Client
Suzuki Vietnam
Occasion
2025 Lunar New Year
With the Lunar New Year just around the corner, our key client - Suzuki - gave us a brief: Craft a communication story that makes those on the fence about buying a Jimny - their iconic off-road car - commit instantly, and those who never considered it start to.
This campaign was where I truly learned the discipline of professional responsibility and “craftsmanship” in the trade. Every word, every sentence, and every idea I proposed or executed for the brand had to be thoughtful, meaningful, and valuable - never hollow or superficial. It also strengthened my confidence in creative copywriting, strategic thinking, and a proactive working style (as I took on greater responsibility during my manager’s absence).
My input:
Developed ideas for activities based on the creative concept
Wrote copy across various campaign touchpoints
Drafted execution briefs
Prepared strategic proposal for client
CREATIVE CONCEPT
At 2024 Car Choice Awards, Suzuki Jimny – the brand’s iconic off-road car – proudly claimed the title of “Xe chất chơi” of the year.
Riding on this momentum, we launched the “Xe Chất Chơi - Khơi Năm Chất" campaign for Suzuki Jimny to kick off new year.
The key message acted as a bold declaration for the Jimny owner community: “Own a cool car, and you’ll kick off a truly cool year”. This energy-fueled message was crafted to spark excitement and give a motivational push to those who were still hesitant about making the purchase.
ONLINE ENGAGEMENT
The campaign is build around three key content angles, here are the breakdown:
Angle 1: What makes Jimny the perfect sidekick for funky trip
The phrase “Xe Chất Chơi" (cool car) also embodied the spirit of Suzuki Jimny owners. As a result, our copy brought to life the bold spirit and distinctive lifestyle of these style-forward individuals.
Angle 2: Road trip to the hometown? Why not?
Key asset: Co-created ads with Jimny influencers (video)
To inspire current & potential customers about playful road trips they can make with the car.
Suggested ad content angles:
1. Discover a hidden camping spot on our journey home with the Jimny
→ Solid appearance & robust engine
2. Back home in style: get our Jimny customized with a festive vibe
→ Back home in style: get our Jimny customized with a festive vibe
3. Travel ideas with Jimny this New Year
→ Solid appearance & robust engine
4. For those who want to head home in style, NOW IS THE PERFECT TIME to buy a Jimny
→ Why now is the best time to buy Jimny
Angle 3: Check-in funky new year moment
Key Asset: [MINIGAME] KHOE CUNG ĐƯỜNG TẾT CHẤT CHƠI
Calling adventurous Jimny owners (including influencers) to showcase their favorite off-road routes and stunning check-in spots perfect for exploration during the Tet holiday.
The most captivating videos will win the funky prize from Jimny, and be featured in ad campaigns, amplifying the spirit of adventure.
Supporting Assets: INFLUENCER COLLABORATION
(Short video)
Influencers will embark on an unforgettable road trip in the Suzuki Jimny, capturing every funky moment on their journey home.
Their adventure becomes part of the “Check-in Funky New Year Moment” minigame.
Click here to view my brief and guideline for this video
OFFLINE ENGAGEMENT
Partnership event: Suzuki Jimny x Vietnam Trail Marathon
Enthusiasts of trail marathons share a strong passion for off-road vehicles — a conclusion we drew from a previous event. Building on this insight, we decided once again to sponsor an upcoming trail marathon, with the dual goal of amplifying product visibility and creating opportunities for our target customers to experience a direct test drive.
Transport Support on Race Day
Jimny helps Race Coordinators move between checkpoints.
Experience Booth on Expo Day
Minigame + Test Drive to engage with potential customers
Campaign Rollout
The Jimny Tet 2025 advertising campaign was executed in full alignment with the strategy and timeline we had developed. Most importantly, both Suzuki Vietnam’s offline and online activities were enthusiastically received by a wide audience of customers.
As a copywriter for the campaign, I also gained valuable lessons. I learned that my ideas or words might not always be executed exactly as I had originally intended, for various reasons. Yet the most important takeaway was that the campaign as a whole was delivered successfully.
Social post
Influencer Video
Minigame
Partnership Event
Minigame Atendee Photo
With gratitude to my team:
Creative Director: Chau Nguyen
Copywriter: Nhien Vo, Hoai Le
Art Director: Thu Nguyen