Five Star is a fast-food chain belonging to CP Group, operating in the F&B sector with a franchise model and owning over 1,000 outlets nationwide. The brand acts as both a product supplier and a business ecosystem, helping its franchisees develop a stable revenue stream.
The context is that Five Star is reaching its 10th anniversary in Vietnam. This is a crucial time to reflect on its development journey and re-engage market interest, while the fast-food industry becomes increasingly competitive and consumers have many alternatives.
The challenge goes beyond simply celebrating; it's about transforming the 10th anniversary into a widely impactful campaign that fosters genuine interaction with consumers and supports the dealer network in increasing customer traffic at points of sale. Simultaneously, the campaign needs to clearly and convincingly reinforce the brand image that has already established a presence throughout Vietnam.
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How did Newday Media execute the campaign?
Newday Media proposed the slogan and overarching concept: “"A decade of crispness – Spreading across Vietnam"”. The idea was to directly capitalize on the brand's core product, "crispy chicken," while transforming it into an emoji associated with its 10-year journey and nationwide reach.
The implementation strategy focuses on transforming the point-of-sale system into experience centers.
Instead of one-way communication, the campaign activated in-store check-in behavior through an online photo contest, "Cool Check-in - Win Awesome Prizes." Participants were encouraged to move around and take photos at various sales locations, naturally creating evidence of brand visibility.
Simultaneously, the content system is built in stages: teasers to pique curiosity, minigames to create initial interaction, followed by a photo contest and KOL reviews to expand reach. POSM (Point of Sale Materials) are deployed simultaneously at points of sale to synchronize the online and offline experience.
This concept directly addresses the branding challenge in two aspects:
+ Transform the message "covering all of Vietnam" from a declaration into a real-world user-generated experience.
+ This aligns the interests of both customers and dealers, as each check-in contributes to driving traffic to the point of sale.
Results – How effective were they?
The campaign recorded positive metrics across multiple platforms. The fanpage reached over 1.45 million views, an increase of approximately 6,800 compared to the same period last year. New followers reached over 9,000, a significant increase compared to the pre-campaign period. Total video views on Facebook and YouTube exceeded 815,000.
The photo contest became a highlight with 448 entries, nearly 4,000 landing page visits, and over 100 sales points checked in nationwide. Some KOL content was highly effective, including a video that surpassed 500,000 views on TikTok.
From a qualitative perspective, the campaign generated active user engagement rather than simply receiving information. The brand image appeared frequently on social media through customer-generated content, increasing credibility and virality.
Overall, the campaign was on the right track by solving the problem of connecting brand communication and business performance at the point of sale. Clear messaging, consistent implementation, and sufficiently engaging participation mechanisms helped the campaign achieve both broad reach and deep engagement.
This is a case study demonstrating how leveraging the right insights and translating them into concrete actions through creative communication campaigns can produce a noticeable impact in a short period of time. 
Newday Media – Partnering to deliver impressive campaigns
With experience in implementing integrated campaigns from strategy to execution, Newday Media focuses on solving business problems through marketing, rather than simply relying on communication. From concept development and experience design to multi-channel implementation, every solution is geared towards creating clear and sustainable growth for the brand.
If your business is looking for a campaign that has the potential to both reach a wide audience and directly impact revenue, Newday Media is ready to partner with you to turn your ideas into concrete results.
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