Viral Tet clip project for SONY Vietnam | Right Media
SONY Vietnam selected Right Media to produce a series of viral Tet (Lunar New Year) clips, consisting of four short films, for its headphone and speaker product line. Each film places a product in a familiar Tet scenario: a trip home, cleaning the house, singing karaoke to express love, or setting New Year's goals. Below are the brand's requirements, the scenario selection process, and the production procedure.
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
During the Lunar New Year season, every brand on social media talks about reunion, togetherness, and returning home. SONY Vietnam needs content that captures the festive atmosphere, but the product must solve a specific problem, not just serve as background.
Avoid repeating the familiar "reunion" motif.
The most obvious requirement was to avoid the familiar Lunar New Year movie formula: slow-paced scenes, sad music, and a son returning home. The brand wanted a youthful, witty tone, close 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. Therefore, the campaign was divided into several clips, each featuring a product in the right Tet situation where it is truly useful.
Short duration, concise message.
Each video is about a minute long: enough to build the plot, develop the tension, and conclude with the product, short enough for social media users to watch.
Right Media's solution for a viral clip campaign for Tet (Vietnamese Lunar New Year).
Right Media proposed four independent viral Tet clips instead of one major Tet film, each focusing on a very specific moment of the Tet season. This would allow brands to spread their content throughout the peak season, rather than concentrating it all into 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 “house cleaning battle” between two sisters: who will win? This humorous situation incorporates Sony headphones and mini speakers into the rhythm of housework.
- Confessing your love through karaoke. – A young man brought a speaker to sing karaoke to confess his love, but was accused of "disturbing the neighborhood," partly because of the "cheap" speaker. His return with a SONY speaker was completely different. The clip also includes the detail that the 4th day of Tet 2024 falls on Valentine's Day.
- Improve yourself – Tet is like a new beginning: exercising, studying hard, and even gathering the courage to confess your feelings to your crush. The clip opens with Loc being woken up because "It's Tet and you're sleeping in all the time," and closes with the confession, "Will you be my girlfriend this New Year?"
In all four scenarios, the product is the solution. Car noise, crackling speakers in the front yard are annoyances viewers immediately recognize, and the SONY product appears to address them.
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 situational comedy: 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. The Tet (Lunar New Year) atmosphere is evident in the setting (red couplets, yellow apricot blossoms, house cleaning, family gatherings), while the tone is cheerful, not melancholic.
3. Text on the image helps viewers keep up even when the sound is muted.
Many people browse social media with the sound muted. The production team placed animated text labels directly on the screen, such as "enthusiastically working out at the gym," or "confessing to your crush," so viewers could still follow the storyline even without the speakers on.
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, and then identified real-world use cases. Each case became a one-minute script, complete with scene breakdowns and a list of locations. Four scripts were finalized simultaneously, allowing the team to quickly schedule filming and casting.
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. Couplets and apricot blossoms appear in all four films, making them seem like part of the same campaign despite the different settings.
Phase 3: Post-production
Post-production involved adjusting the overall warm tone of the film, designing animated labels, and creating the music and harmonies. As it's an audio product, the sound was meticulously crafted: the noise of the bus, the crackling of the speakers, and then the clear, crisp sound of the music when the SONY product appears. Viewers can hear the difference right in the film.
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 releases instead of a single film. The brand could spread out the releases throughout the period leading up to Tet, see which clips received positive feedback from users, and then allocate advertising budget to those clips. This wouldn't be possible with just one film.
The four videos also resonate with four different types of users: people returning home from work, families with siblings, young people dating, and people setting New Year's goals. Every group can find themselves in one of the clips.
The film series can also be edited into shorter versions for vertical format and reused for subsequent Lunar New Year seasons, as the themes of returning home, cleaning the house, and confessing love are repeated every year.
Produce viral Tet (Lunar New Year) clips for your brand.
Lunar New Year film projects should start much earlier than many businesses think. (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 needs to adjust based on data, a series of short viral clips is more suitable, as it allows for experimentation with various approaches before allocating budget to the best-performing clip.
When should we start producing viral Tet (Lunar New Year) clips?
Businesses should start production 2 to 3 months before the peak Tet holiday season to allow sufficient time for script approval, filming, and post-production.
Do viral Tet (Lunar New Year) clips need famous actors?
It's not mandatory. What's important is that 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 character.
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