T E T C A S EHIEU AN | QUANG MINH | BAO NHU | TON HAO

DEBRIEFWHAT TO DO

Government campaign to persuade Vietnamese to integrate Western New Year & Vietnamese New Year

CHANGETHE TIME we celebrate: 11 daysoff from 30/12 to 8/1, accordingto Gregorian calendar, notLunar calendar anymore

KEEPTHE WAY we celebrate as usual

Rituals & meaningful traditions actually makethe taste of Tet “more Tet” (ex: “cung Giaothua”, visit relatives’s house, lucky money, etc)They influenece people’s enjoyment duringTet.

OUR CHALLENGE

why

why

TARGETAUDIENCES

• Age: 25– 35 years old• Live in key cities• Knowledgable• Christian or No religion or Ancestry worship• Not too superstitious• Too busy

FACTS

The tenth lunar month is the most auspicious time

for weddings

The 5th, 14th & 23th lunar day of the month is

unlucky time for going out

The 1st lunar day of the month is a very unlucky time for getting hair cut

Every SPIRITUAL BELIEFS of Vietnamese start from LUNAR CALENDARso it will be impossible for us to negate the role of Lunar Calendar in life

OBSERVATION

Besides happiness and excitement in Tet, people areoften under pressure & stressful before Tet and afterTet if the desired outcomes are not as expected.

What if we don’t have the right “five fruits tray”?What if our apricot flowers not bloom at the right time?What if we don’t have right first person to enter thehouse?etc.

This pressure mostly comes from NEGATIVE SPIRITUAL BELIEFS links tightly with LUNAR CALENDAR, not from rituals in Tet,

Both rituals in Tet & spiritual beliefs cannot be removed in Vietnamese’ mind

“TET”SPRIRITUAL BELIEFS

We can call it “Tet-phobia”: Tet actions forecast same things in the upcoming year

On the 1ST, 2ND, 3RD LUNAR days of Tet:

DO NOT sweep any of dust & dirt out of the house [62.1%]→ afraid to sweep all the wealth away

DO NOT let unsuitable guest enter the house first [61.7%]afraid bad character brings misfortune tone for all year

DO NOT break things [49.8%]→ afraid to be broken all year

DO NOT take medicines in spite of sickness → afraid to be weak & sick all year round

DIG DEEPER

I want to have a FULLY ENJOYABLE Tet

A Tet with just excitement & happiness

A Tet without burden & pressure

From rituals

If I do not follow them correctly, I will be unlucky all year

Because of spiritual factors tie to LUNAR CALENDAR

I FEAR OF IT

What do mean by “fully enjoyable”?

What do mean by “just”?

Where “burden & pressure” come from?

Why?

Why?

What that makes you feel?

BRAND TRUTH: NEW TETLess spiritual burdenbecause it followsolar calendar notlunar calendar

CATEGORY TRUTH: TET HOLIDAYReunionLongest relaxation escaping fromburden after all year workingRituals

CONSUMER TRUTH: Have fear of spiritual factors

INSIGHT:

I want to FULLY ENJOY Tet. But my enjoyment is often subdued by my apprehension and FEAR of

not fulfilling the expectations of SPIRITUAL BELIEFS

What if we celebrate A new Tet with full of ritual features BUT NO spiritual burden?

STRATEGY

New Year in solar calendar in Vietnam & Asia in general is not tied to spiritual beliefs

Not only avoid the spiritual burden in Tet but also not negate the spiritual beliefs tied to the lunar calendar

We are not trying to solve supersitions issue or negate spiritual beliefs when it comes to lunar calendarWe are giving a new time - solar calendar for the old Tet to minimize spiritual burden.

The easier way for Vietnamese people to accept the new Tet with enjoyment

- - CHANGE TIME -

CELEBRATE VIETNAMESE LUNAR NEW YEAR ACCORDING TO

SOLAR CALENDAR

Why we CANNOT just simplify Tet and celebrate it in Lunar new year?

The more time Vietnamese people still celebrate Tetaccording to lunar calendar, the more they strongly stickto spiritual beliefs during Tet -> The more superstitiousthey can be -> The more fear inside them -> The moredifficult to tell them to minimize burden from that fear

This is not a smart way when the rooted environment – lunar calendar is still there along side with spiritual beliefs at Tet

B I G . I D E A

MAINKEY HOOK

Series of

React ClipsKey message

Minimize spiritual burdens to maximize Tet’s enjoyment

Foreigners compare and contrast withtheir New Year holidays full of love andtrue celebration.

Let foreigners react to theapprehensions that Vietnamese peoplefear during Tet like not being able tocome over friends’ house on Textholidays, etc.

Explaining to the foreigners that thesefears and apprehension comes fromLunar Calendar

Foreigners asking Vietnamese to jointheir Tet

Explaining to them that if wecelebrate Lunar New Year theusual way, but according toGregorian calendar, none of theapprehensions would happen.

Young Vietnamese reactto the apprehensionsthat their own people gothrough during Tet

Showing them how foreignerscelebrate their new year. Theyalso clean their house, enjoynew year, coming to friends’and family’s house. Withoutapprehensions that comealong with Lunar New Year.

A 20 minute clip on how the two cultures collide for the better

• Featuring how fun and happy a Vietnamesewife who is married to a Westerner enjoy theirWestern New Year in Vietnam.

• The wife brings her cultural practice likecleaning house before Tet, offering incense toher & her husband’s ancestors, buying newclothes for her babies

• The husband asks friends and other familymembers to come to their new year party.

• Showing how enjoyable Western New Yearwithout apprehensions and taboos is.

Thank you!