Highlighted Tet campaign 2017 review

HIGHLIGH

TED 2017

TET CASE

STUDY

NESCAFE TET 2017

“PROMOTIONAL CAMPAIGN -

KHAI XUAN DON LOC”

KIT KAT 2017

“VALENTET“

THE LAUGHING COW TET

2017 CAMPAIGN

“TOGETHER FOR A

LAUGHTER-FUL TET”

NEPTUNE TET 2017

CAMPAIGN

“COME HOME FOR TET,

FAMILY IS THE TOP

Leveraging the Tet occasion when people wish for good fortune in the

new year, Nescafe launched an exciting promotional campaign that gave

away valuable apartments as key hooks.

A Tet Music Video (MV) by Dong Nhi & Isaac was released to promote

Nescafe Tet Gift Pack (via PPL technique).

Both TVC and MV were promoted on chosen media which are:

• TVC: focused on TVC 15s with est. gross budget 57 bil. in 15 weeks

• Print-Ad: PR articles focus on the amplification of campaign’s

winners story on highly credible newspaper Thanh Nien & Tuoi Tre

• PR online: support amplify campaign’s winners story on Internet

• Rich media: utilize rich media on Mp3 Zing’s website with

diversified formats such as: Masthead, Popup, Native Ads…

• Facebook: different type of paid media such as single image,

carousel images were applied to promote attractive Tet promotion

• Social Seeding: using the Dong Nhi & Isaac’s FB Fanpage to

promote Nescafe Tet Gift Pack via personal engagement post

• YouTube: amplify both videos of TVC & Tet MV, achieved high

viewership due to promoted videos

• “Khai Xuan Don Loc” Tet MV: The song by famous singers Dong

Nhi & Isaac with PPL of Nescafe Tet package, became popular in

Tet with over 18 mil. views on YouTube and MP3 Zing

Nescafe 2017 Tet Campaign“ KHAI XUAN DON LOC”

TVC 15sPR articles on Newspaper online

and offline

Social Seeding –Personal Fanpage

NESCAFE INVESTED HEAVILY IN TET PERIOD

WITH ATTRACTIVE PROMOTION CAMPAIGNCampaign Starting date 18th Nov’16

TVC, MV and promoted videos on YouTube

Viral clips, Engagement post on Facebook

Rich media

NESCAFE SUCCESSFULLY CARRIED OUT THE TET

CAMPAIGN BY HIGH VALUE PROMOTION PRIZE &

LEVERAGING TA’S ONLINE CONTENT HABIT OF

MUSIC VIDEO TO NATIVELY PROMOTE TET GIFT

PACK

Source: MEC Internal POV

• Nescafe approached consumers with light-hearted insight of Tet which is wanting good fortune for new year

• Create a promotion with high value prize to generate excitement from consumers, also release & promote

winners’ story during campaign to inspire & recruit more participants

• Promote Nescafe gift pack via PPL technique in Tet Music Video clip, which is easily consumed & engaged by

our target audience

• Successfully applied traditional media (TV & Press) to create mass awareness and build credibility, while utilize

social media (FB) as an engagement channel with the target audience during campaign period

KEY TAKEAWAYS FROM NESCAFE’S CAMPAIGN:


2017 CAMPAIGN

“TOGETHER FOR A

LAUGHTER-FUL TET”

NEPTUNE TET 2017

CAMPAIGN


FAMILY IS THE TOP

NESCAFE TET 2017



KIT KAT 2017

“VALENTET“

Kit Kat 2017 “ VALEN-TET”

Campaign Starting date 11th Jan’17

TVC 15s

In 2017, Kit Kat merged Tet with Valentine’s day to create “ValenTet”

campaign. The campaign’s hero creative was the viral clip series of 3

episodes: First Meeting – Tet Together – Valentine’s Day

Chosen media are:

• TVC: using TVC 15s to promote Tet package only. Estimated gross

budget: 10 bil. VND in 4 weeks

• YouTube: with paid media, the total view achieved was 3 million for

total 3 videos

• Rich Media: Kit Kat used impactful format Masthead to build awareness

on popular site MP3 Zing

• Facebook: Content focus on promoting Valentine season and host

Valentine mini games to engage with fans:

The viral clips are promoted on Kit Kat fan page, which reached 7

million views for total 3 videos

The mini game had simple mechanism: 1. Buy the Valentine’s

version product. 2. Write wishes on the product. 3. Take picture and

post on KitKat contest announcement ‘s post to win prizes

• Viral Clip Series: Create a teenage love story series to associate the

brand with Valentine season as usual. In each video, KitKat use PPL

technique to promote its seasonal package. Ep. 1 & 2 – Tet packages;

Ep. 3 – Valentine Kit Kat package

FOR 2017, KIT KAT MERGED VALENTINE’S DAY AND

TET FOR THEIR CAMPAIGN – VALEN-TET 2017.

Viral Clip on YouTube

Viral Clip & Engagement post on Facebook (Minigame)

Rich media


• Leveraging the use of viral clips series (which deliver interesting content towards young audience about

teenage love) to promote Kit Kat Valentine package as well as Tet package

• Utilize mini game mechanism to support sales for Valentine package

• Merging the Tet occasion into Valentine so that the campaign period can be extended and not diluted

by other Tet campaigns

KEY TAKEAWAYS FROM NESCAFE’S CAMPAIGN:

VIRAL CLIP SERIES WAS THE HERO EXECUTION OF

KITKAT TO NATIVELY PROMOTE ITS SEASONAL

PACKAGE, FOLLOWED BY ENGAGING MINI GAME WITH

EASY MECHANISM TO SUPPORT SALES

NESCAFE TET 2017



NEPTUNE TET 2017

CAMPAIGN


FAMILY IS THE TOP


2017 CAMPAIGN

“TOGETHER FOR A

LAUGHTER-FUL TET”

KIT KAT 2017

“VALENTET“

Neptune launched a thematic Tet campaign in Dec-16, delivering the same

message as last year “Come home for Tet, Family is the top priority” with

heart touching viral clip & music. Chosen media are:

• TVC: utilize different version of 60s, 45s, 30s & also 5s vignette, with

Est. gross budget 96 Bil. in 6 weeks.

• Pre-roll iTVC: maximize reach of TVC with 30s version

• LCD: reinforce TVC and brand image at office building & apartment

locations

• Advertorial + Print-Ad: content focused on gifting tips and family

health-care in order to promote Neptune 2017 Tet Gift Pack

• PR online: amplify the impact of Neptune 2017 Viral Clip & promote

Tet package via gifting tips article

• YouTube: utilize True-View ad format to promote Neptune viral clip

(3.6 mil. views)

• Facebook: used Facebook Boost Post to maximize awareness of

Neptune viral clip and create engagement (6.6 mil. Views)

• Social Seeding: using famous community pages on FB to spread the

viral clip with hashtags #venhadontet #giadinhtrenhet

• Music video Sponsorship: the music for TVC was released as a MV.

The song also became popular in Tet with over 1.5 mil. plays on

Internet

Neptune 2017 Tet Campaign

TVC 60s/45s/30s & Vignette 5s

Advertorial + Print-Ad on Newspaper &

MagazinePR Online

Viral Clip on YouTube

Viral Clip & Engagement post on

Facebook

Social Seeding – Personal Fanpage & Community

LCD Building Office & Apartment

Sponsor for Tet Music Video “Tet

Xa”

Pre-roll iTVC 30s

NEPTUNE HEAVILY INVEST IN TET WITH KEY HERO

CONTENT OF HEART-TOUCHING VIRAL CLIP & MUSICCampaign Starting date 23rd Dec’16

NEPTUNE SUCCEEDED IN LEVERAGING POWERFUL

INSIGHT OF PEOPLE WORKING FAR FROM HOME TO

CONNECT WITH THEM VIA MEANINGFUL &

TOUCHING CONTENTS


• Leverage the powerful Tet insights of people working far from family “ Treasure the reunion time while many

others cannot”

• Strongly connect with audience via meaningful contents of touching viral clip & music, featuring original &

emotional stories of Vietnamese who cannot reunite with there family

• Huge investment during short period of time to the create boom impact & strong competitiveness during Tet

• Multimedia application, especially digital, which is the main platform to transfer the whole story & create

brand engagements

KEY REASONS FOR NEPTUNE’S SUCCESS:

NESCAFE TET 2017



KIT KAT 2017

“VALENTET“

NEPTUNE TET 2017

CAMPAIGN


FAMILY IS THE TOP


2017 CAMPAIGN

“TOGETHER FOR A

LAUGHTER-FUL TET”

The Laughing Cow Tet 2017

campaign

Campaign Starting date 23rd Dec’16

TVC 30s & Vignette Promotion 5s Viral Clip on

YouTube

Pre-roll Viral Clip & iTVC 30s

LCD at Airport + Bus/Train Station

Rich Display

Activation event – Laugh Connection Bridge

Microsite for engaging

Viral Clip & Engagement post on Facebook

Social Seeding – Personal Fanpage & Profile

Con Bo Cuoi (CBC) launched their Tet campaign at the end of Dec’16 with the theme of “Together for a laughter-ful Tet” (Cùng CBC trao nhau tiếng cười Tết), delivering the message of “Whenever there is laugh, there is Tet”. Chosen media are:

• TVC: using TVC 30s, supported with 5s Promotion Vignette. Estimated budget: 25 bil. VND (gross cost) within 4 weeks

• Ad-network Pre-roll: using pre-roll format to maximize the reach of TVC 30s & delivering the full story via 2 min viral clip

• YouTube: using True-View ad format to deliver the full story of CBC Viral clip on online video, gain over 3.5 mil. views

• Rich Display: using impactful rich display to build awareness for the promotion, drive participant to activation event & recruit user for engaging app on microsite

• Facebook: using Facebook Boost Post to deliver CBC viral clip & social seeding profile to create native engagements on social, using hashtag #congketnoitiengcuoi & #traonhautiengcuoitet

• Activation: held the activation at 2 megamall in HCM & HAN (Vivo City & Aeon Mall)

• Microsite: host the engaging app on microsite to help user generate their own content of “Celebrating Smile Video” & share to their own FB Fanpage (> 2,100 users)

• LCD: airing TVC 30s in locations with high traffic before Tet season, where people have the feeling of reunion with family

• Wifi-Ads: using Wi-Fi Ads to boost the promotion & drive participants to activation event

CBC CREATED A HIGHLY RELEVANT THEME OF SMILE FOR TET CAMPAIGN WITH INTEGRATED MARKETING EXECUTION

Wi-Fi Ads at Supermarket, Bus/Train Station

http://conbocuoi.traotiengcuoitet.com/inhttp:/conbocuoi.traotiengcuoitet.com/index.php/thu-vien-tieng-cuoidex.php/thu-vien-tieng-cuoi

Awareness Engagement Amplify

WIFI

OFFLINE

ONLINE

BEL Microsite

REGISTRATIONS JOINING EVENT HAVING EXPERIENCE

SPREAD OUTON SOCIAL

WIFI

CONSUMER JOURNEY


• Highly relevant theme of SMILE, which associate with not only the joy of people when reunite with their

family in Tet but also brand’s well-established image of “The Laughing Cow”

• Enjoyable viral clip with a soft & warm story, delivering the message of “Whenever there is laugh, there is Tet”

• Integrated marketing implementation with a smooth combination of online & offline activity

• Innovative application of digital technology for online engaging activities, which let user generate their own

content as well as earned media for brand

KEY REASONS FOR CON BO CUOI’S SUCCESS:

RELEVANT THEME OF “SMILE” & INTEGRATED

MARKETING EXECUTION ARE THE KEY REASON TO

HELP CBC STAND OUT DURING FESTIVE SEASON

THANK YOU

Highlighted Tet campaign 2017 review

Marketing