When there are loaded of campaigns run during Tet, are there still more fresh ideas for this occasion?

1. ISSUE 01 - DECEMBER 2015
WHY MARKETING NEEDS TO BE BRAVE IN 2016 | 1
EXPLORE NEW PERSPECTIVES
FOR YOUR TET CAMPAIGNS

2. ISSUE 01 - DECEMBER 2015
WHY MARKETING NEEDS TO BE BRAVE IN 2016 | 2
Traditional Tet, in a modern life
Family reunion is no longer just about being home, but more about being
together with those you call family, in many cases not blood-related but
your heart truly connects with and wherever you are, as long as your
beloved ones are. This is where Tet will be and your family will be in
modern terms.
Many families may decide to travel during Tet instead of staying home or
returning to their birthplace. Wherever they are, that spirit of Tet, of reuniting
with their family, is always there. Home is where the loved ones are, after all.
Additionally, reunion is not merely just about “being there”, but it’s about how
one’s heart truly connect with another’s. As long as there are genuine feelings
towards each other, despite not being able to reunite, the spirit of family reunion
still shines through. Family reunion is also about how people who are not blood-
related find that inner sense of belonging, that spark of warmth inside them
when they are together during Tet; just like those factory workers or university
students who couldn’t make it home due to financial struggles. Yet, they have
found another home for reunion, together with one another.
Saying so, changes in the modern world has shifted the Tet’s traditional value of
family reunion in so many different approaches. Thus, it’s important for brands
and communication practitioners to keep track of this shift, explore different
perspectives of targeted consumers during Tet in order to truly speak their voices.
After all, family reunion is no longer simply about returning home and just being
there. The old school approach of celebrating Tet might still be relevant to a
certain extent, yet it will not be relevant enough to resonate with the changes in
people’s lives and perception.

3. ISSUE 01 - DECEMBER 2015
WHY MARKETING NEEDS TO BE BRAVE IN 2016 | 3
CSR - Doing good cause for Tet
Tet is the festive season of emotion, of sharing and loving, which presents a great
window for brands to call consumers for participation into social cause activities.
Brands always seek for interests and participation of their desired consumers in
their CSR campaign. Positive consumers’ participation will not only determine
the success of campaigns but also create favorable association of the brand
as doing good in the consumer’s mind, hence become the preferred brand in
consumer’s heart. Yet they are not always successful to call for consumer’s actions.
This is simply because without appropriate timing, the consumers might be too
busy with their hectic schedule and pressures from works, or simply “not in the
mood” for doing good and neglect the efforts of brands, even though almost
everyone wants to carry out some good cause and give supports to others.
Tet is the festive season of emotion, of sharing and loving. Do you still remember
those previous Tet when you and your family sorting through no-longer-fitted
clothes and used books or prepare foods and cakes to give away to unprivileged
people; many of you might have taken a day to visit homeless people as well.
People are more willing to do and get attracted to good causes, especially during
Tet. This will be highly advantageous for brands to employ CSR to promote doing
good, as it’s a perfect timing to resonate and connect with targeted consumers.
This certainly will set a foundation to further ask for their participation in carrying
out the act of doing good, genuinely.
A notable example of this is Sainsbury’s “Christmas is for sharing” (UK). Sainsbury’s
wisely chose Christmas, a perfect timing when most people value that “sharing is
caring”, in order to generate not only a buzz of attention, but also the willingness
and support from its targeted consumers for the aforementioned campaign.
SAINSBURY’S OFFICIAL CHRISTMAS ADVERT 2015

4. ISSUE 01 - DECEMBER 2015
WHY MARKETING NEEDS TO BE BRAVE IN 2016 | 4
Employ content marketing for Tet
Less time for watching TVC, but more time for reading and watching
long contents, why do brands miss exploit this opportunity?
Tet, being the longest holiday with festive celebration, is a perfectly time for
consumers to let go of everything and immerse oneself in entertainment,
enjoyment, excitement, and all other kinds of intellectual and emotional
stimulation. During Tet, many of us pay much more money on books, Tet
magazines, movies, and spend much of our time finishing long articles, heavy
books, lenghthy movies and series that we usually don’t have time to do in
regular days. It could also be the perfect time to connect even more to the
online world surfing through Youtube videos, uploading even more selfies on
Facebook, taking the time to read through friends’ notes as another year has
gone by.
Having seen that clearly, why bother airing 15-30s TVCs when consumers are all
longing for entertainment content during such a festive holiday like Tet? People
may be too fed up with all the advertisements they have to endure during
normal days already, and now that they finally have some free time, all they
need right now is only ad-free entertainment content.
Therefore, brands and marketers could keep track of this trend and take
advantage of various types of medium in order to push the content further.
Brand could create non-advertising content via methods like sponsoring Tet’s TV
shows and movies, composing their own books or songs about Tet, or employing
popular Vietnamese Youtubers and Facebookers to “imply” about the brands in
their Tet’s online content. In general, due to such a high demand for media
content during Tet, perhaps it’s better to shift from the old school advertised
content to a more branded one.
A note, If brands still decide to run TVCs, make it truly entertaining.
The Editor
The Purpose Group