Tet 2024 Campaign
Hạc Ngự Long Quy
BACKGROUND
Tet is a special holiday. The marketing market is more vibrant during this period with Tet products and unique Tet campaigns from brands, especially in the F&B industry. Tet 2024 is also a time of greater stability after the COVID-19 pandemic, although consumer purchasing behavior has been affected, it is no longer as severe as in previous years.
DannyGreen has introduced seasonal packaging along with its main products of organic produce and processed foods to blend in with the Tet atmosphere of 2024. Therefore, DannyGreen’s challenge is to find a new approach to insights and old behaviors to make customers aware of the brand’s products.
OBJECTIVE
Business Objective: Increase sales in Tet period with Hac Ngu Long Quy Gift Set (compared with last quature and last period).
Marketing Objective: Increase brand awaress for DannyGreen, and Hac Ngu Long Quy Gift Set
Communication Objective: Encourage customers to choose organic and healthy foodstuffs as gifts for Tet. The Black Dragon Turtle Gift Set from DannyGreen is a thoughtful present that combines spiritual and material value, expressing affection for beloved ones.
TARGET AUDIENCE
End customer
• Age: 25 – 45 years old
• Income: > 12M/month
• Behavior: Concerned about product quality and origin; seeking a unique mooncake flavor experience; choosing aesthetically pleasing and luxurious products for gifting.
Business/Company
• Scale: Medium & Large
• Behavior: Concerned about product quality and origin; seeking products with luxurious packaging and corporate branding, suitable for gifting to employees and business partners; expecting reliable and trustworthy service.
01 | INSIGHT & STRATEGY
Insight
A Tet Gift Set that has organic and healthy foodstuffs is an interesting choice. I seek a Tet Gift Set that is meaningful, not only inside but also in its packaging.
Strategy
To cater to the gift-giving needs of consumers during Tet, we propose the name “Hạc Ngự Long Quy” (Crane and Turtle) and incorporate imagery of these creatures, symbolizing affection and care.
Our marketing campaign for the Hạc Ngự Long Quy Gift Set will leverage the symbolism of the packaging, combined with DannyGreen’s strength in organic and healthy foodstuffs, to encourage consumers to choose this set as a thoughtful Tet gift.
02 | CREATIVE
HẠC NGỰ LONG QUY
WRAP THE TRADITION – SPREAD THE LOVE
Wrap the Tradition symbolizes the preservation and celebration of cultural practices and customs. “Wrap” suggests the idea of packaging or enclosing traditions, highlighting the importance of keeping them alive and honoring them. It implies that these traditions are valuable and should be cherished and shared with others via Hạc Ngự Long Quy (Crane and Turtle).
Spread the Love emphasizes the importance of sharing love and kindness with family, friends, and the community. “Spread” evokes a sense of generosity and outreach, encouraging individuals to express their feelings and connect with others emotionally. It signifies that love is meant to be shared, fostering deeper relationships and creating a sense of togetherness.
To spread out this message, we use social media and landing pages as key tactics to arouse curiosity about Hạc Ngự Long Quy in Vietnamese. After that, we collab with KOC to introduce the official Hạc Ngự Long Quy Gift Set, which absolutely matches consumers’ needs and encourages them to choose Hạc Ngự Long Quy as one of the Tet gift sets for their family and also beloved ones.
03 | THE SOLUTIONS
1. Landing Page:
Design a landing page that gathers comprehensive information about our products and promotional policies for customers. The purpose of this page is to collect customer details, which will be forwarded to DannyGreen’s sales team for discussions and potential collaboration agreements.
2. Social Media:
