MID-AUTUMN FESTIVAL 2017 – MONDELEZ KINH DO

Introduction

In 2016 -2017, Mondelez Kinh Do had planned to focus on supporting communication for sales activities during the high season of the Mid-Autumn Festival.

Objectives & Strategies

Communication Objectives:

  • To build the image of Kinh Do moon cake as a brand ambassador of the Mid-Autumn Festival season in Vietnam
  • To mark the milestone of 20-year of history of Kinh Do accompanying the Mid-Autumn Festival
  • To promote the need to exchange gifts and share happy moments during Mid-Autumn Festival

Communication Strategy:

  • Utilizing an integrated media campaign focusing on digital solutions, public relations, and event organization to help people send love messages through self-designed postcards to loved ones and invite them to participate in Mid-Autumn Festival with Kinh Do

Deliverables

  • 15 ads
  • 115.000 participants in the campaign in one month
  • Over 2000 participants joined in self-designed postcards on website in half of a month