Traveloka
How one brand used guilt tripping to sell tickets during the holidays
The travel giant launched its first campaign for Tết (Vietnamese Lunar New Year),
playing on the well-known stereotype of parents guilt-tripping their children into
coming home for the festivities.
In Vietnamese, the term ‘guilt-trip’ (ca cho má»™t bài), can also mean “to sing a song”.
Taking this idea as inspiration, a humorous 80’s themed music video was created.
Launched a week before the holiday, its story revolved around a mother who
transforms into a glamorous Diva – who through the power of song, guilt-trips her son into booking a ticket home using Traveloka.
With each scene more surreal than the last, the ads’ focus kept reminding audiences
of the importance of family during Lunar New Year.