THE CHALLENGE
Bia 333 is a leading canned beer brand in Vietnam manufactured and owned by Sabeco.
Lunar New Year is a great occasion for selling beer. And as Tet 2016 was coming, the brand wanted to generate attention and conversations about it, thereby influencing consumer intention to purchase.
It planned to do this by giving 10,000 poor workers in Binh Duong a chance to go home. And the role of its digital partner was to create a viral clip using this emotional piece of information.
THE SOLUTION
“Vui 333, vui Tết quê nhà" (Enjoy 333, enjoy your trip back home) message was created to convey the spirit. With the use of “Tết quê nhà (trip back home), Bia 333 was full of rustic charm and distinguished itself from other players that had employed practically all other variations of “Tết” such as “Tết sum vầy” and “Tết gắn kết”.
2 versions of the viral clip were released. Prior to the shooting day, there was only a basic storyline as detailed scenes and voice-over would be developed along the filming process to capture real emotions.
The first version featured a married man coming back to his parents, wife and kids in Thanh Hoa after 5 years.
The second one was about a boy, who was the only child in his family, getting to meet his parents after spending 4 years away from home.
THE RESULT
In the battlefield of emotional Tet videos, these two stood out because they were built entirely on the true story of 2 poor workers, and were acknowledged by BrandsVietnam as one of the 10 must-watch TVCs in Vietnamese Tet 2016 (http://www.brandsvietnam.com/8596-10-TVC-quang-cao-Tet-Viet-Nam-2016-nen-xem).
Project: Bia 333 - Communication Message & Viral Clip
Agency: Climax Creatology
Creative Director: Binh Phan
Senior Copywriter: Thanh Nguyen
Account: Cat Phuong, Khoa Nguyen, Lam Tang
Film Director: Taelin
Production House: Saillywood
