DESIRE TO EXPERIENCE NOVELTIES HIDDEN WITHIN OLD VALUES    

Hasn't the serene moonlight of recent Mid-Autumn festivals been replaced by urban lights? Isn't the festival losing its essence of family bonding to youthful pursuits outside cities?    

These concerns resonate with Gen Y and Gen Z, who cherish traditional values. Despite myriad choices, there's a collective desire for novelty without overshadowing tradition, for a fresh festival experience that still fosters family closeness.

Understanding this, "PhinDi Pistachio" by Highlands emerges as the ideal choice, offering a space filled with festive joy. Highlands Coffee's campaign unveils the beauty of Vietnam's landscapes, warmly welcoming a Mid-Autumn Festival brimming with uniqueness.

FRESH GREEN MID-AUTUMN - UNVEILING SMILES WITH "HÉ"    

The concept originates from the nature of the main ingredient, Pistachio. As the nut ripens, its shell partially opens, inspiring Highlands Coffee to introduce the "Fresh Green Mid-Autumn" campaign, unveiling smiles with the "HÉ" concept. "HÉ" embodies three meanings: the literal notion of the shell opening, the metaphorical representation of laughter ("hé hé"), and the idea of unfolding a story, all conveyed by Highlands Coffee.    

The first meaning depicts the image of the Pistachio shell "HÉ" opening up, a key component in the new "PhinDi Pistachio" product, offering a unique blend of flavors and textures.    

The second meaning expresses the emotional benefit of PhinDi Pistachio, bringing smiles and joy during festive bonding moments, while also surprising customers. The phonetic sound of "Hé" mirrors laughter, adding to the delightful experience.

The final meaning of "Hé" in "Unveil, Reveal" generates curiosity, as Highlands Coffee gradually unveils its campaign activities, bringing joy to customers during the festival.    

Highlands Coffee's fresh green Mid-Autumn campaign offers a refreshing taste and sensation, featuring the cool green color of nature, symbolizing positive energy and laughter when enjoying the perfectly blended Phin Highlands and creamy Pistachio flavors: "HÉ HÉ HÉ."    

As the central concept throughout the campaign, "HÉ" enables Highlands Coffee to engage with customers in a youthful and positive manner, inspiring them. This has led to extensive interaction with various content and activities related to Highlands' new product line across social media platforms.

PHASE 1: UNVEILING "HÉ"  

The "HÉ" campaign kicks off with a teaser of the same name on the fan page & hot community - sparking numerous speculative conversations and stimulating the curiosity of young people about the brand's new activities.  

The teaser post with just the word "Hé" has maximized engagement on Highlands Coffee's fan page, "Highlands hé what's up," "New product with a strange name," "Reading it makes me want to laugh hé hé hé"...  

Next, to convey the second meaning of "HÉ" - the brand releases social assets, a special photo album with the direction to "showcase the different 'hé' styles of customers when enjoying Highlands," with humorous content describing everyday situations that make us "hé hé": small hé - when you smile softly, grouped hé - always laughing with close friends, trendy hé - describing the trendy laughter of Gen Z, family hé - moments of bonding with family…  

With a friendly, authentic approach, these social assets have received interactions in the form of "tagging others to share funny content" on the fan page.  

Assets in this phase also use the dominant colors of the concept to harmonize with offline activities, when the product is officially on shelves at stores - helping the brand gain authentic product showcases from customers who have experienced the product early.    

PHASE 2: REVEALING "HÉ"  

After attracting customer attention, Highlands Coffee officially released the video introducing "PhinDi Pistachio - Happy Opening Day." The short video, with the key visual of the lush green product, combined with the dominant "HÉ" keyword, answers the humorous teaser from the previous phase: Highlands introduces a new product that brings customers the laughter "hé hé hé" during the festival.  

Continuing in the "Revealing" phase, the Fresh Green Mid-Autumn message was unveiled through a short video showing images of familiar green stretches across Vietnam in autumn, creating a sense of familiarity and closeness.  

In line with fan page activities, social outreach activities gradually "reveal" with a series of authentic experience moments from KOLs, Hot TikTok Creators, and the resonance from Hot Community.  

The campaign's approach in this phase is diversified through creativity, energetic vibe, and familiarity across all channels (KOLs, TikTok Creators, Community pages...), naturally spreading the laughter of "HÉ." Thanks to the popularity of young TikTok Creators, reaching various customer groups (young friend groups, family groups...), the laughter "hé hé hé" is expressed in creative videos as the creators enjoy PhinDi Pistachio - hé hé for the delicious drink, hé hé for the wonderful Mid-Autumn moments.  

With simple messages, humorous approach, all assets from social outreach help customers feel happy, positive, stimulating the desire to experience this special Mid-Autumn drink.    

PHASE 3: "HÉ HÉ HÉ"  

The joy of enjoying the festival is multiplied when Highlands Coffee brings even more laughter to users by launching the Mid-Autumn Cake & Merchandise collection.  

To create unity, the combo of two glasses produced for Highlands' Mid-Autumn festivities is also named "Hé Xanh & Hé Vàng," attracting attention and interest from those who want to own them.  

After introducing the Mid-Autumn Cake & Merchandise collection, Highlands Coffee launched a minigame during the "Hé Hé Hé" phase, using traditional Vietnamese folk games. This boosted engagement and sparked interest in the "Hé Xanh & Hé Vàng" glasses.  

The minigame "Give a lively name, get green and yellow hé" incorporates the names of traditional folk games usually held during the Mid-Autumn festival with the name of PhinDi Pistachio . With a simple mechanic, allowing users to freely express their humor and creativity, while evoking memories of traditional folk games, the minigame has gained impressive playthroughs.  

Some humorous, adorable comments from Highlands players have been received: blindfolded to catch Phindi Pistachio who ord for the piece see #HighlandsCoffee #Phindihatdecuoi; Nu na nu nống drinking Phindi Pistachio #HighlandsCoffee #Phindihatdecuoi  Highlands Coffee introduced the Mid-Autumn Cake collection uniquely by infusing the "hé hé hé" laughter theme into the album, associating each cake type with a style of laughter. This creative approach enhanced user engagement and interaction with the brand.  

In this phase, Highlands Coffee promoted reviews of PhinDi Pistachio and the Mid-Autumn Cake & Merchandise collection, focusing on family bonding. With the help of KOLs and TikTok Creators, the brand received a positive response from the community.  

Highlands Coffee remains on-trend by seamlessly integrating "hé hé hé" into various trendy content formats, including AI-animated photo albums, iconic remakes, and even aligning with cultural trends like single-eating red bean on ghost day, all while maintaining a cheerful atmosphere.

The "Fresh Green Mid-Autumn - Unveiling Smiles with HÉ" campaign by Highlands Coffee has received very positive support from the community, particularly from the Gen Z, Gen Y customer base, to older age groups.    

During the Mid-Autumn festival, Highlands Coffee garnered 12 million discussions and 800,000 interactions on social media. With the "Give a lively name" minigame, the brand achieved 3,000 organic plays.  

The average interaction rate per post on the fan page increased from 2% to 6.65% during the campaign period.    

"HÉ" also helped Highlands Coffee become the top brand discussed on social media during the Mid-Autumn festival period.

In terms of revenue, Highlands Coffee increased sales by over 40% (for the PhinDi product line) compared to the normal period (without running the campaign). Additionally, the campaign also boosted sales for the merchandise category through featuring the full range under one thematic campaign.    

And as desired by Highlands Coffee, the brand not only successfully launched a new beverage but also brought to its customers a refreshing and joyful Mid-Autumn season, filled with laughter, "HÉ HÉ HÉ".