Viral Tet clip project for SONY Vietnam | Right Media
SONY Vietnam selected Right Media to produce a series of four short viral clips for Tet (Vietnamese Lunar New Year) for its headphone and speaker product line. This article analyzes the case study of this Tet viral clip campaign: the brand's challenges, the selection of four different Tet scenarios, and Right Media's production process.
Watch the project video here: Lunar New Year headphone commercial video | SONY x Right Media
Project information
| Client | SONY Vietnam |
|---|---|
| Branch | Consumer electronics and audio equipment |
| Service | TV commercial for Tet (Lunar New Year) |
| Target | The SONY headphones became a "lifesaver" for the protagonist – enhancing the music and making the home experience truly relaxing. |
| Scale | Four days of filming at a studio in Ho Chi Minh City. |
| Hand over | 4 one-minute TV commercials for over-ear headphones, in-ear headphones, karaoke soundbars, and mini speakers, including all recorded source material. |
Customer requirements
The Lunar New Year season is the most competitive time on social media: every brand talks about reunion, togetherness, and returning home. SONY Vietnam needed Lunar New Year content that both resonated with the seasonal emotions and showed that the product solved a specific problem, rather than just serving as a backdrop for the festive atmosphere.
Avoid repeating the familiar "reunion" motif.
The most obvious requirement was to avoid the traditional Lunar New Year film formula – slow-paced scenes, sad music, and a son returning home. The brand wanted a youthful, witty tone, closer to how young users talk on social media.
Each clip caters to a different product group and a different need.
Over-ear headphones, in-ear headphones, karaoke soundbars, and mini speakers serve different needs. The campaign needs to be broken down into multiple clips, each featuring a specific product in a Tet (Lunar New Year) context where that product is truly useful.
Short duration, concise message.
Each film is about a minute long – enough to build the plot, develop the tension, and conclude with the product, while still keeping viewers engaged until the end on social media platforms.
Right Media's solution for a viral clip campaign for Tet (Vietnamese Lunar New Year).
Right Media suggested that instead of making one big Lunar New Year film, they should create four independent viral clips, each focusing on a very specific moment of the Lunar New Year season. This approach allows brands to spread their content throughout the peak period instead of concentrating it all in one release.
1. Four Tet holiday scenarios, four product needs.
- The bus ride home – The female protagonist is on a noisy bus, unable to rest or call her mother. Her SONY over-ear headphones become her "savior," with the message "uplift the melody, chill out at home."
- The ultimate house cleaning battle for Tet (Lunar New Year) – A cleaning competition between two sisters, where headphones and mini speakers are incorporated into the rhythm of housework.
- Confessing your love through karaoke. – A young man brought a speaker to sing a love song, but his neighbors reacted negatively because of the old speaker. His return with a SONY speaker yielded completely different results.
- Improve yourself – Tet is like a new beginning: going to the gym, studying, and even gathering the courage to confess your feelings to your crush.
The common thread across all four scenarios is that the product consistently positions itself as a problem solver. Car noise, crackling speakers in the front yard – these are real obstacles that viewers immediately recognize, and the SONY product is the answer.
The female lead wears Sony headphones on the bus ride home for Tet (Lunar New Year).
2. A situational humor tone replaces a touching narrative tone.
All four films utilize a situational comedy motif: a character encounters a slightly exaggerated obstacle, the reactions of those around them escalate the situation, and then a product appears to bring it to a close. This allows the campaign to maintain the essence of Tet (Vietnamese Lunar New Year) in its setting – red couplets, yellow apricot blossoms, house cleaning, family gatherings – without falling into the familiar melodramatic tone.
3. The text on the image guides the viewer through the silent process.
A large percentage of users browse social media with the sound muted. The design team added animated text labels directly on the screen – “working out intensely,” “confessing to my crush” – so viewers could follow the storyline even without the speakers on. This is a small detail, but it significantly impacts the watch-through rate on vertical platforms.
Confessing your love via karaoke – the speaker determines the reaction of the entire neighborhood.
Right Media's implementation process
Phase 1: Pre-production
Right Media and SONY Vietnam finalized the key product lineup for the Lunar New Year season, then traced back to real-world usage scenarios. Each scenario was written into a one-minute script, complete with scene breakdowns and a list of locations. Finalizing four scripts simultaneously allowed the team to consolidate filming schedules and casting calls into clusters.
Phase 2: Production
Four films were shot over four days in a studio in Ho Chi Minh City, resulting in four 1-minute TV commercials for four products: over-ear headphones, in-ear headphones, a karaoke soundbar, and a mini speaker. All the Tet decorations – couplets, yellow apricot blossoms, red envelopes – were synchronized so that the four films looked like they were part of the same campaign, despite the different settings.
Phase 3: Post-production
Post-production involved consistent warm color grading across the entire film series, animated label design, and music composition and mixing. For the audio product, the team dedicated time to sound design: the noise of the bus, the crackling of the speakers, and the clear, crisp sound of the music when the SONY product appears – this contrast is the film's selling proposition.
Animated text labels help viewers follow the storyline when watching in silent mode.
Complete set of 4 Sony Lunar New Year viral clips
- Lunar New Year headphone commercial video - 57 seconds
- The ultimate house cleaning battle for Tet (Lunar New Year) - 1 minute 02 seconds
- Confessing your love through karaoke. - 1 minute 29 seconds
- Boost your self-esteem this Lunar New Year. – 1 minute 14 seconds
Results achieved
SONY Vietnam entered the peak Tet season with four different content segments instead of a single film. This allowed the brand to spread its releases throughout the period leading up to Tet, experiment to see which scenarios received the best user response, and then concentrate its advertising budget on those clips – something impossible with only one film.
The four films also captured four different user profiles: people returning home from work, families with siblings, young people dating, and people setting New Year's goals. Each group saw themselves in a clip, instead of having to relate to a generic message.
In terms of assets, the entire film series can be re-edited into shorter versions for vertical format and reused for subsequent Lunar New Year seasons, as the situations – returning home, cleaning the house, family reunions – repeat annually.
Produce viral Tet (Lunar New Year) clips for your brand.
Lunar New Year film projects need to start much earlier than most businesses imagine. (Reference) Short video and viral clip production services by Right Media, or read more The right time to start producing Tet (Lunar New Year) commercials. and A guide to Tet holiday communication strategies.You can also view more. TV commercial and viral clip projects Right Media has done it.
Details of the product lines included in the campaign can be found here. Sony Vietnam and purpose speakers and sound systems.
Frequently Asked Questions
Should we make one big Lunar New Year film or many short viral clips for the holiday?
If the goal is brand recognition and a large advertising budget, a single Lunar New Year film is a reasonable choice. If the goal is to sell multiple product lines and optimize based on data, a series of short viral clips is more effective as it allows for experimentation and budget allocation to the best-performing clips.
When should we start producing viral Tet (Lunar New Year) clips?
Typically, businesses should start filming 2 to 3 months before the peak Tet holiday season to allow time for script review, shooting, and post-production.
Do viral Tet (Lunar New Year) clips need famous actors?
It's not mandatory. The deciding factor is whether the situation is familiar enough for viewers to recognize themselves in it – an actor who fits the role well is usually more effective than a famous face who is out of place in the role.
