Traveloka targets Vietnamese travellers in Lunar New Year spot

Indonesia travel company Traveloka has launched its first campaign in line with the Vietnamese Lunar New Year titled "Tết", in collaboration with Y&R Indochina.Using word play, the brand and the agency took dual meanings of the Vietnamese term "guilt-trip" (ca cho một bài), which can also mean "to sing a song", to create a new spot with a humorous 80's theme. The spot saw a mother transforming into a glamorous Diva, using the power of song to guilt-trip her son into book a ticket home using Traveloka. The ad also looked to remind the audiences the importance of family during Lunar New Year.Since its launch, the ad garnered more than six million views on YouTube and Facebook at the time of writing. This helped the brand increase awareness among target audiences by 8%, ad recall by 5%, and more than doubled its daily traffic to the Traveloka website, the press statement read.https://www.youtube.com/watch?v=nq6fedQTKCwAccording to Joseph Thia, senior product marketing manager, Traveloka, the campaign aims to forge a deeper relationship with its audiences through a witty yet relatable spin on some of the "idiosyncrasies around "Tết".“At Traveloka, we are always striving to innovate the way we connect with our customers. Through our close collaboration, Y&R Indochina was able to push the envelope without crossing the line of what is culturally acceptable in Vietnam, which is no easy feat,” Thia added."Working with Traveloka, we were able to create a memorable campaign which uses cultural insight and kitsch comedy to deliver a real message that we can all relate to during Lunar New Year,” Kittisak Beer Poonnotok, executive creative director of Y&R Indochina, said.