The brief
In Lunar new year 2022, Ariston Thermo Group in Vietnam want to launch a promotion campaign that encourage people to buy water heaters serving Tet holidays. When consumers buy a new water heater, they will get a product code to join in a lucky draw and have the chance to win extra prizes like fridges, microwave ovens, oil-free fryers.
The insight
When the new year comes, Vietnamese people have a belief that when they shop for something, it will help them achieve their wishes for that new year. So there are certain items that they must buy when the new year comes:
If they wish for luck, they must buy something red such as red envelopes, red couplets...
If they wish for heath, they must buy some trees with the "hundred years" meaning, such as Marigold (Cúc vạn thọ)
If they wish for money, they must buy the fruit tray with combo soursop - coconut - papaya - mango (Cầu dừa đủ xài)
So what will they buy if they want a warm, full and peaceful new year?
If they wish for luck, they must buy something red such as red envelopes, red couplets...
If they wish for heath, they must buy some trees with the "hundred years" meaning, such as Marigold (Cúc vạn thọ)
If they wish for money, they must buy the fruit tray with combo soursop - coconut - papaya - mango (Cầu dừa đủ xài)
So what will they buy if they want a warm, full and peaceful new year?
The idea
Of course, it's must be Ariston water heaters! Therefore, we build up a Tet message:
CẦU GÌ SẮM NẤY - CẦU ẤM NO SẮM GÌ?
SẮM MÁY NƯỚC NÓNG ARISTON - NHÀ LUÔN ẤM TẾT NÀY ẤM NO!
SẮM MÁY NƯỚC NÓNG ARISTON - NHÀ LUÔN ẤM TẾT NÀY ẤM NO!
BUY ARISTON WATER HEATERS TO WISH FOR A WARM & FULL NEW YEAR!
The 2022 final work
TVC
Weekly lucky draw + Minigame
As this idea is big enough to be reused, Ariston brand team decided to re-apply it to Lunar new year 2023 campaign, with a little twist in the message: From "Tết Ariston, Tết Ấm No" to "Tết Ariston, Tết Ấm Yên".
The 2023 final work
TVC revised
Comic pages
Social posts
Credits
Client: Ariston Vietnam
Agency: Dsquare - Square Group
Production House: Sunday Morning
Creative Director: Thao Ho
Associate Creative Director: Ha An Pham
Senior Copywriter & Project Lead: Thuc Tu Thai
Senior Art Director: Huyen Le
Design Lead: Quynh Ngoc Luu
Associate Creative Director: Ha An Pham
Senior Copywriter & Project Lead: Thuc Tu Thai
Senior Art Director: Huyen Le
Design Lead: Quynh Ngoc Luu
Senior Designer: Hung Diep
Senior Content Writer: Thuy Linh Nguyen
Operation Lead: Phi Ngoc Ninh
Operation Executive: Thoa Ngo
Operation Executive: Thoa Ngo
Business Development & Account Director: Nhu Nguyen
Account Manager: Ai Hoa Nguyen Dac
Account Supervisor: Hanh Nguyen
Account Executive: Minh Anh Nguyen, Quynh Anh Ma
Account Supervisor: Hanh Nguyen
Account Executive: Minh Anh Nguyen, Quynh Anh Ma
