Within the framework of the BSI Awards 2020, the Tet campaign “Tết Việt Như Ý” launched by Bia Việt was honored in the New Contributor category. This was one of the outstanding campaigns during Tet 2021. In Vietnam, Tet is a special occasion where brands fiercely compete on social media. This is not only because Tet generates high online buzz but also because it is deeply connected to the spiritual and cultural life of the Vietnamese people. According to Buzzmetrics, there were over 149 major Tet campaigns in 2020. By 2021, as many campaigns from the previous year were delayed due to the pandemic, brands aimed to invest even more aggressively in Tet. In fact, there were 199 Tet campaigns in 2021. Clearly, creating a campaign that leaves a strong impression and captures user attention during Tet is a challenging task for any brand.
In this context, Bia Việt’s Tet campaign “Tết Việt Như Ý” quickly made a mark on social media. Drawing from the insight that a “Tết như ý” (an ideal Tet) is when everyone around is happy and fulfilled, the campaign helped Bia Việt appear for the first time in the BSI Top10 ranking with the highest Relevance Score (Relevance Score: a metric measuring brand-related discussions).
“Tết như ý” is not exactly a new message—over the past years, many brands have incorporated this concept into their campaigns. So, how did Bia Việt refresh the “Tết như ý” idea to create a breakthrough on social media?
From a brand perspective, Tet greetings are a familiar tool to connect with users. In its campaign, Bia Việt encouraged users to send Tet wishes as a way to spread the spirit of “Tết như ý.” From the users’ perspective, sending Tet greetings is always one of the most discussed topics during Tet. These factors make the “Tet greetings” platform feel outdated and saturated: safe to use in campaigns, but very difficult to create a breakthrough.
For the 2021 Tet campaign, Bia Việt refreshed Tet greetings by “localizing” the content. Instead of the classic wishes like “an khang thịnh vượng” (prosperity and health) or “sức khỏe dồi dào” (abundant health), each greeting was linked to a specific locality and its cultural identity. Examples include:
These Tet greetings not only honored the unique features of each region but also expressed the wish for a complete and fulfilling Tet for people across Vietnam. The meaningfulness of the campaign motivated users to create new greetings themselves. According to statistics, about 20,000 meaningful greetings were sent by users to themselves, family, and friends via the campaign’s microsite.
By allowing users to immerse themselves in Bia Việt’s message through greetings, the campaign achieved an almost perfect Relevance Score of 0.92 on social media in December 2020.
Outdoor advertising (OOH Advertising) is a long-standing form of advertising, traditionally tied to offline campaigns. However, it became a key factor that made the “Tết Việt Như Ý” campaign stand out on social media.
Throughout the campaign, red-background billboards placed in each locality featured Tet greetings customized for that specific location. Images of these billboards were then shared on Facebook through three types of channels: (1) KOLs, (2) entertainment channels, and (3) local channels.
By bringing the billboards online, Bia Việt not only created a sense of closeness with users but also provided a new way for users to engage with the brand’s message: in addition to sharing their own Tet greetings, users could share photos of themselves checking in at the billboard locations, feeling proud and excited.
According to Buzzmetrics, posts encouraging users to check in at billboard locations accounted for 26% of total campaign discussions.
Overall, the “Tết Việt Như Ý” campaign achieved notable successes:
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