REACH
Sowing green buds - Enjoying new experiences
The brief
Among the Sanxing – the gods of Fortune (Phúc), Prosperity (Lộc) and Longevity (Thọ); ‘Lộc’ is a symbol of both prosperity and success. Moreover, in Vietnamese, ‘Lộc’ also represents spring buds and the green color of plants, flowers, and nature. With the big idea of Green buds (‘Lộc Xanh’), Vincom wanted to change the traditional custom of Vietnamese from picking buds (‘Hái Lộc’) to sowing buds (‘Gieo Lộc’) in the Lunar New year. Thereby, Vincom wished to bring environmentally friendly activities in Tet 2020 and continue the endless journey of building green culture in Vietnam.
- Client : Vincom
- Industry: Retail Real Estate
- Time: 2020
Our Approach
Among the Sanxing – the gods of Fortune (Phúc), Prosperity (Lộc) and Longevity (Thọ); ‘Lộc’ is a symbol of both prosperity and success. Moreover, in Vietnamese, ‘Lộc’ also represents spring buds and the green color of plants, flowers, and nature. With the big idea of Green buds (‘Lộc Xanh’), Vincom wanted to change the traditional custom of Vietnamese from picking buds (‘Hái Lộc’) to sowing buds (‘Gieo Lộc’) in the Lunar New year. Thereby, Vincom wished to bring environmentally friendly activities in Tet 2020 and continue the endless journey of building green culture in Vietnam.
DECORATION CONCEPT
- The garden of spring flowers
- The golden swallow brings the happiness and fortune
- The lucky fountain.
- MUSIC VIDEO: “Get lucky money” with the appearance of singer Son Thach
ACTIVE EVENTS: Super giant toy picker version at Vincom Mega Mall Royal City
SPECIAL: The Tet Festival series of events recreates the atmosphere of Tet traditional market, a typical spring festival in Vietnamese culture. With a brilliant Tet spirit and a variety of folk and artistic activities for the whole family, the festival is a wonderful blend of traditional and modern values, bridging the gap between generations.
Key activities:
-
Activation:
Giant Human claw game
-
Trade Marketing:
The ‘Lunar New Year's green sowing’ fair with a combination of activations and sale activities.





Kết quả
Vincom Tet 2020 Campaign not only impresses but also made a hit for the brand
ENGAGEMENT