KEEPING MOONCAKE FESTIVAL ALIVE

TitleKEEPING MOONCAKE FESTIVAL ALIVE
BrandMONDELEZ KINH DO
Product / ServiceKINH DO MOONCAKE
CategoryB03. Use of Social & Digital Platforms
EntrantPUBLICIS Ho Chi Minh City, VIETNAM
Idea Creation PUBLICIS Ho Chi Minh City, VIETNAM
Idea Creation 2 CôNG TY C? PH?N MONDELEZ KINH Ðô VI?T NAM Thuận An, VIETNAM
Idea Creation 3 DIGITAS VIETNAM Ho Chi Minh City, VIETNAM
Media Placement SPARK FOUNDRY Ho Chi Minh City, VIETNAM
PR MSL Ho Chi Minh, VIETNAM

Credits

Name Company Position
Paolo Garcia Publicis Vietnam GROUP EXECUTIVE CREATIVE DIRECTOR
Raphael Almazan Publicis Vietnam Creative Lead from Publicis
Nikhil Rao MONDELEZ VIETNAM SENIOR DIRECTOR OF MARKETING, SEA
Andy Soong Publicis Vietnam EXECUTIVE CREATIVE DIRECTOR
Simon Crowther MONDELEZ VIETNAM ASSOCIATE DIRECTOR, MARKETING HEAD, VIETNAM
Chí Nguyện Lê Publicis Vietnam Creative Director
Lợi Hồ Publicis Vietnam Associate Creative Director
Sameer Yadav MONDELEZ VIETNAM ASSOCIATE DIRECTOR, MARKETING HEAD, VIETNAM
Thi Ngoc Tung Pham MONDELEZ VIETNAM Marketing Manager
Raphael Almazan Publicis Vietnam Creative Lead
Thi Van Anh Nguyen MONDELEZ VIETNAM Brand Manager
Anh Nguyễn Publicis Vietnam Copywriter
Ha Kieu Anh Nguyen MONDELEZ VIETNAM ASSISTANT BRAND MANAGER
Ladringan Peachy MONDELEZ VIETNAM MEDIA LEAD, SEA
Thi Hoa Anh Trinh MONDELEZ VIETNAM MEDIA LEAD, VIETNAM
Lukasz Roszczyc Publicis Vietnam GROUPE CEO
Kate Bayona-Garcia Publicis Vietnam MANAGING DIRECTOR, PUBLICIS COMMUNICATIONS
Paolo Garcia Publicis Vietnam GROUP EXECUTIVE CREATIVE DIRECTOR
Anish Kotian Publicis Vietnam DEPUTY MANAGING DIRECTOR
Andy Soong Publicis Vietnam EXECUTIVE CREATIVE DIRECTOR
Chí Nguyện Lê Publicis Vietnam Creative Director
Lợi Hồ Publicis Vietnam Associate Creative Director
Anh Nguyễn Publicis Vietnam Copywriter
Chi Nguyễn Publicis Vietnam Account Director
Phát Phan Publicis Vietnam SENIOR ACCOUNT EXECUTIVE
Ravi Iyer Publicis Vietnam INTEGRATED PLANNING DIRECTOR
Hương Nguyễn Publicis Vietnam PLANNING MANAGER
Julian Brzoska DIGITAS VIETNAM (DATA AND TECHNOLOGY) GENERAL MANAGER, DIGITAS
Nguyên Võ DIGITAS VIETNAM (DATA AND TECHNOLOGY) TECHNICAL DIRECTOR
Quân Đỗ DIGITAS VIETNAM (DATA AND TECHNOLOGY) TECHNICAL MANAGER
Huy Trần DIGITAS VIETNAM (DATA AND TECHNOLOGY) SENIOR ACCOUNT MANAGER
Triển Trần DIGITAS VIETNAM (DATA AND TECHNOLOGY) ACCOUNT EXECUTIVE
Trúc Trần DIGITAS VIETNAM (DATA AND TECHNOLOGY) SENIOR CONTENT WRITER
Hà Huỳnh DIGITAS VIETNAM (DATA AND TECHNOLOGY) SENIOR UI/UX DESIGNER
Vineeth Dhruvan SPARK VIETNAM (MEDIA) MANAGING DIRECTOR, PUBLICIS MEDIA
Jaswinder Kaur SPARK VIETNAM (MEDIA) REGIONAL CLIENT LEAD
Tram Huynh SPARK VIETNAM (MEDIA) SENIOR BUSINESS DIRECTOR
Thuy Tran SPARK VIETNAM (MEDIA) SENIOR MEDIA PLANNER
Thành Phan SPARK VIETNAM (MEDIA) SENIOR DIGITAL PLANNER
Bảo Trần SPARK VIETNAM (MEDIA) PLANNING MANAGER
Melissa Caranto MSL VIETNAM (PR & SOCIAL) HEAD OF INFLUENCE & IMPACT
Phong Lê MSL VIETNAM (PR & SOCIAL) PR LEAD
Ngọc Đào MSL VIETNAM (PR & SOCIAL) SOCIAL ASSOCIATE LEAD
Phát Mã MSL VIETNAM (PR & SOCIAL) SOCIAL MEDIA MANAGER

Background

Trung Thu is one of Vietnam's biggest & oldest festivals & Mondelez Kinh Do Mooncakes is the market leader for the past 29 years. For our core audience of young millennials with busy city lives, the festival was becoming a mere obligation to gift mooncakes and lose out on the richer cultural aspects of the festival like worshipping the moon, family bonding around dinner, lighting paper lanterns, and eating mooncakes. In 2021 we faced a bigger challenge. Covid sent the entire country into the strictest military lockdown. 12,000 seasonal outlets which created engagement were closed, chances of people celebrating the festival much less purchasing mooncakes looked slim. In such a scenario, our objective was how do we continue to be engaged with consumers to keep the festive traditions alive. And have a positive impact on e-commerce as a result of our initiatives

Links

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