Measuring the "Virality" of 2023 Lunar New Year TVCs

Tet is always a golden period for brands to unveil TVCs that have been carefully crafted with specific ideas and messages for customers, much like a challenging 'Marathon.' In 2023, which Tet TVC is capturing consumers' minds and achieving massive virality? Let's explore with Kompa.

Tet music videos are an opportunity for brands to create an impression and spread messages more intimately to customers through 'real-life' elements that evoke emotions through simple things. In the digital era, for a TVC that has invested heavily in both intellect and resources to go viral naturally, Kompa observes that besides choosing the right Insight to develop the MV concept—which is the most important step—the accompanying elements must also help the MV resonate with people and generate excitement, making them part of the campaign; this is not difficult, but it must be harmonious. A prime example is the Bivina Tet MV, which featured a catchy song and a signature dance, seamlessly integrating regional cultural elements. The choice of KOL – Hong Thanh, whose hits always feature rustic and relatable lyrics that can be played on repeat across different regions; combined with the strategy of using a signature dance to accelerate virality via a TikTok Dance Challenge, it is clear that the MV achieving 44.7% Earned Media efficiency was completely well-deserved.

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