Business Advertisements and The Tribute to Vietnamese

Culture through Tet campaign

Outline:
1. Definition
Business Advertisements are marketing messages created by companies to
promote their products, services, or brand. These advertisements can appear in
various formats and platforms, including Print Media, Broadcast Media, Digital
Media, Outdoor Media and Direct Mail.
CHUYỂN
In the Vietnamese market, business ads are highly appreciated and play a vital
role in the companies’ marketing strategies. In addition, Vietnam's rapid economic
growth and increasing consumer spending have created a dynamic advertising
landscape. Digital transformation has been a significant driver, with high internet
penetration and widespread smartphone use making digital advertising particularly
effective. Facebook, Google, and Zalo are keys for reaching tech-savvy users.
Moreover, the rise of e-commerce platforms like Shopee, Lazada, and Tiki further
underscores the importance of online advertising.
CHUYỂN
From the definition and importance of online advertisements in the
Vietnamese market, it can be seen that creating quality online advertisements will be a
key to businesses if they want to make an impression on their target audience and
stimulate purchases. In our presentation, we will focus on TVC advertisements, which
use unique images, easy-to-remember music and were launched through online
platforms to reach people easily.
2. The importance of the Tet Campaign to businesses
Over the past 10 years, the number of Tet marketing campaigns using TVC
advertisements has been increasing. Because Tet is an important and meaningful
holiday for Vietnamese. It is a time for families to reunite, enjoy together, welcome the
new year, and wish for good things for themselves, their families, and the country.
Vietnam is also one of the few countries that still celebrates Lunar New Year.
CHUYỂN
Bà For businesses, it presents a golden opportunity to connect with customers,
boost sales, and solidify brand loyalty
Firstly, the Tet campaign can Increase Consumer Spending. During Tet, Vietnamese
people traditionally spend more on gifts, food, decorations, and travel. This surge in
 consumer spending creates a prime opportunity for businesses to offer targeted
promotions and products.
The next one is the Tet campaign can easily get the emotional connection, Tet is a time
for families to gather and have new beginnings. Businesses that can tap into these
emotions through their campaigns can create a stronger connection with customers.
Emotional storytelling and visuals that resonate with Tet traditions can be very
effective.
In addition, the Tet campaign can build Brand Loyalty: Limited edition Tet products,
special promotions, and loyalty programs can incentivize customers to choose that
brand during Tet and beyond. By offering exceptional customer service during this
busy period, businesses can build lasting loyalty.
Lastly, the Tet campaign Heightened Brand Awareness: With increased media
consumption and festive decorations around the country, Tet is a time when brands
can gain significant exposure. Businesses can leverage traditional and digital
marketing channels to reach a wider audience and create a positive brand association
with the holiday spirit.
Chuyển slides
Minh Phương: Thankyou Yến, now we will move to the part of typical cases analysis.
I’m pretty sure that everyone here has seen the music video of 2 cases as both of them
are so popular and iconic until now.
3. Typical cases analysis

Category (ngành Release time Vietnamese cultural elements The message (Thông
hàng) (Thời gian ra (Những yếu tố văn hóa Việt điệp của quảng cáo)
mắt) nam trong quảng cáo đó)

Đi để trở về Fashion (Shoes, Tết 2017 -Image of the family reunited
(Go to come footwear) after the son's trip to explore
back) (Bitis) all regions of the country
-When he returned home, he
carried an apricot branch, the
flower that symbolizes Tet in
the South.
- Images of a bustling market,
along with familiar
Vietnamese street foods: Ice
cream cones, grilled rice
paper, etc.
“If you go, you will
come back. Go far
away, to explore, to
experience, to grow
more mature and
appreciate the return.
Go far away to
return!”
Chuyện cũ bỏ Fast-moving Tết 2018 -Images of popular flowers Tet is usually a time
qua (Laugh consumer and plants that Vietnamese for happy gatherings
Away The people use to decorate on Tet: and reunions, but
beverage
Grudge)(Miri Daisies, yellow apricot "disputes'' and
nda) (carbonated soft
flowers, kumquat trees, peach "arguments" are
drink)
blossoms... difficult to avoid,
-Traditional costumes that especially in the
Vietnamese people often wear "chaotic" context of
during Tet: Ao Dai 2018. Mirinda
-Activities that Vietnamese understands that Tet
people often do during Tet: is a time to leave bad
cleaning, decorating the things of the old year
house, singing karaoke, etc. behind to welcome
- Conflicts and arguments joy in the new year.
often happen during Tet: The slogan"Forget the
Neighbors sing karaoke too past - Mirinda's Tet,
loudly, naughty children pass let's laugh freely
the ball over kumquat pots, during Tet!" reminds
two sisters are jealous of each everyone to enjoyTet
other when dividing together.
housework,...
And then, we will continue with the evaluation of 2 advertising campaigns with
Đào Phương.
4. Evaluation
I would like to start with “Go to come back” (2017), featuring singer Soobin
Hoang Son and the appearance of a novel sub-brand “Biti’s Hunter”. This TVC turned
the Internet upside-down and became one of the most popular media campaigns. It
was atop of the Youtube Ads Leaderboard in Tet season for both 2017 and 2018.
“Go to come back” brought back not only an extraordinary marketing result
with over 170 million brand mentions, but also accompanied by an increase in sales
(exceeding 300% sales target just within 7 days.) Moreover, “Go to come back” has
deeply imprinted into customers’ minds a friendly and considerate image of Biti’s.
Next, the TVC “Laugh Away The Grudge” (Chuyện cũ bỏ qua) (2018) featuring
with singer Bích Phương reached a record of views (on Youtube and Facebook) and the
viewer retention rate reached a sky-high level. Mirinda also hit the highest positive
engagement rate in the beverage industry at that time and topped Millward Brown's
advertising rankings with the highest persuasion score.
 The campaign has officially made Mirinda one of the largest brands in the
industry in general.
However, the brighter the light, the deeper the shadow. The great success of
these ads will leave businesses with great pressure when implementing the next Tet
campaigns. What will they need to do to continue the success of previous Tet
advertising? How should Vietnamese Tet culture continue to be used to both excite
viewers and retain the sound of traditional Vietnamese culture? However, it is
wonderful that next year's Tet advertisements, not only of Bitis and Mirinda, but also
of many other businesses are still well received in the Vietnamese market. This is a
good sign, showing that Vietnamese people still value national cultural identity and
pay attention to content related to this topic. In the context of globalization, when the
line between integration and preserving national identity is increasingly blurred, in
Vietnam, cultural factors are still valued, even in a commercial environment. we can
rest assured that "Culture still exists, nation exists".