REACH
A Green Journey - A peaceful mid-autumn festival
The brief
The Mid-Autumn Festival in Vietnam is a wonderful, traditional occasion that revolves around children. People often reunite with their family and friends to eat moon cakes, contemplate the moon and watch the lion dance parade.
The marketing challenge in 2019 was to develop the main idea combined with the green marketing trend and the previous story of Tit and Mit in 2018. Thereby, the negative consequences were markedly depicted to encourage people to preserve the environment.
- Client: Vincom
- Industry: Retail Real Estate
- Time: 2019
Our Approach
“The most strikingly beautiful moment of Mid-Autumn Festival is the moment in what human and nature harmonize, defining the complete reunion”. Suddenly being magically shrunk, Tit and Mit joined an adventure to ‘The Green Valley’ with the wild animals and the journey to rescue green germs from the hazardous effects of wastes. Through the unique perspectives of the tiny kids, the story was markedly depicted and vigorously encouraged people to preserve the environment.
The malls were reproduced in the concept of the ‘Green Valley’ with flower gardens and giant insect characters. The decoration materials were made as flower garlands and colored lanterns that sparkle and keep the bright colors all day and night:
Flower garlands andcolored lanterns valley
Dandelion garden
Carps in the moonlit night.
Key activities:
- Activation: ‘Let’s shake with the Vincom’s green sprout team’
- Event: ‘The giant lanterns parade’
- Trade Marketing: Exchange bills to receive giftset – The Mid-Autumn comic series
Kết quả
The remarkable results of the mid-autumn campaign 2019
76m
8m
ENGAGEMENT
