BIA VIET – LAUNCHING SERIES EVENT 2020

BIA VIET – LAUNCHING SERIES EVENT 2020

Client: Heineken Vietnam Brewery Company Limited.

Brand: BIA VIET

During: June 2020 to November 2021

Target Consumer: Customers from the West – South – Central – North of Vietnam. All the Vietnamese beer lovers.

THE BRIEF:

1/ Launching new products: Event to launch new Vietnamese Beer products in provinces and cities across the country.

2/ Deliver the brand’s story: the beer for Vietnamese people is inspired by the diversity of Vietnam – Thousands of differences, but ONE common beer. Unique cold fermentation technology & advanced production process.

3/ Sampling: Customers receive trial products at the event.

CHALLENGES:

1/ Challenge in creating show content (Content creation): A brand with a single message, but the show event is held in many different provinces and cities, so are the consumers. Creating content that is relevant to a diverse audience is a big challenge. Moreover, in the current context with many types of beer being launched on the market, creating a difference for events and brands is also a big challenge.

2/ Challenge in show management: The schedule is tight, the event takes place every weekend for many consecutive weeks, each time with 2 events running at the same time. So the smooth management and operation is also a challenge.

3/ Challenges in objective risk management (Crisis management): The implementation period lasts 1 year from the beginning of the planning to the completion of the final event. Experiencing two Covid epidemics and being the pioneer in organizing a series of events right after the Law on Prevention of Alcohol Harm was enacted. This is a tough challenge for event organizers.

THE CONCEPT 

VIETNAM BEER – THE PRIDE OF VIET’S SPIRIT

With inspiration from the country’s diversity and the one-hearted solidarity of the Vietnamese people, Bia Viet was created to honor the Vietnamese national spirit throughout the country.

Bia Viet is created and brewed by Vietnamese brewers themselves, three talented brewers of Bia Viet come from different regions in Vietnam and share the same passion for quality. Bia Viet is a beer for beer lovers all over Vietnam. The production process applies cold fermentation technology at a temperature of 8-10 degrees Celsius to help Bia Viet preserve the essence of hops and bring a sense of freshness. Endless pleasure when enjoying.

1. People: Whether coming from the North, Central, South, or anywhere on the S-shaped strip of land, Vietnamese people always carry within themselves a national spirit, unyielding solidarity under any circumstances, which scene in everyday life, we honor the diverse cultural and culinary values ​​of the beautiful country of Vietnam with 54 ethnic minorities. In difficult times, Vietnam leaves no one behind. We live according to the spirit of “Unity is strength”.
2. Pictures: Inspired by the diversity of the country’s identity, from the close image of culture, cuisine, and art. Places … of the people of the North – Central – South are included in the performances and harmoniously combined in both images and sounds to create eye-catching performances. Stemming from ethnic cohesion, exchanges between ethnic groups, and games representing each region, cultural experience areas were created with games for the three regions of North – Central – South. Interesting but close, not only can experience the culture of the three regions but also get attractive gifts.
3. Space: Bia Viet event provides a space, an opportunity for brothers from all over the world to meet, sit down, sip and tell each other their stories through beer sampling booths and food courts, a large seating area with dishes sipping three regions. Prizes from lucky draw activities on stage.

Event Bia Viet – “The pride of Viet’s Spirit” offers an experience space lasting from 16:00 to 22:00 hours in a single event day. In 6 hours, customers will experience the full range of activities:

KEY TACTICS/ ENGAGEMENT

• Teasing activities: Carrying out teasing and communication activities for the event from online to offline 1 week before the event: uploading information to websites at the venue, Hanging banners, distributing information cards inviting the event events, and run media activation for the event at different channels from pubs to public venues.

• Sampling activity: Upon entering the gate, guests immediately receive a gift of a cool can of Vietnamese Beer to enjoy, at the same time discover the unique cold fermentation technology and take souvenir photos at the model of Vietnamese beer bottles & cans.

• Interactive and experiential activities: Customers enjoy experiencing the game representing the culture of the three regions and receive attractive gifts: Monkey bridge game representing the South, stall jumping/racing game boats of the Central region, and the game of shooting crossbows in the North. With very simple gameplay but interesting with meaningful cultural messages and attractive gifts.

• Dining space: The food stall and seating area with a large capacity create a space for guests to sit and sip, enjoy a glass of refreshing Bia Viet, enjoy a little tri-regional food with music and performances.

• Stage with spectacular performance: As soon as the sky turns dark, it is time to start spectacular performances with a combination of sound, light, images, and famous artists on the stage. The climax was the launch of Bia Viet products with endless refreshing messages on the large LED screen and visual effects, namely:
• Impressive opening performance: The performance lasts 5 minutes, with three chapters representing the cross-cultural interference of the three regions. Each audience will see the familiarity from the songs, tunes, or simply regional dishes, places, or national costumes, the dancers play the main roles of ethnic brothers. Both familiar, strange, and emotional when the simple and rustic values ​​are honored to create an unforgettable emotional touch for the impressive opening.
• Spectacular product launch: Right at the end of the opening part is a light and effects party introducing the appearance of Bia Viet as a cohesive message & honoring the diversity of Vietnamese identity that has just been performed before. Then, the image of Vietnamese beer bottles & cans appeared on the big screen, helping the audience to deeply remember the product’s identity image along with the endless refreshing message. While each audience member also has a can of Bia Viet to enjoy right away. The MC invites all the audience to also participate in the moment of celebrating the presence of the new Vietnamese Beer by raising the can. beer in hand and toast.
• A series of musical performances on stage: Immediately after the opening moment, there are performances by artists, bands on stage, musical talents from all over the country to exchange and congratulate for the event. The cohesion of the national spirit and the new product launch ceremony.
• Unforgettable ending: Closing for a meaningful event day, giving lucky prizes to the audience through sweepstakes with attractive gifts from Bia Viet brand and thanks from the brand to all participants in the show.

OUTCOME:

• Meaningful numbers:

– 14 events nationwide, spread across three regions North – Central – South

– More than 33,000 attendees and thousands of people know about the series of events

– More than 88,000 cans of beer were sampled to consumers

• A big buzz for Bia Viet brand in the market to become one of the most spectacular launches in 2020.