Riverorchid Notch Vietnam launches Ovaltine Tet taking a pure-digital approach to Lunar New Year
Lunar New Year doesn’t get much bigger than in its Vietnamese version of Tet. Joining the celebrations, Ovaltine has adopted a novel approach, its own Tet campaign by firstly dispensing with agency copywriters and, secondly, encouraging Vietnamese children to make a promise to start doing something good or stop doing something bad this Tet.
The pure-digital campaign developed by Riverorchid Notch includes a video montage showing a series of children talking about what Tet means to them and making a pledge to do something nice this Tet. This campaign also dovetails with the brand’s presence on Facebook where a custom app invites mums to get their children to make a pledge for a chance to win prizes.
Unscripted and spontaneous, the work is picking up rapidly on social media. Matee Kavewongsunthorn, Indochina Business Unit Director, ABF Foods said, “Rather than launching yet another Tet sales promotion, that targets the shopper this year we wanted to engage the user. The idea the agency came up with ticked all the boxes. It created a meaningful connection between the brand and the tradition of Tet as well as engaged Vietnamese mums and their kids – our core target”.
1 Comment
While many disagree about the exact role social media played in what has become known as ‘Traditional Marketing’, there is no denying that the internet has changed the way networks form and how those networks then challenge established structures of communicating to people. It will surely become more powerful when combining with insight of people. That will make what so-called “Revolution”. The art of management is to balance the spending in right way as to achieve best out of limit. Let us see how it works for Ovaltine there.