My Framer Site

Back to home

Let's chat

Back to home

Let's chat

WORKS/ NO.03

CAMPAIGN VIETNAMESE TẾT: "XÚ TÚI MÈ"

SCROLL TO EXPLORE

Type

Campaign

Status

Successful ✅

Domain

Gamification

Duration

1 month

Year

2025

Services

Mobile App

Introduction of this task

Anfin expresses gratitude to its customers annually by creating engaging features that also help improve retention. "Xú Túi Mè" was launched to align with the Tết trend and received unexpectedly positive results.

Requirement

Reuse key elements from the previous campaign to quickly launch a feature. The objective was not prioritized at the time due to other urgent tasks my team was handling.

Highlight

The allocated budget was ** million VND without a clear objective. Fortunately, I only used 30% of the budget because of my game rules, while still attracting 3,000 users during the Tết period. As a result, revenue slightly increased and retention improved.

PROJECT OBJECTIVES

At that time, my team prioritized the other urgent tasks

USERS GOAL

During the Tết period, users tend to seek experiences that are exciting, practical, and potentially rewarding.
Many of Anfin’s users were already engaging with other apps running Tết campaigns, so they expected similar features in the Anfin app.

PRODUCT GOAL

Design a campaign that is not only exciting and engaging for users, but also contributes to increased retention and revenue for the company.
The game mechanics should be as simple as possible, following the principle: "easy to play, easy to earn."
Make efficient use of the allocated budget.

BUSINESS GOAL

Every year, Anfin launches a fun and engaging feature to express gratitude to users and strengthen brand awareness.
In this context, acquiring new users and improving retention are desirable additional outcomes.

TEAM PROCESS

Research & Design / Competitor research

"TẾT NGUYÊN NHÀ" BY ZALOPAY

✅ The UI looked modern, visually appealing, and aligned with brand colors.

✅ Daily missions were intentionally easy to complete, encouraging users to open the app every day.

✅ Attractive and high-value rewards were provided, which made users more eager to participate.

✅ The UI looked modern, visually appealing, and aligned with brand colors.

✅ Daily missions were intentionally easy to complete, encouraging users to open the app every day.

✅ Attractive and high-value rewards were provided, which made users more eager to participate.

Research & Design / Competitor research

"BÉ NA TÌM NGỌC" BY MOMO

✅ The campaign stood out clearly on MoMo’s home screen, making it easy to access.

✅ The UI was visually appealing, with stunning graphic elements that aligned with the Year of the Snake concept.

✅ It offered various types of missions and exciting features, while still being simple and easy to complete.

✅ If users had any concerns, they could click the “Phản ánh” button to send feedback directly to MoMo.

✅ Rewards were tiered from low to high value, making the experience highly attractive for users.

✅ The campaign stood out clearly on MoMo’s home screen, making it easy to access.

✅ The UI was visually appealing, with stunning graphic elements that aligned with the Year of the Snake concept.

✅ It offered various types of missions and exciting features, while still being simple and easy to complete.

✅ If users had any concerns, they could click the “Phản ánh” button to send feedback directly to MoMo.

✅ Rewards were tiered from low to high value, making the experience highly attractive for users.

Research & Design / Conceptualize

What "Xú Túi Mè" means?

In early 2025, the blind box trend dominated entertainment platforms, so we decided to launch a campaign to quickly catch up with it.

The name “Xú Túi Mè” was a playful twist on “Xé Túi Mù”, which means “Tearing a Blind Bag” in Vietnamese.

The campaign targeted young and tech-savvy Anfin users, so the naming was intentionally catchy, humorous, and a bit cheeky.

In early 2025, the blind box trend dominated entertainment platforms, so we decided to launch a campaign to quickly catch up with it.

The name “Xú Túi Mè” was a playful twist on “Xé Túi Mù”, which means “Tearing a Blind Bag” in Vietnamese.

The campaign targeted young and tech-savvy Anfin users, so the naming was intentionally catchy, humorous, and a bit cheeky.

In early 2025, the blind box trend dominated entertainment platforms, so we decided to launch a campaign to quickly catch up with it.

The name “Xú Túi Mè” was a playful twist on “Xé Túi Mù”, which means “Tearing a Blind Bag” in Vietnamese.

The campaign targeted young and tech-savvy Anfin users, so the naming was intentionally catchy, humorous, and a bit cheeky.

Concept & Inspiration

We brainstormed some traditional elements of Vietnamese Tết, such as lucky money, red envelopes, watermelons, peach blossoms, yellow apricot blossoms, and bánh chưng.