The past year posed challenges for many individuals in Vietnam, with economic slowdowns impacting earnings and making it harder for people to travel home to celebrate Tet (Lunar New Year) in 2024. In response, Mondelez Kinh Do has launched the ‘Special Invitation’ initiative, encouraging individuals to invite a friend or colleague to join their reunion dinners when they cannot return home for Tet. Reunion dinners hold significant importance during Tet celebrations, serving as occasions for multiple generations of family members to gather after a long year. Traditionally, only immediate family members are invited to these dinners.
Developed by Publicis Groupe Vietnam, ‘Special Invitation’ narrates the story of a shopkeeper who adopts an unexpected approach to invite his employee to his family home after discovering the latter’s intention to continue working over the Tet holiday.
The film drives consumers to a microsite where they can create an invitation for their friends and colleagues, and is supported by a podcast, KOLs and online engagement with digital strategy by Digitas, PR by MSL and production by Prodigious Vietnam.
“This Lunar New Year, we saw an opportunity to show how a small gesture can go a long way towards lifting the spirits. It continues a long series of campaigns from Mondelez Kinh Do, which are dedicated to keeping traditions alive in Vietnam – an important part of our brand mission,” explains Sameer Yadav, Marketing Director at Mondelez Kinh Do Vietnam.
Last year, Mondelez Kinh Do also called on Vietnamese employers to give people one full day off to celebrate Tet Trung Thu (mid-Autumn festival), the second biggest festival in Vietnam; while in 2021, the brand empowered people to bring old family photographs to life, keeping the Trung Thu festival atmosphere alive during lockdowns.
Paolo Garcia, Chief Creative Officer at Publicis Groupe Vietnam adds: “Vietnam is transforming at an extraordinary pace, and some of the country’s most cherished traditions are at risk of being left behind. It is a wonderful honor to work with the team at Mondelez Kinh Do to keep traditions alive, this time reminding everyone how important it is to preserve Vietnamese culture and celebrate Tet with the people we care about.”
Within six days of launching ‘Special Invitation’, the campaign achieved over 1.6 million views on YouTube and TikTok, and 20,000 visits to the microsite.
