The Sponsorship Story: When Brands Want to Lead the Trend

A New Direction to Conquer Top Trending

In recent years, Vietnamese television shows with attractive formats, diverse content, and meticulous investment have created a media buzz, attracting millions of viewers. A notable example is the 2023 standout game show, The Masked Singer Vietnam, which garnered 2 billion views across social media platforms.

Television shows are expected to become a touchpoint for sponsoring brands to reach and make a strong impression on viewers. Compared to traditional advertising campaigns, collaborations between brands and production units to create quality game shows are considered a more long-term direction.

Sponsoring brands benefit from the synergy of the program’s content and media value, connecting with potential customers who are the show’s audience. Through diverse promotional formats, the brand’s image naturally and intimately reaches customers. These elements contribute to the success of refreshing the brand’s image and breaking the mold of traditional advertising campaigns.

In reality, the quality and scale of the program impact the reputation of the collaborating brands. When a brand chooses a high-quality show with a large audience, it becomes easier to increase brand recognition and credibility. This is why blockbuster game shows attract the attention of prestigious sponsors, joining forces to create the market’s top entertainment product.

Opportunities come with challenges. For a brand to enter this “game,” sufficient resources are needed as sponsorship fees are relatively high. The level of alignment between the brand and the program is also a crucial factor for a successful collaboration.

International Bank (VIB) and Boncha Honey Tea, sponsors of the hottest entertainment program, “Anh Trai Say Hi,” are proving the effectiveness of their brand promotion investment strategy. The target customers of VIB and Boncha align with the show’s audience, consisting of individuals with an open mindset, always seeking new and positive values. This allows the brands to establish connections and develop long-term relationships with consumers.

Walking Side by Side to Set Consecutive Records

“Anh Trai Say Hi” has consistently broken records on digital platforms since its broadcast, becoming a hot topic in the press and on social media. As a result, sponsors like VIB, Boncha, and official product partners like Tuborg and Vinfast have also dominated the Top Trending charts.

According to measurements by YouNet Media, “Anh Trai Say Hi” consistently ranked at the top of the charts for discussion and interaction on the Top 10 Social Trend Ranking. Most recently, the six performances in the quarter-finals attracted 843,000 discussions, surpassing other entertainment shows to take the top spot for the week. Kompa.ai’s statistics also show that this game show has led weekly interactions ten times since its launch.

On YouTube, “Anh Trai Say Hi” is dominating with the achievement of having 100% of its episodes in the Top 1, 2, or 3 on YouTube Trending, attracting millions of viewers each week. Notably, episodes 8 and 9 set a record with over 500,000 concurrent viewers. The show’s music videos reign on YouTube Music Trending, with 10 out of 30 videos in the chart featuring the “Anh Trai” cast at one point.

The hashtag #Anhtraisayhi garnered an impressive 5.4 billion views on TikTok, a testament to the show’s popularity in Vietnam. The music produced by the 30 young artists in the program has also been well-received, topping digital music platforms and reaching 1 million monthly listeners on Spotify.

“Anh Trai Say Hi” is not just a favorite among young viewers but has also become a weekly staple for many families. According to the program’s statistics, over 55% of its audience is above 25 years old. This indicates that the show’s youthful energy and creative content are captivating viewers of all ages.

With a series of trend-leading records, the show’s sponsors have also significantly increased their reach by appearing on DatVietVAC’s multi-platform channels. “Anh Trai Say Hi” is officially broadcast on the YouTube channel Vie Channel Official, with 10.9 million subscribers, and distributes music videos and behind-the-scenes content on secondary accounts with 500,000 to 2.8 million subscribers.

The sponsors’ logos and images are prominently featured on Facebook and TikTok, with millions of followers, and their presence in the show’s other activities easily helps viewers recognize and remember them.

VIB’s logo is seamlessly integrated throughout “Anh Trai Say Hi,” from the stage backdrop and YouTube thumbnails to social media posts. The bank’s message, “Leading the Card Trend,” is effectively conveyed through MC Tran Thanh’s introductions. Additionally, the brands’ products are introduced through the experiences of the show’s artists and audience, enhancing their credibility and boosting sales.

The “Anh Trai” Shine, and the Brands Go Viral

After more than two months since its first episode, “Anh Trai Say Hi” has become a platform that has brought the names of the 30 “anh trai” closer to the audience. The Vietnamese music industry has been refreshed with the show’s continuous release of quality music produced and performed by the artists themselves, showcasing their versatility and inspiring young people.

The show has not only helped well-known “anh trai” like HIEUTHUHAI, Anh Tú Atus, and Rhyder gain more popularity but has also served as a launchpad for emerging artists such as Dương Domic, Gemini Hùng Huỳnh, WEAN, JSOL, Captain, and Hải Đăng Doo to shine.

These “anh trai” have also attracted fans’ attention to the sponsoring brands by becoming brand ambassadors and appearing in promotional events. A notable example is Anh Tú Atus’s livestream session with VIB, which went viral with massive interactions. Other “anh trai,” including Dương Domic, Gemini Hùng Huỳnh, and Song Luân, have also appeared in VIB and Boncha’s advertisements, creating a viral effect for both the artists and the brands.

The harmonious collaboration between DatVietVAC and the leading card trend bank, VIB, and Boncha Honey Tea has created a significant impact on the music industry, affirming the sponsors’ brand value, and elevating the entertainment and consumer experience for Vietnamese audiences. The success of “Anh Trai Say Hi” sets the stage for more explosive partnerships between DatVietVAC and potential brands in the future.