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I. Introduction
Coca-Cola is regarded as a "Master of Creative Advertising" due to the excellence and global
reach of each of their marketing initiatives. In 1994, Coca-Cola officially entered the Vietnamese
market. Coca-Cola Vietnam currently has factories located in three cities in the North, Central
and South: Ho Chi Minh City, Da Nang and Hanoi.

Vision: Create brands and beverages that people love that inspires both the body and the mind.

Mission: Innovating the World and Making a Difference

Core value:
 Live Our Value
 Coca-Cola focus on the Market
 Work smart
 Coca-Cola act like an owner

Business objectives:
 Becoming the largest beverage company, providing the most beverage
according to consumer demand
 Increase the Revenue of CCVN by 14%-15% in 2023

"Real Magic" is Coca-Cola's latest global brand strategy from 2016 to present (Bao Anh, 2021).
This campaign has been successfully organized through events of the Lunar New Year 2023
entitled "Tet Dau Doi Thay, Dieu Ky Van O Day" (Tet despite changes, miracles are still here)
(Cocacolavietnam, 2023). This article will delve into the research and evaluate this campaign.

Abbreviations

 Coca-Cola Vietnam: CCVN

 Tet dau doi thay, dieu ki van o day: TDDT
 Public Relation: PR

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II. Integrated marketing communications concept reviewing
1. Defenition of IMC
IMC is an art form that combines the intentions and objectives of the sender with the
carefully chosen receiver's conditions for interpretation and preunderstanding in order to create
a creative strategy where the message's structure and content are consistent, as well as to
maximize the channel selection. (Holm, O. 2006). As a result, IMC serves as the "voice" of the
business and its brands and is the channel via which it may communicate with consumers and
develop relationships with them (Ibrahim, M. S. 2011).

2. The Importance of IMC in Coca-cola context

CCVN competes for market share against numerous national and international brands in an
extremely competitive beverage market (Brandvietnam, 2023). Hence, IMC activities is a crucial
factor of the long-term development of CCVN when the business must also contend with the
changing tastes of customers and the rising demand for healthier beverage options. The
CCVN must successfully communicate its brand message and set itself apart from its rivals if it
is to succeed in this circumstance (James Quincey-CEO of CCVN, 2017). CCVN can stand out
from rivals and reinforce its values and vision by creating a consistent brand message
across various platforms. Customers may become more loyal to the brand and develop a
deep emotional connection with it as a result.

III. “Tet Dau Doi Thay, Dieu Ky Van O Day” campaign analysis

1. Target Audience
CCVN directs the campaign toward a target audience of people aged 22 to 45 across the
country, especially in two big cities, Hanoi and Ho Chi Minh City.

Group of Cus Psychology Media Habit

- Mainly use social networks to interact

Gen Z - Curious, love to explore and
with friends, share experiences and
learn new things
information
- Enjoy playing games and often

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 use it for fun and to learn solving - Love watching videos and content on
problems. YouTube, especially entertainment, music
and video game.
- Appreciate family value and
cares about creating bonds with
- Usually consult KOLs, Reviewers,
family
Influencers before making a decision
- Desire for social connection and
interaction, high spirit of social - Follow content on trusted websites and
support blogs

- Tet is a time to rest after a lot of

- Regularly use online services
pressure of life and work

- Regularly watch YouTube videos and

- High interest in social interaction spend a lot of time on online activities
and bonding with friends.

- Respect traditional values of - Often interested in content related to

Gen Y family, country and nation community values, lifestyle, health and
sports
- Appreciate the feelings of family
bonding, looking forward to being - Often view information on newspapers
together and news sites

2. Campaign’s Communication Objective

Increase Brand awareness
 Emphasize and clarify the Key Attribute of the brand and the campaign is "Inspire
closer connection between people
 Attract interest in and increase interaction of consumers with the brand through
events

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 - Reach more than 300,000 interactions and discussions on social
Specific
networking platforms
- Achieve 10,000 Event participations

Measurable - Site traffic number on CCVN website and Social Engagment indicators
through Social Media
- Number of customers participating in gamification of TDDT Campaign

- Large Brand Equity, high awareness in Vietnam and around the world
(Top 6 most valuable brands in the world)

Achievable - Promotional videos and advertisements are produced widely and

broadcast on social media sites, websites, and television.

- Huge number of Followers on Social Media

Improving Brand awareness is an important factor to help CCVN attract

Relevant
more customers, from making a significant contribution to its Sales
Volume.

Time-bound
3 months - 20/11/2022 to 20/1/2023

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4. Marketing channel analysis of TDDT Campaign
4.1. Advertising - TVC

Fig 1. “Tet dau doi thay, dieu ky van o day” TVC

CCVN has made the most of the advertising channel's strong points, allowing brands to easily
and effectively communicate their messages while also immediately reaching a big audience
and gaining the confidence of their target market (Maria, 2020). TVC focused on conveying the
message: "Tet dau doi thay, dieu ky van o day". Specifically, the content of TVC is simple,
easy to approach, and the colors of TVC range from nostalgic to modern, reminding the key
concept of life of Vietnamese target customers about the moment of creating a complete Tet
season by a reunion meal - an indispensable part of Tet.

TVC was posted on Youtube channel and reached 1.3M views. In addition, TVC is also
broadcast on VTV1 and VTV3 channels at 19:00-20:00, the time when the whole family gathers
to watch TV. Using this communication channel has made it easier for CCVN to reach its
target audience, effectively trigger their emotions, and be consistent with the psychology

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of Gen Y about the value of traditional values, family, and attachment. An effective TVC needs
to target the target audience and deliver the correct message along with a creative and
impressive delivery (Hanh, 2023). CCVN has done this in its Advertising channel.

4.2. Pulic Relation

4.2.1. “Khu pho tet vuot thoi gian” event (12/24 - 1/8)
By providing audiences with the best and most innovative experiences imaginable, event
marketing is the best method to engage with them (Messler, M. 2023). This is also what CCVN
wants to aim for in this event. The highlight of the “Khu pho tet vuot thoi gian" lies in the scenes
that recreate the characteristics of Tet from many decades, bringing a sense of nostalgia that is
both strange and familiar.

Fig 2. “Khu pho tet vuot thoi gian” Event

This innovative and unique event has drawn a lot of the target audience, who are young
individuals who enjoy novelty, experience, and checking in, to check in and participate in the
event. This is also a way CCVN reminds and further affirms the traditional values of Tet holiday,
which is what Gen Y and Gen Z really care about.

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 4.2.2. Event “Ban an dieu ky vuot thoi gian” (1/8)
Event Marketing not only offers brands the chance to establish a special, individual connection
with potential customers but also gives Brands the chance to network with people who might
lead to future business (2022, Tiffany). CCVN has grasped this and organized a big event to
attract as many participants as possible. The event, which took place at Hoa Lu Stadium, was
held with the participation of many celebrities and 1,000 multi-generational Vietnamese families.

Fig 3. “Ban an dieu ky vuot thoi gian” Event

Effective event marketing involves setting clear goals and understanding and creating an
engaging experience with target audience (SendPulse, 2023). CCVN has had an effective event
when it emphasize and spread the connection between generations in the family and
society, affirming the value of gathering meals. This is what both Gen Y and Gen Z value the
most in Tet holiday.
CCVN was successful in planning this event when it accurately identified the psychology of the
target audience because this generation seeks connection, values strong social interaction,
and enjoys taking part in outdoor activities. Numerous KOLs from all generations, including
the family of singers Ngoc Bach and Tizi, were drawn to the event as well.

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 4.2.3. CSR (1/6/2023 - 1/12/2023)

CSR marketing plan should affect society or the environment in a real and quantifiable way
(Investpeodia, 2023).

CSR activities were also strongly implemented by CCVN when Coca-Cola and the Vietnam Red
Cross organized the event "0 Dong Tet Market" to maintain support for difficult situations over
the past 3 decades in Vietnam.

Fig 3. CSR Activities

In order to foster a sense of shared responsibility and to promote participation in the CSR
project, the Brand should interact with its customers (Investpeodia, 2023). CCVN has reached
the target audience who are far from home on Tet holiday and affirm to spread the love of Tet
holiday to families. CSR activities help CCVN meet the target group's desire to contribute to
society and uphold the highly valued tradition of "Mutual solidarity" of Vietnamese people.

4.2.4. Website Gamification

Coca-Cola built a website for Timeless Magic Tables. Users can scan the QR code on the can
of Coca-Cola Tet version to access the website.

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 Fig 4. Website Gamification

This is an effective channel that CCVN has used to increase the amount of Traffic accessing
their Website. Effective website marketing is combining a variety of tactics that can help you
grow website traffic, brand recognition, and eventually, online sales (Passionate, 2023). By
accessing the Website regularly, Brand awareness will be easier to reach and stay in the minds
of customers more easily and passively.

This activity not only helps to connect family members but also helps to connect people from all
over the country through charity activities. CCVN’s Website channel is targeting very precisely
the Gen Z customer group, who tend to search for product and brand information on the Official
Web, who also like new Gamification activities.

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 4.2.5. Press Activities

Fig 4. Press activities

The press is one of the important channels of PR when through articles shared in the press or
actual events, businesses can bring information to users objectively and honestly (Naivee Asia,
2023). This channel has the ability to reach high target customers and get high Brand trust
from them when CCVN correctly identifies their information channels using both popular news
channels with Gen Y like VOV, Government magazine, Bao tuoi tre and popular channels with
Gen Z like Brand Vietnam, Advertising Vietnam, etc.

4.5. Social Media

Businesses of all sizes may effectively contact prospects and consumers via social media
marketing, which increases traffic, creates leads, and attracts prospective customers
(Wordstream, 2023). Hence, social is one of the most important channels of this campaign with
the most optimal reach to CCVN's target customers.

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Fig 5. Posts on Facebook

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Since then, there are two main content routes that CCVN offers on its Fanpage channel, the first
is the updated posts about the activities of other channels in the campaign, the second is the
Gamification organization posts to increase User interaction on Social Media.

In addition, the support of sharing posts from major Pages, and the large sharing of KOLs about
the campaign helps CCVN attract the attention of more target customers and arouse excitement
from them.

5. Analyze the combination of channels and tools for Communication Objectives

It can be seen that CCVN's communication channels are integrating with each other very well in
this campaign. Since then, the Brand Awareness of the campaign has also been enhanced.

First, the campaign started with TVC advertising on Youtube and Social Media to attract
attention and arouse Audience awareness about the coming Tet holiday, reminding of Brand
and affirming the Big idea for the whole campaign.

In addition, Minigames are deployed on the Website such as taking pictures of families receiving
gifts from the company to attract customers' interest. From those photos, a sum of money will
be sent to CCVN to support Brand's charity fund. This encourages more audiences to visit
CCVN's website to experience and want to contribute to charity. This helps the Campaign
and Brand's Brand Awareness increase significantly. Since then, CSR activities have been
implemented on the approaching Tet holiday. CCVN's great contribution to the community and
high social responsibility has made their Brand awareness and brand love higher in the eyes of
customers and the community.

In the nearest Tet period, the campaign is emphasized with two Keyhooks which are two big
Events. First, the event "Cho tet 0 dong" was held for 6 days to attract as many people to
participate in the experience as possible. This helps the information of the event and
Campagn increase rapidly by actively spreading Check-in photos from the participants
themselves. After gaining a large amount of Awareness from a series of major events through
channels, the event "Ban An Vuot Time" was held on a grand scale with 3000 participants,
thereby achieving a world record.

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During the campaign, Press Activities and Social Media channels are always used to update
information about other channels' activities, in order to spread the coverage of Brand and
events to all target customers in an optimal way. Finally, both channels ended by reaffirming the
campaign's achievements not only increasing CCVN's Brand Awaress but also
strengthening its Brand Image.

IV. CCVN integrates marketing channels of communication to increase value and

maximise resources.
It is clear that the industry is evolving quickly, and as a result, brands must modify their IMC
efforts (Rismiatun, 2020). Firstly, consumers today are extremely powerful and want to
interact and communicate with brands more, especially on an emotional level. Additionally,
it gets harder and harder to surprise customers with original ideas as they grow more and
more familiar with how Brands operate (Hubspot, 2023)

Coca-Cola is a major Top 6 Brand in the world, with strong Brand Awareness coverage, a
large number of Top-of-mind customers, and is known as the creative inspirational master of
the advertising industry (Advertising Vietnam, 2021)

CCVN has done a great job in engaging the content of the message conveyed and in
accordance with its Communication Objective and among various channels consistently.
However, CCVN has not been able to take full advantage of its coverage and also learn from
communication ideas from its parent company. CCVN's communication ideas are not creative
and new, especially in the Tet campaign over the years, CCVN has not conveyed any new
ideas or creative implementations. Besides, the brand has not really interacted deeply and has
not had a strong impact on the emotions of customers.

This is not only a problem of CCVN but also of its corporate leaders such as Suntory Pepsico
Vietnam Beverage or Tan Hiep Phat Beverage. This may be because brands are still
constrained by the traditional Vietnamese context without really coming up with new and
bold ideas. This is the reason why CCVN needs to use its resources to take the lead in
changing IMC strategy in the future (Brandsvietnam, 2023).

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CCVN needs to invest more in Social Media channels, take advantage of its strong coverage
with high followings to create more manly Storytelling contents to touch the emotional
circuit of customers. Since then, strongly creates campaigns about social issues, traditions,
lifestyle, aiming to touch the hidden corners and hurts of customer groups such as school
violence, favoritism against women, etc. From there, encourage and create more opportunities
for customers to communicate and share their stories and feelings.

When more than a quarter (27%) of marketers decide to quit utilizing VR and AR in the
upcoming year (Hubspot, 2023), the use of VR and AR in marketing could skyrocket. CCVN can
investigate and use this channel to enhance the user experience and bring more innovative
ideas to its campaign.CCVN needs to go beyond the traditional framework, come up with new
and bolder ideas to retain the Top-of-mind position of its target customer group for a long time
in the future.

V. Conclusion
It can be seen that IMC plays an important role in the business goals and development of an
enterprise. A good IMC campaign needs a good Communication objective plan and meets the
criteria of SMART. In the future, CCVN needs to innovate and create and invest more in IMC to
affirm its brand in the minds of customers for a long time.

V. References
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https://www.cocacolavietnam.com/news/coca-cola-ra-m_t-chin-lc-thng-hiu-toan-cu-mi-
#:~:text=HCM%2C%20ng%C3%A0y%2008%20th%C3%A1ng%2010,%C4%91%E1%BA
%BFn%20t%E1%BB%AB%20s%E1%BB%B1%20nh%C3%A2n%20v%C4%83n. (Accessed:
14 April 2023).
2. https://vtc.vn/coca-cola-ra-mat-chien-luoc-thuong-hieu-toan-cau-moi-ar641015.html
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