Kinh Đô combined Brand Activation with sales and gift redemption at traditional markets nationwide during Lunar New Year to raise brand awareness, drive sales and offer an appealing Tet shopping experience.
The campaign used sales counters in Kinh Đô’s signature yellow and red, combining product displays, shopping advice, lucky draws and gift redemption to create a lively Tet atmosphere at traditional markets.
Campaign activities
- Market Activation: Organizing sales points and brand promotion at traditional markets nationwide.
- Sales Promotion: Displaying and introducing Kinh Đô’s Tet confectionery ranges, advising shoppers and offering purchase incentives.
- Gift Redemption: Running purchase-and-redeem activities and distributing Tet gifts according to promotion rules to encourage shopping.
- Interactive Engagement: Organizing lucky draws, interactive games and engagement activities to attract consumers.
- Branding & POSM: Designing, producing and installing booths, sales counters, promotional umbrellas, backdrops, decorative apricot trees and branded materials.
Value delivered
The campaign helped drive direct sales, expand brand coverage and stimulate demand in traditional markets during the peak Tet season.
Combining sales, promotions and gift redemption added purchase incentives, increased consumer interaction and reinforced Kinh Đô’s position in the Tet confectionery market.
