“Trong cái rủi có cái may,” “Sau cơn mưa trời lại sáng,” “Qua cơn bĩ cực, đến hồi thái lai,”… Vietnamese culture boasts several idioms akin to "Every cloud has a silver lining." While these idioms convey an optimistic outlook across various life aspects, they also unveil a tendency to rely on fate's twists rather than engaging in proactive life planning.  

Recent statistics seem to align with this judgment. In the past few years, Vietnamese consumers have consistently ranked among the most optimistic globally. While a growing percentage of Millennials (around 70% in 2023) were optimistic about the country’s future economic growth, optimism about personal finances and spending intentions remained static.

Leveraging this overlooked insight into "naive optimism," we aimed to help our clients and the community at large realize that true optimism stems from a well-planned life and that Sun Life enables them to do so.

To synergize Tet, optimism, and proactive planning, we delved into the wisdom of traditional Tet rituals and arts. Dong Ho folk woodcut paintings emerged as the perfect creative device, given their popularity for Tet decoration and their depiction of planned optimism among grassroots individuals in various life activities. Whether it’s a buffalo boy studying in the field or villagers cooperating to harvest coconuts, these paintings always exude a strategic mindset for a better life.  

Sun Life collaborated with contemporary artists to embrace the philosophy behind this traditional art form while breathing new life into its expression to reflect modern-day society. Believing that everyone deserves a roadmap to optimism, we launched the omni-channel campaign "Optimistic Tet" (Tết Lạc Quan). It began internally with our employees and then extended to our clients, young people (Millennials & Gen Z), and further to underprivileged communities across Vietnam who needed optimism the most.  

Each group engaged with our #TetLacQuan message in ways tailored to their unique media consumption behavior, while appreciating the common beauty of Dong Ho paintings-inspired artworks and the planned optimism messages behind them.

Social Media Content: Under the campaign umbrella of "Optimistic Tet," we introduced three content pillars aimed at transforming customers' pain points in Tet preparation into passion points: "Optimistic Finance" (spending during Tet), "Optimistic Gratification" (eating, traveling, and entertainment during Tet), and "Optimistic Health" (mental and physical well-being during Tet). We adopted the Dong Ho paintings style for art and Tet wishes related to the aforementioned pain-to-passion points for copy, presenting ancient wisdom with a touch of modern wit.  

Direct Marketing, Influencers & Social Media Amplification: Those artworks didn't just reside in social media posts. We applied them to Optimistic Tet Limited Edition Policy Kits for new clients, a category-disruptive move given that most companies in the finance sector do not update their policy kits seasonally. These kits were complemented by Dong Ho paintings-styled gift sets and optimism-filled poems, sent to our existing clients and KOLs who embody positivity. Appreciating our gesture and optimistic spirit, the recipients further amplifying them across Facebook and TikTok.  

CSR Event: Having translated the 2D art into a 3D experience, we then extended it into a social cause by bringing "Optimistic Tet" to underprivileged communities from highlands to cities. Our CSR initiative began at elementary schools in northern highlands areas like Pai Lung, Meo Vac, Ha Giang, and others, offering edutainment activities inspired by the content of iconic Dong Ho paintings and providing financial aids for children in need. This effort then expanded to the south, with an internal movement to cook and distribute Tet’s signature sticky rice cakes to children and elderly people at shelters across Ho Chi Minh City.  

Media & PR: To conclude the campaign on a high note, we collaborated with Vietcetera, a digital platform well-known for producing multimedia content popular among Vietnamese Millennials and Gen Z, to personify our philosophy of planned optimism. Through an interview podcast series, we humanized our message with artists who exemplify various aspects of planned optimism in their resilient careers: My Linh (singer), Hoang Touliver (music producer), Huynh Lap (theatre actor/director/content creator), 1977 Vlog (content creators), and Duong Ngoc Trinh (financial MC). The series received positive feedback for providing a valuable asset as the listeners entered 2024: practical ways to stay optimistic during Tet and thrive in a challenging year.

The campaign “Optimistic Tet” collectively achieved 41 million complete views and 175 million impressions on YouTube, Facebook, and Tik Tok. Additionally, over 1000 clients received the Optimistic Tet Limited Collection. Furthermore, the campaign helped Sun Life increase its share of voice (SOV) by 2 places, reaching the 6th position.