J. Walter Thompson Vietnam provides some neighborly competition in Tet spot for K+
In Vietnam, Lunar New Year or ‘Tet’ isn’t just a time to celebrate; it also happens to be an annual event for families and neighbors to demonstrate how prosperous they are getting. This means neighbors’ homes are carefully observed for signs of new found prosperity and markers of progress. So as Tet approaches, this inevitably leads to a neighborhood wealth show, with families trying to outdo each other with festive decorations, new purchases for the home and extravagant gifts.
JWT Vietnam’s ‘Tet’ campaign for Vietnam’s premium PayTV Service Provider K+ pitches the brand as a must-have acquisition for competing families. The TVC shows rival neighbors bragging about their materialistic acquisitions – massive cherry blossom and apricot trees to state-of-the-art LED televisions etc. But when it comes to the best PayTV package in the market they realize that they both have the same which is the best: K+.
The campaign has tapped into a dimension of Tet that has rarely been explored by other brands during what’s clearly the heaviest ad spend phase in every company’s marketing calendar.
Saby Mishra, CEO, JWT Vietnam said: “In the context of Vietnamese Tet advertising this is an outlier campaign and we are proud of partnering with VSTV/K+ in discovering a fresh angle. Most Lunar New Year campaigns in Vietnam are pious stories of families doing some righteous act, which does get quite overwhelming for a lot of people. By capturing a light, fun, self-deprecatory aspect of Tet behavior, this K+ provides a delightful contrast with mass cut-through.”