Tet is always the golden time for Brands to unveil TVCs in which ideas and messages to Customers have been carefully nurtured—like a challenging “Marathon” race. In 2023, which Tet TVC is capturing consumers’ minds and achieving massive virality? Let’s explore with Kompa.

Tet MVs are an occasion for Brands to create impressions and spread messages to Customers in a more relatable way, using very “real-life” materials that come only from simple things that easily evoke viewers’ emotions. In the digital era, for a TVC that has been invested in both brainpower and resources to spread naturally, Kompa sees that besides choosing an “insight to develop the MV idea”—the most important thing—the accompanying combined factors must also help the MV resonate with people and create excitement for viewers so they become part of the campaign; this is not difficult, but it has to fit. A typical example is the Bivina Tet MV: composing a catchy song, a signature dance, and smoothly integrating regional cultural elements; selecting the KOL Hong Thanh, whose hit songs always use rustic and familiar language that can be “played over and over” across regions; combined with the strategy of using a signature dance to help the MV spread faster through a TikTok Dance Challenge. Therefore, it is entirely well-deserved that the MV achieved 44.7% natural virality effectiveness (Earned Media).

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