BRAND:
1664 BLANC
AWARD CATEGORY:
The Best Event with Social Media Strategy
CAMPAIGN TIME RANGE:
1/9/2023 - 31/12/2023
CREDITS:
DATVIET VAC
CASE STUDY VIDEO
STRATEGY
In 2023, 1664 Blanc, a premium French beer renowned for elevating shared experiences, orchestrated a disruptive partnership with The Masked Singer Vietnam Season 2 - a block buster music show in the year.
With the objective to strengthen brand awareness and enrich engagement with consumers, 1664 Blanc desires to bring to all audiences a FULL OF PLAYFUL SURPRISES ambience with a seamless digital to physical experiences.
Following a series of exciting teasing activities about Blanc 1664's appearance on The Masked Singer Vietnam music show, the massive concert event took place in an explosion of music and the surprising reveal of a character representing the France beer brand.
INSIGHT
Targeting vibrant young socializers and aligned with the "GOOD TASTE WITH A TWIST" creative platform, 1664 Blanc seeks to communicate a theme that deeply resonates with audiences, effectively conveying the brand narrative.
=> By leveraging the strong connection between The Masked Singer Vietnam and 1664 Blanc's creative platform, this partnership harnesses the show's unique format of celebrity unmasking, reflecting the brand's inherent unexpectedness. This collaboration transitions audiences from curiosity to product experience through various communication activities, enhancing moments with its French heritage, exquisite taste, and playful sophistication.
Beginning with music parties and culminating in a grand music festival and a unique New Year countdown, the entire audience gets to enjoy musical gatherings together in everyday and special moments. 1664 Blanc and The Masked Singer Vietnam aim to usher in a new era for unique music events in 2023, enabling users to fully immerse themselves in celebratory moments both offline and online through shared conversations.
CREATIVE IDEA
Unlock the essence of connection, indulgence, and pure enjoyment through the art of gathering. At 1664 Blanc, we understand the profound impact of shared experiences, where conversations flow effortlessly, culinary delights tantalize the palate, and cherished moments are forged.
That's why we're proud to introduce a captivating series of events designed to elevate your social calendar to new heights. Introducing to our esteemed audience an array of captivating gatherings - a series event: Surprise Openings with 1664 Blanc - A celebration infused with boundless fun.
Taking the lead in curating exhilarating and unexpected parties at select offline venues, we're dedicated to uniting individuals in the joy of quality music, epic surprises, and unforgettable gatherings.
We're committed to setting new trends that constantly surprise and delight, catering to the desires of everyone who craves experiences filled with wonder and excitement. Join us as we embark on this journey of innovation and celebration, where each event promises to exceed expectations and create cherished memories that linger long after the night ends.
CONNECTION PLAN
We separated each stage to bring the event to a peak and meet the audience's expectations.
Beginning with an interactive social media voting session for favorite mascot artist, our Saturday showcases at 1664 Blanc's offline outlet promise excitement. Witness unique performances debut live on stage within the TMS VN program framework and enjoy mascots performing outside the program for the first time, accompanied by mini-games, idol interactions, and gifts.
Phase 1: The mascots' performance was initially featured on the show on every Friday.
- Night 1 pairs Flower Fairy Mascot - Duong Hoang Yen with Seahorse Mascot - Pham Dinh Thai Ngan
- Night 2 showcases Glass Jellyfish Mascot - Phuong Vu with Unicorn Mascot - Duong Edward
- Night 3 presents Cherry Mouse Mascot - Nhat Thuy with Mascot Monkey - Ung Hoang Phuc.
Phase 2: brings 1664 Blanc concert featuring new mascot songs and captivating rapper collaborations. Hippo Happy Lam Bao Ngoc joins Lan Nha for soothing melodies, while Lady Fox - Vu Thao My collaborates with rapper Lilwuyn for exhilarating beats.
Phase 3: The grand finale arrives with the December music festival, featuring thrilling activities and the reveal of Mr. 1664 Gentleman - Duy Khanh ZhouZhou. Fans can interact with mascots and enjoy performances by Ung Hoang Phuc, Hoang Hai, Duong Edward, Phuong Vu, and Vu Thao My, alongside 30 actors/KOLs/Tiktokers.
The 2023 Fun Party event series concludes with a countdown to 2024 at 1664 Blanc's offline outlet. Delight in a Flower Fairy Mascot x Rapper 24K performance, streamed live by exclusive MC Duy Khanh ZhouZhou, accompanied by 20 KOL/Tiktokers.
After a long series of events, the symbol of playful surprise and good taste with a twist has come close and left an unforgettable impression in the hearts of the audience.
OBJECTIVE-BASE KPI
The collaboration between 1664 Blanc and TMS VN soared to the summit of BSI Events in both October (top 2) and December (top 4)
For Brand awareness after campaign, we went viral on Social media
In October, it secured the second position, generating an impressive 281,218 conversation buzz.
Similarly, in December, it maintained a strong presence, ranking fourth with 134,872 conversation buzz. Moreover, this collaboration garnered significant engagement, accumulating 522,102 interactions, and attracted an extensive viewership of 4,105,100 views. Additionally, the events drew a peak concurrent users (CCU) count of 150,000, solidifying their widespread appeal and enduring impact.
6 times in the TOP 5 YMI Brand of the Month in the months of April, May, June, September, October, and December.
Sales result uplift
- Revenue saw an impressive near-triple increase compared to the prior year
- The brand's offline outlet stores experienced a doubling in growth, soaring by 200% from the previous year.
Quality Buzz Generated
For Brand awareness after campaign, we went viral on Social media
