Tag: vietnam

Vietnam – Suntory PepsiCo’s Mirinda has launched a new online-to-offline (O2O) Tet campaign alongside Dentsu Creative Vietnam, placing a refreshing view on festive joy with a deeper purpose. The campaign–titled ‘Vui tụ Tết, Kết tình thân’ (Playful Tết gatherings that bonds families together), focuses on the value of family bonding during these festivities.

For years, Mirinda has been synonymous with youthful energy and humour, but over time, it has become perceived as a brand for teenagers, making it challenging to connect with young adults. Mirinda needed to evolve its identity, where being an icon of playfulness is not just about games or entertainment, but about unlocking life’s possibilities, bringing people closer, and spreading joy.

The Tet 2025 campaign serves as a pivotal moment in this transformation, reinforcing Mirinda as a cultural icon of playfulness that brings people together beyond just entertainment.

Tapping into cultural insights from South Vietnam, particularly the Mekong Delta, where Mirinda is a well-loved brand connected to the local community, Dentsu Creative Vietnam uncovered that the magic of Tet has faded for many young people. 

While they may return home for Tet, they often remain distracted by their digital lives, leading to a disconnect between generations. Yet, in a culture that thrives on togetherness, families connect best through playful activities, a spark that creates laughter, joy, lasting memories, and Mirinda is the catalyst for connection.

Moreover, The experiential campaign was executed through a dynamic O2O strategy in collaboration with Quang Hùng MasterD, a prominent Vietnamese singer-songwriter, bringing Mirinda’s playful spirit to life across multiple touchpoints:

  • A thematic key visual (KV) and television commercial (TVC) aired on OOH and social platforms.
  • A series of interactive mini-games on Facebook and an engaging filter on TikTok to enhance digital engagement.
  • A first-of-its-kind Playground activation in the Mekong Delta on New Year’s Eve, designed to foster in-person connections.
  • A special gifting package to further integrate the campaign into traditional Tet gifting culture.
  • Comprehensive in-store activations at leading retail chains such as Go!, Co.opmart, Circle K, and GS25, ensuring high visibility and participation.

Huynh Thanh Nhan, marketing manager at Mirinda, said, “At Mirinda, we understand that staying relevant means evolving with our audience, especially on a significant holiday like Tet. With Dentsu Creative Vietnam, we embraced the challenge of redefining playfulness—not just as fun, but as a force that fosters real connections. The team brought this vision to life by turning cultural insights into an engaging, impactful campaign that remains deeply relatable to our consumers. Through this, we hope to inspire families to rediscover the joy of togetherness in a way that feels fresh, meaningful, and true to the spirit of Tet.”

Meanwhile, Juan Miguel Abril, senior creative director at Dentsu Creative Vietnam, commented, “Tet is more than just a celebration—it’s a moment of deep emotional connection for families. Our team was passionate about crafting a campaign that not only captures the festive spirit but also resonates with the cultural nuances of the Mekong Delta. By blending creativity with meaningful insights, we’ve transformed playfulness into a bridge that brings generations together, making Tet more joyful and memorable.”

Vietnam – AnyMind Group has appointed Lan Anh Nguyen as its new country manager for Vietnam, strengthening its leadership team in the region.

In her new role, Lan Anh will oversee AnyMind Group’s operations and business strategy across its offices in Ho Chi Minh City and Hanoi.

Before joining AnyMind Group, Lan Anh served as group executive director at Golden Communication Group and held key marketing and communications positions at Rocket Internet, Riverorchid Notch, and Climax.

Commenting on her appointment, Lan Anh said, “With over 10 years in marketing communications, I have witnessed the remarkable growth of AnyMind Group in Vietnam, driven by its young, talented, and dynamic team.”

“In this transformative era for e-commerce and end-to-end solutions, where the consumer journey is no longer linear but dynamic—empowering brands to connect and convert at every touchpoint—this is an exciting time to join forces with AnyMind. I am committed to contributing to AnyMind’s mission of making every business borderless by empowering clients, creators, and publishers to thrive and achieve seamless business success through cutting-edge BPaaS solutions,” she added. 

AnyMind Group entered Vietnam in October 2016, launching its operations in Ho Chi Minh City. The company expanded further in January 2017 with the opening of a second office in Hanoi. By November 2024, AnyMind Group had grown to a team of 226 employees across its two offices in Vietnam.

Kosuke Sogo, CEO and co-founder of AnyMind Group, said, “Lan Anh brings with her proven leadership and an innate hunger to challenge the norm of innovation. Vietnam has been a key market for us since 2016, and I’m confident that we can further scale our business in Vietnam to empower enterprises, publishers, and creators through our mix of technology and solutions.”

Vietnam – Apple has revealed its second ‘Shot on iPhone’ campaign with a new music video celebrating Tết, the Vietnamese New Year.

‘Save the Music,’ was done in collaboration with TBWA\ Media Arts Lab Southeast Asia, featuring Vietnam-based artist Wren Evans. 

The music video was directed by C Prinz through the production company Smuggler. Meanwhile, Heckler Singapore worked on its post-production. C Prinz also collaborated with Vietnam’s BƯỚC NHẢY dance crew and choreographer, Tyrik Patterson, to ensure that the sequences appear cinematic for all social media platforms.

Highlighting the capabilities of iPhone 16 Pro, the music video was shot entirely using the phone’s camera, showcasing its slow motion, zoom, and stabilizing features.

Centered on Evans’ love for music, the video also highlights Vietnam’s culture of creativity to inspire others to take on a distinct artistic direction.

The music video, launched ahead of Tết celebrations across social media channels, aims to inspire others to dance and capture their experiences using the camera.

Vietnam – The United Nations Children’s Fund (UNICEF) is promoting its nutrition programs in Vietnam through the ‘Malnutrition Plates’ campaign.

The campaign, in collaboration with Dentsu Vietnam, highlights porcelain brand Minh Long’s collection of ceramic plates as part of the advocacy. ‘Malnutrition Plates’ aims to use everyday tableware as symbols to make the overlooked malnutrition issue visible.

With the objective of raising funds for UNICEF’s nutrition programs, the campaign engages audiences through impactful designs on tableware while unveiling relatable statistics about the issue.

Minh Long’s plates are available for purchase at its official website, e-commerce platforms, and some retail outlets in Vietnam. Proceeds from the sales will support UNICEF’s meal provision, healthcare worker trainings, and family assistance.

The campaign includes social media activations, influencer endorsements, events, and storytelling.

“With Malnutrition Plates, we wanted to ignite the power of artistic storytelling while combining the unique synergies between design, data, and purpose to transform a traditionally static product and abstract data into an impactful awareness tool that can create both a cultural and a social force for good in Vietnam. We are grateful to be able to take our innovation to drive tangible support for UNICEF’s nutrition program with this campaign, especially with malnutrition being widespread problem for so many children in Vietnam,” Livio Grossi, executive creative director of Dentsu Redder, commented.

Vietnam – Realme teams up with Vantage Pictures for its latest ad campaign, spotlighting the durability of the Realme C75 in chaotic, everyday moments faced by blue-collar workers.

Co-directed by Paul Moore and Zacharia Lorenz, the campaign positions the Realme C75 as the ideal companion for on-the-go individuals working in physically demanding or field-based roles. The commercial underscores the phone’s worry-free waterproof, drop-proof, and shatter-proof features, built to withstand even the most amusing mishaps.

The ad, filmed in Ho Chi Minh City, Vietnam, used Phantom high-speed cameras and motion control rigs to capture every action-packed moment. Slow-motion shots brought the characters’ humorous reactions to life. Produced by Vantage Pictures, the campaign offered a cost-effective solution for the diverse locations needed to tell its vignette-style stories.

Speaking about the campaign, co-directors Moore and Lorenz said, “We put the C75 through the wringer! It handled anything from being run over by a motorbike to diving into a boiling hotpot or spinning around in a washing machine! ”

Executive producer James Duong added, “Vietnam has become the next advertising production hub of APAC with full-scale production at a fraction of the costs in many countries. Our production team in Ho Chi Minh City proved to be a very efficient choice for the diverse locations needed to convey these stories. We were able to shoot the whole 60-second spot in just two days with numerous location moves and set builds.”

For the film’s music, the campaign enlisted Two AM Music to create a sound that perfectly matched its vibrant and energetic tone.

“From the first briefing, we knew Paul and Zach meant business when it came to the music. The vocals had to lead the film’s message, so we all agreed to push for something addictively sticky. They gave us lots of creative freedom, so we went wild with vocal effects and deliveries,” said Oliver Stutz, audio director at Two AM Music.

The campaign is currently airing in key markets including China, Indonesia, Vietnam, India, Mexico, Egypt, and Brazil.

Vietnam – Spotify has released portraits of Vietnam’s top artists at hair salons, allowing fans to adopt their styles. The initiative was launched in collaboration with creative agency Happiness Saigon.

As part of the launch, trending artists in Vietnam, Vũ Cát Tường, Wren Evans, and MONO, are featured in images displayed at hair salons in Ho Chi Minh and Hanoi.

Spotify users who have one of the three artists as one of their favorite artists on Wrapped 2024 can replicate their hairstyles for free.

Spotify Wrapped is the app’s global annual campaign that highlights its users’ listening habits and celebrates how they shape music culture. 

With this year’s Spotify Wrapped emphasizing music’s connection with lifestyle, the launch with Happiness Saigon reflects this by integrating music into personal style.

The initiative is further blended into everyday spaces with Spotify collaborating with Đông Tây Barbershop to roll out haircutting trucks in the streets of Ho Minh City.

The barbershop was also present at the HOZO Festival 2024, a music festival in Vietnam, allowing attendees to engage with music in a different way.

Singapore – Dating app Tinder has activated a real-life ‘Passport’ portal connecting people in Thailand and Vietnam. 

The ‘Tinder Passport: Teleport to Another City’ activation introduces a new way to meet people through a livestream portal in Siam Square, Bangkok and Landmark 81, Ho Chi Minh from December 6 to 8.

The activation complements the Passport Mode found on the Tinder app, where users can browse profiles and chat with people from a chosen location.

People on each side of the portal can connect through a five-minute video, with prompts guiding the conversation. The portal also allows them to send match requests or opt out of the call.

While the campaign has been primarily launched in Thailand and Vietnam, Tinder is planning to launch the activation in other major cities in Asia next year.

“Tinder is all about sparking new connections and creating meaningful experiences, and our latest experiential activation takes that mission to the next level. By connecting two vibrant cities in Asia, we’re giving people a unique opportunity to break the ice, meet new people, and explore the potential for real-life connections across borders similar to our Passport feature in the Tinder app,” Daniel Kim, vice president of APAC Marketing at Tinder, said.

“Whether it’s finding a new friend, travel buddy, or something more, Tinder and this campaign is designed to be a fun and innovative experience on bringing people together,” Kim added. 

Singapore – BeLive Technology, a live commerce and shoppable short video provider, is collaborating with DigiLive, a technology and media player in Vietnam. The partnership aims to create interactive content for consumers and brands in Vietnam.

As part of the partnership, DigiLive and BeLive Technology are set to integrate retail into content, producing shoppable and curated content that elevates shopping experiences.

Being interactive in nature, the video content brought by the collaboration aims to transition from passive shopping to e-commerce that blends engagement and entertainment.

Through shoppable video content, viewers can check and purchase items conveniently. Live streams also allow consumers to ask questions about the products and receive answers in real-time.

Brands can also benefit from the partnership, enabling them to boost engagement and sales while encouraging loyalty.

With the demands brought by the dynamic digital economy in Vietnam, BeLive and DigiLive are introducing a line-up of products and services that address the needs of both brands and consumers. These offerings include live-stream shopping, AI-powered content moderation, and performance analytics.

“Vietnam is an exciting market with immense potential. The team is committed to helping businesses in Vietnam harness the power of Artificial Intelligence (AI), interactive live and video solutions to build deeper connections with their customers and drive tangible results,” Kenneth Tan, chief executive officer of BeLive Technology, said.

“We’re thrilled to join forces with BeLive to bring a new dimension to interactive marketing and commerce in Vietnam. By combining with BeLive’s cutting-edge streaming technology, we’re set to create an unparalleled shopping experience that is as entertaining as it is effective. This partnership marks a significant step forward in how we connect brands with consumers, making shopping more interactive, engaging, and accessible. We’re excited about the potential this collaboration holds to redefine the e-commerce landscape in Vietnam and beyond,” Chi Tran, founder of DigiLive, said.

Vietnam – Audi Vietnam, in partnership with Happiness Saigon, has launched a new campaign for its flagship Q8 2024 model lets potential buyers figure out if they are ‘Truly Audi’ by using EEG (electroencephalogram) technology to track the participants’ brain activity while experiencing the Q8.

With a specialized headset, drivers engage with various aspects of the Q8, including its steering wheel, interior, and even a test drive. At the same time, EEG technology registers real-time brain activity, analyzing emotional responses such as excitement, attention, and interest. This unique “test” reveals whether a driver genuinely resonates with the Q8—ensuring that only those who are truly impacted prove worthy of ownership.

For the agency, the campaign shifts the car-buying narrative from practicality to emotional authenticity. Moreover, through this innovative EEG journey, Audi Vietnam takes the guesswork out of choosing the perfect car and places emotion at the center of the decision-making journey.

Jazz Tonna, creative director at Happiness Saigon, said, “Instead of the owner choosing their car, we also let the car choose its owner. With EEG technology, we can offer buyers a new deciding factor when buying a car: compatibility.”

It is worth noting that in Vietnam, the journey to car ownership is more than just a purchase—it’s a deliberate, sometimes challenging path that demands both research and repeated test drives. For many, selecting a car is a deeply personal decision that requires time to weigh options, explore every feature, and ultimately connect with a vehicle on a meaningful level.

Meanwhile, Ferry Enders, managing director of Audi Vietnam, commented, “We want our customers to feel that Audi DNA and know instantly when the Q8 is their perfect match. Step into the Q8 and let your emotions be the guide—Audi Vietnam invites you to join this experience to discover a deeper connection with every turn and reveal if you are truly Audi.”

Vietnam – Dentsu Redder has teamed up with tech-powered logistics company Giao Hàng Tiết Kiệm (GHTK) in reimagining logistics as a force for good with “Nối Việt Nam – Giao Ngày Mới” or “Connect Vietnam, Deliver Futures”, to empower Vietnamese independent entrepreneurs to achieve the future they deserve.

At the heart of this campaign is the iconic GHTK green tape, which Dentsu Redder has redesigned with a digital pixelated effect to symbolize GHTK’s tech-forward evolution and the bridge-ways it creates for Vietnamese merchants to connect supply and demand to deliver growth.

The campaign includes a teaser launch, a two-minute film highlighting the journey of Vietnamese merchants, and impactful out-of-home (OOH) ads at city gateways, airports, and LED displays in central Hanoi. 

Together, these assets have garnered significant engagement on platforms like TikTok, Facebook, and YouTube, with the main film achieving over 7.7 million views and 33.7 million impressions.

Amidst a slower economic environment and a hyper-competitive e-commerce landscape, entrepreneurship in Vietnam, particularly among independent merchants, has continued to rise. Yet, unlike bigger and more established brands and e-commerce platforms, smaller independent merchants face obstacles in logistics set up.

To serve the needs and enable these merchants to overcome barriers and unlock new opportunities, GHTK transformed itself from a traditional logistics company to offer tech-powered solutions that are accessible to independent entrepreneurs.

Duy Thông, CEO at Dentsu Redder, commented, “As one of Vietnam’s largest logistics providers, GHTK has a remarkable ability to drive significant impact for Vietnam’s independent merchants, and this aligns with our commitment to support our partners to be a force for good.”

He added, “The incorporation of the GHTK tape has established a distinctive and recognizable branding component, positioning the brand as a highway connecting every distance to deliver innovative solutions to Vietnamese merchants. We are delighted to be able to create something meaningful with GHTK that supports growth, resilience, and success within Vietnam’s entrepreneurial community.”