Highligh Tet case study 2017

1. HIGHLIGH
TED 2017
TET CASE
STUDY

2. NESCAFE TET 2017
“PROMOTIONAL CAMPAIGN -
KHAI XUAN DON LOC”
KIT KAT 2017
“VALENTET“
THE LAUGHING COW TET
2017 CAMPAIGN
“TOGETHER FOR A
NEPTUNE TET 2017
CAMPAIGN
“COME HOME FOR TET,

3. Leveraging the Tet occasion when people wish for good fortune in the
new year, Nescafe launched an exciting promotional campaign that gave
away valuable apartments as key hooks.
A Tet Music Video (MV) by Dong Nhi & Isaac was released to promote
Nescafe Tet Gift Pack (via PPL technique).
Both TVC and MV were promoted on chosen media which are:
• TVC: focused on TVC 15s with est. gross budget 57 bil. in 15 weeks
• Print-Ad: PR articles focus on the amplification of campaign’s
winners story on highly credible newspaper Thanh Nien & Tuoi Tre
• PR online: support amplify campaign’s winners story on Internet
• Rich media: utilize rich media on Mp3 Zing’s website with
diversified formats such as: Masthead, Popup, Native Ads…
• Facebook: different type of paid media such as single image,
carousel images were applied to promote attractive Tet promotion
• Social Seeding: using the Dong Nhi & Isaac’s FB Fanpage to
promote Nescafe Tet Gift Pack via personal engagement post
• YouTube: amplify both videos of TVC & Tet MV, achieved high
viewership due to promoted videos
• “Khai Xuan Don Loc” Tet MV: The song by famous singers Dong
Nhi & Isaac with PPL of Nescafe Tet package, became popular in
Tet with over 18 mil. views on YouTube and MP3 Zing
Nescafe 2017 Tet Campaign
“ KHAI XUAN DON LOC”
TVC 15s
PR articles on Newspaper online
and offline
Social Seeding –
Personal Fanpage
NESCAFE INVESTED HEAVILY IN TET PERIOD
WITH ATTRACTIVE PROMOTION CAMPAIGNCampaign Starting date 18th Nov’16
TVC, MV and promoted
videos on YouTube
Viral clips, Engagement
post on Facebook
Rich media

4. NESCAFE SUCCESSFULLY CARRIED OUT THE TET
CAMPAIGN BY HIGH VALUE PROMOTION PRIZE &
LEVERAGING TA’S ONLINE CONTENT HABIT OF
MUSIC VIDEO TO NATIVELY PROMOTE TET GIFT
PACK
Source: MEC Internal POV
• Nescafe approached consumers with light-hearted insight of Tet which is wanting good fortune for new year
• Create a promotion with high value prize to generate excitement from consumers, also release & promote
winners’ story during campaign to inspire & recruit more participants
• Promote Nescafe gift pack via PPL technique in Tet Music Video clip, which is easily consumed & engaged by
our target audience
• Successfully applied traditional media (TV & Press) to create mass awareness and build credibility, while utilize
social media (FB) as an engagement channel with the target audience during campaign period
KEY TAKEAWAYS FROM NESCAFE’S CAMPAIGN:

5. THE LAUGHING COW TET
2017 CAMPAIGN
“TOGETHER FOR A
NEPTUNE TET 2017
CAMPAIGN
“COME HOME FOR TET,
NESCAFE TET 2017
“PROMOTIONAL CAMPAIGN -
KHAI XUAN DON LOC”
KIT KAT 2017
“VALENTET“

6. Kit Kat 2017
“ VALEN-TET”
Campaign Starting date 11th Jan’17
TVC 15s
In 2017, Kit Kat merged Tet with Valentine’s day to create “ValenTet”
campaign. The campaign’s hero creative was the viral clip series of 3
episodes: First Meeting – Tet Together – Valentine’s Day
Chosen media are:
• TVC: using TVC 15s to promote Tet package only. Estimated gross
budget: 10 bil. VND in 4 weeks
• YouTube: with paid media, the total view achieved was 3 million for
total 3 videos
• Rich Media: Kit Kat used impactful format Masthead to build awareness
on popular site MP3 Zing
• Facebook: Content focus on promoting Valentine season and host
Valentine mini games to engage with fans:
 The viral clips are promoted on Kit Kat fan page, which reached 7
million views for total 3 videos
 The mini game had simple mechanism: 1. Buy the Valentine’s
version product. 2. Write wishes on the product. 3. Take picture and
post on KitKat contest announcement ‘s post to win prizes
• Viral Clip Series: Create a teenage love story series to associate the
brand with Valentine season as usual. In each video, KitKat use PPL
technique to promote its seasonal package. Ep. 1 & 2 – Tet packages;
Ep. 3 – Valentine Kit Kat package
FOR 2017, KIT KAT MERGED VALENTINE’S DAY AND
TET FOR THEIR CAMPAIGN – VALEN-TET 2017.
Viral Clip on YouTube
Viral Clip &
Engagement post on
Facebook (Minigame)
Rich media

7. Source: MEC Internal POV
• Leveraging the use of viral clips series (which deliver interesting content towards young audience about
teenage love) to promote Kit Kat Valentine package as well as Tet package
• Utilize mini game mechanism to support sales for Valentine package
• Merging the Tet occasion into Valentine so that the campaign period can be extended and not diluted
by other Tet campaigns
KEYTAKEAWAYS FROM NESCAFE’S CAMPAIGN:
VIRAL CLIP SERIES WAS THE HERO EXECUTION OF
KITKAT TO NATIVELY PROMOTE ITS SEASONAL
PACKAGE, FOLLOWED BY ENGAGING MINI GAME WITH
EASY MECHANISM TO SUPPORT SALES

8. NESCAFE TET 2017
“PROMOTIONAL CAMPAIGN -
KHAI XUAN DON LOC”
NEPTUNE TET 2017
CAMPAIGN
“COME HOME FOR TET,
THE LAUGHING COW TET
2017 CAMPAIGN
“TOGETHER FOR A
KIT KAT 2017
“VALENTET“

9. Neptune launched a thematic Tet campaign in Dec-16, delivering the same
message as last year “Come home for Tet, Family is the top priority” with
heart touching viral clip & music. Chosen media are:
• TVC: utilize different version of 60s, 45s, 30s & also 5s vignette, with
Est. gross budget 96 Bil. in 6 weeks.
• Pre-roll iTVC: maximize reach of TVC with 30s version
• LCD: reinforce TVC and brand image at office building & apartment
locations
• Advertorial + Print-Ad: content focused on gifting tips and family
health-care in order to promote Neptune 2017 Tet Gift Pack
• PR online: amplify the impact of Neptune 2017 Viral Clip & promote
Tet package via gifting tips article
• YouTube: utilize True-View ad format to promote Neptune viral clip
(3.6 mil. views)
• Facebook: used Facebook Boost Post to maximize awareness of
Neptune viral clip and create engagement (6.6 mil. Views)
• Social Seeding: using famous community pages on FB to spread the
viral clip with hashtags #venhadontet #giadinhtrenhet
• Music video Sponsorship: the music for TVC was released as a MV.
The song also became popular in Tet with over 1.5 mil. plays on
Internet
Neptune 2017 Tet
Campaign
TVC 60s/45s/30s &
Vignette 5s
Advertorial + Print-Ad
on Newspaper &
Magazine
PR Online
Viral Clip on
YouTube
Viral Clip &
Engagement post on
Facebook
Social Seeding – Personal
Fanpage & Community
LCD Building Office
& Apartment
Sponsor for Tet
Music Video “Tet
Xa”
Pre-roll iTVC 30s
NEPTUNE HEAVILY INVEST IN TET WITH KEY HERO
CONTENT OF HEART-TOUCHING VIRAL CLIP & MUSICCampaign Starting date 23rd Dec’16

10. NEPTUNE SUCCEEDED IN LEVERAGING POWERFUL
INSIGHT OF PEOPLE WORKING FAR FROM HOME TO
CONNECT WITH THEM VIA MEANINGFUL &
TOUCHING CONTENTS
Source: MEC Internal POV
• Leverage the powerful Tet insights of people working far from family “ Treasure the reunion time while many
others cannot”
• Strongly connect with audience via meaningful contents of touching viral clip & music, featuring original &
emotional stories of Vietnamese who cannot reunite with there family
• Huge investment during short period of time to the create boom impact & strong competitiveness during Tet
• Multimedia application, especially digital, which is the main platform to transfer the whole story & create
brand engagements
KEY REASONS FOR NEPTUNE’S SUCCESS:

11. NESCAFE TET 2017
“PROMOTIONAL CAMPAIGN -
KHAI XUAN DON LOC”
KIT KAT 2017
“VALENTET“
NEPTUNE TET 2017
CAMPAIGN
“COME HOME FOR TET,
THE LAUGHING COW TET
2017 CAMPAIGN
“TOGETHER FOR A

12. The Laughing
Cow Tet 2017
campaign
Campaign Starting date 23rd Dec’16
TVC 30s & Vignette
Promotion 5s Viral Clip on
YouTube
Pre-roll Viral
Clip & iTVC 30s
LCD at Airport +
Bus/Train Station
Rich Display
Activation event – Laugh
Connection Bridge
Microsite for
engaging
Viral Clip & Engagement
post on Facebook
Social Seeding – Personal
Fanpage & Profile
Con Bo Cuoi (CBC) launched their Tet campaign at the end of Dec’16
with the theme of “Together for a laughter-ful Tet” (Cùng CBC trao
nhau tiếng cười Tết), delivering the message of “Whenever there is
laugh, there is Tet”. Chosen media are:
• TVC: using TVC 30s, supported with 5s Promotion Vignette.
Estimated budget: 25 bil. VND (gross cost) within 4 weeks
• Ad-network Pre-roll: using pre-roll format to maximize the
reach of TVC 30s & delivering the full story via 2 min viral clip
• YouTube: using True-View ad format to deliver the full story of
CBC Viral clip on online video, gain over 3.5 mil. views
• Rich Display: using impactful rich display to build awareness
for the promotion, drive participant to activation event &
recruit user for engaging app on microsite
• Facebook: using Facebook Boost Post to deliver CBC viral clip
& social seeding profile to create native engagements on social,
using hashtag #congketnoitiengcuoi & #traonhautiengcuoitet
• Activation: held the activation at 2 megamall in HCM & HAN
(Vivo City & Aeon Mall)
• Microsite: host the engaging app on microsite to help user
generate their own content of “Celebrating Smile Video” &
share to their own FB Fanpage (> 2,100 users)
• LCD: airing TVC 30s in locations with high traffic before Tet
season, where people have the feeling of reunion with family
• Wifi-Ads: using Wi-Fi Ads to boost the promotion & drive
participants to activation event
CBC CREATED A HIGHLY RELEVANT THEME OF SMILE FOR
TET CAMPAIGN WITH INTEGRATED MARKETING EXECUTION
Wi-Fi Ads at Supermarket,
Bus/Train Station

13. Awareness Engagement Amplify
WIFI
OFFLINE
ONLINE
BEL
Microsite
REGISTRATIONS JOINING EVENT HAVING
EXPERIENCE
SPREAD OUT
ON SOCIAL
WIFI
CONSUMER JOURNEY

14. Source: MEC Internal POV
• Highly relevant theme of SMILE, which associate with not only the joy of people when reunite with their
family in Tet but also brand’s well-established image of “The Laughing Cow”
• Enjoyable viral clip with a soft & warm story, delivering the message of “Whenever there is laugh, there is Tet”
• Integrated marketing implementation with a smooth combination of online & offline activity
• Innovative application of digital technology for online engaging activities, which let user generate their own
content as well as earned media for brand
KEY REASONS FOR CON BO CUOI’S SUCCESS:
RELEVANT THEME OF “SMILE” & INTEGRATED
MARKETING EXECUTION ARE THE KEY REASON TO
HELP CBC STAND OUT DURING FESTIVE SEASON

15. THANK YOU