Targeting the 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.    

=> Leveraging the strong connection between The Masked Singer Vietnam and 1664 Blanc's creative platform, the 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.

The campaign's creative essence revolves around a series of surprising acts performed by creative device - 1664 Blanc mascot, known as Mr. 1664 Gentleman (Quý ông 1664), embodying playful French elegance. Interacting with contestants on The Masked Singer Vietnam, the mascot's actions become the campaign's focal point across platforms.    

The brand narrative unfolds through actions like hinting to the MC and unveiling surprise items from the mascot's hat, captivating viewers and emphasizing 1664 Blanc's dedication to delivering a uniquely refreshing taste experience. With its playful elegance, magnetic sociability, and effortlessly tasteful personality, 1664 Blanc resonates as the ideal beer for fans of The Masked Singer who revel in expecting the unexpected.    

Follow to the consumers journey, with being impressed by 1664 Blanc, sparking social media discussions, leading to offline experiences, and culminating in a grand concert revealing the identity of the "1664 Gentleman.

Throughout the campaign, each activity of 1664 Blanc seamlessly connects with the Creative Idea, leading consumers from one delightful surprise to the next. Every twist of a 1664 Blanc bottle cap promises a unique taste experience, symbolizing a journey through:    

Pre-show: sparking a discussion on social media about the 1664 brand and to fuel curiosity 1664 officially introduces Mr.1664 Gentleman, as well as announce collaboration of 1664 Blanc and The Masked Singer    

And the series of activites during the show ahead:    

1. Brand Melody Challenge: spark a viral sensation on TikTok in August, reshaping the way users associate the brand name with the iconic 1664 melody,  

leaving a lasting impression on the audience.    

2. Mini-games Series "What Surprise Inside": In September and October, these mini-games serve as vehicles for conveying the brand narrative and enhancing audience engagement. Leveraging the virality of The Masked Singer Vietnam, cross-platform content maximizes impact, encouraging users to enjoy 1664 Blanc and discover surprises through "1664 Gentleman" mascot with his "magic hat."    

3. Offline and Online Integration - "Surprise Open Events": The campaign seamlessly bridges online and offline worlds, with the "Surprise Open Event" series, where users gather for unique unmask performances and exclusive experiences, partners with singers from The Masked Singer Vietnam. This integration not only promotes communication but also showcases the brand's offline activations and sales promotions compellingly.    

4. Meeting Mr.1664 Gentleman at TMS Concert night: bring users to climax at the concert, where Mr.1664 Gentleman's identity is revealed. Through exchange activities, idol meet-and-greets, and beer enjoyment at the 1664 Blanc booth, the campaign ignites explosive discussions on social networks.    

1664 Blanc successfully transforms consumers from passive information recipients on social media to active participants, fostering sustainable product experiences offline and establishing a strong brand presence both online and offline.

In a period of 5 months, the result was transformative as bellowed:    

1/ Quality Buzz Generated  

For Brand awareness after campaign, we went viral on Social media  

The campaign was carried out with more than 300 Celebs/KOLs/Tiktok/KOCs  

More than 3 million engagements, more than 500 outcomes, more than 37 million views    

- August 2023: 17,507,000 million views on Tiktok  

- September 2023 - BSI TOP 3 Campaign  

With 535,430 discussion buzz, 1,653,339 engagement, 5,835,900 million views  

- October 2023 - BSI TOP 7 Campaign  

With 328,535 discussion buzz, 1,064,481 engagement, 11,581,500 million views, 200,000 CCU  

- October 2023 - BSI TOP 2 Events  

With 281,218 discussions buzz  

- December 2023 - BSI TOP 4 Events  

With 134,872 discussion buzz, 522,102 engagement, 4,105,100 million views, 150,000 CCU    

6 times in the TOP 5 YMI Brand of the Month in the months of April, May, June, September, October, and December.    

2/ 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.    

3/ Strengthen the brand awareness in the beer market