Top 7 Tet Campaigns in 2020 Young Marketers Elite Season 7 Assignment 0.1 By Thuong Nguyen

1. TOP 7
TET
CAMPAIGNS
2020
Y o u n g M a r k e t e r s E l i t e S e a s o n 7
A s s i g n m e n t 0 . 1
T h u o n g N g u y e n

2. 03
Budweiser
Tet Talks
If Tết 2020 is a table full of main dishes, which somehow
makes the audience feel full and overloaded, Tet Talk
is an interesting side dish, make the Tết “Ads” cuisine
even more dynamic and enjoyable than ever.
01
Unique format
Tết has always been an occasion for comedy as
Vietnamese always seek for laughter for a happy
beginning of the year. However, the audience are fed
up with similar traditional comedy.
Therefore, with the exclusive platform of stand-up
comedy, where the comedian has the most direct
experience of talking to the audience, Tet Talks is
obviously a unique appetite this Tết.
Flavorful content and Refreshing Messages
Tet Talks offer the audience the tastes they have been
longing for:
The freshness of the Millennials comedians: Featuring
the top 4 influenced Millennials comedians, Tet Talks
bring off a friendly and fresh vibes as well as
unexpected laughters.
The richness in the topics: The topics are strongly
related to Millennials and Gen Z's concern in Tết.

3. How can Tet Talk
be more flavourful?
Adding “a sip of” Budweiser
Although Tet Talk is a breakthrough
platform for Budweiser this Tet, the
brand role and brand message of
Budweiser is somewhat diluted
throughout the campaign.
If the brand message of “Khui Bud
Khai Chuyện Khai Xuân” is exploited
more, with a leveraged angle instead of
just putting the brand in the
performance of the comedian, the
brand message would be more
impactful to the audience.

4. 03
Generali
Sống Như Ý
This Tết, Generali send its greeting of “Sống Như Ý” to the
customers. The musical video is packed with rhythmatic
melodies and insightful messages: Happiness is to be
able to laugh when happy, and cry when sad.
02
The Best Greeting for the modern society
“Sống Như Ý” is a common greeting in Vietnam,
however, in the modern society, the greeting of
“Sống Như Ý” brings a transformative meaning: To
be able to live as you wish, against the odds from
others.
The Greeting Best Fit For Generali
Interestingly, “Sống Như Ý” also means “To enjoy life like
an Italian” as Generali is an Insurance Group from Italy.
Therefore, the message of “Sống Như Ý” can also
showcase brand identities as well as the messages that
Generali can convey to its customers.
The Best Greeting Execution
To differentiate with other music ads this Tet, the
story “Sống Như Ý” of Generali is told with a musical
video.
The musical is composed of typical Italian musical
songs, folks and rap, making the musical video is
not only classical but also trendy and catchy to
hear.

5. How can
“Sống Như Ý”
be more satisfying?
The brand role of Generali is diluted and
not mentioned much in the musical
film. There are spaces where Generali
can play with to convey their brand role
to the target audience.
The film would be better if the brand
role is exposed more, showing that
Generali can play a crucial part in
helping people live “Như Ý” as they
wish.

6. 03
Highlands
Tết Ngưng Cà Khịa,
Chuyện Thêm Bùi Tai
With the shady, naughty yet charming conversation
between 2 friends in Tet, Highlands has successfully
introduced Trà Sen Vàng - drinks for chit chat to
Millennials and Gen Z consumers
03
The usual Tết conversation
Conversation has been a usual platform with Highlands, a
coffee brands.
For Tết 2020, with the relaunching of “Trà Sen Vàng”,
Highlands leverage the conversation platform by talking
about the new angle: Tết is not only about having
conversation, but good conversation , “cà khịa” each
other
Yet more trendy, more “bùi tai”
The collaboration of Highlands and Huynh Lap has
made Highlands Tet one of the most viral work for Tet
2020.
Based on one of the most viral meme on Vietnam social
network in 2019, Highlands create the most “Cà Khịa”
conversation, which is similarly relates to awkward
situation which people are fear of in Tet.

7. How can “Tết ngưng cà
khịa, chuyện thêm bùi
tai” be more stunning?
The brand Highlands appears quite late
in the video, nearly at the end. It would
do better for Highlands if the brand
could appear sooner to catch the
audience's attraction.

8. 03
Biti's Hunter
Đi để trở về 4
Đi để trở về 4 tells a story of “Đi để trở về” with a different
approach “The special journey of Tet - The new journey
of #Didetrove”. With Biti's, the journey home has never
been too far, because when you come home, you bring
back the whole Tet home.
04
The brand new platform - The journey of
sound
Choosing to exploit a new approach, Biti's also goes for the
whole new way of storytelling - A short film being told
by the sounds of Tet.
The short film is a coming home journey of a son,
recording all the sounds of Tet for his blinded mother.
Therefore, when he comes home, he truly brings back
(the sound of) Tet to his mother.
Consecutive win with music marketing
Apart from the short film, a collaboration between Biti's and
the famous songwriter Phan Mạnh Quỳnh has created an
insightful and call-to-action song of #DiDeTroVe: Tết về
sớm nhé.
Using the concerned questions of the parents each Tet “Đặt
vé chưa con?”, the song has successfully won the heart of
the youth who are away from their hometown.

9. How can
Đi để trở về 4
be a more
memorable journey?
”Sounds of Tet” is not really
strongly related to the category of
footwear of Bitis, therefore it
would be better if Biti's can show
more to the audience how they
are the best companion in
journey come back home.

10. 03
Vinasoy
Lang Liêu
Hậu Truyện
Keeping its core value of “An Lành”, this Tet, Vinasoy
creates a musical film telling the sequel of Lang Lieu's
story to convey the message of “being natural”: Tết is at
its best when people keep it nature and gift “An Lành”
to each other.
05
The renown old bottles (Bình cũ)
Inspired from the story of Lang Liêu from the ancient Vietnam
folks “Sự tích bánh chưng bánh dày”, Vinasoy has chosen a
good plot for its Tet campaign story.
The story of Lang Liêu is strongly related to Vietnamese
gifting culture each Tet, seeking for gifts for their beloved
ones.
With the refreshing new wine (Rượu mới)
Vinasoy has shared the same concern with the consumers
each Tet, as the 1st part showing the characters looking for
premium and worthy gifts for their beloved parents.
However, the most valuable gift turns out to be “An Lành”
that the youngest brother seed for, as it comes from his
sincere wish for the parents.

11. How can
Lang Liêu
Hậu Truyện
be more ?
The story of gifting An Lanh
would be more impactful if
there is less focus on the
story of 3 older brothers and
sisters as they may make the
message scattered.
Instead, more effort should
be focused on the part of the
youngest brother to
emphasize on Vinasoy's
message of “An Lành”.

12. Total
Chở Tết về nhà,
Mượt mà bền lực
An uplifting and nice storytelling from Total for Tet
2020. Total chooses to tell the story of the journey of Tet
in each kilometers: with the message: Happiness is a
journey, but in Tet, a journey is happiness.
06
The stories of journey in Tet from
the perspective of the riders
Tet is the occasion where most of the journeys by
motorbikes take place: Journey to the market, journey to
buy new clothes, etc with the man accompanying his family
in the journey.
Exploiting the insights regarding the motorbike rides in Tet,
Total has proved its brand role to the target audience: A
companion always be there in each journey, to ride Tet
back home smoothly.
Total is one of the few brands to exploit the Vietnamese
men's role in Tet, as other brands pay more focus on the role
of the women in preparing for Tet.
Total has told a total different stories from its competitors,
establishing a zone for it to play with the target audience.

13. How can
“Chở Tết về nhà,
mượt mà bền lực”
be smoother?
As Total has established the
stories, it is important to be
consistent and keep on
leveraging on it, exploiting
several aspects for Total to
be constantly reminded in
audience's mind.

14. Lifebuoy
Detox Nghiệp
An innovative move from Lifebouy by making use of
culture of showering in “lá mùi, muối lộc” of
Vietnamese of the beginning of the new year, making
the product leave a strong impression for customers
07
The 4.0 Detox that everyone is longing for
In the 4.0 society, there is not only the physical factors
(dust, etc) that people have to stay away from, but there is
also unphysical factors such as sorrowness, bad words,
bad doings, which youth people often call “Nghiệp”.
A “nghiệp detox” is the detox best fit with the society, to
which Lifebuoy has made it the idea for the launching of
“Lifebuoy lá mùi, muối lộc'.
Instead of telling the story of handwash like the other years,
in Tet 2020, Lifebuoy targets Millennials and Gen Z
consumers with the story of “Detox Nghiệp”, making
Lifebuoy a more relevant and friendly brand to younger
consumers.

15. How can Detox
Nghiệp be more
thorough?
The media effect will be even
bigger if Lifebuoy can scale up the
products scale.
Moreover, Detox Nghiệp could be
a very interesting platform for
Millennials and Gen Z consumers,
which Lifebuoy should spend
more effort leveraging it.

16. THANK
YOU
Y o u n g M a r k e t e r s E l i t e S e a s o n 7
A s s i g n m e n t 0 . 1
T h u o n g N g u y e n