|Title||BITI'S HUNTER - GOING FAR TO BE TRULY BACK|
|Product / Service||BITI'S HUNTER|
|Category||A09. Excellence in Music Video|
|Entrant||REDDER ADVERTISING Ho Chi Minh City, VIETNAM|
|Idea Creation||REDDER ADVERTISING Ho Chi Minh City, VIETNAM|
|Media Placement||REDDER ADVERTISING Ho Chi Minh City, VIETNAM|
|PR||REDDER ADVERTISING Ho Chi Minh City, VIETNAM|
|Production||REDDER ADVERTISING Ho Chi Minh City, VIETNAM|
|Hung Vo||Redder Advertising||CEO|
|Tuong Phan||Redder Advertising||Associate Creative Manager|
|Hieu Bui||Redder Advertising||Associate Manager|
“GO FAR TO BE TRULY BACK” is the move that BITI’S HUNTER suggested. The catch phrase is brand’s attitude and young move’s justification encapsulated. The brand found out a youth resounding truth: people who travel far and long are the ones who desire to come home the most. Because travelling is young people’s choice to open their world, mature themselves, and consequently learning to appreciate what matters: the warm embrace faithfully waiting for them at home. Go to grow up. Go to truly feel & recognize homing values. Go to be truly back! A digital / social campaign was born keeping the enlightening catch phrase at heart.
One month prior to Tet, KOLs across ages were separated into #teamGO – who take Tet as a travelling occasion – and #teamBACK – who neglect all distractions to go home – in a debate for the right move in Tet. Stories of home value getting acknowledged on journeys were seeded to make way for brand’s answer. At peak of debate, hit-maker Tien Cookie introduced a song “GO FAR TO BE TRULY BACK”, performed by V-Pop famous singer Soobin Hoang Son, ended the conversation with a meaningful & satisfying answer, where BITI’S HUNTER product was placed as facilitator of the right move towards experiences & acknowledgement. In parallel, a disruptive tactic to place modern BITI’S HUNTER shoes in a historical drama music video of a new hit “Lost” by the most influential & controversial Vietnamese celebrity M-TP, was launched to drive much more huge attention to the brand story.
In 2 days Biti’s received more attention than 10 recent years counted, striking first headlines of biggest news portals for the campaign. Over 400 online & print articles, TV news, TV reportage, radio news, radio programs have been earned from over 60 key media. The MVs and songs championed YouTube Trending in Vietnam in 21 successive days, as well as Zing Mp3 – the no.1 digital music platform in Vietnam in 24 successive weeks, earning over 300 million views & listens. Over 220 million interactions from over 20 million unique Vietnamese was generated, driving over 1,7 million brand’s mention on Facebook, making Biti’s Hunter the most talked-out brand on social and the no.1 Youtube Ads LeaderBoard in Vietnam in Tet. BITI’S HUNTER M-TP & Soobin collection was sold out in 7 days, driving +300% growth for brand’s seasonal sales. The campaign was recognized among top campaigns in Vietnam this Tet.
Vietnamese young consumers, who are the key target of this campaign, have very strong passion, attention & engagement with music. And with the approach of revealing insights, showing understanding, inspiring in a soft, touching, memorable way, music is the very good choice as the key execution of the campaign.
Leveraging the urge to give opinions online and the influence of celebrities on young Vietnamese (18-25), BITIS HUNTER fired up a social debate between key opinion leaders around the right move in Tet, whether #teamgo or #teamback, engaging target audience on the platform of freedom of speech: Facebook. Then, at the peak of controversy, the “GO FAR TO BE TRULY BACK” answer is revealed in a music video: the most shareable and emotion evoking video format. The original song is heartfully crafted by a local hit-maker and expressed by a young catchy artist to carve the catch phrase into young people’s hearts, unveiling the insight, celebrating journeys of life and their role in awakening the appreciation for home in young hearts. Huge media was then invited to magnify the organic reaction and enhance brand’s footprint into the conversation, making BITI’S HUNTER and their attitude the featured story of Tet 2017.