Why is this work relevant for Brand Experience & Activation?

The Cyclo Massage is an immersive brand service, of which we come to pick up Vietnamese of all collars at after-work hours and offer them a free ride home, while massaging them along the way on our first-ever electrical massage chair on wheels. Here, not only were we able to take our showroom experience to the street but to also bring our slogan of “Live richly in happiness” to life, and to those in need.

Background

It’s post Covid-19 and Vietnam continues to wow the world with a speedy recovery of its economy, all thanks to the nation’s “Work is glory” ethics at heart. But, there’s a catch. As the wealthier the economy gets, the faster the people’s lifestyle becomes, which leads to less time and mind space for people to truly enjoy their happiness. Kingsport, a national health & wellness equipment provider, in its brand-refreshment attempt to spread its “Live richly in happiness” motto, has decided to raise awareness and shed light on the problem by providing everyone with a solution to help them realize their happiness in their daily grind.

Describe the creative idea (20% of vote)

To show that there is more to happiness than its convention recipe of being wealthy, trendy, and in the case of Vietnam, being busy at all times, we launched The Cyclo Massage - a low-cost, low-speed, yet timeless first-ever massage chair on wheels that comes pick people up at after-work hours and offer them a free massage ride home. By combining the reminiscent and dearing look of Saigon’s iconic cyclo with the satisfying feel of Kingsport’s advanced massage treatment, the vehicle that once historically drove people to discover the city's landmarks, now slows everyone down to happiness and guarantees a retrieved ride home. Here, not only we were able to take our showroom experience to the street but also to bring our slogan of “Live richly in happiness” to life, and to those in need.

Describe the strategy (20% of vote)

In the midst of a post-Covid-19 reopening, everyone is thinking fast and more. As Vietnamese of all collars rush to make the most out of the economic comeback, brands of all and massage chair brands in particular, also joined the hustle with more content, showrooms, options, or reasons to buy. These have all added up to a time and mind space shortage for people to truly enjoy life. With that, we decided to use our branded experience for good and support people in their daily grind. Then came the low-cost, low-speed, low-key Cyclo Massage that goes against all happiness standards, yet still deliver hundreds of retrieved ride home while sharing our values to the world.

Describe the execution (30% of vote)

On International Labor Day, we sent The Cyclo Massage to the street of Ho Chi Minh City. Away from the flashy showrooms, massive billboards with passive CTAs, the vehicle came to those in need at after-work hours and offer them a free massage ride home. The service went on to last for 2 weeks and generated press, media cover, content that we recapped on our social and online platform, from Facebook stories live-updating the daily ride, a recap video series of different types of happiness passengers to Cyclo Massage reviews of three new massage chair models. These all made before the third Covid wave that lasted until October 2021, however, plans are already set for the 2022 message tour to cities across Vietnam.

List the results (30% of vote)

Over the course of 2 weeks serving over 500 rides home, the vehicle became a phenomenal crossing over 65% the street of Ho Chi Minh City. With that, Kingsport experienced the highest brand recognition in its history with a 420% spike in social media shares, a 250% increase in social media engagement, more than 37 news and media features while being shared among social groups and communities of Culture, Lifestyle, Workplace and Travel. This resulted in a 23% increase in website traffic and eventually, a 15% increase in sales, especially on massage chair models that were featured in our Cyclo Massage series.