{"id":8969,"date":"2026-10-01T08:59:16","date_gmt":"2026-10-01T01:59:16","guid":{"rendered":"https:\/\/rightmedia.vn\/?p=8969"},"modified":"2026-10-01T08:59:16","modified_gmt":"2026-10-01T01:59:16","slug":"du-an-viral-clip-tet-sony-viet-nam","status":"publish","type":"post","link":"https:\/\/rightmedia.vn\/en\/du-an-viral-clip-tet-sony-viet-nam\/","title":{"rendered":"Viral Tet clip project for SONY Vietnam | Right Media"},"content":{"rendered":"
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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.<\/strong><\/p>\n

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Watch the project video here: Lunar New Year headphone commercial video | SONY x Right Media<\/a><\/em><\/strong><\/p>\n<\/blockquote>\n

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Project information<\/p>\n\n\n\n\n\n\n\n\n
Client<\/th>\nSONY Vietnam<\/td>\n<\/tr>\n
Branch<\/th>\nConsumer electronics and audio equipment<\/td>\n<\/tr>\n
Service<\/th>\nTV commercial for Tet (Lunar New Year)<\/td>\n<\/tr>\n
Target<\/th>\nThe SONY headphones became a "lifesaver" for the protagonist \u2013 enhancing the music and making the home experience truly relaxing.<\/td>\n<\/tr>\n
Scale<\/th>\nFour days of filming at a studio in Ho Chi Minh City.<\/td>\n<\/tr>\n
Hand over<\/th>\n4 one-minute TV commercials for over-ear headphones, in-ear headphones, karaoke soundbars, and mini speakers, including all recorded source material.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

Customer requirements<\/strong><\/h2>\n

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.<\/p>\n

Avoid repeating the familiar "reunion" motif.<\/h3>\n

The most obvious requirement was to avoid the traditional Lunar New Year film formula \u2013 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.<\/p>\n

Each clip caters to a different product group and a different need.<\/h3>\n

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.<\/p>\n

Short duration, concise message.<\/h3>\n

Each film is about a minute long \u2013 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.<\/p>\n

Right Media's solution for a viral clip campaign for Tet (Vietnamese Lunar New Year).<\/strong><\/h2>\n

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.<\/p>\n

1. Four Tet holiday scenarios, four product needs.<\/h3>\n