BSI Awards | Case Library | SUNLIGHT | TẾT CÙNG SUNLIGHT: DỌN NHÀ, DỌN LÒNG, MỞ RA KHO BÁU

CASE STUDY VIDEO

STRATEGY

Why this case wins Best Advocacy & Influencer Strategy: Tết cleaning is unavoidable obligation, but the real barrier is finding the motivation to begin, and the emotional “kho báu” people rediscover only appear once they start. Sunlight unlocked that motivation by turning Kho Báu into a cleaning trigger, using music as the rhythm that gets people moving and keeps them going. Led by Rhymastic and Trọng Hiếu, the refreshed anthem transformed from a hit song into a “National Cleaning Concert” that inspired creators and households to clean together and uncover their own treasures.Press play to start cleaning, and discover your Kho BáuTết cleaning is unavoidable in Vietnam, but the biggest barrier is not effort — it is the lack of inspiration to start and stay long enough to feel rewarded.As a leading cleaning brand, Sunlight chose to flip the perspective. Instead of only talking about physical cleanliness as in previous years, the brand reframed cleaning around what people can unlock after each wipe: visible shine, lighter feelings, and emotional “kho báu” that often appear once cleaning is underway.To live inside the real cleaning moment, the idea needed a natural trigger. When people finally decide to clean, they almost always press play on music. Music sets rhythm, lifts mood, and helps people keep going.That is where Kho Báu naturally entered the story.The refreshed Kho Báu MV was designed as a behavioral trigger, not an explanation. Once the music plays, cleaning begins. And once cleaning begins, “kho báu” appears.Led by Rhymastic & Trọng Hiếu, Kho Báu became a National Cleaning ConcertKho Báu is a major hit, with a melody that is easy to remember and replay. Sunlight chose to leverage that cultural momentum to inspire cleaning behavior at scale.Rhymastic brings premium Vietnamese lyricism, giving emotional depth to everyday cleaning moments and articulating the sense of release people seek at year end. Trọng Hiếu brings down-to-earth personal story, energy and physical rhythm, making the song easy to move with and clean along to. Together, they turn Kho Báu into an anthem that motivates action, not just listening.Kho Báu evolved from a hit song into the spark of a National Cleaning Concert at home. The MV opened the experience. Their fan communities became an active extension of the strategy. Fans didn’t simply watch the MV; they discussed lyrics line by line, connected scenes to Trọng Hiếu’s personal journey and other appearances, commented on outfits and choreography, and tracked view milestones daily. These fan‑led conversations kept Kho Báu present and culturally relevant across platforms without relying solely on paid amplification.As this fan momentum grew, KOLs and KOCs joined in by sharing their own “Kho Báu” moments while cleaning, translating the idea into diverse, lived experiences. From artists, to fans, to creators, influence flowed naturally, turning attention into participation, and participation into advocacy by thousands of Vietnamese households.This is how Sunlight brought its platform to life:“Tết dọn nhà, nhưng ra được cả kho báu.

INSIGHT

People don’t struggle with cleaning. They struggle with starting it.In Tết season, cleaning is culturally non‑negotiable, yet many people approach it as an exhausting “duty” before they even begin. The emotional payoff of cleaning only becomes real after they start seeing progress and shine, so the biggest friction sits at the very first step: pressing start and staying long enough to feel rewarded. To remove that friction, Sunlight introduced three inspiration levers that make the outcome feel worth reaching for, and the process feel easier to stay in:MeaningA simple reframing that gives people a reason to begin: “Kho báu sau mỗi đường lau”. The idea that each wipe can unlock not only visible shine, but also something emotionally valuable worth rediscovering.Mood toolA National Cleaning Anthem that brings the promise to life before people even start. With Rhymastic’s premium yet down‑to‑earth Vietnamese lyrics, the “Kho Báu” message becomes singable, repeatable, and instantly relatable—so people can feel what awaits them while they clean, not after. TogethernessBecause cleaning feels heaviest when done alone, inspiration needs companionship. Sunlight designed participation so KOLs join first and invite everyone to add their own “Kho Báu” verses, turning individual cleaning into a shared movement where households feel they are cleaning together, not struggling aloneThis insight set the stage for a creative approach where Sunlight didn’t tell people why to clean, but co‑created inspiration with them, by giving cleaning a shared meaning, an uplifting anthem to move along to, and a sense of togetherness that made starting feel lighter.

CREATIVE IDEA

Co‑Created Storytelling: Turning personal Tết story into thousandsInstead of a scripted brand narrative, Sunlight chose to co‑create the story from the start.Early in the process, the brand team invited Rhymastic and Trọng Hiếu into open conversations—not to brief a message, but to listen and explore what Tết cleaning truly meant to them. From these exchanges, real, familiar moments emerged.For Trọng Hiếu, this Tết was especially meaningful. Preparing his home to welcome his mother back to Vietnam naturally began with cleaning, washing dishes, wiping surfaces, clearing everyday items. These small actions marked the closing of a long year. Alongside physical cleaning, the process also became a way to clear emotional clutter after months of pressure and negative commentary, making space for what truly mattered before the new year.For Rhymastic, cleaning took another relatable form. Tidying and reorganising his workspace helped remove mental noise and open room for new ideas, allowing lyrics to flow more smoothly. Cleaning, in this sense, was about resetting focus and preparing for a fresh start.While deeply personal, these moments resonated because they reflected a shared year‑end truth: before welcoming Tết, people clean more than just their homes, they clear layers of life.Rhymastic then translated that truth into lyrics with his signature premium yet down‑to‑earth Vietnamese style, turning everyday cleaning motions into emotional meaning. “Kho báu sau mỗi đường lau” became a simple, human idea. Something people could immediately recognise in their own lives, not an abstract metaphor.Wrapped in uplifting rhythms and youthful visuals, the refreshed Kho Báu felt familiar yet new. The song carried a lighter, more energetic mood—something people could sing along to, move with, and clean along to, while still holding depth beneath the surface.From there, the story expanded beyond a single narrative. KOLs and creators began sharing their own “Kho Báu” moments while cleaning—rediscovering old memories, releasing bottled‑up thoughts, and finding small emotional treasures hidden in the mess. A livestream led by Strong turned cleaning into a shared ritual, where people cleaned together at the same time, transforming a once‑heavy task into something communal and energising. As more households joined in, Trọng Hiếu’s personal journey evolved into a collective Tết story co‑created by thousands of families, showing that cleaning wasn’t just one person’s burden but a community experience. This is how Kho Báu grew from one story to many, turning Tết cleaning into a national concert where everyone could uncover “kho báu sau mỗi đường lau” through real, lived moments.

CONNECTION PLAN

From National Cleaning Anthem to a National Cleaning ConcertThe connection plan was designed to turn inspiration into action by letting people people already follow lead the movement, while using mass media to scale that leadership into a nationwide experience.The journey began with the refreshed Kho Báu MV as the opening act of the National Cleaning Concert. The MV was not treated as a traditional campaign asset, but as a behavioral trigger. Once the music played, it signaled that Tết cleaning season had officially begun. Led by Trọng Hiếu and Rhymastic, the MV set the emotional tone and rhythm—energising rather than draining—and prompted people to press play, pick up a sponge, and start cleaning.To make the anthem unmissable, Sunlight amplified this moment through music‑first, high‑impact media. YouTube Premiere and Masthead delivered immediate national reach, while TikTok TopView ensured full‑screen, high‑attention exposure. This positioned Kho Báu not just as a song, but as the season’s National Cleaning Anthem, the “thánh ca dọn dẹp” associated with starting Tết cleaning.From there, the movement expanded through a carefully curated KOL and KOC ecosystem. Creators were not asked to repeat a script. They were invited to join the cleaning first and share their own “Kho Báu” moments, sparkling surfaces, rediscovered memories, or lighter emotions after clearing clutter. Acting as band leaders, they demonstrated that cleaning could unlock more than just cleanliness, triggering imitation rather than instruction.A critical accelerator of this phase was the fan communities of Trọng Hiếu and Rhymastic. Fans actively discussed lyrics, decoded personal references, linked visuals to other performances and shows, commented on outfits and choreography, and tracked daily view milestones. This fan‑led conversation continuously refreshed social buzz and credibility, organically amplifying KOL content beyond paid placements.To anchor participation at scale, Sunlight established a TikTok Community Hub around #DọnNhàĐónTết, turning TikTok into the central concert venue. CapCut templates lowered the barrier to entry, allowing households to turn their own cleaning journeys into performances within the concert. Each video uploaded under the hashtag became another “verse” added to the collective Kho Báu story.To remove the loneliness of cleaning, Sunlight introduced shared moments of action. A livestream led by Trọng Hiếu invited audiences to clean at the same time, transforming individual chores into a collective ritual. Around this moment, advocacy scaled as thousands of households contributed their own Kho Báu verses and stories through UGC.As Tết approached and cleaning peaked, media was deliberately timed to extend the anthem’s cultural life. Spotify and YouTube festive playlists kept Kho Báu present at the exact moments people were cleaning, while living‑room CTV, OOH, and cinema reinforced the feeling that the concert was happening everywhere, at home.Through this orchestration, a single song evolved into a nationwide participatory movement—where leaders set the rhythm, creators amplified the behavior, fan communities fueled conversation, and households completed the experience. Every home became a stage, and advocacy was created through shared action rather than instruction.

OBJECTIVE-BASE KPI

[1] objective: Drive Massive Awareness | platform: YouTube, Facebook, TikTok, Spotify, OTT | metrics: Impression | kpi: 300M | result: 356M

[2] objective: Drive Massive Awareness | platform: YouTube, Facebook, TikTok, Spotify, OTT | metrics: Reach | kpi: 20M | result: 22M

[5] objective: Hype up Conversation, Advocacy & Organic Amplification | platform: Facebook, TikTok, Threads | metrics: Engagement (Likes/Clicks) | kpi: 300K | result: 414.6K

[6] objective: Hype up Conversation, Advocacy & Organic Amplification | platform: Facebook, TikTok, Threads | metrics: Buzz Volume (Comments + Shares) | kpi: 300K | result: 380K

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TẾT CÙNG SUNLIGHT: DỌN NHÀ, DỌN LÒNG, MỞ RA KHO BÁU

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