Strategy

TET is the most special occasion in Vietnam for family reunion, friend gathering, or wishing. It’s also a competitive season in marketing when FMCG brands spread out various messages with huge paid media.

Mirinda is a strong flavor beverage brand but still faced with the obstacle of holding stable market share especially in Tet.

Our target audience: TEEN skews to young adult from age 15 to 25 YO. They look out for the way to break out from routine that help them standout and surprise the special ones.

TET WISHING tradition has been there for thousands of years, so finding an unique wishes, and rocking the tradition is not easy. Mirinda wanted to go with “NATIVE” in the way we advertise, so we looked for how Vietnamese youth saying wishes in digital age.

Solutions

It’s the first year of the campaign, MOBILE is the center heart of the digital activation.

Mirinda teamed up with Zalo, introducing:

“MIRINDA COOL WISHES” Project

Mirinda called the teenager community for contributing to the 1st crowd-sourced project in Zalo. They were able to submit their own cool, funny through Zalo chat box, and the system will recognize all of them.
As a result, we developed rich library of cool wishes in the form of 30 animated Zalo stickers.

"CHUC TET CUC VUI - FUNNY TET WISHES“ Sticker Set

HOW WE ENGAGE WITH USERS:

- The interactive mobile banners were set on Zing MP3, Zing News, BaoMoi to directly receive users’ wishes.

- Mirinda Zalo page was put on Zalo Hot Page

- Sticky messages was sent to millions of target audience.

It’s the truly meaningful Tet, when young generation open to express their blessing emotion by the funniest way that has never been done before.

Campaign Results

“MIRINDA COOL WISHES” PROJECT

Break the records

How it works

The “MIRINDA COOL WISHES” Project

Step 1

Sign in Mirinda Zalo page

Mirinda

Step 2

Chat with Page to send wishes.
The system auto - collected all of submission

Mirinda
Mirinda

We promoted this project by

Set Mirinda on Zalo Hot Page

Mirinda

Send sticky message to target users

Mirinda

Interactive banner directly receive the cool wishes

Mirinda

Reward cute gifts for the lucky members

Mirinda

As a result, "CHUC TET CUC VUI - FUNNY TET WISHES" sticker set with 30 animated wishes was created

Mirinda

How we promote the sticker

The sticker set was put on #1 position of Zalo Sticker store and the banner was on top also.

Mirinda

Teen express their Tet blessing emotion by the funniest way ever

Mirinda
Mirinda
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