Our insight centred on the profound sense of family reunion that defines the Tet holiday, contrasted with the modern reality of widespread family separation. In a nation where Tet is sacred, the distance – both physical and emotional – can dim the festive lights. Hao Hao, Vietnam's national instant noodles, faces the challenge: unite families when traditional gathering becomes a luxury.    

Leveraging on this, we recognized an untapped opportunity in such a season where every moment is precious, the concept of 'instant' becomes key, bridging gaps between families swiftly. Hao Hao, with its innovative spirit, stepped up to transform this need into reality through intelligent technology that creates instant family reunion. This initiative not only highlights Hao Hao's commitment to quick and meaningful connections but also cements its role as a national beloved brand that understands and responds to the urgent desires of its consumers during Tet.

For those unable to return home during Tet, revisiting family photos becomes a cherished ritual, a connection to loved ones missed. Our creative leap was the introduction of a technology-driven solution: the largest online 'instant' family reunion facilitated by photo intelligent technology. This allowed family members separated by distance to be digitally and instantly merged into one unified frame. By pairing this with exclusive 'instant' Tet recipes, we transformed traditional reunion expectations, allowing families to share happy moments and create new happy ones regardless of their physical location.

This innovative approach was not just about overcoming distance; it was about reinventing the concept of family gatherings during Tet. We created a digital space where families could celebrate together, enjoying the spirit of Tet in newly made photographs and recipes. This aligned perfectly with Hao Hao's brand ethos of instant satisfaction, merging the physical instant noodle product with the emotional instant connection among separated families.

To ensure wide reach and engagement, the campaign was spread across multiple social media channels, employing a mix of storytelling, user-generated content, and interactive features. The heart of the campaign, the digital photo booth, was promoted through Facebook, Instagram, and other platforms, encouraging families to participate and share their virtual reunions.    

Offline activations complemented online efforts, with photo booths set up in high-traffic areas and special Tet events, creating a seamless omnichannel experience. Influencers shared their own reunion stories, inspiring followers to participate, while targeted ads ensured the message reached those with distances more than a thousand kilometres far from home this Tet. This integrated approach aimed to create a domino effect, with each shared story or photo prompting others to join in, expanding the campaign's reach and impact.

Our campaign objectives were clear: bridge emotional distances and reinforce Hao Hao's position as a facilitator of family unity during Tet. The results surpassed expectations, connecting 10,000 families, X3 participants versus last year, proving the campaign’s resonance and impact.    

The online interactions, numbering over 600,000, underscored the widespread embrace of the campaign, while the distribution of 62,000 instant noodle cups at transit hubs directly connected the brand with the travel season's warmth. More than 85,000 families receiving Hao Hao's Tet gifts further solidified our success, turning statistics into stories of real emotional connections.    

These metrics not only demonstrated the campaign’s effectiveness but also its emotional depth, highlighting Hao Hao’s transformative role from a food product to beloved brand of togetherness in Tet, showcasing the new era of familial connection.