01. The Problem
Is it possible to honor tradition without being traditional?
For the annual Tet holiday, Vietnamese must travel to their hometowns to celebrate at their parents house. However, since the Tet holiday is the largest amount of leave time Vietnamese people get in the entire year, the modern trend is to use this holiday time to relax, travel, and de-stress instead. How can Heineken use it’s brand values to “open their world” to help reconcile these seemingly opposite points of view?
02. The Idea – The Untraditional Tradition
To prove to Vietnamese that it IS possible to stay true to traditions without being traditional, we did an experiential campaign on an unsuspecting husband.
To leverage the growing social discussion on Tet norms we decided to do a unique campaign that showed how Heineken opened their world. We started by launching a Facebook campaign where we reached out to wives and chose one to approach and enlist in our social experiment style prank. We also signed on 8 of the biggest and most well known Vietnamese celebrities in the country to help us.
In addition to the web film that we then seeded on various online platforms, we also ran a special Tet promotion that rewarded like minded Heineken super fans with special prizes and even a cruise ship trip. We filmed and released various videos that teased the main video until the final launch day where we launched the full video as well as a lot of follow up content to maintain the hype through the two week long Tet holiday.
03. Social Media
We went with a mobile Facebook first rollout. We started out by seeding PR articles on the trendy topic of staying at home or going away for Tet. We then teased our campaign with a video selfie message from our top male and female celebrities. We then built up the hype and proceeded to release videos until the launch day. We then followed up with post launch videos giving greetings and running a promotion.
