Lifebuoy
Tết Ổn Rồi
Compose / Arrange / Mix & Master
2024
Overview
Our mission is to produce music for Lifebuoy's advertising that is different and more prominent than the brand's previous Tet music products.
Market share of 1.1 billion users, 60% GenZ, more than 154 countries globally promote "team" work culture: dancing, filming videos, pov comedy, etc.
Grasping this trend, Garnier wishes to have a music marketing campaign targeting this audience group.
Challenge
Our mission is to produce music for Lifebuoy's advertising that is different and more prominent than the brand's previous Tet music products.
Approach
Our team embarked on a sonic journey to capture the essence of Tet while infusing it with contemporary elements. We sought to create a harmonious blend of tradition and modernity, reflecting the complexities and joys of the season.
Solutions
Our musical approach helps to convey a sense of belonging, warmth and emotional vibration to the audience about the song's story. Key message: “Có gia đình, có sức khỏe là Tết ổn rồi”
As a result, a commercial song about the happy Lunar New Year has been released, the warm melody will make audiences replay it many times, even more impressive than any other Tet song.
Results
Within just 48 hours of its launch, Lifebuoy's main MV/TVC for the 'Tet On Roi' campaign quickly climbed to the top of YouTube's trending chart, reaching the Top 8 in the music category. It became the first Tet 2024 advertisement to trend on this platform.
On TikTok, the hashtag #TetOnRoi rapidly ascended to #14 on the trending list, garnering over 100M views and 4,500 creative user-generated contents within just 5 days of the campaign's launch. The total discussions about 'Tet On' on social media platforms have reached 260K+ with a majority of positive feedback on both the campaign and the Lifebuoy brand.
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