Our audience perceives themselves as individuals actively pursuing novel experiences that transcend clichés. This inclination is substantiated by statistics revealing that 42% of Gen Z actively seek fun content and advertisements, while 36% express a desire to be the first to explore new things. It's evident that the creatively inclined Gen Z is in constant pursuit of fresh socialization experiences. However, they often find themselves trapped in the monotony of daily socialization moments.

Recognizing this discrepancy, Heineken Silver steps into the spotlight as the antidote – a catalyst for transforming the mundane into refreshingly unique and immersive experiences. In understanding the need to flip the script on the stuffy awkwardness of socialization, Heineken Silver assumes the role of a game-changer. It endeavors to infuse an element of fun and playfulness into these moments, creating an atmosphere where individuals can truly savor life and relish in uniquely enjoyable experiences.  

Presenting the revamped "UNEXPECTED SMOOTH" campaign 2.0 - Nhẹ Êm Mà Đậm Chất by Heineken Silver! As a brand inherently geared towards introducing first-ever, more innovative, and fresher experiences to Gen Z, we are dedicated to serving as the ultimate antidote, transforming the stuffiness in socializing moments into uniquely refreshing experiences.  

At the core of our campaign evolution is the dynamic and engaging concept: "SMOOTH SWAP," where we actively encourage our audience to trade clichés for experiences that only Heineken Silver can curate. The uniqueness of the campaign lies in its critical transition of mindset “Less storytelling - more storydoing” with the immersive chains of experiences with the Silver Gangs from online metaverse eKoin to offline outlets to drive consumption. Nonetheless, every Heineken experience demands collaboration and broader connections, encouraging teams to unite and welcome even the most unconventional participants. The greater the diversity, the more joyous the atmosphere, leading to substantial rewards.

To best deliver the concept of Smooth Swap, the campaign is divided into three phases carrying consumers to surprises by surprises with unexpected experiences and connections.  

Phase 1: Excite (21/3 - 6/4) - Igniting curiosity and FOMO  

Leading up to the TVC launch introducing Binz as the representative of the Silver Gang, this phase aims to spark excitement and curiosity. Binz, supported by Gen Z communities, teases the audience with behind-the-scenes content, Silver Gang comebacks, and invitations to an exclusive smooth party on 6/4. The idea is to generate FOMO among netizens, making them eager to discover the unexpected smooth experiences Heineken Silver has in store.  

On the launch day, Binz and Huynh Anh Shyn, accompanied by passionate influencers including gaming (Cris Phan, No Way), Music (Cara, Gillian,...) to step on the spirit of Smooth Swap, infuse fun into traditional socializing, inviting Gen Z to the EKoin Rain arena to hunt for unexpected smooth gears.  

Phase 2: Immersive (14/4 - 24/5) - Activating Unexpectedly Smooth Experiences  

In this phase, the Silver Gang and KOLs team up to take Ekoin Rain from online to offline, collaborating with premium outlets like The Gang and Warning Zone with different vibes of smooth connections. The focus is on enhancing connecting values and inspiring Gen Z to team up and pair with their friends, the more the merrier, join the Ekoin Rain challenge, real-time updated by influential communities.  

Epic excitement builds with an invitation to a Multiverse music event in Nha Trang on 29/4, featuring the hot Vietnamese lineups and especially international performer DJ Snake. Social communities play a pivotal role in creating talkability and fueling Gen Z's desire to experience international smooth vibes.  

Phase 3: Finale (25/5 - 30/6) - Culminating in Exclusive Rewards  

To maintain eKoin Rain engagement, the campaign strategically unveils limited smooth gears over time rather than all at once. As the grand finale, Heineken Silver unveils two exclusive Smooth gears: a special edition collaboration of Nike self-lacing shoes and a one-of-a-kind smooth Flycam. This phased approach keeps anticipation high, ending the campaign on a powerful note with coveted rewards, ensuring a lasting impact and leaving Gen Z with a memorable and uniquely smooth experience.

The impact of the campaign has been nothing short of extraordinary, reaching a staggering 1.2 billion impressions on digital platforms and sparking 1.2 million buzzworthy conversations on social media. This tremendous success has propelled Heineken Silver to maintain consistently high rankings, achieving the Top 1 Campaign BSI and Top 1 Event BSI in April, securing a Top 4 position in May, and further elevating to Top 3 in June.  

In addition to its digital triumph, the campaign has successfully attracted a massive audience, with 1.3 million users enthusiastically joining the Ekoin platform. This influx of users not only signifies the campaign's resonance with the target audience but also reinforces Heineken Silver's commitment to delivering engaging and immersive experiences across various touchpoints.  

The impressive statistics underscore the campaign's effectiveness in creating a widespread impact, not just in terms of impressions and social engagement but also in building a substantial community on the Ekoin platform. Heineken Silver's continuous high rankings and growing user base stand as a testament to the campaign's resonance and success in capturing the attention and enthusiasm of its audience.