For Vietnamese people as well as some other Asian countries, the Lunar New Year is an extremely important occasion of the year, an opportunity to gather with family and meet friends and relatives. Vietnamese people have a high demand for shopping for a warm Tet with family. Due to the high demand and ability to spend at the end of the year, most consumers in Vietnam tend to “spend more money” and this is also considered a GOLDEN time for brands to promote their businesses. number.

  1. Creative trends in media during Tet 2020
  2. Businesses need to note these things to have a successful Tet campaign

According to statistics, two weeks before Tet will be the period of boom in shopping demand, and 7 days before Tet is the peak period of shopping. In 2017, the purchasing power of the Tet holiday doubled compared to normal times and reached 1.76 billion USD, and by Tet 2019, this figure has reached 1.9 billion USD. In particular, from November 2018 to February 2019, the level of search on Youtube increased by 600%, and in Tet 2019 alone, the total number of interactions of Vietnamese users far surpassed 120 million. That shows that Tet campaigns are one of the most important marketing “keys” of the year for every business.

  • USE TRADITIONAL MATERIALS

Especially being a traditional holiday, everything that belongs to Tet also carries its inherent sacredness and importance, including insight. Looking back at the outstanding campaigns so far, we can see that the brands have focused on building stories around the core cultural values ​​of Tet: Connecting – Sharing – Understanding.

“Going home for Tet – Family first” has been the message accompanying Neptune’s cooking oil for the past decade. It was only last year that Neptune suddenly changed the insight to “Golden oil drops start a thousand fortune”. In addition, Pepsi or Coca-Cola also choose the image of a family reunion for TVC Tet campaigns in Asian countries as an indispensable practice.

Capturing customer insight is essential, but choosing the form of that insight is also a factor that directly affects the success of every campaign. Turning familiar insights into close and accessible to customers’ minds is something that brands need to consider for their Tet campaigns.

  • EXERCISE WITH MUSIC

Many brands have successfully chosen this method for their campaigns throughout the year, especially during the Tet season. Usually, the use of music in advertising has two ways: Composing a new song or rewriting familiar tunes. Brands often prefer to rewrite lyrics to make use of familiar tunes in customers’ minds. In the New Year 2019, Huynh Lap released the parody MV Bua An in collaboration with Quang Trung for the product Oo Long Tea Plus based on the hit Bua Love and won the Best Breakthrough Advertiser award in the Youtube Works Awards 2019. And 2020, this trend is gradually encroaching on other traditional TVCs. Mirinda continued to use the theme “Old story ignored” but replaced Bich Phuong by Truc Nhan. This year also has the presence of the family Fami, Samsung,

The most important thing when putting music into Tet campaigns is to cleverly choose the melody and integrate the product to have a similarity with the message conveyed by the brand.

  • CREATE EYES WITH SHORT MOVIES

Besides music, another form that is also chosen by many brands is a short film. The film with a story throughout will help the brand fully express its campaign message. In order to be successful, the promotional short film must balance both factors: an attractive plot, gaining the sympathy of the audience while still ensuring the conveyance of the message of the product and the brand.

The New Year 2017 media race suddenly appeared with the name Bao Xuan and the short film Spring without color, stirring up Vietnamese social networks with hundreds of thousands of views, thousands of shares, and comments. More than just a promotional film for Tet, Colorless Spring also conveys a very humane and understanding message for women, which is the dream of celebrating Tet in the grandmother’s house. As can be seen, most Tet campaigns focus on exploiting the family sentiment factor, but when approached from different perspectives, the brand can still create unique and impressive campaigns for viewers.

2. Businesses need to pay attention to these things to have a successful Tet campaign

  • DETERMINATE THE RIGHT TARGET AUDIENCE

One of the most important factors for the success of a campaign is the preparation of a specific plan. Determining the right target audience, campaign launch time, and which platform to use are all matters that need to be planned with care, precision, and relevance. Determining the right target audience can include many aspects, including identifying the exact audience you are targeting, their insights, and channels of access.

  • LEARN AND DISCOVER FUN INSIGHTS

In the Tet media “war”, a successful advertising campaign is a combination of a strong insight and a good story. Brands need to get to know consumers right and develop content in unique ways to convey their message during Tet. Familiar insights such as family reunification, connecting people…, even though there are brands to exploit every year, they never get old. However, family reunions or Tet connection is no longer the only way, but brands still need to find completely different, never-before-exploited insights to build stories. A whole new story in the new year.

Mirinda with the song “Forgotten old stories” has a “breakthrough”, and won 1st place with nearly 60 million views on Youtube during Tet 2019. The reason why Mirinda surpasses other brands in the battle for insight is that they have searched for stories that happen every day in any corner of the village or neighborhood around us. On the occasion of Tet, everyone wishes that everything will go smoothly for them, but there will be many trifles happening around us that make family life or neighbor’s life easy to offend each other.

The most important thing in finding insight still revolves around the word “appropriate”, having to properly touch their concerns and desires; as well as the way of expression must be close, natural, not forced.

Stand out in the advertising market during Tet

Good advertising messages have a strong impact on customers. Especially in Tet holiday, how to create a memorable message. Successful brands often apply the following principles:

  • Understand customer insights from which to develop creative ideas
  • Defining the right brand goals
  • Taking customers as the foundation for the development
  • Collaboration with content creators

The Tet communication picture will no longer be the only playground of the big guys, all brands can find their own creative direction if the brand knows how to choose the right message, the right audience, and the right time. . By identifying the right campaign goals, mining interesting insights, creating consumer-centric content, and choosing the right distribution platforms, brands can create successful campaigns. was successful beyond expectations.

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