imc report 1 subject integrated marketing communication

The campaign “Mang Tet ve nha” 2024: - "Mang Tét Vé Nha" 2024: Bringing Families Together for a Joyful Tet Celebration - This heartfelt campaign celebrates the spirit of Tet by reuniting

III Key message: “Pepsi mang Tét vé nha — Sống trọn khoảnh khác” IV Key visual

V Impact of this campaign

1 Campaign Overview

1 The campaign “Mang Tet ve nha” 2024:

- "Mang Tét Vé Nha" 2024: Bringing Families Together for a Joyful Tet Celebration - This heartfelt campaign celebrates the spirit of Tet by reuniting families and

strengthening community bonds Through a series of engaging activities and heartwarming initiatives

- PepsiCo Vietnam celebrates Tet by highlighting precious family moments, like meals and lion dances, , reminding Vietnamese viewers of the importance of returning home for Tet lasting for 2 months (8/12/2023 - 6/2/2024),

e Insight:

- “Homing” - The Vietnamese believe in traditional values and the connection between family members Lunar New Year is when every Vietnamese person comes back home

to gather, connect, and share their story

- “Missing home” - People who are far away from their homeland, when Tet comes, have the feeling of missing home, and desire to be together with their mother, as well as their family

e Target audience: Gen Z

- Target audience: Gen Z, therefore, PepsiCo spread its campaign through a lot

of digital channels such as TVC, Social media, and billboards

Chị Nguyễn Thị Thu Hà: “Là một nhãn hàng luôn song hành cùng người trẻ trong suối nhiều thập kỷ qua, hơn ai hết, Pepsi hiéu rang truyền cảm húng cho

thể hệ Z — một thế hệ khác biệt — vừa là trách nhiệm và cũng vừa là thứ thách ”

- The reason why Gen Z is focused as a target audience of PepsiCo Vietnam: + Tech-savvy: Gen Z has been exposed to technology since childhood so that they

can access and process information quickly and multi-dimensionally + Critical thinking: Gen Z is not easily influenced by advertising or any source

of information They have their own opinions and only accept information that

is relevant to them.

+ Concerned about social issues: Gen Z wants to express their voice and take action to contribute to building the community

@ Channel + phase:

Social media: the information about the minigame is covered broadly through Facebook at the beginning as a sign of a Tet PepsiCo campaign; collab with Zalo to produce an AI avatar with “Pepsi Mang Tet ve nha”, the packaging of Tet products is also released with attractive image

31 Tháng 1 lúc 17:49 - ®

MINIGAME PEPSI x ZALO: DU TREND A.I AVATAR, RINH QUA TET

DA TAY!

Dù A.I nói ngả nói nghiêng

Tết này nhớ đu trend A.I Avatar với Pepsi nhé cả nhà mình ơi! $

(@ Chì cần vài bước là bạn đã sð hữu ngay 1 chiếc ảnh đại diện cực chất đề sống trọn những khoảnh khắc Tết đẹp nhất, lấy vía khời sắc

cho 1 năm mới tuyệt vời Pepsi ®

MANG TẾT VỀ NHÀ 2024:

DOT TRAO VE DAU TIEN - TAM VE TRAO TAY, DOAN VIEN TET NAY va

Sau quá trình sàng loc hé so dang ky, Pepsi va Trung udng Doan da

tổ chức thành công đợt trao vé đầu tiên cho những hoàn cảnh khó khăn đăng ký chương trình Mang Tết về nhà năm nay N Xem thêm

TVC: titled “ Mang Tét vé nha, song trọn khoảnh khắc”: collaborate with Double 2T -

the Winner of RapViet III, well-known by a huge number of Gen Z, the TVC serves as a powerful reminder of the importance of family, tradition, and joyful moments during Tet It also reminds us of the Pepsi image with the Tet holiday.

Pepsi @ "

8 Tháng 2 lúc 20:00 -@

MANG TẾT VỀ NHÀ 2024 - CHUYỆN CHƯA KỀ

“Con không biết cùng cha đón bao nhiêu cái Tết nữa, con chỉ mong

ngày đoàn viên”

Hãy cùng chương trình Mang Tết về nhà theo dõi hành trình về nhà của gia đình chị Hiền nhé! Xem thêm

Mong muốn của cồn là TẾT được về nhà cùng ởịa dị

}> 015/301 ———

Objective

To increase the brand awareness to the customers by the Q1 of 2024

To build a positive brand image through meaningful activities and an energetic campaign by the Q1 of 2024

To attract customers to buy Pepsi products for the Tet holiday

II Big idea: “Mang Tet ve nha”

While the Tet holiday is an occasion when Vietnamese families gather together despite how far they are away from their homes, Vietnamese people believe that Tet is only perfect when all the family members are together, however, some unlucky people do not have a chance to come back to their hometown because of financial problems Positioning the brand as a fresh image, with a very youthful and dynamic message, PepsiCo Vietnam brings customers the product with a youthful Tet feature design(Pepsi is asymbol of Tet) and spreads meaningful voluntary activities through tickets to bring people to their homes so that Pepsi can confirm to its customers is “Pepsi is your partner on that fullest journey”.

III Key message: “Pepsi mang Tét vé nha — Song tron khoanh khắc”

- PepsiCo Vietnam applied the affective message strategy to its key message, this is comprehensive because its target audience is Gen Z whom Pepsi found are not selfish like others feel, they are warm and emotional with different ways of expression

+ Pepsi is asymbol of the Tet holiday, the image of gathering family with the new Tet design of Pepsi beverages

+ Resonance advertising: Pepsi skillfully combines its products with the meaningful advertising of Tet The advertisement of Pepsi using nostalgia with

a Tet vibe creates a sense of comfort, warmth, and familiarity for their

customers The Lunar New Year is a big occasion in Vietnamese culture, the childhood of almost all Vietnamese people stick to a gathering vibe during the Tet holiday, so when the Pepsi advertisement, brings a warm atmosphere to gathering family using Pepsi beverages in their meals, it is easy for them to make their customers miss home, miss the Tet vibe next to Pepsi beverage Moreover, “Mang Tet ve nha” also refers to the activities that Pepsi supported the tickets for people who wanted to come back home, but not enough condition Just only when family have the time to be together, each of us can feel the fullest

moment

+ Emotional advertising:

“+ Nostalgia and longing: The commercial often depicts heartwarming scenes of past Tet celebrations with family besides Pepsi products

and celebrating Tet together is likely to spark feelings of joy, and happiness with Pepsi beverage through the series “Mang Tet ve nha - chuyen chua ke” on Youtube

individuals who are unable to return home, the commercial might evoke

feelings of empathy IV Key visual

- Emotional appeal: capture a viewer's attention by using a happy rhythm, gathering family image - warm vibe This can create a positive brand image for the customer > Thinking about Pepsi, thinking about Tet.

Keeping up with the trend of the times, in this year's Tet campaign, Pepsi - a willing brand, takes the lead in using AI to build key visuals with the main colors of Pepsi Blue and Red Al-generated images have been widely used by brands not only on OOH billboards but also in social media publications The innovation in design makes passersby admire it + Reduces time and cost compared to traditional image creation, but still impressive and attractive

VI Outcomes

The TVC on YouTube reaches 12M viewers

Supported more than 4,900 plane and car tickets for students and workers to return home to celebrate Tet

#MangTetvenha2024

1,1K bài viết

REFERENCES

Person (2024) Chiến Dịch Quảng Cáo Tết Của Pepsi: Kê Chuyện CU Nhưng Cách tiếp cận

hoàn toàn mới nho vao AI, MarketingAI Available at:

https://marketingai.vn/chien-dich-quang-cao-tet-cua-pepsi-ke-chuyen-cu-nhung-cach- tiep-can-hoan-toan-moi-nho-vao-ai-194240131102405872.htm (Accessed: 28 February 2024)

‘Mang Tét vé Nha’ hé tro Sinh Vién, Ngudi Lao déng Kho Khan (no date) https://dangcongsan.vn Available at:

https://dangcongsan.vn/chao-xuan-giap-thin-2024/dang-dan-toc-va-mua-xuan/mang-

February 2024)

Pepsi SỬ Dụng Trí tuệ nhân tạo ai để tạo key visual trong chién Dich Tét 2024: Boi Ez

Network (no date) Brands Vietnam Available at:

https://www brandsvietnam.com/congdong/topic/338079-Pepsi-su-dung-tri-tue-nhan- tao-Al-de-tao-key-visual-trong-chien-dich-Tet-2024 (Accessed: 28 February 2024) Chién Dich ‘Pepsi Mang Tét vé Nha’ Va Cau Chuyén ‘marketing with purpose’: Chi CO Hành động mới tạo nên rung động! (no date) Brands Vietnam Available at:

https://www brandsvietnam.com/2 1289-Chien-dich-Pepsi-mang-Tet-ve-nha-va-cau- chuyen-Marketing-with-Purpose-Chi-co-hanh-dong-moi-tao-nen-rung-dong (Accessed: 28 February 2024)

Person (2024b) Hơn 4.900 Vé máy bay, Ô TÔ Miễn Phí đưa sinh viên, Thanh Niên Công Nhân

về quê đón tết, baochinhphu.vn Available at:

https://baochinhphu vn/hon-4900-ve-may-bay-o-to-mien-phi-dua-sinh-vien-thanh-nien- cong-nhan-ve-que-don-tet-

102240103142931589.htm#:~:text=(Chinhphu.vn)%20%2D%20Ch%C6%B0%C6%A

A%BFt (Accessed: 01 March 2024),