3.2 Target market Targeted customer: Vietnamese women 25 -50 years old, married, and working
Attitude: mums who see cooking as a pleasure, not a burden, and food is a crucial part of their desire to please their loved ones
Locations: rural and urban areas Especially in Ha Noi, Ho Chi Minh, Can Tho, Da Nang
3.3 Consumer insight Tension: The primary barrier today for a woman to prepare delicious food for her family is time Because of the natural sweetness extracted, stewing from pork bones to make soup takes a long time
Truth: Consumers want to consume products that taste good and healthy with many nutrients but do not affect health
Insight: “Modern woman wants to keep her family happy through delicious dishes but not too much time.”
3.4 Brand positioning model 3.4.1 Root Strength As a pioneer in the food industry, Maggi supplies more than 300 products and has a development history of more than 130 years The brand penetrated the Vietnamese market in 1912 Maggi brand is top-ranked globally in most purchased food brands (Brand Footprint 2016-Kantar World Panel) The products are constantly being innovated and improved to provide adequate micronutrients
3.4.2 Competitive environment The market of spices in general and seasoning granule products, in particular, is highly competitive Vietnam's spice industry has a growth rate of 25-32% per year
According to Nielsen's report, the market share of the seasoning granule market in Vietnam is currently led by three big brands, Knorr, Aji-ngon, and Maggi
3.4.3 Target Maggi brand has segmented the market based on the lifestyles and habits of urban families
Targeted customer: Vietnamese women 25 -50 years old, married, and working
Attitude: mums who see cooking as a pleasure, not a burden, and food is a crucial part of their desire to please their loved ones
Locations: rural and urban areas Especially in Ha Noi, Ho Chi Minh, Can Tho, Da Nang
Customer's portrait of Maggi seasoning granule: They are busy and modern females, but they also want to prepare meals for their family or females, who have to prepare meals
Besides that, Maggi inspires Vietnamese females to become more creative in their meals
Instead of defying, she learns to embrace her home cook role under her context
Because the love for her husband and child is unconditional, and cooking is one of the essential ways she expresses her love for her beloved ones
By varieties of different forms such as advertising, word of mouth, they are recognized by the Department of Food Hygiene and Safety Customers have more beliefs about the brand So they are comfortable with using this brand's product
3.4.4 Insight Tension The primary barrier today for a woman to prepare delicious food for her family is time Because of the natural sweetness extracted, stewing from pork bones to make soup takes a long time
Truth Consumers want to consume products that taste good and healthy with many nutrients but do not affect health
Motivation Vietnamese women play an essential role in serving delicious meals to keep the family happy Bringing delicious food brings joy to the family
=> Insight: “Modern woman wants to keep her family happy through delicious dishes but not too much time”
3.4.5 Benefits Maggi seasoning granules help to complement the sweetness and flavor of bone marrow - marrow and meat, combined with natural traditional Vietnamese spices such as Da Lat onion, Phu Quoc pepper, Ly Son garlic It helps homemakers only need to spend a short time creating flavorful, juicy, high-quality dishes from bone broth without spending too much time
Besides, in case consumers cannot buy enough ingredients (such as mushrooms or pork) to complete a dish, Maggi seasoning granules can also help them complete a dish full of flavor that they need
The product also contains a high content of iron and iodized salt to help nourish meals more nutritious Maggi’s product boosts the flavor for the tongue and provides enough nutrition for the proper health and growth of family members
3.4.6 Value, Belief, Personality Values: In line with the Group's orientation on Nutrition, Good food Good life, Maggi's products are cooperated with the National Institute of Nutrition to be supplemented with micronutrients to meet the nutritional needs of Vietnamese consumers
Beliefs: Maggi believes that offering tasty meals at low prices is a purpose and a source of joy for customers Because Maggi seasoning is made with natural ingredients, it gives customers much confidence Become friends with the customers by assisting them in preparing and cooking tasty, nutritious meals for their families daily
Personality: Not only bringing high-quality products for the health of consumers, but Maggi is also one of the pioneer brands in encouraging creativity and expressing different personalities in each daily dish
3.4.7 Reason to Believe Brand history: Originating from the Swedish, Nestle, established in 1866, to the present, Nestlé is the largest food corporation in the world Therefore, Maggi is a significant and reputable brand so that consumers can trust Maggi as a seasoning with a clear origin
The Maggi trademarks have been and are the valuable intellectual property of Nestlé Company and are protected by all countries in the world where Nestlé does business, under the Intellectual Property Law of the host country, including Vietnam
Not only registered for protection, but this trademark of Nestlé has also been widely used in nearly 200 countries worldwide Every year, Maggi wins many prestigious brand awards in Asia such as Reader's Digest Trusted Brand (the prestigious brand of Reader's Digest - the world's best-selling consumer magazine) from 1999 to 2010, in Malaysia and Singapore for the product "seasoning"; from 2006 to 2010, this brand also won the prestigious Philippine Brand Award for similar products In 2009, the brand "Maggi" ranked 35th out of 100 prestigious brands in India according to Economic Times (Economic Times) statistics In 2010, this brand was ranked 18th Maggi is also recognized as a Famous Trademark in many parts of the world, such as Switzerland, Germany, France, the European Community (27 countries), Bulgaria, Turkey in 2017 According to the global Brand Footprint report, this is also the most chosen Food brand for two consecutive years
Products sponsored by reputable experts or famous personalities always receive high trust in the minds of consumers: Actress Bao Thanh, Actor Thai Héa,
3.4.8 Discriminators Maggi makes your own difference Maggi believes that your personality will be the most extraordinary ‘spice’ for every dish you make Therefore, Maggi will always accompany you so that you can cook your way through Maggi 's natural collection! Maggi aims to be creative in every meal!
The taste of a family meal is even more delicious when mom has Maggi "side by side" so that the kitchen is full of new things!
*Packaging Format: ô Color selection — red & yellow — bright, attractive — scientifically known to induce hunger in human beings ô Logo consistency — literally remained unchanged since its origin — with such a consistent logo and color elements, every age group will be able to relate with the brand over a period of time, evoking nostalgia ô Packaging: The packaging carries the image of Vietnamese food, making buyers feel delicious, stimulating the taste buds
TET PROMOTION PLAN 1 Ideas4.1.1 Situation Lunar New Year is the time when family members reunite, share good wishes, give gifts and enjoy delicious food In this Tet holiday 2022, Maggi implements marketing and sales activities with tagline “Maggi - the familiar Tet flavor” The ideas originated from fears after the pandemic that make people worry about going home to celebrate Tet They are afraid to bring the Covid to home so they probably stay in the city during Tet Holiday
Maggi wants to communicate the value of the product when it can help them create dishes that are familiar to them with their family like previous years in Tet holiday They feel that they are at home but actually they are away from home Leading to the big idea, you can feel Tet holiday through meals with familiar flavors wherever you are
"Maggi - the familiar Tet flavor" is a series of promotional activities of Maggi during the 2022 Lunar New Year In order to cover the seasoning market, capturing the minds of customers when they intend to buy seasoning granules during Tet 2022
4.1.2 Digital Marketing 4.1.2.1 Online Ads e Run short video ads (5-15 seconds) on Facebook ô Run ads in videos on Youtube
4.1.2.2 Social media e Hire KOL to post, livestream about the 2022 Maggi Tet campaign on
Facebook eô Hire a Youtuber in the culinary field to make cooking videos, integrating the 2022 Maggi Tet campaign
Air TVC on VTV3 every Tuesday and Friday from 20:30 to 21:30
4.1.3.2 Print Ads Advertisement in "Tiép thi va Gia dinh" Magazine
4.1.3.3 Billboard Billboard at the biggest markets in each city
4.1.3.4 Advertising Tet away from home is not so lonely as long as there is Maggi, bringing the familiar Tet’s flavors like our home
Maggi believes that, even in the most difficult times, facing the burdens of life, Tet is still the most important and special occasion Maggi makes an emotional connection with consumers through simple family stories, heartfelt emotions
4.1.3.5 Implication of using POSM In order for consumers to easily recognize Maggi's sales promotion, Flyer and Poster will be used to convey promotional information at points of sale Consumers easily change their mind when exposed to promotional information in stores
Maggi also organizes a showcase contest for the GT channel The purpose of the program is to push retailers to prioritize Maggi’s product display more eye-catching
Buyers easily find Maggi’s products, as a result, they will be more likely to buy the product
According to a report (Trends in FMCG sector) of Omni Marketing Global, dividers, promotion island and gondola end have high noticeability and high brand recall to shoppers in comparison with other types of POSM in supermarkets Moreover, promotion island and gondola end have a more effective impact on consumer purchase
Therefore, these types are used to increase brand awareness and increase sales
NOTICEABILITY OF POSM AND IMPACT ON PURCHASE promotion island has a big impact on shopper decision & trigger immediate purchase
Lower noticeability, High ili lower impact Jower impact
Lower Noticeability of POSM Higher
Source: Quenti exit in Big C Thang Long, Big C
‘Mien Dona and Lotte HN N"5 shoppers Picture 4 Noticeability of POSM and impact on purchase
NOTICEABILITY OF POSM AND BRAND RECOGNITION
SV/SVB, promotion island, gondola end and category gate are the top effective stimuli generating both noticeability and brand recall
Low noticeability, c High | high brand recait
= S Cc Column = “ bo 5 ts v za : > if! § bblers 28 Đ § = §
9 eee, RR ve eof High noticeabilty, I
Low S— Noticeability of POSM High
Source: Quanti exit in Big C Thang Long, Big C Mien Dong and Lotte HN N"5 shoppers
Picture 5 Noticeability of POSM and Brand recognition
4.2 Tagline Tagline: Maggi - The familiar Tet flavor (Maggi - Huong vi Tét quen thuộc)
The reason for choosing the tagline: The taste of Tet is a unique taste in everyone's heart Tet away from home is not so lonely as long as there is Maggi, bringing the familiar Tet’s flavors like our hometown (C6 Maggi, Tết xa cũng như tết gan)
4,3 Sales promotion 4.3.1 Promotion for consumers
4.3.1.1 Gifts 4.3.1.1.1 Supermarkets Scope: Supermarkets nationwide
*Combo 1: 1 pack of Maggi Premium Seasoning Seeds with Mushroom Flavor (450g), 1 pack of Double Seasoning Seeds with Fresh Meat, Bone Marrow and Natural Spices 900g, 1 bottle of Maggi Concentrated Seasoning sauce 350ml, | bottle of Maggi oyster sauce 820g, 1 bottle of Maggi Concentrated Soy Sauce 200ml
Selling price: 199,000 VND Program: Give away a high-class set of 4 bowls
Gift Cost per unit (VND) Quantity
*Combo 2: Maggi Premium Seasoning with Pork Flavor (900g) and Maggi Premium Soy Sauce (200ml)
Price: 85.000 VND Promotion: Give out Maggi aprons
Gift Cost per unit (VND) Quantity
Combo: Maggi Premium Seasoning with Pork Flavor (900g) and Maggi Premium Soy Sauce (200ml)
Picture 8 Combo grocery stores, retailers
Price: 85.000 VND Promotion: Give out Maggi aprons
Gift Cost per gift (VND) Quantity
Table 10 Combo grocery stores, retailers gift cost
Buying 1 Maggi Seasoning Granules Product, Customers Will Have A Chance To Win Gifts With The Scratch Ticket Inside (Gold, home appliances, Maggi’s products)
Total cost of the promotion = Gift cost + Scratch ticket printing cost + Shipping cost = 133.678.000 VND
Prize Prize images Reason why choosing
24K Gold bars Reason: After the bearing the pandemic 2021, people image of the have suffered many
God of consequences and lost,
Wealth q most of their savings will tael) - Mat day Than tai 24K (1 chi) be used to cover expenses during the epidemic season and will have to prepare for Tet, that is why Maggi wants to be a companion in the midst of suffering, bringing more joy to customers who have just gone through a storm and partly supporting people's costs through a highly liquidity prize - gold
For customers: Because the customer group is located in urban areas, the smoke and dust accumulate in the house very quickly It is convenient for customers to easily keep the house clean and increase their happiness when having a meal
Products in the suitable price range to deploy promotions
Maggi As a new product of
Concentrated Maggi, when the customer seasoning wins, it will be an sauce opportunity for the customer to try it out, moreover, increase the time Maggi products are in the customer's kitchen
Seasoning need to increase market granules share Giving out Maggi
175gr seasoning granules will increase the time Maggi products stay in the customer's kitchen New customers who have not tried other flavors will have an opportunity for customers to try
Maggi chỉỉi As a new product of sauce 330gr Maggi, there will be an opportunity for customers to it, | moreover, increase the time Maggi products are 1n the customer's kitchen
Table 11 Scratch ticket prize details
Prize Detail Cost Quantity | Total cost structure (VND)
God of | 24K Gold bars bearing the | 5.410.000 VND 9 48.690.000 Wealth image of the God of
Prize (Giai | Wealth (1 tael) - 01 Mat
Than Tai) | day than tai SBJ 24K ép vi
Special Prize | Damas Handheld Vacuum | Wholesale price 30 10.800.000
Lucky Prize | Maggi Concentrated | Retail price: 500 14.500.000 seasoning sauce 29.000 VND
Maggi Seasoning granules | Retail price:| 1.000 17.500.000
Maggi chili sauce 330gr | Retail price:| 1.000 25.500.000
Table 12 Scratch ticket prize cost
Ticket size 6x36mm Cost per | Quantity | Total cost ticket (VND)
VND)Picture 20 1lJustrated billboardQuantity Cost per month (VND) Duration
The short film tells the story of Tet holiday 4 minutes long The valuable message in the short film will be divided into small excerpts to make TVC and short promotional videos on Facebook and Youtube
As the COVID-19 pandemic happens, things gradually become more impermanent, people appreciate life and moments with their loved ones more and more The simplest things can also make people feel touched, the seemingly ordinary everyday moments become extremely special
From that we can realize, the coming New Year 2022 is considered as the most wonderful and meaningful time of the year for every Vietnamese person In the last moments of the old year and the first of this new year, everyone wishes to return to their homeland, to be with their loved ones and moreover, to find the familiar things where they grew up and became matured
Insight Tet: The damage that has been done during the pandemic has left everyone with a lot of fear and anxiety Everyone is looking forward to returning home to celebrate Tet, eager to reunite with their family However, the worry about the possibility of spreading the disease still exists in everyone's mind
Big Idea: Maggi conveys to consumers an optimistic, brighter and happier message about the fulfillment of Tet holiday away from home Wishing to help consumers forget about worries so that they can fully enjoy the joys during the most wonderful and meaningful time of the year You can feel Tet holiday through meals with familiar flavors wherever you are (Dù ở đâu cũng có thê cảm nhận ngày tết qua những bữa ăn với hương vị quen thuộc.)
Main characters: Married woman, living far from hometown
Side characters: Main character’s family living together with her (Husband, child), main character’s family in her hometown (Her father, mother, older brother and younger sister), a shipper
Cast: 7 non professional actors/actress/acting with easy-going, friendly faces
4.4.3.3 Materials The taste of the gathering meals is an indispensable part of the Vietnamese New Year holidays It is not like any simple and basic meal like the other day throughout the year A New Year's meal is also a bond between family members The gathering, helping each other prepare the Tet meals, is always an indispensable image when describing the Lunar New Year
Besides, Vietnamese people often use the phrase "going home, eating Tet" (về nhà an Tét) rather than "playing Tet" (choi Tét) or other verbs instead This also clarifies the importance of dishes during the spring important holiday However, during the current epidemic, it is not easy for the whole family to gather together to prepare and enjoy a meal on Tet holiday So in the short film “Tet away from home is not so lonely as long as there is Maggi, bringing the familiar Tet’s flavors like our hometown” (Cé Maggi, Tét xa cũng nh Tết gan), the taste of Tet holiday can not only be felt by being together, but even when apart, the whole family can still enjoy a familiar and close taste together
In the film, Maggi’s Yellow color is always present, brightly, but not in a simple sense as the brand's main color Above all, it is the color of spring, optimism, and brightness
Dubbing voice: Hiéu Bo Kho This voice actor can lead, and evokes the emotions of the audience with his warm voice
Scene Duration Background Camera Details
Narrative streets The afternoon | Wide panorama:| “This endless light is not so sunny | An angle from the} spring, the city is Sound: peaceful, | apartment unexpectedly insert music overlooking the} empty At this BGM link: Inspiring | empty streets | time, people say, Cinematic Light traffic | if you love your Background _ Music | scene Sunset} beloved ones For Videos gradually falls | and family, Mood: Arousing | (the sky turns| wherever you loneliness from afternoon to | are, stay there." evening)
Table 28 Scene I script b Scene 2: Main character find something makes her recall memories
Scene | Duration Background Camera Content
2 20 Characters: Main] Scene: Film the | Found old photos
The main character was cleaning out her closet when she accidentally found an old family photo storage box main character cleaning in the bedroom character, mother, father, brother, sister
Objects: family|Zoomim: The| The character slowly opens photo frame on] old photo the box and looks at the Tet holiday when | Description: pictures one by one they were young | two hands} Accidentally found an old and happy holding the | photo on New Year's Day Sound: insert soft} picture and | with parents, her siblings and music with an | a dog in the countryside next BGM link: | emotional face | to a pot of banh chung being
Cinematic Dubbed "But spring is also a Background Music time for family reunion"
For Videos Woman looking at the street -
Surroundings: main character is cleaning the house to prepare for Tet
Table 29 Scene 2 script c Scene 3: Recall memories
Scene | Duration Background Camera Content
3 45 Characters: Female | Wide Recreate the scene of the lead, mother, father, | panorama: family together on New brother, sister
Objects: photo frame on were happy
For Videos Surroundings: main character holiday when they family Tet and soft BGM link: Inspiring Background Music
The sits taking the scene indoors in the countryside, the yard in the afternoon sun
Year's Day in the memory of the main character through each stage in life
Tet at a young age: The scene when she was a child was taught to cook for the first time by her mother Siblings sneak into the kitchen and have fun together (Using Maggi seasoning)
Growing up with mom cooking Brother and
48 in the room, looking at the photos and reminiscing
Mood: Expressing the joy of Tet every year when returning home sister cleaned and decorate the house to prepare for Tet
Tet when grown up, married and without covid 19 pandemic: The scene where grandparents are happy to welcome their children’s small family after a year of separation, the children are happy to mn to hug _ their grandparents and the children happily visit ask your grandparents
Table 30 Scene 3 script d Scene 4: Video call between the daughter (main character) and her parents
Characters: main character and her parents Surroundings: The protagonist 18 sitting in her living room, making video calls to his parents who live in the country
Scene: The main character 18 calling and asking through a video call about his family in the countryside, both sides feel heartbroken because this New Year has to be far away from each other
A conversation between the main character and her parents in the countryside
Female lead: Hello, how are you, what are you preparing for Tet?
The father: I just bought a beautiful apricot tree, let me show you
(Then the father went to the front door and turned the apricot tree for the daughter to see.) The mother came in from outside with a pot of meat poach, saw her father talking on the phone and asked: “Is that our daughter?"
The father replied: Yes, come and talk with her
The happy mother ran in and says: "Aunty Hai just cooked so much, nobody’s here to eat all of that"
Surroundings: In front of the house in the countryside
Scene: In front of the house in the countryside, the father came to receive the unexpected package
While the main character was talking to her parents on the phone, suddenly a shipper called out to receive the goods
Parents wondered, surprised because they had not ordered anything before The main character smiled and didn't say or explain anything Then the mother said to her father,
"Come out and see if he delivers it wrong."
The father came to receive the package, asked the shipper: "What is it?"
Shipper: "Someone sent you this thing."
The father thanked the shipper and took the package inside with the mother
Table 31 Scene 4 script main character, her mother, and character is sitting in the livingroom, e Scene 5: The parents open the package with the daughter’s letter inside
Scene | Duration | Background Camera Content
6 10 Characters: Scene: The main | Open a surprise gift
The parents opened the package, took out a gift box her father her parents are | inside with many Sound: play | sitting outside on | beautifully decorated some soothing | the patio Maggi products (many music Wide: the space in | products, but held the BGM link: the main | packet of seasoning seeds to Mood: character's house | symbolize) and there was a
Touching, and the porch in | letter from the daughter aching, and | the country joyous moods
Table 32 Scene 5 script f Scene 6: Reading the daughter’s letter (Dubbing the letter’s content) Dear Mom and Dad,
APPENDIX 3: TVC SCRIPT IN VIETNAMESE Cảnh 1: Dẫn truyệnCánh | Thời lượng | Khung Quay Chỉ tiết
Dẫn 15 Khung Cảnh quay: Lông tiếng: “Mùa xuân dài bat truyện cảnh: tận này, thành phố văng không đường phố | Toàn cảnh ngờ Lúc này người ta nói, nếu vắng vẻ rộng: Góc yêu người thân yêu gia đình, Anh sang | quay tir chung | ai 6 chỗ nào thì ở yên chỗ buổi chiều | cư nhìn xuống đó.” không đường phô nang văng vẻ Cảnh xe cộ thưa Âm thanh: | thớt qua lại nhẹ, chèn | Hoàng hôn nhạc Cảm | dần buông xúc: xuống (bầu trời chuyển từ Khơi gợi chiều sang nôi nhớ toi)
Cảnh 2: Nhân vật chính tìm được thứ khiến cô ấy nhớ lạ ¡ những kỉ niệm xưa
Cảnh | Thời Khung cảnh Quay Chi tiet lượng
2 20 Nhân vật Nhânvật | Cảnh Tìm thây bức ảnh cũ chính, người mẹ, quay: Khi đang dọn tủ thì vô người ba, anh, chị, | Quay nhân | tình tìm thấy hộp lưu trữ em vật chính | ảnh cũ của gia đỉnh Đồ vật: khung ảnh đang dọn | Nhân vật từ từ mở hộp gia đình ngày Tết hỏi | đẹp trong | và xem từng tắm ảnh nhỏ sum vay, vui phòng nhỏ Vô tình tìm thay vẻ ngủ được tâm hình cũ ngày Âm thanh: chèn nhạc | Zoom-in: | Tết cùng với bé me va nhe nhang Tấm hình | anh chi em trong gia Cam xúc: khơi gợi cũ đình và chú chó ở quê nỗi nhớ Đặc tả: bên cạnh nồi bánh
BGM link: Inspiring | đôi tay chưng đang nấu đở
Cinematic cầm bức Lồng tiếng “Nhưng mùa Background Music | hình và xuân cũng là khoảnh For Videos gương mặt khắc để gia đỉnh sum
Khung cảnh: Nhân cảm xúc, họp” vật chính đang dọn _ | bôi hồi khi | Người phụ nữ nhìn ra dẹp nhà cửa chuẩn bị | câm bức đường - suy nghĩ đón Tết, vô tình tìm | hình trên thấy khung ảnh cũ tay của gia đình trong góc nhà
Scene 3: Nhớ lại kỉ niệm hiện niêm vui ngày Tết mọi năm khi được về quê
Cánh | Thời | Khung cảnh Quay Chỉ tiết lượng
3 45 Nhân vật: Nữ Cảnh quay: | Tái hiện lại cảnh gia đình bên chính, người mẹ, | Quay nhân | nhau vào những ngày Tết người ba, anh, vật chính trong ký ức của nhân vật chính chị, em đang trong | qua từng giai đoạn trong cuộc Đồ vật: khung phòng ngủ | sống ảnh gia đỡnh ngày | Nhõn vật ô _ Tết lỳc nhỏ: Cảnh lỳc Tết hồi nhỏ sum | chính đang nhỏ lần đầu được mẹ vây, vui vẻ ngồi nhớ lại day nau ăn ngày Tết Âm thanh: chèn cảnh gia Anh chị em lén vào bếp nhạc nhẹ nhàng | đỉnh năm ăn vụng vui đùa cùng BGM link: xưa chuẩn nhau (Sử dụng hạt nêm
Inspiring bi nau an Maggi)
Cinematic trước Tết ô Tết lỳc lớn: Cảnh lớn
Background lên cùng mẹ nấu ăn
Music For Videos | Toan canh Anh chi em don dep, Khung canh: rộng: lay trang trí nhà cửa chuẩn Nhân vật chính | khung cảnh bị Tết ngồi trong phũng, | trong nhà ở ô _ Tết khi trưởng thành, nhin những bức quê, mảng có gia đình và không có anh va héi tưởng | sân nhà dịch: Cảnh ông bà vui Cảm xúc: Thé chiều nắng mừng ra đón gia đình nhỏ của đứa con của mình sau một năm xa cách, các cháu vui mừng chạy ua toi 6m ông bà và các con vui vẻ thăm hỏi ông bà của minh
Cảnh 4: Nữ chính gọi điện thoại video với bỗ mẹ Cánh | Thời Khung cảnh | Quay Chỉ tiết lượng (giây)
4 30 Nhân vật nữ | Cảnh Cuộc hội thoại giữa nữ chính và chính, người | quay: ba mẹ ở quê mẹ, người ba | Nhân vật Nữ chính: Alo, ba mẹ chuẩn Khung cảnh: | chính bị Tết đến đâu rồi?
Nhân vật đang gọi Người ba: Ba mới mua cây chính ngồi điện hỏi | mai đẹp lắm, để ba cho mày coi trong phòng thăm qua
68 khách, gọi video call | (Rồi người ba đi ra trước cửa video call cho | về gia quay cây mai cho người con ba mẹ ở quê | đình ở xem)
Cảm xúc: ấm | quê, cả Người mẹ từ ngoài đi vào áp, thân mật | hai bên cùng ni thịt kho, thấy ba đang đều cảm | cầm điện thoại nói chuyện, hỏi thấy vọng: “Con gọi hả ông?” chạnh Người ba tra loi: Ua con nó long vi gọi nè bà
Tết này Người me mung ro chay vao phải xa nói: “Bà Hai mới cho nôi thịt nhau kho quá trời, mấy đứa không về ăn sao cho hết”
Nhân vật: Cảnh Món quà bất ngờ người mẹ, quay: Trong lúc nhân vật chính người ba, Trước đang trò chuyện với ba mẹ qua shipper nhà ở điện thoại, bỗng nhiên có tiếng Khung cảnh: | quê, shipper gọi ra nhận hàng
Trước nhàở | người ba Ba mẹ thắc mắc, bất ngờ quê ra nhận vì trước đó đâu có đặt mua gì Câm xúc: ấm | kiện hàng | đâu Còn người con thì tủm tỉm áp, thân mật | bấtngờ | cười, không nói hay giải thích gì hết Rồi người mẹ bảo ba: “Thôi Cận: mặt, | ông ra ngoãi coi nó kêu có ban tay, | chuyện gì hong” kiện Người ba ra nhận gói hàng hàng, hỏi shipper: “Giao gì vậy chú?” Shipper: “Có người gửi hàng cho chú nẻ ” Người ba cảm ơn shipper rồi đem gói hàng vào nhà với người mẹ
(Rồi ba mẹ mở gói hàng, lẫy ra một hộp quả bên trong có nhiều sản phẩm Maggi được trang trí đẹp mắt và có một bức thư người con gửi găm lời nhắn nhủ, động viên đến ba mẹ)
Cảnh 5: Ba mẹ nữ chính nhận món quà nữ chính gửi, bên trong có bức thư
Cảnh Thời lượng | Khungcảnh | Quay Chỉ tiết
6 10 Nhân vật Nữ | Cảnh quay: Mở món quà chính người | Nhân vật bất ngờ nguoi me, chính ngôi Ba mẹ mở gói người ba trong phòng hàng, lây ra Ẩm thanh: khách, bamẹ | một hộp quà chèn nhạc nhẹ | ngồi ngoài bên trong có nhàng hàng hiên sân | nhiều sản
BGM link: nha pham Maggi
Inspiring Rong: khéng | được trang trí Cinematic gian trong nha | dep mat (nhiéu Background | nhân vật chính | sản phẩm, Music For và hiên nhà ở | nhưng cầm gói
Videos quê hạt nêm lên
Cảm xúc: cảm tượng trưng) động, nhớ và có một bức nhung, hạnh thư người con phúc gửi găm lời nhắn nhú, động viên đến ba mẹ
Cảnh 6: Ba mẹ nữ chính đọc thư của con gái (Nội dung bức thư: 25s
Gửi ba mẹ, Chắc có lẽ năm nay sẽ rất khó đề về thăm nhà Con sẽ gọi cho nhà mình vào trước thời khắc giao thừa, cùng mẹ nấu những món ăn xa Với món quà này, cả nhà mình có thé cùng ôn lại hương vị quen thuộc dù không thé ở cạnh nhau Ba mẹ hãy giữ sức khỏe và yên tâm chờ năm sau con về ăn Tết chung nhé
Cả nhà phải thấy vui, con ở xa mới vui (Chú thích cuối bảng kịch bản))
Cảnh | Thời | Khung cảnh Quay Chỉ tiết lượng
7 5 Nhan vat: nit chinh Ba mẹ nữ chính mở Gửi ba mẹ, và chồng con, bế mẹ | bức thư Chắc có lễ năm nữ chính, anh trai và | Quay cận cảnh bức nay sẽ rất khó để em gái nữ chính thư, cùng dòng chữ | về thăm nhà
Cảm xúc: nhẹ nhàng đến da diết, chạm đến cảm xúc người xem - 8 15 Am thanh: BGM Cam g61 Maggi trong | Con sẽ gọi cho nhà link: Fractured Light | hép qua lén mình vào trước Music - Reunion Gia đình cùng nấu ăn: | thời khắc giao Beautiful cảnh song song | thừa, cùng mẹ nau Atmospheric canh 6 qué, 1 cảnh ở | những món ăn xa
Emotive Music thành phô (có chông hs ok và con của nữ chính) Với món quả nay, cùng nấu ăn, cùng cả nhà mình có thể dùng hat ném Maggi, | cùng ôn lại hương cùng nấu một món ăn: | Y1 quen thuộc dù đồng điệu trong không thê ở cạnh hương vị nhau Ba mẹ hãy
Quay góc trung, hẹp, | 8Iữ sức khỏe và quay chậm, chỉ tiết yên tâm chờ nam hoạt động của hai gia | 39U COH VỀ an Tet dinh chung nhé
9 5 Cảnh song song hai - | Cả nhà phải thấy gia đình: dọn đồ ăn lên, gọi điện thoại trò chuyện, cười vui
Quay góc rộng cảnh hai gia đình ăn uống
Sau đó tập trung vào ánh mắt, gương mặt niềm vui, cảm xúc thể hiện trên gương mặt của các nhân vật VỤI, con ở xa mới