Title | KEEPING MOONCAKE FESTIVAL ALIVE |
Brand | MONDELEZ KINH DO |
Product / Service | KINH DO MOONCAKE |
Category | B03. Use of Social & Digital Platforms |
Entrant | PUBLICIS 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 |
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 |
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
Website URL | Video URL | Video URL