BIA VIET - Festive Reunion Stations '22
Client
HEINEKENDate
01 May, 2023Services
- Brand & Design
- Creative & Content
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BRIEF
As a new beer brand, Bia Viet wanted to continue on its ambition to become the beer of the nation but do so by continuing on its path of flipping the script - this time not just on the cliched ‘celebration & gifting) beer advertising but also these messages that now lived under the shadow of COVID advertising messages during the most competitive consumption season - Tết.
INSIGHT
Despite suffering not only isolation from their loved ones at home but also significant income loss during the lockdown, VN’s labor force persevered before jumping on their motorbikes to embark on their journey home for Tết to reunite with their family. While many before them cut their losses and went home to be with their families during lockdown, these guys stuck it out to earn back what they could to ensure a somewhat normal Tết reunion still happened.
IDEA
"Homecoming heroes" deserve recognition and support, so we decided to do just that during their long, anticipated journey home. We launched an unprecedented initiative - Bia Việt Reunion Stations - rest stops along national roads that offered essential supplies such as vehicle repairs, a hammock to rest, water and Tết gifts for them to bring home. Although the road home can feel lonely, our Reunion Stations united them on their long ride. The idea was built on the brands thematic idea ‘Hết Mình’ spirit - "ALL-IN TO ARRIVE HOME".
IMPACT
- Silver Winner, SMARTIES Vietnam 2022, Brand Purpose / Activism
- +50% in Market Share Growth
- +25% in Brand Volume Growth, while the total beer category grew by 1.3%
- Top 2 Social Media Buzz
- Top 2 Beer Brand Social Ranking
- Top 4 Tết Campaign
