Behind the Success of “Anh Trai Vượt Ngàn Chông Gai” (ATVNCG): Marketing Mix Secrets

Marketing Mix, or the 4P model (Product, Price, Place, Promotion), is a familiar concept to anyone who works in marketing, known for delivering impressive results for businesses when applied properly. When we apply this model to the success of the reality TV show “Anh Trai Vượt Ngàn Chông Gai” (Brothers Overcoming a Thousand Obstacles, or ATVNCG), we can clearly see how each of the 4Ps helped draw in viewers and strengthen the show’s position in the market.

Product – A Music Product of World-Class Quality

“Anh Trai Vượt Ngàn Chông Gai” (ATVNCG) is more than a reality show broadcast on VTV3. It is a clear demonstration of the refinement and distinct character of Vietnam’s national television network. The show cleverly fits the viewing habits of older audiences and multigenerational families, especially in northern Vietnam, where television still plays an important role. ATVNCG targets viewers from the 7X, 8X and early 9X generations.

With a lineup of artists who each have more than 10 years of experience in fields ranging from music to sports, including big names such as Bằng Kiều, Tuấn Hưng, Tự Long, and footballer Hồng Sơn, the show delivers a rich entertainment experience and builds a deep connection with its audience. This combination helped ATVNCG win the hearts of viewers and catch the attention of influential people in business, marketing and media.

ATVNCG is adapted from “Call Me by Fire” from China’s Mango network, a show that made a big splash in the Asian market with impressive ratings. It is far more than a simple copy or translation. When it came to Vietnam, the show was carefully refined to suit local tastes and cultural values. An all-Vietnamese production team skillfully wove the nuances and spirit of Vietnamese culture into every performance and every frame, creating an original and captivating identity.

“Anh Trai Vượt Ngàn Chông Gai” (ATVNCG) has set an international standard with a high-quality product, from visuals to music, meeting every criterion of the Product element in the 4P model, including a unique Concept (content) and outstanding Function (features). ATVNCG stands out not only for its creativity in blending local culture into every performance but also for how it wins over viewers with deeply artistic performances.

The performances of “Trống Cơm” (Rice Drum) and “Thu Hoài” (Autumn Longing) go beyond folk music. They honestly reflect cultural and social values, from the image of Vietnam’s coastal workers to traditional melodies reimagined with real emotion. The quality and impact of the show’s music, such as the new version of “Dẫu Có Lỗi Lầm” (Even If There Are Mistakes) performed by Bằng Kiều, brought traditional hits back to life with a modern and deeply emotional delivery.

The variety and creativity of each performance, from revolutionary songs with images of Vietnamese soldiers to unique concepts such as Nijia Cool from Japan, created a rich and memorable cultural journey. Notably, the performance of “Nếu Một Mai Tôi Bay Lên Trời” (If One Day I Fly to the Sky) by Nhà Cửu Long not only drew attention but also had a positive impact, supporting 38 hearts through the Quỹ Nhịp Tim Việt Nam (Vietnam Heartbeat Fund), a reflection of the show’s strong humanitarian spirit.

Finally, ATVNCG reaches a new level in Vietnamese television, with refined production quality, a grand stage design, and meticulously crafted sound and lighting, giving viewers an entertainment experience that is both aesthetic and technical.

Price – The Show’s Value as Reflected by Its Sponsors

The pricing strategy (Price) in the 4P model clearly reflects the value of a program, as well as how well it understands its target customer segment. “Anh Trai Vượt Ngàn Chông Gai” (ATVNCG) has proven its outstanding value through partnerships with well-known sponsors. From its very first episodes, the show quickly attracted the interest of many large and small brands, including Diamond Sponsor Techcombank, Gold Sponsor BUPNON TEA 365, and Silver and Bronze co-sponsors such as An Cường Wood Joint Stock Company, Malloca kitchen appliances, Ba Huân clean food, P/S, Samsung Bespoke, and Tiger Balm.

The presence of these leading brands not only raises the value of ATVNCG but also reflects the strong fit between the show and its sponsors.

Example: Techcombank, with its professional brand positioning and its slogan “vượt trội hơn mỗi ngày” (excel more every day), is a natural match for the image and direction of ATVNCG.

What’s more, advertising rates during VTV3’s weekend prime time, when ATVNCG airs, can reach hundreds of millions of VND. Brands appearing in short TV spots of 10 to 30 seconds further confirm the show’s value and reach. The fact that ATVNCG attracts so many sponsors and commands high ad rates shows that the show does more than satisfy the need for entertainment. It also delivers significant commercial and media value, reflecting how well its sponsorship strategy fits and succeeds.

Place – Broadcast Across Multiple Social Media Platforms and TV Channels

“Anh Trai Vượt Ngàn Chông Gai” (ATVNCG) has rolled out an effective multichannel marketing strategy, combining its official broadcast channel with digital platforms to reach and engage its audience. Simulcasting on Yeah1’s YouTube channel and VTV3 not only expands the show’s reach but also enriches the viewing experience for everyone, from older families to young viewers, through videos on TikTok and enthusiastic responses from the community.

Beyond the official episodes, ATVNCG also draws attention with behind the scenes series such as “Ký túc xá KaKa” (KaKa Dormitory) and stories about the daily lives of the Anh Tài (the show’s male contestants) and their companions. This content not only enriches the audience’s experience but also helps the show reach even further.

ATVNCG’s multichannel marketing strategy includes using Broadcast and Threads to expand the show’s influence. Data from Meta shows that two-thirds of the 33 Anh Tài have used Broadcast, attracting nearly 230,000 users and nearly 10 million engagements. The broadcast channel of Anh Tài BB Trần, for example, has attracted nearly 40,000 members and earns 4,000 to 6,000 engagements after each message.

ATVNCG also makes the most of its Facebook Page/Community Page and TikTok to optimize broadcasting and information updates. Channels such as TikTok Yeah1 Giải Trí (2.5 million followers) and TikTok Yeah1 Trending (5.9 million followers) helped the show go viral through short, shareable videos, fueling constant discussion and interest from the online community.

In short, ATVNCG has applied a comprehensive communication strategy, from its official broadcast to the optimization of social platforms, aiming to build a deep and lasting connection with viewers while strengthening the presence of the show in the media market.

Promotion – Promoting the Show Through Many Sources

“Anh Trai Vượt Ngàn Chông Gai” (ATVNCG) has shown strong promotional power through diverse communication methods and active support from its fan community. The cute posts by Anh Tài Tự Long on Threads and Facebook not only caught attention but also sparked lively discussion among viewers, especially when unexpected situations arose around the show’s information security. The “leaking” of the Anh Tài’s live performance content, whether accidental or intentional, became a popular meme, adding to the curiosity and excitement before each episode aired.

The love and active participation of the fandom play an important role in the show’s organic promotion. Fans express their admiration not only through heartfelt posts and events that get passed from person to person but also by joining many meaningful activities, building a vibrant community closely attached to the show. These kind gestures not only boost awareness but also highlight the show’s humanitarian values.

The quality of ATVNCG is confirmed by its No. 1 rating on VTV3, along with a considerable base of loyal fans. The show chose VTV3 as its main broadcast channel, enabling an effective and successful direct advertising strategy. Beyond the main episodes, ATVNCG also draws viewers through side content, including authentic moments and warm interactions among the Anh Tài, creating a diverse and engaging picture of the show.

The emphasis on surprise, drama and climactic moments in the show’s storylines has stirred viewers’ curiosity and debate. Fun and humorous moments from the artists, such as the Anh Tài’s famous quotes and memes, have helped increase the show’s coverage across social media platforms. According to the latest statistics, ATVNCG has topped the ratings for many weeks in a row, reached 8 billion hashtags on social media and more than 200 million views across the Yeah1 channel network, confirming its content success and the strong support of its audience.

Conclusion

“Anh Trai Vượt Ngàn Chông Gai” (ATVNCG) has achieved outstanding success by applying the Marketing Mix (4P) model effectively. With a high-quality product, ATVNCG skillfully blends Vietnamese and international culture to deliver a unique entertainment experience. Its value strategy is reflected in its ability to attract well-known sponsors, raising its commercial and media value. Multichannel distribution, from broadcasting on VTV3 and YouTube to social platforms such as TikTok, expands its reach and enriches the viewing experience. Its effective promotion strategy, including support from the fan community and elements of surprise, has increased the show’s coverage and the interest it generates. The lessons from ATVNCG’s success include focusing on product quality, choosing the right sponsorship strategy, distributing across multiple channels to widen reach, and building a community to sustain interest and engagement.

>> See more: S.A.V.E Marketing – An Upgrade to the 4P and 7P Models

Source: Compiled