Joy of connection: The origin of a "Great Tet" season
Currently, it is not uncommon that even when they are right next to each other, each person hesitates to open their mouths. Invisible generational gaps, private busyness unintentionally create barriers, making connections sometimes become distant right at the Tet party table.
Understanding that psychology, Saigon Beer chose a close but also practical approach when taking "invitation" - a characteristic and rustic communication culture of Vietnamese people - as a bridge for connection. Through a series of consistent activities deployed online and offline, Saigon Beer has proven that when a sincere invitation is raised, it is when the joy of connection is spread and creates the true spirit of "Great Tet".
Invitation at the banquet table: Collection of 8 cans of beer as a charming opening
Bia Saigon's journey of connection starts from the family dining table and intimate year-end parties. Here, Bia Saigon has turned familiar beer cans into "invitations" through a limited collection of 08 versions.
Each can of beer in the collection carries a very close action suggestion such as "Kính một ly" (One glass of glass) expressing respect for seniors or "Đối một câu", "Chúc một câu" (One sentence), evoking the beauty of traditional culture or "Ăn một miếng", "Ngồi một chút" (Eat a bite), all are subtle words of concern to keep customers staying to enjoy spring, prolonging moments of reunion.
Digital space invitation: Connecting all regions with "One Invitation, Spreading Great Tet
Not stopping at the New Year's party table, Saigon Beer has cleverly expanded the space of connection to the digital platform with the activity "One Invitation, Spreading Great Tet", encouraging users to use the 8 messages on the can as a source of inspiration to share their own Tet greeting stories.
This challenge has created an interesting playground where each person can subtly show off their pride in regional culture. For example, a family in the Mekong Delta can make a video "Singing a song" in the typical Don ca tai tu style, or young people in the North together "Contribute a story" by the red fire to wrap banh chung.
The appeal of this trend is even more strongly resonated thanks to the companionship of influential content creators such as Chau Muoi, Vinh Thich An Ngon, Ut Ve Vuon, or Dan Bui Xu Nau. Content creators have brought authentic footage of typical Tet scenes of their homeland, creating unique aspects of "Great Tet".
More than 1 month of implementation, the activity has created a wave of "invitations" spreading throughout the region. Hundreds of videos, thousands of interactions were created, followed by countless meaningful connection moments recorded and shared widely.
From simple messages on beer cans to the wave of sharing on social networks, everything has connected everyone, every home, together opening a new year full of positive things. Through practical activities being implemented, Saigon Beer has also brought a definition for "Great Tet" beyond material values. "Great Tet" is when everyone opens their hearts, puts aside personal worries to give and receive sincere invitations.
