PAUSE THE MISS-OUT STRESS, PRESS THE “LIVE NOW” PLAYUnderstanding that the digital world is indispensable to the life of the youths, and youth is about making every moment in this world count to satisfy curiosity, see all the picture-perfect aspects of life. Consequently, their life is filled with the phenomenal trauma.The deep-rooted cause behind that is the fear of missing out (FOMO) - a real phenomenon that is becoming increasingly common in modern life. The more they fear to stay up-to-date with the never-ending feeds on social media or catch up with other people’s picture-perfect lives, experiences, and outlooks that are projected on those platforms, the more they miss out on what they really want and bring joy to them: it's the nurturing of nature, having chill moments for themselves to foster the optimism, creativity & real connections

MAKE THE PAUSE SURPRISINGLY CHILLINGAs the cider brand starting “chill culture”, Strongbow sets a pause among the whole social networks to spread the chill, the brand disruptively makes young people stop the chaos of FOMO technostress and activates the inner JOMO (Joy of missing out) for the current inner natural happiness.Knowing most of 2022 FOMO topics are related to social newsfeed, investment opportunity, picture-perfect experience, Strongbow hijack FOMO-caused platforms (mobiles & digital touchpoints) as “hair of the dog” strategy to turn FOMO into JOMO (Joy of Missing Out) through seamless brand experiences.The journey to pass on the chill culture is a disruptive movement that Strongbow lures all the attention and actions of youngsters from online to offline with three actions: Pause the FOMO for the townTurn FOMO into JOMOTogether chin up the moment

REACTIVATE YOU WITH THE CHILL CREATIVITYStrongbow summons all the icons of chill in the Vietnamese artistic communities to stop the FOMO technostress of the youngsters and make them join in the chill culture.… BY THE DEACTIVATION TO CHILL OF THE SOCIALThe influencers suddenly create the shout-out “StopFOMO” through  an attractive apple with a pause icon. The activity waves up the noise of the town and is captured by local communities.…BY MESMERIZING LIFE CHILL OF A LOVE SONGStrongbow smartly leverages two chilling icons (Tien Tien x De Choat) to compose a song “Cho iu Chill” to stop the FOMO-ing youngsters to mesmerize a chilling scenery of love. The song hit the Top 8 Youtube trending & viral to the TikTok world, where the creators do the remix to show their own chill.…BY THE CHILL WITH THE NEVER-BEFORE “AIR CAMPING”Capturing the passion of “chill getaway”  the youngsters, Strongbow creates a technostress getaway event for them to pause for the “best chill of the town”. The event goes viral thanks to the tactics triggering user-generated content. The brand lures the attention of a big “pause” ball in three cities (Hanoi, Ho Chi Minh, Dalat) as the “Chill Stops” - an air camp to chill together with music from an impressive line-up of iconic chill artists. The influencer power is leveraged via a social activity to challenge their fans to come to experience the never-before air camping.

CHILL WITH THE RECORD- Social Result:   “Pause to Chill” achieved no 1 position in BSI top 10 campaigns in June/2022 with 373,707 buzzes, while lead KOLs for Strongbow campaign - Tien Tien & De Choat – also led the BSI top 10 influencers in the same period. MV Chờ iu Chill in top 8 trending Music on Youtube -  Brand Power:  ·   Brand Power: +0.1 pts·   Meaningful: + 2 pts·       Salient: + 5 pts-          Brand Imagery Statement – Meaningful index:·       Share my interests: +3 pts·       Encourage you to live with cheerful and optimistic spirit: +3 pts·       Have good advertising: +4 pts·       Are innovative brands: +5 pts-    Brand Claimed Usage: successfully uplift in Strongbow key targeted consumer group (female, key cities):·       Trial: +5 pts·       Usage: +5 pts-       Business Result: YTD +13% vs LY