Race to pour money into Tet advertising

Many companies are "betting" on sales on the occasion of Lunar New Year 2025, when spending huge amounts of money on advertising, marketing and gift campaigns. Online channels and celebrities are "in the season" of year-end business this year.

Large enterprises combine online advertising, outdoor advertising and event organization to reach more customers during Tet 2025 - Photo: SK

After a year of economic stagnation, many businesses launched Tet advertising early. Not only online, outdoor advertising is also being promoted by brands.

Many businesses in the production - construction of advertising, event organization, decoration, activation (brand activation)... industries said they had to recruit additional seasonal collaborators or outsource to keep up with contract progress.

Spending a lot of money on advertising to stimulate demand during Tet season

Along with participating in the popular reality show "Beautiful Sister Riding the Wind and Breaking the Waves", this year singer DHY became the name chosen to be the face of the Tet holiday. Accordingly, Danisa - a high-end butter cookie brand from Denmark - officially released the Tet MV "Grateful for the wonderful things that have not been said", with the warm voice of this singer in collaboration with musician LMH.

This Tet music video recalls the silent sacrifices of parents, reminding us to show gratitude. After only three weeks of release, this Tet music video has attracted nearly 6 million views on YouTube. In order to boost sales, the cake brand also launched a program to give away a spring trip to Denmark and a 24K gold crown to lucky customers.

In order to attract young people, this company also cooperated with musician Bui Cong Nam, opening a duet program with this musician on the TikTok platform, giving away many attractive gifts. In the spice segment, the short video "CHIN-SU complete set of spices - Tet is so happy" received more than 2.5 million views after 10 days of posting on YouTube. In addition to supporting characters, the video also features singer CP and model NPV.

After participating in the program "Dancing the Wind" in China last year, CP attracted attention and was highly appreciated by many audiences. In addition to the main singer and musician participating, a Tet promotional video also has the participation of a creative agency team, personnel in charge of renting locations, decorating and setting up scenes, filming, taking photos, makeup, hairdressing, taking care of food/drinks...

For large enterprises, producing music videos and Tet promotional videos often costs from 1 to 3 billion VND or more. To help the advertising campaign spread to many people, in addition to collaborating with artists, many enterprises also cooperate with influential people on the internet to post articles, images, videos... with the amount spent from tens of millions to hundreds of millions of VND for each person.

According to Mr. Nguyen Quang Nhut - Vice President of Ho Chi Minh City Advertising Association, General Director of SJK Group, beer brands have deployed advertising content for Tet, about 10 - 15 days earlier than the annual schedule. Some beverage companies also launched campaigns with advertising messages for Tet quite early.

Difficulties also have to spend money on advertising

"When I was a child, I was with my mother all year long. When I grew up, how many days did I spend with my mother all year long?", the words appeared on an outdoor billboard in Ho Chi Minh City, accompanied by images of smiling female characters, but touched many people. Below the billboard was a small logo of a famous soft drink brand.

As soon as it was posted on Facebook and TikTok, the photo of the billboard immediately received a huge amount of interaction. "Looking at the picture, I see both my mother and my grandmother in it. I miss both of them very much," Cam Lien expressed.

Outdoor advertising during Tet is the time that brings in decisive revenue for advertising companies. For some brands, outdoor advertising during Tet alone can account for 35 - 40% of the annual budget for this segment. Many businesses combine both online outdoor advertising and events such as organizing New Year's Eve programs, big music festivals, etc.

Mr. Nguyen Truong Son - Chairman of the Vietnam Advertising Association - said that despite the difficult business situation, whether they want it or not, businesses still have to spend money on product promotion, in order to recover and develop their business. The appropriate and effective time to spend money on advertising is during the Lunar New Year. This is also the time when consumers are interested in shopping.

Many businesses are prioritizing online advertising because they can measure the effectiveness. For example, when posting music videos or product promotional videos on online platforms, businesses can verify how many views they get, and calculate viewer statistics by age, gender, etc. With this data, businesses can also better understand customer psychology in order to develop appropriate advertising and sales strategies.

In the advertising campaign, a large enterprise also organizes a grand event. The cost for a Countdown event - welcoming the New Year is about 3 - 4 billion VND or more, including: setting up a stage, sound and lighting equipment, hiring singers to sing... If there is also an exhibition fair, product display, the cost will be higher.

"The cost of a Tet advertising campaign usually ranges from a few hundred million to less than 1 billion VND. For large businesses and corporations, an investment of 3-10 billion VND is normal," Mr. Son affirmed. Meanwhile, according to Mr. Nguyen Quang Nhut, the Tet season contributes 20-50% of the annual revenue of outdoor advertising businesses.

Tet schedule has been delivered, busy making gift boxes

Operating a business in the printing industry, Ms. Le Hong Thy said that many units still spend large sums of money to promote their brands through printed products during Tet. With the 2025 Tet calendar, many parties have ordered printing since June with quantities ranging from 5,000 to 10,000 copies.

Compared to previous years, the demand for calendar printing by some small and medium enterprises has decreased somewhat. However, many banks, large corporations... still maintain the tradition of printing Tet calendars as gifts. In addition, gold shops and businesses with good business are also willing to spend money to exclusively design images, patterns, and convey many meaningful stories.

Along with that, the demand for printing Tet gift boxes with corporate logos is also very popular with many parties. The price of a paper box (not including Tet gifts inside) is usually around 65,000 - 100,000 VND. There are companies that "play it big", spending from 200,000 - 250,000 VND/box to have unique patterns printed on fine art paper, divided into many trays and many floors to hold gifts...

According to Ms. Thy, for many businesses, printing Tet gift boxes with their own mark and logo is a good way to promote, affirm the brand's position in the market and retain customers.

Source: https://tuoitre.vn/dua-do-tien-vao-quang-cao-tet-20241211085048191.htm