1. VNPAY - Drone show celebrating the 50th anniversary of national reunification (2025)
VNPAY’s campaign during the April 30, 2025 holiday quickly became a media spotlight when the brand sponsored a large-scale drone show in Ho Chi Minh City as part of the event series celebrating the 50th anniversary of the liberation of the South and national reunification.
The highlight of the campaign was how VNPAY directly brought its brand image, logo, and QR code to the sky through tens of thousands of drones, creating an impressive technology performance that attracted significant public attention.
However, this execution also created mixed opinions. Since the event carried strong national significance, overly visible branding made part of the public feel that the cultural space was being overly commercialized.
Through this campaign, one important lesson becomes clear: when participating in historical and cultural events, brands need to balance visibility with subtle and respectful communication.
2. Be Group - Accompanying the “Reunification train” journey (2025)
During the same April 30 holiday in 2025, be Group chose a softer approach by connecting its brand with the image of the North–South train reunion, recreating the historic moment of national reunification.
Instead of appearing too directly, be Group positioned itself as a “companion,” connecting travel journeys and historical memories with modern daily life.
The campaign did not create major controversy but earned appreciation through emotional storytelling that fit the holiday context. Its message was clear: a brand does not need to become the center of attention, but simply needs to appear at the right moment, in the right emotional context.
3. Saigon Co.op - Happiness journey 2025
The “Happiness Journey 2025” campaign was launched nationwide, combining a cross-country trip with 50 stops and check-in activities alongside the national flag.
The highlight was the goal of creating an “Online Vietnam map from 50,000 smiles,” where each contributed image added value to a community fund. This helped the campaign strongly spread messages of connection and social responsibility.
The campaign demonstrated the effectiveness of combining community engagement with user experience, where the brand not only communicates but also creates real social value.
4. Vincom Retail - “Festival of pride”
During the April 30 – May 1 holiday, when people’s demand for entertainment, shopping, and experiences increased significantly, Vincom launched a nationwide series of activities across its shopping malls, combining entertainment, culture, and retail.
The campaign was built around the spirit of “pride,” aligned with the atmosphere of commemorating important historical milestones through activities such as traditional art performances, cultural workshops, and decorative spaces rich in Vietnamese identity. This helped Vincom not only capture holiday shopping demand but also connect with the shared emotional flow of consumers.
At the same time, shopping promotions were integrated naturally, helping convert emotional experiences into purchasing behavior directly at the point of sale, especially during long holidays when customer dwell time tends to increase.
The campaign shows an effective retail approach: leveraging holiday occasions to create cultural and emotional experiences while naturally stimulating shopping demand.
5. Vietjet Air - Stimulating travel demand with promotional fares
For many years, Vietjet Air has maintained its strategy of launching zero-dollar tickets or highly discounted fares during the April 30 – May 1 holiday to stimulate travel demand.
The campaign often combines attractive pricing with route expansion, helping the brand increase market reach and boost travel demand during peak seasons. This is a typical case of a “price-driven marketing” strategy working effectively when aligned with periods of rising market demand.
Conclusion
Overall, April 30 – May 1 campaigns show that effectiveness does not come from “going big,” but from how brands choose the right approach that matches users’ emotional expectations during meaningful holidays. Whether leveraging technology, emotion-driven storytelling, community engagement, or consumer demand stimulation, the key lies in balancing communication goals with real experiences. When brands deliver the right message, at the right time, and in the right context, they not only create strong reach but also build lasting brand affinity during meaningful holiday moments.
