Hao Hao recognized a prevailing sentiment among Vietnamese consumers: gold symbolises the utmost quality and prestige. Leveraging this perspective, the brand crafted a campaign that positioned its products as the "golden standard" of quality in the minds of consumers, creating an immediate association with high value. This strategy responded to the modern consumer's search for authenticity and connection with cultural traditions, setting Hao Hao apart in a crowded market.    

The campaign skillfully blended traditional values with contemporary appeal, resonating across demographics. By infusing its messaging with the reverence for gold, Hao Hao not only celebrated its product but also fostered a deeper connection with consumers. This approach bridged generations, appealing to both those who traditionally value gold and younger audiences drawn to creative and engaging experiences, thereby amplifying Hao Hao’s engagement with its nationwide audience.

The main idea of Hao Hao strategically communicated the high quality of our products by creating a memorable link between its instant noodles and real gold. This initiative was not merely a statement of quality; it was a celebration of the brand's deep roots in Vietnamese culture, enhancing the traditional noodle-eating experience with a touch of luxury.

Marking 23 years of consumer trust, Hao Hao's celebration centred around the creation of the largest pan of gold-covered instant noodles. This gesture was a tribute to the loyalty of its customers, symbolising the brand's appreciation for decades of support.    

The decision to include real gold in promotional prizes further underscored this gratitude, embodying a promise of quality and trustworthiness. This unique approach did more than captivate attention; it set a new benchmark in Vietnam, not only for marketing creativity but for celebrating a shared heritage of excellence and community.    

These actions were designed to reinforce the bond between Hao Hao and its consumers, illustrating the brand's commitment to quality and its role in bringing people together. By inviting consumers to share in this momentous occasion, Hao Hao not only commemorated its longstanding relationship with its customers but also reinforced a sense of community and shared happiness.    

The inclusion of gold prizes and the gold-covered noodles were not just acts of celebration but powerful symbols of the trust and connection that Hao Hao has cultivated over the years, setting a gold standard for celebrating consumer loyalty and cultural heritage.

Hao Hao's connection plan was a multi-angle approach leveraging a diverse digital channel mix to ensure effective communication. The campaign covered across various platforms, from social media to on-ground activations, creating a seamless omnichannel experience to meet all consumers’ touchpoints and maximise campaign presence.    

Digital platforms were utilised to spread interest and generate buzz, using visual storytelling, engaging content, and interactive challenges that invited consumer participation and content creation.    

The strategy was designed to maximise reach and engagement, spreading the 'golden wave' far and wide. KOLs partnerships amplified the campaign’s reach, while real-time social media interactions boosted consumer engagement. On-ground events like the record-setting gold-plated pan experience served to reinforce the digital campaign in tangible, memorable experiences. Besides giving actual real gold as promotion prizes, Hao Hao also created a party at neighbourhood with golden-plated noodle dishes” to enhance the mission of sharing happiness    

The connection plan was not just about spreading the word; it was about creating a community around the brand’s golden anniversary, attracting user-generated content, and encouraging real-life interactions. This integrated approach ensured that the message resonated across different touchpoints, appealing to a broad audience while reinforcing the brand’s golden standard of quality.

Hao Hao's campaign aimed to reinforce its brand status and deepen consumer engagement, setting ambitious KPIs reflective of these goals.    

With 4,800,000 engagements across social media platforms, the campaign far exceeded initial expectations, doubling the buzz with 67,780 interactions. This number in engagement reflected the campaign's resonant message and effective execution.    

Furthermore, the campaign set a new Vietnamese record with its gold-plated pan, which added an element of national pride and uniqueness to Hao Hao's promotional activities. This record helped to differentiate Hao Hao from other brands and contributed to its buzz and visibility. In addition to these achievements, the campaign distributed over 100,000 awards to consumers, exceeding the target number of prizes and increasing customer satisfaction and engagement. This generous distribution of rewards not only encouraged more participation but also deepened customer loyalty and appreciation for the brand.