"Ve nha an Tet" (Come home for Tet)
Content Marketing
Event Production
Guerilla, Street & Viral Marketing
Public Relations
Video Production
Website Development
Project Overview
“Ve Nha An Tet” (Coming home for Tet) is one of the outstanding campaigns in the series of CSR activities of Sabeco brand. Following the success of the program in 2019, Ve Nha An Tet 2020 was implemented on a larger scale: bringing 2,000 workers to their hometown on 5 special planes, 25 bus trips to all provinces and cities across the country. Le Bros has successfully spread the positive image of Sabeco brand through Corporate Social Responsibility activities; and support for transportation to make the journey back home to celebrate Tet of workers more convenient and faster. To overcome the target audience's awkwardness of self-nominating, we asked the public to nominate those they were most proud of, and give their loved ones the most meaningful gift this New Year - a ticket back home. All we needed was a platform intuitive and fun enough to participate. We partnered up with the Vietnamese legendary rock band, Buc Tuong (The Wall), to act as the voice of encouragement. We put a creative twist to the band's most popular song, "Duong Den Ngay Vinh Quang (Road to Glory)", we then created a digital platform that encouraged people to acknowledge each other instead.
Details
We created a digital platform that encouraged people to acknowledge each other. The platform was a simple mobile interface of user-generated content, where we could choose one of the pre-recorded 160 names, personalise their message with a photograph of the recipient, and send it off as their nomination. We called it the "HOMECOMING ANTHEM". Near the end of the campaign, we created a music video, featuring real labor workers as actors and real photos of the participants in the campaign on our hall of fame, once again putting the workers in the spotlight where everyone could see themselves within and spread the cheer with each other.
Achievements:
- Won the Excellent Content award by PR Newswire
- Media value: $304,000 with more than 180 media articles on major newspapers. Earned media accounts for 30%.
- A total of 40 posts on Bia Saigon fanpage, nearly 40 posts on hot fanpage and KOL with more than 10,000 discussions about the campaign, reached more than 7.7 million users, earned nearly 330,000 interactions.
- Top 4 most discussed Tet campaign in the Beer industry
- Top 7 most discussed Tet campaign on social networks in the whole market
- 2,000 labors were reunited with their families
Achievements:
- Won the Excellent Content award by PR Newswire
- Media value: $304,000 with more than 180 media articles on major newspapers. Earned media accounts for 30%.
- A total of 40 posts on Bia Saigon fanpage, nearly 40 posts on hot fanpage and KOL with more than 10,000 discussions about the campaign, reached more than 7.7 million users, earned nearly 330,000 interactions.
- Top 4 most discussed Tet campaign in the Beer industry
- Top 7 most discussed Tet campaign on social networks in the whole market
- 2,000 labors were reunited with their families
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