BRAND:
LA VIE
AWARD CATEGORY:
The Best Innovative Social Media Campaign
CAMPAIGN TIME RANGE:
01/05/2025 - 31/07/2025
CREDITS:
Purpose.Ant, Ogilvy Vietnam, OpenMind, Square Experientials Communication, Metub, Icon Media, BHD, Magenest, GTech
CASE STUDY VIDEO
STRATEGY
Category Context
Bottled water is a low-involvement category with limited emotional differentiation. Yet over time, our main competitor strengthened their position by tapping into fashion culture and heavily investing in celebrity-driven image building. Meanwhile, Vietnamese consumers are among the most hard-working and progressive in the region. However, behind this positive, driven mindset, urban stress is rising. With 42% of office workers frequently stressed and nearly 30% facing mental health challenges, the need for holistic wellbeing has become more significant than ever.
Brand Context
By 2022, La Vie’s long-standing nature heritage was no longer enough to sustain brand growth. In 2023, the brand introduced the “Quiet Nature Regenerates Your Loud Life” platform, directly addressing rising mental health concerns and quickly gaining cultural traction. In 2024–2025, despite increasing economic pressure, La Vie doubled down on this direction through brand experiences that encouraged healthier well-being habits: from drinking water and moving more to slowing down in moments of pressure.
Campaign strategy
In hustle culture, breaks are not only rare but also low in quality, filled with endless social scrolling, skipped hydration, and work creeping into downtime. La Vie brings “Yên một chút” to social media, where consumers spend much of their time and stress shows up most clearly through endless scrolling. Tailored to real user behaviours, the campaign delivers the right message at the right moment to encourage more meaningful breaks. This campaign marked La Vie’s evolution into a pioneer in using multimedia touchpoints, contextual targeting, and AI to optimise media targeting and creative production. By these applications, La Vie built an immersive, personalised brand ecosystem that redefined break times at scale.
INSIGHT
Let’s meet the P.A.I.D generation: ambitious, progressive Vietnamese youth navigating Pressure, Always-on habits, Information overload, and constant Distraction. Working 42 hours a week and spending 17 more on social media—with little exposure to nature—it's no surprise that 42% regularly experience stress. In this hustle culture, not only do they rarely take breaks, but the quality of those breaks is also compromised. Breaks are now filled with endless social media scrolling, skipped hydration, and work spilling into what should have been downtime.
However, for this generation, speed is a way of life. Messages that ask them to slow down feel out of sync. The challenge is to make well-being move with them—seamlessly fitting into their pace, rather than disrupting it. La Vie sees the opportunity to tap into these stress signals and gently prompt breaks—right within the flow of everyday behaviour.
CREATIVE IDEA
To do so, La Vie needs to deliver the right message and experience at the right moments and in the right places. This brings us two key challenges:
Unpredictability: Stress can appear anytime, anywhere. How can the brand use its social media touchpoints to build a holistic ecosystem that shapes behaviour?
Authenticity: When we do catch people in their “natural habitat", how can we deliver the brand message in a way that feels authentic – yet insightful?
This led to the idea “Nhớ Yên Một Chút Nha – A reminder to take nature-regeneration breaks”. The idea reimagines everyday touchpoints where social media is always by consumers’ side—while eating, commuting, and working—as micro opportunities for well-being regeneration. Whenever and wherever stress appears, a gentle “Yên” reminder appears too. This is built on two core pillars: Vietnam's hustle culture as the signal — revealing real moments of stress on social media where Yên reminders matter most.
Contextual message and experience, powered by creativity and technology as the solution on social media: we strategically hijack everyday hustle moments and touchpoints with smart, insightful twists rooted in local culture and consumer behavior.
CONNECTION PLAN
With the P.A.U.S.E. Framework and technology applied, La Vie keeps users in the loop of "Yên".
(P)lant the Intention: A thematic film challenges the “hustle-for-success” mindset and encourages people to take nature-regenerative breaks. This is followed by 500+ hyper-contextual La Vie ads, using technology to identify moments of social fatigue and tailor messages to each individual. Powered by Dynamic Creative Optimisation, these ads reflect stress patterns—from morning commutes and midday slumps to late-night scrolling. “Yên” Tags are seamlessly embedded into Vietnam’s high-intensity street culture, subtly prompting users to break while naturally spreading across social media. La Vie Bottles become reminders featuring ambassadors' visuals and CTAs linking to Yên Digital Hub.
(A)ctivate the Practice: Yên Digital Hub opens an AI-powered personalized world, helping users practise nature-regenerative breaks. 64 immersive videos personalised by affinity, time, and location, guiding users through calming nature escapes. “Yên” Quiz assesses mental health and hydration levels, unlocking personalized tips, nearby nature break spots through the “Yên” Guide and AI-generated mood-based music.
(U)nite the Community: The Yên community is brought together through annual meet-ups hosted by key KOLs, turning online connections into shared real-life moments. KOL interactions become meaningful community sharing through ambassadors, each representing a unique pillar of "Yên-Một-Chút". Khoai Lang Thang hosted “Yên” Guide, Khánh Vy brought “Yên” Quizzes & Tips, and Bùi Công Nam shared “Yên” Music to inspire their communities to follow.
(S)ustain the Positivity: Gamified practice through a reward system redeemable with real-life regenerative experiences with like-minded partners: Decathlon, California Fitness, etc. The CRM system nurtures users via personalised reminders and offers.
(E)xpand the Impact The campaign extends beyond social into real life. La Vie revamps “Vườn-Chút-Yên” into nature-inspired spaces for breaks and community gatherings, where people can enjoy moments of regeneration amid the city hustle.
OBJECTIVE-BASE KPI
[1] objective: Drive awareness for Yen Mot Chut community | platform: Social - Facebook, Tiktok, Thread | metrics: Total buzz | result: 487645
[2] objective: Drive awareness for Yen Mot Chut community | platform: Social - Facebook, Tiktok, Thread | metrics: Relevant buzz | result: 53,1%
[3] objective: Drive awareness for Yen Mot Chut community | platform: Social - Facebook, Tiktok, Thread | metrics: Earn Media | result: 14,4%
