Company: Viettel Group
Company Description: Viettel has completed the mision of "Popularizing telecommunications services' for all Vietnamese people and now, we desire to pioneer in creating a digital society" in Vietnam
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Financial Products & Services
 Nomination Title: Tet Tan Huong Campaign for Viettel Money
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
24/12/2022
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 242 words used.
Quy Mao is the first Tet holiday where people return to their daily routines and embrace a "normal Tet." The improving economic situation also encourages people to spend generously on Vietnam's most important celebration of the year. However, after two years of being affected by the Covid-19 pandemic, Vietnamese traditions, activities during Tet, such as shopping, family gatherings, are gradually changing. Instead of rushing to prepare, making shopping lists, crowding to buy goods, people prioritize online shopping to have more time to enjoy and rest, focusing more on spiritual values. Moreover, Tet is also a time for family reunion. The demand for giving lucky money, entertainment, and enjoyment of humorous and joyful content on digital media platforms is increasing significantly.
In addition, during the period of 2022-2025, the electronic payment market in Vietnam is expected to have great potential for development. Although there are already various forms of electronic payment in the market, according to Allied Market Research's study on electronic payment in Vietnam during the 2020-2027 period, mobile payment is expected to be preferred, with a CAGR growth rate of 30.2% in Vietnam.
Therefore, Viettel Money has seized the opportunity during the festive season, implementing a distinctive communication campaign in a competitive landscape. With the theme of "Enjoy Tet” (Tet Tan Huong), the campaign has made an impression by adopting an optimistic, positive approach rather than focusing on exploiting worries, concerns, or heartwarming stories from previous years' Tet seasons.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 235 words used.
Brand Objectives:
- Dominate as the most talked-about brand on social media.
-Spread the "Enjoy Tet" message widely to the entire population.
- Establish a strong connection with the Gen Z target customer group.
Business Objectives:
- Increase customer participation and app interactions by 1.6 times compared to Tet 2022.
- Double the number of app transactions compared to Tet 2022, with at least 20% of subscriptions having transaction activity during the Tet months.
- Achieve a post-Tet subscriber retention rate 1% to 2% higher than in 2022.
Big Idea
After 2 years of restrictions, Viettel Money understands that users want to fully enjoy their time and have created "quality" breaks during Tet. For customers, Tet is a significant occasion for rest, new experiences with family and friends, and a positive start to a lucky and prosperous new year. For Viettel Money, Tet 2023 combines traditional Tet activities like shopping, ticket bookings, and lucky money with modern convenience through their online app. The idea behind Viettel Money's Tet campaign is to change our perspective and find joy in the smallest things. Celebrating Tet in any way that brings enjoyment is encouraged.
Media channels
Viettel Money launched the campaign during the festive season of Christmas, engaging customers through a variety of media channels such as music events, branding TVC, in-app games, lucky money giveaways on television shows, and media activities in newspapers, radio, and OOH.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 248 words used.
Viettel Money kicked off the campaign with an event - Tan Huong, captivating the youth with an impressive artistic feast. Featuring popular young artists, the event attracted 30,000 attendees, reached 12,200,000 people online.
Then, Viettel Money created a creative TVC centered on music marketing to convey the idea of "Tet Tan Huong." The TVC received over 18 million views in a month, gained popularity on Facebook and TikTok with cover videos accumulated 17,500,000 views.
To show gratitude to customers during Tet, Viettel Money launched 2 games on app - "Finding the Golden Numbers" and "Lucky Cat Harvesting Fortune" with prizes worth up to 22 billion VND. These games attracted over 2.000.000 participants, reached more than 7.000.000 customers on social channels, with a higher interaction rate than usual promotions.
The introduction of QR lucky money on television during the New Year's Eve program had an explosive impact. It garnered over 200,000 scans, achieving a record-high QR scan rate. The show received a high viewership rating of 22.9 - seven times higher than last year, reaching 600,000 QR scans, generating 80 million views through advertising channels.
Tet Tan Huong campaign achieved remarkable success thanks to a meaningful message and a well-executed strategy across various media channels. In conclusion, Fanpage Viettel Money experienced rapid growth, reaching 400,000 likes, while the TikTok channel maintained the highest number of followers in the industry, with a 17% growth during Tet
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 22 words used.
You can find the result of Tet Tan Huong campaign in the slide, and the link of the program on social media
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