Campaign Insights

1. TẾT CAMPAIGN INSIGHT ANALYSIS
YEN ANH | MINH TRANG | LAN CHI | CONG DUNG
YOUNG MARKETERS ELITE DEVELOPMENT PROGRAM SEASON 4
TET ASSIGNMENT

2. ANALYSING CRITERIA
DIFFERENT
NEW
DEEPER
TENSION
SWEET SPOT
ACTIONABLE
Does it feel like something competitors haven’t used?
Does it feel like something consumers haven’t heard, at least
from us?
Does it touch on a real need/ want that explains consumers’
thoughts and actions?
Does it contain a problem or desire that the consumer needs
help with?
Does it feel like something our brand/ product can solve it?
Does it excite us into new ideas and possibilities for our brand
mix?
There are aloso 2 other criteria to be considered: BRAND RELEVANCE (is it suitable for the brand to
speak) and OCCASION RELEVANCE (is it suitable to speak in Tet)

3. TET PLATFORM/ CAMPAIGN IDEA: ĐI ĐỂ TRỞ VỀ
IN SIG HT
Young people want to
explore the world to gain
more experience, but the
further they go, the more
they realize the value of
family & want to be back
home.
BRAND TRUTH
CATEGORY TRUTH
'Move' inspiration (inspiring the
young to go & explore the
world)
Shoes are the must-have items of every trips
CONSUMER TRUTH
The young want to explore the world to gain more experience, which makes
them grow up.

4. SWEET SPOT
NEW/DIFFERENT
DEEPER
TENSION
ACTIONABLE
Biti’s Hunter has promptly catch up with the trend of VN young
people within the last 2,3 years: travelling in Tet. Therefore it
touches on a totally different insight from other shoe brands,
which makes its Tet campaign initiates in this category although
this is the very first campaign of Hunter on Tet occasion.
Instead of encouraging young people to only spend time with
their family in Tet like other brands or to only make use of their
day-off to travel, Biti's Hunter inspires them to move to be back
home. Hunter does not justify the trips of young people, the
brand encourages them to pursue the MOVE spirit with
"substance" and meaning: every trips is for us to grow up, to
cherish family love and live better every day.
Bitis Hunter really touched on a real need of young people. They
are always in need of taking new chances to explore new
experiences. However, this insight has digged deeper on the
need. It’s that however far they go, they always want to have a
place to come back, to have people to share the precious
exprience with and witness how they have grown up from their
trips.
This insight contains a problem that consumers need help with.
The problem is that: On Tet occasion, most people come back
home as soon as possible because Tet is the rare time they can
spend with their family. However, with the 'move' spirit, young
people also want to use this free time to travel & explore the
world. Then, Hunter has brought a very bright solution: Move to
be back home! Because they give a deep & proper
perspective on “move” conception: The further you go, the
more you realize the value of family & want to be back home.
So, don’t worry, just move!
The insight is absolutely fit with brand truth: MOVE inspiration.
Moreover, it honors a core value of Vietnamese: family, which
makes Biti’s Hunter deserves to be a top-of-mind Vietnam sport
shoe brand for young people.
Platform “Đi để trở về” is so relevant with Tết. Furthermore, it
provides many possibilities for brand mix.
Travelling to learn and family are 2 of the most important things
of young people, so this combination would be impactful to
them on a long run.
A DEEPER LOOK INTO CAMPAIGN INSIGHT

5. TET PLATFORM: TET AN LANH
IN SIG HT
When “an lành”
is shared, it will
be more spread
than ever.
BRAND TRUTH
CATEGORY TRUTH
An lành (safe & healthy)
Soy milk is a safe & natural beverage which
enhances health
CONSUMER TRUTH
Vietnamese people habitually pray for "an lành", especially on Tet
occasion.
CAMPAIGN IDEA: NGƯỜI GIEO AN LÀNH

6. SWEET SPOT
NEW/DIFFERENT
DEEPER
TENSION/OCCASION RELEVANCE
ACTIONABLE
A DEEPER LOOK INTO CAMPAIGN INSIGHT
“Tết An Lành” is a dream of every Vietnamese, but over the
past few year, Vinasoy is the only brand which has “shared”
this dream successfully. In 2016, Vinasoy with “Mầm lộc an
lành” awakened the desire for “an lành” on only ‘peace’
angle. This year, Vinasoy has levaraged this platform by
tackling another angle of “an lành” - kindness. So far, only
Vinasoy can own this platform because it is suitable for brand
positioning (safe & healthy), close to brand promise (for all the
goodness), and above all, it’s the beliefs & spritual values
brand has given to Vietnamese people through the
communications for Tet.
Vinasoy digged deeper on the “an lành” desire of consumers
on the kindness angle. Vinasoy understands that Tết is not only
the time people wish for goodness but also an opportunity for
them to spread it. Therefore, Vinasoy’s insight touch on
people’s desire because it conveys the message: if people
wish for kindness, share it first.
End of the year is a sensitive time with consumers: they expect
a better new year, but they also feel bewildered looking back
on last year with full of negative news about floods, fires,
environmental pollution, abused children,... After all, “an lành”
seemed to be the most important thing that anyone can wish
for themselves and their families. So New Year is the most
suitable time for VinaSoy to emphasize the message of “an
lành" deeply and fully to consumers.
This year’s campaign insight of Vinasoy can solve the tension
by giving consumers belief that kindness exists everywhere,
even in the most difficult situations, so all we need to do is to
spread it.
The insight gives more possibilities for brand mix. Not only does
VinaSoy send their message through short films, it also built a
“Vườn an lành" in the form of microsite calling for everyone to do
good things to sow “an lành". Participants can access to
gieoanlanh.vinasoycorp.vn to make the good things flourish in
the new year. With a “an lành” seed sown or simply a sharing of
your interaction with people on social networks with the hashtag
#gieoanlanh, you will contribute 10 Fami Kid milk cartons to the
poor children.

7. IN SIG HT
GÌN GIỮ NÉT XUÂN
BRAND TRUTH
CATEGORY TRUTH
Balance hormone by providing
Estrogen from soya, helps
improving health and skin
condition.
Health and skin senescence that worsen women’s
beauty resulted from hormone imbalance
CONSUMER TRUTH
Senescence is a natural process and is inevitable but women always
desire for something to keep their beauty as juvenile as possible
despite of their aging.
B R A N D
TET PLATFORM
Xuân của phụ nữ Việt
CAMPAIGN INSIGHT
Tet is when Vietnamese married women
celebrate and fullfil their responsibilities at
their husband’s house, but what fullfils their
desire/hope for Tet is to be celebrating it at
their parents’ house.
CAMPAIGN IDEA
Xuân không màu - Để xuân nào cũng là
xuân trọn vẹn
CAMPAIGN TẾT 2017
(Preserving the juvenile
beauty)

8. BRAND RELEVANCE
OCCASION RELEVANCE
One of the truths about Tết is that it provides the occasion for family
reunion. The campaign insight tackled that angle by speaking of
married women’s inner desire during Tết to show another viewpoint
on family reunion of target audience. Such relevant insight earned
Bảo Xuân a place in good campaigns for Tết.
A DEEPER LOOK INTO CAMPAIGN INSIGHT
The starting point from brand insight “Gìn giữ nét xuân” has created
a good platform for this Tet campaign – Xuân của phụ nữ Việt
which can grow old with the brand as it provides a wide range of
viewpoints to be exploited. “Xuân” in brand insight, only owned by
women, has the meaning of “juvenile beauty” but can easily be
implied from many angles (either beauty or a season), therefore
creates a tight bond between brand insight and such platform.
As a brand for women, Bảo Xuân is in a suitable position to speak of
such communication insight. Though the communication insight is
not perfectly fit for brand (since some other brands with women
target can do so), it’s relevant on the platform.
NEW/DIFFERENT
Bao Xuan has taken initiation in category to speak of women’s insight
in Tet, while its competitors didn’t make any move. This helped Bao
Xuan gain the leading position in this occasion within category.
Regarding all campaigns for Tết, this campaign insight still told the old
story of family reunion. The target isn’t new (as Maggie also featured
this target), but Bao Xuan chose to speak of married women’s want
for reunion from a different angle - celebrating Tết at their parents’
house. The refreshing insight made itself stood out among all reunion
stories about Tết.
DEEPER
TENSION: Due to tradition and some conditions, married women are
framed with the responsibilities to prepare Tết at their husband’s
house. As much as they want to celebrate at their house, they never
dare to.
The tension provided Bao Xuan the sweet spot to connect
emotionally with consumers as what the brand offers is preserving
their “Xuân", however it didn’t spare a place for functional benefits.
TENSION/SWEET SPOT
The insight spoke of a fundamental truth of Tết when Vietnamese
married women celebrate and fullfil their responsibilities at their
husband’s house, from which triggered empathy of audience.
However, it showed a deeper view for a desire of a fulfilled Tết from
target, explaining why Tết away from her home is discolored.
ACTIONABLE
As the insight is spoken from a new touching angle and on a good
platform which is broad to exploit and is relevant to brand, it excites
the brand for new ideas (though the execution of Bao Xuan in this
campaign did not meet up to the insight and the platform’s
possibilities)

9. IN SIG HT
BRAND TRUTH
CATEGORY TRUTH
Bold fun - Niềm vui bùng nổ
CONSUMER TRUTH
Young people WANT to show love to their parents by Tet wishes. Meanwhile, parents also
love their children & WANT them to be better so often COMPLAIN them. This is the way
how parents and children connect closely in Tet.
TET PLATFORM: CHÚC TẾT
CAMPAIGN IDEA: “CÀM RÀM QUEN THUỘC THÀNH CỚ YÊU THƯƠNG”
Carbon soft drink excites people
Young people don't like
COMPLAINTS because
that annoy them. But
parents do that
because its their way to
express their care

10. BRAND RELEVANCE
OCCASION RELEVANCE
NEW/DIFFERENT
DEEPER
TENSION/SWEET SPOT
ACTIONABLE
People always wish every moments of Tết is full of laughters.
This insight turns what seems to be uncomfortable in Tet
(parents’ complaints) into a way connecting 2 generations,
which makes family atmosphere on Tet occasion become
more fun. So with the brand positioning “bold fun”, Mirinda
has done the platform “Chúc Tết” very well and single-
mindedly.
Complaining behaviour of parents happens most regularly
on Tet occasion because this is the time young people spend
most of their free time at home. But this is also the good time
to connect parents & children closely. This insight promotes
the value of family so it is stronger than their competitors’ Tet
campaigns such as Coca with “Khởi đầu mới” & Pepsi “Người
hùng thầm lặng”.
This insight touches on a deep need of consumers: how to
express love when the generation gap is much further when
we grow up. It also make young people realize the love
hidden behind every complaints of their parents.
To be honest this insight is not new because family love is a
fundamental truth of human. However, when the insight is placed
on brand situation of Mirinda, it has tackled a very different angle -
FUN, which makes people feel refreshed and inspired.
Tension 1: Young people want to give parents their wishes but they
feel a little shy.
Tension 2: Parents often complains on their children but deep inside
they just want good things for their loved ones.
The target consumers of Mirinda is only young people but Mirinda’s
campaign insight has solved the tensions of both generations, which
is awesome.
Based on the fact that although however much we have grown up,
to parents we are always the little children, this insight proves that
the complaining behavior of the parents will never stop. In the other
side, the more children grow up, the more they love their parents. 2
fundamental truth may make this insight become sustainable.
At the same time, because most of the VN families face this
situation, this insight is so understandable, touching and easy to
spread.
A DEEPER LOOK INTO CAMPAIGN INSIGHT

11. CONTEXT
OPPO’S campaign for Tet 2016 has successfully paved itself a different way from other brands. “Keeping the traditional – Living the
modern Tet” is the platform that perfectly connects the category (a symbol of modern life), the brand’s vision (technology to a
better life) and the value of Tet (reunion moments with beloved ones).
What they have done is to be brave enough to tell people the message of smartphone less and more real people, real things, in a
smarter way – “Use smartphone smart”.
The drawback is that the product appears as merely a smartphone not an OPPO smartphone. Their job to be done for Tet 2017’s
campaign is to continue that platform/big idea, but deliver the brand more relevantly (OPPO Camera Phone).
Smartphone is the modern way for people to connect
with each other, but is seperating people apart.
Camera Phone – Selfie Expert
While being young, people tend to
give all their best to pursue their
passion. They forget that there are
family who always silently support
them in whatever they choose to do.

12. Campaign Insight Big Idea
Tet is when young people in cities come back to their hometown for family reunion. But
they tend to prioritize their own life over family, which pushed them away from each other.
Capturing meaningful moments of everyone together in a selfie can be a way for the
members to recognize the value of Tet, of family and be connected again.
Momfie – When
moms know
selfie too
Brand relevance
The insight fulfills their job to be done – the relevance to
brand, both speaking the strongest point of the brand and
keeping the message consistant and developed through
the years.
Occasion relevance
Deeper
New/Different
Tension/Sweetspot
Actionable
Tet is attached to family reunion. The story of people caring
for their own life but ignoring the parents is not new recent
years, but OPPO’s has well captured the issue of consumer,
category and brand role into one authentic and relevant
plot, needless of dramatic factor.
While competitors are introducing innovative ways to
create Tet moment through their innovations (Ex: Samsung
– use Gear to take selfies, use VR to feel Tet atmosphere),
which makes the concept of tech complicated and
irrelevant to consumers, OPPO finds another way of
integrating tech into people’ life by introducing a fresh way
to use their curent tech, which solves a consumer issue,
making tech relevant and close to people’ heart.
The insight both awake the kids’ guilt and craving for family
reunion moments, and conveys the deep need of parents,
who always want to support and fit in their kids’ world.
Without the Tet element, the insight can also be magnified
by sticking to its core of “selfie helps connect people”.
The solution provided by the brand touches on the desire to
connect with kids of the moms. Momfie is something both
enjoyed by the young and the progressive moms.

13. CONTEXT
Viettravel is new to advertising battle, 2016 observes their first professional attempts with summer and spring
promotion campaigns, which makes their Tet 2017 campaign worth-noticing.
Like Biti’s case, the brand role may hold them back from the Tet campaign battle, as Tet is always linked to return and reunion. But the
brand has well observed the move in consumer’s life and fit their product perfectly (unlike Heineken who failed to make a point).
Category Truth
Travelling tours offers effortless and care-free
travelling experience.
Consumer Truth
After a year of working hard, young people want to
spend the Tet holiday travelling to relax and refresh.
But they are held back by the responsibility to come
back home with parents for Tet.
Brand Truth
Viettravel offers family tours for Tet holiday
Campaign Insight
Coming back home for Tet is the
responsibility of filial children. But after a
hard-working year, they want a real break
by spending Tet traveling.
Big Idea
Reunion Trip – Du Xuân Đoàn Viên
Message
Reunion mustn’t take place at home. Tet
reunion is where family is.

14. Brand relevance
The insight brilliantly connect the Tet’s core value of
“reunion” and the brand offering “trip”. It is hard to
find a way to encourage people to GO not to
COME BACK in Tet, the brand has well placed their
product to finally earned a spot among Tet
campaigns.
Occasion relevance
Deeper
New/Different
ActionableThe best part of the campaign insight is delivered
perfectly through the message. “Tet is where family
is”, totally aligns with the Tet reunion story and
relevant to consumer.
While other “GO” brands either talk about “Go is to
return” or “The fancy journey home”, Viettravel has
looked at the issue with a different angle to tell
people to travel with family.
They are also the first tourism brand to deliver the
message to consumer.
The fact that they have well observed and capture
the insight of the youth is worth the praise. The trend
for youngsters to travel in Tet is actually not new,
but that the brand has touched their tension of
whether to go or to return home shows their
understanding of the consumer.
The insight and idea can be amplified through
following years, as they emphasize more on the
travelling experience family can have, and how
travelling in Tet with the whole family can have the
connecting/healing effect for family relationships,
etc.

15. Neptune has been successfulwith their Tet campaigns
for the past years with touching message “Come
home for Tet, family is above everything”. The
competitive Tet battle has made this message no
more new and different, which urges the brand to
renew their angle.
INSIGHT CỦA NEPTUNE VÀO DỊP TẾT 2017
Tension: Many people want to come home for Tet, but
they can’t because of their earning for a living. I treasure more the reunion with my family for Tet knowing that
many don’t have that chance
CONSUMER TRUTH
BRAND TRUTH CATEGORY TRUTH
The warm atmosphere of
family gathering is the best
More delicious meals, warmer
family
Neptune has chosen to tell the story of these people, so
that the target audience realize and are awaken with
the message: “Treasure the moments with your family
when you still can”
To tell people directly to treasure something they have
already taken for granted is not powerful enough, but to
tell the sad stories of people with contrast situation can
touch their heart and make them realize their luck, to be
able to come back home for Tet..
Everyone desires for family gathering at Tết
but not everyone have that chance
INSIGHT
Social Tension: Many people take the fact that they can
come home for Tet for granted, without knowing that it is
a thing to treasure.
To solve this issue, Neptune has indirectly implied:

16. BRAND RELEVANCE
OCCASION RELEVANCE
The reunion message of Neptune always is
relevant to the brand, as the family meal stands
for family reunion, and Neptune makes the
family meals more delicious and cozy.
This 2017 Tet campaign manage to follow their
established platform of Tet reunion.
TENSION / SWEET SPOT
The insight is not actually deep or new, but what
makes it authentic and relevant and able to touch
people’ heart, is the angle of the insight, using
another audience’s issue to solve the TA’s issue.
DEEPER/NEW
Social Tension: Many people do not treasure that they still
can come home for Tet
The brand solution somehow failed to deliver such a big
tension, it touches people’ heart but that’s all. The
complicated plot of the viral clip concentrated on too
many different-but-same-same stories, which can leave the
time for further deliverables.
Neptune has somehow earned a special spot for
Tet in consumer’s mind, as people now look
forward to Neptune ads every Tet season.

17. Thank you
YEN ANH | MINH TRANG | LAN CHI | CONG DUNG