Everyone likes Tet, especially the Vietnamese. It's an occasion of joy, unity, and showing love. That's why millions of them eagerly await Tet.    

But Tet can be tough. It's so tough that many Vietnameses decide to "chạy Tết" - to run from the worries of preparing for Tet, to run from the expectations of others, to run from the financial burden on their shoulders, to run as hard as they can just to have a “Tết ấm”.    

So, is this Tet Warm yet? (Tết này bạn ấm chưa?)

Big Idea: Tết Ấm App    

Based on the social slang "Tết này bạn ấm chưa?" ("Have you been warm this Tet?"), the concept behind "Tết Ấm App" revolves around the fusion of warmth and financial stress-free aspects of Tet, comprising two key elements:    

- Tết Ấm: Symbolizing the fulfillment of financial matters during the Lunar New Year.  

- Home App: An all-in-one financial solution designed to support you during this Tet season.  

"Tết Ấm App" aims to celebrate your hard work throughout the year. You deserve a warm Tet because you've done exceptionally well this year. Dealing with financial matters during Tet can be stressful, but with the Home App on your smartphone, we make it easy for you. Let's join hands with Home Credit to bring the warmth of Tet to your home.

1. Trigger talkability:  

- Start discussions among customers about the concept of "Tết ấm" through the key question: "Tết ấm là Tết sao nà?" Aim to generate around 20,000 discussions on our own channels and community pages. This question sets the tone for the entire campaign and encourages engagement and sharing of personal experiences related to the warmth of Tết.  

2. Booming with key assets:  

- After gathering opinions from customers, Home Credit will define "Tết ấm" by launching the "Tết Ấm App" music video (MV).  

- The MV will celebrate hard work throughout the year, incorporating trends like "Trà tranh giã tay" and live streaming.  

- Talent selection will be based on Home Credit's target customers: first jobbers, young families, and blue-collar workers.  

- With the youthful, trailblazing tone & mood, the vdo gained more than 16M youtube views, with 48,68% video play to 50% and 39,13% video play to 100%.  

- The MV will be strategically spread across community pages, trending pages, and through Key Opinion Leaders (KOLs) and Micro KOLs to generate hype and discussions among the youth  

- Leverage scenes from the MV to highlight product features and amplify them on our own channels. Utilize famous Tet songs and wishes to create hijack content that emphasizes the theme of "Tết ấm" and integrates product features. Additionally, employ AI to create thematic content series for Home Credit products. Gain 21% ER during Tet  

- Engagement activities to amplify tết ấm contribute more than 50% KPI in term of total mention & object mention. Gain more than 50 UGC through minigame on own channel  

- To engage with customers, we have two in-game events in our Home App:  

- “Trao lì xì” (Lucky Money Giving): This event serves a mass of customers, providing them with opportunities to receive lucky money during Tet.  

- "Gói bánh chưng, đón Tết ấm" (Warm Tet Package with Traditional Chung Cake): This event serves active Home Credit customers, offering them a special package of Chung Cake to welcome the warm Tet atmosphere.  

- Through these events, we aim to engage more than 80,000 unique users with the Home App  

3. Amplify  

- Amplify the Hero VDO and crew behind it with 100+ PR news on top tier magazine  

- Highlight the emotional aspect of Tet am by creating moment content trong dịp gần tết  

- 63 LCD/apartment in HCMC. Billboard at Quan Khu 7 Stadium, Ham Ca Map, Hang Xanh

- The campaign is feature on 2 big advertising magazine: Campaign Brief Asia, Branding In Asia  

- Top 8 Tet Campaign (YMI media) among FMCG brand  

- Top 2 Impressive MV (Reputa)  

- Top 3 Feb Campaign (Kompa)  

- 16M Youtube views, with 48,68% video play to 50% and 39,13% video play to 100%.  

- 918K total buzz volume  

- 895K objection mention  

- 1 sentiment score  

- 87K unique users join game event in Tet"