A 12-page Tet brief is usually only read for 2 pages. This 1-page template is one that both agencies and clients will read from start to finish.
Lunar New Year (Tet 2027) falls on February 6, which means your campaign brief should be finalized by November. A concise Tet campaign brief ensures both parties align on the same vision from day one, minimizing back-and-forth revisions later. Here is a 1-page template with 6 essential fields to fill in. If you don’t have a schedule yet, check out the 30-day checklist for Tet 2027 marketing plan.
6 Essential Fields to Fill In
1. Objectives & KPIs: Choose one primary objective (lead generation, engagement, or sales drive) and attach specific targets to it.
2. Target Audience & Insights: Who are they, what do they do during Tet, and what makes them click? Write a single-sentence insight rather than a lengthy demographic breakdown.
3. Core Message: One sentence only. If you need two sentences, your core message isn’t fully defined yet.
4. Channels & Timeline: Which channels, start and end dates, and approval milestones.
5. Budget & Rewards: Total budget and the allocation for prizes. Need spending suggestions? Read our guide on Tet marketing budget allocation.
6. Game Concept Proposal: Core gameplay action, main characters, and reward structure. This is the field most briefs miss, even though it dictates the player experience.
➤ Keep each field to 1-3 lines. If a section is longer, you are writing a document, not a brief.
Pre-filled Sample (Illustrative)
The example below is an illustrative mockup created for reference, not an actual brand brief.
| Field | Content |
| Objectives & KPIs | Capture 5,000 verified leads, 30% player return rate |
| Audience & Insights | Females aged 25-35 purchasing Tet gifts for family. Looking to pick gifts quickly without endless comparisons |
| Core Message | “Quick Tet Gift Selection, Sent to the Right Hands” |
| Channels & Timeline | Facebook, Zalo, Website. Running from Jan 15 to Feb 5 |
| Budget & Rewards | In-game collectibles for all players, digital vouchers for completion |
| Game Concept Proposal | Brand mascot navigates 3 stages, collects red envelopes, and unlocks vouchers |
For Field 6, you can write a brief concept and let your agency expand on it. If you want to develop multi-chapter storylines, explore text-to-game tools. Multi-tiered rewards can be configured in the reward management system.
Common Briefing Mistakes
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Too many competing objectives: “Boosting awareness, capturing leads, and driving direct sales all at once” means having no clear priority.
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Generic insights: “Customers love Tet” applies to everyone, which doesn’t give agencies creative traction.
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Missing approval milestones: Failing to specify who approves and when often leads to delayed campaigns.
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Finalizing budget after ideas: No matter how brilliant an idea is, it is difficult to execute if it exceeds the allocated funds.
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Neglecting user experience: Briefs that focus exclusively on media placement without defining what users actually experience when interacting with the campaign.
➤ Once completed, share the brief with someone outside the project. If they understand it within 2 minutes, your brief is ready.
From Brief to Playable Demo
With a clear brief, agencies can construct a playable demo rapidly. Start with Octokit’s ready-made game templates, customize them using the drag-and-drop editor, and share the live preview with clients. Learn more about this workflow in our guide on closing Tet deals faster with branded game demos.
Conclusion
A great brief is brief. It features 6 clearly defined fields, a practical example for reference, and avoids common pitfalls. Copy the matrix above, fill it out for your Tet 2027 campaign, and send it over to your partners this week.
Want to explore live campaigns? Check out the Octokit portfolio.
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