Background

It’s not easy to make it to the top, but it’s even more challenging for a top-of-mind brand like Berocca to break out of its comfort zone to aim higher. Being the market leader in multivitamins, Berocca is strongly perceived as the ultimate solution for stress and tiredness. However, this is the barrier that keeps the brand from being consumed daily. With the ambition to convert occasional users into daily users, this campaign was launched to reposition Berocca, bringing the brand into a new territory where it’s not only just a health assistant but also an energy booster that increases productivity. Entering this new playground, Berocca had to confront powerful competitors, the energy drinks. Facing such a challenge, the brand needs to find a strategy that is not only simple, unique, but also relevant to generate the best result and solidify its position as the market leader.

Describe the strategy

This campaign targeted people from 18 to 45, including Office Employees, Gym Enthusiasts, and Workers. With the diverse consumer profile, the brand's challenge is to find a common insight as a way-in. People might be different, but there’s something we share in common – we all get tired at some point in the day. In Vietnam, that moment falls into 2PM, the drowsy moment after the lunch break when everyone’s tired and sleepy yet still has to carry on with work. Grasping such a powerful local notion, Berocca determined to hit hard onto the 2PM moment, using entertaining formats to transcend our simple message: “Get Supercharged With Berocca At 2PM”. Being ourselves a supplement that has been scientifically proven to provide physical and mental energy, we wanted to encourage consumers to create a new habit to solve a major problem.

Describe the execution

The Campaign followed the “Catch – Connect – Convert” framework. In the catch phase, we collaborated with 2 famous pop artists in Vietnam to introduce a music video with catchy song lyrics and a memorable dance routine. The MV constantly reminds the viewers of the downfall they have to face every day at 2PM and encourage them to get supercharged with Berocca. We customized into various formats for different digital channels from the hero asset to serve the right content to the right TAs. In the connect phase, we utilized the music and the dance move from the MV to host a hashtag challenge on Tiktok. For this challenge, anyone can easily join in with our artists' assistance in the Music Video, who taught them the Berocca 2PM dance move. Finally, in the convert phase, all of our assets lead the traffic to Berocca Store on Shopee to drive sale.

List the results

The Result: - Digital media reached 91% Target Audience - Brand awareness increased from 84% to 92% in Vietnam, and Berocca is #1 BUMO in Multi-Vitamin product (Brand Health Tracking, Sep 2020, Kantar) - 67% of visitors to Pharmacies aware of Berocca’s 2PM campaign - Our MV ranked the fifth (#5) in Popnable Music Chart in Vietnam - 70,000 people participated in the Tiktok Dance Challenge (131% higher than benchmark) - 247+ Million video views on Brand Tiktok Hashtag Page (395% higher than benchmark) - 14 million engagement (comments, likes, share) from hashtag challenge - Berocca was also in the Top 5 best-selling Health Supplement brand on Shopee. That made us the No.1 Bestselling Multi-Vitamin product as of IQVIA Q3’20. And that’s the story of Berocca stepping out of its own comfort zone as a market leader to take on new challenges to becomes parts of consumers' daily life.