[THE ON-FIRE EXPERIENCES HIDDEN BY THE SOCIAL STIGMA]  

The New Progressive GenMZ was characterized by their ambition, passion, forward-thinking mindset, and optimism, as it constantly sought out diverse experiences. Our social media research revealed that many individuals from this generation felt stereotyped by algorithms, which limited their range of interests and experiences (as outlined in the confidential GWI report).  

This tension was particularly evident during the Crystal Rave events, where water and EDM music were combined. We viewed these events as rare opportunities for our target audience to unleash their "hidden" personalities. Participants engaged in social contexts filled with excitement, including getting soaked while wearing extravagant fashion, dancing energetically to intense beats, and forming new connections with fellow attendees.

[GET REFRESHED TO SHOW YOUR THE ON-FIRE SELVES]  

Our creative social concept was designed to generate immense excitement by sending out epic co-invitations to a large-scale young audience. We seamlessly integrated various social touch points while incorporating the key theme "When Refreshed, Anyone Can Be On-Fire." This involved leveraging inspiring stories from KOLs and creators, along with engaging user-generated activities with communities (such as Capcut Templates, AI Chatbot interactions, and crowdsourced fan content). Our goal was to ensure that the event not only stood out on its own but also left a lasting impression by unveiling our fans' authentic "on-fire" moments with Tiger Crystal water EDM platform.

[MAKING REFRESHING SOCIAL-DRIVEN EXPERIENCE UNLEASHING THE ON-FIRE VERSIONS OF YOUTH]  

Phase 1: Ignited.  

To ensure the success of the Crystal Rave Water EDM comeback, we assembled a diverse group of well-known figures from various fields to amplify our message: Music (Toc Tien, Karik, DJ Mie), Fashion (Chau Bui), and Sport (Linh Ngọc Dam, Anh Vien, Do Kim Phuc). They shared on-fired unbranded stories with a provocative question: "Can everyone be on-fire with passion?" accompanied by a visual cue of fire and ice. This anonymous movement gained traction within the community and creators, sparking curiosity among urban youth.  

Next, our KOLs officially extended an invitation for all fans to join in. They utilized branded Cap Cut templates featuring high-energy EDM background music and epic transition effects. The community and creators enthusiastically embraced the invitation, crafting their unique versions focusing on various passion points such as fashion, photography, dance, and makeup. These efforts led to an inspiring call to action for fans, resulting in over 300 UGC on TikTok within just one week.

Phase 2: Experienced.  

Pre-event:  

In order to make Crystal Rave season 2 the most sought-after event to attend, we aimed to recall the unforgettable moment when users created the social slang "Em Dam Mua" (standing for EDM) from the previous event through community content that captured the authentic "soaking rain" incident, which heightened the party's excitement in Vung Tau. Following that, we unveiled the most anticipated news to our energetic fans: the lineup of top-notch performers, including world-class DJs and prominent Vietnamese showbiz names such as Binz, Toc Tien, GDucky, along with the inclusion of exciting water guns and elaborate stage setups.  

As excitement peaked with thousands of conversations about the event buzzing on social media, we launched our innovative "hunting" AI games to encourage our fans to participate and win free tickets. The mechanics of the activity were straightforward: we developed an AI Chatbot on Facebook where our fans simply needed to upload their own "on-fire" picture. In return, they received AI versions of themselves, which they could then share on their newsfeed. These AI versions served as IDs for them to win tickets for the VIP spots at the event.  

Event days (During and After):  

To keep the momentum of the sequential events going strong, we also collaborated with KOLs/ creators to generate real-time content for fans across the country, showcasing the Rave culture at its best: Outfits, Music, Squad, building up overflow excitement and recruiting more fans for the next event's days. Furthermore, we aimed to amplify the excitement of the "fire-water" experience through partnership content with our exclusive outlets and community, and call out participating fans to share their own unique experience to make the heat spread even further.

The Crystal Rave campaign has made significant strides in enhancing brand performance, as evidenced by updated figures through August 2023. During the campaign airing, brand awareness doubled, reaching 14%, a substantial increase from the previous period's 7%.  

Moreover, the campaign effectively conveyed brand attributes, with a notable uplift of 3% in empowering individuals to pursue their passions. The meaningful index achieved its highest-ever score in Tiger history, reaching 219, +21 point compared to the previous quarter. Among the target demographic of young adults aged 18-34, brand usage saw a remarkable 12% increase compared to the previous year.

In the offline realm, the campaign drew in an impressive crowd of 150,000 Ravers, surpassing the set KPI by 1.25 times.

From a business perspective, the campaign contributed to a 1.14 times increase in volume compared to the previous year, amidst a 4% decline in the beer category. The market share also reached a record high of 7.2%, rising by 2.8pt compared to the previous year.

In July 2023, The Crystal Rave reached top 1 BSI social campaign and top 2 BSI event on social media.  

The campaign generated substantial buzz and engagement, with 730k buzz and 1M engagements across various platforms, all of which received positive feedback. Impressively, it exceeded the set KPIs by 1.5 times, with 91% of the buzz being earned. The Crystal Rave AI generation reached 28,000, quadrupling the set KPI and resulting in the most impactful conversion in Tiger history.