- Coca-Cola launched a campaign in Vietnam for Lunar New Year 2014 called "Cùng gắn kết, Tết mới về" to encourage Vietnamese youth to strengthen family bonds during Tet and engage with the Coca-Cola brand. - The campaign aimed to address Vietnamese youth's feeling that Tet had become boring by providing ideas and activities to help families connect and create new Tet traditions. - Activities included creating unique family crests, connecting with family through an augmented reality "Connecting Truck," and celebrating at Happiness Factory events in Hanoi and Ho Chi Minh City. The campaign successfully reached over 5000 people and generated viral

1. PHAN PHƯỢNG TƯỜNG
NGUYỄN BÁ LỘC
STRATEGIC PLANNING OF ADVERTISING PR EMPOWERE
ASSIGNMENT 11.1

2. CÙNG GẮN KẾT – TẾT MỚI VỀ
Location: Vietnam
Timeline: Tet holiday 2014

3. CAMPAIGN BACKGROUND
-Coca-Cola: Brand soft drinks had been said that the ad image associated with TET (Golden swallow in
red wallpaper).
-Coca-Cola became head of the national brand advertising TET.
-On vocation of Lunar New Year 2014 in VietNam, Coca-Cola wants to continue successful campaign in previous Tet.
-Coca-cola aims for more engagement and stronger attachment to the concept of family reunion in Vietnamese youth.
Consumer context
Triggerd by some fact
between Tet past and
now. They feeling lost in
traditional holiday. Some
of them wanna change
but no one motivate them
in right way
Brand context
Coca cola is the popular
brand which do a lot for
Vietnamese Tet. Find a
spot to give a good thing
to do in the Tet’s platform
filled with many other
brands
Communication context
It really touch a main
point than reach the
target and motivate Tet’s
inspiration in the
meaningful messages
from Brands

4. CAMPAIGN OBJECTIVE
- Encourage Vietnamese youngsters to raise the
sense of initiative in make truly family’s Tet
- Consumer’s engagement to brand – Coca cola
- Convey an understandable, reliable and
meaningful concept: “cùng gắn kết, Tết mới về”
+ Based on customer’s insight,
Coca’s available PR and big idea.
+ Coke have used the effective
channel to connect people. To
create hooks, materials for PR
CAMPAIGN ROLE
- Building awareness and a favorable image for a company or client within stories and articles found in
relevant media outlets
- Closely monitoring numerous media channels for public comment about a company and its products
- Managing crises that threaten company or product image
- Building goodwill among an organization’s target market through community, philanthropic and special
programs and events

5. TARGET AUDIENCE Vietnamese young people
age from 17-27 who
feeling Tet is more boring
than the past did. They
have no idea for
traditional holiday. Highly
demanding people.
Customer insight: Tet will be truly perfect when all family
members work together, I want thing to help me to show
affection and attachment to family more intimate.

6. STRATEGY
How to attract young people to engage, share and talk about issue?
• Build trend: Crest and family crest – the family’s unique signature.
• Reminding all about family.
• Encourage connect family for an exciting Tet.
• Promote the connect to build the best Tet ever.
• Coke make exciting Tet, making Tet holiday inspiration with connecting
truck and activities to connect people everywhere in Vietnam.
• Amplify campaign.

7. CONCEPT
In Vietnamese people’s thoughts, Tet is an occasion people reunion together. Coca-Cola want to be the connection between people in
the family and in society, let people feel the warmth in hear.
Use young Vietnamese’s emotion to remember family memories and call to action to
finding the truly Tet
Show and guide them create the family’s signal and checking in to collect swift’s signal
which is the bid pride for where they live.
Celebrating the Tet inspiration through activities in Hanoi and Hochiminh.

8. DELOYMENT PLAN
Experience
Tet is really boring? The family’s unique signature
Truly connecting spirit –
connect your family for an
exiting tet
TVC Connecting truck Augmented reality
TV, Digital PR, news, screen
stream
Online and offline PR, event, Social PR, event
Concept
Message
Key
message
Key hook
Key
Channels
Tết gắn kết
Cùng gắn kết, Tết mới về
I wanna have my real Tel holiday
Keep you confident to warm the family connection
Trigger Amplification

9. PHRASE 1
TVC Tet on air with the song “Gan ket mua xuan”
Day by day, Tet is so boring? Let do “Tet” with the people you love most. Meet the
need of Vietnamese youngters’s thinking about traditional holiday, coperating them to
enjoy own way.
GIVING THEM THE CHANCE TO MAKE A SPECIAL TET

10. PHRASE 2
CREST & FAMILY CREST - THE FAMILY’S UNIQUE SIGNATURE
It’s time to generate your family’s unique signature –
Family Crest creator,
brought to your by Coke
Best showcases win special
prizes in Ha Noi and Ho Chi
Minh. More and more people
are joining
Together with Coke,
Vietnamese youngsters made
a biggest family crest collection
Pham Viet Chanh – TP Ho Chi Minh Trung Hoa Nhan Chinh – Ha Noi

11. PHRASE 2
CONNECTING SPIRIT - CONNECT YOUR FAMILY FOR AN EXCITING TET
Together with family to prepare for exciting Tet Tet holiday inspiration
Milestones for you and the family to take action & prepare for Tet
Celebrate the Tet gan ket by Happiness factory in Ha Noi and Ho Chi Minh. Exchange enviroment both
of them and bring the new experiences for viewer.
Recap the awesome moment that people feeling when join the event.

12. - Trigger viral clip reach 150.000views on Youtube, impressed on
TV
- More than 5000 people make family signal.
- Create the signal trend. 50 earned free articles.
- Interact more than 3000 times in Pham Viet Chanh and Trung
Hoa Nhan Chinh and successful in happiness factory.
- Claim this campaign as the meaningful campaign
Key learning
1. Utilize the brand equity
2. Touching right point in consumer’s insight.
3. It have a wow idea/platform with a new experiences.
4. But it does not clear and delivery ASAP information for viewer.
KEY LEARNING