Adtima - Tet 2022 Deep Understanding & Opportunities

TET 2021-2022
DEEP UNDERSTANDING & OPPORTUNITIES

WITH ADTIMA
TABLE OF CONTENT
Reimaging A relook at
the new normal Tet Tet 2021 campaign
The 2022 direction

with Adtima
01
REIMAGING THE NEW NORMAL TET
Let's have a look at the very first "new normal" Tet 2021.
FLASHBACKS OF THE TIME BEFORE TET 2021
Vietnam economy Household income have Unexpected 3rd wave

sustained growth not fully-recovered from of Covid-19 started few
amid Covid-19. the pandemic. days before Tet
GDP +2.9% FY2020 45% Millions of students took

lower income Jan 2021 vs. Jan 2020 early Tet break
@2021
@2021 Adtima Proprietary and Confidential - Do not Adtima Proprietary
duplicate and without
or distribute Confidential - Do
written not duplicate or distribute without written permission
permission
REVIEWING THE NEW NORMAL TET
Back to the basic Digitizing

Tet holiday Our traditional Tet
Happy & connected Changes in

family time media consumption
@2021 Adtima Proprietary and Confidential - Do not duplicate or distribute without written permission
Reimagine the new normal tet
STATISTICS ABOUT THE COVID19 IMPACT ON TET
Tet got impacted by the 3th wave of Covid-19 financially and emotionally,
in which consumer got tighten their budgets and lots of unspoken burdens
Source:
Tet Spending in 2021 vs. 2020 Tet Insights 2021 (Adtima)
BACK TO THE BASIC TET HOLIDAY
36
50
21
33% 17%
10
40 42
frustrated about worried that they cannot
Consuming lots of money prepare a proper Tet for
Consideration (Pre-Tet) Reality (Post-Tet) to purchase for Tet their families
Decrease Stable Increase - 7% vs. 2020 + 6% vs. 2020
Source: Tet Insights 2021 (Adtima) @2021 Adtima Proprietary and Confidential - Do not duplicate or distribute without written permission
which’s focused on essential products.
WHAT TO BUY?
TET SHOPPING BASKET
1. FOOD &
3. PERSONAL CARE
BEVERAGE
of them bought fewer for of them spent less budget

themselves in Tet 2021 for travel & experience 2. HOUSEHOLD
compared to 2020, in Tet 4. FASHION
CARE
especially Gen Z groups
Source: Tet Insights 2021 (Adtima)
Yet still expecting
among three targeted groups
13% 11% 12% 11% 14% 11%

15% 15%
16%
30% 29% 30%
Moms with kid Millennials GenZ
31% 33% 29%
Tet specialties Promotions/ discounts Stable prices Added-value after sales services exciting shopping experiences
% Occasion under promotion within

Minimarket also successfully Nearly 1 in 5 FMCG minimarket across years
attract new buyers during Tet Transaction in
weeks thanks to its proximity, minimarkets are under
18%
promotion also gains more promotion, growing by 10% 16%
+18% vs. Tet 2020.

importance within the channel Tet 2019 Tet 2020 Tet 2021
Source: Worldpannel division – Household Pannel – Urban Vietnam 4 key cities and Rural – FMCG excluding gifts
Kantar “2021: Tet festival in the new normal”
,
booming online purchase behavior.
RETAIL LANDSCAPE Q1/2021 How frequently do you do the following

activities changed during the Covid-19
pandemic?
42%
34%
Online purchase
more - 2020 more - 2021
Source: Kantar 5/2021 Source: Adtima Covid Study 2021

Reduced shopping frequency yet elevated trip spend
which has further pushed by Covid-19
SHOPPERS PLAN MORE ON THEIR SHOPPING LIST PER TRIP
IMPLICATION
The core task is to drive consideration
Ensure to be presented in consumers’ Tet shopping list
Providing VALUES Adapt to the dynamic Seeding early

(Financial, Emotional, purchase landscape by communication and
Functional) providing multiple ensuring high presence at
shopping touchpoints consumer shopping
across online & offline planning phase
Tet traditional rituals & duties always come first
PRE-TET ACTIVITIES DURING-TET ACTIVITIES
House Decoration 66 Spend time with family 51

DIGITIZING OUR TRADITIONAL TET
Family time Ancestor worship 50 Ancestor worship 51
Shopping for Tet 43 Visit relatives/ friends 42
Finish tasks at work 26 Online Entertainment 34

Me-time
Self-care 14 Party/Gathering outside 20
@2021 Adtima Proprietary and Confidential - Do not duplicate or distribute without written
@2021permission
Adtima Proprietary and Confidential - Do not duplicate or distribute without written permission
GIFT-GIVING AND WISHES AT TET REMAIN IMPORTANT
Digital money gifting is set to rise, going along with virtual and
interactive elements
Gen Z Millennials Moms with kids
Internet Banking Use e-walet (Momo, ZaloPay…) Lucky money function on e-walet (Momo, ZaloPay…)
Apart from cash, digital money

of those surveyed in Vietnam say it’s gifting with playful virtual cards or
easier to send/receive money gifts during Tet online character stickers is likely to
because of digital channels. accelerate this Tet.
Adapted to living in the spirit of epidemic prevention and
fighting, which has led to an acceleration of in-home
consumption & online behaviors
• Planned high ticket purchases are delayed. • Out-of-home to in-home consumption

• Discretionary expenditure is re-considered. • Online activities are accelerated.
• Out of home entertainment expenditure is • Lifestyle-related activities (reading,
held back work-out, healthy diet…) are focused
Source: Cimigo Q1,2021 @2021 Adtima Proprietary and Confidential - Do not duplicate or distribute without written permission
IMPLICATION
Digitalization transform the long-live Adapt to behaviors moving to

traditions: Gifting, Wishes, Tet Lixi online marketplace for tradition
o Provide traditional experience in in a Tet shopping:
virtualizing & interactive way Tet cuisines, Home makeover,
o Contribute to ignite the traditional spirit Home cleaning
Under Pandemic, the fear of having to stay back during Tet raised
significantly while our consumers show less care of their other
annually concerns
HAPPY & CONNECTED FAMILY TIME
Vs. 2020 Vs. 2020 Vs. 2020
Afraid not be able go back Afraid not enough Afraid it will impact to self-
to hometown to celebrate conditions to fully enjoyment (learning
Tet with family celebrate Tet process/job)
Reflect on the past year and an eagerness to welcome
a New Year "FULL OF HOPE"
Hope to improve their Better FINANCIAL Improve

HEALTH condition Family Affection
HOWEVER
When thinking about Tet 2021
54% HAPPY
Social stretch of Covid-19 during Tet, which make people have
more time with their families and build up their relationship
How is your Tet 2021 different from Tet in previous years?
of respondents plan to spend

the whole Tet 2021 holiday with
their family.
Self-enjoyment Family Bonding

Spend more time with friend/lover Eating outside/Entertaiment of respondents willing to spend
Travel Shopping Tet (28 Tết - mùng 5) time with their lover or friend
Online Activities
HELPING CUSTOMER TO UNDERSTAND AND APPRECIATE THE VALUES OF “HOME”
At-home and far-distance family bonding &
entertaining are likely to accelerate
Switching from physical family Entertainment activities Find something

gatherings to making are scheduled and squeezes more joy
phone/video calls done at home out of Tet holiday
Consumer expect brand to
to their beloveds on Tet campaign
New Year Greeting / Love messages Tet Rituals Reflect old year &
Best wishes ready for new year
IMPLICATION
Family affection, Positive vibes, authentic

Inspire & companion to
evoking the meaning of messages, simplicity ads
consumers’ caring to have are key substances.
cherishing your loved one will
a more complete Tet season.
conquer users and build
feelings for customers.
Media consumption increase as consumers spend
more time in online & in home activities
Significant uplift in social networking, messaging, music streaming, watching online videos
How has your frequency of doing the following activities changed

during the Covid-19 pandemic?
2021 vs. 2020
MEDIA CONSUMPTION
69% 70% 70%
59%
57% 55% 55%
52%
48%
42% 42%
40% 39%
35% 36%
34%
29%
21% 19%
17%
Read Online Social Network Online Use the Search Streaming Watching Shopping Streaming TV Play Game Watching
News (Facebook, Messaging Engine Music Online Online Video Online Show Online Online Video
Zalo..) (Free) (Pay)
More than - 2020 More than - 2021
Source: Adtima Covid Study 2021 @2021 Adtima Proprietary and Confidential - Do not duplicate or distribute without written permission
Specifically, they seem like to open-minded for general
information from over the world, health & breaking news
Top news topics among three targeted groups
MEDIA CONSUMPTION
HEALTH BREAKING NEWS ENTERTAINMENT
MOM WITH KID 62% 54% 40%
MILLENNIALS 57% 41% 40%

GEN Z 47% 27% 44%
Source: Adtima Covid Study 2021 @2021 Adtima Proprietary and Confidential - Do not duplicate or distribute without written permission
during pandemic especially TET 2021
The success of RAP VIET breaks many limits not only in the
Top music genres
gameshow but also in the Vietnamese music market,
Kpop contributing to spreading rap to a large audience
US/UK
Indie/Underground
Rock
7% overall
MEDIA CONSUMPTION
Rap/Hiphop (Compared 2020)
Pop
Instrumental Music
Trinh's Music
Ballad
EDM/Dance
Red Music
Bolero
Young Music
0% 10% 20% 30% 40% 50% 60% 70%
GenZ Millennials Mom with kid
PREFERRED ADS CONTENT FOR TET CAMPAIGN
MEDIA CONSUMPTION
Contains Love & Provide useful information Funny, positive

caring Messages about life/society vibes content
Good music Rewarded advertising
IMPLICATION
With the increase of online
Most prioritized needs to Amplify Zing Mp3
connecting needs, such as
keep updated with platform for the need of
chatting & messaging on
important news & trendy entertaining & spreading
Zalo can be a good hook
information on Zing News positivity vibes
to maintain
communication & show
love and care
A RELOOOK AT
02 TET 2021 CAMPAIGNS
In Vietnam, no retail period scales like the fast-approaching Tet holiday.
More brands are involving themselves in this celebrations with each passing
year. And here is the list of brand partnership & our impactful works:
ZALO PAY - TUYỆT ĐỈNH LÌ XÌ LỘC XUÂN NHƯ Ý
CAMPAIGN OBJECTIVE: Brand lift on ZaloPay Access official event Complete Tet Challenges Join “Mua Li Xi” to gain
page to play lucky draw to get more playturns rewards & free vouchers
integration in Zalo App and recruit new users via
Lixi activities (Group/ 1:1)
THE SOLUTION & ACTIVATION:

The engaging activity in Tet, hosted by Zalo:
A RELOOOK AT TET 2021 CAMPAIGNS
 Make a “lucky spin” to gain rewards with ease

 Various Tet challenge to get more play-turns:
send lucky money to Zalo chat group, give lucky
money to friends, find Zalopay in Zalo app,…
 Thousands of free vouchers to trigger & keep
users stay active with campaign.
KEY RESULTS:
Media solutions
BRAND KPI: Full funnel improved significantly

 ZLP lì xì Awareness +23%
 ZLP lì xì Usage +26%
 ZLP lì xì Favorite +22%
01  ZLP lì xì Consider +15%
COKE TẾT 2021 – “THỬ THÁCH NHỎ HÓA TIỆC
TẾT DIỆU
BUSINESS OBJECTIVES
KỲ”
• Driving consumption frequency across demand
moments of Tet meals & gifting.
• Reinforce TOM in Tet: accelerating brand differentiation
with meaningful Tet messages & activities.
KEY MECHANIC – “Hành trình 30 ngày đón Tết diệu kỳ”

Users participate in 12 small challenges which related to the journey to prepare
for Tet within 30 days to accumulate points and receive gifts from Coca-Cola:
1. Login to Coke Tet microsite & login (by Zalo or FB)
2. Choose & finish the challenge to accumulate swallow point
End of the journey, Coke will award for top users who have the highest swallow
point. There’re normal & special challenges with different number of point.
KEY RESULTS:
COKE CAMPAIGN GAINS
SHARED BY USERS FROM TET DECORATION, TET WISHES TO TET TABLE MEAL
BECK’s ICE DIGITAL UTC CAMPAIGN - "KHUI BECK'S
ICE, SĂN VÀNG CHẤT"
CAMPAIGN OBJECTIVE: Dial-up Beck's Ice awareness with
“refreshing” and “young” characteristics and drive trial among
Vietnamese youth through a big promotion campaign.
THE SOLUTION & ACTIVATION:

Together with Zalo, Beck's Ice builds up the Digital UTC
campaign "Khui Beck's Ice, Săn Vàng Chất". Consumers only
REVIEW TET CAMPAIGNS 2021 ON ADTIMA
follow a few easy steps to win the prize:

1. Scan QR code under the bottle cap and travel to the
campaign landing page hosted by Zalo.
2. Verify the info, legal age check.
3. Get the instant prize and join weekly lucky draw for
winning the big prize.
KEY RESULTS:
BRAND KPI:
 In-home consumption volume increased by 82%
compared to 2019.
 19% for Brand awareness uplift and 13% uplift in
Brand image
 Total campaign earned media covered 21%
01
SIMILAC ZALO STICKER
OBJECTIVE: Maximize brand impression via reach to 100M+ Zalo & convert more customer
affection in special seasons (Xmas & Lunar New Year)
Performance - Xmas Trang Nhi Performance - Trang Nhi Du Xuan
*Listing from Nov 27 to Dec 25 *Listing from Jan 21 to Feb 21
Promote - Xmas Trang Nhi Promote – Trang Nhi Du Xuan
*Promote *Sticker hint *Promote *Sticker hint

Hot Stickers 2 “Christmas” Hot Stickers 2 “2021, Happy new year”
2022
THE 2022 DIRECTION
03 DIRECTION
WITH ADTIMA
Earlier at the beginning of the Tet 2022, Vietnam once
again had to face the second wave of COVID19 with
the huge outbreak for positive cases in around
Vietnam especially in HCM. As an obvious result, this
year’s celebration is expected to be much different.
Consumer confidence is currently quite high relative to

the rest of the world, there are still impacts from Covid-
19 that will continue to reverberate into the new year
and affect the way consumers spend.
TOPIC PREDICTION
Tet has always been Tet.

Like thousand years ago and more years later.
It's revolving around its core values:

family, tradition and Tet preparation.
But this Tet is a little bit different.

Let's take a quick glance at these divergences.
TOPIC PREDICTION
REINVENTED FAMILY MOMENTS:
It's still all about the reunion, greetings, gathering and great wishes that keeps the family close
1 together and happy but the way they do it is totally dissimilar to another years. Video calls, e-
cards, online games, entertaining contents that family could share and enjoy with the others
would make the family moments more cherish and memorable even when they're not
physically together.
RENEWED TET TRADITIONS:

Tet means traditions and traditions sound like a burden, especially in this current situation.
2 But it's completely not. The Tet traditions just being renewed through modern approaches
and more well-fitted to the tight budgets currently. People would make the most of Tet
preparation, Tet foods and customs.
REGENERATED TET SHOPPING:

Tet shopping would never be the same with all these things happen. People spend more time
3 online to get the information, price and product consideration. Therefore, online shopping will
replace the shopping malls, markets in all perspectives in Tet. Not just only Tet preparation,
home care/decoration but also personal/self-care and Tet gifts.
TIMEWISE
Home consumption Reduce shopping

E-commerce
Earlier purchase purchase come prior frequency. Increase
supplement for offline
intent for Tet to purchase for Tet Trip spend. More
channels
gifting planning per trip
Plan your media effort Fan out your creative High SOV and frequent Plan your E-com message
sooner to catch the early strategy to catch the right burst to win TOM during to complement the
intent intention planning phase shopping journey
*Explanation/data backup in the Appendix section

TIMEWISE
T-8 T-7 T-6 T-5 T-4 T-3 T-2 T-1 Tet week
Home
consumption Build up festive season
message
Gifting message
Complement Complement
purchase and purchase and
E-commerce gifting message gifting message
creative
New Year
Greetings &
Celebration
@2021
permission
ADTIMA SOLUTION
ADTIMA SOLUTION
Engagement – Interactive Quiz
BUILD BROAD REACH WITH
Premium Formats Various Booking Tactics:

• Massive, impressive, • CPD: for launching/ special day
exclusive formats
• CPM: reach & frequency
• CPV: ensure view for video ads
Premium Content
• CPC/CPL: performance driven
• Can ensure brand safety
@2021
permission
BUILD RELEVANCY WITH CONTEXTUAL MESSAGE
IN
Maximize brand awareness with exclusive sponsorship
of Zing MP3’s most popular owned & operated Tết
playlists. Along with that, build relevancy with
contextual media:
• Perfect to tie up with specific moments & needs in

Tet like family bonding, cooking, or relaxing, love
moment.
OMO
Chẳng cần thật hoàn hảo, vẫn trọn vẹn Tết vui
• Customize the messages suitable for each context
OMO and CONSUMER’S DAILY ROUTINE (DEPEND ON
BRAND)
Chẳng cần thật hoàn hảo, vẫn trọn vẹn Tết vui
SPONSOR PLAYLIST BENEFIT :
 Own 100% SOV with ads blocked for DISPLAY,

AVAILABLE PLAYLIST CATEGORIES INCLUDE : VIDEO AND AUDIO ADS, on both PC and App
 Tie up with specific moments & needs like working,
cooking, or relaxing, love moment.
TET FAMILY CHILL RELAX
 Audio Mess : Action + Tagline of brand
PARTY HAPPY VIBES LOVE TRENDING
01
@2021
permission
ENHANCE ENGAGEMENT WITH
Growing trend for in-home entertainment need

as people change to spend more time at home
• Entertain your audience to engage with them and natively

promote your brand
• Associate with Tết related topics

• Each will be hosted by different trending artists, where users
can enjoy music, engage with their idols in multiple ways,
sending love with customized reaction icon.
YOLO TIME ME-TIME THE NEW ME
@2021
permission
“Trao Tet” music hub on Zing MP3 with full Tet flavors of Tet playlists and Tet MV. With new feature Lyric Posters:
a full library of top trending lyrics with 15s melody that users can send to friends
Listen
Playful tet songs The beauty of
Users click this button to listen to a Trao Tet music card
playlist of New Year music selected by
Zing MP3. Brands can insert Tet-related
promotional songs into playlist
Send Meaningful
Meaningful wishes words
Memorable
Users click this button to create a picture
digital greeting card with many
interesting feature, especially
inserting music
Catchy
song
Shoppable feature
Brand can offer customers product
in the form of Tet gift combined with
promotions directly or through
combo
01
@2021
permission
SENDER’S USER FLOW
(1) Exposed with

the invitation on Chúc Thanh
năm mới có
banner in Tet bồ nhe, mãi
yêu thương CHỌN NGƯỜI NHẬN
music hub Nhập tên hoặc số điện

thoại|
Tết Sum Vầy tặng bạn

voucher mua sắm trị
giá
COP
200.000 VND
(3)
DTYEUBAN
Y
GỬI ĐỔI THIỆP KHÁC
Log in Zalo
(1) Exposed with (5) Select (6) Preview page (7) Select (8) Receive
the invitation on (2) Open “Send Tet” Song / Lyric Send the card via Zalo RECEIVER (9) Go to
a
banner in Adtima microsite message the store
confirmatio
ecosystem (4) Select card design
n message
and choose the
existing message or
create the new one
@2021
permission
CATCH THE TET CONVERSATION WITH
• Build brand exposure & association with

branded overlay / full-screen stickers
related to wishing content appear in Chat
section of Zalo App
• Double impressions between sender &
receivers
• Natively reach 18+ Zalo audience &
naturally branding in users’ New Year
conversations
Best practices:
Lazada
Lazada Tết full-screen stickers Sticker Tet
Top Usages: ~28M sticker sent/day

Unique users: ~12.4M/campaign timeline
@2021
permission
ZALO STICKER
COMPLETE THE JOURNEY WITH
ONLINE TO OFFLINE
• Tiên
• Lazada case Engage with
digital activity
Redeem points at
offline store for
Visit Adtima Expose to online (Scan bill/ fill form/ Accumulate
User A network ads with offer create ecard…) points/ rewards brand’s merchandise
OFFLINE TO ONLINE
Access Collect offers

campaign site (Mobile card/
Scan QR and interact e-voucher…) via
Visit offline See LCD, OHH,
User A & get a code (game; fill form,… ) Zalo message
store/ event/ product’s pack…
by Zalo App
Adtima Brand
O2O SOLUTION – BEST PRACTICES
CASE “ACTI-V”
1 2 3 CAMPAIGN OBJECTIVE:
To create attractiveness to target consumer & encourage trials
THE SOLUTION AND ACTIVATION:

ENJOY THE ROYAL EXPERIENCE WITH ACTI-V promotion - Bill scanning
o AI application to detect unique signals on Acti-V bill
o The spinning wheel link with 100% winning chance
KEY LEARNINGS
 Simplified operations to link to sales
 Clear instruction to get started & seamless user experience
 Technical enhancement to limit risks
FUTURE IMPLICATIONS:
o Reapply for MT exclusive promotion campaign with the
digitized flow, lead to saving time & effort to deal operation
Fill-in information
Instruction page to process with retailers
(for the 1st time)
introduce how to Receive rewards
& send the photo of the
play
bill
@2021
permission
O2O SOLUTION – BEST PRACTICES
CASE “KIT KAT”
THE CONTEXT:
Due to another Covid-19 stage
1 2 3 4 comeback right in the exam season,
Kitkat aim to spread out “Kitkat wish” on
packaging to help youngster stay
connected & cheer up each other
THE IDEA: Digital transform Kitkat wish

with KITKAT ECARD HOSTED BY ZALO -
A platform to spread out joy and
motivation
 More chance to generate their
heartfelt wishes with digital wishes
 Enable to write their own wishes
Access campaign site Select amongst 6 templates & customize  Easy to share with their friends via
& follow introduction their own messages Receive rewards daily communication channel
content to cheer up others & send via Zalo message
@2021
permission
ZING NEWS CONTENT PACKAGE
Idea SOLUTION
Innovation Award Best Choice Award 2021
Tet with Star Mainstream Content - Tết Này Sao
Shopping for Tet Content Series – Tết Hổ Sao Phải Khổ
Happy New Year Gầm Vang Mong Ước Vàng

E-Card Microsite to collect the greetings and create the e-cards
Baby’s New Year Contest - Con Của Mẹ Lớn Rồi
Loving Connect Contest – Trao hạnh phúc chúc lời yêu

Tet Flavor Contest – Hương vị Tết, kết thân 3 miền
Planning Tree Contest – Xuân mới, đón lộc mới
Tet has someone
Contest – Cổ Tết để con lo
to look after
“F5” For Health Content Series – Tết Vui là Tết Khỏe
New Beginning Content Series – Tết này bắt đầu vạn điều hay
INNOVATION AWARD
01 BEST CHOICE
AWARD 2021
Idea: The award is based on reader votes and rates
consumer items/apps.
Solution: Create a voting platform for items/apps.
Brand Benefit: Brand may mention their products,

messaging, and brand values into the voting process.
Branding by media support.
Zingnews role: Produce content, host microsite for

voting.
02
TET WITH STAR
TẾT NÀY SAO?

Idea: "Celebrating Tet with KOLs/artists" section
covers articles in the Entertainment/Music/Movies
categories.
Solution: Mainstream content with a significant

number of articles that gain the attention of
readers.
Brand Benefit: Media Block, Branding by Media

Support
Zingnews role: Produce content.

SHOPPING FOR TET
03 TẾT HỔ
VIỆC CHI PHẢI KHỔ
Idea: Refreshing the trends, retail market, Tet holiday
consumption, and the current method of spending
and paying for Vietnamese people nowadays.
Solution: Content series updates a variety of

content.
Brand Benefit: Branding by Media Support, PR.

HAPPY NEW YEAR E-CARD
04 GẦM VANG
MONG ƯỚC VÀNG
Idea: With stunning graphics and great greetings,
e-cards add a fun, modern vibe for everyone.
Solution: Microsite to collect the greetings and

create the e-cards.
Brand Benefit: Brand may mention like a sponsor.

Media Support. Create a content series to push
the message of campaign beside the microsite.
Zingnews role: Produce content, Media Block,…

BABY'S NEW YEAR
05 CON CỦA MẸ
LỚN RỒI
Idea: Mother and baby photo contest before and
after. Bring joy and satisfaction to parents as they
grow up with their children.
Solution: Microsite for contest

Zingnews role: Produce content, host microsite

LOVING CONNECTED
06 TRAO HẠNH PHÚC

CHÚC LỜI YÊU
Idea: Send your best wishes to be given the
opportunity to present gifts to friends and family.
Solution: Make a microsite where readers may

submit their best wishes and receive random
gifts from sponsors. With best wishes, the gift will
be delivered to family or friends. Can be
combined into a CSR project.

Zingnews role: Produce content, host microsite

TET FLAVOR
07 HƯƠNG VỊ TẾT,
KẾT THÂN 3 MIỀN
Insight: Bring the flavor of Tet to everyone.
Including cultural values, familial feelings, and the
significance of Tet to the Vietnamese people.
Solution: Tet cuisine and hometown meals are

featured in this content series.

PLANTING TREES IN TET
08 XUÂN MỚI,
ĐƠM LỘC MỚI
Idea: The contest invites everyone to take part in
the challenge; for each challenge, the brand will
plant one tree in protected forests and regions
around the country.
Solution: Contest on Zing News hosted by

microsite. More submission, more tree.

Zingnews role: Produce content, host microsite.

TET HAS SOMEONE TO LOOK AFTER
09 CỖ TẾT
ĐỂ CON LO HẾT
Idea: The project assists readers in sending
presents or shopping for Tet for family and friends
who are far away (thanks to the help and
incentives of e-commerce).
Solution: Join the Contest Challenge to get

awards for family and friends.

Zingnews role: Produce content, host microsite.

TURN ON “F5” FOR HEALTH
10 TẾT VUI
LÀ TẾT KHOẺ
Idea: Suggest ways for readers to F5 themselves
to celebrate Tet and have a healthy new year
with family.
Solution: Content series

TET IS A NEW BEGINNING
11 TẾT NÀY BẮT ĐẦU

VẠN ĐIỀU HAY
Idea: Suggestions for making a fresh start for your
readers, such as clearing away the old and
embracing the new. Suggestions for buying
somethings new: house, car, furniture…
Solution: Content series

OVERALL TET SOLUTION
Be
Impressive
FULL-SCREEN STICKER
O2O SOLUTION
PREMIUM PACKAGE &
CONTEXTUAL MEDIA
TARGETING
Optimize
Performance
Choose
Right format Right
channel TET AUTHENTIC
SPONSORED PLAYLIST CONTENT SERIES
TET LIVE ROOM & CONTESTS
“TRAO TET” MUSIC E-CARD
Headquarter Sala
Block B2 Sarimi Building - 74 Nguyen Co Thach,
Dist. 2, HCMC
Email: contact@adtima.vn
Hanoi Branch
5th Floor, SVVN Building, D29 Tran Thai Tong,
Cau Giay Dist, Hanoi.
Hotline: (+84) 904 910 123
APPENDIX
Shoppers tend to shop earlier than previous year due to
Covid-19 Impact (as early as 8 weeks prior to LNY)
Take off from 4 weeks prior and Peak time 1 week before Tet
Source: Worldpannel division – Household Pannel – Urban Vietnam 4 key cities and Rural – FMCG including gifts
Purchase for Home-consumption come prior to Gifting
purchase
Source: Worldpannel division – Household Pannel – Urban Vietnam 4 key cities and Rural – FMCG
Reduced shopping frequency yet elevated trip spend which
has further pushed by Covid-19
=> Shoppers plan more on their shopping list per trip
E-commerce take off as supplemental purchase
channel as a result of Covid-19
Source: Deloitte's Vietnam Consumer Survey (2020) @2021 Adtima Proprietary and Confidential - Do not duplicate or distribute without written permission

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TET 2021-2022

DEEP UNDERSTANDING & OPPORTUNITIES

The 2022 direction

Vietnam economy Household income have Unexpected 3rd wave

GDP +2.9% FY2020 45% Millions of students took

Back to the basic Digitizing

Happy & connected Changes in

TET SHOPPING BASKET

of them bought fewer for of them spent less budget

13% 11% 12% 11% 14% 11%

31% 33% 29%

Source: Tet Insights 2021 (Adtima)

% Occasion under promotion within

+18% vs. Tet 2020.

RETAIL LANDSCAPE Q1/2021 How frequently do you do the following

Source: Kantar 5/2021 Source: Adtima Covid Study 2021

Providing VALUES Adapt to the dynamic Seeding early

House Decoration 66 Spend time with family 51

Family time Ancestor worship 50 Ancestor worship 51

Shopping for Tet 43 Visit relatives/ friends 42

Finish tasks at work 26 Online Entertainment 34

Self-care 14 Party/Gathering outside 20

Source: Tet Insights 2021 (Adtima)

Gen Z Millennials Moms with kids

Apart from cash, digital money

• Planned high ticket purchases are delayed. • Out-of-home to in-home consumption

Digitalization transform the long-live Adapt to behaviors moving to

Vs. 2020 Vs. 2020 Vs. 2020

Hope to improve their Better FINANCIAL Improve

of respondents plan to spend

Self-enjoyment Family Bonding

HELPING CUSTOMER TO UNDERSTAND AND APPRECIATE THE VALUES OF “HOME”

Switching from physical family Entertainment activities Find something

Family affection, Positive vibes, authentic

How has your frequency of doing the following activities changed

69% 70% 70%

More than - 2020 More than - 2021

HEALTH BREAKING NEWS ENTERTAINMENT

MOM WITH KID 62% 54% 40%

MILLENNIALS 57% 41% 40%

Rap/Hiphop (Compared 2020)

0% 10% 20% 30% 40% 50% 60% 70%

GenZ Millennials Mom with kid

Contains Love & Provide useful information Funny, positive

Good music Rewarded advertising

THE SOLUTION & ACTIVATION:

 Make a “lucky spin” to gain rewards with ease

BRAND KPI: Full funnel improved significantly

KEY MECHANIC – “Hành trình 30 ngày đón Tết diệu kỳ”

THE SOLUTION & ACTIVATION:

follow a few easy steps to win the prize:

Promote - Xmas Trang Nhi Promote – Trang Nhi Du Xuan

*Promote *Sticker hint *Promote *Sticker hint

Consumer confidence is currently quite high relative to

Tet has always been Tet.

It's revolving around its core values:

But this Tet is a little bit different.

RENEWED TET TRADITIONS:

REGENERATED TET SHOPPING:

Adtima - Tet 2022 Deep Understanding & Opportunities

Adtima - Tet 2022 Deep Understanding & Opportunities

Adtima - Tet 2022 Deep Understanding & Opportunities

Promote Sticker hint Promote Sticker hint