Bia Viet '24 Festive | Social Campaign
Bia Viet Brand Team:
Hi Hakuhodo!
Could you guys please help us to hold a 2024 festive campaign that is still under the new identity launching one (Đậm chất Việt - Truly Vietnamese), and (more important), to push sale during festive season?
Feel free to be BOLD ;)
Hakuhodo Team:
Hi team,
Sure! Let's get bold & CHẤT again!!!
As a beer brand in its infancy with a tenure of just over 3 years, Bia Viet's popularity remains modest. How did Bia Viet strategically approach and effectively communicate with the target audience, the BC class, in a manner that is both appropriate and comprehensible?
Thus, we define our Communication Objective should be
GIVING PEOPLE REASONS TO CHOOSE BIA VIET IN TET
... and still conveys the message from the Re-branding campaign. Then, the Tết's key message is...
TẾT ĐẬM CHẤT VIỆT UỐNG BIA VIỆT
Communication Approach
GRAB SOCIAL ATTENTION TO DELIVER BRAND OFFER
BY RAISING UP A DEBATE FROM SOCIAL TENSION:
"Every Tết must involve indulging in the same traditional Vietnamese dishes year after year"
First, Bia Viet kickstarts the debate topic.
It's social voice time! Community pages show their opinions on Bia Viet's statement and gets their fans debate excitedly about it.
Next, Bia Viet x KOLs, content creators respond to those with entertaining formats: music, comedy, vlog, etc.
Brand offers (bold taste - đậm vị; bold connection - đậm tình) are subtly delivered throughout the content.
We also keep amplifying the key message with Youtube bumper ad:
OOH BILLBOARDS
Ho Chi Minh city
Phan Thiet city
Wait! The campaign is not over!
During Tết, while most of the brands set their pages on the "Tết mode", Bia Viet is still having fun with Viet brothers by sharing lucky rituals with the product.
Look up! Bia Viet sends you some cute messages up in the sky-led billboard!
CREDIT
Client: Heineken Vietnam
Agency: Hakuhodo Vietnam
Creative Director: Ngoc Nguyen
Art Director: An Nguyen, Huyen Cao
Senior Copywriter: Trinh Luu, Thuy Nguyen, Huong Nguyen
Copywriter: Quynh Huong Nguyen, Thanh Nguyen
Designer: Hao Le, Sang Le, Vee Doan
Account Team: Tuan Baby, Huong Phan, Mi Nguyen, Chi Do, Minh
Social: Ngan Nguyen
Planner: Khai Luu