ENG_Tết 2024 Package_Z Studio.pdf

VIDEO SOLUTIONS
FOR TET 2024
P R O P O S E D B Y Z S T U D I O

TABLE OF
CONTENTS 2
1
3
4
Insight Tet 2024
Z Studio Introduction
Content Packages
Benefits & Summary

The period before Tet is truly a golden time for brands to start
Tet campaigns as it is time when everyone is excited to
celebrate Tet in their own ways. The anticipation of Tet also
leads to more interest in Tet content.
Tet 2024

Goods that consumers prefer in Tet
Source: Buzzmedia Tet 2023 Deck
Time spending for shopping
40.2% of consumers have the habit of
Early Shopping Tet due to being busy
Tet 2024 campaigns should start from the week of
January 3-4, 2024 (DL) so that the target audience
has time to plan and consider shopping.
Food &
Beverage
20.1%
Fashion
16.9%
before Tet
8 days
CONSUMPTION BEHAVIOR

Source: Buzzmedia Tet 2023 Deck
CONSUMPTION BEHAVIOR
When Tet comes, consumer shop for But they may forget shopping for…
Family Children
37.3% 16.6%
The shopping is prioritized for
FAMILY & CHILDREN
THEMSELVES
In 2023, people tend to shop for themselves
more in comparison with previous years

HOW CONSUMER
enjoys Tet?
Tet is the best time for leisure and spending time
with family and relatives.
60%
Search for activities
with family (*)
64%
intend to be with
family (*)
Entertainment
Shopping
& Gifting
Food &
Cooking
Family &
Homecare
Beauty &
Fashion
Travel Tech
Top concerns of consumer
Source: (*) Adtima Audience Pulse | Tet Insight 2021 & 2022 & Think with Google (Year in search)
(**) TikTok commissioned study conducted by Toluna on behaviors on Tet celebration among n = 610 TikTok users and non-users in VN, 2022
with family

HOW CONSUMER
enjoy Tet?
FLEX
The moments that
make you proud and
thankful for what you
have in 2023
EMOTIONAL
CONNECTION
Connect emotionally/
intimately with
relatives, friends, and
colleagues
ZERO – WASTE
HOLIDAY
Smart spending –
Waste avoiding
Take advantage of promotions
from e-commerce platforms/
banks. Thoroughly plan your
shopping to avoid waste.
BUY JUST ENOUGH
Mainly ‘FLEX’ on social
media
Spend more time for
yourself and your family.
Feel the original values of
Tet.
Source: PMAX 2023 | E-book: Peak Season Trend

TOP ONLINE ACTIVITIES
in Tet season
Source: Source: Tet Insights 2023 (Adtima)
Online activities have become an indispensable part of Tet. Reading newspapers or
news online are some of the activities that Vietnamese people spend much time on.
Order food
Give lucky money
Wish new year greetings
Radio listen
Shopping
Entertain with movies, music
Play game
Read news
Chat
Listen to music
Surf social media
Less than once per week
1-6 times per week
Daily

CONTENT TRENDS
The rise of the Shoppertainment trend on video contents
“Formula” of Shoppertainment
Entertaining first
Storytelling, educating
Realistic
Don't force viewers to
make decisions
Short video
Then advertising
Convenient payment
Buy-stimulate elements
Clear information
Trends and suggestions
from community
Source: Newsroom.tiktok.com

KEY TAKEOUTS
Brands can effectively reach consumers by
sharing how to celebrate Tet with loved ones.
Family union orientation
02.
Create entertaining content in short,
authentic form, well harmonized with
commercial elements.
Combine the Shoppertainment trend
03.
Enhance brand visibility on social media so
that the brand can dominate the minds of
consumers.
Increase visibility on social media platforms
04.
Focus on content related to dining,
entertainment, travel, and shopping during
Tet.
Build contents following consumer’s behavior
01.

Bring Out The
Fireworks!
Y o u r t e x t h e r e
Z STUDIO
INTRODUCTION

Possessing a multi-channel network, Z Studio is
a content studio that helps brands spread
messages with videos and continuously
interact with target audiences.
ABOUT Z STUDIO

With broadcast mechanism according to user preferences and content
updating needs, the Zalo OA channel system helps brands convey messages to
the right people - at the right time - to the right demand.
OA for
Business news
OA for
Sport news
OA for
Lifestyle news
OA for
Entertainment news
>1M
User Reach
>530K
Avg view/ day
>1.8M
User Reach
>1.2M
Avg view/ day
>3.2M
User Reach
>1.7M
Avg view/ day
>1.6M
User Reach
>830K
Avg view/ day
ZALO OA PLATFORM

21%
YouTube views
151%
Facebook page likes
4M
Views
80M
Reach
200K
Engagement
In 6 months Each month
Chuyện kinh doanh
@zstudio_zbusiness
Z.Invest
@zbusiness_zstudio
Panorama địa ốc
@panoramadiaoc_zstudio
Zing Podcast
@zing.podcast
Papa ra Zì
@paparazzi_zstudio
zSport
@zsport_zstudio
Đẹp Z sao?
@depzsao_zstudio
Z Review
@z.review
Bác sĩ ơi
@bacsioi_zstudio
Zờ Giải Lao
@zogiailao_official
Trên cổ tay ⌚
@trencotay
Z Techies
@z.techies
SOCIAL CHANNEL SYSTEM

CONTENT
APPROACH
2023 may be a difficult year in terms of economics for
many people. However, Tet is still the most joyful and
exciting holiday of the year, when we spend all the time
resting, having fun, and enjoying Tet with relatives, family,
and friends.
Therefore, Z Studio wants to cooperate with brands to
bring useful video series for users to Shop for Tet, Play
with Tet, and enjoy a Healthy Tet, Fulfill Tet Vibe, and
Emotional Tet.

OVERALL PACKAGES
Shop for Tet
(Sắm Tết)
Biếu Tết,
biếu tình thân
Tết này, mua zì ở đâu?
Tết Giáp Thìn, chỉn
chu có gu
Bản tin tài chính Tết
Z Invest
Fulfill Tet Vibe
(Tết tròn vibe)
Ăn Zì Tết này? Mua zì đón Tết? Tròn đầy vị Tết
Emotional Tet
(Xúc cảm Tết)
Gen Z Gen Zì Trouble Couple
Ngâm cổ tích,
Ngẫm chuyện Tết
Mainstream lối sống
Tết 2024
Play with Tet
(Chơi Tết)
Mainstream Chơi Tết 2024 Hạ cánh nơi đây
Healthy Tet
(Tết khỏe)
Mainstream Sức khỏe Tết 2024 Có Bác sĩ ơi, năm mới an lành

PARTNERSHIP SOLUTIONS
CONTENT SERIES
MAINSTREAM/
MAINSTREAM PLUS
Content series are useful to users and
match the brand's expected topics or
hot topics.
Sponsor native content relates to the
brand's message; engage with the
audiences by banner, embed link, and
CTA.

IDEA:
Series “Tết này, Mua Zì ở đâu?” revolves below contents:
+ Suggestions for technology items, consumer goods... to purchase during Tet.
Update promotion from banks when paying via card, sale campaign from e-
commerce platforms.
+ Suggestions on items to buy on Valentine's Day (Valentine's day is the 4th day of
the Lunar New Year).
FORMAT: Short video
OUTCOME: 10 videos – 150.000 views
CHANNEL:
TẾT NÀY,
MUA ZÌ Ở ĐÂU?
Demo
CONTENT SERIES MAINSTREAM PLUS

Demo
IDEA:
Production sponsorship for 2024 Tet Financial Special Broadcast Z Invest that provides latest financial – real estate
- investment market updates during new year.
FORMAT: Short video
DEMO ANGLE:
OUTCOME: 15 videos - 375.000 views
CHANNEL:
BẢN TIN TÀI CHÍNH TẾT
Z INVEST
Pre Tet During Tet Post Tet
• Financial
markets, consumption -
spending, supply sources of Tet
goods...
• Market summary in 2023.
Update holiday schedules of the
stock exchange, or gold prices,
Dollar Index of international
markets...
Trends in financial invest after Tết,
god of wealth date, stocks, savings
interest rates, investments...)
10 broadcasts 3 broadcasts 2 broadcasts

IDEA:
“Tết Giáp Thìn, Chỉn chu có gu” suggests how to mix & match clothes / makeup /
skin care with sponsoring brand's collection during Tet based ontrending color
and style that are predicted in 2024 to stand out for Tet.
FORMAT: Short video
CHANNEL:
TẾT GIÁP THÌN
CHỈN CHU CÓ GU
CONTENT SERIES
Demo
MAINSTREAM PLUS

IDEA:
For each person, when they start a family, or being a family’s people-in-charge who is
responsible for preparing Tet gifts for relatives and special connections. It is markedly
stressful. When the core value of these gifts is calculated by magnificence, sometimes by
the expensiveness, their true meaning is no longer purely a “thank you & grateful” for the
past year, wishing each other a happy new year…
DEMO TITLE OF EACH EPISODE:
• Tết này mình gói tình thân
• Biếu tết, biếu tình thân
• Mở tình thân, mở tấm lòng
OUTCOME: 3 podcast episodes – 150.000 views
CHANNEL:
Format: Podcast
Duration: 20 – 30 mins/ episode
Tone & Mood: Cozy, close, deep
Guest: Office worker, newlyweds, mother
Background: Concept Tet
BIẾU TẾT,
BIẾU TÌNH THÂN

"TẾT TRÒN VIBE"
(Fulfill Tet Vibe)

IDEA:
"Ăn Zì Tết Này" suggests recipes for familiar dishes or
trending Tet dishes. Dishes are prepared quickly with the
help of an oil-free fryer, microwave... and convenient
spices so anyone can make them.
FORMAT: Short video
DEMO TITLE:
• Độc lạ công thức làm khô gà lá chanh bằng nồi chiên
không dầu
• Công thức thịt kho tàu bất bại với 1 gói gia vị
CHANNEL:
CONTENT SERIES
ĂN ZÌ TẾT NÀY?
Demo

CONTENT SERIES
IDEA:
"Mua Zì Đón Tết" suggests necessary products to
simplify cleaning and decorating the house before Tet.
Besides, each video will suggest deals and shopping
locations to get things at good prices.
FORMAT: Short video
DEMO TITLE:
• Máy hút bụi dưới 2 triệu đáng mua dịp tết năm nay
• Chọn ngay sản phẩm này để tiết kiệm thời gian giặt
giũ trước Tết
CHANNEL:
MUA ZÌ ĐÓN TẾT
Demo

IDEA:
"Tròn đầy vị Tết" revolves around cultural Vietnamese food for Tet and the hidden meaning of traditional foods. Besides, the host and guest share their
thoughts and opinions about the past and present Tet, and emphasize the role of each family member in creating Tet atmosphere.
FORMAT: Podcast
ANGLES AND EXPECTED GUEST:
CHANNEL:
Nguyễn Hải Yến
CEO K'closet
Nguyễn Hồ Trà My
Content Creator
Minh Tú
Model/ Actress
PODCAST TRÒN ĐẦY VỊ TẾT
Episode 1: "No matter how busy you are, a
decent five-fruit tray is a must-have"
The content expresses the hope entrusted
behind the five-fruit tray in Tet. The five-
fruit tray is also a respectful thing which
reminds children about their ancestors.
Episode 2: "The Year-end is the most fulfill
meal"
The meal on the day before Tet is
considered as an occasion for family
gatherings. No matter where people grow
up, they will come back home and share
memorable stories when enjoy the meal.
Episode 3: "Tet comes with mother's jam
tray"
The Tet jam tray seems to be a New Year's
greeting to guests visiting the house.
Through the skillful and delicate hands of
grandmothers, mothers, and sisters, jam
trays become a unique and attractive trait
of Tet.
CONTENT SERIES

"XÚC CẢM TẾT"
(Emotional Tet)

PHONG CÁCH SỐNG TẾT 2024
IDEA
Adding Media Block in short video series about Tet lifestyle on Zalo OA lifeZ. The
content revolves around topics such as:
• Work: Tet bonus, year summary, Tet season of employees, OT during Tet,
working spirit at the beginning of the year of employees.
• Family: returning home for Tet, Tet travel, family situation at the end of
the year/beginning of the year, stories when gathering to celebrate Tet,
celebrating Tet with parents,...
• New Tet of young people: young people's feelings about Tet, Gen Z chooses
to "chill Tet" instead of going to bars and pubs,...
• What to play and what to buy during Tet: shopping situation at stores and
urban life during Tet, trends, fashion/clothing trends during Tet.
FORMAT: Short video
OUTCOME: 300 videos – 4.500.000 views
CHANNEL:
CONTENT SERIES MAINSTREAM

GEN Z GEN ZÌ (Tet version)
IDEA
Gen Z Gen Zì is a short podcast series discussing the lifestyle of young people. Content aimed
directly at Gen M and Gen Z or people who want to learn about these two prominent
generations.
Gen Z Gen Zì (Tet version) exploits the things older generations often wonder about young
people on Tet days and young people's thoughts about Tet.
FORMAT: Short video
DEMO ANGLE
• Why don't young people stay at home on New Year's Eve?
• Why do Gen Z work all year but have no savings to spend Tet?
• Are today's young people forgetting old Tet traditions?
• Gen Z chooses to visit distant relatives or 'take care of' nearby people during Tet?
• Is spending a lavish Tet holiday and partying all night still in the dictionary of young people?
• How do young people turn Tet into a real 'gift of rest' with family?
CHANNEL:
Demo

TROUBLE COUPLE (Tet version)
IDEA
This Valentine will fall on the 5th day of Tet, so this year's Tet season is expected
to become the season of love. To respond to that spirit, the Tet version
of Trouble Couple will interview couples, play truth-telling challenges with
questions about Tet and Valentine's Day. Thereby, helping audiences better
understand the guest 'couple'.
At Trouble Couple, the intended guests are couples - lovers, spouses, close
friends, relatives... who have a strong bond with each other and are of interest to
many audiences.
FORMAT: Podcast
CHANNEL:
Demo

IDEA:
The podcast series consists of 3 episodes, a series of dialogues between the host and the M & Z generation about family, love and career through recalling fairy tales about
Tet such as the legend of "Bánh Chưng and Bánh Dày", the legend of "Táo Quân", and the legend of Tet.
FORMAT: Podcast
DEMO ANGLE:
CHANNEL:
Podcast series
NGÂM CỔ TÍCH, NGẪM CHUYỆN TẾT
Episode 1 - Bánh Chưng
Bánh Dày: like Lang Lieu created
Banh Chung and Banh Day -
something different from
simple things. The podcast episode
will accompany a young
person who has started a
business or a successful young
artist with simple, approachable
and practical products.
Guest suggestion:
Nhật Tân
– CEO Seesaw
Episode 2 - Ông Công ông Táo: The
story shows the bond between Tao
Quan and his wife, even though they
have a difficult and miserable life.
They always care, love and sacrifice
for each other, regardless
of they're old husbands or new
husbands. They also didn't forget
their old love but knew how to forgive
and make amends for past mistakes.
Based on that spirit, the podcast
episode will accompany a couple
and they will share their
perspectives on love, marriage as
well as tolerance for each other.
Guest suggestion:
Thành Lĩnh –
Nguyên Bắc
Episode 3 – The legend of Tết: the
fairytale explains the origin of Lunar
New Year; Tet is a happy day for
everyone, a day when
families reunite, a day when
everyone can rest, let go of worries
to start a new year, a new journey;
The fairytale also partly depicts a
mother's boundless love for her
child. The podcast episode
will accompany a character and
talk about Tet memories with the
character's parents.
Guest suggestion:
Jun Phạm

TET ENTERTAINMENT | OA ZMEDIA
300
VIDEOS
4,5M
VIEWS
TET TRAVEL | OA LIFEZ
100
VIDEOS
1,5M
VIEWS
TET CUISINE | OA LIFEZ
100
VIDEOS
1,5M
VIEWS
IDEA
Display Media block designed follow brand’s KV/ banner on Tet
videos by category on Zalo OA channels
1. Tet Entertainment: topic prediction
• Summary of showbiz in 2023: new stars, outstanding shows,
impressive numbers,...
• Suggest and review what to watch during Tet season
• Interview and update celebs life during the Tet season
2. Tet Travel: topic prediction
• Impressive and outstanding tourism event this year, new
destinations loved by tourists in 2023, tourism trends in 2024
• Review check-in locations during Tet season: flower gardens,
resorts, tourist areas, ....
• Suggest places to relax during Tet season
3. Tet Cuisine: topic prediction
• Review of restaurants and cafes serving in Tet
• Experience checking in hot locations during Tet
• Suggest and try dishes and drinks that emerge during Tet
FORMAT: Short video
CHANNEL:
CHƠI TẾT

IDEA
Suggest new places or hidden gems that viewers should add
to their New Year wishlist. The difference of the series is
the high-quality flycam/ panoramic angles.
The series aims to create a new, impressive perspective,
stimulating audience’s need to visit and experience.
FORMAT: Short video
DEMO TITLE
• Năm mới “lên luôn” tại Sun World Bà Đen
• Nơi ai cũng phải đến cùng gia đình trong dịp Tết
CHANNEL:
HẠ CÁNH NƠI ĐÂY
Demo

CONTENT SERIES
IDEA:
Display Media block designed follow brand’s KV/ banner on
Tet Health videos Zalo OA lifeZ
FORMAT: Short video
DEMO ANGLE:
• Health/ beauty/ nutrition/ exercise trends 2023
• Beauty/ nutrition/ exercise trends 2024
• Tips for body care/ skin care for Tet
• Eating/ exercising/ how to stay healthy during Tet
• Nutrition gifts for Tet
...
OUTCOME: 300 videos – 4.500.000 views
CHANNEL:
SỨC KHỎE TẾT
MAINSTREAM

CÓ BÁC SĨ ƠI,
NĂM MỚI AN LÀNH!
IDEA
The video series follows the concept "Bác sĩ ơi": Doctor answers
questions about common health problems during Tet.
The series could integrate the brand's health solution
protection or health-driven message of the brand in the new
year.
FORMAT: Short video
DEMO ANGLE:
• Diet, food safety and hygiene during Tet
• Personal hygiene and living environment to "purify" the old
year to welcome the new year
• Be sure to keep children safe when going out in crowded
places
• Tips to stay healthy and avoid minor illnesses at the
beginning of the year
...
OUTCOME: 5 video – 150.000 views
CHANNEL:
Demo

Bring Out The
Fireworks!
Y o u r t e x t h e r e
BENEFITS
& SUMMARY

DEMO BROADCAST POSITION
• For Mainstream Plus, the article is randomly broadcasted at 1st, 3rd or
5th position
• For Content series, the broadcast position is based on the brand's
requirement (1st, 3rd or 5th position).
TIN 1
TIN 3
TIN 5

DEMO BENEFITS
LOGO BENEFIT
(Podcast)
• Pop-up the brand logo 3 times/ episode along with
the series logo in the lower left corner (5s/time)
• Brand logo appears in the intro and outro of each
episode
LOGO BENEFIT
(Short video on Zalo OA)
• Sponsor logo is displayed in the top
left corner during the intro.
• Logo displayed with Z Invest logo
• Hashtag brand name

DEMO BENEFITS
BRANDING
Integrate brand information up to 2 times in
the appropriate context. Flexible format
between image/ voice off/ text on screen.
MEDIA BLOCK
Media displayed in Short Video series on Zalo OA
within 2 months. The media's landing page leads
to the brand’s website/ fanpage.

PACKAGE "SẮM TẾT"
No Series Solution Cost in Gross Cost in Net KPI Appropriate brand
1
Short Video series
'Tết này, mua zì ở
đâu'
Content Series 430,000,000 272,000,000
10 Short videos
150.000 views
Banking & E-commerce
2 Z Invest Broadcast Mainstream Plus 220,000,000 120,500,000
15 broadcasts
375.000 views
Banking & Finance
3
Short Video series
'Tết Giáp Thìn, chỉn
chu có gu cùng Xịn
Zị Sao'
Content Series 440,000,000 277,000,000
10 Short videos
150.000 views
Fashion, Makeup/ Jewelry Brands, E-
commerce
4
Podcast series
'Biếu Tết, Biếu tình
thân'
Content Series 211,000,000 144,250,000
3 Full podcasts
150,000 views
Brands that provide Tet gifts,
confectionery, drinks (with beautiful
packaging for giving/gifting), health
insurance…

1
Short-video Series
Ăn Zì Tết Này
Content Series 200,000,000 126,250,000
5 Short videos
150,000 views
- Household appliances
- Food, spices
2
Short-video Series
Mua Zì Đón Tết
Content Series 200,000,000 126,250,000
5 Short videos
150,000 views
- Kitchen equipment
- Homecare
3
Podcast series
Tròn Đầy Vị Tết
Content Series 183,000,000 116,250,000
3 Full podcasts
150,000 views
- Food, Spices
- FMCG
PACKAGE "TẾT TRÒN VIBE"

PACKAGE "XÚC CẢM TẾT"
1
Short-video Series
Phong cách sống Tết
Mainstream 900,000,000 585,000,000
300 Short videos
4,500,000 views
- Audio-visual products: speakers,
TVs,...
- TV show, entertainment series,
entertainment applications
- Products targeting young people,
entertainment trends
2
Short-video Series
Gen Z Gen Zì
(phiên bản Tết)
Content Series 225,000,000 138,750,000
5 Short videos
150,000 views
- Travel application
- Airlines
- Resorts
- Travel agency
3
Short-video Series
Trouble Couple
(phiên bản Tết)
Content Series 165,000,000 98,250,000
3 Full podcasts
150,000 views
- F&B
- FMCG
- Restaurant and coffee chain
4
Podcast series
Ngâm Cổ Tích, Ngẫm
Chuyện Tết
Content Series 179,000,000 112,250,000
3 Full podcasts
150,000 views
- Airlines
- Resorts
- Travel agency

PACKAGE "CHƠI TẾT"
1
Short video series
Chơi Tết 2024
Mainstream
900,000,000 585,000,000
300 videos
4,500,000 views
- Audio-visual products: speakers,
TVs,...
- TV show, entertainment series,
entertainment applications
- Products targeting young people,
entertainment trends
2 300,000,000 300,000,000
100 videos
1,500,000 views
- Airlines
- Resorts
- Travel agency
3 300,000,000 195,000,000
100 videos
1,500,000 views
- F&B
- FMCG
- Restaurant and coffee chain
4
Short video series
Hạ cánh nơi đây
Content Series 225,000,000 138,750,000
5 Short videos
150,000 views
- Airlines
- Resorts
- Travel agency

PACKAGE "TẾT KHỎE"
1
Short video series
Sức khỏe Tết 2024
Mainstream 900,000,000 585,000,000
300 videos
4,500,000 views
- Healthcare product/ brand
- Consumer goods for health
- Healthy food
2
Short video series
Bác sĩ ơi
Content Series 225,000,000 138,750,000
5 Short videos
150,000 views
- Mom & Baby care product/ brand
- Healthcare product/ brand
- Dietary Supplement

ENG_Tết 2024 Package_Z Studio.pdf

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ENG_Tết 2024 Package_Z Studio.pdf