Research found that 76% of Gen Z and 68% of millennials watch reality TV, with "authenticity" outweighing attractiveness, style, or glamour in purchasing decisions (The Lucre Group, 2022). Additionally, over 57% of Millennials and Gen Z respondents rely on social media for travel planning, with Instagram and Facebook identified as primary sources of travel inspiration (Statista, Nov 2023). They prefer short videos for authentic, convenient reviews and recommendations, highlighting these formats' capability to engage young travelers effectively.    

Millennials and Gen Z need a 'thing' with visual aesthetics and meaningful content to encourage them to have real experiences, guided by someone. That someone could be high-profile social media influencers they love, bringing positive energy to a beautiful country, and providing them with the most authentic travel experiences from the start of the journey until safely returning home.    

By bringing together chefs, food enthusiasts or recipe creators, food bloggers and food tasters from different countries, we can come together to explore one country, to cook, eat and create content. By combining the excitement of reality TV with the authenticity of Food Content Creators, we have the potential to create a truly immersive fusion of travel, flights, food, and reels. This approach not only offers Millennials and Gen Z the opportunity to explore cultures and cuisines but also serves as a powerful platform for the new-age carrier Vietjet to connect with target audiences in a meaningful and memorable way.

Big idea: All gathered in ONE COUNTRY to join a once's in a life time experiences to exchange cultures, bond, discover Vietnamese cuisine, create fusion flavours, and compete to create reels!    

We create:  

1. A Reels Competition. Every episodes is formed with mini challenges and games related to travel, cook and eat for contestant to create reels and exchange cultures. Contestants are judged based on their performance on each challenges!

2. Mingle along to capture the behind the scene of their travels, intense missions and, issues in create reels, while competing to fuse different asian culinary arts together. All while, being followed by a professional Reality TV production crew.    

3. Challenges to:  

- Spread positive messages and Explore amazing:  

14 KOLs/content creators gather to create 'Let's Feast Vietnam.' They form teams and undertake dual challenges to express critical elements such as Enjoy, Discover, Reels, Experience, and Entertain. At unique locations - 4 different Vietnamese cities, 4 different Vietnamese flavors: Hanoi, Ho Chi Minh City, Phu Quoc, and Nha Trang are dynamic metropolises renowned for attracting significant tourist interest, both domestically and internationally.    

- Deliver exceptional travel experience with Vietjet:  

+ Vietjet invites influencers to create reels showcasing Vietjet as the premier choice for friendly, cost-effective travel, offering numerous daily flights from international to domestic destinations in Vietnam.  

+ Vietjet invites influencers to create reels focusing on in-flight safety while experiencing onboard services. This highlights Vietjet's commitment to providing quality in-flight safety alongside budget-friendly flight tickets on each flight.

We deployed the campaign simultaneously on 5 target markets within 12 weeks with the following detailed plan:  

Phrase 1: BUILD EXCITEMENT (PRE-LAUNCH)  

Objective: Building anticipation among audiences and announcing sponsorship from Vietjet for Let's Feast. This aims to position Vietjet as a pioneering, young, and dynamic airline promoting tourism, travel in Vietnam, and Vietnamese cuisine.

Vietjet and 14 content creators to tease the reality show on its own social media platforms, employing sneak peeks and hashtags to generate buzz and anticipation. At the peak of social buzzz, the official trailer and the announcement of the full cast and main hosts in Vietnam (Trấn Thành, Hari Won, Kỳ Duyên, and Minh Triệu) were released, leading to increased awareness, engagement, and searches.    

Phase 2: GROW INTEREST (LAUNCH)  

Objective: Engage with the show's audiences to encourage actions and communicate Vietjet key messages 'Vietjet pampers you, summer chill' go along with reality show 'Let's Feast' to introduce Vietnam's unique.    

The friendly and approachable image of the new-age carrier Vietjet was skillfully integrated into the activities and challenges. Notably, in phrase 2, the Vietjet image does not only stem from the flight experiences of the influencers, but also from experiences and an opportunity to execute in-flight safety instructions. These challenges provide audiences with in-flight safety instructions creatively and in a unique manner. The influencers execute challenges to create in-flight safety instruction reels under the supervision of Vietjet's crew on flights.    

Employed Polling Ads on Meta to encourage user interaction by prompting users to participate in voting and share their opinions, enabling them to proactively engage with key messages. Media ads targeting travel enthusiasts in key markets/countries were deployed to ignite interest and attract new customers.    

Phase 3: EXTEND CONNECTION (POST LAUNCH)  

Objective: Leverage the viewership and media about the show.    

In addition to the best cuts and behind-the-scenes footage of the show, which became key assets garnering millions of views and engagements, Vietjet utilized creative content combining Vietjet Air x Let's Feast x 14 creators, or scenes showcasing the beauty of Vietnam to drive online sales.    

Especially, in "Let's Feast campaign", the integration of Meta's Advantage+ shopping campaigns has revolutionized how Vietjet connect with valuable audiences. Leveraging advanced targeting, Vietjet precisely reaches travelers seeking flight deals or planning vacations. This adoption represents a transformative opportunity, empowering airlines to enhance efficiency, connect with audiences, and drive measurable results in the competitive aviation industry.

Objective: To promote travelling and unlocking new experience's travelers, "Hành Trình Kỳ Thú - Let's Feast Vietnam" is key campaign to make captivating across media and communities worldwide. Vietjet has high expectations to promote and enhance Vietnam's unique culture, tourism, and cuisine through continuous engagement with customers on social media platforms. Specifically:  

- Enhance brand's favorability and consideration of Vietjet as a the top-of-mind choice for travelers when selecting an airline to these destinations in Vietnam.  

- Uplift 10% sale revenue with target countries.  

- Inspire travel plan by posting Facebook & Instagram reels.    

Results: After three months, Vietjet achieved significant success:  

+ Reached over 60 millions potiential audience on Facebook; Instagram  

+ Over 300K interactions (Interactions include reactions, shares, and comments.)  

+ Over 40 millions views/plays of mentioned post about Let's Feast Vietnam  

+ Increased by 21.56% was the revenue growth in target markets compared to the same period last year    

In terms of brand development, Vietjet also saw positive signals according to data from Meta. Vietjet's brand recognition in both domestic and international markets experienced significant growth. Specifically,  

- In Vietnam:  

+ Vietjet's brand recall reached 9.5 points, 2.7 points higher than the industry average  

+ Brand consideration reached 3.8 points, 2.3 points higher than the industry average    

- Reel:  

+ 80 reels were posted  

+ 30 reels were posted in Vietjet's fanpage  

- PR/ Marketing: 119 articles and 20 creator's of Meta Partner's post  

- 10 episodes of 45 minutes on OTT & Netflix  

- Ranked as the number 1 long-form reality show on DANET.  

- Ranked 7th among TV shows on Netflix Vietnam/Top trending on Netflix Vietnam.  

- Won the "Best Reality and Best Variety" trophies at the 28th Busan International Film Festival 2023