In an innovative move, 1664Blanc is embarking on its first collaboration with a local director in Vietnam, aiming to ignite widespread awareness among audiences, tap into their passion for movies, and spark lively conversations across social platforms. This exciting initiative promises to deliver an electrifying campaign experience.    

In April to 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 have successful collaboration between 1664 Blanc and Lat Mat 6, initiating a flurry of both online and offline activities.    

From the announcement of the partnership to the Lat Mat Film press conference, premiere, cinetour, and social challenge minigame, every step was meticulously designed to ensure a seamless and engaging experience for participants across multiple platforms.    

To maximize reach and engagement on social media, the campaign operated across various channels, from Facebook to TikTok, leveraging the influential voices of entertainment and music personalities, celebrities, and KOLs to amplify the collaboration between 1664 Blanc and Lat Mat 6.    

The campaign's activities were divided into three key phases:    

1. "Change Life" Meme Trending: By capitalizing on the captivating Lat Mat 6 trailer content, we initiated a trending meme campaign, involving prominent figures like Lý Hải, KOLs, and community pages to drive discussions around the theme "Change Life."    

2. Twist Viral Video: Through a collaboration between 1664 Blanc and Action C, we created a viral video featuring a mini-game challenging fans to craft new endings for Lat Mat 6. This initiative, driven by Action C's influence, sparked discussions related to 1664 Blanc and increased brand awareness through remade videos from Action C.  

3. Big Contest "Twist Ending": We encouraged audience engagement by inviting them to participate in the 1664 Blanc Big Contest, prompting them to create their own unique twist endings for Lat Mat 6. Leveraging the voices of KOLs and community pages, participants were inspired to incorporate 1664 Blanc into their creative ideas, enticing others to join the contest hosted by 1664 Blanc.    

The campaign attracted notable artists, including Song Luan, Quan AP, Bray, Gile, ST Son Thach, and various TikTokers, who eagerly contributed to the creation of playful surprises with 1664 Blanc and Lat Mat 6, further enhancing engagement and brand visibility.

In the span of just one month, despite its condensed timeframe, the campaign was methodically structured into specific phases to sustain momentum and cultivate engagement between the brand and Lat Mat. By leveraging compelling content and strategic influencer partnerships, the campaign generated captivating material that resonated with the audience.    

In May 2023, the campaign achieved remarkable success, earning the distinguished rank of BSI TOP 2 Campaign. With an impressive 622,129 buzz discussions and 653,339 engagements, the campaign demonstrated its ability to spark conversations and drive significant interaction. This achievement underscores the campaign's effectiveness in capturing the audience's interest and solidifying its impact in the social media landscape.