Young Marketers Elite 6 Assignment Tet.1 Team members: Huy Vo, Hoang Bui, Huan Nguyen, Trung Le, Hieu Huynh

1. TẾT 1
ASSIGNMENT

2. UNIVERSAL TRUTH
The Vietnamese are obliged to do elaborate prepations and follow customs
before enjoying the fun Tết holiday (Vietnamese idiom: Vui như Tết)
TENSION
All these obligations can be mentally and physically exhausting to fulfill
and are gradually seen as burdens to younger generations
BRANDS’ ROLE
Brands help set Vietnamese people free from burdens to savor the best values of Tết
CHOSEN THEME — SET FREE
Set free from the burdens, people can have the most time to enjoy Tet to the fullest
In this presentation are our fives examples of brands across multiple categories sharing this theme
Set youths free from
virtual connection to
embrace Tết
Set families free from
stereotypes of Tét’s enjoyment
to experience the new Tết
Set women free from
inner concerns to dress
unworriedly during Tết
Set modern housewives
free from struggling
shopping for Tết
Set families free from
excessive houseworks to
celebrate a big Tết

3. Market
overview
Brand context
- With market leader, Tết is special occation to win
brand love in consumer's perception

4. Brand insight
To me, dirt is experience,
dirt is good. It's only when
you freely get dirty, you
truly experience to unleash
your potentials.
Brand Communication insight
To me, dirt is experience, dirt is good.
Especially Tết in modern days, the days
of hectic preparations, people seems to
forget the what truly make Tết Tết.
Brand idea:
Unleash human potential
Brand Communication idea :
The more dirty the families have,
the more traditional values of Tet
they brought back to multiple kinds
of experiences
Brand
idea
Category truth: stain removal - its function is to help
cloth cleaning job easier in the most accessible way
Brand truth: Dirt is good - OMO empowers the spirit of
adventure, and dirt is a sign of experience, getting stuck
in and learning from life
Consumer truth (in the context of Tết):
In the days of Tết, Vietnamese people focus too much
on eating but other experiences that make Tết truly Tết
>> Insight:
To me, a truly Tết is not only traditional things, but also
experiencing the new things that makes Tết truly Tết
InthecontextofTết
Brand role
OMO unleashes families
from thoughts of how to get
a perfect Tết. Experience it
for instead.

5. Brand
situation
For years, OMO endured has the
mission to unleash children from
indoor pressured to encouraging them
to play outside the study room.
Recently, OMO has moved to moms &
her family. In Tết, mom is the one who
carried tremedous burden from family
caring that forgot what's truly happy in
the whole family.
2017 2018
The new mission kickstarted from the
initial campaign “Chẳng cần thật hoàn
hảo vẫn trọn vẹn Têt vui" by Tet 2017
wakened moms the notice of unnessary
perfect in days of Tết preparations.
" Moms suppose that they are the ones
who finally take responsibility for a
perfect Tết in the family "
Continue the powerful insight, OMO
escalated to “Chẳng cần thật hoàn hảo,
vẫn trải nghiệm Tết vui" this year 2019.
The idea expanded the BCI of “Dirt is
good" from kid to mom and now the entire
family, still base on the "experience" in the
root strength of OMO.
"Moms are the ones who truly
comprehend how a truly Tết does look
like in front of her beloved family"

6. Campaign
idea Occasion: One of the four strongest platforms in Tết
is "together" . OMO Tết 2018 introduced one more
keywords "experience together".
• Business objective: increase consumption
• Marketing objective: build brand love among
families in Tết
• Communication objective:
◦ is top of mind brand for Tet's gathering
◦ re-shape the original idea of Tết : which is no
longer “ăn", but gather to experience it
Target audiences:
- families, 18-50, BCD+, urban
- Moms who top priority is to have a perfect Tết
- Modern moms who not only see Tết by
preparations & traditional activities
Advertising Insight:
In Tết holidays, Vietnamese families are so obssesed
with "ăn Tết" that forget Tet is even more than eating,
it's interesting experiences.

7. Trigger Launch Engage
Key Hook Short film by Huỳnh Lập
“ Sao lại ăn Tết?”
#SaolạiănTết?
TVC “Chẳng cần thật hoàn
hảo, vẫn trải nghiệm Tết vui":
#Tếttrảinghiệm
- Sẻ chia Tết
- Khám phá Tết
- Nhún nhảy Tết
- "Quẩy Tết"
- Sáng tạo Tết
- Làm mới Tết
- Yêu thương Tết
• Social mini games on facebook followed
by category of experience in Tet holidays
for families
• Activation on ground for families to
experience Tết to clarify more how
experiences Tết does look like
Purpose Trigger the consumer by challenge
the norm "ăn Tết"
Unveil the key TVC in which
listing multiple experiences that
families can have fun together:
Channels Social Media (Youtube, FB - 9m),
TV, OOH (31s)
Social Media + TVC (Facebook
& Instagram)
Owned Website, Social Media
Tactics KOL, Ads, Seeding Ads Bomber ads
UTD Result Full Comedy
550.000 views
5500 engagements
Short 30s version
3,800,000 views
Campaign
roll-out

8. - OMO opens new teritory for the brand is non
stop by kid-playing but also families-
experiencing.
- OMO reminds consumer about its experience
- Challenge the norm by simple question "sao
lại ăn Tết?" causes a huge attention to the
trigger phase of the campaign
- The insight lacks of category truth & brand
truth, so there come multiple brands of
multiple categories would jump in and owns
the perception that OMO is building.
- The experiences OMO introduced are mostly
daily activies losing the specialty of Tết
holidays.
How to
Improve
- Highlight more brand role in the
TVC to seed in the consumer
mind that only OMO could say it
"experience"
- The activities of family in the
TVC is more relevant to the
occasion of Tết Việt Nam: gói
bánh chưng, household, etc
ProsCons

11. Black
Friday
Middle of
Jan 2019
1st
December
2018
Middle of
December
2018
1st January
2019
NOW
MV ”Tết này em
không có gì để mặc”
KOLs say Julia Doan, Nguyen Ngoc Thach, Thuy Minh,… as well as admins of so many
Female forums have raised the discussed topic by splitting into 2 sides #mặcđẹp and #đẹpmặt.
Comfort creates microsite https://buathomcomfort.com/ as a tool to promote their product
during campaign. In addition, for Trade Marketing, Comfort focus on e-commerce and MT
channel with several POP activities say promotion, attracting customer with POSMs. For GT
Channel, Comfort applied the promotion for retailer, -8% with sheets package, -10% with
bottle package, -14% with bag package
3. EXECUTION SUMMARY
4th
December
2018
TVC
Purpose Raise the discussion of #Macdep for
you or #Depmat for your family
Bring the solution for previous discussion “Thơm ngát
ngất ngây, Mặc gì cũng đẹp"
Make Customer Purchase
Key Hook Discussed Topic “#Depmat or #Macdep" MV “Tết này em không có gì để mặc" Microsite Bùa thơm Comfort
Tactics KOLs, PR articles, Seeding. Ads, KOLs, TVC,, PR articles, Seeding. Gamification, promotion.
UTD
Result
MV “Tết này không có gì để mặc” acquired 17m views in almost 2 months.
More than 20k engagements on Youtube
Keywords #Depmat, #Macdep becomes new trend on social media

13. MỞ PEPSI, MỞ TẾT ĐẬM ĐÀ
Picking up from last year’s success, Pepsi returns with its youth-oriented insight
and the cut-through “Muối”, setting young people free from the digital bubble
built of technology devices to immerse into Tết’s festive atmosphere with their
closest people. While Pepsi’s providing tension is not an obligation, its is actually
a burden for not honoring obligations. The campaign also fits the theme well.
Category: Carbonated soft drinks | Sub-category: Cola
Colas are signature caramel-colored
drinks which stimulate humans’ brain
to feel a bursting excitement
People drink colas as a way to
enhance their experiences
during fun occasions
Catalyst for youths’ exciting life experiencesBRAND IDEA
Pepsi is an icon of young
generations’ lifestyle (including
music, fashion, sport and so on)
BCI Live for now
CATEGORY TRUTH CONSUMER TRUTH BRAND TRUTH
CONSUMERS
Teens and young adults
Age 13 to 22
Seek for trends and enjoy fun moments
Not seriously conscious of their health
BRAND OVERVIEW

14. MARKET OVERVIEW (DURING TẾT)
Pepsi is one of the top two market leaders in the carbonated soft drinks category along with
Coca-Cola. Despite earning better results in terms of social engagement, Pepsi is still
second to Coca-Cola in market share.
Pepsi competes fiercely with competitors in Tết association, an important factor deciding
brands’ success during this period of the year.
Product-wise, Pepsi is not the best brand to recall this occasion.
CSD Brand Mentions in 2017
KPI: Posts & Comments
18
00
00
0
690,966
838,105
1,693,8161st
2nd
36.0
41.3
22.7
Others
CSD Market Share in 2017
Vietnamese unicorn packaging
signifies bringing wealth to home
Red color is essentially attached to Tết
Yellow swift birds signal Tết’s arrival
The word Up is positive
for a whole new year
OBJECTIVES
Create a competitive advantage
to enhance Tết association
BUSINESS OBJECTIVE MARKETING OBJECTIVES
Compete with competitors to
acquire new consumers
COMM. OBJECTIVE
Raise Pepsi’s TOM awareness &
likability during the 2019 Tết

15. CAMPAIGN PLATFORMS: SHARING + CELEBRATING
INSIGHT
Tết atmosphere comes from the intimate
interactions among family members.
Yet, as young people are too immersed
in the online world with digital devices,
they neglect real life communications,
ceasing to have the festive feeling and
seeing Tết as very plain and boring.
BRAND ROLE
Pepsi wants to be the starter of Tết.
As family members open Pepsi bottles
and start making real interactions
with each others, they will feel the Tết
atmosphere approaching.
IDEA
MỞ PEPSI, MỞ TẾT ĐẬM ĐÀ
Pepsi wishes to set youths free from
the biggest barrier, virtual connection,
to open up to a real happy Tết.
Pepsi, along with the Pepsi Muối
innovation, will deepen and bring
exciting flavors to the holiday.
PEPSI MUỐ I (LIMITED EDITION/BONUS PACKS FOR ORIGINAL PEPSI)
Pepsi Muối (also known as Pepsi Salted Caramel) is not a new
product to international consumers, however, it is special since its
launching timeline in Vietnam is near the Tết holiday.
The Vietnamese have the custom to purchase salt at the start of
a year, believing it will bring fortune and fullness—and deepen
the connection among family members or friends.
“Đầu năm mua muối, cuối năm mua vôi”
Pepsi Salted (Caramel)
Released limitedly in VN in 12/2018
Evoke Vietnam’s tradition of
buying/giving salt in the new year
Pepsi Salted Caramel
Released in the US in 11/2017
Emphasize on the caramel taste, an
extremely well-liked flavor in the West

16. Trigger Launch Engage
Key Hook
PR Stunt
Is Pepsi Muối
real?
Influencer livestreams
Pepsi Muối is real!
Short movie
“Đầu năm
trao muối”
Objective
Arouse the
curiosity about
Pepsi’s move
for the 2019 Tết
Reveal the shocking
Pepsi Muối to excite
attentions from the
buzzes in both 2018
and 2019 Tết
Deliver the message
relating “muối” &
emphasize Pepsi’s role
to help Tết less “nhạt”
Channels
Social Media
(Facebook)
Social Media
(Facebook & Youtube),
Offline events
Social Media, TVC,
owned website,
promotion
Tactics
Influencers,
giveaway, PR
Influencers, interview
videos, activations, PR
Game, Ads, PR
UTD
Results
Short movie earns over 12,500,000 views and 1,288 comments
Pepsi Muối shows 180,000 results on Google
Pepsi Muối is very widespread due to successful Influencer MKT
Thousands of young adults joining the Pepsi Muối event
DEPLOYMENT EVALUATION
Wise and remarkable follow-up
The consistency from Tết 2018 makes Pepsi Muối’s real launching
exceeds people’s expectations and becomes very phenomenal
“Muối” cuts through the clutter
The transformation from the Salted Caramel flavor to Pepsi Muối
is very brilliant in terms of timing and relevance (with the insight)
Effective dual targeting/Strong Tết association
Tết is a rare occasion when parents are willing to buy cola boxes
for their kids or as gifts. The Muối culture deeply relates to them
Little emphasis on Muối’s cultural background
Despite being associated with Vietnamese culture, Muối is merely
used as a device to answer “Tết nhạt” with “mặn” and “đậm đà”.
The short movie does show the “trao muối” custom of the North
but it’s quite vague and not inclusive as the “mua muối”
Confusion between Pepsi and Pepsi Muối
Pepsi Muối is the advertising focus, however, it is only sold limitedly
(before Tết) and as bonus pack deals for the original Pepsi
Focus the communications on Muối
Dig deeper on the Muối rationale to further instill the Muối custom
in youths and attracts more parent buys ➝ Raise Tết association
Prepare a long-term strategy on this platform
Muối is a potential concept for Pepsi to continue in the next Tết(s)

22. BRAND IDEA
UNLOCKING ALL POSSIBILITIES
BRAND COMMUNICATION IDEA
LÀM LÀ PHẢI LỚN – DO BIGGER THINGS
Category Homecare Electronics
Platform Appreciation
BRAND TRUTH
Samsung asserts itself as a leader in the most
innovative lifestyle technology
CATEGORY TRUTH
The new homecare electronics are bought
as evidence to elevate the family’s living
standard
CONSUMER TRUTH
The High Life Seekers always desire to be
pioneer in technology trends
CONSUMERS: HIGH LIFE SEEKERS
Middle-class family (Income ABC+)
Living in 06 key cities
Modern life styles, always update with new technology
Family-oriented
Eager and Proud to have a luxurious way of living
Continues the previous successful TẾT “LỚN” which is functional and
emotional. This year, Samsung keeps the message “Mừng Tết Lớn” which
sets High Life Seekers free from the the burden of overloaded chores in TẾT
to enjoy the BIG TẾT. Homecare Electronics are featured as appreciation for
them and their family after a successful, hard-working year not to be
bothered by
MỪNG TẾT LỚN CÙNG SAMSUNG
Brand Insight: As a high life seeker, I always desire to be pioneer in homecare
technologies of lifestyle

23. Business Objectives
Increasing sales growth & share in
the biggest shopping season for
homecare electronics category
Marketing Objectives
With the niche premium but
potential in Vietnam, Samsung
need market penetration
Communication Objectives
Raising SAMSUNG’s TOM awareness
and increasing attitude movement
in TẾT
Dominating in smartphone market yet Samsung is still a small player in
homecare electronics which are mostly driven by Affordable price,
Trusted brand, Durable, Technology.
Sanyo Panasonic LG
Samsung Others
Samsung
8%
Others
42%
Panasonic
16%
LG
10%
Sanyo
24%
Affordable price Trusted brand Durable Technology
The countryside’s market is mainly driven by the first three factors with
larger pieces of market cake. Meanwhile, SAMSUNG aims to emphasize
“LỚN” relevant to appreciation platform in TẾT which are strengthened by
its most driver “Technology” to the premium segment
MARKET OVERVIEW
TẾT’s OBJECTIVES

24. CAMPAIGN OVERVIEW
Advertising Insight
After a successful, hard-working year, TẾT is a precious chance for having
a break and enjoy TẾT. However, the overloaded housework prevent
High Life Seekers from spending time to enjoy TẾT. They not only wish to
get housework away from their family but also affirm their last successful
year to be proud of their living standard.
Referred from the insight, the idea “MỪNG TẾT LỚN” was born. The SAMSUNG homecare electronics plays a role as
appreciation. With the new innovative technologies, the consumers feel most convenient and luxurious and to get all
chores done to prevent them being bothered and have time to enjoy “TẾT LỚN”
Target Audience – HIGH LIFE SEEKERS
Male & Female About 30 years old
High Income Family-oriented
Excited for an enjoyable and luxurious way of living that involves a great
deal of shopping, entertainment, eating, partying
“Chúc mọi người có một cái Tết bận rộn nhưng mà là bận rộn tận
hưởng nha, việc nhà đã có SAMSUNG lo”
IDEA

25. EXECUTION
Phase Attention & Engagement Purchase
Key Hook Remake MV
Bao giờ hết bận - Bích Phương
Parody MV
Bao giờ hết bận – Chị Canô
Objective Catching attention, creating interactions
with consumers
Driving the consumers from online to
POSM
Channels Social Media
(Facebook & Youtube)
Social Media +Web
(Facebook, Youtube & Owned Web)
Tactics TVC, KOLs, Micro-Influencers, CSR, PR TVC, E-commerce, Minigame, Promotion
collaboration with Grab, Dienmayxanh
UTD Result Remake MV with 14 million view
Parody MV with 800,000 views
Thousands of engagements & discussions

26. Attention catching This utilizes the buzz-based assets delivered by
Bich Phuong & KOLs to be magnetic to consumers
Attitude movement Campaign significantly encourages the
buying behavior with persuasive message and big promotions
Objective-lead The campaign idea is well-executed in terms of
tapping the right occasion to increase its penetration
GOOD
Insightful Idea The typical burden really happens to the consumers
is now more insightful with the suitable occasion “TẾT”
NOT GOOD
Loose focus on TA The key character in the keys assets (Bich
Phuong, Chị Ca nô) is not clearly reflecting the consumers personna as
well as the channels approaching the consumers
Lack of sustainability Despite the relevant and strong idea, the
campaign is coming to be not surprised and long term-oriented. There
is doubt about the next year’s idea
EVALUATION
Ownability The campaign is built on
Irrelevancy and Featuring of product offering. The product
portfolio is not really focused on housework functioning (Air
conditioner) and the products functions are not noticeably featured
Weak calling to action Consumers in this category needs high
involvement whereas the key assets is weak in providing information
and calling to action
RECOMMENDATIONS
Exploring the big IDEA Campaigns needs well-planning in next years to be
consistent, sustainable with the big IDEA and TẾT occasion
Mindful on key assets Selecting the more similar characters reflecting the
consumer, impressive featuring the premium traits of products and offering the
information in right channels
Relevant product portfolio Adjusting few products are not relevant to the
idea or treat the product placement & featuring in more proper way

27. THANK YOU