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.
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.
“MIRINDA COOL WISHES” PROJECT
Break the records
The “MIRINDA COOL WISHES” Project
Sign in Mirinda Zalo page
Chat with Page to send wishes.
The system auto - collected all of submission
We promoted this project by
Set Mirinda on Zalo Hot Page
Send sticky message to target users
Interactive banner directly receive the cool wishes
Reward cute gifts for the lucky members
As a result, "CHUC TET CUC VUI - FUNNY TET WISHES" sticker set with 30 animated wishes was created
How we promote the sticker
The sticker set was put on #1 position of Zalo Sticker store and the banner was on top also.