TẾT CAMPAIGN INSIGHT ANALYSISYEN ANH | MINH TRANG | LAN CHI | CONG DUNG

YOUNG MARKETERS ELITE DEVELOPMENT PROGRAM SEASON 4TET ASSIGNMENT

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)

TET PLATFORM/ CAMPAIGN IDEA: ĐI ĐỂ TRỞ VỀ

INSIGHTYoung 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 TRUTHCATEGORY TRUTH

'Move' inspiration (inspiring the young to go & explore the

world)

Shoes are the must-have items of every trips

CONSUMER TRUTHThe young want to explore the world to gain more experience, which makesthem grow up.

SWEET SPOT

NEW/DIFFERENT

DEEPER

TENSION

ACTIONABLE

Biti’s Hunter has promptly catch up with the trend of VN youngpeople within the last 2,3 years: travelling in Tet. Therefore ittouches on a totally different insight from other shoe brands,which makes its Tet campaign initiates in this category althoughthis is the very first campaign of Hunter on Tet occasion.Instead of encouraging young people to only spend time withtheir family in Tet like other brands or to only make use of theirday-off to travel, Biti's Hunter inspires them to move to be backhome. Hunter does not justify the trips of young people, thebrand encourages them to pursue the MOVE spirit with"substance" and meaning: every trips is for us to grow up, tocherish family love and live better every day.

Bitis Hunter really touched on a real need of young people. Theyare always in need of taking new chances to explore newexperiences. However, this insight has digged deeper on theneed. It’s that however far they go, they always want to have aplace to come back, to have people to share the preciousexprience with and witness how they have grown up from theirtrips.

This insight contains a problem that consumers need help with.The problem is that: On Tet occasion, most people come backhome as soon as possible because Tet is the rare time they canspend with their family. However, with the 'move' spirit, youngpeople also want to use this free time to travel & explore theworld. Then, Hunter has brought a very bright solution: Move tobe back home! Because they give a deep & properperspective on “move” conception: The further you go, themore 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, whichmakes Biti’s Hunter deserves to be a top-of-mind Vietnam sportshoe brand for young people.

Platform “Đi để trở về” is so relevant with Tết. Furthermore, itprovides many possibilities for brand mix.Travelling to learn and family are 2 of the most important thingsof young people, so this combination would be impactful tothem on a long run.

A DEEPER LOOK INTO CAMPAIGN INSIGHT

TET PLATFORM: TET AN LANH

INSIGHTWhen “an lành” is shared, it will

be more spreadthan ever.

BRAND TRUTHCATEGORY TRUTH

An lành (safe & healthy)Soy milk is a safe & natural beverage which enhances health

CONSUMER TRUTHVietnamese people habitually pray for "an lành", especially on Tetoccasion.

CAMPAIGN IDEA: NGƯỜI GIEO AN LÀNH

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 thepast few year, Vinasoy is the only brand which has “shared”this dream successfully. In 2016, Vinasoy with “Mầm lộc anlành” awakened the desire for “an lành” on only ‘peace’angle. This year, Vinasoy has levaraged this platform bytackling another angle of “an lành” - kindness. So far, onlyVinasoy can own this platform because it is suitable for brandpositioning (safe & healthy), close to brand promise (for all thegoodness), and above all, it’s the beliefs & spritual valuesbrand has given to Vietnamese people through thecommunications for Tet.

Vinasoy digged deeper on the “an lành” desire of consumerson the kindness angle. Vinasoy understands that Tết is not onlythe time people wish for goodness but also an opportunity forthem to spread it. Therefore, Vinasoy’s insight touch onpeople’s desire because it conveys the message: if peoplewish for kindness, share it first.

End of the year is a sensitive time with consumers: they expecta better new year, but they also feel bewildered looking backon 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 wishfor themselves and their families. So New Year is the mostsuitable time for VinaSoy to emphasize the message of “anlành" deeply and fully to consumers.

This year’s campaign insight of Vinasoy can solve the tensionby giving consumers belief that kindness exists everywhere,even in the most difficult situations, so all we need to do is tospread it.

The insight gives more possibilities for brand mix. Not only doesVinaSoy send their message through short films, it also built a“Vườn an lành" in the form of microsite calling for everyone to dogood things to sow “an lành". Participants can access togieoanlanh.vinasoycorp.vn to make the good things flourish inthe new year. With a “an lành” seed sown or simply a sharing ofyour interaction with people on social networks with the hashtag#gieoanlanh, you will contribute 10 Fami Kid milk cartons to thepoor children.

INSIGHTGÌN GIỮ NÉT XUÂN

BRAND TRUTHCATEGORY 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 TRUTHSenescence 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 RAND

TET PLATFORMXuân của phụ nữ Việt

CAMPAIGN INSIGHTTet 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 IDEAXuân không màu - Để xuân nào cũng là xuân trọn vẹn

CAMPAIGN TẾT 2017

(Preserving the juvenile beauty)

BRAND RELEVANCE

OCCASION RELEVANCEOne of the truths about Tết is that it provides the occasion for familyreunion. The campaign insight tackled that angle by speaking ofmarried women’s inner desire during Tết to show another viewpointon family reunion of target audience. Such relevant insight earnedBảo 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 createda good platform for this Tet campaign – Xuân của phụ nữ Việtwhich can grow old with the brand as it provides a wide range ofviewpoints to be exploited. “Xuân” in brand insight, only owned bywomen, has the meaning of “juvenile beauty” but can easily beimplied from many angles (either beauty or a season), thereforecreates a tight bond between brand insight and such platform.As a brand for women, Bảo Xuân is in a suitable position to speak ofsuch communication insight. Though the communication insight isnot perfectly fit for brand (since some other brands with womentarget can do so), it’s relevant on the platform.

NEW/DIFFERENTBao Xuan has taken initiation in category to speak of women’s insightin Tet, while its competitors didn’t make any move. This helped BaoXuan gain the leading position in this occasion within category.Regarding all campaigns for Tết, this campaign insight still told the oldstory of family reunion. The target isn’t new (as Maggie also featuredthis target), but Bao Xuan chose to speak of married women’s wantfor reunion from a different angle - celebrating Tết at their parents’house. The refreshing insight made itself stood out among all reunionstories about Tết.

DEEPER

TENSION: Due to tradition and some conditions, married women areframed with the responsibilities to prepare Tết at their husband’shouse. As much as they want to celebrate at their house, they neverdare to.The tension provided Bao Xuan the sweet spot to connectemotionally with consumers as what the brand offers is preservingtheir “Xuân", however it didn’t spare a place for functional benefits.

TENSION/SWEET SPOT

The insight spoke of a fundamental truth of Tết when Vietnamesemarried women celebrate and fullfil their responsibilities at theirhusband’s house, from which triggered empathy of audience.However, it showed a deeper view for a desire of a fulfilled Tết fromtarget, explaining why Tết away from her home is discolored.

ACTIONABLEAs the insight is spoken from a new touching angle and on a goodplatform which is broad to exploit and is relevant to brand, it excitesthe brand for new ideas (though the execution of Bao Xuan in thiscampaign did not meet up to the insight and the platform’spossibilities)

INSIGHT

BRAND TRUTHCATEGORY TRUTH

Bold fun - Niềm vui bùng nổ

CONSUMER TRUTHYoung 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

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 becomemore fun. So with the brand positioning “bold fun”, Mirindahas done the platform “Chúc Tết” very well and single-mindedly.

Complaining behaviour of parents happens most regularlyon Tet occasion because this is the time young people spendmost of their free time at home. But this is also the good timeto connect parents & children closely. This insight promotesthe value of family so it is stronger than their competitors’ Tetcampaigns such as Coca with “Khởi đầu mới” & Pepsi “Ngườihùng thầm lặng”.

This insight touches on a deep need of consumers: how toexpress love when the generation gap is much further whenwe grow up. It also make young people realize the lovehidden behind every complaints of their parents.

To be honest this insight is not new because family love is afundamental truth of human. However, when the insight is placedon 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 theyfeel a little shy.Tension 2: Parents often complains on their children but deep insidethey just want good things for their loved ones.The target consumers of Mirinda is only young people but Mirinda’scampaign insight has solved the tensions of both generations, whichis awesome.

Based on the fact that although however much we have grown up,to parents we are always the little children, this insight proves thatthe complaining behavior of the parents will never stop. In the otherside, the more children grow up, the more they love their parents. 2fundamental truth may make this insight become sustainable.At the same time, because most of the VN families face thissituation, this insight is so understandable, touching and easy tospread.

A DEEPER LOOK INTO CAMPAIGN INSIGHT

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.

Campaign Insight Big IdeaTet 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 relevanceThe 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.

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 TruthTravelling tours offers effortless and care-free travelling experience.

Consumer TruthAfter 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 TruthViettravel offers family tours for Tet holiday

Campaign InsightComing 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 IdeaReunion Trip – Du Xuân Đoàn Viên

MessageReunion mustn’t take place at home. Tet reunion is where family is.

Brand relevanceThe 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.

Neptune has been successful with 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 Tếtbut 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:

BRAND RELEVANCE

OCCASION RELEVANCE

The reunion message of Neptune always isrelevant to the brand, as the family meal standsfor family reunion, and Neptune makes thefamily meals more delicious and cozy.

This 2017 Tet campaign manage to follow theirestablished platform of Tet reunion.

TENSION / SWEET SPOT

The insight is not actually deep or new, but whatmakes it authentic and relevant and able to touchpeople’ heart, is the angle of the insight, usinganother 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 forTet in consumer’s mind, as people now lookforward to Neptune ads every Tet season.

Thank youYEN ANH | MINH TRANG | LAN CHI | CONG DUNG