Kichi-Kichi “Niềm Vui Tiếp Nối” 2023
Results
0
K
QR scans ~65,000 vouchers redeemed instantly.
0
M+
Views.
0
K
engagement.
0
%
positive sentiment.
Objective
⦿ Iconic Concept: “KICHI2023 Journey” — each “carriage” = unique experience (new hotpot base, premium seafood, mermaid glass collection, QR “Chơi Là Trúng”).
⦿ O2O Social Outreach: Social buzz → store visits → QR scan → back to social (UGC/recap).
Insights
⦿ For many, Kichi-Kichi stands for joyful gatherings — the hotpot train that never stops.
⦿ New combos + collectible gifts trigger FOMO and encourage return visits.
Strategy
⦿ Leverage Gen Z KOLs/creators aligned with financial behavior insights.
⦿ Seed natural reviews tied to daily money management.
⦿Spark UGC Threads with relatable and fun takes on financial control.
Tactics
⦿ Product Drop: Passionfruit hotpot & premium seafood.
⦿ Merch Limited: 5-piece “Ly Tiên Cá” set.
⦿ Onsite Activation: QR-based instant voucher redemption.
⦿ Community Amplification: KOLs & fans drive message & conversations.
Differentiators
⦿ Unified big idea: “Niềm Vui Tiếp Nối” connecting product + promotion + experience + gifting.
⦿ Collectibles: Stylish, shareable Mermaid Glasses driving organic social buzz.
⦿ O2O loop: Social → Store → QR → Voucher → Back to Social, ensuring sustainable growth.
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Differentiators
⦿ Unique Gen Z language “thịtttt” → authentic, viral by nature.
⦿ Blending real products with real emotions — no gimmicks.
⦿ A gratitude campaign that still drove footfall & store experiences.
