Jewelry retailer PNJ launches Tet 2026 campaign with a Mercedes-Benz grand prize

HO CHI MINH CITY — Phu Nhuan Jewelry Joint Stock Company (PNJ) has launched its 2026 Lunar New Year campaign, "Nationwide Prosperity Chain," featuring a grand prize Mercedes-Benz and a suite of high-end digital giveaways.

The centerpiece of the campaign is an online program titled "Daily Prosperity Accumulation," which guarantees a "spring gift" to every participant. Users can access the promotion through the company’s website.

Participants can earn entries by checking in daily, sharing the promotion, or making purchases at PNJ. Every 3 million VND spent earns customers one chance to play.

The grand prize Mercedes-Benz will be awarded to the participant who successfully collects nine puzzle pieces. Other high-value rewards include one year of free flights with Vietnam Airlines, a luxury stay at the Amanoi resort, and a 100 million VND savings book.

The promotion also features various consumer electronics and luxury goods, including iPhone 17s, iPads, Dyson hair dryers, and PNJ jewelry pieces.

Alongside the digital campaign, PNJ will host a series of live events at shopping malls across the country. These events will feature performances by popular artists including ISAAC, Bui Cong Nam, and Anh Tu, and are scheduled to run from late January through late February 2026.

PNJ’s latest Lunar New Year campaign offers a masterclass in the use of gamification to catalyze consumer engagement and top-line growth during Vietnam’s most critical retail window. By deploying an online interface with low-barrier entry requirements and instantaneous feedback loops, the jewelry giant has moved beyond traditional advertising to institutionalize daily user habits, successfully maintaining brand salience in a crowded festive market.

The campaign’s incentive architecture is strategically bifurcated to maximize both retention and reach. High-frequency, "micro-rewards"—such as discount vouchers and branded merchandise—provide the immediate gratification necessary to sustain daily active users. Meanwhile, aspirational "hero" prizes, including Mercedes-Benz vehicles and luxury travel packages, serve as the primary drivers for viral media coverage and mass-market participation. Crucially, the mechanism that ties gameplay frequency to invoice value acts as a direct lever for conversion, successfully migrating digital traffic into high-value physical storefront transactions.

Beyond immediate revenue gains, the initiative serves as a sophisticated data acquisition engine. By mandating phone number registration for participation, PNJ is aggressively scaling its proprietary CRM database to fuel future remarketing and precision-targeting efforts. This seamless integration of digital engagement with high-profile, celebrity-led offline events exemplifies a robust Online-to-Offline (O2O) framework, designed to capture market share across an increasingly complex omnichannel landscape.

PNJ’s latest campaign highlights the sophisticated evolution of marketing in Vietnam, particularly during the Lunar New Year. For many in the diaspora—from those in the bustling hubs of Little Saigon to the families who built the nail salon industry—this multi-channel approach marks a sharp contrast to the traditional advertising styles remembered by those who left years ago via F2B or EB-5 visas. Instead of the old-school methods often associated with the era of early remittances, major brands now engage consumers through a high-tech blend of online promotions, interactive games, and immersive offline events. It reflects a modern, tech-savvy Vietnam that has moved far beyond the marketing landscape many overseas Vietnamese once knew.