunar day of the month is unlucky time for going out The 1st lunar day of the month is a very unlucky time for getting hair cut Every SPIRITUAL BELIEFS of Vietnamese start from LUNAR CALENDAR so it will be impossible for us to negate the role of Lunar Calendar in life
  5. 5. OBSERVATION Besides happiness and excitement in Tet, people are often under pressure & stressful before Tet and after Tet if the desired outcomes are not as expected. What if we don’t have the right “five fruits tray”? What if our apricot flowers not bloom at the right time? What if we don’t have right first person to enter the house? etc. This pressure mostly comes from NEGATIVE SPIRITUAL BELIEFS links tightly with LUNAR CALENDAR, not from rituals in Tet, Both rituals in Tet & spiritual beliefs cannot be removed in Vietnamese’ mind
  6. 6. “TET” SPRIRITUAL BELIEFS We can call it “Tet-phobia”: Tet actions forecast same things in the upcoming year On the 1ST, 2ND, 3RD LUNAR days of Tet: DO NOT sweep any of dust & dirt out of the house [62.1%] → afraid to sweep all the wealth away DO NOT let unsuitable guest enter the house first [61.7%] afraid bad character brings misfortune tone for all year DO NOT break things [49.8%] → afraid to be broken all year DO NOT take medicines in spite of sickness → afraid to be weak & sick all year round
  7. 7. DIG DEEPER I want to have a FULLY ENJOYABLE Tet A Tet with just excitement & happiness A Tet without burden & pressure From rituals If I do not follow them correctly, I will be unlucky all year Because of spiritual factors tie to LUNAR CALENDAR I FEAR OF IT What do mean by “fully enjoyable”? What do mean by “just”? Where “burden & pressure” come from? Why? Why? What that makes you feel?
  8. 8. BRAND TRUTH: NEW TET Less spiritual burden because it follow solar calendar not lunar calendar CATEGORY TRUTH: TET HOLIDAY Reunion Longest relaxation escaping from burden after all year working Rituals CONSUMER TRUTH: Have fear of spiritual factors INSIGHT: I want to FULLY ENJOY Tet. But my enjoyment is often subdued by my apprehension and FEAR of not fulfilling the expectations of SPIRITUAL BELIEFS
  9. 9. What if we celebrate A new Tet with full of ritual features BUT NO spiritual burden?
  10. 10. STRATEGY New Year in solar calendar in Vietnam & Asia in general is not tied to spiritual beliefs Not only avoid the spiritual burden in Tet but also not negate the spiritual beliefs tied to the lunar calendar We are not trying to solve supersitions issue or negate spiritual beliefs when it comes to lunar calendar We are giving a new time - solar calendar for the old Tet to minimize spiritual burden. The easier way for Vietnamese people to accept the new Tet with enjoyment - - CHANGE TIME - CELEBRATE VIETNAMESE LUNAR NEW YEAR ACCORDING TO SOLAR CALENDAR
  11. 11. Why we CANNOT just simplify Tet and celebrate it in Lunar new year? The more time Vietnamese people still celebrate Tet according to lunar calendar, the more they strongly stick to spiritual beliefs during Tet -> The more superstitious they can be -> The more fear inside them -> The more difficult to tell them to minimize burden from that fear This is not a smart way when the rooted environment – lunar calendar is still there along side with spiritual beliefs at Tet
  12. 12. B I G . I D E A
  13. 13. MAIN KEY HOOK Series of React Clips Key message Minimize spiritual burdens to maximize Tet’s enjoyment
  14. 14. Foreigners compare and contrast with their New Year holidays full of love and true celebration. Let foreigners react to the apprehensions that Vietnamese people fear during Tet like not being able to come over friends’ house on Text holidays, etc. Explaining to the foreigners that these fears and apprehension comes from Foreigners asking Vietnamese to join their Tet
  15. 15. Explaining to them that if we celebrate Lunar New Year the usual way, but according to Gregorian calendar, none of the apprehensions would happen. Young Vietnamese react to the apprehensions that their own people go through during Tet Showing them how foreigners celebrate their new year. They also clean their house, enjoy new year, coming to friends’ and family’s house. Without apprehensions that come along with Lunar New Year.
  16. 16. A 20 minute clip on how the two cultures collide for the better • Featuring how fun and happy a Vietnamese wife who is married to a Westerner enjoy their Western New Year in Vietnam. • The wife brings her cultural practice like cleaning house before Tet, offering incense to her & her husband’s ancestors, buying new clothes for her babies • The husband asks friends and other family members to come to their new year party. • Showing how enjoyable Western New Year without apprehensions and taboos is.
  17. 17. Thank you!

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