Phạm TúTet (Lunar New Year) is prime time for brands to connect with consumers, build trust, and boost their image. But with every brand vying for attention, how do you stand out and create a memorable campaign?
Here’s a look at Tet campaign trends from 2018 and predictions for 2019:
2018: A Softer Approach to Tet Content
Instead of tugging at heartstrings with emotional family dramas or traditional customs (think classic Coca-Cola, Neptune, or Omo ads), 2018 saw a shift towards lighter themes. Youth-oriented narratives and the evolving role of women in families took center stage.
- Biti’s “Đi để trở về 2” (Go to Return 2) campaign encouraged young people to cherish the journey back home for Tet, emphasizing the importance of family amidst their adventures. This music video garnered 28 million views!
- Maggi’s “Món ngon vạn ý nghĩa” (Delicious Dishes, Endless Meanings) and Knorr’s “Vị nào làm nên Tết” (Which Flavor Makes Tet) campaigns portrayed mothers as proactive decision-makers, suggesting new dishes and creating joyful family moments in the kitchen.
- Vinpearl’s “Đón tết thảnh thơi” (Enjoy a Relaxing Tet) campaign tapped into the insight that women often feel overwhelmed with Tet preparations. They offered a solution: a stress-free Tet vacation at a Vinpearl resort.
Other Notable Trends from 2018
- Tet Through a Child’s Eyes: Campaigns explored family relationships from a child’s perspective, often highlighting a mother’s love and sacrifices.
- Modernizing Traditions: Brands like Pepsi and Highlands Coffee encouraged young people to connect with traditional values in contemporary ways.
- Rise of Young KOLs: While established celebrities remain popular, brands started featuring fresh faces to create more relatable and diverse campaigns.
Predictions for Tet 2019
1. Broadening the Narrative: Explore diverse perspectives within families, like husband-wife dynamics, father-in-law and daughter-in-law relationships, or sibling bonds. Offer fresh perspectives on familiar insights.
2. Mobile-First Video Content: Leverage the power of mobile video with livestreams, viral clips, and short films. Break free from the constraints of traditional media and connect with audiences on their smartphones.
3. Music Marketing Magic: Music will continue to be a powerful tool for creating memorable campaigns. Expect to see more creative uses of music, poetry, and traditional art forms to convey brand messages.
4. Strategic KOL Selection: Brands will be more selective with their influencer choices, ensuring relevance, authenticity, and strong audience alignment. Expect to see consistent and integrated KOL involvement throughout campaigns.
5. Beyond Insights: While insights remain important, brands will go further by offering innovative solutions to the challenges they highlight. Tet campaigns will move beyond emotional storytelling to provide practical and engaging solutions that resonate with consumers.
The key to a successful Tet campaign? A unique and engaging video that captures the brand’s personality and resonates with the festive spirit. By embracing these trends and thinking outside the box, brands can create campaigns that stand out and leave a lasting impression.
