The Campaign

Aiming to own TET occasion of family reunion, Vinacafé launches THE CUP OF LOVE campaign to reinforce Vinacafé’s brand positioning “True coffee experience for true moments” and reach out for the youth, going beyond our heritage image. Our strategy is to help releasing the tension in love expression between generations by ESTABLISHING THE GIVING VINACAFÉ CUP AS THE EXPRESSION OF LOVE. The execution has 3 phases: first, a viral clip featuring young influencers reveals the tension; then, Vinacafé offers the solution with LOVE CUP collection; finally, we capture real-people inspiring stories to reinforce calling for the youth to speak out their love. The campaign was a huge success with 500,000 Vinacafé Tet hampers sold out, becoming the most successful branded content Tet 2015, Youtube Vietnam with 8,034,882 views, over 300,000 shares on FB, amazingly more than 2,000,000 consumer interactions, and became top 5 Tet campaign in Vietnam (Millard Brown)

Success of the Campaign

Thanks to excellent insight, strong big idea and good execution, the campaign was domestic huge success. 500.000 Vinacafé TET Gift Packs were sold out, meaning 500,000 families are enabled to speak out their love to their beloved in Vietnam Tet 2015. Beside 125,866,564 impressions earned, over 15,000,000 people reached on Vinacafé fanpage, more than 2,000,000 online consumer interactions with Vinacafe contents, over 200 earned media articles on key media channel, Vinacafé also became the the most successful branded content Tet 2015 on Youtube Vietnam with a total of 8,034,882 views across all clips, over 300,000 shares – counted on facebook only; all Vinacafe branded-TVCs and viral clips were all featured on YouTube Trends Dashboards, as most shared, most viewed and most popular videos in many days. Vinacafe campaign became top 5 Tet campaigns 2015 (Millard Brown research), proving Vinacafé being the most loved and talked about coffee brand last Tet.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The execution has 3 phases: IGNITE: We release a viral clip with young influencers being challenged to call and speak out love to their parents. There came unexpected responses: “What do you want?” “Are you crazy?”… It is revealed that, parents were also unfamiliar to kids’ love expression notwithstanding they want them to do so. ENGAGE: Then, VINACAFÉ TET Gift Pack including the CUP OF LOVE with cool, young love expressions printed on appeared as a solution through TVC. Alongside, we ran Love Cup activation in which we delivered thousand CUPS OF LOVE to parents on behalf of their children. ADVOCATE: Finally, we amplified the love spoken out by another viral clip featuring 3 most inspiring love-spoken-out real stories: a drug addict, an afterbirth woman, and an 85-year-old man. This viral clip puts a happy ending and a call-to-action to a TET full of love spoken out, thanks to Vinacafé.

To boost sales in Tet, open to the wider range of consumers for both the old and the youth, but still in line and leverage the brand positioning "True Coffee Experience for True Moment", Vinacafe Cup of Love campaign was created to make Vinacafe Tet hampers the meaningful gift trend in Tet 2015. Serving the objectives, Vinacafé dug down to the tension in connection between our current elder consumers and younger generation and realized: young people find it awkward to speak out love to their parents, while those unspoken words are the gift parents most desire for. Fuelled by this insight, we enable them to speak out love to their parents with Vinacafé Cup of Love tailor-made in their cool, youthful voice. And, we make the action of giving this a ritual of love expression, representing Vinacafé turning TET moments into true moments of love.