STRONGBOW - MV BÀI NÀY CHILL PHẾT
CLIENT: STRONGBOW VIETNAM
AGENCY: GOLDEN DIGITAL
CD: MINH HOÀI
COPYWRITER: CƯỜNG THÁI, SỸ AN
ART DIRECTOR: THẮNG PHẠM
The context:
In 2017, Strongbow Cider was launched in Vietnam with the objective to shape & lead cider category in Vietnam. However the key message “Lang lang men tao” didn’t strongly differentiate Cider with 2 main competitor category - Beer & CSD. The marketing communication task was to set up brand positioning and brand strategy to win over competitor category which have been much more popular in Vietnam
Our Answer For The Problem
With the brand positioning as a CHILLER; we come up with the 3C strategy:
Channel: Music was the most popular interest among youngster and chill-coustic music was totally matched with Strongbow so in 2019 we choose chill-coustic music platform to be the starting point of all communications for Strongbow. To flesh out single-minded key message through all channels, we have
strongly communicated with consumer about “Just chill with Strongbow” key message from online to offline; on-premise to off-premise.
Contact: After choosing chill-coustic music platform; we have chosen Den Vau who stood out for Strongbow’s Characteristics and Min - a mainstream artist to join with us on
Music Video; Event tour (Chill bus); be the voice of Chatbot to offer popular promotion for consumers
Through the music platform; we cultivate the insight of youngster who have burdens in life and need to chill down to chin up; give them diversified and witty content via music video; chatbot; activation; event; promotion offer; POSM items.
The Result
BECOME THE LEADING CIDER BRAND IN VIETNAM & OWN THE CHILL PLATFORM
• 600K+ interactions across social platforms (FB, Youtube, Instagram, News, …)
• 123k+ (20.5%) Object mention
• 90M+ views up to now: Win the Top 1 position in Youtube Trending only 24 hours after the release.
• 2M samplings
• 25K Event attendants
• 4,500 engagements on chatbot
