For draft beer’s lovers, usually generation Y, they immerse themselves in the beer culture. They usually opt for coffee shops to hang out with friends, or make new acquaintances but to really have an intimate bond with someone, a draft beer restaurant is their number one choice. It is at the restaurants that they can feel free to share stories about anything about themselves, their life events, the culture they experience and the land they live in. For years, people have had the burning passion for bonding over draft beer because only through this medium they can talk their way out of everything. A glass of draft beer is the key to keep the conversation going. Unfortunately, to this day, people have been gradually losing touch with their culture due to technological advances. They may forget so many cultural values enriched through bonding over beer. With hundreds of years of tradition, draft beer has witnessed the ups and downs of the city, absorbing its amazingly cultural values and capturing unforgettable moments in its glorious history. Every glass of beer opens up for a thousand stories to be told. The only secret to culturally deep bonding is through draft beer, the cultural drink that has pleased the taste of its people for hundreds of years.

“Bí quyết duy nhất - Truyền thống trăm năm” - The only key to a hundred-year tradition Since beer lovers feel distant from their own culture over time, the campaign aims to remind them of the cultural values of bonding over beer, a way of life that has been with them through many generations. Bia Hơi Hà Nội is more than just a glass of beer; it holds the only key to feeling closer with each other through cultural stories. The creative focus revolves around "Chuyện bên cốc Bia Hơi Hà Nội", using a warm, close and friendly approach. The campaign not only highlights Bia Hơi Hà Nội as the unique producer of quality beer: origin, color, technique and taste but also portrays the brand as a historic witness that reminds everyone of the cultural values of Trang An people through many generations. With this campaign, Bia Hơi Hà Nội cleverly explores how the beer's story is associated and intertwined with Hanoi's culture, all while affirming its enduring high quality over time through four unique secrets, and its firm position in the hearts of Vietnamese in general and specifically, Hanoi people. • The key to creating an exquisite flavor: Original yeast strain from 1890. • The key to creating a sparkling golden beer color: High-quality raw materials - Traditional cold double filtration technology. • The key to creating a layer of smooth and white foam: Traditional fermentation technique - Maintaining beer fermentation pressure. • The key to its unique tasting: Strict temperature control from storage (4-14 degrees) to usage (10-15 degrees) - Not used with ice to maintain its flavors.

Fanpage 5S Media, the executing agency, created a content direction for Bia Hơi Hà Nội on the major media channels by utilizing the perspective of "Chuyện bên cốc Bia Hơi." It has since exposed the origins of Bia Hơi Hà Nội as well as the companion significance of a beer cup for generations of people in the capital. Customers continue to understand the key to making and keeping the special flavor of Bia Hơi Hà Nội, before closing with a picture, a cup of Bia Hơi Hà Nội was highlighted - a sign of Ha Noi's cultural quintessence, a symbol of the connecting tales between generations of Ha Noi residents Content Video To affirm the story of the unique key to a hundred-year of bonding, Bia Hơi Hà Nội starts with a hero video “Chuyện bên cốc Bia Hoi” - the origins of the Hommel 1890 brewery - where the first batch of draft beer was born. The video presents the key to a good bonding through highlighting four important values of Bia Hơi Hà Nội: the exquisite flavor, the golden sparkling color, the special technique and the white foam. All of these key factors make up the legacy of Bia Hơi Hà Nội as a unique story teller of Hanoi culture. Supporting tactic: Online articles PR articles are implemented through different angles about the key content “Chuyện bên cốc Bia Hoi” and supporting videos introducing secrets to make Bia Hơi Hà Nội. These refer to cultural bonds and the values that make Bia Hơi Hà Nội a Hanoian heritage. Not only that, Bia Hơi Hà Nội is a special culinary culture of Hanoi, attached to the life of Ha Thanh people because of the memories and stories associated with so many generations.

In terms of brand objectives, the communication campaign "Bí quyết duy nhất - Truyền thống trăm năm" increases brand loyalty by sticking to targeted audiences a secret that helps Bia Hơi Hà Nội retain high quality. Additionally, the campaign boosts brand loyalty by touching the core of customers' emotions while they enjoy Bia Hơi Hà Nội. In terms of communication goals, the campaign is appealing in that it encourages a large number of people to connect with and debate the campaign's innovative and poignant messages. In more detail, in a period of 2 months, the campaign exceed expectation with • 5,012,528 reach • 52,698 engagement • 1,516,700 video views • 8% average interact rate, with the highest one reaching 12%