BRAND:
Viettel Telecom
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
05/02/2026 - 31/03/2026
CREDITS:
Watermelon Agency
CASE STUDY VIDEO
STRATEGY
The campaign was built on a social-first strategy, where social media was more than a channel for delivering Tet greetings - it served as the starting point for conversations, a driver of curiosity, and the engine that transformed emotional engagement into organic advocacy. With the theme "A Complete Tet - Joyful Connections," the objective was not simply to launch another emotionally driven Lunar New Year campaign, but to design a social journey capable of attracting attention from the very first touchpoint, delivering meaningful storytelling at its core, and achieving large-scale amplification through community participation. To bring this strategy to life, the campaign opened with an unexpected reveal featuring the surprise appearance of Quân AP on Locket. This strategic social teaser was designed to generate curiosity-led buzz by tapping into Gen Z's natural content consumption behavior - their preference for authentic, everyday moments that feel private, spontaneous, and worthy of discussion. Rather than placing the brand at the forefront, the campaign intentionally sparked social curiosity first, inviting audiences into the conversation before gradually revealing the campaign's broader message. Following this initial wave of discussion, the campaign activated a fully integrated social ecosystem that expanded attention into emotional meaning. Conversations surrounding Quân AP naturally evolved into content centered on connection, family reunions, and togetherness during Tet. As a result, the campaign operated not as a collection of disconnected social posts, but as a complete social funnel: generating buzz, encouraging discovery, and ultimately converting attention into empathy, sharing, and community participation. This structure enabled the campaign to achieve both exceptional virality and meaningful emotional resonance - hallmarks of a truly outstanding Best Social Media Campaign.
INSIGHT
Against a backdrop of increasingly polished yet formulaic Tet campaigns, Gen Z has been retreating into more private digital spaces. They have grown skeptical of highly produced TV commercials and increasingly resistant to overt, one-way advertising messages. For this generation, a "complete Tet" is not defined by generic holiday greetings on public social platforms, but by authentic connections shared within close-knit circles of friends and family. They value genuine, relatable moments and highly interactive experiences that offer real utility rather than passive consumption. At the same time, they fear losing connection during the most important holiday of the year - whether through poor network coverage, limited mobile data, or the absence of shared entertainment experiences - and they are equally driven by the fear of missing out (FOMO) on emerging trends. Viettel recognized that to genuinely connect with this audience, the brand needed to become a trusted companion that appeared naturally within their digital routines and delivered meaningful Tet benefits exactly where they spent the most time: on social media.
CREATIVE IDEA
The campaign's core creative idea was to transform "A Complete Tet - Joyful Connections" from a simple festive greeting into a tangible value proposition delivered through an integrated digital experience. The concepts of "completeness" and "joyful connection" were brought to life through three experiential pillars: Seamless Connectivity, Everyday Convenience, and Meaningful Appreciation.
CONNECTION PLAN
By executing the "Leak to Lead" social stunt across Locket and Threads, the campaign successfully broke through traditional advertising barriers and laid the foundation for more than 1,000 pieces of organically generated user content (Organic UGC). These conversations were then amplified across TikTok and Facebook to sustain momentum and maximize reach before strategically directing traffic to the TV360 app through a gamified user journey. Driven by a deep understanding of emerging consumer behaviors, this social-first approach optimized conversion throughout the funnel and exceeded its awareness KPI by 350.4%, demonstrating the effectiveness of turning organic curiosity into measurable business impact.
OBJECTIVE-BASE KPI
