Phở Cung Đình – a flagship instant noodle brand by MICOEM – faced significant challenges during the Tet season:
Tet is the highest-demand period for instant noodle products, but also the most saturated time for advertising in Vietnam.
The brand needed to stand out in a crowded media landscape, cutting through heavy advertising noise.
A campaign that was emotionally compelling, culturally relevant, and strategically timed was essential to boost early-year sales and strengthen brand recall.
To tackle these challenges, Blueseed executed a Tet-focused, emotion-driven campaign featuring:
A festive and heartfelt TVC, capturing the joy and warmth of Tet celebrations.
Deployed a multi-platform media strategy across Facebook, programmatic ad networks, and targeted KOL channels tailored to specific audience segments.
Smart frequency capping and strategic ad scheduling to reach the audience effectively without causing fatigue.
The campaign delivered exceptional results:
– Positioned Phở Cung Đình as one of the most emotionally resonant and visible brands during Tet
– Built strong emotional connection and brand momentum from the beginning of the year
