Tet is in full swing! Everybody's getting hyped, and brands are all set to roll out their Lunar New Year marketing stunts. It's that time of the year when families come together for the big celebration, and businesses can't wait to catch that festive buzz and grab our attention.
As Tet is just around the corner, those 8 to 10 days before it hits are the golden hours for brands to kick off their Lunar New Year campaigns. Social media is buzzing with all the chatter about shopping hauls, travel plans, and Tet vibes. Platforms like TikTok, Facebook, Instagram, and Zalo are ruling the scene, especially since everyone’s hunting for Lunar New Year goodies. Brands that jump in during this “golden time” often keep the hype going throughout and even after Tet is done and dusted.
What's trending on social networks this Tet season? Shopping, lì xì (lucky money), and family reunions are taking center stage, making them key focus areas for brand marketing. Vietnamese consumers, especially Gen Z, are increasingly turning to social media over search engines to discover products and brand stories. In fact, discussion volume for Tet marketing campaigns has surged by 26.8% compared to Tet 2023, offering brands an even bigger opportunity to connect with their audiences.
Coming out with creative Lunar New Year campaigns is a must if brands want to stand out in the Tet crowd. It’s all about resonating with the local vibes of family and prosperity. In the F&B world, influencer-led campaigns have been killing it, proving that mixing tradition with digital strategy is the recipe for winning hearts during this festive season.
Top 7 Iconic Tet Holiday Campaigns
1. GRAB: TET 2024 - Tho nhip Viet Nam
Category: Multi-function app
Key Message: Breathing to the Rrythm of Vietnam
Notable Activities: Heartfelt TVC sparks hope for the new year.
Connecting Through Real-Life Moments
Grab's Tet campaign hit home with Vietnamese folks by shining a light on the real deal—everyday life challenges and struggles we all know too well. Forget the flashy tunes and trendy tricks; Grab went for those genuine moments that speak volumes. Whether it's picking up a loved one or getting the goods delivered, that iconic green uniform is like a comforting, familiar sight, reminding us that Grab's got our backs, especially when the going gets tough. It turned Grab from just another service into a trusty sidekick in our daily grind.
Evoking Emotion to Build Hope for the Future
Instead of the usual Tet energy bursts, Grab's TV ad took a step back, getting all reflective. It gently reminded us of the tough year gone by while sharing a hopeful vibe for 2024. This heart-tugging storytelling really clicked with viewers, showing that Grab not only gets what we've been through but is also there to help lift us up. By tapping into Tết's spirit of new beginnings, this campaign worked wonders in deepening Grab's bond with its users, boosting brand loyalty across Vietnam.
2. TIGER - Mung Nam Can Truong, Khai xuan Ban Linh
Category: Beverage
Key Message: Raise a Tiger Beer to "Celebrate a Year of Courage, Embrace the Bold Spirit of Spring"
Notable Activities:
Introducing the new tall Tiger can
Sponsoring the tech-integrated music event 'Entera Countdown 2024 – Enter The New Era,' held in Ho Chi Minh City
"The Bold Boulevard" – honoring a year-long journey of courage through a turbulent year
Partnering with WeChoice in the Tiger x WeDo 2023 project
Celebrating Courage with a Bang: Innovation Meets Community
Tiger Beer knocked it out of the park with their Tet campaign, "Celebrate a Year of Courage, Embrace the Bold Spirit of Spring". They didn’t just settle for cool—they went all out with next-level product innovation and bold vibes. Introducing the new Tiger Tall Can was all about pushing creative boundaries and setting a brand-new tone. But they didn't stop there. Tiger took over Nguyen Hue walking street with their electrifying Entera Countdown 2024 event. Picture this: top-tier artists, mind-blowing tech, and an unforgettable experience that pulled in over 700,000 people. It’s no wonder their campaign became the talk of the town, snagging the top spot for Lunar New Year campaigns in Vietnam.
Championing Courage with Community Vibes
Tiger Beer didn’t just focus on the glitz and glamour—they got real with the community, pushing their courage message beyond the celebrations. They teamed up with the WeChoice Awards and the WeDo project to spread those vibes of courage and resilience far and wide. With partners like Saigon Xanh and Leather Hospital on board, the campaign highlighted dreaming big and making a real impact locally. Not stopping there, Tiger Beer has collaborated with Grab and Xanh SM to offer 125,000 free rides to or from 200+ restaurants in Ho Chi Minh City, making safe and responsible celebrations super easy and convenient.This mix of social good and engaging content didn't just boost Tiger’s brand image—it echoed the values of toughness and bravery. It turned their campaign into a true cultural statement in Vietnam, scoring big not just in marketing but in hearts, too.
3. HOME CREDIT - Tet Am App
Category: Financial
Key Message: A Warm Tet with Home Credit
Notable Activities: The community initiative "Home Love Bus" and the music video "Tet Am App"
Blending Culture and Community Love
Home Credit's "Tet Am App" campaign took Vietnam by storm, nabbing the #3 spot in Lunar New Year marketing rankings with a buzz of over 930K discussions and 210K participants. They kicked things off with the Home Love Bus, mixing local culture with heartfelt volunteer efforts to support students and women in need in Bac Lieu. This move created strong emotional ties and showcased Home Credit as a brand that cares deeply about its community.
Heartfelt Storytelling and Empowerment
The campaign grew even richer with Home Credit's "Tet Am Ap" music video, bursting with vibrant visuals and feel-good tunes. Its core message—everyone should enjoy a stress-free Tet—perfectly matched the brand's goal of empowering people financially. By launching the new app, Home Credit strengthened its promise to help Vietnamese folks "Live Joyfully," establishing itself as a go-to financial buddy during the festive season and boosting brand loyalty and trust.
4. LAY'S VIETNAM: Cuoi Vui Lay Via
Category: Food, Snack
Key Message: Smile for Good Luck
Notable Activities: Music Video "Cuoi vui lay via"
Bringing Cheer with a Splash of Good Fortune
Lay's Vietnam nailed their Lunar New Year campaign, "Smile for Good Luck" bringing on the beloved singer Duc Phuc to share some smiles. The campaign got real, acknowledging that not everyone's hard work paid off last year, and set out to lift spirits by sharing the idea that a positive attitude can invite luck. Through a catchy music video, Lay's spread a super warm message: "A smile brings tenfold the luck" Embracing Tet's vibes of fresh starts and luck, Lay's hit a cultural sweet spot, encouraging optimism during the holiday.
Creative Branding with a Lucky Twist
Lay's didn't just stop at spreading smiles—they took it up a notch by integrating their fresh product packaging into the music video, boosting brand visibility in a fun way. The packaging featured smiley faces symbolizing luck and success, using insights from SELab's data. By tying their product to the themes of luck and positivity, Lay's formed a unique emotional bond with consumers. This combination of heartfelt storytelling and clever packaging design significantly amped up Lay's presence in the Vietnamese market, making it a standout during the Lunar New Year season.
5. COTECCONS: Xay Tet 2024
Category: Construction
Key Message: The Builders - What Do You See?
Notable Activities: A documentary rich in social and humanistic significance
Highlighting Everyday Heroes with Heartfelt Narratives
In a fresh twist on the lunar new year campaign scene, Coteccons, typically known for construction, delivered a moving piece with their documentary "The Builders - What Do You See?" Departing from flashy ads, Coteccons spotlighted the often unnoticed construction workers, celebrating their dreams for brighter futures for their kids. The poignant stories, like those of workers yearning for their children to avoid the tough life of manual labor, struck a chord with viewers, casting the workers as the unsung architects of Vietnam's future.
Redefining Perceptions with Meaningful Marketing
Coteccons used this lunar new year campaign to challenge and change how society views construction workers, putting a spotlight on the respect and importance their work deserves. By showcasing their contributions through a documentary lens, the campaign fostered a deep connection with audiences, sparking empathy and admiration. This approach stood out in the Tet marketing landscape, leaning on emotional storytelling rather than typical ads, effectively nurturing brand goodwill and underscoring Coteccons' dedication to its workforce in the Vietnamese market.
6. VINAMILK - Mo tu lanh khoe - Nha an Tet khoe
Category: Beverage
Key Message: Show Off Your Fridge – Enjoy a Healthy Tet
Notable Activities:
Video collaboration titled "What’s Hot at Diệu Nhi’s House?" featuring three popular influencers: Dieu Nhi, Huyen Baby, Mlee
Engaging minigames like "Open Your Fridge, Eat Yogurt – Transform for a Healthy Tet" and "Healthy Tet Check-In – Win More Prizes with Vinamilk Yogurt."
Promoting Healthier Tet Habits with Engaging Spin
Vinamilk’s lunar new year marketing campaign shook things up, aiming to inspire Vietnamese families to keep health front and center during Tet with their catchy message, "strong stomach, prosperous new year." Teaming up with popular influencers like Dieu Nhi, Huyen Baby, and Mlee, they launched a fun and quirky video, "What's Hot at Diệu Nhi's House?" that seamlessly wove healthy eating into the festive storyline. This clever move resonated widely, combining the joy of Tet with the message to stay fit and fabulous.
Boosting Engagement with Interactive Fun
To ramp up user interaction, Vinamilk rolled out the "Open Your Fridge, Eat Yogurt - Transform for a Healthy Tet" minigame, urging fans to share fun before-and-after yogurt stories using trendy Capcut templates. Influencers such as Nguyen Ho Tra My and Emma powered up the campaign's reach, making it incredibly engaging and relevant. Vinamilk also strengthened their healthy Tet push with the "Healthy Tet Check-In" minigame, jam-packed with even more influencer love, motivating consumers to make yogurt a part of their Tet celebrations, which did wonders for both brand buzz and consumer loyalty.
7. SHOPEE - Tet Mega Sale 2024
Category: E-Commerce
Key Message: Shopee Tet Sale
Notable Activities: January 15th Shopee Live Tet Sale: Livestream of the "Vietnamese Tet Agricultural Product Race," and the "Mystery Couple Spring Gala" show.
Shopee's Tet Mega Sale: A Lunar New Year Campaign Triumph
Shopee's "Tet Mega Sale 2024" was the talk of the town, making waves as the top lunar new year campaign in the e-commerce scene with over 3.3 million discussions buzzing around it. The magic happened with their "15.1 Shopee Live Tet Sale" event, packed with tempting voucher prizes and engaging pre-campaign activities like the fun minigame "Shop for Tet, Grab Lucky Money with Isaac & Kaity," capturing the excitement of Tet shopping and getting users hyped up well before the main festivities.
Blending Fun and Shopping for Maximum Buzz
Shopee upped the ante with its "Mystery Couple Spring Gala" on January 14th, an event that paired live musical performances from favorites like Huong Lan, Toc Tien, and BigDaddy with a dynamic shopping experience on Shopee Live. The campaign crescendoed with a thrilling Mega Livestream loaded with exclusive deals and energetic influencer hosts like Vo Ha Linh and Hanna Olala. This clever mix of shopping and entertainment kept users hooked throughout the Tet period, cementing Shopee's status as a leading destination for both shopping sprees and joyful entertainment, and driving user engagement and sales sky-high.
CONCLUSION
Seize the Moment: Amplify Your Brand This Tet
With Tet just around the corner, it's the ultimate moment for brands to deeply connect with Vietnamese consumers. This festive period isn't just about celebrations; it embodies reflection, hope, and new beginnings, providing the perfect canvas for innovative and heartfelt lunar new year marketing. By leveraging emotional storytelling and immersive digital experiences, brands can enhance their presence and make a meaningful impact. Don't let this once-a-year opportunity slip by—engage with your audience, forge enduring connections, and elevate your brand in one of Asia's most vibrant markets. Whether through social media, influencer partnerships, or interactive campaigns, this Tet is your moment to shine bright. Act now and ensure your brand is unforgettable during Vietnam's most cherished holiday season!
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Frequently Asked Questions (FAQs)
What is a Lunar New Year marketing?
A Lunar New Year marketing campaign is all about tapping into the festive vibes of the season, with promotional strategies that embrace the cultural themes of renewal, prosperity, and family. These campaigns are particularly impactful in places like Vietnam, where Tet is the biggest and most meaningful holiday.