In April-May 2023, people will enjoy an unprecedentedly long holiday for Independence Day in the middle of the year. Those who don’t travel often opt for cinemas or dining with family and friends to make the most of these days. However, many are still unaware of how to truly enhance these shared moments with their company beyond routine activities.  

THEY NEED A PLAYFUL SURPRISE.    

1664 Blanc aims to bring 'Good Taste with a Twist' to life by delivering unexpected delights that enhance socializing moments with its French heritage, impeccable taste, and playful sophistication.  

Similarly, "Lat Mat" also offers twists, creating a strong connection with 1664 Blanc's creative platform of 'Good Taste With A Twist'.  

This synergy bring a ton of Twists to target audience, ranging from brand twists to movie twists.

Campaign message: Beer with Twist taste for an unpredictable ending.    

The campaign's creative concept is centered around a series of twist endings that showcase the unexpected and unique flavors of 1664 Blanc through unexpected ending. The twist endings will be the focal point of the campaign, spread across various channels, including social media, video platforms, and in-store activations.    

Each twist ending will surprise and delight viewers, highlighting the brand's commitment to delivering a unique and refreshing taste experience. With its playful elegance, magnetic sociability, and effortlessly tasteful personality, 1664 Blanc is the perfect beer for those who seek something out of the ordinary.    

1664 Blanc accompanies with Lat Mat 6 for the O2O campaign with integrated activities from event sponsor (such as press conference, movie premiere, cine-tour...) to Brand Integration (Movie soundtrack, merchandise).  

And continue to spread companionship on social through Social Amplification to generate more buzz (Social challenges, minigames, KOLs...) and list products to all CGV Cinema national to enhance visibility and drive more consideration.    

Key activities on social in this campaign to enhance discussion are:  

1. Awareness activities - Meme trending "Change life": make a trend base on the viral of film trailer  

2. Twist Viral video: leverage the fame of Action C to create a collab viral video with another ending of Lat Mat 6 and host mini game for fan to spread out the awareness  

3. Engagement activity - Big contest "Twist ending": All started by a KOL Twist series to kick off a big contest which host by 1664 Blanc for everyone to join and engaging more with brand.

The campaign commenced by featuring the dynamic partnership between 1664 Blanc and Lat Mat 6, initiating a wave of concurrent online and offline activities. From the initial announcement to the Lat Mat Film press conference, premiere events, cinetour, and interactive social challenge minigame, each step was meticulously planned to ensure a seamless journey for participants across diverse platforms.    

Key to our strategy was the strategic utilization of influencers to amplify brand awareness and engagement across social media channels. Collaborating with influential figures from the entertainment and music industries, as well as celebrities and KOLs, we aimed to maximize the impact of 1664 Blanc and Lat Mat 6.    

Our influencer-driven approach manifested in several impactful activities:    

1. "Change Life" Meme Trending: Leveraging the Lat Mat 6 trailer, we orchestrated a trending meme campaign with prominent personalities such as Lý Hải, KOLs and other entertainment community to spark discussions around the theme of "Change Life."    

2. Twist Viral Video: Collaborating with Action C, we curated a viral video featuring a mini-game challenging fans to craft their own endings for Lat Mat 6. This initiative, driven by Action C's influence, generated a surge of brand-related content and discussions.    

3. Big Contest "Twist Ending": We launched a contest prompting participants to devise unique twist endings for Lat Mat 6, leveraging KOLs and community influencers to integrate 1664 Blanc into their narratives, igniting curiosity and driving audiences to experience the film firsthand.    

The minigame garnered participation from notable artists eager to join in creating playful surprises with 1664 and Lat Mat 6, including Song Luan, Quan AP, Bray, Gile, ST Son Thach, alongside various TikTokers contributing to content creation.    

This fusion of influencer partnerships and captivating content propelled our campaign, establishing a compelling narrative that resonated deeply with our target audience.

In just one month, the campaign strategically unfolded in distinct stages, ensuring continuous momentum and fostering engagement between the brand and Lat Mat. Through the utilization of compelling content and influencer collaborations, the campaign yielded captivating material.    

The culmination of these efforts was evident in May 2023, as the campaign attained significant success. It proudly clinched the prestigious rank of BSI TOP 2 Campaign, sparking an impressive 622,129 buzz discussions and garnering an astounding 653,339 engagements.    

This achievement stands as a testament to the campaign's effectiveness in resonating with its audience and generating widespread interest and participation.