The Cultural Insight

The campaign was anchored in a powerful temporal insight unique to Tết 2025: the Lunar calendar lacked a December 30th, and the holiday arrived exceptionally early at the end of January, meaning everything arrived faster. This created a heightened sentiment of intense urgency—"Tết comes fast, and everything chases you".

The Social/KOL Insight Leveraged

Dinosaur and its client, Grab VN, recognized that Vietnamese TikTok creators and social media audiences highly engage with witty linguistic challenges and short-form trends. To reflect the fast-paced urgency of the early holiday, they tapped into a unique linguistic quirk: the acute accent (dấu sắc) in the Vietnamese language, which phonetically represents a fast-paced rush. By equating this linguistic trait to the pre-Tết urgency, Grab provided KOLs with an entertaining, interactive format perfectly suited for short-form video behavior, inspiring them to highlight Grab as the ultimate lifesaver for last-minute needs.

The Idea

The central creative idea was a bold, all-Vietnamese communication campaign dubbed "Grab Tới Tết", which relied entirely on acute-accented words for its wordplay and storytelling. Creativity in Leveraging KOLs & Advocates: Grab creatively leveraged its KOLs by challenging them to craft "Accent Poems". This clever use of channels transformed creators from standard broadcasters into active trendsetters, placing Grab's refreshed logo at the core of Vietnamese wit and evolving the challenge into a joyful, viral movement.

Elevating Brand Advocacy

This creative language was so powerful that it sparked unprecedented cross-brand advocacy. Major brands—including KFC, Pepsi, Coca-Cola, TRESemmé, Guardian, OCB, and ZaloPay—organically joined the trend, engaging with Grab in the social media comment sections using exclusively acute-accented language. This elevated the campaign's reach and broke away from traditional advertising norms

The campaign was seamlessly deployed across multiple channels to create a massive halo effect from awareness to conversion:

1. YouTube: The campaign launched with an engaging short film series that garnered over 14.5 million views with an exceptional 98% average view duration

2. TikTok: The core advocacy challenge exploded on TikTok, securing Grab's place in daily Tết conversations through widespread UGC and KOL participation

3. Social Media Platforms (Facebook): Grab dominated social feeds with humorous, engaging content highlighting its multiple services, which successfully invited the massive wave of cross-brand interactions in the comments.

4. In-App Integration: To complete the halo effect, this acute-accent visual and linguistic signature covered all touchpoints within the Grab app itself

5. Advertising banners, promotional notifications, and the user interface were all designed consistently with the campaign spirit, creating a seamless user experience from social media discovery to in-app purchase"

[1] objective: The primary objective was to launch a bold, unique campaign that cut through the highly competitive Tết advertising season to showcase Grab's diverse ecosystem of services (Grab Transport, GrabFood, GrabMart, GrabExpress)  The goal was to avoid a generic approach and position Grab as the ultimate lifesaver to handle fast-paced, last-minute holiday needs | platform: The campaign was deployed across a multi-channel ecosystem, including YouTube, TikTok, various Social Media channels (such as Facebook, evidenced by brand interactions), and directly In-App | metrics: Awareness & Retention: Video views and view duration Engagement & Advocacy: Social interactions, UGC video creation, and activation views  Business Impact: Year-over-year (YoY) user growth and Return on Investment (ROI) | kpi: Awareness & Retention:  Maximize content reach and audience retention on long-form platforms  Engagement & Advocacy: Drive deep resonance, exceptional engagement, and widespread community participation  Business Impact: Drive strong momentum and user adoption across the diverse service portfolio | result: Awareness & Retention: The short film series garnered over 14.5 million views on YouTube with an exceptional 98% average view duration. Engagement & Advocacy: In just three weeks, nearly 300 creators and users produced over 360 videos under the #GrabToiTet hashtag  This generated more than 40 million TikTok activation views and over 2.5 million total social media interactions. Business Impact: The campaign delivered a massive 33X ROI and achieved 39% overall YoY user growth  Service-specific growth included a 30% increase for Transport, 25% for GrabExpress, and 15% for GrabMart | compare_with_benchmark: The campaign drastically outperformed standard platform norms by achieving the #1 video completion rate among all TikTok campaigns in Vietnam at the time. Furthermore, retaining a 98% average view duration on YouTube for branded short films demonstrates an exceptionally high benchmark for audience attention | source: Performance figures and platform analytics are sourced from the agency credential report by Dinosaur, aggregating data from YouTube, TikTok, and Grab's internal business metrics