The Campaign

Branded Content & Entertainment is a sensitive area for any beer brand in Vietnam – one of the world’s remaining 4 socialist countries. In particular, branded content on TVs will need to go through 5 levels of approval. Events, live shows having beer sponsorship will need to be reviewed, censored and checked by Culture & Information Authorities, Regulating Performance Agency, Police Department, Home land Security Department. The lengthy censorship and approval issue is compounded in content related to religious occasions such as Christmas, Buddha Day. Finally, for any events happening closely to any important political meetings, approval chances are very minimal as high-ranking officers will not take any risk.

Results

Our aim of the festive campaign is to grow sales volume by 50% and increase brand health indexes by 10% (in terms of engaging to young adults). The target of 50% growth was a big challenge for two reasons. First, Vietnamese customers cut back disposable spending due to economic downturn and the 21% inflation rate. Second, our challenge was compounded as prime media spaces were blocked by high spenders link Unilever and P&G. After researching young adult drinkers, a clear insight emerged: Young adults are always in search of cool new experiences and excitement. For them, Tet and conventional Xmas are far from cool, as these occasions are full of enforced family time and painful tradition. Therefore, we decided to move away from Tet and conventional mass media and focus on our Tiger Blue Xmas Event, a very unconventional Xmas experience for young adult drinkers. The main event was conducted with a core idea of putting a fresh spin on traditional Xmas elements. Red Santa clause was replaced by sexy Santarina. Traditional carols were replaced by Xmas songs played in Rock genre. Xmas greeting cards were replaced by light painting e-cards. Finally, Tiger Blue Xmas events was set on the water lake featuring state-of-the-art lighting and snow effects giving the audience an unconventional, unforgettable Xmas experience.

We attracted young drinkers to our main event in two ways: First, a print and digital campaign were launched in 5 Dec 2011, driving traffic to the event. Secondly, we did channel activation at over 100 outlets, giving targeted drinkers chances to get VIP tickets to the main event. Thirdly, light-painting photo booths were set at malls enabling young adults to create their own light-painting arts. These photos were uploaded to our facebook and official websites for viewers contest. The contest winners were rewarded with VIP tickets to the main event.

1.The Dec 2011 sales volume achieved 208% of target volume (173,778 hl vs. 83,251 hl) 2. Brand health indexes achieved 3. Modern, contemporary brand: 75 (Dec 2011), 09% increase over the target of 69. 4. Stylish, sophisticated brand: 57( Dec 2011), 14% increase over the target of 50. 5. Brand I would like to be seen with:68 (Dec 2011), 13% increase over the target of 60. 6. Attracted over 150,000 people to our final event and achieved over US$ 100,000 of PR value from media coverage. 7. Achieved 400,000 visitors on official website and facebook fan page, a 33% increase over the target of 300,000. It was driven by 5000 light-painting photos uploaded by young adults.