Ki Saigon and Coca Cola send teenage Thao on a journey to reunite her father and uncle for Tet
January 27 2017, 11:22 am | | No Comments
Ki Saigon’s story is about a unique effort by Coca-Cola for their Lunar New Year 2017 (Tet) campaign. It all began by identifying on social media a wish that Thao, a regular teenage girl in Vietnam, had made. The wish was simple she hoped that her dad and uncle would see the Tet fireworks together, like they always had, since they were kids. But for the past 2 years, that was not to be. Her dad and her uncle had a fallout and this ritual of seeing the fireworks together was lost.
Coca-Cola is known to create iconic new year campaigns in Vietnam and this year the theme was to encourage people to welcome a new beginning. So, to turn the campaign to reality, Coca-Cola led Thao to retrace the childhood of the dad and uncle to create a spectacular surprise that would bring a new beginning to them and inspire millions of others in return. This initiative took months of planning, and was launched in Vietnam via a series of content clips on all social media and online channels.