Tet comes with signature insight as wishes for money and wealth that are passed from generation to generation such as ”Money flows like Da River (Tiền vô như nước sông Đà)”, ”Money comes Endlessly (Tiền bạc lai láng)”, “Tons of money, tons of blessing, tons of wellness (Tấn tài, tấn lộc, tấn bình an)”,… It clearly shows that money & wealth is one of the most popular wishes in Tet Holiday.

From this tension, ZaloPay brings back the Gold Wallet to make users' wishes for money and prosperity come true and help them realize how convenient and enjoyable a cashless Tet can be.

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To make all luck & wealth wishes come true in the new year, ZaloPay delivers the key message of "Hứng lộc ví vàng, Tết triệu tỷ phú / Get fortunes from the golden wallet, Million Billionaires will be in New Year". with the brand assets in the platform of gamification to make the journey more interesting for users with many promotions by use-case to help users enjoy a cashless Tet.

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What brand talk - define the wealth and joy that ZaloPay could bring to users in Tet 2023.

To catch the attention of the audiences on the noisiest occasion of the year, ZaloPay decided that it needed to put the customers first and become the voice that understands and sparks positivity in people from the point of view of a financial tool. That is why the campaign had an idea of helping millions of users become “billionaires” in the new year 2023 with the big idea "Hứng lộc ví vàng, Tết triệu tỷ phú / Get fortunes from the golden wallet, Million Billionaires will be in New Year". It was well delivered through 3 interesting folk games and the comedy video “Chi Chi Em Em 2023 Version” with Huynh Lap & Chi Cano, 2 popular comedian that’s well known for Tet Comedy Contents

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What brand do - carry out real innovation and improvement that benefits consumer life. 

To really show how we support consumers to get back on their feet and feel easier when using mobile payment with us, ZaloPay made several updates and introduced many engaging in-app activities. Firstly, we leverage local insight of how golden color is a symbol of luck during Tet and change our identity into it to encourage people to register and use the e-wallet ZaloPay as a sign of good luck for the new year. Secondly, we introduce multiple forms of gamification through many touch points on social media so that customers can easily get a lot of new year luck by joining the games and start a new year with positivity. Lastly, promotion and engagement activities are the vital parts to offer more benefits to users which help them can enjoy the cashless Tet with full of joys and wealth right in ZaloPay

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Starting with teasing phase, with the dept understanding of audience habit on social media, ZaloPay chose the different way to teasing our campaign is “beat fast, win fast” by collaborating with one of the most popular hot fanpage network for young audience – NGOA network (Insight Mat Long, Hoi nguoi luoi Vietnam, Hoi nguoi giau Vietnam, Hoi nguoi thuc duc Vietnam,…). At 11PM 2rd Jan, We took over their fanpage to change every page avatars with the shape of the New Golden Vi Vang but kept the fanpage name for a week. In the first 12 hours after teasing, ZaloPay gained a huge buzz volume from that movement. Audience showed their curiosity about what was happening with those fan pages. On the next noon, we did some re-cap posts on the hottest pages (BeatVN, TopComment, NEU confession, The Anh 28,..) to spread out the story. And at that night, ZaloPay Fanpage started airing the Vi Vang Transformation VDO the introduce the new look of the ZaloPay Golden Wallet 2023 and pin it in every fanpages which changed their avatars & re-cap the story. The teasing phase was only in 2 days but the golden wallet visibility was kept until now.

To officially launch the campaign and drive massive to the gamification, the leading asset “Chi Chi Em Em 2023 – Cai Net Hung Tet” of Huynh Lap and Chi Cano was our first move and to amplify that we also collaborated with hot tiktokers (Long Chun, Tun Pham, Be 7) to make parody versions for TikTok Platform. “Chi Chi Em Em 2023” gained lots of positive feedback with many short-cut & meme audiences made on social media which helped much in spreading out the campaign. On the other hand, to maximize awareness to the mass audience on Facebook, we spread out the key message & gamification through 2 main types of KOLs/Hot Fanpages: Mass & Gaming Category with a peak buzz volume that came from the FL.ADC livestream. After first 5 days of the campaign, the gamification had more 1 million participants joining, uplifted +52% vs tet Mega 2022 

After gaining a huge number of buzzes from 2 previous phases, Amplify Phase was the most vital part to drive traffic for the total campaign with the heaviest media support. The last phase was divided into three parts, each part was associated with one feature which used in Tet. Firstly, 2 weeks before Tet, Everyone had to pay their monthly bill before Tet (Incidentally, it's the time to pay the monthly bill),the idea of the Propaganda Weeks came up – “Toan dan thi dua tra tien dien qua ZaloPay / People emulate to pay electricity bills via ZaloPay”. To spread out this message, we created the Key Visual for it which was inspired from traditional propaganda poster and delivered it through localized fanpages “Sai Gon cua toi / My Saigon” & “Chuyen cua Ha Noi / Hanoi Stories”. Secondly, 1 week before Tet & during Tet, ZaloPay had events on special days (23, 30, 1, 2, 3 of Tet) which was “Nhan doi loc vang / double the fortune”. As users played the main game in those days, they would have a chance to win double rewards. To  amplify that, ZaloPay collaborated with Huynh Lap, Chi Cano and Le Duong Bao Lam hosted 2 livestreams. Leveraging the heat of the leading asset “Chi chi em em”, Huynh Lap & Chi Cano cosplayed into two sisters in the video to engage with audience on their facebook channel in Kitchen guardians (one of the most special day in Vietnamese Tet Holiday) to introduce the special event and give lucky money via Zalo Chat group to livestream’s audience. We did the same thing with Le Duong Bao Lam on new year eve day and the performance of 2 livestreams were phenomenal as 1400 lucky money envelopes were given and be the #1 source of buzzes & audience in the campaign. And on the New year Eve, ZaloPay was shown in Song 23 which was one of the most popular shows on New year Eve and it was the peak of traffic to gamification with 500k play turns.  Lastly, on the day of God of Wealth, we run a promotion for Tai Khoan Tich Luy (Money box) Use-case as users deposited money in S.A, they would have a chance to get the real gold from ZaloPay. 

Throughout the campaign, we also have PR and collaboration with multiple levels of influencers to make sure the message is amplified and impact as much as possible. By using mobile-friendly ads for Teasing VDO (10s), Hero VDO (30s) & Double Fortune (Special Days) VDO (23, 30,1,2,3) with the diversified content angles & types on social media, ZaloPay aiming to spreaded awareness towards the gamification & multiple of offers to maximize the reach to audience pool on Facebook, YouTube and Tiktok with a reasonable budget.

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% Achieved detailed KPI based on customer's initial requirements:

• Impressions reached 343% compared to the original KPIs, CPM decreased by 60% compared to Tet 2022
• Reach reached 104% compared to the original KPIs, CPR decreased by 6% compared to Tet 2022
• Top 1 Share of Voice in the e-wallet industry & Top 1 Campaign Tet 2023 from Kompa Social Listening
• Top 6 BSI Jan 2023 from Buzzmetrics
• Top 3 Campaign Tet 2023 from Younet Media

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Business KPIs 

+104% Participants vs KPIs

+25.8% Monthly Paid Users & + 16,8% New Paid Users vs. Mega Tet Campaign 2022

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