BIA VIET 23 billboards
Client
HEINEKENDate
01 May, 2023Services
- Brand & Design
- Creative & Content
Tags
#creative
#FMCG
#Beer
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BRIEF
Launch the first Tet communications for the new brand Bia Viet during the beer category's peak season, usually dominated by premium brands.
INSIGHT
TET CAN ONLY BE FULFILLED TOGETHER Post-pandemic, people expanded their horizons beyond family and community to embrace the entire country. Distant towns' sentiments now deeply resonate. In Tet, fulfillment stems from the happiness of those around us.
IDEA
FULLING TET WISHES FROM 23 PROVINCES Grounded in Tet's wish-sharing tradition, our campaign unveiled the deeper significance of extending good wishes beyond our immediate circles. Departing from the customary "health and prosperity" greetings, we extended our wishes to all 23 provinces, each embracing a unique local essence.
IMPACT
- Maximum Positive Social Sentiment (.99)
- #1 Social Relevance, Near Perfect (.92)
- OOH Check-In Posts generated 26% of total buzz
- 1st time BSI* recorded a successful campaign in the form of OOH
- #1 BSI Social Buzz Campaign January ‘21
- #1 Tết Social Buzz Campaign (YouNet / BuzzMetrics)
