CUSTOMS IS NOT GEN Z’S CURRENCY OF LIFEFor long, parties in Vietnam often have rules and customs, and they’re inadvertently a “stuffiness” to Gen Z, who truly live by freedom of personality expression, trendy & unknown experiences. The tension is also true in the nature of social media thesedays, where Gen Z are losing their comfortable space under the pressure of social media norms and rules.

TWIST STUFFY WAYS INTO SMOOTHY PLAYS !With the ambition to become Gen Z's choice of beer, Heineken Silver bet a big game, creating a new verse where Gen Z can flip from the stuffy reality into the place full of their passion points so as for them to have coolest and most exciting experiences.To lure Gen Z into our verse, we utilize the power of influencers & gamification to create a noise of the town and trigger youngsters to participate. Heineken Silver leverages the most iconic influencers named Silver Gang as the ambassadors to connect all Gen Z and spice up the excitement through inspirational stories & join in the first-ever livestream with XR & 3D mapping format to bring a gamified experience for youngsters.Nevertheless, Heineken Silver ambitiously build a long-term platform to drive engagement, advocacy, purchase actions of Gen Z through gamification - THE ARRIVAL OF DIGITAL TOKEN FROM HEINEKEN - EKOIN, exciting youngsters with unique gaming experiences to earn limited rewards under Ekoin collection. Ekoin immediately hits the trend when it is endorsed by all-tier influencers across categories.  The campaign reaches the hype through the music party. The successful element derived from 100%local communities trigger the FOMO of youngsters to join in the events to flip the stuffiness together.

PHASE 1: BREAK THE CONVENTION OF STUFFINESS To drive awareness & create conversation among GenZ, Heineken Silver leverages the impactful four influential Icons of Gen Z (Binz, Touliver, Phuong Vu, Fung La) under the edgy name - The Silver Gang, to wake up the tension of stuffy situations that every Gen Z feel belonging. They are not totally big names with millions of followers, yet having real influence and connection with Gen Z by their own talents.- BinZ: a talented rapper who drops love poems in any of his rap songs, influence a different kind of rap among youngsters- Touliver: Music wizard - the man weaves the magic to many hits in Vietnam- Phuong Vu: Production Director - bringing GenZ's spirit & souls to art masterpiece (MVs, TVC)- FungLa: is a fashionista, makes a big shadow in Vietnamese fashion & style transformations with her small physique.Wind up with the halo effect from TVC featuring the Silver Gangs, Heineken Silver leverages 14 supporter KOLs from different categories to also share their own stuffy stories and how they “flip the script”, which is the great enabler to bridge Gen Z to next hype.

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PHASE 2:FROM WORD-OF-MOUTH (WOM) TO WORD-OF-WOW (WOW)The Heineken Silver social campaign emboldens its position in youngsters’ beer of choice by launching EKoin - first-ever social gamification. The campaign successfully sparks a hype among digital society by the consecutive ‘wow’ sensorial experience created by the unification of Gen Z-influential KOLs across passions: music, underground, art, fashion, design, gaming and lifestyle.The heat waves up through the smart use of macro KOLs & local communities with a huge Gen Z population to boost the visibility & drive traffic to EKoin hub, simultaneously utilizing improvisatory influencers to host interactive activities to inspiringly involve users in the game.The hype also comes from the attractiveness of rewards - the Smooth Gear with phenomenal items inspired from everyday items but creatively recreated to bring unique experiences to the winners+ Sling bag (designed in combination with LED screen)+ Portable luggage (can run like an electric car)+ Scooter (designed with Heineken style)+ Ultimately, 6 limited Heinekicks in Vietnam - designed by the wizard Dominic Chambrone - The Shoe Surgeon create a social heat among “sneakerhead” youngstersSave the best for the last, a Silver-Gang's livestream revealed the most coveted of our gifts - the Heinekicks. A one of a kind edition pair sneakers in collaboration with “The Shoe Surgeon,” a celebrated sneaker designer who has made kicks for the likes of LeBron James, and Drake. The top 100 most engaged eKoin collectors were invited to join in the livestream for an opportunity to win and receive them at a limited edition event with key KOL members from the Smooth Gang.These final rewards created an opportunity to cap off our campaign with a bombastic event, featuring our Smooth Gang KOLs celebrating their Smooth Escape from Stuffiness. The event became the talk of the town and provided a fitting reward for our GenZ drinkers.

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PHASE 3: MAKE THE TRANSITION “2SMOOTH-2-4GET”Does not stop there, Heineken Silver keeps the momentum by ending up the campaign by a Music Party event with ear-catchy and eye-catchy line-ups. Before the event, iconic singers kickstarted with teasing content to warm-up the local conversation & the powerful word-of-mouth of 100% of local community pages in Nha Trang to drive attraction of the event. The event was also livestreamed by leveraging the xR technology & LED display with 3D visuals to create aerial visual experiences, combining with the iconic singers from multiple music genres to heat up the atmosphere anywhere.The event has successfully driven the huge conversation among Gen Z and as the memorable wrap for Smoothness experience.

With the innovative approach that tackle right insight of GenZ, and well injecting brand proposition, integrated with a smart influencer strategy, for the first time after 5 years, Heineken sales volume grew significantly by 50% vs. the total volume of 2021, which made Heineken Silver now accounts for 70% of the total volume of Heineken sold in Vietnam with 260% increase of Silver 6-pack case sales compared to 2021, and it led to the result of double Market share vs. 2021.EKoin platform successfully attracted 1.6M traffic with 23,35% users converted to play and collect EKoin (10x vs. benchmark), which means 12.6M EKoins mined (35% over KPI).The campaign outstandingly hit the social record by achieving 1.2M discussions on Social and:- Top 3 BSI Campaigns in June 2022- Top 2 BSI Campaigns in July 2022- Top 6 BSI Campaign in August 2022- Top 2 BSI Campaign & Top 2 Event in September 2022