This document provides insights and campaign strategies for several brands' 2017 Tet (Lunar New Year) campaigns in Vietnam. Key insights discussed include: - For Hunter, traveling helps youth appreciate family more and want to return home for Tet. - For Bao Xuan, married women miss celebrating Tet with their mothers and appreciate husbands who allow this. - For Vinasoy, doing good deeds leads to feelings of serenity which people seek in Tet. The document also evaluates past campaigns and proposes new campaign concepts, focusing on emotional connections, category relevance, and solving marketing objectives through impactful executions.

1. TOP 7 TET CAMPAIGN INSIGHT
Minh Quang + Thái Hoàng + Minh Hoàng + Hoàng Yến + Quang Huy

2. Brand Idea - Move for growth
Brand Activation platform - Experiencing
traveling
After “Ky Thuc Tap Trong Mo” campaign of
which the idea is: Experiencing working
through travelling, here comes the Tet
campaign ”Di De Tro Ve” with the idea of
“The feeling of self-maturity earned by
traveling”
BITIS HUNTER - ĐI ĐỂ TRỞ VỀ

3. CONSUMER TRUTH
The more I go, the more I miss my home
BRAND TRUTH
Move Inspirer
CATEGORY TRUTH
Facilitating the youthful and active lifestyle
INSIGHT
Experiences learnt from my trips help me realize and respectthe family value more, then
urge me more to return and rejoin home after each trips
UNDERSTAND more by ask WHY more
Young people stay at
home in Tet holiday and
not to “phuot”
Some enjoy Tet at home
But the others do not
Home is a halting-place or transient station on the
go for those not enjoying Tet at home.
However, for those enjoying Tet at home with their
family, home is really a place-to-come-back
FACT OBSERVATION WHY?

4. NATURAL
Hunter is right there, at the travel-centric and inspire the
youth to move for their growth. Hunter believe the more
you go, the more you respect the family value and
realize the meaning of return in Tết occasion. Therefore,
Hunter encourage the youth to COME BACK HOME
and rejoin their family in Tết
IS IT A GOOD INSIGHT?
SIMPLE
Travelling, trekking has become part of the today youth’s hobbies
and lifestyle. They believe experiences earned from the trips will help
them be more mature. In 2017 Tết campaign, Hunter is to state the
message “The feeling of home-missing and family-appreciating in
experiencing trips is a manifestation of self-growing”
TOUCH
Be purely of the human nature that the love for hometown and family
SOLVE MKT JOB
- The growth stage, after intro stage of “Kỳ thực tập trong
mơ”, activation to enforce brand positioning and push sales
GOOD EXECUTION
- Trigger by controversial
- Hot KOL: SooBin Hoang Son
- Good song with beautiful lyrics and easy to remember
rhythm “Đi để trở về”

5. Brand context
Continue affirm the position of brand in Tet in
every year with platform : Xuân của người phụ
nữ Việt ( Spring of Vietnamese Women)
Campaing 2016: Mother's New Year's Eve : The
story about at New Year's Eve, young people
usually go out with their friend, lover and forget
a women reparing a fullfit Tet holiday. It’s Mom
But this tesion is not so strong and not so relevant
with brand
Campaign 2017: Bao Xuan cleverly chose a
social issue of family in Tet và relevant with the
most TA of Bao Xuan ( women over 30 y/o) . It is
also relevant and Transmission the message of
brand: Để xuân nào cũng là xuân trọn vẹn
BẢO XUÂN
XUÂN KHÔNG MÀU

6. CONSUMER TRUTH
When they’re no longer be with their parents, the married woman will miss the moment of family
gathering the most and wish to be able to celebrate Tết at their mother home as they used to
BRAND TRUTH
Balance female hormone, maintain the
beauty to satisfy married life.
CATEGORY TRUTH
Protect female health, beauty and physiology
INSIGHT
I understand the duties of a wife in Tet at husband family. However, I still need the husband
family to respectand sympathize with my wish to celebrate Tet at my mother home
UNDERSTAND more by ask WHY more
The result of interviewed 3,000
Vietnamese women shows,
since married, every 100
women has 86 women
celebrate Tet in husband
house every year
However, 97% women would
like to have the opportunity
to celebrate Tet at their
mother home
Cultural traditions of Vietnam: Married women have to
fulfill the duty of cooking and cleaning in Tết as well as
prioritize the Tết celebration at the husband family
FACT
OBSERVATION WHY?

7. NATURAL
Over 30 y/o women (after childbirth or postmenopausal) are in
lack of Estrogen. At that time, their health and spirit is not good.
They need the care of their husband more. Tet is the occasion
women have many duties, responsibilities with husband family.
And this is also the time they feel sad, miss their home and
need the care of husband the most
⇒ Campaign insight Tet provide the benefit which Bao Xuan
also want to provide in theire product to their customer:
satisfy married life.
IS IT A GOOD INSIGHT?
SIMPLE
Tet is the time of Family gathering, when they’re no longer be with
their parents, the married woman will miss the moment of family
gathering the most and wish to be able to celebrate Tết at their
mother home as they used to
TOUCH
Family love is most deeply emotion of every human. And this love is
more powerful in Tết – the time family gathering. Because of the wife
duties, women cant celebrate Tet with their mother family. It make
they miss their house a lot and feel so connected, touchful with
campaign of Bao Xuan
SOLVE MKT JOB
Continue affirm the position of brand in Tet in every year
with platform Xuan của người phụ nữ Việt ( Spring of
Vietnamese Women)
GOOD EXECUTION
MV Xuan khong mau of Miu Le
A short movie about a women miss home and many year
dont celebrate Tet with her home. Finally her husband
realize and take her home

8. OPPO - MOMFIE
Concept of “Keep Traditional Tet –
Live Modern Tet”
Context: In modern life, People live
their life almost on Social Network,
not living with the real life. So OPPO
encourage people keep traditional
Tet by more active in real life and
live modern Tet by using modern
device to capture these moments
Concept of “Momfie. OMG! My
mom still selfie”
Mom use camera phone to keep
track with “Youth Trend” – “Her
Children Trend” and capture
“Together moment”. But the inner
side of the mother is that she just
want to stay close to her son/
daughter on TET. “Mẹ chỉ muốn đón
xuân đoàn viên”
2016 -
TVC
2017 -
TVC
Relevant to the brand
: “Connect the world
out there but not
losing connection with
real life surround”
Keep the relevance

9. CONSUMER TRUTH
BRAND TRUTH
Balance female hormone, maintain the
beauty to satisfy married life.
CATEGORY TRUTH
Open the door to anywhere in the world
INSIGHT
I’m too focus on exploring the fancy world through my smartphone screen to really have
some close momentwith my surrounding beloved ones
UNDERSTAND more by ask WHY more
Smartphone is an inseparable
and indispensable item in
young people’s lives
nowadays
Young people are stick to
smartphone at any place, any
time that they hardly pay any
attention to their family
members, even in Tết holiday.
The world connected to people through their
smartphone is so appealing that it catches all their
attention and make them nearly forget their real
relationship with the surrounding beloved ones
FACT OBSERVATION CONSUMER TRUTH

10. NATURAL
Oppo has reinforce the connection between young people
and their beloved ones through a trendy habit of Selfie, which
is also a key feature of a Camera phone like Oppo
IS IT A GOOD INSIGHT?
SIMPLE
There can be so many things more appealing than your familiar and
close relationships but nothing can replace them.
TOUCH
Leverage on top trend of the youth and recommend a behavioral
change to keep the love and connection that really matter to them
SOLVE MKT JOB
GOOD EXECUTION
- The growth stage, F1S become “hot phone”
- Trigger by hot KOLs ( Sơn Tùng MPT , Noo
Phước Thịnh,
- Good song with beautiful lyrics: “Cả tuổi xuân
của mẹ là các con, Cả tuổi xuan của con mẹ
ngóng trông, Mẹ chỉ muốn đón xuân đoàn
viên

11. Brand Activation platform – The wish for
serenity
A successful campaign – “Mầm Lộc An Lành
(The wish for serenity)” of Vinasoy in 2016 have
become a huge challenge to overcome
themselves for Tet 2017. In 2016, the wish for
serenity makes a big attention - seemingly a
humble wish, but one that can be most
valuable for those in need. In 2017, Vinasoy
have delivered “that wish” more deeply and
humanely – Serenity Sowing with the message:
a seed of serenity sowed is a garden of
serenity reaped
VINASOY
NGƯỜI GIEO AN LÀNH

12. CONSUMER TRUTH
They find themselves peaceful when sowing seeds of kindness
BRAND TRUTH
Functionally, provides functionally a source
of healthy nutrition (Dinh dưỡng lành)
Emotionally, the serenity which is the origin
of true happiness
CATEGORY TRUTH
The natural nutrition & safe solution for health
INSIGHT
They are willing to sow a seed of kindness due to the belief that they will gain the serenity
(peacefulness and health) for themselves and their families naturally.
UNDERSTAND more by ask WHY more
It is the core value of
Vietnamese tradition -
Gieo quả nào gặt quả nấy,
Là lành đùm lá rách.
Tet is the time
Vietnamese people think
about good things and
do good things for
society in life.
Doing good things is the way to have serenity
(peacefulness and health) and the wishes for
serenity for my family in Tet. They believe in
accumulate virtue (Tích đức)
FACT OBSERVATION WHY?

13. NATURAL
A seed of soybean is the beautiful scene in this clips,
moreover, sowing seeds of kindness representing for
sowing serenity and serenity is the image of Vinasoy
IS IT A GOOD INSIGHT?
SIMPLE
Insight comes from seemingly a humble wish - the wish for serenity,
but one that can be most valuable for those in need. With a lot of
meaningful wishes in Tet, Vietnamese believe that serenity is the
origin of true happiness and good things
TOUCH
They believe in accumulate virtue (Tích đức). Doing good
things is the way to have serenity (peacefulness and
health) and the wishes for serenity for my family in Tet.
SOLVE MKT JOB
The wish for serenity—seemingly a humble wish, but one that
can be most valuable for those in need. In 2017, Vinasoy
have a successful campaign that leverages their proposition
in Tet into the higher level. Not just stop at the wish for
serenity, Vinasoy encourages people to sow the seeds of
serenity to create a garden of serenity.
GOOD EXECUTION
The beautiful, cinematic video with meaningful content has successfully sent out the message. Every scenes having their own
meanings such as: dolls, seeds of soybean or do-good-things actions which makes the video more humane, but it is quite
polysemous and complicated.

14. Brand Activation platform
Về nhà đón Tết, Gia đình trên hết
Following the Tết campaign of previous years
of which the message is “It’s the best
happiness to be able to celebrate Tết at your
home with your family”; Neptune launch the
Tết campaign 2017 with the message “It’s the
best luck to be able to celebrate Tết at your
home with your family”. This year, there has
been a development in brand message from
remind that family gathering is valuable and
meaningful so we should respect it to indicate
how much valuable and meaningful the family
gathering so we should respect it even more
NEPTUNE
VỀ NHÀ ĐÓN TẾT,
GIA ĐÌNH TRÊN HẾT

15. CONSUMER TRUTH
BRAND TRUTH
The warm atmosphere of family
gathering is the best.
CATEGORY TRUTH
More delicious meals, warmer family
INSIGHT
Comparing to those who don’t have a chance, I feel it’s the best luck to be able to
celebrate Tết at home with my family and respectthe family love even more.
UNDERSTAND more by ask WHY more
Many people are not be able
to celebrate Tết at home with
their family because of their
work responsibility or working
for subsistence
All those who cannot celebrate
Tết with their family feel sad, lost
and home-missing
Everyone desires for family gathering at Tết but not
everyone have that chance
FACT OBSERVATION CONSUMER TRUTH

16. NATURAL
Not just the warmth and affinity but also the feeling of being
grateful for being able to celebrate Tết at home
IS IT A GOOD INSIGHT?
SIMPLE
People don’t realize how valuable and meaningful a thing is until
they see how desirable the others be for it. TOUCH
There’s only 2 types of people in Tết context: The one who
can and cannot celebrate Tết with their family. Everyone
can see themselves in the story told by Neptune and feel
connected to it.
SOLVE MKT JOB
Continue to affirm the position of brand with top Tết
campaign in every year.
GOOD EXECUTION
It’s wise decision of Neptune to combine the 4 different
stories at once as this help to give a full image in reality and
strengthen the message

17. OMO
TRAO ÁO XUÂN CHO VẠN NHÀ THÊM TẾT
Concept of “Coming home”
Insight: Tet is commonly for family gathering but
many people cannot make this simple wish
happen due to economic condition.
“Learning from playing is not the center.”
Concept of “Coming home”
Insight: The elder feel young when they play
with kids as they see their image back.
“Learning from playing is not the center.”
Concept of “Learning from playing”
Insight: Children learn unconsciously following
what adult say then it becomes their habit.
“Learning from playing is center.”
C
H
A
N
G
E
OMO is the best brand standing for “stain removal” attribute in
fabric cleaning category. OMO is also successful in Vietnam with the
concept of “Dirt is good”, to encourage the children to play and
learn good things without concern about dirt.
OMO has the biggest advertising campaign in Tet for many years.
Let’s take a look on what OMO has done recently:
The consistency of “Dirt is good” with
concept children learn good things is
still there, but too far from fabric
cleaning category.
à Need to be back to category
specific.
Fully & successfully focus on building
emotional connection to build brand
love.
Category specific and lightly build
brand love.

18. CONSUMER TRUTH
I want my child to be a good person so I surround
them with good habit from the very young age.
BRAND TRUTH
Free mother from stain concern to let
their children play and learn.
CATEGORY TRUTH
Stain removal is the first and foremost driver.
INSIGHT
I understand the duties of a wife in Tet at husband family. However, I still need the husband
family to respectand sympathize with my wish to celebrate Tet at my mother home
Children are bought new clothes for Tet to welcome a new year. It is very important to mark a Tet of a child.
However, 2016 was a year with many serious natural disasters so many parents could not make it for their children
like previous year.
OMO host a sharing campaign to bring many free new clothes for children in disaster suffer areas.
TET 2017 CONTEXT OBSERVATION AND CAMPAIGN IDEA
CULTURAL TRUTH
Doing good things in Tet will bring luck for the
whole year.

19. NATURAL
IS IT A GOOD INSIGHT?
SIMPLE
TOUCH
SOLVE MKT JOB
GOOD EXECUTION
Touch the untold love of parents for children: wish them being good
citizen in the future.
Utilize the habit of people in Tet holiday that they easily
realize themselves as a part in the campaign.
Functionally close to the category to reinforce the
best attribute of OMO: stain removal
Cover all key channels & place
Link directly to basket sales
Under corporate campaign as a leading brand
Utilize the year issue: Natural disaster
Single minded idea and message: Share the clothes, spread the
goodness for a full Tet.

20. Brand Activation platform – Chúc Tết
As a brand of bold fun and their target –
teenagers, Mirinda is having significant success
with platform of “Lunar New Year's greetings”
in Tet with the message “Tet Mirinda – Full of
Laughter”. In 2016, Mirinda found a way out of
stereotyped Tet wishes and brought a new
twist to an old tradition with the Tet Campaign
- Lucky Laughter Envelope. In 2017, with that
platform, Mirinda discovered and executed it
in the new angle – Familiar complaint become
an excuse of love.
MIRINDA
CÀM RÀM QUEN THUỘC
THÀNH CỚ YÊU THƯƠNG

21. CONSUMER TRUTH
Parents usually complain about our mistakes, weaknesses in
daily life because they love us most, truly want us to become
mature; however, we – teenagers see those complaints as
annoyance, especially in Tet holiday.
BRAND TRUTH
Tet Mirinda – Full of Laughter. Mirinda helps
to send Tet wishes in the bold fun way.
CATEGORY TRUTH
Drink CSD leads to happiness
INSIGHT
My parents’ complaints are quite annoying but it comes from their big love. Therefore, in Tet
occasion, I want to send my beloved wishes to my parents in a unique and bold fun way.
UNDERSTAND more by ask WHY more
Only fun can solve the annoying complaints à BRAND TRUTH

22. NATURAL
The annoying complaints of parents just be solved by
the fun wishes. Mirinda represents for the wishes in the
fun way
IS IT A GOOD INSIGHT?
SIMPLE
The situation comes from the cultural truth so it is easy-understanding
by the youth
TOUCH
The complaints is always on in daily life, especially
teenagers. They is annoying although knowing that
complaints just come from love
SOLVE MKT JOB
With the platform – Tet Wishes and message “Full of
Laughter”, Mirinda are successful in the new and insightful
approach
GOOD EXECUTION
Like 2016, comedy video with many famous KOLs is used
to deliver message to target audiences. Besides that,
apps at Mirinda website allowed users to create their own
Tet wishes and send to their families and friends.