Abbott: Grow Tet campaign 2021 – For a together grown-up Tet

Abbot GROW, a growing up milk brand, promoted its product by launching a music video during the Vietnamese lunar new year festival Tet.

Campaign details

Brand: Golden Digital - Vizeum/ AbbottLead Agency: Golden DigitalRegion: APAC

Strategy

Objective

Tet has consistently been an occupied race of brands competing to advertise. Above all, due to the leftover impacts of Covid pandemic the earlier year, the Tet market of 2021 turned out to be more tense than any other time since brands all need to get back to regain market share.

Furthermore, as moms become extra busy during Tet, having them shift attention to certain brands requires enormous efforts, especially on mobile platforms - where moms' purchase intent & media behavior...

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